Mondial Telecom Cherry at Mobile Monday Brussels-
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Transcript of Mondial Telecom Cherry at Mobile Monday Brussels-
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"How SIP and VoIP is transforming the model"
Davy Van De Moere CTO Mondial Telecom
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• Short on Cherry • Trends • MVNO’s – the classic model (sales, sales, sales)
• The challenge – Differentiate • Using IP on GSMs
• UMA • IMS (Getting the V out of MVNO)
• The success matrix • Integrate SIP with SS7 • Use correctly 802.11 networks • User transparency • CME – challenge • God is the Detail
Content
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How chocolate, French fries, beer and Cherry relate…
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• You just want to see it right? Here it is…
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First off … what is Cherry actually doing?
• That was: • Wifi – calling on the beach of Knokke using Wifi • See more at Youtube, google for “cherry world premiere”, and see the Handover in action.
• Cherry is: • Call out on Wifi with the same number • Call in on Wifi with the same number • Smooth handover in call • QoS although differently implemented • And some nice goodies
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The Cherry app on Nokia
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Cherry’s handover • when walking out of wifi the cellphone moves the Wifi leg to a GSM leg
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Relevant trends
• Smartphone penetration is rising (In Belgium that’s about 6% now)
• Wifi networks become more spread, as well as the public wifi networks
• All communication is migrating towards a full IP world
• Integration of networks starts to happen
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MVNO – The classic model
• MVNO’s advantage was:
• other price models
• lower margins due to lower overhead
• different service
• good sales organizations
• MNO’s reached +100% market penetration, the rules have changed, it’s market
saturation time!
• MVNO’s and MNO’s need new differentiation
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MVNO – Differentiate
• FMC is one way to differentiate, there are a few ways to do that, and other examples are here today! • It allows for :
• Much lower cost structure when calls are on wifi, arbitrage possibilities! • Major advantage when roaming • Better coverage indoors! • New/unique features for the end user • Control by the MVNO on its customers calls, making it a MSSO ? (Mobile Shared Spectrum Operator? )
• We all know one day all communication will be on IP, don’t ask me for a timeframe ;), all we know, is it can only be a smooth transition.
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Mobile FMC had two paths until Cherry came along… • UMA vs IMS
• UMA : Change the CPE infrastructure • IMS : No need to change, everything you need is already there
• PicoCells , FemtoCells? • Nice technology, no really! But who’ll pay for all that radio power ? It’s only a CAPEX to OPEX transformation for a MNO. And there are still quite some technical difficulties.
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The success matrix
• Integrate SIP with SS7
• Use correctly 802.11 networks
• Making it transparent for the user
• CME – challenge
• God is the Detail : Get the OSS/BSS straightened out
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Integrate SIP with SS7
• SIP is from Venus, SS7 from Mars, as all marriages, it ain’t easy.
• There are no written rules yet, on SIP to SS7 integration on Mobile usage
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Use 802.11 networks in a good manner
• Users have a random behavior, they are walking in and out wifi networks
• We only want to put calls on wifi when we’re sure about the audio quality, still
that’s a huge % of the calls
• We don’t want to overuse it as well, to enlarge battery life
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Making it transparent for the user
• Users are stupid? No! They just don’t care about the cost of their next call. They
don’t want to bother with technicalities, but they appreciate a lower invoice at the
end of the month.
• Lower cost and a few nice extra features are key to convince the user, good
quality all the time, and ease of use is imperative to retain them.
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Making it transparent for the user (cont.)
• Provisioning needs to be as simple as can be
• Legal aspects need to be covered
• Home/work wifi networks need to be sufficient from a range/bandwidth
perspective
• Application needs to as easy as possible, offcourse the hardest part is making
an application to be mostly in the background, not interfering with the user.
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Customer Mobile Equipment
• The market is very heterogeneous :
• Nokia has 3 main platforms on the market NOW, for smartphones.
• Iphone
• Windows Mobile has 2 relevant platforms
• Android has 2 release branches
• RIM
• …
• Much 3rd party apps
• Different CPU speeds, memory performance, screen displays, etc…
• And it is used in a random-like manner
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God is in the detail
• A lab environment is different place then the actual field
• Hence, on OSS deep monitoring and analysis are required
• On BSS CDRs of handed over calls are not straight forward
• BSS has even wider multidisciplinary requirements
• Educate the user
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Cherry is open for business
• Cherry had a friendly user test with tech loving people in July, launched commercially on 26/8 , distribution channels opened in october • We have most of the ingredients on our shelves:
• CME support • SIP expertise • SS7 – SIP integration , in layman terms , how to connect to a MNO • BSS experience • Wifi knowledge
• Cherry is a solution provider, next up is International Expansion • We’re open to discuss business opportunities
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Cherry is open for business (cont.)
Contact:
[email protected] (CTO) – yours thruly [email protected] (CEO)
visit www.becherry.be & google for “Cherry world premiere”
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Q&A