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HOMESOLUTIONSSERVICE PROVIDERMOBILE OPERATORSSERVICE EXCHANGE FRAMEWORK FOR MOBILE OPERATORSIMS/A-IMSWHITE PAPERSSupporting the IP Multimedia Subsystem for Mobile, Wireline, and Cable Providers
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IMS/A-IMS
Supporting the IP Multimedia Subsystem for Mobile, Wireline, and Cable Providers
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Supporting the IP Multimedia Subsystem for Mobile, Wireline, and Cable Providers
Supporting the IP Multimedia Subsystem for Mobile, Wireline, and Cable Providers
Cisco® Service Exchange Framework Comprehensively Supports Both IP Multimedia System (IMS) and Non-IMS Services
Overview
Today‘s digital-age consumers demand much more than faster network access and service reliability. The empowered subscriber requires ubiquitous access, personalization, and rich connected experiences that they can control and share. Subscribers connect to an array of services through a wide spectrum of both wired and wireless access mediums. But many service providers have been unable to use their broadband and mobile infrastructures to fully optimize their revenue opportunities. The ability of their network infrastructure to identify subscribers, classify applications, provide dynamic session and policy control, guarantee service performance, and charge for multiple IP services without costly infrastructure upgrades has some fundamental gaps. Service providers need a means to manage and control subscriber-based traffic by application type (for example, voice, video, and data) and to meter and charge for those applications accordingly. In addition, service providers need a standards-based service delivery platform that allows them to easily add and integrate services and bring them to market quickly. These challenges are among the many customer, business, and technical challenges that have caused the standards development and service provider interest in IMS.
This paper describes how the Cisco Service Exchange Framework aligns with the evolution of IMS-based services and standards to enable multimedia service support. Efforts within specific standards bodies to create open, standards-based architectures and technologies for data, voice, and video services in mobile, wireline, and cable networks are also discussed.
IP Adoption and NGN Architectures Build the Foundation for Network Simplification and Service Convergence
With the growth in IP data traffic and the need to grow average revenue per user (ARPU) and profitability, next-generation network (NGN) architectures were developed to simplify networks by using a common platform to support multiple service streams and offer tiers. In addition, an open regulatory environment facilitated and encouraged competition and minimized the barriers to entry for new service providers. Heightened competition along with escalating Web-based traffic called for creative approaches to service acceleration and increasing profitability. The opportunity for profitable revenue generation and optimized operations collectively encouraged service providers to move toward converged network architectures for greater efficiencies. Voice was the first non-data traffic to be transported over the packet network, and a set of industry standards was developed to address delivery of this service over IP. Called voice over IP (VoIP), it has transformed the business model for service providers and vendors alike - not to mention the expectation of customers - because a rich feature set can be deployed and modified very quickly at very low cost. IP provided the basic converged protocol to facilitate this evolution and has set the stage for the next phase of service creation and application deployment that will transform operators from just service providers to "experience providers".
Today, the wireline industry is rapidly evolving beyond VoIP to the next step in true multimedia convergence. However, as operators experienced with VoIP can attest, significant gaps remain in the ability to control, manage, and provision services and subscribers - and these gaps present widespread barriers to delivering a transparent service experience that provides any service, any time, any place, to any device. Evolving standards such as IMS and related IMS-based standards and initiatives such as Telecoms and Internet Converged Services and Protocols for Advanced Networks and Next-Generation Network (TISPAN) and Advances in IMS (A-IMS) are intended to address these gaps and serve as the next-generation convergence enablers that will help transform the future of mobile, voice, video, and data communications for consumers and businesses. Essentially, these evolving standards and initiatives focus on addressing the gaps between all the disparate telecommunications delivery infrastructures, services, and applications, including the gap between the public network and cellular voice, the gap between cellular voice and cellular data, and the gap between dedicated purpose-built networks and open, standards-based networks. In particular, evolving IMS-based standards represent an opportunity for operators to develop long-term strategies while at the same time supporting existing business models and customers.
Defining the Scope and Purpose of IMS
IMS is a service delivery framework for Session Initiation Protocol (SIP)-based multimedia services. From a standards perspective, IMS is a complex proposition, with many specifications that must be aligned with one another to enable the transparent delivery of SIP applications. IMS is a useful framework that has gained momentum largely because of the industry‘s acceptance of two major technological building blocks - IP and SIP. SIP will be the common signaling protocol at the core of the network, providing the cipher that allows all previously incompatible networks to "talk" to one another. The Third-Generation Partnership Project (3GPP), which focuses on the needs of mobile operators, has led the effort to develop IMS. Other standards bodies have adopted most core IMS functions for their respective domains and have developed relevant segment-specific IMS extensions for next-generation mobile, wireline, and cable services, as shown in Table 1.
Table 1. Standards Organizations and Consortiums and Their IMS Contributions
Standards Organization or Consortium
Scope or Focus
Standards Contribution
Internet Engineering Task Force (IETF)
All IP networks
SIP and other protocols (for example, Secure Device Provisioning (SDP), Real-time Transport Protocol (RTP), DIAMETER, etc.)
Third-Generation Partnership Project (3GPP)
Universal Mobile Telecommunications Service (UMTS) Wideband Code Division Multiple Access (W-CDMA) mobile networks and other access networks
IMS
Third-Generation Partnership Project 2 (3GPP2)
CDMA2000 mobile networks and other access networks
Multimedia Domain (MMD)
European Telecom Standards Institute (ETSI)
Next-generation wireline networks
NGN effort by TISPAN
International Telecommunication Union (ITU-T)
Next -generation wireline networks
Focus Group on Next-Generation Networks (FG-NGN) effort by ITU-T SG13 NGN and other ITU-T study groups
CableLabs®
Cable IP networks
PacketCable™ 2.0 project
IMS has evolved from providing only mobile wireless access (as per 3GPP Release 5) to be access-agnostic, and it now takes advantage of multiple access technologies, including Wi-Fi, Worldwide Interoperability for Microwave Access (WiMAX), DSL, broadband cable, and even enterprise-level T1 (as per 3GPP Releases 6 and 7). The IMS layered approach decouples the network infrastructure from services with a standardized, horizontal approach (compared to traditional vertical silo service approaches). The profitability appeal of IMS for service providers lies in its ability to provide a standard platform to respond rapidly to marketplace dynamics of revenue opportunities and the need to better address service personalization (for example, self-subscription, buddy lists, etc.) and control (for example, quality of service [QoS], class of service [CoS], charging, security, content filtering, etc.). IMS enables users to set up multiple services very easily in a single session or multiple synchronized sessions. Essentially, IMS is an application-oriented concept appealing to all types of service providers. Figure 1 provides a simple representation of IMS in three planes. The middle IMS layer separates the services and application layer from the transport layer for greater flexibility.
Figure 1. IMS Evolution: From Wireless to Wireline

Market Dynamics - Accelerated Service Provider Need for IMS
IMS gives service providers a standards-based platform to deliver differentiated SIP-based services. But, even though the original roots of IMS were in the 3GPP market, it has been embraced by most market segments. In today‘s telecommunications market, IMS is finding acceptance with mobile, wireline, and cable providers in their efforts to benefit financially from a new generation of sophisticated users, advanced applications, enhanced infrastructures, and growth of intelligent end devices. Within this environment are several primary factors influencing adoption:
• Multimedia endpoints are growing rapidly in the marketplace - The growth of handheld intelligent devices gives users access to mobile multimedia services. Person-to-person, real-time applications (for example, instant messaging, push to talk, etc.) are experiencing growing popularity worldwide.
• Intense competition and pricing pressures - Carrier overlap continues across wireline, cable, and mobile segments. Fixed mobile convergence offers better asset usage.
• Convergence of voice, video, and data - As more vendors introduce bundled triple-play (voice, video, and data) and mobility services, there is a heightened need for convergence between wireline and wireless networks to improve service ubiquity.
• Accelerating deployment of new services - Service providers are challenged with shrinking windows of opportunity to create and deploy new services. Business pressures also require that new services provide a return on investment (ROI) within shorter timeframes.
IMS is designed to help service providers address these fundamental concerns as they migrate from circuit-switched networks to packet networks based on IP protocols. Specifically, broadband networks based on cable and DSL have led to the demand from end customers for more diverse services and flexibility. Service portfolios will be redefined because of customer demands, and this redefinition will lead to a more nimble and agile network that will be ever more responsive. Service providers seek to move away from being mere bit-pipe providers to delivering more innovative multimedia services. The following are some of the specific benefits that IMS offers to mobile, wireline, and cable operators:
IMS for Mobile Networks
• Consolidates service delivery platforms for voice and data, reducing IT and network integration work required to bring new services to market
• Reduces the cost of providing in-home voice and data services by offloading traffic to 802.11 spectrum and broadband IP backhaul
• Allows operators to capture an increased share of household or enterprise communications spending by providing integrated services, such as combined VoIP and cellular or "portable broadband," which can be purchased from different providers today
• Allows entry into new markets (for example, VoIP)
• Provides a common interface for mobile virtual network operator (MVNO) partners to access the wireless WAN
IMS for Wireline Networks
• Offers a mechanism to compete with cable providers by retaining existing wireline telephone customers but migrating them to broadband DSL with VoIP
• Provides a common platform to replace multiple existing service silos, significantly reducing the cost of IT and network operations
• Technically integrates wireless services with wireline services (such as VoIP) in a way that can differentiate communications bundles from the services of competitors
• Provides a cost-effective platform for all new services, such as VoIP, video telephony, and emerging high-speed data applications (for example, multimedia conferencing and multiplayer gaming)
IMS for Cable Networks
• Combines wireless with existing voice, video, and data services by providing a standard way to interface with wireless carrier networks
• Provides a common platform for applications and content providers to deliver services over the cable network
• Controls QoS for IP applications on the cable network, ensuring a satisfactory user experience
Traditionally, service providers offer services on a standalone basis (for example, services that do not interoperate). With IMS, new services can be created, combined with current services, and deployed more quickly, though turn-up times will vary by carrier. For example, if a provider can add video to a voice call without going through the arduous process of linking together proprietary systems and creating separate databases, the resulting new service will contribute to incremental revenue at a lower cost than was previously possible. In addition, new applications can be deployed over IMS networks with minimal integration requirements - in some cases, through a software upgrade.
IMS Offers Residential and Business Customers Rich Multimedia SIP Services
IMS services allow residential and business subscribers to enjoy a rich communications experience through real-time, person-to-person multimedia voice and video conversations and many multimedia Internet-based activities. IMS supports personalized content and group communication capabilities with blended voice, video, and data. It is now possible to innovatively combine today‘s technologies in ways customers find very attractive, in a departure from the rigid network architectures of the past. Other non-IMS solutions, such as those encompassed by the Cisco Service Exchange Framework, also provide rich multimedia experiences.
Today, most users access personal services from one or more service-specific, user-independent interface. The routing to the server is also service-specific and often proprietary. The service architecture is also service-centric and scalability is a fundamental, service-specific concern. With IMS, users will access personal services through a dynamically associated, user-centric, service-independent, and standardized interface. IMS dynamically allocates resources to users during logon or when a request addressed to a user is received. The IMS service architecture is user-centric and highly scalable.
With non-IMS applications, each service often has its own way of authenticating users, which may be standardized or proprietary. It may not authenticate the user at all, relying instead on lower-level authentication. The operator may need to introduce a special single sign-on (SSO) service to avoid re-authentication for multiple services. With IMS, authentication is handled as the user signs on. When authenticated, users can access all IMS services that they are authorized to use. The following are some examples of the enhanced services users might experience through IMS:
• VoIP services - VoIP communications, Basic Custom Local Area Subscriber Services (CLASS) services (for example, caller ID) extended to the IP domain, IP Centrex, and extensions of such services to a multimedia environment (for example, call forwarding for a video conference).
• Presence and group lists - Presence is the capability to show which members of a group are available for a conference (possibly including their location) and the capabilities of each group member‘s device. Group lists can be maintained for various types of group sessions.
• Video and audio conferencing - Multimedia conferencing can be established between any set of end users. Participants can be added and deleted as required.
• Collaboration - Groups of individuals collaborating on projects can communicate through voice and text and share graphics and video - a generalized form of "white boarding".
• Instant messaging - Multimedia instant messages can be sent to others, extending the popular instant messaging of text used on the Internet to any type of message sent to any end device.
• Push to talk and push to X - This service is a "walkie-talkie" service that uses VoIP half-duplex communications for efficiency and speed. When implemented over a cellular network, this service is referred to as push to talk over cellular (PoC); it can be extended to include other types of communications beyond voice.
• Dual-mode handsets - These new handsets enable the user to use VoIP over Wi-Fi (with a wireline connection to the Internet from the site) when the user is at the home, at the office, or at a Wi-Fi hotspot, and cellular phone service when traveling.
• Requests for content - Consumers can request content from video applications (for example, video on demand [VoD]) from a Website to be delivered to any wireline or wireless device.
As can be seen in these descriptions, IMS represents a significant step toward enabling a host of new services, revenue opportunities, and differentiation through a SIP-based strategy. But many operators are also challenged with managing and delivering existing services that are, in all likelihood, not SIP-based, presenting additional complexity and challenges in supporting the delivery of a blended service offering while achieving optimal operational effectiveness.
Cisco Service Exchange Framework Capabilities Comprise the Critical Service Layer in Cisco IP NGN Architectures
The Cisco Service Exchange Framework enables service providers to transform their networks by adding greater intelligence and control to current infrastructures without requiring significant incremental investment while at the same time accommodating both IMS and non-SIP standards and services. It allows service providers to optimize application-specific traffic while adding mobility, presence, and a complete suite of subscriber-aware capabilities. When the Cisco Service Exchange Framework is deployed with Cisco Intelligent Network solutions at the network layer, service providers can effectively address a variety of concerns that confront next-generation networks today - such as access reach and management, traffic optimization, mobile service management, security, and fixed-mobile convergence (as shown in Figure 2).
Figure 2. Cisco IP NGN Architecture

As the anchor for the critical service convergence layer of the Cisco IP NGN architecture, this framework provides a variety of service-enabling control technologies that empower service providers with the following essential subscriber and service information:
• Who are the users? What device and services are they trying to access? More subscriber detail can be provided, depending on the service provider‘s specific application needs.
• What are subscribers allowed to do? What is the policy directing the delivery of each service? Within what timeframe can they do it? For example, if a customer accesses a service during peak times, should the customer be charged more?
• How can the network resources be dynamically controlled? How can service providers monitor and charge for a service on a per-user and per-usage basis? How can the network be made self-aware of the demands on the network? How can the network interwork with other carrier networks to provide rich-media control?
• Where can the user roam? Where is the user and device now? Where is the service offered and can the session be maintained across other networks?
To achieve true service convergence, providers must have intelligent networks that enable them to operate, bill, and manage an unlimited number of IMS-based and non SIP-based services over a range of fixed and wireless access mediums. The Cisco Service Exchange Framework allows carriers to:
• Offer a single point to sign on to the network, with access to a multitude of service offerings based on user profile
• Provide more granular usage analysis on an individual subscriber and application basis
• Manage and disseminate policies in real time to avoid revenue leakage, test new business models, or address network threats
• Deliver, analyze, manage, and control existing as well as new applications
• Implement new security policies as part of an overall service offering
• Provide subscriber- and application-aware services
• Bundle and manage service pricing down to the transaction level using a common IP network
• Offer application-level QoS
• Track transactions by content type, device type, or by subscriber
Transport networks can be viewed as a highway, where users are fundamentally accessing a high-speed network through a variety of data on-ramps. The Cisco Service Exchange Framework is critical to moving from a data highway to a data tollway - a service structure that allows service providers to reap the benefits of their infrastructure investment by establishing more granular levels of visibility and control over subscriber access, usage, and location, allowing them to effectively manage, charge, and differentiate their unique voice, video, and data or mobile service offerings. The toll way allows service providers to offer subscribers an increased number of personalized experiences - as well as perceived value - helping to increase ARPU and customer loyalty. Ultimately, enhancing and differentiating applications by enriching content and applying appropriate QoS that lays the foundation for a far better user experience than offered by today‘s best-effort network. The ability to identify subscribers and classify applications on the IP network ensures that services such as VoIP, VoD, TelePresence, and interactive gaming can be prioritized to meet application metrics, differentiating them from current best-effort service, thereby differentiating services offerings, justifying price premiums, and helping service providers transform themselves from simple service providers to experience providers.
Follow-me mobility is a prime example of how the Cisco Service Exchange Framework can create high-value, high-margin Differentiated Services (DiffServ). With access to a network of networks, professionals can be connected and productive virtually anywhere. Even when moving from one place to another, sessions can remain active and users can remain connected to each other. Users can easily maintain the same voice, data, or even video connection from the office to their car, at the airport, and at home. Providing application mobility over the most reliable and cost-efficient network is an overriding goal. To achieve this ubiquity, networks must be standards-based and even more tightly linked, with operations and support systems tied together so that handoffs and billing can occur effectively and extensive QoS and CoS distinctions are recognized and supportable from network to network.
The Cisco Service Exchange Framework and Partner Solutions Provide Comprehensive Support for IMS Applications
The Cisco Service Exchange Framework is access technology-agnostic and supports open application programming interfaces (APIs), allowing service providers to customize their networks and their businesses with a wide variety of third-party policy and service applications, operations support systems (OSSs), business support systems (BSSs), and customer devices. Cisco is actively engaged with a variety of technology and application partners to ensure carrier-class interoperability between Cisco Service Exchange Framework solutions and third-party policy servers, application and client servers, end-user devices (for example, handsets), and various other networking solutions (as shown in Table 2). By strategically collaborating with partner solutions, Cisco is building a powerful ecosystem to comprehensively support the success of wireline, cable, and mobile service providers in delivering differentiated IMS and non-IMS services to business and residential subscribers (as shown in Figure 3).
Figure 3. Cisco Service Exchange Framework

Table 2. Cisco Service Exchange Framework Supports Common IMS Functions Across Mobile, Cable, and Wireline Segments
Common IMS Element
Definition
Cisco Service Exchange Framework Solution
Call/Session Control Functions (CSCFs)
· Proxy CSCF (P-CSCF)
· Interrogating CSCF (I-CSCF)
· Serving CSCF (S-CSCF)
The CSCF is a centralized routing engine, policy manager, and policy enforcement point to facilitate the delivery of multiple real-time applications through IP transport. It is application-aware and uses dynamic session data to manage network resources (feature servers, media gateways, and edge devices) and to provide advance allocation of these resources, depending on the application and user context. The P-CSCF is the first contact point within IMS for the user. It accepts requests and serves them internally or forwards them. The I-CSCF is the contact point within an operator‘s network for all connections destined for a user of that network, or for a roaming user currently located within the service area of that network. The S-CSCF identifies the user‘s service privileges, selecting access to the home-network application server and providing access to that server.
Supported by Cisco technology partners
Breakout Gateway Control Function (BGCF)
The BGCF controls call transfer to and from the public switched telephone network (PSTN).
Supported by Cisco technology partners
Media Gateway Control Function (MGCF)
The MGCF communicates with the CSCF and controls the connections for media channels in an IMS Media Gateway Function (MGW). The MGCF performs protocol conversion between ISDN User Part (ISUP) and the IMS call-control protocols.
Cisco PGW 2200 Softswitch
IMS-MGW
The IMS-MGW can terminate bearer channels from a switched-circuit network and media streams from a packet network. The IMS-MGW can support media conversion, bearer control, and payload processing (for example, using codecs, echo cancellers, or conference bridges).
Cisco MGX® 8880 Media Gateway
Subscription Locator Function (SLF)
The SLF locates the database containing subscriber data in response to queries from the I-CSCF or application server.
Supported by Cisco technology partners
Home Subscriber Server (HSS)
The HSS includes the Home Location Register (HLR) and the Authentication Center (AuC).
Supported by Cisco technology partners
Media Resource Function Controller (MRFC)
The MRFC controls the media-stream resources in the MRFP, which interprets information coming from an application server and S-CSCF and controls the MRFP accordingly. It also generates call detail records (CDRs).
Supported by Cisco technology partners
Media Resource Function Processor (MRFP)
The MRFP provides a wide range of functions for multimedia resources, including provision of resources to be controlled by the MRFC, mixing of incoming media streams, sourcing media streams (for multimedia announcements), and processing of media streams.
Supported by Cisco technology partners
Signaling Gateway Function (SGF)
The SGF provides signaling conversion in both directions between Signaling System 7 (SS7) and IP networks.
Cisco IP Transfer Point (ITP)
Policy Decision Function (PDF)
The PDF controls traffic entering the packet-switched network by allocating or denying IP bearer resources.
Cisco Broadband Policy Manager
Resource Admission Control Subsystem (RACS)
RACS evolves the PDF to support wireline and wireless networks by separating the PDF into a Service Policy Decision Function (SPDF), which handles access technology-independent aspects of policy and admission control from the Access-Resource Admission Control Framework (A-RACF), which handles access technology-specific policy functions.
Cisco Broadband Policy Manager
The Cisco Service Exchange Framework Provides Comprehensive Support for Non-SIP Applications
Although Cisco supports evolving IMS standards and architectures - and these standards will provide carriers with tools to deliver customized, SIP-based rich media - it is important to understand that IMS alone does not address the full spectrum of applications that service providers are profitably delivering now (and will continue to offer for years to come). Today‘s non-SIP-based applications include peer-to-peer, streaming (for example, VoD and IPTV applications), business IP-VPN, messaging (for example, instant messaging, Short Message Service [SMS], and Multimedia Message Service [MMS]) and continue to grow at a rapid pace. Providers need such applications in their portfolio, not only to meet customer expectations but to take advantage of very substantial revenue opportunities that they create. Some providers are not waiting for the IMS-based standards or their own IMS architectural capability to extend support to these non-SIP applications and are therefore looking for a means to quickly, efficiently, and profitably deliver both SIP and non-SIP based applications. In such cases, the Cisco Service Exchange Framework is even more relevant to addressing service providers‘ needs because it provides unique and comprehensive support for both SIP and non-SIP-based applications as they evaluate and evolve their integrated IMS and non-IMS strategies (as shown in Figure 4).
Figure 4. Cisco Service Exchange Framework Uniquely Supports Both IMS-Based and Non-IP-Based Applications

The Cisco Service Exchange Framework Provides Unmatched Service Intelligence and Control for Service Providers
The Cisco Service Exchange Framework overlays fixed and mobile network intelligence, subscriber awareness, and application-level control as well as presence on existing IP transport networks, helping service providers analyze, optimize, secure, and meter application- and content-based services. Each of these benefits is defined in more detail in the following sections.
Usage Analysis
Improving and developing new business models require that broadband and mobile service providers accurately understand their subscribers‘ preferences and network usage patterns. Cisco Service Exchange Framework technologies are designed to dramatically improve analysis. Obtaining meaningful usage data from IP networks is a particularly difficult task. IP network transport devices were not designed to provide usage information that captures the application-related details of transport traffic, resulting in poor visibility into network and subscriber activity. Providers frequently rely upon guesswork or inaccurate sampling techniques as they work to better understand usage patterns.
SEF technologies provide high-performance application and subscriber-aware traffic classification, providing operators with unrivaled visibility into network activity. By tracking all IP traffic flows and performing packet flow optimization, the solution collects statistics on the applications and services used by individual subscribers. Taking the guesswork out of capacity planning and detailing the subscriber demographics helps operators uncover the new revenue potential and hidden operational costs associated with IP service delivery in both broadband and mobile networks.
Traffic Optimization
The growing number of broadband Internet subscribers and the emergence of broadband-aware applications using greater bandwidth such as peer-to-peer file sharing, voice, or streaming media is affecting the cost and profit equation for service providers. Regardless of the amount of bandwidth operators make available, new applications and growing file sizes make network congestion inevitable. The incremental costs of network upgrades and transit reduce operators‘ margins. The Cisco Service Exchange Framework helps providers reduce costs. Using state-of-the-art bandwidth management tools applied to network traffic on a global, subscriber, or individual application flow-level hierarchy allows operators to dictate how network resources are allocated. The result is an improved subscriber experience and overall satisfaction with network performance - as well as a reduction in transit costs and costly network upgrades.
Service Security
The lack of security-conscious home users and the open nature of the Internet create a breeding ground for network security threats that affect both service providers and subscribers. Subscribers are under a constant threat of denial-of-service (DoS) attacks, worms, virus infections, and other security threats. Recent threats have created "security storms" resulting from virulent Internet viruses (for example, Sasser, the Kama Sutra worm, Demon Wave, etc.). Additionally, as more "IP-enabled" handsets and personal digital assistants (PDAs) become targets for hackers, service security becomes a paramount concern for operators on all sides.
Increased network traffic caused by the multiplicative effect of infected hosts results in increased administrative costs and technical support calls, as operators seek to track, disable, and block the spread of a virus attack. Infected machines generate network congestion as they attempt to propagate a viral infection, resulting in performance degradation for all users. Service control-enabled networks stop and proactively mediate security threats that create unwanted traffic and network congestion while increasing providers‘ costs.
Tiering and Access Control
Differentiating service levels and compelling new content are accelerating the migration of dialup users to broadband access, creating the necessary critical mass of users for premium content service deployment. As content proliferates and content suppliers begin to partner with network operators, both mobile and broadband service providers will need to protect copyrights, which may be based upon subscription, and mitigate against unauthorized access to content. The Cisco Service Exchange Framework helps ensure that operators can account for usage on an individual subscriber level, while enforcing different policies on a variety of applications or services. This dynamic, subscriber-centric enforcement model allows for the creation of access and bandwidth-on-demand (BoD) services that can improve overall subscriber satisfaction by allowing providers to select or gain access to the content or resources of their choice. Providers can now initiate truly customized broadband products and services and enforce service parameters directly correlated to the needs of individual users.
Content Charging
If the network were able to differentiate between types of content, value service offerings differently, or track and meter combined usage, mobile and broadband operators would be better able to competitively package and value content in unique ways. The Cisco Service Exchange Framework content charging solution offers carriers the ability to increase revenue and take full advantage of infrastructure investments by adding pre- and postpaid content-based services to service offerings. Through the ability of the Cisco Service Exchange Framework to granularly control and classify traffic, broadband operators can create application quotas, while mobile carriers can use the content charging solution to enable real-time charging of traffic according to sophisticated rate plans and control traffic based on advanced pre- and postpaid billing models. Real-time charging is performed against a subscriber‘s balance in line with traffic, thus preventing potential revenue leakage.
Premium Service Enablement
The ability of the IP network to generate compelling new services is unlimited, but shortfalls in today‘s infrastructure are preventing providers from profitably maximizing network investment and limiting their ability to create new business models or customize services to individual subscriber preferences. Cisco technology is built to resolve a multitude of service delivery concerns. As the number of Internet subscribers grows and the number of intelligent portable devices increases, the market for both broadband and mobile operators is positioned to accept new premium service offerings such as VoIP, online gaming, music downloads, VoD, and IPTV. These services can dramatically increase ARPU for service providers, further increasing the overall value of their network assets.
By integrating into existing QoS frameworks and communicating with policy servers and network transport elements, Cisco Service Exchange Framework solutions enable dynamic, real-time provisioning of network QoS based on application activity, greatly simplifying integration and costs associated with multiservice delivery.
Integrated Video, Voice, and Gaming
One of the most significant risks that broadband service providers face is the threat from non-facility-based service offerings. Traditional service provider services often compete with alternative integrated services such as broadband voice, online DVD streaming and downloads, and centralized multiplayer online gaming. Nonfacility services typically ride on a best-effort network and may not benefit from the same QoS as managed triple-play services. Nevertheless, nonfacility operators are able to provide an adequate user experience with comparatively lower operational expenses and a larger addressable market, making them formidable competitors.
However, with the Cisco Service Exchange Framework, service providers can treat integrated applications as partners rather than competition. By creating an open network environment through which nonfacility operators can ensure a more reliable customer experience for their application traffic, broadband service providers can create new revenue-sharing business models. The Cisco Service Exchange Framework allows service providers to efficiently and equitably identify nonfacility service traffic streams for billing, auditing, and guaranteed performance.
Mobility Service Enablement
The Cisco Service Exchange Framework provides significant enhancements for service providers seeking to offer mobility-based services. Further using subscriber and application awareness for SIP-based peer-to-peer and multimedia signaling, the Cisco Service Exchange Framework can enable service applications such as voice, video, push to talk, presence, geolocation, and buddy lists, to name a few.
By providing presence, the Cisco Service Exchange Framework helps enhance mobility application services by allowing mobile service providers to know the users‘ locations, and therefore provide real-time, personalized relevant information such as local times or weather conditions or local news events to mobile users. Presence-based enhancements can provide carriers with ways to further differentiate service offerings. These capabilities are truly access-independent so that they are not tied to any particular network and their operation does not depend upon specific access but can take advantage of access services such as QoS. Service offers must travel from point to point with mobile users, and must interoperate as transparently as possible on an intercarrier basis. The Cisco Service Exchange Framework is designed to resolve the complexities of interoperability and mobility.
Table 3. Cisco Service Exchange Framework Products and Solutions
Product or Solution
Core Functions
Capabilities
Supports
IMS
Supports
Non-SIP
Cisco Intelligent Access and Aggregation Platforms
Broadband remote-access servers (Cisco 10000 Series) and Universal Broadband Routers (Cisco uBR7200 Series)
Broadband aggregation
· Content filtering for traffic control
· Per-user stateful firewall
· Advanced broadband session management
X
X
Video over broadband
· Cisco 7600 Series
Optimized video service delivery
· First asymmetric Gigabit Ethernet optimized video network
· Enhanced multicast for video
· Video Call Admission Control (CAC)
· Scalability: 100,000+ video streams per router or switch
X
Cisco Intelligent Services Gateway (ISG)
· Cisco 7200 and 7300 Series
· Cisco 7600 Series
· Cisco 10000 Series
Advanced subscriber awareness, resource provisioning, and access control
· Dynamic personalized services for enhanced quality of experience (QoE)
· Multidimensional identity
· Single operational integration point for service-to-network administrative functions, simplifying multinetwork operations
· Integrated policy server, which enables scale and efficiency
X
Cisco Visual Quality Experience (VQE) technology
Enhanced video QoE
· Video error repair
· Network-based rapid channel surfing
· Diagnosing video service problems
X
Cisco Mobile Exchange
Mobility services
· Mobile IP
· Service selection
· Content monitoring and security
X
X
Cisco Integrated Policy Management and Content Delivery Solutions
Cisco Service Control Engines (SCEs)
Integrated policy management
· Subscriber and application awareness
· Stateful packet flow optimization
· Application-aware traffic optimization
· Secure broadband services (quarantine)
X
X
Cisco Broadband Policy Manager
Dynamic policy control
· Real-time policy control
· Programmable policy rules and enforcement
X
X
Cisco Content Delivery System (CDS)
Intelligent content distribution
· Any content - video, music, and games
· Any device - streaming to TVs, PCs, and mobile devices
· Any location - through cable, telco, and mobile networks
X
Cisco Call and Session Control and Subscriber Presence Solutions
Cisco MGX 8880 Media Gateway
Packet voice and advanced services applications
· Industry‘s first Multiprotocol Label Switching (MPLS)-enabled media gateway for wireless, wireline, and cable
· Unmatched VoIP density, scalability, and performance
X
X
Session border control
· Cisco 10000 Series
· Cisco XR 12000 Series
· Cisco 7600 Series
Protocol interworking between SIP-based environments and other signaling protocols
· SP-to-enterprise edge for service-level agreement (SLA), signaling, and media normalization
· Service provider-to-service provider edge to exchange VoIP traffic
X
X
Cisco BTS 10200 Softswitch
Packet voice
· PSTN migration to IP NGN packet networks
· Intelligent voice over broadband for residential and business services
· Converged voice and data services
X
X
Cisco PGW 2200 Softswitch
VoIP-to-PSTN interconnect
· Media gateway control
· VoIP transit and PSTN signaling interface
X
X
Conclusion
The Cisco approach to IMS focuses on simplifying the IMS framework to enable IMS as a service delivery subsystem that works in conjunction with existing SIP and non-SIP-based services and support infrastructures. The Cisco Service Exchange Framework provides standards-based interfaces to the IMS subsystem, allowing service providers to build out native IMS functions with Cisco products or by selecting best-of-class fully integrated products from the Cisco ecosystem of IMS system partners. The Cisco IMS solution, applied through the Cisco Service Exchange Framework, is comprehensive and allows operators to deliver a wide range of applications using third-party application servers while supporting industry-leading scalability and resiliency. This flexible approach enables providers to adopt IMS and its related SIP services at a pace appropriate to their business and in a way that is financially viable.
The Cisco Service Exchange Framework enhances broadband and mobile IP networks with network-, application-, and subscriber-aware service controls that help network service providers to identify, classify, and guarantee performance - and to more knowledgeably charge for content services. By taking full advantage of this exclusive wire-speed and stateful architecture, service providers can profitably deliver an array of voice, video, and data video services customized to the needs of their individual subscribers. By adding the intelligence of subscriber awareness and identity management, policy and resource management, dynamic session management, and mobility and services management to IP NGNs, service providers can effectively deliver new and profitable rich-media services while converging their infrastructures. The result is a greater range of services and revenue streams, ubiquitous network coverage, enhanced customer loyalty or "stickiness", and greater efficiencies that contribute to service provider profitability.
Although the promise and potential of IMS and enhanced SIP-based services is compelling, Cisco understands the revenue opportunities and customer demands that are encouraging service providers to enhance their non-SIP network resources and services today. The comprehensive and pragmatic Cisco IP Next-Generation Network vision and architecture are designed to help service providers on their IP NGN journey. With enhanced network intelligence, combined with a 20-year history of IP innovation and world-renowned technical support, Cisco has the solutions, experience, and commitment to help service providers gracefully transition their networks and businesses from flat-fee services to unique, personalized, rich-media experiences.
For More Information
• For more information about the Cisco IP NGN vision and architecture, visit:http://www.cisco.com/go/ipngn.
• For more information about the Cisco Service Exchange Framework, visit:http://www.cisco.com/en/US/netsol/ns549/networking_solutions_solution.html.
• For more information about the Cisco Mobile Exchange, visit:http://cisco.com/en/US/netsol/ns341/ns396/ns177/ns278/networking_solutions_solution_category.html or contact your local Cisco account representative.
• For more information about the Cisco Service Control solution, visit:http://cisco.com/en/US/products/hw/cable/products_promotion0900aecd801cac91.html or contact your local Cisco account representative.
• For more information about Cisco Broadband Policy Manager, visit:
http://www.cisco.com/en/US/products/ps6478/index.html or contact your local Cisco account representative.
• For more information about the Cisco MGX 8880 Media Gateway, visit:http://www.cisco.com/en/US/products/hw/switches/ps1938/products_data_sheet09186a008023fb62.html or contact your local Cisco account representative.
• For more information about Cisco Session Border Control, visit:
http://www.cisco.com/en/US/products/sw/voicesw/ps5640/index.html or contact your local Cisco account representative.
• For more information about the Cisco BTS 10200 Softswitch, visit:
http://www.cisco.com/en/US/products/hw/vcallcon/ps531/index.html or contact your local Cisco account representative.
• For more information about the Cisco PGW 2200 Gateway, visit:
http://www.cisco.com/en/US/products/hw/vcallcon/ps2027/index.html or contact your local Cisco account representative.
• For more information about the Cisco Intelligent Services Gateway, visit:http://www.cisco.com/en/US/products/ps6588/products_ios_protocol_group_home.html or contact your local Cisco account representative.
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