IMS for the Enterprise

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IMS for the Enterprise Cisco TAB Oct 2007
Sorell Slaymaker UHG-IT Office of
CTO sorell_slaymaker_at_uhc.com
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Presentation Outline

• Thesis
• What is IMS
• What are the business applications that require
  IMS/SIP
• Application Examples
• Conclusion
• Questions
• Appendices More misc info

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Thesis

• Cell phones/PDAs will continue to evolve quickly
  and become the predominate communications device
  for a good portion of the work force and consumer
  population
• A lot of the advanced features that will be
  offered initially on cell phones will be
  proprietary to the Mobile Service Operator
  network. MSOs are spending 100Billion/year to
  increase coverage, add users, increase speed, and
  most of all, add new revenue generating services
  for the consumer. MSOs are using the IMS
  framework to add these services, esp in Europe
  and Asia
• In order for Enterprises to take advantage of new
  communication capabilities, they will need to
  integrate with MSOs. This is esp tricky when
  you have mobile employees and customers talking
  to folks within the enterprise like support and
  contact centers who are on traditional phone
  systems
• IMS/SIP appears to be the framework and
  technology that Enterprises will use to integrate
  to an MSO to take advantage of new capability
  like roaming, location, presence,

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IMS Should Enterprises Care?

• Consumers expect to communicate with an
  enterprise the way they communicate with each
  other Multi-channel Multi-modal. The next
  generation cell phones/PDAs will allow you to
  communicate across multiple channels at the same
  time and add more data/context to the
  communication.
• How well an enterprise communicates and
  collaborates will become a key measure of its
  success
• Internally - adopt technology to make employees
  more productive, esp the mobile workforce.
• Externally - getting closer to the consumer for
  competitive advantage. This means communication
  that is relevant, consistent, effective, and
  efficient across all channels.

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What is IMS

• IP Multimedia Subsystem (IMS) is an architectural
  framework for delivering internet protocol (IP)
  multimedia to mobile users. It was originally
  designed by the wireless standards body 3rd
  Generation Partnership Project (3GPP), and is
  part of the vision for evolving mobile networks
  beyond GSM. For more info, go to wikipedia
• IMS is an open standards-based, real-time,
  service oriented architecture that lets service
  providers create systems from standard, IT
  building blocks.
• Subscriber-centric, access-agnostic services
• Enhanced interpersonal communication
  experiences
• Significant cost efficiencies
• Broad and deep set of innovative money-making
  services
• Improved business agility

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What is IMS Continued

• IMS Framework separates the media layer from the
  application layer
• Connectivity Layer This layer is composed of the
  routers, switches and access elements that sit at
  the edge of a provider's network. The
  connectivity layer is the layer at which
  individual users are connected to the network via
  phones, laptops or PCs.
• Control Layer This layer comprises control
  servers. The control servers manage call or data
  session set-up, modification and
  disconnect/release. Most important in this layer
  is the Call Session Control Function (CSCF). The
  CSCF is the SIP server that handles call set-up
  between the end devices.
• Service Layer This layer (sometimes called the
  Application Layer) is made up of content or
  application servers providing a multitude of
  enhanced service features for IMS-enabled
  networks.

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3 Tiered IMS Framework Model
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Gartner Hype Cycle IMS 2-5 years away
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New Cell Phone Features

• Roaming Ability for mobile device to roam on
  and off a MSP, public, or private network
• Location Send current location - GPS, cell
  tower triangulation, and/or connected access
  point
• Multi-Channel/modal To be able to communicate
  across multiple channels simultaneously.
  Picture, video, chat, location,
• Identity More info on person calling than just
  name Organization, title, country, address,
• Presence Current state of both device and
  person On a conf call for example
• Directory Access to corporate, personal, and
  public directories
• Push to X Applications Talk, conference, view
• MMS Video Streaming, Mobile TV/radio, games
• Device Info Device type incl screen size, OS,
  cookie,
• 3 and short code apps Req service/info with a
  few key strokes. My favorite app is in
  Singapore, you dial 3 digits and a Taxi arrives
  at your location.

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Session Based, Real Time Communication
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Roaming - Fixed/Mobile Convergence

• Dual Mode Phone 802.11 GSM wireless phone/PDA
  that is integrated into the corporate network but
  can work/roam outside.
• Lower cost Use 802.11 network when within
  business facilities. Esp useful for those who
  travel overseas with roaming and LD charges
• Simplification One device, one phone number,
  one mailbox, access to corporate directory and
  services
• Better coverage In building, at home/cabin
• Better Quality Better codec when in 802.11
  coverage
• Products are coming on the consumer market today
• Tmobile Uses UMA instead of IMS
• RIM 8820 w/ ATT Data only roaming, with voice
  roaming coming in 2008 in conjunction with 3G/IMS
  rollout
• Capability is popular in Europe and Asia today
  3G wifi
• Products were available 3 years ago (Motorola)
  for the enterprise market. It went no where.
  Lesson learned - enterprise adoption typically
  follows consumer adoption.

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Location Based Apps

• Using GPS or Triangulation and integrating this
  into mapping software. One application that UHG
  is exploring is 5 digit SMS short code and it
  will return the closest hospital and closest
  hospital in network. You are on vacation and
  you twist your ankle badly and would like to have
  it X-rayed. This is not a life threatening
  emergency, so no need to dial 911, but you would
  like to know where the closest hospitals are, esp
  ones in network to keep your insurance costs
  down.

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Push to X applications

• Push to Conference From your cell phone, you
  hit a button and in 15 seconds, your entire staff
  is in a conference call and can share
  information.
• Push to Broadcast Via RSS feed, some critical
  data that specific sales reps need to know
• Push to View Check on the kids at home. Send
  an on-line nurse a short video on a rash and see
  if you can wait to go to a doctor tomorrow or you
  should go to urgent care now.
• Push to send video Show mom and dad how bad the
  accident was and that you are OK.
• Push to Chat Pre-canned questions How are
  you?
• Real time, multi-channel applications

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IMS vs SIP for Peering

• IMS uses SIP for all its call control
• Currently SIP peering only gives you the same
  voice functionality as you have today.
• IMS provides services/data over and above SIP
• Anchoring
• Billing
• Device info
• Location info
• Security (via Diameter)

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Assumptions Industry Trends

• Smarter End Points/Phones PDAs, iPhone, Gphone,
  Skype, with features such as electronic
  payments, user info, multi-media, . becoming
  common
• Adoption of IMS Framework All IP/SIP
  communication and separating the media layer from
  the application layer for faster app deployment
  and offering communication services in a SOA
  framework with web services interfaces. Being
  able to communicate across multiple channels at
  the same time.
• Fixed/Mobile Convergence Higher mobile speeds
  and lower costs, driving away the need for a
  traditional phone. 802.11 GSM devices.
• Competition Fight for consumer mind share will
  become more intense
• Information Overload Lots of options, choices,
  decisions, opinions,

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Coming in IMS rev 8 in 2008 Currently a draft

• Comprehensive Security Security is more than
  authentication, and involves all components in
  the network, including the devices. Indeed,
  security agents run on the network devices,
  providing reverse-firewalls to protect the
  network from the device and to aid in posture
  assessment during logon. Comprehensive security
  also requires the Security Manager to monitor the
  network at all times, determine baseline traffic
  patterns, and then use those to detect and
  respond to anomalies..
• Uniform Treatment of SIP and non-SIP
  Applications To the greatest degree possible,
  A-IMS allows the service provider to manage and
  control both SIP and non-SIP applications in a
  uniform way. This is done primarily by usage of
  the Policy Manager (PM), which allows the service
  provider to manage the usage of network resources
  on behalf of both types of applications. Key
  network functions, including mobility, roaming
  and packet accounting
• Dual Anchoring A-IMS provides a mobile terminal
  with two IP addresses - one anchored in a Bearer
  Manager (BM) in the visited network, and one in a
  BM in the home network. Service provider policy
  controls which address is used for which
  applications. This allows for latency sensitive
  applications to use the visited anchor, whereas
  applications that require greater levels of
  service provider control can use the home anchor.
  
• Three-Layer Peering When connecting to roaming
  partners, peering occurs at three layers
  security peering, used for access authentication,
  IP peering, used for transport of bearer traffic,
  and policy peering, used for control of bearer
  services. Policy server peering involves the
  usage of a policy server in both the home and
  visited networks. Usage of two allows for the
  home provider policies to apply even while
  roaming, yet allows them to be tempered by
  visited network policies on usage of the network.
  
• Multi-Tiered Service Interaction Management
  Feature interaction management across SIP-based
  applications, and between SIP and non-SIP
  applications is provided. Feature interaction
  management is linked with network policies,
  allowing for application interaction decisions to
  take into account the state of the network. The
  architecture also allows for extensibility to new
  interaction resolution mechanisms through the
  addition of service interaction application
  servers.

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Conclusion

• Web 1.0 Transactions Basic web sites to
  market info products, email non real time
• Web 2.0 Interactions Chat/SMS, B-B, B-C, -
  semi-real time
• Web 3.0 Collaboration Wikis, open source,
  gaming, tracking, co-browsing, conferencing,
  video - real time with multiple channel modal
  communication to right person via presence,
  location, rules, and directory
• Communication and Collaboration will continue to
  evolve at a quick pace with more channels, more
  real-time, and with more associated/relevant
  information to follow the conversation. The
  anywhere, anytime, any device. Communication that
  is relevant, consistent, efficient, and effective
  will be key.
• IMS appears to be the framework with SIP and
  Diameter as the transport and security protocols
  used to integrate between networks. IMS should
  be on our 2-3 year road maps in the enterprise
  network. How we peer with MSOs is still fuzzy,
  but if we want the advance functionality, then we
  are going to need to.
• Enterprise support centers (internal and
  external) will need to integrate with MSOs to get
  enhance mobile functionality.

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Questions

• Will we need IPv6 to peer with the carriers? If
  a cell phone has two IP addresses for dual
  anchoring and carriers run IPv6 and we can only
  run one IP stack on an end device.
• What is the time line for 4G (voice is all
  IP/SIP) and LTE? Gartner says 5-10 years, but
  competition is fierce.
• Who is going to buy the 700Mhz spectrum at the
  Jan 16 FCC auction, and will they have an open
  network and what standards will they use?
• What does IMS peering with the carrier mean?
  How are the carriers going to pass the info with
  the call? In the SDP within a SIP Invite or via
  a data connection with a label?
• How quickly will the traditional land line
  carriers and cable providers follow with IMS
  since a lot of their end phones are not
  intelligent?
• How willing will the large carriers be in
  exposing information like GPS/location and using
  3rd party mapping applications? ATT thus far
  mandates the use of their mapping software
  TeleNav.

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Additional Slides/info
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Example Cell Phone Apps
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Customer Experience Areas of Focus
Establish Organizational Behavior Cultural
Change
Everyone I communicate with cares and treats me
with respect

• Establish Customer Champion model

• Infuse Customer into employees DNA

Enhanced Customer Experiences
Understanding Our Customer
Optimize Operations
Expand Channel Execution
Enhance Communication
They are always accessible to me, the way I want
to interact with them
They have great customer service quick,
reliable and courteous
They told me about a service I never knew I had
They really know me and care about me as a
person

• Engage with our Customers

• Increase channel availability

• Centralizing Customer Data

• Process Improvements

• Communicate Proactively and more frequently

• Integration customer data across channels

• Servicing with Efficiency Speed and Accuracy

• Build Enhance Customer Facing Tools

• Educate through different channels

• Enhance Channel Functionality

• Segment Customer for Better Servicing

• Enhance Quality and Operational Reporting

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(No Transcript)
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Service Bundling Requires Flexible and Real-time
Service Management
Basic Single Number
Unified Voice Mail
Single Number
Find Me
Unified Voice Mail
Priority Screening
Enhanced Single Number
Single Number
Unified Voice Mail
Find Me
Originating Authorization
Single Number
Privacy Package
Called Party Pay
Priority Screening
Unified Voice Mail
Do Not Disturb
Web Conferencing
Personal Ring
Priority Screening
Personal Ring
Enhanced Single Number
Business Traveler

Profile Based Routing
Group Phone
Voice Dialing
Voice Dialing
Find Me
Single Number
Group Phone
Support Center
Do Not Disturb
Called Party Pay
Personal Ring
Profile Based Routing