Post conference workshop presented at the Policy Control and Real-time Charging Conference 2012

1. Policy Control and Charging
Workshop:
An Independent and Quantified
Review
Policy Control and Real-Time Charging Conference
24th-25th April 2012, Amsterdam
www.alanquayle.com/blog
© 2012 Alan Quayle Business and Service Development 1

2. Objectives
• Provide a deep-dive quantified analysis of the PCC market status,
enabling attendees to understand what operators and suppliers are
thinking and planning.
• Learn from real-world operator deployments understanding their
challenges and opportunities.
• An aim is not to provide yet another PCC technology training session
with lots of speculation on possible ways to make money; the
vendors provide enough of them, rather a focused workshop of the
practical realities of deploying PCC.
© 2012 Alan Quayle Business and Service Development 2

3. Background Part 1 of 2
• Global broadband traffic continues to grow at 75% every 6 months, fueled by over the top video (e.g.
YouTube globally, Netflix and Hulu in the US) and the rapid growth of broadband connected
subscriptions and devices, e.g. smartphones and tablets.
• Apple sold 37.04 million iPhones and 15.43 million iPads (more than HP sold PCs) in Q4 2011.
o On the release of iPad 3 they sold 3 million devices over one weekend!
• Broadband providers face an ever widening gap between the costs of supporting the traffic load and
revenues.
• Other data points include:
o Mobile broadband subscriptions have grown around 60 percent year-over-year and have reached close to 900
million;
o The spread observed for mobile PCs is between 1 and 7GB per month. Mobile PCs have the highest average
monthly traffic volume per subscription over 3G (global average at 1-2GB), followed by tablets at 250-800MB
and smartphones at 80-600MB;
o YouTube remains the single most popular mobile Internet destination, accounting for 22% of mobile data
bandwidth usage and 52% of total video streaming;
o Skype continues as the undisputed VoIP market leader with 82% of mobile VoIP bandwidth, although its
market share has been slightly reduced by newcomers such as Viber; and
o About one third of operators have implemented some form of application-aware charging models.
© 2012 Alan Quayle Business and Service Development 3

4. © 2012 Alan Quayle Business and Service Development 4

5. Background Part 2 of 2
• It’s important to understand there are two problems being managed
through PCC
o Managing customer behavior and willingness to pay to generate the best
revenue / utilization of the fixed resources of the network (yield management)
o As well as creating new charging models and unlock new revenues (revenue
management).
• Telecoms is an old hand at yield management
o Remember those peak and off-peak charges for fixed line telephone calls, well
in the UK even in its early period from 1878 when telephony was provided by
private sector companies such as the National Telephone Company (NTC)
they had peak and off-peak charges!
o Nearly 100 years before the airlines coined the term yield management.
© 2012 Alan Quayle Business and Service Development 5

6. The Classic Telecom Mistake: Technology Focus
Yield and Revenue
Management
& Cost Management
Policy Management
© 2012 Alan Quayle Business and Service Development 6

7. Structure Part 1 of 3
• 09:00 Registration
• 09:30 Market Status: What’s Driving All This Activity Around PCC?
o Examining the situations in mobile (3G, LTE and 4G), fixed and cable. For example as
mobile operators are deploying LTE, they’ve finally deployed IMS, putting in the capabilities
to support PCC so they’ve got to do something with what they’ve just bought.
• 10:15 Understanding the business basics: Yield and Revenue Management
• 10:45 Coffee Break
• 11:00 Standards and Regulation: You can never have enough of them!
o Understanding 3GPP PCC
o Then understanding all the other activities in this space: 3GPP/3GPP2, Cable Labs, Internet
Engineering Task Force (IETF), BBF, TeleManagement Forum (TMF), European
Telecommunications Standards Institute (ETSI) Telecommunications and Internet
converged Services and Protocols for Advanced Networking (TISPAN), International
Telecommunications Union- Telecommunication (ITU-T), ATIS IPTV Interoperability
Forum (IIF), ATIS PTSC, and ATIS SON Forum
o Brief revenue of the regulatory environment
© 2012 Alan Quayle Business and Service Development 7

8. Structure Part 2 of 3
• 11:30 Solution Categories
o The vendors list is long, and it’s only a partial list. Before we dive into all the vendors we’ll discuss the
different solution categories to help in mapping out the vendor landscape.
• 12:00 Vendors: Understanding who does what and why there are so many PCC Vendors.
o Allot Communications, Alcatel Lucent, Alepo, Amdocs, Aptilo, BroadHop, ByteMobile, Cisco, Comarch,
Comptel, Comverse, Convergys, CSGi, DigitalRoute, Ericsson (Telcordia), FTS, HP, Huawei, IBM, Intec,
Matrixx, Microsoft, Nokia Siemens Networks, OpenCloud, Openet, Oracle, Orga Systems, Qosmos, Redknee,
Sandvine, SAP, Tango Telecom, Tekelec, Vedicis, Volubill + plus many more including the Sis
o Understanding the differences between the vendors’ PCC solutions, architectural strategies, integration with
billing
• 13:00 Lunch
• 14:30 Case Studies
o Independent review of case studies from America, Europe and APAC, across developed and developing
markets, across mobile, fixed and cable.
o Examining the business case for an integrated policy and charging control (PCC) solution
o Subscriber profiling in the PCC architecture current limitations and ways forward.
o How to support various mobile radio interfaces (2G, 3G, 4G, WIMAX, WIFI) and PCC solutions that can help
facilitate offload
o Managing device proliferation: implementing policy solutions based on device types, e.g. smartphones vs.
mobile broadband
© 2012 Alan Quayle Business and Service Development 8

9. Structure Part 3 of 3
• 15:30 Quick Coffee Break
• 15:30 Market Survey
o What are operators actually doing?
o What are the results so far?
o What have they learned?
o What are their plans?
• 16:00 End Customer Survey
o What do real customers think of some of the new charging models?
o Survey covers North America and Europe across the consumer segment.
• 16:30 Reality Set, Recommendations and Discussion
• 17:00 End of Workshop
© 2012 Alan Quayle Business and Service Development 9

10. Alan Quayle
• 22 years of experience in the telecommunication industry, focused on developing
profitable new businesses in service providers, suppliers and start-ups.
• Customers include
o Operators such as AT&T, BT, Charter, Etisalat, M1, O2, Rogers, Swisscom, T-Mobile,
Telstra, Time Warner Cable, Verizon and Vodafone;
o Suppliers such as Adobe, Alcatel-Lucent, Ericsson, Huawei, Nokia Siemens Networks,
and Oracle; and
o Innovative start-ups such as Apigee, AppTrigger (sold to Metaswitch), Camiant (sold to
Tekelec), OpenCloud, and Voxeo.
• Work with the developer community and on the board of developers such as
GotoCamera, hSenid Mobile, as well as suppliers such as Sigma Systems.
• Weblog www.alanquayle.com/blog
• Linkedin http://www.linkedin.com/in/alanquayle
© 2012 Alan Quayle Business and Service Development 10

11. A Thank You to Those helping me Put this Course
Together
• In putting this workshop together I’d like to thank the following
suppliers for their time, openness, willingness to review, and provide
material to ensure this workshop is up-to-the-minute.
o And especially for not requiring any editorial control over the content or
my views expressed in this material (in reverse alphabetically order).
• Tekelec (Camiant)
• Redknee
• Oracle
• OpenCloud
• NSN
© 2012 Alan Quayle Business and Service Development 11

12. Some Zen Guidance as we Review this Complex
Emerging Landscape
1. Avoid black and white thinking. Its all shades of gray, nothing is
absolutely right, just more appropriate today.
o In the future, who knows? We suck at predicting the future.
2. There is no ‘target’ architecture.
o Its going to evolve before you get there.
3. Focus your decisions on what you need to do this year, with a eye to
the broader trends (see point 2).
o Regardless of what you deploy, its going to need to evolve.
4. Do not base your selection decisions solely on the broader trends,
as you’ll compromise this year’s needs (see point 2).
© 2012 Alan Quayle Business and Service Development 12

13. Health Warning about Policy and Engineers
• Engineers love configuration, control, sophistication, complex elegance and tend
to be mildly autistic
• Policy allows engineers to ‘go to town’ on configuration, control, sophistication,
and complexity
o I’ve been here over one decade ago with availability management
• However, engineers do not understand customers – see ‘mildly autistic’
• Just because something is possible doesn’t mean you should do it!
• The business people need to regain control of policy management by defining
their requirements for yield and revenue management. The Network guys
should focus on using it to control the costs of running the network.
© 2012 Alan Quayle Business and Service Development 13