Policy Control and Charging Workshop 2013

1. Policy Control and Charging
Workshop:
An Independent and Quantified
Review
SAMPLE
Policy Control and Real-Time Charging Conference
15th-17th April 2013, Berlin
www.alanquayle.com/blog
© 2013 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.
© 2013 Alan Quayle Business and Service Development 2

3. Background Part 1 of 3
• Global mobile data traffic grew 70 percent in 2012.
o Global mobile data traffic reached 885 petabytes per month at the end of 2012, up from 520 petabytes
per month at the end of 2011. But this was less than predicted.
• Global mobile data traffic in 2012 (885 petabytes per month) was nearly twelve times
greater than the total global Internet traffic in 2000 (75 petabytes per month).
• Mobile video traffic exceeded 50 percent for the first time in 2012.
o Mobile video traffic was 51 percent of traffic by the end of 2012.
• Mobile network connection speeds more than doubled in 2012.
o Globally, the average mobile network downstream speed in 2012 was 526 kilobits per second (kbps),
up from 248 kbps in 2011.
o The average mobile network connection speed for smartphones in 2012 was 2,064 kbps, up from 1,211
kbps in 2011.
o The average mobile network connection speed for tablets in 2012 was 3,683 kbps, up from 2,030 kbps
in 2011.
© 2013 Alan Quayle Business and Service Development 3

4. Background Part 2 of 3
• In 2012, a fourth-generation (4G) connection generated 19 times more traffic on average than a non-4G
connection.
o Although 4G connections represent only 0.9 percent of mobile connections today, they already account for 14 percent of
mobile data traffic.
• The top 1 percent of mobile data subscribers generate 16 percent of mobile data traffic, down from 52
percent at the beginning of 2010.
o According to a mobile data usage study conducted by Cisco, mobile data traffic has evened out over the last year and is
now lower than the 1:20 ratio that has been true of fixed networks for several years.
• Average smartphone usage grew 81 percent in 2012.
o The average amount of traffic per smartphone in 2012 was 342 MB per month, up from 189 MB per month in 2011.
• Smartphones represented only 18 percent of total global handsets in use in 2012, but represented 92
percent of total global handset traffic.
o In 2012, the typical smartphone generated 50 times more mobile data traffic (342 MB per month) than the typical basic-
feature cell phone (which generated only 6.8 MB per month of mobile data traffic).
© 2013 Alan Quayle Business and Service Development 4

5. Background Part 3 of 3
• 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.
© 2013 Alan Quayle Business and Service Development 5

6. The Classic Telecom Mistake: Technology Focus
Yield and Revenue
Management
& Cost Management
Policy Management
© 2013 Alan Quayle Business and Service Development 6

7. © 2013 Alan Quayle Business and Service Development 7
Sweat the
Network
Regulations
Bill Shock
Phase 1 Phase 2?

8. 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 Sy Discusssion
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
© 2013 Alan Quayle Business and Service Development 8

9. 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 Acision. ACME Packet, ALU, Alepo, Allot, Aptilo, AsiaInfo Linkage, Amdocs (Bridgewater), BroadHop (Cisco),
Bytemobile (Citrix), Callis, Cisco, Comarch, Comptel, Comverse, Convergys, CSGi (bought Intec), Digital Route,
Elitecore, Ericsson, Flash Networks, FTS, Genband, GOS Networks, HP, Huawei, IBM, Ipoque, Juniper, Matrixx,
Mobidia, Mobixell, NSN, OpenCloud, Openet, Openwave, Oracle, Orga Systems, Procera, QOSMOS, Radisys, Redknee
and NSN, RooX, Sandvine, SAP, Symsoft, Tango Telecom, Tata Communications, Tekelec (Camiant), Torres Networks,
Vedicis, Volubill, ZTE + plus many more including the SIs
o Understanding the differences between the vendors’ PCC solutions, architectural strategies, integration with billing
• 13:00 Lunch
• 14:00 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
© 2013 Alan Quayle Business and Service Development 9

10. 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
© 2013 Alan Quayle Business and Service Development 10

11. 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).
© 2013 Alan Quayle Business and Service Development 11

12. 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.
© 2013 Alan Quayle Business and Service Development 12

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We have a Log-Jam in
Policy Control and Online
Charging

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Market Noise has
NEVER been greater
or as aggressive!!

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How Operators Feel

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How Operators Act

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Damned
PCRF
vendors
taking my
money
Damned
OCS
vendors
taking my
money!
Current Vendor Thinking

18. What Matters
Value &
Simplicity
© 2013 Alan Quayle Business and Service Development 18
We’ve got to focus policy on what matters to the customer not to us.

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How Customer Service Feel about Policy!

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Less Talk, Less RFIs, Less FRPs, Less RFQs
Show Me, Show Me, Show Me!!!!!
All the RFI/P/Q process means is the
biggest liar wins

23. © 2013 Alan Quayle Business and Service Development 23
I’m really
trying not to
be a grumpy
old man on
PCC, but
somedays….