June 2007
Nora MAENE,
Convergence Business Group
2 | End-to-End Triple Play Solution | June 2007 All Rights Reserved © Alcatel-Lucent 2007
1 Challenge and opportunity
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Multimedia Trend Setters are Changing the Rules
Alcatel-Lucent is Working With Them
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Innovation Drives Differentiation
Personalized
and Blended
Increasing Differentiation & Integration
Services
Conversational
Services over TV
My Own TV,
Voice/Video
Amigo TV
Conferencing
Blended
Services
Increasing Innovation
The Challenge Is To Navigate This Trend While Optimizing Total Cost Of Ownership
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Four Key Trends leading to Challenges for Service Providers
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End User Demand For Blended Services Drives Competitive Transformation
User-Centric Experience
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Alcatel-Lucent’s Value Proposition For End-to-End Triple Play Solution
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Why Choose Alcatel-Lucent For Competitive Triple Play Transformation?
Network Transformation
To realize profitable, mass market delivery of blended Distributed service intelligence for
triple play services for a superior user experience
anytime, anywhere
optimal scalability and performance
•Unprecedented service flexibility and control Non-stop service delivery
•Non-stop service delivery for assured QoE Differentiated quality of service
•Cost-optimized to improve profit potential
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Alcatel-Lucent End-to-End Triple Play Solution:
Aligns With Competitive Transformation Top Marketing Program
Service Integration
Business Transformation
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Competitive Transformation: The Benefits
Service Service
Control Creation
Service Integration
Business Transformation
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Alcatel-Lucent As A Strategic Partner:
Our Experience In Competitive Transformation Projects
Risks And
Rewards Business Partnership
Operations Management
Partnership
Network Transformation
Partnership
Turnkey
End-to-End Integrator
Turnkey
Network Integrator
Solution
Vendor
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3
End-to-end triple play solution
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How The End-to-End Triple Play Solution Fits In A Customer Triple Play Project
Triple Play Reference Framework ( TPRF ) for IPTV, IMS, applications, OSS/BSS, security,
combined with Triple Play Service Delivery Architecture ( TPSDA ) on IP networking architecture,
form the Triple Play Solution Baseline/ Blueprint
ADVANTAGES OF A BASELINE:
- Proven and validated design, with a
consistent set of documentation
- Reduces service provider’s risk and time-
to-market
Triple Play Services Suite
Customizes the solution baseline/ blueprint for each triple play customer project
Answers specific needs of individual service provider
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Triple play solutions are the
Triple Play Solution joined effort in combining
TPRF, TPSDA and Professional
Services to market
Services
OSS/BSS Applications
Operations
Triple Play Reference Framework
Payment
• PLC managed
SS B/SS O
eci t car P
Security
IPTV IMS integration testing
• Includes baseline 3rd party HW & SW
Triple Play Services
Infrastructure Services(NTP/DHCP/DNS)
Optics
Networking infrastructure
t a mr of s nar T eci vr eS
Access
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IMS IPTV & MM
Integrating Middleware Platforms: functions functions
Shared Other
End-to-End Triple Play Solution Architecture functions functions
Manage-
ment
Service Billing/
Applications
Application
Management IMS IPTV
Application Other Application Service
Application Server Platforms (e.g., Web)
Platform Orchestration
Architecture
Delivery Architecture
Network
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A Strong Ecosystem of Partners
Service and
Business
Management
Applications
Digital Home
Test &
Measurement
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Service Transformation:
IPTV, IMS, Blended Services
Triple Play Reference Framework
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It Starts With BETTER TV
3
Instant Channel Change
Time-shifted Television
Personalized Content Delivery
Integration Of Information & Communication
Applications
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Microsoft and Alcatel-Lucent: What We Saw in Each Other
MICROSOFT ALCATEL-LUCENT
The best end user experience Undisputed broadband leader
Drivers of system-on-a-chip architecture End-to-end video-specific portfolio
Connected home strategy Most experienced IPTV integrator
Core competency in software platforms Innovative applications, best end user experience
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Benefits For The End User And The Service Provider: The Win-Win Deal
Common Service Delivery Platform Offers Highly Differentiated Delivers Next Generation
Supports Rich Media Services: User Experience: User-centric Services:
Video on demand,
Provides a personalized and IPTV, residential VoIP and other
Personal TV, interactive service mix converged multimedia
Online gaming, that integrates seamlessly with end applications
Sharing of music, photos user’s communications, information
and home videos and entertainment needs Provides a better triple play
experience
Enriches lives of end users
Personalization
Interactivity Accessibility
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Service Transformation
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Alcatel-Lucent Notifications and Communication Suite
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Alcatel-Lucent My Own TV
Personal channels
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My Own TV End User Experience: Lommel TV trial
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Binding Service Creation Control To Deliver Personalized And Blended Services
Service Blending And Binding Of Enablers Of Personalization
Multiple Applications To Network By Leveraging Network And
Resources Using Policy Decision User Information
And Enforcement
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Network Transformation:
Triple Play Service Delivery Architecture
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Transformation To Unified Triple Play Service Delivery
Session-Based to
Triple 2 Connectionless
Legacy
Plug and Play, Flexibility
HSI Play
Fiber in Access
3 (VDSL2, PON)
Service Reach, Bandwidth
BE to “Always-on”
IPTV & 4 Guaranteed QoS
Video
Service Quality, Reliability
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Technology Shifts Driven By Triple Play
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Building A Triple Play Service Delivery Architecture ( TPSDA )
Requirements
Video service drives architectural changes:
Capacity, subscriber density, critical nature of QoS, multicast, unicast for Video-
on-demand (VoD)
Getting both subscriber scale and bandwidth capacity is critical:
Subscriber density and port capacity do not usually scale well together
Service and per-subscriber policies are also required to scale
Solution
Distribute the relevant functions to optimize the design for scalability
Controlling per-user QoS scales by moving queuing, scheduling and accounting
closer to the subscriber
Bandwidth is optimized by performing multicast packet replication throughout
the network
VoD scales by ensuring nodes support up to hundreds
of GigE ports
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Triple Play Service Delivery Architecture Components
Optimized, Distributed Subscriber Policy Enforcement
DSL, PON
1696 MS
IP/MPLS
1850 TSS BSR
OMSN BSA Broadband
DMX Broadband Service Service Router
BSAN Aggregator Optical Core
Broadband Service
Access Node 1850 TSS
Managed Home WiMAX 1626LM
Network
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Unprecedented Service Flexibility And Control
Distributed service intelligence and QoS policy enforcement end-to-end
for maximum scalability, service richness and uncompromised
performance
IMS-ready architecture enables the migration and delivery of blended
video, web, and telephony services
Multi-technology, multi-service access support (CO IP DSLAM, MSAN, FTTN,
FTTU, WiMAX) provides complete flexibility in extending service reach
Integrated control over subscribers, network and services to prevent
congestion and ensure operational excellence
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Non-stop Service Delivery For Assured Quality Of Experience
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Enabling “Always On” Services With TPSDA
Optical
Transport
DSL,
GPON
IP/MPLS
BSA
Broadband
BSR
Service Broadband
BSAN Aggregator Service Router Optical Core
Broadband
Service
Access
Node
Non-Stop WiMAX
Access
Extends reach to deliver all services to more customers over copper, fiber,
wireless
Streamlined, integrated management reduces intervention and customer
care costs while ensuring service innovation and faster revenue realization
“Right-sized” service delivery architecture (flexibility to scale up or down
and pay-as-you-grow)
Supported by a world-class comprehensive suite of design, deployment,
integration and management professional services to minimize the
complexity of network transformation and migration
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So How Do I Get There?
Problems To Solve….
Accelerate Make It
Revenue Work
- Manage Vendors - In My Network
- Meet Budget - With QoS & QoE
- Meet Schedule
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Business Transformation Value Proposition
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We Understand End User Needs And Business Imperatives Driving Triple Play
Retain Bundled To
Add Right Mix Of High-quality Video And Voice Services To Blended
And Grow
• Defend against competition and reduce churn Personalized
Customer
• Boost average revenue per user Services
Base
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Alcatel-Lucent Approach To Triple Play Services:
True End-To-End Suite Of Triple Play Services, Customizable To Your Specific Needs
Readiness Assessments
Consult And
Design: Security Architecture and design
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Alcatel-Lucent As End-to-End System Integrator
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4 Why partner with Alcatel-Lucent
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Alcatel-Lucent Has Multiple IPTV Centers Of Excellence
OTIS
Antwerp
Stuttgart
Spain CoE
Campiñas lab,
Brazil
Singapore CoE
IPTV OSS/BSS
Russia
Italy
London
Shanghai
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Alcatel-Lucent Delivers VALUE To You
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Leadership, Experience, Expertise And Innovation
Market Leadership
Leadership in broadband technology, IP networking, optics, new multimedia and video
applications and end-to-end services integration
Proven DSL and GPON technology and platforms: #1 Broadband Access
Superior WDM and multiservice optical transport platforms: #1 in Optical Networking
Innovative IP/MPLS platforms: #2 IP Service Routing, #2 Carrier Ethernet Aggregation and growing
IPTV leadership position and large subscriber footprint with major global service providers
Market leader in IMS deployments that take advantage of unified control for dynamic management
and provisioning in support of triple play blended services
Unparalleled Experience, Expertise and Innovation
> 80 triple play and IP network transformation projects worldwide, offering significant experience
integrating complete end-to-end triple play solutions for service providers
Unique Bell Labs patented multimedia innovations and extensive IP video expertise and know-how
Alcatel-Lucent’s triple play applications received IEC InfoVision Award at Broadband World Forum
Asia 2006
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5 References
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Alcatel-Lucent and Microsoft IPTV Wins
Public Flagship Customers: IPTV and Video Applications
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Alcatel-Lucent TPSDA Public Customers
Comhe
NTL m
Be
Belgacom MosTelecom
KPN
Sasktel Sakhatelecom
Telenet
DT
FT
Brazoria ONO China Netcom
Hawaii Wind
PT
Telcom Telefonica CT Jiangsu
NTELOS GDS
AT&T Ya.com Chunghwa
TT&T
CanTV
Telemar
Telecom Telstra
Malagasy
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State-of-the-Art, Fiber-Optic Network, IP-Based TV Programming,
Video-on-Demand (VOD) and High-Speed Internet to 18 Million Households
U-Verse service
Growth in market share
Introduction of new HDTV/IPTV technologies
Faster time-to-market
Huge channel line-up (>300 channels)
Compelling movie library
Superior video-quality compared to cable/satellite
Support for three televisions per house
Remote (Web-based) access to DVR
Service available in 11 US markets
“Project Lightspeed provides a number of important advantages — including superior speed
to market with exciting, market-changing services, and it allows us to leapfrog today's U.S.
telephone and cable TV networks.”
Lea Ann Champion, Senior Executive Vice President, IP Operations and Services, SBC/AT&T
Our Role: Prime Service & Network Integrator End-to-end integration of the entire network
Network provider: access, IP routing Design, build of the world's largest IPTV validation
Video service integrator: Head end, middleware, lab in Alcatel-Lucent's Plano, Texas
content management, conditional access and DRM, Full turnkey Video Office (VHO) design, deployment
home networking and STB and activation
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Wind
Alcatel-Lucent’s Role:
Network provider: Access, NGN voice, Ethernet End-to-End Design & Integration: turnkey End-to-End
Aggregation, OSS as part of ongoing VoIP IP Triple Play Solution
transformation project Program management, including roll-out of LLU sites
Prime Integrator: complete services integration for
triple play offerings
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IPTV Prime Integrator for Telefónica Group
“Imagenio” - service
Broadcast and VoD
Deployment in Europe and Latin-America: supporting Spanish,
Portuguese and Czech User Interfaces.
Service success
400,000 IPTV subscribers in Spain across 20+ POPs
Lucent’s role:
Alcatel-Lucent’s Role: Middleware provider: evolution of Middleware
Network provider: access, IP routing. platform
Prime Integrator: for forthcoming Tef Deployments End-to-End: solution design, integration and testing
Trusted Advisor/Supplier Marketing: assistance for end user services
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IPTV Proof point: Chunghwa Telecom, Taiwan
Multimedia-on-Demand service
Bundled service that offered VOD,
Near VOD, Karaoke-on-Demand
(KOD) and live TV services
Trial of HDTV
Service success
>200K paying subscribers
Alcatel-Lucent’s role
Middleware provider
DSL infrastructure
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Customer References
“We selected Alcatel-Lucent as our strategic partner for this transformation because
Alcatel-Lucent has the depth of IP knowledge and the breadth of networking and
services portfolio to complete this with us in our aggressive timeframes.”
Greg Winn, COO, Telstra
“The Alcatel-Lucent triple play solution provides the service assurance and
control that enable us to efficiently manage subscribers and deliver
personalized triple play bundles on-demand through the use of self-service
customer portals.”
Guillermo Mercader, CEO Ya.com
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Easily Find, Connect and Interact
with the Brands and People,
YOU
care about, across any Screen
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www.alcatel-lucent.com
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