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06 n Asia-Pacific issue II 2009
All articles are available for download at www.connect-world.com CONTENTS
Public private partnerships for development
Satellite and wireless - reaching remote regions 4
by David Hartshorn, Secretary General, Global VSAT Forum & Darrell Owen, President,
4 7 10 13 Owen & Owen

Enterprise solutions
The global enterprise ecosystem 7
by Fran Shammo, President of Verizon Business
15 18 21 23 Wireless infrastructure
Wireless infrastructure built to last 10
by Dick Parran, President, Network Solutions Business, ADC

26 28 31 34 Web transitions
Living in a Web-based world 13
by Vikram Saksena, Executive Vice President and Chief Technology Officer, Tellabs

Innovation and growth


15
38 The end of innovation?
by Karl F. May, President and CEO, OpVista, Inc., Chairman of the Board, Integra5, Inc.

Carrier Ethernet
Carrier Ethernet and the new network 18
by Jeff Reedy, CEO, Overture Networks

Data transport
POTS for data-intensive services 21
by Noam Lotan, President & CEO, MRV Communications Inc.

Network Capacity
Connections Broadband - separating the long distance runners from 23
From the Editor-In-Chief’s desk 2 the sprinters
by Fredric J. Morris
by Hossam Salib, VP of Marketing for Positron Access Solutions/Aktino

Imprint 2 Network upgrade


The ICT relay race 26
Subscription 40 by Cliff Townsend, Vice President, Business Development, Galazar Networks

Advertisements Online video marketing


Mera Systems IFC B2B marketing with video 28
ITU World 2009 3 by Jeff Whatcott, Vice President of Marketing, Brightcove
IBC 2009 6
International Aid & Trade 2009 9 Test equipment
Futurecom 2009 12 Testing the future 31
BBWF Europe 2009 17 by Bahaa Moukadam, Vice President Marketing, Sunrise Telecom
Australia CIO Summit 2009 20
Frost & Sullivan GIL 2009: 25 Supplier services
North America Co-creating the wireless revolution 34
Telecoms Cost Accounting 29 by Sudip Nandy, CEO, Aricent
Submarine Networks World 2009 32
SatCom 2009 LATAM 35 VoIP service and support
Vietnam Computer Electronics 36 Service, support and professional services 38
WorldExpo 2009 by John Lazar, CEO, MetaSwitch
Ericsson IBC
Telefonica OBC

North America issue 2009 n 01


CONNECTIONS
Connections

A great number of new information and communication technologies leave the labs and
reach the market each year; many are greeted with great expectations. Most, though,
are fated to fill small market niches or succumb to the competition and disappear. Some
become market leaders, disrupt existing technology ecosystems, change the sector, change
businesses and change lives. Which technologies are here to stay? Which ones will lead
the market? Which ones will fill small but important niches? What are the innovations you
believe will fill an important need - no matter what the size?

The theme of this issue of Connect-Word North America 2009 is, New information and
communications technologies - separating the long distance runners from the sprinters

Fredric J. Morris,
Editor-in-Chief,
Connect-World

Editor-in-Chief: Fredric J. Morris fredric.morris@connect-world.com

Publisher: David Nunes david.nunes@connect-world.com

Editorial Department: editorial@connect-world.com


Connect-World is published under licence
by WORLD INFOCOMMS LTD Production Department: production@connect-world.com
Executive Office:
• Global House, 12 Albert Road, Sales Department: sales@connect-world.com
London E16 2DW, United Kingdom
Tel: +44 20 7540 0876 • Fax: +44 20 7474 0090 Administration Department: admin@connect-world.com
email: info@connect-world.com • URL: www.connect-world.com

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means elec-
tronical, mechanical, photocopying, recording or otherwise, without prior permission from the publishers. The content of this publication is based
on best knowledge and information available at the time of publication. No responsibility for any injury, death, loss, damage or delay, however
caused, resulting from the use of the material can be accepted by the publishers or others associated with its preparation. The publishers neither
accept responsibility for, nor necessarily agree with, the views expressed by contributors.

ISSN 1468-0203
02 n North America issue 2009

5_9_
OCTOBER 5 TH

9 2009
TO TH

COULD BE
THE MOST
PRODUCTIVE
WEEK...

...OF
YOUR
PROFESSIONAL
LIFE !

But only if you spend that week at ITU Telecom World 2009. Because no other event offers such a wide range of ideas,
knowledge and experience. No other event gives you direct access to the full cross-section of ICT decision-makers
from government and industry. And no other event will be more essential in helping you plot a strategic course in
the rapidly-evolving ICT industry. In a world where knowledge is currency and meeting the right people is gold,
this global summit is sure to provide you with the best return on investment. Geneva, 5-9 October 2009 – don’t miss it.

www.itu.int/world2009

5_9_october_2009_210X297mm.indd 1 4.12.2008 17:43:40


Public private partnerships for development

Satellite and wireless - reaching remote regions


By David Hartshorn, Secretary General, Global VSAT Forum & Darrell Owen, President, Owen & Owen

The latest generations of satellite and wireless technology can now provide cost-effective
onnectivity in the world’s most remote regions. A joint USAID-Intel project in TaVan, a
small, remote, village in northern Vietnam demonstrated how advanced information and
communication technology (ICT) can ‘leapfrog’ the need for traditional communications
technology and bring connectivity to the most difficult to reach regions. Recently, USAID and
the Global VSAT Forum agreed to a public private partnership (PPP) to cooperate on TaVan-
type development projects.

David Hartshorn is the Secretary General, Global VSAT Forum GVF, the satellite industry’s London-based non-profit international
association. Mr Hartshorn leads the Forum’s global efforts to facilitate the provision of satellite-based communications solutions
throughout the world by working closely with national-, regional- and global-level policy makers. Mr. Hartshorn has worked in the
satellite communications industry for 20 years.. Mr Hartshorn is a Member of the Society of Satellite Professionals International and
an ex-officio Board Member and former Chapter President in London and Denver. He is also a Member of the UN Working Group for
Emergency Telecommunications, the International Telecommunication Union (Rapporteur), Europe’s International Satellite Initiative,
the Satellite Action Plan-Regulatory Working Group, and others.

David Hartshorn has been published in hundreds of editions of magazines, newspapers, and newsletters, and has spoken and chaired at
hundreds of conferences and seminars in every major region of the world.

Darrell Owen is the President of Owen & Owen. He has over 40 years of management experience in the area of Information Technology.
During the last 15 years he has worked with international development including at the U.S. International Development Agency (USAID),
where he was responsible for managing an organization dedicated to the use of ICTs for development. In recent years his focus has been
on extending ICTs into rural areas for achieving socioeconomic benefit; this included working on several of USAID’s Last Mile Initiative
(LMI) projects.

Darrell Owen received a Bachelors in Business Management from Portland State University, Portland, Oregon and earned his Masters
in Telecommunications from George Washington University in Washington DC.

Until recently, profitable communications or thousands of pharmacists, satellite-based This trend has continued since the 1990s and
networks in remote regions of developing networks enabled companies like Rite-Aid to the volumes are escalating, and economies of
countries were no more than pretty simultaneously deliver updates on availability, scale growing as the technology improved;
PowerPoint presentations. For years, how to administer the latest drugs, managing the satellite industry, as well, has become
throughout the entire communications sector, inventory as a function of shelf life, and so more adept at tailoring corporate solutions.
there was a lot of talk and little action. on.
In the public sector, another crucial trend
This was also largely true throughout the In the fast food business, where staff churn was underway in parallel: governments and
world; except for corporate networks, where rate of 100 per cent per year is common, fast- international organisations were grappling
large businesses with widely dispersed food chains needed a way to cost effectively with ways to cost effectively bridge the
operations achieved major cost savings and train a continuous stream of new recruits and ‘digital divide’. National budgets allocated
operational efficiencies by deploying IP-based satellite communications, satcom, gave the funds to projects to help fulfil public policy
satellite networks. chains a way to use their centrally managed objectives; improved access to education,
corporate networks to reach a multitude of health, e-government and other vital services
In the pharmaceuticals business, where new widely dispersed sites. were among the first objectives to be
drugs are regularly introduced to hundreds addressed.

04 n North America issue 2009


Mobile payment
Public private partnerships forMobilesystems
access
development

A few developing nations began large- With those two phone calls, the joint USAID- received an e-mail asking him to get in
scale deployment of satellite-based Intel project demonstrated how ICTs could contact with David Hartshorn, the General
communications - China, India and Brazil link even a small, remote rural village like Director of the Global VSAT Forum (GVF).
were among the first - and they reported their TaVan to the rest of the world. Beyond the David had recently been in Singapore and
successes to their neighbours. Word spread phone calls, the project also demonstrated heard a presentation about the USAID-
through inter-governmental dialogues like the how ICTs could bring services - and socio- Intel project in TaVan. They subsequently
World Summit for the Information Society, economic opportunity - to rural citizens that exchanged e-mails, and since David’s office
WSIS, a UN initiative that got states to agree previously lacked services of any kind. was in Washington DC, they got together.
on certain principles- and goals for tangible They discussed a possible partnership between
results - in closing the communications gap in Because of the project, TaVan’s local health USAID and the Global VSAT Forum to
the developing regions of the world. clinic could now access the Ministry of replicate in other countries the same approach
Health’s website and improve the quality of used in TaVan - delivering Voice over IP,
The transformation has been dramatic. Today, health services to local citizens. Teachers and and a range of Internet-based applications to
the satellite industry’s largest deployments of students at the TaVan primary school were entire communities via the latest generation
bi-directional satellite services are for public- also able to download educational materials of lower-cost, higher-capacity satellite
sector distance learning service in developing and community government officials in combination with WiMAX and WiFi
countries. From Mexico’s Enciclomedia gained access to national and provincial broadband.
project with more than 60 thousand earth information weeks, even months, ahead of
stations, to a Brazilian university’s Unopar when they would normally receive word Once again, a phone call, but this time
distance learning program - reaching more of key initiatives. Farmers got information covering just a few short blocks, marked
than 120,000 university students via satellite about how to improve crop yields and an important milestone in the effort to
– to the African Virtual University, which combat plant diseases. Local citizens could bring connectivity to rural villages; the call
links more than a dozen universities across call friends and relatives throughout Lao Cai resulted in an expansion of USAID’s entire
the continent via satellite, distance learning province and e-mail others around the world. telecommunications development portfolio.
has emerged as a ‘killer application’. Guesthouse operators began offering their The call and the preliminary meeting that
guests broadband Internet to keep in touch followed led to extensive discussions between
These programs have done so well that local with their families, send photos of their trip or USAID and GVF. Ultimately, USAID and the
satellite service providers are moving to even update blogs. More importantly, visitors GVF defined and put in place an ICT-related
export the services as a commercial business stayed in the village longer and brought public private partnership (PPP) to work
- a sure sign of success. Whether it is primary, additional revenue to the community. together on TaVan-type development projects.
secondary or higher education, much of the The memorandum of understanding (MOU)
curriculum is as applicable in one country as Even more important than the connectivity was signed in December 2008.
in another. So the Unopar distance-learning and value-added services made available to
program is being positioned for delivery those living in TaVan, this demonstration Continuing discussions between USAID’s
elsewhere in Latin America. Likewise, project also served as part of the technical ICT Team, GVF and its member companies,
Enciclomedia, which also hopes to sell its assistance (TA) given the Vietnam government missions, companies participating
services in West Africa at the outer reaches of Telecommunications Fund (VTF). The VTF in other USAID projects and NGOs, are
its satellite footprint. The Indian government manages Vietnam’s universal service funds exploring other potential projects for
has also allocated millions of dollars to deliver and can make good use of this project as a education, export promotion, health services
satellite-based distance learning programmes, model for other villages. and the like.
sustainably, throughout Africa.
The TaVan project shows that rural The MOU makes it possible to expand a
New satellite and wireless markets connectivity is not simply a matter of range of USAID’s development initiatives
placing one or two phones in a village, into underserved rural areas. Frequently,
On the road in Oregon, USA, Darrell Owen, but should, instead, offer the possibility of satellite services are considered too expensive
the project manager for the last mile initiative delivering broadband Internet connectivity for many development projects. However,
(LMI) project in Vietnam, received a call on to the entire village. Given the success of with the recent lower cost satellite solutions,
his mobile phone from half a world away, the TaVan project, the VTF has incorporated coupled with reliable wireless solutions that
from a colleague in TaVan, a small, remote, this approach within its funding priorities. In can connect multiple locations to a single
village in northern Vietnam. The call, placed just two years the LMI, Last Mile Initiative, VSAT, the equation shifts substantially and
over a recently installed broadband network, project helped guide the implementation of satellite connectivity becomes more viable
used several new technologies to connect that VTF projects and its distribution of nearly and sustainable over the long term.
rural location to a driver on the other side of US$130 million for rural telecommunication
the world. This call showcased the ability of expansion. This will continue at an estimated Satellites can cost effectively deliver value-
advanced information and communication rate of US$70-80 million per year. added educational, health, agricultural,
technology (ICT) to ‘leapfrog’ traditional business and government services and content
technology and bring connectivity to the most Efforts are now underway for a follow-on over a single network to virtually any location
difficult to reach regions of the world. Vietnam LMI 2.0 program that will focus on the planet. Satellite-based solutions have
on nation-wide objectives. This will include the potential to transform the underserved
“Call me back so we can test the quality of supporting the implementation of, potentially, regions of the world. n
incoming calls - we need to see if the quality thousands of commune-level access points
is as good as we were hoping,” the caller said and supporting the development of a wide
and gave the local phone number. Returning range of value-added content and services that For additional information, contact the Global
the call, Darrell heard the sounds of kids are relevant to rural citizens. VSAT Forum at david.hartshorn@gvf.org
playing in the background. This was certainly
the first TaVan-to-Oregon phone call ever, but However, the story does not end in Vietnam.
the quality was excellent. On a recent trip to Washington DC, Darrell

North America issue 2009 n 05


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06 n North +44 (0) 20 7832 4100 2009
issue Fax: +44 (0) 20 7832 4130 Email: info@ibc.org
20
Mobile payment
Mobile
Enterprise systems
access
solutions

The global enterprise ecosystem


by Fran Shammo, President of Verizon Business

Today’s global enterprise is an ecosystem that needs to coordinate with a wide variety of
internal sub-ecosystems, with customers, suppliers and other sector players. A global enterprise
cannot survive without IT and communications systems that effectively interconnect these
related ecosystems to work as one. Secure and expertly tailored solutions on global unified
communications and collaboration platforms will enhance enterprises’ productivity and -
together with the solutions - facilitate telework, reduce travel and energy use, and help
customers do more with less.

Fran Shammo is President of Verizon Business; he came to this role after serving as Senior Vice President and Chief Financial Officer
for Verizon Business. Mr Shammo has more than 24 years of combined financial and operational experience. He has served as President
- West Area for Verizon Wireless, responsible for the company’s operations in the 13 states west of Colorado. Mr Shammo also served
as Vice President and Controller for Verizon Wireless, after holding the same position at Bell Atlantic for five years. Mr Shammo joined
Bell Atlantic Mobile as General Manager for Accounting Operations, and later held a series of positions of increasing responsibility
in finance, mergers and acquisitions, logistics, facilities, regional operations and planning. In addition, Mr Shammo acquired public
accounting, retail experience and tax experience before entering the wireless industry. Mr Shammo also sits on the Board of Micrus
Endovascular Corporation and is Chairman of its Audit Committee.

Fran Shammo holds a Bachelor’s Degree in Accounting from Philadelphia University, a Master’s Degree in Business Administration
from La Salle University, and is a Certified Public Accountant.

Global IT management software company true staying power does not view the customer These ecosystems present opportunities for
CA was looking for a way to enable its call- in isolation. In the case of a multinational individuals, companies and governments
centre agents to telework and to improve the customer, the prerequisite for success is to turn challenges into opportunities.
productivity and responsiveness of its 12,000 addressing the full set of relationships Innovative solutions enable comprehensive
employees in 65 locations in 35 countries. in which the organization operates. The integration and management of wireless
To accomplish all this, it needed a solution terminology used for that set of relationships and wireline technologies, encompassing
that encompassed more than its own mobile is ‘ecosystem’. both communications and computing (IT)
and remote employees. It needed a solution applications. Healthcare, energy, retail,
that addressed a wider extended enterprise The globally extended enterprise, as a finance, education and government all have
that includes global customers, suppliers and whole, is an ecosystem, and there are sub- distinctive ecosystems. Smart grids, smart
partners. ecosystems within it as well. Every successful buildings, smart campuses, smart homes are
communications technology today and going moving from the drawing boards to becoming
The answer for CA and a growing number forward will be measured on its ability to permanent fixtures in our lives.
of business customers was a global unified address the challenges of operating in those
communications and collaboration (UC&C) varied ecosystems. Global enterprise needs
platform. UC&C is one of those buzzwords
that can mean many things. What’s important It is not just multinational corporations that In the case of the extended enterprise,
to understand is that it enables any member operate in many ecosystems. Think for a customers tell us that a successful
of an extended enterprise to use whichever moment about healthcare. From a consumer communications and IT solution must meet
form of communication - including voice, perspective, the healthcare ecosystem six key requirements.
– e-mail, instant messaging, and audio and Web encompasses patients, doctors, hospitals,
conferencing - is appropriate and effective for clinics, insurance companies, pharmacies, First, the entire extended enterprise must be
any given external or internal interaction. rehabilitation centres, nursing homes and connected. This may seem rather obvious
Of particular relevance to the theme of visiting nurses, and so on. Education is yet and even simple, but when you factor in
this month’s magazine, UC&C exhibits an another distinct ecosystem, while the financial globalization, the economic downturn and the
important characteristic of any successful sector forms yet another. complexity of the enterprises, the challenges
technological approach. An innovation with can appear daunting especially since the

North America issue 2009 n 07


Enterprise solutions

necessary communications infrastructure can Fourth, solutions must enable productivity Last, solutions must be expertly tailored. The
vary from country to country. Companies and eco-responsibility. As our CA example focus on providing solutions for customers
want a consistent communications experience shows, business customers increasingly operating in complex ecosystems puts a
no matter where their offices are located - and want help improving employee productivity. premium on professional IT consulting. The
their employees expect no less. Improved efficiency also helps them go green, days of selling ala carte point services off
a matter of particular importance in countries the shelf are over. The days of one-shoe fits
Global sourcing, emerging markets, industry that have adopted carbon-footprint regulatory are long gone. The technologies that last are
consolidation, telecommuting and competition requirements. It’s no surprise that telework those tailored to the individual customer’s
are all manifestations of globalization, and is becoming increasingly popular as issues ecosystems. That requires the expertise to
as we are all aware, the planetary economy ranging from last year’s rising fuel prices to provide comprehensive professional IT
indeed is more interconnected than ever. the current economic crisis are causing more consulting services.
While the slump has added to total cost of and more businesses to look for ways to
ownership pressures, other longer-term trends operate more efficiently at a lower cost. In the case of multinational corporations,
related to enterprise complexity continue those professional services must run the
unabated. These trends include convergence In its Telework Trendlines™ 2009 report, the gamut from designing networks to improving
of IT and network infrastructure and HR association WorldatWork found that the application performance to safeguarding
services, the growing challenges of security, total number of U.S. teleworkers - employees, critical company assets.
the increased need to meet governmental contractors and business owners - has risen
compliance, mobility, the adoption of Internet 17 per cent, from 28.7 million in 2006 to 33.7 Communications companies that truly take
protocol (IP) which allows for replacement of million in 2008. Chuck Wilsker, president of the time to learn and understand not only the
separate networks for voice and data, and the the Telework Coalition, said that the volume customer’s business, but also the ecosystems
increased number of applications running on of employer inquiries his organization in which they operate, will create enormous
these converged networks. receives has tripled in the past two years and opportunities for their customers and for
that “mainstreaming telework will enable themselves. The innovative technologies that
About 75 per cent of enterprise customers employers to control costs and provide the enable customers to more effectively and
have moved to IP because of its efficiencies foundation for employment stability and efficiently operate in these various ecosystems
and additional capabilities. Even more future growth”. will lead the market. Some will fill small but
interestingly, an increasing percentage of IP important niches.
customers are asking carriers to manage their Fifth, solutions must help customers do more
networks and applications for them. with less. As the complexity of services No matter the customer’s size, all the
increases and, particularly in this economy, marketing ‘marathoners’ will go the distance
Second, IT and networks must work as one. IT staffs are hard pressed. Users need help to by using technology as a means to the real
Because of convergence, the distinction enable their IT departments to optimize their ends: developing tailored solutions that meet
between IT and network has blurred. Mere time and control their overall costs. Managed the complex set of needs that arise from
connectivity is no longer enough. Customers services continue to grow in popularity as IT ecosystems. n
today view the ability to communicate departments can choose what and when to
globally as integral to their business out-task to a third-party provider, enabling
operations, and rightfully demand that both them to focus on more critical tasks.
their applications and networks run more
efficiently. They also require that their
applications work reliably no matter if
their offices are located around the block or
around the globe. Enterprises want solutions
that move the needle on their business. They
define value in terms of enabling them to be
more competitive and more nimble in the
marketplace.

Third, security must be built in. Because


the enterprise extends beyond employees
and across time zones, security becomes
more challenging. Customers require that
their data and their identities are secure.
All this means that security solutions must
now encompass safeguarding all end points,
servers, applications, users and of course,
their networks. Security needs to be an
integral part of any communication solution.
Enterprises should ensure a comprehensive
security strategy is in place -- complete
with the appropriate processes and controls
to succeed in ensuring the safety of data,
networks and users.

08 n North America issue 2009


2009 International Aid & Trade Event
Procurement & Logistics
Getting the right equipment to the right place at the right time

The Ronald Reagan Building & International Trade Center,


Washington D.C., USA

In partnership with:

6-9 July 2009

INTERNATIONAL AID & TRADE IS THE FORUM FOR HUMANITARIAN RELIEF PROFESSIONALS
Take part in one of the biggest trade fairs for humanitarian relief professionals in the world. This is the opportunity to raise awareness of your
organization and network with key international aid, humanitarian relief and development stakeholders.

WHY PARTICIPATE IN INTERNATIONAL AID & TRADE 2009


� Now in partnership with InterAction, the largest alliance of US based international development and humanitarian organizations;
� Procurement and logistics professionals meet providers of goods and services, over 1500 attendees;
� Interactive round-table discussions engaging high calibre stakeholders from NGO, UN, government and commercial sectors;
� Cement relationships and build new partnerships;
� Discuss your solutions and opinions to shape the provision of humanitarian relief;
� Interact informally at the networking reception and VIP dinner (by invite only).

WHO WILL ATTEND?


Attendees span government departments, NGOs and aid agencies, UN organisations and businesses, small, medium and large...
• Procurement Managers, Coordinators and Logisticians: building • Policy Makers: global decision makers play a critical role in
relationships face-to-face. Whether talking to existing suppliers, directing multilateral humanitarian efforts. International Aid & Trade
or meeting and greeting new potential partners, the event offers enables policy makers to increase their understanding of the
an invaluable audience that will contribute to effective practical implications of the decisions they take.
procurement practice. • Suppliers of Products and Services: showcasing products and
• Project Managers: will benefit from gaining direct contact with services to attendees and fellow exhibitors to network, build
providers of goods and services being used on a day-to-day partnerships and create effective supply chains for improved
basis. humanitarian relief, international aid and long term development.

WORKSHOPS
Workshop sessions consist of interactive roundtable discussions between stakeholders from NGO, government and UN organizations, as
well as two or three representatives from the corporate sector. Each roundtable discussion will be hosted by an organization taking the
opportunity to help shape the agenda of that session. The workshops are specifically designed to improve coordination and understanding
between business, the UN, aid agencies and NGOs, resulting in increased efficiency in the way problems are addressed, solutions are
designed and distributed and contracts are agreed.
Sessions will focus on the procurement and logistics elements and are likely to include:
• Effective transport systems • Development from disaster relief;
(especially in light of increasing fuel costs); • Sphere standards;
• Security of aid workers; • Stockpiling, pre-positioning and local purchasing;
• Disaster communications - advance warning and emergency • Aid provision in hostile environments;
alert systems; • Legal barriers to aid provision including customs,
• Changes under the Obama Administration; visa and immigration laws;
• Cohesive working and the role of the military in humanitarian • Effective raising and use of funds;
assistance; • The food crisis and aid issues.

I S T E R
REG
E
For more information contact:

R E
Sula Bruce, Director Taina Alexander, Program Manager

F
International Aid & Trade: InterAction
Tel: +44 (0) 20 7871 0188 or Tel: +1 202 667 8227 or

www.aidandtrade.org
Email: sbruce@aidandtrade.org Email: talexander@interaction.org
www.aidandtrade.org www.interaction.org
North America issue 2009 n 09
Wireless infrastructure

Wireless infrastructure built to last


by Dick Parran, President, Network Solutions Business, ADC

Wireless carriers face significant challenges that affect their ability to deliver new services
profitably and remain competitive. Competition - with many global markets nearly saturated -
is fierce and rapid growth in developing nations is forcing carriers to build new infrastructure
quickly and cost effectively. Demand for new services, higher bandwidth, and better quality
- and the migration to 3G and 4G networks they call for is forcing major changes to network
infrastructure. Radio access networks must evolve cost effectively to remain competitive.

Richard (Dick) Parran Jr. is the President of ADC’s Network Solutions Business Unit; he is responsible for the growth and development of
the company’s global wireless coverage and capacity business. Mr Parran served previously as President of ADC’s Professional Services
Business Unit that helps network operators plan, deploy and maintain their networks. Before that, he was Vice President of Business
Development responsible for leading the company’s mergers and acquisitions, divestitures and venture capital investment activities.
Prior to joining ADC, Mr Parran, a 25-year veteran of the telecommunications industry, held a number of management positions with
companies such as Paragon Cable and Centel Corporation.

Mr Parran holds an MBA from the University of Chicago, and a Bachelor of Science degree in Mechanical Engineering from Duke
University. He serves on the Board of Visitors at Duke University’s Pratt School of Engineering and is a board member of the ADC
Foundation.

Today’s infrastructure for tomorrow’s servic- signals and dense public facilities such as • Rising OPEX (operational expense) costs
es? subways, airports, stadiums, and arenas. - High fuel prices and higher numbers of
Relatively weak signals in these shadow distributed cell sites are making it difficult for
Radio infrastructure is in flux. W-CDMA, areas, coupled with higher bandwidth needed carriers to rein in the cost of maintaining their
HSPA, and WiMAX deployments have for new services, makes it more important macro BTS deployments.
begun in earnest, and LTE is on the horizon. than ever to find ways to improve coverage. • Poor flexibility - It can be difficult to
These services tax existing macro cell sites • Shrinking capacity - A legacy cell retrofit existing cell sites to deliver new
as never before. Traditionally, macro wireless designed only to provide voice services at protocols and services. In addition, adding
networks have relied on large, ‘boomer’ lower frequency bands can only provide new protocols and services to existing cells
towers that provide blanket coverage. today’s new data services within smaller while maintaining service for legacy services
However, this approach to delivering wireless areas, creating a need for a more and smaller creates a challenge for network planning and
signals is difficult to sustain in the 3G and 4G cells. efficient radio utilization.
environments. There are several issues: • Expansion difficulties - Large BTS (base • Insufficient and expensive backhaul
transceiver station)/cell site deployments are capacity - Typically, macro cellular sites rely
• Insufficient coverage - 3G and 4G costly, making traditional network expansion on T1/E1 lines operating at 1.5/2.0 Mbps. To
networks commonly operate at frequencies expensive. Even when providers are willing support higher bandwidth and new services,
above 2GHz, which attenuate much more to invest in new macro cell sites, local carriers have been required to continue
quickly than the lower frequencies used in 2G governments in urban as well as residential adding new lines, often by leasing them from
networks. In traditional macro networks, there areas are increasingly reluctant to allow competitors. Carriers must find new ways to
are ‘shadow’ areas where signals can’t reach, unfettered deployment of large cell sites due reduce backhaul costs, which now typically
such as urban canyons where buildings block to aesthetic and health concerns. Carriers represent more than 30 per cent of OPEX.
signals from the nearest tower, the interiors must find new ways to deliver service in
of buildings where building materials block underserved areas.

10 n North America issue 2009


Mobile payment
Wireless Mobilesystems
access
infrastructure

Addressing these challenges requires more building interiors or other problem spots in OPEX reduction
than point products - it requires new thinking the network, but it also saves money by off-
about the overall RAN infrastructure. loading the macro network, thereby delaying With IP-connected micro cellular solutions,
or reducing capex (capital expense) spending carriers can reduce OPEX in a number of
The new wireless infrastructure on macro network capacity expansion. We ways:
have seen some of these deployments already
While macro networks have sufficed for in public facilities such as airports, subways, • Indoor and outdoor DAS products
legacy wireless networks, today’s challenges and highway tunnels, but we can expect the promote centralization of BTS radio capacity,
require a new type of infrastructure that trend to continue into commercial buildings. which results in increased trunking efficiency
offers better coverage and capacity, easier and decreased backhaul cost;
and more cost-effective expansion as needs Flexibility • A centralized BTS approach enables
change, more flexibility to accommodate infrastructure sharing, lowering ongoing
new protocols and services, and improved As wireless technology continues to evolve, lease costs, technician travel/fuel costs, site
backhaul capacity. carriers will want to deploy equipment maintenance/upgrade costs, and heating and
that, with upgrades, can accommodate new cooling costs;
Rather than thinking exclusively in terms of services and protocols. The simplest way to • The use of IP backhaul provides
macro cells, carriers will need to supplement provide this flexibility is to enable centrally tremendous on-going OPEX savings—as
existing macro assets with microcells for re-configurable Radio Access Network (RAN) much as a 75 per cent reduction in costs
spot coverage in urban shadows as well as systems, so a change made at a central point as compared to traditional E1/T1 backhaul
inside buildings, subways, tunnels, and other can affect hundreds of cell sites, rather than techniques;
structures. This new microcellular RAN will deploying service personnel to reconfigure • In many cases, an operator can actually
enhance legacy macro network infrastructure individual cell sites. BTS can be deployed in leverage ‘free’ IP-backhaul already in place
with distributed antenna systems (DAS), the central Base Station Hotel, but carriers at an enterprise location by connecting an
picocells, microcells, and femtocells. will want to deploy DAS that are protocol IP-fed picocell to an existing DSL modem or
agnostic to protect these investments over corporate LAN; and
In order to provide cost-effective links to the long haul and greatly minimize truck rolls • Indoor DAS products feature extensive
these systems from existing cell tower base and forklift upgrades. Software-defined radios end-to-end alarming and remote maintenance
stations (BTS) or base station hotels, these will also play a key role in providing protocol capabilities, including full SNMP support that
new products will rely on IP transport via flexibility. reduces life cycle costs.
fibre links when available, or via microwave
and millimetre wave radios when fibre Backhaul Business improvements
transport is impractical due to cost or local
zoning issues. Broadband wireless will bring huge increases Beyond solving operational challenges, a
in backhaul requirements, and carriers micro cellular network infrastructure will
Let us look at how this type of infrastructure will move away from circuit-switched T1 improve the business case for many wireless
addresses key service delivery challenges as lines to more cost-effective and scalable carriers in several ways:
the world migrates to 3G and 4G services. Ethernet-based solutions. The small BTS
units deployed on site in many locations • It improves customer satisfaction and
Coverage and capacity will leverage existing wireline Ethernet reduces churn;
connections, while others will use microwave • It enables much faster deployment,
Since macro network signals alone can’t and millimetre wave antenna systems. The allowing carriers to scale coverage, capacity,
provide adequate service within structures or key requirement here is that the system should and services in days or weeks as opposed to
in areas where the macro signal is blocked be scalable to provide more backhaul capacity months or years;
by buildings or terrain, carriers will use as the market evolves. • It allows carriers to help enterprise
remote radio systems, distributed antenna customers standardize on reliable, low-cost
systems (DAS), and small BTS (picocells and CAPEX reduction wireless infrastructure, further cementing
femtocells) to provide coverage and capacity. carrier relationships; and
Micro cellular network equipment lets Microcellular networks can offer significant • It improves the carrier’s long-term
carriers eliminate coverage gaps in the macro savings compared with a traditional business case by extending use of the network
network with equipment that is cost-effective, macro BTS deployment by reducing site through future protocol upgrades without
easy to deploy, and easy to maintain. development expenditures and maximizing major RAN upgrades.
Carriers can use distributed radios anywhere radio utilization:
coverage is needed, thereby working around In an environment where mobile subscribers
traditional obstructions, eliminating shadow • Smaller BTS and localized antenna demand new services and competition
areas in networks, and improving customer systems use lower-cost real estate to cover is tougher than ever, wireless carriers
satisfaction. macro and in-building networks; and must evolve their infrastructure to gain
• Small remote radio solutions can be flexibility and performance while reducing
Expansion deployed almost anywhere: on the sides of costs. By adopting microcellular network
buildings, on utility poles, on overhead lines, infrastructure, mobile operators can maximize
Microcellular base station solutions allow and on or under street fixtures. In addition, their investments in existing macro network
an operator to add capacity in the network a single remote radio can support multiple infrastructure while cost effectively evolving
exactly where needed, and at far lower cost bands and protocols, further reducing site their networks to support future service
than expanding the macro BTS network. development expenditures and accelerating offerings. n
This not only saves money in covering time to market.

North America issue 2009 n 11


C

CM

MY

CY

MY

12 n North America issue 2009


Mobile payment
Mobile
Web systems
access
transitions

Living in a Web-based world


By Vikram Saksena, Executive Vice President and CTO, Tellabs

Innovations such as the Internet, smartphones, cloud computing, and convergence are
changing our world. The Internet’s evolution from Web 1.0 to Web 2.0 gave us access to
the world and to a world of information and social interaction. Web 3.0 - just starting -
will personalise services to match our needs and resolve tasks ‘intelligently’ through the
‘semantic Web’. Cloud computing, smartphones and the convergence of services and devices
will bring these Web services to everyone everywhere and wherever and whenever needed.

Dr. Vikram Saksena is the Executive Vice President and CTO of Tellabs; he is responsibility for Tellabs’ technology strategy and business
development. Previously, Mr Saksena served as chief technology officer for Sonus Network. Before Sonus, Saksena spent 16 years at
AT&T building the company’s data network services, software and network infrastructure for Frame Relay, ATM and IP. Prior to AT&T,
he served as chief technology officer and Vice President of Engineering of two start-up companies, MaxComm Technologies and Narad
Networks. He also holds more than 15 patents in telecommunications and data networking and is a senior member of the IEEE.

Vikram Saksena holds a Bachelors of Science degree in electrical engineering from the Indian Institute of Technology; and a Master of
Science degree and PhD. in electrical engineering from the University of Illinois.

Communications technologies and humans smartphones, cloud computing, and the communities that could not otherwise exist,
have always had a push-pull relationship. convergence of networks, devices, services because of members’ physical distance
Someone comes up with a desire for a new and users. from one another. Essentially, Web 2.0
way to communicate, an ‘if-we-could- makes the world anyone’s oyster, giving
only-do-this’ idea which eventually pushes First, the Internet has radically altered the people everywhere the opportunity to make
researchers into inventing the necessary world and continues to shape and re-shape connections and friends around the globe,
tools and technology. Alternatively, a it. Its first iteration, Web 1.0, functioned as to learn about other countries, cultures and
technology emerges from a laboratory, an information catalogue, and Google was politics and, in the process, to promote
tasking its inventors with creating a market the poster child to organize that information international respect and cooperation.
by persuading people of the technology’s around search technology. Web 1.0 put
usefulness. Regardless of who starts the practically any piece of information, no The next stage of the Internet’s evolution,
process, some technologies never quite take matter how esoteric, at the fingertips of every already underway, is Web 3.0, which will
off, finding a home only in niche markets Internet user. have the intelligence to personalize services
or even winding up in oblivion. Others, for individual users, thus simplifying their
however, make a dramatic and lasting impact Then came Web 2.0, with its emphasis on lives. In other words, Web 3.0 will function
on the world, embraced first by early adopters social interactions. Facebook emerged as as a personal assistant for users. Elementary
and ultimately reaching critical mass, at the poster child, along with MySpace, blogs, forms of such personalization already exist;
which point they become essential elements wikis and Twitter, and each platform gives for example, Amazon.com today uses
of our professional and personal lives. As people a place to come together and share information about a given customer’s previous
those technologies continue to evolve, their thoughts, ideas and interests. Web 2.0 has purchases to make recommendations for
ability to add value to our lives evolves, humanized the Internet, effectively erasing additional products that customer may like.
too. Four such technologies are the Internet, geographic boundaries and creating global Although no single company has emerged yet

North America issue 2009 n 13


Web transitions

to define this space, the appearance of a poster Ideally, each organization would like to create cloud provider already has all the underlying
child to make Web 3.0 a widespread reality is an environment in which it creates and runs infrastructure components for delivering the
only a matter of time. Meanwhile, Webs 1.0 its applications, while someone else takes application. In the real world, that means a
and 2.0 continue to evolve as well, with each care of everything underneath. That wish company can react to changing conditions
continuing to enhance its value for users. has triggered an evolution, which began and requirements almost instantaneously, with
with the outsourcing of data-centre chores to not only just-in-time infrastructure, but just-
Smart devices for a personalized world service providers that hosted corporate Web in-time capabilities, too. Cloud computing
sites. Although the service provider hosts a is the least-cost route to speed and flexibility
A second big technology centres on the company’s servers and storage, the company that businesses have never had before - and
Internet’s expansion into the mobile world, continues to pay, in one way or another, for it removes that data - centre millstone from
via the Apple iPhone and similar intelligent all the hardware, software, and components around their corporate necks.
devices from such companies as Google, running its applications.
Blackberry and Nokia. Armed with an Converged services - bringing users together
intelligent device, be it mobile or fixed, a With the recent emergence of cloud Today, a particular communications service is
user simply ‘visits’ an online application computing, that evolution now has accelerated tied to a particular network and to a particular
store and downloads the application he or she toward the ideal business environment. By device. That means that when a subscriber
wants. Before the mobile world embraced the virtualizing the data centre, cloud computing signs up for IPTV service, he can only get that
Internet model, network operators determined allows businesses to create the necessary service on his home TV, not on his computer
which applications would be available to infrastructure on the fly. Rather than buying or his mobile smartphone. To obtain that
users. Now, IP technology has opened up the physical hardware, software, storage and same service on one or both of those other
network, allowing Internet companies and connectivity, companies now can purchase devices, he will have to sign up for separate
third parties to develop applications and make all those capabilities from the cloud provider, versions of the service, which, in turn, are not
them readily available to anyone who wants when and where they need it, with zero available on his TV. Everyone functions in
them and has an intelligent device to retrieve upfront investment. They pay only for the rigid communications silos that are not suited
it. The interaction between the intelligent infrastructure they use, when they use it, to the ways people live and work.
device and the application store - with the which means they can now access and pay for
network providing the high-speed connectivity a ‘just-in-time’ infrastructure. Convergence is flattening those silos, making
and quality of service - effectively enables it possible for users to obtain a given service
individual users to choose from a broad array In addition to no longer being saddled with on any device, anywhere they happen to be
of applications, in addition to those available stranded infrastructure, which handles peak at the moment. In the not-so-distant future,
from the network operator. loads and then is idle the rest of the time, people will get the services they want, when
companies now are freed from worrying about and where they want them, on any device they
Furthermore, the combination of a technology-upgrade cycles and changing want to use, thus eliminating the complex,
personalized application domain with a software. The cloud provider takes care of all expensive duplication of services and bills.
personal intelligent device, which the user of that, leaving organizations to focus only on
can customize to his/her preferences, actually those all-important applications necessary to For example, a user will be able to stream
brings Web 3.0 closer. Put another way, running the business. content between a mobile phone and a TV
the true personalization that defines Web set. Today, mobile phones have cameras but,
3.0 requires a personal, mobile device or Reduced costs and headaches are not the only when users capture video on their phones,
smartphone. benefits of cloud computing. Virtualizing they can either see it on their phones or send
the data centre also gives businesses much it to other users who can watch it on their
Cloud computing - a ‘just-in-time’ infrastruc- more flexibility to react to changing market phones; the service is restricted to mobile
ture conditions. For example, say the applications phones. Convergence, however, will enable a
run by a particular company historically have user at a soccer game to capture the game on
The data centre, which consists of an IT been related to processing of documents - their video phone and stream it to their home
infrastructure plus applications, has been the manipulating them, storing them, perhaps TV, where family members can also watch
cornerstone of the business world during the converting them to multiple formats. Over the game - in real time. Just as the cell phone
last two or three decades - and a millstone time, that company is adopting image made it unnecessary to use a fixed location to
around the corporate neck as well. Because processing, video processing and more make and receive calls, convergence will free
each company needs a set of applications to complex data-mining applications. Previously, people from depending on specific networks
run the business, it obviously must invest in the company’s agility depended on how and specific devices when they want to use
the infrastructure to run those applications quickly it could upgrade its data centre to specific communications services.
- a data centre with hardware, software and handle these new requirements. Upgrading, of
network connectivity. In addition to the course, meant going through budget approval, Some communications technologies clearly
upfront cost of creating the data centre, a purchasing hardware and software, installing have restricted usefulness and therefore
company also has to shoulder the ongoing it and training employees on how to use it-all have limited lifespans. However, when a
operational expenditures of continuously before the company can actually put the new technology - or set of technologies - simplifies
right-sizing the underlying infrastructure as application into operation and benefit from it. life and work, brings people together in
the organization grows and changes. The data common interests, personalizes their options
centre is an expensive but necessary evil; Contrast that with the cloud-computing and simultaneously gives them the freedom
what the company really cares about are the world, in which the company simply goes to move around, then that technology delivers
mission-critical applications running in the to the cloud provider and, through a fast unlimited value. It becomes part of our human
data centre. point-and-click process, instantly creates experience. n
an infrastructure for video processing-the

14 n North America issue 2009


Mobile payment
Mobile
Innovation andsystems
access
growth

The end of innovation?


by Karl F. May, President and CEO, OpVista, Inc., Chairman of the Board, Integra5, Inc.

Growing demand for bandwidth - driven by video, mobility and application and device
convergence - are fuelling the need for network transformation. The growth of online
and mobile access to television and music, of social networking and Internet information
searches and services are creating demands for bandwidth that operators are hard pressed
to economically meet. This offers great opportunities, but the economic environment and
shrinking sources of funding are slowing innovation and the transformation of ideas into
product and commercial successes.

Karl May is CEO and President of OpVista, Inc, as well as Chairman of Integra5, Inc. OpVista manufactures 40 Gigabit optical
networking solutions. Mr May previously served in leadership and executive roles at Silicon Graphics, Bay Networks (later acquired
by Nortel Networks, merged with BarcoNet and acquired by Scientific-Atlanta), and AP Engines. Mr May was an early pioneer in both
interactive television - he worked on the Time Warner Full Service Network and NTT’s Zoetrope service - and the cable modem, leading
Bay Network’s business delivering broadband solutions to cable operators throughout the world.

Mr May writes and speaks frequently on broadband and media applications. Trained as an engineer, Karl May started his career at
Hewlett-Packard.

This decade has been both generous and cruel however, have clouded the horizon for new and consume music. Programmes once
to all links in the communications value chain. ventures. Innovation - the germination of delivered exclusively to televisions, are now
In North America, the Telecom Act of 1996 new ideas - will undoubtedly continue, but available online through Hulu and iTunes
paved the way for broad innovation among converting innovative ideas into robust and are increasingly viewed on computers
carriers and service providers. Broad adoption companies will become an even greater and hand-held devices. The rise of social
of the Internet and subsequent enhancements challenge. networking sites - Facebook and LinkedIn
of the cable modem and DSL stimulated tens come to mind - may ultimately eliminate the
of billions of dollars in investment and seeded The computer and communications need for humans to talk to each other. If those
innovation in communications technology technology segments are far from mature; sites fail, the volume of SMS message traffic
like no other period in history. nevertheless, the environment for new ideas between mobile phones, and now televisions,
and technologies is temporarily unreceptive will surely seal the deal.
Venture capital flourished, providing the given today’s dismal economic environment.
capital to develop competitive local exchange Consumer behaviour has undergone There are three broad areas of technological
carriers (CLEC’s) and, as well, the technology significant change since 2000. Yahoo! and innovation that will feed the growth in
companies building routers, switches, and Google have organized information and made demand for the services outlined above:
other new communications technology. The it much more accessible to the masses. Apple bandwidth, mobility, and application and
crash of the technology boom in 2001/02 Computer’s iPod products and iTunes’ service device convergence. In 1998, a vision of the
and the current broad economic downturn, have revolutionized the way people purchase Home of the Future was created in a lower

North America issue 2009 n 15


Innovation and growth

Manhattan loft that was transformed into a Mobile phones have also become ubiquitous. great opportunities to mine. Although
broadband-enabled residence. The Home of There are few people over the age of 13 innovation will continue, the next several
the Future used a cable modem, with fast, and under 80 who do not have a mobile years will present significant challenges
always-on Internet access, a synchronized phone. AT&T, one of the largest North transforming ideas into products, companies,
calendar with a display integrated into a American mobile operators, reports 79 and commercial successes. The traditional
mirror in the bathroom, connected computers million subscribers to its service in the United funding source for innovative ideas - venture
and small displays connected wirelessly with States. In the current economic climate, one capital - is undergoing its own very significant
a technology that was later to become a basis surprising statistic has confounded pundits: transformation. The traditional sources of
for WiFi. There was even a small camera for smartphones, the high-function, high-end capital for venture firms are pulling back
video conferencing attached to a personal devices such as the iPhone and Blackberry, or even eliminating their emphasis on risk
computer. have thrived. On airplanes and trains, taxicabs capital. Fewer venture capital firms will
and park benches, more mobile phone owners receive fewer dollars, and fewer ideas will
While none of that seems remarkable today, in are consuming rich media - video, music, receive financing. Some very compelling
1998, most homes had a single telephone line, messaging, and playing games. In the same ideas will simply die away. The current
dial-up modems with a maximum bandwidth quarterly release, AT&T reported a decline in environment will test entrepreneurs and
of 56 kilobits per second were the hot Internet residential landline revenue, driven, in part, investors like no other in the past 30 years.
access technology and mobile phones were by consumer turning off their home phones Let us all hope that we can continue to fund
somewhat of a luxury. In just over a decade, and maintaining only a mobile phone. The the best ideas and entrepreneurs, and forestall
many of the futuristic concepts presented in contemplated 4G or LTE mobile build-outs the end of innovation. n
the Home of the Future are commonly found in the coming few years will only increase
in homes throughout the developed world. aggregate network bandwidth requirements.

By some estimates, there has been a sixty-fold As mobile phones, computers and, perhaps,
increase in access bandwidth to the home. television set-top boxes approach each
That growth was driven by broadband data other in processing power and functionality;
services. Today, many pundits are predicting consumers will expect applications to
a further ten- to twenty-fold increase in access converge. For today’s savvy tech consumer,
bandwidth driven by video and that, in turn, every application on the computer should be
will drive yet another network transformation. available on the phone. My instant messaging
Video demands a different set of network service should continue to deliver messages
behaviours compared to traditional IP to me if I move from my computer to my
networks; video needs long session, has less phone, and vice versa. My Blackberry or Connect-World is
‘bursty’ traffic, and will tax existing networks. iPhone should be as capable of displaying
There are already companies emerging with a presentation to a customer or colleague as
celebrating its 12th
products that address these requirements. If my computer is, and airport security would anniversary
they execute well, they have the opportunity be easier if I only had my phone. While
to challenge the router incumbents travelling, I would like to receive e-mail Through the years, Connect-
significantly. confirmations on my phone of all of the World’s authors told of the rise
transactions I make along the way - hotel bill, of mobile, of fibre, of wireless
A natural corollary to the type of traffic and Starbucks coffee, taxi fare. Reconciling these
and of broadband; they told of
service traversing networks is the increase with an expense reporting application back at
in volume that will result from the growth the office would eliminate paper receipts and
the dot.com meltdown, of
of video. Carriers and network operators improve efficiency. digital inclusion and conver-
will come under pressure to upgrade the gence, of standards and break-
bandwidth in their networks at an increasing Social networking applications, pioneered throughs, the rise of IP and
pace. I have seen customers quadruple the by MySpace and Facebook, will no doubt the fall of switching and of the
aggregate bandwidth on their networks in lead the way in multi-platform application regulatory turnaround.
less than two years; video is always the main convergence. By their very nature, users
driver. will want to network with friends whether In every issue of Connect-World
sitting at the computer doing work, with the
heads of state, ministers and
Migration from 10G to 40G and ultimately phone on a train, or in front of the television W
100G networks will continue apace and it watching a reality show. Sharing experiences,
regulators, heads of
B
will be incumbent on vendors to make the - with Twitter being, perhaps, the real-time international institutions and
u
transition between technologies as seamless equivalent of this phenomenon - continues leaders of industry speak of
as possible. Operating expenses, including co- to be a major goal of younger, tech savvy what the ICT revolution, as it p
location, power, and cooling, will become an consumers. One should expect to see rich happens, means to the people
ever greater focus as ‘green’ becomes a more opportunities to develop new applications in their regions of the world.
pervasive mandate among carriers. Low cost, that enable sharing, and continue the virtuous
high performance, low power, high flexibility cycle of bandwidth growth.
- companies delivering network infrastructure
www.connect-world.com B
solutions with these goals in mind will win Continued bandwidth growth and network D
out in the marketplace transformation driven by video, mobility, and
application convergence give entrepreneurs R
E
P
16 n North America issue 2009
Sponsored by Official Host Sponsor

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PROMOTIONAL FEATURE
Carrier Ethernet

Carrier Ethernet and the new network


by Jeff Reedy, CEO, Overture Networks

Telecommunications networks are shifting from circuit switching to packet switching. This
will let operators handle growing volumes of voice, image and data traffic on the same
network, thereby reducing capital, operational expenses and simplify the network’s operation,
maintenance and provisioning. In the past, operators retrofitted legacy voice networks with
fibre optics and SONET/SDH protocols, but these networks cannot handle the growth of IP
traffic. Carrier Ethernet based architectures are designed for IP-based traffic, offer gigabit
speeds and can easily grow.

Jeff Reedy is the CEO of Overture Networks, a provider of carrier Ethernet edge and aggregation solutions for business services and
mobile backhaul. Prior to Overture, Mr Reedy was VP of Engineering of Larscom Incorporated, a network access equipment company.
Mr Reedy joined Larscom when they acquired T3 Technologies, a start-up he co-founded. Mr Reedy began his career at Bell Laboratories
designing packet switching hardware. He holds two patents.

Jeff Reedy earned a BS in electrical engineering and computer science from Duke University and a MSEE from Stanford University.

The telecommunications industry is in the Ethernet technology for metropolitan and and if more bandwidth is needed, it is a very
midst of the largest transformation in history. wide area networks by making it more quick process to ratchet up the data rate.
The transition from circuit switching to packet reliable, scaleable, manageable and suitable
switching has a game-changing impact upon for offering multiple data, voice and video This need for speed and flexibility touches
network design and operation. At the centre services to business customers. both traditional business services and
of this transformation is a technology called mobile backhaul. As companies increase
Carrier Ethernet. Some telecom carriers may Why Carrier Ethernet? their dependence on Internet and intranet
view Carrier Ethernet as just another service communications, and as computing resources
or interface they must add to their basket of Over the past two decades, service providers move to data centres and hosting sites,
network offerings. Others with a long-term around the world have retrofitted their legacy the network must become the enabler, not
view correctly see Carrier Ethernet as a voice-centric networks to carry increasing the choke point, for new ways to conduct
fundamental new building block in network amounts of data by adding the speed of fibre business. In mobile communications, third
infrastructure that enables service providers to optics and the SONET/SDH protocols. While generation (3G) and fourth generation (4G)
offer all of their key services at lower costs. these technologies brought great value to the applications on the mobile handset is driving
older network as traffic from data services a ten-fold increase in the bandwidth required
Why Carrier Ethernet? grew, they are proving to be inadequate for backhaul from the cell-tower to the mobile
today as service providers are seeing Internet switching office.
Most people know Ethernet as a local area Protocol (IP) traffic dwarf the traditional
networking technology used in the office to voice traffic on their networks. This has driven The long term
connect computers to servers and printers and the need for a fundamental change. Carrier
as the connection at home from the PC to the Ethernet is the natural delivery mechanism for It might be tempting to treat Carrier Ethernet
cable or DSL modem. Since the late 1990s IP-based data, voice and video applications. It as just another protocol or service offering
telecom service providers and networking provides speeds from one megabit per second one needs to add to the existing network.
equipment vendors have been adapting (Mb/s) to over one gigabit per second (Gb/s), Operators do, in fact, leverage their existing

18 n North America issue 2009


Mobile payment
MobileEthernet
Carrier systems
access

copper and fibre assets to reach customer the big-iron multi-service edge/switch/ the problem of supporting legacy traffic
locations with Carrier Ethernet services, router solution that offers every interface and interfaces while providing high-speed
because connecting to only some of their and protocol conceivable and can support connectivity for new services. As with
sites is not acceptable. Despite the growth thousands of customer connections. However, networks built to deliver business services,
of Carrier Ethernet, other services such the big-iron solution has high start-up costs, it may be tempting to address the issue
Frame Relay, private line, TDM, voice and carries the weight of many unnecessary incrementally either by adding Ethernet to
IP continue to dwarf Ethernet connections features and has proven too complex and existing transport devices or by building
today, as shown in Figure 1. Even as Ethernet too costly to deploy in a wide-scale network an overlay network, but these shortsighted
takes a greater slice of the pie, these legacy footprint. What is needed is an in-between solutions can be costly.
services will continue to provide the majority solution that combines the cost-effective pay-
of business connections for some time. as-you-grow approach with the scalability of Adding Ethernet to existing transport systems
the big-iron and is optimized to bridge the will support legacy services and high-speed
Still, operators are beginning to embrace circuit and packet worlds and modernizes the connections for 4G at the cell tower, but the
the notion of using Ethernet as a unifying central office while enabling the operator to traffic is still backhauled and aggregated on
network technology as advances in silicon reduce costs significantly. circuits to get back to the mobile switching
technology continue to drive down the cost office. This results in inefficiencies, stranded
per bit in packet systems. Because business Fortunately, service providers are receiving capacity and continued investment in legacy
connections converge at aggregation points plenty of help from networking equipment multiplexers and cross-connects that inhibits
in the network, such as a co-location facility companies and they are proactively driving network scaling as packet traffic increases. On
or central office, service providers are able requirements to advance the state of the art. the other hand, building an overlay network to
to address the challenges posed by growing In addition, service providers, enterprises and focus just on the high-speed 4G needs is even
Ethernet Services while maintaining support equipment vendors are all working together in more costly since the connection to the cell
for existing business connections. standards bodies such as the MEF (formerly tower is not shared so parallel transport and
known as the Metro Ethernet Forum) to define aggregation systems need to be constructed.
feature requirements and interoperability
standards that ensure networks provide the Service providers that take the long view
reach, scale and manageability required for realize that the ideal solution is to construct
a truly universal infrastructure and set of a network optimized for the next generation
services. packet services that can support legacy traffic.
This can be done using a technique called
Mobile backhaul conundrum ‘pseudowire’ which ‘tunnels’ the legacy traffic
over the Carrier Ethernet packet network.
In many ways, the cell tower is like a business Once legacy traffic is transformed into
location. There are a range of services and packets, it can be aggregated and transported
protocols that need support and a constantly along with the 4G packet traffic, taking
growing need for bandwidth. The second- advantage of the continually decreasing cost
generation systems (2G, 2.5G) prevalent today per bit provided by Carrier Ethernet systems.
provide the basic voice communications for
the cell phone. third Generation (3G) systems Pseudowire technology has evolved from first
provide the data capabilities popular today, generation, proprietary, implementations to
Figure 1. Business Connections in the U.S. and fourth Generation (4G) systems will second generation standards-based solutions.
provide even greater data, voice and video The MEF created a set of compliance tests
Ideally, carriers would prefer to implement capabilities. Whereas T1 and E1 connections called MEF-18 so that carriers can verify
a new integrated architecture that converges were adequate for the earlier, voice-centric that their solutions meet the stringent latency
all of their services using Ethernet-based systems, the bandwidth requirements for and jitter specifications required for circuit
technology to drive economies in switching 4G dictate a high-speed Ethernet connection transport over Ethernet. Using MEF-18
and aggregation before hitting the network between the cell-tower and mobile switching compliant equipment, carriers can construct a
core. This architecture needs to provide office. low-cost, multi-service network that will meet
quality of service across different physical all their mobile backhaul needs today and in
media, it needs to support high levels of the future.
resiliency for non-stop operation, and it needs
to support end-to-end service manageability Carrier Ethernet is at the centre of the
to enable the service level agreements that unprecedented transformation - from circuit to
businesses demand. This requires a new type packet - of the telecommunications network.
of aggregation solution in the network. The applications and needs of the end user
continue to expand at extraordinary rates yet
To date there have been two approaches the demand for quality remains high. Network
to aggregation. On one hand, there have designers and operators that use Carrier
been point products that focus on a single Ethernet strategically as the cornerstone of the
technology or service. These point products
Figure 2. Mobile Applications Driving Backhaul Bandwidth new network benefit from increased revenues
do not scale, so they eventually reach their and lower costs and have, as well, the basis
Varying adoption rates of the newer for building and maintaining a competitive
limits. Additionally, if there are different
technologies and a wide range of older edge for many years to come. n
point products for different technologies,
handsets still in operation will force these
the operator ends up with a management
different mobile technologies to coexist
nightmare. The other approach has been
for some time. The service provider faces

North America issue 2009 n 19


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20 n North America issue 2009
Mobile payment
Mobile
Data systems
access
transport

POTS for data-intensive services


by Noam Lotan, President & CEO, MRV Communications Inc.

‘POTS’, the old acronym for plain old telephone service has a new meaning - packet optical
transport services. The growth of POTS is driven by the insatiable demand for broadband-
dependent content-rich, multimedia applications such as entertainment and video services
and the operating companies’ need to upgrade network capacity without cutting too heavily
into profits. POTS enhances capacity and efficiency and, unlike traditional SONET/SDH
networks, POTS not only handles10G Ethernet, but can be dynamically and remotely
reconfigured to meet user needs.

Noam Lotan is the President and CEO of MRV Communications. Until assuming his current post, Mr Lotan was MRV’s Chief Financial
Officer. Earlier, Mr Lotan served as Managing Director of Fibronics (UK) Ltd, a manufacturer of fibre optic communication networks;
later when purchased by MRV, Mr Lotan assumed the post of Director of European Operations for Fibronics. Mr Lotan held a variety of
sales and marketing positions with Fibronics and Hewlett-Packard. He is also a Director for Capstone Turbine Corporation,

Noam Lotan holds a Bachelor of Science degree in Electrical Engineering from the Technion, the Israel Institute of Technology and a
Master’s degree in Business Administration from INSEAD, the European Institute of Business Administration, Fontainebleau, France.

In the telecommunications industry, the Additionally, today’s mobile phones are it cannot provision maximized bandwidth
acronym POTS will soon no longer conjure now handling as much data as PCs had in and cannot be scaled to fit changing network
memories of ‘Plain Old Telephone Service’ the past, with the ability to process voice, demands.
and voice-only networks of the past. The data and video. To handle the demands of
new POTS stands for packet optical transport these services, all of these technologies Enter POTS - the combination of packet
services, a new class of data-aware optical require a network infrastructure that delivers and optical. While is the exact definition
networking equipment. Although it may take high performance and has the provisioning of POTS is still being worked out and the
time for the migration from today’s SONET/ flexibility operators need. equipment and vendor taxonomies are still
SDH networks to POTS networks, industry in flux, product and technology definitions
analysts agree that POTS will be a necessary Today’s optical backbone networks rely on are generally known. The benefits of these
component for the high-bandwidth, high- SONET/SDH to transport high-speed data. networks, however, are well known, and are
quality and cost-effective networks of the However, the explosion of data services is driving network growth even though service
video and real-time data era that we are now beyond what these circuit-switched networks providers must be very choosy about their
living in. can cost-effectively deliver. This results in CAPEX spending.
considerably higher capital and operational
Over the past decade, demand for data expenses for service providers when compared According to a report by Heavy Reading, the
services has increased with the explosion to the scalability and cost effectiveness of POTS market should grow from its current
of technologies such as DSL, fibre optic Internet Protocol (IP) networks. SONET/ small base to reach US$2.8 billion in sales
access and broadband wireless networks. SDH is a less cost-effective solution because in 2012 according to forecasts that assume

North America issue 2009 n 21


Data transport

“From IPTV to mobile TV to YouTube! carriers are being called on to deliver more real-time
video than ever before. POTS is very useful in the deployment of content-rich, multimedia
applications such as entertainment and video services delivered through the Internet or
mobile network.”

a modest annual growth rate of 4.8 per cent wiring closets and switching centres - may be ROADM is a key optical technology for
CAGR (compound annual growth rate) for required. POTS; it offers a cost-effective way to
worldwide optical transport revenue. The remotely add or drop a service to meet
report also indicated that the move from The ability to offer services on demand, customer demand without manually changing
SONET/SDH would continue, and that it or even temporary services, is one of the the cabling. ROADM is an optical add-drop
would decline at a rapid pace. requirements of the new world of data multiplexer that remotely switches WDM
networking. Customers may want high-speed traffic at the wavelength layer so individual,
Why POTS? data services for a short period, like during or multiple, data channels (wavelengths) can
a big promotion on their Website, or during be added and/or dropped from a transport
As innovative consumer services increase parts of the day when they know they need fibre at each node.
demands on telecom networks, operators higher bandwidth, like overnight backups.
will look for solutions that meet these new Business users, in particular, expect the carrier Putting it together
demands while maintaining cost-effective to be able to deploy new services in a matter
operations. One area where this is most of hours or days. What does a POTS network look like after
pronounced is in the area of video and putting together all of these technologies?
entertainment delivery. From IPTV to mobile POTS network technologies The POTS network starts at the edge IP
TV to YouTube! carriers are being called on demarcation switches. Ideally, these offer
to deliver more real-time video than ever POTS is a new category of optical transport up to 10G Ethernet switching for customer
before. POTS is very useful in the deployment system; it is based on three key optical networks and comprehensive operations,
of content-rich, multimedia applications such technologies: generalized multi-protocol label administration and maintenance (OAM) to
as entertainment and video services delivered switching (GMPLS), wavelength division reduce operations costs. These ‘demarc’
through the Internet or mobile network. multiplexing (WDM) and reconfigurable switches need flexible connectivity to the
optical add-drop multiplexer (ROADM). carrier network, via either WDM or 10Gbps
One issue with these services is the need for POTS also supports Layer 2-4 connection- IP switching.
high quality, uninterrupted data speeds. With oriented Ethernet switching support in a
POTS, the optical transport can handle high- single chassis. Some systems also provide Aggregation switches are the next key point,
speed data transfer rates providing the highest SONET/SDH ADM connectivity for legacy because this is where a lot of intelligence
quality available for these services. POTS network interconnect. That is a tall order for making service-provisioning decisions
enhances the backhaul capacity, efficiency because it combines legacy network support is located. The ideal aggregation switch will
and service delivery of the network. with support for several still evolving have IP switching to connect to the demarc
technologies. switches and, connecting to the carrier, will
POTS also enhances services within the have WDM connectivity with GMPLS for the
mobile network. POTS will provide a smooth GMPLS is the latest version of the MPLS service provisioning flexibility.
transition for the telecom operators who are protocol that is very widely used in networks
upgrading their backhaul networks to support today to provide quality of service. With At the transport part of the network, data is
the move to 4G/LTE services. POTS allows GMPLS, however, equipment manufacturers fed into a POTS-enabled WDM platform
for greater flexibility and reliability for mobile can completely separate the control and data where the ROADM capability delivers the
traffic, by offering a solution that allows for planes of a network switch/ router to support flexibility to reconfigure services at each hub
scaling of bandwidth when necessary. network switching for time, wavelength, of a long-distance transport ring. So with
and space switching as well as for packet ROADM technology, the carrier is able to
Many operators now offer triple play services switching. With GMPLS, a switch can map redeploy the physical interconnection from a
such as Internet, TV and phone, and POTS packets to light waves and deliver flexible central management location.
can provide the operational consistency and switching on layer 2, 3 or 4 of the IP protocol
efficiency these bundled services require. stack, enabling a seamless interconnection Looking forward to POTS
POTS supports the full-rate packet traffic and convergence of new and legacy networks.
needed for high-speed Internet and video Today’s service providers are faced with the
services. WDM is today’s state of the art technology task of expanding their networks to provide
for high-speed optical networks; it currently advanced data services while maintaining
A secondary benefit of POTS that goes beyond provides speeds of 40Gbps and speeds of the quality of service demanded by users.
high-speed data networking is the service up to 100Gbps are on the horizon. WDM POTS allows network operators to evolve
provisioning flexibility and speed provided by multiplexes multiple optical carrier signals their networks easily to deliver new services.
these networks. In a SONET network, service on a single optical fibre by using different With POTS technology, operators can
provisioning can take weeks or months wavelengths to carry each signal. This maintain the operational consistency and
because site visits have to be scheduled and multiplies capacity and enables bidirectional efficiency required to maintain services while
changes to network cabling - ranging from communications over a single strand of fibre. staying ahead of the demand for advancing
laying new cable to reconfiguring cabling in technologies. n

22 n North America issue 2009


Mobile Network
payment
Mobilesystems
access
Capacity

Broadband - separating the long distance runners


from the sprinters
by Hossam Salib, VP of Marketing for Positron Access Solutions/Aktino

Demand for broadband has run ahead of both wired and wireless network capacity and left
many operators with little, if any, excess capacity. Operators must either invest heavily in
fibre cabling or meet consumer demand by upgrading their existing copper-wired networks.
The new MIMO (multiple input, multiple output) over DMT (Discrete Multitone) copper-
bonded solutions are relatively inexpensive and provides a return on investment within12 to
24 months by using the existing copper infrastructure to provide fibre-like bandwidth and
reliability.

Hossam Salib is the VP of Marketing for Aktino, a Positron Access Solutions division, a developer of carrier MIMO over DMT bonded
copper solutions; he has over 20 years of experience in product management, and the marketing and development of complex systems
and silicon products. Throughout the years, Mr Salib headed a product management organization at ADC, worked with key carriers
including AT&T, Qwest and France Telecom, was the Senior Director of Engineering at PairGain and worked at Rockwell designing
electronic modules and ASICs.

Hossam Salib received his B.S degree in Electrical Engineering from Polytechnic University of New York.

The proliferation of multimedia applications, customers. However, today’s service providers Additionally, reduced CAPEX budgets force
ubiquitous handheld devices and the ever- face two critical challenges building up their carriers to deliver services using their existing
growing mobile workforce has created capacity and remaining competitive: network infrastructure rather than building a
an insatiable demand for highly reliable new network.
access bandwidth. The empirical data also • Multiple cable system operators (MSOs)
suggests that more bandwidth is required already provide up to 150 Mbps downstream Addressing the problem
for traffic towards the consumer rather than and 20 Mbps upstream on their existing cable
towards the service provider. Residential network. This allows them to address the Over the past 15 years, carriers have deployed
and business users spend most of their time bandwidth needs with low incremental capital a significant amount of fibre in the access
accessing e-mails, presentations, videos and expense (CAPEX); and transport networks. However, copper
music rather than generating and uploading still connects most businesses and homes
information back on to the network. • The recessive economic market conditions worldwide. Fibre is the ultimate solution
and resulting loss in revenue has forced many to meet current and future bandwidth
This rapid increase in bandwidth demand has service providers to cut their CAPEX; and requirements; it will eventually be deployed
drained the excess capacity on both wireline everywhere. Unfortunately, the significant
and wireless networks. Telecom service Competitive pressures drive carriers to upfront cost and longer time fibre takes to
providers realise that current networks must deliver services in a timely manner and meet generate a return on investment keeps telecom
be upgraded to meet the demands of their stringent service-level agreements (SLAs). service provider from deploying fibre everywhere.

North America issue 2009 n 23


Network Capacity

In contrast, bonded copper solutions For example, at 2 Km, legacy technologies bandwidth by businesses, schools, hospitals
require significantly less capital initially, can deliver eight to 20 Mbps to a business or and banks have raised the service level
enabling a payback in 12 to 24 months. a cell site. MIMO over DMT can deliver up requirements from two Mbps to about 10 to
This lets providers leverage their existing to 100 Mbps in the downstream direction on 50 Mbps. These services are traditionally
copper infrastructure and provide fibre-like the same number of copper pairs. symmetric, but a new wave of applications
bandwidth. Telecom service providers prefer is driving more downstream requirements for
the low CAPEX solution using their existing This technology enables service providers services like DIA (Dedicated Internet Access).
copper infrastructure provides, but also like to benefit from the following three main MIMO over DMT is the only technology that
the high bandwidth and reliability of fibre. applications: meets both requirements.

Can telecom service providers win the Wireless backhaul It is also worth noting that very recent moves
broadband race by offering high bandwidth toward asymmetric transmission not only
with high reliability without spending The demand for backhaul bandwidth to cell help carriers handle the high-bandwidth
a significant amount of money on fibre sites has increased because many customers applications mentioned above, but also enable
deployments? Can carriers run, and win, are replacing their landlines with mobile even higher per-pair bandwidth rates - nearly
the long-term race rather than trying to be phones. In addition, many are opting to use double the already impressive bandwidth per-
sprinters and running out of cash before high bandwidth wireless devices such as smart pair made possible by symmetric MIMO over
building a solid customer base? The answer phones for their e-mails, Internet, music and DMT technology. While Ethernet services
lies in being able to use new and innovative videos, which rapidly use up the providers’ are traditionally symmetric, many emerging
technology to bridge the fibre deployment backhaul bandwidth. This situation, coupled applications use significant downstream
gap. with intense competition and price pressure in bandwidth and very little upstream
the marketplace, has created a great sense of bandwidth.
New Innovative Technology - MIMO over urgency to find fast, cost-effective solutions
DMT such as bonded copper. MIMO over DMT With an asymmetric approach, service
bonded copper allows carriers to provide providers can configure the upstream and
The new MIMO (multiple input, multiple up to 100 Mbps Ethernet backhaul to cell downstream flows in order to tailor bandwidth
output) over DMT (Discrete Multitone) sites versus eight to 20 Mbps with legacy to the precise needs of their customers and
copper bonded solutions require significantly technologies. their own backhaul demands. In addition
less capital and enables a return on investment to the flexibility of this approach, the
of 12 to 24 months. This gives providers ‘unbalanced’ bandwidth enables carriers to
an opportunity to leverage their existing achieve bandwidths as high as 13 Mbps per
copper infrastructure to provide fibre-like copper pair up to 2 Km.
bandwidth and reliability, with the scalability
and flexibility required to meet the demand In a challenging era, as telecommunications
for advanced services. As a result, many are use grows rapidly around the world, telecom
using bonded copper until fibre build-outs can service providers who are able to meet the
be justified financially. increasing demands of high bandwidth by
leveraging low cost methods to offer higher
MIMO itself has roots as a wireless solution, speed broadband services, will be at a distinct
since interference has always been a advantage. The race is on; providers must
consideration. It dovetails perfectly with deploy the most cost-effective solution to
DMT, which significantly improves the obtain high bandwidth, high reliability and
spectral compatibility between symmetric flexibility. Fibre deployment prevails where
and asymmetric services. As a combined DSLAM backhaul the business case is justified and funds are
approach, this technology delivers the high available, but for the majority of existing
rates and long reach carriers seek, with a level To expand high-speed broadband services to networks that utilize copper, MIMO over
of reliability that rivals fibre. homes, providers need to deploy DSLAMs DMT provides an affordable fibre-like
(Digital Subscriber Line Access Multiplexer) solution using an economical copper-based
As illustrated below, Wireline and Wireless closer to homes. This allows technologies technology.
MIMO applications provide significant like ADSL2 (Asymmetric Digital Subscriber
bandwidth gains and better reach to allow Line) and VDSL2 (Very High Bitrate Digital In times where it is important to be cost-
providers to offer these new services Subscriber Line) to deliver 25 to 50 Mbps to conscious, providers need to consider all
ubiquitously. homes. As compared to cell sites, many of of their options before investing heavily in
these DSLAMs will connect to copper and re- expensive technologies. The provider who
The chart below illustrates the performance of ceive only the limited bandwidth that legacy selects technologies that work best with their
MIMO over DMT copper bonded solutions. technologies can provide. MIMO over DMT existing networks and meets the demand for
provides up to ten times more bandwidth over bandwidth at the lowest cost will win the
• MIMO over DMT symmetric rate legacy copper technologies. race. n
performance (in red) is typically double or
more than that of legacy technologies (in Business Ethernet services
pink) at any given reach; and
• MIMO over DMT asymmetric Business Ethernet services have traditionally
downstream (in blue and black) is five to ten started with bandwidth levels as low as
times more than that of legacy technologies. two Mbps. Recent increases in demand for

24 n North America issue 2009


GIL 2009: North America
Phoenix, Arizona
September 2009
Growth, Innovation & Leadership:
A Frost & Sullivan Global Congress on Corporate Growth
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Capturing innovative ideas for growth.

North America issue 2009 n 25


Network upgrade

The ICT relay race


by Cliff Townsend, Vice President, Business Development, Galazar Networks

To compete effectively, network operators must constantly upgrade their networks to handle
rising volumes, steadily mounting bandwidth requirements and increasingly demanding
applications and content. Operators rely on network equipment providers (NEPs) not only
for faster, better, more cost-effective equipment, but also for the knowhow to get it running,
and stay running, smoothly. To provide better functionality at lower cost, NEPs increasingly
depend upon network semiconductor providers (NSPs) to design these functions in ever more
complex, sophisticated and lower-cost chips.

Cliff Townsend is the Vice President of Business Development at Galazar Networks. Previously, Mr Townsend established and
oversaw Galazar’s sales, marketing and operations teams. Mr Townsend has held a variety of senior engineering and business roles at
telecommunication technology companies such as Nortel Networks, Skystone Systems, Cisco Systems, and Innovance Networks.

Cliff Townsend holds a BE in Engineering Physics from the University of Saskatchewan and an MBA from Queen’s School of Business.

The race to deliver new information and Fast-forward to the present. Network The margin necessary for survival varies
communication technologies has not been operators provide the services and plan the significantly for different members.
an individual sport for decades. The AT&T network evolution. They rely on network Organizations that bulked up during the
divestiture in the early 80s began to change equipment providers (NEPs) to supply boom have infrastructure costs that are out
process the communications industry from a platforms with the right characteristics when of line with a stable market, let alone today’s
vertically integrated model to a value chain they need them. NEPs draw on contract economic environment. In order to survive
with many highly specialized members. manufacturers (CMs) for platform assembly they must extract margin from other members
That process continues to evolve the way and on component and module suppliers for in the value chain that they inhabit. A good
information and communication technologies platform features. Component and module example is the thin margin that the suppliers
(ICTs) are delivered and is causing a dramatic manufactures in turn draw on their own CMs. of optical modules receive compared with the
imbalance between value creation and profit This model is much more complex and open margin some NEPs receive for reselling the
margins. to competitive forces. same modules.

Before divestiture, a single entity planned the Competition is good - right? It drives Evolve or perish. The value chain for
network, defined the products necessary to innovation and keeps costs down. The communication technologies continues to
build it, did the R&D and manufactured the problem is that post-bubble competition evolve and so must its members. We have
products needed to turn the plan into reality. continues to influence the profit margin of seen consolidation and restructuring aimed
In a monopolistic model like this, the entire the NEPs. They in turn are passing the pain at adjusting the financial characteristics of
organization knows precisely what product on to their suppliers; contract manufacturers, larger organizations for better alignment with
characteristics are needed (quality, features, component and module suppliers. The the industry. Time will tell if this evolutionary
price) and when. It is also easy to maintain a entire value chain is under severe stress and branch can support sustainable organizations
profitable business. members are competing horizontally and in the long-term, and it is certainly creating
vertically for the margin they need to survive. short-term uncertainty.

26 n North America issue 2009


Mobile payment
Mobileupgrade
Network systems
access

Another evolutionary branch is spawning new network features exceed their hard limits. a representative hardware and software
smaller, more focused organizations that Again, network cost must increase to cover platform using realistic network scenarios.
create value within their own segment of the unanticipated upgrades and intended features Without this platform, only a limited set of
supply chain. This model is less encumbered are often unacceptably delayed. configurations can be exercised and only
by overbuilt infrastructure and is, therefore, in a static environment. With the flexibility
able to maximize the relative investment in Price is the elephant under the table. enabled by this platform, an automated
innovation. A specific example is the value Consumers have become accustomed to validation process can exercise various and
chain that includes suppliers of integrated getting more for less when it comes to dynamic network scenarios around the clock.
circuits for complex networking functions - communication technology, so they expect That solves the requirement for delivering a
network semiconductor providers (NSPs). network operators to increase bandwidth quality product.
without increasing service fees. NEPs,
NSPs have grown to fill the market need therefore, are pressured to supply equipment Extending the NSPs definition of the
for effective, highly integrated solutions that meets increasing bandwidth demands at a validated product to include the IC abstraction
to complex communications networking declining price - by some estimates you need software allows NEPs to quickly integrate
functions. Some were created by the four times the bandwidth at less than twice pre-validated functions into their network
divestiture of the semiconductor divisions at the price. The question is - who is making the equipment. This makes it possible for NEPs
many of the large NEPs (e.g. Lucent - Agere). investments required to achieve these gains? to integrate new equipment into networks
Others have grown organically with venture quickly by minimizing their development and
financing. The challenge for NSPs is to get For one, the NSPs are. Moore’s law predicts validation time associated with the functions
the product characteristics right (features, a semiconductor technology platform that provided by the NSPs’ ICs and software. That
price, quality) and to hit the market window. can satisfy the growing demands for network solves the requirement for delivering new
bandwidth, give or take a bit. NSPs are networking products at the appropriate time.
Market timing is a growing challenge. exploiting that semiconductor platform to
Predictions this year at OFC/NFOEC 2009 deliver increasingly complex networking If an NSP can deliver the right product
(Optical Fiber Communication Conference functions. The good ones are evolving their with good quality at the right time, what is
and Exposition/National Fiber Optic development techniques to reduce their costs left? The elephant - price. Most NEPs have
Engineers Conference) were for annual and improving their support infrastructure to developed their own ICs in the past and
network traffic growth ranging from >50 per improve their NEP customers’ development their CFOs know that they cost 0.2 cents per
cent for wireline to >100 per cent for wireless. cycle. The result is an overall reduction in pico-hectare. That is the cost of goods that
At that rate of growth it’s difficult - some development costs and development time for NEPs traditionally used for calculating their
say impossible - to avoid a limited supply new communication products. equipment cost. Along comes an NSP pricing
situation. NEPs face a difficult decision a similar IC at two cents per pico-hectare and
when developing new products. Should they How does it work? Refer to the standard it looks like an order of magnitude increase
shorten the development cycle or increase the development process; the exploration phase in the NEP’s cost of goods. The fixed cost
designed capacity? How many NEP CFOs identifies the appropriate product, the planning associated with the IC development that
feel comfortable investing in a development phase assures a deterministic downstream was previously buried in the equipment’s
program today that yields a 10x performance process, the development phase produces the development cost is now exposed in the
improvement to full field deployment in less intended product, the validation phase assures COGs.
than four years? that product characteristics are aligned with
the intent and the production phase delivers There is the imbalance between value creation
Quality is usually the first victim of aggressive it to the market. To be successful NSPs and profit margins. IC development costs
product developments. After all, you can set need to embrace many of the characteristics have migrated from NEPs to NSPs along with
premium prices if you are well ahead of your typically associated with NEPs within their the responsibility for network level features,
competition; you can hold the market with development process. quality and market timing. Margins, however,
your product footprint (NEP or NSP) as you are harder to let go. Many NSPs have
address the quality shortfalls. Unfortunately, First, the NSP has to understand the market established effective processes to innovate
network cost must ultimately increase to need. It is not good enough to listen to any one and deliver the functions required to meet
cover product upgrades and dependable member of the value chain, and the listener is the network growth demands. All they need
service is often unacceptably delayed. just as important as the speaker. That leads in order to continue their contribution to the
to the first important characteristic for an success of the value chain is their fair share of
Features are also commonly traded-off to effective NSP; the team must be comprised margin to fund their investments.
gain time. You can often get a product into of people with direct experience and contacts
dependable service with an acceptably within the downstream value chain. That The message is simple; the excesses of the
reduced feature set and a solid plan for gives the NSP the ability to appreciate the telecommunications boom are long over and
upgrade. The ultimate platform for this subtleties of network needs and provides them nobody is approving investments without
approach would offer field-provisionable with a virtual consultancy of contacts within a solid business case. For a healthy value
hardware and software for the complex the industry. That often resolves the question chain, each member must remain viable.
networking features. Components exist today of which products to develop. Otherwise, the components, modules and
in the form of FPGAs (field-programmable networking equipment necessary to sustain
gate array semiconductors) that can Apart from good execution during the the predicted growth will not emerge. Like a
partially satisfy this approach within the planning and development phases, the next relay race, each member must make a clean
limits imposed by technology and cost. significant requirement is a network approach transfer, adding value as the information and
Unfortunately, you cannot download FPGA to product validation. For this, the NEP must communication technology moves up the
resources or microprocessor memory when validate their ICs (integrated circuits) within value chain toward the consumer. n

North America issue 2009 n 27


Online video marketing

B2B marketing with video


by Jeff Whatcott, Vice President of Marketing, Brightcove

Video is a critical tool for online business-to-business marketing. According to some analysts,
online video is second only to word-of-mouth for its ability to influence the purchasing process.
Marketers use video at each stage of the customer lifecycle. They use it to influence branding
and awareness; to build consumers’ interest and lead them to consider a product or service; it
gives potential buyers the facts needed to evaluate a purchase; and, post-purchase, information
and content helps to cement customer loyalty.

Jeff Whatcott is the Vice President of Marketing at Brightcove. Prior to joining Brightcove Mr Whatcott launched Acquia, a commercial
open source start-up, where he continues as an advisor. Prior to Acquia, Mr Whatcott served as Vice President of Marketing and Business
Development at Adobe’s Enterprise Business Unit. Prior to Adobe, Mr Whatcott held a variety of senior product leadership positions at
Macromedia and Allaire.

Jeff Whatcott holds a Bachelor of Science degree in economics and Master of Business Administration, both from Brigham Young
University.

The video imperative every business organizes the lifecycle in awareness of DuPont contributions and
different ways, the process generally includes build brand value. They created a series of
In the last few years, online video has stages at which marketers need to deploy compelling short videos about their products
emerged as a critical element of online tactics to address their customers’ needs and and scientific innovations drawing on content
communication and marketing strategies for move them through to the next stage. from their video archive combined with
business-to-business marketers. When today’s commentary from a popular blogger. The
business customers visit a website, they Branding and awareness videos were hosted on a DuPont site and
expect to find video - if it is not there, they distributed to select blogs.
notice that something is missing. Prospects in the branding and awareness stage
are becoming familiar with your industry and The award-winning video campaign was
Worldwide there are 452 million broadband learning about the key players. Online video a marketing success. During a relatively
subscribers and almost every business has drives branding and awareness by capturing short period, the campaign drove two
a high-speed connection to the Internet. and engaging your audience. With its rich million impressions, 60,000 video streams,
Broadband has made the delivery of video storytelling capabilities, video is one of the and achieved an average time spent on site
across the Web possible, and more than 80 per most effective brand-building mediums of eight minutes. Ninety three per cent of
cent of Internet users now watch online video available for advertising, viral marketing and viewers said they learned something new, and
regularly. corporate communications campaigns. 61 per cent said they would tell someone else
about the videos.
According to MarketingSherpa, online video Unlike static banner ads, video ads embedded
is second only to word-of-mouth for its ability in Web pages or in online video content Interest and consideration
to influence decision-makers at every stage of engage viewers with deeper and richer
the purchasing process. No marketing effort is messages that leave a lasting impression. They Prospects in the Interest and Consideration
compete without incorporating online video to can introduce your products and company stage of the customer lifecycle need to be
drive awareness, leads, customer acquisition to prospects in ways that are impossible hooked by the benefits of your product and
and loyalty. with traditional banner ads. Online video presented a clear value proposition that drives
can also reach customers in highly effective them to evaluate more deeply.
Strategic use of online video and efficient ways that are different from
traditional media. Online video gives you a way to draw users
Marketers are applying video at each stage into your content and bring your products
of the customer lifecycle; it has become a DuPont was able to reach key influencers and services to life. On-demand product
key part of the overall marketing mix. While and bloggers using online video to raise tours that give the visitor control of in-depth

28 n North America issue 2009


Researched & Produced By:

O tte
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O or & ce
A

ra da
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t n

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Sunday 25th – Thursday 29th October 2009 • Mövenpick Hotel, Dubai, U.A.E.

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North America issue 2009 n 29
Online video marketing

information are among the most popular types One of Adobe’s most powerful tactics for - Easily upload and manage online video
of video content. Beyond communicating the building loyalty among its most influential content;
value proposition, video product tours can customers is their annual user conference, - Create and publish video players, customized
utilize in-depth video analytics that will give Adobe Max. Each year, Max brings together to the specific needs of your site;
you insights into which parts of your pitch thousands of Adobe users with hundreds of - Enable viral sharing and distribution to build
are resonating the most with prospect and sessions and presentations, but Adobe realized a community around your content;
customers. that once a year was not enough. The demand - Provide ‘analytics’ to monitor and optimize
for sessions outpaced the capacity at the live video initiatives; and
In addition to product tours, Marketers are event, so they developed an online video - Deliver a high quality, high reliability, user
incorporating video customer testimonials version of the conference that presents content experience.
and introductions to features directly on their from the conference sessions as well as other
website. These short, high-impact videos sessions produced throughout the year. OVPs significantly cut start-up costs, reduce
help to capture customer attention and spark total cost of ownership, and accelerate time
deeper engagement. Companies also use video for recurring to market for your online video initiatives.
podcasts to customers, as content in customer They can offer advanced functionality that
Podcasting is one of the most popular newsletters, and as the foundation for facilitates customizing the player experience
approaches to recurring communication delivering on-demand, online training and to cleanly integrate it with your branded
with prospects and customers. According to information. Sun Microsystems has done this destinations and sites.
MarketingSherpa, 78 per cent of the business with Channel Sun, with its information about
technology executives surveyed said that on Sun products. Analytics
more than one occasion, they have listened to
a technology-related podcast. Production, publishing and analytics Like all modern e-marketing strategies,
analytics should be a part of any online video
Evaluation With a strategy in place and a plan for using program. Most marketers are already using
video you need to address the challenges of an online analytics platform like Omniture
At the evaluation stage, customers are ready creating, publishing and monitoring your or Google Analytics, so the best strategy is to
to dive more deeply into their assessment of video. hook your video platform into your existing
your product. They are looking for validation analytics system. Most platforms provide
and trying to understand if the product can be Production their own analytics, and advanced systems
applied to meet their needs. can provide direct integrations with third
The first challenge is creating content. Video party analytics systems.
During the evaluation stage, online video can content can be more difficult to create than
help tell your story more effectively. Longer- written content, but can have higher impact. Getting started
form video presentations that present product The production process will vary depending
functionality, describe benefits, and show on your resources and strategy. The growth of online video has been
products being used are a compelling way to explosive and marketers are taking advantage
help customers understand and evaluate your Generally, content produced for awareness of this medium to leapfrog their competition
products. The latest online video technology and interest should have the highest to break through the clutter and connect with
offers full-screen HD presentations for a rich production costs since you are establishing prospects and customers.
and immersive experience. your brand. Often the most expensive content
is video advertising, which is also the shortest. With the cost of video production at an all-
At this stage, customer case studies are Podcasting, though, can be inexpensive and time low and clearly established success
excellent ways to persuade prospective buyers quick to produce. stories from leading marketers, more and
of the value of your offering. Traditional more companies are bringing online video
written case studies are often dry and fail to As customers move into the evaluation and into their marketing mix at all stages in the
connect with buyers at both an intellectual then loyalty stages, they are more interested in customer lifecycle.
and emotional level. With video, you can the depth of the information than the quality
bring your case studies to life and let your of the production, so your focus can shift and Getting started
existing customers sell your products and you can take advantage of other content such
services for you. as sessions from conferences and seminars. • Identify stages in your customer lifecycle
where you can apply video;
Loyalty Publishing • Choose one of the tactics and focus upon
executing it well;
Because existing customers are worth a great As the online video market has matured, a • Hire a video production company who
deal, savvy marketers continue to invest in the new class of on-demand systems has emerged can partner with you to create content;
customer relationship after purchase. Video called online video platforms (OVP). An OVP • Produce your first video content and
plays into customer loyalty and on-going provides all the capabilities you need for man- publish it with an online video platform; and
engagement in a variety of ways. Whether the aging, publishing, distributing and tracking • Monitor the success of your first initiative
application is product information, training, online video. and use the insight to plan your next. n
on-going thought leadership, or strategic
business content, video offers a compelling The online video platform should have the
way to maintain customer loyalty. following capabilities:

30 n North America issue 2009


Mobile payment
Mobile
Test systems
access
equipment

Testing the future


by Bahaa Moukadam, Vice President Marketing, Sunrise Telecom

Test equipment, after years without fundamental change, is evolving rapidly to keep up with
advances in network technology and to help manufacturers and network operators deliver
the next generation of network services. The coming generation of test equipment will
be standards-based, small, handheld, software-driven, field reconfigurable devices - easy
to use, but capable of performing complex tests and resolving complex problems - if not
immediately, by communicating the test results instantly to headquarters for more advanced
diagnostics and technical support.

Bahaa Moukadam is Sunrise Telecom’s Vice President of Marketing. Throughout his two decades of experience in the industry, he
has held key roles in executive management, product management, marketing, business development and engineering. Mr Moukadam
worked as the Vice President of Next Generation Networks at Spirent Communications after the company acquired Netcom Systems,
where he headed product marketing. Prior to Spirent, Mr Moukadam worked at Hewlett Packard (now Agilent), Wandel & Goltermann
Technologies (now JDSU), and Telex Computer Products.

Bahaa Moukadam holds a master’s degree in Electrical Engineering from the University of Kansas and a bachelor’s degree in Electrical
Engineering from the University of Missouri.

Test equipment must evolve continuously turning point in the delivery of how we live, without missing a single play, or to project
to stay one step ahead of the technologies work and play in the future. movies in their children’s room and download
it’s designed to test. Except for becoming them to their cars before driving to see the
smaller and better integrated, test equipment Home of the future grandparents. This vision, according to Parks
has not changed fundamentally in 20 years. Associates, will become a reality within the
In the next five years, test equipment will Microsoft Chairman Bill Gates’ 2007 next 10 years.
undergo a major transformation into a full- prediction of a “connected experience 24
featured appliance, sophisticated and elegant, hours a day” is becoming a reality as homes Higher bandwidth and a more robust
yet rugged and intuitive. It will appear become not only connected, but highly foundation for wireless technologies will
simple to the user, but will execute complex integrated. Gates envisioned home networks support a new definition of on-demand
measurements that drive, coordinate and with PCs, music players, game consoles, services. In the next five years, on-demand
apply ‘judgement’ to a host of activities and media centres linked to one another will be defined as delivering whatever
and processes. This transformation in test and the Internet. In this home, TV screens consumers want (voice, video, music, books,
equipment - the advancing technologies, the throughout the house would allow people to photo libraries, TV, movies, and so on.), when
changing workforce and growing consumer stay connected, for example, to their football they want it, where they want it (inside or
expectations - will accompany and mark a games as they move from room to room, outside the home), and how they want it (cell

North America issue 2009 n 31


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32 n North America issue 2009


BOOK NOW! online www.terrapinn.com/2009/submarine | email debby.lim@terrapinn.com | phone +65 6322 2710 | fax +65 6223 3554

Subnet a4 connect world.indd 1 7/9/09 5:59:55 PM


Mobile payment
Mobile
Test systems
access
equipment

phone, notebook, high-definition TV, PC, network operations centre for analysis and However, discussion of the future of test
media player, and so on.). action. This constant vigilance requires test equipment would not be complete without
appliances that both perform sophisticated addressing the move toward environmentally
In the past five years, the nature of the hybrid/ tests and serve as communication tools. friendly testing. The most obvious and
fibre coax (HFC) network has undergone simplest change service providers can make is
significant changes, from analogue to mostly Built-in 3G wireless communication to equip field technicians with energy efficient
digital. In the future, multi-system operators interfaces will transform test appliances into vehicles, including hybrids and electric
(MSOs) will use an all packet-based IP workforce productivity tools. As tests are vehicles. In addition, innovative, energy
network to stream only the data desired by completed, the equipment will send the results efficient solutions that take advantage of the
each individual, at the time they want it and to to a central server for data analysis, collection newest technologies to optimize efficiency
the device and location they choose: a genuine and trending. Every technician will have will become a de facto part of every field
on-demand experience. This will radically instant access to real-time and historical data technician’s arsenal.
change the broadcast model used today with that will speed troubleshooting by providing
HFC networks, where customers pick and step-by-step, online help. Web-based tools In the near future, stand-alone test sets will
choose from an enormous range of options, to will provide a macro-view of the street and virtually disappear from the field. Test sets will
a narrowcast downstream on demand model, neighbourhood, allowing technicians to become increasingly modular and software
where data is transmitted only to a specific list ascertain whether a problem is in the network driven, so that an initial hardware investment
of recipients. This will allow MSOs to adjust or at the premise before going on-site. Using can adapt to a variety of test requirements and
their compression and channel utilization for IM (instant messaging) or other built-in evolve with telecommunications technology
more efficient and dynamic networks. communications interfaces, technicians will and applications. This will eliminate the need
communicate via voice, e-mail and other to replace outdated equipment, reducing waste
For test equipment manufacturers, these means, eliminating the need to carry PCs, cell not only for service providers, but in the
changes require the development of test phones or other gadgets. manufacturing process as well. In addition,
appliances that intelligently and quickly mobile test sets will make use of greener,
aid in rolling out and maintaining advanced Work orders outlining the next day’s rechargeable and longer lasting batteries,
services. Test appliances will be smarter and assignment, transmitted overnight to the which may eventually even be replenished
able to anticipate potential problems for a appliance while the technician sleeps, will using solar power, reducing reliance on fossil
number of constantly changing scenarios. eliminate the need for daily trips to the central fuels and further reducing environmental
Unlike analogue networks, where technicians station. GPS systems will identify the fastest impact. Optimizing energy efficiency will help
needed only a signal level meter (SLM) routes, help avoid construction and traffic telecom suppliers reduce their environmental
and television set to troubleshoot the entire delays, and enable supervisors to quickly footprint, cut costs and make communications
network when customers reported ‘snowy’ locate personnel with supplies or specialized more affordable for everyone.
pictures, test appliances will have to execute expertise and dispatch them to new locations,
a host of complex tests to resolve issues. In streamlining operations and saving truck Test appliance design will evolve to help
fact, in digital networks, the very nature of the rolls. To improve performance, managers will MSOs control capital expenses. Modular
problem has changed from snowy pictures to be able to analyze metrics like time per site, test appliances built on open systems will
either pixilated or tiled images, or a complete tests performed, signature capture, and end- lower costs and ensure that technicians have
loss of picture. In digital networks, changes in of-testing timestamps. access to best-in-class solutions. Smaller
network performance levels can go virtually and designed to mimic the look and feel of
undetected until the picture fails. common handheld devices, the appliances will
be customized seamlessly while maintaining
Today’s test appliances let technicians take a standard, intuitive user interface, reducing
measurements and solve basic problems training costs and improving productivity.
quickly and seamlessly, in much the same
way as using an SLM, but on extremely The continuous speed of technology evolution
complex systems. While performing highly is a constant challenge for test equipment
sophisticated tests, these appliances will be manufacturers. By designing a new generation
increasingly intuitive and easier to use by of test appliances, test companies will help
technicians of varying skill and experience MSOs deliver the home of the future. n
levels, from the installer running wires
to a home, to service technicians, and to
technicians troubleshooting and fixing
problems. When issues cannot be solved
simply, test appliances will transmit relevant
information to more experienced technicians
who can resolve the problem and send back
a solution.

To maintain service levels in the future,


every field technician will need the ability to Palm-sized test appliances are increasingly
make accurate measurements of the network feature laden and easy-to-use.
performance wherever they are, collect the
data and transmit it instantaneously to the

North America issue 2009 n 33

55 PM
Supplier services

Co-creating the wireless revolution


By Sudip Nandy, CEO, Aricent

Rapidly growing voice and data traffic, and the race to rollout new infrastructure and services,
place demands upon mobile operators and suppliers that few can meet. Few have the expertise
to create a compelling user experience, build the infrastructure to deliver it and develop the
administrative and operational systems to manage it. Traditional outsourced implementation
services are fragmented and ‘siloed’. Suppliers that combine deep, sector-wide, knowledge
with technological competence are needed to help operators migrate to the new operational
environment.

Sudip Nandy is Aricent’s CEO. Prior to joining Aricent, Mr Nandy was President of Wipro’s technology, media and telecom business
unit. Mr Nandy has been an active member of the Institute of Directors; and is an active participant in the Global Executive Forum of
the Economist Intelligence Unit.

Mr Nandy holds a Bachelors Degree in Physics with Honours from the Indian Institute of Technology, Kharagpur and a degree in
Electrical Technology and Electronics from the Indian Institute of Science in Bangalore. He also has an MBA from the Indian Institute
of Management in Ahmedabad.

Service providers today are grappling with a access to mobile data is closing the consumer and development challenges to deliver a
situation where their voice revenues fell by adoption divide across all ages, geographies seamlessly integrated, useful and accessible
three per cent last year, while mobile data and cultures. This bright spot in demand for service to the end user.
usage continues to rise - up 20 per cent last telecommunications and networking services
year alone. This represents a clear indication presents not only great opportunity, but also The changing landscape
that legacy voice and SMS are no longer a significant challenge.
sustainable growth engine and that service The world of wireless communications is
providers need to be prepared to handle All this points to the fact that we are going through unprecedented change. Massive
massive demands on their data networks. witnessing the dawn of the era of rich mobile advances in mobile phones, combined with
value added services (MVAS). The mobile users’ higher expectations, have shifted
At the macro level, the telecoms industry phone will replace the computer as a central the competitive landscape for device
is somewhat insulated from the tumultuous piece in daily life, marking an era driven by manufacturers from hardware to software.
economic times of late. While some operators comfort, ease of use and most importantly Growth in high bandwidth multimedia traffic
and vendors have undoubtedly fallen on - the overall user experience. The winners like YouTube is outstripping mobile network
harder times, others are reporting significant here will be those who are able to overcome capacity, and driving equipment manufactures
growth. The continued rapid growth in the multitude of interoperability, design to develop new wireless infrastructure using

34 n North America issue 2009

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36 n North America issue 2009
Mobile payment
Mobileservices
Supplier systems
access

emerging technologies such as femtocells, Taming wireless complexity expertise with a breadth of services ranging
WiMAX and LTE. All of this change is having from product/service innovation and design to
an impact on network operators, as they must Explosive subscriber growth, the mass integration, implementation, and support.
evolve their operational and business systems market adoption of smartphones and the
to increase efficiency, improve service surge in high-bandwidth and delay sensitive These new requirements are a poor fit
delivery and lower costs. video traffic - like YouTube - is quickly with the ‘mile wide inch deep’ multi-
outstripping mobile operators’ network industry outsourcing approach offering
While the wireless revolution is broad and capacity. As a result, operators are putting silos of implementation-only activities
encompasses a virtually unlimited number tremendous pressure on equipment vendors such as technology or testing. Equipment
of challenges, three common themes have to deliver new products with increased scale, manufacturers and service providers need a
emerged garnering the majority of the performance and functionality. To compete new type of ’DNA’ in their strategic suppliers
investment and strategic focus of application, effectively, wireless infrastructure providers that offer deep overall, sector-wide, expertise.
infrastructure and service providers: must navigate a highly complex set of new More importantly, strategic suppliers need
technologies by increasing and optimizing to be able to provide everything from
• Creating a compelling user experience R&D investments. innovation and technology to integration
- The phenomenal success of the iPhone and support - and exclusively focus on the
illustrates the fact that user experience trumps Operational and business systems communications industry. That way, they can
technology and cost for winning customers. partner with customers to co-create innovative
Increasingly, software and applications are Wireless service providers are under enormous communications products and services.
becoming key differentiating factors; competitive pressures today to reduce costs,
• Developing new wireless infrastructure deliver and monetize new multimedia services Historically, outsourcing engagements have
- The existing mobile infrastructure was and integrate new broadband wireless access been for implementation only and companies
engineered and deployed long before iPhones technologies. To achieve these critical hired outsourcing firms to handle aspects of
and social media sites such as YouTube, and is business imperatives, existing operational and the development process that required only
not well suited for real time mobile broadband business systems need to be evolved. Systems limited skills and basic processes. However,
services. New machinery is required; and and processes should be re-designed for better in today’s market, successful companies need
• Evolving operational and billing systems efficiency, new tools integrated and additional much more from their strategic suppliers.
- to thrive in the wireless revolution, service expertise added to ensure a competitive They want innovation and implementation
providers must re-engineer operational wireless subscriber experience. partners who can help with every phase of
processes and business systems, integrate the product and service lifecycle, from the
new tools, add significant new resources, and The challenges faced by equipment user experience and technology feasibility to
acquire the appropriate expertise. manufacturers, device manufacturers and development, testing and rollout. Rather than
service providers can be categorized as turning to suppliers simply to reduce costs
This onslaught of new devices, technologies, creating compelling user experiences, driving or to speed up a specific phase of a product
services, standards and more, along with product development in a rapidly evolving development cycle, equipment manufacturers
the associated integration complexity has environment and deploying operational and and service providers can also get help at the
created a significant need within application, business systems evolution to support new ‘bar napkin’ phase - when brainstorming and
infrastructure and service providers for services. This is driving the need for a new sketching new ideas.
comprehensive communications technologies, kind of strategic supplier that provides services
solutions and expertise. around the complete mobile ecosystem - from This powerful combination of deep sector-
semiconductors, to UI design, to backend wide expertise, innovation and services is
Owning the user experience billing systems. A supplier is needed that becoming a best practice for equipment
combines the strengths of independent makers and service providers in a world where
Making a success of innovative new mobile global innovation and design division, with rapid innovation, complexity management,
user interfaces not only requires a broad communications design and engineering and cost containment are requirements for
understanding of user behaviour, but also a services capabilities, bringing together the success. As a result, the trillion dollar ‘one-
deep understanding of the complete mobile complete value chain of operators, equipment size-fits-all’ services market is segmenting
ecosystem. The increasing adoption of smart manufacturers and handset vendors to address into several, large strategic supplier segments
phones, combined with a variety of user these complexities. with much more industry-specific orientation.
interfaces (visual, aural, touch), requires Given its sheer size and the magnitude of
sophisticated software capabilities to Co-creation change, the communications industry will be
differentiate service provider offerings to end one of the world’s most dynamic industrial
subscribers. A plethora of hardware options The traditional industry model of outsourced segments during the next decade. n
and multiple operating systems (Symbian, implementation and in-house innovation is
Android, Windows Mobile, LiMO etc.) make ill-suited to meet the competing challenges
developing new devices a very expensive of lowering costs and complexity while
and arduous task. Significant investment in delivering the advances required to succeed
R&D, testing and certification and backend in this ‘age of the user experience’. The lines
integration with operational and business between in-house and outsourced activities are
systems is required. blurring as companies now require strategic
suppliers to deliver deep communications

North America issue 2009 n 37


VoIP service and support

Service, support and professional services


By John Lazar, CEO, MetaSwitch

The advantages VoIP are well known, but businesses often find it difficult to take full advantage
of all that VoIP can offer. The complexity of the technology, the variety of equipment, the number
of vendors involved and powerful applications that change the way business is conducted all
make it difficult for the operator to effectively support companies making the move to VoIP.
The growth of VoIP will depend upon the sector’s ability to build top-notch, professional,
customer service and support teams.

John Lazar is MetaSwitch’s CEO; he joined the company as a software engineer and worked in several of the company’s divisions
covering both communication/networking and Internet applications.

John Lazar graduated from the University of Oxford, United Kingdom, with an MSc in Computation and a DPhil in History.

North American service providers, from small customer’s needs and focus upon them by business, but preparing a team to meet the full
to large, no longer wonder if they will use offering them many levels of support and range of challenges they are likely to face on
VoIP, but rather when. They are faced with an professional services based on the customer’s a day-to-day basis is a difficult task. Vendors
almost overwhelming number of choices with specific needs. The effective customer support must recruit the most talented people they can
regards to vendors, solutions, security issues, and professional services for a diverse group find and train them rigorously to ensure that
network roadmap options and more. Because of customers is vital to developing a successful they can respond rapidly and appropriately, to
VoIP networks are inherently more complex
than legacy networks, service providers
are also struggling with complex network
management requirements. In addition to the
realm of choices and network complexities,
service providers are also facing uncertain
economic times and the impact this is having
on many of the large established vendors in
the VoIP market is yet another challenge.
Competitive vendors with alternative
solutions, however, can rise to the occasion
and take advantage of the changing market
by offering customer support and professional
services, thereby not only ensuring a space
for their equipment in a service provider’s
network, but also securing an advisory and
network management role moving forward.

Recruit the best

Many of today’s successful technology


companies give high priority to their

38 n North America issue 2009


Mobile
VoIP payment
Mobile
service andsystems
Regulatory access
support
affairs

procedures and cultures and respond to them


appropriately.

Flexibility is especially important while


operators are deploying VoIP next-generation
networks. VoIP networks are inherently more
flexible - and in some respects more complex
- than static legacy networks because they
are packet-based and voice is just one part of
the traffic that is moving on the network. The
simplest problem, such as a crackling line, is and, powered by an applications server, give
an order of magnitude more difficult to solve subscribers a simple way to access features.
on a VoIP network than on a TDM network. Tools like this that give subscribers greater
Therefore vendors must focus on not only control of their own telephony and messaging
providing customers with an excellent set services are increasingly important to service
of network management tools (see image of providers. These tools also reduce the number
whatever problems their customers encounter. MetaView), but on developing a team that can of calls to the service provider’s help desk,
Vendors should look not only at experience, create reliable, well-designed network and, which helps cut operational expenses.
background and knowledge, but also for when problems occur, can move quickly to
candidates who are able, flexible and highly solve them. Maintaining your reputation
enthusiastic, because these are the candidates
that are most likely to succeed. Today’s networks are characterized by the Surveying customers and responding to
complexity and variety of the equipment their feedback is another important aspect of
Nevertheless, even the best recruits can fail they are built from. Inevitably, the equipment customer service and support. Regular surveys
unless adequately trained. Of course, many comes from a number of vendors so building of customer service and technology trends
vendors’ support and professional services partnerships with other equipment vendors and challenges give vendors a benchmark
groups spend a great deal of time at their is essential. When customers have problems, to follow for on-going success. ‘Word-of-
respective headquarters being fed information pinpointing the specific piece of equipment mouth’ - customer opinion - can make or
through a fire hose, but companies also responsible - and the actual problem, all the break a company’s reputation and is critical to
need to back that up with practical hands- vendor can work together in partnership to building its income. When a customer loves
on training on an ongoing basis. Classroom resolve the problems efficiently (see photo of his/her supplier’s support service and speaks
and formal training alone are not enough. Interop Lab). highly of it in public, it gives the supplier’s
The informal mentoring that takes place on reputation a highly effective and credible
the job is an essential, highly effective, part Empower the end user boost and helps bring new business.
of developing successful and productive
talent. Support team members also need to Equipment vendors need to consider the Although the use of VoIP is growing
know they can rely on their managers and current economic environment when throughout the world, it has taken longer
teammates for help and can ask for their supporting customers. Today, service than it might have taken had high-level
assistance when necessary - this is just as providers not only need to consider how to support been more widely available to help
important as training. drive revenues with specific service offerings, customers make better, more profitable, use
but also how they provide those services of the advantages VoIP brings. High-quality
While recruiting and training are invaluable while concurrently reducing expenditures. customer support and professional services
ways to ensure quality, assigning each are vital to VoIP’s continuing growth and the
customer a dedicated support provider is Given the intense competition, equipment sector’s success. n
also essential to developing quality support vendors must not only develop and support
services. Promising customers that when they reliable networks and services, but also
call the help desk they will get someone they offer their customers the means to create
know - someone who knows their problems, and package sticky services for their own
understands their network, understands their range of subscribers and give the subscribers
deployment, and understands the challenges greater control over the services they use.
they face - sets a vendor apart from the Knowledgeable subscribers do not want
competitors. to call a help desk to change a service or a
setting; they want to make their own changes
Flexibility and partnerships from any device - their PCs, televisions,
iPhones, or even SIP phones.
Because of the broad customer base, the
varying constituencies and different cultures Consequently, vendors are increasingly
that many vendors have to deal with today, offering integrated, cross-platform subscriber
they must focus on flexibility and tailoring interfaces - customer interface portals - that
their customer support and professional enable access to key telephony and messaging
services to meet each customer’s requirements applications from anywhere and from any
- whatever they may be. A rigid support menu type of device (see image of CommPortal).
does not always work, so support and services These interface portals are invaluable; they
teams have to adapt to each customer’s can be designed to reflect a customers’ brand

North America issue 2009 n 39


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40 n North America issue 2009


I WANT TO TAKE
THE LAST FIVE MINUTES
OF THE GAME WITH ME
What does it take to be a Televisionary?
A deep understanding of what people want and need.
An ability and expertise in making television more
individual and more personal. As a global leader
in TV technologies, multimedia infrastructure and
services, Ericsson is uniquely positioned to enable
The Individual Television Experience.

Are you my Televisionary?

To find out what it takes to be a Televisionary for


your customers, go to www.ericsson.com/televisionary

North America issue 2009 n 41


42 n North America issue 2009