Building Communities with SIP and

the IMS: Strategy

May 3, 2010
Brett A. Brock
Agenda

• The Bottom Line

• Ecosystem Analysis
– Customer Perspective
– The Real Silos
– Ecosystem Breakdowns
– Ecosystem Comparison
• New Markets
• Service Delivery Recommendations
• Next Generation Carrier Ecosystem
• The Bottom Line

5/27/2010 Brett A. Brock for Cox Communication

Bottom Line

Change Your Perspective

• Know how subscribers see you
• Know what assets provide sustained differentiation

Simplicity
• SIP is the only end-to-end telephony protocol
• IMS enables centralized, dynamic and global routing

Cloud voice platforms deliver more than SDP promise

• All SIP-enable

Telecommunications is not voice

Brett A. Brock for Cox Communication
5/27/2010
 Consumer Perspective

Facilities Services Content

Voice •Features / Dollar
•Reliability
•Availability
Common Silos View

•Performance
Multi-Media •Channels / Dollar • Television
•Delivery Format • Movies
•Reliability • Music
•Availability
•Performance
Data •Megabits/Sec/Dollar
•Reliability
•Availability
•Performance

5/27/2010 Brett A. Brock for Cox Communication

 The Real Silos

Facilities Services Content

•Backbone •Voice •Media
– Right-of-Ways – Voice Calls – Video
•Access – Voice Messaging – Music
– Right-of-Ways •Messaging •Behavioral Data
– Spectrum – Text Messaging •User Generated
•Real Estate – MMS – Video
– Central Office •On-Demand – Music
– Data Center •Broadcast/Streaming
Assets and Differentiation
•Limited Resources •Requires Patenting •Copyright/DRM
•Device Exclusivity •Optimized Operations •Exclusive Distribution

5/27/2010 Brett A. Brock for Cox Communication

Basic Ecosystem Construct

5/27/2010 Brett A. Brock for Cox Communication

 Existing Common Carrier Ecosystem

• Cost-Based Business Model • Overlapping Protocols

• High-Touch Platforms • No Web Pedigree
Note: All logos are copyrighted with all rights reserved by their respective companies.
5/27/2010 Brett A. Brock for Cox Communication
 Emerging Uncommon Carrier Ecosystem

• Usage-Based Business • Natively SIP-enabled Platforms

• Low-Touch Platforms • Consumes Web Services
Note: All logos are copyrighted with all rights reserved by their respective companies.
5/27/2010 Brett A. Brock for Cox Communication
 Ecosystem Comparisons

Operator JAJAH1 Skype2 Verizon3 Comcast3

Subs./Emp. 130k+ Approx. 40K 400+ 500+
Note: Registered Users (Concurrent Users)

Approx. 1M
(Registered Users)

Differ. •Voice-enabled •Oprah Largest US Largest

• Yahoo! •Global On-net 3G Net. US MSO
• Match.com Comm. For Free

• $10M to $30M USD in VC funding on average for voice startup

• 4 to 6 years to develop SIP-enabled solutions
• Immense scaling through distributed processing
• Dynamic global routing

1: Numbers for calculation courtesy of Businessweek.com and differentiation taken from jajah.com.
2: Numbers for calculation based on Skype growth trends in Ebay 2009 SEC filings and differentiation taken from Skype.com.
3: Numbers for calculation estimated from respective 2009 annual reports and 1Q 2010 SEC filings.
5/27/2010 Brett A. Brock for Cox Communication
New Markets

Facebook1
• 400+ Million users (90+ million in the US)
• 45 million active user groups
Second Life (by Linden Lab)
• 15 Billion minutes of voice through the first 18 months of
availability – Venture Beat

Recommendations
• Blended realities
• Think beyond handset
• Move beyond hardware targeted protocol (i.e. MGCP)
• Over-The-Top of your own network

Roughly 1.5M local business have Facebook Pages2

1: All Facebook statistics are sourced from Facebook’s Statistics
2: Courtesy of insidefacebook.com
5/27/2010 Brett A. Brock for Cox Communication
Service Delivery Recommendations

• SIP Peering, go beyond SIP interconnection

• Rent commodity applications

• Develop customization in-house

• Leverage your invest API to control your data

• Reduce the IMS to rudimentary elements

• Edge Centric Peer-to-Peer/Client-Server Hybrid

Network Processing
Note: All logos are copyrighted with all rights reserved by their respective companies.
5/27/2010 Brett A. Brock for Cox Communication
 Next Generation Carrier Ecosystem
Consumer Marketplace
Internet
Baby Boomers Generation X Millennials
Generation

Flat-Fee Pricing
Low-cost Custom Development
Short Development Cycles Distributed Architecture
No Vested Interest in Hardware Reduced Protocols Interactions
Distributed Architectures
Application Provider Service Provider
Infrastructure
Provider

• Price-based Costing Model • Natively SIP-enabled Platforms

• Low-Touch Platforms • Consumes Web Services
Note: All logos are copyrighted with all rights reserved by their respective companies.
5/27/2010 Brett A. Brock for Cox Communication
Bottom Line

Change Your Perspective

• Know how subscribers see you
• Know what assets provide sustained differentiation

Simplicity
• SIP is the only end-to-end telephony protocol
• IMS enables centralized, dynamic and global routing.

Cloud voice platforms deliver more than SDP promise.

• All SIP-enable

Telecommunications is not voice.

5/27/2010 Brett A. Brock for Cox Communication

Bottom Line

Thank You!

Brett A. Brock
Sr. Design Engineer IV
Cox Communication Inc.
Email: brett.brock@cox.com
Alt: brock.brett@gmail.com

Brett A. Brock for Cox Communication

5/27/2010