MWC 2013 Master Presentation - Ericsson

MWC 2013ハイライト
MWC @ A GLANCE
Mobile industry’s largest event
4 exciting days to discover the latest innovations and trends in the industry.
16 GSMA Seminars - provided insights and developments on key GSMA
and industry initiatives.
27 Keynote Speakers - CEOs and executives share their insights.
42 sessions on the GSMA Conference agenda.
94,000 square meters of exhibition space from a total of 240,000.
More than 1 700 of the industry’s leading suppliers of mobile
devices, services and technologies were present during the whole event.
More than 12 000 application developers were part of the App
Planet.
More than 72 000 attendees from 200 countries.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 2
KEY Ericsson Activities
HALL 2
1
Press
Conference
27
1
Award @
GMA
6
1
Social
Event
Customer
Interest
Areas
95
12
1
58
Customer
cases
Speaker’s
Corner
Proof
Points
Partners
The world’s largest music collaboration
AVICII X YOU – released on 26 February 2013
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 3
Regulatory
workshop
1
Keynote
Location in Hall 2
Hall 2: ST
Ericsson, Sony,
Samsung
Registration
2
Hall 1: Huawei,
LG
Ericsson
VIP entrance
GSMA
VIP entrance
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 4
Hall 3: NSN,
Cisco, ZTE,
IBM, ALU,
Samsung,
Huawei
エリクソンの展示・デモ
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 5
Explore Ericsson @ MWC13
Build High Capacity
Heterogeneous
Networks
Browser
Communication
& Service Exposure
Backhaul &
Converged Metro
Expand Mobile
Broadband
Innovate With
Broadband
Grow With
Communication
Services
Expand in
M2M
Superior
Smartphone
Experience
VideoOptimized
Networks
Optimize Network
Performance
4G IP &
SDN
Manage
Customer
Experience
Simplify &
Automate
Experience-Centric
Managed Services
Telecom Managed
Services
Realize Business
Expansion
Professional
Services
Innovation &
Capacity Models
Multi-screen TV
What’s
Next
Cloud Evolution
Networked
Society
Network Performance
Network Performance
Cloud
Service Exposure
Growth Opportunities
SDN
Small Cells
Customer Experience
Over-the-Top
Smartphones
Growth Opportunities
Customer Experience
Operational Excellence
Operational Excellence
Telecom
/Highlights
IT Convergence
Telecom
/ IT Convergence
Media Briefing
MWC2013
| Ericsson Japan | 2013-03-26 | Page 6
Launches @ MWC13
Launches – 1 / 2
Launch Name
& Description
LTE Broadcast
MC Area &
Area of Interest
TV & Media
Growth Opportunities
Ericsson launches commercial end-to-end Ericsson LTE Broadcast solution to enable new sources of revenue for
operators and their media partners in providing premium media services with guaranteed quality and cost efficient
delivery over LTE. Ericsson is the only vendor that can offer an commercial end-to-end solution for LTE broadcast
including three new technologies and standards (eMBMS, HEVC and MPEG DASH). Ericsson showcases end-to-end
capabilities in LTE Broadcast at MWC 2013 in collaboration with Qualcomm through a world first demo of working MPEG
DASH with HEVC in a LTE broadcast network on commercial products.
Mobile Order Management
OSS/BSS
Operational Excellence
Ericsson’s Mobile Order Management solution gives mobile operators the tools for slashing the time – and cost – of
launching services and provisioning any type of mobile device. The solution is based on software from the recent
ConceptWave acquisition that adds Order Care to the Ericsson portfolio. Order Care also uses existing process
components to automate service order turn-up on Ericsson Multi Activation, which coordinates all of the infrastructure
instantiation requests.
Ericsson Cloud System
Ericsson Cloud System enables distributed cloud capabilities into the network resulting in improved end user experience
of cloud services while network resources are utilized more efficiently. The Ericsson Cloud System can be distributed
across the network with preserved carrier grade capabilities at the same time as legacy co-existence and migration is
secured. Innovative interworking functions are part of the system which will bring Telecom, Datacom and Mediacom
together to enable the Networked Society.
Experience-Centric Managed Services
Customer (user) experience has never been more important in the telecom industry than now. Experience-centric
Managed Services is the new, evolved Managed Services engagement model focusing on customer (end-user)
expectations and demands, aligning service delivery in accordance with these requirements. It is about creating
substantial business value by a clear customer experience focus measured through of technical, service and customer
experience KPIs combined with an approach covering both the network and the IT environment and a value-based
partnership between vendor and operator aligning the two parties’ business objectives with a risk/reward type of pricing.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 7
Cloud Evolution
Telecom/IT
Convergence
Managed Services
Customer Experience
Launches – 2 / 2
Launch Name
& Description
AIR32
We are launching an extension of the AIR family with even more capabilities including multiple active frequency bands
enabling a smooth technology introduction with even more efficient site design (site sharing, reduced site cost), higher
order of MIMO enabling more advanced LTE performance, higher bitrates and enhanced end-user experience
Key Event Experience
Every year, worldwide, there are about 35 large global events and thousands local events taking place. With the increase
of Smartphone usage, attendees to these events are sharing their experience using the mobiles to upload pictures,
video, text, etc. with high expectations on the network performance to enable this instantaneous ‘sharing’. Operators
have the opportunity to build/improve brand value by providing the best end-user experience at the events. Key Event
Experience maintains high quality service with key competence in planning, design, deployment, optimization and fault
management via thorough preparation and quick reaction on intense traffic impact.
Device and Application Verification Service (DAVS)
MC Area &
Customer Interest
Mobile Broadband
Network Performance &
Customer Experience
Mobile Broadband
Network Performance &
Customer Experience
Professional Services
Customer Experience
Ericsson launches Device and Application Verification Service – one of the many ways Ericsson helps the industry
secure the best customer experience by verifying quality of devices and applications prior to activation. Using our
Experience Labs located throughout the world, device and applications vendors are able to test their new products and
services using the most innovative Ericsson technology. By connecting to a customer’s live network, our labs help
vendors verify device and application performance to meet operator's validation/acceptance tests. Our automated
verification tools help to accelerate the process to ensure devices comply with regulatory, international and specific
network requirements.
Media Delivery Networks
Video traffic in fixed and mobile network is expected quadruple in the coming three years. Operators need to manage
the explosion of this traffic efficiently and be able to monetize on the opportunity created. The Ericsson Media Delivery
Network is a solution that breaks the boundaries of traditional CDN’s with a unique, single-platform approach to the
delivery of managed and unmanaged content across fixed and mobile platforms.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 8
TV & Media
Network Performance
Work in progress
Key Trends
@MWC
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 9
1
Smart devices and
Operating systems
2
NETWORK
PERFORMANCE / LTE
3
Digital services
4
Transformation due to
Customer Experience &
Efficiency focus
5
PRICE MODEL
INNOVATION
#1 Smart Devices
and OS
› This year’s strongest trend at MWC
2013 was the focus on mobile
devices and their Operating Systems.
› Hans Vestberg, Ericsson President
and CEO, on Monday morning
predicted that “by the end of 2013,
more than 50% of phone shipments
will be smartphones, driven by more
affordable models“.
› Everything gets connected and smart,
not just phones.
› Sub-topics of specific interest this
year was:
– New smart devices being launched
– Affordability in new devices
– Mobile Operating Systems – need
for larger variety
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 10
IN THE NEWS
› Mobile Operating Systems
-
Firefox OS wins major operator backing - 17 operators joined the initiative.
NTT DOCOMO, Orange and Samsung promise 2013 Tizen (OS) launches.
Smartphone OS newcomers take center stage: Ubuntu, Mozilla and Joola.
› Affordable new devices
-
Nokia focuses on the market of affordable phones: Nokia 105, Nokia 301, Lumia
520 and Lumia 720.The Lumia 520 described as "the most affordable Windows
Phone 8 smartphone“.
LTE smartphone price drop: Huawei Technologies, LG Electronics, Samsung
Electronics and Orange showed their products.
› New Smart devices being launched
-
Several vendors launching new devices, including operators Turkcell and China
Mobile.
Huawei launched flagship 4G phone - “fastest smartphone ever”.
ZTE has launched ZTE Open, the world’s first smartphone to run on Mozilla’s
Firefox OS.
Samsung unveiled the latest Galaxy Note - Galaxy Note 8.0, described as a “new
addition to the mid-size tablet category”.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 11
Smartphones using Firefox OS
ZTE “Open”
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 12
Tizenの2つの流れ
(In-Vehicle Infotainment)
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 13
#2 Network
Performance / LTE
› The second strongest trend at MWC
2013 was the focus on network
performance and continued
development of LTE.
› Vestberg predicted that “2013 will be
the year LTE subscriptions exceed
100 million “, up from 55 million in
2012.
› Boosting capacity and effectively
managing coverage are still critical
industry challenges, with some
operators arguing it can be a
marketing differentiator.
› Sub-topics of specific interest this
year was:
– LTE performance
– Small Cells
– TD-LTE
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 14
IN THE NEWS
› LTE Performance
- Ericsson and Telstra partner to enhance and expand LTE innovation.
- Ericsson launched LTE Broadcast.
- Samsung Smart LTE Network getting press mentions.
› Small Cells
- Ericsson launched Antenna-Integrated Radio 32: 70% higher throughput
and up to 25% increased indoor coverage.
- Ericsson partnering on LTE-Advanced Small Cells with SK Telecom.
- Ericsson heterogeneous network advantages confirmed in live networks.
- Telefónica talks up Wi-Fi in an LTE world.
- Several vendors announcing small cell capabilities.
› TD LTE
- Ericsson won the GTI Award for converged TDD/FDD solution.
- Ericsson and China Mobile make the world's first dual mode HD voice over
LTE call based on multi-mode chipsets.
- First showcase of 4-Carrier Aggregation for LTE TDD
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 15
トップ10 LTE 事業者（2012年末）
加入者数
Ericsson selected
Ericsson not selected
Europe
APAC
1.6%
Japan &
Korea
45%
4.2%
Others
0.2%
合計
5,900万以上
USA &
Canada
49%
Subscriber figures from World Cellular Information
Services (Jan, 2013)
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 16
eMBMS - LTE Broadcast
Mobile Broadcast & Multicast Services over LTE
›eMBMSとは
– LTE無線を利用した放送型サービス
– LTE下りリンクの一部を利用
– 無線リソース割当は柔軟（FDDで最大60%）
– スマートフォン、タブレット、M2Mなどが対象
›アプリケーション
– ストリーミングなどの画像系サービス
eMBMSのイメージ
– ニュース、ダイジェストのリアルタイム配信
– 球場、コンサート会場等での関連情報配信
IP
IPNetwork
Network
– ソフト、アプリのダウンロード
›商用化
– 世界リリースは2014年、ベライゾンは2014年1月
– エリクソンはクアルコム社と共同で試験、デモ
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 17
Unicast通信
Ericsson LTE Broadcast
Use Cases
New experiences
of live events
Popular media
to mobile devices
User equipment
caching
– pushed content
ENABLING NEW REVENUE MODELS &
PROVIDING EXCEPTIONAL USER EXPERIENCE
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 18
Ericsson LTE Broadcast
Solution overview
Consulting & System Integration services
Content Service
OSS/ENIQ-S
Satellite Feeds
Live
Encoder
EMBM
Live Feeds
eNB/MCE
MME
MBMS
GW
Content
Stores
CDN Feeds
BM-SC
BM-SC: Broadcast Multicast
Service Center
Technology
HEVC: High Efficiency
Video Coding (H.265)
eNB/MCE
MPEG-DASH (Dynamic
Adaptive Streaming
over HTTP)
LTE RAN
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 19
EMBM: Ericsson Mobile
Broadcast Manager
EPC
ENIQ: Ericsson Network IQ
MCE: Multi-cell/Multicast
Coordination Entity
OSS: Operation Support System
Carrier Aggregation
• Spectrum flexibility
• Combines intra and inter band
spectrum
• Aggregates up to 100 MHz
• Combines carriers of different
bandwidths
• Enables higher peak data rates
MWCでのデモ
• Inter-band CA FDD 10+10MHz
• Intra-band CA TDD 20+20MHz
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 20
Inter-band
Intra-band
contiguous
Intra-band
non-contiguous
Frequency
band A
Frequency
band B
Frequency
band A
Frequency
band B
Frequency
band A
Frequency
band B
Combined Cell
• User simultaneous connects to
multiple sites when needed
Combined
Cell
• Better performance especially at cell
edge
• Dynamic selection of downlink
tranmission points
• Uplink / downlink combining of
several radios
• No handover procedure
needed, robust
Boosts end user
performance with
seamless mobility
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 21
Coordination
LTE TDD / FDD convergence
Ready for Seamless Mobility
FDD / TDD Advantage
› Common FDD / TDD Portfolio
VoLTE call
› Add TDD for Capacity
› Mix and Match Available TDD /
FDD
Cell
TDD
Cell
FDD Spectrum
› Load balance traffic across
TDD & FDD cells
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 22
Data mobility
What is Heterogeneous Network?
Improve macro
ed
r
i
qu city
e
R apa
C
nt y
e
rr cit
u
C apa
C
Densify macro
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 23
SEAMLESS USER
EXPERIENCE
EVERYWHERE
Add small cells in
same spectrum
Density and Add
HW
RBS6302
AIR
mRBS
mRRUS
pRBS
Wi-Fi
Indoor
Outdoor
Non Line of
Site backhaul
Indoor Pico
Gateway
Virtualized Wi-Fi
controller
End-to-end solutions for all deployment scenarios
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 24
AIR Live on Air
Separate
main-remote and
macro antennas
CPRI
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 25
RF
AIR with
active/passive
solution
CPRI
RF
AIR32
Characteristics
› 4 TX, 4 RX – Single and Multi-Band
› Support for up to 40 MHz LTE carrier
Values (in addition to existing AIR)
› Up to 70 percent higher throughput
› Up to 25 percent increased indoor coverage
› Multiple active frequencies in a single unit 
50% reduction of radio equipment.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 26
8x8MIMO and Carrier Aggregation
› Enhanced Downlink MIMO
– 8x8 MIMO with active antennas
– According to LTE Rel. 10
› Carrier aggregation
– 2x20MHz
40MHz total bandwidth
20 MHz
20 MHz
› Max speed is 1Gbps in lab
– 500Mbps per carrier
Transmitter/BS
Receiver/UE
1
1
2
2
8
8
8x8
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 27
Phased Wi-Fi Integration
Public Wi-Fi
Core Integrated Carrier Wi-Fi
RAN Integrated Carrier Wi-Fi
No integration
Core integration
RAN integration
End user controls
access selection
(3GPP / WiFi)
SIM Authentification
Charging and policy
control from 3GPP
IP Mobility
Perfomance based
access selection to
maximise end user
experience
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 28
WiFi Integration Challenges
Data rate [Mbps]
How to get optimal
Macro-Pico-WiFi access?
Cellular
Wanted
Wi-Fi
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 29
How to get instant selection
of the best performing network?
VoLTE-capable
Terminals
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 30
VoLTEの世界の状況
Korea:
- 3 operators live
Aug 2012
- + 1Msubs
US:
Europe:
- MetroPCS live
Aug 2012
- CSFB focus
- Evolved service
(Joyn)
- Joyn focus
- + 10 device types
- Verizon, AT&T in
preparation phase
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 31
- Germany early
VoLTE market
VoLTE Demo with ST Ericsson
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 32
#3 Digital Services
› The third trend at MWC 2013 was
exploration of new digital service
offerings that operators can launch.
› This is spurred by the rapid adoption of
mobile data services. Vestberg predicted
that “by the end of 2013, there will be
more mobile internet users than fixed
internet users”.
› Several operator keynote speakers were
outlining advanced plans to pursue new
strategic businesses, such as NTT
DOCOMO’s “Smart Life” segments of
Commerce, Payment, Health, M2M,
Security, Environment, Aggregation and
Media.
› Sub-topics of specific interest this year
was:
–
–
–
–
Apps & enterprise
NFC and Mobile Payments
M2M
Connected cars
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 33
IN THE NEWS
› Apps & Enterprise
- IBM and AT&T partnership intends to “provide software developers with a set of powerful
new tools to create and deploy next generation mobile apps.
- CNN declared that the mobile browser remains an “incredibly important” tool for content
providers to target users.
- Ericsson and AT&T hosted an exclusive Hackathon event for developers for sustainable
city.
› NFC and Mobile Payments
- Visa and Samsung in global NFC alliance.
- Vimpelcom and MasterCard in mobile money push.
- Etisalat for Flous awarded best NFC / Mobile Money Product or Service in Global Mobile
Awards
› M2M
- Qualcomm showcased AllJoyn as the new open-source platform that will enable “Internet
of Everything”.
- Ericsson and SAP announced new combination of Cloud-Based Machine-to-Machine
Solutions to Enhance Enterprise Efficiency.
Connected Cars
- General Motors will introduce LTE connectivity to their line of cars.
- Spotify and Ford SYNC: the voice-activated in-car connectivity system, and Ford SYNC
AppLink, which enables customers to control smartphone apps safely from the driver’s
seat.
- AT&T will provide BMW with a regional wide area network (WAN) using the latest MPLS
technology and WAN acceleration services to support core BMW functions and
applications.
- Vodafone discussed their car application in Italy - car insurance based on driving habits.
- Ericsson showcased the Connected Vehicle Cloud with Volvo.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 34
The Hackathon Competition @ MWC 2013
› 29 developers had 30 hours to create a Web RTC based
application for sustainable cities
› Team HelpMapp created an application which allows
people in cities to connect and help share information with
one another in real time.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 35
Reach beyond Usual Services
Superior Experience
Roaming Applications
Rogers One Number
VoLTE
VisualCom, HDVC
RCS
It has to be as simple as making a phone call
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 36
Rogers One Number
1 Number Talk & Text
1 Inbox
for e-mail, SMS and MMS
1 Contact list
@
SMS
MMS
@
SMS
MMS
1234
@
SMS
MMS
Session transfer
Video and Chat
Bla,
Bla…
Bla,
Bla…
Bla,
Bla…
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 37
Control of reachability
on any device
Joyn – Rich Communication Services (RCS)
› オールIP環境においてIMSを利用した、
音声、SMSを超えるサービスとして
GSMAが規定
• メッセージング
• チャット、グループチャット
• ファイル転送
• ビデオシェアリング、他
› OTTに対抗して、事業者間の相互接
続性のあるサービスとして提供
› RCS-eサービスの状況
• スペイン、韓国、米MetroPCSで導入
• 独・仏・伊も導入予定
› 今後、VoLTEの導入と供にRCS5とし
て、世界に広がる可能性
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 38
Reach beyond Limits of own Subscriber
Base and Business
In-Browser Communication
Services delivered through
new channels
Service Exposure
Enabling new services
in new contexts
B2B
B2C
Developer Reach
Network API’s
Operator Network
Service Enablement
Communication
Connectivity
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 39
Content
& Data
M2M
3PP
IMS-WebRTC integration
IMS Call Control
3GPP RTP
IETF RTP
Audio: AMR
Video: H.264
Audio: Opus
Video: TBD. VP8?
ICE Media Routing and NAT traversal
Future innovation (eg video adaptivity)
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 40
Ericsson Web Communication Gateway
XCAP
AP
Ut/XCAP
Ut/XCAP
OAuth
Clients
Signalling
HTTP/REST/WS(/SIP)
REST API
JS API/SDK
WCG
SyncML
HTTP
(WS)
SBG
SIP/Gm
SIP/Mw
SBC
SIP
MSRP
SyncML
Server
MSRP
H.248
App
Media
Browser
RTP, WebRTC, RTMP etc
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 41
MSRP
BGF/
MRS
RTP/Mb
WebRTC – IMS Integration Demo
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 42
M2MにおけるSIM
› M2M用SIMチップ
– 従来のプラスチックカードではなく、埋め込み型SIMチップ
– 小型化（5*6mm）
– 温度耐性、振動耐性、衝撃耐性強化（車載モジュール等）
– データ保持期間延長、書込み耐性強化（スマートメータ等）
従来のSIMカード
› 埋込み型SIMチップの問題点
– デバイス出荷時にSIM埋込み→製造、流通フローに制約
– SIM情報をデバイスに埋込み→秘密情報の取扱いの問題
– SIMの差し替えによる事業者の変更困難→事業者が固定
– デバイス利用時でなく製造時にSIMをアクティベート
→非効率な運用
M2M用SIMチップ
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 43
eSIMで柔軟に通信事業者選択
› ダウンロード可能なeSIM (embedded SIM)
– デバイス出荷時にSIM環境（eUICC）をデバイスに埋め込み
– デバイス利用時にSIM情報をデバイスのSIM環境にダウンロード
– 利用状況（例：国）に従って、柔軟に事業者の選択が可能
› EDCP (Ericsson Device Connection Platform)
– SaaSモデルによるM2Mプラットフォーム
– EDCPにeUICC機能を実装
– Gemaltoなどと協力してeSIM推進
事業者1
各事業者のSIM情
報をeSIMに設定
事業者2
事業者3
事業者4
初期接続事業者
eUICC
eSIM
事業者1
eSIM
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 44
事業者2
eSIM
事業者3
eSIM
事業者4
eSIM
eSIMデモ
事業者の変更
Telenor Connexion
TeliaSonera
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 45
Connected Vehicle Cloud
Web、携帯電話また
は車内UI
ドライバー
ディーラー
カーメーカ
Customer
Care
Marketing
& Offer
Mgmnt
Presentation &
Communication
Order & Billing
Ericsson
認定
調整
コンテンツプロバイダ
Content
Connected Car
Platform
Reporting
Deployment
クルマ
アプリ開発業者
Reporting
Service
Offer
第3者
サービス
プロバイダ
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 46
精算
Volvo Connected Car
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 47
Multiscreen TV Solution
› Each device has its own context
of use
– Main screen – high quality &
perfect picture
– Tablets & PC – companion,
social tool, discovery, second
screen
– Smartphone – social tool,
schedule, discovery, bite sized
snacks (clips)
› Our commercial client framework
embraces the needs of
consumers
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 48
Multiscreen TV Demo
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 49
Ericsson Media Delivery Network
› Incorporate CDN and TIC to enable operators
to efficiently deliver video and media content
across their network
› Innovative, useraware video
optimization &
delivery
› Save bandwidth
and enable
greater use of
network capacity
› Single platform
approach and
universal cache
› Multiservice
architecture for
different apps
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 50
#4 Transformation due to
Customer Experience and
Efficiency Focus
› The fourth trend was the continued
focus on operators’ need to transform.
› Vestberg predicted more than
20MB/day per smartphone user on
average in 2013, driving transformation
to maintain a good customer
experience and efficiency.
› Exhibitors throughout the show were
maintaining focus on customer
experience management and
efficiency. Many operators also
specifically pointed at the regulatory
environment posing challenges on
operators ability to transform and
deliver on customer needs.
› Sub-topics of specific interest this year
was:
– Customer experience management
– Network transformation to handle
cloud services
– Regulatory environment
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 51
IN THE NEWS
› Customer experience management
- Ericsson unveils its new Experience Centric Managed Services model with an increased
focus on the user experience.
- Ericsson mobile order management solution slashes service launch time.
- Ericsson launches its Key Event Experience offering to support operator networks during
events that typically lead to dramatic increases in mobile traffic.
- Pre-show commentary identified this as a potentially over-hyped area, where real proof is
needed.
- Several vendors continued to announce new capabilities.
› Network Transformation to Handle Cloud
- NEC Corporation and Telefónica to collaborate in the development of network
virtualisation.
- Ericsson launched the Ericsson Cloud System as a first step on the Cloud Evolution.
- Other vendors started to concur with the view that the “network is the differentiator” for
providing cloud services.
› Regulatory environment
–A red thread in many of the keynote speeches from operators were the need for fair
regulation across the eco-system, better spectrum allocation/regulation, lower taxes etc.
Top management from Telecom Italia, Vodafone, Telefonica, AT&T and Deutsche
Telekom all spoke on these topics.
–René Obermann, CEO of DT, said there was a need of “less investment-killing
regulation”.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 52
Ericsson Key Event Experience
› Secure high quality service at key events
– Ericsson supports operators to build/improve brand value by
providing best end-user experience at events
– Overall network, radio network and core network targeted
› Process
– Request from the event organizers through the operator
– Impacted sites analyzed for potential capacity constraints
– Change requests submitted by Ericsson to increase the capacity
– Hardware, software and circuits ordered to support the requests
– Installation, testing and acceptance for service
› Support
– Real-time performance monitoring
– Active traffic management
– Frequent scanning and proactive remediate network issues
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 53
Ericsson Key Event Experience
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 54
Device and Application Verification
Service （DAVS)
› Data and signaling load, latency, throughput, battery consumption etc.
differ depending on the device, chipset and OS
› Using Ericsson Labs with automation tools, operators as well as device
and application vendors are able to test their new products and services
› Verification is done to check the performance of new products under the
network conditions where the subscribers actually use them
R&D
Service
Devices
APP
Smartphone Lab
DAVS
3GPP
Standards
IODT
(Interoperability
Development Test)
MVTV
(Multi-Vendor
Terminal Verification)
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 55
状態遷移
スループット制御信号
消費電力
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 56
Service Provider SDN
Service Exposure
Network and Cloud Management
Integrated Network Control
Telco
Data
Center
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 57
Service Provider SDN – Unified Control
Service Exposure and Application Eco-System
Network and Cloud Management
Common Control Plane and Protocols
Control
Control
Control
Control
Control
Control
3G/LTE
WiFi
Transport
Router
Edge
Data
Center
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 58
Service Provider
SDN unifies control
across both legacy
and new network
architectures,
protocols, and
systems
Service Provider SDN
Optimization: Service Chaining Use Case
Network
Resources
• Simplified
• Unified
• Optimized
SDN Controller with
Service Aware Policy Control
Prototype using
Ericsson SSR
and OF1.1
Integrated Control and Managment Plane
LBal
DPI
NAT
FW
Edge Functions
Access
Edge
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 59
Server
Network Function Virtualization (NFV)
› ソフトとハードの分離
› その時点で最新のハードを利用可
› 必要なリソースを動的に割当て
– 業界標準ハードウェアの利用
› リソース利用の最適化
› 新機能の市場投入の迅速化
エリクソン
– オープンソフトのエコシステム構築
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 60
– 輻輳時や輻輳地域・スポットに
› テレコムグレードの信頼性は必要
– インテグレーション、検証は不可欠
Ericsson Cloud System
• 既存のテレコムグレードソリューションを発展
• Ericsson Cloud Execution Environment
Innovation and TTM
• 仮想化による分散型クラウド
Performance
• 既存機能と新規機能で同じ環境
Efficiency
• Ericsson Cloud Manager
Operator
network
• 仮想化ネットワーク機能の運用
• OSSとの統合
• ネットワーク全体としてSLA達成、効率化
Application
Application
Application
Application
Application
Application
Ericsson
Cloud Manager
Ericsson Cloud Execution Environment
Network & DC Infrastructure
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 61
Ericsson Cloud System
エリクソンクラウドシステムの展開
Innovation and TTM
Performance
Application
Efficiency
Spare
Existing Native
Network Functions
Introducing
Ericsson Cloud System
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 62
Migrating to
virtualized network functions
#5 PRICE MODEL
INNOVATION
› The fifth trend was the continued
focus on operators’ price models.
› Vestberg predicted more than 2B
mobile broadband subscriptions in
2013 (from 1.5B in 2012), which
drives multiple pricing models tiered, shared, bundled and realtime.
› Vodafone’s CEO Collao spoke
about Vodafone Red – the
operator’s new “strategic pricing
approach in Europe” with unlimited
voice/messaging and tiered data
plans – and now launched in five
markets, were doubling (!) their Net
Promoter Scores.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 63
IN THE NEWS
› Telefonica Germany unveils data-centric tariffs. Telefonica Germany has
claimed a market first with a new range of data-centric tariffs for smartphones
users.
› Vodafone Red Plan: Vodafone was sharing its success with its price plan that
better meets their consumer demand. It gives unlimited voice and messaging
and allows you to swap your smartphone every 12 months for the latest model.
Launched in 5 markets it now has attracted more than 2,5M subscribers.
› NTT DOCOMO is planning to shift its business model away from being
platform-focused, towards a company providing mobile services.
› Mobile operators must learn to add-value to cloud services in order to avoid a
‘dumb cloud’ model emerging, Juniper stated.
› KT stated that to counter drop in traditional revenues a new approach is
needed, including taking a stronger role in providing “virtual goods”.
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 64
Networked Society
and
What’s Next
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 65
Proof Points Highlights
› Cloud, big data and next
generation radio (5G)
› Collaboration (OpenFlow with
Stanford, Federated Networked
Cloud with Portugal Telecom)
› Technology challenges in the
Networked Society and
Ericsson’s response
› Mega-cities project (interactive
scenarios)
› Windows of Opportunity
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 66
Networked Society
&
What’s Next
Future (“5G”) Radio Access
Evolution of
existing technologies
2000
2005
2010
2015
2020
2025
2030
A set of radio-access technologies jointly enabling the future
Networked Society
› Evolution of existing radio access
› Complementary new radio access
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 67
Windows of Opportunity
› Antenna
› Icon – display
› Solar Cell
› Blinders
› Audio
› Radio shield
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 68
THANK YOU!
SEE YOU IN 2014!
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 69
Media Briefing MWC2013 Highlights | Ericsson Japan | 2013-03-26 | Page 70

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