Sonus Networks Delivering on the

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Leveraging Carrier Service Value Across
Converged Networks Haydn Smith
www.sonusnet.com
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Introduction

• Carriers are converging wireline and wireless
  networks
• Creating brand, sticky customers and
  price-resistant bundling 
• Adding new network services that create value
• Moving from current islands of services to
  architecture that supports common services across
  multiple network types.

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Service Value
Fonix iSpeak(TM) Brings Personalized Voice
Services to the Apple iPhone(TM)
                          Users Can Launch a
Playlist or Search Contacts and Dial by Voice
Internet, phone, and cable Just 33 each per
month When you subscriber to all three.
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Managing Incumbency

• Fixed line revenue is under pressure
• New entrants
• Combo pricing plans
• Traditional features (call fwd, etc)
• no longer command a premium
• Fixed asset expense rising
• Switch maintenance costs end of life elements
• Real estate - Heating/air-conditioning. Power
• Staff costs
• Need to reduce operational expense
• Make it transparent to satisfied customers
• React faster to market pressure
• Need to reduce churn
• Create new revenue opportunities
• New compelling experiences

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Before, During Beyond Legacy Migrations

• Subscribers are living within 3 phases of Network
  Migrations

• Before -Legacy voice features

• During -Bundled services

• Beyond -Voice is part of blended services

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Subscribers Expectations
Before
During
Beyond

• Legacy Features
• POTS Customers
• Dont force change encourage it
• Feature simulation can be important

• Bundled services - Triple play
• Derived voice
• Feature simulation can be important
• Expect new/more voice feature
• Messaging

• Voice blended into applications not a specific
  offer
• IP based VoBB, WiMAX, 3G
• Device independent
• Medium independent
• Legacy features will not likely define offers
  success

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Network Migration Two Concepts
Before
During
Beyond
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Service Convergence from a Single IP Core
Picocell
Trusted Partner IP Networks
NGN Core
Femtocell
Service Engine
SIP TA
PLMN/ PSTN
MSAN
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SERVICES
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Layered Service Advantage
Service Creation
Customer has the same interface to access, add or
manage services Consistent look feel
consistent branding Easier to upsell svcs
Reduces process changes for every new
service Reduces overhead/ cost Speeds network
changes/upgrades
Enhanced Services
OSS - Provisioning
Customer Interface
Subscriber Services
Secure Core Network

• Scale is not compromised for 80 of traffic that
  is typical voice calls
• Add conferencing and other enhanced services into
  the same architecture
• Low incremental costs to add n1 service create
  new experiences without new overhead

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New Experiences From Traditional Services
New experience - leverages call forwarding

• Forwarding rule are based on application and
  device preferences
• Presence on your cell phone
• Calendar status from Google
• Personal portal settings
• A combination of these factors

• Standard call forwarding feature activation
• Applied across one or many devices
• Same user experience

Subscriber Services
Secure Core Network

• Universal connectivity between devices and
  networks
• NGN or IMS

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Experience Creation

• Blending services together (new or old) to create
  new customer experience
• Can be simple or sophisticated
• Often involves multiple devices or media types
  working together
• Goal is differentiate services to maintain and
  grow customer base
• Compete on more than just price

Replicating 20 year old features is not enough
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New Revenue from Applications Web 2.0 Webtop
I want to see and manage all my messages in one
place
I want to manage all my social networks
I want to manage my contacts, see their presence
and organize them according to activity
How can I see if my contacts are near by?
Replicating 20 year old features is not enough
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IP Business Trunks are Hot

• Own the end customer
• Bundle all voice data bandwidth
• Upsell enhanced services from the network
• Conferencing
• Hosted Contact Center
• Messaging
• Mobility
• Easy for carriers to sell and deploy
• Appealing to End Users IT managers
• Eliminates premise gateway hardware costs
• Federate services between sites

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IP Trunks Leverage Core Services
Voice VPN
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FMC - With Enterprise PBX External Call

• Network anchors all calls to the business DN
• mobileEdge handles handoff to macro network
• All business services to the mobile phone handled
  from the core

Caller
Feature Server
mobilEdge
Simultaneous Ring -SIP
NGN / IMS core
Border Element
A/IP (or IU/IP)
IP Trunk
IP-PBX
908-789-4722
908-555-1002
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Connect Mobile Workers Inside The Office

• 5 Bar Coverage
• Market to IT manager not every user
• Reduce churn and shopping
• Reduce acquisition spend
• 3G data for business applications
• Constrain/manage user access
• Education, manufacturing, etc

PICO CELLS
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Management

• Residential, Business or both
• Used to configure user features
• One server required

End User
End-User Interface
VoIP Activator
IP Trunking Activator (future)

• Automated, Flow-Through Provisioning
• Streamlined business view for front back office
  staff
• Service Specific Activator Modules
• Standardized API for interface into OSS/BSS

CSR
Service Provisioning
NetworkOperations
Network Activation
IAD
Voice Mail
Network Resources
ASX
Phones
IMX
GSX
PSX
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Service Activation
WSDL / JVT
Activation Workflow
Insight xAuthority
OSS/ J Service Activation API
Service Provisioning Modules
Network Adaptation
Resource Activation
Resource Activation
Sonus Drivers
Microsoft Driver
Business Services
IPUnity Driver
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Sonus Bridges The Divide
Using IP technology to efficiently bring 20th
century technology, voice, into a 21st century
multi-media, multi-modal world

• One architecture
• Enables core connectivity and manages the user
  experience
• Better subscriber experience
• Simulates legacy features and enables next
  generation user experiences
• Proven integration with legacy PSTN networks and
  architected to the latest IMS / TISPAN standards
• Carrier-class expectations connect to Web 2.0
  services
• Medium agnostic from copper to fiber to wireless
• THANK YOU