Final Presentation CSD200424/05/2004

Integrating services such as TV, Telephony & Internet over the same IP network. One Connection. One Package. One Experience. What is Triple Play?

Triple Play in motion VIDEO

3Play’s Approach “You need to be Technology smart in Business and Business smart in Technology” John Chambers, CEO, Cisco Systems

Business

Why Triple Play? Out of 43 Billion SEK revenue Internet is only 8% of the total market revenue! Source PTS¹: Post och Telestyrelsen

Cross Reference Expenditure / household: SEK / year 4.4 Million households  96.5 Billion SEK / year 2.2 times more than recorded turn-over for 3Play (PTS) 3Play related Service Cost: SEK Entertainment 6 500SEK Radio & TV SEK Books & Telecommunication SEK Others SEK

Value Chain

Scenario I: Shopping Centers Efficient service delivery New methods to reach the right customers One step closer to 1-to-1 marketing Increased customer loyalty

New medium for distant learning More than e-Learning Leveraging on existing content Merging physical and digital worlds Scenario II: Education

Challenges Reluctance to disruptive technology  Training and progressive introduction Complexity and risk of customer delivery  Consistent support and infrastructure Billing and revenue sharing  Finding right collaboration scheme

User’s expectations Users are accustomed to buy property bundled services Investment on Triple Play is profitable to Property owners Users have one point of payment

How can it be done? Home 188 SEK Building & Metro Network 162 SEK Communication Operator 99 SEK Service Provider 200 SEK Optional costs: Phone calls outside network TV Movie channels Video on Demand Games Additional services Monthly cost 649 SEK

Open Network Infrastructure  Encouraging entry for new and existing service portfolios & providers Service Bundling  Justifying capacity consumption through cross financing For 3Play to Scale

Cross Financing Bundle 3Play services into a package to make it profitable

Technology

Layered Design

Physical Infrastructure

Network Services Data –DNS, DHCP, Web Server Multimedia –VideoLAN –Set Top Boxes: I3 micro, Kreatel, Amino Voice –SIP –VoIP

Mobility – What 1.3G/GPRS  WLAN 2.WLAN  WLAN 3.WLAN  3G/GPRS 3G/GPRS WLAN Physical

Mobility – How Unique identification of AP by MAC address Monitoring AP position and range Tracking user location in Wi-Fi  Mapping the wireless networks Base Station 00:03:93:17:CC:7C 00:03:93:12:AE:O3 Mobile device

Context Awareness – What

Context Awareness – How

Application - What Shared documents and work area Decentralized, multi-user collaboration Integration of Triple Play services

Application - How User 2 User 1 Shared Document Multimedia communication Multimedia signaling SIP server Update events

Results Open Test-bed for Triple Play Services Integration: –SIP and VoIP user agents –Set Top Boxes: i3micro, Kreatel, Amino Benchmarking of Mobility Context services performance SIP-based shared whiteboard  Flexibility and scalability of 3Play solution

Conclusion

Summary Technical feasibility Unified work and play-space New business framework Both a generic and specific solution

The Future Bundling the platform for deployment 3Play over large-scale Operator Neutral Networks Security and billing

Questions!

Thank You!

Cross Reference Total expenditure / household: SEK / year 4.4 Million households  96.5 Billion SEK in yearly turn-over. 2.2 times more than recorded turn-over for 3Play related services by PTS. Source : SCB 2003

Open Network An open Network infrastructure will encourage easy entry for new and existing service providers and to raise the number of customer base more rapidly. Need of large customer base to be profitable: Metro Nodes > Communication Op. > Service providers >

Single Addresses Needed No of Households according to SCB² for 2002 is= 4.4 M No of Active companies according to UC³ for 2002= 0.67 M No of Branch offices according to UC for 2002= 0.071M Total no of connections with single addresses= 5.1 M Cross checking with PTS No of Telephone connections= 5.8 M

How soon? 110 years for full-scale network at the rate of 45,000 connections per year! Source: PTS 2003 Annual growth has to be increased 20 times, to cover 85% of the population within 5 years.