1. 1 Network-Edge Technologies for Enabling Rapid Next-Generation Services Jonjie Sena Director, Product Management 301-721-3121 Jonjie.Sena@acecomm.com

2. 2 Agenda The Push For Profitability Network Edge Technologies Case Study: Sample Services Summary

3. 3 The Push for Profitability Helping Service Providers Profit in the Next Generation

4. 4 SP: How To Instill Customer Loyalty? Five prerequisites: 1.Deliver a "branded" experience 2.Create and shape demand 3.Harness talent and technology 4.Translate foresight and insight into marketing productivity 5.Drive marketing to meet performance objectives Source: Accenture, March 2005

5. 5 More Services! More Services, faster, cheaper… …more complexity! The Dilemma?

6. 6 Network-Edge Technologies An Overview

7. 7 Mediation As We Know It… Insulate Business Systems from Network (and vice- versa)  Collect, Normalize, Transform, Distribute Most processing is CDR-based (i.e., after the fact)

8. 8 Redefining the Role of Mediation Webster’s Definition: “to effect by action as an intermediary”  Especially: intervention between parties to promote reconciliation, settlement, or compromise

9. 9 SDP = “Service Mediation” Convergent Mediation™ SDP mediates the different functions that enable a service Address operational support issues in parallel The evolution of Service Control  Traditionally, service control was embedded in network elements  Move to Intelligent Network (IN) solutions  Move to application servers to get away from proprietary & expensive IN approach

10. 10 A Sports Metaphor Traditional Mediation The Service SDP

11. 11 Service Logic Basic Building Blocks SS7 SIP / H.323 IP OSA / Parlay SDP Service Bus Service Control MediationRatingProvision Business Systems Network

12. 12 Service Delivery Platform: Defined A framework that enables rapid creation of new services  Service control capabilities to configure and enable services  Includes OSS functionality (mediation, rating, provisioning, balance management, etc.) to support these services  Interfaces to other policy servers to authorize services  Coordinates the business rules for each OSS module Solution is positioned at the edge of the network  Needs to be able to respond to real-time service events  Area where mediation, provisioning has traditionally resided Primary benefit  Provides a platform that allows rapid creation of services to address multiple segments and define the SP’s brand.

13. 13 Benefits Adds more intelligence to services over existing network & OSS infrastructure Allows services to be offered independent of underlying switch  I.e., can normalize services offered across whole network Works with prepaid & postpaid End-User (subscriber) provisioning  Web-based  IVR-based Guaranteed ROI within Months

14. 14 Case Study: Parent Patrol™ Overview of an SDP-enabled service

15. 15 Parent Patrol™ Service Description Parent Patrol is an optional service parents can use to restrict mobile phone usage as part of their service bundle. Restriction can be defined based on  Time of day, day of week  Usage  Specific phone numbers End-user management via Web & IVR

16. 16 Usage Scenario Family of 4, with children (John and Mary) Parents can set up account as follows:  John has 60 weekly minutes, and Mary has 50  Children can call between 7 a.m. and 10 p.m.  No SMS during school hours  Kids can always call the parents, their home number, and Grandma

17. 17 Current Solutions Today, parents use prepaid plans to restrict usage Issues  Prepaid plans limit how often the children use the phone, it does not restrict when or who they call.  Limits defined by phone companies, not parents  Management of multiple accounts and phone bills  Does not take advantage of the savings offered by family plans

18. 18 Benefits to the End User Puts control directly within the parents’ hands. Restrictions can be defined once, or dynamically changed Simple management over the web or IVR interface Single account, single bill  Take advantage of family plans Controls abuse and costs

19. 19 Benefits to the Service Provider Parent patrol is an example of brand-building services that help create customer loyalty and reduce churn. Easy-to-market service  Easy to understood  Not adequately addressed by today’s solutions.  Can be offered to existing subscribers  Enhanced features may attract families to sign up for service  Per-child restrictions may encourage parents to include younger children, providing deeper penetration Prepaid & Postpaid convergence  May encourage the migration of prepaid users to postpaid plans, typically higher-ARPU customers

20. 20 Other Services Integrated Mailbox  VM, SMS, FAX Conference / Chat Room Outgoing Call Campaign Prepaid SMS / MMS Call Divert  Follow me  White lists, black lists  VM Wake up, rescue me Customer Service  Info Services  IVR Automated collect calls Tele-voting, Tele- Survey Radio Station portal “Daily Dose”  Quote, joke, horoscope of the day

21. 21 Summary Take-away points

22. 22 Summary Mediation has evolved into Service Mediation Solutions at the network’s edge allow real-time response to next-generation service requirements An incremental approach to adding services, simultaneously addressing OSS issues, ensure better ROI

23. 23 Thank you! Jonjie.Sena@acecomm.com