Session I: Mobile Data InfrastructureCharles MahSolution MarketingCisco SystemsEmail: ,Agenda,Mobile Data Infrastructure Trends Opportunities and chanllenges Mobile Wireless - Market drivers - Insertion opportunities - Enabling mobile data services - Summary,GSM Circuit Switched well be the biggest IT segment in the World IT services industry will grow 30% annually IT manufactory output = 3% GDP IT export will grow 15% annually Internet users will reach 8% population There will be 70M computers Well see 40% wire line penetration 95% households will TV and Radio coverage,Prediction: Now to 2005,“Office Automation” is a common priority for small, medium, large enterprises, telecom service providers, computer industry Yankee Group () - 40% or 112M mobile data users, 8% population Data service reach $5.7B, vs. 2.7B at YE1999 SMS dominates 60% operators data revenues,Mobile Space,“China Mobile said monthly average revenues per user fell to 158 yuan, as of end-June compared to 247 yuan a year earlier.”,By Reuters - Friday, August 17, 2001,“China Unicom ARPU: 138 to 92.7RMB during this period.”,Question: Who contributes to large part of these ARPU numbers?,Mobile Data Services for Consumer and Enterprise,Messaging/Email Corporate VPN Internet Access,Yankee Group: China SMS should reach 400 billion messages per year by 2005 (twice the current global volume).,GSM/GPRS 2.1M GPRS handsets on order for Christmas2001 Orders came from 20+ mobile wireless operators Average 250,000 GPRS handsets per operator,Demand For Handsets (IP-Enabled),CDMA high speed packet data (1xRTT) Kyocera ships 2 new models: 2235 and 2255 by 4Q01 SprintPCS plans to launch services in 4Q2001 Verizon Wireless plans to launch services in 4Q2001,40, 2000, Cisco Systems, Inc.,Competitions Heating Up,Mobile battle grounds Snapshot of of Chinas competing mobile operators - Asian Wall Street Journal, August 14, 2001 CMCC MonternetUnicom Uni-Info LaunchNovember 2000August 2001 Content/apps partnersUnlimitedControlled (11) Revenue-sharing88% to content provider85% 12% to network operator15% Subscribers86M30.7M,Common Challenges,ARPU (average revenue per user) is decreasing as basic voice/data services become commoditized New and innovative sources of revenue to offset this decline Costs associated with providing applications exacerbated when dealing with multiple access networks Need to leverage their coverage and subscriber ownership Need for consistency, re-scaling cost distribution throughout the network, manageability of quantitative and qualitative services Need to lower cost of ownership Eco-system, not Ego-system partner effort to open end2end applications,42,Course Number Presentation_ID, 2001, Cisco Systems, Inc. All rights reserved., 2001, Cisco Systems, Inc. All rights reserved., 2001, Cisco Systems, Inc. All rights reserved.,Mobile Internet Edge is the Competitive Edge,PSTN,BTS,MSC,BSC,2G,IP Core,SDB,Feature Servers,3G,MobilityManagement,Call Agent,Radio Network Controller,GSN/PDSN,Internet,GPRS/PDSN Network,Packet Gateway,Circuit/Signaling Gateway,2.5G,Feature Servers,In-Building,Enterprises,Cisco Mobile Wireless Insertion Strategy,IP RAN,Multi-Services, Mobile Data Platform,Enhance competitive advantage - price/performance improvement - capacity/performance - VPN, remote access, dial-like features - QoS Simplified / flexible provisioning - time to market Scaleable, pay-as-you grow Manageability ROI,Mobility Anchor Point,Converging Network Functions,SGSN,RAN,MSC,Signaling Network (PSTN Control Model),Vertical Content,Portal,Hosting,Internet Mobile ISP Finance PLMN VPN,PLMN,Subscriber Profile,IP Subscriber Profile,Mobility Control Model,Packet GW,AuC, EIR, HLR, etc.,IN/AIN,Radius/DNS/DHCP, etc.,Etc.,Optimization & Compression,Caching & Transform,RAN Mgmt,Establishing Competitive Edges,MSC,Data/Hosting Centers,Data Transit Networks,BSC/RNC,BTS,GPRS/ UMTS IP Network,Internet/ISPs,Voice Core Networks,Voice, SMS,Internet & Value Added,Data Core Networks,IP Services,Content,RAN Transport,Radio,Policy,Why MMG?,Not just GGSN / PDSN Aggregation Node for Mobile Edge Mobile Internet Edge Enabler (Mobile Multi-Service Gateway) GGSN / PDSN Load Balancing SSG Content Awareness Higher Capacity (PDP Contexts, PPP Sessions) High Availability,Market Drivers for SSG,Access to secure, reliable mobile data networks,Differentiated service portfolio for each customer,Standards based architecture,Scalable shared infrastructure for multi-service delivery,Service Management & Self Care,Ease of access and use bysubscribers (pre & post sales),Reduce Subscriber Management burden,Subscribers,Mobile Operator,Widespread deployment of browser based applications,Reduce Cost per subscriber,Value Add Services,Benefits in the mobile environment,User can have a single PDP context with connection to multiple ISPs User can have a single APN configured in handset, irrespectiv