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1、Architecture of Online Charging and Rating Enginefor Prepaid-Postpaid Convergence,Topics,Market Trends and Convergence MotivationIMS and its impact on Revenue ManagementCharging according to 3GPP and IMSAmdocs implementation of Online Charging and Convergence,Major Market Trends,Customer Centricity,
2、Operations Optimization,Value Added Services,IP is driving substantial change(e.g.VoIP,IPTV)Expansion of data and content offerings MMS and mobile email reaching acceptance 3G Services such as music,video&gaming gaining momentum,Organization realignment around customer vs.serviceBilling CRM integrat
3、ion to enable 360 customer viewFocus on corporate customers for growth,Billing system consolidationLeveraging platforms across services(voice-Data)Migration from custom made solutions to product based solution,Major Market Trends Impact on CSPs,Customer Centricity,Operations Optimization,Trend,Impac
4、t on CSPs,Value Added Services,European Prepaid MarketFocus on increasing prepaid revenues by enriching prepaid offering,North American Prepaid MarketFocus on increasing prepaid market share,Major Market Trends Prepaid Customer Acquisition Strategies,Asian,Latin American and African Prepaid Market F
5、ocus on increasing cellular penetration prepaid is the preferred payment method,Convergence Motivation,Customers:Hybrid customersHybrid subscribersAdditional services to prepaid subscribersReal-time services to postpaid subscribersImplications to support new customer needs:Single systemOnline/offlin
6、e charging,Convergence Motivation The Converged Customer,Billing arrangement,Billing arrangement,Billing arrangement,Epic Corp.agreementCorporate services,financedivision,corporatedivision,developmentdivision,dept.1,dept.2,Corporate services(inheritance),Web talk,Web serf,family entertainment,operat
7、or e-commerce,Basic voice&data,WiFi,E-Tickets,Basic voice&data,Family entertainment,basic voice&data,Pay channelPostpaid 2-1,Pay channelPostpaid 1-1,Pay channelPrepaid 1-2,Pay channelPrepaid 1-4,Pay channelPostpaid 1-1,Epic Corp.,basic voice&data,MMS,The Smith Family,Elements of Convergence,True pre
8、paid-postpaid convergence is enabled through 4 key elements:,Pre-post Convergent Approach One Customer Management,DescriptionA single customer management repository and front-end for both prepaid and postpaid customersBenefitsUnified account view enables SPs to provide improved customer service,Prod
9、uct Catalog,Invoicing,Pricing Engine,Prepaid,Postpaid,Product Catalog,Invoicing,Pricing Engine,Pre-post Convergent Approach One Billing Process,DescriptionA single billing process for both prepaid and postpaid customers A single engine for calculating and applying discounts at bill levelOne reposito
10、ry stores both prepaid and postpaid eventsBenefitsFlexibility to enable single,personalized bill with both prepaid and postpaid chargesCross-channel benefits and discounts at bill levelRecurrent recharges from postpaid to prepaid accounts,Product Catalog,Pricing Engine,Prepaid,Postpaid,Product Catal
11、og,CustomerManagement,Pricing Engine,CustomerManagement,SmithFamily,Smiths invoice,Pre-post Convergent Approach One Product Catalog,Invoicing,Pricing Engine,Prepaid,Postpaid,Invoicing,Pricing Engine,CustomerManagement,CustomerManagement,DescriptionOne product repository holds all services,regardless
12、 of method of paymentBenefitsReduces time to market for new services by eliminating process duplication,Pre-post Convergent Approach One Pricing Engine,DescriptionRating of all types of events performed by the same pricing engine using the same product catalogBenefitsEnables converged innovative off
13、erings that incorporate:Multiple shared balances and allowancesFree calls from children to parentsSpending limits and advice of chargeSplit charges(i.e.distinguish between employees personal and work related usage)Balance transfers,Product Catalog,Invoicing,Prepaid,Postpaid,Product Catalog,Invoicing
14、,CustomerManagement,CustomerManagement,Pricing Engine,Smith Family,Parents2 subscribers,Children2 subscribers,Call,Topics,Market Trends and Convergence MotivationIMS and its impact on Revenue ManagementCharging according to 3GPP and IMSAmdocs implementation of Online Charging and Convergence,Telecom
15、 Networks TodayConceptual View,Access Layer,DSL,Cable,GSM,GPRS/UMTS,PSTN,Core Network Layer,Session Control Layer,Circuit Switched Network,Circuit Switched Network,Application Layer(Service Creation&Delivery),Voice,Voice,Data,Wireless,Wireline,Data,PTT,VideoCalling,InteractiveGames,IPTV,DSL,Interact
16、iveGames,Telecom Networks Today,Long and expensive service development as a result of silo approach(launching a new service can take 18 months)Wireless users cannot use two or more services at a time Fixed-Mobile convergent services are not feasibleExpensive operations costs due to multiple networks
17、,In Comes IMS.,IMS(IP Multimedia Subsystem)is a new service creation and control architecture based on a 3GPP standard that will enable Communication Service Providers(CSPs)to:Roll out a“killer environment”that will facilitate the consumption of data&content services,and enable fixed-mobile converge
18、nceReduce the cost and time-to-market related to launching new services/applications,Formal IMS Definition,IMS Description:IMS(or IP Multimedia Subsystem)is an access,protocol and device agnostic specification that allows the convergence between wireline and wireless network architectures.This frame
19、work enables wireline,wireless and cable operators to offer a new generation of rich voice,video and multimedia services across both legacy circuit switched based and new packet switched based networking infrastructures.Originally a 3GPP standard(included in Release 5 in 2002),IMS has become much mo
20、re than just a wireless spec,with the IETF and now even Cable Labs using it as a blueprint for an IP multimedia and telephony core network systemIMS establishes an architecture of logical(not physical)entities,relying on SIP(Session Initiation Protocol)for call signaling between entitiesThe IMS fram
21、ework represents a layered approach to services,with 3 defined planes:transport,service and control,Where does IMS fit in the network?,Core Network Layer,Session Control Layer,Access Layer,Circuit Switched Network,Circuit Switched Network,Packet Switched Network,Cable,GSM,Voice,Voice,Data,Data,Wirel
22、ess,Wireline,IMS,PSTN,DSL,3G SIP-Enabled Dual-Mode Phone,3G SIP-Enabled Dual-Mode Phone,Application Layer(Service Creation&Delivery),IMS Enables the“Killer Environment”,IMS,The“Killer Environment”Integrated servicesBroadband experience extended to WirelessWireless Wi-Fi seamless handover guarantees
23、lower rate/best coverage,Subscriber Data,Authentication,Session Control,Subscriber Data,Authentication,Session Control,Subscriber Data,Authentication,Session Control,Subscriber Data,Authentication,Session Control,IMS Faster&Cheaper Service Launches,Traditional Service Silos,Application Logic,Applica
24、tion Logic,Application Logic,Application Logic,Silo ApproachDuplication of functions,Launching a new service can take 12-18 months High cost for new services,Media Functions,Media Functions,Media Functions,Media Functions,Network Interface,Network Interface,Network Interface,Network Interface,IMS Fa
25、ster&Cheaper Service Launches,IMS,Unified Subscriber Database(HSS),Unified Authentication,Unified Media Function,Unified Session Control(CSCF),Unified Network Interface,Application Logic,Application Logic,Application Logic,Application Logic,Faster Service LaunchesCheaper Service Launches,Link,Unifie
26、d Functions and InterfacesStandards-based open environment based on SIP ProtocolInteroperable applications,IMS,Session Control LayerManages SIP session set-up,modification and release Interacts with charging in online and offline modesManages subscriber service authorization,Application Server Layer
27、Simplified SIP-based Service Creation,Execution&Delivery,Packet-Switched IP Networks,DSL,Cable,UMTS,3G SIP Enabled Dual Mode Phones,IMS-Conceptual Architecture,SIP Application Servers,IMS Session Control,IMS will pave theway to an all-IPconverged network,HSS,CSCF,IMS Impact on Marketing and Pricing,
28、Customers demand for simplicityCSPs interest in differentiation,IMS Specific,Existing,IMS marketing and pricing strategies will be the result of four major forces:,Customers demand for ubiquitous communication packages CSPs interest in driving adoption of multi-service sessions,IMS Impact on Marketi
29、ng and Pricing,Existing Forces Shaping Telecoms PricingCurrent pricing strategies are the result of two contradicting forces:Customers demand for simplicityCSPs interest in differentiation,Flat-Rate/Easily Comparable Pricing(Resisted by CSPs),Highly Complex/Multi-attribute Pricing(Dreaded by Custome
30、rs),Simplicity,Complexity,CurrentPricing Strategies,Bundling is all the rage!,IMS Impact on Marketing and Pricing,IMS-Specific Forces Demand for Ubiquitous Communication PackagesIMS fixed-mobile convergence capabilities will set the stage for“ubiquitous”communications Dual-mode phones with seamless
31、handover to lower rate hot-spots/WLANs will be in great demand,Multi-Service SessionsIMS pricing must facilitate multi-service session adoption through innovative pricing and bundling,IMS Multi-Service Application Example:Conference calls with collaborative whiteboards that can be accessed via cell-
32、phone or PC,IMS Impact on Marketing and Pricing,IMS Pricing and Bundling ExampleIMS pricing is expected to be based around ubiquitous communication bundles,a series of add-on offers and incentives for multi-sessions,IMS Impact on Marketing and Pricing,When Will We See All That?2005-2006:IMS trials a
33、nd soft-launches utilize basic rating models mostly per duration&per event2007-2008:Initial IMS-based fixed-mobile bundles for early adopters and corporate customers.2009-2010:IMS crosses the chasm to early majority.Initial real-time up-selling of CSP services and content,Example of Initial IMS Serv
34、ice:TIMs Turbo Call,Person-to-person picture and video-sharing while engaged in a voice conversationPricing:Sending a video costs EUR 1 Sending a picture costs EUR 0.60Voice call is charged as usual(by duration),Rating by any unit-of-measure(time-volume-event)Legacy architectures with multiple voice
35、-only or data-only raters will be a major handicap for launching IMS services,Requirements for Effective IMS ChargingIn order to efficiently support IMS,CSPs need charging systems that support:,IMS Impact on Revenue Mgmt.Systems,System Requirement:Single rating engine supports all services,System Re
36、quirement:Highly-flexible enterprise product catalog,Rapid time-to-market for new offersIMS is all about fast TTM for new services Charging cannot become the IMS bottle neck!New offers must be launched in a matter of hours/days by non-technical personnel,IMS Impact on Revenue Mgmt.Systems,Requiremen
37、ts for Effective IMS ChargingConvergent Charging(Prepaid-Postpaid)Traditional network-based prepaid platforms are unsuitable for IMS due to reduced rating flexibilityCSPs will want to market IMS offers to all subscribers regardless of payment method preferenceConvergent Charging(Wireless-Wireline)Ca
38、rriers that can provide ubiquitous communication bundles based on IMS will have a clear advantage,System Requirement:Single system supports online and offline charging,System Requirement:Single system supports wireless and wireline services,IMS Impact on Revenue Mgmt.Systems,Requirements for Effecti
39、ve IMS ChargingBudget control mechanisms Personalized advice of charge and spending limits for all subscribersWithout effective budget control,users will fear overspending on IMS services,Flexible Customer ModelSubscriber is no longer defined per device and will use various access technologies(Home
40、PC,Landline Phone,Mobile Handset,Laptop)to access his account,System Requirement:Robust online charging capabilities,System Requirement:Sophisticated customer model enables each customer to access his“IMS bundle”from a variety of devices,Illustration:IMS Advice of Charge,In addition to the IMS Charg
41、ing requirements,CSPs will also require:Convergent mediation systems that interact with a wide variety of IMS and legacy elements from different vendors Sophisticated partner management systems that support all types IMS partnershipsApplication and content partnersIMS Interconnect and roaming partne
42、rs,IMS Impact on Revenue Mgmt.Systems,Topics,Market Trends and Convergence MotivationIMS and its impact on Revenue ManagementCharging according to 3GPP and IMSAmdocs implementation of Online Charging and Convergence,3GPP Charging Management,32.2xx series of standards32.200 Charging Principles32.205
43、Charging data description CS Domain32.215 Charging data description PS Domain32.225 Charging data description IMS32.235 Charging data description Application Services32.296 Online Charging System(OCS):Applications and interfaces 32.815 Online Charging System(OCS)architecture study,Online/Offline Cha
44、rging,Offline charging:A charging mechanism,where charging information does not affect,in real-time,the service renderedOnline charging:A charging mechanism,where charging information can affect,in real-time,the service rendered and therefore a direct interaction of the charging mechanism with sessi
45、on/service control is required3GPP release 6 specifications,Service Domain Offline Charging,Service Domain Online Charging,Architecture reference model for on-line charging(Release 6),Functional split betweenCharging Function and Rating Function Option 1 Repository Style,Account Balance Management F
46、unction and Rating Function serve as data repositories,the charging functions.(BCF,SCF,ECF)perform charging control and the required computations.Upon receipt of a charging request,the charging function fetches data from Account Balance Management Function(e.g.account,counters)and from the Rating Fu
47、nction(tariff rule).It applies the tariff rule using data from the charging request and from the Account Balance Management Function,i.e.the charging function performs the unit calculation/rating.It will update account and counters accordingly.This model follows the architectural pattern called repo
48、sitory style.It has the following characteristics:-Clear separation of execution and data.-Data can be fetched simultaneously.-No transfer of data between Account Balance Management Function and Rating Function needed.,Functional split betweenCharging Function and Rating Function Option 2 Rating Eng
49、ine,This model assumes that rating is performed by the Rating Function.Upon receipt of a charging request,the charging function fetches data from the Account Balance Management Function(e.g.account,counters).In its rating request towards the Rating Function rating relevant information such as subscr
50、iber service usage counters or loyalty accounts are transferred.In the case of a price request for an event the Rating Function identifies the tariff rule to be applied and performs the price determination using the input parameters from the rating request.As response,it will return the calculated p
