mobile internet access

724 Solutions Seamless Access Solution

The emergence of generally available 3G/3G+ access networks, the deployment of 4G networks close behind, the broad use of portable devices by both enterprise and consumer users, the growing penetration of multimediarich mobile devices and the progression beyond the walled garden have all combined to create an environment rich with opportunities for mobile operators to unlock the potential of the mobile internet. Mobile operators seeking to differentiate their mobile internet offerings have a wide variety of new services to consider: broadband streaming services, mobile TV, music, video downloads, location-aware services, advertising-driven services and other rich multimedia services. Mobile network and device evolution, coupled with new communication habits, are driving the convergence of the communications, information, and entertainment industries into a single business. Together, these players are creating new marketplaces, services and revenue models to satisfy heightened user expectations in a world where seamless access to digital content is paramount. As subscribers have many more ways to connect to their operators network, utilizing very distinct revenue models and representing very different categories of value to the operator, the network must be subscriber and service aware and therefore be able to route traffic in a manner that ensures appropriate quality of service (QoS) and cost of network resources. In this new converged environment, mobile operators and content providers are creating new revenue models and service offerings around content type, usage metering and dynamic bandwidth consumption per application and per subscriber. These new revenue models are necessary to satisfy evolved demand and competitively package services and content in a more flexible, profitable way. All this is part of the Next Generation Mobile Internet Evolution, where the entire world of available information is at our fingertips anywhere and at anytime.

The Mobile Internet Evolution Challenges

In order to be successful with these next generation mobile internet services, mobile operators have a number of challenges to overcome: network complexity, safety, security, policy flexibility, cost efficiency, future technology advances and competition from traditional and non-traditional players. The evolution of access technologies, mobile devices, and converged networks and services require core network platforms suited to cope with a wide variety of new applications and broadband services that are converging on the IP pipeline. These core network platforms must be able to orchestrate increasingly complex services, decide which policies and value-added services shall be applied and enforce these policies and services in a flexible, efficient way. Mobile operators must also consider the subscriber experience, services delivered with low to no latency, high performance, safety and security. Subscriber and application awareness must also be efficiently integrated into evolved core network platforms to meet the essential needs of profitable service delivery. Next generation core network platforms must be intelligent enough to understand who is doing what and for what value during any subscriber session, perform granular application analysis and decide/enforce polices in real time for a wide range of new and diverse services, combining this with quality of service (QoS) and bandwidth control on a subscriber or application basis.

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To successfully achieve the vision of diverse services delivery across an all IP network, core network platforms capable of orchestrating a wide range of services and policies and able to offer both subscriber and application awareness are essential. Alongside these objectives, however, is the need to make minimal incremental network investments and to control operating costs to secure healthy profits. The ability to orchestrate services, understand how subscribers are using network resources, and develop appropriate policies to efficiently manage traffic as well as real time pricing models for new business opportunities is fundamental for profitable service delivery in a converged environment where the boundaries among telecommunications, information, and entertainment worlds are rapidly vanishing. Mobile operators must differentiate themselves with intelligence guiding service enhancements and innovative business models while optimizing investment in network infrastructure. To gain long term market position, mobile operators must react quickly to avoid being marginalized and must find innovative ways to add more value for their subscribers and deliver a mobile internet experience that is easy to access and easy to use. But, the mobile operator must ensure that the mobile internet access capability is intelligent enough to be able to match the costs of network handling to the revenue associated with different streams of subscriber or application traffic by ensuring that such traffic only touches network elements and enablers that add value.

Enabling the Unwired Lifestyle TM

724s Seamless Access Solution is an intelligent converged mobile data traffic management solution designed to support next generation mobile internet services by incorporating new functionality and features that allow mobile operators to offer innovative, flexible and sophisticated mobile internet services within the new converged mobile market environment. Seamless Access is built with a flexible and modular architecture and allows mobile operators to quickly scale and build new services across all types of wireless networks and devices while providing carrier-grade reliability, scalability and extensibility. 724s Seamless Access Solution is engineered to anticipate change and with its flexible platform, Seamless Access can quickly adapt to evolving network needs. Seamless Access balances the demand for increased flexibility with the necessity of limiting system complexity and cost by integrating into a single unified environment a variety of services and features which previously have been scattered across a series of network elements such as: WAP gateway, mobile internet gateway, caching proxy server, streaming proxy server, policy decision and enforcement function, deep packet inspection, content filtering proxy, content rendering proxy, traffic optimization proxy, advertising insertion control proxy, etc. 724s Seamless Access Solution sits at the core of the mobile data traffic path allowing for a centralized intelligent management of all types of mobile data traffic, seamlessly orchestrating the way services and network elements interact with one another or orchestrating the use of other enablers for services, and selectively applying value-added services when required on a per application and per subscriber basis. Seamless Access future proof architecture can operate across any combination of access networks, devices and services providing the means to inspect incoming traffic, identify applications and determine the appropriate service policy to be applied based on subscriber profile, application data, subscribed bandwidth, dynamically authorizing QoS resources, and instructing other network elements on how to proceed with each incoming request. Seamless Access helps mobile operators to shrink time to market from weeks to hours, providing a flexible and intelligent core platform capable of activating services in real time via its flexible workflow technology and application of business logic. Seamless Access also allows operators to monetize their customer interactions in varied ways, applying on demand value added services like real time contextual advertising, traffic optimization, content adaptation and content policy control to subscriptions. Mobile operators have an immense amount of flexibility at their finger tips as Seamless Access workflow capability allows them to select their own policies to apply to different streams of traffic. The future of next generation intelligent service traffic management is here with 724 Solutions Seamless Access Solution.

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Any Device

iCAP Services

Virus Scan

IMS Converged Networks

Location Based Services

Social Networks

Advertising Deep Packet Services Inspection

WAP 1.x WAP 2.0 HTTP TCP/UDP MMS MM1 SIP RTSP Upcoming Protocol

Seamless Access
Service Orchestration Policy Decision Function Traffic/ Content Content Policy Optimization Business Policy Advertising Policy Content Adaptation Usage Analytics

Video/Audio Streaming

Rich Content

Billing System NMS/ OAMP AAA Server

User Repository Edge Elements MMSC/ SMSC

Mobile e-commerce

Figure 1: 724 Solutions Seamless Access Solution. Key Features and Benefits
Single platform for all types of mobile data traffic and central point for policy decision and enforcement and intelligent orchestration of value-added services. Open multi-channel architecture that allows the solution to deal with any device, any network, any protocol and any service provider scenario. Proven high performance architecture that provides core features for scalability, reliability, availability and extensibility. High flexibility to create and launch premium mobile Internet services with partners and content providers. Optimized CapEx / OpEx efficiency for mobile operators by reducing the cost of new service deployment and support, leveraging common off the shelf hardware. Intelligent t r ansp arent me dia c onver si on to match the c ap abili tie s of the re c ei v ing dev ic e. Future-proof expandability to IMS and other IP-based mobile data networks. Backwards compatibility with current mobile operators network infrastructure. Act as a Policy Decision function for other network elements, enabling enforcement to be applied at the most appropriate point in the network.

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Extensible Value Added Services Architecture

Seamless Access Solution also offers plug-in value-added service modules that can be optionally added according to mobile operators needs, including those from third parties that can be integrated via iCAP, STI or other standards-based interfaces. The following Seamless Access value-added service modules allow mobile operators to differentiate mobile internet services: Browsing Optimization Module: Browsing Optimization Module enhances subscriber mobile internet access experience while saving network resources by significantly accelerating the over the air transport of mobile internet transactions for all types of devices. Content Adaptation Module: Content Adaptation Module bridges the gap for Internet content that cannot be accessed or not ideally formatted for access by smaller screen devices, enhancing the subscribers browsing experience, thereby increasing overall mobile browsing activity for mobile operators. Content Policy Module: Content Policy Module allows mobile operators to manage premium content policies by dynamically controlling which content is being requested by or pushed to subscribers across multiple channels. Content Policy Module includes dynamic content filtering, age verification, parental control, realtime rating and verification of content. Advertising Module: Advertising Module allows mobile operators to maximize advertising revenue, drive response rates and maintain the reputation of their brands while offering advertisers the insight into individual subscriber behavior, allowing them to tailor advertising that is relevant and of value to the subscriber. Policy Module: Policy Module provides mobile operators the ability to define subscriber and service policies in the network. Policy module acts as a Policy Decision Function, interfacing to 724 Solutions Policy Enforcement Function and/or mobile operators policy enforcements in-network (GGSNs, third party DPI Network Controllers, etc.). The flexibility and depth of control provided by the Policy Module gives control back to operators on what, when and how services interact with users and network capacities.

Summary
Mobile operators are in a unique position to capitalize upon their incumbent position, investment in 3G/3G+/4G networks and installed base of subscribers to compete in the expanding mobile internet marketplace. For several years, 724 Solutions has been working with Tier One mobile operators to achieve this goal with deployments of proven carrier-grade mobile internet networks and services that address current and future subscriber needs. Seamless Access is the leading solution for next generation mobile data and internet services in the market and enjoys a high reputation in the mobile industry. The future of next generation mobile internet access is here with 724 Solutions Seamless Access Solution.

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DS-Seamless Access Solution-11-08-001

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