IMS: The Stage is Set

By Arun Bhikshesvaran
A confluence of events has set the stage for IMS to deliver tangible benefits to operators and consumers.

Evolving and Converging Communications Channels

In today’s world, we have relatively mature and developed audio, video, messaging, enterprise and content channels available to us, yet typically accessible in different and uncoordinated ways.

Ideally, we want these channels of media and communications available in an easy-to-use and personalized interface, further enriching our experiences and enhancing effectiveness. Building on the ubiquitous voice-to-voice communication, we want to incorporate video and messaging and even applications. Enterprises want to extend their communications channels and business backbone to mobile workers or partners so they can have access to the same applications and information outside the office as they would at headquarters. Content providers are developing partnerships and new business models with networks as distribution channels to push customized and targeted content, including advertising, to end users. The network capabilities and channels are also being leveraged by end users in unique and interesting ways to create social and professional communities with shared values and experiences.

We will continue to see further development, integration and convergence of these channels. This is where IMS promises to play a significant role.

IMS Architecture Maturing: Interoperability and Flexibility, or, as Easy as a Box

As discussed in last issue’s column, a lot of heavy lifting has gone into developing, refining and gaining consensus on the IMS standard. Consequently, operators are buying in to the promise of IMS and have started to roll out IMS architectures and services. The architecture must support the business objectives, and the business must satisfy end user demands. Early commercial IMS deployments prove that depending on the business needs an IMS kick-start can be as simple as a prepackaged box solution, flexible as software middleware, or a visionary subsystem for media and communications control in an overall service-oriented architecture. Depending on the business objectives, there is an IMS architecture, solution and approach. With IMS, operators can be flexible and deploy best-of-breed components and avoid vendor lock-in. They also have the flexibility to develop differentiated services.

A significant benefit of IMS is interoperability and integration. Operators are packaging communications channels in a variety of ways and these packages are being fulfilled by a variety of players. Sometimes the network operator is the single provider. Sometimes bundles are created between the operator and content or applications providers. IMS gives operators a solid platform for guaranteed quality services, with room for differentiation in terms of service execution and bundles or chaining of services. Further, different end users will want different solutions to meet their needs. It will not be one video service or one way to share video that will capture the world’s end users universally. But video will be used by all. A perfect example of this phenomenon is SMS (Short Messaging Service). Operators have global interconnect agreements on SMS, while different applications make differentiated use of SMS, adopted by users in different ways.

In the parallel, IMS enables multimedia interoperability between operators, networks, devices and applications, which is essential for mass adoption of new multimedia services.

Broadband Built Out

Practical IMS provides a future-proof basis for rich applications and interactivity, where media and communications come together. Commercial IMS deployments have proven scenarios atop the installed base of 2G and 3G networks and end user handsets, as well as over broadband networks be it wired or wireless. According to a recent study, the world had almost 300 million fixed broadband subscribers for the quarter ending in March 2007, with growth rates of 5% in the United States and 10% in China. Similarly, the world has launched more than 110 mobile broadband networks based on HSPA; there are more than 254 terminals available, and a strong growth of subscriber uptake of both terminals and PC cards. The industry has reached a tipping point in terms of broadband. All of the communications channels – voice or audio, video, messaging, enterprise and content – can now be delivered over a wired, wireless or converged broadband access network. We have the bandwidth for these channels to be packaged and bundled according to operator preference and consumer demand. Because IMS is access-agnostic, the standard plays an increasingly crucial role in converging and evolving these multimedia channels so users can access their channels anytime, anywhere on any device, in the way that suits them for personal and professional use.

Powerful Terminals

Given the nature of volume business, terminal vendors often resist to move first. Infrastructure must be available to motivate terminal development. As established the heavy lifting on the network side has been done, and terminals are becoming more powerful and able to run multiple complex applications simultaneously. Together, the network, broadband capabilities, and end user device applications are now emerging to deliver true and game-changing multimedia experiences to the end user. Whether the terminal is a mobile phone, handheld computer, gaming device, set top box or household appliance, the IMS architecture can be leveraged to present the multimedia channels in a personalized and orchestrated easy-to-use manner, in front of the couch, at the office desktop, or in the palm of the end user’s hand.

IMS in the Market Today

We now see network and service providers leverage and commercially deploy IMS in various and interesting ways.

Targeting both fixed, mobile or fixed-mobile devices; mass-market standardized services or leading edge internet-mobile value-chain services; and from providers operating in both mature and emerging markets.

• A large provider in Japan uses IMS to provide instant-talk and presence as part of an Internet portal experience. The portal is available on both mobile phones and PCs.

• A tier-1 operator in Europe chose to kick-start IMS for managed enterprise communications services, including one-number support for fixed broadband, PSTN and mobile terminals. The provider now utilizes the same platform for residential VoIP and IPTV (News - Alert) communications.

• A leading provider in North America leverages the IMS architecture as a horizontal integration layer for multiple applications – both new and for migrating existing profitable applications. It also makes these applications available and accessible over multiple access networks from a variety of terminals.

An operator in Scandinavia decided to kick-start a proactive internal change by deciding to launch IMS-based enterprise communications services for a start, and re-organize to develop higher expertise on IMS architecture by driving multiple applications and business models to the IMS provider

business platform.

The business environment is now driving the need for an array of capabilities provided by IMS. Not every provider business plan will need all capabilities from the get-go. Given the flexibility and scope of IMS, it is easy to claim that IMS is more than you need. And therein lies the secret. IMS is a framework; it is up to the provider and its technology guide and partners to match selection of IMS capabilities to the provider’s business plan. It’s all in the name of the business meeting and exceeding user demands for profitable services. The promise of IMS is now being realized as more and more operators commit to the architecture and see that flexibility is good and beneficial when targeted and managed. As this trend continues, end users and enterprises will benefit from new and converged services, potentially lower communications costs with the mass adoption of these services, and a more personalized multimedia experience accessible anytime, anywhere from the screen or device of choice.

Arun Bhikshesvaran is Vice President & General Manager of Strategy & Market Development within the North American Market Unit of Ericsson (News - Alert) Inc. He has more than 14 years of experience in the wireless communications industry, serving a variety of roles including systems solutions and integration, field engineering, R&D and global product marketing.

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