2. Policy 1.0 – Fact:
! “Worldwide mobile data traffic will increase 13-fold over the next four
years, reaching 11.2 exabytes per month (for an annual run rate of 134
exabytes) by 2017.”
Cisco® Visual Networking Index Global Mobile
Data Traffic Forecast for 2012 to 2017,
! This exceptional increase in data traffic proves that policy management is
required for network optimization.
– The control of bandwidth consumption is necessary.
– Policy Management rules and enforcement mechanisms are required to control traffic based
on type, location, and volume thresholds.
– Policy 1.0 is about usage management; who, how and from where. As thresholds are
approached, restrictive techniques are employed to manage the user.
3. More facts:
! More interesting data from the Cisco forecast is:
– In 2010 the top 1% of mobile data subs generated 52% of global mobile data traffic.
– In 2012 the top 1% of users generated only 16% of mobile data traffic.
! Not long ago, the majority of mobile data traffic was generated by a very
small percentage of users. That trend has changed. Today the pattern of
mobile data usage is spread across the majority of users. The reason for this
is:
– Access devices have made it easy to consume a lot of data (smartphones and tablets)
– M2M is wildly popular and growing
– Network speeds have increased dramatically
– Mobile video is the norm, not the exception
! This change is the primary reason that a move to Policy 2.0 is required.
4. Policy 2.0
! Optimizing the network is still a requirement but it isn’t the practice that
differentiates the CSP. That differentiation is made by enhancing the
customer experience and by allowing a subscriber to personalize his service.
This is Policy 2.0.
! The customer experience is enhanced by:
– Usage based offerings with notifications
– Grouped and shared offerings
– Segmented market offerings
– Loyalty and Promo offerings
– OTT offerings (social media, streaming video, device specific, M2M, Priority
Service, etc)
6. Policy and Charging are not just network functions
VBS PCC supports all stakeholders in the value proposition through close integration and direct interaction
1
2
3
4 Customer
(Mobile) Self-Care &
Personalisation
Customer Services
Customer-Care
Business/Marketing
Commercial Service Policy
Technical Set-up
System Configuration
“It suits me and
I’m in control”
“Define network delivery
and usage triggers”
“Control service
experiences so that
they are competitive
& profitable”
“We are able to
keep customers”
7. Subscriber management and interactivity a
central embedded capability to PCC level
service management
Redirection
Pop-Up
8. New Standard in Service Agility for PCC
Embedded GUI Workflow that enable swift, low cost and
easy service creation and change.
14. Analytical Reporting for Service Uptake, Revenue and Subscriber Usage
enabled new operator to restructure plans within days and immediately
offer automatic upsell and upgrades via self-care.
30% increase in revenue within 2 quarters!
Are you missing an opportunity?
VMS Analytical Reporting provides
multi-dimensional insight to hidden
revenue and customer experience
opportunities and improvements.
And react to it FAST!
Business
Configuration
Operator
Non-Disclosure
15. Swiftly get insight into:
• Which packages are most profitable,
generate the most revenue, have the most
subscribers, trending in revenue or
subscriber number, average revenue per
user.
• What volume tiers do most subscribers fall
into, on what days/times, by how many
subscribers.
• How many top-ups are bought, what is not
used and how bolt-ons are performing.
• How does performance compare between
different time spans, between different
device take-up or on specific events.
• Answer executive level questions FAST,
using experience and flexibility that Volubill
and VMS offer respectively.
VMS Analytical Reporting
Standard Reports
Further Customisation Option
20. 2
Who is Procera?
Leading provider of Intelligent Policy Enforcement
– Founded in 2002 (NASDAQ: PKT)
– Headquarters: Freemont CA.
– R&D: Sweden (30% of headcount)
– Shiſted focus to IPE in 2008
– Customer base of 700+ customers in 65+ Countries
Solution focused on policy-based services and analytics
Significant Growth
– 20 Tier 1 service provider customer wins in less than 5 years
– Acquired Vineyard Networks Inc., a leader in the Enterprise OEM DPI market
TAM growing at 17% 5-year CAGR to $5.9 billion
– Cash Position: >$100 Million in cash with no debt
The Intelligent Policy Enforcement (IPE) Company
$6.7
$11.5
$20.1 $20.3
$44.4
$59.0
$0.0
$10.0
$20.0
$30.0
$40.0
$50.0
$60.0
$70.0
2007 2008 2009 2010 2011 2012
Rapid Revenue Growth
($ in millions)
21. 3
3
Latin America Mobile Traffic Analysis and Forecasts
Other
26%
P2P
17%
Streaming
video and
audio
33%
Web
browsing
24%
2011
Other
17%
P2P
13%
Streaming
video and
audio
50%
Web
browsing
20%
2015
Total traffic per month = 22.6 PB Total traffic per month = 965.4 PB
Source: IDC, 2012
22. 4
4
Faster mobile broadband networks are emerging
▬ Accelerating 4G LTE network deployment is driven by lower cost per gigabyte while delivering higher bandwidth
▬ Can support high resolution video content
Ubiquity of mobile devices with video capabilities
▬ Availability of multicore smartphones with dedicated graphics processor
▬ Larger form factor smartphones and tablets encourage video usage
OTT services can threaten a mobile operator’s service revenues and margins
▬ OTT video is putting strain on mobile operator networks
▬ Can impact profitability if leſt unchecked
Consumers want granular pricing models and content selection
▬ Personalized video plans that targets video usage increases value to subscribers
Market Dynamics
24. 6
6
Revenue Generating Services
Monetizing OTT Video
Intelligent Service Charging
Tiered Service Plans
Captive Subscriber Portals
Traffic Steering
Tethering Detection
Optimization Programs
Data Plan Usage Management
Congestion Management
Fair Usage
Enforcement in Action
25. 7
Analytics and Policy Creation Work Hand-in-hand
1. Analyse network usage
• Real-time view of apps and services
• Video, VoiP, Browsing, PTP etc.
2. Profile
subscriber usage
• Segment your users
• Identify value-based
services
3. Deploy value based
services
• Intelligent Service Charging
• Tiered Services
• OTT Monentization
• Multi-Device Plans
4. Review services impact
• Revenue upliſt, churn reduction
• Have objectives been met?
• Has customer behavior changed?
5. Modify use case
if necessary
• Modify as necessary e.g.
quota allocation for
service passes
26. 8
3GPP Policy and Charging Control (PCC) Components
– Policy Control and Charging Rules Function (PCRF)
– Policy and Charging Enforcement Function (PCEF)
Procera IPE is the PCEF is the engine in the PCC ecosystem
– Exchanges intelligence with PCRF
– Enforces fine-grained policy decisions
– Enables service-based billing and application-based services
Policy and Charging Control (PCC) Ecosystem Components
PCRF + Pre-packaged Solutions
✚
Procera IPE System:
PCEF + Analytics
Internet
Applications
& Content
Smart Mobile
Devices
27. 9
Service Provider Deployment Models
Service Provider
Access Network
Service Provider Core Network
Operational, Billing,
and Policy Systems
Aggregation
Network Element
Internet
PSM
Platform
PIC
Platform
Procera
Intelligent Policy
Enforcement System
Mobile
Radio Access
Network (RAN)
• Fixed – CMTS, BRAS,
FTTH Aggregator
• Mobile – GGSN, PDN-
GW
Cable / DSL / FTTH
Wi-Fi / Fixed
Wireless
Applications
Content
PRE Platform
PL20000
28. 10
10
OTT Video
Intelligent Service Charging
Tethering Detection
Tiered Service Plans
Multi-device Service Plans
Traffic Steering
Mobile Service Provider Solutions
Revenue Generating Services
29. 11
11
OTT Video
Solution overview
▬ Identify OTT video usage and monetize this activity with flexible pricing models
▬ Policy-based traffic management optimizes streaming video experience for premium subscribers.
▬ Can augment usage-based billing
Examples
▬ Application bandwidth prioritization
▬ Video application QoS management
▬ Video plan with usage limits
▬ Location-based / Time-based plans
PacketLogic product use case(s)
▬ PacketLogic API integration with service provider’s OSS/BSS/OCS components
▬ Subscriber awareness / device detection / charging policies will be enforced by the PRE
▬ WFQ, Prioritization
30. 12
12
Solution overview
▬ Personalized charging plan
▬ Can augment usage-based billing
Examples
▬ Tie specific mobile device to specific websites and applications
▬ Set different volume limit measurements based on usage category per session (games), per month (music), or designated
websites
▬ Zero-rate/charge applications or website access as a component of a personalized service bundle
▬ Daily/Weekly/Monthly Data Package
▬ Time-of-day based charging
PacketLogic product use case(s)
▬ PacketLogic API integration with service provider’s OSS/BSS/OCS components
▬ Subscriber awareness / device detection / charging policies will be enforced by the PRE
▬ Usage quota monitoring
Intelligent Service Charging
31. 13
13
Solution overview
▬ Detect and block unauthorized device tethering in the mobile network
▬ Tethering detection uses a number of different techniques (user agent, non-mobile application restrictions, device-type
detection, IP TTL values)
Examples
▬ Offer tethering as part of an existing data plan with separate data limits
▬ Direct subscribers engaged in unauthorized tethering to a captive portal to choose from legitimate
tethering options for Tethering Subscription Fee
▬ Time-of-day based tethering
▬ Limit tethering bandwidth at specific data plans limits
PacketLogic product use case(s)
▬ PacketLogic API integration with service provider’s OSS/BSS/OCS components
▬ Subscriber awareness / device detection/ charging policies established will be enforced by the PRE
▬ Shaping
Tethering Detection
32. 14
14
Tiered Data Service Plans
Solution overview
▬ Deliver a higher level of service to power users, while ensuring cost-effective service for lower
bandwidth users
▬ Different usage limit, priority, and quality of service (QoS) can be applied to different service plans
Examples
▬ Different QoS for different service plan
▬ Different usage limit for different service plan
▬ Enforce different QoS/priority when usage threshold is reached
PacketLogic product use case(s)
▬ Subscriber awareness / device detection / charging policies established on the PSM and enforced by
the PRE
▬ Shaping, Prioritizing
33. 15
15
Solution overview
▬ Deliver multi-device or “family” service plans that share bandwidth quotas across multiple devices and/or users.
▬ Sends notification to subscribers when they reach data quota limits.
Examples
▬ All device share the same usage bucket
▬ Each device have different usage bucket, notification thresholds, and access policy
▬ Upon allowance consumption, any active devices are presented with a portal that allows user to top-up.
PacketLogic product use case(s)
▬ Group & Individual Quote in PSM
▬ Subscriber awareness / device detection / charging policies established on the PSM and enforced by the PRE
Multi-Device Service Plans
34. 16
16
Solution overview
▬ Proactively monitor a subscriber’s data usage
▬ Offer service options in real-time to the subscriber as limits are reached
▬ Notify subscriber when their roaming usage threshold reach to avoid bill shock
Examples
▬ Data usage monitoring and notify subscribers at usage volume limits…
• That they will be blocked
• That their bandwidth will be reduced
• Only certain applications and websites will be granted access
▬ Display a captive portal at usage volume limits that allows subscribers to increment their usage limits for a fee
▬ Flexible Monthly Plan with Incentive promotion
PacketLogic product use case(s)
▬ PacketLogic API integration with service provider’s OSS/BSS/OCS components
▬ Subscriber awareness / device detection / charging policies established will be enforced by the PRE
▬ Shaping, blocking
Data Plan Usage Management
35. 17
17
Solution overview
▬ Analyze and manage network traffic to ensure optimum QoS and QoE across all subscribers
▬ Establishes fair usage practices that translate into polices
▬ Mobile Operator can configure congestion policies (prioritization and traffic shaping) based on traffic volume and QoE for each cell
site
Examples
▬ Congestion report that shows a subscriber’s network usage based location, usage volume, application categories, or
content categories
▬ Historical congestion reporting to identify subscriber and network usage trends
▬ Identify top bandwidth and volume subscribers to throttle their usage
▬ Identify congestion at specific interfaces in the network to manage network resources
▬ Real-time congestion reporting to troubleshoot subscriber issues
PacketLogic product use case(s)
▬ TCP sliding windows management in PRE
▬ Subscriber & Cell ID awareness established on the PSM and enforced by the PRE
Congestion Management
36. 18
18
Solution overview
▬ Subscribers can be directed to Valued-Added Services (VAS) servers based on services chosen
▬ Mobile Operator can create Service Plans for users that indicate specific services or traffic that will be delivered to application servers
Examples
▬ Parental control of web browsing
▬ Video caching for IPTV and OTT services
▬ Video streaming and broadcast optimization
▬ Hosted Cloud services
▬ CDN off-load
▬ Security services
▬ Network gaming
PacketLogic product use case(s)
▬ Advance Traffic Steering feature in PRE
▬ PacketLogic API used to provision subscriber services information
▬ Service chain rule supports multiple diverts to create more complex services
Traffic Steering
