Wireless broadband - looking beyond the access layer

Service providers should use the services layer as a key control point of their network to define the business strategy and competitive positioning in the marketplace with the ability to define, create and deploy new services. VENKAT ESWARA and UMA TATA MURTY enumerate the challenges and the way forward...

The wireless broadband technologies based on IEEE 802.xx standards - Metro Wi-Fi, Mesh Networks and WiMAX - are gaining commercial momentum, bridging the digital divide and making mobile broadband applications a reality. These access technologies are connecting the unconnected and rapidly providing broadband access in areas where deployment of fiber optical networks is not only difficult but less costeffective. The question that quickly surfaces therefore is no longer about the broadband access, but how to deliver compelling services that are targeted to different user segments. This requires more attention on the Service layer of the network and the dynamic capabilities that this layer offers to create and commercialize expansive end-user services portfolio.

To maximize the Return-on-Investment (ROI) for these networks, the service providers need to look at enabling valueadded applications and services on wireless broadband networks beyond basic broadband connectivity. As the service providers start deploying these networks which would complement the existing access networks like 2G/3G mobile access, DSL/Cable fixed broadband access and Wi-Fi hotspot access, they need a service creation and delivery environment that is consistent across the heterogeneous networks and enables seamless experiences to the end-user. In order to offer superior end-user experience, commercial service delivery requires management functions such as personalization, device management, security, OSS/BSS mediation, end-to-end Quality of Service (QoS) management, etc. The Service layer that encompasses these capabilities in a scalable and efficient manner will quickly become a control point of the network and maximizing the utilization of the underlying network assets. This colum focuses on the opportunities for service providers to deliver new services to address different market segments using the Services layer as a key control point in the network.

SOLUTIONS USING METRO WI-FI, MESH NETWORKS AND WIMAX
Wireless broadband technologies, based on IEEE 802.11x, 802.16x standards, provide flexible solutions across backhaul, last-mile and wide-area broadband connectivity. Network service providers and wireless internet service providers (WISPs) can now use these solutions to complement their existing service offerings and also to extend into new vertical markets. Wi-Fi has emerged beyond a dominant standard for indoor wireless local-area network (WLANs) to support Metropolitan area networks (MANs). Metro Wi-Fi networks are becoming very popular and economical in enabling broadband coverage for last-mile and largearea coverage. Beyond hot spots with WiFi coverage, metro areas now can enable a blanket Wi-Fi coverage using mesh network. Mesh networks provide a very economical wide-area broadband coverage model using self-forming networks with self-healing capacities by which the data gets relayed from one access point to the other. Simple examples of offerings with these access networks include basic Wi-Fi at residential, enterprise to hot-spots with Wi-Fi broadband service, city wide Wi-Fi mesh network addressing pubic and private segments, and Wi-Fi service integrated with cellular, enabling seamless mobility across Wi-Fi and cellular (CDMA or GSM) access networks.

Operators with WiMAX networks will be able to extend coverage and capability to serve today's large metro areas as well as new markets previously not served through a wide range of applications such as:

• Fixed telecommunications services to residential and enterprise segments
• Cost-effective backhaul solution for cellular networks
• E1/T1 line replacement
• Backhaul Metro Wi-Fi, hotspots and Mesh networks and to extend coverage
• Mobile WiMAX (802.16e) as an alternative to cellular 3G networks

WiMAX technology is being designed specifically for IP wireless broadband service by which the end-users can now experience seamless voice, data and multimedia services across various end-points such as PDAs, laptops, mobile devices. Bandwidth-hungry applications such as IPTV, mobile TV, video conferencing, video streaming, music, gaming, video surveillance can be mobilized and delivered cost-effectively,

Services that can be enabled on Wi-Fi, Mesh networks and WiMAX not only helps to bridge the digital divide by providing Internet service to low income citizens and SOHO (Small Office/Home Office) at affordable prices but creates a competitive environment for ISPs (Internet Service Providers) to provide differentiated service offerings. Beyond providing cost-effective broadband service to residents and enterprise users, they can target specific applications around public safety, public works, security, vertical applications for educational institutions, asset tracking etc. Service offering possibilities based on these access networks are plentiful with potential barriers not limited by the technology feasibility, but by the cost-effective service creation, management and ecosystem establishment. This is where the service providers can use the services layer proposition to create, deliver and manage compelling end-user applications.

OPPORTUNITIES AND CHALLENGES
Wireless broadband is an exciting new technology enabling various fixed and mobile applications targeting different vertical markets serving residential and enterprise user segments. This not only creates new opportunities to serve but also places new demands on the networks. As service providers introduce these new technologies to offer higher bandwidth based applications, they need a service delivery platform that supports not only current and new requirements, but also drive new business models involving expanded ecosystems. The advent of wireless broadband will drive convergence of telecom world, the Internet and the IT and enabling quad play - voice, data, video and mobility. This will force all the service providers, existing and new, to look at the Services layer not only for revenue growth opportunities but also to differentiate and gain competitive advantage. As many of the applications and products have shorter life cycles, service providers have to create and maintain an ecosystem of partners who can deliver compelling solutions across the value chain with minimum development risk and faster market introduction

With opportunities to serve different market segments with compelling applications come different challenges. From the business side there will be demand on managing ecosystem partners, customers and services to cater to these various segments. From the network side there will be demand on provisioning capabilities, flexible billing models, delivery and enablement of services and revenue assurance mechanisms. Service providers should use the Services layer as a key control point of their network to define the business strategy and competitive positioning in the market place with the ability to define, create and deploy new services.

SERVICE ENABLEMENT - SERVICE LAYER PROPOSITION
The scope of the Services layer includes: a portfolio of end-user applications/services (voice, data, rich content, video, multimedia, mobility); and best- in -class service enabling environment that enables rapid service creation, delivery and management of the services. The management functions include such things as consistent user identity, security, service provisioning, personalization, contextual delivery of services, policy management, QoS management for the applications, monetization of the services, and value chain management of the application ecosystem providers to name a few.

The service enabling environment must facilitate any application (operator owned and developed, 3rd party developed) to be easily integrated with the underlying network infrastructure and OSS/BSS systems (ex: prepaid and post-paid billing systems), executed and managed. Additionally, as networks evolve to next generation converged services network, the Services layer needs to evolve to support seamless experiences for the existing services as well as new emerging multimedia interactive services that span across multiple access networks (fixed, cellular, wireless broadband) and multiple devices. This requires seamless session management function at the application level. The Services layer must also offer users the options to personalize the services in a manner that users can easily and dynamically configure their preferences to suit their changing life-style needs. Solutions that provide this flexibility and focus on superior end-user experience, while enabling the operators to control and manage the services in a secure fashion and maximize the utilization of the underlying network assets will result in "stickiness" and loyalty towards the solutions provider.

.Another important factor to recognize is that the Service layer is what operators use to create their differentiation which means each operator requires the solution providers to deliver tailored solutions that are cost effective and align with the operators' principle business strategies. Some of the areas around which the Services layer proposition shall be built on are:

• End-user applications and Seamless Mobility: Innovative sticky end-user applications and interaction services across Entertainment (IPTV, Mobile TV, Gaming, etc), Enterprise (Workforce collaboration, Healthcare, Retail, etc) and E-Commerce (Mobile Commerce, Auction, Financial Service, etc) market segments. In addition, enhanced seamless mobility experience with seamless flow of content and services across networks and device boundaries will help to provide stickiness and differentiation.
  
  
• Service Enabling Solutions: The open market environment of the "IP" has resulted in an ecosystem of partners across suppliers, application developers, hosting services vendors and customers. Managing this collaborative environment is vital to reduce cost, establish business processes and deploy new services faster. For example, Motorola's Service Enabling Solutions based on GAMA (Global Applications Management Architecture) helps to address all the required service enablement and management functions independent of where the applications are sourced from and to optimize operational costs to validate, integrate and support applications.
  
  
• Network efficiency solutions: These are critical to ensure high performance when an application is commissioned on the operators' network. Services such as revenue assurance and data compression are examples of network efficiency solutions. Additionally, network optimization services can help to ensure that the network is fully optimized to support the demands that the application places on the network when it is scaled for high-scale consumption.

• Flexible business models: It is also important to provide flexible business models to minimize the barriers for service providers to try and commission new services rapidly. For example, hosting service capability is specifically aimed to address the operators' need to quickly bring services to market.
  
  
• Suite of professional services: These include customization and integration services as well as security, QoS, support, and managed services for the wireless broadband applications.

CONCLUSION
Innovative applications and services around wireless broadband technology will drive market adoption. Service providers need to look at Services layer as a key business asset to deliver carrier-grade class of services, flexible life-cycle management for new services, as well as leveraging existing assets. Wireless broadband technologies like Metro Wi-Fi, Mesh Networks and WiMAX bring capabilities for a wide range of fixed/mobile service providers, wireless ISPs, vertical markets and public/private safety authorities. But it is the Service layer proposition with rich content to the consumer and personalization through a portfolio of enduser applications/services, rapid service creation enablement, delivery and management of services that will help service providers to differentiate in the market place and to drive revenues.