Abstract
This report discusses how the IMS (IP Multimedia Subsystem) architecture and
SDPs (Service Delivery Platforms) will add a whole new range of services to
IPTV networks that will increase subscriber spending and decrease churn. IMS
and SDPs will each reduce both the cost of developing and of operating a large
set of new applications. This report shows that service providers and network
infrastructure companies need to include IMS and SDPs as a key part of their
IPTV strategies.
Executive Summary
IPTV is an important element of a multiservice triple or quadruple play
strategy for carriers globally. One of the problems they face is that these
simple bundling strategies rely on discounting as the main benefit provided to
subscribers. This strategy places a negative on the profitability of these
services and like any other pricing strategy, is relatively easy to match by
competitors.
There is a widespread consensus about making these multiservice bundles richer
by adding applications and especially extending these applications so that
they operate across different services. In this report we are partilcuarly
interested in how IPTV services can be extended to support fixed and moble
applications. This will then make the bundle of services more valuable and
provide opportunities to increase their profitability.
Use of the IMS (IP Multimedia Subsystem) architecture and SDPs (Service
Delivery Platforms) are expected to be an important part of this strategy.
Both can significantly improve the ability of service providers to introduce
and operate these new applications and services.
As mentioned earlier, the traditional method for introducing new services has
been to develop a complete set of infrasatructure elements for each new
service as shown in the architecture per service diagram on the left side of
Figure 2-. There are separate subscriber databases, separate interfaces to
billing systems, separate customer care systems, and separate provisioning
systems for each application. This increases both the resources and the time
required to deploy new applications. In addition, every new application
increases the complexity of the network because of the interactions required
between it and the existing applications. This same problem is addressed in a
largely complementary way by Service Delivery Platforms as discussed in
Section 4.
IMS was designed to include the elements that had been proved to be common
across multiple services in mobile networks as shown on the right side of
Figure 2-2. This strategy is intended to save costs by reducing the effort to
develop new services, reduce the hardware required to support these services,
and to reduce redundant functions across services.
Table of Contents
1. Executive Summary
- 1.1 IPTV Network Architecture
- 1.2 IMS and IPTV
- 1.3 IPTV IMS Services
- 1.4 IPTV and SDP
- 1.5 Implementing IMS and SDPs with IPTV
- 1.6 Recommendations
2. IPTV and IMS Architectures
- 2.1 IPTV Architecture
- 2.2 IMS Architecture
- 2.3 Strategies for Combining IMS and IPTV
- 2.3.1 Integration of IPTV into IMS
- 2.3.2 Common Network Resource Control
- 2.3.3 Common Subscriber Management
- 2.3.4 Service Interworking
- 2.3.5 IPTV IMS Devices
3. IPTV IMS Services
- 3.1 IMS Services
- 3.2 IPTV/IMS Communications Applications
- 3.2.1 Basic Calling Services
- 3.2.2 Supplementary Calling Services
- 3.3 IPTV/IMS Community Applications
- 3.3.1 Static Community Applications
- 3.3.2 Dynamic Community Applications
- 3.4 IPTV/IMS Personal Applications
- 3.5 Interactive Content Applications
4. IPTV and SDP Architectures
- 4.1 Evolution of Network Applications
- 4.2 Service Development Platform Architectures
- 4.3 Combining IMS and SDP Architectures
- 4.4 AT&T's IPTV SDP Archictecture
5. Strategies for Implementing IMS and SDPs with IPTV
- 5.1 IMS Strategies
- 5.2 SDP Strategies
- 5.3 IPTV Strategies
- 5.4 The Convergence of IMS, SDPs, and IPTV
- 5.5 The Payout from IMS and SDP in IPTV services
6. Opportunities, Risks, and Recommendations
- 6.1 Opportunities
- 6.2 Risks
- 6.3 Recommendations
7. Appendix I: Companies Interviewed for this Report
Table of Figures
- Figure 1-1: IPTV Network Architecture
- Figure 1-2: IMS Architecture
- Figure 1-3: Service Delivery Platform Architecture
- Figure 2-1: IPTV Network Architecture
- Figure 2-2: Per Service vs. Common Architecture
- Figure 2-3: IMS Architecture
- Figure 2-4: Service Interworking Between IPTV and IMS
- Figure 3-1: IPTV Location Based Services
- Figure 3-2: Interactive IPTV Data Services
- Figure 4-1: Evolution of Network Applications
- Figure 4-2: Service Evolution
- Figure 4-3: Service Dellivery Platform Architecture
- Figure 4-4: Service Delivery Platform Software Architecture
- Figure 4-5: Combined IMS Service Delivery Architecture
- Figure 4-6: AT&T IPTV SDP Architecture
Table of Tables
- Table 7-1: Companies Interviewed for this Report
