This document discusses how software-defined networking (SDN) and network functions virtualization (NFV) can enable mass customization in 4G networks. It argues that SDN and NFV allow networks to be more responsive, efficient, and automated by converging network functions for high performance and virtualizing functions for agility. This creates an intelligent, programmable infrastructure that can customize the subscriber experience through dynamic, policy-based service chaining of virtualized network functions. By combining high-performance networking with cloud agility through NFV, service providers can optimize their infrastructure and offer localized cloud services to better serve network applications and customer needs.

1. CHIEF ARCHITECT, SP EDGE SOLUTIONS
Rich Bayliss
MASS CUSTOMIZATION:
THE ROLE OF SDN AND
NFV IN A 4G NETWORK
4G World India, 24 April 2014

2. WE ARE SURROUNDED BY NETWORKS
…NOT ALL NETWORKS ARE HIGH IQ

3. Source: Mary Meeker, Kleiner Perkins Caulfield and Byers - “2012 Internet Trends Year-End Update”
MOBILE DRIVEN FUTURE
MOBILE IS THE FABRIC OF MODERN LIFE
Photos
uploaded and
shared per day
Growth is
accelerating,
on a trend to
grow 2x Y/Y
500M+
Global
Smartphone
Users
1.5B out of global
mobile phone
users of 5B+
Still a lot of
room to grow
1.5B
Hours of
Video
uploaded
to YouTube
every minute
Up from ~0
six years ago
100
Global active
Facebook
users
68% on mobile,
350M photos
uploaded daily
1.1B+
WAZE
users, growing
2x Y/Y
1B+ miles
driven/month
with Waze open
48M Fitness Data
on mobile
with wearable
devices growing
at 2x per month
2X
Y/Y Growth of
Mobile Internet
Traffic
as a % of total
internet traffic,
now at 15%
1.5X
Shipments of
Smartphones/
Tablets
exceeded PCs
in Q4 2010
Global
installed base of
Smartphones/
Tablets
exceeded PCs
in Q2 2013

4. THE NATURAL DESIRE FOR CUSTOMIZATION
INCREASING THE VALUE OF A GOOD PRODUCT
Pre-Defined Subscriber Aware Auto-Customized
Hospitality
Media
Customer Satisfaction Brand Value
92% “Expect their stay to be personalized…”
- Hotels 2020: Beyond Segmentation
“…a much more personalized radio experience
– stations that play the music you love –
and nothing else.” - Pandora, Music Genome Project

5. TIME TO SERVICE
DEPLOYMENT
Code to production launch
OPERATIONAL
COMPLEXITY
# of SKUs to manage
OPERATING
EXPENSES
Systems managed per admin
…AND OTT PROVIDERS ARE INNOVATING FASTER
THE BATTLE ISNT BIG VERSES SMALL, IT’S FAST VERSES SLOW
GOOGLE: 1 per 15,000 servrs
TELCO: Less than 100 per engineer
AMAZON: SEVERAL SECONDS
TELCO: 6-7 Months
GOOGLE: 10 CONFIGS
TELCO: Thousands configs
OPPORTUNITY FOR ACCELERATING TTM, REDUCING COSTS & OPTIMIZING OPERATIONS

6. EMPOWERING END NEW OPPORTUNITIES WITH HIGH IQ NETWORKING
SERVICES
CREATE
Intelligence and
Programmability
INFRASTRUCTURES
SCALE
Performance and
Efficiency
OPERATIONS
AUTOMATE
Simplicity and
Agility
CUSTOMIZE YOUR CUSTOMER’S EXPERIENCE

7. SUBSCRIBER-CENTRIC SERVICE CHAINING
DYNAMIC, POLICY-BASED SERVICE DELIVERY
?
3rd Party VNFs
ADVANTAGE
 Create a custom network experience for different subscriber types
 Adapt network to subscriber demands, requirements
 Flexibility in service chains enables greater network reliability
OSS/BSS
POLICY
SDN
CONTROLLER
Service
Control
Gateway

8. HOW TO ACHIEVE? WITH A HIGH IQ NETWORK
COMBINE HIGH PERFORMANCE NETWORK WITH CLOUD AGILITY
OR
NETWORK CLOUD
ORAND

9. CONVERGE FOR PERFORMANCE
CONVERGE NETWORK FUNCTIONS FOR HIGH PERFORMANCE
PARENTAL
CONTROL
Service
Function
APPLICATION
Service Function
WEB
AWARENESS
Service
Function
CACHING &
CONTENT
Service
Function
DPI/TDSFTLB VPNFWLSN
BENEFITS
 Higher performance (response/latency/throughput) driven from router platform
 Lower operational, capital expenses
 Efficient use of routing resources
CONVERGE
Router integrated
L4-7 DPI +
Traffic Steering
Service
Control
Gateway

10. VIRTUALIZE FOR AGILITY
VIRTUALIZE NETWORK FUNCTIONS FOR AGILITY
PARENTAL
CONTROL
Service
Function
APPLICATION
Service Function
WEB AWARE
CACHING &
CONTENT
Service
Function
BENEFITS
 Link subscriber awareness to policy and service delivery
 “Service Pools” of network functions
 Common x86 hardware architecture
VIRTUALIZE
OSS/BSS
POLICY
SDN
CONTROLLER
Service
Control
Gateway

11. VIRTUALIZED NETWORK FUNCTIONS
CONTINUOUS FEEDBACK LOOP BETWEEN APP AND NETWORK
VIRTUAL
NETWORK
PROVISIONING
COMPUTE &
STORAGE
PROVISIONING
NETWORKING
SERVICES
ORCHESTRATION
APPLICATION
MONITORING/
ANALYTICS
CORRELATION
Resource Orchestration
Automated & Orchestrated NetworkInfrastructure Events, Logs, Statistics
Continuous Network, Infrastructure Feedback
Policy & Security Framework
Virtualized Network Functions are not
just on VMs, but also re-architected to
interact with the network, in a
continuous feedback loop.

12. NFV BUILDING BLOCKS:
SERVICE CONTROL GATEWAY
IP: Subscriber-
Aware Service
Control Gateway
IT: Virtual
Service Edge
VIRTUAL OVERLAY
SERVICE
VIRTUALIZATION
PLATFORM
OPTIMIZATION
SUBSCRIBER
AWARENESS
PHYSICAL UNDERLAY
VNF
VNF
VNF
SDN
CONTROLLER

13. EVOLVED SERVICE PROVIDER ARCHITECTURE
MULTIPLE CLOUD MODELS FOR OPTIMAL EFFICIENCY AND EXPERIENCE
“Cloudification” of Infrastructure, COs, POPs, Datacenters
Virtualized Application
Aware Networking Services
Centralized Cloud for Network
Control, Services, and VPC/IaaS
Localized Clouds to Serve Network
Applications and Customer Services
OPTIMIZED INFRASTRUCTURE
(RAN, WAN, Wired/Fixed,…)
Compute Pool
Compute Pool

14. MOBILE CORE
IP COREACCESS & AGG
NFV THROUGHOUT THE MOBILE NETWORK
SERVICE MOBILITY AND SERVICE DISTRIBUTION THROUGHOUT NETWORK
OPTIMIZED INFRASTRUCTURE
(RAN, WAN, Wired/Fixed,…)
VIRTUAL
SERVICE EDGE
Compute Pool
INTELLIGENT
BACKHAUL CLOUD DC
Compute Pool
TRAFFIC
ENGINEERING
CONTROLLER
NFV
CONTROLLER

15. SUMMARY: IT’S TIME TO EVOLVE IP AND IT
CUSTOMIZATION: KEY TO NETWORK MONETIZATION FOR SERVICE PROVIDERS
Increase Revenues
Per User
Differentiation can
increase ARPU.
Create New Business
Models On The Fly
Content partners value subscriber
intimacy. Targeted demographics,
smart content delivery, resale
channels possible with velocity!
Improve Customer
Satisfaction
People are more loyal to
brands offering personalized
service experience

16. Rich Bayliss:
bayliss@juniper.net