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The Collapse of the Walled
Garden
Paul Gainham
Director Service Provider Marketing EMEA
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
www.juniper.net
1
Changing Marketplace
 Intense pressures placed on carriers to increase revenue
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Voice
Broadband
Wireless
Overall Revenue
 Content providers are aggressively making offers to
customers
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Web 2.0, interactive web
Social networking
Video Architectures
Software as a Service
Application
Explosion
 How can this application focus be leveraged?
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
www.juniper.net
‹#›
Plumbing vs. Value
 Carriers are faced with the problem of Best-Effort being
too good
• Only value is in adding more bandwidth…for less revenue
• Great for Internet hosted content…is it good for the carrier?
 Customer see value in the applications, but not
necessarily in the network
• Is there value that the carrier can provide in this evolving space?
• Is Web 2.0/WebServices a threat or an opportunity for carriers?
 What are the new sources of revenue for the carrier?
• Need to find sources of revenue beyond just from the customer
• New revenue requires new sources of value—what is that carrier
value?
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
www.juniper.net
‹#›
Increasing Carrier Revenue
 Create an environment that allows the customer to
access their desired content in a controlled fashion
 Solution:
• Focus on Customer Control
• Integrate disparate Network Elements (content, core, access)
• Differentiate Delivery based on Customer/Application Requirement
Cable TV Business Model
 Good user experience
Users
Value
NFL Content
Source
ESPN –
Content AGG
Cable
Provider
Value
Value
 Each step cares about the “Experience”
They are getting paid for it
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
www.juniper.net
‹#›
Transforming the Experience:
Controlling the delivery of Services
Internet Model
 Poor user experience
 No differentiating value to the carrier
Content
Aggregator
SP
Content
Source
Value
Value
User
Transformed Model
Users
Content
Aggregator
SP
Value
Value
 Increased carrier value
 Appropriate user
 Increased take-up
& revenue by controlling experience
the “experience”
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
Content
Source
Value
 Increased take-up
www.juniper.net
‹#›
Trends: Collaborative Content Distribution
“We
don’t have to own every service.
Content and
application
We just have to package a lot of
providers:
them and help the customer find the
they like.”
• Provide an enhanced
things
user experience
Ivan Seidenberg | Chairman and CEO | Verizon Communications
Network providers:
• Deliver the service experience
• Monetize the Network
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
www.juniper.net
‹#›
The Role of the Service Provider Network
L7 VPN
L3 VPN
L2 VPN
Routing/Switching
Connectivity/Virtualization
Web
Services
Video
Business
Gaming
Residential
Mobile
Home
Telemetry
Identity
Experience
Security
Assured
L7 Application
Enhanced
L7 Signature
Best Effort
L3/L4 Stateful
Internet
Applications
L3/L4 Stateless
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
www.juniper.net
‹#›
Future Service Model
 It is all about the Application
 It is all about the Experience of the end user
• Quality, simplicity, continuity, multiple personal devices
 It is all about how the network can deliver this
Web
Services
AAA + Policy and Resource Control
Off-net valued content
Applications/Content
(Video, Voice,…)
Access
Business
IP Edge/
GGSN
Copyright © 2007 Juniper Networks, Inc.
Core
Proprietary and Confidential
Applications, End
Points, & Services
www.juniper.net
‹#›
Content Relationships and Network Value
On-Net
Identity Federation &
Policy and Control
Customer
Access
Assured
Carrier
Enhanced
Network
IPBest Effort
Edge
Metro Core
Off-Net
Internet
OTT
Web
Services
Web
Services
Video
Video
Video
Gaming
Gaming
Gaming
Home
Telemetry
Home
Telemetry
Home
Telemetry
Super Core
Carrier Hosted
Carrier or Partner
Content
Partner Hosted
Partner Content
Internet Hosted
No relationship
Content
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Carrier Hosted and Delivered – longer time to market, more control
Partner Hosted, but carrier transacted – fast time to market, same model
No partner relationship – Best Effort delivered applications, no carrier value
Need to build a model where the network has value – experience is a value
that only the network can deliver
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
www.juniper.net
‹#›
The New Off-Net Business Model
 Rapid time to market with new services
• Deploy a new service every week
 Micro-segment the customer market
• Target 2% of the customers, not 50%
 Leverage the intelligence of application
companies
• SOA and WebServices Frameworks
 Reduce the risk of new services
 Always leverage the value of the network
• Provide the Glue between the applications and the
network
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
www.juniper.net
‹#›
New Business Model
 Delivering an application with an appropriate
€
experience has value at several
levels
Identity Federation &
Policy and Control
Microsoft CSF
Customer
Assured
Carrier
Enhanced
Network
Best Effort
Network
Copyright © 2007 Juniper Networks, Inc.
IBM SDP
WebServices
Framework
Proprietary and Confidential
Applications
www.juniper.net
‹#›
Time of Change
 We now have the first opportunity for innovation
and carrier differentiation in over a decade
 This is a new way to do business…not just a new
offer or a new network build
Leaders will define the future - followers live in it
Copyright © 2007 Juniper Networks, Inc.
Proprietary and Confidential
www.juniper.net
‹#›