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Company Profile

Alcatel-Lucents 5780 Dynamic Services Controller: Agile, convergent and interoperable policy management
22 October 2012
Glen Ragoonanan and Anil Rao

Alcatel-Lucents 5780 Dynamic Services Controller: Agile, convergent and interoperable policy management | i

Contents
1 2 2.1 2.2 3 3.1 3.2 4 4.1 4.2 4.3 4.4 Executive summary Financials and basics Financials Features and product description Customers and markets Overview of customers and markets Case study Analysis Strengths Weaknesses Threats Opportunities 2 4 4 5 12 12 14 17 17 18 18 18 20 21 22 23

About the authors About Analysys Mason Research from Analysys Mason Consulting from Analysys Mason

List of figures
Figure 1.1: ALUs policy management revenue, FY2009-2011 ...................................................................... 3 Figure 1.2: ALUs SDP revenues by sub-segment, 2011 ................................................................................ 3 Figure 2.1: ALUs company and policy management data .............................................................................. 4 Figure 2.2: Summary of key features of ALUs 5780 DSC ............................................................................. 6 Figure 2.3: High-level architecture of the 5780 DSC ....................................................................................... 8 Figure 2.4: Description of the 5780 DSCs modules ........................................................................................ 8 Figure 2.5: ALUs pre-integrated, enhanced PCC architecture ....................................................................... 9 Figure 2.6: Components of ALUs PCC solution .......................................................................................... 10 Figure 2.7: ALUs position in Analysys Masons segmentation of the telecoms software market ............... 11 Figure 3.1: Significant customers of ALUs 5780 DSC ................................................................................ 12 Figure 3.2: ALUs policy management revenue by service segment, 2011 ................................................... 13 Figure 3.3: ALUs policy management revenue by product and services, 2011 ........................................... 13 Figure 3.4: ALUs policy management revenue by region, 2011 .................................................................. 13 Figure 3.5: ALUs M&A adjuncts to the policy management segment ......................................................... 14 Figure 3.6: 5780 DSC deployment at SaskTel ............................................................................................... 15

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Contents

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1 Executive summary
Alcatel-Lucent (ALU) is one of the largest network equipment manufacturers (NEMs), primarily operating in the fixed (wireline) market, but with an increasing presence in the mobile market through its lightRadio solution, coupled with growing investments in 4G/LTE mobile technology. This profile focuses on ALUs policy management product, the 5780 Dynamic Services Controller (DSC), Release 5. It also looks at ALUs holistic policy control and charging (PCC) architecture, as outlined by the 3GPP, in which the 5780 DSC is the policy control rules function (PCRF) component. ALU is the seventh-largest vendor in the policy management 1 segment, with revenues of USD15 million in 2011 out of a total market of USD416 million. The main differentiating feature of the 5780 DSC is its Agile Rules Technology (A.R.T.) which is core to the product. Most policy management solutions have several common use cases such as fair usage, bill shock and specific site filtering (e.g. Facebook, MySpace and Twitter). However, changing these policies for new use cases can be a complex and costly task, requiring hard-coding and therefore resulting in vendor dependency. In essence, the 5780 DSCs A.R.T. removes the inflexible, black-box paradigm for PCRF solutions by providing a configurable, transparent view of all the policy management rules and their potential impacts on the network and services. This transparency reduces the total cost of ownership of the 5780 DSC by reducing the dependency on ALU to create or change policies. ALUs A.R.T. is backed by over 140 pending patents that allow it to offer scale and performance combined with flexibility, ease-of-use and maintainability. Furthermore, the transparency provided by A.R.T. can also help communications service providers (CSPs) to troubleshoot unknown network and service problems such as intermittent issues by providing the ability to manipulate the network with policies to simulate or remove traffic. This is unique for PCRF solutions, and potentially provides CSPs with another system to reduce resolution times for network/service issues. ALUs 5780 DSC is a convergent and modular policy management solution that can support fixed, mobile (2.5G/3G/4G) and Wi-Fi networks, either singly or in combination. It was one of the first PCRF solutions to have a Sy interface to online charging systems, together with a Wi-Fi control module that is compliant with the 3GPPs current Access Network Discovery and Selection Function (ANDSF) standard. These modules allow CSPs to have visibility of each subscriber as they move between fixed, mobile and Wi-Fi networks, and to ensure the service quality is optimal (based on the customers policy/tariff plan) and the customer experience is consistent. ALU has included a Diameter control point in the 5780 DSC for Diameter routing. Diameter is becoming the de facto protocol for communication between policy control components, with the PCRF being the core of all the Diameter messages. Finally, an advanced self-care and data plan service module (Smart Plan Builder) has been added to the 5780 DSC. The Smart Plan Builder is part of a larger solution that allows CSPs to deliver more personalised services in real time or on demand. Since its launch in March 2010, the 5780 DSC has continued to evolve with new features and updates; ALU announced Release 5 in June 2012. The platform currently has 25 deployments worldwide, including 22 wireless and five wireline, with two of these latter being converged (fixed and mobile). Figure 1.1 shows Analysys Masons estimate of ALUs revenues from the sale of its 5780 DSC platform and closely associated services to CSPs.

Source Analysys Mason (2012): Service delivery platforms: worldwide market share 2011.

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Figure 1.1: ALUs policy management revenue, FY2009-2011 [Source: Analysys Mason, 2012]
16

Revenue (USD, million)

14

12
10 8 6 4 2

0
2009 2010 2011

Figure 1.2 below shows that ALU generated an estimated USD427 million in service delivery platform (SDP) revenues in 2011. This total is broken down into sub-segments based on Analysys Masons segmentation of the telecoms software market (detailed in Figure 2.7). Policy management accounted for an estimated 3% of ALUs total SDP revenues in 2011, with Telecom application servers at 46%, Mobile content management and delivery at 8% and Subscriber data management at 43%.
Figure 1.2: ALUs SDP revenues by sub-segment, 2011 [Source: Analysys Mason, 2012]

Mobile Content Management and Delivery 8%

Policy management (PCRF) 3%

Telecom Application Servers 46%


Subscriber data management 43%

Total revenue: USD 427 million

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2 Financials and basics


2.1 Financials
Figure 2.1 provides a summary of ALUs financial information with regards to the policy management subsegment as defined by Analysys Mason.
Figure 2.1: ALUs company and policy management data [Source: Analysys Mason, 2012]
Year founded Headquarters Company URL Stock symbol CEO Policy management revenue in 2011 Employees Telecom software product segment(s) Geographical focus Primary products Key partners 2006, formed from the merger of Alcatel SA and Lucent Technologies Inc. Paris, France www.alcatel-lucent.com ALU Ben Verwaayen USD15 million (Analysys Mason estimate)

76 000 employees for all operations (as of December 2011) Network management systems, Revenue management, Service delivery platforms, and Telecom software professional services (see Figure 2.7 below). Global 5780 Dynamic Service Controller (5780 DSC) F5, Interdigital and Sandvine ALUs IOT vendors for 5780 DSC include: Allot, Cisco, Flash Networks, Huawei, NSN, Openet, Samsung, Tellabs and ZTE.

Key 5780 DSC customers

ALU has 49 policy management (PCRF) deployments as of June 2012, of which 50% are the 5780 DSC and the remainder its wireline predecessor the 5750 SSC. The following are key recent 5780 DSC customers (based on information in the public domain): Antel (Uruguay), Etisalat (Sri-Lanka and UAE), Belgacom (Belgium) and SaskTel (Canada). For more detail see Section 3 below.

In 2011, ALU generated an estimated USD427 million in the SDP segment, of which around USD15 million derived from policy management products and services. This made the company the fourth-largest vendor of SDP, with a global market share of 11%. ALUs policy management revenue had a 7% year-on-year growth over 2011, and the company was the seventh-largest policy management vendor in 2011, with a global share market of 4%. Of ALUs total policy management revenue, around 70% (USD10.5 million) was attributed to product licences and maintenance, and the remaining 30% (USD4.5 million) to product-related services. This exemplifies the companys commitment to developing strong product solutions that require minimal additional or external product-related services to install, configure and operationalise. ALU has committed to invest in its SDP software portfolio and, as shown in Figure 1.2 above, it has market share in all areas of that segment: telecom application servers, mobile content management and delivery, policy management and subscriber data management. This commitment is shown in ALUs recent reorganisation, which has created a single unified business group Network and Platforms that allows the company to focus on its core SDP software portfolio. ALUs commitment to its Application Enablement portfolio further

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reinforces its commitment to its SDP software portfolio as communications service providers (CSPs) look forward to the creation, delivery and management of new services.

2.2 Features and product description


Competition in both developed and emerging markets is driving CSPs to become more innovative in developing services as well as managing them to a high quality of service (QoS). Particularly in developed, saturated markets churn avoidance is of paramount importance to CSPs. As a result, CSPs are constantly looking for innovative solutions to increase revenue and improve customer satisfaction (and therefore customer retention). The lower cost of operation and maintenance of all-IP networks is attractive to CSPs but the wide range of opportunities for service innovation from IP services on these networks is even more attractive. Today, CSPs are focused on broadband value-added content services on fixed and mobile networks to increase their revenue. Fixed and mobile traffic continues to grow dramatically worldwide, while the number of connections grows 2 more gradually. As a result, CSPs need to implement solutions that can deliver new services whilst reducing capex and opex by sweating the assets of their existing network resources. ALUs 5780 DSC provides a PCRF solution that can balance the delivery of new IP services with guaranteed QoS, and maximise CSPs IP network resources. The 5780 DSC is a convergent policy management solution that can support fixed, mobile (2.5G/3G/4G) and Wi-Fi networks, either singly or in combination. It draws on ALUs strong heritage as an NEM for fixed networks, and in particular the companys wireline solution, the 5750 Subscriber Services Controller (SSC), which has 24 deployments worldwide. As the telecoms industry evolved and CSPs demands changed, ALU built the 5780 DSC from the ground up. The platform was first made available in June 2010, and has evolved over the last two years; it has three key differentiators (see Figure 2.2 below): agile rules engine the 5780 DSC features agile rules technology (A.R.T.) which allows CSPs to create and modify policy management rules without relying on the vendor convergent capability the platform supports support both fixed and mobile networks pre-integrated, interoperable PCC ecosystem the 5780 DSC is part of a complete policy control and charging (PCC) solution that encompasses both hardware and software. Moreover, the 5780 DSC is interoperable with solutions from other vendors.

In addition the 5780 DCS features ANDSF capabilities and Diameter control. It now has 25 deployments worldwide, including a number of Tier-1 CSPs.

Source Analysys Mason (2012): The number of mobile connections worldwide will grow from 4.77 billion in 2012 to 6.24 billion 2017, at a 5.5% CAGR. The average monthly volume of voice and data traffic per connection worldwide is forecast to grow from 154MB in 2012 to 659MB in 2017, at a 33.7% CAGR.

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Figure 2.2: Summary of key features of ALUs 5780 DSC [Source: Analysys Mason, 2012]

Agile Rules Engine

Alcatel-Lucent 5780 DSC

Convergent platform

Pre-integrated, interoperable PCC ecosystem

Agile rules engine The majority of policy management solutions commercially available today provide a number of policy control templates for standard use cases such as fair usage, bill shock, RAN congestion and freemium to specific content such as Facebook, MySpace and Twitter. However, the addition of policy rules for new use cases can be complex, and typically requires professional configuration services from the policy vendor to commercialise them. As CSPs continue to develop, deliver and control innovative IP services to increase their revenues, policy management solutions will need to be more flexible and involve less vendor dependency, to reduce the cost of implementing changes. To meet this challenge, a core feature of the 5780 DSC is its agile rules technology, which provides a graphical user interface (GUI) to allow CSPs to define, configure and reuse simple, complex and custom policy management rules. The main differentiator of ALUs A.R.T. is its high level of configurability, which reduces the need for hard coding to create policy management rules. In essence, A.R.T. moves away from the black-box paradigm of PCRF by providing a more transparent solution. The following are the key features of A.R.T.: Easy-to-use GUI with a number of drop-down menus and checkboxes for the creation, modification, and copying of policy management rules. High degree of configurability and flexibility in addition to the reuse of existing rules and templates as well as the GUI, A.R.T. also provides an interface for refining each parameter of a policy management rule in granular detail, if needed. This can assist in troubleshooting, or help CSPs to innovate new services by using policy management more effectively. Scalability and performance that have been proven in deployments in Tier-1 as well as Tier-3CSPs. A.R.T. filters non-policy triggering messages to reduce the load on the PCRF rules engines and optimise the performance across all use cases, while also reducing the cost of increasing the scale of the network, thus reducing the total cost of ownership of the 5780 DSC solution. Maintenance costs are lower because of the reduced dependency on external service providers to implement changes as well as in-service software upgrades that preserve the established policy management rules.

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Convergent capability Traditionally, separate policy control deployments were implemented for fixed and mobile networks. For convergent (fixed, mobile and Wi-Fi) CSPs, this unfavourably increased their capex and opex. As the shift to all-IP networks rapidly emerged, NEMs have rationalised their IP equipment portfolio. ALUs portfolio consists primarily of its 7750 service router (7750 SR) product family which is used both in fixed and mobile IP networks. Like other policy vendors, ALU has also rationalised its 5780 DSC to support fixed, mobile and Wi-Fi networks. The product is available with three software modules fixed (wireline), mobile (wireless) and Wi-Fi, as shown in Figure 2.3, below. This modular design allows CSPs to buy one or more of these modules based on the nature of their business (fixed-only, mobile-only, quad-play, etc.). As the complexity of radio access networks increases, with macrocells (2G/3G/4G/CDMA), microcells (femtocells) and Wi-Fi offloading to hotspots, policy management in order to achieve increased QoS needs to encompass all of these different technologies. Most mobile users use Wi-Fi offloading, and when they transfer onto Wi-Fi networks CSPs lose visibility of the service quality these users are experiencing and their consumption patterns. The 5780 DSC has a Wi-Fi control module based on the 3GPPs current Access Network Discovery and Selection Function (ANDSF) standard. This module gives CSPs the ability to provide a customer experience with guaranteed QoS as services are handed over between mobile networks and Wi-Fi hotspots. Pre-integrated, interoperable PCC ecosystem Unlike specialist policy vendors, ALU can provide a complete, pre-integrated 3GPP PCC architecture with the 5780 DSC at the core of the solution (for more detail, see Figure 2.5 and Figure 2.6 below). Of all vendors, only NEMs can provide a complete 3GPP PCC solution because they are the only vendors with both hardware (PCEF) and software (PCRF, SPR, OCS) products and capabilities. A single-vendor, pre-integrated PCC solution allows CSPs to reduce their deployment time and risk at a lower cost because of the significant reduction in integration costs. In spite of the higher confidence offered by such an integrated solution, some CSPs continue to prefer multi-vendor solutions because of concerns about vendor lock-in. ALU, as an experienced telecoms vendor, has addressed this concern by carrying out approved interoperability testing of its 5780 DSC with other third-party vendors at forums such as the Multi-Service Forum (MSF). Two announced interoperability successes are with Sandvines PCEF solution and with Interdigitals Smart Access Manager Client for smartphones on policy-managed mobile and Wi-Fi networks. Interoperability testing has also been performed with systems from the following Tier-1 vendors: Allot, Cisco, Flash Networks, Huawei, NSN, Openet, Samsung, Tellabs and ZTE. Section 3.2 provides a case study where ALUs 5780 DSC was deployed and integrated with other third-party products to form a complete PCC architecture for the CSP.

Architecture of the 5780 DSC Figure 2.3 illustrates the high-level architecture of the 5780 DSC, Release 5. It consists of five interoperable (pre-integrated) software modules the wireline control module (a fixed policy management solution), wireless control module (a mobile PCRF), Wi-Fi control module (an ANDSF), Smart Plan Builder (a self-care and data plan service module) and the Diameter control point (a Diameter routing agent). In addition to these modules, ALU differentiates its 5780 DSC PCRF by providing a common policy and charging platform built upon its core A.R.T. technology.

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Figure 2.3: High-level architecture of the 5780 DSC [Source: ALU, 2012]

Flexible Rules Provisioning Environment


Wireless Control Module (PCRF) Wireline Control Module Wi-Fi Control Module (ANDSF) Smart Plan Builder Diameter Control Point

Common Policy & Charging platform with Agile Rules Technology (A.R.T.) Alcatel-Lucent 5780 Dynamic Services Controller

Figure 2.4 below provides a more detailed description of the each of the 5780 DSCs modules.
Figure 2.4: Description of the 5780 DSCs modules [Source: ALU and Analysys Mason, 2012]
Module Description The wireless control module is the PCRF for mobile networks. It comprises a software module for administration and application of network policy rules, and drives the main decision-making process of authorisation of network resources for service data flows (SDFs), gating of packets from specific SDFs and QoS control for SDFs. It enables flowbased charging on a per-SDF basis. For its policy decision making, it uses a set of service policy rules combined with information about the network (device type, access type, location, intelligence), subscribers (service tier, prepaid, credit balance, entitlements), system (state, time of day) and application (service description, traffic parameters) obtained from its various interfaces. The wireline control module is a fixed policy management solution that enables residential broadband users to securely access network applications, services and content with assured QoS. It achieves this by performing three key functions: (a) network access control performing subscriber device authentication, IP address management and subscriber location information; (b) dynamic service control managing rules via the agile rules engine to automate and administer the dynamic allocation of network resources to deliver a personalised service to the customer; and (c) service admission control accepting/denying application requests based on different types of rules, such as revenue priority, time of day and bandwidth availability. Based on 3GPPs present definition of the ANDSF standard, the Wi-Fi control module uses the S14 interface to exchange information with a client running on the users mobile device. This module decides whether to hand off to a Wi-Fi access node by using location information from the mobile client, matching it with a list of available Wi-Fi access options based on the customers physical location, and applying certain selection rules that determine if the user is allowed access, or if this is restricted. For this solution to work, the Wi-Fi control module needs to communicate with a mobile client. As an example, the 5780 DSC and Interdigitals Smart Access Manager mobile client application are fully integrated and tested to provide this solution.

Wireless control module

Wireline control module

Wi-Fi control module

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This module enables CSPs to deliver self-care and personalized contextual offerings that allow subscribers to simplify their data experience while also being able to purchase new products/services based on their unique preferences and requirements. The integration of the Smart Plan Builder not only with the 5780 DSC, but also with the online charging system (ALUs 8610 ICC or 8620 SurePay), allows CSPs to deliver better personalized services in real time and on demand. Smart Plan Builder will also be integrated with ALUs Motive customer experience analytics solution to provide customer insight allowing CSPs to, for example, offer relevant products and promotions based on the subscribers profile, in near real time. Smart Plan Builder is an additional module of the 5780 DSC, but can be deployed separately as a standalone component and integrated with a third-party PCRF. This module provides Diameter routing capabilities, and as a stand-alone implementation can be a Diameter routing agent for CSPs. This is RFC 3588 compliant and manages Diameter-based control traffic.

Smart Plan Builder

Diameter control point

ALUs pre-integrated PCC architecture, shown in Figure 2.5 below, consists of the following key components: the 5780 DSC at the core, the subscriber data management system (SDM 8650), the IP session controller (ISC 5450), the wireless network guardian (WNG 9900), an online charging system (8610 ICC or 8620 SurePay), the offline charging system (8615 IeCCF), and a multitude of service routers from ALUs 7750 SR product family for policy enforcement in the: mobile core (packet gateway/GGSN), Internet aggregation point of the broadband remote access server/broadband network gateway (BRAS/BNG), and Wi-Fi aggregators in the WLAN gateway. Deep packet inspection (application assurance) for application-level packet inspection is available for all access types: fixed (BRAS/BNG), mobile (PGW/GGSN) and Wi-Fi (WLAN gateway). In order to simplify integration with other systems, all of the 5780 DSCs external interfaces are based on industry-standard interfaces (and in fact these are used even when the 5780 DSC interfaces with other ALU products). As shown in Figure 2.5 below, the 5780 DSC uses industry standards for its interfaces with systems for policy control and charging (Gx, Gy, Gz, Sy and Rx); authentication (Sh, LDAP, RADUIS/CoA); roaming (S9 Diameter-based interface); and data exchange (XML).
Figure 2.5: ALUs pre-integrated, enhanced PCC architecture [Source: ALU and Analysys Mason, 2012]

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Figure 2.6 describes each of these components and how they are pre-integrated into the 5780 DSC.
Figure 2.6: Components of ALUs PCC solution [Source: Analysys Mason, 2012]
ALU PCC components 5780 DSC Description This is the core of ALUs PCC architecture and is detailed in Figure 2.3 above. The WLAN Gateways main role is to aggregate Wi-Fi traffic from the WLAN access points and to apply QoS and traffic shaping to and from these access points. It also creates context and states for each subscriber instance being served from the WLAN GW, and coordinates with the providers back-end subscriber, policy and billing infrastructure for usage control and authentication based on a per-subscriber context. The 9900 WNG provides multi-dimensional intelligence for multi-vendor mobile broadband networks. Unlike traditional probe-based systems focused purely on the radio access network, or payload-centric deep packet inspection (DPI) systems, 9900 WNG uses advanced analytics to provide CSPs with a real-time, end-to-end view of how users, their devices and applications interact and impact all parts of the delivery chain, and vice-versa. This intelligence can be used in many different ways by the CSP to improve the quality of customer experience as well as network and application efficiency. The WNG offering is a combination of hardware, software and forensic services. As part of the intelligent traffic management solution, the 9990 WNG provides traffic congestion information to the 5780 DSC even at the cell level, which enables more intelligent policy decisions to improve subscribers quality of experience and to ensure efficient network operation. This information complements data that is available in the 7750 SR application assurance offering. This is a PCEF in the PCC architecture specific to the mobile core where traffic is Packet Gateway or GPRS Gateway Support Node 7750 SR aggregated. As with products from other NEMs, this module is resident on either the GPRS Gateway Support Node (GGSN) for 3G, or the evolved Packet Gateway (PGW) for 4G/LTE. The component is based on the 7750 SR and supports SDF detection, policy enforcement and flow-based charging. This PCEF is the first point of contact between the network and the 5780 DSC. This is a policy enforcement point specific to fixed networks, where Internet traffic is aggregated. ALUs BNG is its IP service edge router for managing aggregated residential broadband services including VoIP, video and high-speed Internet. This component is also based on the 7750 SR, and performs PCEF functions as instructed by the 5780 DSC. The 8650 SDM is the subscriber profile repository of the PCC architecture. It is a converged subscriber database that consolidates multiple databases including HLR/AuC, mobile number portability, equipment identity register, and home subscriber server, into a single virtual data store with centralised administration, management and reporting. This component provides the 5780 DSC with subscriber data to ensure policies and charging are applied accurately based on the subscribers tariff. The 5780 DSC holds a cached version of some subscriber data from the 8650 SDM, to ensure policies are executed in real time. The 5450 ISC is the application function of the PCC architecture and uses the Rx interface for Diameter-based control messages. The 5450 ISC provides the service control plane for IMS services that are policy controlled. This component is part of ALUs end-to-end IMS solution, and manages SIP-based sessions for voice, video and data communications over any SIP-based wireline or wireless device. It integrates a number of functions such as the call session control function, IP border control and access gateway control function for control of TDM endpoints through H-248 access gateways. It provides all aspects of call session control function (CSCF) functionality including P-CSCF, I-CSCF, S-CSCF and E-CSCF.

WLAN Gateway 7750 SR

9900 WNG (Wireless Network Guardian)

Broadband Network Gateway or Broadband Remote Access Server 7750 SR

Subscriber Profile Repository 8650 SDM

Application Function 5450 ISC

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The 8610 ICC (Instant Convergent Charging) system and the 8620 SurePay online charging system provide the critical real-time rating and charging function for voice, SMS, data, prepaid or post-paid in any given combination in the PCC architecture. They also support the development of innovative tariff plans, e.g. shared mobile data plans. ALU was one of the first vendors to pre-integrate the 5780 DSC with its OCS using the Sy interface. ALUs OCS can also integrate with third-party billing and CRM systems. The 8615 IeCCF (Instant enhanced Charging Collection Function) offline charging Offline Charging System 8615 IeCCF system provides a single collection point for offline events and charging information from various network elements. It correlates events and transfers them to a convergent billing system using a single interface to simplify integration. When policy-controlled subscribers are roaming, in order to ensure their home policies and agreed tariffs are applied, the home PCRF and the V-PCRF (the visiting PCRF for a roaming policy-controlled subscriber) will need to exchange data in near real time. This is increasingly necessary as policy becomes important to all CSPs, and there is increasing regulation regarding roaming and bill shock (especially in Europe).

Online Charging System 8610 ICC or 8620 SurePay

Visiting PCRF (5780 DSC)

ALUs position in Analysys Masons segmentation of the telecoms software markets Analysys Mason identifies a number of functional categories within the telecoms software market, and groups them into sub-segments. On an annual basis, we publish the market share and five-year forecast for each of these sub-segments (as well as consolidated market share and forecast information). Figure 2.7 illustrates these categories and sub-segments, and shows the areas addressed by ALUs telecoms software portfolio. The company reduced its presence in the Customer Care segment with its sale of Genesys to Permira for USD1.5 billion in February 2012. However, it still has products such as its recent periphery customer care solutions Motive Customer Experience Management (CXM) and Smart Plan Builder.
Figure 2.7: ALUs position in Analysys Masons segmentation of the telecoms software market [Source: Analysys Mason, 2012]
Professional services Systems integration Customer care Customer interaction Customer relationship management Subscriber management Device management

Business consulting Revenue management Billing Prepaid

Design consulting

Product-related services

Custom development

Outsourced operations

Hosted managed services Service assurance Service management Fault and event management Performance monitoring Workforce automation Probe systems

Service delivery platforms Content management Telecoms application servers Policy management Subscriber data management

Service fulfilment Order management Inventory management Activation

Postpaid
Convergent Partner and interconnect Business optimisation

Engineering tools

Network management systems Mediation Mobile Residential broadband Business data services PSTN

Key:

Segments and sub-segment covered in this report

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3 Customers and markets


3.1 Overview of customers and markets
As of June 2012, ALU has 49 deployments of its PCRF platforms, of which 50% are the 5780 DSC and the remainder its wireline predecessor, the 5750 SSC. Figure 3.1 presents a few key customers that have recently deployed the 5780 DSC (based on publicly available data). Section 3.2 provides a detailed customer case study of SaskTel.
Figure 3.1: Significant customers of ALUs 5780 DSC [Source: Analysys Mason, 2012]
Customer Deployment type Deployed 5780 DSC to offer personalised services to its customers as part of the first commercial LTE launch in Latin America. This is a convergent deployment that supports Antels 3G and fixed networks First 5780 DSC deployment in a multi-vendor PCC environment. The 5780 DSC enables Belgacom (Belgium) Belgacom to send real-time notifications about national and international data usage to subscribers, as per the EU regulations on roaming charges. Customers receive warnings when they reach a EUR50 limit, with approval needed for additional spending. Deployed as part of a 4G/LTE core which is expected to be launched in September C Spire (Mississippi, USA) 2012. The 5780 DSC will optimise C Spires LTE spectrum and provide QoS for its mobile broadband customers on the new LTE network, which will provide speeds ten times faster than its present mobile network. Deployed as part of the core in the first commercial LTE roll-out in the Middle East. The 5780 DSC is supporting Etisalats group strategy to migrate its subscribers to more personalised services across all its operations globally, to increase revenue. Deployed as part of the 3G packet core roll-out, with future-proofing for evolution to 4G. Etisalat (Sri Lanka) The 5780 DSC is supporting Etisalats group strategy to migrate its subscribers to more personalised services. First wireline win leading to a fully convergent multi-access (fixed and mobile) deployment of the 5780 DSC, to implement fair usage and bill shock prevention use cases. See Section 3.2 below for this case study.

Antel (Uruguay)

Etisalat (UAE)

SaskTel (Canada)

About 50% (USD7.5 million) of ALUs policy management revenues in 2011 were attributed to the mobile segment. This is an indication of ALUs increasing momentum in the mobile segment it was traditionally stronger in the residential broadband (fixed) domain. Figure 3.2 illustrates the estimated breakdown of the companys policy management revenue by service segment, while Figure 3.3 shows the breakdown of revenue between products and services; around 70% (USD10.5 million) was attributed to product licences and maintenance, and the remaining 30% (USD4.5 million) to product-related services. This exemplifies ALUs commitment to developing strong product solutions that requires minimal additional or external product-related services to install, configure and operationalise.

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Figure 3.2: ALUs policy management revenue by service segment, 2011 [Source: Analysys Mason, 2012]

Figure 3.3: ALUs policy management revenue by product and services, 2011 [Source: Analysys Mason, 2012]

Services 30%

Residential broadband 50%

Mobile 50%
Products 70%

Total revenue: USD 15 million

Total revenue: USD 15 million

As shown in Figure 3.4, ALUs policy management revenue in 2011 was derived almost exclusively from North America (NA) and Europe, Middle East and Africa (EMEA). The vendor has long-established relationships with major CSPs in both regions, where it has been involved in numerous IP-related deployments. However, increased LTE roll-out and uptake of smartphones and tablets has increased policy management demand in North America. The Asia-Pacific (APAC) and Caribbean and Latin America (CALA) regions only accounted for 20% of revenues in 2011. In the emerging regions of EMEA, APAC and CALA, smaller CSPs tend to use lower-cost solutions from other specialist policy vendors rather than ALU. Huawei is particularly a threat, providing low-cost products as well as a complete PCC solution for CSPs in these regions. ALU has successfully seized the opportunities in North America, where Huawei is very weak, and can increase its standing in APAC by leveraging its Shanghai Bell business unit.
Figure 3.4: ALUs policy

APAC 10%

management revenue by region, 2011 [Source: Analysys

EMEA 30%

NA 50%

Mason, 2012]

CALA 10%

Total revenue: USD 15 million

ALU has not made any acquisitions specific to policy management. This has been due to its strong policy management heritage, stemming from the fixed 5750 SSC and continuing with the convergent 5780 DSC. However ALUs acquisitions of Motive and Velocix (see Figure 3.5 below) enhance its policy management portfolio with analytics and content delivery network solutions.

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Figure 3.5: ALUs M&A adjuncts to the policy management segment [Source: Analysys Mason, 2012]
Date 07 October 2008 23 July 2009 Acquisition/Investment Motive Velocix Transaction value (USD million) 68 25 (estimated)

3.2 Case study


SaskTel SaskTel (Saskatchewan Telecommunications Holding Corporation) is a leading provider of fixed, mobile, TV and internet communications services in the Canadian province of Saskatchewan. With revenues of USD1.1 billion and approximately 4000 employees, SaskTel has a customer base of 1.4 million, made up of 594 000 mobile, 514 000 fixed, 234 000 internet, and 93 000 TV customers. Its customer base is predominantly postpaid, with approximately 20% of the mobile subscriber being prepaid.
Business challenge

SaskTel made the business decision to continue having unlimited soft cap data plans, as a market differentiator; as a result, it needed to reduce its costs by managing the IP traffic on its fixed and mobile networks. The solution had to provide business benefits for at least three years, or at most five years.
The 5780 DSC solution

To address this business challenge, SaskTel decided to deploy a convergent policy management solution for both fixed and mobile networks to reduce the overall complexity of its deployment and operations, as well as to reduce costs. SaskTels fixed business recommended the 5780 DSC because of its familiarity with ALU as a network equipment vendor (the mobile network was not predominantly based on ALU systems). As a result, a critical requirement of the 5780 DSC in being selected was its interoperability with both ALU and third-party products. Another winning factor was ALUs proven support for its products, which would be critical to deploying the 5780 DSC in this complex, multi-vendor environment with no disruption to existing services. SaskTel chose an implementation of the 5780 DSC with both fixed and mobile modules, including an embedded subscriber profile repository to ensure policies are enforced with low latency. The solution is pre-integrated to work with other ALU products in the fixed network (including the BNG and AAA server), and has also been interoperability tested with third-party components in the mobile network such as the HLR, GGSN (including the DPI function) and charging components. The 5780 DSC went live in March 2012, with the architecture shown in Figure 3.6.

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Figure 3.6: 5780 DSC deployment at SaskTel [Source: SaskTel, ALU, Analysys Mason, 2012]

The 5780 DSC addressed more business challenges in SaskTels mobile business than in its fixed business. In the first five months after launch, SaskTel with the support of ALU implemented the following use cases to address its mobile business challenges: Traffic management with fair usage and other custom policies: To maximise its network assets, SaskTel throttles heavy mobile users to a limit of 256kbit/s if they exceed 10GB of data usage in one bill cycle. This allows SaskTel to continue providing its unlimited soft cap data plan satisfactorily to its customers in the Saskatchewan region, and avoid any immediate need for an increase in infrastructure capex. Elimination of national roaming tariffs: To extend the unlimited soft cap data plans to its customers while they are nationally roaming throughout Canada, SaskTel recently implemented the above fair usage policy even when the customer is on another Canadian mobile operators network. This increases the profitability of SaskTel by controlling the interconnect data usage for these unlimited soft cap data plans, without passing on the overage and national roaming data charges to Sasktels customers. This solution provides SaskTels customers with a simple, single tariff across Canada, as well as giving SaskTel control over its national roaming costs. Bill-shock prevention for international roaming: For international roaming customers in the USA and overseas, SaskTel has integrated the 5780 DSC with its SMS Centre to inform them when they reach a certain threshold on their data usage, to avoid bill shock. In addition, the policy throttles the speed of customers to 256kbit/s after the first 200MB of usage. This policy was initially applied to national roaming for seven months, but was removed in September 2012. SaskTel now offers travel packs that allow customers to exceed these international data roaming restrictions at better rates.

Benefits achieved

ALUs 5780 DSC has given SaskTel the ability to maximise its network capacity while continuing to provide unlimited soft cap data plans to its subscribers. The ability to optimise the existing network resources fairly to all users resulted in the following financial benefits:

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cost savings from a 15% reduction in core network data usage cost savings from better international and national roaming settlement bills, because of SaskTels policies to control roaming customers data usage and reduce bill shock

SaskTel estimates there was a payback period of seven months for the true cost of the deployment, which includes hardware, software, ALU resources and internal SaskTel resources. ALUs excellent support was cited as a key factor in realising these benefits. In addition to the financial benefits, SaskTel expects the 5780 DSC will further reduce its total cost of ownership by helping it to increase revenues by delivering new differentiated and personalised services to its customers. Finally, using the 5780 DSCs agile rules technology, SaskTel has the flexibility to create and roll out new policy use cases and services, to monetise its network investments at its own pace.

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4 Analysis
ALU is a Tier-1 NEM that has a significant position in the IP equipment market with its 7750 SR product family, which underpins its High Leverage Network (HLN) conceptual architecture. The high growth of IP services on fixed and mobile networks is increasing the demand for advanced policy management solutions. The companys 5780 DSC is a PCRF solution that provides a high level of transparency and configurability thanks to its Agile Rules Technology, making it well suited to the needs of CSPs who require a flexible policy management solution for new and evolving IP-based services.

4.1 Strengths
CSPs invest in policy management solutions primarily to implement fair usage policies to protect their IP network assets from high volumes of unwanted network traffic. However, as CSPs focus on IP service innovation, there is an increasing requirement for policy management solutions to be more flexible and scalable to meet the needs of new and evolving IP services. Today, most commercial policy management solutions lack configuration flexibility to enable CSPs to innovate at their own pace. As a result, CSPs become dependent on vendors or systems integrators to implement new policy use cases, as these may require some level of hard coding and testing which are not completely transparent to the CSP after deployment. Transparency of policy management is becoming more important as the PCRF is becoming the core to delivery of all services, particularly in mobile networks. The agile rules technology embedded in ALUs 5780 DSC provides transparency of all the network resources and OSS and BSS functions that are affected by each policy management rule. In addition to reducing dependency on the vendor for the creation or modification of policy management rules, the transparency A.R.T. provides can also help CSPs troubleshoot unknown network and service issues such as intermittent issues, by providing the ability to manipulate the network with policies to simulate or remove traffic. This is unique for PCRF solutions, and A.R.T. potentially provides CSPs with another system to reduce resolution times for network/service issues. A.R.T. is the main differentiator of the 5780 DSC and is backed by over 140 pending patents that allow it to offer scale and performance combined with flexibility, ease-of-use and maintainability. The 5780 DSC also has the advantage of being convergent (fixed, mobile and Wi-Fi) and providing industrystandard interfaces for ease of interoperability with third-party systems. In addition, it is one of the few policy management solutions that have Wi-Fi policy control aligned with the 3GPPs ANDSF standard. Like all leading policy management solutions, it can integrate into multi-vendor PCC environments. In addition to this third-party integration, as a Tier-1 NEM, ALU can deliver its own pre-integrated PCC architecture as a singlevendor solution (see Figure 2.5, above). Traditionally, ALU has been strong in the fixed domain. However its timely investment in its lightRadio solution and 7750 SRs in the mobile packet core has increased its penetration of the mobile market, as LTE emerges as the next wave of mobile technology. ALUs greater strength in the mobile segment has increased the success of its 5780 DSC, being used as part of the upgrade of 3G packet cores and new LTE deployments. In addition to network protection, policy management is a key system for CSPs to innovate, develop, deliver and manage new IP services to increase their revenues. ALU is fourth overall in the service delivery platform (SDP) market, and leads in North America with a strong position in telecom app servers, mobile content management and delivery and subscriber data management. Additionally, the vendor has worldwide sales channel and

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solution delivery capability, and can deliver SDP solutions as part of larger network and managed-services deals.

4.2 Weaknesses
Being one of the largest and most longstanding NEMs, ALU has a list of legacy products which it still needs to support for CSPs that are not ready to change e.g. the 5750 SSC for fixed networks. The cost of maintaining legacy products increases ALUs operational costs. In spite of having a strong SDP and PCC portfolio, ALU has been plagued by numerous business disruptions such as its large-sale reorganisation in 2011 and recent restructuring in response to a poor 2012 half-year report. These business disruptions have hindered the companys ability to execute consistently against its competitors.

4.3 Threats
In addition to internal business disruptions, ALU faces external threats from the many other policy management vendors in the market. In the policy management (PCRF) market, it lags in revenue behind Ericsson, Huawei, Tekelec, Openet Amdocs and NSN. Ericsson, Huawei and NSN have increased their market share primarily from PCRF implementations in mobile core networks. This is as a result of the superior strength of these NEMs in the mobile domain compared to ALU. In North America, Openet has secured its largest deal with AT&T, which reduces ALUs revenue opportunity in the region. While ALU has not acquired technology in the development of its policy management solution, both Amdocs and Tekelec have done so: Amdocs acquired Bridgwater, and Tekelec acquired Camiant and Blue Slice Networks. These acquisitions have augmented the position of these vendors in the policy management market, as CSPs consider their offerings to be more independent and multi-vendor PCRF solutions than those from NEMs.

4.4 Opportunities
ALU has seized opportunities in North America associated with LTE deployments. However, its strength in fixed networks provides another emerging opportunity as CSPs and governments invest in optical nextgeneration access and national broadband networks. ALUs acquisition of Velocix, a provider of content delivery networks, provides the opportunity for policy deployments to maximise the capacity on these high-cost access networks while guaranteeing consistent QoS. Similarly, the 5780 DSCs ANDSF-compliant Wi-Fi control module also provides an opportunity, as CSPs look to Wi-Fi networks to offload traffic and optimise their precious mobile spectrum. ALUs pre-integrated PCC architecture increases its opportunity to sell components to CSPs when their current systems approach end-of-life, or require replacement owing to rationalisation or technology refresh. The 7750 SR, 8650 SDM and 8610 ICC products presently have higher market presence than the 5780 DSC and 5450 ISC. As a result, CSPs with IP networks using 7750 SRs or with the 8650 SDM deployed can recognise the value of implementing the 5780 DSC as their core policy management solution. Similarly, a 5780 DSC deployment can attract the implementation of an 8650 SDM as the CSP upgrades its HLR to an HSS with the aim of delivering more personalised services to increase its revenue. Additionally, the migration of existing 5750 SSC customers to the 5780 DSC is a potential opportunity. Customer experience management is becoming a hot topic for CSPs, particularly in highly competitive and saturated markets, as a way to reduce churn and increase market share. ALU has enhanced its PCC portfolio by

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coupling its Motive customer experience management and analytics solutions, allowing the delivery of more personalised services in real time. Finally, ALUs Shanghai Bell business is an opportunity to gain share in the policy management market in China, leveraging its FTTx deal with China Telecom as part of Chinas national broadband initiative.

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About the authors


Glen Ragoonanan (Senior Analyst) is the lead analyst for Analysys Mason's professional services research programme. He joined Analysys Mason in 2008 and has worked as a consultant on projects on next-generation IT and telecoms networks, systems and technologies for incumbents, new entrants, private companies, regulators and public-sector clients. His primary areas of specialisation include operations and business support systems (OSS/BSS), solution architecture and integration for business process re-engineering, business process optimisation, business continuity planning, procurement and outsourcing operations and strategies. Before joining Analysys Mason, Glen worked for Fujitsu, designing, delivering and managing integrated solutions. Glen is a Chartered Engineer and project management professional with an MSc from Coventry University. Anil Rao (Analyst) is a member of Analysys Masons Telecoms Software research team, focusing on service assurance, Infrastructure services, service delivery platforms and telecom software strategies programs. He has over 10 years experience in the telecoms industry, working in system integration and service delivery with major Tier 1 mobile and fixed line operators, and independent software vendors. Anil joined Analysys Mason in early 2012. He holds a BEng in Computer Science from the University of Mysore, and an MBA from Lancaster University Management School.

Published by Analysys Mason Limited Bush House North West Wing Aldwych London WC2B 4PJ UK Tel: +44 (0)845 600 5244 Fax: +44 (0)845 528 0760 Email: research@analysysmason.com www.analysysmason.com/research Registered in England No. 5177472 Analysys Mason Limited 2012 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher. Figures and projections contained in this report are based on publicly available information only and are produced by the Research Division of Analysys Mason Limited independently of any client-specific work within Analysys Mason Limited. The opinions expressed are those of the stated authors only. Analysys Mason Limited recognises that many terms appearing in this report are proprietary; all such trademarks are acknowledged and every effort has been made to indicate them by the normal UK publishing practice of capitalisation. However, the presence of a term, in whatever form, does not affect its legal status as a trademark. Analysys Mason Limited maintains that all reasonable care and skill have been used in the compilation of this publication. However, Analysys Mason Limited shall not be under any liability for loss or damage (including consequential loss) whatsoever or howsoever arising as a result of the use of this publication by the customer, his servants, agents or any third party.

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