CISCO SYSTEMS® CELL-SITE POINT OF PRESENCE ENABLES MOBILE OPERATORS TO DEPLOY ENHANCED SERVICES AT THE CELL SITE, SUCH AS STREAMING IP VIDEO AND IP VIDEO SURVEILLANCE, VOIP, AND WI-FI CONNECTIVITY SERVICES.
CHALLENGE
Operators worldwide are always looking for new ways to reduce their operating expenses (OpEx) but also, and more importantly, are always looking for new services to be deployed to attract new customers.
Cell sites are among the most important assets for mobile operators. Being widely distributed in a territory and reaching even the furthest corners of a country, they allow mobile operators to keep in contact with their customers and provide their services. Cell sites are often distributed in strategic locations that reach most people.
Because of their broad distribution, cell sites represent points of presence (POPs) that mobile operators can use to provide additional services to customers serviced in that area. Cell sites can then become endpoints for a multiservice network and offering that can generate new revenue streams and provide new advanced services.
The Cisco® RAN Optimization solution allows mobile operators to use their cell-site assets and introduce new revenue-generating services for their end users. The Cisco MWR 1941-DC-A Mobile Wireless Edge Router not only optimizes and aggregates Global System for Mobile Communications (GSM) and Universal Mobile Telecommunications Service (UMTS) traffic, but also delivers IP services to the cell site, enabling operators to develop their cell sites into IP POPs and start providing new services such as:
• Web cameras for traffic and weather information (new revenue)
• Wi-Fi hotspots (new revenue)
• Web cameras for monitoring and surveillance (OpEx reduction)
• Operations support system (OSS) networks and IP-based management solutions (OpEx reduction)
• Provide voice communications at the cell site for onsite technician usage
• Internet data services to client companies
• IP private branch exchange (PBX) and IP telephony services to client companies
All these services can be run over the optimized radio access network (RAN) backhaul network, using the excess bandwidth not used by GSM and UMTS. This solution allows mobile operators to extract new revenue-generating services from the existing network, delivering higher profitability and customer satisfaction.
SOLUTION: IP CAMERA SERVICES
The first and most effective service that can be introduced over a Cisco optimized RAN backhaul network is camera-based services.
An IP camera deployed at each cell site can send the video stream over IP to the cell-site mobile wireless router. Here, the camera IP traffic can be aggregated with the local GSM and UMTS traffic with traffic-shaping and quality of service (QoS) policies that will prevent any disruption to the GSM and UMTS services. The aggregated backhaul traffic is then sent over to the central site using any backhaul technology available, such as SDH, cable, Metro Ethernet, or WiMax. Figure 1 shows the overall network for a camera service at the cell site.
The camera video stream can then be accessed by mobile users through their data connection, by Internet users through the operator's IP network, and by operations and maintenance (O&M) personnel at the operator's premises. The camera video stream is dynamically configurable in order to adapt to the available bandwidth, using only the excess bandwidth on the backhaul and causing no disruption to the prioritized GSM and UMTS traffic.
Figure 1. Overall Network for Camera Service at Cell Site
Examples of use are:
• Mobile users can access the IP camera using their phone data connection or a PC connected to the Internet and check traffic patterns or weather conditions at the cell-site location. The camera can be installed over the cell-site antenna or in any close proximity to provide images and videos of surrounding areas. This service can deliver information about traffic, weather conditions and other useful information.
• Internal O&M personnel can access the camera's video in order to perform control and monitoring activities at the cell site. In addition, when using a tilt-pan camera, they can rotate and zoom their camera view from a remote location, receiving detailed information about cell-site status, device lights, and internal conditions.
• Security personnel can use external cameras to monitor and control cell-site security at the perimeter of the cell site, from their central remote security center. Cameras with motion-detection or infrared sensors can start recording images as soon as the perimeter is violated.
Cisco has conducted an extensive return on investment (ROI) study to determine the real benefits of the solution and provide some quantitative data, focusing particularly on revenue-generating services such as traffic and weather reports. Users can request an on-demand service to access location-specific information or subscribe to a service for a specific location. The camera can also send individual images to users with Multimedia Message Service (MMS) or distribute a video through a Web data connection.
The following assumptions have been accepted in order to quantify the costs for the business case:
• Web camera cost = EURO€1500, with 10 percent year over year price reduction
• Number of Webcams = 990 (500 year 1, then 250, 150, and 90 over four years)
• Infrastructure cost = EURO€1.1 million (for cache engine plus Web camera OSS)
Revenues would come from:
• MMS messages sent to mobile users with a picture just taken by the camera embedded in each message. MMS messages are assumed to be priced at EURO€0.5 per message, and decreasing over time, as shown in Figure 2.
• Videos accessed by users are streamed or downloaded with a price of EURO€1, decreasing over time, as shown in Figure 3.
Figure 2. Per-Camera MMS Message Revenue Growth
Figure 3. Per-Camera Video Revenue Growth
Using these numbers, Cisco proceeded with the business case analysis.
As shown in Figure 4, initial capital expenditures (CapEx) to acquire the cameras are strongly offset by the growing revenues from the services provided. The analysis provides a payback time in less than 15 months and an internal rate of return of 396 percent.
Figure 4. ROI Analysis of the Investment
SOLUTION: ENTERPRISE IP SERVICES AND IP TELEPHONY
Especially in large urban areas, mobile operators often deploy short-range cells to provide for increased coverage, and often the cell sites are located on top of buildings, which can be homes or businesses. In either case, the operator occasionally needs to reach the location with its backhaul network and service the cellular antenna.
With the Cisco RAN Optimization solution, mobile operators can use the existing RAN backhaul connection that already serves the cellular antenna and deploy additional services suitable for companies and small to medium-sized offices at the cell-site location. If the GSM and UMTS traffic on the backhaul is optimized, the excess bandwidth can be used to carry IP traffic through the backhaul to the antenna, therefore creating an IP POP at the cell-site location. This IP connection can then be used to provide additional IP-based services to local businesses, such as:
• Internet Connection-Especially for remote areas not serviced by other providers, operators can provide local businesses with Internet access through their backhaul networks. A Cisco Mobile Exchange node can provide detailed billing information about all IP traffic from a specific customer, creating a revenue stream from Internet traffic running over nonutilized bandwidth in the backhaul (Figure 5).
Figure 5. Enterprise IP Services and IP Telephony at the Cell Site
• IP PBX and IP Telephony-Companies and small offices can deploy a Cisco IP telephony solution at their premises, replacing their PBX with an IP PBX (Cisco CallManager). In addition to all the benefits that Cisco IP telephony provides, the Cisco RAN Optimization solution can route IP telephony traffic onto the backhaul network to the core IP network of the mobile operator. From here, a voice call can be terminated on:
– Mobile Phone-The call from the customer's office phone is directly transported to the backhaul and then to the core network of the operator and does not require any fixed-line external access. Mobile operators save on termination costs and can offer a better deal. Customers save on fixed-to-mobile costs.
– Branch Office-The call from the customer's office phone is transported through the operator's backhaul network to another branch office and does not require any fixed-line external access. Mobile operators route the call through their network, and customers save on interbranch fixed-to-fixed costs.
SOLUTION: WIRELESS IP SERVICES
Another application for advanced IP services delivered by Cisco RAN Optimization is deploying Wi-Fi hotspots near cell sites and providing wireless Internet access to users in the area. This solution is particularly suitable for cell sites serving large crowded areas such as shopping malls and airports, but also many dispersed locations such as fast food restaurants and highway rest areas.
Users can subscribe to the service and be billed by Cisco Mobile Exchange on their actual traffic usage, based on time or volume. Hotspots can employ Wi-Fi 802.11 a/b/g technologies as well and other suitable technologies.
IP traffic from the hotspot is transported over the backhaul network using the excess bandwidth not utilized by GSM and UMTS. It can be assigned a best-effort category by the QoS policies to prioritize GSM and UMTS traffic over IP traffic and preserve the necessary reliability of the RAN (Figure 6).
Figure 6. Wireless Hotspots and IP Services at the Cell
As an additional feature, Cisco MWR 1941-DC-A mobile wireless routers support Mobile IP and can act as a "foreign agent" for any Mobile IP registered user. Wireless users can enjoy a richer experience and versatile mobility when using Mobile IP in their Wi-Fi connections.
SOLUTION: MAINTENANCE IP SERVICES
Having an IP connection at the cell site can be valuable for control and maintenance activities by O&M personnel. Centralized network management systems allow operators to control and manage their cell sites remotely.
Also, if the GSM/UMTS radio network failed, an operator at the cell site would not be able to make any calls. Using Cisco IP Communicator software on a laptop PC connected to the IP-enabled backhaul, the site technician can still make phone calls using IP telephony, thus receiving assistance from the central site and solving the problem quickly (Figure 7).
Figure 7. Maintenance IP services at the Cell Site
BUSINESS BENEFITS
The Cisco RAN Optimization offers these important benefits:
• OpEx savings
• Easier RAN backhaul expansion
• Quicker UMTS rollout
This Cisco solution also offers mobile operators the possibility to:
• Deploy new innovative services based on IP: Web camera access and MMS still image subscriptions, corporate and small office IP telephony, maintenance and support IP services, and wireless Wi-Fi or WiMax hotspots
• Create new revenue-generating services and provide new billable services to mobile customers
• Extend service offering providing Internet access to remote locations, fast Wi-Fi data access at cell sites, MMS camera image distribution, and real-time camera video access
• Increase customer retention with additional services on existing networks
• Reduce OpEx for maintenance services by providing easier and faster problem-solving IP-based services to O&M personnel who need to service a cell-site location
• Deploy additional services as need arises, without additional investments needed
SUPPORTING SOLUTIONS, PRODUCTS, AND SERVICE OFFERINGS
The Cisco Cell-Site POP solution is part of a broader Cisco offering for RAN infrastructure optimization for GSM and UMTS networks, as well as Code Division Multiplex Access (CDMA) infrastructures. Supporting solutions, products, and service offerings are:
• Cisco MWR 1941-DC-A Mobile Wireless Edge Router
• Cisco Mobile Wireless Transport Manager (MWTM) management platform
• Cisco Advanced Services for RAN Optimization
WHY CISCO?
Cisco provides a complete IP-based RAN infrastructure optimization solution that increases efficiency, reduces costs, and enables additional IP-based services, where Cisco is the recognized market leader.
Worldwide leader in IP networking solutions:
• IP-based transport of RAN traffic, compliant with Third-Generation Partnership Project (3GPP) R5/R6
• IP end-to-end services at cell site
World-class reliable and expandable solution:
• RAN vendor-independent solution integrates with all major existing RANs
• Transparent RAN solution; does not affect voice quality and data throughput
• Wide range of interface choices for alternative backhaul
World-class network management products:
• Integrated management solution based on Simple Network Management Protocol (SNMP) allows for centralized management of remote sites
• Expertise and knowledge in deploying network management solutions to manage thousands of nodes
World-class technical support:
• Worldwide support organizations (Cisco Advanced Services, TAC)
FOR MORE INFORMATION
For more information about the Cisco Cell-Site POP solution and products, visit the Cisco RAN Optimization Website at http://www.cisco.com/go/mobile
