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		<title>Hypertag: Proximity or Bluetooth marketing and all that</title>
		<link>http://technologyinside.com/2008/11/11/hypertag-proximity-or-bluetooth-marketing-and-all-that/</link>
		<comments>http://technologyinside.com/2008/11/11/hypertag-proximity-or-bluetooth-marketing-and-all-that/#comments</comments>
		<pubDate>Tue, 11 Nov 2008 12:12:53 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
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		<description><![CDATA[Advertising on mobile or cell phones seems to be at the top of  everyone&#8217;s agenda these days, no matter whether it be a start-up focusing their business plan around it or venture capital companies investing millions of their limited partner&#8217;s cash on this  seemingly forever expanding golden market opportunity. Predictions abound that the [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=230&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p><strong><span style="font-size:medium;"><img src="http://www.gare.co.uk/images/hypert7.jpg" border="0" alt="" width="270" height="217" align="left" /></span></strong>Advertising on mobile or cell phones seems to be at the top of  everyone&#8217;s agenda these days, no matter whether it be a start-up focusing their business plan around it or venture capital companies investing millions of their limited partner&#8217;s cash on this  seemingly forever expanding golden market opportunity. Predictions abound that the market will grow into a multi-billion dollar market over the next few years and they are probably right, though  market growth has proved to been painfully slow to date &#8211; some even say &#8216;glacial&#8217;.</p>
<p><img src="http://www.gare.co.uk/images/pdf.gif" border="0" alt="" width="16" height="17" /> <a href="http://www.gare.co.uk/hypertag.pdf" target="_blank">Download a PDF  version of this post</a></p>
<p>Much of the slow growth has to do with the challenges of the mobile phone as a platform as they still difficult to use with user interfaces designed by people who seem to have never used their  designs. Accessing the mobile Internet is still a challenge for many and horror stories still abound about bills of thousands of pounds for downloading content while roaming.</p>
<p>Most users are still stuck in the quagmire of the GPRS performance &#8211; or lack of it &#8211; that can often be as lethargic as the first days of the Internet nearly twenty years ago. However, this is  really beginning to change. The advent of Apple&#8217;s iPhone (and now its copycats) setting the mobile world ablaze with user interfaces <em>par excellence</em> and the roll-out of high-speed 3G data  interconnectivity using HSDPA, CDMA or Wi-Fi really is beginning to make mobiles usable for accessing Internet based services. Dare I say that it is even beginning to be fun?</p>
<p>Mobile advertising is a broad church and includes many ways to engage and interact with elusive consumers including traditional graphic banner ads and &#8217;splash&#8217; pages on mobile web sites, SMS or MMS  messaging or ad inclusion in mobile video or pushed content. The opportunities are endless and there are many companies offering aggregation, syndication and publication technologies and services to  brands or agencies that wish to gain the attention of those individuals hooked on using their mobiles twenty four hours a day.</p>
<p>An interesting sector of mobile services are <strong>Location Based Services (<a href="http://en.wikipedia.org/wiki/Location-based_service" target="_blank">LBS</a>)</strong> &#8211; <a href="http://technologyinside.com/2007/01/21/location-based-services-alive-and-well/" target="_blank">Location based services are alive and well</a><strong>.</strong> These are applications that enable the  delivery of content or information based on a knowledge of the location of individual mobile phones. Locations are provided as a commercial service by mobile service providers. Location information is  derived from triangulation techniques based on received signal strength and delays of an individual mobile phone wireless signal as it is received by multiple cell base stations. This enables the  creation of map-based services that can provide the location of interesting near-by facilities such as ATM machines, bars or restaurants. This can also provide information about friends&#8217; (or as  Americans call them, buddies&#8217;) locations. This capability is often called &#8216;Presence&#8217; and was covered in an earlier post &#8211; <a title="The magic of ‘presence’" href="http://technologyinside.com/2007/03/20/the-magic-of-presence/">The magic of ‘presence’</a>. For example, the service can tell a user  whether their friends are physically close to their current location and would be willing to meet up. Linking this to a social networking service with an embedded instant messaging service enables the  creation of some very innovative services.</p>
<p>A second interesting sector that currently has less visibility than Location Based Services is known as <strong>Proximity or Bluetooth Marketing (<a href="http://en.wikipedia.org/wiki/Proximity_marketing" target="_blank">PM</a>).</strong> Proximity or Bluetooth Marketing is a much more localised geographic basis than is possible with a Location Based Service as it uses either infrared, short-range Bluetooth (<a title="Permanent Link to The Bluetooth standards swamp" href="http://technologyinside.com/2007/10/02/the-bluetooth-standards-swamp/">The  Bluetooth standards maze</a>) or Wi-Fi technologies installed on mobile phones. This involves setting up a Bluetooth based <strong>Content Server</strong> that can detect nearby mobile phones and interact with  consumers who are enticed to &#8216;opt-in&#8217; to received downloaded content.</p>
<p>As a consumer&#8217;s location is exceedingly local to the Proximity or Bluetooth Marketing Content Server, it is possible to provide content that consumer&#8217;s really do want to receive through the opt-in process. For  example, the Proximity or Bluetooth Marketing service can be used to download purchased MP3 music or ringtones or images to place on the screen of the mobile phone.</p>
<p>It&#8217;s also possible to use Proximity Marketing to provide information &#8211; think about visiting a museum or art gallery and being able to receive information and background on each exhibit or painting  on your mobile phone as you pass by. These are called <strong>Experiential Services.</strong></p>
<p>Let&#8217;s get one thing out of the way before we go any further.</p>
<p><strong><span style="color:maroon;">Is Proximity or Bluetooth Marketing just another form of SPAM?</span></strong></p>
<p><img src="http://www.gare.co.uk/images/hypert4.gif" border="0" alt="" width="270" height="207" align="right" />Although Proximity or Bluetooth Marketing is quite well known within the advertising industry, it&#8217;s quite  interesting to see the reaction of individuals who are outside of the industry when this subject is raised. Often, the off-the-cuff reaction is to say &#8220;That&#8217;s SPAM isn&#8217;t it?&#8221;. To me, this is clearly  not the case. SPAM, as we all know it in our email in-boxes, consists of junk that no-one wishes to read or indeed open due to well-founded concern about viruses and malware. Moreover, it gets to my  in-box whether I like it or not &#8211; there is no opt-out option with real SPAM.</p>
<p>Are banner advertisements on web sites created by advertising aggregators such as Google AdSense<span style="font-family:Verdana;">™</span> SPAM? No! Proximity or Bluetooth Marketing, cannot be considered as  SPAM as it is always based on the consumer <em>opting in</em> to receive the information or downloaded content. Consumers really want to interact and download what is on offer. I really couldn&#8217;t explain  it any better than as found in <a href="http://en.wikipedia.org/wiki/Proximity_marketing" target="_blank">Wikipedia</a>:</p>
<p style="margin:5pt 22.5pt;"><em>&#8220;It used to be the case that due to security fears, or a desire to save battery life, many users keep their Bluetooth devices in OFF mode, or ON but not set to be discoverable. <strong>Because  of this, often regions [locations] where Bluetooth proximity marketing is in operation is accompanied by advising via traditional media &#8211; such as posters, television screens or field marketing teams </strong>- suggesting people make their Bluetooth handsets discoverable in order to receive free content. A discoverable Bluetooth device within range of the [content] server is automatically sent a  message asking if the user would like to receive the free content.&#8221;</em></p>
<p>So, let&#8217;s put the idea that Bluetooth-based Proximity Marketing is SPAM to bed; consumers usually request to receive proximity based content because they actually want to receive it. Also, Proximity or Bluetooth Marketing is 100% legal. Don&#8217;t worry that the next time you walk past a billboard you are going to be inundated with unwanted SPAM as it&#8217;s much more likely you will actually want to see what  is on offer and download it.</p>
<p>Few individuals will freely admit that they enjoy watching adverts and want them interrupting their daily dose of interacting with their friends through SMS or using their mobile based social  networks. However, their attitudes can be easily modified through the use of incentives such as cash or money saving coupons and providing really interesting and innovative interactive advertising  that really engages consumers.</p>
<p>One UK company that is very active in Proximity or Bluetooth Marketing is Hypertag Ltd.</p>
<p><a href="http://www.hypertag.com/" target="_blank"><img src="http://www.gare.co.uk/images/hypert2.jpg" border="0" alt="" width="191" height="169" align="left" /></a>Hypertag<sup> (1) </sup>(<a href="http://www.hypertag.com/" target="_blank">www. hypertag.com</a> or <a href="http://www.myproximitymarketing.com" target="_blank">www.myproximitymarketing.com</a>)  is based in Cambridge, UK and was pretty much the first company to offer Proximity or Bluetooth Marketing services starting in 2001.</p>
<p>Hypertag focuses on running Proximity Marketing campaigns for many of the world&#8217;s largest and well known consumer brands and advertising agencies (<a href="http://www.millwardbrown.com/Sites/optimor/Media/Pdfs/en/BrandZ/BrandZ-2008-Report.pdf" target="_blank">Top  100 Most Powerful brands</a>). Hypertag is unusual in that it has not only developed its own specialist software but also an optimised Proximity Marketing Content Server called, not unsurprisingly, a  &#8216;Hypertag&#8217;.</p>
<p>A Hypertag is a small dedicated computer that runs Hypertag&#8217;s in-house developed software suite and is effectively a wireless base station. A Hypertag can communicate with mobile or cell phones  equipped with infrared or Bluetooth communication facilities. The Proximity or Bluetooth Marketing campaign content is stored in the Hypertag&#8217;s memory and can be updated in real-time if the Hypertag is connected  to the Internet. The reason I say &#8216;if&#8217; is that there are two types of Hypertag; a <strong>wearable </strong>Hypertag and a <strong>static </strong>Hypertag which are described below.</p>
<p><strong><span style="color:maroon;">Wearable Hypertags</span></strong></p>
<p><img src="http://www.gare.co.uk/images/hypert4.jpg" border="0" alt="" width="273" height="213" align="right" />A wearable Hypertag is physically worn by campaign promotional staff so it could be called a  &#8216;wearable computer&#8217;. The individuals who wear the Hypertag wander around events such as exhibitions and festivals and interact directly with visitors. For example, they could be giving away discount  coupons or other promotional software or video clips. Specific examples of real Hypertag campaigns are described below.</p>
<p>From a technical perspective, content is loaded onto the Hypertag early in the day which is powered by a battery pack attached to the shoulder strap. Because promotional staff proactively interact  directly with individuals throughout the event, the number of downloads can be very high.</p>
<p>Each time an opt-in transfer occurs, all the relevant data is recorded and a full analysis report can be provided to the paying brand manager. This is of crucial importance these days as brand  managers have to justify every penny or cent spent on advertising and promotion.</p>
<p><span style="color:#800000;"><strong><img src="http://www.gare.co.uk/images/hypert15.jpg" border="0" alt="" width="278" height="319" align="left" /></strong></span><strong><span style="color:maroon;">Static Hypertags</span></strong></p>
<p>Static Hypertags are powered by mains or line voltage rather than batteries and are usually embedded in interactive poster displays or video screens. As can be seen in the picture on the left,  consumers are shown the content that can be downloaded in the poster. In this example, consumers are told to &#8220;activate Infrared on their mobile or cell phone and point it at a red spot&#8221; on the poster  where they will be able to download a ring tone.</p>
<p>Importantly, because the Hypertag is in a fixed location it can be connected back to a central content management system called a <strong>Hyperhub</strong> so that content can be updated or usage statistics  uploaded for consolidation with data from other deployed Hypertags running the same campaign.</p>
<p>&#8216;Backhaul&#8217; connectivity between Hypertags and Hyperhub can be achieved via the Internet using a USB port or local Wi-Fi. If Hypertags are located where neither of these options are available, they  can automatically connect to Hyperhub according to a programmed schedule using a GPRS data link. Interestingly, this is more than often the case, especially if the Hypertag is located outside.</p>
<p><strong><span style="color:maroon;">Proximity or Bluetooth Marketing Campaigns</span></strong></p>
<p>According to Hypertag&#8217;s Commercial Director, Elaine Haines, Proximity Marketing is still seen as &#8220;a little bit edgy&#8221; by the big brands and is often not yet seen as a part of the &#8220;main stream&#8221;. This  seems to be put Proximity Marketing into the same camp as other types of advertising on mobile or cell phones. According to Haines, many brands do have &#8220;champions&#8221; that understand the power of  Proximity Marketing and see it as a &#8220;cool&#8221; method to really intimately interact with targeted consumer groups. It&#8217;s a no-brainer assumption that these groups tend to consist of the younger generation  who seem to live their lives through their mobile or cell phones.</p>
<p>So even if Proximity or Bluetooth Marketing is seen as the &#8216;new kid on the block&#8217;, Hypertag seems to have achieved real success in driving forward Proximity marketing campaigns as they claim to have run some  400 to date either themselves in the UK or through their channel partners around the world. Typical Hypertag campaigns are generally not based on simple advertising but based on creative ways to  engage consumers through experiential marketing. The most successful Proximity marketing campaigns are those that focus on providing content at locations that is closely associated with consumers&#8217;  interests. Examples of events that can lead to real one-to-one interaction with consumer are:</p>
<p><strong>Exhibitions: </strong>Individuals usually attend exhibitions because they are interested in the subject matter. Therefore campaigns run at exhibitions provide content that is, by definition, of  interest to attendees. One of the most active areas are the big automotive shows where all the car manufacturers are keen to get photographs or specifications into the hands of the attendees.</p>
<p><strong><img src="http://www.gare.co.uk/images/hypert9.jpg" border="0" alt="" width="267" height="184" align="right" />Music Festivals and concerts:</strong> Attending a musical festival in the middle of a wet field  to listen to their favourite bands or groups is one of the favourite pastimes of the younger generation. Or they could be attending a fantastically expensive ticketed concert held at The O2 in London  by one of the rock legends. Either way, every single attendee could be interested in downloading pictures, MP3 files or ring tones onto their mobile or cell phones. Campaigns based on wearable  Hypertags can be particularly successful as such events as the wearer can directly interact with attendees gained through direct eye contact.</p>
<p><strong>Museums, art galleries, gardens and visitor attractions: </strong>Visitors to such places are interested in receiving information about what they are viewing at any point in time. Visitors can be  provided with background information of an item and maybe a little history to bring it alive. Moreover, visitors could download for free, or purchase, photos or other content related to the attraction  that is of interest to them.</p>
<p><strong>Bars, clubs and restaurants:</strong> Bars, clubs and restaurants provide ideal venues to run Proximity Marketing campaigns for the drinks industry that maybe include a voucher for a free drink or  the ability to participate in a competition.</p>
<p><strong>Shops, shopping malls and airports:</strong> Many such venues ban paper based advertising due to the mess that they can create so Proximity Marketing is a growing mechanism to interact with shoppers.  Proximity Marketing Content servers can be placed near the entrance to tell shoppers about offers or special events. They can also be placed next to display screens and provide the ability for  shoppers to download information about their favourite consumer product brands.</p>
<p><strong>Taxis:</strong> Taxi passengers are a good target for mobile Proximity Marketing as they have the time available to interact with download offers from video screens within the taxi passenger  compartment.</p>
<p><span style="color:#800000;"><strong><img src="http://www.gare.co.uk/images/hypert8.jpg" border="0" alt="" width="270" height="204" align="left" /></strong></span><strong><span style="color:maroon;">Typical downloaded content</span></strong></p>
<p>Anything and everything can be downloaded from a Hypertag to a consumer&#8217;s mobile phone as long as the phone is capable of running it, playing it or displaying it. One of the considerations that  needs to be taken into account are <strong>Digital Rights Management (DRM)</strong> and copyright issues. This is a complex area but content owners need to clear about the consequences of consumers forwarding  downloaded content onto friends and colleagues. Of course, this may be the very essence of a campaign in trying to create a mass viral distribution of their content.</p>
<p>Examples of content downloaded in recent Hypertag campaigns are:</p>
<p><strong><span style="color:black;">Ringtones and audio clips (MP3)</span>:</strong> Audio files can be downloaded for free or purchased including songs, jingles or podcasts.</p>
<p><strong>Flash files:</strong> Product promotion animations or animated instructions.</p>
<p><strong>Ringtones:</strong> Annoy fellow travellers or impress friends with ring tones of your choice.</p>
<p><strong>Java Applications:</strong> Downloaded applications could include calculators, time managers, games, communications tools, Instant Messaging clients, social network applications, maps, widgets of all  kinds, or other branded applications. The list is endless.</p>
<p><strong><span style="color:black;">Vouchers and competitions:</span></strong><span style="color:black;"> Very few of us can ignore an offer and one of the most popular forms of download is that of vouchers or  competition entries to save money or win prizes on the spot.</span></p>
<p><strong>Information and guides:</strong> In exhibitions it is possible to download information about a particular display. This could be in the form of text, voice or animations.</p>
<p><strong><span style="color:black;">Video and animations</span></strong><span style="color:black;">, i<strong>mages and screensavers:</strong> The list of what could be downloaded is only &#8220;limited by your imagination&#8221; to  use that old clichéd saying. </span></p>
<p><strong><span style="color:black;">Reminders: </span></strong><span style="color:black;">These could be text based or an automatic insertion into a diary application.</span></p>
<p>In addition, the power of a Hypertag is that any combination of the above, with randomisation, serialisation and time-based changes of content on offer can be downloaded.</p>
<p><strong><span style="color:maroon;">Running a Proximity Marketing Campaign</span></strong></p>
<p>What steps are involved in running a Proximity Marketing campaign on behalf of a large brand owner or agency?</p>
<p><strong>Content creation:</strong> The first step is to create the content that is to be downloaded. This is the world of the highly creative brands or agencies who try to find ways that will engage the  consumer (and win them industry prizes). Clearly, there are limitations to what can be achieved due to the limitations of the mobile platform and the physical size of the content that can be  downloaded. If a download takes too long the consumer will get bored and move on before the download can be completed.</p>
<p><strong>Content formatting and personalisation:</strong> In the world of personal computers, it is relatively straightforward to create content that can be displayed on most of the computers as there are  only a limited number of Internet browsers that can be used. However, even designing content to look the same on all leading PC browsers is a difficult enough task and achieving this on all mobile  phones is virtually impossible. The reason for this is that nearly all mobile phones models are different in every possible way including, screen size, browser used, operating system and accessible  features.</p>
<p>This was covered in previous posts such as <a title="Java just doesn’t cut the mustard?" href="http://technologyinside.com/2007/01/30/mobile-apps-java-just-doesnt-cut-the-mustard/">Mobile apps:  Java just doesn’t cut the mustard?</a> and <a title="Permanent Link to Content transcoding hits mobiles" href="http://technologyinside.com/2007/10/18/content-transcoding-hits-mobiles/">Content  transcoding hits mobiles</a>. Content files need to formatted into multiple forms and when a consumer connects to the Hypertag, the Content Server has to decide what the model of the mobile phone is  and download the appropriate form for that particular model or decline the download request if the phone is not capable of running the content. The management and updating of a phone capability  database or &#8216;fingerprint&#8217; is a never-ending activity at Hypertag I would suspect. Things are helped in that Hypertag do obtain first-hand statistics of what mobile phones consumers are using to access  content and this list provides early indications of what the latest fashions in phone usage actually are<strong>.</strong></p>
<p><strong>Delivery:</strong> In a deployed location, Hypertags continually interact with consumers&#8217; requests to download content. The process of content download is monitored on an end-to-end basis and  statistics are collected for each transaction.</p>
<p><strong>Reporting:</strong> It is usual that multiple Hypertags are used in a single campaign. Hypertag campaigns could be located at the same general location, or at multiple simultaneous locations, or  could run on different dates. Either way, statistics from all Hypertags running the same campaign are assembled into a report after the close of the campaign and forwarded to the brand or agency to  enable them to assess the success of the campaign and justify their spend.</p>
<p><strong><span style="color:maroon;">Example campaigns</span></strong></p>
<p>Here are three examples of campaigns that Hypertag have run in recent years.</p>
<p><img src="http://www.gare.co.uk/images/hypert11.jpg" border="0" alt="" width="175" height="232" align="left" /><strong><span lang="EN-US">Ford Motor Company, The Sydney Motor Show, Australia: </span></strong>The  posters, as shown on the left, invited the consumer to interact with the Hypertag using their mobile phone and receive free content. Consumers could interact with the Hypertags by activating the  infrared or Bluetooth on their mobile and pointing it at the Hypertag. Consumers who did this were able download a range of content relevant to the type of car they were near; either the Ford Focus,  Falcon, UTEs or SUV. Each Hypertag distributed content including videos, MP3’s, wallpapers and images in a random order. Phones that could not receive this content instead received an electronic  business card.</p>
<p>The reasons for using Hypertags were to raise awareness of the launch of Ford’s new vehicles and provide a novel mechanic to allow people to download digital assets related to the Ford vehicles  directly from the Ford stand. Ford benefited from 10,000+ interactions downloaded over 11 days from only four Hypertags.</p>
<p><span style="font-size:12pt;font-family:Times New Roman;" lang="EN-US"><strong><img src="http://www.gare.co.uk/images/hypert13.jpg" border="0" alt="" width="181" height="236" align="right" /></strong></span><strong><span lang="EN-US">Castle  Lager, South African Test Matches:</span></strong><span lang="EN-US"> SAB Miller wanted to promote the Castle Lager brand at the cricket Test Matches in Durban and Cape Town by reinforcing visibility of  their sponsorship of the events, rewarding brand choice and creating a dialogue with consumers. A team of promotional staff using ten wearable Hypertags</span> invited consumers to interact with the  Hypertag using their mobile phone. The promotion targeted attendees at two International Test Cricket matches.</p>
<p class="hypertaghouse">In this particular campaign, consumers could randomly download a prize voucher, ringtone or wallpaper. Anyone interacting with the Hypertags had a 1 in 5 chance of receiving a  prize voucher. The prizes were “One Run” &#8211; Free Beer, “Two Runs” &#8211; Key-ring bottle openers and Lanyards, “Four Runs” – Carabina Key-rings and “Six Runs” &#8211; Castle Back Pack. Mobiles that could not  receive this content instead received an electronic business card. Castle Lager benefited from 18,000+ interactions over 8 days from 10 Hypertags.</p>
<p class="hypertaghouse"><img src="http://www.gare.co.uk/images/hypert14.jpg" border="0" alt="" width="261" height="210" align="left" /><strong>O2&#8217;s iPod Touch Nationwide Promotion:</strong> O2 launched the iPod Touch  in December 2007 and was looking for ways to improve the sales of the handset and create a buzz around the launch. In order to do this, they approached Hypertag. In addition to driving sales of the  iPod Touch, O2 was also keen to promote the brand amongst shoppers and build brand awareness. This was a particularly complex project for Hypertag, not only as the promotion took place in 50 O2 retail  outlets nationwide, but also because the whole project was organised in 4 days! O2 got in touch on the Tuesday and the campaign was rolled out on the Saturday.</p>
<p>Based on O2’s brief, the content mechanic employed was a simple yet effective one: anyone interacting with the Hypertags was able to download a discount voucher entitling them to money off if they  purchased an iPod Touch. The added advantage of using Hypertag’s wearable proximity marketing solutions is that consumers can interact and download content completely free of charge and without giving  away any personal data &#8211; unlike other mobile marketing promotions where phone numbers and other data is collected.</p>
<p><strong><span style="color:maroon;">Benefit inventory</span></strong></p>
<p>There are a high number of potential benefits to brands and agencies using Proximity Marketing as a component to their campaigns. A few that come to mind are:</p>
<p><strong>Power of a &#8216;moment in time and place&#8217;:</strong> Proximity Marketing could be considered to be one of the most powerful ways to directly engage consumers in brand related content activities. It is  possible to interact with a community of like minded consumers that have come together at a particular location at the same time. This combination of location and &#8216;moment in time&#8217; enable the creation  of a campaign that is focused and highly engaging with an almost guaranteed high uptake percentage.</p>
<p><strong>Desired interactivity:</strong> Campaigns include desired interaction with consumers and active opt-in by the consumer based on relevant and wanted content downloads. Few other traditional  advertising mediums have this ability &#8211; how many video screens did you walk past in last few days without remembering what was showing?</p>
<p><strong>Free of charge</strong>: One of the big benefits for the consumer is that it is possible to download content &#8211; regardless of the target file’s size &#8211; free of charge without suffering the possibility  of an ensuing large download charge. Of course, content download can be paid for if that is appropriate.</p>
<p><span style="color:#800000;"><strong><img src="http://www.gare.co.uk/images/hypert10.jpg" border="0" alt="" width="271" height="188" align="right" /></strong></span><strong>Integrated analytics and reporting:</strong> In these tough  times, brand managers and agencies who pay for campaigns need to justify every penny spent on promotion based on a forecast of uptake included in the business case. Unlike traditional advertising, the  use of Proximity Marketing can provide hard data relating to usage. Details of each download is recorded and if a campaign is executed using a number of Hypertags all this information is aggregated  into a single report that is sent to the brand manager after the campaign finishes. Information can include a list of daily interactions, unique users, dates and times, mobile phone type used, voucher  or prize report, utilisation and usage efficiency.</p>
<p><strong><span style="color:maroon;">Roundup</span></strong></p>
<p>Proximity or Bluetooth Marketing is not an uncomplicated business! Delivering advanced Proximity Marketing campaigns requires the use of specialist Content Servers running a specialist application software  connected to a communications hub to coordinate and monitor campaigns. Also, content creation and campaign result analysis requires a multiplicity of proprietary applications and we shouldn&#8217;t forget  the need to monitor what mobile phones are popular at any time and adapt campaign content to individual phones.</p>
<p>Proximity Marketing may still be considered to be at a relatively early stage of adoption by global brands and agencies but its future is undoubtedly bright. It has a clearly defined position in  the world of promotion and campaigns that can provide benefits that are difficult to deliver using other traditional promotion techniques.</p>
<p>Perhaps, next time you see a poster or &#8217;someone&#8217; asking you to turn on Bluetooth, take a look around and you may be pleasantly surprised!</p>
<p><span style="color:#800000;"><strong>Addendums:</strong></span></p>
<p>Hypertag have now launched a blog -<a href="http://mybluetoothmarketing.com/" target="_blank">http://mybluetoothmarketing.com/</a></p>
<p><span style="color:#800000;"><strong> </strong></span></p>
<p><span style="color:#800000;"><strong> </strong></span></p>
<table style="border-collapse:collapse;" border="0" cellspacing="0" cellpadding="0">
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<td valign="top"><img src="http://www.gare.co.uk/images/hypert2.gif" border="0" alt="" width="225" height="71" align="left" /></td>
<td valign="top"><a href="http://showcase.brandrepublic.com/hypertag/default.aspx" target="_blank">Take a look at Hypertag&#8217;s campaign work: </a></td>
</tr>
<tr>
<td valign="top"><img src="http://www.gare.co.uk/images/hypert1.gif" border="0" alt="" width="180" height="80" align="left" /></td>
<td valign="top">For an excellent overview of Hypertag take a look at ITNLocal&#8217;s short video: <a href="http://info.itvlocal.com/sci-techmobile.shtml" target="_blank">Cambridge firm at front of      mobile revolution</a> (Click the link at the foot of the page)</td>
</tr>
</tbody>
</table>
<p>(1) I would like to declare an interest in Hypertag as I am an adviser to the company.</p>
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		<title>Optimum Communications Services – finally a way out of the zero-sum game?</title>
		<link>http://technologyinside.com/2008/10/20/optimum-communications-services-finally-a-way-out-of-the-zero-sum-game/</link>
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		<pubDate>Mon, 20 Oct 2008 12:50:37 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
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		<description><![CDATA[ Download a PDF version of this post

In a previous post, The new network dogma: Has the  wheel turned full circle?, I wrote about the now common perception that the mix of technologies that forms the basis of a service provider’s Next Generation Network (NGN)  is considered to be done and dusted. This is [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=164&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p><img class="alignleft" src="http://www.gare.co.uk/images/pdf.gif" alt="" width="16" height="17" /> <a href="http://www.gare.co.uk/OCS.pdf" target="_blank">Download a PDF version of this post</a></p>
<p><img src="http://www.gare.co.uk/images/optimu20.jpg" border="0" alt="" width="272" height="208" align="left" /></p>
<p>In a previous post, <a title="Has the wheel turned full circle?" href="http://technologyinside.com/2008/08/26/the-new-network-dogma-has-the-wheel-turned-full-circle/" target="_blank">The new network dogma: Has the  wheel turned full circle?</a>, I wrote about the now common perception that the mix of technologies that forms the basis of a service provider’s Next Generation Network (<a href="http://en.wikipedia.org/wiki/Next_Generation_Networking" target="_blank">NGN</a>)  is considered to be done and dusted. This is because network technologies are now wholly dominated by IP-based protocols. In itself the wide-scale adoption of IP has been transformational for the  carrier industry, but at the heart of this domination lays a major ‘zero-sum game’ dichotomy where the gains are offset by an equal, if not greater, loss.</p>
<p>What has caused this dichotomy? Today’s IP and MPLS networks have to manage bursty and unpredictable IP traffic over a layer-1 network that, regardless of the protocol, is composed of fixed  bandwidth connections. This has lead to the creation of a family of ever-more complex protocols that aim to ‘micro-manage’ IP traffic at layers 2 / 2.5 and 3. In the above posting, it was suggested  that today’s IP networks could be considered to be “over engineered” and often seems to act like children with tantrums.</p>
<p>In practice, many network service providers have baulked at deploying these complex protocols and have turned to the ‘simple’ concept of over-provisioning where bandwidth is thrown at the network  to ensure adequate Quality of Service (QoS) for their business customers. However, over-provisioning maybe considered to be simple to deploy and manage, but it comes together with innately high  deployment costs and low efficiency. This is because the expensive network equipment port and transport bandwidth headroom that is required to handle bursts is not used for much of the time. It seems  that a network architect or planning engineer is in a no-win situation and have to choose between the costly simplicity of over-provisioning or the complexity of a micro managing the network.</p>
<p>This no-win situation is further compounded by other factors. First, there is the shift in the mix of applications carried by IP from non real-time file transfer type traffic such as emails and web  pages, for which IP was originally intended for, to real-time services such as VoIP or streamed video services. This shift demands sophisticated application QoS control capabilities, increasing the  cost and complexity of providing IP services.</p>
<p>On top of this change, the overall volume of service traffic continues to increase apace, at much greater rate than the customers’ spending can increase. These factors, on their part, would require  massively scalable IP service delivery infrastructure with radically reduced cost per Gbps of service capacity. This demand for simplicity and cost-efficiency seems to be in direct contrast to the  need to guarantee deterministic QoS for the emerging realtime and interactive IP applications.</p>
<p>Taken together, it appears that these pressing requirements cannot be solved by either of the traditional means of over-engineering (leading to unmanageable complexity) or by over-provisioning  (leading to decreasing utilization and increasing capacity costs).</p>
<p>Thus, even if the NGN technology plans were once considered done deal, the end-user application demands and the harsh economics cause there to be, as much as ever, need for innovations that  concentrate on delivering both network cost-efficiency and performance improvements. I would suggest that if a more open approach was taken on network architecture and business model options then  competitive advantage <em>can be</em> gained for those service providers who are willing to consider new approaches. Perhaps through innovation, the concept of ‘brute-force’ over-provisioning can be  made to be seen as one of yesterday’s architectural strategies?</p>
<p><img src="http://www.gare.co.uk/images/optimu2.jpg" border="0" alt="" width="244" height="123" align="right" />In this vein, I’d like to take the opportunity to write about one company that has taken a  highly innovative approach to address improved efficiency in next generation networking. Moreover, their business model is that of a service provider rather than a technology vendor. You don’t often  come across a service provider that bases its business on internally developed and patented innovative technology, <a href="http://www.optimumzone.net/" target="_blank">Optimum Communications Services</a> (OCS) <sup>(1)</sup> is one that has done just that. To quote the opening paragraph on their home page:</p>
<p style="margin:5pt 37.5pt;"><em>The real-time self-optimizing, self-configuring broadband VPN and multi-service backbone network solutions of Optimum Communications Services (OCS) combine the  performance and security of a private network with the economies of shared Internet infrastructure. With OCS’ Intelligent Transport Network™ (ITN) solutions, performance and cost are not a trade-off;  the efficiency of ITN results in both maximized performance and minimized cost.</em></p>
<p>The last sentence should be enough to intrigue any service provider CTO, COO or CFO and want to find out more.</p>
<p><strong><span style="color:#800000;">OCS’ business model</span></strong></p>
<p>It’s always difficult to know whether to talk about technology or business models first as it depends on whether the reader is a technologist or a commercial manager. In this case however, I feel  that it is quite important to explain the business model first as OCS have chosen to be a <strong>service provider</strong> rather than be a <strong>technology provider</strong> (these two approaches  are not necessarily mutually exclusive)<strong>.</strong></p>
<p>Although OCS have developed innovative and patented technology <sup>(2)</sup>, they plan to bring this to market by offering a wholesale network connectivity and/or optimisation services that  benefit from their technology developments. They offer these in two principal flavours:</p>
<p><strong>Wholesale service:</strong> With customers who do not desire to invest in, own or operate their own fibre-optic networks and customarily buy their required network connectivity services  from network service providers, OCS will operate as a traditional <strong>service provider</strong>. They will bring a set of services to the market that will benefit their customers from both  cost-efficiency and service improvement perspectives. OCS will manage the customer’s network services enhanced through the use of their own technology innovations applied to off-the-shelf leased  optical wavelengths. Examples of organisations could be systems integrators, who could use OCS’ service as a more cost-efficient alternative to traditional leased lines or wavelengths in an enterprise  end-customer’s Wide Area Network (WAN) application, or they could be value-added service providers such as CDNs, ASPs, wireless service providers using OCS’ service to interconnect their POPs,  data-centres, switching centres and network access points. In this case, OCS is acting as a wholesale service provider.</p>
<p><strong>Optimisation as service:</strong> For organizations with a significant investment in their own fibre optic network capacity, OCS can provide a network throughput maximization service as a <strong>service provider</strong> and will operate and manage the its optimisation-layer technology on behalf of the customer though, in this case, over fibre-optic wavelength capacity provided by the  customer.</p>
<p><strong><span style="color:#800000;"><img src="http://www.gare.co.uk/images/optimu22.jpg" border="0" alt="" width="267" height="212" align="right" /></span></strong><strong><span style="color:#800000;">Background</span></strong></p>
<p>Even after more than a decade of packet traffic driven network technology and service offering development, and while most of the network traffic already is packet based i.e. inherently of variable  bandwidth nature, it is strange but true that the variable bandwidth packet traffic is still being delivered over fixed-bandwidth physical layer network connections, regardless of the protocols used.  These planning and technology deficiencies unavoidable lead to a high level of structural inefficiency because a high percentage of costly bandwidth remains unused for most of the time. This wasted  bandwidth is called <strong>Stranded Bandwidth</strong> and can be found in any network even if is an all IP network or the strategically ‘ideal’ Next Generation Network (NGN) and represents money  down the drain for most operators. (Picture credit: <a href="http://www.isoc.org/inet97/proceedings/F1/F1_2.HTM" target="_blank">ISOC</a>)</p>
<p>So what are the technology innovations that lie behind these service offerings?</p>
<p><strong><span style="color:#800000;">OCS’ technology</span></strong></p>
<p>OCS uses its patented technology as a principal embedded component in its wholesale and optimisation services so OCS does not sell technology as such. However, it is worthwhile looking at how OCS  achieves such significant network efficiency improvements.</p>
<p>OCS’ approach was to go back to basics and realise that the root cause for the ever-increasing complexity of traffic management at packet layers is the need to try to mitigate the impacts of  structural inefficiency originating from the use of non-variable bit-rate layer-1 connections for delivering variable bandwidth packet-switched services.</p>
<p>Instead of continuing down the path of increasing complexity via various packet-layer (i.e. layer 2 and above) network micro-management techniques, a more elegant and more sustainable,  architectural solution could be achieved by delivering a self-optimising layer-1, to achieve all the efficiencies there are to gain with packet-switching, while at the same time providing  per-customer-dedicated connectivity that is deterministic with high QoS and security. Specifically, if the most modern existing layer-1 standard, SDH, could be enhanced through the addition of  real-time dynamic bandwidth allocation driven by the real-time traffic requirements between each access port of a network, then it would be possible to achieve a number of benefits, one of which is to  eradicate stranded bandwidth. OCS calls this concept Adaptive-Mesh networking, implemented as OCS’ Intelligent Transport Network™ (ITN) technology.</p>
<p>An Adaptive-Mesh based network is fully real-time self optimising so there is no ‘underutilised’ or stranded capacity, as the capacity allocation across the entire network is continuously  optimised.</p>
<p>The purchase of OCS’ commercial services enables globally maximized network revenue-generating service delivery capacity and provides an improved network performance using several mechanisms:</p>
<p><strong>Dynamic bandwidth allocation at network physical layer (layer-1):</strong> An Adaptive-Mesh network provides a full mesh of dynamic bandwidth layer-1 connections among a group of network  ingress and egress points. An Adaptive-Mesh network provides non-oversubscribed any-to-any connectivity among the customer sites that it interconnects, via providing a sub-pool of network capacity for  transport of data from the network ingress points per each egress point of the network. Each such sub-pool within an Adaptive-Mesh has the same total bit rate as its corresponding network egress  point. These sub-pools work as wide-area multiplexers in that they provide a dynamic-bandwidth layer-1 connection from each of their source nodes to their destination node, and are called <strong> Adaptive-Concatenation Multiplexer Buses (AMBs)</strong>. OCS has implemented AMBs to support such dynamic bandwidth source node specific circuits with STS-1 capacity increments that are re-optimised  for every new STS row period, i.e., at rate of 9 (rows per frame) times 8000 (frames/second) = 72000 optimization cycles per second, providing per second bandwidth granularity of 50Mbps/72000 i.e.  finer than 1kb/s. Thus, for a 10Gbps destination access point of Adaptive-Mesh connecting to a 10Gbps port connected to a customer’s switch/router, there will be an STS-192 AMB, which provides a  dynamic bandwidth, Adaptive-Concatenated STS-X channel for each of the source access points of the Adaptive-Mesh that needs direct layer-1 connectivity to the given destination.</p>
<p class="MsoNormal">In addition to the dynamically multiplexed layer-1 data plane, the AMB provides a real-time control plane to optimise the allocation of the STS-1 timeslots of the AMB among its  source node specific STS-X circuits. To accomplish that, the destination node of AMB receives, for every new STS row period, capacity demand info from the source points of the AMB, and in response the  destination node re-optimises the allocation of the STS-1 timeslots on the AMB among the source points, ensuring that all source points get their requested portion of the AMB capacity at least up to  their fair share, and as much of the total capacity as possible while fairly meeting also other requests.</p>
<p class="MsoNormal">The AMB control plane signalling is carried in the otherwise unused STS-1 overhead fields, and the same optimisation process is repeated for every STS row cycle on the STS-N bus,  causing the capacity allocation of each AMB, and thus the entire Adaptive-Mesh network, to be always optimised and the network traffic throughput thus continuously maximised.</p>
<p class="MsoNormal">Thus the Adaptive-Concatenation of OCS’ Adaptive-Mesh, <strong>apparently for the first time ever</strong>, has enabled supporting burstable traffic (the desired aspect of  Variable Bit Rate requirements) with minimum throughput guarantees (the desired aspect of Constant Bit Rate requirements).</p>
<p class="MsoNormal">The entire optimisation process of Adaptive-Mesh is furthermore fully hardware automated and transparent for the customer nodes which are in full control of the Adaptive-Mesh  capacity allocation, as it is the traffic loads between the customer nodes that drive the capacity allocation optimisation of Adaptive-Mesh, and the customer has the ability to control the traffic  loads among its nodes connected to an Adaptive-Mesh network.</p>
<p><img src="http://www.gare.co.uk/images/optimu10.jpg" border="0" alt="" width="306" height="182" align="left" />Importantly, this method of layer-1 dynamic bandwidth allocation <em>does not</em> require  packet processing / switching at the backbone network interfaces but only at the access port’s bandwidth (e.g., avoids need for packet layer logic at 10Gbps ring interfaces in case of 1Gbps access,  as well as avoids need for packet level logic for 100/160Gbps transport interfaces in case of 10/40Gbps access). This dynamic bandwidth layer-1 circuit based packet transport of ITN significantly, in  the order of 10:1, reduces the cost of packet layer processing compared to the use of a traditional packet-switching networks, which need to process packets at the backbone line speed as shown in the  diagramme on the left.</p>
<p>The diagram also shows why a typical layer-3/2 router/switch connected to 10Gbps backbone and 1Gbps access interfaces requires a total packet processing and switching matrix capacity that is  multiple times greater than the sum of its access port capacities and that most of the packet layer logic capacity is consumed by the backbone network interfaces. As backbone capacities rise to  100/160Gbps and beyond, this requirement can make conventional packet-switching equipment very, very expensive to develop and manufacture and that would unavoidably be reflected in the end-user price.</p>
<p><img src="http://www.gare.co.uk/images/optimu14.jpg" border="0" alt="" width="298" height="237" align="right" /><strong>Innovative topology: </strong>A second opportunity for optimisation lies at a  topology level. For example, take a simple closed 5-node network that is functioning as a service provider’s optical network. The requirement is that each node has a total traffic exchange capacity  with other nodes of doubled 10Gbps, any breakdown of which aggregate between the four source/destination node specific connections needs to be dynamically supported (based on real-time inter-area  traffic load variations) in order to not block revenue-generating traffic. As shown in the diagram, implementing this connectivity requirement with conventional, non-adaptive network physical layer,  would require in total ten such bi-directional mesh connections, each of which would need to support 10Gbps in order to not limit the network throughput. The doubling of the mesh for protection  purposes would require in total 20 such layer-1/0 connections, which conventionally would be mapped to 20 optical wavelength loops on a fibre ring.</p>
<p>The efficiency gain of OCS’ ITN solution for this example lies in the fact that it can provide an equivalent fully meshed dual-provisioned non-blocking connectivity using only a <strong>single</strong> wavelength resource, where the conventional architecture needed <strong>twenty</strong> of them on the same circular fibre route. Simple mathematics says that the minimum aggregate ring bandwidth  required to support 5 sites with the required 10Gbps access with non-blocking connectivity is <strong>M(N-1)/2</strong> where M = port bandwidth and N = node count. Therefore 10(5-1)/2 = 20Gbps is, in  theory, sufficient, provided that the network capacity is continuously kept optimally allocated among the source-destination node connections, ITN, as so far unique and patented technology, is able to  meet this condition. With dual connectivity, as is the case with this example, 40Gbps of ring bandwidth is adequate and such a signal carried over a single wavelength. Thus OCS’ ITN realises a 20:1  reduction in physical network capacity costs. The financial consequence could mean savings of several million Pounds or Dollars per year, if not more, for even modest size network contracts.</p>
<p><img src="http://www.gare.co.uk/images/optimu15.jpg" border="0" alt="" width="322" height="262" align="left" />Why should this be so? In this five site example, on any section of the 40Gbps OC-768 ring,  both 20Gbps halves of the ring can support <strong>two individual 10Gbps STS-192 Adaptive-concatenation Multiplexer Buses (AMBs)</strong>, each of which provides a dynamically optimised bandwidth  STS-X circuit per each source node along the AMB to its destination node (ITN Interface Module, IM) and there are two destination nodes to be reached on any given ring section along either ring  direction, as per the diagramme. Thus, with AMBs, non-oversubscribed any-to-any connectivity among five sites with 40Gbps of traffic exchange capacity at each can be provided over 20Gbps of ring  capacity, and 40Gbps ring can support two such (protecting) AMB mesh networks.</p>
<p>The key result of this is that ITN is able to provide a full 2 x 2 x 10Gbps = 40Gbps of traffic throughput between any of the five network sites — both without the packet processing of conventional  hop-by-hop packet-switching network, and without the multiple times higher number of wavelengths a traditional solution would require. <strong>This means that a fully layer-1 meshed non-blocking  network has been implemented at a fraction of the price that would be needed without using OCS’ ITN.</strong></p>
<p><strong>Cut-through routing: </strong>The advent of <strong>Multi-Protocol Label Switching (MPLS)</strong> standards defined a new mechanism for packet forwarding in routers and enabled the rollout  of <strong>connection-oriented </strong>networks. Connection-oriented data networks emulated the way that paths were set up in the <strong>Public Switched Telephone Network</strong> <strong>(PSTN)</strong> networks. This involves setting up a path <em>prior</em> to sending packets across the network (<a title="The rise and maturity of MPLS" href="http://technologyinside.com/2007/02/14/networks-part-3-the-rise-and-maturity-of-mpls/" target="_blank">The  rise and maturity of MPLS</a>) and enabled the removal of the ATM layer from live networks that originally provided this capability.</p>
<p>Without MPLS, Carrier Ethernet or ATM, both the link layer and routing headers of each packet needed to be analysed at each node it passed through to determine where next to send it. Packets  certainly arrived at their destination reliably (dependent on re-transmission by layer-4 protocols) but with unpredictable delays. We are all familiar with this from the Internet where packets  sometimes need to transit 20 nodes or ‘hops’ before arriving at your computer. This may be acceptable for non-real-time services such as email but is a killer for real-time services such as VoIP or  video conferencing.</p>
<p>With layer-2 or 2.5 switching or forwarding techniques such as FR, ATM, Ethernet or MPLS, the layer-3 routing and processing can be avoided at intermediate network nodes, allowing more  deterministic packet delivery with normally fixed routes with reduced delay variation. However, layer-2 or 2.5 packet forwarding techniques cannot avoid packet (or cell) layer processing, queuing and  switching at the intermediate nodes and for all interfaces, without losing the bandwidth efficiency and flexibility advantages (vs. traditional layer-1 multiplexing) that those techniques were  developed for. Such hop-by-hop packet-switching, besides wasting most of the packet processing logic for transit traffic at each node, moreover unavoidably exposes the packet traffic to consequences  of variable levels of congestion (i.e. increasing delay, jitter and packet-loss probability with each packet hop), as well as for ongoing security concerns in such packet-layer shared backbone  environments. Thus, the conventional layer-2 or 2.5 forwarding overlay network solutions could be considered as half-solutions, with their set of trade-offs compared to e.g. L3 VPNs.</p>
<p>The Adaptive-Concatenation based adaptive-bandwidth layer-1 of ITN however allows avoiding layer-2+ packet layer functionality altogether at the intermediate nodes along a path of a packet without  losing any of the maximum achievable bandwidth efficiency or flexibility of packet-switching, and without having to mix traffic from unrelated customer or application networks in the same physical  layer connections or packet processors. Moreover, since OCS’ innovation is based on the physical layer of the networks, its benefits apply just the same for all services delivered over any layer-2+  protocol stacks.</p>
<p>This means that packets can pass through any number of intermediate nodes at full line speed without being slowed down or the service quality in any way degraded. The number of hops could be as low  as two or three whereas without this capability it might be twenty or thirty with L2/3 techniques targeting the same bandwidth efficiency. What is also interesting is that the QoS experienced by these  packets delivered over Adaptive-Mesh networks is of the very highest achievable in any telecommunications network as it is derived from the direct L1 circuit based transport across multiple  intermediate nodes, which otherwise would need to perform delay, jitter and packet drop probability increasing L2/3 processing, in order to target similar bandwidth efficiency as is achieved with the  Adaptive Concatenation.</p>
<p><strong>Compatible access:</strong> OCS’ <strong>Intelligent Transport Network Interface Modules (IM)</strong> units can forward packets at any packet layer protocol forwarding identifiers (e.g.  MPLS Labels), and support common standard router/switch interfaces such as Packet-over-SONET Ethernet. OCS’ services are straightforward and can be deployed in multiple scenarios such as the two  described below.</p>
<p><img src="http://www.gare.co.uk/images/optimu16.jpg" border="0" alt="" width="236" height="227" align="left" /><strong>Corporate, ASP, CDN or wireless service provider backbone networks: </strong>An OCS  Adaptive-Mesh can be deployed for a application, information or communications service provider backbone or a corporate Wide Area Network (WAN) application over any fibre optic network and  interconnect any layer-3 or layer-2 routers / switches of the customer.</p>
<p>As an OCS’ WAN solution requires only the <em>minimum theoretical network capacity necessary</em> to meet specified inter-site throughput etc. QoS requirements for a customer network, it is able to  provide a highly cost-optimised solution.</p>
<p>Another benefit is the cost reduction accruing from not needing backbone bandwidth ports on a WAN’s edge routers in case of ring topology, or from elimination of need for core routers or switches  in case of hub-and-spoke topology. In the example in the diagram above, only two 1Gbps ports are required to connect to OCS’ IM units over the WAN interfaces. As previously presented, conventional  packet-switching network architecture would require in the order of ten times more packet processing and switching capacity per node, due to the need to handle traffic at packet-level also on the  (e.g.10Gbps) backbone network interfaces.</p>
<p><img src="http://www.gare.co.uk/images/optimu12.jpg" border="0" alt="" width="244" height="281" align="right" /><strong>Telecom service provider backbone network upgrades:</strong> With a service  provider who currently owns at least some optical network capacity, the OCS’ Adaptive-Mesh will work as a self-operating optimisation layer, between standard WDM Optical Add-Drop Multiplexors (OADMs)  and the edge routers. (Note: A service provider does not need to add any new equipment to their networks due to OCS’ Adaptive-Mesh based network upgrade, as OCS provides the Adaptive-Mesh connectivity  as a managed service, not as an equipment vendor)</p>
<p>An OCS solution often reduces fibre-optic wavelength capacity requirements for a given inter-router throughput requirements to a small fraction, such as to 1/10 or less, multiplying the time in  years before the service provider would need to invest in additional WDM/fibre capacity, or alternatively, allowing economical use of per-customer-contract leased fibre/wavelength capacity via the  Adaptive-Mesh based optimisation.</p>
<p>In case of upgrading packet ring topology for Adaptive-Mesh, the edge routers do not need to be upgraded for the new backbone network transport rate blades, while the network traffic throughputs  get multiplied, so a significant reduction in router cost could be experienced in addition to the other architecture benefits discussed above. With upgrade to Adaptive-Mesh architecture from packet  ring, each edge router is relieved from having to process the pass-through ring traffic, with the entire capacity of each edge router getting more effectively used for its local access traffic.</p>
<p>If the service provider buys in additional wavelengths to extend the reach of their network backbone or take over an enterprise’s network through an outsourcing contract, the use of OCS’  Adaptive-Mesh as an up-front-cost-free, transparent optimisation layer could result in considerable savings over the use of the traditional architectures.</p>
<p><img src="http://www.gare.co.uk/images/optimu21.jpg" border="0" alt="" width="219" height="296" align="left" /><strong><span style="color:#800000;">Benefit inventory</span></strong></p>
<p>Before all carriers jumped on the IP bandwagon in the late 90s, those that were prepared to ‘think the unthinkable’ and look towards trying a new approach were the first to see the benefits. This  not only applied to network technologies but to applications as well. This is well demonstrated by the transition from frame relay services to IP-VPN services (<a title="Where now frame relay?" href="http://technologyinside.com/2007/02/28/networks-part-5-where-now-frame-relay/" target="_blank">Where  now frame relay?</a>). It’s an easy decision to follow the crowd and it’s often not a bad thing to do. It’s safe and it’s difficult to get things completely wrong. But when everyone has followed the  same path there is little differentiation between competitive players. Everyone has the same services and makes the same promises and prices fall due to natural competition in an over-crowded market.  It’s now very difficult for any carrier to say “Our network is the best!” when that is also the strap-line for all their competitors as well.</p>
<p>There comes a time when forward thinking individuals and companies need to start to think the unthinkable again as was the case in the late 90s and to look again how their company could be made to  stand out from the crowd. Maybe some of the benefits listed below for the use of OCS’ ITN could deliver some of that now hard to achieve customer-visible differentiation?</p>
<p><strong>Flexibility: </strong>An Adaptive-Mesh service can be adopted by any organisation having a large network including enterprises or service providers whether they own a fibre-optic network or  not, while producing similar, in the order of 10-fold cost efficiency gain.</p>
<p><strong>Serious complexity reduction: </strong>An alternative approach to over-provisioning is the deployment of fine-grain traffic management techniques such as Deep Packet Inspection and micro  flow policing. It could be considered that this really adds to the complexity of an IP / MPLS network which could make it less transparent and ultimately more unreliable. Because of this concern, a  high proportion of carriers err on the side of simplicity and stick with over-provisioning<strong>. It seems today that a network architect or planning engineer is in a no-win situation and have to  choose between the costly simplicity of over-provisioning or the complexity of a micro managing the network.</strong> OCS could provide an alternative way forward without the weaknesses of either  approach, <em>without having to replace existing infrastructures, but actually making optimised use of it<!--[if !supportLineBreakNewLine]--></em></p>
<p><strong>No need for over-provisioning:</strong> Over provisioning a live network is seen to be such a simple way to ensure high QoS for customer traffic that many carriers have this as their prime  solution for traffic engineering. One downside of this strategy is the risk of wasting much money by having to invested in under-utilised capacity needed to support occasional bursts of traffic.  Planning networks based on the real-time self-optimising Adaptive-Mesh architecture removes this downside as Adaptive-Mesh can accommodate any burstiness of traffic patterns without the costly need  for over-provisioning.<!--[if !supportLineBreakNewLine]--></p>
<p><strong>Reduce architecture tradeoffs: </strong>The removal of tradeoffs in network architecture by providing all the benefits of fully-meshed networks without the consequent costs.<!--[if !supportLineBreakNewLine]--></p>
<p><strong>Helping to scale: </strong>The use of ITN reduces the challenge of the ’scaling conundrum’ allowing the scaling of a highly meshed network without the usual consequence of a potential  exponential rise in cost. This is always quoted as the #1 problem when talking about meshed networks.<!--[if !supportLineBreakNewLine]--></p>
<p><strong>CAPEX reduction:</strong> The adoption of an OCS’ Adaptive-Mesh solution could result in considerable saving in financial outlay by reducing the number of wavelengths needed leading to a  reduction of the required number of core router/switch and OADM ports. This could be reflected in the value of outsource bids and result in more successful bids. It should not be forgotten that most  of the outsourced networks are still run as separate networks after a successful bid, even though most carriers and integrators say they will reduce overheads by integrating networks. People are  integrated but networks are usually not. Adaptive-Mesh, as an optimisation layer, can be applied to these individually run networks to save cost over the period of the contract. Moreover,  Adaptive-Mesh enables fully realising the bandwidth efficiency benefits of packet-switching without having to mix unrelated customer or application traffic in the same physical layer network capacity  pools, thus maintaining the simplicity and security benefits of layer-1 isolation between different customer contracts while achieving optimised network resource usage efficiency.</p>
<p><strong>Network Administration and Operations: </strong>Due to the reduced overall complexity of an OCS’ adaptive network approach, there could be considerable opportunity to reduce administration  and operational costs.</p>
<p><strong>Improved QoS without increasing costs: </strong>For a global enterprise, Adaptive-Mesh based WAN services provide an opportunity to significantly increase the QoS and performance of their  distributed business applications by minimizing network hop count, while optimizing network utilization efficiency. This is particularly important where there is a high proportion of VoIP,  video-conferencing or other time critical, e.g. financial transactions related traffic.</p>
<p>Separating traffic into different Classes of Service (CoS) on packet networks is usually accomplished through the  use of weighting algorithms and buffer queues and this could lead to degradation of service when a link is overloaded. The Adaptive-Mesh architecture of OCS’ ITN uses a simpler and more understandable  method of segregating traffic by placing traffic with different destinations into <em>completely </em>different sets of layer-1 isolated NxSTS-1 sub-pools called <strong>Adaptive-concatenation  Multiplexer Buses (AMBs)</strong>, which moreover provide dynamically optimised bandwidth STS-X layer-1 circuits per each source node (IM). The IMs finally map packets on their STS-X circuits on the  AMBs according to the priority order of the packetx as indicated by their adjacent customer (MPLS) routers. Adaptive-Mesh thus achieves maximized network usage efficiency while providing  layer-1-circuit transport based, highest possible QoS.</p>
<p><strong><span style="color:#800000;">Potential customers of OCS</span></strong></p>
<p>Examples of potential customer types below shows that there is no shortage of potential beneficiaries.</p>
<p><strong>Large enterprises:</strong> Large Multinational Companies (MNCs) who operate their own private inter-site networks and buy in wide area network optical connectivity services in the form of  SDH / SONET or wavelength services — in particular, media, entertainment, financial and high-technology sector organisations that require the highest levels of performance, QoS and security.  Enterprises using OCS services could benefit from a significant reduction in bought-cost per Gbps and improved performance.</p>
<p><strong>Business parks:</strong> Newer business parks often have optical fibre networks centrally managed by the landlord, and/or plans for such. The use of Adaptive-Mesh architecture in such  campus networks for communities of interest could significantly reduce implementation and management costs that could be passed on to their tenants.</p>
<p><strong>Software as a Service (SaaS)</strong>, <strong>Content Distribution Services</strong> and <strong>Search:</strong> All business-class applications service providers operating at a global  level currently have to operate and manage their own global networks. The reason for this is that if they are to provide the required performance and QoS for their paying corporate customers, they  need to bypass the Internet and deliver services using their own private networks where they are able to control and manage the network. For these types of applications, Adaptive-Mesh allows the ASPs  to get, as a managed service, the performance and controllability of private network with the Gbps/$ cost-efficiency of Internet transit service.</p>
<p><strong>System integrators:</strong> System integrators provide network outsource services to enterprises and must demonstrate that they can manage customers’ networks at a lower costs while  improving performance and quality. In practice, this is a tough act to deliver on and will always present a major challenge to the successful outsourcer. The adoption of an OCS’ service, as a more  cost-efficient, but equal, high-QoS alternative to traditional, leased line based services, could provide an additional weapon to help win new contract bids and really reduce the operating costs of  already won out-sourced networks.</p>
<p><strong>Virtual Network Operators (VNOs):</strong> VNOs provide connectivity services such as IP-VPNs to enterprise customers in competition to traditional carriers and system integrators. The  difference is that they do not own their own networks and buy in connectivity services from global, regional or incumbent carriers. For VNOs, OCS Adaptive-Mesh architecture could provide a dedicated,  private network like high quality backbone solution integrated over leased wavelengths, with multiple times higher cost-efficiency achieved due to that Adaptive-Mesh only requires a small fraction of  the wavelength capacity, compared to the alternative architectures, to meet the given SLA terms for the wholesale customer contract. In many cases, the use of OCS’ Adaptive-Mesh services can allow the  customer such as VNO to get dedicated capacity based, premium QoS wholesale network services at cost per Gbps lower than even the bulk Internet transit services.</p>
<p><strong>Mobile operators:</strong> Most mobile operator networks now manage their own private MPLS data networks. This is not only because of the rising use of mobile Internet data services but  also due to their business plan needs to offer triple or quadruple play services that includes consumer Internet accesses. Moreover, traditional SDH connectivity services are used to connect cell  sites back to the central Mobile Switching Centre (<a href="http://en.wikipedia.org/wiki/Mobile_Switching_Center#Mobile_Switching_Center_.28MSC.29" target="_blank">MSC</a>) and represents a  significant component of their costs. OCS’ Adaptive-Mesh services allow multiplying the capacities of mobile core networks without associated capital costs, while reducing the level of ongoing  operating costs, and while allowing efficient multi-service integration over high-performance, realtime optimised, dedicated layer-1 capacity based backhaul and backbone networks.</p>
<p><strong>Fixed network operators:</strong> Clearly any traditional carrier who operates a traditional fibre optic network could utilise OCS services to help reduce the level of CAPEX and OPEX &#8211;  particularly when looking at extending their network</p>
<p><strong><span style="color:#800000;">One alternative approach</span></strong></p>
<p><img src="http://www.gare.co.uk/images/optimu17.jpg" border="0" alt="" width="210" height="214" align="left" /><strong>Resilient Packet Ring (<a href="http://en.wikipedia.org/wiki/Resilient_Packet_Ring" target="_blank">RPR</a>), </strong>originally derived from Cisco’s Dynamic Packet Transport (DPT), RPR is now subject to industry standardisation called IEEE <a href="http://ieee802.org/17/" target="_blank">802.17</a>. Based  on a pair of ‘counter direction’ fibre optic rings, RPR offers hop-by-hop packet-switched connectivity on fibre or wavelength ring. It is based on a type of packet-layer (i.e. L2+) bandwidth  allocation called <strong>Spatial Reuse Protocol</strong> and appropriate sub 50ms restoration objectives.</p>
<p>RPR is particularly aimed at metro networks, however one of the key issues is whether its deployment is cost competitive to traditional hub-and-spoke approaches, which consume more layer-1/0  bandwidth, but save on router/switch hardware costs and provide better QoS due to fewer packet-hops. In relation to OCS’ approach, which also provides minimised hop count based premium QoS, RPR does  not achieve any higher bandwidth efficiency, so its architectural difference with Adaptive-Mesh is reduced to that RPR requires multiple times more packet processing and switching capacity at its  nodes, causing higher cost and inferior scalability. Also RPR networks have multiple times higher packet-hop counts, possibly hurting QoS control. Unlike RPR, or any other purely packet-switched  techniques, OCS does not need to process packets at backbone rates and uses an inherently higher QoS, more scalable and lower cost method of providing dynamic bandwidth allocation optimisation at  layer-1.</p>
<p>Being in effect a packet based solution, RPR provides a packet buffering <strong>Class of Service (CoS)</strong> capability for all traffic on the rings to manage traffic in case of congestion. OCS  take a much more fundamental way of segregating traffic by placing traffic with different destinations into <em>completely </em>different sets of aggregated NxSTS-1 ‘lanes’ in the network called <strong>Adaptive-concatenation Multiplexer Buses (AMBs).</strong> Using this approach, it is quite easy for potential user organisations to understand how it works and have more faith that a  deterministic QoS can be achieved.</p>
<p>Naturally, the fundamentals of this comparison of Adaptive-Mesh to RPR applies to any other packet-ring type techniques, or generally any node-by-node packet-switching networks such as Carrier  Ethernet, just the same.</p>
<p><span style="color:#800000;"><strong>Roundup</strong></span></p>
<p>In <a title="Has the wheel turned full circle?" href="http://technologyinside.com/2008/08/26/the-new-network-dogma-has-the-wheel-turned-full-circle/" target="_blank">The new network dogma: Has  the wheel turned full circle?</a> I wrote about possible opportunities to simplify enterprise and service provider networks through looking at new innovative approaches. The world has pretty much  converged on a single vision and protocol set for Next Generation Networks (NGN) centred on network intelligence being based in layer-2.5 and above. Although this has much merit, I detect that many  carriers want to keep their networks as simple as possible and have actively resisted deploying some of the newer protocols aimed at micro-managing individual packet flows. Maybe, layer 2, 2.5, 3 (and  higher level) protocol approaches <em>are</em> actually getting too complicated?</p>
<p>OCS have introduced a concept that has much merit which could lead to considerable network simplification and all the benefits that could bring. This is in no way a battle based on religion. An  OCS’ solution, based on real-time, network byte-timeslot granular data throughput maximisation, is highly complementary to macro-level, and non/near realtime layer-2.5+ traffic engineering techniques,  and since OCS’ innovation is based on the fundamental physical layer (layer-1) of networks, its use benefits all services running over any layer-2+ protocol stacks. Importantly, non-carrier networks,  such as enterprise WANs, could also benefit from many of the features inherent in an Adaptive-mesh network that is not available to them at present.</p>
<p><img src="http://www.gare.co.uk/images/optimu21.gif" border="0" alt="" width="113" height="62" align="left" />If you would like to learn more about OCS, visit their <a href="http://optimumzone.net/news.html" target="_blank">News page</a> where you can download a number of papers that go into more detail than is possible here. If you are an enterprise networker,  the Yankee Group report below is highly recommended.</p>
<p><a href="http://www.optimumzone.net/pdf/InnovationToTransformMarketForEnterpriseNetworksYankeeGroup.pdf" target="_blank">Innovation to Transform Market for Enterprise Networks</a></p>
<p><sup>(1)</sup> I should take the opportunity to declare a personal interest in OCS in that I am an advisor to the company. However, OCS has not in any manner sponsored, validated or endorsed this  column and all opinions expressed or implied (other than direct quotes) are independent opinions of the author, and not of OCS.</p>
<p><sup>(2) </sup>OCS’ technology patents can be downloaded from here: <a href="http://www.pat2pdf.org/pat2pdf/foo.pl" target="_blank">http://www.pat2pdf.org</a> once there, search for US patent  numbers 7333511, 7254138 and 7349414.</p>
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		<title>Due to rights restrictions we are currently unable to bring you this program</title>
		<link>http://technologyinside.com/2008/09/04/due-to-rights-restrictions-we-bbc-are-currently-unable-to-bring-you-this-programme/</link>
		<comments>http://technologyinside.com/2008/09/04/due-to-rights-restrictions-we-bbc-are-currently-unable-to-bring-you-this-programme/#comments</comments>
		<pubDate>Thu, 04 Sep 2008 12:39:10 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
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		<description><![CDATA[Well, I&#8217;m amazed yet again at the world we live in. Being of a certain age, I listen to a lot of talk radio in the form of BBC&#8217;s Radio 4. One would have thought that this most conservative of  stations would generally remain unaffected by modern world Internet issues. How wrong could I [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=170&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p>Well, I&#8217;m amazed yet again at the world we live in. Being of a certain age, I listen to a lot of talk radio in the form of BBC&#8217;s Radio 4. One would have thought that this most conservative of  stations would generally remain unaffected by modern world Internet issues. How wrong could I be?</p>
<p>I have read much over the years about the contentious subject of Digital Rights Management but I cannot say it has generally encroached itself  into my cosy small world. However, I guess this is  all about to change. I get used to the many service drop-outs on the Radio 4 service (I&#8217;m suffering from it now) but this is something else!</p>
<p>Here I was sitting at my computer at 12:15 on Thursday 4th September 2008 replying to emails, talking to my wife and half listening to a the programme that was interviewing a Google employee, D J Collins of Google&#8217;s public affairs team about their controversial agreement to restrict content when the company operates in China. Suddenly, right in the middle, the flow hiccoughed and was replaced by a repetitive female voice  saying over and over again <strong>&#8220;Due to rights restrictions we are currently unable to bring you this programme&#8221;</strong>! You can listen to the message <strong><a href="//www.gare.co.uk/rightsrestrictions.wav" target="_blank">here</a> </strong>if interested.</p>
<p>I&#8217;ve never, ever, heard this message before and as a BBC licence fee payer I would never expect to hear this message in the UK. I have read about the restrictions the BBC  imposes on content to none UK listeners who have not paid a TV license fee, but I&#8217;m in the UK so this would not apply.</p>
<p>After five minutes of this annoying voice I dashed to the other room and turned on the Sky Radio 4 stream and just caught a presenter explaining that Internet listeners should now have their  service resumed. He said that the issue was caused because a report that was recording in Beijing included a section about the Paralympics and that the BBC did not have <strong>International rights</strong> so  the BBC could not broadcast the report over the Internet! It makes you wonder doesn&#8217;t it? I guess the BBC will not be showing Paralympic events on the Internet then. <sup>(1)</sup></p>
<p>Well, I have to say I&#8217;m amazed if that is actually the case. I&#8217;m event more amazed if it is. Are we, as Internet listeners, going to be subjected to this on a regular basis when Radio 4 transmits  items that they do not have the appropriate rights to broadcast material on the Internet? Will whole programmes be block? BBC TV is available on the Internet will watchers be blanked out as well?</p>
<p>It will be interesting to see what the on-line <a href="http://www.bbc.co.uk/radio/aod/radio4_aod.shtml?radio4/youandyours_thu" target="_blank"><strong>recording</strong></a> of today&#8217;s You and Yours will contain. The mind boggles! Well, having listened to recording and I can now say they have included 15 minutes of &#8220;Due to rights restrictions we are currently unable to bring you this program&#8221; &#8211; surprise, surprise!</p>
<p><sup>(1)</sup> Note from <a href="http://www.sports-city.org/news_details.php?news_id=5295&amp;idCategory=37" target="_blank">Sports City</a>: <em>&#8220;For those fans of the Paralympic Games who  do not live within the territories of the rightsholding broadcasters, there will be coverage available on <a href="http://www.paralympicsport.tv/">www.ParalympicSport.TV</a> , the IPC’s internet TV  channel. Daily news and highlight shows will be offered on demand as well as live coverage wherever possible. More than 150 hours of Paralympic sports are already available on the channel, 24/7 free  of charge, all over the world. Additionally, daily news will also be shown on the YouTube channel of ParalympicSport.TV at <a href="http://www.youtube.com/ParalympicSportTV"> www.youtube.com/ParalympicSportTV</a> . Fans of Paralympic Sport can also join the group &#8220;Your Paralympic Moment&#8221; and upload video clips of their special Paralympic Moment. The best clips will be  released on ParalympicSport.TV after the Games.&#8221;</em></p>
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		<title>The new network dogma: Has the wheel turned full circle?</title>
		<link>http://technologyinside.com/2008/08/26/the-new-network-dogma-has-the-wheel-turned-full-circle/</link>
		<comments>http://technologyinside.com/2008/08/26/the-new-network-dogma-has-the-wheel-turned-full-circle/#comments</comments>
		<pubDate>Tue, 26 Aug 2008 09:56:48 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
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		<description><![CDATA[ 
&#8220;An  authoritative principle, belief, or statement of ideas or opinion, especially one considered to be absolutely true&#8221;
When innovators proposed Internet Protocol (IP) as the universal protocol for carriers in the mid 90s, they met with furious resistance from the traditional telecommunications community. This  post asks whether the wheel has now turned full [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=137&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p><strong><span style="font-size:medium;"> </span></strong></p>
<p><a href="http://www.thefreedictionary.com/dogma" target="_blank"><strong><span style="font-size:x-small;font-family:Verdana;"><img src="http://www.gare.co.uk/images/optimu3.jpg" border="0" alt="" width="277" height="195" align="left" /></span></strong></a><span class="sense_break"><span class="sense_content"><strong><em>&#8220;</em></strong></span></span>An  authoritative principle, belief, or statement of ideas or opinion, especially one considered to be absolutely true&#8221;</p>
<p><strong>When innovators proposed Internet Protocol (IP) as the universal protocol for carriers in the mid 90s, they met with furious resistance from the traditional telecommunications community. This  post asks whether the wheel has now turned full circle with new innovative approaches often receiving the same reception.</strong></p>
<p>Like many others, I have found the telecommunications industry so very interesting and stimulating over the last decade. There have been so many profound changes that it is hard to indentify with  the industry that existed prior to the new religion of IP that took hold in the late 90s. In those balmy days the industry was commercially and technically controlled by the robust world standards of  the <strong>Public Switched Telecommunications Services (<a href="http://en.wikipedia.org/wiki/PSTN" target="_blank">PSTN</a>)</strong>.</p>
<p>In some ways it was a gentleman&#8217;s industry where incumbent monopoly carriers ruled their own lands and had detailed inter-working agreements with other telcos to share the end-to-end revenue  generated by each and every telephone call. To enable these agreements to work, the <strong>International Telecommunications Union (<a href="http://en.wikipedia.org/wiki/International_Telecommunication_Union" target="_blank">ITU</a>) </strong>in Geneva spent decades defining the technical and commercial standards that greased the wheels. Life was relatively simple as there was only one standards body and one set of rules to abide by.  The ITU is far from dead of course and the organisation went on to develop the highly successful GSM standard for mobile telephony and is still very active defining standards to this very day.</p>
<p>In those pre-IP days, the industry was believed to be at its nadir with high revenues, similarly high profits with every company having its place in the universe. Technology had not significantly  moved on for decades ( though this does an injustice to the development of ATM and SDH/SONET) and there was quite a degree of complacency driven by a monopolistic mentality. Moreover, it was very much  a closed industry in that individuals chose to spend their entire careers in telecommunications from a young age with few outsiders migrating into it. Certainly few individuals with an information  technology background joined telcos as there was a significant mismatch in technology, skills and needs. It was not until the mid 90s, when the industry started to use computers by adopting A<strong>dvanced  Intelligent Networks (</strong><a href="http://en.wikipedia.org/wiki/Intelligent_network" target="_blank">AIN</a><strong>) </strong>and <strong>Operational Software and Systems (OSS),</strong> that computer literate IT  engineers and programmers saw new job opportunities and jumped aboard.</p>
<p>In many ways the industry was quite insular and had its own strong world view of where it was going. As someone once said, &#8220;<em>the industry drank its own bathwater</em>&#8221; and often chose to blinker  out opposing views and changing reality. It is relatively easy to see how this came about with hindsight. How could an industry that was so insular embrace disruptive technology innovation with open  arms? The management dogma was all about <em>&#8220;We understand our business, our standards and our relationships. We are in complete control and things won&#8217;t change.&#8221;</em></p>
<p>Strong dogma dominated and was never more on show than in the debate about the adoption of <strong>Asynchronous Transfer Mode (<a href="http://en.wikipedia.org/wiki/Asynchronous_Transfer_Mode" target="_blank">ATM</a>)</strong> standards that were needed to upgrade the industry&#8217;s switching networks. If ATM had been developed a decade earlier there would have never been an issue but unfortunately the timing could not have  been worse as it coincided with the major uptake of IP in enterprises. When I first wrote about ATM back in 1993, IP was pretty much an unknown protocol in Europe. (<a href="http://technologyinside.com/2007/01/31/part-1-the-demise-of-atm">The  demise of ATM</a> ). ATM and the telco industry lost that battle and IP has never looked back.</p>
<p>In reality it was not so much a battle but all out war. It was the telecommunications industry eyeball-to-eyeball with the IT industry. The old <em>&#8220;we know best&#8221; </em>dogma did not triumph and the  abrupt change in industry direction led to severe trauma  in all sections of the industry. Many old-style telecommunications equipment vendors, who had focused on ATM with gusto, failed to adapt  with many either writing off billions of Dollars or being sold at knock-down valuations. Of course, many companies made a killing. Inside telcos, commercial and engineering management who had spent  decades at the top of their profession, found themselves floundering and over a fifteen year period a significant proportion of that generation of  management ended up leaving the industry.</p>
<p>The IP band wagon had started rolling and its unstoppable inertia has relentlessly driven the industry through to the current time. Interestingly, as I have covered in previous posts such as <a title="MPLS and the limitations of the Internet" rel="bookmark" href="http://technologyinside.com/2007/02/21/part-4-mpls-and-the-limitations-of-the-internet/">MPLS and the limitations of the  Internet</a>, not all the pre-IP technologies were dumped. This was particularly so with fundamental transmission related network technologies such as SDH / SONET (<a title="SDH, the great survivor" rel="bookmark" href="http://technologyinside.com/?p=86">SDH,  the great survivor</a>). These technologies were 100% defined within the telecommunications world and provided capabilities that were wholly lacking in IP. IP may have been perfect for enterprises,  but many capabilities were missing that were required if it was to be used as the bedrock protocol in the telecommunications industry. Such things as:</p>
<ul>
<li>Unlike telecommunications protocols, IP networks were proud that their networks were non-deterministic. This meant that packets would always find their way to the required destination even if    the desired path faulted. In the IP world this was seen as a positive feature. Undoubtedly it was, but it also meant that it was not possible to predict the time it would take for a packet to    transit a network. Even worse, a contiguous stream of packets could arrive at a destination via different paths. This was acceptable for e-mail traffic but a killer for real-time services like    voice.</li>
<li>Telecommunications networks required high reliability and resilience so that in event of any failure, automatic switchover to an alternate route would occur within several milliseconds so that    even live telephone calls were not interrupted. In this situation IP would lackadaisically find another path to take and packets would eventually find their way to their destination (well maybe that    is a bit of an overstatement, but it does provide a good image of how IP worked!).</li>
<li>Real time services require a very high <strong>Quality of Service (QoS)</strong> in that latency, delay, jitter and drop-out of packets need to be kept to an absolute minimum. This was, and is, a    mandatory requirement for delivery of demanding voice services. IP in those days did not have the control signalling mechanisms to ensure this.</li>
<li> If PSTN voice networks had one dominant characteristic &#8211; it was reliable. Telephone networks just could not go down. There were well engineered and extensively monitored so if any fault    occurred comprehensive network management systems flagged it very quickly to enable operational staff to correct it or provide a work round. IP networks just didn&#8217;t have this level of capability of    operational management systems.</li>
</ul>
<p>These gaps in capabilities in the new IP-for-everything vision needed to be corrected pretty quickly, so a plethora of standards development was initiated through the <a href="http://www.ietf.org/" target="_blank">IETF</a> that remains in full flow to this day. I can still remember my amazement in the mid 1990s when I came across a company had come up with the  truly innovative idea to combine the deterministic ability of ATM with an IP router that brought together the best of the old with the new still under-powered IP protocol (<a href="http://technologyinside.com/2007/02/08/networks-part-2-the-flowering-and-dying-of-ipsilon/">The  phenomenon of Ipsilon</a>). This was followed by Cisco&#8217;s and the IETF&#8217;s development of MPLS and all its progeny protocols. (<a title="The rise and maturity of MPLS" rel="bookmark" href="http://technologyinside.com/2007/02/14/networks-part-3-the-rise-and-maturity-of-mpls/">The  rise and maturity of MPLS</a> and <a title="GMPLS and common control" rel="bookmark" href="http://technologyinside.com/2007/04/16/gmpls-and-common-control/">GMPLS and common control</a>).</p>
<p>Let&#8217;s be clear, without these enhancements to basic IP, all the benefits the telecommunications world gained from focusing on IP would not have been realised. The industry should be making a huge  sigh of relief as many of the required enhancements were not developed until <em>after </em>the wholesale industry adoption of IP. If IP itself had not been sufficiently adaptable, it could be  conjectured that there would have been one of the biggest industry dead ends imaginable and all the &#8216;Bellheads&#8217; would have been yelling &#8220;I told you so!&#8221;.</p>
<p><span style="color:#800000;"><strong>Is this the end of story?</strong></span></p>
<p>So, that&#8217;s it then, it&#8217;s all done. Every carrier of every description, incumbent, alternate, global, regional, mobile, and virtual has adopted IP / MPLS and everything is hunky-dory. We have the  perfect set of network standards and everything works fine. The industry has a clear strategy to transport all services over IP and the <strong>Next Generation Network (NGN)</strong> architecture will last for  several decades.</p>
<p>This may very well turn out to be the case and certainly IP /MPLS will be the mainstream technology set for a long time to come and I still believe that this was one of the best decisions the  industry took in recent times. However, I cannot help asking myself whether if we have not gone back to many of the same closed industry attitudes that drove it prior to the all-pervasive adoption of  IP?</p>
<p>It seems to me that it is now not the &#8216;done thing&#8217; to propose alternative network approaches or enhancements that do not exactly coincide with the now IP way of doing things for risk of being  &#8216;flamed&#8217;. For me the key issue that should drive network architectures should be <em>simplicity</em> and nobody could use the term &#8217;simple&#8217; when describing today&#8217;s IP carrier networks. Simplicity means  less opportunity for service failure and simplicity means lower cost operating regimes. In these days of ruthless management cost-cutting, <em>any </em>innovation that promises to simplify a network and  thus reduce cost must have merit and should justify extensive evaluation &#8211; even if your favourite vender disagrees. To put it simply, simplicity cannot not come from deploying more and more complex  protocols that micro-manage a network&#8217;s traffic.</p>
<p>Interestingly, in spite of there being a complete domination of public network cores by MPLS, there is still one major area where the use of MPLS is being actively questioned &#8211; edge and or metro  networks. There is currently quite a vibrant discussion taking place concerning the over complexity of MPLS for use in metro and the possible benefits of using IP over Ethernet (<a title="Ethernet goes carrier grade?" rel="bookmark" href="http://technologyinside.com/2007/03/13/networks-part-6-ethernet-goes-carrier-grade/">Ethernet  goes carrier grade with PBT / PBB-TE?</a>). More on this later.</p>
<p>We should also not forget that telcos have never dropped other aspects of the pre-IP world. For example, the vast majority of telcos who own physical infrastructure still use that leading denizen  of the pre-IP world, <strong>Synchronous Digital Hierarchy (SDH or SONET) </strong>(<a title="SDH, the great survivor" rel="bookmark" href="http://technologyinside.com/?p=86">SDH, the great survivor</a>). This  friendly dinosaur of a technology still holds sway at the layer-1 network level even though most signalling and connectivity technologies that sit upon it have been brushed aside by the IP family of  standards. SDH&#8217;s partner in crime, ATM, was absorbed by IP through the creation of standards that replicated its capabilities in MPLS (deterministic routing) and MPLS-TE (fast rerouting). The  absorption of SDH into IP was not such a great success as many of the capabilities of SDH could not effectively be replaced by layer-3 capabilities (though not for the want of trying!).</p>
<p>SDH is based on <strong>time division multiplexing (<a href="http://en.wikipedia.org/wiki/Time-division_multiplexing" target="_blank">TDM</a>),</strong> the pre-IP packet method of sharing a defined amount  of bandwidth between a number of services running over an individual wavelength on a fibre optic cable. The real benefit of this multiplexing methodology is that it had proved to be ultra-reliable and  offers the very highest level of Quality of Service available. SDH also has the in-built ability <em>par-excellence </em>to provide restoration of an inter-city optical cable in the case of major  failure. One of SDH&#8217;s limitations however, is that it only operates at very high granularity of bandwidth so smaller streams of traffic more appropriate to the needs of individuals and enterprises  cannot be managed through SDH alone. This capability was provided by ATM and is now provided by MPLS.</p>
<p><span style="color:#800000;"><strong>Would a moment of reflection be beneficial?</strong></span></p>
<p><span style="color:#800000;"><strong><img src="http://www.gare.co.uk/images/optimu4.jpg" border="0" alt="" width="172" height="246" align="left" /></strong></span>The heresy that keeps popping up in my head when I think  about IP and all of its progeny protocols, is that the telecommunications industry has spent fifteen years developing a highly complex and inter-dependent set of technical standards that were only  needed to effectively replace what was a &#8217;simple&#8217; standard that did its job effectively at a lower layer in the network. Indeed, pre MPLS, many of the global ISPs used ATM to provide deterministic  management of the global IP networks.</p>
<p>Has the industry now created a highly over-engineered and over-complex reference architecture? Has a whole new generation of staff been so marinaded for a decade in deep IP knowledge, training and  experience that it&#8217;s for an individual to question technical strategy? Has the wheel has turned full circle?</p>
<p>In my post <a title="Permanent Link to Traffic Engineering, capacity planning and MPLS-TE" rel="bookmark" href="http://technologyinside.com/2007/04/02/traffic-engineering-capacity-planning-and-mpls-te/">Traffic  Engineering, capacity planning and MPLS-TE</a>, I wrote about some of the challenges facing the industry and the carriers&#8217; need to undertake fine-grain traffic engineering to ensure that individual  service streams are provided with appropriate QoS. As consumers start to use the Internet more and more for real-time isochronous services such as VoIP and video streaming, there is a major  architectural concern about how this should be implemented. Do carriers really want to continue to deploy an ever increasing number of protocols that add to the complexity of live networks and hence  increase risk?</p>
<p>It is surprising just how many carriers use only very light traffic engineering and simply rely on over-provisioning of bandwidth at a wavelength level. This may be considered to be expensive (but  is it if they own the infrastructure?) and architects may worry about how long they will be able to continue to use this straightforward approach, but there does seem to be a real reticence to  introduce fine-grained traffic management. I have been told several times that this is because they do not trust some of the new protocols and it would be too risky to implement them. It is industry  knowledge that a router&#8217;s operating system contains many features that are never enabled and this is as true today as it was in the 90s.</p>
<p>It is clear that management of fine-grain traffic QoS is one of the top issues to be faced in coming years. However, I believe that many carriers have not even adopted the simplest of traffic  engineering standards in the form of MPLS-TE that starts to address the issue. Is this because many see that adopting these standards could create a significant risk to their business or is it simply  fear, uncertainty and doubt (FUD)?</p>
<p>Are these some of the questions carriers we should be asking ourselves?</p>
<p><strong>Has management goals moved on since the creation of early MPLS standards?</strong></p>
<p>When first created, MPLS was clearly focused on providing predictable determinability at layer-3 so that the use of ATM switching could be dropped to reduce costs. This was clearly a very  successful strategy as MPLS now dominates the core of public networks. This idea was very much in line with David Isenberg&#8217;s ideas articulated in <a href="http://isen.com/papers/Dawnstupid.html" target="_blank">The Rise of the Stupid Network</a> in 1997 which we were all so familiar with at the time. However ambitions have moved on, as they do,  and the IP vision was considerably expanded. This new ambition was to create a universal network infrastructure that could provide any service using any protocol that any customer was likely to need  or buy. This was called an NGN.</p>
<p>However, is that still a good ambition to have? The focus these days is on aggressive cost reduction and it makes sense to ask whether an NGN approach could ever actually reduce costs compared to  what it would replace. <span style="font-size:12pt;font-family:Times New Roman;">For example, there are many carriers today who wish to exclusively focus on delivering layer-2 services. For these  carriers, does it make sense to deliver these services across a layer 3 based network? Maybe not.</span></p>
<p><strong>Are networks so &#8216;on the edge&#8217; that they have to be managed every second of the day?</strong></p>
<p>PSTN networks that pre-date IP were fundamentally designed to be reliable and resilient and pretty much ran without intervention once up and running. They could be trusted and were predictable in  performance unless a major outside event occurred such as a spade cutting a cable.</p>
<p>IP networks, whether they be enterprise or carrier, have always had an well-earned image of instability and going awry if left alone for a few hours. This is much to do with the nature of IP and  the challenge of managing unpredicted traffic bursts. Even today, there are numerous times when a global IP network goes down due to an unpredicted event creating knock-on consequences. A workable  analogy would be that operating an IP network is similar to a parent having to control an errant child suffering from Attention Deficit Disorder.</p>
<p>Much of this has probably been <span style="font-size:small;font-family:Times New Roman;">brought about by the unpredictable nature of routing protocols selecting forwarding paths. These protocols have been enhanced  over the years by so many bells and whistles that a carrier&#8217;s perception of the best choice of data path across the network will probably be not the same as the one selected by the router itself.</span></p>
<p><strong>Do operational / planning architecture engineers often just want to &#8220;leave things as they are&#8221; because it&#8217;s working. Better the devil you know?</strong></p>
<p>When a large IP network is running, there is a strong tendency to want to leave things well alone. Is this because there are so many inter-dependent functions in operation at any one time that it&#8217;s  beyond an individual to understand it? Is it because when things go wrong it takes such an effort to restore service and it&#8217;s often impossible to isolate the root cause if it not down to simple  hardware failure?</p>
<p><strong>Is risk minimisation actually the biggest deciding factor when deciding what technologies to adopt?</strong></p>
<p>Most operational engineers running a live network want to keep things as simple as possible. They <em>have</em> to because their job and sleep are on the line every day. Achieving this often means  resisting the use of untried protocols (such as MPLS-TE) and replacing fine-grained traffic engineering with the much simpler strategy of using over-provisioned networks ( Telcos see it as a  no-brainer because they already own the fibre in the ground and it is relatively easy to light an additional dark wavelength).</p>
<p>At the end of the day, minimising commercial risk is right at the top of everyone&#8217;s agenda, though it usually sits below operation cost reduction.</p>
<p><strong>Compared to the old TDM networks they replace, are IP-based public networks getting too complex to manage when considering the ever increasing need for fine-grain service management at the edge  of the network?</strong></p>
<p>The spider&#8217;s web of protocols that need to perform flawlessly in unison to provide a good user experience is undoubtedly getting more and more complex as time goes by. There is only little effort  to simply things and there is a view that it is all becoming too over-engineered. Even if a new standard has been ratified and is recommended for use, this does not mean it will be implemented in live  networks on a wide scale basis. The protocol that heads the list of under exploited protocols is IPv6 (<a href="http://technologyinside.com/2007/06/21/ipv6-to-the-rescue-eh/">IPv6 to the rescue &#8211; eh?</a>).</p>
<p>There is significant on-going standards development activity in the space of path provisioning automation (<a title="IETF’s hidden jewel" rel="bookmark" href="http://technologyinside.com/2007/04/10/path-computation-element-pce-ietfs-hidden-jewel/">Path  Computation Element (PCE): IETF’s hidden jewel</a>) and of true multilayer network management. This would include seamless control of layer-3 (IP), layer-2.5 (MPLS) and layer-1 networks (SDH) (<a title="GMPLS and common control" rel="bookmark" href="http://technologyinside.com/2007/04/16/gmpls-and-common-control/">GMPLS  and common control</a>). The big question is (risking being called a Luddite) would a carrier in the near future risk the deployment of such complexity that could bringing down all layers of a network  at once? Would the benefits out weigh the risk?</p>
<p><strong>Are IP-based public networks more costly to run than legacy data networks such as Frame Relay?</strong></p>
<p>This is a question I would really like to get an objective answer to as my current views are mostly based on empirical and anecdotal data. If anyone has access to definitive research, please  contact me! I suspect, and I am comfortable with the opinion until proved wrong, that this is the case and could be due to the following factors:</p>
<ul>
<li>There needs to be more operations and support staff permanently on duty than with the old TDM voice systems thus leading to higher operational costs.</li>
<li>Operational staff require a higher level of technical skill and training caused by the complex nature of IP.   <a href="http://en.wikipedia.org/wiki/CCNA#Cisco_Certified_Network_Associate" target="_blank">CCIE</a>s are expensive!</li>
<li>Equipment is expensive as the market is dominated by only a few suppliers and there are often proprietary aspects of new protocols that will only run on a particular vendor&#8217;s equipment thus    creating effective supplier lock-in. The router clone market is alive and healthy!</li>
</ul>
<p>It should be remembered that the most important reason given to justify the convergence on IP was the cost savings resulting from collapsing layers. This has not really taken place except for the  absorption of ATM into MPLS. Today, each layer is still planned, managed and monitored by separate systems. The principle goal of <strong>a Next Generation Network (NGN) </strong>architecture is still to  achieve this magic result of reduced costs. Most carriers are still waiting on the fence for evidence of this.</p>
<p><strong>Is there a degradation in QoS using IP networks?</strong></p>
<p>This has always been a thorny question to answer and a &#8216;Google&#8217; to find the answer does not seem to work. Of course, any answer lies in the eyes of the beholder as there is no clear definition of  what the term QoS encompasses. In general, the term can be used at two different levels in relation to a network&#8217;s performance: <em>micro-QoS</em> and the<em> macro-QoS</em>.</p>
<p>Micro-QoS is concerned with individual packet issues such as order of reception of packets, number of missing packets, latency, delay and jitter. An excessive amount of any of these will severely  degrade a real-time service such as VoIP or video streaming. Macro-QoS is more concerned with network wide issues such as network reliability and resilience and other areas that could affect overall  performance and operational efficiency of a network.</p>
<p>My perspective is that on a correctly managed IP / MPLS network (with all the hierarchy and management that requires), micro-QoS degradation is minimal and acceptable and certainly no worse than IP  over SDH. Indeed, many carriers deliver traditional private wire services such as E1 or T1 connectivity over an MPLS network using <a href="http://en.wikipedia.org/wiki/Pseudo-wire" target="_blank"> pseudowire</a> tunnelling protocols such as <strong>Virtual Private LAN Service (<a href="http://en.wikipedia.org/wiki/VPLS" target="_blank">VPLS)</a></strong>. However this does significantly raise the bar in  respect to the level of IP network design and network management quality required.</p>
<p>The important issue is the possible degradation at the macro-QoS level where I am comfortable with the view that using an IP / MPLS network there will always be a statistically higher risk of fault  or problems due to its complexity compared to a simpler IP over SDH system. There is a certain irony in that macro-QoS performance of a network could be further degraded when additional protocols are  deployed to improve-micro-QoS performance.</p>
<p><span style="color:#800000;"><strong>Is there still opportunity for simplification?</strong></span></p>
<p>In an MPLS dominated world, there is still significant opportunity for simplification and cost reduction.</p>
<p><strong>Carrier Ethernet deployment</strong></p>
<p>I have written several posts (<a title="Ethernet goes carrier grade?" rel="bookmark" href="http://technologyinside.com/2007/03/13/networks-part-6-ethernet-goes-carrier-grade/">Ethernet goes carrier  grade with PBT / PBB-TE?</a>) about carrier Ethernet standards and the benefits its adoption might bring to public network. In particular, the promise of simplification. To a great extent this  interesting technology is a prime example of where a new (well newish) approach that actually does make quite a lot of sense comes up against the new MPLS-for-everything-and-everywhere dogma. It is  not just a question of convincing service providers of the benefit but also overcoming the almost overwhelming pressure brought on carrier management form MPLS vendors who have clear vested interests  in what technologies their customers choose to use. This often one-sided debate definitely harks back to the early 90s no-way-IP culture. Religion is back with a vengeance.</p>
<p><strong>Metro networks</strong></p>
<p>Let me quote <a href="http://www.lightreading.com/document.asp?doc_id=134968" target="_blank">Light Reading</a> from September 2007. <em>&#8220;<span>What once looked like a walkover in the metro network  sector has turned into a pitched battle – to the surprise, but not the delight, of those who saw Multiprotocol Label Switching (MPLS) as the clear and obvious choice for metro transport.&#8221; </span></em> MPLS has encountered several road bumps on its way to domination and it should always be appropriate to question whether any particular technology adoption is appropriate.</p>
<p>To quote the column further:<em> &#8220;<span>The carrier Ethernet camp contends that MPLS is too complex, too expensive, and too clunky for the metro environment.&#8221; </span></em>Whether &#8216;thin MPLS&#8217; (<a title="Permanent Link to PBB-TE / PBT or will it be T-MPLS?" rel="bookmark" href="http://technologyinside.com/2007/03/22/pbb-te-pbt-or-will-it-be-t-mpls/">PBB-TE  / PBT or will it be T-MPLS?</a>) will hold off the innovative PBB intruder remains to be seen. At the end of the day, the technology that provides simplicity and reduced operational costs will win the  day.</p>
<p><strong>Think the unthinkable</strong></p>
<p>As discussed above, the original ambition of MPLS has ballooned over the years. Originally solving the challenge of how to provide a deterministic and flexible forwarding methodology for layer-3 IP  packets and replace ATM, it has achieved this objective exceptionally well. These days, however, it seems to be <em>always</em> assumed that some combination or mix of Ethernet (PBB-TE) and/or MPLS-TE  and maybe even GMPLS is the definitive, but highly complex, answer to creating that optimum highly integrated NGN architecture that can be used to provide any service any customer might require.</p>
<p>Maybe, it is worth considering a complementary approach that is highly focused on <em>removing</em> complexity. There is an interesting new field of innovation that is proposing that path forwarding  &#8216;intelligence&#8217; and path bandwidth management is moved from layer-3, layer.2.5 and layer-2 back into layer-1 where it rightly belongs. By adding additional capability to SDH, it is possible to reduce  complexity in the above layers. In particular deployment scenarios this could have a number of major benefits, most of which result in significantly lower costs.</p>
<p>This raises an interesting point to ponder. While revenues still derive from traditional telecom-oriented voice services, the services and applications that are really beginning to dominate and  consume most bandwidth are real time interactive and streaming services such as IPTV, TV replays, video shorts, video conferencing, tele-presence, live event broadcasting, tele-medicine, remote  monitoring etc. It could be argued that all these point-to-point and broadcast services could be delivered with less cost and complexity using advanced SDH capabilities linked with Ethernet or IP /  MPLS access? Is it worth thinking about bringing SDH back to the NGN strategic forefront where it could deliver commercial and technical benefits?</p>
<p>To quote a colleague: <em>&#8220;The datacom protocol stack of IP-over-Ethernet was designed for asynchronous file transfer, and Ethernet as a local area network packet-switching protocol, and these  traditional datacom protocols do a fine job for those applications (i.e. for services that can tolerate uncertain delays, jitter and throughput, and/or limited-scope campus/LAN environments).  IP-over-Ethernet was then assumed to become the basis protocol stack for NGNs in the early 2000s, due to the popularity of that basic datacom protocol stack for delivering the at-that-time prevailing  services carried over Internet, which were mainly still file-transfer based non-real-time applications.&#8221;</em></p>
<p><a href="http://optimumzone.net/" target="_blank"><img src="http://www.gare.co.uk/images/optimu2.jpg" border="0" alt="" width="244" height="123" align="left" /></a>SDH has really moved on since the days  when it was only seen as a dumb transport layer. At least one service provider company, <a href="http://optimumzone.net/" target="_blank">Optimum Communications Services</a> offers an innovative  vision whereby instead of inter-node paths being static, as is the case with the other NGN technologies discussed in this post, the network is able to dynamically determine the required inter-node  bandwidth based on a fast real-time assessment of traffic demands between nodes.</p>
<p><span style="color:#800000;"><strong><br />
So has the wheel has turned full circle?</strong> </span></p>
<p>As most carriers&#8217; architectural and commercial strategies are wholly focused on IP with the Yellow Brick Road ending with the sun rising over a fully converged NGN, how much real willingness is  there to listen to possible alternate or complementary innovative ideas?</p>
<p>In many ways the telecommunications industry could be considered to have returned to the closed shutter mentality that dominated before IP took over in the late 1990s &#8211; I hope that this is not the  case. There is no doubt that choosing to deploy IP / MPLS was a good decision, but a decision to deploy some of the derivative QoS and TE protocols is far from clear cut.</p>
<p>We need to keep our eyes and minds open as innovation is alive and well and most often arises in small companies who are free to think the the unthinkable. They may might not be always right but  they may not be wrong either. Just cast your mind back to the high level of resistance encountered by IP in the 90s and let&#8217;s not repeat that mistake again. There is still much scope for innovation  within the IP based carrier network world and I would suspect this has everything to do with simplifying networks and not complicating them further.</p>
<p><strong>Addendum #1: </strong><a title="Where now frame relay?" rel="bookmark" href="http://technologyinside.com/2007/02/28/networks-part-5-where-now-frame-relay/"> <img src="http://www.gare.co.uk/images/point.gif" border="0" alt="" width="11" height="11" /></a><a title="Optimum Communications Services - finally a way out of the zero-sum game?" rel="bookmark" href="http://technologyinside.com/2008/10/20/optimum-communications-services-finally-a-way-out-of-the-zero-sum-game/"><strong>Optimum Communications Services</strong> &#8211; finally a way out of the zero-sum game?</a></p>
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		<title>EDS hoovers up Nexagent</title>
		<link>http://technologyinside.com/2008/03/19/eds-hoovers-up-nexagent/</link>
		<comments>http://technologyinside.com/2008/03/19/eds-hoovers-up-nexagent/#comments</comments>
		<pubDate>Wed, 19 Mar 2008 19:30:17 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
				<category><![CDATA[Company reviews]]></category>
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		<guid isPermaLink="false">http://technologyinside.wordpress.com/?p=135</guid>
		<description><![CDATA[To quote Channel Register:
EDS has bought Reading-based firm Nexagent. Nexagent makes software for  companies to design, manage, and provision virtual private networks, especially  those for large companies which might include several regions.
EDS said the buy was part of ongoing investments into its networking  capabilities. It reckons Nexagent will mean it can get [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=135&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p>To quote Channel Register:</p>
<p>EDS has bought Reading-based firm Nexagent. Nexagent makes software for  companies to design, manage, and provision virtual private networks, especially  those for large companies which might include several regions.</p>
<p>EDS said the buy was part of ongoing investments into its networking  capabilities. It reckons Nexagent will mean it can get customers onto the EDS  network more quickly and cheaply.</p>
<p>Nexagent staff will move to EDS and report to its EMEA HQ in Stockley  Park.</p>
<p>Financial terms were not disclosed.</p>
<p>For the press release: <a href="http://www.channelregister.co.uk/2008/03/19/eds_buys_nexagent/" target="_blank">EDS hoovers up Reading networking firm</a></p>
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		<title>trymehere goes live…</title>
		<link>http://technologyinside.com/2008/03/10/134/</link>
		<comments>http://technologyinside.com/2008/03/10/134/#comments</comments>
		<pubDate>Mon, 10 Mar 2008 16:13:33 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
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		<description><![CDATA[14:41 GMT, Monday, March 3rd 2008: If I have been a bit quite recently, this is the reason why. With no great drama we are pleased to say that we have gone live with the trymehere service &#8211; www.trymehere.com on the Internet!
Like everyone else who has worked on a project for some considerable time we [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=134&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p class="MsoNormal"><img src="http://www.gare.co.uk/trymehereblogimages/live.jpg" align="left" border="0" height="227" hspace="3" width="273" /><b>14:41 GMT, Monday, March 3<sup>rd</sup> 2008:</b> If I have been a bit quite recently, this is the reason why. With no great drama we are pleased to say that we have gone live with the trymehere service &#8211; <a href="http://www.trymehere.com" target="_blank">www.trymehere.com</a> on the Internet!</p>
<p class="MsoNormal">Like everyone else who has worked on a project for some considerable time we are so pleased that this day has finally arrived! We have been developing trymehere for some considerable time but as we are self-financed we felt this to be acceptable. We still have a never-ending list of &#8216;nice to have&#8217; features and minor things we could change or add but we decided that it was time to go live.</p>
<p class="MsoNormal">This is a real beta version and we hope that early users will report any problems they might come across. Indeed, the first person to use the Wizard failed to complete it due to a bug but this was corrected within ten minutes of it being reported.</p>
<p class="MsoNormal">Of course, now comes the time when we find out whether there is any real interest in the service and whether people actually find it a useful. We do not plan to over-promote the service in the early days. This is so easy to do but we will resist and focus on getting the service reliable.</p>
<p class="MsoNormal">Time will tell of course, so watch this space!</p>
<p class="MsoNormal">By the way, if you create a trymehere account, search for me in the database and send me a <b>Connect Request</b>!</p>
<p class="MsoNormal">Chris Gare</p>
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		<title>XTERA acquires AZEA NETWORKS</title>
		<link>http://technologyinside.com/2007/11/29/xtera-acquires-azea-networks/</link>
		<comments>http://technologyinside.com/2007/11/29/xtera-acquires-azea-networks/#comments</comments>
		<pubDate>Thu, 29 Nov 2007 11:47:33 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
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		<guid isPermaLink="false">http://technologyinside.com/2007/11/29/xtera-acquires-azea-networks/</guid>
		<description><![CDATA[I don&#8217;t normally &#8216;do news&#8217;, but as I wrote a long piece about Azea networks earlier this year I thought this pertinent.
Allen, Texas &#8211; (November 29, 2007) – Xtera Communications announced today that it has acquired Azea Networks, a privately held company based in the UK and supplier of world-class optical networking solutions.
Azea is uniquely [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=133&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p>I don&#8217;t normally &#8216;do news&#8217;, but as I wrote a long piece about Azea networks earlier this year I thought this pertinent.</p>
<blockquote><p>Allen, Texas &#8211; (November 29, 2007) – Xtera Communications announced today that it has acquired Azea Networks, a privately held company based in the UK and supplier of world-class optical networking solutions.</p>
<p>Azea is uniquely focused on delivering substantial capacity gains to existing undersea repeatered links. The company’s optical networking upgrade solutions allow operators to exploit the full potential of their existing repeatered subsea cable assets.</p>
<p>With the acquisition, Xtera extends its subsea product portfolio from the unrepeatered market to include repeatered subsea applications. Xtera’s unrepeatered product line provides unprecedented reach for new deployments and enables existing unrepeatered links to be upgraded to significantly higher capacities. Azea’s product line provides similar benefit to repeatered upgrades and initial deployments. By upgrading their existing repeatered assets with these solutions, service providers are able to quickly achieve the capacity of a new system at a fraction of the cost of a new deployment. The consolidated company provides global service providers with an end-to-end optical transport solution covering land and sea.</p>
<p>“The acquisition makes sense for reasons that go beyond our complimentary subsea product portfolios. We share the same passion for customer response and support,” said Mike Hynes, who will assume the role of Executive Vice President Sales &amp; Chief Marketing Officer for Xtera’s Optical Networking division.</p>
<p>“Operators of existing subsea networks are experiencing a surge in bandwidth demand. Their ability to quickly respond by upgrading existing submarine cables provides them a time to market and cost advantage over operators that require new deployments. The products of the combined company allow Xtera to address a wider range of subsea solutions which should maintain the momentum the company has generated over the past year,&#8221; said Howard Kidorf, Managing Partner of Pioneer Consulting.</p>
<p>This acquisition is part of Xtera’s planned growth as announced earlier this year. “This provides cost-effective growth to one of our core business areas and strengthens our position in the optical networking market,” commented Jon Hopper, CEO of Xtera Communications.</p>
<p>About Xtera Communications</p>
<p>Xtera Communications provides network solutions enabling communications companies to profitably deliver high-bandwidth tailored services at the lowest sustainable cost per bit. Xtera delivers value by combining sound business practice with compelling advantages in capacity, reach, simplicity and service.</p>
<p><a href="http://www.xtera.com/newsandevents/2007_11_29.cfm" target="_blank">http://www.xtera.com/newsandevents/2007_11_29.cfm</a></p></blockquote>
<p><strong>Addendum:</strong> <a href="http://technologyinside.com/2007/05/07/azea-networks-upgrading-submarine-cables/" rel="bookmark" title="Azea Networks, upgrading submarine cables.">Azea Networks, upgrading submarine cables.</a></p>
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		<title>Hammerhead Systems: Enabling PBB-TE – MPLS seamless services</title>
		<link>http://technologyinside.com/2007/11/16/enabling-pbb-te-mpls-seamless-services/</link>
		<comments>http://technologyinside.com/2007/11/16/enabling-pbb-te-mpls-seamless-services/#comments</comments>
		<pubDate>Fri, 16 Nov 2007 13:07:07 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
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		<guid isPermaLink="false">http://technologyinside.com/2007/11/16/enabling-pbb-te-mpls-seamless-services/</guid>
		<description><![CDATA[
I haven&#8217;t quite decided whether there is a true religious war between the now ubiquitous MPLS and the more recent PBB-TE (Provider Backbone Bridging  Traffic Engineering) Ethernet technologies. It certainly seems that way sometimes! However, everything has its time and place and that applies to network technologies as well.
On one hand, MPLS is now [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=132&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p><img src="http://www.gare.co.uk/images/hh1.jpg" border="0" alt="" width="224" height="216" align="left" /></p>
<p class="bodyNorm">I haven&#8217;t quite decided whether there is a true religious war between the now ubiquitous MPLS and the more recent PBB-TE (Provider Backbone Bridging  Traffic Engineering) Ethernet technologies. It certainly seems that way sometimes! However, everything has its time and place and that applies to network technologies as well.</p>
<p class="bodyNorm">On one hand, MPLS is now the<strong> </strong><em>de rigueur</em> technology for use in the core of the world&#8217;s IP-based &#8216;converged&#8217; networks. MPLS enables  IP to be tamed to a degree by providing deterministic (i.e. predictable) routing and QoS. Deterministic routing forces traffic over a predetermined path so that all packets on that path will  experience the same delay. This is an absolute necessity for real-time traffic such as Voice-over-IP, video conferencing and IP-TV services. MPLS also enables traffic to be categorised so that  real-time services take preference over non-critical traffic such as email at busy times on the network. I&#8217;ve covered much of this in previous posts such as <a title="The rise and maturity of MPLS" rel="bookmark" href="http://technologyinside.com/2007/02/14/networks-part-3-the-rise-and-maturity-of-mpls/">The rise and maturity of MPLS</a>.</p>
<p class="bodyNorm"><img src="http://www.gare.co.uk/images/hammer2.jpg" border="0" alt="" width="254" height="203" align="right" />If your network strategy guys come from the &#8216;purist&#8217; MPLS camp then it is  clear that they will see MPLS being deployed both in the core and metro access network. However, MPLS is often now seen as an expensive and complex technology to maintain in real environments and this  has prevented carriers from rolling out MPLS to the edge of their networks, often known as local metro-networks. A carrier usually has only one core network but often has many local access or metro  networks which directly connect to their customers&#8217; buildings and private LANs. If MPLS were deployed throughout this infrastructure costs could skyrocket.</p>
<p class="bodyNorm">A consequence of this is that the industry has been looking for a lower cost alternative as the technology of preference for use in these access networks. As the transport of  preference for enterprises is Ethernet it comes as no surprise that there has been tremendous interest in using Ethernet in carriers&#8217; access networks as it could prove to be a lower cost solution than  MPLS. It has been conjectured that the deployment of PBB-TE rather than MPLS could save in excess 40% of costs. This will be the subject of a future post.</p>
<p class="bodyNorm">This vision has driven a tremendous amount of standards activity that has resulted in the PBB-TE standard whereby inappropriate features have been stripped out of Ethernet to  create a transport technology that can be used in carrier&#8217;s access networks. I&#8217;ve previously written about these initiatives in my posts &#8211; <a title="Ethernet goes carrier grade?" rel="bookmark" href="http://technologyinside.com/2007/03/13/networks-part-6-ethernet-goes-carrier-grade/">Ethernet goes carrier grade with PBT / PBB-TE?</a> and <a title="Permanent Link to PBB-TE / PBT or will it be T-MPLS?" rel="bookmark" href="http://technologyinside.com/2007/03/22/pbb-te-pbt-or-will-it-be-t-mpls/">PBB-TE / PBT or will it be T-MPLS?</a>.</p>
<p class="bodyNorm"><img src="http://www.gare.co.uk/images/hammer3.jpg" border="0" alt="" width="252" height="202" align="left" />If the above scenario is to pan out in practice, then carriers must be able to  to seamlessly and transparently deploy and manage services across both technologies and this has been a real if not impossible challenge to date. This has much to do with the immaturity of PBB-TE  technology and lack of compatibility with MPLS. For example, MPLS uses <strong>pseudowire tunnels</strong> for the transport of services across a core network, while PBB-TE uses <strong>E-LINE</strong> which has been  defined by the <a href="http://metroethernetforum.org/" target="_blank">Metro Ethernet Forum</a> (MEF).</p>
<p class="bodyNorm"><strong>Earlier this week I listened to a most interesting webinar from <a href="http://www.hammerheadsystems.com/" target="_blank">Hammerhead Systems</a></strong><strong> a USA company  who have been focusing on this issue and I would like to thank them for allowing me to use some of their graphics in this post.</strong></p>
<p>It was interesting to hear a clearly articulated vision for a future network strategy based on a technology agnostic view. The term &#8216;technology agnostic&#8217; in this case means a future based on hybrid  networks based on a mechanism whereby MPLS and PBB-TE are able to inter-work. Of course, I&#8217;m sure many would see this as a first step to an MPLS-free future, however that could be seen as a bit  extreme and I&#8217;m sure Hammerhead would never articulate this view!</p>
<p>One of the weaknesses of PBB-TE is the lack of a workable control plane so Hammerhead have partnered with <a href="http://www.soapstonenetworks.com/" target="_blank">Soapstone</a> in this  announcement. Interestingly, Soapstone is a division of a company that I used know quite well, Avici.</p>
<p>Avici came to fame with a terabit router in the late 1990s but with the down turn in the market they decided to focus on providing software to support converged Next Generation Networks. They say  they &#8220;<em>Provide an abstraction layer that decouples service from the network</em>&#8220;. The availability of this portable abstraction layer is the one of the key needs to enable seamless inter-operation  between MPLS and and PBB-TE.</p>
<p><img src="http://www.gare.co.uk/images/hammer5.jpg" border="0" alt="" hspace="3" width="105" height="114" align="left" />In the webinar, Dr. Ray Mota, Chief Strategist and President of <a href="http://www.srgresearch.com/" target="_blank">Consulting Synergy Research Group</a>, presented  a view of PBB-TE past and PBB-TE future. As it&#8217;s nearing Christmas this reminded me of  Dickens&#8217;s Christmas Carol, but I digress&#8230;</p>
<p>PBB-TE (past) was profiled as being designed as a replacement for traditional point-to-point SONET/SDH trunks supporting enterprise Ethernet services. However, there are some key pieces missing and  this was what the webinar was all about.</p>
<p>PBB-TE (future) is about a &#8220;Generalized Services Infrastructure&#8221; that is independent of MPLS or PBB-TE transport layers. The joint announcement encompassed the following components of this  Generalized Services Infrastructure which claimed to be the &#8220;<em>first seamless support across PBB-TE metro networks and MPLS cores</em>&#8221; running on Hammerhead&#8217;s <a href="http://www.hammerheadsystems.com/products/hsx6000/index.html" target="_blank">HSX 6000 PBB-TE Service Gateway</a>™.</p>
<ul>
<li><strong>Multipoint-to-Multipoint (MP2MP):</strong> Hammerhead&#8217;s PBB-TE E-LAN</li>
<li><strong>Point-to-Multipoint (P2MP):</strong> Hammerhead&#8217;s PBB-TE E-tree</li>
<li><strong>Multicast and Multipoint applications:</strong> PBB-TE E-Tree for IPTV, IP-VPN, Multicast, and Enterprise Managed Services</li>
<li><strong>Seamless solutions across MPLS/VPLS and PBB-TE:</strong> Hammerhead&#8217;s Service gateway for inter-working of MP2MP and P2MP PBB-TE solutions with MPLS/VPLS</li>
<li><strong>Control Plane Provisioning:</strong> Support for MP2MP and P2MP PBB-TE solutions  through the Soapstone partnership.</li>
<li>All of these services supported with  MultiClass QoS</li>
</ul>
<p class="bodyNorm">An example of a service &#8211; business multicast &#8211; that could be deployed across a mixed infrastructure is shown below.</p>
<p class="bodyNorm" align="center"><img src="http://www.gare.co.uk/images/hammer6.jpg" border="0" alt="" width="403" height="214" /></p>
<p class="bodyNorm">Hammerhead make extensive use of the IETF&#8217;s Virtual Switch Instance (<a href="http://tools.ietf.org/html/rfc4762" target="_blank">VSI</a>) as a building block to enable a  capability to support both pseudowire trunks across MPLS and PBB-TE trunks based on MEF E-LAN. The diagram below shows how a seamless service can be created:</p>
<p class="bodyNorm" align="center"><img src="http://www.gare.co.uk/images/hammer7.jpg" border="0" alt="" width="384" height="255" /></p>
<p class="bodyNorm" align="left">One of the key services that is driving converged NGN networks is IP-TV and the MEF E-Tree specification provides the multicast capability these types of service  require. Again, Hammerhead support this stanfdard on PBB-TE and MPLS.</p>
<p class="bodyNorm" align="center"><img src="http://www.gare.co.uk/images/hammer8.jpg" border="0" alt="" width="346" height="312" /></p>
<p class="bodyNorm">In practice, Hammerhead’s multicast solutions for PBB-TE networks use Soapstone Networks’ <strong>Provider Network Controller (PNC) </strong>control plane which decouples the control and  data planes enabling Hammerhead&#8217;s E-LAN and E-Tree services to run without the development of new protocols. Also, Hammerhead’s VPLS and MPLS E-Tree solutions use existing MPLS control protocols.</p>
<p class="bodyNorm" align="center"><img src="http://www.gare.co.uk/images/hammer9.jpg" border="0" alt="" width="497" height="167" /></p>
<p class="bodyNorm"><span style="color:#800000;"><strong>Roundup</strong></span></p>
<p>I don&#8217;t normally make my technology posts so focused on a particular vendor&#8217;s product set but I wanted to make an exception in this case. I certainly would not be able to confirm that what  Hammerhead have announced is truly unique, but it does seem to be a first from my limited visibility. I have also been interested in what Soapstone are doing for some time as well. Perhaps this  partnership is a marriage in heaven?</p>
<p>We can all do without technology wars. The telecommunications industries, whether they be fixed or mobile, really do need to focus on providing the innovative services that their customers can use.  Moreover, they do need realise that moving packets from one location to another is a commodity service that needs to be offered with exceptional reliability, high customer service but also at low  cost. To me, commoditisation is a good thing and not to be something to be frightened of and avoid by trying to jump into so-called value added services to avoid the margin crush. The commoditisation  of the computer market following the personal computer steamroller can hardly be seen as a bad thing, but it does mean that infrastructure costs have to come down in step with average service selling  prices.</p>
<p>MPLS is a high cost marriage partner and carriers should be looking at alternative technologies to see if they can help reduce costs. Unfortunately it is often the case that equipment vendors are  not technology agnostic (e.g. <a href="http://www.telecommagazine.com/article.asp?HH_ID=AR_3596" target="_blank">PBT could be catastrophic, says Juniper CEO</a>) and that is very much the case with MPLS. Of course, once a technology really starts to take off &#8211; as demonstrated by IP &#8211; then every vendor jumps on the bandwagon!</p>
<p>Providing a solution that enables carriers to deploy the most appropriate and cost effective technologies in access and core networks AND to be able to provision and manage services seamlessly,  seems to me to be a &#8216;no brainer&#8217; idea which should receive much interest. It is certainly good to be able to identify one company that can help carriers achieve this goal and it will certainly help  PBB-TE gain further credibility.</p>
<p>I certainly predict that the majority of incumbent and alternative carriers that need to connect with customer premises will, if they are not today, evaluate the use PBB-TE to ascertain whether the  cost reduction promises are real. Hammerhead&#8217;s and Soapstone&#8217;s solution could provide a key element in that evaluation. If they are truly unique with this announcement, then they won&#8217;t be for long as  every other vendor will try and catch up!</p>
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		<title>Content transcoding hits mobiles</title>
		<link>http://technologyinside.com/2007/10/18/content-transcoding-hits-mobiles/</link>
		<comments>http://technologyinside.com/2007/10/18/content-transcoding-hits-mobiles/#comments</comments>
		<pubDate>Thu, 18 Oct 2007 13:37:17 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
				<category><![CDATA[Internet]]></category>
		<category><![CDATA[Mobile]]></category>
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		<description><![CDATA[Content transcoding hits mobiles
Content adaptation and transcoding  is high on the agenda of many small mobile content or services companies at the moment and is causing more bad language and angst than anything else I can  remember in the industry in recent times. Before I delve into that issue what is content adaptation?
Content [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=131&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p>Content transcoding hits mobiles</p>
<p>Content adaptation and transcoding  is high on the agenda of many small mobile content or services companies at the moment and is causing more bad language and angst than anything else I can  remember in the industry in recent times. Before I delve into that issue what is content adaptation?</p>
<p>Content translation and the need for it on the Internet is as old as the invention of the browser and is caused by standards, or I should say the interpretation of them. Although HTML, the language  of the web page, transformed the nature of the Internet by enabling anyone to publish and access information through the World Wide Web, there were many areas of the specification that left a  sufficient degree of fogginess for browser developers to &#8216;fill in&#8217; with their interpretation of how content should be displayed.</p>
<p><img src="http://www.gare.co.uk/images/adapt1.jpg" align="left" border="0" height="148" width="145" /></p>
<p>In the early days, most of us engaged with the WWW through the use of the Netscape Navigator browser. Indeed Netscape epitomised all the early enthusiasm for the Internet and their IPO on August 9,  1995 set in play the fabulously exciting &#8216;bubble&#8217; of the late 1990s. Indeed, The Netscape browser held over a 90% market share in the years post their IPO.</p>
<p>This inherent market monopoly made it very easy for early web page developers to develop content as it only needed to run on one one browser. However that did not make life particularly easy  because the Netscape Navigator browser had so many problems in how it arbitrarily interpreted HTML standards. In practice, a browser is only an interpreter after all and, like human interpreters, are  prone to misinterpretation when there are gaps in the standards.</p>
<p align="center"><img src="http://www.gare.co.uk/images/adapt2.jpg" border="0" height="243" width="393" /></p>
<p align="center">Browser market shares. Source <a href="http://en.wikipedia.org/wiki/Usage_share_of_web_browsers" target="_blank">Wikipedia</a></p>
<p><font color="#800000"><strong>Content Adaptation</strong></font></p>
<p>Sometimes the drafted HTML displayed in Navigator fine but at other times it didn&#8217;t. This led to whole swathes of work-abounds that made the the task of developing interesting content a rather hit  and miss affair. A good <a href="http://www.netmechanic.com/products/Browser-Tutorial.shtml" target="_blank">example</a> of this is the HTML standard that says that the TABLE tag should support a  CELLSPACING attribute to define the space between parts of the table. But standards don&#8217;t define the default value for that attribute, so unless you explicitly define CELLSPACING when building your  page, two browsers may use different amounts of white space in your table.</p>
<p align="center"><img src="http://www.gare.co.uk/images/adapt3.jpg" align="left" border="0" height="184" width="216" /></p>
<p>(Credit: <a href="http://www.netmechanic.com/products/Browser-Tutorial.shtml" target="_blank">NetMechanic</a>) This type of problem was further complicated by the adoption of browser-specific  extensions. The original HTML specifications were rather basic and it was quite easy to envision and implement extensions that enabled better presentation of content. Netscape did this with abandon  and even invented a web page scripting language that is universal to day &#8211; JavaScript (This has nothing to do with Sun&#8217;s Java language).</p>
<p>Early JavaScript was ridden with problems and from my limited experience of writing in the language most of the time was spent trying to iunderstand why code that looked correct according to the  rule book failed to work in practice!</p>
<p>Around this time I remember attending a Microsoft presentation in Reston where Bill Gates spent an hour talking about why Microsoft were not in favour of the internet and why they were not going to  create a create a browser themselves. Oh how times change when within a year BG announced that the whole company was going to focus on the Internet and that their browser would be given away free to  &#8220;kill Netscape&#8221;.</p>
<p>In fact, I personally lauded Internet Explorer when it hit the market because, in my opinion, it actually worked very well. It was faster than Navigator but more importantly, when you wrote the  HTML or JavaScript, the code worked as you expected it to. This made life so much easier. The problem was  that you now had to write pages that would run on both browsers or you risked alienating  a significant sector of your users. As there still are today, there were many users who blankly refused to change from using Navigator to IE because of their emotional dislike of Microsoft.</p>
<p>From that point on it was downhill for a decade as you had to include browser detection on your web site so that appropriately coded browser-specific and even worse version specific content could  be sent to users. Without this, it was just not possible to guarantee that users would be able to see your content. Below is the typical code you had to use:</p>
<pre>var browserName=navigator.appName;
if (browserName=="Netscape")
{
 alert("<strong>Hi Netscape User!</strong>");
}
else
{
 if (browserName=="Microsoft Internet Explorer")
 {
  alert("<strong>Hi, Explorer User!</strong>");
 }</pre>
<p>If we now fast forward to 2007 the world of browsers has changed tremendously but the problem has not gone away. Although it is less common to detect browser types and send browser-specific code  considerable problems still exist in making content display in the same way on all browsers. I can say from practical experience that making an HTML page with extensive style sheets display correctly  on Firefox, IE 6 and IE 7 is not a particularly easy and definitely frustrating task!</p>
<p>The need to adapt content to a particular browser was the first example of what is now called <strong>content adaptation.</strong> Another technology in this space is called <strong>content transcoding.</strong></p>
<p><font color="#800000"><strong>Content transcoding</strong></font></p>
<p><img src="http://www.gare.co.uk/images/adapt5.jpg" align="left" border="0" height="188" width="356" />I first came across true content transcoding when I was working with the first real  implementation of a <strong>Video on Demand</strong> service in Hong Kong Telecom in the mid 1990s. This was based based on proprietary technology and myself and a colleague were of the the opinion that it  should be based on IP technologies to be future proof. Although we lost that battle we did manage to get Mercury in the UK to base its VoD developments on IP. Mercury went on to sell its consumer  assets to NTL so I&#8217;m pleased that the two of us managed to get IP as the basis of broadband video services in the UK at the time.</p>
<p>Around this time, Netscape were keen to move Navigator into the consumer market but it was too bloated to be able to run on a set top box so Netscape created a new division called <a href="http://sunsite.uakom.sk/sunworldonline/swol-09-1996/swol-09-navio.html" target="_blank">Navio</a> which created a cut down browser for the set top box consumer market. Their main aim however  was to create a range of non-PC Internet access platforms.</p>
<p>This was all part of the anti-PC / Microsoft community that then existed (exists?) in Silicon Valley. Navio morphed into <strong>Network Computer Inc.</strong> owned by Oracle and went on to build another  icon of the time &#8211; the network computer. NCI changed its name to <a href="http://www.news.com/Ellison-resurrects-network-computer/2100-1001_3-233137.html" target="_blank">Liberate</a> when it IPOed in  1999. Sadly, Liberate went into receivership in the early 2000s but lives on today in the form of <a href="http://www.schange.com/" target="_blank">SeaChange</a> who bought their assets.</p>
<p>Anyway, sorry for the sidetrack, but it was through Navio that I first came across the need to transcode content as a normal web page just looked awful on a TV set. TV Navigator also transcoded  HTML seamlessly into MPEG. The main problems on presenting a web page on a TV were:</p>
<p><strong>Fonts:</strong> Text that could be read easily on a PC could often not be read on a TV because the font size was too small or the font was too complex. So, fonts were increased in size and  simplified.</p>
<p><strong>Images:</strong> Another issue was that as the small amount of memory on an STB meant that the browser needed to be cut down in size to run. One way of achieving this was cut out the number of  content types that could be supported. For example, instead of the browser being able to display all picture formats e.g. BMP, GIF, JPG etc it would only <em>render</em> JPG pictures. This meant that  pictures taken off the web needed to be converted to JPG at the server or head-end before being sent to the STB.</p>
<p><strong>Rendering and resizing: </strong>Liberate automatically resized content to fit on the television screen.</p>
<p><strong>Correcting content:</strong>  For example, horizontal scrolling is not considered a &#8216;TV-like&#8217; property, so content was scaled to fit the horizontal screen dimensions. If more space is needed,  vertical scrolling is enabled to allow the viewer to navigate the page. The transcoder would also automatically wrap text that extends outside a given frame&#8217;s area. In the case of tables, the  transcoder would ignore widths specified in HTML if the cell or the table is too wide to fit within the screen dimensions.</p>
<p>In practice, most VoD or IPTV services only offered closed wall garden services at the time so most of the content was specifically developed for an operators VoD service.</p>
<p><font color="#800000"><strong>WAP and the &#8216;Mobile Internet &#8216;comes along</strong></font></p>
<p>Content adaptation and transcoding trundled along quite happily in the background as a requirement for displaying content on non-PC platforms for many years until 2007 and the belated advent of  open internet access on mobile or cell phones.</p>
<p><img src="http://www.gare.co.uk/images/gprs1.jpg" align="left" border="0" height="231" width="211" />In the late 1990s the world was agog with the Internet which was accessed using personal computers  via LANs or dial-up modems. There was clearly an opportunity to bring the &#8216;Internet&#8217; to the mobile or cell phone. I have put quotation marks around the Internet as the mobile industry has never seen  the Internet in the same light as PC users.</p>
<p>The WAP initiative was aimed at achieving this goal and at least it can be credited with a concept that lives on to this day <strong>- Mobile Internet (</strong><a href="http://technologyinside.com/2007/09/04/wap-gprs-hsdpa-on-the-move/" rel="bookmark" title="Permanent Link to WAP, GPRS, HSDPA on the move!">WAP,  GPRS, HSDPA on the move!</a><a href="http://technologyinside.com/2007/08/16/the-curse-of-bpl/">)</a>. Data facilities on mobile phones were really quite crude at the time. Displays were monochrome  with a very limited resolution. Moreover, the data rates that were achievable at the time over the air were really very low so this necessitated WAP content standards to take this into account.</p>
<p>WAP was in essence simplified HTML and if a content provider wanted to created a service that could be accessed from a mobile phone then they needed to write it in WAP. Services were very simple as  shown in the picture above and could quite easily be navigated using a thumb.</p>
<p><strong>The main point was that is was quite natural for developers to specifically create a web site that could be easily used on a mobile phone. Content adaptation took place in the authoring itself  and there was no need for automated transcoding of content.</strong> If you accessed a WAP site, it may have been a little slow because of the reliance on GPRS, but services were quite easy and intuitive  to use. WAP was extremely basic so it was updated to XHTML which provided improved look and feel features that could be displayed of the quickly improving mobile phones.</p>
<p>In 2007 we are beginning to see phones with full-capability browsers backed up by broadband 3G bearers making Internet access a reality on phones today. Now you may think this is just great, but in  practice phones are not PCs by a long chalk. Specifically, we are back to browsers interpreting pages differently and more importantly, the screen sizes on mobile phones are too small to display  standard web pages that allow a user to navigate it with ease (Things are changing quite rapidly with Apple&#8217;s iPhone technology).</p>
<p>Today, as in the early days of WAP, most companies who seriously offer mobile phone content will create a site specifically developed for mobile phone users. Often these sites will have URLs such  as <strong>m.xxxx.com</strong> or <strong>xxxx.mobi</strong> so that a user can tell that the site is intended for use on a mobile phone.</p>
<p>Although there was a lot of frustration about phones&#8217; capabilities everything at the mobile phone party was generally OK.</p>
<p>Mobile phone operators have been under a lot of criticism for as long as anyone can remember about their lack of understanding of the Internet and focusing on providing closed wall-garden services,  but that seems to be changing at long last. They have recognised that their phones are now capable of  being a reasonable platform to access to the WWW. They have also opened their eyes and  realised that there is real revenue to be derived from allowing their users to access the web &#8211; albeit in a controlled manner.</p>
<p>When they opened their browsers to the WWW, they realised what this was not without its challenges. In particular, there are so few web sites that have developed sites that could be browsed on a  mobile phone. Even more challenging is that the mobile phone content industry can be called embryonic at best with few service providers that are well known. Customers naturally wanted to use the web  services and visit the web sites that they use on their PCs. Of course, most of these look dreadful on a mobile phone and cannot be used in practice. Although many of the bigger companies are now  beginning to adapt their sites to the mobile, Google and <a href="http://mashable.com/2007/10/03/o2-myspace-facebook-broadband/" target="_blank">MySpace</a> to name but two, 99.9999% (as many 9s as  you wish) of sites are designed for a PC only.</p>
<p>This has made mobile phone operators turn to using content transcoding to keep their users using their data services and hence keep their revenues growing. The transcoder is placed in the network  and intercepts users&#8217; traffic. If a web page needs to be modified so that it will display &#8216;correctly&#8217; on a particular mobile phone, <strong>the transcoder will automatically change the web page&#8217;s content  to a layout that it thinks will display correctly</strong>. Two of the largest transcoding companies in this space are <a href="http://www.openwave.com/" target="_blank">Openwave</a> and <a href="http://novarra.com/" target="_blank">Novarra.</a></p>
<p>This issue came to the fore recently (September 2007) in a post by <a href="http://wurfl.sourceforge.net/vodafonerant/index.htm" target="_blank">Luca Passani </a>on learning that Vodafone had  implemented content transcoding by intercepting and modifying the <strong>User Agent</strong> dialogue that takes place between mobile phone browsers and web sites. From Luca&#8217;s page, this dialogue is along the  lines of:</p>
<ul>
<li>I am a Nokia 6288,</li>
<li>I can run Java apps MIDP2-CDLC 1,</li>
<li>I support MP3 ringtones</li>
<li>&#8230;and so on</li>
</ul>
<p>His concern, quite rightly, is that this is an standard dialogue that goes on across the whole of the WWW that enables a web site to adapt and provide appropriate content to the device requesting  it. Without it, they are unable to ensure that their users will get a consistent experience no matter what phone they are using. Incidentally, Luca, provides an open-source XML file called <a href="http://wurfl.sourceforge.net/vodafonerant/index.htm" target="_blank">WURFL</a> that contains the capability profile of most mobile phones. This is used by content providers, following a user  agent dialogue, to ensure that the content they sent to a phone will run &#8211; it contains the core information needed to enable content adaptation.</p>
<p>It is conjectured that, if every mobile operator in the world uses transcoders &#8211; and it looks like this is going to be the case &#8211; then this will add another layer of confusion to already high  challenge of providing content to mobile phones. Not only will content providers have to understand the capabilities of each phone but they will need to understand when and how each operator uses  transcoding.</p>
<p><img src="http://www.gare.co.uk/images/adapt4.jpg" align="left" border="0" height="279" width="164" />Personally I am against transcoding in this market and reason why can be seen in this excellent  posting by <a href="http://wurfl.sourceforge.net/vodafonerant/vodawsj/nigel.html" target="_blank">Nigel Choi and Luca Passani</a>. In most cases, no automatic transcoding of a standard WWW web page  can be better than providing a dedicated page written specifically for a mobile phone. Yes, there is a benefit for mobile operators in that no matter what page a user selects, something will always be  displayed. But will that page be usable?</p>
<p>Of course, transcoders <em>should</em> pass through untouched and web site that is tagged by the m.xxxx or the xxxx.mobi URL as that site should be capable of working on any mobile phone, but in  these early days of transcoding implementation this is not always happening it seems.</p>
<p>Moreover, the mobile operators say that this situation can be avoided by the 3rd party content providers applying to be on the operators&#8217; <em>white list</em> of approved services. If this turns out  to be a universal practice then content providers would need to gain approval and get on all the lists of mobile operators in the world &#8211; wow! Imagine an equivalent situation on the PC if content  providers needed to get approval from all ISPs. Well, you can&#8217;t can you?</p>
<p>This move represents another aspect of how the control culture of the mobile phone industry comes to the fore in placing their needs before those of 3rd party content providers. This can only  damage the 3rd party mobile content and service industry and further hold back the coming of an effective mobile internet. A sad day indeed. Surely, it would be better to play a long game and  encourage web sites to create mobile versions of their services?</p>
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		<title>payforit on your mobile</title>
		<link>http://technologyinside.com/2007/10/04/payforit-on-your-mobile/</link>
		<comments>http://technologyinside.com/2007/10/04/payforit-on-your-mobile/#comments</comments>
		<pubDate>Thu, 04 Oct 2007 12:46:26 +0000</pubDate>
		<dc:creator>Chris Gare</dc:creator>
				<category><![CDATA[All]]></category>
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		<category><![CDATA[Mobile]]></category>
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		<guid isPermaLink="false">http://technologyinside.com/2007/10/04/payforit-on-your-mobile/</guid>
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There are myriad of hindrances to any small company wanting to offer service or content on mobile or cell phones. These include the real challenge of how to develop applications that run on  multiple phones (Mobile  apps: Java just doesn’t cut the mustard?), the challenge of getting appropriate bandwidth and low latency in [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=technologyinside.com&blog=666277&post=130&subd=technologyinside&ref=&feed=1" />]]></description>
			<content:encoded><![CDATA[<div class='snap_preview'><br /><p><img src="http://www.gare.co.uk/images/payfor1.jpg" align="left" border="0" height="253" width="198" /></p>
<p>There are myriad of hindrances to any small company wanting to offer service or content on mobile or cell phones. These include the real challenge of how to develop applications that run on  multiple phones (<a href="http://technologyinside.com/2007/01/30/mobile-apps-java-just-doesnt-cut-the-mustard/" rel="bookmark" title="Java just doesn’t cut the mustard?">Mobile  apps: Java just doesn’t cut the mustard?</a>), the challenge of getting appropriate bandwidth and low latency in the data connection that would make using a mobile business or entertainment service a  pleasure to use (<a href="http://technologyinside.com/2007/09/04/wap-gprs-hsdpa-on-the-move/" rel="bookmark" title="Permanent Link to WAP, GPRS, HSDPA on the move!">WAP, GPRS, HSDPA on the move!</a><a href="http://technologyinside.com/2007/08/16/the-curse-of-bpl/">)</a>  and the arcane menu structure on most phones.The new iPod and iPhone bring a real breath of fresh air to this becalmed area of user interface development.</p>
<p>One of the other big hindrances is payment mechanisms.</p>
<p>Current methods can hardly be said to be easy to implement or available in every country. One of the principle mechanisms is to send a <strong>Premium SMS</strong> (often known as a Reverse Billed SMS) to a  customer&#8217;s mobile or cell phone. The problem is that not all operators around the world support this mechanism so for any company wanting to offer a mobile web service to <em>anyone around the world,</em>  as is the want for an Internet service, this approach provides only limited usability.</p>
<p>There are quite a few companies that focus on simplifying the task of managing this patchwork service. Two that come to mind are <a href="http://www.mxtelecom.com/" target="_blank">Bango</a> and <a href="http://www.mxtelecom.com/" target="_blank">MXtelecom</a>. PSMS paying is also quite error prone and I have seen reports quoting error rates as high as 30%!</p>
<p>It has always seemed rather strange to me that SMS based billing is used for mobile Internet billing as it looked like a desperate clinging-to-straws tactic because there was no other way of doing  it. We should remember that no mobile operator foresaw the success of SMS and it looks like the industry also failed to see the need for a simple to use mechanism for 3rd party service provider  billing. SMS should be used for communication and <em>not</em> as an awkward-to-use and only-available-in-some-countries mechanism for mobile content payment. How can a small company really rely solely  on this approach when it represents their sole mechanism for obtaining worldwide revenue?</p>
<p>None SMS billing is called <strong>WAP billing</strong> in the industry, but this approach is also rather confused as each operator / country takes a different view. In some countries there is a clearly  accepted role for 3rd party merchants who manage transactions by consumers and pass revenue onto the service provider after deducting their margin and maybe the mobile operator&#8217;s margin. In other  countries consumers are passed on to the particular operator&#8217;s portal for payment.</p>
<p>For an Internet company who need to offer service on a mobile phone there is an &#8216;easy&#8217; way around this issue and that is to create a subscription based model where monthly or annual fees are  prepaid via an internet payment page using PayPal or WorldPay. This can be used to buy &#8216;credits&#8217;. Pre-paid credits are then spent on the mobile until they run out. This approach is particularly  appropriate for buying content such as ring tones or videos on a mobile phone. Again, this is often a workaround solution because the global mobile operator community has failed to come up with a  ubiquitous easy to use solution.</p>
<p>The UK is as challenging a country as any other in regard to mobile payments although it has always been in the vanguard of providing solutions. Indeed, one of the mostly widely read of my posts  was of a payment merchant services company going into receivership earlier this year (<a href="http://technologyinside.com/2007/02/16/velocity-pay-in-receivership/" rel="bookmark" title="Permanent Link to Velocity Pay in receivership…">Velocity  Pay in receivership</a>). So it is good to hear that at long last the industry has launched a solution that works &#8211; <a href="http://www.payforituk.com/" target="_blank">Payforit</a> announced earlier  this year. According to the BBC &#8211; <a href="///C:/Documents%20and%20Settings/Chris%20Gare/My%20Documents/My%20Webs/TechnologyInside/Mobiles%20to%20become%20digital%20wallets" target="_blank"> Mobiles to become digital payment wallets</a></p>
<p><img src="http://www.gare.co.uk/images/payfor3.jpg" align="right" border="0" height="117" width="219" />Payforit is a cross-network mobile payment scheme. It is also called &#8216;trusted&#8217; (but this needs  to be demonstrated rather than claimed up front) because it has been set up as a collective initiative by all of the UK&#8217;s largest mobile operators &#8211; Vodafone, Orange, 3, O<sub>2</sub> and T-Mobile.</p>
<p>What I really like about the offering is that it the consumer experience is as simple as it can be:</p>
<ul>
<li>Select the product, content or service</li>
<li>Transfer t to the Payforit page and select <strong>Pay now</strong></li>
<li>Download content if appropriate</li>
<li>The transaction will placed on your mobile phone bill</li>
</ul>
<p>You can see a <a href="http://www.2ergo.com/features/234,239" target="_blank">customer experience demo</a> here and <a href="http://www.short-codes.com/payforit/docs/TrustedMobilePaymentFramework-FINAL.pdf">download the scheme rules</a></p>
<p>From a mobile industry perspective the following claims are being made for the initiative:</p>
<ul>
<li>Payforit will accelerate consumer confidence in mobile payment</li>
<li>Payforit will increase your retail opportunities, and</li>
<li>Payforit improves the billing success rate s of mobile services</li>
</ul>
<p>The promise is that all transactions are recorded and auditable and backed up by details logs that cover two years of transactions and there should be no need for 3rd parties to allocate resources  to chase payments.</p>
<p>If Payforit achieves these goals then it will be really good for the industry and, with the brands that lie behind it, there is no reason it shouldn&#8217;t. However, as a service provider you need to  work through on of the <strong>Accredited Payment Intermediaries</strong> such as <a href="http://www.tanlamobile.com/billing.aspx?listtype=BL&amp;gclid=CIbs-Y2i9Y4CFQMvlAod8j-jIQ" target="_blank">Tanya</a> <a href="http://www.2ergo.com/technologies/181,185" target="_blank">2ergo</a>, <a href="http://www.netsize.com/" target="_blank">Netsize</a>, <a href="http://bango.com/assets/data/support/Webinar_BangoPayforit.ppt" target="_blank">Bango</a>, <a href="http://www.tanlamobile.com/payforit.pdf" target="_blank">Tanla</a> or <a href="http://www.winplc.com/UploadedFiles/Payforit.pdf" target="_blank">WIN</a> and they will take a margin in  addition to mobile operators.</p>
<p>To my mind however there are two flies in the ointment which have much more to do with the nature, culture and attitudes of the global mobile phone operator industry:</p>
<ol>
<li>My main interest as an technologist and an entrepreneur is the Internet world. One of real breakthroughs with that world is that any individual anywhere in the world is able to offer a service    to any individual anywhere in the world &#8211; and get payment &#8211; with ease. In Web 2.0 speak, the &#8216;long tail&#8217; or millions of individuals can be targeted directly significantly reducing start-up risk and    maximising the opportunity for early revenue.There is much talk these days in the mobile world of <strong>Mobile Internet</strong> and of how a mobile or cell phone is the natural inheritor of the Internet platform over and above the personal computer (<a href="http://technologyinside.com/2007/01/15/that-book-mobile-web-20/" rel="bookmark" title="Permanent Link to That Book! Mobile Web 2.0!">That    Book! Mobile Web 2.0!</a>). Unless the global mobile industry get their billing act together to make the billing of an individual user &#8211; anywhere in the world &#8211; of a mobile service as simple as on    the Internet, then 3rd party service or content providers will continue to be held back from achieving significant success.</li>
<li>
<p align="left">I have also read in some of the promotional material for payforit: <em>&#8220;The final advantage is revenue share. WAP billing isn&#8217;t on an i-mode level yet but 80% of merchant revenue    share starts to be acceptable for the industry&#8230;&#8221;</em></p>
<p>I wouldn&#8217;t say revenue sharing is an advantage! For a small company focused on delivering their service or application on a mobile phone, accepting that maybe 20% of their revenue going out of    the door as a margin to an accredited payment intermediary and mobile operator does not look to be a first step on the path to success. A possible combined margin of 20% looks rapacious to me    compared to settlement costs on the Internet. I hope it turns out to be less than that!</li>
</ol>
<p align="left">Payforit is a big step forward for the UK mobile industry. If the global industry bodies would push similar initiatives around the world that could be accessed through a single global  gateway and at sub 5% charges, the industry could really stand up and be proud. We could then really foresee the day that Mobile Internet would really equal the Internet in enabled revenue terms.</p>
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