Express

Delivering MVNO Differentiation

Mobile Virtual Network Operators (MVNOs) are changing the reality of mobility. MVNOs are uniquely positioned to offer new, differentiating services in an increasingly competitive market. Through platform independence, innovative services, customer understanding, and a content offering, coupled with smart marketing, an MVNO can stand out beyond price competition and lead new innovations in the market, benefiting both themselves and their carrier partner(s).

Yourself

125 100 75 50 25 0 2005 2006 2007 2008 2009 2010

A New Kind of Mobile Service Provider

The MVNO has emerged as a highly successful business model and is transforming the wireless industry. Operators no longer need a license or full network to compete in the mobile marketplace. What started as a reseller model in Europe is now spreading to the rest of the world, as companies focused on communications, as well as brand companies with no relevance to telecommunications, are realizing the opportunity to tap into this simple and extraordinarily expanding market. A new stage of MVNO business models will see emerging global MVNOs, convergence mobile/VoIP players, and enterprise MVNEs. The MVNO market is already emerging and fast growing with 75 million worldwide subscribers in 2007, growing to 100 million by 2010.
Sources: Pyramid Research, EMC Database/Informa Telecom

MVNO Subscriber Growth, Millions

Own Your Subscribers & Create Customized Services

Increasingly, MVNOs are deploying their own network infrastructure platforms, including the gateway MSC and the mission-critical HLR responsible for subscriber provisioning and mobility management. The HLR is the primary database repository that manages subscriber information such as location, profiles, account status, etc., which is used to provide call control and intelligence within mobile networks. As such it guarantees a user's seamless mobility. While an MVNO can use a carriers infrastructure, by installing their own key network elements, MVNOs will have full control over the subscriber base, including the ability to create and provision their own value-added services, decrease response times to customer issues, and hold the power of negotiation with mobile carriers. By controlling the provisioning and profiles of its subscribers, an MVNO is not only able to connect to multiple networks and greatly expand the home service coverage, but it also holds the power to change interconnections with mobile carriers, giving the MVNO great negotiating power and influence.
Mobile Network Operator (MNO)
Billing System

Operating Model Shift: Reseller to Enhanced Service Provider

The first generation MVNO began as a simple Reseller of mobile service, piggybacking on a carriers network. According to this model, the MVNO relies on the carrier for network access, call completion, and roaming, and as such cannot differ much in services. The Reseller MVNO is responsible for customer acquisition, marketing, and customer care. The current market saturation of Resellers is driving players to adopt a more complete MVNO strategy based on service differentiation. A Full Infrastructure MVNO, or Enhanced Service Provider, owns some key infrastructure elements like switches, Home Location Register (HLR), CRM, billing, and service platforms. The Full Infrastructure MVNO model still relies on the carriers radio spectrum, but is less dependent on the carriers network, and as such can control calls and service opportunities. When a Full Infrastructure MVNO enters the market, it becomes harder for Resellers to enter or maintain their position on the same market. Full Infrastructure MVNOs generally focus on greater minutes and data usage, higher ARPU, and rich services, boosting revenues not only for the MVNO but also for the host carrier.

Radio Access Network (RAN)

Mobile Virtual Network Operator (MVNO)

Customer Care

HLR
MSC

BSC

GMSC

Billing System

MVNO Survival on Service Differentiation

In order to survive in the long run, it is essential for an MVNO to differentiate on service offering and to have the control over their subscriber base in order to do so. However, MVNOs tied to the carriers subscriber profile management and service platform are limited to replicate the same options for user applications. With the Blueslice solution, MVNOs can offer their own advanced and differentiated services, to distinguish not only from other MVNOs but also from the mobile operator that it is using as a carrier.
Radio Access Network (RAN)

Reseller MVNO
Mobile Network Operator (MNO)
Billing System

Mobile Virtual Network Operator (MVNO)

SMSC Services Platforms Softswitch
GMSC

HLR
MSC

Voicemail Etc.
HLR

BSC

AuC

GMSC

Billing System

Full Infrastructure MVNO

Blueslice 3000 Series

SIP Server
SIP
Radius Authentication

SIP

HLR

MAP Authentication

Multiple network authentication awareness

Private or public WiFi access

Increased coverage & cost savings Enhanced IP services

SIP/IP

Access through MVNO agreement

Dual mode device or Multiple devices
Home

SS7

GSM/GPRS/UMTS extended coverage

PC Softphone

IP Phone Airport

Office

Ho

p tS

s ot

MVNO-Driven Fixed Mobile Convergence (FMC)

Unique Revenue Generating Services

By owning key infrastructure network elements, the MVNO has the flexibility to provision its own value added services, differentiate itself from competitors, and create a buzz around new applications. The innovative Blueslice enhanced features allow MVNOs to offer unique and demanded services: MVNO-Driven GSM-WiFi-VoIP Convergence: Blueslice HLR and SIP-based Fixed Mobile Convergence (FMC) solutions allow subscribers to roam between GSM and IP networks, accessing the benefits of both networks: the expansive coverage of cellular networks and the lower cost, download speeds, and service opportunities of IP networks. The Blueslice solution enables seamless inter-working between both networks by integrating a SIP Registrar, SIP Redirection Server, Authentication Center (AuC), and Radius Server in the core HLR functionality, authenticating subscribers and performing call mediation between SS7 and SIP networks. By bridging SS7 and SIP networks, a subscriber can have one number that follows him in the home, office, and away with a dual-mode GSM/WiFi mobile terminal or on multiple devices. Fixed Mobile Convergence also enables a platform to deploy sophisticated services in todays networks, including multimedia, gaming, IM, streaming video, email, browsing, and web-based applications. Blueslice implements FMC solutions in the core routing decision node of mobile networks, the HLR, as opposed to solutions that lie in peripheral network nodes. Further, Blueslice HLR-based FMC does not require any implementation by an MVNOs carrier partner and can be fully enabled independently by MVNOs. Advanced Low Cost Roaming Solutions: The Blueslice low cost roaming solutions enable MVNOs to offer new roaming features to their subscribers. It allows a subscriber to have multiple virtual local numbers and identities in different networks, thereby benefiting from local rates instead of roaming charges. For incoming calls, the HLR will perform the number translation and route the calls to the appropriate device. Facilitated Creation of Enhanced Services: The Blueslice platform can be used to develop additional services or integrate with an external application platform to create and deploy customized, differentiating services.

About the Blueslice ngHLR 3000

The ngHLR 3000 is a compact, large capacity, and feature-rich Home Location Register with an integrated Authentication Center. With a capacity scalable to several million subscribers within a single AdvancedTCA shelf, the Blueslice ngHLR 3000 enables MVNOs to grow their networks without the need to invest in proprietary legacy equipment. The ngHLR 3000 also allows the ability to host several physical HLRs within one shelf, allowing an MVNE to support multiple MVNOs, each with separate management interfaces, points codes, and authentication entities. Generating significant CAPEX and OPEX savings and with an open, non-proprietary platform, the ngHLR 3000 is changing the HLR paradigm for mobile service providers.

About Blueslice Networks

Blueslice Networks is the leading provider of multi-profile subscriber management solutions for the Mobile, VoIP, FMC, and M2M markets. Blueslice solutions allow mobile service providers to control their principal asset, their subscriber base, while delivering innovative and differentiated services and significantly reducing operational costs. Now, end-users can access coherent communication services seamlessly over any type of access with a single subscription and set of preferences. The carrier-grade, open standard Converged Subscriber Platform 3000 is the only converged HLR/AuC, HSS, SIP Registrar, and SIP Redirect Server, which, together, enable universal mobility across all access networks. Blueslice delivers solutions to the world's leading mobile service providers including wireless carriers, MVNOs, VoIP providers, and alternate carriers. Blueslice Networks is a private company with headquarters in Montreal, Canada.

Support
Blueslice Networks provides unprecedented product support and flexibility to their customers including customized solutions, network evolution consultancy, implementation of new features, and handling of turnkey projects.

Contact
Blueslice Networks Inc. 1751 Richardson St., Suite 7500 Montreal, Quebec H3K1G6 Canada info@blueslice.com
2008 Blueslice Networks, Inc. The information contained herein is subject to change without notice. The only warranties for Blueslice Networks products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. Blueslice Networks shall not be liable for technical or editorial errors or omissions contained herein. B8MVNO08NB, 1/2008

Convergence Starts with Your Subscribers www.blueslice.com