IP multimedia communications solutions from Cisco® can help cable operators expand service offerings and increase customer loyalty. With voice-over-IP (VoIP) services, cable operators can add new revenue, differentiate their services, and lower network operating costs.
Proven VoIP Solution Helps Cable Operators Redefine the Communications Industry
Challenge
In recent years the cable industry has faced flattened growth rates from declining video services and significant capital outlay for network upgrades needed to remain competitive. Cable providers now seek solutions that increase revenue and continue to generate significant cash flow. One such solution is to deliver new VoIP services to their existing customer bases. This approach is one of the most effective ways to create overall growth while reducing operating expenses (OpEx). In deploying a VoIP solution, cable operators can capitalize on a distinct advantage that they hold over their competitors: a highly flexible and recently upgraded network infrastructure capable of delivering multiple services. In fact, many cable operators are already offering VoIP services along with video programming and high-speed Internet services, and subscribers are using these services. Industry researcher IDC estimates that U.S. cable VoIP subscribers will grow to 19.8 million by 2009, representing a compounded annual growth rate (CAGR) of 73 percent. Worldwide forecasts for cable VoIP subscribers are estimated to reach as many as two to three times the U.S. totals.
A cable Multi-Service Operator (MSO) infrastructure is a key differentiator from satellite-based content providers, who are close competitors to the cable operators' core entertainment video business. Incumbent telephone companies are also posing a growing threat to cable operators' core video business by beginning to roll out IPTV services over DSL and fiber connections, offering their own "triple-play" service bundles. But cable operators have a strong market lead in video services and have existing relationships with residential customers that are based on years of service delivery. Cable operators can offer a true service bundle that incorporates virtually all communication and entertainment services that consumers demand.
VoIP services address the following key challenges facing cable operators:
• How to capture additional revenue from existing subscribers
• How to expand addressable markets beyond their current consumer base
• How to further capitalize on investments made in upgrading access plants for delivering high-speed data (HSD)
• How to compete with and differentiate their business from digital satellite providers and local exchange carriers (LECs)
• How to reduce customer turnover and marketing costs
• How to establish an expandable network and service framework to offer differentiated multimedia services
For many years, cable operators have demonstrated their ability to deliver voice services, initially turning to traditional telephony switches tied to their cable plants. Although these deployments demonstrated strong demand for service bundles including video, data, and voice services, the offerings failed to capitalize on a true converged network for all services. Circuit-switched voice technology was never fully integrated into the cable access network - a shortcoming that has resulted in significantly higher capital expenditures and operating expenses.
These earlier efforts have for the most part reached their limits, and the cable industry is now looking primarily at PacketCable™ voice architectures as the preferred approach to delivering voice services with lower operating expenses. The PacketCable architecture is a comprehensive set of specifications developed by CableLabs®, a standards-setting organization for the cable industry. This architecture, developed and broadly embraced by the cable industry, employs standards-based network architecture along with intelligent softswitches and IP transmission to deliver VoIP and multimedia services. Furthermore, many CableLabs specifications are being adopted in whole or part by other cable industry standards-setting bodies, such as the EuroCableLabs (ECL) certification board.
As of the end of 2006, many leading cable operators - including Time Warner Cable, Comcast, Cox, Bright House Networks, Kabel Deutschland, and others - were well underway in deploying cable VoIP services, with the total subscribers numbering in the millions worldwide.
Beyond VoIP services, cable access architectures are being extended with specifications such as PacketCable Multimedia to enable cable operators to deliver enhanced multimedia services, including interactive gaming, messaging, video telephony, bandwidth on demand, and set-top box (STB) integration with communication services. Such a suite of capabilities will open significant sources of new revenue to cable operators and place competitive pressures on incumbent telecommunications carriers.
Cisco Cable Voice and Multimedia Communications Solution
For many years, Cisco has delivered solutions that have enabled a variety of service provider customers to offer consumer and business voice services over broadband access infrastructures. The Cisco Cable Voice and Multimedia Communications Solution provides the means by which cable operators can deliver network-hosted VoIP services over existing cable access networks.
For the cable industry, Cisco has adapted this solution to meet strict PacketCable standards. PacketCable specifications address how to enable real-time, interactive, multimedia services over DOCSIS® networks to provide quality of service (QoS) as well as interoperability among multiple equipment vendors. Furthermore, the specification addresses specific technical challenges such as security, QoS, billing, and lawful intercept that affect the delivery of voice services over a shared cable access network. Cisco is an industry leader in helping to define and engineer cable data and telephony standards, developing products that meet their requirements, and integrating all the individual components into a tested, end-to-end network solution.
Built on a standards-based DOCSIS network, the Cisco Cable Voice and Multimedia Communications Solution is designed to accommodate current and evolving PacketCable standards. This integrated solution allows subscribers to make VoIP calls over a cable access network through an IP backbone to other cable voice subscribers or anyone on the public switched telephone network (PSTN) through a media gateway. Figure 1 presents an overview of the solution, which has been deployed by leading cable operators such as Time Warner Cable, Comcast, KDG, Cogeco, and many others.
Figure 1. Cisco Cable Voice and Multimedia Communications Solution
With the Cisco Cable Voice and Multimedia Communications Solution, the VoIP architecture helps cable operators deploy new services more quickly than before. The VoIP architecture can accommodate a variety of configurations while offering economies of scale to fit cable operators' budgets. This flexibility allows cable operators to deploy a network that meets immediate and future customer demands. For example, each Cisco BTS 10200 Softswitch can support hundreds of thousands of residential telephone subscribers, and with added server processing power it can scale to millions of users. VoIP technology also enables cable operators to take advantage of the cost-effectiveness of centralized control by the efficient use of resources and trained staff at the network operations center (NOC). This level of scalability helps cable operators keep their initial capital outlay low, while extending their reach to support a larger base of subscribers as the service achieves wider success.
Solution Components
The Cisco Cable Voice and Multimedia Communications Solution combines Cisco products with those of Cisco partners to provide carrier-class, fully integrated, and tested cable VoIP services.
The architecture includes the following components:
• Cisco BTS 10200 Softswitch - A PacketCable-qualified Call Management Server (CMS) and Media Gateway Controller (MGC) with a comprehensive set of subscriber features to deliver compelling voice-over-broadband services
• Cisco uBR7246VXR and Cisco uBR10012 cable modem termination systems (CMTS)
• Cisco MGX® 8880 Media Gateway with Cisco Voice Interworking Service Module (VISM) and Voice Switch Service Module (VXSM)
• Cisco IP Transfer Point (ITP) SS7 signaling gateway
• Cisco Catalyst® 6500 Series Switch
• Cisco 12000 Series Router
• Endpoints - Embedded multimedia terminal adaptors (E-MTAs) from Linksys® and Scientific Atlanta divisions of Cisco, as well as from ARRIS and Motorola
• Communications Assistance for Law Enforcement Act (CALEA) Applications - SS8, Verint
• Media Servers (for Announcements, Interactive Voice Response [IVR], Voice Mail, and Unified Messaging) - IP Unity, Cognitronics, OpenWave
• Billing Mediation and Record-Keeping System (RKS) - Primal
• Cisco Info Center
• Cisco Extensible Provisioning and Operations Manager (EPOM)
• Cisco Broadband Access Center (BAC) for provisioning subscribers and configuring network elements
• Network Management - Auspice and JacobsRimell
• Policy Server - Camiant
Enhancements for Operator Network Efficiency
With some cable voice networks growing to support millions of subscribers, cable operators must establish goals for redundancy and high availability to meet network demands. One way to address these goals is to implement a highly distributed architecture that deploys multiple call management servers (CMS), such as the Cisco BTS 10200 Softswitch, across regional points of presence (POPs). In addition, many cable voice providers are rethinking their PSTN interconnect schemes, because some formerly cooperative local PSTN interconnect providers have been acquired by competitors or have begun to offer their own VoIP services. Cable voice providers are therefore searching for ways to define new network architectures that provide operationally viable and cost-effective alternatives for both CMS deployment and PSTN interconnect to deliver voice services to their subscribers.
The Inter-CMS Routing capability of the Cisco Cable Multimedia Communications Solution is enabled by the capability of the Cisco BTS 102000 to function as a standalone CMS or as a standalone MGC, with SIP-based call routing in between. A SIP route proxy, such as the Cisco Network Route Director (NRD) or other third-party proxy, helps scale and support a regional deployment model in which multiple CMSs are used for large geographies. When the Cisco BTS 10200 Softswitch cannot associate a called number with a provisioned subscriber in its own subscriber database, it hands off the call to the SIP route proxy for network routing to the appropriate softswitch in another region, or to a BTS 10200 acting as a MGC if the call is destined for the PSTN. The Cisco Inter-CMS solution provides IP-to-IP peering, enabling the cable operator to avoid unnecessary time-division multiplexing (TDM) conversions and PSTN termination costs by keeping more calls "on net" and avoids unnecessary interconnections to the PSTN. The hierarchical architecture of the inter-CMS routing capability provides a viable means of scaling, helps simplify a cable operator's next-generation services network, and increases its profitability, efficiency, and level of control over call routing within its VoIP networks.
Another enhancement to the Cisco solution enabled by the capability to physically separate the CMS and MGC functionality of the BTS 10200 is support for CMS Clustering. Operators are able to scale the CMS and MGC independently, and can cluster CMSs at the headend or regional data center to add voice services capacity as needed as the number of subscribers grow. Furthermore, operators can more efficiently consolidate MGCs and media gateways at PSTN peering points to be shared by all CMSs, while also aggregating larger volumes of call minutes for better PSTN interconnect rates.
Differentiated Voice Application Services Using SIP Triggers
Cable operators are looking for ways to differentiate their voice services from the telecom providers. An excellent option, which also furthers the network migration toward the IP Multimedia Subsystem (IMS) standard, is to offer SIP-based application services. Cisco BTS 10200 release 5.0 supports a SIP Triggers feature that uses the IMS Service Control (ISC) standard interface to enable the Cisco BTS 10200 Softswitch to interoperate with third-party application servers so that cable operators can provide customers with enhanced features and services. Many application developers are now building innovative SIP applications, enabling cable operators to quickly deploy new and differentiated voice services that integrate with the cable voice infrastructure. Examples of these applications include:
• Caller/Picture ID on TV: integrated with the cable Set Top Box (STB), which allows incoming caller ID (with picture) to be displayed on the subscriber's TV screen. Remote control commands allow users to handle the call in the way they prefer. Click-to-dial from a missed call log or address book displayed on TV screen.
• Voice Menu / Voice Dialing: subscriber picks up the phone and is greeted by voice prompts requesting the user to speak the name of the destination party as verified against the subscriber's address book.
• Custom ring-back tones: an announcement server plays custom ring-back tones to a caller to the subscriber.
• Smart Call Forward: subscriber can set up call forwarding for individual incoming calls based on address book entries.
Advantages of the Cisco Cable Voice and Multimedia Communications Solution
The advantages to cable operators from Cisco's scalable cable solution include the following:
• Robust Telephony Features
– Includes a comprehensive residential and business feature set, including call control for local voice services that previously required large, complex telephony switches. Compared to traditional switching systems, Cisco's solution gives operators significant savings in equipment and transmission costs.
• Scalability
– Lowers initial capital outlay while still being extensible for a growing customer base
– Accelerates entry into new markets by scaling the PSTN gateways, the Cisco BTS 10200 Softswitch, and IP connectivity
– Supports diverse growth patterns in different markets; for example, a centralized softswitch can support markets growing at slower rates as well as those growing more rapidly
• Flexibility
– Requires fewer PSTN SS7 interconnections, lowering the cost of interconnect and the time to certify
– Scales either by increasing the centralized systems or by moving to a geographical, market-based deployment architecture
• Lower OpEx
– Uses existing IP data network backbone for voice transport
– Dramatically reduces technical risk and time to market
– Uses existing data centers to house the softswitch platforms, media gateways, etc.
– Allows calls within a region to be routed entirely over the IP network, even if they might otherwise be considered long-distance calls
– Allows deployment of trunk gateways next to the Class 5 switch for local PSTN connectivity, while the softswitches are centralized
– Avoids unnecessary TDM termination costs, because the route server provides inter-CMS routing by using IP-to-IP peering between regional softswitch installations
Business Benefits to Cable Operators
The Cisco Cable Voice and Multimedia Communications Solution helps cable providers become more profitable by supporting services that attract new customers, increase average revenue per user (ARPU), and reduce customer turnover.
With VoIP capabilities, cable operators can offer their customers an alternative to the local telephone company and increase market share. Market research studies have shown that incumbent carriers have lost significant mindshare as well as market share to cable operators that offer voice services, and this is even more prevalent when cable voice services are offered at a discount.
Bundling telephony with other services increases customer acquisition and retention. A Parks Associates report indicated that 77 percent of broadband households interested in VoIP services would switch to a "triple-play" service provider for a monthly savings of only US$10 off a non-bundled set of similar services. And when triple-play customers are acquired, they are far less likely to cancel services. Kagan Research reports that adding voice services to a current customer of video and HSD services will reduce overall customer turnover by 50 percent.
PacketCable Compliance
Cisco Systems has made significant contributions to the DOCSIS, PacketCable, CableHome™, and CableLabs initiatives. Many Cisco employees have authored and contributed to PacketCable specifications. Cisco currently dedicates the efforts of several engineers and systems architects to focusing on PacketCable 2.0, DOCSIS 3.0, CableHome DSG, and PacketCable™Multimedia.
Cisco has developed products and systems that meet or exceed PacketCable requirements, as evidenced by the numerous product qualifications Cisco has achieved. Cisco products that have achieved PacketCable compliance include the following:
• Cable Modem Termination System (CMTS)
– Cisco uBR7246VXR and Cisco uBR10012: PacketCable qualified
– Serves as an IP router and aggregation point for voice and traffic over the cable HFC plant
– Actively involved in the delivery of dynamic QoS to ensure end-to-end voice quality
– Directly controls the media gateways that provide bearer interconnection to the PSTN
• Signaling Gateway
– Cisco IP Transfer Point: PacketCable tested
– Provides SS7 interconnection to the PSTN to transfer signaling messages between networks
– Enables the transport of SS7 messages over IP using signaling transport (sigtran) capabilities
• Media Gateway
– Cisco MGX 8880 Media Gateway: PacketCable qualified
– Provides interconnection of IP networks to the PSTN to transmit bearer traffic
• E-MTA
– PacketCable-qualified cable modems with phone ports from Linksys and Scientific Atlanta divisions of Cisco
– Serve as customer premises equipment, providing service interfaces for voice and HSD services
In addition, the Cisco Broadband Access Center, which offers a means of provisioning new subscribers and configuring network elements, has been PacketCable tested in CableLabs' Advanced Interop Lab.
The Cisco Cable Voice and Multimedia Communications Solution solution also supports PacketCable specifications in such areas as Dynamic QoS (DQoS), Network Controlled Signaling (NCS), Event Messaging, Trunking Gateway Control Protocol (TGCP), Operations Support Systems, PacketCable security, electronic surveillance, and Audio Server. Furthermore, the solution also takes advantage of numerous PacketCable-certified components from Cisco partner vendors.
Evolving to Next-Generation Multimedia Services over Cable
The recent CableLabs PacketCable 2.0 specification places increased emphasis on multimedia applications with QoS. NCS and SIP-based MTAs and a variety of other SIP-enabled devices will be able to coexist on cable operators' PacketCable networks, potentially extending into common household appliances. Furthermore, PacketCable 2.0 will support seamless mobility so that multimedia services provided by cable operators are also accessible by their subscribers over wireless networks.
The CableLabs PacketCable 2.0 reference model aims to enable a wide range of SIP endpoint devices such as videophone clients and to support Fixed-Mobile-Convergence (FMC) handsets that can use Wi-Fi and cellular connections. CableLabs has adopted the SIP-based signaling core of the 3GPP IP Multimedia Subsystem (IMS) specification for PacketCable 2.0. This will enable cable operators to use standard IMS interfaces to create new applications - and take advantage of a large and growing base of application developers. The Cisco Cable Voice and Multimedia Communications Solution will evolve to incorporate these advances and will protect existing investments while offering the flexibility to support the wealth of new services enabled by the specification.
In fact, the solution has already evolved to begin to deliver some of these advances. One example is the support for SIP call-trigger feature on the Cisco BTS 10200 Softswitch based on the IMS Service Control (ISC) interface, which will enable cable operators to generate new revenues by delivering enhanced applications. The Cisco solution eliminates dependence on a single application vendor, and allows cable providers to reuse solution components across multiple applications and even other access networks for full subscriber mobility. In the future, the solution will also evolve to support Fixed-Mobile Convergence (FMC) services, enabling cable operators to provide access over any network to an array of real-time, multimedia business and consumer services, such as VoIP, video content sharing, presence-based services, and video telephony.
The Cisco Cable Voice and Multimedia Communications Solution will enable cable operators to offer an expanded set of services to differentiate their voice services from incumbent telco providers, retain subscribers, and increase revenue with advanced voice services.
Why Cisco
Cisco leads the cable industry with proven and deployed PacketCable-certified products and solutions. Cable operators who deploy the Cisco Cable Multimedia Communications solution can create an expanded portfolio of high-value service offerings for their customers. The unique capabilities of Cisco include:
• Product Leadership
– Market-Leading CMTS - Cisco uBR7246VXR and uBR10012 universal broadband routers deployed with cable operators worldwide
– Industry-Leading CMS - Cisco BTS 10200 Softswitch provides call-control intelligence for establishing, maintaining, routing, and terminating voice calls, with support for Local Number Portability (LNP), Advanced Intelligent Network (AIN), and SS7
– Widely Deployed Media Gateway - Cisco MGX 8000 Series, with millions of VoIP ports deployed
• PacketCable Leadership
– Longstanding commitment and leadership in the cable industry and CableLabs
– One of the largest number of PacketCable-qualified products from any vendor
• End-to-End Architecture
– Fully integrated solution, decreasing risk and expediting time to deployment
– End-to-end system testing, ensuring system scalability and stability
• Service Innovation
– Architecture framework capable of supporting innovative QoS-enabled, broadband network services such as video telephony, messaging, presence, and SIP-based multimedia applications
• Integrated Management
– Broad management suite and leading partners to streamline operational tasks and reduce ongoing OpEx
• Support Services
– Deployment services capable of supporting planning, design, implementation, and operation services for the Cisco Residential PacketCable Solution
– World-class 24-hour technical support
For more information on the Cisco Cable Multimedia Communications Solution, please visit http://www.cisco.com/go/cable.
