1. Are OTT The New
Walled Gardens?
Amir Zmora
VP Products & Marketing, TBU
Presentation given at VoLTE 2011 conference, Paris
Thanks to HikingArtist.com for the cool illustrations used in this presentation

2. OR
How do I, the incumbent,
sustain my market position?

3. Élysée gardens

4. The Apple is
continuously changing
the world (part 1)

5. The Apple is
continuously changing
the world (part 2)

6. The Apple is
continuously changing
the world (part 3)
The device changed
user behavior and
demand

7. We, the users, are expecting more

8. What are the incumbent SPs doing about it?

9. OTTs are maximizing the new world created

10. Are OTTs
challenging
SPs position?

11. The OTT/SP
comparison

12. OTTs
Fast & Nimble
Innovative
Freemium

13. OTT Islands
Users
Service
Closed
Take it or leave it

14. OTTs need a
network to run on

15. The SPs….
are still under construction

16. But when they get there
They will do it with VoLTE

17. So what is the killer app?
No such thing…

18. Voice & SMS are not enough
HD Voice
Video Chat (HD)
Advanced SMS Services
Presence
IM & Chat
File Sharing

19. SPs advantage using VoLTE
Standard & Interoperable = Open
Part of other services
Secured
Own the network, QoE
Own the customer base

20. Imagine you could…
Enable video communication for
Your consumer/business customers
On any device
On any platform
Linked to your business logic
Directly from the web

21. Bringing Video to Play

22. Solution Needs
Customizable Multi-platform Management & Control
clients Call control & service creation
Mobile Configuration
Tablet SW upgrade
Desktop Directory service
Room-system Protocol agnostic services
Value Added Services & Data
center servers
Conferencing
GW
Recording
Security
FW/NAT

23. A Complete Deployment Solution

24. VoIP Client Architecture
V²oIP Client
ASF (Presence & IM)
LDAP SIMPLE XDM MSRP XMPP
Call management
SNMP Agent Open APIs Web GUI Call Control Wrapper
Protocol Protocol Media
Configuration module Adapter Adapter Wrapper
Settings and Access Software
Debug H.323 SIP
Parameters Rights Upgrader
Optional modules V²oIP Client modules
Signaling Media Engine
Management plugins BEEHD low-level modules

25. Media Engine Architecture
Application Integration
Session
Manager
Real-time Infrastructure
Channels Memory
Channels
Channels
Channel Manager Nodes Manager
Media Quality and Network Handling
Rate A/V Lip
NetSense FEC/XOR FEC/RS AJB AEC AGC
Shaper Sync
A/V Coding
AMR AMR H.264/ H.264 / H.263 /
G.711 G.722 H.263 H.264
WB NB SVC OpenMAX OpenMAX
Peripherals integration
Windows MV Linux Android
Speaker Mic Camera Display

26. Handling IP Network Impairments
Packet Loss - Corruption
SVC + FEC
Packet Loss - Congestion
NetSense
Jitter, Out of Order
AJB

27. Maintaining High Quality – Regular H.264 Technology
X
Time

28. Maintaining High Quality – Regular H.264 Technology
XXXX X XX X
Time

29. Maintaining High Quality - RADVISION’s SVC
Technology

30. Maintaining High Quality - RADVISION’s SVC
Technology
FEC FEC FEC

31. RADVISION’s NetSense
Delay based
bandwidth
estimation &
adaptation
1. Monitor delay for “trends”
2. React accordingly
3. Converge quickly to the effective bandwidth

32. Routers are leaky
Router’s have a leaky bucket FIFO queue

33. Routers are leaky
But sometimes pipes shrink

34. Routers are leaky
And overflow occurs

35. NetSense
NetSense reduces bandwidth before packet losses occur on the
network, reducing video artifacts and increasing video quality

36. About RADVISION

37. A Global Market Leader
Industry Leader in Video communications over IP products and
technologies since 1992
First to market with VoIP technology solutions
Annual Revenues in 2010 - $95 Million
Strong Debt-free Balance Sheet with $116M in Cash
Listed on NASDAQ:RVSN March 2000
440 Employees Worldwide
4 Major Development Sites
17 Sales and Support Offices
37

38. Two Complementary Business Units
Technology Business Unit (TBU)
Advanced HD Video Client Products and Frameworks
Enabling Technology for Developers of Video and Voice over IP (V2oIP), 3G
and IMS Client/Server solutions
Market Share Leader in Protocol Stacks (H.323, SIP, IMS)
Professional Services Group
Video Business Unit (VBU)
Video and Voice Conferencing Solutions for the Enterprise Market
Infrastructure, Management Software and Endpoints

39. Technology Business Unit Mission
Making video a natural part of every electronic
communication by providing a complete
Video Deployment Solution

40. In conclusion, don’t wait
Innovate
Launch
Listen
Change
Thanks to HikingArtist.com for the cool illustrations

41. Thank You!
Amir Zmora
VP Products & Marketing, TBU