GPRS operators can transform their data networks from a simple
IP traffic medium to a rich service delivery channel by deploying
an intelligent GGSN
INTRODUCTION
For many years, mobile network technology - the Global System
for Mobile communication (GSM) and Code Division Multiple Access
(CDMA) - has been the dominant means of making voice calls when
away from home or the office. Today, mobile packet data networks
are just starting to be deployed and have yet to be widely adopted.
However, there are ambitious hopes for this technology.
World standards
bodies, such as the Third Generation Partnership Project (3GPP),
have defined the General Packet Radio Service (GPRS) architecture
for second generation GSM, and the packet domain architecture
for the Third Generation Universal Mobile Telecommunications System
(3G UMTS).1 Unlike telephony, which has been enhanced by numerous
revenue-generating supplementary services, such as call transfer,
voice mail and the Short Message Service (SMS), packet data transmission
provides few supplementary services, making it necessary for operators
to earn revenue primarily from basic data transport. Although
the standard has defined mechanisms for providing supplementary
packet services based on intelligent network architecture and
the Customized Applications for Mobile network Enhanced Logic
(CAMEL) protocol, their functionality remains limited, particularly
when it comes to differentiated charging systems.
In addition,
a growing number of service providers are interacting directly
with users in a manner that is totally transparent to the network,
based on the internet philosophy of locating intelligence at the
ends, thereby requiring the minimum of network services. Examples
include downloading video and audio clips, games, ring tones,
screen savers and MP3 files. The GPRS operator has no part to
play and is thus reduced to the role of a simple "pipe"
supplier.
The challenge
for cellular operators will be to evolve to become suppliers of
high added value services. Naturally, mobile operators can offer
their own "end-to-end" services. In addition, because
of their position as infrastructure managers, they can offer profitable
enhancements linked to data transport. The Gateway GPRS Support
Node (GGSN) can help mobile packet network operators to achieve
this aim.
Evolution
Paths for the GGSN
The GGSN can
play a major part in the mobile operator's strategy of evolving
from simply being a "pipe" provider to a deliverer/enabler
of mobile data services
Part of the
subscriber's data experience
Some new
services undoubtedly belong to the mobile operator's domain (e.g.
content servers and applications). Nevertheless, a major part
of the content will be created by third parties. Content services,
such as gaming, music, audio and video streaming, are best provided
by content partners whose core business is built around creating
and/or managing compelling content. Network operators' profitability
can partly come from offering an intelligent delivery channel
to a large number of content partners.