INTELLIGENT NETWORKS SERVICES

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INTELLIGENT NETWORK

SERVICES

Lecturer:

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I

NTRODUCTION

The Intelligent Network, typically stated as its acronym IN, is a network architecture intended both for fixed as well as mobile telecom networks. It allows operators to differentiate themselves by providing value-added services

in addition to the standard telecom services such as PSTN, ISDN and GSM services on mobile phones.

The intelligence is provided by network nodes on the service layer, distinct from the switching layer of the core network, as opposed to solutions based on intelligence in the core switches or telephone equipments. The IN nodes are typically owned by telecommunications operators (Telecommunications Service Providers).

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XAMPLES OF

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SERVICES

Televoting

Call screening

Telephone number portability

Toll free calls/Freephone

Prepaid calling

Account card calling

Virtual private networks (such as family group calling)

Centrex service (Virtual PBX)

Private-number plans (with numbers remaining unpublished in directories)

Universal Personal Telecommunications service (a universal personal telephone number)

Mass-calling service

Prefix free dialing from cellphones abroad

Seamless MMS message access from abroad.

Reverse charging

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XAMPLES OF

IN

SERVICES

Premium Rate calls

Call distribution based on various criteria associated with the call

Location Based Routing Time-based routing

Proportional call distribution (such as between two or more call centres or offices).

Call queueing

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ENERATION

IN

For the last 15-20 years, Network Applications have been provided by

Intelligent Network Service Control Points (IN SCPs).

The main services provided by these IN platforms are number translation services, virtual-private networks and crucially for mobile telephony, pre-paid capabilities.

Beyond the “big three” services, IN platforms today implement a wide range of useful network services that we use every day – such as short-code dialling,

multiple call leg handling, call screening, caller ID etc.

But SCPs were not originally designed:

For a multi-service, multi-network telecoms world, or

To be used to compete in a fast-changing, internet-style market, or

To facilitate open development by third parties,

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ENERATION

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Traditional SCPs, commonly referred to as the Intelligent Network (IN) platform, are high cost, vertically integrated systems. They are simple, static „one size fits all‟ solutions which were not built to meet the dynamic nature of today‟s market.

Although they provide a very robust and reliable platform, today‟s closed and proprietary SCPs stifle service innovation. New services have to be produced by the SCP vendor. Consequently, there is a small pool of talent available to conceive of and implement new services. Consequently, innovations in network application developments are slow, have high costs and invariably, long lead times.

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Secondly, as telecom operators strive to “up their game” to compete with OTT service providers as well as with each other, they will require a different service delivery model than the closed, proprietary model long-favoured by the Telecom Equipment Manufacturers. The OTT providers all have their own teams and technology – if they conceive of a new capability – they are able implement it and give it a try. Within weeks, not months or years. By adopting open standards and open technology, telecom operators are able to enlarge the gene pool of application innovators as has occurred in other industries. A large, independent community of application developers delivers innovation in services and competitive supply of products and services – so reducing operator‟s costs and timescales.

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ADDED SERVICE

A value-added service (VAS) is a popular telecommunications industry term for non-core services, or in short, all services beyond standard voice calls and fax transmissions. However, it can be used in any service industry, for services available at little or no cost, to promote their primary business. In the telecommunication industry, on a conceptual level, value-added services add value to the standard service offering, spurring the subscriber to use their phone more and allowing the operator to drive up their ARPU.

Mobile VAS services can be mainly categorized into 3.

Consumer VAS

Network VAS

Enterprise VAS

A distinction may also be made between standard (peer-to-peer) content and premium-charged content. These are called mobile value-added services (MVAS) which are often simply referred as VAS.

Value-added services are supplied either in-house by the mobile network operator themselves or by a third-party value-added service provider (VASP), also known as a content provider (CP).

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AJOR VALUE

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ADDED SERVICES

Mobile TV & OTT Services

Ring Back Tone(RBT & RRBT)

Music Tracks Play, download and Ring Tones

Sports and Infortainment Services

Location Based Services

Missed Call Alerts and Voice Mail Box

Online Gaming

Live Streaming

Devotional Applications

Mobile Money & M-commerce based services

Mobile Advertisements

Contests & Voting

Phone Backup and Security Services

Outbound Dialer Services

WAP content downloads

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INTELLIGENT NETWORKS SERVICES