Introduction of Application Session Controller to unlock six high growth application areas worth USD 66 billion by 2010
Released on: October 17, 2007, 5:35 am
Press Release Author: AppTrigger
Industry: Telecommunications
Press Release Summary: AppTrigger and INSIGHT Research provide projections for Application Session Controller (ASC) market
Press Release Body: AppTrigger, the telecom application connectivity specialist, is today launching the telecom industry’s first purpose-built Application Session Controller (ASC) to the UK and pan-European market. ASC technology overcomes the cumbersome traditional arrangement of connecting applications via media gateways/signalling gateways/softswitches. The ASC instead sits between the application and the network control layer and is a purpose-built network element that delivers the right combination of call/session control, signaling, switching and media capabilities supporting multiple applications for both new and legacy networks.
AppTrigger’s Ignite™ Application Session Controller provides a cost effective future-proof solution for large scale, complex traditional application deployments thus eliminating the need to re-write and re-connect applications as networks converge and evolve. The ASC decreases application deployment costs, increases ARPU and preserves application investment along the path to NGN/IMS. ASC technology offers service providers a 40 per cent cost reduction over traditional application connectivity for their mixed networking environments. The solution enables service providers to unlock the revenue generating power of high-growth IP service apps such as location-based services (LBS) and Presence-based services. The INSIGHT Research Corporation is simultaneously publishing a report today, projecting that the market for these high-growth applications will be worth $66 billion by 2010. The report notes that an ASC is a key element to this migration strategy for service providers.
Typically, redeploying existing revenue producing applications in a mixed networking environment can take upwards of 12 to 18 months for a single application deployment. Service providers are shouldering deployment costs of between $10 to $15 million for each application that is connected to their voice and data networks because traditional connectivity lacks cohesion between the application and network/control layer. Utilising the ASC to provide a path to migration is proving 65 per cent more cost effective over duplicating the same application as is the situation today.
“The industry at large has been focused on the many benefits of IMS.” said Mick Reeve, the former Group Technology Officer of British Telecom and industry consultant. “However, little attention has been given to the transition to IMS, especially the transition of existing applications. The Application Session Controller enables service providers to smoothly migrate legacy applications they wish to keep to an IMS infrastructure, reducing cost and churn by continuing with familiar applications and eliminating the learning curve of replacements, whilst still getting to the enabling infrastructure for new apps.”
The six high-growth IP Service areas that can be unlocked in terms of revenue-potential by ASCs, according to INSIGHT, are:
Location based services (LBS) Presence-based services (personalising communications) Residential video telephony (enabling video calling in the home) File exchange (for multimedia music, video and content files) Streaming services (for IPTV and other live transmission of AV files) Fixed-mobile convergence (enabling a ‘home hub’ communication device so consumers can utilise a single communications device)
The following cost benefit scenarios are available to service providers, through ASCs, which:
Save 40 per cent on initial deployment when compared to common general purpose deployment models
Reduce operational costs by allowing the efficient management of one network element in place of three or four independent general purpose elements
Can be turned up for an average of 24 per cent of the cost of buying a new application for IMS
Reduce dependency, time, and costs needed by the application vendor to re-write or re-connect as networks converge and evolve
Enable service providers to get more out of existing networks through blended services
Enable feature transparency across diverse networks and different access types, giving a consistent user experience across differing devices and for subscribers across different operators
“In a classic chicken and egg scenario, service providers need to migrate and connect their revenue-generating applications into next-gen networks such as IMS to drive up ARPU but the connectivity options have been expensive and clunky. ASCs help preserve investment while reducing the dependency, time and costs associated with the re-writing and re-connecting of applications as networks evolve,” said Paul Cronin, vice president EMEA business development at AppTrigger. “As the INSIGHT report demonstrates, ASCs are one of the technologies that can unlock this massive new market and new revenue opportunity.”
About AppTrigger, Inc.
AppTrigger is dynamically changing the telecom application delivery marketplace by empowering its customers to insulate their revenue-producing applications from the challenges of the ever evolving fixed-line, mobile, and IP networks. AppTrigger’s Ignite Application Session Controller provides a purpose built unique combination of media, signalling, call control, and a family of APIs for multi-network, converged application deployments. In an environment of ongoing network evolution, AppTrigger delivers time to market advantages, reduces application deployment costs, and provides feature transparency across disparate networks. For more information, please visit www.apptrigger.com.
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