WIFI CALLING BOOSTING LOYALTY, COVERAGE, AND SERVICE CONTINUITY - WIFI CALLING
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WiFi calling
WiFi calling
boosting loyalty,
coverage,
and service
continuity
Your business technologists. Powering progress
“At last! WiFi Calling opens up the last hidden corners of our cities for
seamless digital communications – whether at the back of the biggest
store or on the deepest platform of the metro, Communications
Service Providers can now strengthen customer relationships like
never before.”
Christopher Dulya,
Telco Network Products at Atos
2 Telco Network Products (TNP) - WiFi Calling
WiFi Calling – Good
things happen!
From time to time, good things just happen. We are not talking about
revolutions in digital communications here. We are talking about a
relatively simple business and technology development which is going
to be deeply satisfying for both Communications Service Providers
(CSP) and their customers. Very soon we will not be able to imagine
life without it. It’s WiFi Calling – and if you are a CSP you can make it a
winning reality for your customers right now.
Where have you just come from?... From home? Connected anywhere, anytime –
From a meeting? From a visit to the store? How
many times have you already seen a “free WiFi”
at the right price
sign today? They’re everywhere. In the hotel You are sitting in a coffee shop. You can use the
lobby; in the bar or the restaurant; on the station local WiFi to call friends or colleagues overseas for
concourse or the airport check-in lounge; in the free. But at a price – hassle costs time and effort:
college campus, the hospital and the workplace.
Not to mention the WiFi at home. ▶▶ You open your browser
▶▶ Find a WiFi key – maybe waiting in line for the
Apart from the fact that it’s everywhere barrista to give you a code
– something else makes WiFi particularly
interesting - WiFi is fast, cheap, easy to use, and ▶▶ Remember which Over-The-Top (OTT) VoIP
easy to deploy. service the person you are calling uses - was
it Skype? Facetime? Google Talk?
When we are hiking in the hills, there are going ▶▶ Open up the right VoIP application and
to be moments when the signal bars on our hope somebody is on the other end and
phones are all greyed out. And sometimes connected.
when we’re hiking in the hills, we’re kind of
happy not to be connected. We shouldn’t be ungrateful. This is already
good – but it’s a good second best. Because
But in town, it’s different. When you’re going into what people really want is a WiFi Calling service
the department store on a Saturday afternoon, bundled right in with everything else they get
you’ve got a full signal out on the street, it drops from their CSP. We want the same contact
to two bars when you get inside, and before you lists. We want better quality calls. We want see
know it, you’re down to zero. And it’s the same incoming call details. We want access to voice
on the metro. And it’s the same when you’re in mail and messaging – and we want all this
the parking garage of your office building. through our own unique identifier.
And that’s not right because you expect to Unique identifier? Yes – we want to make calls
be always connected. You expect to be able and send messages (SMS or USSDs) using our
to make calls and send messages anywhere, own mobile phone numbers – the numbers
anytime. which identify us on the move for every
friend, colleague, client and family member.
One number is all we need – not the hassle
of multiple proprietary and restrictive OTT
application identities.
Telco Network Products (TNP) - WiFi Calling 3
What, why,
and why now?
With WiFi Calling, any CSP can now piggyback on any available WiFi
network – and use it to offer subscribers improved service availability.
In some parts of the world, notably in the US and the UK, CSPs are
already taking full business advantage of WiFi Calling. Elsewhere, it is
just getting started, and CSPs have an immediate opportunity to wow
and win clients.
WiFi Calling offers CSPs an immediate opportunity to meet some of the most critical business challenges head on. The beauty of this solution lies in its
simplicity. The logic is pure; the commercial model clean; and the Atos technology sound and robust.
Main business challenges for CSPs
Acute downturn of mobile High churn with business and
Network overload
revenues consumer customers
Reduced mobile revenues from voice and People feel more loyalty to the brand of their chosen Although the primary business driver for
messaging are due in part to leakage to OTT mobile device than they do to their CSP – and that’s WiFi Calling is rooted firmly in the quality of
players and applications. something we at Atos urgently want to change. customer experience, WiFi Calling also provides
a cost-effective way of offloading the growing
Customers can’t believe their luck - free calls WiFi Calling will make an immediate and mobile traffic from the cellular network. Network
and messages from OTT players! But for you, quantifiable contribution to wowing existing offload becomes a serious collateral benefit.
as a CSP, where’s the incentive to grab back this customers and winning new ones. Your And using WiFi access allows you to extend
free voice and messaging traffic? If it’s free, you customers will enjoy low-cost, high-quality calls your coverage at much lower costs compared
are not going to make money, and margins are and messages over WiFi - even outside their with other technologies.
already thin enough. cellular coverage area.
Again, the logic and reality are simple. As
In your fight-back against OTT players, WiFi calls WiFi Calling means not worrying about roaming soon as voice services and messaging are
and messages won’t count against the mobile charges when calling home from abroad. piggybacked on a WiFi network, the cellular
subscriber’s plan. But what you lose by offering Your customers will value the ease-of-use and radio access network is relieved of the
reduced or free rates, even for international simplicity of having the same service experience corresponding traffic, while maintaining the CSP
roaming, you should more than recover in across both the cellular network and WiFi. in the flow of the voice and data traffic.
terms of additional subscribers, reduced churn,
and increased spend on value-added services. For the very first time, you will be able to wrap It’s as simple as that.
your subscribers in service as they move
This is not theory. Atos estimates you could get through their daily lives. This means that WiFi Calling helps to
up to a 10-15% churn reduction thanks to WiFi significantly reduce the pressure on your 3G
Calling. Analysis by Cisco of the more mature Dips in signal and service have long been the networks and your network operating costs.
WiFi markets shows that advertising revenues largest source of customer complaints. Well not
from a single mall can soon add up to $20- any more. WiFi Calling will enable you to offer It also means that WiFi Calling acts as a bridge
40 for a thousand hits – as long as the target unprecedented levels of coverage – even in between 3G and LTE networks, reducing or delaying
is sufficiently accurate. And this is where you the urban black holes that have blighted user capital expenditures in 4G network rollouts.
can win every time. WiFi user location can be experience until now.
leveraged indoors. And what does that mean? In this way, WiFi Calling can serve any CSP as an
Extraordinarily focused advertising opportunities It gets even better. While the focus of WiFi Calling immediate tactical solution for network offload.
and pinpoint relevance for social networking. is firmly on voice, you will also be able to make
the full spectrum of value-added voice and
messaging services available to every customer
at all times – and all through their own number.
4 Telco Network Products (TNP) - WiFi Calling
WiFi Calling for
consumer and
business customers
Even if WiFi Calling might have been initially
regarded by many as a purely tactical
opportunity – anybody who cares about The consumer The business
maximizing business benefit is going to
think very carefully about how to craft their
proposition for specific target markets. WiFi The WiFi Calling proposition for consumers is For your business customers, things become
Calling allows CSPs to launch disruptive direct. As a CSP you now can offer constant even more interesting.
products to the market. and continuous service cost-effectively.
WiFi Calling enhances coverage and eliminates the
The cleanest and most immediate target For your consumer customers – their dropped calls and interruptions caused by weak or
market split is between your consumer and individual telephone numbers become the intermittent signals in offices and factories.
business customers. constant key for access to your full portfolio
of services. WiFi Calling boosts productivity, unchaining
your workforce from their fixed line phones
This means that for people whose lives are and PCs, allowing them to work throughout
built on a foundation of digital connectivity the workplace. This new ability also means
(and for a growing proportion of society, that facilities managers can rethink the use
this is the case), you can offer constant of space for greater cost-effectiveness and
companionship and support, more increasingly collaborative workstyles.
simplicity and an intense service experience,
establishing relationships that will last a WiFi Calling also allows you to offer your business
lifetime. customers reduced communication costs. WiFi-
to-WiFi calls can be offered free of charge while
You can also offer immediate and generous calls with one WiFi leg can be offered at reduced
terms for reduced or free calling and for rates. Employees travelling abroad can call back
the reduction or elimination of restrictive to the office when connected to a WiFi network
roaming charges. as if they were at home.
And with an offer like that, you will build As a CSP, this means more opportunities
enduring loyalty. for up-selling products and value-added
services, as you bundle WiFi capability with IP
connectivity and wireline service contracts.
Digging deeper And WiFi Calling offers an immediate, viable and The WiFi Calling basics are already massively
profitable opportunity to develop these new compelling for CSPs. You boost coverage,
But dig a little deeper. Do what the most partnerships. reduce churn, enhance customer loyalty and
imaginative and ambitious CSPs do every reduce network costs by offloading traffic from
day, and ask: “Where can WiFi Calling begin to Personalized advertising is a clear opportunity – the cellular radio access network. But once you
uncover revenues which are currently hidden exploiting the pinpoint precision that WiFi offers. really begin to dig deeper, you will discover
from the competition?” But this is just the start. Think: an entirely new panorama of value-added
opportunities – all of which can fulfill the two
Every CSP is exploring new business-to- ▶▶ What happens at sporting and cultural events foundation principles of business success:
business relationships. Phone companies – where personal interaction increasingly
and media companies become almost comes to define the quality of experience? 1. You make people’s lives better
indistinguishable as sports fans turn to CSPs
for live match experience. As our homes ▶▶ What happens in stores and malls – where 2. You do it profitably
turn into smart homes, telecommunications buying decisions are increasingly influenced
companies and white goods manufacturers by digital peer behaviors?
explore shared opportunities. These new and ▶▶ What happens when local government
positive collaborations are beginning to emerge makes WiFi part of social infrastructure
amongst all companies that are committed to provision – where digital relationships and
building better futures. good citizenship go hand-in-hand?
Telco Network Products (TNP) - WiFi Calling 5
WiFi Calling: What do
we have to offer?
Atos is immensely enthusiastic about WiFi Calling – and we hope that you
will be too! But what do we actually do? We have a solution, but what does
that actually mean, and more importantly what does it mean for you?
Overview of the Solution Atos WiFi TAS
So far, we have not been over-technical in IR.92 SMS GW USSD GW T-ADS IN RR
this brochure. But remember, behind the
enthusiasm and vision, Atos are business
SS7 IP
technologists. When you are ready to put
your technical teams together with ours,
then we can examine every detail of the ISC Mr
solution and its associated architecture.
CSCF MRF
Core Network
For now, we’ll just include an overview of
our integrated WiFi Calling solution. This
MAP CAP MAP Sh
comprehensive solution consists of three
main components: SMS-C MSC/VLR HLR HSS SBC
P-GW / ePDG
▶▶ The Voice over WiFi (VoWiFi) mobile
client from Lydrasoft
▶▶ The WiFi Calling Telephony Application Voice, SMS
Internet
Server (TAS) and Media Resource
Function (MRF) products from Atos Cellular RAN WiFi LAN
▶▶ The IMS core network
VoWiFi Mobile Client
We have created our WiFi Calling solution in The WiFi Calling products of Atos are built ▶▶ The SMS Gateway implements the required
partnership with innovative mobile device using robust and tested technologies that have interworking of short messages from the core
software vendor, Lydrasoft. Lydrasoft’s user- already been deployed for tier-1 mobile operator network to the WiFi domain and vice versa. This
friendly smartphone software adds Voice over networks internationally. Our WiFi Calling is completely transparent for your customers.
WiFi capability to the subscriber’s smartphone. products deliver the following key functionalities:
▶▶ USSDs remain important for many people and
Your customers will see the WiFi Calling icon in
many uses. The USSD Gateway implements
their handset top-bar, letting them know they can ▶▶ IR.92/IR.94 and 3GPP MMTEL compliance.
the required interworking for originating USSDs
call and message using WiFi Calling. This allows you to offer a consistent user
allowing users to update their subscription
experience providing voice over WiFi with all of
settings just as they do on the cellular networks.
the familiar features of the mobile phone. This lets
your customers continue to enjoy their preferred ▶▶ For CSPs with Mobile Switching Centers (MSC)
options from both cellullar and WiFi networks in their core network that are not enhanced
for seamless continuity of service. They can for IMS Centralized Services (ICS), the Atos
continue to hide their mobile numbers when TAS enables IN-rerouting. This ensures
calling; transfer calls to third parties; put calls on consistency and continuity of user experience
hold and manage call-forwarding settings; hold across circuit-switched and IMS domains.
three-way conferences and access a unified voice ▶▶ The Atos MRF product processes and manages
mailbox. Your customers will love it. media streams efficiently for announcements,
▶▶ Full online charging integration with the tones and conferencing - allowing you to
credit control system for calls and messages. personalize the user experience for your customers.
WiFi Calling The On-line Charging Interface (OCI) acts as a In addition to Atos and Lydrasoft products, the
gateway between signaling and credit control. WiFi Calling solution relies on an IMS core network
This allows you to offer WiFi Calling subscribers for standardized solution implementation. If you
prepaid, credit control, or postpaid rate plans. have an existing IMS network, we will integrate
▶▶ The network-based Terminating Access Domain with it. Alternatively, in partnership with industry
(T-ADS) function determines whether incoming partners, we will supply and integrate the IMS
calls must be delivered to the WiFi or cellular core network to deliver an end-to-end solution for
domain according to available WiFi coverage. a seamless user experience.
6 Telco Network Products (TNP) - WiFi CallingAdding value through
complementary services
Atos has a wide range of communications
products, already implemented by many CSPs
and available for immediate adoption right
alongside WiFi Calling. These complementary
products enable you to offer new levels of
value-added service to your clients.
Our Telco Network Products (TNP) include
Mobile VPN; Virtual PBX; PBX Trunking; Number
Translation Services; Messaging Center Services;
MRF and VoLTE TAS.
All products support both postpaid as well as
online charging and billing models across the
full range of end points. These include mobile
phones, SIP phones, PBX extensions, PSTN
phones and even Lync clients.
Built on the same robust, carrier-grade, and
well-established technology platform, all products
are fully compatible with WiFi Calling. They all
integrate across the core network the same way,
and are all designed with intuitive and user-friendly
interfaces for both public usage by your clients
and for your own internal management as a CSP.
Making it happen
WiFi Calling is ready for adoption right now.
WiFi calling
Different markets and different CSPs have their
own unique drivers, challenges, and market
boosting loyalty, coverage,
positions. We know that not every CSP will be and service continuity
an early adopter of WiFi Calling. We also know
that there is a solid business case for many
CSPs. WiFi Calling has already been successfully
implemented in the world’s most mature
markets and it is quickly expanding - ready for
local adoption and innovation.
Because WiFi Calling is going to be so popular
with business and consumer customers – early
adoption means gaining competitive advantage,
reducing churn, and winning new customers in
the short term.
Atos offers rapid pathways to adoption – starting
with easy pilot and trial options, this solution can
be turned into a winning business reality in a
short time.
Are you ready? Let’s get started!
Telco Network Products (TNP) - WiFi Calling 7About Atos
Atos SE (Societas Europaea) is a leader in
digital services with 2013 pro forma annual
revenue of €10 billion and 86,000 employees
in 66 countries. Serving a global client base,
the Group provides Consulting & Systems
Integration services, Managed Services &
BPO, Cloud operations, Big Data & Security
solutions, as well as transactional services
through Worldline, the European leader in the
payments and transactional services industry.
With its deep technology expertise and industry
knowledge, the Group works with clients
across different business sectors: Defense,
Financial Services, Health, Manufacturing,
Media & Utilities, Public Sector, Retail,
Telecommunications and Transportation.
Atos is focused on business technology that
powers progress and helps organizations to
create their firm of the future. The Group is the
Worldwide Information Technology Partner for
the Olympic & Paralympic Games and is listed
on the Euronext Paris market. Atos operates
under the brands Atos, Atos Consulting, Atos
Worldgrid, Bull, Canopy, and Worldline. For more
information, visit: atos.net
For more information, contact: dialogue@atos.net
Atos, the Atos logo, Atos Consulting, Worldline, Atos Sphere, Atos Cloud and Atos Worldgrid are registered trademarks of Atos SE.
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