» ATIS panel: Control is IMS’ biggest upside
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ATIS panel: Control is IMS’ biggest upside
By Tim McElligott

Jun 20, 2007 2:30 PM

Why IMS? That was the question asked of panelists at ATIS’ Tuesday Mind Bender Session on how IMS will further revolutionize content and entertainment delivery. Among the many answers provided by the likes of Alcatel-Lucent, Cisco Systems, Qwest and Nokia Siemens was this: control.

“IMS gives operators control. No IMS, no control,” said Larry Lang, vice president and general manager of the mobility, signaling and control business unit at Cisco.

However, comparing IMS to the Wizard of Oz, Lang said IMS is not all wonderful behind the curtains. After all, “It was designed by a standards body,” he said. “And with all these different boxes and interfaces, what in your experience in technology suggests that all that will be simple and speedy?”

But without IMS, service providers might not be able to control third-party access, quality or a number of concerns. “Is the person making the next YouTube going on the assumption that they will be using IMS to get it done?” Lang said.

The goal, he said, is to get developers to the point where they are customers of IMS.

Paul Mankiewich, chief technology officer of Alcatel-Lucent North America, said IMS can protect service providers from over-the-top Internet companies by keeping control of customer data in the service providers’ hands.

“Could Google come in [over the top] with Google Maps? Yes, and they’re doing it today. I have Google Maps on my cell phone. But the service provider still has control over identity, location and subscriber information,” Mankiewich said. “We can share data, but IMS protects the service provider with actual knowledge of actual us

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