The document discusses a demonstration of a joint technology solution by Truphone, Canonical, Metaswitch, and Telestax. It describes setting up a live demo to show real-time interaction capabilities, including processing phone calls, determining users' preferences, looking up caller information, sending SMS messages, and displaying results on a dashboard. It also demonstrates scaling the solution under increasing load by load balancing and automatically provisioning new nodes to handle 10,000 concurrent calls. The demo aims to illustrate the potential of the companies' technologies to enable innovative communication applications.

1. A World Without
Borders
Joint Demonstration
TAD Summit
Istanbul 2014
James Body
Head of Research & Development

2. © 2013 Truphone November 13, 2014 Limited. All Rights Reserved.
Introduction

3. © 2013 Truphone November 13, 2014 Limited. All Rights Reserved.
Hello World!

4. Introduction to Truphone
“Truphone – it’s changing the way we
communicate”
– Network Manager, Nasdaq 100 Biotech Company
❖ Formed 2006 by James Tagg
❖ Software Cellular Network – selling enabling technology to MNOs
❖ Became an operator – TRUPHONE - ‘Eat our own dogfood’
❖ Initially an ‘Over The Top’ (OTT) player
❖ Bought GSM Mobile Network Assets from 2008 onwards
❖ Full member of GSMA
❖ New CEO – Steve Robertson (ex-BT Openreach) joined 8/2011
❖ Strength today – circa 850 employees globally
© 2013 Truphone. Version 1.0. IN COMMERCIAL CONFIDENCE
© 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

5. © 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

6. From pasture… …to pit-lane
© 2013 Truphone November 13, 2014 Limited. All Rights Reserved.
❖ In 2001 our founder couldn’t get a
mobile signal at his farmhouse in Kent
❖ And he couldn’t behave like normal
when doing international business
❖ He questioned why traditional mobile
networks were slow to evolve and
address the challenges faced by
business and individuals
❖ He formed Truphone to address these
challenges
❖ Originally an OTT Mobile VoIP play
❖ That evolved into the World’s First
Global Mobile Network Operator!
❖ Truphone is now a global enterprise
❖ Around 100 Employees in offices across 10
countries
❖ Official Technology Partner for Caterham F1,
Vitesse Arnhem and Volvo Ocean Yacht Race
❖ Clients cover FTSE 100 and Fortune 500
❖ Redefined geography with unique innovative
products and service
❖ Scalable technology infrastructure built with
blue chip providers

7. © 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

8. Why are Applications so important to
Truphone?
© 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

9. © 2013 Truphone November 13, 2014 Limited. All Rights Reserved.
Section
© STL Partners 2014

10. Service Differentiation
Applications and their functionality are a major driver in the selection process for major
corporate customers.
Truphone Mobile recording allowed Truphone to win major contracts which were
unimaginable previously
© 2013 Truphone. Version 1.0. 13 November 2014

11. Live Demo?
© 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

12. Too Many Lego™ Slides!

13. What is needed here….
DANGEROUS DEMOS!
Show REAL capabilities

14. AIM
To rapidly build a joint demonstration showing of real life
capabilities of TAD ecosystem components
Truphone
- Mobile numbers
- Core network
- Lookups and SMS (via API)
Canonical
- Cloud OS with Orchestration
- Live Dashboard
Metaswitch
- Project Clearwater - Cloud based IMS
Telestax
- Application server (with Development Interface)

15. The Demo Team
© 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

16. Demo Team
• Truphone
– James Body
• Canonical
– Artur Tyloch
• Metaswitch
– Paul Drew
• Telestax
– Jean Deruelle
• (Plus supporting cast of thousands)
© 2013 Truphone. Version 1.0. 13 November 2014

17. © 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

18. Canonical
We are the company
behind Ubuntu.

19. Ubuntu
The Dominant Cloud OS
What we offer
Cloud Orchestration
Juju, Maas, Landscape
OpenStack
#1 Private Cloud Distribution
Professional
Services
World-Class
Enterprise Support

20. Developers choose Ubuntu
Public guests OpenStack hosts
Sources: Various, Consolidated clouds* Source: OpenStack
Survey 2014
* Sources: Scalr, Rightscale, Microsoft. Includes usage on AWS, Azure, Rackspace,
** Grey indicates Red Hat Enterprise Linux market share

21. Ubuntu is the platform of innovation
IaaS
Openstack:
Cinder
Nova
Neutron
Horizon
Glance
Ceph
Swift
Big Data SDN PaaS
Hadoop
Horton Works
Couch
Mongo
Storm
Spark
Nicira
BigSwitch
Midokura
Plumgrid
Juniper
(OpenContrail)
Cloud Foundry
Heroku
EngineYard
ActiveState
All share Ubuntu as a default platform

22. 3 complementary automation tools
MAAS
PHYSICAL
PROVISIONING
+
DYNAMIC
RE-PURPOSING
APPLICATION
DEPLOYMENT
+
SCALING
ADMINISTRATION
+
AUDIT
+
COMPLIANCE
19

23. What is Juju?
1 Juju is the conductor of server apps
2 it knows how to deploy them
3 it knows how to hook them together
4 it knows how to scale them
5 it orchestrates them.

24. When you deliver
We enable you
❖ On any cloud…
❖ On Premise
❖ On Bare metal
❖ On any OS
❖ For demos
❖ For testing
❖ For real

25. Requirements: 15 VMs
RestComm
RestComm
Dashing.io
Phone numbers
redirection
1
2 IMS
3 IVR
4 Your data, application
5 Dashboard, analytics

26. Moving to production: +6 VM
Monitoring
2
Log
Management
1
3 NTP
Call +44 7417 89 19xx

27. No magic:
2 months 30min
(inc. deployment)
Summary
Technologies 20
VM Deployments 21
Call +44 7417 89 19xx

28. Show Cloud
© 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

29. © 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

30. THE BRAINS OF THE NEW GLOBAL NETWORK
METASWITCH NETWORKS
THE BRAINS OF THE NEW GLOBAL NETWORK
Paul Drew October 2014
Metaswitch Networks | Proprietary and
confidential | © 2014 |

31. Metaswitch: the BRAINS OF THE NEW GLOBAL NETWORK
▪ Unmatched Communication Software DNA
– 30+ years of software development; broad portfolio
– proven business model; financial stability
▪ Cloud, NFV, SDN leadership
– Industry experts, first-to-market virtualized
applications
▪ 650 employees
– High retention of engineering expertise
– Innovative, agile development methods
▪ 1000+ global customers
– Service Providers
– Equipment Manufacturers
– Large Enterprises
▪ Built on
– Innovation
– Quality Engineering
– Reliability
– Exceptional customer support
Metaswitch Networks | Proprietary and
confidential | © 2014 |

32. The Network Brains are On The Move…
…FROM DEDICATED HARDWARE APPLIANCES TO PRIVATE AND PUBLIC CLOUDS
NETWORK INTELLIGENCE SERVICE INTELLIGENCE
COMMODITY COMPUTE COMMODITY STORAGE COMMODITY SWITCHING
Metaswitch Networks | Proprietary and
confidential | © 2014 |
INTELLIGENT SOFTWARE
GENERIC HARDWARE

33. Project Clearwater – VoIP in the Cloud
The Cloud
+
Open Source
+ =
Open Standard APIs
Massively scalable, very
low cost,
IMS-based
mass-market VoIP
services platform
designed from the
ground up to leverage
the Cloud
+
Business Model
Innovation
www.projectclearwater.org

34. Demo
Voice
Survey
Application
Dashboard.io
HTTP Restful APIs
Clearwater
Mobile
Metaswitch Networks | Proprietary and confidential | © 2014 |
API AS
Restcomm
IMS Core

35. © 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

36. DEMO
Time to grab your phones
and INTERACT!

37. Join Us for a Drink
Dial
+44-741789-19xx
(Where 19xx is your Year of Birth)
Note: Does not work on Avea

38. Demo Phase 1: Show Real Live World Interaction
> Welcome
> Determine favorite drink
- Beer
- Wine
- Soft Drink
> Check for underage drinkers
> Select preferred drink
> HLR lookup/playback caller info
> Send SMS token for drink back to caller
> Display result in real time on Dashboard

39. Switch Screen
© 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

40. Demo Phase 2: Show Scaling Under Load
> Engage test traffic generator
- Call set up with simulated media
> Increase traffic load exponentially
> Show load balancing and scaling
> New nodes spawned as load increases
> Target: 10 k concurrent inbound calls

41. The Future?
© 2013 Truphone November 13, 2014 Limited. All Rights Reserved.

42. © 2013 Truphone November 13, 2014 Limited. All Rights Reserved.