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Visual Advertising in Voice-Over-IP Calls

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Visual Advertising in Voice-Over-IP Calls Master in Informatics Engineering Internship Final Report Visual Advertising in Voice-over-IP calls David Joaquim Monteiro Colaço Salvador [email protected] DEI Supervisor: Prof. Dr. Luís Cordeiro Wit-Software Supervisor: Eng. Rafael Maia Data: 28th January 2014 Abstract Nowadays, with the spread of Smartphones and Internet worldwide, a new way of communicate has arrived. A telephone is no longer an instrument to make calls. It is used for work, play or for fast access to news and other media content. With the increase speed of the Internet in mobile devices, some companies saw an opportunity to develop successful applications, known as Over-The-Top applications. Some of these OTTs offer the same products as the telecommunications companies at a lower price, or even for free. This lead to two major problems: a decrease in revenue on the Telecommunications market, and a demand for faster access to the internet. A response to OTTs emerged from the Telecommunications world with the creation of the Rich Communications Services (RCS). This specification provides the user new ways to communicate and share content. It was also clear to the telecommunications industry that an improvement to the network was needed and the migration from Circuit Switch to all IP networks was essential. From this need, the 3GPP group created the IP Multimedia Subsystem (IMS). This network architecture can deliver services and multimedia content using industry standards and provide compatibility across all operators and legacy networks. On this project, a new service is added to the IMS network, in order to deliver image and video advertisement to RCS clients. Keywords “Advertisement”, “Image Share”, “IMS”, “IP Multimedia Subsystem”, “Media Server”, “MSRP”, “RCS”, “Rich Communication Services”, “Rich Communication Suite”, “SIP”, “Video Share”, “ i Table of Content List of Figures....................................................................................................................................... 6 List of Tables ........................................................................................................................................ 8 Acronyms .............................................................................................................................................. 9 Chapter 1 Introduction ....................................................................................................................... 1 1.1 Wit-Software S.A. ..................................................................................................................................1 1.2 Document Structure .............................................................................................................................1 1.3 Context ...................................................................................................................................................2 1.4 Objectives ...............................................................................................................................................3 1.5 Planning ..................................................................................................................................................4 1.5.1 Original .......................................................................................................................................................... 4 1.5.2 Actual ............................................................................................................................................................. 7 Chapter 2 State of the Art ................................................................................................................ 11 2.1. Introduction ........................................................................................................................................... 11 2.2 Telecommunications Network Evolution ......................................................................................... 11 2.2.1 Mobile Telecommunications ....................................................................................................................... 12 2.3 Over-the-Top Applications .................................................................................................................. 14 2.3.1 Solutions Available ........................................................................................................................................ 14 2.3.2 Advertisement in OTT Applications.......................................................................................................... 15 2.4 Operators’ Solution – Rich Communication Services ..................................................................... 17 2.4.1 IP Multimedia Subsystem ............................................................................................................................. 17 2.4.2 IMS Alternatives ............................................................................................................................................ 18 2.4.3 IMS Solutions Available ............................................................................................................................... 19 2.5. Media Server / Media Gateway .......................................................................................................... 20 2.5.1 Solutions Available ........................................................................................................................................ 20 Chapter 3 Technical Background .................................................................................................... 23 3.1 Voice over IP (VoIP) ............................................................................................................................ 23 3.2 Rich Communication Services (RCS) ................................................................................................. 24 3.2.1 Capability Discovery ..................................................................................................................................... 24 3.2.2 Content Sharing ............................................................................................................................................. 25 3.2.3 RCS Client ....................................................................................................................................................... 25 3.3 IP Multimedia Subsystem ..................................................................................................................... 26 3.3.1 Architecture .................................................................................................................................................... 26 ii 3.3.2 IMS Core ......................................................................................................................................................... 27 3.3.3 Application Servers ........................................................................................................................................ 29 3.3.4. Application Server Development Technologies ..................................................................................... 30 3.4 Protocols ................................................................................................................................................. 31 3.4.1 VoIP Protocols ............................................................................................................................................... 31 3.4.2. Session Initiation Protocol (SIP) ................................................................................................................ 31 3.4.4. Real-Time Transport (RTP) ........................................................................................................................ 34 3.4.5. Session Description Protocol (SDP) ......................................................................................................... 34 3.4.6 VoIP in IMS.................................................................................................................................................... 36 3.4.7. Message Session Relay Protocol (MSRP) ................................................................................................. 36 3.4.8. Media Gateway Control Protocol (MGCP) ............................................................................................. 37 3.4.9. Alternatives to MGCP ................................................................................................................................. 37 Chapter 4 System Description ......................................................................................................... 39 4.1 General Objectives ................................................................................................................................ 39 4.2 Requirements Analysis .......................................................................................................................... 39 4.3 Methodology ........................................................................................................................................... 42 4.4 High Level Architecture ....................................................................................................................... 43 4.5 Advertisement Service .........................................................................................................................
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