BT’s 21CN Service Innovation

Dave ElmendorfBT Design

Director

21CN Voice and Multimedia Platform

Federation of Communication ServicesEmerging Technology Seminar

11 July 2008

BT’s Focus Changes...

NetworkOperatorNetworkNetworkOperatorOperator

ServiceProviderServiceServiceProviderProvider

“20C Era” “21 C Era”

Take the friction out of personal and corporate communications

Converged ApplicationsEnabling New Communication Patterns

Network InfrastructureNetwork Infrastructure

Web 2.0 & Social Networks

Web 2.0 & Social Networks

BT User’sCommunity

Current ContextCurrent Context

Privacy SettingsPrivacy Settings

CurrentTimezoneCurrent

Timezone

DoNot

Disturb

DoNot

Disturb

VotingTally

VotingTally

Messageto

Group

Messageto

Group

MessageAck

MessageAck

In SessionSpeech

Rec

In SessionSpeech

Rec

In SessionSpeech

Rec

In SessionSpeech

Rec

NeverBusy

NeverBusy

RevokableContact

Info

RevokableContact

Info

Temporary

Numbers

Temporary

Numbers

Communication Applications

Communication Applications

BT User

Cost Effectively Address the Long Tail

20C-era Networks:•Custom Developments

•One-size-fits-all Services

•Network Element Vendors design Services

20C-era Networks:•Custom Developments

•One-size-fits-all Services

•Network Element Vendors design Services

21CN Services Approach:•Standards-based Developments

•Reusable/Pick&Mix Software Components

•Services Focused on Specific Customer Segments

•BT in Control of Service Design

21CN Services Approach:•Standards-based Developments

•Reusable/Pick&Mix Software Components

•Services Focused on Specific Customer Segments

•BT in Control of Service Design

BT will have the ability to cost-effectively produce a steady stream of Innovative Solutions that meet the unique needs of our customers

To acheive this 21CN is bring Web 2.0 into Telcomunications

A new way to design, develop, and deploy services

Long Tail: Addressing

Niche Markets

Long Tail: Addressing

Niche Markets

Web & Voice

ApplicationsConverging

Web & Voice

ApplicationsConverging

Standard Software Platforms

Standard Software Platforms

J2EEBPELWSDL

SOA

21CNVoIP

IPMPLS

21CN21CNVoIPVoIP

IPIPMPLSMPLS

+

IMS

ServiceExperiences

ServiceServiceExperiencesExperiences

Common CapabilitiesCommon CapabilitiesCommon Capabilities

Network & PlatformsNetwork & PlatformsNetwork & Platforms

21CN has shifted to Platformsand Software Driven Services

VoiceVoiceVoice VMVMVM ACDACDACD

• Key Core Competency: Service Design and Software Assembly

• Key Core Competency: System Integration

Legacy Approach Platform Approach

Two Perspectives: Subscriber Services and CP Services

CPCP21CNServices21CN

ServicesIP

ConnectivityIP

Connectivity

MSIL (Multimedia Services Interface Layer)

Subscriber Services CP Services

21CN Subscriber Services

Analogue Telephonyw/o Features/Minutes

Analogue Telephony with Broadband

Broadband only

21CNServices21CN

Services

WBC-cWBC-c

21CN CP Services

Analogue Telephonyw/o Features/Minutes

Analogue Telephony with Broadband

Broadband only

VLAVLA

WBCWBC

21CNServices21CN

Services

IPConnectivity

IPConnectivity

Broadband from Broadband-only Loops

SIP-over-IP and Media from Analog Telephony Loops

MSIL (Multimedia Services Interface Layer)

SIP-over-IP and Media from Analog Telephony Loops with Broadband

Management Interface for WLR-21CN

WLR-21CN:Call

Features&

Minutes(Optional)

WLR-21CN:Call

Features&

Minutes(Optional)

WBC-cWBC-c

NGN-CCNGN-CC

21CN NGN-CC

Analogue Telephonyw/o Features/Minutes

Analogue Telephony with Broadband

Broadband only

VLAVLA

WBCWBC

21CNServices21CN

Services

IPConnectivity

IPConnectivity

Broadband from Broadband-only Loops

SIP-over-IP and Media from Analog Telephony Loops

PSTNPSTN SIP-over- IP and Media from PSTN Network

MSIL (Multimedia Services Interface Layer)

SIP-over-IP and Media from Analog Telephony Loops with Broadband

20CN20CN

ROWPSTNROWPSTN

Management Interface for WLR-21CN

WLR-21CN:Call

Features&

Minutes(Optional)

WLR-21CN:Call

Features&

Minutes(Optional)

CP IP-based Services

CP IP-based Services

WBC-cWBC-c

NGN-CCNGN-CC

CP Potential

ServiceService

ServiceService

ServiceService

Analogue Telephonyw/o Features/Minutes

Analogue Telephony with Broadband

Broadband only

VLAVLA

WBCWBC

21CNServices21CN

Services

IPConnectivity

IPConnectivity

PSTNPSTN

• Analogue Connectivity• Derived VoIP• Converged Services• Fixed-Mobile Convergence• High-fidelity Voice• Virtual Receptionist• Speech Recognition• IVR/ACD

20CN20CN

ROWPSTNROWPSTN

Management Interface for WLR-21CN

WLR-21CN:Call

Features&

Minutes(Optional)

WLR-21CN:Call

Features&

Minutes(Optional)

Networks In Transition

Design Approach: • Build Converged Services with design anticipation of IMS• But Begin NOW• Select Standard Network Components as Mature Technology Emerges

Bandwidth (UK and Global)Bandwidth (UK and Global)

Network Access and SecurityNetwork Access and Security

21CN Services Platform21CN Services Platform

ServiceService ServiceService ServiceService

PSTNPSTN MobileMobile SIPSIP IMSIMS

Emerging Services Architecture

• Focus on Services

• Designed for Agility

• Services Exposed to Customers

• Global

Bandwidth (UK and Global)Bandwidth (UK and Global)

Network Access and SecurityNetwork Access and Security

21CN Services Platform21CN Services Platform

CP ServiceCP Service CP ServiceCP Service CP ServiceCP Service

PSTNPSTN MobileMobile SIPSIP IMSIMS

Retail Customer’s Applications

Retail Customer’s Applications

SMB Customer’s Applications

SMB Customer’s Applications

Enterprise Customer’s Applications

Enterprise Customer’s Applications

CP SDK/Exposure LayerCP SDK/Exposure Layer

21CN SDK/Exposure Layer21CN SDK/Exposure Layer

Case Study

Design Approach: • Agile Design Approach from Reusable Components• Rapid Time to Market• React Quickly to Customer and Product Management Changes

21CN Services Platform(Standards-based HTTP & SIP Server)

21CN Services Platform(Standards-based HTTP & SIP Server)

AddressBook

AddressBook

OneCommunicator

OneCommunicator

Calendar-basedReminder

Calendar-basedReminder

SoleProprietor

SoleProprietor

PresencePresenceCustomerProfile

CustomerProfile CalendarCalendar Call

RoutingCall

Routing

3 Months

OneCommunicator

OneCommunicator

Modification

Weekend

Examples of Emerging Services

• Click-to-Call Services• Virtual PBX Services• Distributed Workgroup Service• Personal Communication Managers• Integration with SMB Applications• Integration with Microsoft Office Communicator• Communications Convergence with Saleforce.com• Unique Billing & Freefone Arrangements

With the 21CN Services these types of servicesCan be offered by you using the assets of your business

Innovation is now less about creating communications services we’ve never heard of, but instead, focusing on the precise needs of customer segments and uniquely

meeting their needs.

21CN Gives you the services building blocks toDo provide unique capabilities for your customers

That will expand your business

Thank You.