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Service and Network Evolution
Service Delivery Solution<name><title>
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Agenda – Service and Network Evolution
Service Evolution in networks today
Risks and Barriers to Innovation
Alternate evolutionary approaches– Revive legacy
– Cloud Programmable Networks
– Embracing Web models
Oracle Solution frameworks to address Service and Network Evolution
… a solution to create, deploy, maintain, migrate, or consolidate network services
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“When faced with a radical crisis, when the old way of being in the world, of interacting with each other and with the realm of nature doesn't work anymore, when survival is threatened by seemingly insurmountable problems, an individual life-form -- or a species -- will either die or become extinct or rise above the limitations of its condition through an evolutionary leap.”ECKHART TOLLE
Beware the evolutionary cul-de-sac
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Where are CSPs heading?
IP
WIN
IN
Wireless Wireline Internet Social Network
3G
IMS
AIN
“NEANDERTELCO”
OR
“HOMO COMMUNICUS”
Networks
3G AINIMS
Service and Network Evolution
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• S
Networks
3G AINIMS
Service and Network EvolutionServices
ServiceNode
SCPApp
Server Expensive Inflexible InefficientM
AP
ISC
SS
7
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• S
Access
Phones EnterprisePCs
Networks
3G AINIMS
Service and Network EvolutionServices
ServiceNode
SCPApp
Server
Many Devices No Internet New Competitors
Expensive Inflexible Inefficient
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• S
Access
Phone EnterprisePCs
Networks
3G AINIMS
Service and Network EvolutionServices
ServiceNode
SCPApp
Server
Services
ServiceNode
SCPApp
Server
Networks
3G AINIMS
Access
PhonesFixed-LinePC Enterprise
Network Access
Service Access
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Solution to
create, deploy, maintain, migrate, or consolidate Network Services
connect access devices or external system to the Network
Service And Network EvolutionNetwork Services
ServiceNode
SCPApp
Server
Networks
3G AINIMS
Access
PhonesFixed-LinePC Enterprise
Network Access
Service Access
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• S
Service and Network Evolution
Efficient Cost Effective Open Standard Web/IP Friendly Programmable Cloud
Network Services
ServiceNode
SCPApp
Server
Networks
3G AINIMS
Access
PhonesFixed-LinePC Enterprise
Network Access
Service Access
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Market ImpactWhy Service and Network Evolution
Revive Legacy Experience
Real-time
Instant gratification
Innovate
REVENU
E
COST
S
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Service And Network Evolution
Benefits
• Realize Network Investments• Reduce Time to Market• Reduce Maintenence
Align for the future
Service Broker/SCIM
MSC
SCP
App 1 App 2 App 3
CAP SIP (ISC)
IT Comms Server
CAP
MSC
SCP SCP SCP
App 1 App 2 App 3
CAP
Use Cases
MigrationWeb/IP
ProgrammableNetworks
Consolidation
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Service And Network EvolutionSingle face to customers and investors
Benefits
• One customer interface• Reduce Overhead• Expand offering
IT Communications Server
Network Mediation
ConferencingApp Store
SMS-MMSRingtonesWallpaper
800-freephone
Call forwarding
FixedFixedFixed
FixedFixed
Mobile
Use Cases
MigrationWeb/IP
ConsolidationProgrammableNetworks
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Service And Network Evolution
Benefits
• Personalized Services• Controlled Access• Expand service offerings
Securely exploiting core network assets
Use Cases
MigrationWeb/IP
ProgrammableNetwork
Consolidation
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Service And Network EvolutionExpanding customer reach
Benefits
• Enhanced Customer Experience• Control out to Client• Enables Enterprises
Subscriber
Browser
MobileBrowser
SIP Phone
PSTNUse Cases
MigrationWeb/IP
ConsolidationProgrammableNetworks
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Evolutionary ApproachInsert Picture Here
Network Services
ServiceNode
SCPApp
Server
Networks
3G AINIMS
Access
PhonesFixed-LinePC Enterprise
Network Access
Service Access
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Revive LegacyStrategy Considerations
Devices
CellFixed-Line
Fixed/Cell
Networks
3G AINIMS
Services
ServiceNode
SCPApp
Server
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IN ReplacementConverging Network
AIN SSP
CAP MSC
3G MSCCSCF
PCEFGGSN
Legacy IMS / LTE
Services
MRF
IS41 MSC INAP SSP
Services
Services
EOL
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Modernizing InfrastructureT-Mobile
Requirement• Replace existing SCP infrastructure (e.g.
EOL)• Reduce OPEX
• Unified platform for applications• Decreased network integrations• Reduced OPEX
MSC
SCP SCP SCP
App 1 App 2 App 3
CAPService Broker/SCIM
MSC
SCP
App 1 App 2 App 3
CAP SIP (ISC)
IT Comms Server
CAP
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Requirement• Deliver existing services to new subscribers• Deliver innovative services to existing subscribers• Consolidate network integration• Provide orchestration and interactions between
applications
• Services offered across subscriber base• Simplified network evolution • Unified platform for applications• Decreased network integrations• Reduced OPEX
MSC
SCP SCP
App 1 App 2
CAP
Network ConsolidationTeliaSonera/TWC
S-CSCF / IP Core
App 3 App 4
SIP (ISC)
IT Comms Server
Service Broker/SCIM
SCP
App 2 App 3 App 4
CAP SIP (ISC)
IT Comms Server
CAP
MSC S-CSCF / IP Core
SCP
App 1
CAP
SIP (ISC)
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Multi-play Cable
Voicezone – Caller ID- View incoming calls as a
popup - Choose to receive call or send
to vmail - Set TV to Do Not Disturb
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Programmable NetworkStrategy Considerations
Network Services
ServiceNode
SCPApp
Server
Networks
3G AINIMS
Access
PhonesFixed-LinePC Enterprise
Network Access
Service Access
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APIs as a Strategy
• Extend platform reach– 60% of all listings on eBay.com added via their APIs
• Enable self service and automation– SmugMug saves > $500K/year with Amazon S3 Storage
• Capture eyeballs, build brand– Google Maps 300% growth vs 20% MapQuest
• Go anywhere, client adaptation– Netflix now available on over 250 devices
APIs are the Cloud Glue by definition
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Oracle CSP SuccessesDelivering significant revenue or OPEX savings
Rev
enue
InternalDevelopers
Partners(MVNOs, Aggregators, etc) Enterprises 3rd Party Developers
OP
EX
Sav
ings
Number of Services/Developers
Aircel
$100M+/year
$1M+/month
~50% Opex savings
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Exposure Segmentation
Number of Services/Developers
Rev
enue
Internal Developers
Opening to 3rd parties
Partners(MVNOs, Aggregators, etc)
Enterprises
3rd Party Developers
Service Exposure
CoreServices
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Exposure - API Timeline
Source: Innovation:SDP APIs, Open Innovation, App Sotres, OTT and the Service Domain by Alan Quayle
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Strategy – Mobile Payment Gateway API Revenue Opportunity
$115B opportunity by 2015Source Alan Quayle Business and Service Development estimate for 2015 based on the top 15 APIs operators could implement.
$42.0
$26.0
$14.0
$7.5
$4.5
$4.0
$3.0$14.0
Click to call, meet me at my number, alerting, etcPayment across goods & servicesUSSD in developing markets Advertising with user profile under customer control Presence & location enabled call centersNumber provisioningMessaging enabled customer service & business processes Other (Directory services, IVR, M2M, etc) Directory servicesIVR / voice store / other voice related VASMachine to machine Unified communications & collaborationContent deliveryOther
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Cloud - PaaS and NaaSService Exposure Economy
Communication Service Provider
Service Exposure (PaaS and NaaS)
Network Enablers IT Enablers
Billing
ModelsPay per Use Subscription Revenue Share...
CapabilitiesBasic
SDK Service Features
SDKService
Frameworks
Sell-To Sell-ThroughDeveloper Ecosystem - ResellersDeveloper Ecosystem - Resellers
Prosumers MVNOs SME / SOHO Content ProvidersService Providers
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Delivering Focused CSP DifferentiatorsEnd 2 End Capabilities, not just APIs
OCSG API Platform
Identity Management& Auth Server
OCDM, BI, Big Data
Accounts &Settlement
Policy Management
Customer Analytics
IdentityManagement
/ OCSGOCPCBRM
Authorization aaS
PaymentaaS
QoSaaS
Subscriber Context
aaS
completesolutions
service /capability
Oracleproducts
API layer
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Strategy – Mobile Payment Gateway
In-app Charging
$5.6BOf revenue from in-app payment in 2015*
98%Of Smartphone App Downloads Are Free
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In-Application ChargingProvides fast & easy means of purchasing content
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Strategy – Mobile Payment Gateway
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Delivering Focused CSP DifferentiatorsEnd 2 End Capabilities, not just APIs
OCSG API Platform
Identity Management& Auth Server
OCDM, BI, Big Data
Accounts &Settlement
Policy Management
Customer Analytics
IdentityManagement
/ OCSGOCPCBRM
Authorization aaS
PaymentaaS
QoSaaS
Subscriber Context
aaS
service /capability
Oracleproducts
API layer
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QoS as a ServiceMobile video consumption growth exploding
** Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, February 2012
Mobile Data Traffic
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QoS as a ServiceEnable partners to offer “Turbo” boost
Turbo Boost Movie $1 HighQuality
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Cloud - QoS as a Service
End Users
Policy
Request
Policy
VideoDelivery
3rd PartyContent System
Service Exposure Platform
QoS Service
Access Control & Policy Management
DeveloperPortal
Purchase
Partners
Content Owner
Marketing
QoS
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Delivering Focused CSP DifferentiatorsEnd 2 End Capabilities, not just APIs
OCSG API Platform
Identity Management& Auth Server
OCDM, BI, Big Data
Accounts &Settlement
Policy Management
Customer Analytics
IdentityManagement
/ OCSGOCPCBRM
Authorization aaS
PaymentaaS
QoSaaS
Subscriber Context
aaS
service /capability
Oracleproducts
API layer
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Gateway Consolidation
• Inefficient partner management– Multiple service platform entry points
to manage
– Manual management of partners
• Limited to no control of service utilization by partners
• Expensive to manage– Redundant headcount
– Additional systems
Inefficiently exposing APIs
ServicePlatform 1
ServicePlatform 2
ServicePlatform N
ServicePlatform 3
Application1
Application2
ApplicationN
Partner 1
Partner 2
Telco Developer
Application3
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Strategy – Up-sell/X-sell
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Friend Finder
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Cloud Enablementthrough Verizon
OnStar Verizon 4G LTE Vehiclehttp://www.youtube.com/watch?v=2T7fklRAh6M&feature=youtube_gdata_playerhttp://www.youtube.com/watch?v=YgVxD-PROSg&feature=youtube_gdata_player
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Gateway Consolidation
• Efficient partner management
– Single entry point
– Automated management of partners
• Comprehensive control of service utilization by partners
• Significant cost savings
Reference architecture
Application1
Application2
ApplicationN
Partner 1
Partner 2
Telco Developer
ServicePlatform 1
ServicePlatform 2
ServicePlatform N
ServicePlatform 3
Application3
Plug-in 1WS Interfaces
Telco Server
Plug-in 2 Plug-in 3Plug-in 1 Plug-in N
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Delivering Focused CSP DifferentiatorsEnd 2 End Capabilities, not just APIs
OCSG API Platform
Identity Management& Auth Server
OCDM, BI, Big Data
Accounts &Settlement
Policy Management
Customer Analytics
IdentityManagement
/ OCSGOCPCBRM
Authorization aaS
PaymentaaS
QoSaaS
Subscriber Context
aaS
service /capability
Oracleproducts
API layer
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Subscriber Privacy ManagementOauth
Grant access to resources
Resources Resources
App
PrivacyManager
Grant access to resources
Ownsresources
Ownsresources
Managesaccess
ManagesResources
ManagesResources
Privacy Management = OAuth + Comms API support + API semantics + multi-party + 3 rd party authorization + groups
ProfileName emailage
addressSSN
ProfileName emailage
addressSSN
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Embrace the WebStrategy Considerations
Network Services
ServiceNode
SCPApp
Server
Networks
3G AINIMS
Access
PhonesFixed-LinePC Enterprise
Network Access
Service Access
47Oracle Confidential
Social Network Call Processing
MSC
Big News
I must notify Peter! Hi Jane,
What's up
Social Network
PeterJane
Peter
Service Brokering/Policy/Exposure
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Your browser is ringing …
Browser Vendors are seeking to further commoditize communications
Communications become a feature not the application
New Disruption
Subscriber
Browser
MobileBrowser
SIP Phone
PSTN
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IdentityProvider
Communication as a Feature WebRTCWeb Already Ubiquitous and Scales (Types of Services== Websites, Users, etc.)
Standard Browser
User A
Standard Browser
User B
Service X
Service Y
Communication Service X Specific
Communication Service Y Specific
decentralizedmodel
standard media
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Potential Business Implications Immediate threat to OTT
– Skype, WhatsApp, Viber, etc
– No Download, No User ID
– Democratizing RTC development
Emerging business models– Commoditizing complements (Google Hangouts, social graph, etc)
– Enterprise, CEBP
– Service subscriptions
– Freemium services
Ways for Operator to participate– Regaining control lost to native client platforms
– Interconnect
– Service Back-End Cloud Platform – IaaS / PaaS / SaaS
– Partner with established PaaS providers to add communications
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Browser Races
WebKit
Rainbow
I.E.
Chrome
Firefox
Safari
Opera
Android Browser
How will they integrate?
Early support. Very active, driven by Google.
Started separate, but now merging work with Google
WebRTC.
Google acquired GIPS video, audio, network
layer assets, open sourced to accelerate
WEBRTC support.
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WebRTC – web client to web client
BROWSER CLIENT BROWSER CLIENT
WEB
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WebRTC – web client to phone/services
BROWSER CLIENT
WEB
SS7 IP
INTERNAL SERVICES INTERNAL SERVICES
EXTERNAL SERVICES? ?
?
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WebRTC - Architecture
RTC APP ENGINE
WEB SIGNALING ENGINE
BROWSER CLIENT
SS7 IP
INTERNAL SERVICES INTERNAL SERVICES
EXTERNAL PROVIDER
EXTERNAL SERVICES
BROWSER CLIENT
WEB WEB
SIP/ XMPP/ Other
Websockets
WEB APP WebRTC APP
IMS APP
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WebRTC - Solution
RTC APP ENGINE
WEB SIGNALING ENGINE
BROWSER CLIENT
SS7 IP
INTERNAL SERVICES INTERNAL SERVICES
EXTERNAL PROVIDER
EXTERNAL SERVICES
BROWSER CLIENT
WEB WEB
SIP/ XMPP/ Other
Websockets
WEB APP WebRTC APP
IMS APP
Communications Service Provider
Service Brokering/Exposure
IT Communications Server
WebRTCApp
SDPApp
IMSApp
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SANE
Converged Application ServerCommunications
Communications as a Service Open Service Market Market Driven Standards Web/IT Service Delivery COTS App Servers Programmable Networks Cloud Elasticity
Network Services
ServiceNode
SCPAppServer
Networks
3G AINIMS
Access
PhonesFixed-LinePC Enterprise
Network Access
Service AccessService ControllerCommunications
Converged App ServerCommunications
Services GatekeeperCommunications
Converged App ServerCommunications
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Service and Network Evolution
• Maximise current investment whilst still delivering on evolving strategies
Revive Legacy solution
• Drive additional value from your network assets and benefit from external innovation
Programmable Network solution
• Ensure operators are a core part of the revolution in ubiquitous access to communications
Embrace the Web solution
solution
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The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract.It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.