moriana for huawei sdp workshop
DESCRIPTION
Presentation at the joint Telefonica Huawei SDP SeminarTRANSCRIPT
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SDPs AND THE TELECOM BUSINESS TRANSFORMATION
The Moriana Groupwww.morianagroup.com
October, 2009
Lucia Gradinariu, PhD Sr. SDP Market Analyst
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The Moriana GroupIndependent Telecom Services Layer Analysts•Open Collaboration of Experts in the areas of SDP, IMS & Management of New Generation of Services
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Results of Collective Intelligence and Expertise
www.morianagroup.com
NEW – TelecomApplicationsCatalog!
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THE REALITY CHECK ON SERVICE DELIVERY PLATFORMS
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The Basic Idea …• Overlay numerous service stove-pipes with
a horizontal platform based on standard technologies and components– Decrease service operating costs – Reduce time-to-market– Stimulate service innovation
Moriana – SDP 1.0 Operator Guide, 2004
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Now a Confusing Terminology
Service Delivery Framework
Service Delivery Environment
Service Delivery Platform SDP 2.0
SDF 2.0
Telco 2.0
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The Reality
• Service Providers have to deal with multiple service platforms because: – SDP investments are based on the availability of
ready-to-deploy services– SDPs are better designed for specific service classes– There is no SDP reference architecture
• The great idea of one service platform is an utopia rather than reality but:– Little standardization does not stop deployments– Incremental approach is usually taken
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Typical Classes of SDP Services
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Standardization
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Rationalizing the SDP space
Common Set of Architectural Principles:• Horizontal, layered architecture• Use of standard technologies• Common, reusable components• Open APIs for services creation• SOA-based integration, orchestration & composition
A revolving role for the SDP:• Exposing network services• BSS/OSS transformation to service orientation• 3-rd party platforms
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SDP Evolution Curve
20012001
20042004
20062006
20032003
20052005
20002000• 1st Gen SDPs for Mobile Content and Services (SMS)
• Open standards – Parlay APIs, JAIN SLEE, SIP Servlets, etc.
• 2nd Gen SDPs for Voice, Video, Location, Presence, etc.
• 3rd Party Access – Telecom Web Services Parlay X, OMA
20072007
• Focus on NGN – Support for VoIP, IMS, IPTV services
• Service Governance & Mgmt - TM Forum SDF initiative
20082008 • 3rd Gen SDP 2.0 – Telco/Web 2.0 service mashups
20092009 • New business models, SaaS/Service Aggregation, etc.
• SOA Integration, Service Orchestration, and J2EE
• Web 3.0 , Semantic SDP, New Technologiesbeyondbeyond
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SDP AS ENABLERS OF TELECOM BUSINESS TRANSFORMATION
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SDP Market Analyst Report 2009- 2012
• Moriana’s recent analysis shows that, despite the current global economic downturn, the SDP market segment will steadily grow year-by-year and will exceed $3 billion in 2012.
• In the business transformation process to Service Providers, SDPs are poised to become the most valuable assets!
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SDP Deployments & Estimated Investments
MORIANA SDP Market 2009-2012 Analyst Report Deployments (#) and SDP market size ($M)
# Deployments per Region Tier 1 Tier 2 Tier 3 Total
North America 25 13 24 62
Europe & ME 71 40 56 167
APAC 48 13 10 71
Americas 9 2 3 14
Africa 3 3
TOTAL 153 68 96 317
# Deployments per SDP Type Tier 1 Tier 2 Tier 3 Total
Mobile content and messaging 78 45 43 166
Mobile commerce and advertising 6 2 8
3rd Party Access Management 8 4 1 13
Voice - NG IN & VoIP 41 21 44 106
IPTV & Triple Play 17 6 5 28
Convergent Charging 1 2 3
TOTAL 150 79 95 324
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SDP Challenges & Inhibitors• Make a solid business case for SDP
– Understand the strategy for SDP investments– Align with business priorities of CSP organizations
• Quickly start driving revenue – Ready-to-deploy services – Eco-system for service creation– Seamless OSS/BSS integration
• Fight “stove-pipe” solutions favored by CSP business organizations
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Making the Case for SDPs• Service Factories to fuel CSP’s
Catalog of Products & services New paradigm for service creation, enabler
of the Long Tail and targeted offerings
• Components of Platform Based
Business ModelsEnabler of new and flexible business
models that attract new categories of users and usages for telecom assets $ $
Service Lifecycle Management
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Service Factory Model
Video On Demand
(legacy net)
SMS AgendaSDF Service
<<Functional>>
<<LifecycleManagement>>
<<Resource
exposure>>
<<Consumer>>
SDF Service
<<Functional>>
<<LifecycleManagement>>
<<Resource
exposure>>
<<Consumer>>
3-rd Party services
ServiceCatalogSyndication
ProductCatalog
OrderProvisioning
ServiceAssurance
Invocation
B/OSS Transformation
Service Lifecycle Management
Operator’s Legacy &NGN services
EndUser
Ag
gre
gati
on
B/OSS services
Catalyst projects
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End Users
IntegrationPlatform
SaaS /CP/SPPlatform
3-rd Party Community
End Users
App Store Platform
End Users
NetworkPlatform
OTT ServiceAggregation
DevelopmentEco-System
End Users(side1)
TransactionalPlatform
End Users(side2)
Multi-sided business
Platform Based Business Models
DevelopmentPlatform
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DifferentBusiness Priorities• Increase ARPU with “long tail” of services:
– Development platforms, service marketplaces
• New revenue streams from niche markets:– SMBs, verticals (healthcare, government)
• Maximize assets value by extending life of legacy network and exposing OSS/BSS:– NGIN platforms, CRM/Billing as a service, MVNO enablers
• Reduce operation costs through equipment replacement and unified management:– IMS, IPTV, SDF
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Different Implementations
• Telefonica Latam Multinational SDP – first multilayered SDP with centralized common functions and localized services in 13 countries
• BT/Ribbit – SDP for integrating Communication oriented services in Business workflows and Social Applications
• Vodafone 360/Samsung LiMo (w/BONDI support) – Framework for users' contacts, messages and social networks backed up and synchronized on any device from operator’s platform + shop for > 1000 apps
• Mobilkom Austria NG Services Architecture – IMS ready SDPs, J2EE and JSLEE, open to 3-rd parties
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Conclusions • Analyze and plan your desired Business Model • Establish a roadmap to your targeted SDP• Learn from others although it is really ongoing learning• Customization and integration are essential requirements
• Experienced Professional Services assure rapid execution• Open up to external innovation and co-opetition
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Thank you!