hp sdp evolution
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© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
What HP is doing to enable the Service Providers’ transformation
Service Delivery Platforms Evolution
Marie-Paule OdiniHP SDP program manager
HP SDP today
• HP SDP 2.0 today - http://www.hp.com/go/sdp• Telenor Playground - running on HP SDP -
http://playground.telenor.com/• HP SDP and Telecom Italia - Oct08 event -
http://event.on24.com/r.htm?e=118584&s=1&k=A1EF9451C805ED3A58AB1DC5B039B0EE
Today we will be discussing
1. What is an SDP and the business drivers for implementing service delivery platforms
2. What is HP’s experience in delivering SDPs, how can we help today
3. How are SDPs evolving
3 March 10, 2009 HP Confidential
• Portal content(films, sport, soap, music)
• Personal and group calls
• Hosted-user-generated content (clubs, enterprises)
• Advertising
• Voice, SMS, MMS bundle
Reve
nues
1-10 11-100 101-1000Services
20%
10%
70%
• Group-user-generated content (blogs, messages)
• Friends and family content (photos, videos)
PartnershipsWalled garden Long tail
From walled garden 1:1 to long tail & communities
The Two-sided business model
5
- 12 -© STL Limited • Proprietary and Confidential
The Telco 2.0 platform connects providers to users, creating a ‘two-sided’ market
$
‘Upstream’ Customers ‘Downstream’ Customers
Developers
Retailers
Government
Brand Advertisers
Content Owners
Telco – Retail
Millions of Customers
Thousands of Segments
Content Owners
Telco Platform$
www.telco2.net
6 6 July 2009
What is driving SDP evolution ?
• SDPs have already been delivering:− A comprehensive & standards-based SOA-based service delivery
ecosystem− The ability to re-use common service enablers like location, presence,
messaging, voice, etc., across multiple end-user services− The power to extend service development to 3rd parties
• And now need to evolve:− To complete support for the two sided business model by managing
complex revenue relationships− Towards web 2.0 communities enablement− To provide for enhanced dynamic personalization of services, taking in
to account the subscriber context− By blending services together to offer more compelling end-user
experiences
SDPs are a strategic choice for service providers to enable the required transformation to the “two sided business model”
7 6 July 2009
Service Delivery SOA Transformation
1
Operator’s Network and IT Elements Group List
Management
Service Governance and Management
SOA ServiceAbstraction
Business Processes,Policy Enforcement
WidgetsSubscriber Profile
Messaging
Partner MgtPartner MgtB.I.
ReportingB.I.
Reporting
Messaging Presence MM Conferencing Voice Mail Messaging
Secure AccessSecure Access Policy MgtPolicy Mgt Application MgtApplication MgtService MgtService Mgt
MultimediaConference
Schedule & Conf
Charging
RegistryRepository
Mash Up Engine
•Heterogeneous capabilities exposed uniformly: SOA design
•3rd Party Ecosystem
•360 View of services and usage
•End to end service (widgets) life cycle management
•Define and enforce policies that govern consumption of services
•Understand business impact of SLA’s
•Integration with Operational Support Systems
•New Revenue Management models
8 6 July 2009
HP Services Governance FrameworkHP can help you start today your SDP journey …− Prepackaged software to manage
secure telco services exposure− Management Architecture that acts as
a central governance control point and provides management of • actors and entities• services across multiple protocol sets• End user services across multiple
channels• policies that govern consumption of
services and end user services• Implements Governance
Interoperability Framework
− Runtime Architecture that acts as the enforcement points for runtime governance for • Enforcing management/design time
policies• Providing the runtime management
information acting as a key change agent
9 6 July 2009
HP SDP evolution
Web
Services
Revenue
Management
Context
ManagementNext Gen
Portal
RestFull
Gateway
Enablers
A standards based architectural blueprint for development, deployment, integration and management of converged services
Network Infrastructure
Service Control Plane
Service Delivery Plane
Application Plane
User Equipment Plane
Service Enablers
Gateways & Network Services
IMS
Common
Framework
Circuit-switchedIPReal-Time IP
Services Lifecycle
Management
SIP Servlets ParlayX Web Service Web 2.0/REST
Profile Mgr
HLR/HSS OCMP XDMS PDE
Identity Device Profile
Presence
Single Sign-onCharging etc
NGINConferencingLocation Messaging
SS7/LegacyIPTV
Service Governance Framework
(SGF)
Subscriber Profile
Manager
Content Enablement
(CAAS)
Device Management
Context
Enablement
Testing &
Certification
Telecom App Server
HP SDP evolution …
Web 2.0
Revenue
Mgt
Module
Next Gen
Portal
Widget
Framework
Mashup
HP SDP Enabler Enhancements• Enrich HP SDP with OpenCall Enablers
− OpenCall is already present in 22 of largest 25 SPs− 100m subs use OC prepaid wireless solutions− 250m subs in 38 SP on 5 continents use HP HLR− 750k voice and video ports deployed− Largest VoiceXML media platform provider− 5000+ signalling protocol platforms deployed
• Rich Communications− Video Conferencing
• Personalization− Network Address Book− Subscriber profile
• Real Time Service Control− NGIN, VAS− SCIM− Convergence incl IMS-IN11 6 July 2009
HP SGF
PersonalizationRich Com
Conferencing
Video Conf
Streaming
Video
Monitoring
etc
HLR
HSS
Profile Mgt
Subscriber Mgt
NAB
INAP, Camel
NGIN, SCIM
service broker
Real time
charging
Service enablers
Real Time service control
HP SDP Context Enablement
*HP Ontology platform : Jena platform, now opensource
Context Enabler
• Provides dynamic and personalized “context” to applications
— Subscriber context: location, devices, interests etc.
— Application context: device, bandwidth, number of concurrent users etc
• Provides dynamic and personalized “context” to applications
• Adaptors to different ‘context’ source• Simple Rule engine personalization
with UI & context execution• Simple APIs to enrich application and
service logic• Technology: HP Ontology* Platform,
Semantic web
HP SDP Service Governance RestFullGateway• Opens up HP SDP to web 2.0
environment− Example: social network, widgets,
web2.0 developers etc• Exposes Services as ATOM, REST API (=
Web2.0 API)• Accepts provisioning of ATOM, REST
services• Provides robustness and scalability• Enables seamless governance for web
and web 2.0 services HP SGF
Access Control
WSDL to REST
REST to WSDL
RestFull gateway
HP SDP Revenue Management Module• Provides simple revenue sharing
model brick for partners including web2.0 developers
• Complements existing billing system with a flexible solution that deals also with unknown developers, small transactions and complex revenue sharing models
• Web service flexible charging enabler
• E-wallet function for partners • On-line & off-line charging• Account Balance & Rating
HP SGF
Account Balance
Online-Offline charging
Rating
E-wallet
Partner Portal
UI
Revenue Management Module
HP SDP Next Gen Portal
Subscriber Developer Admin
Portal Gallery SDK
Access Gwy
Advertisement API Mashup Tool
Widget framework
Testing
Monetization
• Provide a Next Gen Portal for : • Subscribers to browse, try
& buy services (gallery)• Developers to create, test,
publish applications, widgets, mashups
• Enables Service providers to address web 2.0 developers
• Opens up to new business model including Long Tail
• Positions service providers as platform independent service aggregators (any mobile, any PC, web, consumer, enterprise)
HP SGF
Next Gen Portal
Adopt simple widgets and mash-ups
Enablers
Ex: Parlay X Gwy
HP SGF, RMM
& RestFull Gwy
Next Gen Portal
& Mashup
SDP widget in enterprise portal
SDP widget in facebookSDP Widget In Yahoo
Create new service with SDP mash-up
Use SDP widget on PC or mobile
SDP partner Portal & Widget library
MVNO “Provisioning” Services MVNO Card manufacturing Services
MVNO
MVNO card manufacturing services1.SIM production data
MVNO card manufacturing services1.SIM production data
Service Exposure Layer
(based on HP Services Governance Framework)
Network
TiLab BSS
ESB BSS Interno
Delivery Platforms &
Network GatewayProvisioning Platforms
BSS Virtual Operator Platform
MVNO Provisioning
Services
MVNO MNP
Services
MVNO Card Manufacturing
Services
MVNO
“service config”
Services
• TSE Exposes Provisioning WS to the MVNO
• Integrates BSS services
Functionalities:• Security
Management (AAA)• Services monitoring
and tracking• Business and
functional policies enforcement
MVNO Provisioning Services1.Subscription activation2.Subscription deactivation3.Network Profile update4.SIM substitution5.SIM Lock/Unlock
MVNO Provisioning Services1.Subscription activation2.Subscription deactivation3.Network Profile update4.SIM substitution5.SIM Lock/Unlock
MVNO Mobile Number Portability Services1.MNP FULL for not TI customers2.MNP FULL for TI customers
MVNO Mobile Number Portability Services1.MNP FULL for not TI customers2.MNP FULL for TI customers
MVNO Network Service Configuration1. MVNO “service configuration” services2. Act./Deact. Premium service3. Act./Deact. Service Clip & Clir4. Act./Deact. Recall Service5. Act./Deact. Answering service6. Paging service (LoSai)
MVNO Network Service Configuration1. MVNO “service configuration” services2. Act./Deact. Premium service3. Act./Deact. Service Clip & Clir4. Act./Deact. Recall Service5. Act./Deact. Answering service6. Paging service (LoSai)
• It implements the business logic services exposed to the MVNO
• It implements BSS legacy processes in order to provide requested services
Telecom Italia’s Services Exposure
MVNO Billing services1.CDR generation
MVNO Billing services1.CDR generation
MVNO Billing Services
HP Leadership and Guidance• Delivering today SOA-based
SDP 2.0 • Introducing SDP 3.0 to address
service providers new business opportunities− Completing evolution towards
the “Two sided business model”− Supporting new web2.0
business models− Getting ready for Semantic
Web − Supporting enhanced
personalization & blending of services
• Providing proven experience coming from multiple engagements and leadership in vision for the future
Thank you
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