Download - Sdp Evolution Issue 1
1© 2008 Alan Quayle
SDP Evolution: Revolution, Convolution, Amalgamation or Elimination?
Alan QuayleBusiness and Service Development
www.alanquayle.com/blog
2© 2008 Alan Quayle
Definitions andSDP role
SDP Evolution
OneAPI, BONDI, Cloud
OperatorRequirements
3© 2008 Alan Quayle
SDP Definition:“When I use a word,”
Humpty Dumpty said, in rather a scornful tone, “it means just what I choose it to mean; neither more
nor less.”
4© 2008 Alan Quayle
SDP Spectrum
Managed Mobile ContentMobile ContentIPTVMessagingSIP app serverBusiness SDPReal-time charging3rd party comms/ messagingService Creation / ManagementIntegrated SDP
ContentDelivery
ServiceDelivery
5© 2008 Alan Quayle
Simplified View of SDP
Network Abstraction / Brokering
Web Services Exposure
Identity / Policy
Management Service Execution
Applications/Content BO
SS
I/FSC
E
Network
Control / Signalling
Third Parties (CSPs, developers, portal, SPs, etc.)
Services Layer
Orchestration / Workflow
6© 2008 Alan Quayle
Why Suppliers Get Excited about the SDP
BOSS $45B
Transport (DSL / wireless / optical)
$300B
Core (Routing/Switching) $30B
Devices (fixed / mobile) $300B
Services $2000B
Telecom Middleware(IN / IMS / SDP) $6B
7© 2008 Alan Quayle
Why Operators are Considering SDPs
Access & Distribution
Intelligent Connectivity Applications ContentWholesale
Brokering
Utility access where differentiation is price and network quality.
Bit Pipe
Content and Service Provider
Smart PipeOpen access, controlled and monetized QoS, Billing, Data Mining, Capability Wholesale, Ad Broker
There will be no clear cut between the different scenarios, multiple business models and revenue modules will co-exist.
8© 2008 Alan Quayle
Critical Factor: Customer’s Perceptions are Changing
OtherVoice
Utility
Productivity
PIM
MultimediaBrowsing
Games
Messaging
Source: Nokia Smartphone 360 SurveyTime allocated to different applications
Applications are no longer ‘web’ or
‘telecom’ services –they’re just apps.
User doesn’t care if message delivered by SMS, MMS, IM
or email.
Subscribers are no longer ‘voice subscribers,’
they’re Internet subscribers – voice
is just an app.Access to
multimedia is no longer constrained
by the network
Mobile broadband starts to substitute fixed broadband
Voice makes up an increasingly small percentage of a smartphone’s usage, critical to embed such capabilities into other apps/processes
9© 2008 Alan Quayle
OneAPI and BONDI Expose Network and Handset Capabilities
Monetization of network APIs for consumer applications is proving challenging – e.g. location, presence are available for free on the phone
10© 2008 Alan Quayle
Telus Provides a Useful Reference Case
Telus has focused on business services, with strategic partners.Accelerated service innovation from 4 to 40 services per year.
11© 2008 Alan Quayle
Zembly provides a cloud based mash-up service enabler – extends service creation across most web users
12© 2008 Alan Quayle
Microsoft OneApp uses the cloud resources to minimize processing on mobile devices extending apps into feature phones
13© 2008 Alan Quayle
How operators evaluate SDP vendors: their Selection Criteria
• Operators described the Service Innovation problem as:– 50% Business Case (pre-built applications)– 40% BOSS (Business and Operational Support System) integration– 10% Technology
• 50% Business Case: Pre-built applications– Telecom New Zealand considers applications key to its platform
decision– SDP providers now provide many services/applications with their
platform
• 40% BOSS integration – Oracle uses Fusion or its SI partners– NSN uses its BOSS gateway– Ericsson uses its SDP’s extensive pre-integration
• 10% Technology– Criteria include: 5 9s, high availability, geo-redundancy, and load
balancing
Technology is only 10% of the problem. Business Case and Integration are key.
14© 2008 Alan Quayle
Summarizing the Market and Making a Comparison
• 2000-2009 was a period of Technology wars– JAIN SLEE versus SIP Servlet versus ParlayX versus IMS versus
inaction: Inaction won
• 2010 will see the emergence of integrated SDP focused upon solving operators’ business problems
• Compare this situation to the early days of digital audio players– Multiple audio standards, lack of memory, and content difficulties– Then Apple came along with an large memory MP3 player and iTunes
15© 2008 Alan Quayle
SDP Magic Quadrant
Ability toExecute
Completenessof Vision
Challengers Leaders
Oracle
Ericsson
ALU
NSN
Mobicents
SailFin
IBM
hSenid
OpenCloud
jNetxTelcordia
Avaya
Argela
NEC
APEX Voice
Niche Visionaries
16© 2008 Alan Quayle
Integrated SDP Architecture
JEE
OA
M
High Availability / Cluster SoftwareLinux / Solaris
SIP
Servlet
ParlayX
/ Service
Broker
JAIN SLEE
SC
IM / M
ash-up Server
Other: A
PI M
anagement,
Content M
anagement
OSGi
Pre-Built Applications
OSGi enables the containerization of servers within a JEE framework
17© 2008 Alan Quayle
Conclusion
Customer expectations
have changed
Integrated SDP now feasible
Business Model
Decision