moriana for huawei sdp workshop
DESCRIPTION
Presentation at the joint Telefonica Huawei SDP SeminarTRANSCRIPT
SDPs AND THE TELECOM BUSINESS TRANSFORMATION
The Moriana Groupwww.morianagroup.com
October, 2009
Lucia Gradinariu, PhD Sr. SDP Market Analyst
The Moriana GroupIndependent Telecom Services Layer Analysts•Open Collaboration of Experts in the areas of SDP, IMS & Management of New Generation of Services
Results of Collective Intelligence and Expertise
www.morianagroup.com
NEW – TelecomApplicationsCatalog!
THE REALITY CHECK ON SERVICE DELIVERY PLATFORMS
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
Now a Confusing Terminology
Service Delivery Framework
Service Delivery Environment
Service Delivery Platform SDP 2.0
SDF 2.0
Telco 2.0
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
Typical Classes of SDP Services
Standardization
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
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
SDP AS ENABLERS OF TELECOM BUSINESS TRANSFORMATION
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 $3 billion in 2012.
• In the business transformation process to Service Providers, SDPs are poised to become the most valuable assets!
SDP Deployments & Estimated Investments
MORIANA SDP Market 2009-2012 Analyst Report Deployments (#) and SDP market size ($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
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
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
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
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
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
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
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
Thank you!