Contextualized IMS Services using Service Delivery Platform


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Service Delivery Platforms (SDP) grow organically in operator environment and over the period of time develop lot of integrations towards existing service enablers (e.g. messaging, location, CRM). The existing integrations provide an enormous value for developing contextualized services offered via IMS platform.

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Contextualized IMS Services using Service Delivery Platform

  1. 1. ‘IMS Contextualized Services’ – Opportunity for Operators using SDP Rehman Adil Senior Solutions Architect Deutsche Telekom, UK 18th-19th September 2013, Rome
  2. 2. Agenda Operator challenges IMS Services and Architecture Overview Typical SDP Capabilities and Architecture Overview Blending IMS and SDP Together towards contextualized services 01.11.2013 1
  3. 3. Operator Challenges Decreasing revenues Prices decline in telco core business Long Time-toMarket for new services Telcos struggle getting services faster to market than OTTs Pressure on TCO Network evolution with IMS impose additional OPEX and CAPEX 01.11.2013 2
  4. 4. IMS Services and Architecture
  5. 5. What is IMS? Access Independent Single Core Network for Fixed and Mobile Multi-Device Multi-Access Access services with one or more devices, e.g. Tablet, Mobile, PC Unified Communication Enables combination of voice, video, messaging, presence, web-sharing, etc New Revenue streams Enables charging of multimedia sessions appropriately 01.11.2013 4
  6. 6. IMS Architecture and Services Overview Other IMS based services Gaming Server IPTV MRFC Voice AS RCS/Joyn OSA-SCS IM-SSF MRFP Mobile Network HSS SGW Fixed S-CSCF P-CSCF Network MGCF I-CSCF MGW 01.11.2013 5
  7. 7. Why IMS? Source: Infonetics Research 2013- IMSService Providers Survey 01.11.2013 6
  8. 8. Why not IMS? Source: Infonetics Research 2013- IMSService Providers Survey 01.11.2013 7
  9. 9. SDP Services and Architecture
  10. 10. What SDP? Function overview Native API : SMPP, MM7, MLP, UCP Parlay X API: SMS, MMS, Terminal Location, Terminal Status, Payment, Device capability, Presence, Address List Mgt. REST API: GSMA OneAPI (SMS, location), MMS, location, instant messaging, presence/group list, click2 dial • Ad-hoc network specific Web services/REST API generated by API creation tool • • Exposure • • Security • Policy • • Abstract Manage SLA – App Level, SP level, API level, dynamic policy definition Throttling – system Level , SP level, App level, end user level • Control HTTPS, OAuth, WS-Security, SSO • User AA, Developer / VASP AA B/W list, Privacy, Bulk Distribution, Charging, Alarm, Logging SMSC,MMSC,LBS, OSA/Parlay, IMS IM, PGM, Diameter, ADC, SIP, SS7 • Any network resource with web services interface • Central accessing point for all network resources • • Partner On boarding Dashboard, Web-console, system management
  11. 11. How IMS and SDP could fit Developers Application Store Consumers Presence Messaging Voice Widgets Internet Context ISC/SIP GSMA OneAPI/Custom APIs CSCF Parl ayX Call Control XCAP/HTTP ( Presence list management) HSS H.248 MRFC Gm/SIP UNI ( Subscribe to presence changes) RTP SDP MRFP SIP SMPP, MM7, MLP, SOAP, LDAP Fixed Network Mobile Network SMSC Purchase History CustomerProfile Location
  12. 12. Deliver the IMS call to nearest field agent – Enterprise Proposition – Location Aware Call Distribution Group IMS Network Voice AS SDP Location CSCF HSS Customer Profile Mobile Messaging -GW Network Customer Nearest Agent Network Enablers
  13. 13. SDP Realizing SCIM Function of IMS and Integration to Social Networks Share with friends IMS Network Third party IMS Server VoD Server SCIM Realization SCIM/SDP CSCF Launch my favorite video SBC SDP HSS Service Capability Interaction Manager provides orchestration of services across different IMS application servers as prescribed by 3GPP Specification 23.517 Using SDP service orchestration engine, IMS customers can be offered niche services such as sharing information about their VoD with friends on social network 01.11.2013 12
  14. 14. Contextualized IMS services - Examples Location Enabler 1. Deliver a call from the customer to nearest field agent – enterprise proposition 2. Forward my calls to voice mail when I am roaming – consumer and enterprise proposition 3. Update my tagline automatically in Joyn using my location information 4. Show me location aware advertisements on my web-store or Joyn client Customer Profile and Quality of Service Enablers 1. Break-out my instant messages to SMS when Joyn support is not available on my friend’s network 2. Break-out my instant messages to MMS when Joyn support is not available on my friend’s network 3. Offer tailored content on IMS based IPTV, e.g. HD content to Gold customer only with service differentiation. 4. Offer higher service quality ( better bit-rate ) for MobileTV to a Gold customer 01.11.2013 13
  15. 15. Contextualized IMS services – Examples Payment Enabler, Previous Purchase History and Customer Profile 1. Enable customers to pay for VoD content using carrier billing of SDP 2. Display contextualized Program Guide on IPTV matching by knowing subscriber’s purchase history and tariff SDP Horizontal Capabilies 1. Orchestrate several services using SDP orchestration capabilities realizing SCIM 2. Realized common policy function that overarches IMS and traditional fixed and mobile network 01.11.2013 14
  16. 16. Business Drivers for SDP Deployment Source: Infonetics Research 2013- SDP Service Providers Survey 01.11.2013 15
  17. 17. Summary - Take Aways 1. Monetize the Context 2. Compliment IMS with Exposure and Management capabilities of SDP 3. Re-use vertical integrations towards service enablers to get services to market quicker 01.11.2013 16
  18. 18. THANK YOU!