On Demand Service Fulfillment - Driving OSS to the Edge

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  • Next slides will show 2 options : Use advertising, or Look for other sources of revenue – try to monetize the enablers, including customer info
  • Traditional really means just try ad-supported services, including having an advertiser partner “sponsor” a service – The New Model refers to exposing customer information to allow partners to target their own advertising – which is really an example of the next slide – enabling 3 rd parties
  • Looking for new sources of revenue, and realizing that to get cool new apps to market means that operators need to look at this model. It doesn’t eliminate their current, mass-market offerings, but in order to take advantage of more niche offerings. Also, it is more likely that commercial customers will perhaps build apps to do this – so having this type of integration with your commercial customer’s applications will make them much less likely to churn based on price. Called the “2 sided business model” by Telco2.0 thought there was $250B in doing this, but they talk about operators providing very detailed & interesting services, including “ensure customer is home” for delivery services
  • Try to play this as the evolution of OSS. My message is around the value proposition of trying to do this in an integrated manner: Don’t create new silos, where trying to bring on a new partner requires configuration across multiple systems. Trying to say “don’t make the same mistakes” as originally happened in the back office, with silos and lack of an integrated model. Need to convince people that just putting together best of breed without overriding control is not the way to go.
  • Federated access and control to network capabilities and service enablers
  • Partner Access & Control Layer – the standardized APIs and interfaces to access subscriber profiles, network capabilities, authorization and entitlement procedures, etc OSS at the Edge – extending well beyond network & device level provisioning & activation
  • Subscriber information, business rules and policy decisions are available in real-time Integration of SDPs and 3 rd party applications delivery Access to key enablers and information Event Handling and fulfillment Subscriber-centric, federated information model with appropriate business rules Infrastructure APIs with appropriate level of service abstraction Ability to reuse existing systems in SOA-based environment
  • Here is where you can talk about the partner-driven policy on top. Want to say that operators should try to use this same paradigm for internal applications – British Telecom is trying to do this with its 21 st century API. If operators are able to generate such an eco-system, you will want to automate the on-boarding – e.g. partner goes to a website, maybe downloads the API docs, sample client, etc and signs up for a “package” of what access they want – what type of subscriber information, how many SMS call, etc, and can have it all fulfilled automatically.
  • Linear advertising can become more targeted by using dynamic ad insertion at the headend or node (to target geographical zones), or at the STB which can be used to select the appropriate ad from multiple simultaneous ad channels, or from ads that have been downloaded to a STB’s DVR. Additionally overlay graphics can also be used to provide localization and targeting. Unicast advertising opportunities such as VoD and SDV provide unique opportunities for targeting as they can take advantage of the information known about the individual subscriber versus an aggregated profile of a neighborhood. Additionally, new electronic program guide capabilities, as well as bound and unbound tru2way applications, should open the door to new types of ad and branding placements. For example, the opportunity to place targeted ads in the EPG screens, including the ability to press a button for more information or a telescoping ad. Another example is the ability to place interactive ads in video programs (via bound applications) that provide the viewer the ability to interact with the ad to request information to be sent, or to watch a telescope ad which provides more detail on the product or service. This ability to interact with the viewer has high value to advertisers.
  • SIS reuses many assets of existing Subscriber Management, OSS and BSS systems Service Management Solutions define the current services (voice, video, hsd, wireless) the subscriber is entitled to a history of previous service requests The CPE capabilities service the subscriber The network capabilities serving the subscriber Geographical Information Systems (GIS) provide the subscriber’s geographical location and proximity to local information Customer Relationship Systems (CRM) and Trouble Ticketing applications provide Detailed Subscriber, past calls or concerns SIS also complements that data with new information Demographics Augment subscriber data with other household ‘cohort’ data including household spending levels, income, and other demographic data. Viewing history for those users to define their interests, habits and behaviors
  • Perhaps the first example of how such an architecture could be defined. SCTE 130 describes how subscriber info (SIS) can be used by Ad Decision Servers (ADS) to insert an ad on request by an Ad Decision Manager (ADM). The SIS provides the sub information as a list of Audience Qualifiers. Note that there can be multiple ADSes – either the content owner or the MSO can have responsibility for inserting the ads. OCAP/tru2way now provides the ability to capture how viewers are interacting with the content – what shows were watched, how long viewed an ad, etc through IPDR records. The coordination of the actual viewer information to enrich the subscriber profile – ie did the user respond to such an ad – can use that to perhaps ensure that you don’t show the same ad again if it was not successful. Addition of policy and partner control allows ADS from content owners to get either more or less “deep” information (ie more or fewer audience qualifiers) based on the agreement between the MSO and the content owner. If an advertiser/content owner wanted a “deeper” set of information to guarantee a better targeting decision, they would have to pay for that – e.g. get Audience Qualifiers 1,2,3, while the other ADS only got 4 and 5 since they didn’t pay as much.
  • Doesn't IMS or SOA solve this problem ? While SOA provides the likely architecture in which to expose the services, and the likely way for services to communicate it does not address the need to coordination definitions of policy and rules across all the applications IMS also provides an architecture around which services will operate, but again, does not define how the configuration gets expressed across all these different components. Nor the ability to rapidly create agreements with partners OMA OSE talks about how to expose enablers, and the concept of policy-based control IPSphere talks about how to create the interfaces for a marketplace of pan-operator services TMF SDF is also working on the OSS implications of such exposed capabilities
  • 1) Can a large enough developer community be built around these concepts ? - need to have standards for these interfaces adopted by a large enough number of providers to allow developers to write their applications - service providers should be looking for their own applications to leverage these interfaces - BTs 21st century API ? 2) Can service providers deliver enough "customers" for this application development community ? - who will create a larger market place - is there a need for a wholesaler/aggregator of these services across larger markets than just a single service provider - e.g. Canoe in Cable - ability to offer US wide advertising opportunities IPSphere defining how you can have pan-operator offerings 3) Can the "integration tax" for expressing this information across all these systems be overcome ? - Common models needed in order to make the process of defining a new partner across this architecture 4) Customer privacy - need to ensure ability for customer to opt-in - service providers need to ensure that information is appropriately "anonymous”

Transcript

  • 1. On Demand Service Fulfillment - Driving OSS to the Edge - Preston Gilmer, VP of Product Marketing Sigma Systems
  • 2. Agenda
    • Industry Drivers Influencing Service Fulfillment
    • Defining OSS at the Edge
    • Service-Based Example – Targeted Advertising
    • Standards and Potential Issues
    • Summary & Wrap-Up
  • 3. The Evolution of Services
    • The service delivery paradigm is changing…
    • Characteristics of upcoming services
      • More services & new types/classes
      • Shorter lifecycles
      • Targeted, personalized and with self-control
      • Blended, bundled and converged
      • Integration with 3 rd party content & entertainment
  • 4. Service Provider Concerns
    • Fear of just being the “pipe”
      • Broadband access & ISP margins eroding
    • New entrants for voice, entertainment, social networking, and more…
    • How to combat different pricing models by new entrants
  • 5. The Dawn of “Targeted Advertising”
    • Traditional Models
      • Sponsored advertisement for specific service
      • Local/regional ads (ad insertion)
    • New Model
      • Enable 3 rd party partners and content providers with targeted advertising
      • Effective targeting using customer profile groups
  • 6. Third-Party “Application Enablement”
    • Monetize Network Assets
      • On board, enable, authorize & bill for 3 rd party apps and services
      • Enabling Elements for 3 rd Parties
        • Secure the customer’s profile
        • Authentication, Authorization & entitlement procedures
        • Network enablers (e.g. QoS)
        • Charging, billing and payments
        • Fulfillment and provisioning
  • 7. Changing the Face of Service Fulfillment
    • Customer and partner-centric information used in “real time” by service providers
      • Accurately Targeted Campaigns and Enabling the “Now” Experience
    • On-board new applications quickly from 3 rd party partners
      • New Revenue Streams via Settlement Agreements Pay Off Quickly
      • More usage based scenarios enabled, fulfilled & billed
    • Apply new levels of network “intelligence and insight”
      • Analyze service usage patterns
      • Create differentiated services using service & network-level policies
      • In the end; more service = more revenues
  • 8. Summarizing the New Requirements
    • Common Approaches For:
        • Event collection, correlation and analysis
        • Service and subscriber-level policies
        • Billing, Charging and settlement
    • Integrated On and Off-Line Support
      • “ real time” - support session control and third party applications
      • “ offline” - analyze subscriber patterns for events
    • Integrate new partners and applications with standardized interfaces and processes (e.g WebServices)
    • Ability to access/utilize key network capabilities or enablers
        • QoS, presence, location, app server capabilities
    • Policy is a key component
      • Subscriber policy enablers - entitlements to or what “opt in” decisions they have made
      • Policies covering 3 rd party application’s access to these enablers
  • 9. OSS at the Edge - Architecture Network Elements / App Servers Presence Location QoS / PCMM / Network Policy Billing / Charging Device Capability Traditional OSS In House App 1 In House App 2 Partner App 1 Partner App 2 Subscriber Repositories Partner & Access Control Layer Partner Mgmt OSS at the Edge
  • 10. OSS at the Edge - Explained
    • OSS in the “delivery path” of the service
    • Subscriber policies are modeled across service lines – not limited by silo or application network
    • Subscriber policy execution includes mix of subscriber entitlements, network and device
    • Subscriber models are enriched based on analyzed data collected
  • 11. Partner and Access Control Layer
    • Authentication
    • Security
    • Consumer and service provider data protection
    • Partner-based Policies for
      • Access and Use
      • SLA
      • Settlement, Reporting
    • Defined & published APIs
    • Partner Management interfaces
      • Automated on-boarding
  • 12.
    • Subscriber information solution needed to:
      • Collect
      • Correlate
      • Analyze
      • Format
    • Utilized for advertisement decision process
    The Value of Subscriber Data Cable’s Tru2Way provides a new, standards-based opportunity to retrieve viewing history and interactions through IPDR interface to STBs Currently, key “untapped” information is subscriber viewing and usage habits
  • 13. New Targeted Advertising Opportunities
    • CSPs now have access to many new mechanisms to target advertising:
      • Dynamic add insertion, to target ads in linear programs to a geographical zone,
      • Use STB to switch in ads from a range of simulcast ads, or from ads downloaded to STB DVR
      • Video on Demand – pre & post roll ads, Pause ads
      • Interactive Ads On screen displays (EPG, overlay graphics, etc)
  • 14. Subscriber Information System (SIS) : Role
    • SIS answers queries concerning its associated subscriber information database(s)
    • SIS issues notification messages when subscriber database changes are detected.
    • SIS queries employ the notion of an "Audience Qualifier" (AQ). An audience qualifier is a simple name/value pair (eg. Age/18-25).
    • A SIS provides subscriber metadata query and notification services to service consumers. SIS “rolls up” information from multiple data sources in a unified format
    Demographic Data Viewing History Data Subscriber Information Service (SIS) SMS Data Demographic Data Viewing History Data SIS Client SIS Client SIS Client Viewing History Data Other Subscriber Data SIS Interface
  • 15. SCTE 130 - SIS System Interactions
  • 16. Advanced Advertising – Tru2Way & SCTE 130
  • 17. What about Standards?
    • What about IMS and SOA?
      • SOA likely architecture for exposure and communication
    • Neither Architecture Addresses:
      • Coordination of service/application configuration expressed across all the components
      • Integration of varied service models
      • Rapid integration of partners
    • What about Standards?
      • TMF Service Delivery Framework
      • OMA Service Environment (OSE)
      • IPSphere
  • 18. Potential Issues
    • Garnering a sizeable application development community
    • Operators capturing enough ‘customers’ from the development community
    • Overcoming the "integration tax“
    • Consumer concerns about their personal data
  • 19. Summary
    • Operators need to be able to :
      • Deliver the new, on-demand services
      • Change their value chain and further enable
    • Taking advantage of this model requires a new converged architecture – no more silos
    • The models and coordination of this architecture are the natural evolution of OSS :
      • “To the Edge”
  • 20. Thank You Preston Gilmer, VP of Product Mktg. Sigma Systems [email_address]