Telecom Italia Oracle World2008.Canal.V2

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Gianni Canal's presentation at Oracle OpenWorld, 2008 or service exposure at Telecom Italia

Gianni Canal's presentation at Oracle OpenWorld, 2008 or service exposure at Telecom Italia

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  • 1. GRUPPO TELECOM ITALIA Oracle Open World 2008 San Francisco, 24th September 2008 – Moscone Center Opening Communication Networks to Third-Party Service Revenues | Gianni CANAL| Network – Telecom Italia |
  • 2. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Agenda Market trend Web2.0: threat or opportunity Web2.0 ecosystem Opportunity models SDP for 3rd party access Service Exposure Monetization needs 1
  • 3. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Macro markets trends Demand for interactive video & Web enabled services are leading to a proliferation of contents and applications Service Providers are becoming Full Service Providers combining their fixed and mobile assets to address consumer, enterprise and wholesale market Fixed and Mobile Networks are transforming to all IP to deliver multi- media services over broadband and enable cost optimization of their networks Growing business interest in Advertising area implies the changing of Service Providers business model Towards Ubiquitous Lifestyle Communication Experience 2
  • 4. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Macro markets trends The average inter- Fixed communication time is Average Inter-Communication Time doubled in the last years but in the meanwhile the Mobile ways of communicating are increased as well. Web These new ways are intercepted by emerging players in the Web arena. Time Black Phone Era Broadband Era Threat or Opportunity? 3
  • 5. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues The new battle field: threat or opportunity? Communication Services •Voice •Video telephony •Presence Internet •SMS Services •IM •MMS •Blogs •… •Voip Content •Communities Services •IPTV •Content sharing •Mobile TV •… •Video Streaming •Premium Services •RingTones •… 4
  • 6. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues The challenge is to get the opportunity Threat Web2.0 Innovative players are emerging: from GAMeY to Facebook, MySpace, Linkedyn, .. Web2.0 ecosystem Usually they provide free of charge applications exploiting advertising and indirect business models. TLC Operator They ride the open approach “web_as_a_platform”: their business relies on “ecosystems’ (users/developers). Without a change of culture and a change of business models, operators are reduced to Connectivity Providers Opportunity It’s vital to address correctly this new market battle field both from the Web2.0 ecosystem technological and stragical point of view by: Interpreting and adapting to the Web2.0 paradigm TLC Operator Adapting and adopting new business models The opportunity is to be part of this new market ecosystem through the offering of Telco functionalities in a Web2.0 style Telco capability Application 5 Connectivity Media
  • 7. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Web2.0: winning strategy Social Networking Mashup Content and themes as Technology evolution that aggregation poles. simplifies application User and developers communities. personalization and composition. Prosumer Perpetual Beta Users not only as consumers of Extreme TTM: apps improve by content and information but active use. Important to be the first. producers of them TTL based on natural selection. 6
  • 8. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Web2.0 ecosystem characteristics Ecosystem Complex relationship system where all the actors contribute, through their interactions, to add value to the overall system Developers / Third Parties Apple Application Store (sellig channel) Marketplace Marketplace Development Development Testing Testing Publishing Publishing Revenue sharing Revenue sharing Apple iPhone + SDK Prosumer Open and available to Virality anyone Community Marketplace Simplicity and user orientation Rewarding paradigm 7
  • 9. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues How to get the opportunity Rewarding e Marketplace Community and virality “_as_a_platform” Developers ecosystems User Profile and Network Data Wide customers base Telco capabilities Billing relationship Telecom Italia Partnering with W2.0 actors Integration in ecosystems Telco2.0 Creation of new ecosystems 8
  • 10. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Opportunity models Open Collaborative Service Prosumer Model Model Web2.0 ISP 3rd party ecosistem TI ecosystem Web2.0 ISP MVNO, OLO, Messaging, Presence, Messaging, Presence, Messaging, Presence, Billing, Location, …. Billing, Location, …. Billing, Location, CC, … Network IT Network IT Network IT Telecom Italia Telecom Italia Telecom Italia Telco functionalities are exposed to Telco capabilities are integrated in 3rd New ecosystems creation for Telco-based third parties. There are used under party ecosystems to exploit their viral User Generated Services through SDK specific commercial agreements distribution in existing dev communities and mash-up environment 9
  • 11. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Open Collaborative Model Open Collaborative Model Telco Capabilities are exposed to few selected 3rd parties in a B2B relation Traditional agreements and contracts are stipulated between parties The B2B relation can be customized to fulfill specific requirements Web2.0 ISP MVNO, OLO, Messaging, Presence, All revenue management choices can be Billing, Location, …. applied Network IT The usage of the capabilities can be Telecom Italia controlled/validated by the operator 10
  • 12. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues MVNO type, capabilities and functionalities ACCESS CORE SERVICE SUBSCR. OPER. DISTR. BILLING MNO BRANDING NETWORK NETWORK PLATF. MNGMENT CRM SALES MVNE Center Reseller MVNO TYPES Service Operator Full MVNO (Mobile Virtual Network Operator) 11
  • 13. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Mobile Virtual Network Enabler (MVNE) The 1st generation of MVNOs were mainly resellers of voice service (eg COOP, Carrefour, ..) as a way to exploit the wide customer base (eg fidelity program). The 2nd generation of MVNOs requires stronger integration between their own service platforms and business support systems and the MNO infrastructure. Some Example Utility (eg Poste Italiane, ENEL, Autostrade), Media/Entertainment company (eg Mediaset, La7,..), FixedNO (eg Tiscali, Tele2, Fastweb) Marketing & Billing Relationship Customers MVNO To address correctly all the different requirements Enable Network Services, coming from different kind of MVNO, the preferred model VAS and BSS/OSS is to create dedicated service center (MVNE – Mobile MNO can easily integrate new MVNOs Virtual Network Enabler). The objective is to enable the MNO MVNE MVNO integration through open and flexible platforms. Telecom Italia 12
  • 14. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Networked Car (tema.mobility) Car maker Connectivity service and Services Telco Capabilities 3rd party Service Provider (eg. • Voice infotainment) • Messaging • Data SIM Service Center 3rd party provider controlling urban mobility Customers Consortium to deliver a telematic platform, where a vehicle on-board unit is always-connected to the mobile network. Service Providers are players of the automotive domain (assistance for both travelers and cars, traffic management, insurance services, etc.). 13
  • 15. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Service Example: Vehicle tracking Driver Vehicle Driver assistance Monitoring and location tracking 3rd Parties Service Center Data elaboration Service platform and reporting operation and management 14
  • 16. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Service Example: Connected Personal Navigator Device Driver Vehicle 3rd Parties Driver@home Service Center 3rd parties can provide User can manage his infotainment eg news, meteo, .. space eg to upload music or pictures 15
  • 17. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Service Prosumer Model Service Prosumer Telco capabilities are integrated in 3rd party Model developer ecosystems to exploit their developer communities and their “marketplace” through viral distribution Typical internet relations are established Web2.0 ISP The B2B relationship is pre-defined and can't be customized 3rd party ecosistem Revenue Management options are more Messaging, Presence, limited (typically there is a pre-paid credit Billing, Location, …. based consumption with possible revenue sharing Network IT Telco capabilities provider has limited Telecom Italia knowledge of the usage of the capabilities by the prosumer 16
  • 18. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Example: Facebook “Face2You” - exposing SMS and call control capabilities allows “facebook” developers to create application that enable buddies to send SMS or make phone call directly to the owner of the application 17
  • 19. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Service Prosumer Model Service Prosumer Telco capabilities are integrated in Telecom Model Italia developer ecosystems. “Cherry picking”: direct control of the ecosystem allows flexibility in the B2B relationship definition. Interesting 3rd party application can be integrated in TI service portfolio. TI ecosystem Wider Revenue Management options are Messaging, Presence, possible since there is no constraints derived Billing, Location, CC, … from an existing ecosystem. Telco capabilities provider has wider Network IT knowledge of the usage of the capabilities by Telecom Italia the prosumer 18
  • 20. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Telecom Italia SDK Developers can download software libraries to access Telecom Italia telco capabilities for creating both client and server side application Development-Time Run-Time Policy control manages this access allowing flexible treatment of different SDK Portal SDK API developers profiles. SDK Portal SDK API Credit-style system allows a simplified way of charging exposed capabilities. provisioning monitor capabilities (soap/rest) Rooms for publishing applications, Telco capabilities statistics and news. Blogs for developer Telecom Italia assistance and discussion Network IT 19
  • 21. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues SDK: Community and Service Sharing The SDK portal has a key role in the Telco 2.0 ecosystem to foster the creation of a developer community to leverage telco infrastructure Social Networking relationships between SDK users - creation - publishing - SDK download - sharing Service Sharing Portal Developers can create, publish and share their applications Service Rating - usage Community participants can - feedback provide feedback on the apps - Community Join 20
  • 22. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues “User Generated Services” myKit is a new “user-centric” mashup tool to simply applications creation without requisting software development skills It allows to compose in a simple workflow basic components coming from Internet and components that virtualize telco capabilities. Telecom Italia Orchestrable Widgets The Editor is a Web application. The Messaging components are widgets. Widget Call Ctrl Widget Other TI Widget 3rd party Widgets The metaphor used by the Web based editor make the component independent Messaging Call Ctrl ... from the execution environment Telco Capabilities The application are executes client side in a widget engine. Telecom Italia 21
  • 23. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues SDP for 3rd party access Different models with different SOA principles characteristic in term of performances, “Service” feature separation, policy management, numbers and kind of reusability, abstraction, … users, AAA, … require a flexible and future-proof implementation solution Open Collaborative Service Prosumer Model Model Web2.0 ISP Open Service Prosumer Collaborative Model Model 3rd party ecosistem TI ecosystem Web2.0 ISP MVNO, OLO, Messaging, Presence, Billing, Messaging, Presence, Billing, Messaging, Presence, Billing, Location, …. Location, …. Location, CC, … Web2.0 ISP 3rd party ecosistem TI ecosystem Web2.0 ISP MVNO, OLO, Messaging, Presence, Billing, Location, …. Messaging, Presence, Billing, Location, …. Messaging, Presence, Billing, Location, CC, … SDP Capability Capability Capability Network Network Network solution1 solution2 solution3 Network/IT Network/IT infrastructure infrastructure Vertical approach Horizontal approach 22
  • 24. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues SDP for 3rd party access: which approach? SDPs do not exist as products or solutions “off the shelf” and “plug&play” Most of the vendors propose a “reference framework” to be customized, adapted and integrated depending both on the techological and business context of the operator. “an SDP is not a product, but rather a bundle SDP are hence system integration solution of products, that needs to be integrated into the operators network and IT infrastructure.” based on best-of-breed products Source: Moriana, Service Delivery Platforms according to specific operator project And Telecom Web Services specification. “no Single Vendor Can Do It All” Source: Forrester, Strategies to Own the Service Delivery Platform Market 23
  • 25. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Benchmarking between SDP implementation models A services proposition, which nevertheless offers products rather than pure custom- Pure product build. The supplier provides an architectural offering, where the blueprint, but gives the customer a choice supplier offers a when it comes to populating the architecture total with products, which are then customised packaged solution and integrated containing all the components. Operators have such a complex infrastructure that it is very difficult to use packaged products. A pure services Source: Ovum, Service Delivery Platform Report offering, where the supplier builds an SDP from scratch, √ As SDP framework, but with a greater tailored to the needs packaged element and less choice of of each individual products to speed up deployment customer 24
  • 26. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues SDP for 3rd party access: core functionalities Abstraction and virtualization according to SOA approach Service Reuse of existing functionalities Standard interface between 3rd parties and Telco Capabilities (Web Oriented Services, REST or network protocol) Identity management: user profile and identity protection, network and Security, Policy external identity mapping and SLA Authentication, authorization and access control through policy management. Management Service contract control and management Scalable and modular approach Composition Plug-in approach to add new capability to reuse the framework and Composite capabilities can be created by composing or orchestrating modularization basic capabilities Different charging module depending on the service scenario and the Charging partner business relationship Flexibility in capabilities usage accounting Accounting Multichannel integration with BSS 25
  • 27. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues SDP for 3rd party access: Service Exposure Service Exposure platform is a flexible intermediation layer that virtualizes and protects Telecom Italia Network and IT infrastructure guaranteeing access control and security when 3rd party applications interact with telco capabilities. It decouples capability technology from the exposed “service” enabling dynamic resource allocation as well as service level agreement (SLA) management. Service Content Prosumer MVNO Provider Provider Service Exposure Telecom Italia Network IT 26
  • 28. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Service Exposure functional architecture Security / Firewalling Telco Protocol Interface IT / WS Protocol Interface Policy / SLA Third Party Interface Mgmt Policy & SLA Accounting Id&AA Management Monitor / Audit Enforcement Partner Runtime Shared Function Rel. Mgmt Service Orchestration Resource Virtualization and Service Abstraction Management Shared Mediation Layer Capability Network Protocol Adpatation and Telco Gateway Service Exposure Network IT 27
  • 29. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Single point of 3rd party access management Service Provider Content Provider Prosumer MVNO Provision. Presence Message Location SMPP MM7 ISC …. …. Security / Firewalling Telco Protocol Interface IT / WS Protocol Interface Management Third Party Interface Shared Capability Runtime Shared Function Mediation Layer Network Protocol Adpatation and Telco Gateway Service Exposure Network IT 28
  • 30. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Single point of 3rd party access management Service Provider Content Provider Prosumer MVNO Capability Capability Capability Security / Firewalling Telco Protocol Interface IT / WS Protocol Interface Management Single point of Third Party Interface Single point of access to telco capabilities access to telco capabilities Shared Capability Runtime Shared Capability Customer’s unified view of the Telco capabilities Customer’s unified view of the Telco capabilities Mediation Capability Network Protocol Adpatation and Telco Gateway Service Exposure Network IT 29
  • 31. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Single point of 3rd party access management Service Provider Content Provider Prosumer MVNO Single point of partner management Single point of partner management Telecom Italia unified view of the Telecom Italia unified view of the Capability Capability Capability Customer Customer Security / Firewalling Telco Protocol Interface IT / WS Protocol Interface Management Third Party Interface Shared Capability Runtime Shared Function Mediation Layer Network Protocol Adpatation and Telco Gateway Service Exposure Network IT 30
  • 32. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Single point of 3rd party access management Service Provider Content Provider Prosumer MVNO Capability Security / Firewalling Telco Protocol Interface IT / WS Protocol Interface Management Single point of exposed capability management Single point of exposed capability management Third Party Interface Shared Capability Runtime Shared Capability Telecom Italia unified view of the exposed Services Telecom Italia unified view of the exposed Services Mediation Capability Network Protocol Adpatation and Telco Gateway Service Exposure Network IT 31
  • 33. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Service Exposure: products and components SOA Governance Domain SOA Governance Domain HP Systinet2 Firewall/VPN Service Checkpoint FW - VPN Reg TSE Admin Layer Mgmt SIP, SMPP, MM7, … HTTPS/SOAP Partner Rep Policy Mgmt Load Balacing Mgmt Layer CISCO 6504 (LB – SW) HTTPS/SOAP Data Layer Id&A Mgmt HP SOAM Broker Mgmt Layer SLO Monitoring Message Inspection Layer WSM Auditing Logging Usage AA PEP Oracle Layer Limitation RAC HP UUIS HTTPS/SOAP ALSB HP A&A SGF IMS I/F , SMPP, MM7, … Oracle AquaLogic Service Bus 2.6 Protocol Message/Auth Oracle Session Switching Mappping RAC UUIS Manager Mediation Composition Transformatio Routing Radius Layer n Adapter HTTPS/SOAP Account. Oracle RAC TSE Cache Module Oracle WLNG 3.0 e Legacy Other Adm WS IMS Portal WS 2G WS … Transparent HP TELCO (WLSS 3.0) Proxy WS Oracle IUM Service Business Network Protocol RAC Federation Gateway Policies Protection Adaptation WLNG 3.0 Manager Layer 32
  • 34. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues SDP and Monetization Needs Monetization Needs Reuse Subscribers need to be Re-use across the service delivery tracked, charged for service environment through modular web services design usage 3rd Parties (content and Exposure capability provider) need to be reimbursed for providing Open-up service delivery capabilities, technologies, environments to third parties and innovative business models service building-block 3rd Parties (ASP, ISP, MVNO) Framework need to get revenues from the subscriber for the end Manage Lifecycle of services user services spanning network and IT domain with SOA techniques Operator needs to manage monetization, get reimbursed for infrastructure, services 33
  • 35. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Management of Telco 2.0 Partner Networks Content Billing Customers Provider Billing-on- € behalf-of Capability € Provider Rev Share operator Operator € Billing € € € Application Rev Share App Provider Developer Application Developer Customers 34
  • 36. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues Towards Long Tail service revenues corrispondente Market share Service Exposure Mission Critical Services Situational Services Opening to 3rd party service revenues Numero di servizi Traditional Traditional Collaborative Open Collaborative Open Service Prosumer Service Prosumer Model Model Model Model Model Model Performance, reliability, Best Effort QoS, ... Service Life-Cycle Rapid development In house – specific skill Communities – no specific skill 35
  • 37. GRUPPO TELECOM ITALIA | Gianni CANAL Oracle Open World 2008 | Network Opening Communication Networks to Third-Party Service Revenues “It is not the strongest of the species that survives, nor the most intelligent. It is the one that is the most adaptable to change” (Charles Darwin) Thanks! gianni.canal@telecomitalia.it 36