Service Delivery Platform Evolution
KPN’s SDP Experiences
Broadband World Forum 2010
Colin pons
October 26, 2010
1
Connecting users to Services and Content
Customer demand, Technology and Business Model Innovation Trends drive the tear...
Strategic choices: Competing
with Internet Application/Content Providers and Device manufactuers
2
Strategic choices: Bit Pipe
Connectivity Provider. The DHL or Fedex of digital content?
3
Strategic choices: Co-Operation
Telco networks, enablers and service enriched/enhanced with
service and content from third...
6
The Google Example
Gadgets from the Reality Distortion Field
7
Telco SDP
9
WHAT IS NOT WORKING?
10
Bad execution and lack of customer insight are dominant causes of
failure in innovation, but the need for differentiate...
11
Bad execution and lack of customer insight are dominant causes of
failure in innovation, but the need for differentiate...
12
Bad execution and lack of customer insight are dominant causes of
failure in innovation, but the need for differentiate...
13
Bad execution and lack of customer insight are dominant causes of
failure in innovation, but the need for differentiate...
14
Classic SDP and it predecesssor IN focused on the service development
issue only
Reduce development effort, costs and d...
App Shops
16
• A Methodology, not a product or technology (‘IMS’).
• Re-useable components and well-defined (open) interfaces
– Both...
The outline
17
Assembly
Middleware
Enablers
DataCenter
The fundamentals – or what are our lessons learned
Broadband world forum service delivery framework KPN presentation
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Broadband world forum service delivery framework KPN presentation

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KPN's presentation at the Broadband World Forum 2010 at the session "Service Delivery Platform Evolution Revolution, Convolution, Amalgamation, Elimination or Virtualization."
KPN vision is to provide services to any device on any network at anytime. Eventually, it moves to "Everything-is-a-Service" model. From a user perspective consistent, on-par (Apple setting the bar) UX is one of the most important buying (and usage) motivation. Customer satisfaction efforts demand co-operation/partnership with others in the value chain, among which are (independent) developers, VARs, users, verticals, etc. Hence, services will encompass assets and capabilities from many different sources. Critical for this paradigm is fulfillment(including activation, registration, log-on), assurance and billing.

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Broadband world forum service delivery framework KPN presentation

  1. 1. Service Delivery Platform Evolution KPN’s SDP Experiences Broadband World Forum 2010 Colin pons October 26, 2010
  2. 2. 1 Connecting users to Services and Content Customer demand, Technology and Business Model Innovation Trends drive the tear- down of classic Telco servide delivery model and value shift Competition at all points of the value chain
  3. 3. Strategic choices: Competing with Internet Application/Content Providers and Device manufactuers 2
  4. 4. Strategic choices: Bit Pipe Connectivity Provider. The DHL or Fedex of digital content? 3
  5. 5. Strategic choices: Co-Operation Telco networks, enablers and service enriched/enhanced with service and content from third parties 4
  6. 6. 6 The Google Example
  7. 7. Gadgets from the Reality Distortion Field 7
  8. 8. Telco SDP
  9. 9. 9 WHAT IS NOT WORKING?
  10. 10. 10 Bad execution and lack of customer insight are dominant causes of failure in innovation, but the need for differentiated services is clear
  11. 11. 11 Bad execution and lack of customer insight are dominant causes of failure in innovation, but the need for differentiated services is clear
  12. 12. 12 Bad execution and lack of customer insight are dominant causes of failure in innovation, but the need for differentiated services is clear
  13. 13. 13 Bad execution and lack of customer insight are dominant causes of failure in innovation, but the need for differentiated services is clear
  14. 14. 14 Classic SDP and it predecesssor IN focused on the service development issue only Reduce development effort, costs and duration
  15. 15. App Shops
  16. 16. 16 • A Methodology, not a product or technology (‘IMS’). • Re-useable components and well-defined (open) interfaces – Both service platforms (IT) and process IT (BOSS) • Not limited to service creation or initiation, but also continuous delivery Service Delivery Framework...
  17. 17. The outline 17 Assembly Middleware Enablers DataCenter
  18. 18. The fundamentals – or what are our lessons learned
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