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Service Innovation: Service Delivery Platforms, Open Innovation, and Application Stores workshop issue 1
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Service Innovation: Service Delivery Platforms, Open Innovation, and Application Stores workshop issue 1

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Workshop outline of Service Innovation: Service Delivery Platforms, Open Innovation, and Application Stores workshop issue 1

Workshop outline of Service Innovation: Service Delivery Platforms, Open Innovation, and Application Stores workshop issue 1

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  • 1. Alan Quayle Business and Service Development: Workshop OutlineService Innovation: Service Delivery Platforms, Open Innovation and Application Stores BackgroundThe SDP (Service Delivery Platform) is now a core strategic asset within an operator’snetwork. Not only is the SDP saving millions of dollars by rationalizing the delivery ofmultiple services and winning profitable new revenues through simplifying how newservices are enabled and launched. The SDP has become core to an operator’s serviceinnovation strategy – its plan to win new revenues, attract new customers and retainexisting customers. This will be explored through operator case studies to demonstrateand quantify the role SDP plays.However, some operators have seen mobile broadband prices fall by a factor of six inthe past 3 years, in addition to voice services going ‘flat rate,’ ARPU (Average Revenueper User) and profitability is under threat like never before. The devices at the end ofoperators networks are now at the fore-front of the convergence of web and telco.Once upon a time those devices were controlled by the operator, today those devicesare becoming increasingly open; enabling most of an operators value added services tobe bypassed, including voice!This workshop will also provide an independent review of the technologies; operatorinitiatives; operator successes / failures; review the bypass threat; and evaluateopportunities created by the convergence of web and telco. The SDP enables the TelcoAPI (Application Program Interface), one method for operators to foster innovation ontheir networks. The Telco API enables operators to expose capabilities from theirnetworks such as location, presence, charging, authentication, etc. Based uponextensive studies performed with operators around the world, the Telco API has thepotential to raise ARPU by up to 36%.Just exposing the Telco API is not good enough; operators must implement anapplication developer community (ADC) and engage local businesses and contentowners. Making it easy for local content and applications to get on the operatorsnetwork, easy to be discovered by early adopter customers, and all within an easy touse community tool that enables continuous application development to get the reciperight for each operator’s local market. And let’s not forget enterprises; it also makes iteasy for embedded telecoms in their day to day operations. All this is enabled throughthe SDP.  2011 Alan Quayle Business and Service Development
  • 2. Alan Quayle Business and Service Development: Workshop Outline Workshop ObjectivesThe Objectives of this workshop are to provide an understanding of: The SDP landscape; Where and why SDP deployments are working, examining the reality behind the hype; The variety of SDP business cases; The failures in other operator’s ADCs (Application Developer Community), and what are the keys to success based upon extensive application developer interviews; What application developers need from a Telco API, an ADC and an Operator; How the SDP enables an operator’s Web / Voice / Telco 2.0 strategy; and What an operator needs to do given their specific local market conditions. Workshop Delivery Options• Full 3 day course (800+ slides)• Fast-track 2 day course through most of the program – group discussion is limited• Partial program for anything less than 2 days  2011 Alan Quayle Business and Service Development
  • 3. Alan Quayle Business and Service Development: Workshop Outline Workshop StructureSDP overviewA frank independent review of the SDP, Telco API, and Web/Telco 2.0 and how theyapply across mobile, fixed and broadband operators.  What is an SDP  SDP History  SDP Evolution  Spectrum of SDPs  SDP Architecture  Suppliers and SDPs  Operators and SDPs  Bit pipes and smart pipes  Product development process problem  User experience comparison  Quantifying the opportunity / problem  API Use Cases  Developer Community ComparisonDefinitions & Acronym soupUnderstanding the core components of an SDP, such as service creation, serviceexecution, content delivery and network abstraction. Understanding the manytechnology components associated with SDP, including ODP, CDM, GSMA OneAPI,OMTP BONDI, W3C widgets, WAC (JIL), AJAX, ANI, to name just a few.  Web 2.0 Definition  App Store Ecosystem Explanation  Widget, Data Service and API Definitions  BONDI, OneAPI, WAC Definitions  How WAC (Wholesale Application Community), W3C (World Wide Web Consortium), OpenAPI, BONDI, and SDP all fit togetherThe SDP landscapeMapping the range of solutions suppliers label as SDP. Understanding where and howeach type of SDP is used across legacy voice, IPTV, mobile content, web content,advanced communication services, API exposure, business model innovation, andintegrated NGOSS (Next Generation Operational Support System) solutions. • SDP Spectrum • SDP and IMS • Device Definitions and Market Trends – Netbooks, smartbooks, tablets/slates, smartphones, feature phones, etc. – Market sizes and like OS trends – Impact of Apple – Managed Device Platform  Description  2011 Alan Quayle Business and Service Development
  • 4. Alan Quayle Business and Service Development: Workshop Outline  Relationship to SDP  Operator’s RoleSDP DeploymentsReview of some successful and not so successful SDP deployments including Telenorssuccess with its Content Provider Access deployment generating over $100M per yearfrom APIs, and Globes success in the Philippines with its messaging focused SDP andopen innovation model. Also examining the reality behind the hype of operatordeployments such as M1 Singapore, H3G Italy, AT&T US, Verizon US, BT UK, MobilkomAustria,SKT South Korea, Telus Canada, Swisscom Mobile Switzerland, SFR France, SprintNextel USA • Telenor Content Provider Access and Playground • Cricket Communications: MyHomeScreen • Telus: Service Exposure Success • Bharti Airtel: ODP • 3 UK: Favourites (ODP) • Sunrise: Open Source, SOA and SDP • Telecom Italia: Integrated SDP and MVNOs • Turkcell: SOA, SDP and broader BOSS integration • Sprint: Pains from being first to market • Globe: SMS-centric SDP • TM International: SDP Evolution • AT&T U-Verse: early SOA-based SDP • Telstra: SDP for headcount reduction • BT: SDP for headcount reduction • Content Delivery Management – Maxis – Bharat Sanchar Nigam • Swisscom: SDP and IMS • Etisalat Sri Lanka: SDP in the Cloud • M1: Open Source JAIN SLEE IN replacement • O2 SDP Evolution • BT Global SCP Consolidation NGIN • Telefonica’s Global SDP • Apps Stores, APIs and the STB • SOA Order to Cash • Verizon SDP and IMSSDP in context - how it fits in the network with IMS, BSS, OSS, legacy IN, NGIN, devicesand customers.  SDP and IMS: complementary or competitive? Should the same supplier provide both?  SDP and legacy IN: adding value to the services we all use every day  SDP and NGIN: managing the transition to lower cost and IP-centric platforms  2011 Alan Quayle Business and Service Development
  • 5. Alan Quayle Business and Service Development: Workshop Outline  SDP and IPTV: delivering an integrated customer experience  SDP and Web 2.0 / Telco 2.0: how operators compete with free services  SDP and widgets - why are so many telcos obsessed with widgets?  SDP and ODP (On Device Portal): Why developing markets must consider an ODP. Reviewing market experiences and the latest deployments from operators such as Bharti AirtelStandardization and Supplier SolutionsReviewing what solutions are available and how they compare, and the relevance of theTMF’s SDF (TeleManagement Forum’s Service Delivery Framework)SDP business caseReal numbers based on real deployments.Operator APIs, Application Developer Community Activities and StoresReview of operators stores and ADCs (Application Developer Community): BlueVia / O2Litmus, Orange Partner, Telus’s success with OneAPI versus Three Australia’s challenges,Cricket’s MyHomeScreen, Telenor’s CPA, Verizon Developer Community. Understandingwhat are the keys to success based upon extensive application developer interviews  Do operators really need developer communities or is content ingestion enough?  What should an integrated storefront strategy look like?  What are an operator’s differentiators?  Why should customer relationship management be part of that strategy?  Why will customers use an operator’s storefront?Reviewing the consumer electronics manufacturers and Over The Top stores and ADCsIncluding Apple (AppStore and AppleTV), Nokia Ovi, Google Android MarketPlace,Microsoft, Blackberry, Samsung (mobile and TV), Sony Store, Amazon On Demand, etc.  What are the key learning points for operators?  What should / should not be copied?  Within the app stores what are the opportunities and emerging bypass threats to the core revenue streams of voice and messaging?  What is the revenue and margin potential?What application developers need from an ADC, a Telco API, and more generally froman operator.Understanding the different operator customers that will embed telecoms into theirbusiness and customer relationship.What suppliers and operator needs to do given their specific local market conditions.  2011 Alan Quayle Business and Service Development
  • 6. Alan Quayle Business and Service Development: Workshop Outline Content Samples  2011 Alan Quayle Business and Service Development
  • 7. Alan Quayle Business and Service Development: Workshop Outline  2011 Alan Quayle Business and Service Development
  • 8. Alan Quayle Business and Service Development: Workshop Outline  2011 Alan Quayle Business and Service Development
  • 9. Alan Quayle Business and Service Development: Workshop Outline  2011 Alan Quayle Business and Service Development