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Moriana for Huawei SDP Workshop
 

Moriana for Huawei SDP Workshop

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Presentation at the joint Telefonica Huawei SDP Seminar

Presentation at the joint Telefonica Huawei SDP Seminar

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  • Examples of Platform based Business Models: Voice Communications (Traditional Telecoms) Auctioning (eBay) Social Networking on Facebook Apps on iPone Questions to ask: What value to which platform users ? What is users’ willingness to pay to join the network? Who owns and operates the platform? Consequences: Analyze Business Models first (impact on current business and operations processes) then design SDP Architectures!

Moriana for Huawei SDP Workshop Moriana for Huawei SDP Workshop Presentation Transcript

  • SDPs AND THE TELECOM BUSINESS TRANSFORMATION The Moriana Group www.morianagroup.com October, 2009 Lucia Gradinariu, PhD Sr. SDP Market Analyst
  • The Moriana Group
    • Independent Telecom Services Layer Analysts
    • Open Collaboration of Experts in the areas of SDP, IMS &
    • Management of New Generation of Services
  • Results of Collective Intelligence and Expertise
    • www.morianagroup.com
    NEW – Telecom Applications Catalog!
  • THE REALITY CHECK ON SERVICE DELIVERY PLATFORMS
  • The Basic Idea …
    • Overlay numerous service stove-pipes with a horizontal platform based on standard technologies and components
      • Decrease service operating costs
      • Reduce time-to-market
      • Stimulate service innovation
    Moriana – SDP 1.0 Operator Guide, 2004
  • Now a Confusing Terminology Service Delivery Framework Service Delivery Environment Service Delivery Platform SDP 2.0 SDF 2.0 Telco 2.0
  • The Reality
    • Service Providers have to deal with multiple service platforms because :
      • SDP investments are based on the availability of ready-to-deploy services
      • SDPs are better designed for specific service classes
      • There is no SDP reference architecture
    • The great idea of one service platform is an utopia rather than reality but:
      • Little standardization does not stop deployments
      • Incremental approach is usually taken
  • Typical Classes of SDP Services
  • Standardization
  • Rationalizing the SDP space
    • Common Set of Architectural Principles :
    • Horizontal, layered architecture
    • Use of standard technologies
    • Common, reusable components
    • Open APIs for services creation
    • SOA-based integration, orchestration & composition
    • A revolving role for the SDP:
    • Exposing network services
    • BSS/OSS transformation to service orientation
    • 3-rd party platforms
  • SDP Evolution Curve 2001 2004 2006 2003 2005 2000
    • 1st Gen SDPs for Mobile Content and Services (SMS)
    • Open standards – Parlay APIs, JAIN SLEE, SIP Servlets, etc.
    • 2nd Gen SDPs for Voice, Video, Location, Presence, etc.
    • 3rd Party Access – Telecom Web Services Parlay X, OMA
    2007
    • Focus on NGN – Support for VoIP, IMS, IPTV services
    • Service Governance & Mgmt - TM Forum SDF initiative
    2008
    • 3rd Gen SDP 2.0 – Telco/Web 2.0 service mashups
    2009
    • New business models, SaaS/Service Aggregation, etc.
    • SOA Integration, Service Orchestration, and J2EE
    • Web 3.0 , Semantic SDP, New Technologies
    beyond
  • SDP AS ENABLERS OF TELECOM BUSINESS TRANSFORMATION
  • SDP Market Analyst Report 2009- 2012
    • Moriana’s recent analysis shows that, despite the current global economic downturn, the SDP market segment will steadily grow year-by-year and will exceed $3 billion in 2012 .
    • In the business transformation process to Service Providers, SDPs are poised to become the most valuable assets!
  • SDP Deployments & Estimated Investments MORIANA SDP Market 2009-2012 Analyst Report Deployments (#) and SDP market size ($M) # Deployments per Region Tier 1 Tier 2 Tier 3 Total North America 25 13 24 62 Europe & ME 71 40 56 167 APAC 48 13 10 71 Americas 9 2 3 14 Africa     3 3 TOTAL 153 68 96 317 # Deployments per SDP Type Tier 1 Tier 2 Tier 3 Total Mobile content and messaging 78 45 43 166 Mobile commerce and advertising 6 2   8 3rd Party Access Management 8 4 1 13 Voice - NG IN & VoIP 41 21 44 106 IPTV & Triple Play 17 6 5 28 Convergent Charging   1 2 3 TOTAL 150 79 95 324
  • SDP Challenges & Inhibitors
    • Make a solid business case for SDP
      • Understand the strategy for SDP investments
      • Align with business priorities of CSP organizations
    • Quickly start driving revenue
      • Ready-to-deploy services
      • Eco-system for service creation
      • Seamless OSS/BSS integration
    • Fight “stove-pipe” solutions favored by CSP business organizations
  • Making the Case for SDPs
    • Service Factories to fuel CSP’s
    • Catalog of Products & services
      • New paradigm for service creation, enabler of the Long Tail and targeted offerings
    • Components of Platform Based
    • Business Models
      • Enabler of new and flexible business models that attract new categories of users and usages for telecom assets
    Service Lifecycle Management $ $
  • Service Factory Model Video On Demand (legacy net) SMS Agenda 3-rd Party services Service Catalog Syndication Product Catalog Order Provisioning Service Assurance Invocation B/OSS Transformation Service Lifecycle Management Operator’s Legacy & NGN services End User Aggregation B/OSS services Catalyst projects
  • Platform Based Business Models End Users Integration Platform SaaS /CP/SP Platform 3-rd Party Community End Users App Store Platform End Users Network Platform OTT Service Aggregation Development Eco-System Development Platform End Users (side1) Transactional Platform End Users (side2) Multi-sided business
  • Different Business Priorities
    • Increase ARPU with “long tail” of services:
      • Development platforms, service marketplaces
    • New revenue streams from niche markets:
      • SMBs, verticals (healthcare, government)
    • Maximize assets value by extending life of legacy network and exposing OSS/BSS:
      • NGIN platforms, CRM/Billing as a service, MVNO enablers
    • Reduce operation costs through equipment replacement and unified management:
      • IMS, IPTV, SDF
  • Different Implementations
    • Telefonica Latam Multinational SDP – first multilayered SDP with centralized common functions and localized services in 13 countries
    • BT/Ribbit – SDP for integrating Communication oriented services in Business workflows and Social Applications
    • Vodafone 360/Samsung LiMo (w/BONDI support) – Framework for users' contacts, messages and social networks backed up and synchronized on any device from operator’s platform + shop for > 1000 apps
    • Mobilkom Austria NG Services Architecture – IMS ready SDPs, J2EE and JSLEE, open to 3-rd parties
  • Conclusions
    • Analyze and plan your desired Business Model
    • Establish a roadmap to your targeted SDP
    • Learn from others although it is really ongoing learning
    • Customization and integration are essential requirements
    • Experienced Professional Services assure rapid execution
    • Open up to external innovation and co-opetition
  • Thank you!