HP SDP Communications world

Marie-Paule Odini Solution Manager Director Unleashing the power of Web 2.0 to create and monetize service innovation

Successful next generation SDP deployments will support the end-to-end needs of the developer ecosystem. Analysys Mason September ‘09

Agenda SDP Market Trends HP SDP & Web2.0 Developers Use cases Customer Case Studies Conclusions

Over the top applications Service Providers are becoming a bit pipe New players are taking control of the value chain

Over the top applications impact on …
Developers …
Tied to specific environment
Little control of the value chain
No guarantee of development publication
End users …
Different billing mechanism
Applications lost when phone changed
Credentials reentered for ever new app bought
Lack of communication application
Service Providers …
Subsidize the phones (expensive)
Upgrade infrastructure to support heavy traffic & load
Owns subscriber complains for services he does not sell

Service Providers take back control
Improve revenue generation, customer intimacy & satisfaction
charging Policy Device Specifications Subscriber Information SDP charging Policy Device Specifications Subscriber Information

The New Ecosystem. Consumer at the center! Content Providers Rich syndicated professional media content Advertisers Offer new business model Ad based Device Vendors Sophisticated devices Wireless Operator Key network & IT assets Customer intimacy and trust BB & IPTV Operator Broadband Everywhere Network as an IT Platform Market disruptions impacting the entire ecosystem Editors & developers Innovation, applications Consumers Personalized Experiences End User Control LG Samsung HTC HP Acer Nokia Universal Coca cola L’oreal

HP’s view of Service Delivery Platforms
SDP gives network operators:
a comprehensive & standards-based service delivery ecosystem
The re-use of common service enablers over multi end-user services
the power to extend service development to 3rd parties
simplified interaction between service enablers with intuitive user-interface
In order to:
Drive down the cost and risk of introducing and managing services & content
Accelerate time from idea to revenue
Unleash the creative power of Web 2.0
Offer a more compelling end-user experience
Monetize Service Provider assets

HP Service Delivery Platform 3.0 Unleash the Power of Web 2.0 New service enablers : A host of new enablers for Web services or XML service exposure RESTful gateway : Automates access to Web tools to simplify the creation of new services Revenue management : Monetizing network assets and partner relationships Service Orchestration : Tools to define business and new composite services workflow Storefront Portal: Provide Web 2.0 developers with application development ecosystem.
Designed to attract developers by making development easier and more rewarding. It Unleash the power of Web 2.0 to create and monetize service innovation.
Attract more developers
Better target services
Create more flexible services
Delivers the 2-sided business model
Ease service creation

HP Service Delivery Framework Blueprint A standards based architectural blueprint for development, deployment, integration and management of converged services Service Enablers Common Framework User Equipment Plane Operation Support Systems (OSS) Business Support Systems (BSS) Network Infrastructure Circuit-switched IP Real-Time IP Service Delivery Plane SIP Server ParlayX GW Msg GW Device Profile Presence Charging etc Conferencing Call control Location Messaging Revenue Management Module Service Governance Framework (SGF) Services Lifecycle (Systinet & SGF) Telecom App Server (OCCP) Service Orchestration Manager (SOM) Application Plane Testing & Certification HP Storefront Portal Network& IT Service Platforms Device Mgnt. HLR/ HSS OCMP SCIM NGIN (OCCP) Profile Mgr Charging (IUM) XDMS Device Rep (UDCR) Other Subscr. profile Mobile portal ODP Other apps

HP Service Governance Framework (SGF) and Restfull Gateway Opens up HP SDP to 3 rd party including Web 2.0 environment Restfull Gateway Policy Management Partner Management HP SGF Service Registry and Life Cycle management Portals & Admin

HP SDP Revenue Management Module Provides simple revenue sharing model brick for partners including Web2.0 developers

Provides business and new service composition workflow engine
HP SDP Service Orchestration Manager

HP SDP Storefront Portal
Enables Service providers to address Web 2.0 developers
HP SGF Subscriber Developer Admin Application browsing & download Application LifeCycle Management Next Gen Portal Testing Monetization HP RMM Forum SDK Gallery API discovery API subscription

Wholesale or Retail Business models Wholesale Retail
Operator sells his own widget and applications
3) Operator sells API usage to 3 rd party 2) Operator resells 3rd party applications or widgets 3 rd party sell directly Walled Garden Partnership Long Tail

Key SDP use cases Services Factory Services Exposure for ISV, ASP MVNO Launch Web2.0 Developer program Walled Garden Partnership Long Tail

SDP for web2.0 developers Web2.0 developers … Dev A Dev B Dev C SDP Network domain IT/BSS domain KEY Social network Device appstore SMB, enterprise Business case User friendly developer portal Simple API format Flexible revenue model Revenues on API usage Revenues on cross selling of selective applications = composite services = elementary services = Service Delivery

HP Service Delivery Platform The Telenor Group is the world's 7th largest provider of mobile communications with a strong footprint in Central Eastern Europe and Asia and a leading Nordic position in mobile, broadband and TV services. Objectives More services needed Capitalize on assets and those of partners Rapid Services Roll-out Service Testing Approach Results
Provide a proof of concept
Create an environment to “host “ partners
HP Proliant servers
Based on HP Service Governance Framework
Telenor “Playground”
Integration of Telenor and Partner network assets
Streamline the process of finding, testing and rolling out new services

HP SDP powers Telenor Playground ISV community A toolbox for developers + a forum, a test-bed etc

SDP deployment … a journey
3 rd party enablement
Expand towards new business model
Expose capabilities
Govern
Monetize
Web2.0 developers
Capitalize on web2.0 service innovation and customer reach
Attract web2.0 developers
Bring value and differentiated capabilities
Appstore, SaaS
Consolidate value built with ecosystem
Invest in promising new business model
Target vertical segments
Services Factory Optimize new service launch

Unleash the power of Web 2.0 to create and monetize service innovation
Focus on Web 2.0 as a service creation accelerator:
Attract More developers
Create More flexible services
Better targeted services
Ease service creation
Facilitates the two sided business model
The basic principles of HP’s SDP blueprint still apply:
Operational efficiency
Shorter time to market
Lower risk
Enhance customer experience
Service lifecycle management
Rapid Return on Investment

Thank you http://www.hp.com/cms

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HP SDP Communications world

by odini marie-paule

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