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On Demand Service Fulfillment - Driving OSS to the Edge

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On Demand Service Fulfillment - Driving OSS to the Edge

  1. 1. On Demand Service Fulfillment - Driving OSS to the Edge - Preston Gilmer, VP of Product Marketing Sigma Systems
  2. 2. Agenda <ul><li>Industry Drivers Influencing Service Fulfillment </li></ul><ul><li>Defining OSS at the Edge </li></ul><ul><li>Service-Based Example – Targeted Advertising </li></ul><ul><li>Standards and Potential Issues </li></ul><ul><li>Summary & Wrap-Up </li></ul>
  3. 3. The Evolution of Services <ul><li>The service delivery paradigm is changing… </li></ul><ul><li>Characteristics of upcoming services </li></ul><ul><ul><li>More services & new types/classes </li></ul></ul><ul><ul><li>Shorter lifecycles </li></ul></ul><ul><ul><li>Targeted, personalized and with self-control </li></ul></ul><ul><ul><li>Blended, bundled and converged </li></ul></ul><ul><ul><li>Integration with 3 rd party content & entertainment </li></ul></ul>
  4. 4. Service Provider Concerns <ul><li>Fear of just being the “pipe” </li></ul><ul><ul><li>Broadband access & ISP margins eroding </li></ul></ul><ul><li>New entrants for voice, entertainment, social networking, and more… </li></ul><ul><li>How to combat different pricing models by new entrants </li></ul>
  5. 5. The Dawn of “Targeted Advertising” <ul><li>Traditional Models </li></ul><ul><ul><li>Sponsored advertisement for specific service </li></ul></ul><ul><ul><li>Local/regional ads (ad insertion) </li></ul></ul><ul><li>New Model </li></ul><ul><ul><li>Enable 3 rd party partners and content providers with targeted advertising </li></ul></ul><ul><ul><li>Effective targeting using customer profile groups </li></ul></ul>
  6. 6. Third-Party “Application Enablement” <ul><li>Monetize Network Assets </li></ul><ul><ul><li>On board, enable, authorize & bill for 3 rd party apps and services </li></ul></ul><ul><ul><li>Enabling Elements for 3 rd Parties </li></ul></ul><ul><ul><ul><li>Secure the customer’s profile </li></ul></ul></ul><ul><ul><ul><li>Authentication, Authorization & entitlement procedures </li></ul></ul></ul><ul><ul><ul><li>Network enablers (e.g. QoS) </li></ul></ul></ul><ul><ul><ul><li>Charging, billing and payments </li></ul></ul></ul><ul><ul><ul><li>Fulfillment and provisioning </li></ul></ul></ul>
  7. 7. Changing the Face of Service Fulfillment <ul><li>Customer and partner-centric information used in “real time” by service providers </li></ul><ul><ul><li>Accurately Targeted Campaigns and Enabling the “Now” Experience </li></ul></ul><ul><li>On-board new applications quickly from 3 rd party partners </li></ul><ul><ul><li>New Revenue Streams via Settlement Agreements Pay Off Quickly </li></ul></ul><ul><ul><li>More usage based scenarios enabled, fulfilled & billed </li></ul></ul><ul><li>Apply new levels of network “intelligence and insight” </li></ul><ul><ul><li>Analyze service usage patterns </li></ul></ul><ul><ul><li>Create differentiated services using service & network-level policies </li></ul></ul><ul><ul><li>In the end; more service = more revenues </li></ul></ul>
  8. 8. Summarizing the New Requirements <ul><li>Common Approaches For: </li></ul><ul><ul><ul><li>Event collection, correlation and analysis </li></ul></ul></ul><ul><ul><ul><li>Service and subscriber-level policies </li></ul></ul></ul><ul><ul><ul><li>Billing, Charging and settlement </li></ul></ul></ul><ul><li>Integrated On and Off-Line Support </li></ul><ul><ul><li>“ real time” - support session control and third party applications </li></ul></ul><ul><ul><li>“ offline” - analyze subscriber patterns for events </li></ul></ul><ul><li>Integrate new partners and applications with standardized interfaces and processes (e.g WebServices) </li></ul><ul><li>Ability to access/utilize key network capabilities or enablers </li></ul><ul><ul><ul><li>QoS, presence, location, app server capabilities </li></ul></ul></ul><ul><li>Policy is a key component </li></ul><ul><ul><li>Subscriber policy enablers - entitlements to or what “opt in” decisions they have made </li></ul></ul><ul><ul><li>Policies covering 3 rd party application’s access to these enablers </li></ul></ul>
  9. 9. OSS at the Edge - Architecture Network Elements / App Servers Presence Location QoS / PCMM / Network Policy Billing / Charging Device Capability Traditional OSS In House App 1 In House App 2 Partner App 1 Partner App 2 Subscriber Repositories Partner & Access Control Layer Partner Mgmt OSS at the Edge
  10. 10. OSS at the Edge - Explained <ul><li>OSS in the “delivery path” of the service </li></ul><ul><li>Subscriber policies are modeled across service lines – not limited by silo or application network </li></ul><ul><li>Subscriber policy execution includes mix of subscriber entitlements, network and device </li></ul><ul><li>Subscriber models are enriched based on analyzed data collected </li></ul>
  11. 11. Partner and Access Control Layer <ul><li>Authentication </li></ul><ul><li>Security </li></ul><ul><li>Consumer and service provider data protection </li></ul><ul><li>Partner-based Policies for </li></ul><ul><ul><li>Access and Use </li></ul></ul><ul><ul><li>SLA </li></ul></ul><ul><ul><li>Settlement, Reporting </li></ul></ul><ul><li>Defined & published APIs </li></ul><ul><li>Partner Management interfaces </li></ul><ul><ul><li>Automated on-boarding </li></ul></ul>
  12. 12. <ul><li>Subscriber information solution needed to: </li></ul><ul><ul><li>Collect </li></ul></ul><ul><ul><li>Correlate </li></ul></ul><ul><ul><li>Analyze </li></ul></ul><ul><ul><li>Format </li></ul></ul><ul><li>Utilized for advertisement decision process </li></ul>The Value of Subscriber Data Cable’s Tru2Way provides a new, standards-based opportunity to retrieve viewing history and interactions through IPDR interface to STBs Currently, key “untapped” information is subscriber viewing and usage habits
  13. 13. New Targeted Advertising Opportunities <ul><li>CSPs now have access to many new mechanisms to target advertising: </li></ul><ul><ul><li>Dynamic add insertion, to target ads in linear programs to a geographical zone, </li></ul></ul><ul><ul><li>Use STB to switch in ads from a range of simulcast ads, or from ads downloaded to STB DVR </li></ul></ul><ul><ul><li>Video on Demand – pre & post roll ads, Pause ads </li></ul></ul><ul><ul><li>Interactive Ads On screen displays (EPG, overlay graphics, etc) </li></ul></ul>
  14. 14. Subscriber Information System (SIS) : Role <ul><li>SIS answers queries concerning its associated subscriber information database(s) </li></ul><ul><li>SIS issues notification messages when subscriber database changes are detected. </li></ul><ul><li>SIS queries employ the notion of an &quot;Audience Qualifier&quot; (AQ). An audience qualifier is a simple name/value pair (eg. Age/18-25). </li></ul><ul><li>A SIS provides subscriber metadata query and notification services to service consumers. SIS “rolls up” information from multiple data sources in a unified format </li></ul>Demographic Data Viewing History Data Subscriber Information Service (SIS) SMS Data Demographic Data Viewing History Data SIS Client SIS Client SIS Client Viewing History Data Other Subscriber Data SIS Interface
  15. 15. SCTE 130 - SIS System Interactions
  16. 16. Advanced Advertising – Tru2Way & SCTE 130
  17. 17. What about Standards? <ul><li>What about IMS and SOA? </li></ul><ul><ul><li>SOA likely architecture for exposure and communication </li></ul></ul><ul><li>Neither Architecture Addresses: </li></ul><ul><ul><li>Coordination of service/application configuration expressed across all the components </li></ul></ul><ul><ul><li>Integration of varied service models </li></ul></ul><ul><ul><li>Rapid integration of partners </li></ul></ul><ul><li>What about Standards? </li></ul><ul><ul><li>TMF Service Delivery Framework </li></ul></ul><ul><ul><li>OMA Service Environment (OSE) </li></ul></ul><ul><ul><li>IPSphere </li></ul></ul>
  18. 18. Potential Issues <ul><li>Garnering a sizeable application development community </li></ul><ul><li>Operators capturing enough ‘customers’ from the development community </li></ul><ul><li>Overcoming the &quot;integration tax“ </li></ul><ul><li>Consumer concerns about their personal data </li></ul>
  19. 19. Summary <ul><li>Operators need to be able to : </li></ul><ul><ul><li>Deliver the new, on-demand services </li></ul></ul><ul><ul><li>Change their value chain and further enable </li></ul></ul><ul><li>Taking advantage of this model requires a new converged architecture – no more silos </li></ul><ul><li>The models and coordination of this architecture are the natural evolution of OSS : </li></ul><ul><ul><li>“To the Edge” </li></ul></ul>
  20. 20. Thank You Preston Gilmer, VP of Product Mktg. Sigma Systems [email_address]