Moriana for Huawei SDP Workshop

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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

    1. 1. SDPs AND THE TELECOM BUSINESS TRANSFORMATION The Moriana Group www.morianagroup.com October, 2009 Lucia Gradinariu, PhD Sr. SDP Market Analyst
    2. 2. The Moriana Group <ul><li>Independent Telecom Services Layer Analysts </li></ul><ul><li>Open Collaboration of Experts in the areas of SDP, IMS & </li></ul><ul><li>Management of New Generation of Services </li></ul>
    3. 3. Results of Collective Intelligence and Expertise <ul><li>www.morianagroup.com </li></ul>NEW – Telecom Applications Catalog!
    4. 4. THE REALITY CHECK ON SERVICE DELIVERY PLATFORMS
    5. 5. The Basic Idea … <ul><li>Overlay numerous service stove-pipes with a horizontal platform based on standard technologies and components </li></ul><ul><ul><li>Decrease service operating costs </li></ul></ul><ul><ul><li>Reduce time-to-market </li></ul></ul><ul><ul><li>Stimulate service innovation </li></ul></ul>Moriana – SDP 1.0 Operator Guide, 2004
    6. 6. Now a Confusing Terminology Service Delivery Framework Service Delivery Environment Service Delivery Platform SDP 2.0 SDF 2.0 Telco 2.0
    7. 7. The Reality <ul><li>Service Providers have to deal with multiple service platforms because : </li></ul><ul><ul><li>SDP investments are based on the availability of ready-to-deploy services </li></ul></ul><ul><ul><li>SDPs are better designed for specific service classes </li></ul></ul><ul><ul><li>There is no SDP reference architecture </li></ul></ul><ul><li>The great idea of one service platform is an utopia rather than reality but: </li></ul><ul><ul><li>Little standardization does not stop deployments </li></ul></ul><ul><ul><li>Incremental approach is usually taken </li></ul></ul>
    8. 8. Typical Classes of SDP Services
    9. 9. Standardization
    10. 10. Rationalizing the SDP space <ul><li>Common Set of Architectural Principles : </li></ul><ul><li>Horizontal, layered architecture </li></ul><ul><li>Use of standard technologies </li></ul><ul><li>Common, reusable components </li></ul><ul><li>Open APIs for services creation </li></ul><ul><li>SOA-based integration, orchestration & composition </li></ul><ul><li>A revolving role for the SDP: </li></ul><ul><li>Exposing network services </li></ul><ul><li>BSS/OSS transformation to service orientation </li></ul><ul><li>3-rd party platforms </li></ul>
    11. 11. SDP Evolution Curve 2001 2004 2006 2003 2005 2000 <ul><li>1st Gen SDPs for Mobile Content and Services (SMS) </li></ul><ul><li>Open standards – Parlay APIs, JAIN SLEE, SIP Servlets, etc. </li></ul><ul><li>2nd Gen SDPs for Voice, Video, Location, Presence, etc. </li></ul><ul><li>3rd Party Access – Telecom Web Services Parlay X, OMA </li></ul>2007 <ul><li>Focus on NGN – Support for VoIP, IMS, IPTV services </li></ul><ul><li>Service Governance & Mgmt - TM Forum SDF initiative </li></ul>2008 <ul><li>3rd Gen SDP 2.0 – Telco/Web 2.0 service mashups </li></ul>2009 <ul><li>New business models, SaaS/Service Aggregation, etc. </li></ul><ul><li>SOA Integration, Service Orchestration, and J2EE </li></ul><ul><li>Web 3.0 , Semantic SDP, New Technologies </li></ul>beyond
    12. 12. SDP AS ENABLERS OF TELECOM BUSINESS TRANSFORMATION
    13. 13. SDP Market Analyst Report 2009- 2012 <ul><li>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 $3 billion in 2012 . </li></ul><ul><li>In the business transformation process to Service Providers, SDPs are poised to become the most valuable assets! </li></ul>
    14. 14. SDP Deployments & Estimated Investments MORIANA SDP Market 2009-2012 Analyst Report Deployments (#) and SDP market size ($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
    15. 15. SDP Challenges & Inhibitors <ul><li>Make a solid business case for SDP </li></ul><ul><ul><li>Understand the strategy for SDP investments </li></ul></ul><ul><ul><li>Align with business priorities of CSP organizations </li></ul></ul><ul><li>Quickly start driving revenue </li></ul><ul><ul><li>Ready-to-deploy services </li></ul></ul><ul><ul><li>Eco-system for service creation </li></ul></ul><ul><ul><li>Seamless OSS/BSS integration </li></ul></ul><ul><li>Fight “stove-pipe” solutions favored by CSP business organizations </li></ul>
    16. 16. Making the Case for SDPs <ul><li>Service Factories to fuel CSP’s </li></ul><ul><li>Catalog of Products & services </li></ul><ul><ul><li>New paradigm for service creation, enabler of the Long Tail and targeted offerings </li></ul></ul><ul><li>Components of Platform Based </li></ul><ul><li>Business Models </li></ul><ul><ul><li>Enabler of new and flexible business models that attract new categories of users and usages for telecom assets </li></ul></ul>Service Lifecycle Management $ $
    17. 17. 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
    18. 18. 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
    19. 19. Different Business Priorities <ul><li>Increase ARPU with “long tail” of services: </li></ul><ul><ul><li>Development platforms, service marketplaces </li></ul></ul><ul><li>New revenue streams from niche markets: </li></ul><ul><ul><li>SMBs, verticals (healthcare, government) </li></ul></ul><ul><li>Maximize assets value by extending life of legacy network and exposing OSS/BSS: </li></ul><ul><ul><li>NGIN platforms, CRM/Billing as a service, MVNO enablers </li></ul></ul><ul><li>Reduce operation costs through equipment replacement and unified management: </li></ul><ul><ul><li>IMS, IPTV, SDF </li></ul></ul>
    20. 20. Different Implementations <ul><li>Telefonica Latam Multinational SDP – first multilayered SDP with centralized common functions and localized services in 13 countries </li></ul><ul><li>BT/Ribbit – SDP for integrating Communication oriented services in Business workflows and Social Applications </li></ul><ul><li>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 </li></ul><ul><li>Mobilkom Austria NG Services Architecture – IMS ready SDPs, J2EE and JSLEE, open to 3-rd parties </li></ul>
    21. 21. Conclusions <ul><li>Analyze and plan your desired Business Model </li></ul><ul><li>Establish a roadmap to your targeted SDP </li></ul><ul><li>Learn from others although it is really ongoing learning </li></ul><ul><li>Customization and integration are essential requirements </li></ul><ul><li>Experienced Professional Services assure rapid execution </li></ul><ul><li>Open up to external innovation and co-opetition </li></ul>
    22. 22. Thank you!

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