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 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> </li></ul>NEW – Telecom Applications Catalog!
    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
    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!