Sdp summit

1,145 views

Published on

Presentation made at the SDP Summit in Berlin .
It is about API!!!

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,145
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
63
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Sdp summit

  1. 1. SDP and OTTNew Business Models and Opportunities for Operators<br />Michel Burger<br />Group Head of Architecture, Vodafone Technology<br />michel.burger@vodafone.com<br />
  2. 2. A World of API<br />
  3. 3. 2006 API Cloud<br />512<br />
  4. 4. Today API Cloud<br />12secondstv 23 30Boxes 411Sync 43Things 5min 7digital A9 Abbreviations Active AddThisMenuAddThisSharingEndpointsAdobeOnAirAdobeShareAdobeSocialAevumObscurumAftertheDeadlineAgentRankaideRSS AIM AIMPhonelineAkismetAlcatelLucentOpen Alchemy AlchemyAPIKeywordandTermExtractiAlexaAlexaThumbnailAlexaTopSitesAlexaWebInfoAlternativeTo Amazon AmazonCloudWatch AmazonEC2 AmazonFulfillmentWebServiceAmazonHistoricalAmazonMarketplaceWebServiceAmazonPaymentsAmazonQueueAmazonRDSRelationalDatabaseServi AmazonS3 AmazonSimpleDB AMEE Amplify AOLOpenAuthAOLOpenMailAOLPicturesAOLVideoAOLVideoUploadAOLWebAIMAonawareDictionaryArcWebArtBeatarXivAustralianBusinessNumberLookupAuthenticJobsAuthorize.NetAvantLinkAvvoAwesmBabyNames Backpack BackTweetsBackTypeBandsintown Basecamp BatchBook BBC BBCMusicBeboBeenVerifiedBeerMappingBeliefNetworksBestBuyRemixBetfairBibleGatewayBibSonomyBigHugeThesaurusBigTribe Billboard Billomat Bing BingMaps Bit.ly BlankSlatebLaughBlinksaleBlinkx Blip.tv BlipfmBlogamaIPInfoDB Blogger BloglinesBlogmarksBlueDotBookMoochBooRahRestaurantSearch Box.net BrightcoveBrighterPlanetEmissionEstimatesBrightkiteBroadsoftXtendedBrooklynMuseum BTWeb21C BuildasearchBurstnbuySAFEBuzznetCafePress Calais CampaignMonitor Campfire CapitolWords CareerBuilder CarmaChaChaChartLyricsLyricChirpio Cicero CitySearchCityGridCitySourcedClearForestClickatellClickyCligsCliptaCloudMadeCloudspeakersCloudvox CNET CollectaCOLOURloversCommissionJunction Compete ConceptShareConnoteaContextVoiceCorpWatchCowntUsCreativeCommonsCrunchBaseCurrenciesExchangeRatesCyberSourceSimpleDabbleDBDailyplacesDandyId Dapper DataUnisonEbayResearchDaylifeDBBusinessVerifyDBCreditCheckDBpediadeCarta del.icio.us DemocracyInAction DHL DiggDigitalBucketDigitalNZDigitalPodcastDipityDirectedEdgeDiscogsDisqusDobaDocstocDocuSignEnterpriseDonorsChoosedopplrDrawloopDropboxDropioEarthToolsEasyUtil eBay EchoNestEchoSignEditGridEmporaEvergreenEnthusemEntrezErgasteSideWalkESRIArcGISJavaScript ESV EtsyEventbrite Eventful EveOnlineEvernoteEvocaEvriExpono Facebook FacebookAdsFacebookGraphFacebookSocialPluginsFacecom Faces Factual FanFeedrSportsNewsFantasyFootballNerdFatSecretFaviconz FedEx FedSpendingFeedBurnerFeedMapffwdFilesAnywhereFilesTubeFilmCraveFindoryFireEagleFizberNeighborhoods Flickr FlightStatsFloobsFollowTheMoneyFormstackForvoFotolia Foursquare Foxrate Freebase FreebieSMS Freewheel FreeYourIDFreshBooksFriendFeed Friendster FringFUTEFWikipediaGameProGamesRadar Garmin geocodergeocoderCanadaGeocubesGeographGeoIQGeolenzGeoloqiGeoNamesGetMappingGetSatisfactionGigablastGigJunkieGigyaGitHubGlobalBiodiversityInformationFacGlobeXplorer Glue GoMoTextSMSGatewayGoodreads Google GoogleAdSenseGoogleAdWordsGoogleAjaxFeedsGoogleAJAXLanguageGoogleAJAXLibrariesGoogleAjaxSearchGoogleAnalyticsGoogleAppEngineGoogleAppsEmailMigrationGoogleBaseGoogleBookSearchBookViewabilityGoogleBookSearchDataGoogleBuzzGoogleCalendarGoogleChartGoogleCheckoutGoogleClientAuthGoogleCodeSearchGoogleContactsGoogleCustomSearchGoogleDesktopGoogleDirectionsGoogleDocsListGoogleEarthGoogleEmailSettingsGoogleFinancePortfolioGoogleFontGoogleFriendConnectGoogleFusionTablesGoogleGearsGoogleGearsGeolocationGoogleGeocodingGoogleGmailOAuthGoogleHealthGoogleHomepageGoogleLatitudeGoogleMapsGoogleMapsDataGoogleMapsElevationGoogleMapsFlashGoogleMashupEditorGoogleNotebook GoogleO3D GoogleOpenIDGooglePicasaGooglePlacesGooglePredictionGoogleSafeBrowsingGoogleSitesGoogleSocialGraphGoogleSpreadsheetsGoogleSSOGoogleStaticMapsGoogleTalkGoogleTranslateGoogleVisualizationGoogleWaveGoogleWebAuthGoogleWebmasterToolsGoogleWebsiteOptimizer GovTrack.us GowallaGreatSchoolsGroovesharkGrouperVideoGrouponGruvr Guardian Harvest HerokuHeyzap Hi5 HighriseHiogiHolidayServiceHomePipe hon.jp hostipHotelsCombinedHotOrNotHotUKDealsHowcastHyvesIdenticaIdiomagIfbyphoneiGoogleThemesIIGAlertsIkregeernlILikeImageLoopImageShackImeemImglyIMified indeed InfochimpsDigitalElementInfosnipernetInnerGearsCityStateInstagramInstapaperIntelCPUIntelePeer Interfax InternetArchiveInternetVideoArchiveIntuitDataServiceIPAddressLookupIpernityIPLocationISBNdbIsgdIssuuSearchITunesandiTunesConnectJadukaJaikuJamBase Jigsaw JobCentralJobsJoost Jots JotSpotJoyRackGamesJustintv Kayak KelkooKewegoVideo Kiva KloutKooKooKulerKwwikaKynetxKyteLastFM Lat49 LayarLazyTune Let039sBeTrends LibraryThingLingr LinkedIn LinkShareLiveContactsJSLiveJournalLivekickLiveSpacesPhotoControlLiveVideoLivingStones LOCSRW LongURLLoxcelLuluPublishingLyricsflyLyricWikiMa.gnoliaMailChimp Map24 MapLargeMaplightMaponics MapPoint Mappy MapQuest MapstractionMaxMindGeoIPMeaningtoolMechanicalTurkMediohMeeboMeetupMendeleyMenuManiaMetaCartaMicrosoftAdCenterMicrosoftBingMicrosoftHealthVaultMicrosoftMSDNMicrosoftTranslatorMindTouchDekiWiki Mite MobivityMobypicture Moneybookers MOO Moreover MSNMessenger MTV MultimapMusicBrainzMusicMobsMusixMatchMyBlogLogMyplaylist MySpace MyVoxNabaztag NASA NaverNCAAMensCollegeBasketballNdurlNestoria Netflix NetSuite NetvibesNewsCloudNewsGatorNewYorkTimesArticleSearchNewYorkTimesBestSellersNewYorkTimesCampaignFinanceNewYorkTimesCommunityNewYorkTimesCongressNewYorkTimesMovieReviewsNewYorkTimesNewswireNewYorkTimesTimesPeopleNextstopNing NOAA NorwayWeatherNotifixious NPR OmgiliOmnidriveOneLoginOntokOntokWikipediaOodleOoVooOoyalaVideoPlayeropenDadaOpenDOAROpenGovernmentDataInitiativeOpenLayersOpenPatentServicesOpenSecretsOpenSocialOpenSosiusOpenStrandsOpenStreetMapOpenXOpinionCrawlSentimentAnalysis Orb OrkutOSOpenSpaceOutsideinPageflakesPanoramio PayPal PDFGeneratorPeekaCityPeoplePondPhanfarePhishTank Photo PhotobucketPicnikPicPlzPikchurPikeoPingdomPingfmPixagogoPixlrPlancastPlaxoPlaymePlazes Poly9FreeEarth PostalMethodsPosterousPostRankDataMiningPownce PriceGrabber PriceRunnerPrintfectionProdigemProgrammableWeb Prosper PubSub Pusher Pushpin PushpinLocationDataQrcxQuarkRankQuickBaseQuickFuseQuoraQurlQwerlyQypeRadioTimeRakutenRapLeafRawSugarRealtyBaronAnswersRecurlyRedditRentometerRescueTimeRetroAvatarReutersSpotlightRevverRezgo Rhapsody Ribbit Rim RingfulRiyaRoviCloudServices RPX RroveSafeCreativeSalesforceScienceMuseumScribdScribdiPaperSecondLifeSeeqPodSeesmicSemanticContextualAdvertisingSemanticHackerSendGridSendibleSensebotSEOmoz Shadows SharedBookShareThisShizzowShopify Shopping.com ShopStyleShopzillaShrtenShutterPointSilverlightStreamingSimpleAPISimplyHiredJobsSimpySkydeckSkyhookWireless Skype SletohcomSlideShareSmashFlySmugmugSnappyFingersSnaprSnipshot SNOCAP SocialActionsSongkickSonglySongzaSoundCloudSparklinesSplogSpot Spock SpokenBuzz Spore SpotifyMetadataSpraciSpringWidgets Start SteplystikkitStrikeIronStrikeIronReversePhoneStrikeIronSMSProStrikeIronTaxesStrikeIronUSCensusStupeflixStylight Subj3ct SugarSyncSummizeTwitterSearchSunlightLabsCongressSuperDataPackSuperfeedr Swivel Syndic8 TagalusTagletsTagooTagToogaTailrankTarpipeTeachStreetClassesandCourses Technorati Tel TextamericaTheyWorkForYouThisNextThoundsThumbalizrTicketflyTimesURLTinyGeoCoderTinylinkTinysongTinyURLOpenTokBoxTopicalizerTopsyTouchnoteTourCMSMarketplaceTownMeGeoTradeSportsTransparencyDataTravelFusionTrendrrTribeHR Trim TringMeTropoTrueKnowledgeTruliaTrustedPlacesTryntTumblrTutorialsGardenTweetmemeTweetPhotoTweetScanTwilioTwilioSMSTwinfluenceTwitgooTwitPicTwitrPix Twitter TwitterCounterTwitterGraderTwitterStreamingTwittervisionTwtfmTypeKeyTypePadUClassifyUPCDatabase Upcoming UPS UrbanDictionaryUrbanMappingUrlBorgUserplaneUSGSElevationUSPostalService Ustream.TV USYellowPages Vast VeohViaMichelinViddlerVideodetectiveVideoSurfVidoopVimeoVirtualEarthVodpod voo2do Voxeo W3Counter WalkScoreWatchMouseWeAreHunted WeatherBug WeatherByCityWeatherChannelWeatherUndergroundWebAPIforBiology Weblogs WebPurifyProfanityFilterWebShotsWebThumbWeFeelFineWhatCountsWhatTheTrend WHERE Where2GetItSlippyMap WhereisWhitePagesWhoisWidgetboxWigle Wikipedia WindowsDesktopGagdetsWindowsLiveContactsWindowsLiveDataWindowsLiveDomainsWindowsLiveExpoWindowsLiveGadgetsWindowsLiveIDWebAuthenticationWindowsLiveSpacesWindowsLiveSpacesPhotoWiserEarthWishpotShoppingWordnikWorldCatSearchWorldTimeEngineWuala Yahoo YahooAddressBookYahooAdsYahooAnswersYahooAudioYahooBBauthYahooBOSSYahooContactsYahooGeocodeYahooGeoPlanetYahooImagesYahooInternetLocationPlatformYahooLiveYahooLocalYahooMailYahooMapImageYahooMapsYahooMessengerYahooMusicYahooMusicEngineYahooMyWebYahooPlaceFinderYahooPlacemakerYahooQueryLanguageYahooRelatedQueryYahooSearchMarketingYahooShoppingYahooSiteExplorerYahooSocialDirectoryYahooSpellingSuggestionYahooTermsYahooTrafficYahooTravelYahooUpdatesYahooVideoYahooWeatherYahooWidgetsYellowCanada Yelp YesBroadcastDBYolinkYourMapperAPI YouTube YouTXTZanoxZapposZazzleZeeMapsZemantaZendesk Zillow ZixxoZohoZoomInZoomInfoZooomrZvents<br />3940<br />
  5. 5. Individual PiecesLego Packs<br />Option 1<br />5<br />Think Lego<br />
  6. 6. Option 1<br />6<br />Type of Services<br />Differentiation<br />Potential<br />Revenue<br />Services that are running by<br />Services that run on top of<br />Services that run better with<br />Multi level of integration <br />(light to deep)<br />Commercial Agreement <br />(ex: bill to charge)<br />Generally operated externally<br />Ex: Zynga with Facebook<br />Deep integration<br />Product or work package done by vendor or internally developed<br />Generally operated internally<br />Ex: Address book by Vodafone<br />No Integration<br />Commercial Agreement <br />(ex: pre embedded client)<br />Operated externally<br />Ex: Twitter <br />Intrinsic Drive and Incentive<br />Strategic Choice<br />
  7. 7. Distribution and Motivation<br />
  8. 8. API Distribution<br />Long Tail<br />ShortTail<br />Web Developer<br />Who?<br />Internal Developer<br />Mobile Developer<br />Device Developer<br />Redistribution<br />How?<br />ServiceProvider<br />Aggregator<br />Portal<br />Raw<br />Exposure<br />Standard (defacto) <br />Environment<br />for<br />….<br />for<br />1<br />2<br />4<br />1<br />2<br />4<br />4<br />3<br />4<br />SDK <br />(Code that hide the API for a specific platform)<br />Eg: Eclipse Plug-in, Mobile device SDK (Apple, Android…)<br />1<br />Customized API <br />(API created for a specific partner)<br />Eg: Apple, Google…<br />Retail API <br />(API to focus on a specific client)<br />Eg: Mobile API, Web API …<br />3<br />2<br />What?<br />Wholesale API <br />(API focused on delivering specific operation)<br />Eg: Googlemap, <br />Eg: Backup and restore, NWAB, Mondrian…<br />4<br />Option 1<br />8<br />
  9. 9. The Continuum of Motivation<br />Companies<br />People<br />Stand-alone<br />Product<br />Profits<br />Level of<br />Resource<br />Commitment<br />By-product<br />economics<br />Advertising <br />Reputation,Signaling<br />Skill-Building<br />Hobby, Fun <br />Moral commitment<br />Consumption<br />Only<br />Contributors (in descending order of individual contributions)<br />
  10. 10. Monetization<br />
  11. 11. Option 1<br />11<br />Internet Model<br />Internet Service Provider<br />User<br />Improves<br />experience<br />Consumes<br />Value enriched Data<br />generates<br />revenue<br />Service<br />Data<br />Many free services<br />Produces<br />The more context <br />the more efficient and the more value<br />One data set<br />and common semantic<br />Example:<br />Search/InformationMgmt : <br />Rated auction/Selling:<br />11<br />
  12. 12. Option 1<br />12<br />Where We Are Now<br />Network Service Provider<br />User<br />- What is the set of unique services a NSPcan offer to complete this triangle?<br />- Which core semantic is characterizing NSP’s?<br />?<br />Consumes<br />Data<br />Data<br />Service<br />Several services<br />generate revenue<br />Data<br />Vodafone Example:<br />Voice, SMS<br />Data flat rate<br />Produces<br />Many services don’t produce data and are only focus on reporting <br />Many different sets of data generated by the user and/or by the service <br />Many data sets <br />and undefined semantic<br />12<br />
  13. 13. Option 1<br />13<br />Where We Should Be <br />User<br />Closing the triangle gives the needed acceleration effect<br />Revenue from existing services will shrink<br />Value enriched Data<br />generates<br />revenue<br />Vodafone Example:<br />Voice, SMS<br />Data flat rate<br />Data<br />Service<br />Additionalrevenue from new services<br />Vodafone Example:m-Healthm-Advert<br />Semantic interoperability with other Service Providers<br />Free services<br />One data set<br />and common semantic<br />Vodafone Example:<br />Address Book/How Entities communicate<br />Vodafone Services Architecture Vision, Jan 2011<br />13<br />
  14. 14. A Different Approach<br />
  15. 15. Internet Service Dilemma<br />Network Ecosystem<br />Multiple Planes: Application, Enablers, Control, Bearer<br />Discovery, session and connection oriented<br />IT Ecosystem<br />Integrated multiple systems thru EAI (Enterprise Service Bus)<br />Well behaved, well defined components<br />Internet Services <br />Large scale of components<br />Loosely defined<br />Managed by many different entities and people<br />Not controlled<br />Unsuccessfulexamples<br />Experiences using IMS/RCS<br />- Network specific protocols<br />- Expensive implementation<br />- Strong standardisation is slowing down evolution <br />- Connection driven<br />+ Provide a clean way to abstract the bearer channel<br />Gap<br />Application<br />Experiences using SDP<br />- Lack of Scalability (Number of components involved)<br />- Lack of flexibility and dynamic behaviour<br />+ Still needed for lifecycle management<br />Ecosystem<br />Ecosystem<br />Option 1<br />15<br />15<br />
  16. 16. Infrastructure abstraction: to go beyond virtualization to provide service with a set of API on how to consume basic resources (Storage, Computing, Queueing)<br />Identity Management: to provide open standard (OpenID, Oauth) to deal with identity and authorization by interacting with different legacy system<br />Profile Management: to make sure that all data resources are linkable and discoverable <br />Transaction Management: to provide the infrastructure to deal with distributed transactions for operation like user lifecycle<br />High Performance EventManagement: to handle real time near real time distributed event management for services<br />Analytics: to make sure that every services generates data and there is a way to extract value from that data <br />Exposing service APIs in the proper context: services are about API and not just end to end experience:<br />Device Management<br />Connection Management <br />User Profile<br />User Services<br />Option 1<br />16<br />Pillar/Plugs for Dealing with Internet Services<br />Device as a service<br />User as a service<br />
  17. 17. Target Architecture<br />3rd Party<br />Service<br />Mobile<br />Client<br />Web<br />Client<br />3rd Party<br />Client<br />3rd Party<br />Platform<br /><ul><li>Network and over the top combined connection manager to optimize device/back end connectivity
  18. 18. semantic/protocol abstraction
  19. 19. level/type of access
  20. 20. Common front end with level of specialization (direct access supported, if the layer adds value … )
  21. 21. Services are developed using or consuming the service platform and infrastructure components
  22. 22. Using specific technologies and specific architecture
  23. 23. Must adhere to architecture principles
  24. 24. Platform to provide common services and utilities to support and meter backend services
  25. 25. Normalized abstraction of the basic IT resources using AWS semantic
  26. 26. A broker will decide based on policy and service level request which implementation to use (Local, Hosted, Cloud)
  27. 27. Virtualized internal resources will implement the abstraction</li></ul>Connection<br />Management<br />Connect<br />ivity<br />Common Access Layer<br />Front<br /> End<br />Mobile<br />3rd Party<br />Backend<br />Services<br />Network & Terminal<br /> enablers<br />IT enablers<br />Proof of concept done with Huawei<br />Implementation in Eller<br />Common Services<br />Analytics<br />Identity Management<br />Profile Management<br />Transaction Management<br />High PerfEventManagement<br />Extraction<br />Aggregation<br />Storage<br />Analysis<br />Service<br />Platform<br />Hybrid Cloud<br />Option 1<br />17<br />Infra<br />Structure<br />17<br />
  28. 28. Option 1<br />18<br />Putting Everything Together<br />Internet Service<br />Ecosystem<br />IT<br />Ecosystem<br />Connect<br />ivity<br />Connection<br />Management<br />Common Access Layer<br />Customer<br />Care<br />Front<br /> End<br />Partner<br />Mgmt<br />Mobile<br />3rd Party<br />IT Enablers<br />(User Lifecycle, Order Mgmt, Revenue Mgmt, Care) <br />Order<br />Mgmt<br />ERP<br />Backend<br />Services<br />Application<br />(Native, Web)<br />And<br />Widget<br />Billing<br />Rating<br />Service<br />Platfrom<br />Analytics<br />Common Services<br />Enterprise Service Bus<br />Network/Terminal<br />Enablers<br />Resource<br />Mgmt<br />Product<br />Catalogue<br />Network<br />Device<br />Network<br />Ecosystem<br />Application Plane<br />Business <br />Home Network<br />AS<br />AS<br />Enablers<br />Fault<br />Mgmt<br />XDMS<br />BI<br />HSS<br />Presence<br />Location<br />Control Plane<br />Visited Network<br />P-CSCF<br />I-CSCF<br />S-CSCF<br />IBCF<br />Operation<br />PDF<br />Bearer Plane<br />BGF<br />BGF<br />BGF<br />ARACF<br />Access<br />Inter-carrier<br />Roaming<br />SIP<br />Media<br />All NSPcapabilities and core assets need to be exposed <br />as enablers (Network, IT and Terminal)<br />18<br />

×