Managing Applications and Enriching the User Experience

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Managing Applications and Enriching the User Experience

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Managing Applications and Enriching the User Experience

  1. 1. MWC 2011 Business Services SymposiumService Delivery Broker yEnabling Services andManaging the Apps ExperienceM i th A E iAntónio CA tó i Cruzantonio.j.cruz@telecom.pt
  2. 2. Agenda g The business problem Who is SAPO What is SAPO doing How did we get here g Conclusions (aka Why should you care)
  3. 3. Agenda g The business problem Who is SAPO What is SAPO doing How did we get here g Conclusions (aka Why should you care)
  4. 4. The Business Problem Competition is getting stronger and CSPs need to be more than dumb pipe carriers New services and new business models evolve A new approach to services management is needed enabling CSPs to deliver innovative products
  5. 5. The Solution A concept-to-cash solution supporting services solution, management from Development to the Marketplace. Marketplace A product-oriented user experience that empowers CSPs to sell competitive products in record time. CSPs can have “Business Models as a Service”. Business Service .
  6. 6. Supported Business Models pp Pay-per-use real-time/deferred Per P SMS sent, Content Item delivered, Banner view, etc. t C t t It d li d B i t Pre-paid 1000 SMS Package, 1000 Location Requests Package g , q g Two-sided (revenue share) The income generated by a service is shared with the service provider Premium (positive discrimination of customers) Dedicated service instances, discounts for great usage Freemium Basic usage is free, premium content or features is charged Subscription Service access for a time period, ex: GIS Studio SaaS application Commercial campaigns Real-time di R l i discount, coupons, time period di i i d discount
  7. 7. Agenda g The business problem Who is SAPO What is SAPO doing How did we get here g Conclusions (aka Why should you care)
  8. 8. Who is SAPO A division inside a Portugal Telecom company company. We are the leading web presence in Portugal. We get over 20 millions page views every day. Our current revenue mainly comes from ads. y We’re on the Internet business for over 15 years.
  9. 9. Agenda g The business problem Who is SAPO What is SAPO doing How did we get here g Conclusions (aka Why should you care)
  10. 10. What is SAPO doing g We build Web services and apps Lots of them apps. them. We already have dozens of apps and over 1000 service ser ice endpoints to manage! To manage those Web services, we developed our own Service-Orientation platform, the SDB. We call it Service Delivery Broker because it enables end-to-end Service Lifecycle Management, intermediate routing, protocol bridging, data format and data model transformations, policy enforcement, security, validation and caching. caching
  11. 11. SAPO IPTV Apps using SDB Web services pp g
  12. 12. SAPO IPTV Apps using SDB Web services pp g
  13. 13. SAPO IPTV Apps using SDB Web services pp g
  14. 14. SAPO Apps on Samsung Connected TVs pp g ...also using SDB Web services
  15. 15. SAPO Apps on Samsung Connected TVs pp g ...also using SDB Web services
  16. 16. SAPO Apps on Samsung Connected TVs pp g ...also using SDB Web services
  17. 17. SAPO Apps on Samsung Connected TVs pp g ...also using SDB Web services
  18. 18. SAPO Apps on LG Connected TVs pp ...also using SDB Web services
  19. 19. SAPO Apps on LG Connected TVs pp ...also using SDB Web services
  20. 20. SAPO Apps on LG Connected TVs pp ...also using SDB Web services
  21. 21. SAPO IPTV Apps Usage Statistics pp g Portugal Telecom IPTV offer (aka “MEO”) has MEO ) currently 600.000 subscribers. 540.000 subscribers 540 000 s bscribers can access SAPO IPTV Apps that are using Web services through the SDB. In December 2010: 1.500.000 apps were loaded 13.000.000 Page Views
  22. 22. SAPO Mobile Apps using SDB Web services pp g
  23. 23. SAPO Mobile Apps using SDB Web services pp g
  24. 24. SAPO Mobile Apps using SDB Web services pp gAndroid Windows Android iPad iP d Nokia N ki WRT iPhone Mobile/Phone
  25. 25. SAPO Mobile Apps Usage Statistics pp g Month Visitors Page Views Banner Views Ago-09 178.062 1.585.402 2.860.644 Set-09 S t 09 193.460 193 460 1.617.193 1 617 193 2.503.395 2 503 395 Out-09 219.376 1.816.399 2.841.042 Nov-09 252.462 1.959.934 2.681.786 Dez 09 Dez-09 326.277 326 277 2.138.107 2 138 107 2.851.357 2 851 357Total 2009 1.169.637 9.117.035 13.738.224 Jan-10 331.401 2.137.015 2.174.154 Fev-10 329.330 2.078.622 2.841.043 Mar-10 398.036 3.452.659 3.568.697 Abr-10 367.281 3.405.751 3.695.255 Mai-10 384.551 3.132.709 3.347.757 Jun-10 383.167 3.184.279 3.110.759 Jul-10 387.118 3.495.529 2.652.379 Ago-10 462.195 4.023.784 3.485.198 Set-10 485.923 485 923 4.366.898 4 366 898 3.402.545 3 402 545 Out-10 530.068 4.492.553 3.690.170 Nov-10 489.166 4.192.947 3.413.817 Dez-10 549.365 4.563.775 3.705.227Total 2010 5.097.601 42.526.521 39.087.001
  26. 26. Agenda g The business problem Who is SAPO What is SAPO doing How did we get here g Conclusions (aka Why should you care)
  27. 27. How did we get here g SAPO has over 200 content partners partners. This means a lot of content services to manage. We have a heterogeneous environment: Java, C#, PHP, Perl, Python, Erlang, etc. y g We needed a lot of standardized Web services so we could agilize apps development for Web, mobile and IPTV. Nowadays our mobile Web and IPTV app mobile, developers don’t have to worry about Web services interoperability, interoperability content transformation routing and transformation, security.
  28. 28. Service Delivery Broker Solution
  29. 29. Service Delivery Broker Runtime
  30. 30. TMF061 Service Lifecycle Phases and RolesRole based Services Factory applicable to both Functional and Service Management Interfaces
  31. 31. Service Lifecycle ManagementStandards-based Enterprise SOA governance model that simplifies service creation and deployment p g p p y
  32. 32. Service Lifecycle ManagementEnforces reusable services not reusable code
  33. 33. Service Lifecycle ManagementSchema repository management using the Service Delivery Support Application p y g g y pp pp
  34. 34. Service Lifecycle ManagementService operations design p g
  35. 35. Service Lifecycle ManagementService operation parameters design p p g
  36. 36. Service Lifecycle ManagementStandards compliance validation using the Service Delivery Support Application p g y pp pp
  37. 37. Service Lifecycle ManagementReal-Time Monitoring using the Service Delivery Support Application g g y pp pp
  38. 38. Supported Business Models pp Pay-per-use real-time/deferred Per P SMS sent, Content Item delivered, Banner view, etc. t C t t It d li d B i t Pre-paid 1000 SMS Package, 1000 Location Requests Package g , q g Two-sided (revenue share) The income generated by a service is shared with the service provider Premium (positive discrimination of customers) Dedicated service instances, discounts for great usage Freemium Basic usage is free, premium content or features is charged Subscription Service access for a time period, ex: GIS Studio SaaS application Commercial campaigns Real-time di R l i discount, coupons, time period di i i d discount
  39. 39. SDB Logical Architecture g ...on Microsoft Windows Azure: SDB as a Service
  40. 40. Agenda g The business problem Who is SAPO What is SAPO doing How did we get here g Conclusions (aka Why should you care)
  41. 41. Conclusions (aka Why should you care) Get concept-to-cash and time-to-market much faster concept to cash time to market faster. Operate a two-sided business model that enables developers business and drive them to success with SDB and yours Value-Added Services. Manage services in a standardized way, ensuring g y g compliance with best practices from both industry and TM Forum. Reduce cost of service management and delivery by using SDB in a PaaS/SaaS model over a cloud infrastructure. SDB was already tested over Windows Azure. l d t t d Wi d A Enable Telco related services using GSMA OneAPI: SMS, MMS, Location and Charging.
  42. 42. References & ContactTM Forum Service Delivery Broker Catalysthttp://www.tmforum.org/ServiceDeliveryBroker/9306/home.htmlSAPO Serviceshttp://services.sapo.pt p p pS O a etp ace onSAPO Marketplace o Windows Azure do s u ehttp://sdbmarketplace.cloudapp.net António Cruz SDB Project Manager antonio.j.cruz@telecom.pt
  43. 43. MWC 2011 Business Services SymposiumService Delivery Broker yEnabling Services andManaging the Apps ExperienceM i th A E iAntónio CA tó i Cruzantonio.j.cruz@telecom.pt

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