This document discusses how IMS (IP Multimedia Subsystem) and SDP (Service Delivery Platforms) can be combined to effectively deploy new products and services. It provides an overview of IMS and SDP, explaining that IMS provides IP session control across networks while SDP is driven by business needs and leverages existing capabilities. It also notes that IMS, SDP, and Web 2.0 technologies are complementary, with each addressing different aspects of service delivery. The document concludes by providing an action plan and recommended reading.

1. How to Combine IMS and SDP to Effectively
Deploy New Products & Services
Alan Quayle
Business and Service Development
www.alanquayle.com
www.alanquayle.com/blog
1
© 2008 Alan Quayle
www.linkedin.com/in/alanquayle

2. IMS and SDP on the Hype Cycle
Web2.0
SCIM
Quad
Play SOA/SDP
IPTV
LTE
MobileTV
WiMax LBS
Triple Play MVNO(RoW)
SOA(BOSS)
IMS FMC
PTT
MVNO(NAR)
2
© 2008 Alan Quayle

3. What’s Chan Who’s Really
ged? Doing What?
SDP & IMS Action Plan
Landscape
3
© 2008 Alan Quayle

4. What’s Changed?
4
© 2008 Alan Quayle

5. An Operators Product Development Process
Find Budget
Opportunity Market
Identified Research
18-30 month 12-18 month
s s
New product
Re-Launch Launch development process
5
© 2008 Alan Quayle

6. What’s Changed?
Expectations
6
© 2008 Alan Quayle

7. What customers expect
18-30 month 6-12 months
s
4 months We e k ly
7
© 2008 Alan Quayle

8. 8
© 2008 Alan Quayle

9. High Street Subsidized Network
Phones Control
S to r e s
Customer
Relationship
Ecosystem Billing
Control Relationship
Brand
9
© 2008 Alan Quayle

10. Who’s Really Doing What?
10
© 2008 Alan Quayle

11. 11
© 2008 Alan Quayle

12. 12
© 2008 Alan Quayle

13. 13
© 2008 Alan Quayle

14. 14
© 2008 Alan Quayle

15. 15
© 2008 Alan Quayle

16. 16
© 2008 Alan Quayle

17. 17
© 2008 Alan Quayle

18. 18
© 2008 Alan Quayle

19. 19
© 2008 Alan Quayle

20. SDP Landscape & IMS
20
© 2008 Alan Quayle

21. Mapping the Platforms
Content
Delivery
Managed Mobile Content
Mobile Content
IPTV
Messaging
SIP app server
Business SDP
Real-time charging
3rd party comms/ messaging
Service Creation / Management
Unified SDP
Service
Delivery
21
© 2008 Alan Quayle

22. Content Delivery Service Delivery
Service
Managed 3rd party Creation /
Mobile Mobile SIP app Business Real-time comms/ Manageme Unified
Content Content IPTV Messaging server SDP charging messaging nt SDP
724 Solutions X X Messaging centric SDP
Accenture X X X X X Broad set of SDP Solutions: customers Turkcell, SFR, 3 Italia and Orange Switzerland
Acision X X LogicaCMG telecom products, messaging products and managed portal (T-Zones)
AePONA X OSA/Parlay gateway, through acquisition of Appium solution from webservices to SS7
Airwide X X Mobile content delivery (bought FirstHop) and messaging
Alcatel-Lucent X X X X X X X SDP Solution: customers AT&T (IPTV), BT (VoIP), and Orange, bought Mobilitec
Amdocs/Qpass X X X X X Hosted SDP (content-centric), strong in BOSS
Broadsoft X VoIP application platform
Comverse X X X Value added services platforms evolving into a converged SDP
Convergin X Converged SDP with a focus upon the SCIM
CoreMedia X DRM software provider used by Vodafone
End2End/Mach X Hosted SDP: customers Vodafone, Orange, Optimus, Swisscom, Telia, and Proximus
Ericsson (Drutt) X X X X X X X X SDP Solution: customers extensive list, Drutt is used in Vodafone Live!
Espial (Kasenna) X IPTV platform
HP X X Mobile Service Delivery platform: customers SKT and Telefonica are key accounts
IBM X X X X X X X X X Service Provider Delivery Environment: AT&T, Swisscom, Mobilkom, Bharti TV
IMImobile X Hosted content, voice and video SDP: Terra in LATAM, Jamba global, Aircel,
jNETx X Telecoms application server using JAIN SLEE
Metaswitch X Metasphere is an SDP for its softswitch
Microsoft X X X Connected Services Framework
Minerva X IPTV platform
Motorola X X X X SDP Solution: Customers, AT&T, Wateen
Motricity X Hosted SDP (content-centric)
mPortal X X Content delivery platform
NEC X SDP Solution: NTT DoCoMo
Nellymoser X Content delivery platform
NetCentrex X VoIP application server
NMS X X Mobile music solution - streaming, download, CRBT
NSN X X X X X X X X NSN SDP Solution: customers Teliasonera, KPN, Orange, Airtel. Resale of AePONA
OnMobile X Hosted CDP
OpenCloud X Telecoms application server using JAIN SLEE
OpenWave X X Mobile content management
Oracle/BEA X X X X X X X OMA OSE SOA based SDP, SIP app server and strong BOSS integration
Pactolous X RapidFlex SDP, strength in VoIP applications
Personeta X Converged service creation
Qualcomm/Elata X Mobile content management
Red Hat X Acquired Mobicents open source JAIN SLEE server
Redknee X X X OSA/Parlay gateway, presence server, location server
Telcordia X X X Maestro product provides a service creation / execution, call control and real-time billing
Telenity X X X Content management and an open SCE across Oracle and BEA
Thales X SmartVision platform (IBM resells)
Sigma Systems X Service Management for cable and converged operators
Sun X Telco Services Delivery Solutions
Sybase X Bought Mobile365, hosted SDP (messaging centric)
Sylantro X Voice 2.0 application platform
Ubiquity/Avaya X SIP based telecoms application server
Verisign X X X Bought mQube, mobile application platform and hosted SDP (content-centric)
Volantis X Mobile content management
22
© 2008 Alan Quayle

23. SDP Landscape: Origin Mapping
IT Vendors
HP, IBM, Sun, Oracle
(BEA), Microsoft
Managed SDPs
NEPs Amdocs, End2End,
Alcatel-Lucent, Huawei, IMImobile, Motricity,
Ericsson, Moto, NEC, NSN, Verisign
Nortel
SIs
Operators Accenture, Acision, CGEY
Vodafone
ISVs Other
Airwide, Broadsoft,
AePONA, Comverse,
Genband, Metaswitch,
Convergin, jNETx, Kabira,
Netcentrex, Pactolus,
OpenCloud, Personetta,
Qualcomm, Telcordia,
Redknee, Telenity,
Sybase, Ubiquity
Volantis
23
© 2008 Alan Quayle

24. SDP & IMS – Basic Concepts
IMS provides IP session control across • SDP is driven by business needs and
multiple access networks: separating leverages capabilities that exist;
media, session management, and – SDPs support business mgmt of
application plane.
services and services portfolio
– Separation from application optimization. It complements
provides flexibility in developing
session based applications with session control capabilities by
reusable features based on product adding much needed functionality
need. into the service delivery chain
Legacy networks won’t go away. IMS • Legacy networks won’t go away. SDP
supports co-existence with voice supports co-existence with legacy
infrastructure. data infrastructure.
Orchestration (SCIM) is being defined:
• SDPs can orchestrate services,
– SCIM can be used to control regardless of whether they are IMS,
interaction across sessions
legacy, SIP or services completely
– Further work ongoing in standards
independent of an operator’s network.
SDP’s core strength is that it maps more directly to network operator
business concerns, while IMS supports IP based communications.
24
© 2008 Alan Quayle

25. IMS & SDP: Fit with Web 2.0
Third Party
Third Party
Applications
Applications
Web 2.0 Tools
Web 2.0 Tools Ajax RSS Wikis Blogs
And Applications
And Applications Flash AS Java Script Mashups Social Networking
Receive CallStart
Service Oriented
Service Oriented BPM
Update Presence via API WS
Mashup presence on map
Architecture
Architecture Call User Presentation / Portal
PlayAnnounce
Web services,
Web services, Registry Repository
policy, management Service Bus Policy
policy, management CallStart CallStart
PlayAnnounce WS PlayAnnounce
PlayAnnounce WS
CallStart
Mobile 2.0 services
Mobile 2.0 services Rich Calls VXML
components, Telecom-XML
components, Telecom-XML MSCML Group Mgmt. Content Sharing
Media Gateways Media Server Signaling Gateways
Network
Network PSTN IMS Wireless
Capabilities
Capabilities Access Network Network
25
© 2008 Alan Quayle

26. IMS & SDP: NSN View of Fit with Web 2.0
3rd Party Applications & Content Receive CallStart
Update Presence via API
Content presence on map
Mashup Content
3rd Party Applications Web 2.0 Applications Call User
Providers Providers
PlayAnnounce
Service Exposure WS
CallStart
PlayAnnounce
Service Enablers Service Delivery Framework
Messaging Service Bus
Service Provider
Orchestration Hosted Apps
Address Book
SOA Registry
Presence Server
SOA Governance
Location Platform WS WS
PlayAnnounce CallStart
Devices Network
PC TV Mobile IMS TV IN/SSF Others
Media Gateways
Media Server
Signaling Gateways
26
© 2008 Alan Quayle
- NSN

27. Web 2.0, IMS & SDP
• Web 2.0, IMS and SDP are complimentary
– Although IMS initially projected as competing concept to SDP
• Web 2.0 provides a platform and set of tools enabling end users to
collaborate and create user generated content
• IMS provides a set of service enablers that can be utilized to create
a range of next generation voice and multimedia applications
• SDP compliments IMS with a set of other key service enablers,
such as location, SMS, etc. that are not within the scope of IMS
• SDP also provides service management, orchestration, 3rd party
exposure and SOA-based integration capabilities for network
operators
27
© 2008 Alan Quayle

28. Action Plan
28
© 2008 Alan Quayle

29. Clear Vision
New revenue and
increase customer valu
e
through Open Innovatio
n
Open the network to
3rd parties and share in
value stimulated
Agreed Strategy
Realistic Plan Short-term OPEX
savings, long term
revenue growth
29
© 2008 Alan Quayle

30. Things to do List
Organizationa
l It’s NOT th
Commitment e
Technology
It’s your PL
AN!
Promote the Copying is
Win n e r s OK
30
© 2008 Alan Quayle

31. Suggested Reading
Microtrends, Mark Penn
Here Comes Everybody,
Clay Shirky
The Gridlock Economy,
Michael Heller
www.alanquayle.com/blog
31
© 2008 Alan Quayle