This document discusses HP's Service Delivery Platform (SDP) 3.0 launch. SDP 3.0 focuses on capitalizing on Web 2.0 capabilities to attract more developers, create more flexible services, and better target services to facilitate a two-sided business model. New features in SDP 3.0 include a RESTful gateway, enhanced service enablers, a revenue management module, service orchestration manager, and next generation storefront portal. These new capabilities are designed to make service innovation easier for developers and help monetize assets and partnerships.

1. HP Service Delivery
Platform 3.0 Launch
September 15 2009
© 2008 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

2. Why Consider SDP Solutions
• Optimise network asset resources
• Lower the cost of new service introductions
• Minimise service failures risks
• Improve customer satisfaction and loyalty
• Take advantage of the “long tail”
• Ease of new service introduction
• Tap into the developer resources of Web2.0
• Manage the 3rd party partnerships
• Improve time to market and revenue
• Support for IPTV, VoD, SLAs etc
2 28 September 2009

3. What is driving SDP evolution ?
SDPs are a strategic choice for service providers to enable the required
transformation to the “two sided business model”
• SDPs have already been delivering:
− A comprehensive & standards-based SOA-based service delivery
ecosystem
− The ability to re-use common service enablers like location, presence,
messaging, voice, etc., across multiple end-user services
− The power to extend service development to 3rd parties
• And now need to evolve:
− To complete support for the two sided business model by managing
complex revenue relationships
− Towards web 2.0 communities enablement
− To provide for enhanced dynamic personalization of services, taking in to
account the subscriber context
− By blending services together to offer more compelling end-user
experiences
3 28 September 2009

4. HP’s Though Leadership since 2001
• SDP originally launched 2001
• Designed to expose network assets
to developers
• HP early success with Telefonica
• SDP 2.0 launched Nov’07 with tag “service
delivery innovation and transformation”.
• Focus on SOA enabling governance,
management and quality in service
development
• SDP2.0 customers inc. Telenor and
Telecom Italia
• SDP 3.0 launch around capitalizing on
Web2.0 capability
4 28 September 2009

5. What’s new?

6. Key Components
• RESTful Gateway
• Enhanced Service Enablers
• Revenue Management
Module
• ServiceOrchestration
Manager
• Next Generation Portal –
“Storefront Portal”
6 28 September 2009

7. HP Service architectural blueprint for development, deployment, integration
A standards based Delivery Framework evolution …
and management of converged services
User
Equipment
Plane
Application HP Storefront Portal Testing & Services
Certification Lifecycle
Plane Web 2.0 – developer Portal, AppStore Management
Operation Support Systems (OSS)
Business Support Systems (BSS)
Service Service
Revenue
Common Governance
Management
Device Context Orchestration
Framework Framework Management Management Manager
Module
(SGF) (SOM)
Service
Delivery SIP Servlets ParlayX Web Service Web 2.0/REST
Plane
Service Location Messaging Presence Conferencing NGIN
Enablers
Identity VIPB Device Profile Charging UDCR etc
Gateways & HLR/HSS Profile OCMP XDMS PDE Telecom
Service Network Services Mgr App Server
Control
Plane IMS IPTV SS7/Legacy
Network Real-Time IP IP Circuit-switched
Infrastructure

8. HP SDP Service Governance
RESTful Gateway
• Opens up HP SDP to Web 2.0
environment
− Example: social network, widgets, RESTful Gateway
Web2.0 developers etc. Automated SOAP
• Exposes services as REST API's transformation to REST
with support for RSS, XML, Atom, Protect and govern REST
JSON Client API's Services
• Accepts provisioning of REST Manage contracts with
services Third parties
• Provides robustness and scalability HP SDP: SGF
• Enables seamless governance for
Web and Web 2.0 services
8 28 September 2009

9. HP SDP Enabler Enhancements
• Enrich HP SDP with OpenCall Enablers
− OpenCall is already present in 22 of largest HP SGF
25 SPs
− 100m subs use OC prepaid wireless solutions
− 250m subs in 38 SP on 5 continents use
HP HLR Real Time
Rich Com Personalization
service control
− 750k voice and video ports deployed
− Largest VoiceXML media platform provider Conferencing Profile Mgt NGIN, SCIM
Video Conf Subscriber Mgt service broker
− 5000+ signalling protocol platforms deployed
Streaming NAB Real time
• Rich Communications Video charging
− Video Conferencing Monitoring
• Personalization Etc.
− Network Address Book Service enablers
− Subscriber profile
• Real Time Service Control
− NGIN, VAS
− SCIM
− Convergence incl IMS-IN
9 28 September 2009

10. HP SDP Revenue Management Module
• Provides simple revenue sharing Partner Portal
model brick for partners including
Web2.0 developers UI
HP SGF
• Complements existing billing system
with a flexible solution that deals
also with unknown developers,
small transactions and complex
revenue sharing models E-wallet
• Web service flexible charging
enabler Online-Offline charging
• E-wallet function for partners
Account Balance
• On-line & off-line charging
• Account Balance & Rating Rating
Revenue Management Module
10 28 September 2009

11. HP SDP Service Orchestration Manager
Example of services available
• Provides business and new service Premium SMS Age Check Blacklist
composition workflow engine
− Predefined connectors : LDAP, SNMP,
J2EE etc Service Creation Environment
− Predefined services : premium SMS, Age
check, blacklist etc Service Bus
• Provides also :
Policy rule engine
• Flexible and robust orchestration
engine
Process orchestration engine
• Policy rule engine
• Service Bus Message store and broker
• Service Creation Environment Connectors
• High availability
LDAP J2EE SNMP BSS
• Scalability
11 28 September 2009

12. HP SDP Storefront Portal
• Provide a Next Gen Portal for : Subscriber Developer Admin
− Subscribers to browse, try & buy
services (gallery)
Access Gwy
− Developers to create, test, publish
applications, widgets, mash-ups
Portal Gallery SDK
• Enables Service providers to
address Web 2.0 developers Advertisement API Mashup Tool
• Opens up to new business model
Widget framework
including Long Tail
• Positions service providers as Next Gen Portal
platform independent service
aggregators (any mobile, any PC, Testing HP SGF
web, consumer, enterprise)
Monetization
12 28 September 2009

13. Adopt simple widgets and mash-ups
Use widget on PC or mobile
StoreFront SDK for developers – an
open community
Storefront Portal &
Mash-up
Create service with mash-up & widget tool HP SGF, RMM &
RESTFul Gwy
Enablers
Ex: Parlay X Gwy
Post Widget
Post Widget
on enterprise Post Widget
on Telco Post widget in facebook
portal on iTunes,
StoreFront
Android, OVI,
etc

14. Conclusions

15. HP SDP 3.0 Addressing Pain Points &
Opportunities
New service introductions in silo’s adds incrementally to cost
Cost
HP Service Governance Framework
Desperate not to become bit pipe
Competition
HP Storefront Portal /Enhanced Service Enablers
Lack of flexibility in the infrastructure
Convergence
HP SOA / HP RESTful Gateway
Multiple service introductions from multiple partners
Complexity
RESTful Gateway / Service Orchestration
Limited penetration and monetization across multi devices
Content
Device Management / Revenue Management
15 28 September 2009

16. The HP SDP 3.0 Evolution Delivers
• HP SDP2.0 created a framework for managing the
growth in developers and services
• Evolution designed to attract developers by making
service innovation easier and more rewarding,
facilitating the two-sided business model
− Monetize assets and those of partners by unleashing
the power of Web 2.0 to deliver service innovation.
• Encourages the widest possible suite of services and
community of developers
• Provides a means to test out and showcase more
services
• Handles the smallest transaction right through to
complex revenue sharing models
• Delivers services that more closely match the
subscriber need and circumstances
16 28 September 2009

17. Unleash the power of Web 2.0 to
create and monetize service innovation
• Focus on Web 2.0 as a service creation accelerator:
− Attract More developers
− Create More flexible services
− Better targeted services
− Ease service creation
− Facilitates the two sided business model
• The basic principles of HP’s SDP blueprint still apply:
− Operational efficiency
− Shorter time to market
− Lower risk
− Enhance customer experience
− Service lifecycle management
− Rapid Return on Investment
17 28 September 2009

18. HP offers unmatched experience,
technology and credibility in SDP
Modular, flexible, Extensive experience
comprehensive and and expertise in SDP
Standards-based software and services
Unrivalled IT & Telco
Thought Leadership
experience with SPs
credentials (SDP 2.0)
Worldwide
Solutions for Web SOA software
2.0 leadership (BTO)
A stable, profitable Key integration skills
and inventive & major service
company company
18 28 September 2009

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