Workshop outline of Service Innovation: Service Delivery Platforms, Open Innovation, and Application Stores workshop issue 1

1. Alan Quayle Business and Service Development: Workshop Outline
Service Innovation: Service Delivery Platforms, Open Innovation
and Application Stores
Background
The SDP (Service Delivery Platform) is now a core strategic asset within an operator’s
network. Not only is the SDP saving millions of dollars by rationalizing the delivery of
multiple services and winning profitable new revenues through simplifying how new
services are enabled and launched. The SDP has become core to an operator’s service
innovation strategy – its plan to win new revenues, attract new customers and retain
existing customers. This will be explored through operator case studies to demonstrate
and quantify the role SDP plays.
However, some operators have seen mobile broadband prices fall by a factor of six in
the past 3 years, in addition to voice services going ‘flat rate,’ ARPU (Average Revenue
per User) and profitability is under threat like never before. The devices at the end of
operator's networks are now at the fore-front of the convergence of web and telco.
Once upon a time those devices were controlled by the operator, today those devices
are becoming increasingly open; enabling most of an operator's value added services to
be bypassed, including voice!
This workshop will also provide an independent review of the technologies; operator
initiatives; operator successes / failures; review the bypass threat; and evaluate
opportunities created by the convergence of web and telco. The SDP enables the Telco
API (Application Program Interface), one method for operators to foster innovation on
their networks. The Telco API enables operators to expose capabilities from their
networks such as location, presence, charging, authentication, etc. Based upon
extensive studies performed with operators around the world, the Telco API has the
potential to raise ARPU by up to 36%.
Just exposing the Telco API is not good enough; operators must implement an
application developer community (ADC) and engage local businesses and content
owners. Making it easy for local content and applications to get on the operator's
network, easy to be discovered by early adopter customers, and all within an easy to
use community tool that enables continuous application development to get the 'recipe
right' for each operator’s local market. And let’s not forget enterprises; it also makes it
easy for embedded telecoms in their day to day operations. All this is enabled through
the SDP.
 2011 Alan Quayle Business and Service Development

2. Alan Quayle Business and Service Development: Workshop Outline
Workshop Objectives
The Objectives of this workshop are to provide an understanding of:
 The SDP landscape;
 Where and why SDP deployments are working, examining the reality behind the
hype;
 The variety of SDP business cases;
 The failures in other operator’s ADCs (Application Developer Community), and what
are the keys to success based upon extensive application developer interviews;
 What application developers need from a Telco API, an ADC and an Operator;
 How the SDP enables an operator’s Web / Voice / Telco 2.0 strategy; and
 What an operator needs to do given their specific local market conditions.
Workshop Delivery Options
• Full 3 day course (800+ slides)
• Fast-track 2 day course through most of the program – group discussion is
limited
• Partial program for anything less than 2 days
 2011 Alan Quayle Business and Service Development

3. Alan Quayle Business and Service Development: Workshop Outline
Workshop Structure
SDP overview
A frank independent review of the SDP, Telco API, and Web/Telco 2.0 and how they
apply across mobile, fixed and broadband operators.
 What is an SDP
 SDP History
 SDP Evolution
 Spectrum of SDPs
 SDP Architecture
 Suppliers and SDPs
 Operators and SDPs
 Bit pipes and smart pipes
 Product development process problem
 User experience comparison
 Quantifying the opportunity / problem
 API Use Cases
 Developer Community Comparison
Definitions & Acronym soup
Understanding the core components of an SDP, such as service creation, service
execution, content delivery and network abstraction. Understanding the many
technology components associated with SDP, including ODP, CDM, GSMA OneAPI,
OMTP BONDI, W3C widgets, WAC (JIL), AJAX, ANI, to name just a few.
 Web 2.0 Definition
 App Store Ecosystem Explanation
 Widget, Data Service and API Definitions
 BONDI, OneAPI, WAC Definitions
 How WAC (Wholesale Application Community), W3C (World Wide Web
Consortium), OpenAPI, BONDI, and SDP all fit together
The SDP landscape
Mapping the range of solutions suppliers label as SDP. Understanding where and how
each type of SDP is used across legacy voice, IPTV, mobile content, web content,
advanced communication services, API exposure, business model innovation, and
integrated NGOSS (Next Generation Operational Support System) solutions.
• SDP Spectrum
• SDP and IMS
• Device Definitions and Market Trends
– Netbooks, smartbooks, tablets/slates, smartphones, feature phones, etc.
– Market sizes and like OS trends
– Impact of Apple
– Managed Device Platform
 Description
 2011 Alan Quayle Business and Service Development

4. Alan Quayle Business and Service Development: Workshop Outline
 Relationship to SDP
 Operator’s Role
SDP Deployments
Review of some successful and not so successful SDP deployments including Telenor's
success with its Content Provider Access deployment generating over $100M per year
from APIs, and Globe's success in the Philippines with its messaging focused SDP and
open innovation model. Also examining the reality behind the hype of operator
deployments such as M1 Singapore, H3G Italy, AT&T US, Verizon US, BT UK, Mobilkom
Austria,SKT South Korea, Telus Canada, Swisscom Mobile Switzerland, SFR France, Sprint
Nextel USA
• Telenor Content Provider Access and Playground
• Cricket Communications: MyHomeScreen
• Telus: Service Exposure Success
• Bharti Airtel: ODP
• 3 UK: Favourites (ODP)
• Sunrise: Open Source, SOA and SDP
• Telecom Italia: Integrated SDP and MVNOs
• Turkcell: SOA, SDP and broader BOSS integration
• Sprint: Pains from being first to market
• Globe: SMS-centric SDP
• TM International: SDP Evolution
• AT&T U-Verse: early SOA-based SDP
• Telstra: SDP for headcount reduction
• BT: SDP for headcount reduction
• Content Delivery Management
– Maxis
– Bharat Sanchar Nigam
• Swisscom: SDP and IMS
• Etisalat Sri Lanka: SDP in the Cloud
• M1: Open Source JAIN SLEE IN replacement
• O2 SDP Evolution
• BT Global SCP Consolidation NGIN
• Telefonica’s Global SDP
• Apps Stores, APIs and the STB
• SOA Order to Cash
• Verizon SDP and IMS
SDP in context - how it fits in the network with IMS, BSS, OSS, legacy IN, NGIN, devices
and customers.
 SDP and IMS: complementary or competitive? Should the same supplier provide
both?
 SDP and legacy IN: adding value to the services we all use every day
 SDP and NGIN: managing the transition to lower cost and IP-centric platforms
 2011 Alan Quayle Business and Service Development

5. Alan Quayle Business and Service Development: Workshop Outline
 SDP and IPTV: delivering an integrated customer experience
 SDP and Web 2.0 / Telco 2.0: how operators compete with free services
 SDP and widgets - why are so many telcos obsessed with widgets?
 SDP and ODP (On Device Portal): Why developing markets must consider an
ODP. Reviewing market experiences and the latest deployments from operators
such as Bharti Airtel
Standardization and Supplier Solutions
Reviewing what solutions are available and how they compare, and the relevance of the
TMF’s SDF (TeleManagement Forum’s Service Delivery Framework)
SDP business case
Real numbers based on real deployments.
Operator APIs, Application Developer Community Activities and Stores
Review of operators' stores and ADCs (Application Developer Community): BlueVia / O2
Litmus, Orange Partner, Telus’s success with OneAPI versus Three Australia’s challenges,
Cricket’s MyHomeScreen, Telenor’s CPA, Verizon Developer Community. Understanding
what are the keys to success based upon extensive application developer interviews
 Do operators really need developer communities or is content ingestion enough?
 What should an integrated storefront strategy look like?
 What are an operator’s differentiators?
 Why should customer relationship management be part of that strategy?
 Why will customers use an operator’s storefront?
Reviewing the consumer electronics manufacturers and Over The Top stores and ADCs
Including Apple (AppStore and AppleTV), Nokia Ovi, Google Android MarketPlace,
Microsoft, Blackberry, Samsung (mobile and TV), Sony Store, Amazon On Demand, etc.
 What are the key learning points for operators?
 What should / should not be copied?
 Within the app stores what are the opportunities and emerging bypass threats to
the core revenue streams of voice and messaging?
 What is the revenue and margin potential?
What application developers need from an ADC, a Telco API, and more generally from
an operator.
Understanding the different operator customers that will embed telecoms into their
business and customer relationship.
What suppliers and operator needs to do given their specific local market conditions.
 2011 Alan Quayle Business and Service Development

6. Alan Quayle Business and Service Development: Workshop Outline
Content Samples
 2011 Alan Quayle Business and Service Development

7. Alan Quayle Business and Service Development: Workshop Outline
 2011 Alan Quayle Business and Service Development

8. Alan Quayle Business and Service Development: Workshop Outline
 2011 Alan Quayle Business and Service Development

9. Alan Quayle Business and Service Development: Workshop Outline
 2011 Alan Quayle Business and Service Development