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Service Delivery
Platforms
Evolution
 What HP is doing to enable the
Service Providers’ transformation


Marie-Paule Odini
HP SDP program manager




 © 2008 Hewlett-Packard Development Company, L.P.
 The information contained herein is subject to change without notice.
HP SDP today

• HP  SDP 2.0 today - http://www.hp.com/go/sdp
• Telenor Playground - running on HP SDP -
  http://playground.telenor.com/
• HP SDP and Telecom Italia - Oct08 event -
  http://event.on24.com/r.htm?e=118584&s=1&k
  =A1EF9451C805ED3A58AB1DC5B039B0EE
Today we will be discussing

1.   What is an SDP and the
     business drivers for
     implementing service
     delivery platforms

2.   What is HP’s experience in
     delivering SDPs, how can
     we help today

3.   How are SDPs evolving


3    March 10, 2009   HP Confidential
From walled garden 1:1 to long tail &
communities

                 Walled garden       Partnerships                      Long tail

                 • Voice, SMS, MMS   • Portal content                  • Group-user-
                   bundle              (films, sport, soap, music)       generated content
                                                                         (blogs, messages)
                                     • Personal and group calls
                                                                       • Friends and family
                                     • Hosted-user-generated content
                                                                         content (photos, videos)
                                       (clubs, enterprises)
70%                                  • Advertising
      Revenues




20%




10%

                         1-10                      11-100                    101-1000
                                                  Services
The Two-sided business model
     The Telco 2.0 platform connects providers to users, creating a ‘two-
     sided’ market

    ‘Upstream’ Customers                                                      ‘Downstream’ Customers

         Developers

          Retailers
                                                                                    Millions of
        Government                  Telco                                           Customers
                           $       Platform                                   $
     Brand Advertisers

      Content Owners                                                               Thousands of
                                                                                    Segments
       Telco – Retail

                               © STL Limited • Proprietary and Confidential                       - 12 -



www.telco2.net
5
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

6    6 July 2009
Service Delivery SOA Transformation
•Heterogeneous            Mash Up
capabilities exposed      Engine
uniformly: SOA design                                                       Multimedia
                                                  Subscriber Profile        Conference
•3rd Party Ecosystem      Widgets
•360 View of services
                                                                                                  Schedule & Conf          Messaging
and usage
                          Service
•End to end service       Governance
(widgets) life cycle      and                                                                                  B.I.
                                               Secure Access   Policy Mgt   Service Mgt   Application Mgt                               Registry
management                Management                                                                        Reporting   Partner Mgt
                                                                                                                                       Repository

•Define and enforce
policies that govern
consumption of services   Business
                          Processes,
•Understand business      Policy Enforcement
impact of SLA’s
•Integration with
Operational Support       SOA Service
Systems                   Abstraction

•New Revenue
                          Operator’s
Management models         Network and IT
                          Elements                                                                            Group List
                                                Messaging       Presence MM Conferencing Voice Mail                        Messaging   Charging
                                                                                                             Management



  1
  7     6 July 2009
HP Services Governance Framework
HP can help you start today your SDP journey …
− Prepackaged software to manage
  secure telco services exposure
− Management Architecture that acts as
  a central governance control point
  and provides management of
     • actors and entities
     • services across multiple protocol sets
     • End user services across multiple
       channels
     • policies that govern consumption of
       services and end user services
     • Implements Governance
       Interoperability Framework


− Runtime Architecture that acts as the
  enforcement points for runtime
  governance for
     • Enforcing management/design time
       policies
     • Providing the runtime management
       information acting as a key change
 8     agent
        6 July 2009
HP SDP evolution



             RestFull           Web               Enablers
             Gateway          Services




                                            Context
                   Next Gen
                    Portal                 Management

                               Revenue
                              Management



9   6 July 2009
HP SDP evolution …
 A standards based architectural blueprint for development, deployment, integration and
                          management of converged services
       User
       Equipment
       Plane

       Application                       Next Gen         Widget                  Mashup            Testing &         Services
                                                                                                                      Lifecycle
       Plane                             Portal           Framework                                Certification
                                                                           Web 2.0                                 Management
                               Revenue              Service
                                                                    Subscriber          Content                         Context
                                 Mgt              Governance                                           Device
                  Common                          Framework
                                                                      Profile         Enablement
                                                                                                     Management       Enablement
                                Module                               Manager            (CAAS)
                                                     (SGF)
                  Framework
       Service
       Delivery                       SIP Servlets             ParlayX            Web Service            Web 2.0/REST

       Plane
                                      Location         Messaging           Presence           Conferencing           NGIN
                   Service
                   Enablers           Identity       Device Profile        Charging          Single Sign-on            etc



                   Gateways &                            Profile         OCMP              XDMS             PDE        Telecom
       Service                           HLR/HSS
                   Network Services                       Mgr                                                         App Server
       Control
       Plane                            IMS                                                                 SS7/Legacy
                                                                           IPTV


       Network                    Real-Time IP                                   IP                         Circuit-switched
       Infrastructure
HP SDP Enabler Enhancements
•   Enrich HP SDP with OpenCall Enablers
     − OpenCall is already present in 22 of largest 25 SPs
     − 100m subs use OC prepaid wireless solutions
     − 250m subs in 38 SP on 5 continents use HP HLR
     − 750k voice and video ports deployed                                  HP SGF
     − Largest VoiceXML media platform provider
     − 5000+ signalling protocol platforms deployed
•   Rich Communications                    Rich Com        Personalization       Real Time
                                                                                 service
     − Video Conferencing                Conferencing         HLR                control
•   Personalization                      Video Conf           HSS
                                         Streaming                               INAP, Camel
     − Network Address Book              Video
                                                              Profile Mgt
                                                                                 NGIN, SCIM
                                                              Subscriber Mgt
     − Subscriber profile                Monitoring
                                                              NAB
                                                                                 service broker
                                         etc                                     Real time
•   Real Time Service Control
                                                                                 charging
     − NGIN, VAS
                                                      Service enablers
     − SCIM
     − Convergence incl IMS-IN
    11 6 July 2009
HP SDP Context Enablement
•   Provides dynamic and personalized
    “context” to applications
      — Subscriber   context: location, devices,
        interests etc.
      — Application context: device,
        bandwidth, number of concurrent
        users etc
•   Provides dynamic and personalized
    “context” to applications
•   Adaptors to different ‘context’ source
•   Simple Rule engine personalization
    with UI & context execution                                                       Context Enabler

•   Simple APIs to enrich application and
    service logic
•   Technology: HP Ontology* Platform,
    Semantic web
                                               *HP Ontology platform : Jena platform, now opensource
HP SDP Service Governance RestFull
Gateway
•   Opens up HP SDP to web 2.0
    environment                            REST to WSDL
     − Example: social network, widgets,
       web2.0 developers etc               WSDL to REST
• Exposes Services as ATOM, REST API (=
  Web2.0 API)                              Access Control
• Accepts provisioning of ATOM, REST         RestFull gateway
  services
• Provides robustness and scalability
• Enables seamless governance for web
                                                   HP SGF
  and web 2.0 services
HP SDP Revenue Management Module
•   Provides simple revenue sharing
    model brick for partners including                Partner Portal
    web2.0 developers
                                                 UI
•   Complements existing billing system
                                                         HP SGF
    with a flexible solution that deals also
    with unknown developers, small
    transactions and complex revenue
    sharing models
•   Web service flexible charging                     E-wallet
    enabler
•   E-wallet function for partners             Online-Offline charging
•   On-line & off-line charging
                                                  Account Balance
•   Account Balance & Rating
                                                       Rating

                                                   Revenue Management Module
HP SDP Next Gen 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,
                                             Portal       Gallery     SDK
          widgets, mashups
•   Enables Service providers to          Advertisement API     Mashup Tool
    address web 2.0 developers
                                                  Widget framework
•   Opens up to new business
    model including Long Tail                 Next Gen Portal

•   Positions service providers as           Testing
    platform independent service                                    HP SGF
    aggregators (any mobile, any               Monetization
    PC, web, consumer, enterprise)
Adopt simple widgets and mash-ups
                               Use SDP widget on PC or mobile




                                                                         Next Gen Portal
                           SDP partner Portal & Widget library               & Mashup

                                                                           HP SGF, RMM
                                                                         & RestFull Gwy


                             Create new service with SDP mash-up              Enablers
                                                                        Ex: Parlay X Gwy



SDP widget in enterprise    SDP Widget In Yahoo                    SDP widget in facebook
portal
Telecom Italia’s Services Exposure
                                                                  MVNO

• TSE Exposes
  Provisioning WS to                                        Service Exposure Layer
  the MVNO                                (based on HP Services Governance Framework)
                                                                                                                                        • It implements the
• Integrates BSS
                                                                                                                                          business logic
  services
                                            MVNO Card                     MVNO            MVNO            MVNO                            services exposed to
                                            Manufacturing
                                              Services
                                                                        Provisioning
                                                                            Services
                                                                                           MNP
                                                                                          Services
                                                                                                      “service config”
                                                                                                                                          the MVNO
                                                                                                          Services
Functionalities:                                                                                                                        • It implements BSS
                                                             BSS Virtual Operator Platform
• Security                                                                                                                                legacy processes in
  Management (AAA)                                                                                                                        order to provide
• Services monitoring                                                         ESB BSS Interno                                             requested services
  and tracking
                                                                                                                                     MVNO Billing services
                                                                                                                                     MVNO Billing services
• Business and                                     Provisioning Platforms
                                                                                                     Delivery Platforms &
                                                                                                                                     1.CDR generation
                                                                                                                                     1.CDR generation
                                                                                                     Network Gateway
  functional policies
  enforcement                 TiLab                                                                                         BSS

                                                                Network
                MVNO Billing Services            MVNO “Provisioning” Services                                        MVNO Card manufacturing Services

MVNO Provisioning Services
MVNO Provisioning Services        MVNO Mobile Number Portability
                                  MVNO Mobile Number Portability                       MVNO Network Service Configuration
                                                                                       MVNO Network Service Configuration          MVNO card manufacturing
                                                                                                                                   MVNO card manufacturing
1.Subscription activation
1.Subscription activation         Services
                                  Services                                             1. MVNO “service configuration” services    services
                                                                                                                                   services
                                                                                       1. MVNO “service configuration” services
2.Subscription deactivation
2.Subscription deactivation       1.MNP FULL for not TI customers
                                  1.MNP FULL for not TI customers                      2. Act./Deact. Premium service              1.SIM production data
                                                                                                                                   1.SIM production data
                                                                                       2. Act./Deact. Premium service
3.Network Profile update
3.Network Profile update          2.MNP FULL for TI customers
                                  2.MNP FULL for TI customers                          3. Act./Deact. Service Clip & Clir
                                                                                       3. Act./Deact. Service Clip & Clir
4.SIM substitution
4.SIM substitution                                                                     4. Act./Deact. Recall Service
                                                                                       4. Act./Deact. Recall Service
5.SIM Lock/Unlock
5.SIM Lock/Unlock                                                                      5. Act./Deact. Answering service
                                                                                       5. Act./Deact. Answering service
                                                                                       6. Paging service (LoSai)
                                                                                       6. Paging service (LoSai)
HP Leadership and Guidance
•   Delivering today SOA-based
    SDP 2.0
•   Introducing SDP 3.0 to address
    service providers new business
    opportunities
    − Completing evolution towards
      the “Two sided business model”
    − Supporting new web2.0
      business models
    − Getting ready for Semantic
      Web
    − Supporting enhanced
      personalization & blending of
      services
•   Providing proven experience
    coming from multiple
    engagements and leadership in
    vision for the future
Thank you

More Related Content

Hp Sdp Evolution

  • 1. Service Delivery Platforms Evolution What HP is doing to enable the Service Providers’ transformation Marie-Paule Odini HP SDP program manager © 2008 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 2. HP SDP today • HP SDP 2.0 today - http://www.hp.com/go/sdp • Telenor Playground - running on HP SDP - http://playground.telenor.com/ • HP SDP and Telecom Italia - Oct08 event - http://event.on24.com/r.htm?e=118584&s=1&k =A1EF9451C805ED3A58AB1DC5B039B0EE
  • 3. Today we will be discussing 1. What is an SDP and the business drivers for implementing service delivery platforms 2. What is HP’s experience in delivering SDPs, how can we help today 3. How are SDPs evolving 3 March 10, 2009 HP Confidential
  • 4. From walled garden 1:1 to long tail & communities Walled garden Partnerships Long tail • Voice, SMS, MMS • Portal content • Group-user- bundle (films, sport, soap, music) generated content (blogs, messages) • Personal and group calls • Friends and family • Hosted-user-generated content content (photos, videos) (clubs, enterprises) 70% • Advertising Revenues 20% 10% 1-10 11-100 101-1000 Services
  • 5. The Two-sided business model The Telco 2.0 platform connects providers to users, creating a ‘two- sided’ market ‘Upstream’ Customers ‘Downstream’ Customers Developers Retailers Millions of Government Telco Customers $ Platform $ Brand Advertisers Content Owners Thousands of Segments Telco – Retail © STL Limited • Proprietary and Confidential - 12 - www.telco2.net 5
  • 6. 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 6 6 July 2009
  • 7. Service Delivery SOA Transformation •Heterogeneous Mash Up capabilities exposed Engine uniformly: SOA design Multimedia Subscriber Profile Conference •3rd Party Ecosystem Widgets •360 View of services Schedule & Conf Messaging and usage Service •End to end service Governance (widgets) life cycle and B.I. Secure Access Policy Mgt Service Mgt Application Mgt Registry management Management Reporting Partner Mgt Repository •Define and enforce policies that govern consumption of services Business Processes, •Understand business Policy Enforcement impact of SLA’s •Integration with Operational Support SOA Service Systems Abstraction •New Revenue Operator’s Management models Network and IT Elements Group List Messaging Presence MM Conferencing Voice Mail Messaging Charging Management 1 7 6 July 2009
  • 8. HP Services Governance Framework HP can help you start today your SDP journey … − Prepackaged software to manage secure telco services exposure − Management Architecture that acts as a central governance control point and provides management of • actors and entities • services across multiple protocol sets • End user services across multiple channels • policies that govern consumption of services and end user services • Implements Governance Interoperability Framework − Runtime Architecture that acts as the enforcement points for runtime governance for • Enforcing management/design time policies • Providing the runtime management information acting as a key change 8 agent 6 July 2009
  • 9. HP SDP evolution RestFull Web Enablers Gateway Services Context Next Gen Portal Management Revenue Management 9 6 July 2009
  • 10. HP SDP evolution … A standards based architectural blueprint for development, deployment, integration and management of converged services User Equipment Plane Application Next Gen Widget Mashup Testing & Services Lifecycle Plane Portal Framework Certification Web 2.0 Management Revenue Service Subscriber Content Context Mgt Governance Device Common Framework Profile Enablement Management Enablement Module Manager (CAAS) (SGF) Framework Service Delivery SIP Servlets ParlayX Web Service Web 2.0/REST Plane Location Messaging Presence Conferencing NGIN Service Enablers Identity Device Profile Charging Single Sign-on etc Gateways & Profile OCMP XDMS PDE Telecom Service HLR/HSS Network Services Mgr App Server Control Plane IMS SS7/Legacy IPTV Network Real-Time IP IP Circuit-switched Infrastructure
  • 11. HP SDP Enabler Enhancements • Enrich HP SDP with OpenCall Enablers − OpenCall is already present in 22 of largest 25 SPs − 100m subs use OC prepaid wireless solutions − 250m subs in 38 SP on 5 continents use HP HLR − 750k voice and video ports deployed HP SGF − Largest VoiceXML media platform provider − 5000+ signalling protocol platforms deployed • Rich Communications Rich Com Personalization Real Time service − Video Conferencing Conferencing HLR control • Personalization Video Conf HSS Streaming INAP, Camel − Network Address Book Video Profile Mgt NGIN, SCIM Subscriber Mgt − Subscriber profile Monitoring NAB service broker etc Real time • Real Time Service Control charging − NGIN, VAS Service enablers − SCIM − Convergence incl IMS-IN 11 6 July 2009
  • 12. HP SDP Context Enablement • Provides dynamic and personalized “context” to applications — Subscriber context: location, devices, interests etc. — Application context: device, bandwidth, number of concurrent users etc • Provides dynamic and personalized “context” to applications • Adaptors to different ‘context’ source • Simple Rule engine personalization with UI & context execution Context Enabler • Simple APIs to enrich application and service logic • Technology: HP Ontology* Platform, Semantic web *HP Ontology platform : Jena platform, now opensource
  • 13. HP SDP Service Governance RestFull Gateway • Opens up HP SDP to web 2.0 environment REST to WSDL − Example: social network, widgets, web2.0 developers etc WSDL to REST • Exposes Services as ATOM, REST API (= Web2.0 API) Access Control • Accepts provisioning of ATOM, REST RestFull gateway services • Provides robustness and scalability • Enables seamless governance for web HP SGF and web 2.0 services
  • 14. HP SDP Revenue Management Module • Provides simple revenue sharing model brick for partners including Partner Portal web2.0 developers UI • Complements existing billing system HP SGF with a flexible solution that deals also with unknown developers, small transactions and complex revenue sharing models • Web service flexible charging E-wallet enabler • E-wallet function for partners Online-Offline charging • On-line & off-line charging Account Balance • Account Balance & Rating Rating Revenue Management Module
  • 15. HP SDP Next Gen 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, Portal Gallery SDK widgets, mashups • Enables Service providers to Advertisement API Mashup Tool address web 2.0 developers Widget framework • Opens up to new business model including Long Tail Next Gen Portal • Positions service providers as Testing platform independent service HP SGF aggregators (any mobile, any Monetization PC, web, consumer, enterprise)
  • 16. Adopt simple widgets and mash-ups Use SDP widget on PC or mobile Next Gen Portal SDP partner Portal & Widget library & Mashup HP SGF, RMM & RestFull Gwy Create new service with SDP mash-up Enablers Ex: Parlay X Gwy SDP widget in enterprise SDP Widget In Yahoo SDP widget in facebook portal
  • 17. Telecom Italia’s Services Exposure MVNO • TSE Exposes Provisioning WS to Service Exposure Layer the MVNO (based on HP Services Governance Framework) • It implements the • Integrates BSS business logic services MVNO Card MVNO MVNO MVNO services exposed to Manufacturing Services Provisioning Services MNP Services “service config” the MVNO Services Functionalities: • It implements BSS BSS Virtual Operator Platform • Security legacy processes in Management (AAA) order to provide • Services monitoring ESB BSS Interno requested services and tracking MVNO Billing services MVNO Billing services • Business and Provisioning Platforms Delivery Platforms & 1.CDR generation 1.CDR generation Network Gateway functional policies enforcement TiLab BSS Network MVNO Billing Services MVNO “Provisioning” Services MVNO Card manufacturing Services MVNO Provisioning Services MVNO Provisioning Services MVNO Mobile Number Portability MVNO Mobile Number Portability MVNO Network Service Configuration MVNO Network Service Configuration MVNO card manufacturing MVNO card manufacturing 1.Subscription activation 1.Subscription activation Services Services 1. MVNO “service configuration” services services services 1. MVNO “service configuration” services 2.Subscription deactivation 2.Subscription deactivation 1.MNP FULL for not TI customers 1.MNP FULL for not TI customers 2. Act./Deact. Premium service 1.SIM production data 1.SIM production data 2. Act./Deact. Premium service 3.Network Profile update 3.Network Profile update 2.MNP FULL for TI customers 2.MNP FULL for TI customers 3. Act./Deact. Service Clip & Clir 3. Act./Deact. Service Clip & Clir 4.SIM substitution 4.SIM substitution 4. Act./Deact. Recall Service 4. Act./Deact. Recall Service 5.SIM Lock/Unlock 5.SIM Lock/Unlock 5. Act./Deact. Answering service 5. Act./Deact. Answering service 6. Paging service (LoSai) 6. Paging service (LoSai)
  • 18. HP Leadership and Guidance • Delivering today SOA-based SDP 2.0 • Introducing SDP 3.0 to address service providers new business opportunities − Completing evolution towards the “Two sided business model” − Supporting new web2.0 business models − Getting ready for Semantic Web − Supporting enhanced personalization & blending of services • Providing proven experience coming from multiple engagements and leadership in vision for the future