Upload
krifai
View
16
Download
3
Tags:
Embed Size (px)
Citation preview
1© 2008 Alan Quayle
Alan QuayleBusiness and Service Development
www.alanquayle.comwww.alanquayle.com/blog
www.linkedin.com/in/alanquayle
How to Combine IMS and SDP to Effectively Deploy New Products & Services
2© 2008 Alan Quayle
IMS and SDP on the Hype Cycle
IMS
WiMax
IPTVSOA/SDP
MVNO(NAR)
Triple Play
Quad Play
LBS
SCIM
MVNO(RoW)
FMCPTT
Web2.0
SOA(BOSS)
MobileTVLTE
3© 2008 Alan Quayle
What’s Changed?
Action Plan
Who’s Really Doing What?
SDP & IMSLandscape
4© 2008 Alan Quayle
What’s Changed?
5© 2008 Alan Quayle
An Operators Product Development Process
Re-Launch
Opportunity Identified
18-30 months
Market Research
Find Budget
New product development processLaunch
12-18 months
6© 2008 Alan Quayle
What’s Changed?
Expectations
7© 2008 Alan Quayle
What customers expect
6-12 months
Weekly
18-30 months
4 months
8© 2008 Alan Quayle
9© 2008 Alan Quayle
High StreetStores
SubsidizedPhones
NetworkControl
EcosystemControl
CustomerRelationship
Brand
BillingRelationship
10© 2008 Alan Quayle
Who’s Really Doing What?
11© 2008 Alan Quayle
12© 2008 Alan Quayle
13© 2008 Alan Quayle
14© 2008 Alan Quayle
15© 2008 Alan Quayle
16© 2008 Alan Quayle
17© 2008 Alan Quayle
18© 2008 Alan Quayle
19© 2008 Alan Quayle
20© 2008 Alan Quayle
SDP Landscape & IMS
21© 2008 Alan Quayle
Mapping the PlatformsContentDelivery
ServiceDelivery
Managed Mobile ContentMobile ContentIPTVMessagingSIP app serverBusiness SDPReal-time charging3rd party comms/ messagingService Creation / ManagementUnified SDP
22© 2008 Alan Quayle
Managed Mobile
ContentMobile Content IPTV Messaging
SIP app server
Business SDP
Real-time charging
3rd party comms/
messaging
Service Creation /
Management
Unified SDP
724 Solutions X X Messaging centric SDPAccenture X X X X X Broad set of SDP Solutions: customers Turkcell, SFR, 3 Italia and Orange SwitzerlandAcision 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 SS7Airwide X X Mobile content delivery (bought FirstHop) and messagingAlcatel-Lucent X X X X X X X SDP Solution: customers AT&T (IPTV), BT (VoIP), and Orange, bought MobilitecAmdocs/Qpass X X X X X Hosted SDP (content-centric), strong in BOSSBroadsoft X VoIP application platformComverse X X X Value added services platforms evolving into a converged SDPConvergin X Converged SDP with a focus upon the SCIMCoreMedia X DRM software provider used by VodafoneEnd2End/Mach X Hosted SDP: customers Vodafone, Orange, Optimus, Swisscom, Telia, and ProximusEricsson (Drutt) X X X X X X X X SDP Solution: customers extensive list, Drutt is used in Vodafone Live!Espial (Kasenna) X IPTV platformHP X X Mobile Service Delivery platform: customers SKT and Telefonica are key accountsIBM X X X X X X X X X Service Provider Delivery Environment: AT&T, Swisscom, Mobilkom, Bharti TVIMImobile X Hosted content, voice and video SDP: Terra in LATAM, Jamba global, Aircel,jNETx X Telecoms application server using JAIN SLEEMetaswitch X Metasphere is an SDP for its softswitchMicrosoft X X X Connected Services FrameworkMinerva X IPTV platformMotorola X X X X SDP Solution: Customers, AT&T, WateenMotricity X Hosted SDP (content-centric)mPortal X X Content delivery platformNEC X SDP Solution: NTT DoCoMoNellymoser X Content delivery platformNetCentrex X VoIP application serverNMS X X Mobile music solution - streaming, download, CRBTNSN X X X X X X X X NSN SDP Solution: customers Teliasonera, KPN, Orange, Airtel. Resale of AePONAOnMobile X Hosted CDPOpenCloud X Telecoms application server using JAIN SLEEOpenWave X X Mobile content managementOracle/BEA X X X X X X X OMA OSE SOA based SDP, SIP app server and strong BOSS integrationPactolous X RapidFlex SDP, strength in VoIP applicationsPersoneta X Converged service creationQualcomm/Elata X Mobile content managementRed Hat X Acquired Mobicents open source JAIN SLEE serverRedknee X X X OSA/Parlay gateway, presence server, location serverTelcordia X X X Maestro product provides a service creation / execution, call control and real-time billingTelenity X X X Content management and an open SCE across Oracle and BEAThales X SmartVision platform (IBM resells)Sigma Systems X Service Management for cable and converged operatorsSun X Telco Services Delivery SolutionsSybase X Bought Mobile365, hosted SDP (messaging centric)Sylantro X Voice 2.0 application platformUbiquity/Avaya X SIP based telecoms application serverVerisign X X X Bought mQube, mobile application platform and hosted SDP (content-centric)Volantis X Mobile content management
Content Delivery Service Delivery
23© 2008 Alan Quayle
SDP Landscape: Origin Mapping
IT VendorsHP, IBM, Sun, Oracle
(BEA), Microsoft NEPsAlcatel-Lucent, Huawei,
Ericsson, Moto, NEC, NSN, Nortel
SIsAccenture, Acision, CGEY
ISVsAePONA, Comverse,
Convergin, jNETx, Kabira, OpenCloud, Personetta,
Redknee, Telenity, Volantis
OperatorsVodafone
Managed SDPsAmdocs, End2End, IMImobile, Motricity,
Verisign
OtherAirwide, Broadsoft,
Genband, Metaswitch, Netcentrex, Pactolus, Qualcomm, Telcordia,
Sybase, Ubiquity
24© 2008 Alan Quayle
SDP & IMS – Basic Concepts
• SDP is driven by business needs and leverages capabilities that exist;
– SDPs support business mgmt of services and services portfolio optimization. It complements session control capabilities by adding much needed functionality into the service delivery chain
• Legacy networks won’t go away. SDP supports co-existence with legacy data infrastructure.
• SDPs can orchestrate services, regardless of whether they are IMS, legacy, SIP or services completely independent of an operator’s network.
IMS provides IP session control across multiple access networks: separating media, session management, and application plane.
– Separation from application provides flexibility in developing session based applications with reusable features based on product need.
Legacy networks won’t go away. IMS supports co-existence with voice infrastructure.Orchestration (SCIM) is being defined:
– SCIM can be used to control interaction across sessions
– Further work ongoing in standards
SDP’s core strength is that it maps more directly to network operatorbusiness concerns, while IMS supports IP based communications.
25© 2008 Alan Quayle
IMS & SDP: Fit with Web 2.0
Network CapabilitiesNetwork Capabilities
Mobile 2.0 services components, Telecom-XMLMobile 2.0 services components, Telecom-XML
Web 2.0 Tools And ApplicationsWeb 2.0 Tools And Applications
Web services,policy, managementWeb services,policy, management
Service OrientedArchitectureService OrientedArchitecture
VXML
MSCML Group Mgmt. Content Sharing
Rich Calls
BPM
Presentation / Portal
WS
Flash AS
Ajax
Java Script
RSS
Mashups
Blogs
Social Networking
Policy
PSTNAccess
IMSNetwork
WirelessNetwork
Media Gateways Signaling GatewaysMedia Server
Service BusRegistry Repository
WS PlayAnnounce WS
CallStart
Wikis
CallStartPlayAnnounce
CallStartPlayAnnounce
Receive CallStartUpdate Presence via APIMashup presence on mapCall UserPlayAnnounce
Third Party ApplicationsThird Party Applications
26© 2008 Alan Quayle
IMS & SDP: NSN View of Fit with Web 2.0
DevicesPC TV Mobile
NetworkOthersIN/SSFTVIMS
3rd Party Applications & Content
3rd Party Applications Web 2.0 Applications Content Providers
Content Providers
Service Delivery Framework
Service Exposure
SOA Governance
Orchestration
SOA Registry
Service Bus Service Provider Hosted Apps
Service Enablers
Messaging
Presence Server
Location Platform
Address Book
Media GatewaysSignaling GatewaysMedia Server
WS CallStartPlayAnnounce
Receive CallStartUpdate Presence via APIMashup presence on mapCall UserPlayAnnounce
WS PlayAnnounce
WS CallStart
- NSN
27© 2008 Alan Quayle
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
28© 2008 Alan Quayle
Action Plan
29© 2008 Alan Quayle
New revenue and increase customer value through Open Innovation
Clear Vision
Open the network to 3rd parties and share in
value stimulatedAgreed Strategy
Short-term OPEX savings, long term revenue growth
Realistic Plan
30© 2008 Alan Quayle
OrganizationalCommitment
Promote the Winners
Things to do List
Copying is OK
It’s NOT the Technology
It’s your PLAN!
31© 2008 Alan Quayle
Suggested Reading
Microtrends, Mark Penn
Here Comes Everybody, Clay Shirky
The Gridlock Economy, Michael Heller
www.alanquayle.com/blog