BT’s 21CN Service Innovation
Dave ElmendorfBT Design
Director
21CN Voice and Multimedia Platform
Federation of Communication ServicesEmerging Technology Seminar
11 July 2008
BT’s Focus Changes...
NetworkOperatorNetworkNetworkOperatorOperator
ServiceProviderServiceServiceProviderProvider
“20C Era” “21 C Era”
Take the friction out of personal and corporate communications
Converged ApplicationsEnabling New Communication Patterns
Network InfrastructureNetwork Infrastructure
Web 2.0 & Social Networks
Web 2.0 & Social Networks
BT User’sCommunity
Current ContextCurrent Context
Privacy SettingsPrivacy Settings
CurrentTimezoneCurrent
Timezone
DoNot
Disturb
DoNot
Disturb
VotingTally
VotingTally
Messageto
Group
Messageto
Group
MessageAck
MessageAck
In SessionSpeech
Rec
In SessionSpeech
Rec
In SessionSpeech
Rec
In SessionSpeech
Rec
NeverBusy
NeverBusy
RevokableContact
Info
RevokableContact
Info
Temporary
Numbers
Temporary
Numbers
Communication Applications
Communication Applications
BT User
Cost Effectively Address the Long Tail
20C-era Networks:•Custom Developments
•One-size-fits-all Services
•Network Element Vendors design Services
20C-era Networks:•Custom Developments
•One-size-fits-all Services
•Network Element Vendors design Services
21CN Services Approach:•Standards-based Developments
•Reusable/Pick&Mix Software Components
•Services Focused on Specific Customer Segments
•BT in Control of Service Design
21CN Services Approach:•Standards-based Developments
•Reusable/Pick&Mix Software Components
•Services Focused on Specific Customer Segments
•BT in Control of Service Design
BT will have the ability to cost-effectively produce a steady stream of Innovative Solutions that meet the unique needs of our customers
To acheive this 21CN is bring Web 2.0 into Telcomunications
A new way to design, develop, and deploy services
Long Tail: Addressing
Niche Markets
Long Tail: Addressing
Niche Markets
Web & Voice
ApplicationsConverging
Web & Voice
ApplicationsConverging
Standard Software Platforms
Standard Software Platforms
J2EEBPELWSDL
SOA
21CNVoIP
IPMPLS
21CN21CNVoIPVoIP
IPIPMPLSMPLS
+
IMS
ServiceExperiences
ServiceServiceExperiencesExperiences
Common CapabilitiesCommon CapabilitiesCommon Capabilities
Network & PlatformsNetwork & PlatformsNetwork & Platforms
21CN has shifted to Platformsand Software Driven Services
VoiceVoiceVoice VMVMVM ACDACDACD
• Key Core Competency: Service Design and Software Assembly
• Key Core Competency: System Integration
Legacy Approach Platform Approach
Two Perspectives: Subscriber Services and CP Services
CPCP21CNServices21CN
ServicesIP
ConnectivityIP
Connectivity
MSIL (Multimedia Services Interface Layer)
Subscriber Services CP Services
21CN Subscriber Services
Analogue Telephonyw/o Features/Minutes
Analogue Telephony with Broadband
Broadband only
21CNServices21CN
Services
WBC-cWBC-c
21CN CP Services
Analogue Telephonyw/o Features/Minutes
Analogue Telephony with Broadband
Broadband only
VLAVLA
WBCWBC
21CNServices21CN
Services
IPConnectivity
IPConnectivity
Broadband from Broadband-only Loops
SIP-over-IP and Media from Analog Telephony Loops
MSIL (Multimedia Services Interface Layer)
SIP-over-IP and Media from Analog Telephony Loops with Broadband
Management Interface for WLR-21CN
WLR-21CN:Call
Features&
Minutes(Optional)
WLR-21CN:Call
Features&
Minutes(Optional)
WBC-cWBC-c
NGN-CCNGN-CC
21CN NGN-CC
Analogue Telephonyw/o Features/Minutes
Analogue Telephony with Broadband
Broadband only
VLAVLA
WBCWBC
21CNServices21CN
Services
IPConnectivity
IPConnectivity
Broadband from Broadband-only Loops
SIP-over-IP and Media from Analog Telephony Loops
PSTNPSTN SIP-over- IP and Media from PSTN Network
MSIL (Multimedia Services Interface Layer)
SIP-over-IP and Media from Analog Telephony Loops with Broadband
20CN20CN
ROWPSTNROWPSTN
Management Interface for WLR-21CN
WLR-21CN:Call
Features&
Minutes(Optional)
WLR-21CN:Call
Features&
Minutes(Optional)
CP IP-based Services
CP IP-based Services
WBC-cWBC-c
NGN-CCNGN-CC
CP Potential
ServiceService
ServiceService
ServiceService
Analogue Telephonyw/o Features/Minutes
Analogue Telephony with Broadband
Broadband only
VLAVLA
WBCWBC
21CNServices21CN
Services
IPConnectivity
IPConnectivity
PSTNPSTN
• Analogue Connectivity• Derived VoIP• Converged Services• Fixed-Mobile Convergence• High-fidelity Voice• Virtual Receptionist• Speech Recognition• IVR/ACD
20CN20CN
ROWPSTNROWPSTN
Management Interface for WLR-21CN
WLR-21CN:Call
Features&
Minutes(Optional)
WLR-21CN:Call
Features&
Minutes(Optional)
Networks In Transition
Design Approach: • Build Converged Services with design anticipation of IMS• But Begin NOW• Select Standard Network Components as Mature Technology Emerges
Bandwidth (UK and Global)Bandwidth (UK and Global)
Network Access and SecurityNetwork Access and Security
21CN Services Platform21CN Services Platform
ServiceService ServiceService ServiceService
PSTNPSTN MobileMobile SIPSIP IMSIMS
Emerging Services Architecture
• Focus on Services
• Designed for Agility
• Services Exposed to Customers
• Global
Bandwidth (UK and Global)Bandwidth (UK and Global)
Network Access and SecurityNetwork Access and Security
21CN Services Platform21CN Services Platform
CP ServiceCP Service CP ServiceCP Service CP ServiceCP Service
PSTNPSTN MobileMobile SIPSIP IMSIMS
Retail Customer’s Applications
Retail Customer’s Applications
SMB Customer’s Applications
SMB Customer’s Applications
Enterprise Customer’s Applications
Enterprise Customer’s Applications
CP SDK/Exposure LayerCP SDK/Exposure Layer
21CN SDK/Exposure Layer21CN SDK/Exposure Layer
Case Study
Design Approach: • Agile Design Approach from Reusable Components• Rapid Time to Market• React Quickly to Customer and Product Management Changes
21CN Services Platform(Standards-based HTTP & SIP Server)
21CN Services Platform(Standards-based HTTP & SIP Server)
AddressBook
AddressBook
OneCommunicator
OneCommunicator
Calendar-basedReminder
Calendar-basedReminder
SoleProprietor
SoleProprietor
PresencePresenceCustomerProfile
CustomerProfile CalendarCalendar Call
RoutingCall
Routing
3 Months
OneCommunicator
OneCommunicator
Modification
Weekend
Examples of Emerging Services
• Click-to-Call Services• Virtual PBX Services• Distributed Workgroup Service• Personal Communication Managers• Integration with SMB Applications• Integration with Microsoft Office Communicator• Communications Convergence with Saleforce.com• Unique Billing & Freefone Arrangements
With the 21CN Services these types of servicesCan be offered by you using the assets of your business
Innovation is now less about creating communications services we’ve never heard of, but instead, focusing on the precise needs of customer segments and uniquely
meeting their needs.
21CN Gives you the services building blocks toDo provide unique capabilities for your customers
That will expand your business
Thank You.