Download pptx - Sdp summit

SDP and OTTNew Business Models and Opportunities for Operators

Michel Burger

Group Head of Architecture, Vodafone Technology

[email protected]

A World of API

Confidentiality level on slide master

Version number on slide master

2006 API Cloud

512



12secondstv 23 30Boxes 411Sync 43Things 5min 7digital A9 Abbreviations Active AddThisMenu AddThisSharingEndpoints AdobeOnAir AdobeShare AdobeSocial AevumObscurum AftertheDeadline AgentRank aideRSS AIM AIMPhoneline Akismet AlcatelLucentOpen Alchemy AlchemyAPIKeywordandTermExtracti Alexa AlexaThumbnail AlexaTopSites

AlexaWebInfo AlternativeTo Amazon AmazonCloudWatch AmazonEC2 AmazonFulfillmentWebService AmazonHistorical AmazonMarketplaceWebService AmazonPayments AmazonQueue AmazonRDSRelationalDatabaseServi AmazonS3 AmazonSimpleDB AMEE Amplify AOLOpenAuth AOLOpenMail AOLPictures AOLVideo AOLVideoUpload

AOLWebAIM AonawareDictionary ArcWeb ArtBeat arXiv AustralianBusinessNumberLookup AuthenticJobs Authorize.Net AvantLink Avvo Awesm BabyNames Backpack BackTweets BackType Bandsintown Basecamp BatchBook BBC BBCMusic Bebo BeenVerified BeerMapping BeliefNetworks BestBuyRemix Betfair BibleGateway BibSonomy BigHugeThesaurus

BigTribe Billboard Billomat Bing BingMaps Bit.ly BlankSlate bLaugh Blinksale Blinkx Blip.tv Blipfm BlogamaIPInfoDB Blogger Bloglines Blogmarks BlueDot BookMooch BooRahRestaurantSearch Box.net Brightcove BrighterPlanetEmissionEstimates Brightkite BroadsoftXtended BrooklynMuseum BTWeb21C Buildasearch Burstn buySAFE Buzznet CafePress Calais CampaignMonitor Campfire CapitolWords CareerBuilder Carma ChaCha ChartLyricsLyric Chirpio Cicero CitySearchCityGrid CitySourced ClearForest Clickatell

Clicky Cligs Clipta CloudMade Cloudspeakers Cloudvox CNET Collecta COLOURlovers CommissionJunction Compete ConceptShare Connotea ContextVoice CorpWatch CowntUs CreativeCommons CrunchBase CurrenciesExchangeRates CyberSourceSimple DabbleDB Dailyplaces DandyId Dapper DataUnisonEbayResearch Daylife DBBusinessVerify

DBCreditCheck DBpedia deCarta del.icio.us DemocracyInAction DHL Digg DigitalBucket DigitalNZ DigitalPodcast Dipity DirectedEdge Discogs Disqus Doba Docstoc DocuSignEnterprise DonorsChoose dopplr Drawloop Dropbox Dropio EarthTools EasyUtil eBay EchoNest EchoSign EditGrid EmporaEvergreen Enthusem Entrez Ergast eSideWalk

ESRIArcGISJavaScript ESV Etsy Eventbrite Eventful EveOnline Evernote Evoca Evri Expono Facebook FacebookAds FacebookGraph FacebookSocialPlugins Facecom Faces Factual FanFeedrSportsNews FantasyFootballNerd FatSecret Faviconz FedEx FedSpending FeedBurner FeedMap ffwd FilesAnywhere FilesTube FilmCrave Findory FireEagle

FizberNeighborhoods Flickr FlightStats Floobs FollowTheMoney Formstack Forvo Fotolia Foursquare Foxrate Freebase FreebieSMS Freewheel FreeYourID FreshBooks FriendFeed Friendster Fring FUTEFWikipedia GamePro GamesRadar Garmin geocoder geocoderCanada Geocubes Geograph GeoIQ Geolenz Geoloqi GeoNames GetMapping GetSatisfaction

Gigablast GigJunkie Gigya GitHub GlobalBiodiversityInformationFac GlobeXplorer Glue GoMoTextSMSGateway Goodreads Google GoogleAdSense GoogleAdWords GoogleAjaxFeeds GoogleAJAXLanguage GoogleAJAXLibraries GoogleAjaxSearch GoogleAnalytics GoogleAppEngine GoogleAppsEmailMigration GoogleBase

GoogleBookSearchBookViewability GoogleBookSearchData GoogleBuzz GoogleCalendar GoogleChart GoogleCheckout GoogleClientAuth GoogleCodeSearch GoogleContacts GoogleCustomSearch GoogleDesktop GoogleDirections GoogleDocsList GoogleEarth GoogleEmailSettings GoogleFinancePortfolio GoogleFont GoogleFriendConnect

GoogleFusionTables GoogleGears GoogleGearsGeolocation GoogleGeocoding GoogleGmailOAuth GoogleHealth GoogleHomepage GoogleLatitude GoogleMaps GoogleMapsData GoogleMapsElevation GoogleMapsFlash GoogleMashupEditor GoogleNotebook GoogleO3D GoogleOpenID GooglePicasa GooglePlaces GooglePrediction GoogleSafeBrowsing

GoogleSites GoogleSocialGraph GoogleSpreadsheets GoogleSSO GoogleStaticMaps GoogleTalk GoogleTranslate GoogleVisualization GoogleWave GoogleWebAuth GoogleWebmasterTools GoogleWebsiteOptimizer GovTrack.us Gowalla GreatSchools Grooveshark GrouperVideo Groupon Gruvr Guardian Harvest Heroku Heyzap Hi5 Highrise

Hiogi HolidayService HomePipe hon.jp hostip HotelsCombined HotOrNot HotUKDeals Howcast Hyves Identica Idiomag Ifbyphone iGoogleThemes IIGAlerts Ikregeernl ILike ImageLoop ImageShack Imeem Imgly IMified indeed InfochimpsDigitalElement Infosnipernet InnerGearsCityState Instagram Instapaper IntelCPU IntelePeer Interfax InternetArchive

InternetVideoArchive IntuitDataService IPAddressLookup Ipernity IPLocation ISBNdb Isgd IssuuSearch ITunesandiTunesConnect Jaduka Jaiku JamBase Jigsaw JobCentralJobs Joost Jots JotSpot JoyRackGames Justintv Kayak Kelkoo KewegoVideo Kiva Klout KooKoo Kuler Kwwika Kynetx Kyte LastFM Lat49 Layar LazyTune Let039sBeTrends LibraryThing Lingr

LinkedIn LinkShare LiveContactsJS LiveJournal Livekick LiveSpacesPhotoControl LiveVideo LivingStones LOCSRW LongURL Loxcel LuluPublishing Lyricsfly LyricWiki Ma.gnolia MailChimp Map24 MapLarge Maplight Maponics MapPoint Mappy MapQuest Mapstraction MaxMindGeoIP Meaningtool MechanicalTurk Medioh Meebo Meetup Mendeley MenuMania MetaCarta MicrosoftAdCenter MicrosoftBing MicrosoftHealthVault MicrosoftMSDN MicrosoftTranslator MindTouchDekiWiki Mite Mobivity Mobypicture Moneybookers MOO Moreover MSNMessenger MTV Multimap MusicBrainz MusicMobs MusixMatch MyBlogLog Myplaylist MySpace MyVox Nabaztag NASA Naver NCAAMensCollegeBasketball Ndurl Nestoria

Netflix NetSuite Netvibes NewsCloud NewsGator NewYorkTimesArticleSearch NewYorkTimesBestSellers NewYorkTimesCampaignFinance NewYorkTimesCommunity NewYorkTimesCongress NewYorkTimesMovieReviews NewYorkTimesNewswire NewYorkTimesTimesPeople Nextstop Ning NOAA NorwayWeather Notifixious NPR Omgili Omnidrive OneLogin Ontok OntokWikipedia Oodle OoVoo OoyalaVideoPlayer openDada OpenDOAR OpenGovernmentDataInitiative OpenLayers OpenPatentServices OpenSecrets OpenSocial

OpenSosius OpenStrands OpenStreetMap OpenX OpinionCrawlSentimentAnalysis Orb Orkut OSOpenSpace Outsidein Pageflakes Panoramio PayPal PDFGenerator PeekaCity PeoplePond Phanfare PhishTank Photo Photobucket Picnik PicPlz Pikchur Pikeo Pingdom Pingfm Pixagogo Pixlr Plancast Plaxo Playme Plazes Poly9FreeEarth PostalMethods

Posterous PostRankDataMining Pownce PriceGrabber PriceRunner Printfection Prodigem ProgrammableWeb Prosper PubSub Pusher Pushpin PushpinLocationData Qrcx QuarkRank QuickBase QuickFuse Quora Qurl Qwerly Qype RadioTime Rakuten RapLeaf RawSugar RealtyBaronAnswers Recurly Reddit Rentometer RescueTime RetroAvatar

ReutersSpotlight Revver Rezgo Rhapsody Ribbit Rim Ringful Riya RoviCloudServices RPX Rrove SafeCreative Salesforce ScienceMuseum Scribd ScribdiPaper SecondLife SeeqPod Seesmic SemanticContextualAdvertising SemanticHacker SendGrid Sendible Sensebot SEOmoz Shadows SharedBook ShareThis Shizzow Shopify Shopping.com ShopStyle

Shopzilla Shrten ShutterPoint SilverlightStreaming SimpleAPI SimplyHiredJobs Simpy Skydeck SkyhookWireless Skype Sletohcom SlideShare SmashFly Smugmug SnappyFingers Snapr Snipshot SNOCAP SocialActions Songkick Songly Songza SoundCloud Sparklines SplogSpot Spock SpokenBuzz Spore SpotifyMetadata Spraci SpringWidgets Start Steply

stikkit StrikeIron StrikeIronReversePhone StrikeIronSMSPro StrikeIronTaxes StrikeIronUSCensus Stupeflix Stylight Subj3ct SugarSync SummizeTwitterSearch SunlightLabsCongress SuperDataPack Superfeedr Swivel Syndic8 Tagalus Taglets Tagoo TagTooga Tailrank Tarpipe TeachStreetClassesandCourses Technorati Tel Textamerica TheyWorkForYou ThisNext

Thounds Thumbalizr Ticketfly TimesURL TinyGeoCoder Tinylink Tinysong TinyURLOpen TokBox Topicalizer Topsy Touchnote TourCMSMarketplace TownMeGeo TradeSports TransparencyData TravelFusion Trendrr TribeHR Trim TringMe Tropo TrueKnowledge Trulia TrustedPlaces Trynt Tumblr TutorialsGarden Tweetmeme TweetPhoto TweetScan Twilio

TwilioSMS Twinfluence Twitgoo TwitPic TwitrPix Twitter TwitterCounter TwitterGrader TwitterStreaming Twittervision Twtfm TypeKey TypePad UClassify UPCDatabase Upcoming UPS UrbanDictionary UrbanMapping UrlBorg Userplane USGSElevation USPostalService Ustream.TV USYellowPages Vast Veoh ViaMichelin Viddler Videodetective VideoSurf Vidoop

Vimeo VirtualEarth Vodpod voo2do Voxeo W3Counter WalkScore WatchMouse WeAreHunted WeatherBug WeatherByCity WeatherChannel WeatherUnderground WebAPIforBiology Weblogs WebPurifyProfanityFilter WebShots WebThumb WeFeelFine WhatCounts WhatTheTrend WHERE Where2GetItSlippyMap Whereis WhitePages Whois Widgetbox Wigle Wikipedia WindowsDesktopGagdets WindowsLiveContacts WindowsLiveData WindowsLiveDomains WindowsLiveExpo WindowsLiveGadgets WindowsLiveIDWebAuthentication

WindowsLiveSpaces WindowsLiveSpacesPhoto WiserEarth WishpotShopping Wordnik WorldCatSearch WorldTimeEngine Wuala Yahoo YahooAddressBook YahooAds YahooAnswers YahooAudio YahooBBauth YahooBOSS YahooContacts YahooGeocode YahooGeoPlanet YahooImages YahooInternetLocationPlatform YahooLive YahooLocal

YahooMail YahooMapImage YahooMaps YahooMessenger YahooMusic YahooMusicEngine YahooMyWeb YahooPlaceFinder YahooPlacemaker YahooQueryLanguage YahooRelatedQuery YahooSearchMarketing YahooShopping YahooSiteExplorer YahooSocialDirectory YahooSpellingSuggestion YahooTerms YahooTraffic YahooTravel YahooUpdates

YahooVideo YahooWeather YahooWidgets YellowCanada Yelp YesBroadcastDB Yolink YourMapperAPI YouTube YouTXT Zanox Zappos Zazzle ZeeMaps Zemanta Zendesk Zillow Zixxo Zoho ZoomIn ZoomInfo Zooomr Zvents

3940

Today API Cloud



Individual Pieces

Lego Packs

Option 15

Think Lego



Option 16

Services that run on

top of

Services that run

better with

Services that are

running by

Type of Services

No IntegrationCommercial Agreement (ex: pre embedded client)Operated externallyEx: Twitter

Multi level of integration (light to deep)Commercial Agreement (ex: bill to charge)Generally operated externallyEx: Zynga with Facebook

Deep integrationProduct or work package done by vendor or internally developedGenerally operated internallyEx: Address book by Vodafone

Differentiation Potential Revenue

Intrinsic Drive and Incentive

Strategic Choice

Distribution and Motivation



Option 18

Wholesale API (API focused on delivering specific operation)Eg: Googlemap, Eg: Backup and restore, NWAB, Mondrian…

Retail API (API to focus on a specific client)Eg: Mobile API, Web API …

SDK (Code that hide the API for a specific platform)Eg: Eclipse Plug-in, Mobile device SDK (Apple, Android…)

Wha

t?H

ow?

RawExposure

PortalAggregatorService Provider

Redistribution

API Distribution

for

for….

Standard (defacto)

Environment

1 2 41 2 443

1

2

4

Web DeveloperMobile DeveloperDevice DeveloperInternal Developer

Customized API (API created for a specific partner)Eg: Apple, Google…

3

4

Who

?Long TailShortTail

http://www.programmableweb.com/

http://developers.facebook.com/docs/reference/api/

http://www.salesforce.com/platform/

http://www.microsoft.com/windowsazure/

http://code.google.com/appengine/

http://www.api.orange.com/

http://www.wacapps.net/web/portal

http://www.android.com/



Level ofResource

Commitment

Contributors (in descending order of individual contributions)

The Continuum of Motivation

Hobby, Fun Moral commitment

Skill-Building

Reputation,Signaling

Stand-aloneProductProfits

Advertising

By-producteconomics

ConsumptionOnly

People

Companies

Monetization



Option 111

Service

Data

Consumes

Produces

Improvesexperience

Many free services

One data setand common semantic

The more context the more efficient and

the more value

Internet Service Provider

Value enriched Datageneratesrevenue

Example: Search/Information Mgmt :

Rated auction/Selling:

11

User

Internet Model



Network Service Provider

Option 112

Many different sets of data generated by the

user and/or by the service

Many data sets and undefined semantic

Several servicesgenerate revenue

- What is the set of unique services a NSP can offer to complete this triangle?- Which core semantic is characterizing NSP’s?

12

?

Vodafone Example:Voice, SMSData flat rate

DataData

Data

Consumes

ProducesMany services

don’t produce data and are only focus

on reporting

User

Service

Where We Are Now



Option 113

Closing the triangle gives the

needed acceleration effect

13

Revenue from existing services will shrink

Vodafone Example:Voice, SMSData flat rate

Vodafone Example:Address Book/How Entities communicate

One data setand common semantic

Data

Value enriched Datageneratesrevenue

Free servicesSemantic interoperability with other Service Providers

Vodafone Services Architecture Vision, Jan 2011

Additionalrevenue from new servicesVodafone Example: m-Healthm-Advert

User

Service

Where We Should Be

A Different Approach



Option 115

Internet Services Large scale of components

Loosely definedManaged by many different

entities and peopleNot controlled

Experiences using IMS/RCS- Network specific protocols- Expensive implementation- Strong standardisation is slowing down evolution - Connection driven+ Provide a clean way to abstract the bearer channel

Experiences using SDP- Lack of Scalability (Number of components involved)- Lack of flexibility and dynamic behaviour+ Still needed for lifecycle management

Unsuccessfulexamples

Network EcosystemMultiple Planes: Application, Enablers, Control, BearerDiscovery, session and connection oriented

IT EcosystemIntegrated multiple systems thru EAI (Enterprise Service Bus)Well behaved, well defined components

GapApplication

EcosystemEcosystem

Internet Service Dilemma



• Infrastructure abstraction: to go beyond virtualization to provide service with a set of API on how to consume basic resources (Storage, Computing, Queueing)

• Identity Management: to provide open standard (OpenID, Oauth) to deal with identity and authorization by interacting with different legacy system

• Profile Management: to make sure that all data resources are linkable and discoverable

• Transaction Management: to provide the infrastructure to deal with distributed transactions for operation like user lifecycle

• High Performance Event Management: to handle real time near real time distributed event management for services

• Analytics: to make sure that every services generates data and there is a way to extract value from that data

• Exposing service APIs in the proper context: services are about API and not just end to end experience:

– Device Management– Connection Management – User Profile– User Services

Option 116

Device as a service

User as a service

Pillar/Plugs for Dealing with Internet Services



Option 117

17

Analytics Common Services IT

en

able

rs

Ser

vice

Pla

tfo

rm

Mobile 3rd Party

ConnectionManagement

Common Access LayerCommon Access Layer

Fro

nt

En

d

Co

nn

ect

ivit

yB

acke

nd

Ser

vice

s

Identity Management

Profile Management

Transaction Management

High Perf Event Management

Extraction

Aggregation

Storage

Analysis

Hybrid CloudInfr

aS

tru

ctu

re

Net

wo

rk &

Te

rmin

al e

nab

lers

• Network and over the top combined connection manager to optimize device/back end connectivity

- semantic/protocol abstraction- level/type of access• Common front end with level of

specialization (direct access supported, if the layer adds value … )

• Services are developed using or consuming the service platform and infrastructure components

- Using specific technologies and specific architecture

- Must adhere to architecture principles

• Platform to provide common services and utilities to support and meter backend services

• Normalized abstraction of the basic IT resources using AWS semantic

- A broker will decide based on policy and service level request which implementation to use (Local, Hosted, Cloud)

- Virtualized internal resources will implement the abstraction

MobileClient

WebClient

3rd PartyClient

Target Architecture

3rd PartyService

3rd PartyPlatform



BI

Option 118

Application(Native, Web)

AndWidget

NetworkDevice

Ent

erp

rise

Ser

vice

Bu

s

CustomerCare

ProductCatalogue

OrderMgmt

BillingRating

ResourceMgmt

ERP

PartnerMgmt

FaultMgmt

Visited Network Home Network

PDF

BGF

P-CSCF I-CSCF

BGF

S-CSCF IBCF

BGF

AS AS

HSSXDMS

Bearer Plane

Control Plane

Access

Application Plane

Inter-carrierRoaming

Enablers

SIPMedia

Location Presence

ARACF NetworkEcosystem

ITEcosystem

Analytics Common Services

S

ervi

ceP

latf

rom

Mobile 3rd Party

ConnectionManagement

Common Access LayerCommon Access Layer

Fro

nt

En

dC

on

nec

tiv

ity

Bac

ken

dS

ervi

ces

All NSP capabilities and core assets need to be exposed as enablers (Network, IT and Terminal)

18

Business

Operation

Internet ServiceEcosystem

Network/TerminalEnablers

IT E

nab

lers

(U

ser

Life

cycl

e, O

rder

Mgm

t, R

even

ue M

gmt,

Car

e)

Putting Everything Together