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Managing Applications and Enriching the User Experience
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MWC 2011 Business Services Symposium
Service Delivery BrokerEnabling Services and M i th A E i
y
Managing the Apps Experience
A tó i CAntónio [email protected]
Agenda
The business problem
g
The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)
Agenda
The business problem
g
The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)
The Business Problem
Competition is getting stronger and CSPs need toCompetition is getting stronger and CSPs need to be more than dumb pipe carriers
New services and new business models evolve
A new approach to services management isA new approach to services management is needed enabling CSPs to deliver innovative productsproducts
The Solution
A concept-to-cash solution supporting servicesA concept-to-cash solution, supporting services management from Development to the MarketplaceMarketplace.
A product-oriented user experience that empowers CSPs to sell competitive products in record time.
CSPs can have “Business Models as a Service”.CSPs can have Business Models as a Service .
Supported Business ModelsppPay-per-use real-time/deferred
P SMS t C t t It d li d B i tPer SMS sent, Content Item delivered, Banner view, etc.Pre-paid
1000 SMS Package, 1000 Location Requests Package g , q gTwo-sided (revenue share)
The income generated by a service is shared with the service providerprovider
Premium (positive discrimination of customers)Dedicated service instances, discounts for great usage
FreemiumBasic usage is free, premium content or features is charged
SubscriptionSubscriptionService access for a time period, ex: GIS Studio SaaS application
Commercial campaigns R l i di i i d diReal-time discount, coupons, time period discount
Agenda
The business problem
g
The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)
Who is SAPO
A division inside a Portugal Telecom companyA division inside a Portugal Telecom company.We are the leading web presence in Portugal.We get over 20 millions page views every day.Our current revenue mainly comes from ads.yWe’re on the Internet business for over 15 years.
Agenda
The business problem
g
The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)
What is SAPO doingg
We build Web services and apps Lots of themWe build Web services and apps. Lots of them.We already have dozens of apps and over 1000 ser ice endpoints to manage!service endpoints to manage!
To manage those Web services, we developed our own Service-Orientation platform, the SDB.
We call it Service Delivery Broker because it enables end-to-end Service Lifecycle Management, intermediate routing, protocol bridging, data format and data model transformations, policy enforcement, security, validation and cachingand caching.
SAPO IPTV Apps using SDB Web servicespp g
SAPO IPTV Apps using SDB Web servicespp g
SAPO IPTV Apps using SDB Web servicespp g
SAPO Apps on Samsung Connected TVspp g...also using SDB Web services
SAPO Apps on Samsung Connected TVspp g...also using SDB Web services
SAPO Apps on Samsung Connected TVspp g...also using SDB Web services
SAPO Apps on Samsung Connected TVspp g...also using SDB Web services
SAPO Apps on LG Connected TVspp...also using SDB Web services
SAPO Apps on LG Connected TVspp...also using SDB Web services
SAPO Apps on LG Connected TVspp...also using SDB Web services
SAPO IPTV Apps Usage Statistics
Portugal Telecom IPTV offer (aka “MEO”) has
pp g
Portugal Telecom IPTV offer (aka MEO ) has currently 600.000 subscribers.540 000 s bscribers can access SAPO IPTV Apps540.000 subscribers can access SAPO IPTV Apps that are using Web services through the SDB.In December 2010:
1.500.000 apps were loaded13.000.000 Page Views
SAPO Mobile Apps using SDB Web servicespp g
SAPO Mobile Apps using SDB Web servicespp g
SAPO Mobile Apps using SDB Web servicespp g
Android
iP d N ki WRT Windows iPhoneAndroid iPad Nokia WRT Mobile/Phone iPhone
SAPO Mobile Apps Usage StatisticsMonth Visitors Page Views Banner Views
Ago-09 178.062 1.585.402 2.860.644S t 09 193 460 1 617 193 2 503 395
pp g
Set-09 193.460 1.617.193 2.503.395Out-09 219.376 1.816.399 2.841.042Nov-09 252.462 1.959.934 2.681.786Dez-09 326 277 2 138 107 2 851 357Dez 09 326.277 2.138.107 2.851.357
Total 2009 1.169.637 9.117.035 13.738.224Jan-10 331.401 2.137.015 2.174.154Fev-10 329.330 2.078.622 2.841.043Mar-10 398.036 3.452.659 3.568.697Abr-10 367.281 3.405.751 3.695.255Mai-10 384.551 3.132.709 3.347.757Jun-10 383.167 3.184.279 3.110.759Jul-10 387.118 3.495.529 2.652.379
Ago-10 462.195 4.023.784 3.485.198Set-10 485 923 4 366 898 3 402 545Set-10 485.923 4.366.898 3.402.545Out-10 530.068 4.492.553 3.690.170Nov-10 489.166 4.192.947 3.413.817Dez-10 549.365 4.563.775 3.705.227
Total 2010 5.097.601 42.526.521 39.087.001
Agenda
The business problem
g
The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)
How did we get hereg
SAPO has over 200 content partnersSAPO has over 200 content partners. This means a lot of content services to manage.
We have a heterogeneous environment:Java, C#, PHP, Perl, Python, Erlang, etc.y g
We needed a lot of standardized Web services so we could agilize apps development for Web,we could agilize apps development for Web, mobile and IPTV.Nowadays our mobile Web and IPTV appNowadays our mobile, Web and IPTV app developers don’t have to worry about Web services interoperability content transformation routing andinteroperability, content transformation, routing and security.
Service Delivery Broker Solution
Service Delivery Broker Runtime
TMF061 Service Lifecycle Phases and RolesRole based Services Factory applicable to both Functional and Service Management InterfacesRole based Services Factory applicable to both Functional and Service Management Interfaces
Service Lifecycle ManagementStandards-based Enterprise SOA governance model that simplifies service creation and deploymentp g p p y
Service Lifecycle ManagementEnforces reusable services not reusable code
Service Lifecycle ManagementSchema repository management using the Service Delivery Support Application p y g g y pp pp
Service Lifecycle ManagementService operations design p g
Service Lifecycle ManagementService operation parameters design p p g
Service Lifecycle ManagementStandards compliance validation using the Service Delivery Support Application p g y pp pp
Service Lifecycle ManagementReal-Time Monitoring using the Service Delivery Support Application g g y pp pp
Supported Business ModelsppPay-per-use real-time/deferred
P SMS t C t t It d li d B i tPer SMS sent, Content Item delivered, Banner view, etc.Pre-paid
1000 SMS Package, 1000 Location Requests Package g , q gTwo-sided (revenue share)
The income generated by a service is shared with the service providerprovider
Premium (positive discrimination of customers)Dedicated service instances, discounts for great usage
FreemiumBasic usage is free, premium content or features is charged
SubscriptionSubscriptionService access for a time period, ex: GIS Studio SaaS application
Commercial campaigns R l i di i i d diReal-time discount, coupons, time period discount
SDB Logical Architectureg...on Microsoft Windows Azure: SDB as a Service
Agenda
The business problem
g
The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)
Conclusions (aka Why should you care)
Get concept-to-cash and time-to-market much fasterGet concept to cash and time to market much faster.Operate a two-sided business model that enables developers business and drive them to success with SDBdevelopers business and drive them to success with SDB and yours Value-Added Services.Manage services in a standardized way, ensuring g y gcompliance with best practices from both industry and TM Forum.Reduce cost of service management and delivery by using SDB in a PaaS/SaaS model over a cloud infrastructure.
SDB l d t t d Wi d ASDB was already tested over Windows Azure.Enable Telco related services using GSMA OneAPI:
SMS, MMS, Location and Charging.
References & Contact
TM Forum Service Delivery Broker CatalystTM Forum Service Delivery Broker Catalysthttp://www.tmforum.org/ServiceDeliveryBroker/9306/home.html
SAPO Serviceshttp://services.sapo.ptp p p
SAPO Marketplace on Windows AzureS O a etp ace o do s u ehttp://sdbmarketplace.cloudapp.net
António CruzSDB Project ManagerSDB Project Manager
MWC 2011 Business Services Symposium
Service Delivery BrokerEnabling Services and M i th A E i
y
Managing the Apps Experience
A tó i CAntónio [email protected]