Transcript services

Services Transformation
New Approaches to Delivering Blended
Services Over IP Networks
Keith Chappell
Alcatel-Lucent
January 23-26, 2007• Ft. Lauderdale, Florida
Services Transformation
Binding applications
to shared network & management resources
delivers a new breed of services with agility
Personalized & Blended services
with optimal Quality of Experience
will be the differentiator
January 23-26, 2007• Ft. Lauderdale, Florida
Key service challenge: Deliver to end-users
compelling integrated user centric services
•Enriched Communications Experience
SERVICE
AGILITY
SERVICE
PERSONALIZATION
SERVICE
BLENDING
QUALITY OF
EXPERIENCE
Today’s Networks
Service & network Limited knowledge of
Static management
No network wide
silos
of
network traffic and
end user preferences visibility or control of
resources
Limited new
and context
resources
application capability
Internet grade IP
Transformation required to deliver a user-centric
communications experience
January 23-26, 2007• Ft. Lauderdale, Florida
Services Transformation:
Breaking service silos with the Carrier-Grade SDE
2
1
Network
and
Services
Silos
Converged
Network with
Services Silos
3
Carrier-Grade
Service Delivery
Environment to
deliver
personalized and
blended services
Carrier-Grade
SDE
Service
Operations
3rd party
apps
Service Factory
Service
Enhancements
Federated
Control
January 23-26, 2007• Ft. Lauderdale, Florida
The Target of Services Transformation
The Carrier Grade Service Delivery Environment
Service Control
Service Creation
Video
IMS
Service edge
Service Aggregation
Universal BB Access
Business& Consumer
Environment
Carrier-Grade Service Delivery Environment
Data-Aware
Transport
Traditional
Internet
Service Factory
• Applications
• Application Servers
• Partner/3rd Party Eco-System
Service
• SDK/Dev Tools
Transformation
Federated Control
• Session Control
• Service Blending
• Resource Mgt
• Policy-decision &
enforcement
Service
Enhancements
• User Profile
• Presence
• Location
Service
Operations
• Customer/Partner
Care
• OSS/BSS
• Content Management
Service Oriented Architecture
January 23-26, 2007• Ft. Lauderdale, Florida
Key Elements of Carrier-Grade SDE:
Service Factory
The Service Factory consists of 4 key
components:
Common Service Enablers
Service
Factory
Federated
Control
• Application Servers
• Applications
• Terminal Clients
Service
Enhancements
Service
Operations
• Applications and Client SW Development
Tools
January 23-26, 2007• Ft. Lauderdale, Florida
Value Derived from the Service Factory
• Flexible portfolio of application servers allow for
service delivery optimization. Service
Providers are not tied to a single “golden”
platform (SDP) promised to support all current
and future service needs.
• Extensive portfolio of applications that can be
blended into new services (e.g., IPTV blended
with Web Browsing)
• Personalization of new services by either the
Service Provider or the end-user
• Open, non-proprietary Software Development
Kits (SDKs) enable innovation by the service
provider and 3rd parties
• Web Services and IMS protocols facilitate open
blending of services across application
servers
January 23-26, 2007• Ft. Lauderdale, Florida
Key Elements of Carrier-Grade SDE:
Federated Control
• Session/Service Blending
Common Service Enablers
Service
Factory
Federated
Control
• Integrating sessions within the network
• Orchestration for sequenced execution where
necessary
• Policy driven blending of services
• Availability of Always-On Aspect enables Push To
“X” type services
• Dynamic Resource Management
Service
Enhancements
Service
Operations
• Admission control and throttling
• Flexible Policy Decision/Enforcement driven by a
high-speed rules engine
• Centralized decision point for distributed Policy
Enforcement Points (PEPs)
• Network Security Enforcement
• Multi-level, multi-faceted security implemented as
an always on process, not an event
• Security standardization enables interoperability in
Multi-Vendor Networks
January 23-26, 2007• Ft. Lauderdale, Florida
Federated Control through
Session/Services Blending and Orchestration
IPTV
Internet Services
Service Factory
SIP
Traditional
e.g. IN, Voice
MM over Mobile
Partner Services
Service Blending
(SIP, WS, policydriven orchestration)
AIN
SCP
SoftSwitch
Messaging
Server
Federated
Control
Video
Server
Other
e.g. PTx
Example Control
Elements
Service Control
January 23-26, 2007• Ft. Lauderdale, Florida
Key Elements of Carrier-Grade SDE:
Service Enhancements
Common Service Enablers
Service
Factory
Federated
Control
Service
Enhancements
Service
Operations
• Federated Identity
– Authentication & Authorization
– Identity Management for Single Sign On
• Federated User Data
– Directory (e.g., Name, Voice Mail, etc.)
– User Profile
– Address book
– Privacy
• Personalization
– Dynamic policy decisions based on context, requester,
preferences, and data mining
– Tailored service offering to simplify end-user selections
• Federated Presence and Location
• Communities/Groups
– Capitalizing on user “networking” data
– E.g.,Groups - gaming, IM, calling patterns
• Network Abstraction
– Network APIs and web services (e.g., OSA Parlay,
ParlayX)
• Rating & Charging
– Real-time on-line charging & rating control
– Flexibility & special rating for promotions of blended
services
January 23-26, 2007• Ft. Lauderdale, Florida
Service Enhancements:
Exploiting Information Federation and Shared
Capabilities
User
Identity
User
New Service
Options
(Service Usage
Data mining)
Network
Abstraction
Layer
User
Profile
RT Rating
& Charging
User
Preferences
& Policies
Presence &
Location
Network
Intelligent
Delivery Network
Service Enhancements enable federation and exploitation of user
data and dynamic information to deliver personalization of services
January 23-26, 2007• Ft. Lauderdale, Florida
Key Elements of Carrier-Grade SDE:
Service Operations
Service Transformation includes optimizing operations systems to
manage blended and personalized services by:
Common Service Enablers
Service
Factory
Federated
Control
 Re-engineering Operational Processes and
OSS/BSS systems for innovative service
bundling and life cycle management
 Enhancing support for End-Users and Partners
 Self-Care Portals
 Carrier’s Service Exposure
 Partner Service Registration
Service
Enhancements
Service
Operations
 Implementing Service Modeling to optimize
fulfillment, assurance and billing processes for
new services
 Measurement, monitoring, reaction and
reporting of customer service usage and
service experience
 Policy-driven resource management
 Providing comprehensive device and content
management
January 23-26, 2007• Ft. Lauderdale, Florida
Transformation impacts more than Networks
and Services …
Balanced
Scorecard
Org./People
Processes
KPI / KQI
Metrics
Business Processes, Organizations and OSS/BSS
FMO
Carrier-Grade
SDE
Service Operations
3rd party
apps
Service Factory
Systems
Service
Enhancements
Encompassing
People,
Processes
& Systems
Federated
Control
PMO
VoIPMobile Video Data
SI&P
S&C ILM
Customer
Ops
PLM
MOM
CRM
SDM
SMO
RDM
RDM
SCDM
SPRM
Enterprise
Mgmt
PMO = Present Mode of Operations
FMO = Future Mode of Operations
OS&R
Time/Results
F
A
B
Extending traditional
FAB with eTOM
covering end-users,
partners
& ITIL Best Practices
FAB - Fulfillment, Assurance, Billing
eTOM – enh. Telecom Operations Map
ITIL - IT Infrastructure Library
January 23-26, 2007• Ft. Lauderdale, Florida
An unmatched vision for Services
Transformation…
•Enriched Communications Experience
SERVICE
AGILITY
SERVICE
PERSONALIZATION
SERVICE
BLENDING
QUALITY OF
EXPERIENCE
Services Transformation Framework
Service Control
Service Creation
End-user
Environment
Carrier-Grade Service Delivery Environment
Access, Transport, & Service
Edge
•
•
•
•
Service Factory
Federated Control
Service Enhancements
Service Operations
January 23-26, 2007• Ft. Lauderdale, Florida