Transcript SDF Technical Training

“Jumping The Barrier”
Service Delivery Framework
MIT October Plenary 2011
Jan Kok
Principal Innovator
Nokia Siemens Networks
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Market Overview
Applications Strategy
SDF Overview
Exposure
Creatary
Smart Lab
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For internal use
August 2011
There are other people stealing the ‘buttons’ of the CSPs
… many button’s
One button
Where are the ‘Telco buttons’ for CSPs revenue?
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For internal use
August 2011
Revenue
How the CSP can rediscover their buttons for sustainable revenues?
Core services
Partner services
Marketplace services
Dedicated implementation
Fast service creation
Exposure to developers
Revenue
Revenue sources today (NSN Business Evolution Study, 2011: 146 interviews with 47 CSPs
and 14 other companies)
SMS, MMS, IM
Voice (Mobile voice & VoIP)
Person to Person Messaging
Fixed Broadband
Mobile Internet
Entertainment
Content services like IPTV
Other Value Added Services
Advertising
Revenue from partner through 2-sided
business models
Carrier services
1 3
2 1
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1
Ringtones
Mobile TV
IPTV
5
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Internet
66
Voice
VAS
Business
Services
Per-service revenue
Web2.0 Games Virtual
Worlds
# of services
Source: ABI, NSN research
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For internal use
August 2011
CSPs have under-leveraged assets to get the buttons back
Delivery via
CSP
Network
Best effort
Internet
delivery
Over
theTop
Telco
Public
Internet
Assets includes
Location
Profile
Billing
Messaging & voice
Contacts and history
Context and
community
Deeper analytics
Service
Provider
Strengths:
Innovative and fast moving
Excelling in application eco-system
Strenghts:
Managed QoS and security across entire chain
Flexible carrier charging (Pre-paid, post-paid)
Shortcoming:
End-to-end SLA
Charging capabilities
Shortcoming:
Smaller addressable market (Scale)
High service deployment cost
Slow T2M
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© Nokia Siemens Networks 2011
For internal use
August 2011
Market Overview
Applications Strategy
SDF Overview
Exposure
Creatary
Smart Lab
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For internal use
August 2011
Innovate and deliver new services
CSP Challenges and opportunities
Challenges
Operator Assets
• Customer demand for new
applications
• Communication Infrastructure
ownership
• Offer unique, smart, services
and apps
• Competition by Web 2.0 Players
• Trusted partner for consumers
and enterprises
• Address untapped markets
• Erosion of voice revenues
• Customer Insight
Smart Phones
Music
Dating
Browsing
Social Media
CSP
Games
Video Streaming
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Opportunities
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For internal use
August 2011
• New business models
Market Overview
Applications Strategy
SDF Overview
Exposure
Creatary
Smart Lab
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© Nokia Siemens Networks 2011
For internal use
August 2011
Service Delivery Framework
System evolution to match new consumer and business expectations
Revenue
Revenue/service
Core services –
specific effort justified
Fast service creation and
flexible business models
Service exposure for 3rd
parties
SMS/MMS/IM
Ring
tones
IP &Mobile TV
Integrated
eMail
mCommerce
Televoting
Voice VAS
0
Business
Services
Internet
access
Mobile Music
Core Services
(~ 20)
Quadplay
Community
Info
Call & Share
Push
To X
WEB3.0
Marketplace Services
(100  )
Partner Services
(20-100)
Enabler
SDF reduces integration complexity and
multiple integration steps
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Applications
SDF
August 2011
Games
APIs
Virtual
worlds
# of
Services
SDF High level architecture
Six main domains
3rd party applications & content
Content
Providers
Web 2.0 applications
3rd party applications
Service Delivery Framework
4. Enablers
Common User Data Mgmt
Portal
5. Content Mgmt &
Delivery
3. SOA instrumentation
Identity
Management,
AAA,
Profile &
Preferences,
…
6. OSS/
BSS
Gateway
2. Service
Creation
Location
BSS
Applications
Presence
VoIP
1. Service Execution Environment
Online Charging
Device
capability
Management
Devices
OSS
PC + TV + Mobile + Phone
Network
IMS
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August 2011
TV
(mobile, cable, IP)
IN/SSF
Others
(SMSC/MMSC/…)
Market Overview
Applications Strategy
SDF Overview
Exposure
Creatary
Smart Lab
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For internal use
August 2011
NSN Exposure Solution and Developer Communities
www.Creatary.com
Easy on-boarding process for developers, charging and settlement for assets,
sandbox environment for testing, API reference, concepts, tutorials, forums, blogs
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August 2011
NSN Smart Labs
• Focus on user experience and network performance
• Fully equipped with latest radio technologies and end-to-end IP
network
• Foster mobile internet ecosystem and cooperation between key
stakeholders
Devices
Connectivity
• Enhance user experience
• Optimal interworking between
smart devices, applications
and networks
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Internet content
… many button’s
One button
The buttons are there … someone to push them.
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© Nokia Siemens Networks 2011
For internal use
August 2011