Transcript Portfolio/Program Name Here 32/38pt with 12pt after paragraph

Transforming Services With A
Service Delivery Environment (SDE)
FITCE Presentation
Patricia Lopes
September 23, 2008
Agenda
1. The Connection is Not Enough
2. Transforming Service Creation and Delivery
3. Staying Ahead of the Competition
End users demand new types of services and are willing to pay
Consumers value experiences
adaptable to their life style
Enterprises value efficiency,
productivity and cost reduction
 Interactivity
 Ease of use
 Simplicity
 Reliability
 Accessibility
 Personalization
 Security
 Mobility
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Beyond Classic Telephony Towards Seamless Communications
Widget Mash-up
Video Call
Video Share
Browser Plug-in
Multimedia
services with voice
Conversational
services
Social networking and
Web 2.0 services
Messaging
services
MultiMedia messaging
Presenceenabled
address
book with
VoIP
Visual voice mail
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Anywhere, Anytime, Any Device Connectivity
The multi-screen experience
Multi-screen device preferences
Television
PC
Mobile phone
On a video TV
screen in your car
Need fulfillment
None of the above
Keep me from missing shows
Ability to watch television/
programming when away from home
Give me more flexibility in watching
television/finishing programs/watch
things on my time
Multi-screen device preferences by age
Can occupy/entertain my children
•13-17
TV
•18-25
PC
•26-35
Mobile phone
•36-45
•46-54
TV in car
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Entertain me/keep me from boredom
(while waiting/in the car/away from
home)
Ability to record programs when
not at home
Access/connect to large variety of
media at any time
Service connects/gives me control of/
access to a variety of devices at once
Source: Alcatel Lucent Primary Market Research, North America 2008
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Willingness To Pay For Services They Want
Growth Services
Low-Value Services
Niche Services
% very interested
Loyalty Services
Relative impact on sales revenue (£/Month)
Source: Alcatel-Lucent Research Jan08,
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2
Transforming Service Creation and Delivery
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Transforming Service Creation and Delivery
Increased importance of intangible assets
 Subscriber Intelligence
 Authentication
 Rating and billing
 Brand
Need for flexibility, Innovation and reduced costs
 Deliver more services
 Deliver personalized services
 Leverage third-party services
 Manage quality of experience
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The why and how the communications industry is transforming
Enriched Communications Experience
Service
Agility
New Partners and
Business Models
Rapid Service
Innovation
Quality of
Experience
Top 10 drivers for successful service innovation according to service providers
1 Improve time to market of new services, reduce time to integrate new services
2 Increase flexibility in how we deliver new services (e.g., across network infrastructure)
3 Prevent revenue erosion and increase customer loyalty
4 Gain access to new revenue streams via new business models (e.g., advertising, rev. sharing with 3 rd parties, QoS SLA enforcement)
5 Reduce cost of service creation
6 Serve new customer segments and markets
7 Develop close relationships with enterprise customers by telco-enabling their business processes/workflow systems
8 Access to large communities of developers AND Engage with 3 rd parties in the creation and provisioning of new services
9 Access to new content-based value chain (e.g., 3rd party content)
10 Leverage end-user generated content and media (e.g., social networking)
Source: Alcatel-Lucent Analysis 2008, Heavy Reading Survey Services Innovation
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Why SDE, and not just SDP?
Transforming how Service Providers create,
deliver and manage services
SDE
Service delivery
environment
SDPs
Silos
Service operations
Third party
apps/content
Service factory
Service enhancements
Federated control
Service-Optimized Networks
Service-Optimized SDPs
but
Risk of Services Silos!
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Service-Optimized
SDPs and Common
Service Enablers
Telco and IT — Requirement for Efficient NG Service Delivery
Telecom Best Practices
IT Best Practices
As a service in an IP world becomes a piece of software, delivery of a service
requires a combination of Telco and IT best practices







Skills, cultures and best practices for service lifecycle management
End-user services and devices
Network infrastructure and related operational processes
Application servers and related operational processes
Business interactions with content and application partners
Increasingly comprehensive customer home networks
Integrated of OSS/BSS with IT management for a complete service view for Fulfilment,
Assurance, Billing and Customer/Partner care
Shift the business from managing networks and IT systems
to managing services and end user experiences
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Supporting Service Providers in Transformation to Telco 2.0
Network Transformation
Services Transformation
Service Delivery Environment
Business
& Consumer
Network
Environments
Universal
Broadband
Access
Service
Aggregation
Service
Edge
Federated
Control
Service
Enhancements
Service
Factory
Service
Operations
Data-Aware
Transport
Data-Aware Transport
Triple Play
Service Delivery Architecture
Service Oriented Architecture
Business Transformation and Professional Services
A SPs competitive SDE must bind network, services
and business together in a flexible and reliable way
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3
Staying Ahead of the Competition
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Staying ahead of the competition
 Demonstrate service agility: enable rapid service creation, reduce operational
costs and complexity and enable alternative business models
 Exploit service personalization and context awareness
 Provide service blending across networks to blend telephony and non-telephony
features (e.g., web, entertainment)
 Manage the end-to-end communications experience: dynamic policies and
management of network traffic and resources
 Reduce total cost of ownership
• Common enablers
• Automation of processes
 Create flexibility to adapt to new business models
 Foster rapid services innovation and increase revenues by tapping into
third-party offerings
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Conclusion
 Constructing a carrier-grade SDE enables an increase in revenues and margins
• Rapid creation of new context-aware services
• Value through blending and personalization and reuse of SDE components
across SDPs
• Differentiation through Quality of Experience for the end-user
 Links network-based real-time systems with standard interfaces to billing and
support systems through flexible operational and business processes
• Helps providers attract and retain subscribers
• Enables lower operational costs, and faster time to market
 Allows Service Providers to efficiently create, provision and manage a myriad
of products and services running over the converged network
 Uses a Service Oriented Architecture (SOA) as the base for application
integration
 The path varies for each communication provider: modular implementation
15 | Transforming services with a service delivery environment | Sept 2008
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You Can Get There From Here
Differentiation
Expose: New business models with 3rd parties
 3rd party service and content ecosystem
 Revenue sharing
 Portfolio innovation
 Service and data exposure
SDE
Innovate: Service blending for more revenues
 Mashups
 Orchestration
 Multiscreen content delivery
Consolidate: Enhance and improve time to market
 Portal restructuring
 Unified user profile/identity
 Real-time rating/charging
 Presence, community, …
Stovepipe
Services
Voice/IN
services
High-Speed Internet
Commercial
bundles
Digital TV
VoIP
Blended
services
 Any media on any device
 Digita home evolution
Enhanced
services
 Interactive content
(incl. Advertising)
 Remote/network PVR
Innovation
A Modular Approach Towards High-value Connections
16 | Transforming services with a service delivery environment | Sept 2008
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17 | Transforming services with a service delivery environment | Sept 2008
All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811
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