Transcript Ubiquity High-Level Overview In the Context of the BT

Adopting SOA for Telecom Workshop
Providers Perspectives on SOA in Telecom
Dave Elmendorf
Director 21CN Voice and Multimedia
30th September 2008
Agenda
1. Changing Landscape in Communications.
2. BT’s Communications Platform Approach.
3. 21CN SDP Design.
4. 21CN Software Based Services.
1. Changing Landscape in Communications.
Life Used to Be Simple
The Network
We operated a reliable network.
BT’s Focus Changes...
“20C Era”
“21 C Era”
Network
Operator
Service
Provider
Shift focus from merely operating a network to delivering services.
Cost Effectively Address the Long Tail
20C-era Networks:
•Custom Developments
•One-size-fits-all Services
•Network Element Vendors
design Services
21CN Services Approach:
•Standards-based Developments
•Reusable/Pick&Mix Software
Components
•Services Focused on Specific
Customer Segments
•BT in Control of Service Design
Cost effectively address the unique needs
of specific customer segments.
2. BT’s Communications Platform Approach.
A New Service Model Requires A New Delivery Approach
Web 2.0 &
Social Networks
Current
Context
Message
to
Group
Privacy
Settings
Communication
Applications
Message
Ack
BT User
Do
Not
Disturb
Temporar
y
Numbers
Voting
Tally
In Session
Speech
Rec
Current
Timezone
Never
Busy
In Session
Speech
Rec
Revokable
Contact
Info
Network Infrastructure
The Service Delivery Platform will need to rapidly
embrace new and changing customer needs and
technologies.
BT User’s
Community:
Personal,
Professional &
Enterprise
21CN has shifted to Platforms
and Software Driven Services
Legacy Approach
Platform Approach
Service
Experiences
Voice
VM
ACD
Common Capabilities
Network & Platforms
Key Core Competency:
System Integration
Key Core Competency:
Service Design and Software
Assembly
Services will be rapidly built in a Pick & Mix Fashion
from Reusable Components.
BT’s 21CN Approach
Web 2.0 & Social Networks
APIs and SDKs for 3rd Party Apps
Services
Application
Profile
Application
Auth
Application
Call Server
Messaging
Application
Media
Servers
Global IP & MPLS
Network
ROW
PSTN
20CN
21CN
Broadband
Focusing only on the lower layers and ignoring a
Services approach will lead to commoditization of the
Telco.
21CN
Ethernet
Media
Gateways
3. 21CN SDP Design
Goal: Software & Services on 21CN
Social
Networks
Web 2.0
Web & Voice
Applications
Converging
21CN
VoIP
IP
MPLS
+
Standard
Software
Platforms
SOA
WSDL
IMS
BPEL J2EE
Embracing the Web, Standard Platforms and
Contemporary Software Development Techniques.
Agile Service
Creation
Sprints
SCRUM
“Switching” and Enterprise Architectures are
Merging
Proprietary
•
•
•
Standards
(e.g. JSR289,
SIP Servlets,
J2EE...)
J2EE
Fundamental convergence between telecom “platforms” and
Enterprise “applications”
Software Development moving from proprietary monolithic telecom
applications to standards-based layered J2EE applications
Now, the “Applications” Developer can focus on the application and
leave platform and resiliency issues to the standards-based
infrastructure layers
Monolithic Applications on Proprietary
Platforms are No Longer Feasible.
SDP Architecture
Devices & Applications
SDK/APIs (for User Control)
Finished Applications
Business Apps
Salesforce.com
(BPEL Orchestration of Components)
Common Profile Information
APIs
SDKs
Enterprise Apps
Consumer Apps
Discrete Communications Layer
Social Networks
Componentized Software Architecture
with SDKs for External Applications.
SDP is Network Agnostic
Pragmatic Design Approach:
• Build Converged Services with design anticipation of IMS
• But Begin NOW
• Select Standard Network Components as Mature Technology Emerges
Service
Service
Service
21CN SDP
PSTN
Mobile
SIP
Network Access and Security
Bandwidth (UK and Global)
IMS is not a Requirement to Begin initial Offerings.
IMS
5. 21CN Software Based Services
Examples of Emerging Services
•
•
•
•
•
•
•
•
Click-to-Call Services integrated with Applications
Virtual PBX Services linked with CRM
Distributed Workgroup Service
Personal Communication Managers
Integration with SMB Applications
Integration with Microsoft Office Communicator
Communications Convergence with Saleforce.com
Unique Billing & Freefone Arrangements
Innovation is about being positioned to rapidly adapt to change.
Component-based Services for Multiple Channels
SDK/APIs (To Customer/3rd Party Apps)
Finished Services
Converged Services
Social
Communications
Instant
Conferencing
Profile-based
Routing
Consumer
Virtual Receptionist
Distributed
Workgroup
Virtual PBX
Hosted CRM
Integration
SMB
Communications
Enhanced ERP
Calendar-based
Conferencing
On-Demand
Comm Services
Global Voice VPN
Enterprise
Overflow Trunking
Wholesale
Capabilities SDK
Wholesale
Discrete Communications Layer
Wholesale
Gateways
White Label
VoIP Services
Common Profile Information
21CN Global Network
Services can now focus on the unique needs of customers.
In Closing…
•
•
•
Innovation is now less about creating
communications services we’ve never heard of,
but instead, focusing on the precise needs of
customer segments and uniquely meeting their
needs.
21CN provides Customers the service building
blocks and finished services to produce rich
service experiences
The Killer Attributes for SDPs are rapid change
driven by embracing new applications both
internal and external to the service providers
Thank You and Good Luck.