How to Combine Ims and Sdp

1© 2008 Alan Quayle

Alan QuayleBusiness and Service Development

www.alanquayle.comwww.alanquayle.com/blog

www.linkedin.com/in/alanquayle

How to Combine IMS and SDP to Effectively Deploy New Products & Services

2© 2008 Alan Quayle

IMS and SDP on the Hype Cycle

IMS

WiMax

IPTVSOA/SDP

MVNO(NAR)

Triple Play

Quad Play

LBS

SCIM

MVNO(RoW)

FMCPTT

Web2.0

SOA(BOSS)

MobileTVLTE

3© 2008 Alan Quayle

What’s Changed?

Action Plan

Who’s Really Doing What?

SDP & IMSLandscape

4© 2008 Alan Quayle

What’s Changed?

5© 2008 Alan Quayle

An Operators Product Development Process

Re-Launch

Opportunity Identified

18-30 months

Market Research

Find Budget

New product development processLaunch

12-18 months

6© 2008 Alan Quayle

What’s Changed?

Expectations

7© 2008 Alan Quayle

What customers expect

6-12 months

Weekly

18-30 months

4 months

8© 2008 Alan Quayle

9© 2008 Alan Quayle

High StreetStores

SubsidizedPhones

NetworkControl

EcosystemControl

CustomerRelationship

Brand

BillingRelationship

10© 2008 Alan Quayle

Who’s Really Doing What?

11© 2008 Alan Quayle

12© 2008 Alan Quayle

13© 2008 Alan Quayle

14© 2008 Alan Quayle

15© 2008 Alan Quayle

16© 2008 Alan Quayle

17© 2008 Alan Quayle

18© 2008 Alan Quayle

19© 2008 Alan Quayle

20© 2008 Alan Quayle

SDP Landscape & IMS

21© 2008 Alan Quayle

Mapping the PlatformsContentDelivery

ServiceDelivery

Managed Mobile ContentMobile ContentIPTVMessagingSIP app serverBusiness SDPReal-time charging3rd party comms/ messagingService Creation / ManagementUnified SDP

22© 2008 Alan Quayle

Managed Mobile

ContentMobile Content IPTV Messaging

SIP app server

Business SDP

Real-time charging

3rd party comms/

messaging

Service Creation /

Management

Unified SDP

724 Solutions X X Messaging centric SDPAccenture X X X X X Broad set of SDP Solutions: customers Turkcell, SFR, 3 Italia and Orange SwitzerlandAcision X X LogicaCMG telecom products, messaging products and managed portal (T-Zones)AePONA X OSA/Parlay gateway, through acquisition of Appium solution from webservices to SS7Airwide X X Mobile content delivery (bought FirstHop) and messagingAlcatel-Lucent X X X X X X X SDP Solution: customers AT&T (IPTV), BT (VoIP), and Orange, bought MobilitecAmdocs/Qpass X X X X X Hosted SDP (content-centric), strong in BOSSBroadsoft X VoIP application platformComverse X X X Value added services platforms evolving into a converged SDPConvergin X Converged SDP with a focus upon the SCIMCoreMedia X DRM software provider used by VodafoneEnd2End/Mach X Hosted SDP: customers Vodafone, Orange, Optimus, Swisscom, Telia, and ProximusEricsson (Drutt) X X X X X X X X SDP Solution: customers extensive list, Drutt is used in Vodafone Live!Espial (Kasenna) X IPTV platformHP X X Mobile Service Delivery platform: customers SKT and Telefonica are key accountsIBM X X X X X X X X X Service Provider Delivery Environment: AT&T, Swisscom, Mobilkom, Bharti TVIMImobile X Hosted content, voice and video SDP: Terra in LATAM, Jamba global, Aircel,jNETx X Telecoms application server using JAIN SLEEMetaswitch X Metasphere is an SDP for its softswitchMicrosoft X X X Connected Services FrameworkMinerva X IPTV platformMotorola X X X X SDP Solution: Customers, AT&T, WateenMotricity X Hosted SDP (content-centric)mPortal X X Content delivery platformNEC X SDP Solution: NTT DoCoMoNellymoser X Content delivery platformNetCentrex X VoIP application serverNMS X X Mobile music solution - streaming, download, CRBTNSN X X X X X X X X NSN SDP Solution: customers Teliasonera, KPN, Orange, Airtel. Resale of AePONAOnMobile X Hosted CDPOpenCloud X Telecoms application server using JAIN SLEEOpenWave X X Mobile content managementOracle/BEA X X X X X X X OMA OSE SOA based SDP, SIP app server and strong BOSS integrationPactolous X RapidFlex SDP, strength in VoIP applicationsPersoneta X Converged service creationQualcomm/Elata X Mobile content managementRed Hat X Acquired Mobicents open source JAIN SLEE serverRedknee X X X OSA/Parlay gateway, presence server, location serverTelcordia X X X Maestro product provides a service creation / execution, call control and real-time billingTelenity X X X Content management and an open SCE across Oracle and BEAThales X SmartVision platform (IBM resells)Sigma Systems X Service Management for cable and converged operatorsSun X Telco Services Delivery SolutionsSybase X Bought Mobile365, hosted SDP (messaging centric)Sylantro X Voice 2.0 application platformUbiquity/Avaya X SIP based telecoms application serverVerisign X X X Bought mQube, mobile application platform and hosted SDP (content-centric)Volantis X Mobile content management

Content Delivery Service Delivery

23© 2008 Alan Quayle

SDP Landscape: Origin Mapping

IT VendorsHP, IBM, Sun, Oracle

(BEA), Microsoft NEPsAlcatel-Lucent, Huawei,

Ericsson, Moto, NEC, NSN, Nortel

SIsAccenture, Acision, CGEY

ISVsAePONA, Comverse,

Convergin, jNETx, Kabira, OpenCloud, Personetta,

Redknee, Telenity, Volantis

OperatorsVodafone

Managed SDPsAmdocs, End2End, IMImobile, Motricity,

Verisign

OtherAirwide, Broadsoft,

Genband, Metaswitch, Netcentrex, Pactolus, Qualcomm, Telcordia,

Sybase, Ubiquity

24© 2008 Alan Quayle

SDP & IMS – Basic Concepts

• SDP is driven by business needs and leverages capabilities that exist;

– SDPs support business mgmt of services and services portfolio optimization. It complements session control capabilities by adding much needed functionality into the service delivery chain

• Legacy networks won’t go away. SDP supports co-existence with legacy data infrastructure.

• SDPs can orchestrate services, regardless of whether they are IMS, legacy, SIP or services completely independent of an operator’s network.

IMS provides IP session control across multiple access networks: separating media, session management, and application plane.

– Separation from application provides flexibility in developing session based applications with reusable features based on product need.

Legacy networks won’t go away. IMS supports co-existence with voice infrastructure.Orchestration (SCIM) is being defined:

– SCIM can be used to control interaction across sessions

– Further work ongoing in standards

SDP’s core strength is that it maps more directly to network operatorbusiness concerns, while IMS supports IP based communications.

25© 2008 Alan Quayle

IMS & SDP: Fit with Web 2.0

Network CapabilitiesNetwork Capabilities

Mobile 2.0 services components, Telecom-XMLMobile 2.0 services components, Telecom-XML

Web 2.0 Tools And ApplicationsWeb 2.0 Tools And Applications

Web services,policy, managementWeb services,policy, management

Service OrientedArchitectureService OrientedArchitecture

VXML

MSCML Group Mgmt. Content Sharing

Rich Calls

BPM

Presentation / Portal

WS

Flash AS

Ajax

Java Script

RSS

Mashups

Blogs

Social Networking

Policy

PSTNAccess

IMSNetwork

WirelessNetwork

Media Gateways Signaling GatewaysMedia Server

Service BusRegistry Repository

WS PlayAnnounce WS

CallStart

Wikis

CallStartPlayAnnounce

CallStartPlayAnnounce

Receive CallStartUpdate Presence via APIMashup presence on mapCall UserPlayAnnounce

Third Party ApplicationsThird Party Applications

26© 2008 Alan Quayle

IMS & SDP: NSN View of Fit with Web 2.0

DevicesPC TV Mobile

NetworkOthersIN/SSFTVIMS

3rd Party Applications & Content

3rd Party Applications Web 2.0 Applications Content Providers

Content Providers

Service Delivery Framework

Service Exposure

SOA Governance

Orchestration

SOA Registry

Service Bus Service Provider Hosted Apps

Service Enablers

Messaging

Presence Server

Location Platform

Address Book

Media GatewaysSignaling GatewaysMedia Server

WS CallStartPlayAnnounce

Receive CallStartUpdate Presence via APIMashup presence on mapCall UserPlayAnnounce

WS PlayAnnounce

WS CallStart

- NSN

27© 2008 Alan Quayle

Web 2.0, IMS & SDP

• Web 2.0, IMS and SDP are complimentary

– Although IMS initially projected as competing concept to SDP

• Web 2.0 provides a platform and set of tools enabling end users to collaborate and create user generated content

• IMS provides a set of service enablers that can be utilized to create a range of next generation voice and multimedia applications

• SDP compliments IMS with a set of other key service enablers, such as location, SMS, etc. that are not within the scope of IMS

• SDP also provides service management, orchestration, 3rd party exposure and SOA-based integration capabilities for network operators

28© 2008 Alan Quayle

Action Plan

29© 2008 Alan Quayle

New revenue and increase customer value through Open Innovation

Clear Vision

Open the network to 3rd parties and share in

value stimulatedAgreed Strategy

Short-term OPEX savings, long term revenue growth

Realistic Plan

30© 2008 Alan Quayle

OrganizationalCommitment

Promote the Winners

Things to do List

Copying is OK

It’s NOT the Technology

It’s your PLAN!

31© 2008 Alan Quayle

Suggested Reading

Microtrends, Mark Penn

Here Comes Everybody, Clay Shirky

The Gridlock Economy, Michael Heller

www.alanquayle.com/blog