Entrega de Servicios Convergentes Introduction Dr. Juan Carlos Corrales M Popayán, Enero de 2013 Presentation Outline Problem, Aim and Approach Next Generation Network Service Delivery Platform Proof of Concept 1
Legacy Telco infrastructure provides voice and data services to customers. Infrastructure evolves to support and interwork with diverse transports: Circuit, packet, fixed and mobile, Internet, IT. Infrastructure supports multimedia services: Voice, video, data and includes IT and Internet type services. IT, Internet and telco networks converging. Typical Telecom Infrastructure Hard to expose the Network to 3rd parties to deliver new services 3rd Parties Content and Service Providers Seperation Between IT Infrastructure and Network PSTN Telco Service Call Control Service CRM/Financial Business Support Systems BSS Billing Customers Operational Support Systems OSS SMPP/ UCP/ CIMD2 SMS MMS Proprietary Equipment MM7/ MM1 Voice XML Proprietary Development Environments PSTN GSM/2.5G/3G UMTS IT/Network Interfaces For Billing, Provisioning 2
Challenges of Existing Approaches No unified user user information spread out in many different systems with no view on customer No unified data data about billing, usage, partners, system management spread out in many different systems Time to market developing a new Telecom service on average takes 12-18 months Inflexibility towards new business models multiple business processes need to be used, tried and refined Silo Systems high cost of integration and maintenance Proprietary Environments hard and expensive to develop and deploy new services Challenges of Existing Approaches Dedicated service networks and operations without interactions 3
Challenges of Existing Approaches Technology Trends Land a Helping Hand Emergence of Standard Interfaces to Develop Network Independent Services Parlay SIP IMS Standard Interfaces open Service Development to more Developers Lower service development costs IP-Based Networks are Cheaper to Build out and Operate IP-Based Networks Offer the Opportunity to Develop new Differentiating Services New Business Opportunities New business models 4
Service Provider Requirements Ability to Rapidly Develop and Launch Innovative Data and Multimedia Services To Both Consumers and Enterprises Rapidly Monetize the Investment in Services and Infrastructure Short lived, highly profitable services (consumers) Retain the Loyalty of highly profitable enterprise customers (and consumers) Opening up the Networks to 3rd party Service and Content Providers Who knows what the killer application is (going to be)? Retain customer relationships and billing To target enterprises Simplify Complexity The Stove Pipe approach won t cut it Need for a new highly available, carrier-grade horizontal environment to develop, test, deploy and manage converged data services and applications Changes of Telecom operators Telco business and infrastructure changing. Infrastructure is packet-based supporting: FMC, IT enterprise and Internet interworking. Business model includes external partners. Build services, provide content, Telco is evolving into a Next Generation Network (NGN). Manage network interoperability. Support service development, delivery and management. 5
Convergent Model? Service Providers My Friend s Access Hotel/Hotspot Home Broadband Mobile Office LAN Network Providers Devices/ Customers Video 1 Convergent Model? Service Providers My Friend s Access Home Broadband Hotel/Hotspot Mobile Devices/ Customers Most Network Providers would want to move up Office LAN Network Providers Video 1 6
What are the next killer applications and models? Buddy-lists IPTV VoIP Click to dial Messaging Chat Surf Video Location Ring-back tones Presence Conferencing Push to talk What are the next killer applications and models? Buddy-lists We do not know which applications or IPTV Clickmodels to dial willring-back business prevail tones VoIP Messaging Presence Video Chat But we do know successful Service Conferencing Location Providers will need killer environments. Surf Push to talk 7
What is the killer environment? Flexible New services New providers } No restrictions on innovation Managed Open but controlled access to network capability Service Level Agreement definition and enforcement Carrier Grade Execution OSS Integration Standards based Carrier Grade elements BSS Integration Revenue streams Customer Lifetime Management Move Toward IP-Based Telecom Network? IP Phones Switching Implemented with Commodity IP Routers 3rd Parties Content and Service Providers Parlay Billing Customers Standardized Interfaces to Network Elements for Both Legacy and IP Network are a reality Parlay X CRM/Financial SIP Need a Standards-based Way to deliver new high Value services and open the network to 3rd Party Service and Content Providers IP Network/Internet SMPP/ UCP/ CIMD2 SMS MMS PSTN GSM/2.5G/3G MM7/ MM1 Voice XML UMTS 8
Service Platforms Satisfy requirements using service enablers. Provide abstractions of network resources, capabilities and data. Types of service platforms: Telco uses the Service Delivery Platform (SDP). Enterprise service platforms are based on Service Oriented Architecture (SOA) based. SOA based on Internet technology standards. As yet there are no SDP standards. Mostly proprietary solutions. Enter SDP IP Phones IP Networks Revenue Sharing Billing Customers Interface with BSS Expose Network to Partners Standards-Based Service Delivery Platform PSTN Interface with Network (Legacy and IP) via Standard Interfaces Parlay CRM/Financial SIP 3rd Parties Content and Service Providers Wireless 9
Service Delivery Platform A horizontal platform for service providers to rapidly and efficiently develop, test, deploy and manage converged data services, applications and content Presentation Outline Problem, Aim and Approach Next Generation Network Service Delivery Platform Proof of Concept 10
Problem, Aim and Approach Problem, Aim and Approach Convergence of business models, Example: US Battleground Brand-name etc Communication Revenues Advertising Revenues Content Distribution Revenues E-commerce/ Financial Revenues Gaming, Gambling etc Flat-Fee VoIP etc 11
Problem, Aim and Approach Convergence of business models Video 2 Problem, Aim and Approach 12
Problem, Aim and Approach Problem, Aim and Approach Customer desert Average Revenue Per User 13
Problem, Aim and Approach Problem, Aim and Approach 14
Presentation Outline Problem, Aim and Approach Next Generation Network Service Delivery Platform Proof of Concept Next Generation Network Packet-based transport operates across enterprise, Internet, fixed, mobile networks. Provides old and new services to customers across any network. Voice to streaming content. Separates network functions and service. Services operate independently of network functions. Visualise properties in a reference model. 15
Next Generation Network Generic layered architecture of NGNs NGN Layer Application Layer Network Layer Transport Layer Access Layer Development towards Multimedia Service Delivery Converged Service Delivery - Service Delivery Platforms (SDP), Fixed Mobile Convergence (FMC) Common Service Control IP Multimedia Subsystem (IMS) All IP Transport QoS enabled high bandwidth access technologies mobile WiMAX, LTE Presentation Outline Problem, Aim and Approach Next Generation Network Service Delivery Platform Proof of Concept 16
Service Delivery Platform Service Delivery Evolution Enterprise & Web Applications Merging of Telekom, IT and Media industries Gap Telecom Networks Emergence of new services & consumer behavioure GAP between Services and Telecom Networks Colombo, Sri Lanka, 7-10 April 2009 33 Service Delivery Platform Is an IT-based platform used by fixed/mobile telcos to provide services to customers. Manages service creation, provisioning, execution and billing. Enables service delivery is network and device independent. Provides developers with access to network capabilities and content. Satisfies NGN service stratum requirements. 17
Service Delivery Platform SDP A framework for service deployment Seeks to simplify service provision and management Reduce CAPEX and OPEX Bridges the gap between network and services No standard reference model Custom solution for an operator Delivery of triple and quad play solutions Complements IP Multimedia Subsystem (IMS) Enterprise & Web Applications Service Delivery Platform Telecom Networks Service Delivery Platform A service delivery platform (SDP) is an IT-based environment, enabling service creation in an environment that does not rely on a specific network element enabler. This need comes from two major trends: The need to cut costs in the service creation process, in saturated markets service providers want to differentiate through their service offerings; and the need to enable third-party companies to provision services through the service provider environment. Typically, most SDPs include: service creation environment, service orchestration environment, service execution environment and third-party management. 18
SDP Framework Today s Market Reality From Simple Voice to Innovative Services Platform Goal for Everybody Service Proliferation High Low Customer Care and service quality Rapid, efficient customer-centric services Value curve understood to maximize revenue Lean operation with Business Agility Internet Services Domain How to provide Carrier grade quality? How to foster a leap change in innovation? Communications Services Domain Goal: Leverage Existing Revenue Relationship Service Revenues Low High SDP Framework Today s Market Reality From Simple Voice to Innovative Services Platform Goal for Everybody Service Proliferation Model High Many Few Viable Business Internet Services, Fast TTM Services Besides advertisement Domain Low How to provide Carrier grade quality? Low How to foster a leap change in innovation? Customer Care and service quality Many Short TTM Services, Rapid, efficient customer-centric services Viable servicecurve providers business models Value understood to maximize Not necessarily revenue limited to Advertisement Lean operation with Business Agility Communications Services Domain Goal: Leverage Few Services generating lots of (declining) Existing Revenue Revenue. Lack of many new services BUT Relationship Differentiators to achieve Viable business models High Service Revenues (e.g. access to bill, relationship to subscriber, QoS, 19
SDP Framework SDP Positioning in Service Providers Domain VNOs Parlay/Standard RPs 3rd Party Service and Content Providers Expose Network and Services to Partners Revenue Sharing SubscribersDB Standard Interfaces with OSS/BSS Standard-Based Service Delivery Platform Standard Networks Interfaces SIP/HTTP/Diameter CRM Wireless PSTN IP Networks Billing OSS & BSS Presentation Outline Problem, Aim and Approach Next Generation Network Service Delivery Platform Proof of Concept 20
Proof Concept Proof Concept 21
Proof Concept Proof Concept Services Sunday applications Advertisement applications Streaming applications Richer communications Combinated applications 22