managing applications and enriching the user experience

MWC 2011 Business Services Symposium

Service Delivery BrokerEnabling Services and M i th A E i

y

Managing the Apps Experience

A tó i CAntónio Cruzantonio.j.cruz@telecom.pt

Agenda

The business problem

g

The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)

Agenda

The business problem

g

The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)

The Business Problem

Competition is getting stronger and CSPs need toCompetition is getting stronger and CSPs need to be more than dumb pipe carriers

New services and new business models evolve

A new approach to services management isA new approach to services management is needed enabling CSPs to deliver innovative productsproducts

The Solution

A concept-to-cash solution supporting servicesA concept-to-cash solution, supporting services management from Development to the MarketplaceMarketplace.

A product-oriented user experience that empowers CSPs to sell competitive products in record time.

CSPs can have “Business Models as a Service”.CSPs can have Business Models as a Service .

Supported Business ModelsppPay-per-use real-time/deferred

P SMS t C t t It d li d B i tPer SMS sent, Content Item delivered, Banner view, etc.Pre-paid

1000 SMS Package, 1000 Location Requests Package g , q gTwo-sided (revenue share)

The income generated by a service is shared with the service providerprovider

Premium (positive discrimination of customers)Dedicated service instances, discounts for great usage

FreemiumBasic usage is free, premium content or features is charged

SubscriptionSubscriptionService access for a time period, ex: GIS Studio SaaS application

Commercial campaigns R l i di i i d diReal-time discount, coupons, time period discount

Agenda

The business problem

g

The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)

Who is SAPO

A division inside a Portugal Telecom companyA division inside a Portugal Telecom company.We are the leading web presence in Portugal.We get over 20 millions page views every day.Our current revenue mainly comes from ads.yWe’re on the Internet business for over 15 years.

Agenda

The business problem

g

The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)

What is SAPO doingg

We build Web services and apps Lots of themWe build Web services and apps. Lots of them.We already have dozens of apps and over 1000 ser ice endpoints to manage!service endpoints to manage!

To manage those Web services, we developed our own Service-Orientation platform, the SDB.

We call it Service Delivery Broker because it enables end-to-end Service Lifecycle Management, intermediate routing, protocol bridging, data format and data model transformations, policy enforcement, security, validation and cachingand caching.

SAPO IPTV Apps using SDB Web servicespp g

SAPO IPTV Apps using SDB Web servicespp g

SAPO IPTV Apps using SDB Web servicespp g

SAPO Apps on Samsung Connected TVspp g...also using SDB Web services

SAPO Apps on Samsung Connected TVspp g...also using SDB Web services

SAPO Apps on Samsung Connected TVspp g...also using SDB Web services

SAPO Apps on Samsung Connected TVspp g...also using SDB Web services

SAPO Apps on LG Connected TVspp...also using SDB Web services

SAPO Apps on LG Connected TVspp...also using SDB Web services

SAPO Apps on LG Connected TVspp...also using SDB Web services

SAPO IPTV Apps Usage Statistics

Portugal Telecom IPTV offer (aka “MEO”) has

pp g

Portugal Telecom IPTV offer (aka MEO ) has currently 600.000 subscribers.540 000 s bscribers can access SAPO IPTV Apps540.000 subscribers can access SAPO IPTV Apps that are using Web services through the SDB.In December 2010:

1.500.000 apps were loaded13.000.000 Page Views

SAPO Mobile Apps using SDB Web servicespp g

SAPO Mobile Apps using SDB Web servicespp g

SAPO Mobile Apps using SDB Web servicespp g

Android

iP d N ki WRT Windows iPhoneAndroid iPad Nokia WRT Mobile/Phone iPhone

SAPO Mobile Apps Usage StatisticsMonth Visitors Page Views Banner Views

Ago-09 178.062 1.585.402 2.860.644S t 09 193 460 1 617 193 2 503 395

pp g

Set-09 193.460 1.617.193 2.503.395Out-09 219.376 1.816.399 2.841.042Nov-09 252.462 1.959.934 2.681.786Dez-09 326 277 2 138 107 2 851 357Dez 09 326.277 2.138.107 2.851.357

Total 2009 1.169.637 9.117.035 13.738.224Jan-10 331.401 2.137.015 2.174.154Fev-10 329.330 2.078.622 2.841.043Mar-10 398.036 3.452.659 3.568.697Abr-10 367.281 3.405.751 3.695.255Mai-10 384.551 3.132.709 3.347.757Jun-10 383.167 3.184.279 3.110.759Jul-10 387.118 3.495.529 2.652.379

Ago-10 462.195 4.023.784 3.485.198Set-10 485 923 4 366 898 3 402 545Set-10 485.923 4.366.898 3.402.545Out-10 530.068 4.492.553 3.690.170Nov-10 489.166 4.192.947 3.413.817Dez-10 549.365 4.563.775 3.705.227

Total 2010 5.097.601 42.526.521 39.087.001

Agenda

The business problem

g

The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)

How did we get hereg

SAPO has over 200 content partnersSAPO has over 200 content partners. This means a lot of content services to manage.

We have a heterogeneous environment:Java, C#, PHP, Perl, Python, Erlang, etc.y g

We needed a lot of standardized Web services so we could agilize apps development for Web,we could agilize apps development for Web, mobile and IPTV.Nowadays our mobile Web and IPTV appNowadays our mobile, Web and IPTV app developers don’t have to worry about Web services interoperability content transformation routing andinteroperability, content transformation, routing and security.

Service Delivery Broker Solution

Service Delivery Broker Runtime

TMF061 Service Lifecycle Phases and RolesRole based Services Factory applicable to both Functional and Service Management InterfacesRole based Services Factory applicable to both Functional and Service Management Interfaces

Service Lifecycle ManagementStandards-based Enterprise SOA governance model that simplifies service creation and deploymentp g p p y

Service Lifecycle ManagementEnforces reusable services not reusable code

Service Lifecycle ManagementSchema repository management using the Service Delivery Support Application p y g g y pp pp

Service Lifecycle ManagementService operations design p g

Service Lifecycle ManagementService operation parameters design p p g

Service Lifecycle ManagementStandards compliance validation using the Service Delivery Support Application p g y pp pp

Service Lifecycle ManagementReal-Time Monitoring using the Service Delivery Support Application g g y pp pp

Supported Business ModelsppPay-per-use real-time/deferred

P SMS t C t t It d li d B i tPer SMS sent, Content Item delivered, Banner view, etc.Pre-paid

1000 SMS Package, 1000 Location Requests Package g , q gTwo-sided (revenue share)

The income generated by a service is shared with the service providerprovider

Premium (positive discrimination of customers)Dedicated service instances, discounts for great usage

FreemiumBasic usage is free, premium content or features is charged

SubscriptionSubscriptionService access for a time period, ex: GIS Studio SaaS application

Commercial campaigns R l i di i i d diReal-time discount, coupons, time period discount

SDB Logical Architectureg...on Microsoft Windows Azure: SDB as a Service

Agenda

The business problem

g

The business problemWho is SAPOWhat is SAPO doingHow did we get heregConclusions (aka Why should you care)

Conclusions (aka Why should you care)

Get concept-to-cash and time-to-market much fasterGet concept to cash and time to market much faster.Operate a two-sided business model that enables developers business and drive them to success with SDBdevelopers business and drive them to success with SDB and yours Value-Added Services.Manage services in a standardized way, ensuring g y gcompliance with best practices from both industry and TM Forum.Reduce cost of service management and delivery by using SDB in a PaaS/SaaS model over a cloud infrastructure.

SDB l d t t d Wi d ASDB was already tested over Windows Azure.Enable Telco related services using GSMA OneAPI:

SMS, MMS, Location and Charging.

References & Contact

TM Forum Service Delivery Broker CatalystTM Forum Service Delivery Broker Catalysthttp://www.tmforum.org/ServiceDeliveryBroker/9306/home.html

SAPO Serviceshttp://services.sapo.ptp p p

SAPO Marketplace on Windows AzureS O a etp ace o do s u ehttp://sdbmarketplace.cloudapp.net

António CruzSDB Project ManagerSDB Project Manager

antonio.j.cruz@telecom.pt

MWC 2011 Business Services Symposium

Service Delivery BrokerEnabling Services and M i th A E i

y

Managing the Apps Experience

A tó i CAntónio Cruzantonio.j.cruz@telecom.pt