Dave ElmendorfDirector 21CN Voice and Multimedia

30th September 2008

Adopting SOA for Telecom Workshop

Providers Perspectives on SOA in Telecom

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

We operated a reliable network.

The NetworkThe Network

BT’s Focus Changes...

NetworkNetworkOperatorOperatorNetworkNetworkOperatorOperator

ServiceServiceProviderProviderServiceServiceProviderProvider

“20C Era” “21 C Era”

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

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

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

Network Infrastructure

Network Infrastructure

Web 2.0 & Social Networks

Web 2.0 & Social Networks

BT User’sCommunity:

Personal, Professional &

Enterprise

Current ContextCurrent Context

Privacy SettingsPrivacy Settings

CurrentTimezon

e

CurrentTimezon

e

DoNot

Disturb

DoNot

Disturb

VotingTally

VotingTally

Messageto

Group

Messageto

Group

MessageAck

MessageAck

In SessionSpeech

Rec

In SessionSpeech

Rec

In SessionSpeech

Rec

In SessionSpeech

Rec

NeverBusy

NeverBusy

Revokable

ContactInfo

Revokable

ContactInfo

Temporary

Numbers

Temporary

Numbers

Communication Applications

Communication ApplicationsBT User

The Service Delivery Platform will need to rapidly embrace new and changing customer needs and technologies.

ServiceServiceExperiencesExperiences

ServiceServiceExperiencesExperiences

Common Common CapabilitiesCapabilitiesCommon Common

CapabilitiesCapabilities

Network & Network & PlatformsPlatforms

Network & Network & PlatformsPlatforms

21CN has shifted to Platformsand Software Driven Services

VoiceVoiceVoiceVoice VMVMVMVM ACDACDACDACD

Key Core Competency: System Integration

Legacy Approach Platform Approach

Services will be rapidly built in a Pick & Mix Fashion from Reusable Components.

Key Core Competency: Service Design and Software

Assembly

BT’s 21CN Approach

ProfileProfile

21CNBroadband

21CNBroadband

Global IP & MPLSGlobal IP & MPLS

21CNEthernet

21CNEthernet20CN20CNROW

PSTNROWPSTN

ApplicationApplication ApplicationApplication ApplicationApplication ApplicationApplication

AuthAuth Call ServerCall Server MessagingMessaging MediaServersMedia

ServersMedia

GatewaysMedia

Gateways

APIs and SDKs for 3rd Party AppsAPIs and SDKs for 3rd Party Apps

Web 2.0 & Social NetworksWeb 2.0 & Social Networks

Focusing only on the lower layers and ignoring a Services approach will lead to commoditization of the Telco.

Services

Network

3. 21CN SDP Design

Goal: Software & Services on 21CN

Embracing the Web, Standard Platforms and Contemporary Software Development Techniques.

Agile Service Creation

Web & Voice ApplicationsConverging

Standard Software Platforms

J2EEBPELWSDL

SOA

+

IMS

21CN

Web 2.0

Social Networks

SCRUM

Sprints

VoIP

IP MPLS

“Switching” and Enterprise Architectures are Merging

• 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

ProprietaryProprietaryProprietaryProprietary J2EEJ2EEJ2EEJ2EEStandardsStandards

(e.g. JSR289,(e.g. JSR289,SIP Servlets,SIP Servlets,

J2EE...)J2EE...)

Monolithic Applications on Proprietary Platforms are No Longer Feasible.

Business AppsBusiness Apps

Social NetworksSocial Networks

Finished ApplicationsFinished Applications

SDP Architecture

Devices & ApplicationsDevices & Applications

SDK/APIs (for User Control)SDK/APIs (for User Control)

APIsSDKsAPIsSDKs

Salesforce.comSalesforce.com

Enterprise AppsEnterprise Apps

Consumer AppsConsumer AppsCommon Profile InformationCommon Profile Information

Discrete Communications LayerDiscrete Communications Layer

(BPEL Orchestration of Components)

Componentized Software Architecture with SDKs for External Applications.

SDP is Network AgnosticPragmatic Design Approach: • Build Converged Services with design anticipation of IMS• But Begin NOW• Select Standard Network Components as Mature Technology Emerges

Bandwidth (UK and Global)Bandwidth (UK and Global)

Network Access and SecurityNetwork Access and Security

21CN SDP21CN SDP

ServiceService ServiceService ServiceService

PSTNPSTN MobileMobile SIPSIP IMSIMS

IMS is not a Requirement to Begin initial Offerings.

5. 21CN Software Based 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

Examples of Emerging Services

Innovation is about being positioned to rapidly adapt to change.

Component-based Services for Multiple Channels

Finished ServicesFinished ServicesFinished ServicesFinished Services

SDK/APIs (To Customer/3rd Party Apps)SDK/APIs (To Customer/3rd Party Apps)SDK/APIs (To Customer/3rd Party Apps)SDK/APIs (To Customer/3rd Party Apps)

21CN Global Network21CN Global Network

Common Profile InformationCommon Profile InformationCommon Profile InformationCommon Profile Information

Discrete Communications LayerDiscrete Communications LayerDiscrete Communications LayerDiscrete Communications Layer

ConsumerConsumerSMBSMB

EnterpriseEnterpriseWholesaleWholesale

Wholesale GatewaysWholesale Gateways

White LabelVoIP ServicesWhite Label

VoIP Services Overflow TrunkingOverflow Trunking Wholesale Capabilities SDK

Wholesale Capabilities SDK

Converged ServicesConverged Services Social Communications

Social Communications

InstantConferencing

InstantConferencing

Profile-basedRouting

Profile-basedRouting

Virtual ReceptionistVirtual Receptionist Distributed WorkgroupDistributed Workgroup Virtual PBXVirtual PBX Hosted CRM

IntegrationHosted CRMIntegration

On-DemandComm Services

On-DemandComm Services

Calendar-basedConferencing

Calendar-basedConferencing Global Voice VPNGlobal Voice VPNCommunications

Enhanced ERPCommunicationsEnhanced ERP

Services can now focus on the unique needs of customers.

• 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

In Closing…

Thank You and Good Luck.