“jumping the barrier” service delivery framework
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“Jumping The Barrier” Service Delivery Framework. MIT October Plenary 2011 Jan Kok Principal Innovator Nokia Siemens Networks. Market Overview Applications Strategy SDF Overview Exposure Creatary Smart Lab. There are other people stealing the ‘buttons’ of the CSPs. … many button’s. - PowerPoint PPT PresentationTRANSCRIPT
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“Jumping The Barrier”
Service Delivery Framework
MIT October Plenary 2011
Jan KokPrincipal InnovatorNokia Siemens Networks
2 © Nokia Siemens Networks 2011 August 2011For internal use
Market OverviewApplications StrategySDF OverviewExposure
CreatarySmart Lab
3 © Nokia Siemens Networks 2011 August 2011For internal use
There are other people stealing the ‘buttons’ of the CSPs
Where are the ‘Telco buttons’ for CSPs revenue?
… many button’s
One button
4 © Nokia Siemens Networks 2011 August 2011For internal use
Internet
VirtualWorlds
GamesWeb2.0
Mobile TVIPTV
SMS, MMS, IM
How the CSP can rediscover their buttons for sustainable revenues?
Core services
Dedicated implementationPartner services
Fast service creationMarketplace services
Exposure to developers
# of services
Rev
enue
å Revenue
Per-service revenueVoiceVAS
Ringtones
BusinessServices
Source: ABI, NSN research
Revenue sources today (NSN Business Evolution Study, 2011: 146 interviews with 47 CSPs and 14 other companies)
1 3
5
1
66
12
8
11
Voice (Mobile voice & VoIP)Person to Person MessagingFixed BroadbandMobile InternetEntertainmentContent services like IPTVOther Value Added ServicesAdvertisingRevenue from partner through 2-sided business modelsCarrier services
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Strengths:Innovative and fast movingExcelling in application eco-system
Shortcoming:End-to-end SLACharging capabilities
Strenghts:Managed QoS and security across entire chainFlexible carrier charging (Pre-paid, post-paid)
Shortcoming:Smaller addressable market (Scale)High service deployment costSlow T2M
CSPs have under-leveraged assets to get the buttons back
Telco
Service Provider
Delivery via CSP Network
OvertheTop
Best effort Internet delivery
Public Internet
Assets includesLocationProfileBillingMessaging & voiceContacts and historyContext and communityDeeper analytics
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Market OverviewApplications StrategySDF OverviewExposure
CreatarySmart Lab
7 © Nokia Siemens Networks 2011 August 2011For internal use
CSP
Innovate and deliver new servicesCSP Challenges and opportunities
Smart Phones
Dating
Games
Music
Browsing
Video Streaming
Social Media
Challenges Operator Assets Opportunities
• Customer demand for new applications
• Competition by Web 2.0 Players• Erosion of voice revenues
• Communication Infrastructure ownership
• Trusted partner for consumers and enterprises
• Customer Insight
• Offer unique, smart, services and apps
• Address untapped markets• New business models
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Market OverviewApplications StrategySDF OverviewExposure
CreatarySmart Lab
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Service Delivery Framework System evolution to match new consumer and business expectations
Marketplace Services(100 )
Partner Services(20-100)
Rev
enue
/ser
vice
0
Mobile Music
Core Services(~ 20) # of
Services
IntegratedeMail
BusinessServices
GamesVoice VAS
SMS/MMS/IM
IP &Mobile TV
CommunityInternet access
WEB3.0
å Revenue
Ringtones
TelevotingmCommerce
Virtualworlds
Fast service creation and flexible business models Service exposure for 3rd
parties
PushTo X Info Call & Share
Quadplay
Core services –specific effort justified
SDF reduces integration complexity and multiple integration steps
SDFApplications APIs
Enab
ler
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3rd party applications & content
SDF High level architectureSix main domains
Service Delivery Framework
6. OSS/BSS
Gateway
3. SOA instrumentation
Content Providers
5. Content Mgmt & Delivery
4. Enablers
OSS
BSS
NetworkIMS TV
(mobile, cable, IP) IN/SSF Others(SMSC/MMSC/…)
Devices PC + TV + Mobile + Phone
3rd party applications Web 2.0 applications
1. Service Execution Environment
Applications
2. ServiceCreation
IdentityManagement,
AAA, Profile &
Preferences, …
Device capability
Management
Presence
Location
Online Charging
VoIP
Portal
Com
mon
Use
r Dat
a M
gmt
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Market OverviewApplications StrategySDF OverviewExposure
CreatarySmart Lab
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NSN Exposure Solution and Developer Communitieswww.Creatary.com
Easy on-boarding process for developers, charging and settlement for assets, sandbox environment for testing, API reference, concepts, tutorials, forums, blogs
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NSN Smart Labs
Devices Connectivity Internet content
• Enhance user experience• Optimal interworking between
smart devices, applicationsand networks
• Focus on user experience and network performance• Fully equipped with latest radio technologies and end-to-end IP network• Foster mobile internet ecosystem and cooperation between key
stakeholders
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The buttons are there … someone to push them.
… many button’s
One button