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through Innovation

Maximising CSPs network with cloud/SaaS

Paulo Chainho
22.09.2011

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This document is intellectual property of PT Inovao, SA and its use or spread is prohibited without express written permission.

through Innovation

our worldwide offices bring us closer to our clients

Portugal Aveiro Lisbon Oporto

Brazil S. Paulo Salvador

Africa Luanda Maputo Casablanca

through Innovation

we have been developing new business concepts for almost 60 years

Evolution

Analogue Switching Development (Rural Exchanges) Urban exchanges Complete (Rural and Urban) network

Electronics Digital Transmission and Switching Network Management Systems

International R&D collaboration Broadband Transmission Intelligent Networks

Internationalization Mobility Multimedia and Television

50s/ 60s

70s/ 80s

90s

2000s

Milestones

Automatic Switches (1950/60)


Portugal becomes the first European country with a full automated telephone network

MIC 30 (1970/80)
Full digitalization of transmission network

MIMO (1995)
First cellular prepaid in the world

picoDSLAM (2005)
Portugal becomes de 4th country in world with full Broadband coverage

IPTV (2008)
Innovative interactive TV Platform

through Innovation

AGENDA
Perspectives and Trends: Where is the Service Delivery Value?
Service Delivery Framework (SDF) Vision: Keep Communication Service Providers Alive and Kicking Introducing The Cloud: How to Play a Key Role in the Cloud Market Cloud Powered by SDF: Business Cases and Architecture Conclusions: Coopetition and Standards

through Innovation

Early days Perspectives

The Service Delivery value was in the Network

Network

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through Innovation

90s Perspectives

Network

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through Innovation

90s Perspectives

SSP

Network

SCP

Service Delivery evolved with digital Intelligence still in the Network

SSP

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2000s Perspectives

SSP

Network

SCP

SSP

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2000s Perspectives

More Powerful Devices and Increasing Bandwidth push Service Delivery Intelligence Service to the Network to the moved Delivery Value Edge Network Edge

Network

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2000s Trends

Free VoIP Calls

OTT Players increase Market Share

Innovative Applications with Marginal Costs Disruptive Business Models First Mover Agility

Network Network

Apple App Store >10 B Downloads > 500K Apps

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Rational

CSPs presence in Consumers Daily Life is in Question

SDF have emerged to inject Agility into CSPs behaviour

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AGENDA
Perspectives and Trends: Where is the Service Delivery Value
Service Delivery Framework (SDF) Vision: Keep Communication Service Providers Alive and Kicking Introducing The Cloud: How to Play a Key Role in the Cloud Market Cloud Powered by SDF: Business Cases and Architecture Conclusions: Coopetition and Standards

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through Innovation

Apply SOA Governance


Applications
Consumers

Service Execution Environment 1

Service Execution Environment 2

Service Execution Environment n

Service Delivery Broker

Voice
Service Enablers

Messaging

Location

Content

Charging

Mobile Networks

IMS

PSTN

IPTV

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through Innovation

SDF Benefits
Aplicaes
Consumers

Getting Services Service Execution to Market Faster Environment 1 Cost Reduction

Increasing Service Execution Environment 2 Subscriber ARPU

Service Delivery Broker

Voice
Service Enablers

Messaging

Integrate with new network Location build-outs Content Business Process Automation

Enable new Business Opportunities eg M2M


Charging

Service Execution Environment n

Simplifying OSS/BSS transactions


Mobile Networks IMS

Device Management

PSTN

IPTV

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through Innovation

Let Others Add Value to Your Offers


Aplicaes
Consumers

Service Execution Environment 1 Public Services

Service Execution Environment 2 SOHO Service Delivery Broker

Service Execution Environment n Big Corporations

Voice
Service Enablers

Service Delivery Partnership EcoMessaging Location Content system

Charging

Service Delivery Framework

Mobile Networks

IMS

PSTN

IPTV

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The Virtuous Circle: Size Matters


Consumers

More Applications
Service Execution Environment 1 Public Services Service Execution Environment 2 SOHO Service Execution Environment n Big Corporations

Aplicaes

More Consumers

Larger Partnership Ecosystem


Voice
Service Enablers

Service Broker

Messaging

Location

Content

Charging

Service Delivery Framework

Mobile Networks

IMS

PSTN

IPTV

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through Innovation

AGENDA
Perspectives and Trends: Where is the Service Delivery Value
Service Delivery Framework (SDF) Vision: Keep Communication Service Providers Alive and Kicking Introducing The Cloud: How to Play a Key Role in the Cloud Market Cloud Powered by SDF: Business Cases and Architecture Conclusions: Coopetition and Standards

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through Innovation

Todays Perspectives
Data Centers, Virtualisation, Devices diversity and WEB 2.0: The Network Added Value is Back

Network

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Cloud Benefits
Utility-bases, Collaboration Time-sharing models
End-user CRM/ERP/H Pay-as-you-use R Business Processes Industry 24/7 Support Applications
SaaS

Enterprise LAN

Internet

.net runtime Offers latest

functionality

Java runtime Location-

App Framework Agile Database

PaaS

independent

Deployment

Middleware

Developer

Servers Scalability & Sustainability IT Admin


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Lowcenter Data Total fabric Cost Ownership


Networking

Less in-house IT Staff


Storage

IaaS 19 19

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CSPs in The Cloud Market


CSPs profile seems to be perfect to play a key Role in Cloud Delivery services but

who are the market leaders ?

What do CSPs need to get There?

Address Cloud Weak points!!


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Where is the App Cloud Marketplace?

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Cloud Concerns
Collaboration CRM/ERP/H R
SaaS

Security
End-user

Processes

Trust and Business Privacy

Compliance Industry and Audit Applications

Enterprise LAN

Internet

Transparency

.net runtime

Application runtime Performance


Middleware

Java

Avoiding vendor lock-in Database

App Framework

PaaS

Developer

Preventing runaway costs


Networking IT Admin
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Servers

Data center fabric

IaaS

Assurance
Storage

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through Innovation

AGENDA
Perspectives and Trends: Where is the Service Delivery Value
Service Delivery Framework (SDF) Vision: Keep Communication Service Providers Alive and Kicking Introducing The Cloud: How to Play a Key Role in the Cloud Market Cloud Powered by SDF: Business Cases and Architecture Conclusions: Coopetition and Standards

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through Innovation

Cloud Broker: Main Functions


Consumers

Application Performance CRM Billing Compliance and Audit

Interwork with underlying Cloud Services to deploy and ensure service

Provide Trust In Cloud Services

Transparency Security Assurance Trust and Privacy

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Cloud Services Global Marketplace


Consumers

Cloud Services Developer Transparency Security Assurance Trust and Global Privacy Place Market

Application Performance CRM Billing Compliance and Audit

Global Market Place: write once, deliver anywhere

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Revenue Sharing Among Cloud Partners


Consumers

Cloud Services Developer Transparency Security Revenue Sharing Assurance Trust and Privacy Global Market Place

Application Performance CRM Billing Compliance and Audit

Worldwide Revenue Sharing Among Partners

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Cloud Services Delivery


Applications
Consumers

Service Execution Environment 1 Public Services

CSPs Cloud Services Delivered via SDF

Service Execution Environment 2 SOHO

Service Execution Environment n Big Corporations

Service Delivery Broker

Takes advantage of ServiceSDF uniform Service Delivery Framework Life-cycle Management


Service Enablers

Voice Voice

Messagin Messaging g

Location Location

XaaS Content

Conten Chargin Charging t g

Mobile Networks

IMS

Cloud Data-Center PSTN

IPTV

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Cloud Services Delivery


Applications
Consumers

CSPs mediate Cloud Services Delivered by Service Execution Partners Environment 1


Public Services Public Services SOHO

Service Execution Environment 2

Service Execution Environment n Big Corporations Big Corporations

Cloud SOHO Providers


Service Delivery Broker

Voice
Service Enablers

Messagin g

Location

XaaS

Conten t

Chargin g

Service Delivery Framework

Mobile Networks

IMS

Cloud Data-Center

IPTV

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Cloud Services Delivery


Applications
Consumers

Public Services

Enrich triple/quadplay Offers with Cloud services Cloud Providers


SOHO Service Delivery Broker

Big Corporations

Let Messagin partners add value to yourConten your offer Location XaaS g t Service Enablers targeting smaller Market segments
Voice
Service Delivery Framework

Chargin g

Mobile Networks

IMS

Cloud Data-Center

IPTV

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SDF Architecture
Network Side Applications managed by the SDF and consumed by end-users. These applications consume Service Enablers via the SDB.
Managed Application

Run-time environments managed by SDF eg J2EE, JSLEE, .Net, etc, where Service Enablers and Managed Applications are executed

Responsible for accepting messages and routing them to an endpoint where the actual service implementation is hosted.

Services that are not managed by SDF including Network Resources like SMSC, IMS Core, HLR, etc and IT/Data Services like CRM

SDF Managed Services encapsulating Resources features and provide reusable functionalities to build new applications including Messaging, Session Control, Subscription Data Management, Identity Management, Authentication and Authorisation, etc

Resources Network
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IT/Data
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Applications that are not managed by the SDF, that consume Service Enablers via the SD Broker

SDF Architecture
End-User Device
Unmanaged Application Managed Application

Unmanaged Application

Device Applications managed by the Managed Application SDF, that use Device features or Network Side features via Delivery User Agent services

Reusable SDF Managed Services to build local applications (eg Javascript libs) that encapsulate Device Resources and provide User Agents to consume Network Side Service Enablers Device features not directly managed by the SDF eg camera, mic, sensores, etc SDF ManagementIT/Data to support Lifecycle Services Resources Network of Service Enablers and Management
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Applications

BSS & OSS

Device Run time environment where Applications and Delivery User Agents are executed, eg Web Engines, JVM, ..

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SDF Architecture for Cloud Delivery


Unmanaged Application

Service Layer

(NIST Reference Architecture)

End-User Device
Unmanaged Application Managed Application

Managed Application

SaaS App

PaaS App
IaaS App

Service Layer
BSS & OSS

Service Layer
Service Enablers SaaS PaaS Service
Enablers

IaaS SE

Resources Network IT/Data


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Cloud Datacenter
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SDF Architecture for Cloud Delivery


Unmanaged Application

Service Layer

End-User Device
Unmanaged Application Managed Application

Managed PaaS App Application SaaS App

IaaS App

SaaS App

PaaS App
IaaS App

Service Layer
Service Enablers

SaaS PaaS Service


Enablers

IaaS SE

IaaS Enabler

PaaS Enabler

SaaS Enabler

Resources Network IT/Data


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Cloud Datacenter
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BSS & OSS

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SDF Architecture for Cloud Delivery


Unmanaged Application

End-User Device
Unmanaged Application Managed Application

Managed PaaS App Application SaaS App

IaaS App

Multi-tenancy Management

Multi-tenancy Managt

IaaS Enabler

PaaS Enabler

SaaS Enabler

Resources Network IT/Data


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Cloud Datacenter
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BSS & OSS

through Innovation

AGENDA
Perspectives and Trends: Where is the Service Delivery Value
Service Delivery Framework (SDF) Vision: Keep Communication Service Providers Alive and Kicking Introducing The Cloud: How to Play a Key Role in the Cloud Market Cloud Powered by SDF: Business Cases and Architecture Conclusions: Coopetition and Standards

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through Innovation

SDF + Cloud Services: The Perfect Match

SDF for Cloud services empowers CSP for Strong coopetition with OTT Players From Customer to Trustful Relationship Management: give consumers full ownership over their data

Offer Developers communities the Global App Marketplace Gateway

Build Global Partnerships with worldwide revenue sharing Business Models


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Getting Standards to Market Faster is Crucial

Do we need another SDF

Standards Delivery Framework?

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Paulo Chainho Technologies and Services Coordination paulo-g-chainho@ptinovacao.pt

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This document is intellectual property of PT Inovao, SA and its use or spread is prohibited without express written permission.

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