Hp Sdp Evolution
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HP is working to evolve service delivery platforms (SDPs) to enable service provider transformation. SDPs are evolving to better support the "two-sided business model" through communities enablement, dynamic personalization, and blended services. HP offers a standards-based SDP solution with prepackaged software for secure services exposure and a governance framework for service and policy management across delivery channels. HP is enhancing its SDP with additional enablers like OpenCall for prepaid wireless and communications services.
Hp Sdp Evolution
- 1. Service Delivery Platforms Evolution What HP is doing to enable the Service Providers’ transformation Marie-Paule Odini HP SDP program manager © 2008 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
- 2. HP SDP today • HP SDP 2.0 today - http://www.hp.com/go/sdp • Telenor Playground - running on HP SDP - http://playground.telenor.com/ • HP SDP and Telecom Italia - Oct08 event - http://event.on24.com/r.htm?e=118584&s=1&k =A1EF9451C805ED3A58AB1DC5B039B0EE
- 3. Today we will be discussing 1. What is an SDP and the business drivers for implementing service delivery platforms 2. What is HP’s experience in delivering SDPs, how can we help today 3. How are SDPs evolving 3 March 10, 2009 HP Confidential
- 4. From walled garden 1:1 to long tail & communities Walled garden Partnerships Long tail • Voice, SMS, MMS • Portal content • Group-user- bundle (films, sport, soap, music) generated content (blogs, messages) • Personal and group calls • Friends and family • Hosted-user-generated content content (photos, videos) (clubs, enterprises) 70% • Advertising Revenues 20% 10% 1-10 11-100 101-1000 Services
- 5. The Two-sided business model The Telco 2.0 platform connects providers to users, creating a ‘two- sided’ market ‘Upstream’ Customers ‘Downstream’ Customers Developers Retailers Millions of Government Telco Customers $ Platform $ Brand Advertisers Content Owners Thousands of Segments Telco – Retail © STL Limited • Proprietary and Confidential - 12 - www.telco2.net 5
- 6. What is driving SDP evolution ? SDPs are a strategic choice for service providers to enable the required transformation to the “two sided business model” • SDPs have already been delivering: − A comprehensive & standards-based SOA-based service delivery ecosystem − The ability to re-use common service enablers like location, presence, messaging, voice, etc., across multiple end-user services − The power to extend service development to 3rd parties • And now need to evolve: − To complete support for the two sided business model by managing complex revenue relationships − Towards web 2.0 communities enablement − To provide for enhanced dynamic personalization of services, taking in to account the subscriber context − By blending services together to offer more compelling end-user experiences 6 6 July 2009
- 7. Service Delivery SOA Transformation •Heterogeneous Mash Up capabilities exposed Engine uniformly: SOA design Multimedia Subscriber Profile Conference •3rd Party Ecosystem Widgets •360 View of services Schedule & Conf Messaging and usage Service •End to end service Governance (widgets) life cycle and B.I. Secure Access Policy Mgt Service Mgt Application Mgt Registry management Management Reporting Partner Mgt Repository •Define and enforce policies that govern consumption of services Business Processes, •Understand business Policy Enforcement impact of SLA’s •Integration with Operational Support SOA Service Systems Abstraction •New Revenue Operator’s Management models Network and IT Elements Group List Messaging Presence MM Conferencing Voice Mail Messaging Charging Management 1 7 6 July 2009
- 8. HP Services Governance Framework HP can help you start today your SDP journey … − Prepackaged software to manage secure telco services exposure − Management Architecture that acts as a central governance control point and provides management of • actors and entities • services across multiple protocol sets • End user services across multiple channels • policies that govern consumption of services and end user services • Implements Governance Interoperability Framework − Runtime Architecture that acts as the enforcement points for runtime governance for • Enforcing management/design time policies • Providing the runtime management information acting as a key change 8 agent 6 July 2009
- 9. HP SDP evolution RestFull Web Enablers Gateway Services Context Next Gen Portal Management Revenue Management 9 6 July 2009
- 10. HP SDP evolution … A standards based architectural blueprint for development, deployment, integration and management of converged services User Equipment Plane Application Next Gen Widget Mashup Testing & Services Lifecycle Plane Portal Framework Certification Web 2.0 Management Revenue Service Subscriber Content Context Mgt Governance Device Common Framework Profile Enablement Management Enablement Module Manager (CAAS) (SGF) Framework Service Delivery SIP Servlets ParlayX Web Service Web 2.0/REST Plane Location Messaging Presence Conferencing NGIN Service Enablers Identity Device Profile Charging Single Sign-on etc Gateways & Profile OCMP XDMS PDE Telecom Service HLR/HSS Network Services Mgr App Server Control Plane IMS SS7/Legacy IPTV Network Real-Time IP IP Circuit-switched Infrastructure
- 11. HP SDP Enabler Enhancements • Enrich HP SDP with OpenCall Enablers − OpenCall is already present in 22 of largest 25 SPs − 100m subs use OC prepaid wireless solutions − 250m subs in 38 SP on 5 continents use HP HLR − 750k voice and video ports deployed HP SGF − Largest VoiceXML media platform provider − 5000+ signalling protocol platforms deployed • Rich Communications Rich Com Personalization Real Time service − Video Conferencing Conferencing HLR control • Personalization Video Conf HSS Streaming INAP, Camel − Network Address Book Video Profile Mgt NGIN, SCIM Subscriber Mgt − Subscriber profile Monitoring NAB service broker etc Real time • Real Time Service Control charging − NGIN, VAS Service enablers − SCIM − Convergence incl IMS-IN 11 6 July 2009
- 12. HP SDP Context Enablement • Provides dynamic and personalized “context” to applications — Subscriber context: location, devices, interests etc. — Application context: device, bandwidth, number of concurrent users etc • Provides dynamic and personalized “context” to applications • Adaptors to different ‘context’ source • Simple Rule engine personalization with UI & context execution Context Enabler • Simple APIs to enrich application and service logic • Technology: HP Ontology* Platform, Semantic web *HP Ontology platform : Jena platform, now opensource
- 13. HP SDP Service Governance RestFull Gateway • Opens up HP SDP to web 2.0 environment REST to WSDL − Example: social network, widgets, web2.0 developers etc WSDL to REST • Exposes Services as ATOM, REST API (= Web2.0 API) Access Control • Accepts provisioning of ATOM, REST RestFull gateway services • Provides robustness and scalability • Enables seamless governance for web HP SGF and web 2.0 services
- 14. HP SDP Revenue Management Module • Provides simple revenue sharing model brick for partners including Partner Portal web2.0 developers UI • Complements existing billing system HP SGF with a flexible solution that deals also with unknown developers, small transactions and complex revenue sharing models • Web service flexible charging E-wallet enabler • E-wallet function for partners Online-Offline charging • On-line & off-line charging Account Balance • Account Balance & Rating Rating Revenue Management Module
- 15. HP SDP Next Gen Portal • Provide a Next Gen Portal for : Subscriber Developer Admin • Subscribers to browse, try & buy services (gallery) Access Gwy • Developers to create, test, publish applications, Portal Gallery SDK widgets, mashups • Enables Service providers to Advertisement API Mashup Tool address web 2.0 developers Widget framework • Opens up to new business model including Long Tail Next Gen Portal • Positions service providers as Testing platform independent service HP SGF aggregators (any mobile, any Monetization PC, web, consumer, enterprise)
- 16. Adopt simple widgets and mash-ups Use SDP widget on PC or mobile Next Gen Portal SDP partner Portal & Widget library & Mashup HP SGF, RMM & RestFull Gwy Create new service with SDP mash-up Enablers Ex: Parlay X Gwy SDP widget in enterprise SDP Widget In Yahoo SDP widget in facebook portal
- 17. Telecom Italia’s Services Exposure MVNO • TSE Exposes Provisioning WS to Service Exposure Layer the MVNO (based on HP Services Governance Framework) • It implements the • Integrates BSS business logic services MVNO Card MVNO MVNO MVNO services exposed to Manufacturing Services Provisioning Services MNP Services “service config” the MVNO Services Functionalities: • It implements BSS BSS Virtual Operator Platform • Security legacy processes in Management (AAA) order to provide • Services monitoring ESB BSS Interno requested services and tracking MVNO Billing services MVNO Billing services • Business and Provisioning Platforms Delivery Platforms & 1.CDR generation 1.CDR generation Network Gateway functional policies enforcement TiLab BSS Network MVNO Billing Services MVNO “Provisioning” Services MVNO Card manufacturing Services MVNO Provisioning Services MVNO Provisioning Services MVNO Mobile Number Portability MVNO Mobile Number Portability MVNO Network Service Configuration MVNO Network Service Configuration MVNO card manufacturing MVNO card manufacturing 1.Subscription activation 1.Subscription activation Services Services 1. MVNO “service configuration” services services services 1. MVNO “service configuration” services 2.Subscription deactivation 2.Subscription deactivation 1.MNP FULL for not TI customers 1.MNP FULL for not TI customers 2. Act./Deact. Premium service 1.SIM production data 1.SIM production data 2. Act./Deact. Premium service 3.Network Profile update 3.Network Profile update 2.MNP FULL for TI customers 2.MNP FULL for TI customers 3. Act./Deact. Service Clip & Clir 3. Act./Deact. Service Clip & Clir 4.SIM substitution 4.SIM substitution 4. Act./Deact. Recall Service 4. Act./Deact. Recall Service 5.SIM Lock/Unlock 5.SIM Lock/Unlock 5. Act./Deact. Answering service 5. Act./Deact. Answering service 6. Paging service (LoSai) 6. Paging service (LoSai)
- 18. HP Leadership and Guidance • Delivering today SOA-based SDP 2.0 • Introducing SDP 3.0 to address service providers new business opportunities − Completing evolution towards the “Two sided business model” − Supporting new web2.0 business models − Getting ready for Semantic Web − Supporting enhanced personalization & blending of services • Providing proven experience coming from multiple engagements and leadership in vision for the future
- 19. Thank you