Sdf Panel Nice 2009 V1.0

Why is a Service Delivery Framework needed and by whom?

Panelists:Jenny Huang, Director OSS/BSS Standards, AT&TEric Troup, Principal Architect, MicrosoftGrant Lenahan, Vice President of Strategy, Telcordia Technologies María Aránzazu Toro Escudero, Project Manager, Telefonica I + DLarry Dennison, President, Lightwolf Technologies

Moderator: Lucia Gradinariu, Consultant and Market Analyst, IT & Telecom Services, LGG Solutions

LGG Solutions, LLC Management World, Nice 2009

Management challenges in the new digital lifestyle

Interoperability across Value Chain, Agile Operations, Customer Excellence


Content Providers

End Users

Service & Network Providers

Device & Equipment Suppliers / Integrators

Common Delivery Management of Content & Multimedia Services

We envision a new and advanced collaboration framework (NG Marketplaces) based on exposition of our services and ‘capacities’ to third parties through APIs composition and assembly of our own services with services owned by third parties marketing of these resulting products under several brands and business models.

SDPSDPService Delivery Platform

Provisioning

SA/QoS

ProvisioningAssurance

Broadband Network w/QoS


Video Streamer

Design

The anatomy of a New Product built across the Value Chain

Functional Interfaces

ManagementInterfaces

Live Meeting PlusOffering

Local Product Management Policies & Decisions

Local Operational Policies & Decisions

Live Meeting PlusService


Video Streaming SDF Service


Live Meeting




Service Providers’ needs & pains• “How can I know what my customer is doing now,

maybe that can help me lower CHURN”• “How can I easily retail hundreds of 3-rd party

services and wholesale my own services to hundreds of 3-rd parties?”

• “SOA is the way forward but packaged products address limited usecases, making it hard to expose my services.”

• “New services are faster to launch into customer hands but still they need to be integrated with OSS/BSS and this is usually an after-thought and the slowest part of the process”


TM Forums’s SDF

Ap

plicati

on

Layer

Infr

astr

uctu

re L

ayer

Execu

tion

M

idd

lew

areWeb

Servers

ESB

Data Servers

Tran

sp

or

t Layer

Access

Layer

IP / MPLS / PBTSONET / SDH / WDM

Data Centres

Servers Network

Wireline:DSL, Cable, FTTx, PSTN

Con

trol

Layer

SS7 SIP / IMS

Serv

ice

Layer

Application ServersSC

E Exposed Services

Application suitesApplication A Application KApplication B

Platform NPlatform 1 . . .

. . .

Telco Domain

IT Domain

SDP

The Web

OSS

/BSS

P

latf

orm

s

SOA

Web 2.0

SDF

Ap

plicati

on

Layer

SDF Service LifecycleMetadata Repository (ISS)

SDF Service ProvisioningMgmt (MSS)

SDF ServiceResource Monitor (ISS)

Wireless:2G, 3GWiFi, WIMAX


IPsphere Framework ProcessesIPsphere Service Design and Publication

Service Provider B

Customer Interface Mgmt

OpsSI&P

FS&C ILM PLM OS&R A BMOM

RDM

CRM

SMO

RDM

SPRM

SDM

SCDM

• SP A is an IPsphere Service Supplier (an Element Owner)• SP B is a Customer in the view of SP A

publishOpsSI&P

FS&C ILM PLM OS&R A B

MOM

RDM

CRM

SMO

RDM

SPRM

SDM

SCDM

Customer Interface Mgmt

Service Provider A

IPsphere Service (Element) Design

Supplier/Partner Mgmt

• SP B is an IPsphere Service Consumer

(an Administrative Owner)• SP A is a Supplier in the view of SP

B• SP A is an IPsphere Service Supplier

IPsphereModules

IPsphereModules

Setupexecuteassure


Service Delivery: a reality check• Over 300 SDPs deployed by CSPs around the world (Moriana

SDP Analyst Report 2009)– Support for many classes of services offered by CSPs in the “trusted

domain”, Rich Communications Services over IMS– No Reference Architecture seems not to stop the growth

• AppStores - the new driver for broadband– applications running on SDPs in “untrusted domains” and generating

OTT data traffic for the CSP – questioning the role of the CSP beyond “Web 2.0 needs broadband”

– with few exceptions (e.g.: O2 Litmus)– whose customer am I anyway?

• Cloud computing and SaaS/PaaS – the new generation of Service Providers – Globalization of access to services– New business models (telco as a retailer)


Open questions• What is the impact on customer experience

when services are brought to market in such a fragmented space?

• How ready are Service Providers to take a standards based approach and achieve service lifecycle management internally and across the value chain?

• How much standard specification is required to meet industry needs?


Thank You!

email: [email protected]://www.lggsolutions.comhttp://www.morianagroup.com

Management World, Nice 2009

LGG Solutions, LLC

mailto:[email protected]

http://www.lggsolutions.com/

http://www.morianagroup.com/

Business

Sdf Panel Nice 2009 V1.0