HP SDP.pdf

7/27/2019 HP SDP.pdf

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HP Service Delivery PlatformBreakthrough business technology that brings governance, managementand quality to converged telecom, IT and Web 2.0 services

A white paper from HP

Communications, Media and Entertainment Solutions



Business technology for anexpanding marketplaceThe market for rich, converged services is rapidly

expanding and transitioning from early adopters to themainstream. In response, communications, media andentertainment companies have been evolving their digitalservices infrastructure to profitably meet growing demandand enhance the customer experience.

An essential part of that evolution has been theimplementation of a service delivery platform (SDP).These core-to-edge service-oriented architectures (SOA)enable operators to quickly and cost-effectively develop,deliver and manage converged digital services. Servicedelivery platforms help to break down the inefficient,redundant siloed services infrastructures currently inplace and improve collaboration across the servicesecosystem. New services can be developed androlled-out to customers faster and more reliably,shortening the time to revenue; risks are off-loadedand costs can be better controlled.

Originally, SDP architectures were designed to abstractand thus more easily share network resources acrossapplications. Integration of third-party content andservices was also addressed, with developers able tosecurely access and use network resources withoutrequiring knowledge of the underlying systems. The

result has been faster and easier development anddeployment of a wide range of high-margin value-addedservices that more fully leverage existing investments,as well as improved customer satisfaction and loyalty.

However, while current service delivery platformtechnologies have been helping to drive better businessoutcomes for companies offering digital services, therequirements for an effective SDP have themselves beenevolving. Today, new service delivery requirementshave crystallized.

Solution scalability must address governance,management and quality across the network, IT aweb-based services. As the walls come down andpotentially millions of traditional and non-traditio

mash-up applications, content and services becompart of the SDP ecosystem, they must be tested anquality must be controlled; personalization and thassociated security, privacy and identity managemissues that go along with it must be paramount acrthe infrastructure; and integration of the SDP into thenterprise-wide SOA must be constructed such that end-to-end service lifecycle and workflow acrossoperational and business support systems is guarante

HP Service Delivery Platform 2.0positions operators to meet evolvinrequirements.Developed to enable organizations to leverage tflexibility of a service-oriented architecture-basinfrastructure, HP Service Delivery Platform 2.0 (SD2.0) provides a controlled clearinghouse environmfor all service types, whether they are coming fromnetwork, IT, the web or from other applications. HPSDP 2.0 provides end-to-end governance, policy cotransparency and management of converged serviincluding internal services and applications, thoscoming from third-party developers, and those crea

by “prosumers” and other non-traditional developewho can use services governed by HP SDP 2.0 to crtheir own service “mash-ups” using Web 2.0 technolo



Enhanced and expanded capabilitiesthat drive better business outcomesHP Service Delivery Platform 2.0 delivers new services

and technologies that meet the increasingly challengingrequirements for offering rich, converged services. Thetable above shows the capabilities of current SDPtechnologies and contrasts them with the highly evolvedcapabilities of HP SDP 2.0.

Each of the expanded and evolved capabilities of HPSDP 2.0 will be explained in further detail in the followingsections of this document.

HP SDP 2.0—extended functionalitiesin detail

A number of additional or expanded functionalitieshave been incorporated into HP Service DeliveryPlatform 2.0. These enhancements draw upon deepand broad HP experience in both telecom environmentsand IP-based technologies, and are designed to leveragelegacy business technology infrastructure already inplace to bridge the current operator environment towarda true Web 2.0 environment. The following sections willdetail how HP SDP 2.0 addresses key requirements forthe evolving marketplace, including:

• Governance and policy management

• Value chain enablement through federated datamanagement

• Context-aware services

• Federated device management

• A holistic service environment across domains

Governance and policy managem Abstraction of network services—a decoupling of netresources from the service development and delive

processes—has been a core principle of SDP functionUsing standards-based interfaces such as Parlay-X Session Initiation Protocol (SIP), a service delivery platallows abstracted network resources to be easily asecurely shared and reused, so services and contentbe developed without underlying knowledge of thenetwork, shortening the time-to-market for new serv

Today, it’s clear that abstraction simply isn’t enougService environments are rapidly scaling to accommogrowing demand, and the number of internal, netwand third-party services is escalating wildly. Furthe

Web 2.0 mash-ups are becoming increasingly com

within the service provider domain, injecting additiocomplexities. With the growing penetration of Webservice providers into the marketplace, such as GooYahoo, Facebook and others, this trend will only contThe sheer numbers of service interactions occurring athe services value chain demand dramatically enhangovernance and policy management capabilities, that’s exactly what the purpose-built HP SDP 2.0delivers.

HP Service Delivery Platform 2.0 provides robust pomanagement at all levels of the infrastructure. It integfield-proven components such as the HP Systinet SORepository and other products with off-the-shelf JavEnterprise Edition (J2EE) and SIP application servefor optimal flexibility across heterogeneous servienvironments. As part of the SOA environment, H

Current service delivery platforms

Web Services abstraction of network resources

Integration of third-party content and services

Converged voice and data applications

Managing a static or slowly expanding menu of service choices,with success still mainly dependant upon a “killer app”

Separation of service delivery from operations and billing

HP Service Delivery Platform 2.0

Provides the ability to abstract and integrate all services, including netIT and Web 2.0 services. Also enables policy management of the sewith end-to-end transparency of their state across the operational andbilling domains.

Delivers federated data management and comprehensive value chaienablement, solidifying service provider control across the entire whoand retail business ecosystem.

Facilitates context-aware voice, data and content services by enablinapplications to share state and session information. These personaliz

dynamic services attract and retain subscribers.

Enables the secure creation, delivery and management of hundreds othousands of highly personalized services, with access controlled viaprofile brokering and service governance.

Seamlessly integrates with back-office systems to establish a holisticenvironment with cross-domain service orchestration and a manageminfrastructure that enables rapid identification of system events affectithe quality of service delivery.



SDP 2.0 answers the three fundamental requirementsfor effective SOA governance:

•Visibility , through an environment in which servicescan be easily found and understood at every phaseof their lifecycle

• Trust , with tools to establish consistency, interoperabilityand formal service agreements

•Control , by enabling the management of the servicelifecycle from introduction to retirement

In addition, HP SDP 2.0 delivers expanded third-partyservices governance capabilities, including:

• Centrally controlled, role-based capabilities witheasy-to-use portal interfaces for managing the activitiesrelated to offering third-party services

• Services for secure service registration, integration,access, metadata collection and management

• Simplified service aggregation and orchestration

• Identity and policy-control mechanisms that lower riskwhen orchestrating network and other third-partyservices into new end-user applications

Value chain enablement throughfederated data managementIn most communications, media and entertainmecompanies, critical data surrounding their subscriband services ecosystem partners is scattered acrmultiple, siloed databases and repositories and various formats and structures. This key informatiincludes user identity and profile data that is requifor establishing security policy and control function

With such basic “building block” information tied specific repositories and unable to be easily shared other applications and services, creating and delivenew personalized services is costly and inefficient.

What’s needed is a structured, secure and robustmechanism for gathering and securely brokering data for SOA-based applications.

In response, HP SDP 2.0 features a new componcalled the HP Virtual Identity and Profile Broker (Broker). This feature-rich and modular, virtual digidentity solution offers significant and ongoing compebenefits for communications, media and entertainm

companies, service developers and end users. As aextension of the SDP architecture, VIP Broker provida central control and policy application point thaprovides outstanding transparency into user-cent

Runtime

Runtime management channel

Application and user interaction

Policy evaluation and enforcement forservice brokering and end-usersService

Policy processing framework

Multimodal context and channelintegration for EUS policies

Auditing, fault and performance metrics

Alerts, notification, CDR, statisticsand reporting

Service registry

Policy model

Repositories

SDP Third Party Framework (3PF)

Management

Partner management

Service management

Service discovery management

Service group management

Access management

Class of service management

EUS management

Service brokeringpolicy model

Lifecycle policy model

Manageabilitypolicy model

EUS policy model

Policy repository Service repository



data, which can be dynamically aggregated frommultiple independent data stores. Virtual aggregationcapabilities offer protocol independence and allowoperators to enable dynamic access to user data in acontrolled secure fashion. The VIP Broker deliversSOA-based data management via a common data modeland advanced Web 2.0 technologies including ResourceDescription Framework (RDF) and Really SimpleSyndication (RSS). It provides a single access path anda consistent mechanism to simplify data management,

security and policy enforcement for use of subscriberprofile data. And that allows service providers tobecome enablers of a whole new class of SOA and Web2.0-based applications that deliver context-sensitive,personalized responses to subscriber interactions.

Context-aware servicesSales professionals know that coming in with the rightoffer at the right time is critical to making a successfulsales pitch. Context—understanding not only whatprospective buyers are doing, but when and whythey’re doing it—provides competitive advantage that

drives significantly better business outcomes. Puttinga personalized, targeted offer in front of a naturallymore receptive potential customer results in greatersuccess for the seller, as well as a greater degree ofsatisfaction from the end customer. All of which leads tomore traffic flowing across the network.

The concept of implementing contextual awareness isespecially intriguing in light of today’s more activelifestyles. Mobile users present a particularly attractiveopportunity for communications, media and entertainmentcompanies and other digital service providers; in aservice-oriented architecture environment with SDP

technologies implemented, service enablers such asgeo-location, presence and availability, device awarenessand others can all be creatively combined to delivercontext-aware content and services.

Context must also be thought of in terms of both “servicescontext,” such as utilizing the appropriate service andnetwork components to provide an optimal userexperience, and “subscriber context,” such as theindividual’s current location. Together, these contextualdetails can be incorporated into what HP calls IntelligentService Flow Adaptation. That is, successful dynamicservices-based applications will take into account thetechnical context of the service request and the statedor inferred preferences of the user making the request,the details of which can be gathered by the VIP Broker.

As an example of subscriber context, a young womanmight be approaching the musical venue where she’sabout to see her favorite band perform in concert.

Alerted to her location through location-based services,an entertainment company might offer her the band’s

latest CD, along with a ringtone of the group’s latesingle. She could download a band-themed wallpastream their latest video or order other themedmerchandise. And because she might be hungry beor after the event, she could be sent the latest coupfrom area restaurants, along with menus and direcfrom the arena parking lot so that she and her friendwho are also coming to the show and communicatthrough text messaging as they travel—could meet a bite. Because this customer is already known to h

interest in the products and services she’s being offethe chances of successful sales are high.

Services context for the above example encompassrecognition of the digital device, the access networthe subscriber identity profile and relevant contextudata, and then utilizing the correct infrastructure, formprotocols and applications to deliver content and oto the user with optimal presentation and usability.strict level of governance for using service componand versions enhances ef ficiency and can improcustomer satisfaction. For example, it would beappropriate to stream high-quality video to a use

accessing through a 3G network, but for a 2.5Gnetwork, the results would likely be unsatisfactory dto packet loss and other issues. By ensuring users gethe best possible results from their service interactiochurn drops and more revenue flows across the netw

HP SDP 2.0 provides both innovative technologies a proven methodology for capitalizing on subscriber service context for Intelligent Service Flow AdaptatRather than require separate data stores where user device profile data reside, HP SDP 2.0 uses virtualmaintenance of user profile data, such as the servicparticular user is authorized to access, as well as tcontextual information related to subscriber interacfor that particular communication session. The datacaptured and made available for the next servicinteraction, whether that interaction is within the cusession or at another point in time.

This powerful concept provides the technical meanaccomplish a more enhanced form of personalizatacross IT, network web, television and video domaGroup-based services including instant messaging and multimedia conferencing are converging with netservices like location and presence to form innovat

collaborative community-based services that drivincreased subscriber retention. HP SDP 2.0 contemanagement capabilities enable operators to prfrom service mash-ups and group-based services.Context-sensitive applications and content will enaoperators to—for the first time—deliver a trulypersonalized interactive subscriber experience. That'scritical point of differentiation in the Web 2.0 environm



Federated device managementThe flood of new digital devices into the consumermarketplace shows no signs of slowing; services and

content are flowing across multiple networks and inmany different modes and formats before reachingthese devices. In many cases today, detailed devicecharacteristics required for efficient cross-devicemultimedia service delivery are locked inside proprietarystovepipe applications, and are typically not visible oreasily accessible. This inefficiency will become farmore obvious and severe in a service delivery platformenvironment, because the SDP will encounter arapidly increasing number of devices, services andcontent formats. HP recognizes the need to implementa mechanism for reducing or eliminating the slow andwasteful overlap of applications dedicated to maintainingand managing device characteristics.

HP SDP 2.0 features a Unified Device CapabilitiesRepository (UDCR) that creates a virtualized singleinterface to multiple device characteristic databasesacross the service infrastructure. This interface simplifiesdevelopment and reduces operational expenses (OpEx).

A holistic environment across domainsThe interface between the traditional operational supportsystem (OSS) and the SOA environment of the SDP has tobe achieved in a way that does not restrict the dynamics

of next-generation SOA services. The HP SDP 2.0integrates with the OSS environment transparently. Atomicand compound services in the SDP are made visible tothe OSS environment and the OSS service bus; this allowsthe services and applications to be quickly and accuratelyconfigured, provisioned and managed from initial serviceinstantiation through service deactivation. The approach

takes into account SOA principles of loosely coupleapplications, common communication infrastructure,standardized interfaces that facilitate the managemof value-added services in convergent telecom a

IT environments.

HP SDP 2.0 integrates three lifecycles: the ServicOffer Lifecycle where services are planned, designorchestrated and tested; the Service Subscription Lifecwhere services are packaged configured and madready for sales and billing; and the Resource Lifecywhere the services are managed and monitored foperformance, quality, optimization and maintenan

To help enable optimal operation from end to enddrive quicker return on investment, the HP SDP 2.0solution integrates with the HP Integrated Service

Management Solution, which includes pre-built OSadapters that provide fault and performancemonitoring for a wide range of infrastructurecomponents and services, including:

• Hardware elements and operating systems

• Application environments such as SIP, J2EE and o

• Services, such as web conferencing and locationlookup services running in J2EE or SIP applicatioenvironments

• Value-added services, including third-party VAS,listed in the HP SDP common framework UDDI reg

The monitoring and management of both the physinetwork and IT assets and the applications infrastructand services are presented to IT and network manausing an intuitive graphical user interface that enarapid discovery of the source of performance or famanagement issues. Operators can quickly distingphysical network element issues, problems with ser

HP VIP Broker

User data silos

HSS XDMSMicrosoft®

Exchange Location RD BMS

HLR LDAPCRM

Presence

Othercore

network

elementsExternaldomainsources

Services andapplication requests

Access control

Abstraction

HLR – Home Location RegisterHSS – Home Subscriber ServerLDAP – Lightweight Directory Access ProtocolXDMS – XML Data Management ServerRDBMS – Relational Database Management Sys



element performance or other faults, and drill down towhatever issue is causing a problem in the end-to-endservice delivery chain.

Service Delivery Platform testingThe costs and complexities of SDP deployment and

evolution dictate that every critical action surroundingthe implementation be the correct one. That’s why HPoffers a service delivery platform testing solution stackthat leverages highly regarded HP business technologyoptimization (BTO) products. The solution features a richset of tools, including testing templates, scripts, and testplans that help speed deployment of a fully functionalSDP environment.

The HP SDP testing solution supports Hypertext TransferProtocol (HTTP), Simple Object Access Protocol (SOAP),and other standard protocols, along with testing of serviceenablers and Parlay-X APIs, which abstract service

capabilities for call control, presence, conferencing orother capabilities from any type of network, includingconverged networks. The testing solution also expandsto address very specific telco testing aspects such as SIP,Intelligent Network Application Protocol (INAP), Diameterand IP multimedia subsystem (IMS) testing for bothfunction and performance.

The HP advantage for SDPenvironmentsEvolving marketplace requirements are drivingcommunications, media and entertainment compato transition their infrastructure to develop, deploy manage rich, context-aware converged services tha

engage users and deliver profitable revenue.

Building upon the field-proven HP Service DelivePlatform, the powerfully enhanced HP Service DelivPlatform 2.0 is standards-based service-orientedarchitecture that enables communications, media aentertainment companies to rapidly and cost-effectdevelop, deploy, integrate and manage converged vdata and content services. Further, HP SDP 2.0 enaseamless integration of those services with operatioand business support system (OSS/BSS) environmeand delivers the strong SOA governance, subscribe

data management, and quality management capabrequired to truly create a holistic service deliveryenvironment from end to end.

Plan Deliver Operate

Service subscriptionlifecycle

Business

Service offer lifecycle

Service orchestration Test and debug Service fulfillment Service assurance Service usage

SDP registrationservices

SOA policy andidentity management

Third-partyregistration services

Service configurationand activation

Sales andordering

Service changeor termination

Service quality andproblem management

Billing andcollections

Service evolutionor retirement

Application designand specification

Service strategyand planning

Resource strategyand planning

Resource developmentand delivery

Resourceprovisioning

Resource trouble andperformance management

Resource maintenanceand optimization

Resource datamanagement

Resource lifecycle



To learn more, visit www.hp.com/go/cme© Copyright 2007 Hewlett-Packard Development Company, L.P. The information contained herein is subject tohange without notice. The only warranties for HP products and services are set forth in the express warrantyatements accompanying such products and services. Nothing herein should be construed as constituting andditional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein. Printed the USA. Microsoft is a U.S. registered trademark of Microsoft Corporation. Java is a U.S. trademark of Sun

Microsystems, Inc.

AA1-6286ENW, October 2007

Communications, media and entertainment companieshave to control costs and shorten the time-to-market fornew services. They must answer subscriber demand forthe innovative service capabilities that will enable users

to create their own service mash-ups to meet the waysthey live, work and play. And while the transition to aSOA-based infrastructure is necessary, it is also a complexprocess that requires an experienced technology partner.

HP is that partner, offering globally demonstratedexpertise in both telecom and IT environments, innovativebusiness technologies and a strong track record ofsuccessfully managing complex infrastructure launches.Leveraging strong partnerships with industry leaders anda holistic perspective on the complete service environment,HP helps operators determine which SDP 2.0 componentsand capabilities will help them achieve the businessoutcomes they seek. And HP has a global deliverypipeline and locally experienced HP personnel in morethan 170 countries worldwide to help enable thatdeployment is fast, with minimal impact on currentoperations. As the requirements for service deliveryplatforms environments evolve, HP is the technologypartner that offers more.

Every HP solution leverages proven global experience that spans peoprocesses and technology. HP Services consultants understand th

communications, media and entertainment marketplace, and can companies get the most from their IT investments. HP Services can in these critical areas:

• Application modernization services—HP offers a full range of curand future business need assessments, strategic and technologicaroadmaps for change, infrastructure transition services, and monitoservices for the evolved application environments.

• Mission critical support—Onsite consulting and technical supporavailable at whatever level of service the organization desires, includOperational ITSM to help benchmark IT processes against others

• Outsourcing services—HP offers a comprehensive portfolio of innovaand scalable sourcing options, so company personnel can focus tand resources on their core business.

• Security services—HP has developed a detailed methodology foevolution of the IT environment with enhanced security features. R

is decreased and both the data and the network are protected.• Financial services—HP Financial Services offers a range of creat

and flexible financing options that can remove the final obstacle network evolution.

Across the globe, enterprise customers rely on HP Services to desigbuild, integrate and manage the IT systems that run their businesseHP Services capabilities cover consulting and integration, outsourcsupport, and education services, all delivered by more than 69,000services professionals in 170 countries. As the marketplace continuto evolve, HP Services will be there to help communications, mediaand entertainment companies adapt and compete.

HP Services

Successful SOA adoption requires solutionsfor governance, quality and management.

Heterogeneous platforms are the norm.Customers require platform-neutral solutions.

You need much more than technology forSOA deployment. You need a trusted guide.

Documents

HP SDP.pdf