January 23-26, 2007 Ft. Lauderdale, Florida Services Transformation New Approaches to Delivering Blended Services Over IP Networks Keith Chappell Alcatel-Lucent

January 23-26, 2007• Ft. Lauderdale, Florida

Services TransformationNew Approaches to Delivering Blended Services Over IP Networks

Keith ChappellAlcatel-Lucent


Services Transformation

Binding applications to shared network & management resources delivers a new breed of services with agility

Personalized & Blended services with optimal Quality of Experience

will be the differentiator


Key service challenge: Deliver to end-users compelling integrated user centric services

Transformation required to deliver a user-centric communications experience

Service & network silos

Limited new application capability

Limited knowledge of end user preferences

and context

No network wide visibility or control of

resources

SERVICE

PERSONALIZATION

Static management of network traffic and

resources

Internet grade IP

SERVICE

AGILITY

SERVICE

BLENDING

QUALITY OF

EXPERIENCE

Today’s Networks

•Enriched Communications Experience


Services Transformation:Breaking service silos with the Carrier-Grade SDE

Carrier-Grade Service Delivery Environment to deliver personalized and blended services

3

Carrier-Grade SDE

FederatedControl

ServiceEnhancements

3rd partyapps

Service Factory

ServiceOperations

Converged Network with Services Silos2

Network and Services Silos

1


The Target of Services TransformationThe Carrier Grade Service Delivery Environment

Service Control

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Data-Aware Transport

Data-Aware Transport

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Service Transformation

Carrier-Grade Service Delivery Environment

Service Oriented Architecture

Service Creation

Service Factory• Applications• Application Servers• Partner/3rd Party Eco-System• SDK/Dev Tools

ServiceEnhancements

• User Profile• Presence• Location

Video

IMSTraditional

Internet

• Session Control• Service Blending • Resource Mgt• Policy-decision &

enforcement

Federated Control Service Operations

• Customer/Partner Care

• OSS/BSS• Content Management


Key Elements of Carrier-Grade SDE: Service Factory

Service Enhancemen

ts

Service Operations

FederatedControl

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Ser

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ServiceFactory

The Service Factory consists of 4 key components:

• Application Servers

• Applications

• Terminal Clients

• Applications and Client SW Development Tools


Value Derived from the Service Factory

• Flexible portfolio of application servers allow for service delivery optimization. Service Providers are not tied to a single “golden” platform (SDP) promised to support all current and future service needs.

• Extensive portfolio of applications that can be blended into new services (e.g., IPTV blended with Web Browsing)

• Personalization of new services by either the Service Provider or the end-user

• Open, non-proprietary Software Development Kits (SDKs) enable innovation by the service provider and 3rd parties

• Web Services and IMS protocols facilitate open blending of services across application servers


Key Elements of Carrier-Grade SDE: Federated Control

•Session/Service Blending • Integrating sessions within the network• Orchestration for sequenced execution

where necessary• Policy driven blending of services

• Availability of Always-On Aspect enables Push To “X” type services

•Dynamic Resource Management • Admission control and throttling• Flexible Policy Decision/Enforcement driven

by a high-speed rules engine• Centralized decision point for distributed

Policy Enforcement Points (PEPs)

•Network Security Enforcement• Multi-level, multi-faceted security

implemented as an always on process, not an event

• Security standardization enables interoperability in Multi-Vendor Networks

Service Enhancemen

ts

Service Operations

FederatedControl

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Federated Control throughSession/Services Blending and Orchestration

Soft-Switch

Service Blending (SIP, WS, policy-

driven orchestration)

VideoServer

SIP

Internet Services

Othere.g. PTx

Partner Services

AINSCP

Traditionale.g. IN, Voice

MessagingServer

Federated Control

Service Control

Example Control Elements

Service FactoryIPTV

MM over Mobile


Key Elements of Carrier-Grade SDE: Service Enhancements

• Federated Identity– Authentication & Authorization– Identity Management for Single Sign On

• Federated User Data– Directory (e.g., Name, Voice Mail, etc.)– User Profile– Address book– Privacy

• Personalization– Dynamic policy decisions based on context, requester,

preferences, and data mining– Tailored service offering to simplify end-user selections

• Federated Presence and Location• Communities/Groups

– Capitalizing on user “networking” data – E.g.,Groups - gaming, IM, calling patterns

• Network Abstraction– Network APIs and web services (e.g., OSA Parlay,

ParlayX)• Rating & Charging

– Real-time on-line charging & rating control– Flexibility & special rating for promotions of blended

services

Service Enhancemen

ts

Service Operations

FederatedControl

Co

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Ser

vice

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ServiceFactory


Service Enhancements:Exploiting Information Federation and Shared Capabilities

Service Enhancements enable federation and exploitation of user data and dynamic information to deliver personalization of services

NetworkUser UserProfile

User Identity

UserPreference

s & Policies

RT Rating &

Charging

Presence &

Location

NetworkAbstractio

nLayer

New ServiceOptions(Service

Usage Data mining)

Intelligent Delivery Network

services


Key Elements of Carrier-Grade SDE: Service Operations

Service Enhancemen

ts

Service Operations

FederatedControl

Co

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Ser

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ServiceFactory

Service Transformation includes optimizing operations systems to manage blended and personalized services by: Re-engineering Operational Processes

and OSS/BSS systems for innovative service bundling and life cycle management

Enhancing support for End-Users and Partners

Self-Care Portals Carrier’s Service Exposure Partner Service Registration

Implementing Service Modeling to optimize fulfillment, assurance and billing processes for new services

Measurement, monitoring, reaction and reporting of customer service usage and service experience

Policy-driven resource management Providing comprehensive device and

content management


Transformation impacts more than Networks and Services …Business Processes, Organizations and OSS/BSS

Carrier-Grade SDE

FederatedControl

ServiceEnhancements

3rd partyapps

Service Factory

Service Operations

Time/Results

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cti

ves

PMO = Present Mode of OperationsFMO = Future Mode of Operations

Org./People

Systems

Processes

Balanced Scorecard

Met

rics

KPI / KQI

EncompassingPeople,

Processes& Systems

OpsSI&PFS&C ILM PLM OS&R A B

MOM

RDM

CRM

SMO

RDM

SPRM

SDM

SCDM

EnterpriseMgmt

CustomerExtending traditional FAB with eTOM covering end-users, partners& ITIL Best Practices

FAB - Fulfillment, Assurance, Billing eTOM – enh. Telecom Operations MapITIL - IT Infrastructure Library

DataVoIP VideoMobile

FMO

PMO


An unmatched vision for Services Transformation…

SERVICE

PERSONALIZATION

SERVICE

AGILITY

SERVICE

BLENDING

QUALITY OF

EXPERIENCE

•Enriched Communications Experience

Services Transformation FrameworkService Control Service Creation

Access, Transport, & Service Edge

En

d-u

ser

En

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on

men

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Carrier-Grade Service Delivery Environment• Service Factory • Federated Control • Service Enhancements • Service Operations

Documents

January 23-26, 2007 Ft. Lauderdale, Florida Services Transformation New Approaches to Delivering Blended Services Over IP Networks Keith Chappell Alcatel-Lucent