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“Jumping The Barrier”

Service Delivery Framework

MIT October Plenary 2011

Jan KokPrincipal InnovatorNokia Siemens Networks

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Market OverviewApplications StrategySDF OverviewExposure

CreatarySmart Lab

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There are other people stealing the ‘buttons’ of the CSPs

Where are the ‘Telco buttons’ for CSPs revenue?

… many button’s

One button

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Internet

VirtualWorlds

GamesWeb2.0

Mobile TVIPTV

SMS, MMS, IM

How the CSP can rediscover their buttons for sustainable revenues?

Core services

Dedicated implementationPartner services

Fast service creationMarketplace services

Exposure to developers

# of services

Rev

enue

å Revenue

Per-service revenueVoiceVAS

Ringtones

BusinessServices

Source: ABI, NSN research

Revenue sources today (NSN Business Evolution Study, 2011: 146 interviews with 47 CSPs and 14 other companies)

1 3

5

1

66

12

8

11

Voice (Mobile voice & VoIP)Person to Person MessagingFixed BroadbandMobile InternetEntertainmentContent services like IPTVOther Value Added ServicesAdvertisingRevenue from partner through 2-sided business modelsCarrier services

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Strengths:Innovative and fast movingExcelling in application eco-system

Shortcoming:End-to-end SLACharging capabilities

Strenghts:Managed QoS and security across entire chainFlexible carrier charging (Pre-paid, post-paid)

Shortcoming:Smaller addressable market (Scale)High service deployment costSlow T2M

CSPs have under-leveraged assets to get the buttons back

Telco

Service Provider

Delivery via CSP Network

OvertheTop

Best effort Internet delivery

Public Internet

Assets includesLocationProfileBillingMessaging & voiceContacts and historyContext and communityDeeper analytics

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Market OverviewApplications StrategySDF OverviewExposure

CreatarySmart Lab

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CSP

Innovate and deliver new servicesCSP Challenges and opportunities

Smart Phones

Dating

Games

Music

Browsing

Video Streaming

Social Media

Challenges Operator Assets Opportunities

• Customer demand for new applications

• Competition by Web 2.0 Players• Erosion of voice revenues

• Communication Infrastructure ownership

• Trusted partner for consumers and enterprises

• Customer Insight

• Offer unique, smart, services and apps

• Address untapped markets• New business models

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Market OverviewApplications StrategySDF OverviewExposure

CreatarySmart Lab

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Service Delivery Framework System evolution to match new consumer and business expectations

Marketplace Services(100 )

Partner Services(20-100)

Rev

enue

/ser

vice

0

Mobile Music

Core Services(~ 20) # of

Services

IntegratedeMail

BusinessServices

GamesVoice VAS

SMS/MMS/IM

IP &Mobile TV

CommunityInternet access

WEB3.0

å Revenue

Ringtones

TelevotingmCommerce

Virtualworlds

Fast service creation and flexible business models Service exposure for 3rd

parties

PushTo X Info Call & Share

Quadplay

Core services –specific effort justified

SDF reduces integration complexity and multiple integration steps

SDFApplications APIs

Enab

ler

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3rd party applications & content

SDF High level architectureSix main domains

Service Delivery Framework

6. OSS/BSS

Gateway

3. SOA instrumentation

Content Providers

5. Content Mgmt & Delivery

4. Enablers

OSS

BSS

NetworkIMS TV

(mobile, cable, IP) IN/SSF Others(SMSC/MMSC/…)

Devices PC + TV + Mobile + Phone

3rd party applications Web 2.0 applications

1. Service Execution Environment

Applications

2. ServiceCreation

IdentityManagement,

AAA, Profile &

Preferences, …

Device capability

Management

Presence

Location

Online Charging

VoIP

Portal

Com

mon

Use

r Dat

a M

gmt

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Market OverviewApplications StrategySDF OverviewExposure

CreatarySmart Lab

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NSN Exposure Solution and Developer Communitieswww.Creatary.com

Easy on-boarding process for developers, charging and settlement for assets, sandbox environment for testing, API reference, concepts, tutorials, forums, blogs

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NSN Smart Labs

Devices Connectivity Internet content

• Enhance user experience• Optimal interworking between

smart devices, applicationsand networks

• Focus on user experience and network performance• Fully equipped with latest radio technologies and end-to-end IP network• Foster mobile internet ecosystem and cooperation between key

stakeholders

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The buttons are there … someone to push them.

… many button’s

One button