© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.

What HP is doing to enable the Service Providers’ transformation

Service Delivery Platforms Evolution

Marie-Paule OdiniHP SDP program manager

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

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

• Portal content(films, sport, soap, music)

• Personal and group calls

• Hosted-user-generated content (clubs, enterprises)

• Advertising

• Voice, SMS, MMS bundle

Reve

nues

1-10 11-100 101-1000Services

20%

10%

70%

• Group-user-generated content (blogs, messages)

• Friends and family content (photos, videos)

PartnershipsWalled garden Long tail

From walled garden 1:1 to long tail & communities

The Two-sided business model

5

- 12 -© STL Limited • Proprietary and Confidential

The Telco 2.0 platform connects providers to users, creating a ‘two-sided’ market

$

‘Upstream’ Customers ‘Downstream’ Customers

Developers

Retailers

Government

Brand Advertisers

Content Owners

Telco – Retail

Millions of Customers

Thousands of Segments

Content Owners

Telco Platform$

www.telco2.net

6 6 July 2009

What is driving SDP evolution ?

• 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

SDPs are a strategic choice for service providers to enable the required transformation to the “two sided business model”

7 6 July 2009

Service Delivery SOA Transformation

1

Operator’s Network and IT Elements Group List

Management

Service Governance and Management

SOA ServiceAbstraction

Business Processes,Policy Enforcement

WidgetsSubscriber Profile

Messaging

Partner MgtPartner MgtB.I.

ReportingB.I.

Reporting

Messaging Presence MM Conferencing Voice Mail Messaging

Secure AccessSecure Access Policy MgtPolicy Mgt Application MgtApplication MgtService MgtService Mgt

MultimediaConference

Schedule & Conf

Charging

RegistryRepository

Mash Up Engine

•Heterogeneous capabilities exposed uniformly: SOA design

•3rd Party Ecosystem

•360 View of services and usage

•End to end service (widgets) life cycle management

•Define and enforce policies that govern consumption of services

•Understand business impact of SLA’s

•Integration with Operational Support Systems

•New Revenue Management models

8 6 July 2009

HP Services Governance FrameworkHP 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 agent

9 6 July 2009

HP SDP evolution

Web

Services

Revenue

Management

Context

ManagementNext Gen

Portal

RestFull

Gateway

Enablers

A standards based architectural blueprint for development, deployment, integration and management of converged services

Network Infrastructure

Service Control Plane

Service Delivery Plane

Application Plane

User Equipment Plane

Service Enablers

Gateways & Network Services

IMS

Common

Framework

Circuit-switchedIPReal-Time IP

Services Lifecycle

Management

SIP Servlets ParlayX Web Service Web 2.0/REST

Profile Mgr

HLR/HSS OCMP XDMS PDE

Identity Device Profile

Presence

Single Sign-onCharging etc

NGINConferencingLocation Messaging

SS7/LegacyIPTV

Service Governance Framework

(SGF)

Subscriber Profile

Manager

Content Enablement

(CAAS)

Device Management

Context

Enablement

Testing &

Certification

Telecom App Server

HP SDP evolution …

Web 2.0

Revenue

Mgt

Module

Next Gen

Portal

Widget

Framework

Mashup

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− Largest VoiceXML media platform provider− 5000+ signalling protocol platforms deployed

• Rich Communications− Video Conferencing

• Personalization− Network Address Book− Subscriber profile

• Real Time Service Control− NGIN, VAS− SCIM− Convergence incl IMS-IN11 6 July 2009

HP SGF

PersonalizationRich Com

Conferencing

Video Conf

Streaming

Video

Monitoring

etc

HLR

HSS

Profile Mgt

Subscriber Mgt

NAB

INAP, Camel

NGIN, SCIM

service broker

Real time

charging

Service enablers

Real Time service control

HP SDP Context Enablement

*HP Ontology platform : Jena platform, now opensource

Context Enabler

• 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• Simple APIs to enrich application and

service logic• Technology: HP Ontology* Platform,

Semantic web

HP SDP Service Governance RestFullGateway• Opens up HP SDP to web 2.0

environment− Example: social network, widgets,

web2.0 developers etc• Exposes Services as ATOM, REST API (=

Web2.0 API)• Accepts provisioning of ATOM, REST

services• Provides robustness and scalability• Enables seamless governance for web

and web 2.0 services HP SGF

Access Control

WSDL to REST

REST to WSDL

RestFull gateway

HP SDP Revenue Management Module• Provides simple revenue sharing

model brick for partners including web2.0 developers

• Complements existing billing system with a flexible solution that deals also with unknown developers, small transactions and complex revenue sharing models

• Web service flexible charging enabler

• E-wallet function for partners • On-line & off-line charging• Account Balance & Rating

HP SGF

Account Balance

Online-Offline charging

Rating

E-wallet

Partner Portal

UI

Revenue Management Module

HP SDP Next Gen Portal

Subscriber Developer Admin

Portal Gallery SDK

Access Gwy

Advertisement API Mashup Tool

Widget framework

Testing

Monetization

• Provide a Next Gen Portal for : • Subscribers to browse, try

& buy services (gallery)• Developers to create, test,

publish applications, widgets, mashups

• Enables Service providers to address web 2.0 developers

• Opens up to new business model including Long Tail

• Positions service providers as platform independent service aggregators (any mobile, any PC, web, consumer, enterprise)

HP SGF

Next Gen Portal

Adopt simple widgets and mash-ups

Enablers

Ex: Parlay X Gwy

HP SGF, RMM

& RestFull Gwy

Next Gen Portal

& Mashup

SDP widget in enterprise portal

SDP widget in facebookSDP Widget In Yahoo

Create new service with SDP mash-up

Use SDP widget on PC or mobile

SDP partner Portal & Widget library

MVNO “Provisioning” Services MVNO Card manufacturing Services

MVNO

MVNO card manufacturing services1.SIM production data

MVNO card manufacturing services1.SIM production data

Service Exposure Layer

(based on HP Services Governance Framework)

Network

TiLab BSS

ESB BSS Interno

Delivery Platforms &

Network GatewayProvisioning Platforms

BSS Virtual Operator Platform

MVNO Provisioning

Services

MVNO MNP

Services

MVNO Card Manufacturing

Services

MVNO

“service config”

Services

• TSE Exposes Provisioning WS to the MVNO

• Integrates BSS services

Functionalities:• Security

Management (AAA)• Services monitoring

and tracking• Business and

functional policies enforcement

MVNO Provisioning Services1.Subscription activation2.Subscription deactivation3.Network Profile update4.SIM substitution5.SIM Lock/Unlock

MVNO Provisioning Services1.Subscription activation2.Subscription deactivation3.Network Profile update4.SIM substitution5.SIM Lock/Unlock

MVNO Mobile Number Portability Services1.MNP FULL for not TI customers2.MNP FULL for TI customers

MVNO Mobile Number Portability Services1.MNP FULL for not TI customers2.MNP FULL for TI customers

MVNO Network Service Configuration1. MVNO “service configuration” services2. Act./Deact. Premium service3. Act./Deact. Service Clip & Clir4. Act./Deact. Recall Service5. Act./Deact. Answering service6. Paging service (LoSai)

MVNO Network Service Configuration1. MVNO “service configuration” services2. Act./Deact. Premium service3. Act./Deact. Service Clip & Clir4. Act./Deact. Recall Service5. Act./Deact. Answering service6. Paging service (LoSai)

• It implements the business logic services exposed to the MVNO

• It implements BSS legacy processes in order to provide requested services

Telecom Italia’s Services Exposure

MVNO Billing services1.CDR generation

MVNO Billing services1.CDR generation

MVNO Billing Services

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

Thank you