1© 1996 - 2008 Sigma Systems. Private & Confidential.

On Demand Service Fulfillment - Driving OSS to the Edge -

Preston Gilmer, VP of Product Marketing Sigma Systems

Agenda

• Industry Drivers Influencing Service Fulfillment

• Defining OSS at the Edge

• Service-Based Example – Targeted Advertising

• Standards and Potential Issues

• Summary & Wrap-Up

The Evolution of Services

• The service delivery paradigm is changing…

• Characteristics of upcoming services– More services & new types/classes– Shorter lifecycles– Targeted, personalized and with self-

control– Blended, bundled and converged– Integration with 3rd party content &

entertainment

Service Provider Concerns

• Fear of just being the “pipe”– Broadband access & ISP margins eroding

• New entrants for voice, entertainment, social networking, and more…

• How to combat different pricing models by new entrants

The Dawn of “Targeted Advertising”

• Traditional Models– Sponsored advertisement for

specific service– Local/regional ads (ad insertion)

• New Model– Enable 3rd party partners and

content providers with targeted advertising

– Effective targeting using customer profile groups

Third-Party “Application Enablement”

• Monetize Network Assets – On board, enable, authorize & bill for

3rd party apps and services

– Enabling Elements for 3rd Parties

• Secure the customer’s profile

• Authentication, Authorization & entitlement procedures

• Network enablers (e.g. QoS)

• Charging, billing and payments

• Fulfillment and provisioning

Changing the Face of Service Fulfillment

• Customer and partner-centric information used in “real time” by service providers– Accurately Targeted Campaigns and Enabling the “Now”

Experience

• On-board new applications quickly from 3rd party partners– New Revenue Streams via Settlement Agreements Pay Off Quickly– More usage based scenarios enabled, fulfilled & billed

• Apply new levels of network “intelligence and insight”– Analyze service usage patterns– Create differentiated services using service & network-level policies– In the end; more service = more revenues

Summarizing the New Requirements

• Common Approaches For:• Event collection, correlation and analysis• Service and subscriber-level policies• Billing, Charging and settlement

• Integrated On and Off-Line Support– “real time” - support session control and third party applications– “offline” - analyze subscriber patterns for events

• Integrate new partners and applications with standardized interfaces and processes (e.g WebServices)

• Ability to access/utilize key network capabilities or enablers• QoS, presence, location, app server capabilities

• Policy is a key component – Subscriber policy enablers - entitlements to or what “opt in” decisions

they have made– Policies covering 3rd party application’s access to these enablers

OSS at the Edge - Architecture

Network Elements /

App Servers

PresenceLocation

QoS / PCMM / Network Policy

Billing / Charging

Device Capability

TraditionalOSS

In HouseApp 1

In HouseApp 2

Partner App 1 Partner App 2

Subscriber Repositories

Partner & Access Control Layer Partner Mgmt

OSS at the Edge

OSS at the Edge - Explained

• OSS in the “delivery path” of the service

• Subscriber policies are modeled across service lines – not limited by silo or application network

• Subscriber policy execution includes mix of subscriber entitlements, network and device

• Subscriber models are enriched based on analyzed data collected

OSS at the Edge

Network Elements /

App Servers

PresenceLocation

QoS / PCMM / Network Policy

Billing / Charging

Device Capability

TraditionalOSS

In HouseApp 1

In HouseApp 2

Partner App 1 Partner App 2

Subscriber Repositories

Partner & Access Control Layer Partner Mgmt

Partner and Access Control Layer

• Authentication• Security• Consumer and service

provider data protection• Partner-based Policies for

– Access and Use– SLA– Settlement, Reporting

• Defined & published APIs• Partner Management

interfaces – Automated on-boarding

OSS at the Edge

Network Elements /

App Servers

PresenceLocation

QoS / PCMM / Network Policy

Billing / Charging

Device Capability

TraditionalOSS

In HouseApp 1

In HouseApp 2

Partner App 1 Partner App 2

Subscriber Repositories

Partner & Access Control Layer Partner Mgmt

• Subscriber information solution needed to:

– Collect

– Correlate

– Analyze

– Format

• Utilized for advertisement decision process

The Value of Subscriber Data

Cable’s Tru2Way provides a new, standards-based opportunity to retrieve viewing history and interactions through IPDR interface to STBs

Currently, key “untapped” information is subscriber viewing and usage habits

New Targeted Advertising Opportunities

• CSPs now have access to many new mechanisms to target advertising:– Dynamic add insertion, to target ads

in linear programs to a geographical zone,

– Use STB to switch in ads from a range of simulcast ads, or from ads downloaded to STB DVR

– Video on Demand – pre & post roll ads, Pause ads

– Interactive Ads On screen displays (EPG, overlay graphics, etc)

Subscriber Information System (SIS) : Role

Demographic Data

Viewing HistoryData

Subscriber Information Service (SIS)

SMSData

Demographic Data

Viewing HistoryData

SIS Client SIS Client SIS Client

Viewing HistoryData

Other SubscriberData

SIS Interface

• SIS answers queries concerning its associated subscriber information database(s) • SIS issues notification messages when subscriber database changes are detected.

• SIS queries employ the notion of an "Audience Qualifier" (AQ). An audience qualifier is a simple name/value pair (eg. Age/18-25).

• A SIS provides subscriber metadata query and notification services to service consumers. SIS “rolls up” information from multiple data sources in a unified format

SCTE 130 - SIS System Interactions

Linear Ad Insertion and

Content Management

System

ADMCIS

VOD Ad Insertion System

ADM

CIS

Content Management

System

Placement Information

POIS

Campaign Management

ADS

Subscriber Information

SIS

Advanced Advertising – Tru2Way & SCTE 130

Fulfillment

Conditional Access Server

Mediation

Subscriber Information

Service

Ad Decision Manager

Video on Demand Server

Tru2Way Applications

Tru2WaySet-Top Box

Ad Decision Server

TV

OSS/J APIs

IPDR Records

SCTE 130 Standards

CSR

Viewer

What about Standards?

• What about IMS and SOA?– SOA likely architecture for exposure and

communication

• Neither Architecture Addresses:– Coordination of service/application

configuration expressed across all the components

– Integration of varied service models

– Rapid integration of partners

• What about Standards?– TMF Service Delivery Framework

– OMA Service Environment (OSE)

– IPSphere

Potential Issues

• Garnering a sizeable application development community

• Operators capturing enough ‘customers’ from the development community

• Overcoming the "integration tax“

• Consumer concerns about their personal data

Summary

• Operators need to be able to :

– Deliver the new, on-demand services

– Change their value chain and further enable

• Taking advantage of this model requires a new converged architecture – no more silos

• The models and coordination of this architecture are the natural evolution of OSS :

“To the Edge”

20© 1996 - 2008 Sigma Systems. Private & Confidential.

Thank You

Preston Gilmer, VP of Product Mktg.Sigma Systems

preston.gilmer@sigma-systems.com