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BT in Control of Service Design. Cost effectively address the unique needs of specific ... Web, Standard Platforms and Contemporary Software Development ...

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Agenda

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Dave Elmendorf Director 21CN Voice and Multimedia 30th September 2008 Adopting SOA for Telecom Workshop Providers Perspectives on SOA in Telecom

Slide 2:Agenda

Changing Landscape in Communications. BT’s Communications Platform Approach. 21CN SDP Design. 21CN Software Based Services.

Slide 3:1. Changing Landscape in Communications.

Slide 4:Life Used to Be Simple

We operated a reliable network. The Network

Slide 5:BT’s Focus Changes...

Network Operator Service Provider “20C Era” “21 C Era” Shift focus from merely operating a network to delivering services.

Slide 6:Cost Effectively Address the Long Tail

20C-era Networks: Custom Developments One-size-fits-all Services Network Element Vendors design Services 21CN Services Approach: Standards-based Developments Reusable/Pick&Mix Software Components Services Focused on Specific Customer Segments BT in Control of Service Design Cost effectively address the unique needs of specific customer segments.

Slide 7:2. BT’s Communications Platform Approach.

Slide 8:A New Service Model Requires A New Delivery Approach

Network Infrastructure Web 2.0 & Social Networks BT User’s Community: Personal, Professional & Enterprise Current Context Privacy Settings Current Timezone Do Not Disturb Voting Tally Message to Group Message Ack In Session Speech Rec In Session Speech Rec Never Busy Revokable Contact Info Temporary Numbers Communication Applications BT User The Service Delivery Platform will need to rapidly embrace new and changing customer needs and technologies.

Service Experiences Common Capabilities Network & Platforms

Slide 9:21CN has shifted to Platforms and Software Driven Services

Voice VM ACD Key Core Competency: System Integration Legacy Approach Platform Approach Services will be rapidly built in a Pick & Mix Fashion from Reusable Components. Key Core Competency: Service Design and Software Assembly I’ve grown up, if you will, in the software and IT departments of large carriers. Historically our strengths as an operator was to integrate solutions developed separately by ‘Network Element Vendors.’ Lets look at why this model is so outdated. First of all, the folks who design the way the services work are buried inside the companies of the Network Element Vendors. Think about how many layers and handoffs these designers are from our customers. Also, the various smokestacks didn’t play together well. This was not seamless. The customers often, especially when they wanted to tailor their array of services to their unique needs, saw the duct tape. Finally, there was a lot of duplication and cost. We are now moving to a layered world. The lower layers provide stability and reuse -- low costs, and in a a higher level software world, we we can orchestrate the software, we have a lot of control how we offer rich converged services to our customers.I’ve grown up, if you will, in the software and IT departments of large carriers. Historically our strengths as an operator was to integrate solutions developed separately by ‘Network Element Vendors.’ Lets look at why this model is so outdated. First of all, the folks who design the way the services work are buried inside the companies of the Network Element Vendors. Think about how many layers and handoffs these designers are from our customers. Also, the various smokestacks didn’t play together well. This was not seamless. The customers often, especially when they wanted to tailor their array of services to their unique needs, saw the duct tape. Finally, there was a lot of duplication and cost. We are now moving to a layered world. The lower layers provide stability and reuse -- low costs, and in a a higher level software world, we we can orchestrate the software, we have a lot of control how we offer rich converged services to our customers.

Slide 10:BT’s 21CN Approach

Profile 21CN Broadband Global IP & MPLS 21CN Ethernet 20CN ROW PSTN Application Application Application Application Auth Call Server Messaging Media Servers Media Gateways APIs and SDKs for 3rd Party Apps Web 2.0 & Social Networks Focusing only on the lower layers and ignoring a Services approach will lead to commoditization of the Telco. Services Network So, here’s our stack -- Our 21CN Services Network. And an SDP, a layered “SDP” is an important part of it….. Several key design objectives It has a strong services play in addition to our network transformation to an IP base network. (The network transformation is cost-driven, the services infrastructure is revenue-driven.) 2. We see the services address multiple Lines of Business: Consumer, Small-Medium Business, Global Enterprise and Wholesale Customers 3. No longer are our services isolated from the customer environment (indeed only accessible by DTMF!) Now, we build APIs into all our services so they can be extended by third parties. They’ll be extended in functionality with social networks and into business appilcations. We provide these 3rd Parties “SDKs” so its easy for them to consume our APIs.So, here’s our stack -- Our 21CN Services Network. And an SDP, a layered “SDP” is an important part of it….. Several key design objectives It has a strong services play in addition to our network transformation to an IP base network. (The network transformation is cost-driven, the services infrastructure is revenue-driven.) 2. We see the services address multiple Lines of Business: Consumer, Small-Medium Business, Global Enterprise and Wholesale Customers 3. No longer are our services isolated from the customer environment (indeed only accessible by DTMF!) Now, we build APIs into all our services so they can be extended by third parties. They’ll be extended in functionality with social networks and into business appilcations. We provide these 3rd Parties “SDKs” so its easy for them to consume our APIs.

Slide 11:3. 21CN SDP Design

Slide 12:Goal: Software & Services on 21CN

Embracing the Web, Standard Platforms and Contemporary Software Development Techniques. Agile Service Creation Web & Voice Applications Converging Standard Software Platforms J2EE BPEL WSDL SOA + IMS 21CN Web 2.0 Social Networks SCRUM Sprints VoIP IP MPLS To our 21CN Infrastructure initiative we see three drivers that are allowing us to add a valuable services layer. These three drivers are: Standard Software Platforms - Standards, Standards, Standards -- form our underlying layers and allow us to focus on our unique application layer value add. Agile Service Creation - New software production techniques allow us to build software formally only available to the Alcatel’s, Ericssons of the world. 3. Web and Voice Applications Converging - Voice services increasingly are incomplete without a web-based aspect to them, whether it’s a control “dashboard” for a service or integration with apps that consumers or businesses use. Increasingly, customers expect their various apps to work togetherTo our 21CN Infrastructure initiative we see three drivers that are allowing us to add a valuable services layer. These three drivers are: Standard Software Platforms - Standards, Standards, Standards -- form our underlying layers and allow us to focus on our unique application layer value add. Agile Service Creation - New software production techniques allow us to build software formally only available to the Alcatel’s, Ericssons of the world. 3. Web and Voice Applications Converging - Voice services increasingly are incomplete without a web-based aspect to them, whether it’s a control “dashboard” for a service or integration with apps that consumers or businesses use. Increasingly, customers expect their various apps to work together

Slide 13:“Switching” and Enterprise Architectures are Merging

Fundamental convergence between telecom “platforms” and Enterprise “applications” Software Development moving from proprietary monolithic telecom applications to standards-based layered J2EE applications Now, the “Applications” Developer can focus on the application and leave platform and resiliency issues to the standards-based infrastructure layers Proprietary J2EE Standards (e.g. JSR289, SIP Servlets, J2EE...) Monolithic Applications on Proprietary Platforms are No Longer Feasible.

Business Apps Social Networks Finished Applications

Slide 14:SDP Architecture

Devices & Applications SDK/APIs (for User Control) APIs SDKs Salesforce.com Enterprise Apps Consumer Apps Common Profile Information Discrete Communications Layer (BPEL Orchestration of Components) Componentized Software Architecture with SDKs for External Applications. Two kinds of “SDKs” -- We expose APIs so that device based applications (e.g. iPhone, Android) can interact with our services (e.g. a visual way to set up a conference call easily) And then the second kind: APIs exposed to 3rd party personal and business applications (e.g. exposing an API so it can be consumed by Facebook apps, or by Salesforce.com) We envision RETAIL (and wholesale) services extended in this manner. Two kinds of “SDKs” -- We expose APIs so that device based applications (e.g. iPhone, Android) can interact with our services (e.g. a visual way to set up a conference call easily) And then the second kind: APIs exposed to 3rd party personal and business applications (e.g. exposing an API so it can be consumed by Facebook apps, or by Salesforce.com) We envision RETAIL (and wholesale) services extended in this manner.

Slide 15:SDP is Network Agnostic

Pragmatic Design Approach: Build Converged Services with design anticipation of IMS But Begin NOW Select Standard Network Components as Mature Technology Emerges IMS is not a Requirement to Begin initial Offerings.

Slide 16:5. 21CN Software Based Services

Slide 17:Click-to-Call Services integrated with Applications Virtual PBX Services linked with CRM Distributed Workgroup Service Personal Communication Managers Integration with SMB Applications Integration with Microsoft Office Communicator Communications Convergence with Saleforce.com Unique Billing & Freefone Arrangements

Examples of Emerging Services Innovation is about being positioned to rapidly adapt to change.

Slide 18:Component-based Services for Multiple Channels

Finished Services SDK/APIs (To Customer/3rd Party Apps) 21CN Global Network Common Profile Information Discrete Communications Layer Consumer SMB Enterprise Wholesale Wholesale Gateways White Label VoIP Services Overflow Trunking Wholesale Capabilities SDK Converged Services Social Communications Instant Conferencing Profile-based Routing Virtual Receptionist Distributed Workgroup Virtual PBX Hosted CRM Integration On-Demand Comm Services Calendar-based Conferencing Global Voice VPN Communications Enhanced ERP Services can now focus on the unique needs of customers.

Slide 19:Innovation is now less about creating communications services we’ve never heard of, but instead, focusing on the precise needs of customer segments and uniquely meeting their needs. 21CN provides Customers the service building blocks and finished services to produce rich service experiences The Killer Attributes for SDPs are rapid change driven by embracing new applications both internal and external to the service providers

In Closing… Thank You and Good Luck.

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