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“Jumping The Barrier” Service Delivery Framework

“Jumping The Barrier” Service Delivery Framework. MIT October Plenary 2011 Jan Kok Principal Innovator Nokia Siemens Networks. Market Overview Applications Strategy SDF Overview Exposure Creatary Smart Lab. There are other people stealing the ‘buttons’ of the CSPs. … many button’s.

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“Jumping The Barrier” Service Delivery Framework

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  1. “Jumping The Barrier”Service Delivery Framework MIT October Plenary 2011 Jan Kok Principal Innovator Nokia Siemens Networks

  2. Market OverviewApplications StrategySDF OverviewExposure Creatary Smart Lab

  3. There are other people stealing the ‘buttons’ of the CSPs … many button’s One button Where are the ‘Telco buttons’ for CSPs revenue?

  4. Revenue sources today (NSN Business Evolution Study, 2011: 146 interviews with 47 CSPs and 14 other companies) Voice (Mobile voice & VoIP) Person to Person Messaging Fixed Broadband Mobile Internet Entertainment Content services like IPTV Other Value Added Services Advertising Revenue from partner through 2-sided business models Carrier services SMS, MMS, IM Games Web2.0 Mobile TV IPTV Virtual Worlds Voice VAS Ringtones Business Services Internet How the CSP can rediscover their buttons for sustainable revenues? Revenue Core services Dedicated implementation Marketplace services Exposure to developers Partner services Fast service creation å Revenue Per-service revenue # of services Source: ABI, NSN research

  5. CSPs have under-leveraged assets to get the buttons back Delivery via CSP Network Best effort Internet delivery Assets includes Location Profile Billing Messaging & voice Contacts and history Context and community Deeper analytics Over theTop Telco Public Internet Service Provider Strengths: Innovative and fast moving Excelling in application eco-system Shortcoming: End-to-end SLA Charging capabilities Strenghts: Managed QoS and security across entire chain Flexible carrier charging (Pre-paid, post-paid) Shortcoming: Smaller addressable market (Scale) High service deployment cost Slow T2M

  6. Market OverviewApplications StrategySDF OverviewExposure Creatary Smart Lab

  7. CSP Innovate and deliver new servicesCSP Challenges and opportunities Challenges Operator Assets Opportunities • Communication Infrastructure ownership • Trusted partner for consumers and enterprises • Customer Insight • Offer unique, smart, services and apps • Address untapped markets • New business models • Customer demandfornewapplications • Competitionby Web 2.0 Players • Erosion ofvoicerevenues Smart Phones Music Dating Browsing Social Media Games Video Streaming

  8. Market OverviewApplications StrategySDF OverviewExposure Creatary Smart Lab

  9. Fast service creation and flexible business models Core services –specific effort justified Enabler Service exposure for 3rd parties SDF reduces integration complexity and multiple integration steps APIs Applications SDF Service Delivery FrameworkSystem evolution to match new consumer and business expectations å Revenue Revenue/service SMS/MMS/IM Ringtones Integrated eMail IP &Mobile TV mCommerce Televoting Quadplay Internet access Virtual worlds Community WEB3.0 Games Push To X Business Services Voice VAS Call & Share Info Mobile Music Marketplace Services (100  ) # of Services Core Services (~ 20) Partner Services (20-100) 0

  10. Content Providers 1. Service Execution Environment Applications Network IMS TV(mobile, cable, IP) IN/SSF Others(SMSC/MMSC/…) SDF High level architectureSix main domains 3rd party applications & content Web 2.0 applications 3rd party applications Service Delivery Framework BSS 5. Content Mgmt & Delivery Portal 4. Enablers 6. OSS/ BSS Gateway 3. SOA instrumentation Common User Data Mgmt IdentityManagement, AAA, Profile & Preferences, … 2. Service Creation Location OSS Presence VoIP Online Charging Device capability Management Devices PC + TV + Mobile + Phone

  11. Market OverviewApplications StrategySDF OverviewExposure Creatary Smart Lab

  12. 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

  13. NSN Smart Labs • 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 Devices Connectivity Internet content • Enhance user experience • Optimal interworking betweensmart devices, applicationsand networks

  14. … many button’s One button The buttons are there … someone to push them.

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