New business models for network operators
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ITU-T Workshop on “New challenges for Telecommunication Security Standardizations" Geneva, 9-10 February 2009. New Business Models for Network Operators. David Goodman Profile Product Line Manager Subscriber Data Management, Converged Core Nokia Siemens Networks. Content. Vision 2015.

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New business models for network operators l.jpg

ITU-T Workshop on“New challenges for Telecommunication Security Standardizations"Geneva, 9-10 February 2009

New Business Models for Network Operators

David Goodman

Profile Product Line Manager

Subscriber Data Management, Converged Core

Nokia Siemens Networks


Content l.jpg
Content

Vision 2015

Subscriber Data Consolidation

Telco 2.0

Identity Management

Summary


Slide3 l.jpg

Vision 2015 – The World Connected

Applications predominantly in internet

Multitude of business models

5 billion people connected

Broadband everywhere


Vision 2015 the w orld connected l.jpg
Vision 2015 – The World Connected

Applications predominantly in internet

Multitude of business models

Subscriber-centered, information-driven

Broadband everywhere


Vision 2015 the w orld connected5 l.jpg
Vision 2015 – The World Connected

Personalized Service

Mobility

Converged Experience

Identity

OpenSubscriberData

Managed Experience

Policy

Customer Insight

Intelligence

Applications predominantly in internet

Multitude of business models

Broadband everywhere


Subscriber centric evolution l.jpg
Subscriber-Centric Evolution

Align theorganization

Simplify and personalise services

Reveal customer insights

Exploit new business models

1

2

3

4

Recognize the value of subscriber information

Unify subscriber data across network and services

Profile subscriberbehaviour across network and services

Expose subscriber information to third party eco-system

74% of operators have already evolved their organisation towards a subscriber-centric model

70% are planning to start creating a single view of subscriber data by end of 1H 2009

76% say customer profiling is their first area of interest for subscriber data

64% say identity management is second highest area of interest for subscriber data


Content7 l.jpg
Content

Vision 2015

Subscriber Data Consolidation

Telco 2.0

Identity Management

Summary


Silo networks silo data l.jpg
Silo Networks, Silo Data

  • Service providers have become detached from their real-time subscriber data – which severely limits their capacity to appropriately interact with customers and partners.

    • Allows new competitors emerging from the content or retail sectors to exploit the new possibilities of aggregate services coming from Web 2.0 communities or the convergence of fixed and mobile services.


Silo networks silo data9 l.jpg
Silo Networks, Silo Data

Network

Network

Network

Network

Services

Services

Services

Services

Call/Session

Control

Call/Session

Control

Call/Session

Control

Call/Session

Control

Presence

Presence

Presence

Presence

CustomerProfiles

CustomerProfiles

CustomerProfiles

CustomerProfiles

Portal

Portal

Portal

Portal

Resource

Mgmt.

Resource

Mgmt.

Resource

Mgmt.

Resource

Mgmt.

Messaging

Messaging

Messaging

Messaging

Policy

Policy

Policy

Policy

Video

Video

Video

Video

Devices

Devices

Devices

Devices

Access &

Authentication

Access &

Authentication

Access &

Authentication

Access &

Authentication

Accounting

Accounting

Accounting

Accounting

Voice/VoIP

Voice/VoIP

Voice/VoIP

Voice/VoIP

Cable

Mobile

DSL

Wireless Broadband

BRAS

CMTS

BRAS

CSCF

MSS

DSLAM

Cable HFC

Aggregation

Switch

SGSN

RAN

xDSL

Modem

Cable

Modem

Access

Switch

TV

WiMax


The telco inheritance l.jpg
The Telco Inheritance

  • At present, for many service providers, customer data is spread across many different systems – often across different departments and in totally incompatible formats – with all the ultimately unnecessary cost, efficiency, error, duplication, synchronization, support and integration overheads that accompany such an approach.

    • Given the history of the telecommunications sector, such an inheritance has been unavoidable

    • What’s important now is to make sure that the inheritance of data fragmentation doesn’t continue to cause further complications and headaches in the future.


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Anytime, Anyplace, Anywhere

  • As the metabolism of the whole industry gears up several notches at once, network architectures and their underlying IT systems must be able to respond in real-time to increasingly complex interactions as customers move between devices, access technologies, payment methods and even identities

  • The future of telecommunications being predicated on an ability to offer speech, content and applications ‘anytime, anyplace, anywhere’ – to the same rigorous standards of service quality


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Holding The Vision

  • This vision will be severely limited by an inability to bring together relevant subscriber data:

    • As customers move from cellular to WiFi networks or home PC´s, their device preferences are lost and services become annoyingly inconsistent.

    • As domestic broadband customers surf between their IPTV, web, email, RSS feeds and MMS, their service preferences and supporting data fail to transfer

    • As tele-workers move between personal and business time during a normal day, they are faced with having to constantly re-key and re-log network identity information to gain access to the right environment.

    • Service providers have limited ability to combine contextual information with interests, communities and content to offer attractive and premium-priced aggregated services.


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Identifying The Subscriber

  • If a network operator is to make the essential next step towards providing what are truly personalized services, then a consolidated, real-time, de-fragmented picture of the subscriber must be available to act as the catalyst for rapid service creation, deployment and delivery


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Data Layer

Services Layer

Presence

Portal

Messaging

Video/IPTV

Devices

SDF

Control Layer

Call/Session

Control

CustomerProfiles

Policy

AAA

Intelligent

Network

Resource

Mgmt.

Data Layer

Subscriber Profile

Database

High Performance Core

Open Access

Cable

Mobile

DSL

Wireless Broadband

BRAS

CMTS

BRAS

CSCF

MSS

DSLAM

Cable HFC

Aggregation

Switch

SGSN

RAN

xDSL

Modem

Cable

Modem

Access

Switch

TV

WiMax


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Standards-based Architecture

  • An open, standards-based architecture that sits at the heart of the network creating a horizontal and unified subscriber data layer across all applications.

    • Separating application logic from the subscriber data liberates and unifies customer data that is currently locked away in silo, closed and often proprietary systems.

    • Through this unified approach, mobile, fixed and broadband service providers can take control of their subscriber information, unlocking and securely sharing data across an array of applications, networks and partners.

    • By consolidating this data, applications are able to share one complete, rich and consistent view of the subscriber data instead of limiting its usage.



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Data Consolidation

  • Data consolidation achieves this through several ways:

    • By creating one operator common data model, subscriber data can be harmonized across the network into one logical data layer, removing data inconsistencies and duplications.

    • This ensures a distributed data architecture can be centrally managed throughout its life cycle, essential to the evolution and integrity of the data model.

    • Where data cannot be consolidated, it is federated from silo data sources to bring it into one complete view

    • All data appears to form one common information model, but may be stored in a third-party SQL RDBMS database

    • By having one database, only one point of integration is exposed for all applications


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Simplification

  • This simplifies subscriber and service provisioning, eliminates application integration complexity – and means that only one database ever needs to be updated.

  • Wasted network capacity is eliminated by simplifying network architecture, reducing server and storage requirements, and sub-optimal usage of database software licenses

  • System resilience and scalability can be more optimally managed through data consolidation, delivering carrier-scale availability through a highly distributed real time architecture.


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Common Data Model

  • Although ‘putting everything into the same box’ delivers demonstrable savings, it’s from the flexibility in how subscriber data is structured, distributed, exposed and managed that the real tactical and strategic benefits accrue – and through the promotion of a common data model tailored to an operator’s data requirements.


Content20 l.jpg
Content

Vision 2015

Subscriber Data Consolidation

Telco 2.0

Identity Management

Summary


The telco 2 0 opportunity l.jpg
The Telco 2.0 opportunity

Telco World (Subscription Driven)

Converged Core and Services

Internet World (Content driven)

Web Services

InformationExchange

  • Contextual identity

  • Profiles information

  • Policies information

  • Authentication, Authorization

  • Location, Presence information

  • Payment, Billing

  • Personalization information

  • Profiling, Recommendations

  • Subscriber-centred

  • Subscriber data-focused

  • Subscriber profiling

  • Business model innovation

  • User-centred

  • User data focused

  • User profiling

  • Business model innovation

3

2

1


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A Single Profile StoreTypical Operator Profile Directory

Dynamic data is constantly updated as the subscriber interacts with services, manages subscriptions and changes between environments

Static data is updated infrequently but must be read in real-time by many applications

TM

TIME

STAMP

Operational data enables the end-to-end quality of experience to be controlled and services to function correctly.

Transactional data defines entities that are derived from transactions and service usage.

123456

00:01:43

Address

Buddies

User identities

CPE profiles

Subscriptions

Static Profile

Dynamic Profile

Pricing plan

Presence

Directory

Operational

Transactional

Recommendations

Policies

Activity

QoS

Security

Access &

Authentication

Balance

Session

state

Real-time subscriber

profile


Subscriber data management holistic solution l.jpg
Subscriber Data ManagementHolistic solution

Personalized Service

Mobility

Converged Experience

Identity

Managed Experience

Policy

Customer Insight

Intelligence

OpenSubscriberData


Slide24 l.jpg

Subscriber Data ManagementHolistic solution

Personalized Service

Mobility

Converged Experience

Identity

OpenSubscriberData

Managed Experience

Policy

Customer Insight

Intelligence

76% of operators state that subscriber data management is the most important convergence issue for their organisations over the next 12-24 months*

83% of operators say that real-time subscriber data is critical to improve the subscriber experience*

* Loudhouse Research on behalf of Nokia Siemens Networks


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Subscriber Intelligence Framework

Personalized Service

Mobility

Converged Experience

Identity

OpenSubscriberData

Managed Experience

Policy

Customer Insight

Intelligence

87% seek to improve customer insight in next 12 months*

72% see prediction of customer needs as important*

Only 14% have real time data analysis available to them*

53% state existing customer data doesn’t allow for profiling*

* Loudhouse Research on behalf of Nokia Siemens Networks


Identity management framework l.jpg
Identity Management Framework

Personalized Service

Mobility

Converged Experience

Identity

OpenSubscriberData

Managed Experience

Policy

Customer Insight

Intelligence

64% of operatorssees identity management and managing multiple subscriber identities as a key issue*

* Loudhouse Research on behalf of Nokia Siemens Networks


Policy management framework l.jpg
Policy Management Framework

Personalized Service

Mobility

Converged Experience

Identity

OpenSubscriberData

Managed Experience

Policy

Customer Insight

Intelligence

68% of operators see access and authentication data as obstacles to providing seamless services between different access networks*

* Loudhouse Research on behalf of Nokia Siemens Networks


Content28 l.jpg
Content

Vision 2015

Subscriber Data Consolidation

Telco 2.0

Identity Management

Summary


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“Will operators lose out on $1 trillion* in Web 2.0?”

Web 2.0

Broadband bit pipes

Legacyinterworking

Terminals

Fixed/cable

Multiradio

Mobile platform

Mobilephone

POTSphone

ISDNphone

SIPphone

PCClient

TV

SIP

SIP

PDA

Transform or become a bit pipe?

*Light Reading, Vol. 7, No.6, June 2007


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Monetizing Subscriber DataSeize the opportunity to transform business

Operator poll: What are the most relevant areas ofsubscriber data intelligence in your opinion?*

  • The Internet-based ecosystem – Amazon, eBay, Google, etc. – already exploits customer data

  • 76% of operators believe customer profiling harbours the greatest business potential

  • Targeted mobile marketing yields response rates as high as 45%**

  • Operators see subscriber identity management as a top priority

*Source: Apertio Loudhouse Research, Q3’07**Source: Blyk MVNO first quarter results


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Total Global IDM Market

CAGR = 21.6%

(2006 to 2014)

Market size (US$ millions)

Forrester: Identity Management Market forecast: 2007 To 2014

The market harbors great potential for IDM applications


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Business Transformation and the Role of Telcos

Operators

  • Service provider

    • Countless attractive services

    • Need for user authentication

  • Identity provider

    • Trusted provider of high-quality services

    • Trusted billingrelationship

    • Unique authentication capabilities

Newservice opportunities

Strong relationship

Identitymanagement(IDM)

Focus on

Users

Internet players

(ASPs, third-party software vendors, content providers, ad companies)

  • Controlled access to online applications

  • Portable identities acrossdomains

  • Protected user privacy


Identity management framework33 l.jpg
Identity Management Framework

The role of identity information will evolve, strengthening the operator’s position in the value chain

Identity management will enable new revenue opportunities, and enhance the user experience

Network-agnostic identity management is the key component of tomorrow’s multi-access network

Customerprofiles

Identity federation

Close & trusted relationship with subscribers and communities

Single sign-on (SSO)

Attribute query/push

Mutual authentication

Authorization & trust management


Slide34 l.jpg

New Internet revenue streams await network operators

Common repository for subscriber information

The operator unifies subscriber profiles with SSO and a common profile

TCO-optimized IDM for multi-access and convergence

Identity Management Architecture

Payment

Operator services

Identity manager

WAP

MSSC

Stream

Repository

AAA/BSF

HLR

HSS

IMS

Policy Server

WiMAXASN-GW

WLANAC

xDSLBRAS

3GPPGGSN(PS) SAE GW SGSN MME

3GPPMSC-S(CS)


Identity management use cases l.jpg
Identity Management Use Cases

Mobility

Personalized Service

Identity

Converged Experience

OpenSubscriberData

Policy

Managed Experience

Intelligence

Customer Insight

Web single sign-on

Anonymous federation and queries

Legal age verification

Child locator/parental screening

Personalized web homepage

Service blending with caller ID on IPTV

User account provisioning on demand

Targeted advertisement enabler

Cooperative payment


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Trusted Partners in Web 2.0

Web single sign-on

Use case overview

Operator challenges

  • Reduce churn to Web 2.0 service providers and other telcos

  • Enhance the user experience

  • Simplify use of in-house and externally branded applications

  • Establish a trusted image/brand

  • Operator works with third parties or in-house service providers  circle of trust and new revenue streams

  • User signs on once to access all applications in the circle, and enjoys

    • a convenient user experience

    • controlled, secure access to online services

Operator benefits

  • Enriched portal attracts & retains users

  • Cuts costs & saves time by

    • using a central approach to identity

    • mashing up in-house and third-party applications with SSO

  • Establishes a reputation as a trusted partner in the Web 2.0 world

circle of trust

User (when abroad)

Mail, calendar

Identity Manager

Operator

Internet

User

MySpace

commondatabase


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Protect Key Assets

Anonymous federation and queries

Use case overview

Operator challenges

  • Master the challenge of complex, distributed IT

  • Control costs and maintain security while increasing access to information

  • Protect subscribers’ identities

  • Only trusted partners and authenticated users view the selected subscriber’s identity data

  • Brokers across the network and web domain

  • Allows access to be restricted for each SP and protects subscribers’ privacy

Operator benefits

  • Single storage place for all identities and attributes increases security, saves costs and simplifies user management

  • Automated processes for network access and web domains increase efficiency

    • User provisioning

    • Password management

    • Access control

circle of trust

Service(e.g IPTV

User (when abroad)

Identity Manager

Operator

Internet

User

commondatabase


Profile access with privacy l.jpg
Profile Access with Privacy

Legal age and nationality verification

Use-case overview

Operator challenges

  • Become a major player in the Web 2.0 world and generate revenue from subscriber data assets as a trusted identity provider for service/content providers.

  • How to protect subscribers privacy?

  • Cost of compliance for legal age and nationality

  • A gambling, adult content, government, adult purchase can pay US $22 per registered user to verify compliance today

  • Operator provides and guarantees legal age and nationality for competitive fee

Operator benefits

  • Generate revenue for legal age and nationality verification service to online sites requiring strict compliance.

  • Operator can provide timely verification whilst protecting privacy and using existing subscriber assets.

  • Quick return on investment

circle of trust

Legal AgeVertification

Online Gambling

Identity Manager

Operator

Internet

User

commondatabase


Content39 l.jpg
Content

Vision 2015

Subscriber Data Consolidation

Telco 2.0

Identity Management

Summary


Summary l.jpg
Summary

  • Next-generation business model for network operators demands subscriber-centric data consolidation to:

    • Improve CAPEX/OPEX

    • Improve time-to-market with new services

    • Leverage subscriber loyalties

    • Encompass Web 2.0/Telco 2.0 opportunities particularly through identity management-based services

  • Security challenges:

    • Protecting subscribers’ identities, identity data and privacy as well as engaging subscribers with their data

    • From a standards’ perspective it’s a brave (and exciting) new world


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PostscriptAn ITU-T success story


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X.500 – A PARADISE Found and Lost

  • One of the best things X.400 ever did was to spawn the X.500 series of recommendations for distributed directory services, published in six editions

  • As with X.400, X.500 was originally driven by telcos who wished to provide a global directory of OSI and other services

    • Realised to some extent in the R&D pilot, PARADISE

    • But failed, despite Herculean efforts, in the NADF and Eurescom initiatives

  • In the ’90’s X.500 went underground as LDAP-based systems flourished in the corporate space

    • A simpler protocol, API and overall concept

    • But it still lacked many things … in terms of robustness, distribution and access controls, there was no match


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One-NDS

  • During the ’90s, a group of developers working for Orange UK in Bath were looking at network operators requirements for real-time applications, primarily HLRs (Home Location Registers)

    • Having already used RDBMS, they turned to X.500 as a preferable deployment model

  • That idea became One-NDS, a real-time, resilient and distributed and application hosting environment conceived and built for 2G and 3G telecommunications networks

    • Specifically designed to enable the use of a common centralised database by multiple applications through the support of open data access protocols


Nsn cc sdm customer base highlights l.jpg
NSN CC SDM Customer BaseHighlights

Over 740 million subscribers

Deployed with 62 customers in 39 countries worldwide

One common subscriber database – One-NDS

Nine NSN and hundreds of local dataless applications


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Summary

  • What goes around, comes around …

  • … let’s keep up the good work!



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