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Network-Edge Technologies for Enabling Rapid Next-Generation Services. Jonjie Sena Director, Product Management 301-721-3121 [email protected] Agenda. The Push For Profitability Network Edge Technologies Case Study: Sample Services Summary. The Push for Profitability.

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Network edge technologies for enabling rapid next generation services

Network-Edge Technologies for Enabling Rapid Next-Generation Services

Jonjie Sena

Director, Product Management


[email protected]


  • The Push For Profitability

  • Network Edge Technologies

  • Case Study: Sample Services

  • Summary

The push for profitability

The Push for Profitability

Helping Service Providers Profit in the Next Generation

Sp how to instill customer loyalty
SP: How To Instill Customer Loyalty?

Five prerequisites:

  • Deliver a "branded" experience

  • Create and shape demand

  • Harness talent and technology

  • Translate foresight and insight into marketing productivity

  • Drive marketing to meet performance objectives

Source: Accenture, March 2005

More services
More Services!

More Services, faster, cheaper…

The Dilemma?

…more complexity!

Mediation as we know it
Mediation As We Know It…

  • Insulate Business Systems from Network (and vice-versa)

    • Collect, Normalize, Transform, Distribute

  • Most processing is CDR-based (i.e., after the fact)

Redefining the role of mediation
Redefining the Role of Mediation

  • Webster’s Definition: “to effect by action as an intermediary”

    • Especially: intervention between parties to promote reconciliation, settlement, or compromise

Sdp service mediation
SDP = “Service Mediation”

  • Convergent Mediation™ SDP mediates the different functions that enable a service

  • Address operational support issues in parallel

  • The evolution of Service Control

    • Traditionally, service control was embedded in network elements

    • Move to Intelligent Network (IN) solutions

    • Move to application servers to get away from proprietary & expensive IN approach

A sports metaphor
A Sports Metaphor



The Service


Basic building blocks
Basic Building Blocks

Business Systems








SDP Service Bus








Service delivery platform defined
Service Delivery Platform: Defined

  • A framework that enables rapid creation of new services

    • Service control capabilities to configure and enable services

    • Includes OSS functionality (mediation, rating, provisioning, balance management, etc.) to support these services

    • Interfaces to other policy servers to authorize services

    • Coordinates the business rules for each OSS module

  • Solution is positioned at the edge of the network

    • Needs to be able to respond to real-time service events

    • Area where mediation, provisioning has traditionally resided

  • Primary benefit

    • Provides a platform that allows rapid creation of services to address multiple segments and define the SP’s brand.


  • Adds more intelligence to services over existing network & OSS infrastructure

  • Allows services to be offered independent of underlying switch

    • I.e., can normalize services offered across whole network

  • Works with prepaid & postpaid

  • End-User (subscriber) provisioning

    • Web-based

    • IVR-based

  • Guaranteed ROI within Months

Case study parent patrol

Case Study: Parent Patrol

Overview of an

SDP-enabled service

Parent patrol service description
Parent Patrol™ Service Description

  • Parent Patrol is an optional service parents can use to restrict mobile phone usage as part of their service bundle.

  • Restriction can be defined based on

    • Time of day, day of week

    • Usage

    • Specific phone numbers

  • End-user management via Web & IVR

Usage scenario
Usage Scenario

  • Family of 4, with children (John and Mary)

  • Parents can set up account as follows:

    • John has 60 weekly minutes, and Mary has 50

    • Children can call between 7 a.m. and 10 p.m.

    • No SMS during school hours

    • Kids can always call the parents, their home number, and Grandma

Current solutions
Current Solutions

  • Today, parents use prepaid plans to restrict usage

  • Issues

    • Prepaid plans limit how often the children use the phone, it does not restrict when or who they call.

    • Limits defined by phone companies, not parents

    • Management of multiple accounts and phone bills

    • Does not take advantage of the savings offered by family plans

Benefits to the end user
Benefits to the End User

  • Puts control directly within the parents’ hands.

  • Restrictions can be defined once, or dynamically changed

  • Simple management over the web or IVR interface

  • Single account, single bill

    • Take advantage of family plans

  • Controls abuse and costs

Benefits to the service provider
Benefits to the Service Provider

  • Parent patrol is an example of brand-building services that help create customer loyalty and reduce churn.

  • Easy-to-market service

    • Easy to understood

    • Not adequately addressed by today’s solutions.

    • Can be offered to existing subscribers

    • Enhanced features may attract families to sign up for service

    • Per-child restrictions may encourage parents to include younger children, providing deeper penetration

  • Prepaid & Postpaid convergence

    • May encourage the migration of prepaid users to postpaid plans, typically higher-ARPU customers

Other services

Integrated Mailbox


Conference / Chat Room

Outgoing Call Campaign

Prepaid SMS / MMS

Call Divert

Follow me

White lists, black lists


Wake up, rescue me

Customer Service

Info Services


Automated collect calls

Tele-voting, Tele-Survey

Radio Station portal

“Daily Dose”

Quote, joke, horoscope of the day

Other Services



Take-away points


  • Mediation has evolved into Service Mediation

  • Solutions at the network’s edge allow real-time response to next-generation service requirements

  • An incremental approach to adding services, simultaneously addressing OSS issues, ensure better ROI