HP SDP Communications world
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Transcript of HP SDP Communications world
©2009 HP Confidential1 ©2009 HP Confidential1
Marie-Paule Odini Solution Manager Director
Unleashing the power of Web 2.0 to create andmonetize serviceinnovation
©2009 HP Confidential2 ©2009 HP Confidential2
Successful next generation SDP deployments will support the end-to-end needs of the developer ecosystem.
Analysys Mason September ‘09
©2009 HP Confidential3 ©2009 HP Confidential3
Agenda
SDP Market Trends
HP SDP & Web2.0 Developers
Use cases
Customer Case Studies
Conclusions
©2009 HP Confidential4
New players are taking control of the value chain
Service Providers are becoming a bit pipe
Over the top applications
©2009 HP Confidential5
Developers … • Tied to specific environment • Little control of the value chain• No guarantee of development publication
Developers … • Tied to specific environment • Little control of the value chain• No guarantee of development publication
End users …• Different billing mechanism • Applications lost when phone changed• Credentials reentered for ever new app bought• Lack of communication application
End users …• Different billing mechanism • Applications lost when phone changed• Credentials reentered for ever new app bought• Lack of communication application
Service Providers …• Subsidize the phones (expensive)• Upgrade infrastructure to support heavy traffic & load• Owns subscriber complains for services he does not sell
Service Providers …• Subsidize the phones (expensive)• Upgrade infrastructure to support heavy traffic & load• Owns subscriber complains for services he does not sell
Over the top applications impact on …
©2009 HP Confidential6
Service Providers take back controlImprove revenue generation, customer intimacy & satisfaction
chargingcharging
Policy Policy
Device Specifications Device Specifications
Subscriber InformationSubscriber Information
SDP
char
ging
char
ging
Pol
icy
Pol
icy
Dev
ice
Spe
cific
atio
ns
Dev
ice
Spe
cific
atio
ns
Sub
scrib
er In
form
atio
nS
ubsc
riber
Info
rmat
ion
©2009 HP Confidential7
Content ProvidersRich syndicated professional
media content
AdvertisersOffer new business model
Ad based
Device VendorsSophisticated devices
Wireless OperatorKey network & IT assets
Customer intimacy and trust
BB & IPTV Operator
Broadband Everywhere
Network as an IT Platform
BB & IPTV Operator
Broadband Everywhere
Network as an IT Platform
Market disruptions impacting the entire
ecosystem
Editors & developers
Innovation, applications
ConsumersPersonalized Experiences
End User Control
LGLGSamsungSamsung
HTCHTC HPHP AcerAcer
NokiaNokia
UniversalUniversal
Coca colaCoca cola
L’orealL’oreal
The New Ecosystem. Consumer at the center!
©2009 HP Confidential8
8
HP’s view of Service Delivery Platforms– SDP gives network operators:
• a comprehensive & standards-based service delivery ecosystem
• The re-use of common service enablers over multi end-user services
• the power to extend service development to 3rd parties • simplified interaction between service enablers with intuitive user-interface
– In order to:• Drive down the cost and risk of introducing and managing services & content
• Accelerate time from idea to revenue• Unleash the creative power of Web 2.0• Offer a more compelling end-user experience• Monetize Service Provider assets
©2009 HP Confidential9
HP Service Delivery Platform 3.0Unleash the Power of Web 2.0
9
New service enablers : A host of new enablers for Web services or XML service exposure
RESTful gateway : Automates access to Web tools to simplify the creation of new services
Revenue management :Monetizing network assets and partner relationships
Service Orchestration : Tools to define business and new composite services workflow
Storefront Portal: Provide Web 2.0 developers with application development ecosystem.
Designed to attract developers by making development easier and more rewarding. It Unleash the power of Web 2.0 to create and monetize service innovation.
− Attract more developers
− Better target services
− Create more flexible services
− Delivers the 2-sided business model
− Ease service creation
©2009 HP Confidential10
A standards based architectural blueprint for development, deployment, integration and management of converged services
Network Infrastructure Circuit-switchedIPReal-Time IP
Service Delivery Plane
SIP Server ParlayX GW Msg GW
Service
Enablers
Device Profile
Presence
Charging etc
Conferencing
Call control
Location Messaging
CommonFramework
RevenueManagement
Module
Service Governance Framework
(SGF)
Services Lifecycle
(Systinet & SGF)
Telecom App Server(OCCP)
ServiceOrchestration
Manager (SOM)
Application Plane
Testing &Certification
HP Storefront Portal
User Equipment Plane
HP Service Delivery Framework Blueprint
Network& IT ServicePlatforms
DeviceMgnt.
HLR/HSS
OCMPSCIMNGIN
(OCCP)
Profile Mgr
Charging
(IUM)XDMS
Device Rep
(UDCR)Other
Opera
tion S
upport
Syst
em
s (O
SS)
Busi
ness
Support
Syst
em
s (B
SS)
Subscr. profile
Mobile portal ODP Other apps
©2009 HP Confidential11
HP Service Governance Framework (SGF) and Restfull GatewayOpens up HP SDP to 3rd party including Web 2.0 environment
Restfull Gateway
Policy Management
Partner Management
HP SGF
Service Registry and Life Cycle management
Portals & Admin
©2009 HP Confidential12
HP SDP Revenue Management ModuleProvides simple revenue sharing model brick for partners
including Web2.0 developers
©2009 HP Confidential13
Provides business and new service composition workflow engine
HP SDP Service Orchestration Manager
©2009 HP Confidential14
HP SDP Storefront Portal
HP SGF
Subscriber Developer Admin
Application browsing & download
Application LifeCycle Management
Next Gen Portal
Forum SDK Gallery
API discovery API subscription
Testing
Monetization
HP RMM
Enables Service providers to address Web 2.0 developers
©2009 HP Confidential15
Wholesale or Retail Business models
WholesaleWholesale
Retail Retail
1)Operator sells his own widget and applications
1)Operator sells his own widget and applications
3) Operator sells API usage to 3rd
party
3) Operator sells API usage to 3rd
party2) Operator resells 3rd party
applications or widgets
2) Operator resells 3rd party
applications or widgets
3rd party selldirectly3rd party selldirectly
Walled GardenWalled Garden PartnershipPartnership Long TailLong Tail
©2009 HP Confidential16
Key SDP use cases
Services Factory
Services Factory
Services Exposure
for ISV, ASP
Services Exposure
for ISV, ASP
MVNOLaunchMVNOLaunch
Web2.0 Developerprogram
Web2.0 Developerprogram
Walled GardenWalled Garden PartnershipPartnership Long TailLong Tail
©2009 HP Confidential17
SDP for web2.0 developers
Web2.0 developers
…
Dev ADev A Dev BDev B Dev CDev C
SDPSDP
Network domain IT/BSS domain
= composite services= composite services = elementary services= elementary services
= Service Delivery
KEY
Social networkSocial networkDevice appstoreDevice appstore
SMB, enterpriseSMB, enterprise
Business caseBusiness case
User friendly developer portal
Simple API format
Flexible revenue model
User friendly developer portal
Simple API format
Flexible revenue model
Revenues on API usage
Revenues on cross selling of selective applications
Revenues on API usage
Revenues on cross selling of selective applications
©2009 HP Confidential18
HP Service Delivery PlatformThe Telenor Group is the world's 7th largest provider of mobile communications with a strong footprint in Central Eastern Europe and Asia and a leading Nordic position in mobile, broadband and TV services.
Objectives
More services needed
Capitalize on assets and those of partners
Rapid Services Roll-out
Service Testing
Approach Results
– Provide a proof of concept
– Create an environment to “host “ partners
– HP Proliant servers
– Based on HP Service Governance Framework
– Telenor “Playground”
– Integration of Telenor and Partner network assets
– Streamline the process of finding, testing and rolling out new services
©2009 HP Confidential19
HP SDP powers Telenor Playground
ISV community
A toolbox for developers
+ a forum, a test-bed etc
©2009 HP Confidential20
SDP deployment … a journey
3rd party enablement
Expand towards new business model
Expose capabilities
GovernMonetize
Web2.0 developers
Capitalize on web2.0 service innovation and customer reach
Attract web2.0 developers
Bring value and differentiated capabilities
Appstore, SaaS
Consolidate value built with ecosystem
Invest in promising new business model
Target vertical segments
Services
Factory
Optimize new
service launch
©2009 HP Confidential21
Unleash the power of Web 2.0 to create and monetize service innovation
• Focus on Web 2.0 as a service creation accelerator:− Attract More developers
− Create More flexible services
− Better targeted services
− Ease service creation
− Facilitates the two sided business model
• The basic principles of HP’s SDP blueprint still apply: − Operational efficiency
− Shorter time to market
− Lower risk
− Enhance customer experience
− Service lifecycle management
− Rapid Return on Investment
©2009 HP Confidential22 ©2009 HP Confidential22
Thank you
http://www.hp.com/cms