1© 2008 Alan Quayle

SDP Evolution: Revolution, Convolution, Amalgamation or Elimination?

Alan QuayleBusiness and Service Development

www.alanquayle.com/blog

2© 2008 Alan Quayle

Definitions andSDP role

SDP Evolution

OneAPI, BONDI, Cloud

OperatorRequirements

3© 2008 Alan Quayle

SDP Definition:“When I use a word,”

Humpty Dumpty said, in rather a scornful tone, “it means just what I choose it to mean; neither more

nor less.”

4© 2008 Alan Quayle

SDP Spectrum

Managed Mobile ContentMobile ContentIPTVMessagingSIP app serverBusiness SDPReal-time charging3rd party comms/ messagingService Creation / ManagementIntegrated SDP

ContentDelivery

ServiceDelivery

5© 2008 Alan Quayle

Simplified View of SDP

Network Abstraction / Brokering

Web Services Exposure

Identity / Policy

Management Service Execution

Applications/Content BO

SS

I/FSC

E

Network

Control / Signalling

Third Parties (CSPs, developers, portal, SPs, etc.)

Services Layer

Orchestration / Workflow

6© 2008 Alan Quayle

Why Suppliers Get Excited about the SDP

BOSS $45B

Transport (DSL / wireless / optical)

$300B

Core (Routing/Switching) $30B

Devices (fixed / mobile) $300B

Services $2000B

Telecom Middleware(IN / IMS / SDP) $6B

7© 2008 Alan Quayle

Why Operators are Considering SDPs

Access & Distribution

Intelligent Connectivity Applications ContentWholesale

Brokering

Utility access where differentiation is price and network quality.

Bit Pipe

Content and Service Provider

Smart PipeOpen access, controlled and monetized QoS, Billing, Data Mining, Capability Wholesale, Ad Broker

There will be no clear cut between the different scenarios, multiple business models and revenue modules will co-exist.

8© 2008 Alan Quayle

Critical Factor: Customer’s Perceptions are Changing

OtherVoice

Utility

Productivity

PIM

MultimediaBrowsing

Games

Messaging

Source: Nokia Smartphone 360 SurveyTime allocated to different applications

Applications are no longer ‘web’ or

‘telecom’ services –they’re just apps.

User doesn’t care if message delivered by SMS, MMS, IM

or email.

Subscribers are no longer ‘voice subscribers,’

they’re Internet subscribers – voice

is just an app.Access to

multimedia is no longer constrained

by the network

Mobile broadband starts to substitute fixed broadband

Voice makes up an increasingly small percentage of a smartphone’s usage, critical to embed such capabilities into other apps/processes

9© 2008 Alan Quayle

OneAPI and BONDI Expose Network and Handset Capabilities

Monetization of network APIs for consumer applications is proving challenging – e.g. location, presence are available for free on the phone

10© 2008 Alan Quayle

Telus Provides a Useful Reference Case

Telus has focused on business services, with strategic partners.Accelerated service innovation from 4 to 40 services per year.

11© 2008 Alan Quayle

Zembly provides a cloud based mash-up service enabler – extends service creation across most web users

12© 2008 Alan Quayle

Microsoft OneApp uses the cloud resources to minimize processing on mobile devices extending apps into feature phones

13© 2008 Alan Quayle

How operators evaluate SDP vendors: their Selection Criteria

• Operators described the Service Innovation problem as:– 50% Business Case (pre-built applications)– 40% BOSS (Business and Operational Support System) integration– 10% Technology

• 50% Business Case: Pre-built applications– Telecom New Zealand considers applications key to its platform

decision– SDP providers now provide many services/applications with their

platform

• 40% BOSS integration – Oracle uses Fusion or its SI partners– NSN uses its BOSS gateway– Ericsson uses its SDP’s extensive pre-integration

• 10% Technology– Criteria include: 5 9s, high availability, geo-redundancy, and load

balancing

Technology is only 10% of the problem. Business Case and Integration are key.

14© 2008 Alan Quayle

Summarizing the Market and Making a Comparison

• 2000-2009 was a period of Technology wars– JAIN SLEE versus SIP Servlet versus ParlayX versus IMS versus

inaction: Inaction won

• 2010 will see the emergence of integrated SDP focused upon solving operators’ business problems

• Compare this situation to the early days of digital audio players– Multiple audio standards, lack of memory, and content difficulties– Then Apple came along with an large memory MP3 player and iTunes

15© 2008 Alan Quayle

SDP Magic Quadrant

Ability toExecute

Completenessof Vision

Challengers Leaders

Oracle

Ericsson

ALU

NSN

Mobicents

SailFin

IBM

hSenid

OpenCloud

jNetxTelcordia

Avaya

Argela

NEC

APEX Voice

Niche Visionaries

16© 2008 Alan Quayle

Integrated SDP Architecture

JEE

OA

M

High Availability / Cluster SoftwareLinux / Solaris

SIP

Servlet

ParlayX

/ Service

Broker

JAIN SLEE

SC

IM / M

ash-up Server

Other: A

PI M

anagement,

Content M

anagement

OSGi

Pre-Built Applications

OSGi enables the containerization of servers within a JEE framework

17© 2008 Alan Quayle

Conclusion

Customer expectations

have changed

Integrated SDP now feasible

Business Model

Decision