1© 1996 - 2008 Sigma Systems. Private & Confidential.
On Demand Service Fulfillment - Driving OSS to the Edge -
Preston Gilmer, VP of Product Marketing Sigma Systems
Agenda
• Industry Drivers Influencing Service Fulfillment
• Defining OSS at the Edge
• Service-Based Example – Targeted Advertising
• Standards and Potential Issues
• Summary & Wrap-Up
The Evolution of Services
• The service delivery paradigm is changing…
• Characteristics of upcoming services– More services & new types/classes– Shorter lifecycles– Targeted, personalized and with self-
control– Blended, bundled and converged– Integration with 3rd party content &
entertainment
Service Provider Concerns
• Fear of just being the “pipe”– Broadband access & ISP margins eroding
• New entrants for voice, entertainment, social networking, and more…
• How to combat different pricing models by new entrants
The Dawn of “Targeted Advertising”
• Traditional Models– Sponsored advertisement for
specific service– Local/regional ads (ad insertion)
• New Model– Enable 3rd party partners and
content providers with targeted advertising
– Effective targeting using customer profile groups
Third-Party “Application Enablement”
• Monetize Network Assets – On board, enable, authorize & bill for
3rd party apps and services
– Enabling Elements for 3rd Parties
• Secure the customer’s profile
• Authentication, Authorization & entitlement procedures
• Network enablers (e.g. QoS)
• Charging, billing and payments
• Fulfillment and provisioning
Changing the Face of Service Fulfillment
• Customer and partner-centric information used in “real time” by service providers– Accurately Targeted Campaigns and Enabling the “Now”
Experience
• On-board new applications quickly from 3rd party partners– New Revenue Streams via Settlement Agreements Pay Off Quickly– More usage based scenarios enabled, fulfilled & billed
• Apply new levels of network “intelligence and insight”– Analyze service usage patterns– Create differentiated services using service & network-level policies– In the end; more service = more revenues
Summarizing the New Requirements
• Common Approaches For:• Event collection, correlation and analysis• Service and subscriber-level policies• Billing, Charging and settlement
• Integrated On and Off-Line Support– “real time” - support session control and third party applications– “offline” - analyze subscriber patterns for events
• Integrate new partners and applications with standardized interfaces and processes (e.g WebServices)
• Ability to access/utilize key network capabilities or enablers• QoS, presence, location, app server capabilities
• Policy is a key component – Subscriber policy enablers - entitlements to or what “opt in” decisions
they have made– Policies covering 3rd party application’s access to these enablers
OSS at the Edge - Architecture
Network Elements /
App Servers
PresenceLocation
QoS / PCMM / Network Policy
Billing / Charging
Device Capability
TraditionalOSS
In HouseApp 1
In HouseApp 2
Partner App 1 Partner App 2
Subscriber Repositories
Partner & Access Control Layer Partner Mgmt
OSS at the Edge
OSS at the Edge - Explained
• OSS in the “delivery path” of the service
• Subscriber policies are modeled across service lines – not limited by silo or application network
• Subscriber policy execution includes mix of subscriber entitlements, network and device
• Subscriber models are enriched based on analyzed data collected
OSS at the Edge
Network Elements /
App Servers
PresenceLocation
QoS / PCMM / Network Policy
Billing / Charging
Device Capability
TraditionalOSS
In HouseApp 1
In HouseApp 2
Partner App 1 Partner App 2
Subscriber Repositories
Partner & Access Control Layer Partner Mgmt
Partner and Access Control Layer
• Authentication• Security• Consumer and service
provider data protection• Partner-based Policies for
– Access and Use– SLA– Settlement, Reporting
• Defined & published APIs• Partner Management
interfaces – Automated on-boarding
OSS at the Edge
Network Elements /
App Servers
PresenceLocation
QoS / PCMM / Network Policy
Billing / Charging
Device Capability
TraditionalOSS
In HouseApp 1
In HouseApp 2
Partner App 1 Partner App 2
Subscriber Repositories
Partner & Access Control Layer Partner Mgmt
• Subscriber information solution needed to:
– Collect
– Correlate
– Analyze
– Format
• Utilized for advertisement decision process
The Value of Subscriber Data
Cable’s Tru2Way provides a new, standards-based opportunity to retrieve viewing history and interactions through IPDR interface to STBs
Currently, key “untapped” information is subscriber viewing and usage habits
New Targeted Advertising Opportunities
• CSPs now have access to many new mechanisms to target advertising:– Dynamic add insertion, to target ads
in linear programs to a geographical zone,
– Use STB to switch in ads from a range of simulcast ads, or from ads downloaded to STB DVR
– Video on Demand – pre & post roll ads, Pause ads
– Interactive Ads On screen displays (EPG, overlay graphics, etc)
Subscriber Information System (SIS) : Role
Demographic Data
Viewing HistoryData
Subscriber Information Service (SIS)
SMSData
Demographic Data
Viewing HistoryData
SIS Client SIS Client SIS Client
Viewing HistoryData
Other SubscriberData
SIS Interface
• SIS answers queries concerning its associated subscriber information database(s) • SIS issues notification messages when subscriber database changes are detected.
• SIS queries employ the notion of an "Audience Qualifier" (AQ). An audience qualifier is a simple name/value pair (eg. Age/18-25).
• A SIS provides subscriber metadata query and notification services to service consumers. SIS “rolls up” information from multiple data sources in a unified format
SCTE 130 - SIS System Interactions
Linear Ad Insertion and
Content Management
System
ADMCIS
VOD Ad Insertion System
ADM
CIS
Content Management
System
Placement Information
POIS
Campaign Management
ADS
Subscriber Information
SIS
Advanced Advertising – Tru2Way & SCTE 130
Fulfillment
Conditional Access Server
Mediation
Subscriber Information
Service
Ad Decision Manager
Video on Demand Server
Tru2Way Applications
Tru2WaySet-Top Box
Ad Decision Server
TV
OSS/J APIs
IPDR Records
SCTE 130 Standards
CSR
Viewer
What about Standards?
• What about IMS and SOA?– SOA likely architecture for exposure and
communication
• Neither Architecture Addresses:– Coordination of service/application
configuration expressed across all the components
– Integration of varied service models
– Rapid integration of partners
• What about Standards?– TMF Service Delivery Framework
– OMA Service Environment (OSE)
– IPSphere
Potential Issues
• Garnering a sizeable application development community
• Operators capturing enough ‘customers’ from the development community
• Overcoming the "integration tax“
• Consumer concerns about their personal data
Summary
• Operators need to be able to :
– Deliver the new, on-demand services
– Change their value chain and further enable
• Taking advantage of this model requires a new converged architecture – no more silos
• The models and coordination of this architecture are the natural evolution of OSS :
“To the Edge”
20© 1996 - 2008 Sigma Systems. Private & Confidential.
Thank You
Preston Gilmer, VP of Product Mktg.Sigma Systems
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