2010: A Service OdysseyDisruptive Technologies and What Service Providers

Should Be Doing NOW

source: litmuse http://www.flickr.com/photos/litmuse/309500151/

About us....

Tranquility...

source: Flickr

Or Not?

source: Flickr

harbinger: one that pioneers in or initiates a major change... or foreshadows what is to come

source: Flickr

hindsight: perception of the nature of an event... after it has happened

source: Flickr

Quick History Lesson

• First web server: 1989 (or thereabouts)

• And here we are...

source: Wikipedia

Perspective

source: Flickr

Miles, Locations, Variety• Wireless Symposium

• CTIA

• IP Possibilities

• Google I/O

• Mikrotik UM

• TechCrunch50

• and the list goes on... (TelcoTV next month)

source: Flickr

Experts: 4 years ago

• IPTV

• FTTP

• WiMAX

• IMS

• FMC

• Mobile TV

• VoIP

• P2P

• ENUM

• IPv6

source: Billing & OSS World 2006, Flickr, GoGo Internet at 37k feet

Also ~4 years ago

$30 in flight WiFi(and it was horrible)

source: GigaOm, Boeing

Today...

source: Flickr

Have you seen this?

• So-called “netbooks”

• < $350

• Nimble

• Purpose built Linux

• Coming soon: Windows 7

• Cloud based storage

• Single click application installs (“stores”)

source: TechCrunch

Towers? What towers?

source: YouTube

Nice parking job...

source: Flickr

The race to zero...

source: Flickr

LIPITOR ® not included...

source: Flickr

We care when it matters...

source: Wikipedia, Flickr

source: USA Today

You know...

source: Digitel Wireless, i-Linc Technologies, BusinessWeek

We should talk.

And now...

source: Flickr

source: Wikipedia

• CDNs

• Fiber Tails

• Multi-RF Devices

• Cloud Concepts

• Affinity Models

• Social Constructs

• NG Voice

• Session Control

• VRouters

• Impulse Enablement

A List...

I see...

CDNs• Over the Top (OTT) as the

truly IP STB

• Akamai, Limelight, Amazon S3, YouTube, and more....

• Device specific appliances

• Files of all varieties

• Easy access, easier math

• Tied to specific high capacity NAP

• Only hold up? The speed of light.

• Create a center of excellence with a nice couch

Fiber Tails• Customer owned fiber NID

• Builder friendly designs

• Price competitive (CPA)

• Increasingly common references

• Copies the RLEC model for mutuals and co-ops

• Offer discounts starting now

source: Fora.tv, OPASTCO, TANE

Multi-RF Devices• Multi-network ready

• 3G+WiFi in your pocket

• Bluetooth (UWB)

• Potential for increased density of radios, HD IP TV delivery, etc...

• Budget for and make relevant investments

source: OPASTCO

Cloud Concepts• Microsoft vision: 3 Screens and a Cloud

• Google vision: AppEngine, BigTable

• Apple vision: iTunes, .ME

• Amazon vision: EC2/S3

• Cisco vision: Enable private clouds in enterprise and the telco market

• Find a partner now and work towards a localized flavor

source: TechCrunch

METOO!!

Affinity Models• Low tier product set matched to

similar use patterns

• Access across networks with SSO

• Typical add on is WiFi but can extend to third party services

• Roaming concepts apply and partner agreements extend

• Open your authentication

(p.s. get it right)source: Flickr

Social Constructs• Turnover every 2 years

• Twitter, Facebook, Google, Yahoo, AOL

• Namespace scarcity

• One way caveats and controls

• Limited interop at this time but likely in the immediate future

• API key oriented vs. authentication

• OAuth exposed/exploited

• XMPP, PubSubHubBub, RSSCloud, Firehose, etc...

• Google Wave, Live Mesh, Federation

• Pick a platform today

NG Voice• Skype, Yext, Google Voice

• The ultimate “app” (they say)

• iPhone takes voice notes

• Transcription revolution

• Lowered barriers to entry for minor players

• API and pay by the drink models

• Convergence links enterprise presence to consumer notion of availability

• Leverages clouds, race to zero pricing, and years of standards wars

• Find a partner but start small and think local

Session Control• AUP/ToS presentation on

access or as reflected by marketing demands

• Traffic qualification for business analytics

• Provisioning hooks and metering enablement (DPI with purpose)

• Up-selling as an advertising platform

• Monetization via aggregation and collection of subscriber patterns and metrics

• Start with a business problem or revenue trial

VRouters• Virtualization comes to

network devices

• Demarc shifts to inside device vs. physical world

• Mix and match processing on metarouters

• Emergence of so-called hybrid web gateways

• Highly disruptive to units based sales models

• Routers in a cloud are now considered “on demand”

• Reconsider network elements management, SLA calculation, and mediated

Impulse Enablement• Swinging door selling and just

in time provisioning

• Lowered friction self service

• Set and forget for latent functionality

• Build everywhere with consumer driven turn up

• Holistic or converged approach via BRAS vendors

• Simplifying overall integration and trust (non-repudiation)

• Ask your vendors about it before you buy/renew

source: Flickr

Technology Day 30 Day 180 Day 360CDNs Monitor Experiment RefineFiber Tails Experiment Refine Go to marketMulti-RF Devices Experiment Experiment ExperimentCloud Concepts Experiment Refine Go to marketAffinity Models Refine Go to market IterateSocial Constructs Monitor Experiment ExperimentNG Voice Refine Go to market IterateSession Control Experiment Refine Go to marketVRouters Monitor Experiment ExperimentImpulse Enablement Refine Go to market Iterate

Service Provider: Start NOW

source: Cuthrell Consulting, LLC

DeveloperEnvironment

Out of BandAccess

AlertsPaging

OpsRole

BackupRecovery

MonitoringSLA

AppsRole

CustSvcRole

ProSvcRole

CTORole

ServicesEngine

Multiple CarrierInternet

VendorMatrix

DiverseCarriers

BestEffort

<Custom Alpha Beta GA SLA>

PartnerMatrix

PreferredCarriers

CustomServicesEngine

MetricsReporting

DashboardTools

CoreCustomers

NicheCustomers

EmergingCustomers

Biz DevForce

InsideSalesForce

OutsideSalesForce

Biz DevForce

OutsideSalesForce

InsideSalesForce

Start it...

like you plan to finish it.

You have reached the end of the Internet this presentation

source: Flickr

Take a breather before the Q&A

sales@cuthrell.com

877-CUTHRELL

http://cuthrell.com