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


Successful next generation SDP deployments will support the end-to-end needs of the developer ecosystem.

Analysys Mason September ‘09


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


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 …


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


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!


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


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


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


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


HP SDP Revenue Management ModuleProvides simple revenue sharing model brick for partners

including Web2.0 developers


Provides business and new service composition workflow engine

HP SDP Service Orchestration Manager


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


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


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


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


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


HP SDP powers Telenor Playground

ISV community

A toolbox for developers

+ a forum, a test-bed etc


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


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


Thank you

http://www.hp.com/cms

HP SDP Communications world

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