Transforming Services With A Service Delivery Environment (SDE) FITCE Presentation

Transforming Services With AService Delivery Environment (SDE)FITCE Presentation

Patricia Lopes

September 23, 2008

Agenda

1. The Connection is Not Enough

2. Transforming Service Creation and Delivery

3. Staying Ahead of the Competition

3 | Transforming services with a service delivery environment | Sept 2008

All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811

End users demand new types of services and are willing to pay

Consumers value experiences adaptable to their life style

Interactivity

Accessibility

Enterprises value efficiency, productivity and cost reduction

Simplicity

Security

Ease of use

Personalization

Reliability

Mobility



Beyond Classic Telephony Towards Seamless Communications

Multimediaservices with voice

Conversationalservices

Messagingservices

Social networking and Web 2.0 services

Browser Plug-in

Visual voice mail

MultiMedia messaging

Widget Mash-up

Presence-enabledaddress

book withVoIP

Video Call

Video Share



Multi-screen device preferences

Multi-screen device preferences by age

The multi-screen experience

Source: Alcatel Lucent Primary Market Research, North America 2008

•13-17 •18-25 •26-35 •36-45 •46-54

TV PC Mobile phone TV in car

Anywhere, Anytime, Any Device Connectivity

Television

PC

Mobile phone

On a video TV screen in your carNone of the above

Service connects/gives me control of/access to a variety of devices at once

Access/connect to large variety of media at any time

Ability to record programs when not at home

Entertain me/keep me from boredom (while waiting/in the car/away from home)

Can occupy/entertain my children

Give me more flexibility in watching television/finishing programs/watch things on my time

Ability to watch television/programming when away from home

Keep me from missing shows

Need fulfillment



Willingness To Pay For Services They Want

Loyalty Services Growth Services

Low-Value Services

Niche Services

Source: Alcatel-Lucent Research Jan08,

% v

ery

inte

rest

ed

Relative impact on sales revenue (£/Month)



Transforming Service Creation and Delivery2



Transforming Service Creation and Delivery

Increased importance of intangible assets

Subscriber Intelligence

Authentication

Rating and billing

Brand

Need for flexibility, Innovation and reduced costs

Deliver more services

Deliver personalized services

Leverage third-party services

Manage quality of experience



Enriched Communications Experience

The why and how the communications industry is transforming

ServiceAgilityServiceAgility

New Partners and Business Models

New Partners and Business Models

Rapid Service Innovation

Rapid Service Innovation

Quality ofExperienceQuality of

Experience

Source: Alcatel-Lucent Analysis 2008, Heavy Reading Survey Services Innovation

Top 10 drivers for successful service innovation according to service providers

1 Improve time to market of new services, reduce time to integrate new services

2 Increase flexibility in how we deliver new services (e.g., across network infrastructure)

3 Prevent revenue erosion and increase customer loyalty

4 Gain access to new revenue streams via new business models (e.g., advertising, rev. sharing with 3rd parties, QoS SLA enforcement)

5 Reduce cost of service creation

6 Serve new customer segments and markets

7 Develop close relationships with enterprise customers by telco-enabling their business processes/workflow systems

8 Access to large communities of developers AND Engage with 3rd parties in the creation and provisioning of new services

9 Access to new content-based value chain (e.g., 3rd party content)

10 Leverage end-user generated content and media (e.g., social networking)



Why SDE, and not just SDP?

Transforming how Service Providers create, deliver and manage services

SDPs

SDE

Silos

Service-Optimized Networks

Service-Optimized SDPsbut

Risk of Services Silos!

Service-Optimized SDPs and Common

Service Enablers

Service delivery environment

Service enhancements

Service factory

Federated control

Third partyapps/contentService operations



Telco and IT — Requirement for Efficient NG Service Delivery

Telecom Best Practices IT Best Practices

As a service in an IP world becomes a piece of software, delivery of a servicerequires a combination of Telco and IT best practices Skills, cultures and best practices for service lifecycle management End-user services and devices Network infrastructure and related operational processes Application servers and related operational processes Business interactions with content and application partners Increasingly comprehensive customer home networks Integrated of OSS/BSS with IT management for a complete service view for Fulfilment,

Assurance, Billing and Customer/Partner care

Shift the business from managing networks and IT systemsto managing services and end user experiences



Supporting Service Providers in Transformation to Telco 2.0

Data

-A

ware

Tra

nsp

ort

Service Delivery Environment

ServiceOperations

ServiceEnhancements

Service Oriented Architecture

FederatedControl

ServiceFactory

Triple PlayTriple PlayService Delivery Service Delivery

ArchitectureArchitecture

UniversalBroadba

ndAccess

ServiceAggregati

on

ServiceEdge

Business&

ConsumerNetwork

Environments

Data-Aware Transport

Services Transformation

Business Transformation and Professional Services

Network Transformation

A SPs competitive SDE must bind network, services and business together in a flexible and reliable way



Staying Ahead of the Competition3



Staying ahead of the competition

Demonstrate service agility: enable rapid service creation, reduce operational costs and complexity and enable alternative business models

Exploit service personalization and context awareness

Provide service blending across networks to blend telephony and non-telephony features (e.g., web, entertainment)

Manage the end-to-end communications experience: dynamic policies and management of network traffic and resources

Reduce total cost of ownership

• Common enablers

• Automation of processes

Create flexibility to adapt to new business models

Foster rapid services innovation and increase revenues by tapping into third-party offerings



Conclusion

Constructing a carrier-grade SDE enables an increase in revenues and margins

• Rapid creation of new context-aware services

• Value through blending and personalization and reuse of SDE components across SDPs

• Differentiation through Quality of Experience for the end-user

Links network-based real-time systems with standard interfaces to billing and support systems through flexible operational and business processes

• Helps providers attract and retain subscribers

• Enables lower operational costs, and faster time to market

Allows Service Providers to efficiently create, provision and manage a myriad of products and services running over the converged network

Uses a Service Oriented Architecture (SOA) as the base for application integration

The path varies for each communication provider: modular implementation



You Can Get There From Here

High-Speed Internet

VoIPCommercial bundles

Enhancedservices

Voice/IN services

Interactive content (incl. Advertising)

Remote/network PVR

Digital TV

SDE

Diff

ere

nti

ati

on

StovepipeServices

Consolidate: Enhance and improve time to market

Portal restructuring Unified user profile/identity Real-time rating/charging Presence, community, …

Innovate: Service blending for more revenues

Mashups Orchestration Multiscreen content delivery

Expose: New business models with 3rd parties

3rd party service and content ecosystem Revenue sharing Portfolio innovation Service and data exposure

Blended services

A Modular Approach Towards High-value Connections

Any media on any device

Digita home evolution

Innovation

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Transforming Services With A Service Delivery Environment (SDE) FITCE Presentation

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