Service Innovation: Service Delivery Platforms, Open Innovation, and Application Stores workshop...

Alan Quayle Business and Service Development: Workshop Outline

2011 Alan Quayle Business and Service Development

Service Innovation: Service Delivery Platforms, Open Innovation and Application Stores

Background The SDP (Service Delivery Platform) is now a core strategic asset within an operator’s network. Not only is the SDP saving millions of dollars by rationalizing the delivery of multiple services and winning profitable new revenues through simplifying how new services are enabled and launched. The SDP has become core to an operator’s service innovation strategy – its plan to win new revenues, attract new customers and retain existing customers. This will be explored through operator case studies to demonstrate and quantify the role SDP plays. However, some operators have seen mobile broadband prices fall by a factor of six in the past 3 years, in addition to voice services going ‘flat rate,’ ARPU (Average Revenue per User) and profitability is under threat like never before. The devices at the end of operator's networks are now at the fore-front of the convergence of web and telco. Once upon a time those devices were controlled by the operator, today those devices are becoming increasingly open; enabling most of an operator's value added services to be bypassed, including voice! This workshop will also provide an independent review of the technologies; operator initiatives; operator successes / failures; review the bypass threat; and evaluate opportunities created by the convergence of web and telco. The SDP enables the Telco API (Application Program Interface), one method for operators to foster innovation on their networks. The Telco API enables operators to expose capabilities from their networks such as location, presence, charging, authentication, etc. Based upon extensive studies performed with operators around the world, the Telco API has the potential to raise ARPU by up to 36%. Just exposing the Telco API is not good enough; operators must implement an application developer community (ADC) and engage local businesses and content owners. Making it easy for local content and applications to get on the operator's network, easy to be discovered by early adopter customers, and all within an easy to use community tool that enables continuous application development to get the 'recipe right' for each operator’s local market. And let’s not forget enterprises; it also makes it easy for embedded telecoms in their day to day operations. All this is enabled through the SDP.



Workshop Objectives

The Objectives of this workshop are to provide an understanding of:

The SDP landscape;

Where and why SDP deployments are working, examining the reality behind the hype;

The variety of SDP business cases;

The failures in other operator’s ADCs (Application Developer Community), and what are the keys to success based upon extensive application developer interviews;

What application developers need from a Telco API, an ADC and an Operator;

How the SDP enables an operator’s Web / Voice / Telco 2.0 strategy; and

What an operator needs to do given their specific local market conditions.

Workshop Delivery Options

• Full 3 day course (800+ slides) • Fast-track 2 day course through most of the program – group discussion is

limited • Partial program for anything less than 2 days



Workshop Structure SDP overview A frank independent review of the SDP, Telco API, and Web/Telco 2.0 and how they apply across mobile, fixed and broadband operators.

What is an SDP

SDP History

SDP Evolution

Spectrum of SDPs

SDP Architecture

Suppliers and SDPs

Operators and SDPs

Bit pipes and smart pipes

Product development process problem

User experience comparison

Quantifying the opportunity / problem

API Use Cases

Developer Community Comparison Definitions & Acronym soup Understanding the core components of an SDP, such as service creation, service execution, content delivery and network abstraction. Understanding the many technology components associated with SDP, including ODP, CDM, GSMA OneAPI, OMTP BONDI, W3C widgets, WAC (JIL), AJAX, ANI, to name just a few.

Web 2.0 Definition

App Store Ecosystem Explanation

Widget, Data Service and API Definitions

BONDI, OneAPI, WAC Definitions

How WAC (Wholesale Application Community), W3C (World Wide Web Consortium), OpenAPI, BONDI, and SDP all fit together

The SDP landscape Mapping the range of solutions suppliers label as SDP. Understanding where and how each type of SDP is used across legacy voice, IPTV, mobile content, web content, advanced communication services, API exposure, business model innovation, and integrated NGOSS (Next Generation Operational Support System) solutions.

• SDP Spectrum • SDP and IMS • Device Definitions and Market Trends

– Netbooks, smartbooks, tablets/slates, smartphones, feature phones, etc. – Market sizes and like OS trends – Impact of Apple – Managed Device Platform

Description



Relationship to SDP Operator’s Role

SDP Deployments Review of some successful and not so successful SDP deployments including Telenor's success with its Content Provider Access deployment generating over $100M per year from APIs, and Globe's success in the Philippines with its messaging focused SDP and open innovation model. Also examining the reality behind the hype of operator deployments such as M1 Singapore, H3G Italy, AT&T US, Verizon US, BT UK, Mobilkom Austria,SKT South Korea, Telus Canada, Swisscom Mobile Switzerland, SFR France, Sprint Nextel USA

• Telenor Content Provider Access and Playground • Cricket Communications: MyHomeScreen • Telus: Service Exposure Success • Bharti Airtel: ODP • 3 UK: Favourites (ODP) • Sunrise: Open Source, SOA and SDP • Telecom Italia: Integrated SDP and MVNOs • Turkcell: SOA, SDP and broader BOSS integration • Sprint: Pains from being first to market • Globe: SMS-centric SDP • TM International: SDP Evolution • AT&T U-Verse: early SOA-based SDP • Telstra: SDP for headcount reduction • BT: SDP for headcount reduction • Content Delivery Management

– Maxis – Bharat Sanchar Nigam

• Swisscom: SDP and IMS • Etisalat Sri Lanka: SDP in the Cloud • M1: Open Source JAIN SLEE IN replacement • O2 SDP Evolution • BT Global SCP Consolidation NGIN • Telefonica’s Global SDP • Apps Stores, APIs and the STB • SOA Order to Cash • Verizon SDP and IMS

SDP in context - how it fits in the network with IMS, BSS, OSS, legacy IN, NGIN, devices and customers.

SDP and IMS: complementary or competitive? Should the same supplier provide both?

SDP and legacy IN: adding value to the services we all use every day

SDP and NGIN: managing the transition to lower cost and IP-centric platforms



SDP and IPTV: delivering an integrated customer experience

SDP and Web 2.0 / Telco 2.0: how operators compete with free services

SDP and widgets - why are so many telcos obsessed with widgets?

SDP and ODP (On Device Portal): Why developing markets must consider an ODP. Reviewing market experiences and the latest deployments from operators such as Bharti Airtel

Standardization and Supplier Solutions Reviewing what solutions are available and how they compare, and the relevance of the TMF’s SDF (TeleManagement Forum’s Service Delivery Framework) SDP business case Real numbers based on real deployments. Operator APIs, Application Developer Community Activities and Stores Review of operators' stores and ADCs (Application Developer Community): BlueVia / O2 Litmus, Orange Partner, Telus’s success with OneAPI versus Three Australia’s challenges, Cricket’s MyHomeScreen, Telenor’s CPA, Verizon Developer Community. Understanding what are the keys to success based upon extensive application developer interviews

Do operators really need developer communities or is content ingestion enough?

What should an integrated storefront strategy look like?

What are an operator’s differentiators?

Why should customer relationship management be part of that strategy?

Why will customers use an operator’s storefront? Reviewing the consumer electronics manufacturers and Over The Top stores and ADCs Including Apple (AppStore and AppleTV), Nokia Ovi, Google Android MarketPlace, Microsoft, Blackberry, Samsung (mobile and TV), Sony Store, Amazon On Demand, etc.

What are the key learning points for operators?

What should / should not be copied?

Within the app stores what are the opportunities and emerging bypass threats to the core revenue streams of voice and messaging?

What is the revenue and margin potential? What application developers need from an ADC, a Telco API, and more generally from an operator. Understanding the different operator customers that will embed telecoms into their business and customer relationship. What suppliers and operator needs to do given their specific local market conditions.



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Service Innovation: Service Delivery Platforms, Open Innovation, and Application Stores workshop...

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