Turning IP into Internet Profitability€¦ · The Rise of the Empowered Customer Evolutionary...

© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

Turning IP intoInternet Profitability

Freek MooijBusiness Development ManagerWW SP Solution & Sales Acceleration Team [email protected]+31 6 2269 3538

June 10, 2008Ukraine, Kiev


“It is not the strongest of the species that survives, nor the most intelligent, but the one that is most responsive to change”

Change

Charles Darwin


Agenda

Market trendsPeer to PeerOTT Value chain4 I’s strategyService Exchange Framework SolutionSEF Services descriptionUse casesConclusion

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3


Market Trends




What has changed?

Participation

User Generated Content

Peering

Sharing

Collaboration

Read-only

Editorial Control

Publish and Browse

Winning the ‘Eyeballs’

Clicks

Web 1.0; 250K sites 1996 Web 2.0; 80 Mil sites 2007

Web 2.0 Thrives on Network Effect:• Databases that get richer the more people interact with them

• Applications that are smarter the more people use them• Marketing that is driven by user stories and experiences

• Applications that interact with each other to form a broader computing platform

Web 2.0 Thrives on Network Effect:• Databases that get richer the more people interact with them

• Applications that are smarter the more people use them• Marketing that is driven by user stories and experiences

• Applications that interact with each other to form a broader computing platformSource: O’Reilly

““Internet is becoming a giant computerInternet is becoming a giant computer””, Don , Don TapscottTapscott


WINNERS and LOSERS of the new web

LOSERS:Launch Web SitesBuild Walled GardensInnovate internallyJealously guard their data & software

LOSERS:LOSERS:Launch Web SitesBuild Walled GardensInnovate internallyJealously guard their data & software

WINNERS:Launch vibrant communitiesBuild public squaresInnovate with their usersShare their data and software with everyone

WINNERS:WINNERS:Launch vibrant communitiesBuild public squaresInnovate with their usersShare their data and software with everyone

““The New Web is about Verbs not Nouns!The New Web is about Verbs not Nouns!””, Ross Mayfield, , Ross Mayfield, CEO and Founder of CEO and Founder of SocialTEXTSocialTEXT**

SocialText: Provider of enterprise wiki


Provider to User Dynamic

The Rise of the Empowered CustomerEvolutionary Phases of Experience

User to ProviderDynamic

Experience

BroadcastOne Service Fits All

PassiveWatch Broadcast TV

TransactNetwork Responsiveness

PickVideo On Demand

InteractPersonalization, Socialization

ParticipateCommunity Services

EmpowerComplete Customization

ProduceCreate/Remix Content


Customer Experience is the New Competitive Battleground

Source: Building Great Customer Experiences, Chapter 1, “The Customer Experience Tsunami,”Shaw & Ivens (Palgrave Macmillan), 2002; Cisco IBSG, 2006

Starbucks’“Third Place”

Apple’s Seamless Music Experience

DHL’s Differentiation Strategy


Importance of Brand and Experience

MinimumMaximum

Commodity Good Service Experience

$0.04$0.23

$0.74$1.48

$1.99$4.98

Prevailing prices forvarious coffee offerings

$.01–$02Per Cup

$.05–$.25Per Cup

$.75–$1.50Per Cup

$2.00–$5.00Per Cup

Graphic: BusinessWeek, 2005Source: Pine and Gilmore, The Experience Economy, 1999


Communities / sharing / Instant Messaging


Rapidshare in Germany alone =Entire U.S. Backbone in 2000

0

10

20

30

U.S. Internet Backbone in2000

Rapidshare in Germany(Feb 2008)

PB/m

onth

Internet Traffic in

2000Rapidshare in Germany


PC Telephony

General soft phone clients


250+ Mil subs, 382 Mil $ revenue (2007)

http://www.skype.com

http://www.ipdemocracy.com/archives/2008/01/23/#002853


Mobile


iPhone Booms Data and Fat ARPU >$90http://www.unstrung.com/document.asp?doc_id=151734

http://www.unstrung.com/document.asp?doc_id=144563


Video


YouTube hits 100M video’s per day(June06)

http://news.bbc.co.uk/2/hi/technology/5186618.stm


TV


BBC, Linear TV (Multicast) and VoD (P2P)

BBC is now a Global Content ISPThey seek to PEER rather than PAY forInternet Access (~500 Peers in UK, NL, DE, US...)

BBC Catch-up TV & Archives.BBC iPlayer client using P2P fordownloadPlans to use Adobe Flash for streaming, HD, Live Streaming (end07), Intl version(2008), Joint version with iTV & C4 (2008)

BBC SimulcastOnly ISP’s who provide MulticastPeering to BBC are eligible for Internet Simulcast.

Significant Traffic Surge forecasted1Hour Show = 0,4GB+3GB/User/Month => 400+M£ cost forISP’s (OFcom)ISPs/BBC publicly argue about cost

http://www.bbc.co.uk/iplayer/

http://www.guardian.co.uk/media/2008/feb/20/bbc.digitalmedia1?gusrc=rss&feed=media


Cisco IP Traffic ForecastGlobal Traffic will quintuple from 2007-2011

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

2005 2006 2007 2008 2009 2010 2011

PB/m

onth Internet Video to TV

Internet Video to PCVoIPVideo CommunicationsGamingP2PWeb / Email

WhatForecast covers:

- Internet & non-Internet IP Traffic

- Details per Region & Application

- Consumer & Business Traffic

- Wireline & Mobile Traffic

WhyHelp Service Providers to

- Plan for network upgrades

- Understand changing Apps Mix

Cisco IP Traffic WhitepapersThe Exabyte era:http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/net_implementation_white_paper0900aecd806a81a7.pdf

Forecast & Methodology: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/net_implementation_white_paper0900aecd806a81aa.pdf

Source: Cisco

0

10,000

20,000

30,000

2005 2006 2007 2008 2009 2010 2011

PB/m

onth

Mobile InternetBusiness InternetBusiness IP WANConsumer InternetConsumer IPTV/CATV


Ukraine statistics

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

2003 2004 2005 2006 2007 2008 2009 20100

5

10

15

20

25

30

35

Internet Users ('000) Users/100 Inhabitants

0100200300400500600700800900

1000

2003 2004 2005 2006 2007 2008 2009 20100

0.2

0.4

0.6

0.8

1

1.2

BB Internet Subscribers BB Subs/100 Inhab

Internet Penetration

19.7%

18.2%17.9%

17%

18%

19%

20%

Ukraine RCIS Avg. WW Avg.


Revenue per MByte of various Telco Services

Source: A.Odlyzko, Net Neutrality paper 2008


Peer to Peer




P2P is dominant

50 - 6

5% of

downs

tream

traff

ic is

P2P

75 - 9

0% of

upstr

eam tr

affic

is P2P

Source: Cachelogic


Telecom Italia Mobile & Fixed Traffic

Fixed traffic growth about 70%/yearMobile traffic growth about 200%/yearP2P at an amazing 75+%/year

http://www.digiworldsummit.com/2007/pages/?all=intervenant&id=293&idl=22


Public Utilisation Statements

Time Warner: Fewer than 10% of the users consume 75% of bandwidthSome users consume in excess of 1 Terabyte/month

Comcast:1% of users consume 28% of the bandwidth6% of the users consume 78% of the bandwidth

Tiscali-UK:1% of the users consume more than 30% of the bandwidth

Wanadoo:45% of the users consume less than 1 Gigabyte/month

NTL:Some users consume 500 Gigabyte/month.


France will block p2p?

A new directive in France could see peer-to-peer users cut offif they continue to share files.

A memorandum of understanding has been signed by some French ISPs, therecording industry and the French government under which ISPs willHand over data on who is using file sharing networks to a newgovernment agency.

The agency will issue warnings to those whom it feels are breaking the law. If the behaviour persists, the internet connection can be shut down.

http://www.vnunet.com/vnunet/news/2204332/french-block-peer-peer-traffic


European Parliament says “no” to disconnecting P2P users

http://arstechnica.com/news.ars/post/20080410-european-parliament-says-no-to-disconnecting-p2p-users.html


Verizon Wireless terminates 13,000 customers for Excessive Use. Now agrees to pay a 1M$ penalty

http://www.rcrnews.com/apps/pbcs.dll/article?AID=/20071024/FREE/71023010/1002/free


OTT Value Chain




Opening Up the Threat from OTT providers:Value-adding ecosystem partners, disintermediators, or both?

Drivers of collaborationAccess to these services drives penetration of consumer broadbandQoS sensitive apps like video and audio create the mechanism to differentiate with speed

Drivers of competition

Vonage, Skype, and GoogleTalk all represent market share and pricing threats to digital voice

Disney and CinemaNow and other content providers are looking for opportunities to disintermediate video distribution businesses

© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32Source: Cisco IBSG Analysis, March 2006

Content/ApplicationProviders

Content/ApplicationProviders

Aggregators/Integrators/

Over the Top (OTT)

Aggregators/Integrators/

Over the Top (OTT)

NetworkBased

Operators

NetworkBased

Operators

VirtualNetwork

Operators

VirtualNetwork

OperatorsDevice

ServicesDevice

Services

Who Will Capture the Value?


4 I Strategy




IIgnore / MonitorIgnore the thousands of irrelevant OTT services.

Deploy Traffic Analysis & Monitoring capabilities

IImpair / DefendQuota, Traffic Management, Fair Use Policies…

Re-Assess Free Peering

Reserve some network capacity for own use (Private-IP)

Triple Play = Default Service

IImprove / CollaborateFrom Co-marketing to Integration of Services

Optimised Delivery, Qos, CDN, Multicast, Traffic Mgt exemption…

Improved Access to TV & Mobile

Precision Advertising

IImitate / BecomeDeploy Services beyond your own footprint, ex. VoIP over any broadband

Develop an On-line video strategy

The 4 I’s - 4 Possible Actions


Service Exchange Framework Solution




Service Exchange FrameworkMultimedia Service Control for Wireline / Wireless Convergence

363636© 2007 Cisco Systems, Inc. All rights reserved.

SERVICE EXCHANGE

SERVICE EXCHANGE

HOW?HOW?WHERE?WHERE?

WHO?WHO? WHAT?WHAT?

IDENTITY MANAGEMENTUser / Device IDLocation / PresenceService RegistrationAudit / LoggingAssured Authentication

IDENTITY MANAGEMENTUser / Device IDLocation / PresenceService RegistrationAudit / LoggingAssured Authentication

MOBILITY MANAGEMENTDevice RoamingService MobilityUser Mobility

MOBILITY MANAGEMENTDevice RoamingService MobilityUser Mobility

POLICY MANAGEMENTSubscriber PolicyApplication PolicyPer-Sub Service

POLICY MANAGEMENTSubscriber PolicyApplication PolicyPer-Sub Service

DYNAMIC SESSION MANAGEMENTSession Initiation & Call Control Rich-Media ControlBandwidth & QoS per Session Accounting / Billing

DYNAMIC SESSION MANAGEMENTSession Initiation & Call Control Rich-Media ControlBandwidth & QoS per Session Accounting / Billing


Silo SolutionsSM

S

MM

S

Cab

le

DSL

WLA

N

???

G-PORTAL POD

SERVICE ACCESS / AUTHENTICATION

W EBSEAL(COMPANION)

SERVICE ACCESSCONTROL (SAC)

SPRINGBOARD

BABELFISH

O2 ONLINE PLATFORM SERVICES

COM M ONSERVICES

EXTERNAL CONNECTIONS

O2 ONLINE

BTC OW NED RETAIL

ex - BT SHOPS

O2 ONLINEBTC W EB

BROADVISION & FORTE SERVICES

INDEPENDENT RETAILERS/D ISTRIBUTORSBTC STAFF O2 ONLINE ACCESS & ISP SERVICESBULK ORDER CHANNELSBT RETAIL - CORPORATE BTC DIRECT CHANNELS ETOPUP CHANNELS THE D IXONS GROUP

ex - DX & M PS

MARKETING

ORDER FULFILLMENT

BT CELLNET FORMERLY BT MOBILE

NETWORK & SWITCHING SUB-SYSTEMGPRS NETWORK INFRASTRUCTURE

3P BTWAREHOUSE

BUSINESS & OPERATIONAL

NETWORK PROVISIONING & M EDIATION

W HOLESALE

NACD & CALL CENTRE ACD SW ITCHES

PREPAY PAGING

CUSTOM ER RETENTION / SAVE

BT CELLNET FORM ERLY CCL M ANAGED BY VENTURA BT CELLNET M ANAGED BY VALUE TELECOMMBT CELLNET FORM ERLY MARTIN DAWES (PRESTON BROOK)

BT FINANCIAL SERVICES

3P DANNET

OTHER BT CELLNET INTERNET SITES

BT CELLNET INTRANET WEB SITES

3P E-TOPUPSOLUTIONPROVIDER

3P AMEX

3P RETAILE...

3P HARDWARE& SIM MANUFA...

3P INSURA...

3P DINERS

3P DEBTRECOVERY ...

3P SIMMANUFACTUR...

NON-TIEDSERVICE P...

DCH - DATACLEARING HOUSE

3P OTHERLICENCEDOPERAT...

3P GRASSRO...

3P HSBC

3P SHORTTERM HIRE...

3P SIMMANUFACTUR...

3PMAJORCUSTO...

3P INTELECOMUSA

3P THEDATABASE G...

3PPAGING...

3P POLICE/ CU...

3P VENTURA PRINTFULFILLM ENT

3P BARCLAYCARD

3P SCOREX

3P TMW

3P BTGROUP ...

3P BACS

BRITE PREPAY

3P INSTALL...

3P EQUIFAX

3P DINERS

3P AMEX

3P NATWEST

3P THE COUNTINGHOUSE (TCH)

KEY

3P TELETECH (First)

3P MAJORCUSTOMERS

3P RETAILERS

3P VODAFONE

3P HAYESP&F

3P EDS /WORLDCONNECT CLE...

3P EQUIFAX

3P PH ILLIPS

3P EDI - KEWILLSYSTEMS

3P BACS

3P AMEX

3P DINERS

3P SECURICOR

3P INSURAN...

3P ROYAL ...

Time Recording IT Help Desk, Monitoring & Admin

3PHARDWAR...

3P LAISON

3P BR ITISHAPPROVAL B...

BASE STATION SUB-SYSTEM

3P OTHERNETWORK ...

3P CARPHONEWAREHOUSE

Automated RevenueFeeds from Jupiter,HOPS & JDEdwards. Otherrevenue feedsmanual via JVUpload.

VPN MESSAGE MGT

Refunds & DealerIncentives:JupiterHOPSSun Accounts

BTC RegulatoryFeeds ( to Oftel) :Carr ier ServicesCAM SROBS & ABSAdaytumRADS(nb manual extracts)

3P OFTEL

3P FOREIGNNETWORK ...

CIBERNET UK

Manual RevenueFeeds via JVUpload(eg Venturatransactions).

V IAG

TELFORT

DIGIFONE

MANX

3P AIRMILES

3P AMWAY

3P HIREFONE

3P BT

PSTN & BTC M obile Network

On M eridian ACD: On Avaya Definity:

3P R IM

3P DUN &BRADSTR...

M TCR SOURCE FEEDS:NB 2G Only

D ISELibertyABSJupiterIN -PSM STEDSAlertBr iteIM EISCARSSuppressions

TCHM ail Preference ServiceYellow PagesM ortascreen

3P IGNITE

Retention Centre. Live @ DV1 October 2001, @ PB midNovember 2001. Teletechnot used for F irst beyond MidNov. Ventura likely to retain...

3P BACS

3P BACS

3P AMEX

3P EQUIFAX

3PFINANCIAL ...

3P E-TOPUPSOLUTION ...

3P DEBTRECOVERY A...

3P BACS

3P BAN...

3P EQUIF...

3P SCOREX

3P BR ITISHAPPROVAL B...

3P THE LINK

3P BACS

3P HAYES ...

3P HAYES ... 3P THECOUNTING...

3P THE COUNTINGHOUSE (TCH)

3P HARDWARE & SIMMANUFACTURERS

3P E-TOPUPSOLUTION ...

3P GRASSROOTS

3P GRASSR...

O2 ONLINE

Bradford

Alness

Thurso

ABC

Hepworth House (Ventura)

W ath (Ventura)

Preston Brook

Stafford B

Bury

Preston Brook &

Wath (Ventura) ACDs

QUINTUS

3P THECOUNTINGHOUSE (TCH)

3P GRASSROOTS

O2 ONLINE

3P EQUIFAX

DecisionNavigator Rapid

3P SAMS

3P ANOVO

3P SMSINFORMATIONPROVIDERS(ESMEs)

3P SMS CHATPLATFORMPROVIDER

3P TRAFFICMASTER

NDC

3P BT BUYNET

3P BTBUYNET

PB not on NACD

Stafford A

3P HAYES P&F

3P ACTIVE SU ITE OFFICEHOSTING

3P LOCATION BASEDINFO PROVIDERS

Interbusiness billingfeeds from :CRMLucentJupiter

3P BACS

ELEM ENT M ANAGERS / PERFORMANCE M GT

CONFIGURATION M GT

NB NetXpert not show. Fullreplacement by C ISCO. Expectedearly Jan 2001.

3P BT

3P LOGICA

3P CONTENTPROVIDERS

3P OTHERLICENCEDOPERATORS

3P INKFISH(TELESALES)

3P DIXONS

3P CURRYS

3P PCWORLD

3PCONVERGENTTELECOM

3P INDEPENDENT RETAILERS/D ISTRIBUT...

3PRETAILERS

DIRECT SALES -LEEDS

DIRECT SALES -GLASGOW 3P

TELETECH -D IRECTSALES(VENTURA)

CORPORATECUSTOMER

BT CELLNET SM E & CORP SALES

COMET GRPJOHN LEWISPARTNERSHIPDIXONS STORE GROUPASDATESCOW OOLW ORTHSW H SM TIHRS COM PONENTS

GENIE ACTIVATIONSTEAM

DISE ACTIVATIONSTEAM

JUPITERACTIVATIONSTEAM

LIBERTYACTIVATIONSTEAM

50 BT SITES

3P WORLDVIEW

3P RDW

SERVICE M GT

Interfaces to:Continuum

EXCHANGE

FAULT M GT

W AP POD

GAM ES POD

3P 24/7(ADVERTISING)

P3 POD

BTC SM S-C

www.O2.co.uk

www.shop.o2.co.uk/shop

www.btc- lum ina.net

www.connected.btcellnet.net

3P BT

BT FEATURENET (VPN)

FIXED ASSETS

PREPAY SMS-C

IVB CELEBRITYGREETINGS

SMS-C BARRING

PROD O2M EDIATION

SESSION DB

ALNESS CAREAPPS

COMVERSETRILOG(CALLBACKPLUS)

ICC M IDDLEW ARE

VOUCHERGENERATIONSYSTEM

VLR - V IS ITORSLOCATIONREGISTER

THIRD-PARTY SYSTEM,INTERFACED TO..

ABS BILLINGENQUIR IES

PSTN / ISDN

KINGSTON RIALTOPOW ERDIALLER

THIRD-PARTY SYSTEMUSED BY BTC STAFF

TEAM NET

INTERCONNECT / CAM S

AUC - AUTHENTICATION CENTRE

ADMIN ISTRATION & BILLING SYSTEM (ABS)

DISE ONLINESERVICES

ABS SERVICE PROVIDER INTERFACE (SPI)

SDM - SITE DATA M EDIATION

TRANSFERREDACCOUNTPROCEDURE (TAP-C)

JUPITER

customerfocussedbilling

Insight

INTEGRATED CALLCENTRE (ICC)EDGE F-END

M AJORRETAILERINTERFACE(M RI)

BABYLON

DEM ON

DAVOX POW ERDIALLER

CAPODS (BT)

SUN ACCOUNTS

COMM UNICATIONSRESOURCEM ANAGER -PAGING

HARDW ARE ORDER PROCESSING (HOPs)

M IS - JUPITER

callcontrol

RETAIL ACCOUNTSDATABASE - SUN ...

M -POW ER (INC CLASS 9D IVERT)

REVENUE OPERATIONSBILLING SYSTEM(ROBS)

VOICE M ESSAGINGM ANAGEMENTSYSTEM (VM M S)

INTERCONNECT TRANSITSWITCH(AXE10)

SMSC - SHORTMESSAGESERVICECENTRE

MSC - MOBILESWITCHINGCENTRE

SOG - SERVICEORDER GATEW AY

DISPATCHERW MS

NETWORK ACD

CONTINUUOUS

CHURN

3P MNP AGE...

SCARS - SALESCONTRBN ANALREPTG SYS

CUSTOM ER PROFITABILITYMODEL

PAGINGNETWORK

CUSTOM ERIDENTIFICATIO ...

M ORET

ALERT

PERIPHONICS IVR

PSM S - IN PREPAY SERVICEMGM T SYSTEM RETSO

manual

adhoc via CD

TEDS - TRACKING EASYLIFEDATABASE

IN: (SCP ) SERVICECONTROL POINT

ANALYSER

LIBERTYBEAMSOASIS

CACS

write-off(Pennine)

MARKETNAVIGATOR

FIRST

GENESYS

INFORM ATIONSYSTEM SSECURITY (ISS)

DISE

Rim B lackberry End Mar 02

insight

COM MONVOUCHERDATABASE

FAST SAVE

ORCA(ORDERCAPTURE)

SGSN- SERVINGGPRS SUPPORTNODE

GGSN - GATEWAYGPRS SUPPORTNODE

JUPITERM EDIATIONDEVICE

BORDER

WEB CONNECTSERVER

M ANILA

LINS

CAPTURE

RESPOND

GENEVA

PRISM

BUSINESSFIRST

COPYBILLS

COPYCALLS

ICE

COM PTEL - GPRS M EDIATIONPLATFORM

NETWORKTECHNOLOGYCOMPONENTS

SPYVIEW

VIPER

QUICKADDRESS P ...

Vital O2

BACSESS(BARRONM CCANN)

www.btcellnet.net

CBS (VALUETELECOM )

E IR - EQUIPMENTIDENTITYREGISTER

GENEVA (Retail) GENEVA - WHOLESALERATING

AFD POSTCODEPLUS - PAF

NIKU PORTFOLIOMANAGER(WORMS)

PEOPLESOFT

BT BUYNET CLIENT

IM EI

BANCTEC

MOSAIXPOW ERDIALLER (V ...

FUSION RED

TOOLSUITE(D IRECTA)

HELP DESKONLINE (HOL)

UNICENTER

FILENET -DOCUM ENTM ANAGEMENT

BACSW AY TURBO(TELESM ART)

PREFIX

FILENET -CORRESPONDENCEM ANAGEMENT

WEB UPGRADE

ROYAL BLUEHELPDESK(PAGING FAULT L ...

ZT BLACKBERRYKNOWLEDGE BASE

RTF TO HTMLCONVERTERSHAREW ARE

webm ap.btcellnet.net

BUNDLEDM INUTES ENGINE(BM E)

GPRS - MIS WHOLESALE

TIM E RECORDINGSYSTEM (TRS)

RETAIL LOGIC

RETAILDECISION

CLARIFY - LEGEND- ONE TOUCH

DATA REQUEST BROKERS

D ig Mark End Mar 02

CAM IS (M TCR) DATAW AREHOUSE

BRITE IVR

EQUIFAXAPPROVE

AUDDIS

ADDACS

GMSC -GATEWAYMOBILESWITCHINGCENTRE

DOC1 -VENTURA INST ...

ORACLEFINANCIALS - DXINSTANCE

ANKERPOWERTILL,STORE &CENTRE

RETAIL SHOPSYSTEM

AUTOM ATEDSTOREORDERING

BRITE ACD

BRITE CSS BRITE DAS

IN PREPAY IVR

HLR - HOMELOCATIONREGISTER

www.o2.co.uk/intuition

TRAFFIC ALERTNODE

VSD - VOICESERVICESDIRECTOR(CALLBACK)

DATA CLEANSING

CORPORATEDATA POINT

DATA M ARTS

IN PREPAYAPPLICATIONS

CORPORATE JUPITER

CONSUM ER JUPITER

BASE STATIONCONTROLLER

CELL

CELL

CELL

BASETRANSCEIVERSTATION

GPRS CHARGINGGATEWAY

GPRSBACKBONE IPNETWORK

DATA NETWORK(www ISP based)

DATA NETWORK(X.25) (CorporateNetwork)

OTHER GPRSOPERATORS

3P BT

ABS NETW ORKINTERFACEM ANAGER (NIM )

INSTALLER FAX SER ...

GATEKEEPER

MICROSTRATEGY

FISTTRANSACTIONPROCESSOR (TP)

OM EGA DATA CENTRE (ODC)

BT W IRELESSGENERAL LEDGER

REVENUE CODING

ORACLE FINANCIALS - BTC FINANCIALS ORACLE FINANCIALS BTCRADIO SUPPLY CHAIN

BT C ID(E-REPORTS)

BTC GENERALLEDGER

ACCOUNTSRECEIVABLE(E-RECEIVABLE)

ONLINE/WIRELESSEXPENSES

JV UPLOAD

eREQUISITIONS

BTC ACCOUNTSPAYABLE

ePURCHASING

SUPPLY CHAINACCOUNTSPAYABLE

INVENTORY

PURCHASING

SELF SERVICEPORTAL

COBRA (CASHIERSONLINE BANK REC& ACCT )

COM MONREFERENCEDATABASE (CoRD)

PROJECTFINANCIALCONTROL (PFC)

CHEQUEPOINT E-SPRIT

SOLO M ETIFYM ODEL

manual

FACSYS (FSO)

JD EDWARDS



RETAILER POS

EPAY (etopup)

ACCURATE

SMS PC

SM E SEGMENTATION

MOBILE NUM BERPORTABILITY

GENIE W APGATEWAY

CONNECTED (B2BPORTAL)

NORTEL DM S100

CUSTOM ER DB

BUSINESSOBJECTS

CISCO INFORM ATION CENTRE (C IC )

SP D IRECTORIES

BLACKBERRYM IS DB

BLACKBERRYDELPHI CFE

lookup

TRAFFIC LINE(1200PLATFORM)

SHORT M ESSAGEARCHIVEPLATFORM (SM AP)

lookup

www.btcellnet-dim ensions.net

UNITY DB UNITY

Jan 02

QUINTUS

FINDMEPLATFORM

ECOM MERCEOPERATIONAL DB

3P MNP AGE...

TAPI(MERIDIAN ...

SMS PC (VT)

3P MNP AGE...

BROADVISION

BACK OFFICEBILLING (BOB)

EASSIST

APACHE PRESENTATIONSERVICES

MOBILE NUMBERPORTABILITY

BM CPATROL

DIALOGIC IVR

FACSYS MNP

SMS CHATPLATFORM

CLARIFY DB

BT INTRANETSITES

HEXAGON

NETR, NETC,NJR (OVERT ...

BLUEPRINT

ENVIRONM ENTLAW REGISTER

QUICKADDRESS PAF

CONTINUUM

CAMEL INPLATFORM

MOBILEEXTENSIONPLATFORM(ACN/MX)

REDKNEE MOBILELOCATION CENTRE

CARE OPTIONS IVR

SUBSCRIBERCARE OPTIONS

GPRS SM S ALERTDRB

CONTRACTS LOG

S IM OTAPLATFORM

DIGITALM ARKETING -BROADVISION

TAP-3

CARA2SERVICEPLATFORM

BT CELLNETCONFERENCING

BATS

WINPANES

CAM IS FRONT END ANALYSIS TOOLS

EPIPHANY(CAMPAIGN M GT)

BRIO (M ARKETINGANALYTICS)

GLOBAL ROAMINGPLATFORM

TITAN M IN IFEEDS

ORACLE SALESANALYSER

W EB CONNECTCLIENT

PIERETAILERSYSTEM

M RI GATEW AY /CLIENT

CORPORATECUSTOM ERINTRANET

EPAY (etopup)

INTERNAL ORG(FOR CONTEXT)

E-CASHIERS

E-ORG

SM S PRICING

QM AX

E-OVERTIM E

REDKNEE SMS-MTPLATFORM

eQM S

ARIS

SHAREPOINT

CORPORATEM ODELLER(CASEW ISE)

LOTUS NOTES

eNIKU

TIVOLI

VANTIVE

M ARSS

KOFAX

APN DATABASE

lookup

ODYSSEY

STRONGHOLD /C IC SERVICEVIEW ?

DIM ENSION

INCONCERTWORKFLOW

HP OPENVIEW

M AG T LINE

MAGNET IPD

M AGNET ACMM AGNET CALLSAVER

M AGNET DDF

M AGNET RCP

MAPVIEW ER

M IKOM -OM CNMS 5000NOKIA /M OTOROLA OM C-R

SECURITY SERVER

ETNA NEM

JYRA

M AGM AP

M AGNET LINES

M AGNETCONNECT

M AGNET PLUS

M AGNET-1

TRACE

INET

OSS-ERICSSON/ TM OS

CELLBROADCASTCENTRE NEM

M ICROSOFTEXCHANGE

HP SMARTVIEW

M AGNET OM C

NETWORKMANAGEM ENTSYSTEM 100

M OTOROLA OMC-GM ETRICA GSM TELLABS ECHOCANCELLORS OMC

UNIVIEW

OM NIX

IPP

CELLOPTS

M AGNM C

STATM AP

ORBITAL

MAGPERFORM ANCE

GAZELLE

G-FAT (GPRSFAULT ANALYSISTOOL)

E-PAYSLIPS

INFORM ATIONDIRECTORY

SYNAXIS 2100

SMS-B

W AP FOOTBALLM -VENUE

PROXYSERVICES

ACCESSSYSTEM (ISP,RAS)

APACHE PRESENTATION SERVICES

SEARCHENGINE(LOOKSM ART)

W HOLESALEM ESSAGEPLATFORM

P3 PORTAL (OPENW AVEM yPhone P3)

VIGNETTE CMS

GENIE A.H.E.

AM DOCS HORIZON(REGISTRATION)

SM S GATEWAY EM AIL SERVER BACK ACCESS

MANAGEM ENT BACKUP

RADIUS (OSCRADIATRO)

DNS (ISC BIND)

HTTP/FTP

VISUAL SOURCESAFE

USSD ROAMING(TELSIS OCEANFASTSSP)

192 PLATFORM(TELSIS OCEANFASTSSP)

ZETAFAX

SPIM

PAYROLL

P11D ONLINE

SUPPLIERS DB

INTERNATIONALGOODS MVT

VOICE MESSAGINGADMIN & BILLING(VMABS)

FASTCAPODS

IM INSTANTMESSAGING

CONCORD NETW ORK HEAL ...

BT WORKSMANAGER

FORTE FUSION M IDDLEW ARE SERVICES

OT/D IGITALM ARKETINGM IDDLEWARESERVICES

ETOPUP (CPI)SERVICES

DISE

3P DEBTRECOVERYAGENCY

LIBERTYJUPITER

HOPS

GPRS GENEVA

ABS

GENEVA (GENIE)

GENIE GENEVA

3P BIBET

3P BELMOBILE

CONTACT M GTSYSTEM (CMS)

ORACLE SALESONLINE

BTC INTRANETPAGES

3P THEDATABASEGROUP

PROSPECTS/SUSPECTS DB

GPRSKNOW LEDGE ...

O2 Online Portal

www.O2.co.ukwww.shop.o2.co.uk

UNIFIEDMESSAGING(ONEBOX)

End User w ithW AP Phone

M Q-SERIES

BACK OFFICE COM MANDER SUITE

ODS

ORDERSIN PRO ...

3P HAYESP&F

3P ANOVO

eDOCS

KANA +EXTENSIONS

TIVOLI(COMPANION)

GL/AR

3P PARCEL FORCE

3P ROYAL MAIL

GROUPWISEEMAIL SERVER(DX)

SIM ADMIN

ABS NIM FOR CSF

RETAINED

DECOM M ISSIONED

vitalo2.pr i

Contextual Note

From Spaghetti…….


Intelligent Information Network

IntelligentEdge

IntelligentEdge

CustomerElement

CustomerElement

MultiserviceCore

MultiserviceCore

Access/Aggregation

Access/Aggregation

App

licat

ion

Laye

rA

pplic

atio

n La

yer

Serv

ice

Laye

rSe

rvic

e La

yer

Net

wor

k La

yer

Net

wor

k La

yer

TransportTransport

Ope

ratio

nal L

ayer

Ope

ratio

nal L

ayer

Service ExchangeService

Exchange

IdentityIdentity PolicyPolicy BillingBilling

MobilityMobility

Self Service

Self Service Framework

for User andApplication-Based Control(Data, Voice, Video, Mobility)

Framework for User andApplication-Based Control(Data, Voice, Video, Mobility)

Video & GamingVideo & Gaming

DataCenterData

Center

Presence-Based

Telephony

Presence-Based

TelephonyWeb

ServicesWeb

Services Mobile AppsMobile Apps

IPContact Center

IPContact Center

….moving to Lasagna


Cisco SEF Trilogy, basic building blocks

Internet

Core

NASS/AAA

VoIP

IPTV/VOD server

Other

Policy Server

Service Control(SCE, CSG)

Access Aggregation

BRASGGSNCMTS

ASN GWISG

Border Control(SBC, FW)


Adaptive Subscriber Bandwidth AllocationImprove User Experience

peer to peerservice

emailweb

browsing

peer to peerservice

emailwebbrowsing

TV

peer to peerservice

email

webbrowsing

User launches tv

User s

tops tv

and now

starts

web bro

wsing

and m

ail sy

nch

No more critical

applications running

peer to peerservice

emailweb

browsing


SEF Services Description




SEF ServicesTiered ServicesTime of Day Quota Limits (Traffic Shaping)Fair Use PolicyCongestion controlBandwidth on demandPay as you goBroadband lightOver The Top application controlAdmission controlApplication aware VPNParental controlRoaming controlLocation based admission controlManaged servicesAdd insertionIllegal content……………………….


Example Services Roadmap

55+Web 2.0

High-Income Pensionärs

GamerFamily

• Monthly quota• Web Browsing, E-

Mail @ 1M/128• All other

applications cutback to 64k/64k

• No P2P, Skype• Customized Portal

w/ larger fonts, etc

• OTT Voice & Video Quality like Skype (Mobil<->Fixed Net, Youtube, etc.

• Turbo-Button for services like Facebook, MySpace

• Gaming Quality• Super fast On-Net

Music & Movie Downloads

• P2P @ limited shaping during 9pm-9am

• Parental Controls• Child-Appropiate

Content Dowloads

• Turbo Button for services like „Photo Uploads“, Facebook, etc.

16-40y Olds 16-40y Olds


Use Cases




Business issue:OTT leveraging user experience.

Use case description:Offer more valuable applications to leverage user experience.

Business benefits: User fidelity, new revenue possibilities, brand recognition.

Imitate:T-Community


Imitate:T-Community

http://www.t-community.com/comm/tcomm/publicIFA/index.jsp


Business issue:Reduce variable internet peering costs.

Use case description:Sce allows for implementing a fair use policy and mitigates p2p traffic.

Business benefits: FUP assures people get what they paid for.Value added services attacks new customers

Impair:Tiered Services & Fair use policy


Impair:Tiered Services & Fair use policy

http://www.eunet.yu/cms/view.php?id=13559

23 USD 2.34 USD

45 USD

64 USD

2.34 USD

1.93 USD

27 USD 41 USD 56 USD

50 USD 75 USD 95 USD

77 USD 110 USD 129 USD 19 USD 23 USD 27 USD6 USD 6 USD 6 USD6 USD 6 USD 6 USD


Improve:Parental Control for Mobile

Business issue:Churn reduction.Use case description:Advanced service offering allowed for parental cost control through service exchange framework integration with mediation and billing backend systems.Business benefits:Customer loyalty.Churn reduction.Brand improvement / recognition.


Improve:Parental Control for Mobile

http://www.att.com/gen/sites/smartlimits?pid=8934


Conclusion




Service Exchange Framework BenefitsCustomer Win-Win

Enables Profitable Delivery of Broadband Services

Gain visibilityImprove network performanceIdentify and mitigate malicious activitiesSave Opex and CapexCreate new tiers of service Enable new billing plansAn integrated framework that is future proof

Turning IPinto

Internet Profitability


http://www.cisco.com/cdc_content_elements/flash/csc/cisco_FINAL_no-loop.html

Click the URL below to learn more about Service Control Solutions:

Turning IP into Internet Profitability€¦ · The Rise of the Empowered Customer Evolutionary...

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