Services Transformation

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Services Transformation

• New Approaches to Delivering Blended Services
  Over IP Networks
• Keith Chappell
• Alcatel-Lucent

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Services Transformation

• Binding applications to shared network
  management resources delivers a new breed of
  services with agility
• Personalized Blended services with optimal
  Quality of Experience will be the differentiator

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Key service challenge Deliver to end-users
compelling integrated user centric services

• Enriched Communications Experience

SERVICE PERSONALIZATION
SERVICE AGILITY
SERVICE BLENDING
QUALITY OF EXPERIENCE
Todays Networks
Service network silos Limited new application
capability
Limited knowledge of end user preferences and
context
No network wide visibility or control ofresources
Static management of network traffic and
resources Internet grade IP
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Services TransformationBreaking service silos
with the Carrier-Grade SDE
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The Target of Services TransformationThe Carrier
Grade Service Delivery Environment
Service Creation

Carrier-Grade Service Delivery Environment

• Service Factory
• Applications
• Application Servers
• Partner/3rd Party Eco-System
• SDK/Dev Tools

Video
IMS
Traditional
Service Transformation
Internet

• Service
• Enhancements
• User Profile
• Presence
• Location

Federated Control

• Service Operations
• Customer/Partner Care
• OSS/BSS
• Content Management

• Session Control
• Service Blending
• Resource Mgt
• Policy-decision enforcement

Service Oriented Architecture
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Key Elements of Carrier-Grade SDE Service
Factory

• The Service Factory consists of 4 key
• components
• Application Servers
• Applications
• Terminal Clients
• Applications and Client SW Development Tools

Service Factory
Federated Control
Service Enhancements
Common Service Enablers
Service Operations
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Value Derived from the Service Factory

• Flexible portfolio of application servers allow
  for service delivery optimization. Service
  Providers are not tied to a single golden
  platform (SDP) promised to support all current
  and future service needs.
• Extensive portfolio of applications that can be
  blended into new services (e.g., IPTV blended
  with Web Browsing)
• Personalization of new services by either the
  Service Provider or the end-user
• Open, non-proprietary Software Development Kits
  (SDKs) enable innovation by the service provider
  and 3rd parties
• Web Services and IMS protocols facilitate open
  blending of services across application servers

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Key Elements of Carrier-Grade SDE Federated
Control

• Session/Service Blending
• Integrating sessions within the network
• Orchestration for sequenced execution where
  necessary
• Policy driven blending of services
• Availability of Always-On Aspect enables Push To
  X type services
• Dynamic Resource Management
• Admission control and throttling
• Flexible Policy Decision/Enforcement driven by a
  high-speed rules engine
• Centralized decision point for distributed Policy
  Enforcement Points (PEPs)
• Network Security Enforcement
• Multi-level, multi-faceted security implemented
  as an always on process, not an event
• Security standardization enables interoperability
  in Multi-Vendor Networks

Service Enhancements
Common Service Enablers
Service Operations
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Federated Control throughSession/Services
Blending and Orchestration
IPTV
Internet Services
Service Factory
MM over Mobile
SIP
Partner Services
Traditional e.g. IN, Voice
Service Blending (SIP, WS, policy-driven
orchestration)
Other e.g. PTx
Federated Control
Soft- Switch
AIN SCP
Messaging Server
Example Control Elements
Video Server
Service Control
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Key Elements of Carrier-Grade SDE Service
Enhancements

• Federated Identity
• Authentication Authorization
• Identity Management for Single Sign On
• Federated User Data
• Directory (e.g., Name, Voice Mail, etc.)
• User Profile
• Address book
• Privacy
• Personalization
• Dynamic policy decisions based on context,
  requester, preferences, and data mining
• Tailored service offering to simplify end-user
  selections
• Federated Presence and Location
• Communities/Groups
• Capitalizing on user networking data
• E.g.,Groups - gaming, IM, calling patterns
• Network Abstraction
• Network APIs and web services (e.g., OSA Parlay,
  ParlayX)
• Rating Charging
• Real-time on-line charging rating control

Service Factory
Federated Control
Service Enhancements
Common Service Enablers
Service Operations
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Service EnhancementsExploiting Information
Federation and Shared Capabilities
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Key Elements of Carrier-Grade SDE Service
Operations
Service Transformation includes optimizing
operations systems to manage blended and
personalized services by

• Re-engineering Operational Processes and OSS/BSS
  systems for innovative service bundling and life
  cycle management
• Enhancing support for End-Users and Partners
• Self-Care Portals
• Carriers Service Exposure
• Partner Service Registration
• Implementing Service Modeling to optimize
  fulfillment, assurance and billing processes for
  new services
• Measurement, monitoring, reaction and reporting
  of customer service usage and service experience
• Policy-driven resource management
• Providing comprehensive device and content
  management

Service Factory
Federated Control
Service Enhancements
Common Service Enablers
Service Operations
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Transformation impacts more than Networks and
Services Business Processes, Organizations and
OSS/BSS
Balanced Scorecard
FMO
Org./People
Metrics
Processes
Systems
Encompassing People, Processes Systems
Key Business Objectives
PMO
Extending traditional FAB with eTOM covering
end-users, partners ITIL Best Practices
Time/Results
FAB - Fulfillment, Assurance, Billing eTOM
enh. Telecom Operations Map ITIL - IT
Infrastructure Library
PMO Present Mode of Operations FMO Future
Mode of Operations
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An unmatched vision for Services Transformation

• Enriched Communications Experience

SERVICE PERSONALIZATION
SERVICE AGILITY
SERVICE BLENDING
QUALITY OF EXPERIENCE
Services Transformation Framework
Service Control
Service Creation
Carrier-Grade Service Delivery Environment

• Service Factory
• Federated Control
• Service Enhancements
• Service Operations

Access, Transport, Service Edge
End-user Environment