New Value Chain through Service Platform

Transcription

1 New Value Chain through Service Platform Oct. 24 th 2008 Ryozo Ito Senior Executive Consultant Hewlett-Packard Japan Technology for better business outcomes 2008 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

2 Contents Introduction SDP Point of View Collaboration and Platform Service Delivery Platform in Network Layer SDP Related Standards (3GPP/OSA TMF/SDF) SDP Management Framework Testing & Certification Platform 2

3 Introduction SDP Point of View Telecom Industry Change in Telecom industry s circumstances (ambiguous boundary) Competition and collaboration with heterogeneous player Where SDP reside in? Layered model view : Network Layer or Service Layer? Business ecosystem view : Which part of the Value Chain? Who are SDP provider?(who are the competitor?) Telecom operator? Service provider? Who are SDP user? Start-up company (minimize initial cost) Service provider/enterprise (reduce operating cost ) Telecom operator (time to market, reduce development cost, third party development) 3

4 Introduction SDP Point of View What kind of service does user anticipate? Business core functions? (payment, credit control, sales channel, advertising) IT resources? (computing and or storage resources, operation) Network services? (user location, real-time notification) Required technology Easy to use APIs (user acceptable) Operation and management functions for secure and stable service 4

5 5 Collaboration and Platform

6 Open Service Platform by Service Provider Killer service providers exposed their data and functionality Google Yahoo ebay Amazon Amazon Web Service Platform Access to Amazon s database Finding items Remote shopping cart Associate receives a commission when a customer purchases an item (4.0% - 8.5%) Selling, payment, inventory and distribution commerce platform for a Merchant Developer Connection (Forum, User Group ) Available Operations Fined Items Shopping Cart Customer Contents Seller Information Associates Web (Affiliate) Access Key ID Associate ID Customer Amazon Web Service (AWS) Platform 6 Pro Merchant Seller Seller Advantage Seller Amazon Seller Community (Discussion board) Merchant (merchant@amazon.co.jp) Inventory management Order fulfillment Amazon s Warehouse Items Items

7 Open Service Platform by Service Provider SaaS providers exposed their platform functionality SaaS: Custom development to On demand service Force.com On demand service Multi-tenant Architecture: Users can share single instance and version of software Meta-data driven development: defining data model, object, form, workflow by meta-data Web Service API: Users can access any data on Force.com AppExchange web site: Application registration, discovery, trial use, evaluation Apps cooperate with CRM AppExchange Web CRM Apex Developer Network Web Service API Force.com Platform End Users Development partners 7

8 Requirement for making success the Platform Business Open core business function Expose core business functions for new business collaboration with external service provider and develop new revenue stream by usage of the exposed functions Provide platform function which accelerate easy collaboration with external service provider Positioning on new value chain Keep direct contact point to an end user: payment, portal, customer care Keep End user communication to identify user requirement, evaluation and more Price competition avoidance Expose unique services, data and core business functions to differentiate from competitor Provide partner support program to promote new and attractive service and value creation Platform System Low cost system and operation: virtualization, integrated system management Secure, Stable, Scalable 8

9 Value Chain type by Collaboration model Vertical value chain in Layered model Provides common service enablers to a upper layer: Authentication, payment Business Incubation Provides a mandatory business function to reduce cost and time: MVNE to MVNO Horizontal Value Chain in same Layer Provide a mandatory business function to a business partners: services/contents aggregation A Contents/Service Provider Start-up company B Aggregation D Service Enabler Network Service User Device Services Services Payment Business Enabler Distribution Service Payment Distribution 9 Vertical value chain Business Incubation Horizontal value chain

10 10 SDP in Network Layer

11 What s Operator s Value Proposition Wire-line and wireless access services Line and device authentication and authorization Message broadcast to specific areas (Mobile) Multicast contents delivery Guaranteed QoS network (NGN) Real-time two-way communication High definition video transmission Device status (Mobile) Terminal device location Device management Real-time notification (Mobile) Wake on device application Push alert message 11

12 What s Operator s Value Proposition User profile data User characteristic (sex, age, address etc) Activity log (Access log, purchase log, search log etc) Identification and authorization at sign up Service access by authorized user (address, identification, payment ) User ID information Rating, billing and collection Multiple payment methods for an end user and a service provider Add up access charge and service charge 12

13 Collaboration through SDP SDP Services Collaboration Access services Access line, device Authentication Cell Broadcast (CBC), multicast Device location Enterprise Uni-cast message Restaurant Retail shop Broadcast message * CBC: Cell Broadcast Center SDP CBC Special Sale Coupon Local Info X 1 to 1 communication 1 to N communication 13

14 Collaboration through SDP SDP Services Collaboration PUSH service by SMS Real-time Notification Information PUSH Shop Financial Emergency Service * SMS: Short message Service Product Info. Confirmation Stock alert Emergency SDP SMSC Best Effort Real-time Best effort service Guaranteed Service 14

15 Collaboration through SDP SDP Services Collaboration User authentication and authorization Authorizes user ID Add up Pre-paid, Post paid and more Rating, billing, collection Account id Credit card # Shop Billing Payment Service Product User ID Shop Billing Collection SDP Pre-paid Post Paid Collaboration 15

16 SDP in a broad sense or in a narrow sense SDP in a narrow sense Network IP Network IMS based session control SDP IMS SDP Service IMS standard services Open Interface OSA/Parlay-X Web service Wireless access Device Fixed Line access SDP in a broad sense Network CS, PS, IMS domain network SDP Service Network services BSS and OSS services Open Interface OSA/Parlay-X Web services Operator proprietary Web services BSS Circuit Switch Wireless access SDP Packet Switch Device Fixed Line access IMS OSS 16

17 SDP model in a broad sense Sign-up Discovery Authentication Payment Account Mngmnt Profile Mngmnt Provisioning Presence Device Mngmnt Location Call Handling Media Control User Interaction Management Framework BSS Enabler OSS Enabler Session Unrelated Network Service Enabler Session Related Network Service Enabler BSS function OSS function CS Service PS Service IMS Service CS Service PS Service IMS Service Transport 17

18 18 SDP Related Standards - 3GPP/OSA, TMF/SDF -

19 3GPP OSA (Open Service Access) Application Server と Open API Find Web Service Repository Publish WSDL Framework - Authentication - Authorization - Discovery - Service Agreement - Service Access J2EE Web Application Server Sh(Diameter) ISC(SIP) Parlay-X (SOAP/HTTP) Parlay-X Gateway HSS S-CSCF OSA Gateway Framework SC SC VoiceXML ccxml MRF NGN Parlay Application Server Peu/Pw Presence Parlay (CORBA) Service Capability Server (SCS) MM7 MMSC 3G WiFi/WiMAX xdsl FTTH Parlay 5.0 SCF - Call Control SCF - User Interaction SCF - Mobility SCF - Terminal Capabilities SCF - Data Session Control SCF - Generic Messaging SCF - Connectivity manager SCF - Account Management SCF - Charging SCF - Policy Management SCF - Presence & Availability Management SCF - Multi-Media Messaging SCF Parlay-X Third Party Call - Call Notification - SMS - Multimedia Message - Payment - Account Management - Terminal Status - Terminal Location - Call Handling - Audio Call - Multimedia Conference - Address List management - Presence 19

20 TMF/SDF (Service Delivery Framework) TR139 Service delivery Framework Reference Model Service Enablers & Applications (presence, location, charge, personalization and policy) Service lifecycle Operation Support (creation, test, deployment, execution) SDF Management Integration Infrastructure A Service Delivery Framework (SDF) provides a standardized business and operational framework that enables effective delivery and management of emerging services, such as IMS-based services and IPTV. TMForum SDF Reference Model Level 0 Customer, Suppliers, Partner Services SDF managed resources Integration Infrastructure Service Lifecycle Operation Support Service Enabler & Application SDF Management BSS/OSS Network & IT Resources 20 End-user Services

21 21 SDP Management Framework

22 Framework Functions Self-care Portal for 3 rd Party (CP/SP/ISV/Enterprise) On-line Sign Up 3 rd Party Profile Management Service Enabler Discovery Access Control Authentication and Authorization by Policy Management SLA and Flow Control based on the agreement Logging and Charging OA&M for a Operator Enabler Lifecycle Management Service Class (throughput, message length, message type, available time slot) 3 rd Party Screening and Authorization Statistics and Reporting for each Enabler Congestion Control Enabler Congestion SDP Congestion 22

23 Enabler Lifecycle Management Enabler Lifecycle Management Service Delivery Enabler registration/deregistration and fulfillment Service Assurance Monitor and control a SDP user access based on the agreement, CoS and SLA. Service Usage Logging user activity for charging and reporting Service Usage Statistics Reporting Charging Enabler Registration De-registration Service Delivery Sign-up Agreement Authentication Access control SLA Service Assurance 23

24 24 Testing & Certification Platform

25 Issues in application development using Service Enablers SDP user A s network SDP provider s network End user Web service SOAP Web service SOAP SOAP Web service SOAP Web service DB End user SDP user B s network Web service SOAP Web service SOAP Web service proxy SOAP Web service SOAP Web service DB 1. operator implements versatile Web services and provides them to enterprise customer. 2. Each user implements some Web services by themselves which interoperates to SDP provider s one to complete the business transaction 3. The issue is who guarantees the quality of web services developed by each user. If some of them go out of control inadvertently, it affects the SDP provider and all of other users. 25

26 Testing & Certification Platform Manage efficiently the whole testing cycle (requisites, test cases, defects etc.) Ensuring Quality of Services on Devices Device Information Management Testing Process management Device Certification Service Validation Ensure selected devices functionally support Mobile Website and Java client Service Monitoring Check regularly service response times and key features match quality requisites 26 Ensure key features (such as photo upload) are correctly operated (Regression testing)

27 Thank you