Introductory lecture:

Business Analysis and Valuation of IT and communication services

and service platforms

Case PATS lab

Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms

– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem

• Methodologies and approaches for analysis and valuation of services and SPs

• Example: EU project SPICE• Conclusion

Contents• IntroductionIntroduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms

– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem

• Methodologies and approaches for analysis and valuation of services and SPs

• Example: EU project SPICE• Conclusion

Introduction

• NGN IT and communication services and service platforms – heterogeneous in two aspects:– Technologically:

• Services - pervasiveness, ubiquity, ambience• Platforms - heterogeneous, distributed

– Business:• Multiple business actors,• Variety of business models• Value chains, value configurations / networks

– Examples of services – discussion

Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms

– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem

• Methodologies and approaches for analysis and valuation of services and SPs

• Example: EU project SPICE• Conclusion

Business trends and changes• Business aspects:

– Multiple business actors, roles, responsibilities– Complex value chains and value networks– Vertical integration – Horisontal integration,

• Technical aspects: New products / services– Pervasiveness, ambience, ubiquity– Context awareness– Information, knowledge, support, communication – intangible assets – Service shape and borders blurred

• User aspects:– Usage scenarios– Convenience– Utility– Price / Demand

• How to model, design, valuate ? – Macro perspective– Strategy analysis, – Micro perspective,

From spaghetti to lasagne• Service “stove pipes”• Network and application

specific standards, systems and capabilities

• Integrated at channel or customer point

• Streamlined layers• Applied across BT• Integrated at solutions

assembly

service service service service service

service service service service service

Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms

– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem

• Methodologies and approaches for analysis and valuation of services and SPs

• Example: EU project SPICE• Conclusion

Practical case: Open service platform: PATS

To create a network of excellence on advanced convergent services and fast service development, established as a mutually beneficial collaboration between partners from industry, university and telecom-operators

To create a network of excellence on advanced convergent services and fast service development, established as a mutually beneficial collaboration between partners from industry, university and telecom-operators

University•NTNU

Operator•Telenor FoU•Telenor Mobile

Industry•Ericsson•Compaq

network of excellence

aa

PATS - Main goals

1. Support advanced convergent services: mobility, personalization, context awareness, multimedia

2. Allow services to be modelled separatly and composed incrementally to form gradually more complex suites of well interated services

3. Make service engineering so simple and fast that students and others may develop new services

PATS Innovation LabAvailable technology and platform components

Incomit Movade NSP

Incomit Movade NSP

Ericsson JambalaSidewinder

Ericsson JambalaSidewinder

OSA/Parlay Gateways

Bravida GeoWebBravida GeoWeb

Map, POI, Route

Telenor MobilCPA

Telenor MobilCPA

SMS, MMS, WAP, POS

Telenor R&DLocation FWTelenor R&DLocation FW

GSM, A-GPS, WLAN

PopWireLive Engine

PopWireLive Engine Ericsson CDSEricsson CDS

Multi-media Streaming Servers

Radionor RadioeyeRadionor Radioeye EkahauEkahau

WLAN Positioning

IntelDialogic IVR

IntelDialogic IVR

Red-MBluetoothRed-M

Bluetooth

Service Delivery Platform components

Incomit Application Hub

Incomit Application Hub

Ericsson EJBActor Frame

Ericsson EJBActor Frame

Development and Execution Platforms

IBM WAS-T(Wepshere)IBM WAS-T(Wepshere)

Rational RoseRational Rose Telelogic UML 2.0

Telelogic UML 2.0

Engineering Tools

PATS Services

Buddy List

Incomit Movade NSP

Incomit Movade NSP

Ericsson JambalaSidewinder

Ericsson JambalaSidewinder

OSA/Parlay Gateways

Bravida GeoWebBravida GeoWeb

Map, POI, Route

Telenor MobilCPA

Telenor MobilCPA

SMS, MMS, WAP, POS

Telenor R&DLocation FWTelenor R&DLocation FW

GSM, A-GPS, WLAN

PopWireLive Engine

PopWireLive Engine Ericsson CDSEricsson CDS

Multi-media Streaming Servers

Radionor RadioeyeRadionor Radioeye EkahauEkahau

WLAN Positioning

IntelDialogic IVR

IntelDialogic IVR

Red-MBluetoothRed-M

Bluetooth

Service Delivery Platform components

Instant Voting

Incomit Movade NSP

Incomit Movade NSP

Ericsson JambalaSidewinder

Ericsson JambalaSidewinder

OSA/Parlay Gateways

Bravida GeoWebBravida GeoWeb

Map, POI, Route

Telenor MobilCPA

Telenor MobilCPA

SMS, MMS, WAP, POS

Telenor R&DLocation FWTelenor R&DLocation FW

GSM, A-GPS, WLAN

PopWireLive Engine

PopWireLive Engine Ericsson CDSEricsson CDS

Multi-media Streaming Servers

Radionor RadioeyeRadionor Radioeye EkahauEkahau

WLAN Positioning

IntelDialogic IVR

IntelDialogic IVR

Red-MBluetoothRed-M

Bluetooth

Service Delivery Platform components

GeoMMS

Incomit Movade NSP

Incomit Movade NSP

Ericsson JambalaSidewinder

Ericsson JambalaSidewinder

OSA/Parlay Gateways

Bravida GeoWebBravida GeoWeb

Map, POI, Route

Telenor MobilCPA

Telenor MobilCPA

SMS, MMS, WAP, POS

Telenor R&DLocation FWTelenor R&DLocation FW

GSM, A-GPS, WLAN

PopWireLive Engine

PopWireLive Engine Ericsson CDSEricsson CDS

Multi-media Streaming Servers

Radionor RadioeyeRadionor Radioeye EkahauEkahau

WLAN Positioning

IntelDialogic IVR

IntelDialogic IVR

Red-MBluetoothRed-M

Bluetooth

Service Delivery Platform components

Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms

– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem

• Methodologies and approaches for analysis and valuation of services and SPs

• Example: EU project SPICE• Conclusion

User

NP

SP

CP

Ctxt P

6. Deliver service

7. Bill for service

2. Provide enabling service (ES)

3. Deliver content

4. Deliver context

2.1 Provide Network Access ES

2.2 Provide QoS ES

2.3 Provide AAA ES

5. Compose service

10. Revenue share 1. Require service

Figure 1. Service execution and delivery activities, presented as numbered Use Cases (and Business Use Cases.

Service, Enabling service, Service platforms

0 1 2 3 4 5 6 7 8 9 10 time (year)

Phase 1: Prototype product

Phase 2: Advanced prototype product

Phase 3: Full product development and scale up of production

Schematic of project FCFs (quantitative estimates in appendices )

Cannibalisation of the service

Plateu of the service portfolio

Figure 5. Phases in real option financing for NGIS R&D process

Services / Service portfolios - Cash Flow optimisation problem

Services and SPs

• Service platform analysis, valuation and business performance: – Heterogeneous services

• Information and communication support – based services:– Youth support,– Health support– Business person on the move support

– Service portfolio optimisation problem• Valuation of service platforms by their service portfolios

• R&D projects:– Analyse and estimate risk:

• Technical risk• Business risk

– Managerial flexibility

Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms

– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem

• Methodologies and approaches for analysis and valuation of services and SPs

• Example: EU project SPICE• Conclusion

Methodologies and approaches for analysis and valuation of services and SPs

• Business models (BMs)• Methodologies / approaches for:

– Qualitative analysis– Quantitative analysis

• Models depend on the purpose / type of the analysis, level of details, wanted information

• Models – approximation of reality…• Examples:

– Two models for quantitative analysis

Service portfolio optimisation problem

Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms

– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem

• Methodologies and approaches for analysis and valuation of services and SPs

• Example: EU project SPICE• Conclusion

Example: EU project SPICE

• Development of the SP for NGN services - mobile platform:– IP based mobile services

• Semantic webs, • Information and knowledge management, • International service roaming, • International information roaming

– Business modelling, analyses and design• In parallel to technical modelling and design

– Professor Alexei Gaivoronski, JZ, Students

Contents• Introduction• Business trends and changes• Practical case: PATS platform• It and communication services and service platforms

– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem

• Methodologies and approaches for analysis and valuation of services and SPs

• Example: EU project SPICE• Conclusion

Conclusion

• Information and communication services– Technical and business aspects: heterogeneity, distribution,

complexity

• Complex business models• Modelling and simulation – candidate technology for:

– techno-business designs and analyses, – for follow up and business process improvements

• Information, knowledge, process support – intangible business assets ???

• Value chains and value network – the ultimate service business environment

Very interested in collaborations

Thank you