January 23-26, 2007• Ft. Lauderdale, Florida
Services TransformationNew Approaches to Delivering Blended Services Over IP Networks
Keith ChappellAlcatel-Lucent
January 23-26, 2007• Ft. Lauderdale, Florida
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
January 23-26, 2007• Ft. Lauderdale, Florida
Key service challenge: Deliver to end-users compelling integrated user centric services
Transformation required to deliver a user-centric communications experience
Service & network silos
Limited new application capability
Limited knowledge of end user preferences
and context
No network wide visibility or control of
resources
SERVICE
PERSONALIZATION
Static management of network traffic and
resources
Internet grade IP
SERVICE
AGILITY
SERVICE
BLENDING
QUALITY OF
EXPERIENCE
Today’s Networks
•Enriched Communications Experience
January 23-26, 2007• Ft. Lauderdale, Florida
Services Transformation:Breaking service silos with the Carrier-Grade SDE
Carrier-Grade Service Delivery Environment to deliver personalized and blended services
3
Carrier-Grade SDE
FederatedControl
ServiceEnhancements
3rd partyapps
Service Factory
ServiceOperations
Converged Network with Services Silos2
Network and Services Silos
1
January 23-26, 2007• Ft. Lauderdale, Florida
The Target of Services TransformationThe Carrier Grade Service Delivery Environment
Service Control
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Data-Aware Transport
Data-Aware Transport
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Service Transformation
Carrier-Grade Service Delivery Environment
Service Oriented Architecture
Service Creation
Service Factory• Applications• Application Servers• Partner/3rd Party Eco-System• SDK/Dev Tools
ServiceEnhancements
• User Profile• Presence• Location
Video
IMSTraditional
Internet
• Session Control• Service Blending • Resource Mgt• Policy-decision &
enforcement
Federated Control Service Operations
• Customer/Partner Care
• OSS/BSS• Content Management
January 23-26, 2007• Ft. Lauderdale, Florida
Key Elements of Carrier-Grade SDE: Service Factory
Service Enhancemen
ts
Service Operations
FederatedControl
Co
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on
Ser
vice
En
able
rs
ServiceFactory
The Service Factory consists of 4 key components:
• Application Servers
• Applications
• Terminal Clients
• Applications and Client SW Development Tools
January 23-26, 2007• Ft. Lauderdale, Florida
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
January 23-26, 2007• Ft. Lauderdale, Florida
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 Enhancemen
ts
Service Operations
FederatedControl
ServiceFactory
Co
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Ser
vice
En
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rs
January 23-26, 2007• Ft. Lauderdale, Florida
Federated Control throughSession/Services Blending and Orchestration
Soft-Switch
Service Blending (SIP, WS, policy-
driven orchestration)
VideoServer
SIP
Internet Services
Othere.g. PTx
Partner Services
AINSCP
Traditionale.g. IN, Voice
MessagingServer
Federated Control
Service Control
Example Control Elements
Service FactoryIPTV
MM over Mobile
January 23-26, 2007• Ft. Lauderdale, Florida
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– Flexibility & special rating for promotions of blended
services
Service Enhancemen
ts
Service Operations
FederatedControl
Co
mm
on
Ser
vice
En
able
rs
ServiceFactory
January 23-26, 2007• Ft. Lauderdale, Florida
Service Enhancements:Exploiting Information Federation and Shared Capabilities
Service Enhancements enable federation and exploitation of user data and dynamic information to deliver personalization of services
NetworkUser UserProfile
User Identity
UserPreference
s & Policies
RT Rating &
Charging
Presence &
Location
NetworkAbstractio
nLayer
New ServiceOptions(Service
Usage Data mining)
Intelligent Delivery Network
services
January 23-26, 2007• Ft. Lauderdale, Florida
Key Elements of Carrier-Grade SDE: Service Operations
Service Enhancemen
ts
Service Operations
FederatedControl
Co
mm
on
Ser
vice
En
able
rs
ServiceFactory
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 Carrier’s 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
January 23-26, 2007• Ft. Lauderdale, Florida
Transformation impacts more than Networks and Services …Business Processes, Organizations and OSS/BSS
Carrier-Grade SDE
FederatedControl
ServiceEnhancements
3rd partyapps
Service Factory
Service Operations
Time/Results
Ke
y B
usi
nes
s O
bje
cti
ves
PMO = Present Mode of OperationsFMO = Future Mode of Operations
Org./People
Systems
Processes
Balanced Scorecard
Met
rics
KPI / KQI
EncompassingPeople,
Processes& Systems
OpsSI&PFS&C ILM PLM OS&R A B
MOM
RDM
CRM
SMO
RDM
SPRM
SDM
SCDM
EnterpriseMgmt
CustomerExtending traditional FAB with eTOM covering end-users, partners& ITIL Best Practices
FAB - Fulfillment, Assurance, Billing eTOM – enh. Telecom Operations MapITIL - IT Infrastructure Library
DataVoIP VideoMobile
FMO
PMO
January 23-26, 2007• Ft. Lauderdale, Florida
An unmatched vision for Services Transformation…
SERVICE
PERSONALIZATION
SERVICE
AGILITY
SERVICE
BLENDING
QUALITY OF
EXPERIENCE
•Enriched Communications Experience
Services Transformation FrameworkService Control Service Creation
Access, Transport, & Service Edge
En
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ser
En
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on
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Carrier-Grade Service Delivery Environment• Service Factory • Federated Control • Service Enhancements • Service Operations