How to Combine IMS and SDP to Effectively

Deploy New Products & Services

Alan Quayle
Business and Service Development
www.alanquayle.com
www.alanquayle.com/blog
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© 2008 Alan Quayle
www.linkedin.com/in/alanquayle
 IMS and SDP on the Hype Cycle

Web2.0
SCIM
Quad
Play SOA/SDP
IPTV
LTE
MobileTV
WiMax LBS
Triple Play MVNO(RoW)
SOA(BOSS)
IMS FMC
PTT
MVNO(NAR)

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 What’s Chan Who’s Really
ged? Doing What?

SDP & IMS Action Plan

Landscape
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What’s Changed?

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 An Operators Product Development Process

Find Budget
Opportunity Market
Identified Research

18-30 month 12-18 month

s s

New product
Re-Launch Launch development process
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 What’s Changed?

Expectations
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 What customers expect

18-30 month 6-12 months

s

4 months We e k ly

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High Street Subsidized Network
Phones Control
S to r e s

Customer
Relationship
Ecosystem Billing
Control Relationship
Brand
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 Who’s Really Doing What?

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SDP Landscape & IMS

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 Mapping the Platforms
Content
Delivery
Managed Mobile Content
Mobile Content
IPTV
Messaging
SIP app server
Business SDP
Real-time charging
3rd party comms/ messaging
Service Creation / Management
Unified SDP
Service
Delivery
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 Content Delivery Service Delivery
Service
Managed 3rd party Creation /
Mobile Mobile SIP app Business Real-time comms/ Manageme Unified
Content Content IPTV Messaging server SDP charging messaging nt SDP
724 Solutions X X Messaging centric SDP
Accenture X X X X X Broad set of SDP Solutions: customers Turkcell, SFR, 3 Italia and Orange Switzerland
Acision X X LogicaCMG telecom products, messaging products and managed portal (T-Zones)
AePONA X OSA/Parlay gateway, through acquisition of Appium solution from webservices to SS7
Airwide X X Mobile content delivery (bought FirstHop) and messaging
Alcatel-Lucent X X X X X X X SDP Solution: customers AT&T (IPTV), BT (VoIP), and Orange, bought Mobilitec
Amdocs/Qpass X X X X X Hosted SDP (content-centric), strong in BOSS
Broadsoft X VoIP application platform
Comverse X X X Value added services platforms evolving into a converged SDP
Convergin X Converged SDP with a focus upon the SCIM
CoreMedia X DRM software provider used by Vodafone
End2End/Mach X Hosted SDP: customers Vodafone, Orange, Optimus, Swisscom, Telia, and Proximus
Ericsson (Drutt) X X X X X X X X SDP Solution: customers extensive list, Drutt is used in Vodafone Live!
Espial (Kasenna) X IPTV platform
HP X X Mobile Service Delivery platform: customers SKT and Telefonica are key accounts
IBM X X X X X X X X X Service Provider Delivery Environment: AT&T, Swisscom, Mobilkom, Bharti TV
IMImobile X Hosted content, voice and video SDP: Terra in LATAM, Jamba global, Aircel,
jNETx X Telecoms application server using JAIN SLEE
Metaswitch X Metasphere is an SDP for its softswitch
Microsoft X X X Connected Services Framework
Minerva X IPTV platform
Motorola X X X X SDP Solution: Customers, AT&T, Wateen
Motricity X Hosted SDP (content-centric)
mPortal X X Content delivery platform
NEC X SDP Solution: NTT DoCoMo
Nellymoser X Content delivery platform
NetCentrex X VoIP application server
NMS X X Mobile music solution - streaming, download, CRBT
NSN X X X X X X X X NSN SDP Solution: customers Teliasonera, KPN, Orange, Airtel. Resale of AePONA
OnMobile X Hosted CDP
OpenCloud X Telecoms application server using JAIN SLEE
OpenWave X X Mobile content management
Oracle/BEA X X X X X X X OMA OSE SOA based SDP, SIP app server and strong BOSS integration
Pactolous X RapidFlex SDP, strength in VoIP applications
Personeta X Converged service creation
Qualcomm/Elata X Mobile content management
Red Hat X Acquired Mobicents open source JAIN SLEE server
Redknee X X X OSA/Parlay gateway, presence server, location server
Telcordia X X X Maestro product provides a service creation / execution, call control and real-time billing
Telenity X X X Content management and an open SCE across Oracle and BEA
Thales X SmartVision platform (IBM resells)
Sigma Systems X Service Management for cable and converged operators
Sun X Telco Services Delivery Solutions
Sybase X Bought Mobile365, hosted SDP (messaging centric)
Sylantro X Voice 2.0 application platform
Ubiquity/Avaya X SIP based telecoms application server
Verisign X X X Bought mQube, mobile application platform and hosted SDP (content-centric)
Volantis X Mobile content management

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 SDP Landscape: Origin Mapping

IT Vendors
HP, IBM, Sun, Oracle
(BEA), Microsoft
Managed SDPs
NEPs Amdocs, End2End,
Alcatel-Lucent, Huawei, IMImobile, Motricity,
Ericsson, Moto, NEC, NSN, Verisign
Nortel
SIs
Operators Accenture, Acision, CGEY
Vodafone

ISVs Other
Airwide, Broadsoft,
AePONA, Comverse,
Genband, Metaswitch,
Convergin, jNETx, Kabira,
Netcentrex, Pactolus,
OpenCloud, Personetta,
Qualcomm, Telcordia,
Redknee, Telenity,
Sybase, Ubiquity
Volantis
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 SDP & IMS – Basic Concepts

ƒ IMS provides IP session control across
multiple access networks: separating
media, session management, and
application plane.
– Separation from application
provides flexibility in developing
session based applications with
reusable features based on product
need.
ƒ Legacy networks won’t go away. IMS
supports co-existence with voice
infrastructure.
ƒ Orchestration (SCIM) is being defined:
– SCIM can be used to control
interaction across sessions
– Further work ongoing in standards
• SDP is driven by business needs and
leverages capabilities that exist;
– SDPs support business mgmt of
services and services portfolio
optimization. It complements
session control capabilities by
adding much needed functionality
into the service delivery chain
• Legacy networks won’t go away. SDP
supports co-existence with legacy
data infrastructure.
• SDPs can orchestrate services,
regardless of whether they are IMS,
legacy, SIP or services completely
independent of an operator’s network.

SDP’s core strength is that it maps more directly to network operator

business concerns, while IMS supports IP based communications.

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 IMS & SDP: Fit with Web 2.0
Third
Third Party
Party
Applications
Applications

Web
Web 2.0
2.0 Tools
Tools Ajax RSS Wikis Blogs

And
And Applications
Applications Flash AS Java Script Mashups Social Networking

Receive CallStart
Service
Service Oriented
Oriented BPM
Update Presence via API WS
Mashup presence on map
Architecture
Architecture Call User Presentation / Portal
PlayAnnounce

Web
Web services,
services, Registry Repository
policy, Service Bus Policy
policy, management
management CallStart CallStart
PlayAnnounce WS PlayAnnounce
PlayAnnounce WS
CallStart
Mobile
Mobile 2.0
2.0 services
services Rich Calls VXML

components,
components, Telecom-XML
Telecom-XML MSCML Group Mgmt. Content Sharing
Media Gateways Media Server Signaling Gateways

Network
Network PSTN IMS Wireless
Capabilities
Capabilities Access Network Network

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 IMS & SDP: NSN View of Fit with Web 2.0

3rd Party Applications & Content Receive CallStart

Update Presence via API
Mashup presence on
Content map
Content
3rd Party Applications Web 2.0 Applications Call User
Providers Providers
PlayAnnounce

Service Exposure WS
CallStart
PlayAnnounce
Service Enablers Service Delivery Framework
Messaging Service Bus
Service Provider
Orchestration Hosted Apps
Address Book
SOA Registry
Presence Server
SOA Governance
Location Platform WS WS
PlayAnnounce CallStart

Devices Network
PC TV Mobile IMS TV IN/SSF Others
Media Gateways
Media Server
Signaling Gateways

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- NSN
 Web 2.0, IMS & SDP

• Web 2.0, IMS and SDP are complimentary

– Although IMS initially projected as competing concept to SDP

• Web 2.0 provides a platform and set of tools enabling end users to
collaborate and create user generated content
• IMS provides a set of service enablers that can be utilized to create
a range of next generation voice and multimedia applications
• SDP compliments IMS with a set of other key service enablers,
such as location, SMS, etc. that are not within the scope of IMS
• SDP also provides service management, orchestration, 3rd party
exposure and SOA-based integration capabilities for network
operators

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Action Plan
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Clear Vision
New revenue and
increase customer valu
e
through Open Innovatio
n
Open the network to
3rd parties and share in
value stimulated
Agreed Strategy

Realistic Plan Short-term OPEX

savings, long term
revenue growth
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 Things to do List
Organizationa
l It’s NOT th
Commitment e
Technology
It’s your PL
AN!

Promote the Copying is

Win n e r s OK
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 Suggested Reading

Microtrends, Mark Penn

Here Comes Everybody,

Clay Shirky

The Gridlock Economy,

Michael Heller

www.alanquayle.com/blog
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© 2008 Alan Quayle