“Jumping The Barrier”
Service Delivery Framework
MIT October Plenary 2011
Jan Kok
Principal Innovator
Nokia Siemens Networks
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© Nokia Siemens Networks 2011
Market Overview
Applications Strategy
SDF Overview
Exposure
Creatary
Smart Lab
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© Nokia Siemens Networks 2011
For internal use
August 2011
There are other people stealing the ‘buttons’ of the CSPs
… many button’s
One button
Where are the ‘Telco buttons’ for CSPs revenue?
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© Nokia Siemens Networks 2011
For internal use
August 2011
Revenue
How the CSP can rediscover their buttons for sustainable revenues?
Core services
Partner services
Marketplace services
Dedicated implementation
Fast service creation
Exposure to developers
Revenue
Revenue sources today (NSN Business Evolution Study, 2011: 146 interviews with 47 CSPs
and 14 other companies)
SMS, MMS, IM
Voice (Mobile voice & VoIP)
Person to Person Messaging
Fixed Broadband
Mobile Internet
Entertainment
Content services like IPTV
Other Value Added Services
Advertising
Revenue from partner through 2-sided
business models
Carrier services
1 3
2 1
8
1
Ringtones
Mobile TV
IPTV
5
11
Internet
66
Voice
VAS
Business
Services
Per-service revenue
Web2.0 Games Virtual
Worlds
# of services
Source: ABI, NSN research
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© Nokia Siemens Networks 2011
For internal use
August 2011
CSPs have under-leveraged assets to get the buttons back
Delivery via
CSP
Network
Best effort
Internet
delivery
Over
theTop
Telco
Public
Internet
Assets includes
Location
Profile
Billing
Messaging & voice
Contacts and history
Context and
community
Deeper analytics
Service
Provider
Strengths:
Innovative and fast moving
Excelling in application eco-system
Strenghts:
Managed QoS and security across entire chain
Flexible carrier charging (Pre-paid, post-paid)
Shortcoming:
End-to-end SLA
Charging capabilities
Shortcoming:
Smaller addressable market (Scale)
High service deployment cost
Slow T2M
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© Nokia Siemens Networks 2011
For internal use
August 2011
Market Overview
Applications Strategy
SDF Overview
Exposure
Creatary
Smart Lab
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© Nokia Siemens Networks 2011
For internal use
August 2011
Innovate and deliver new services
CSP Challenges and opportunities
Challenges
Operator Assets
• Customer demand for new
applications
• Communication Infrastructure
ownership
• Offer unique, smart, services
and apps
• Competition by Web 2.0 Players
• Trusted partner for consumers
and enterprises
• Address untapped markets
• Erosion of voice revenues
• Customer Insight
Smart Phones
Music
Dating
Browsing
Social Media
CSP
Games
Video Streaming
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Opportunities
© Nokia Siemens Networks 2011
For internal use
August 2011
• New business models
Market Overview
Applications Strategy
SDF Overview
Exposure
Creatary
Smart Lab
8
© Nokia Siemens Networks 2011
For internal use
August 2011
Service Delivery Framework
System evolution to match new consumer and business expectations
Revenue
Revenue/service
Core services –
specific effort justified
Fast service creation and
flexible business models
Service exposure for 3rd
parties
SMS/MMS/IM
Ring
tones
IP &Mobile TV
Integrated
eMail
mCommerce
Televoting
Voice VAS
0
Business
Services
Internet
access
Mobile Music
Core Services
(~ 20)
Quadplay
Community
Info
Call & Share
Push
To X
WEB3.0
Marketplace Services
(100  )
Partner Services
(20-100)
Enabler
SDF reduces integration complexity and
multiple integration steps
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For internal use
Applications
SDF
August 2011
Games
APIs
Virtual
worlds
# of
Services
SDF High level architecture
Six main domains
3rd party applications & content
Content
Providers
Web 2.0 applications
3rd party applications
Service Delivery Framework
4. Enablers
Common User Data Mgmt
Portal
5. Content Mgmt &
Delivery
3. SOA instrumentation
Identity
Management,
AAA,
Profile &
Preferences,
…
6. OSS/
BSS
Gateway
2. Service
Creation
Location
BSS
Applications
Presence
VoIP
1. Service Execution Environment
Online Charging
Device
capability
Management
Devices
OSS
PC + TV + Mobile + Phone
Network
IMS
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© Nokia Siemens Networks 2011
For internal use
August 2011
TV
(mobile, cable, IP)
IN/SSF
Others
(SMSC/MMSC/…)
Market Overview
Applications Strategy
SDF Overview
Exposure
Creatary
Smart Lab
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© Nokia Siemens Networks 2011
For internal use
August 2011
NSN Exposure Solution and Developer Communities
www.Creatary.com
Easy on-boarding process for developers, charging and settlement for assets,
sandbox environment for testing, API reference, concepts, tutorials, forums, blogs
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© Nokia Siemens Networks 2011
For internal use
August 2011
NSN Smart Labs
• Focus on user experience and network performance
• Fully equipped with latest radio technologies and end-to-end IP
network
• Foster mobile internet ecosystem and cooperation between key
stakeholders
Devices
Connectivity
• Enhance user experience
• Optimal interworking between
smart devices, applications
and networks
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© Nokia Siemens Networks
Internet content
… many button’s
One button
The buttons are there … someone to push them.
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© Nokia Siemens Networks 2011
For internal use
August 2011