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1Thisdocumentis intellectua
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Maximising CSPs network with
cloud/SaaS
Paulo Chainho22.09.2011
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Luanda
Maputo
Casablanca
Aveiro
Lisbon
Oporto
S. Paulo
Salvador
Portugal Brazil Africa
our worldwide offices bring us closer to our clients
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through Innovation
Evolution
Milestones
50s/60s
70s/80s
90s 2000s
Automatic Switches(1950/60)
Portugal becomes the first
European country with a full
automated telephone network
MIC 30 (1970/80)
Full digitalization of
transmission network
MIMO (1995)
First cellular prepaid in the
world
picoDSLAM (2005)
Portugal becomes de 4th
country in world with full
Broadband coverage
IPTV (2008)
Innovative interactive TV
Platform
Electronics
Digital Transmission andSwitching
Network ManagementSystems
Analogue SwitchingDevelopment (RuralExchanges)
Urban exchanges
Complete (Rural andUrban) network
Internationalization
Mobility
Multimedia and Television
International R&Dcollaboration
Broadband Transmission
Intelligent Networks
we have been developing new business concepts for almost 60 years
http://images.google.pt/imgres?imgurl=http://www.ptinovacao.pt/english/news/pix/7%20pdslam.jpg&imgrefurl=http://www.ptinovacao.pt/english/news_2007.htm&usg=___CtxpGdIRmsJnau5Tck0muoVD-8=&h=150&w=200&sz=12&hl=pt-PT&start=9&tbnid=7G62L0dXfnpibM:&tbnh=78&tbnw=104&prev=/images?q=pDSLAM&gbv=2&hl=pt-PThttp://images.google.pt/imgres?imgurl=http://powellcomp.com/images/ist2_405671_binary_code.jpg&imgrefurl=http://powellcomp.com/links.html&usg=__1kSAGP4Er-dfq9qCcC80E5U4uwM=&h=253&w=380&sz=60&hl=pt-PT&start=1&tbnid=SJuwOpMw5HCO4M:&tbnh=82&tbnw=123&prev=/images?q=binary+code&gbv=2&hl=pt-PT -
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AGENDA
Perspectives and Trends:Where is the Service Delivery Value?
Service Delivery Framework (SDF) Vision:Keep Communication Service Providers Alive and Kicking
Introducing The Cloud:How to Play a Key Role in the Cloud Market
Cloud Powered by SDF:Business Cases and Architecture
Conclusions:Coopetition and Standards
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Early days Perspectives
26-09-2011 5
Network
The Service Delivery value was in
the Network
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90s Perspectives
26-09-2011 6
Network
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90s Perspectives
26-09-2011 7
Network
SCP
SSP SSP
Service Delivery evolved with
digital Intelligence still in the
Network
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2000s Perspectives
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Network
SCP
SSP SSP
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Network
2000s Perspectives
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Service Delivery Intelligence
moved to the Network Edge
More Powerful Devices and
Increasing Bandwidth push
Service Delivery Value to the
Network Edge
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Network
2000s Trends
26-09-2011 10
Network
Free VoIP CallsOTT Players increase Market Share
Innovative Applications with Marginal Costs
First Mover Agility
Disruptive Business Models
Apple App Store
>10 B
Downloads
> 500K Apps
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SDF have emerged to inject Agility into
CSPs behaviour
Rational
CSPs presence in Consumers Daily Life is
in Question
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AGENDA
Service Delivery Framework (SDF) Vision:Keep Communication Service Providers Alive and Kicking
Introducing The Cloud:How to Play a Key Role in the Cloud Market
Cloud Powered by SDF:Business Cases and Architecture
Conclusions:Coopetition and Standards
Perspectives and Trends:Where is the Service Delivery Value
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Applications
Service Enablers
Apply SOA Governance
Service Delivery Broker
Mobile Networks IMS PSTN IPTV
Messaging Location ChargingContent
Service ExecutionEnvironment n
Service ExecutionEnvironment 1
Service ExecutionEnvironment 2
Consumers
Voice
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Service ExecutionEnvironment 1
Aplicaes
Service Enablers
SDF Benefits
Service Delivery Broker
Messaging Location ChargingContent
Service ExecutionEnvironment n
Service ExecutionEnvironment 2
Consumers
Voice
Mobile Networks IMS PSTN IPTV
Increasing
Subscriber ARPU
Cost Reduction
Simplifying
OSS/BSS
transactions
Integrate with
new network
build-outs
Business Process
Automation
Enable new
BusinessOpportunities eg
M2M
Device
Management
Getting Services
to Market Faster
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Let Others Add Value to Your Offers
Service ExecutionEnvironment 1
Aplicaes
Service Delivery Framework
Service Enablers
Messaging Location ChargingContent
Service ExecutionEnvironment n
Service ExecutionEnvironment 2
Consumers
Voice
Mobile Networks IMS PSTN IPTV
Service Delivery Partnership Eco-
system
SOHO Big CorporationsPublic Services
Service Delivery Broker
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The Virtuous Circle: Size Matters
Service ExecutionEnvironment 1
Aplicaes
Service Delivery Framework
Service Enablers
Service Broker
Messaging Location ChargingContent
Service ExecutionEnvironment n
Service ExecutionEnvironment 2
Voice
Public Services SOHO Big Corporations
Mobile Networks IMS PSTN IPTV
Larger
Partnership
Ecosystem
More
ApplicationsConsumers
More
Consumers
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AGENDA
Service Delivery Framework (SDF) Vision:Keep Communication Service Providers Alive and Kicking
Introducing The Cloud:How to Play a Key Role in the Cloud Market
Cloud Powered by SDF:Business Cases and Architecture
Conclusions:Coopetition and Standards
Perspectives and Trends:Where is the Service Delivery Value
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Todays Perspectives
26-09-2011 18
Network
Data Centers, Virtualisation, Devices
diversity and WEB 2.0: The Network Added
Value is Back
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Cloud Benefits
26-09-2011 19
Servers
Networking
Data center
fabric
Storage
IaaS
.net
runtime
Middleware
Java
runtime
Database
PaaS
App
Framework
Collaboration
Business
Processes
Industry
Applications
SaaS
CRM/ERP/H
R
Internet
EnterpriseLAN
IT Admin
Developer
End-user
Pay-as-you-use
Low Total
Cost
Ownership
Location-
independent
Scalability &
Sustainability
Agile
Deployment
24/7 Support
Utility-bases,
Time-sharing
models
Less in-house
IT Staff
Offers latest
functionality
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CSPs in The Cloud Market
26-09-2011 20
who are the market leaders ?
What do CSPs need to get There?
Address Cloud Weak points!!
CSPsprofile seems to be perfect to play a key Role in
Cloud Delivery services but
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Where is the App Cloud Marketplace?
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Cloud Concerns
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Servers
Networking
Data center
fabric
Storage
IaaS
.net
runtime
Middleware
Java
runtime
Database
PaaS
App
Framework
Collaboration
Business
Processes
Industry
Applications
SaaS
CRM/ERP/H
R
Internet
EnterpriseLAN
IT Admin
Developer
End-user
Application
Performance
AssurancePreventing
runaway costs
Avoiding vendor
lock-in
Compliance
and AuditSecurity
Transparency
Trust and
Privacy
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AGENDA
Service Delivery Framework (SDF) Vision:Keep Communication Service Providers Alive and Kicking
Introducing The Cloud:How to Play a Key Role in the Cloud Market
Cloud Powered by SDF:Business Cases and Architecture
Conclusions:Coopetition and Standards
Perspectives and Trends:Where is the Service Delivery Value
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Cloud Broker: Main Functions
26-09-2011 24
Consumers
ApplicationPerformance
CRM
Compliance and
Audit
Transparency
Trust and
Privacy
SecurityAssurance
Interwork
withunderlying
CloudServicestodeployand
ensureservice
BillingProvide
TrustInCloud
S
ervices
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Cloud Services Global Marketplace
26-09-2011 25
Consumers
ApplicationPerformance
CRM
Compliance and
Audit
Transparency
Trust and
Privacy
SecurityAssurance
Billing
Cloud
Services
Developer
Global Market Place: write once,
deliver anywhere
Global Market Place
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Revenue Sharing Among Cloud Partners
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Consumers
ApplicationPerformance
CRM
Compliance and
Audit
Transparency
Trust and
Privacy
Security
Assurance
Billing
Cloud
Services
Developer
Global Market Place
Worldwide Revenue Sharing Among
Partners
Revenue Sharing
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Cloud Services Delivery
Service Delivery Framework
Service Enablers
Mobile Networks IMS IPTV
Service Delivery Broker
Cloud Data-Center
Applications
Consumers
Service ExecutionEnvironment 2
SOHO
Service ExecutionEnvironment n
Big Corporations
Service ExecutionEnvironment 1
Public Services
Messaging Location ChargingContentVoice
PSTN
VoiceMessagin
g LocationConten
t
Chargin
g
XaaS
CSPs Cloud Services
Delivered via SDF
Takes advantage ofSDF uniform Service
Life-cycle
Management
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Cloud Services Delivery
Service Delivery Framework
Service Enablers
Mobile Networks IMS IPTV
Service Delivery Broker
Cloud Data-Center
Applications
Consumers
Service ExecutionEnvironment 2
SOHO
Service ExecutionEnvironment n
Big Corporations
Service ExecutionEnvironment 1
Public Services
VoiceMessagin
g LocationConten
t
Chargin
g
XaaS
Public Services SOHO Big CorporationsCloud Providers
CSPs mediate Cloud
Services Delivered by
Partners
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Cloud Services Delivery
Service Delivery Framework
Service Enablers
Messagin
g LocationChargin
g
Conten
t
Voice
Mobile Networks IMS Cloud Data-Center IPTV
Service Delivery Broker
XaaS
Applications
Cloud Providers
Consumers
Public Services SOHO Big Corporations
Enrich triple/quadplay Offers with Cloud
services
Let your partners add value to your offer
targeting smaller Market segments
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SDF Architecture
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SDF Managed Services
encapsulating Resources
features and provide reusable
functionalities to build new
applications includingMessaging, Session Control,
Subscription Data
Management, Identity
Management, Authentication
and Authorisation, etc
Resources
Network IT/Data
Services that are not managed by
SDF including Network Resourceslike SMSC, IMS Core, HLR, etc
and IT/Data Services like CRM
Managed Application
Responsible for accepting
messages and routing them to an
endpoint where the actual service
implementation is hosted.
Run-time environments managed
by SDF eg J2EE, JSLEE, .Net,
etc, where Service Enablers and
Managed Applications areexecuted
Network Side Applications
managed by the SDF and
consumed by end-users. These
applications consume Service
Enablers via the SDB.
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End-User Device
Unmanaged Application
SDF Architecture for Cloud Delivery
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Resources
Network IT/Data
Managed Application
Managed
Application
BSS&O
SS
Unmanaged Application
Cloud Datacenter
Service Layer
SaaS App
PaaS App
IaaS App
Service Layer
SaaSSer
viceEnablers
PaaS Service
IaaS SE
Enablers
Service Layer
(NIST Reference Architecture)
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End-User Device
Unmanaged Application
SDF Architecture for Cloud Delivery
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Resources
Network IT/Data
Managed Application
Managed
Application
BSS&O
SS
Unmanaged Application
Cloud Datacenter
Service Layer
SaaS App
PaaS App
IaaS App
Service Layer
SaaSServiceEnablers
PaaS Service
IaaS SE
Enablers
SaaS EnablerPaaS EnablerIaaS Enabler
SaaS App PaaS App IaaS App
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End-User Device
Unmanaged Application
SDF Architecture for Cloud Delivery
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Resources
Network IT/Data
Managed Application
Managed
Application
BSS&O
SS
Unmanaged Application
Cloud Datacenter
SaaS EnablerPaaS EnablerIaaS Enabler
SaaS App PaaS App IaaS App
Multi-tenancy
Management
Multi-tenancy Managt
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AGENDA
Service Delivery Framework (SDF) Vision:Keep Communication Service Providers Alive and Kicking
Introducing The Cloud:How to Play a Key Role in the Cloud Market
Cloud Powered by SDF:Business Cases and Architecture
Conclusions:Coopetition and Standards
Perspectives and Trends:Where is the Service Delivery Value
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SDF for Cloud services empowers CSP for Strong co-
opetition with OTT Players
From Customer to Trustful Relationship Management: giveconsumers full ownership over their data
Offer Developers communities the Global App
Marketplace Gateway
Build Global Partnerships with worldwide revenue
sharing Business Models
SDF + Cloud Services: The Perfect Match
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Getting Standards to Market Faster is Crucial
Do we need another SDF
Standards Delivery Framework?
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Paulo Chainho
Technologies and Services Coordination