© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.

HP Service Delivery Platform 3.0 Launch

September 15 2009

2 28 September 2009

Why Consider SDP Solutions

• Optimise network asset resources• Lower the cost of new service introductions• Minimise service failures risks• Improve customer satisfaction and loyalty• Take advantage of the “long tail”• Ease of new service introduction• Tap into the developer resources of Web2.0• Manage the 3rd party partnerships• Improve time to market and revenue• Support for IPTV, VoD, SLAs etc

3 28 September 2009

What is driving SDP evolution ?

• SDPs have already been delivering:− A comprehensive & standards-based SOA-based service delivery

ecosystem− The ability to re-use common service enablers like location, presence,

messaging, voice, etc., across multiple end-user services− The power to extend service development to 3rd parties

• And now need to evolve:− To complete support for the two sided business model by managing

complex revenue relationships− Towards web 2.0 communities enablement− To provide for enhanced dynamic personalization of services, taking in to

account the subscriber context− By blending services together to offer more compelling end-user

experiences

SDPs are a strategic choice for service providers to enable the required transformation to the “two sided business model”

4 28 September 2009

HP’s Though Leadership since 2001• SDP originally launched 2001

• Designed to expose network assets to developers

• HP early success with Telefonica • SDP 2.0 launched Nov’07 with tag “service

delivery innovation and transformation”. • Focus on SOA enabling governance,

management and quality in service development

• SDP2.0 customers inc. Telenor and Telecom Italia

• SDP 3.0 launch around capitalizing on Web2.0 capability

What’s new?

6 28 September 2009

Key Components• RESTful Gateway• Enhanced Service Enablers• Revenue Management

Module• Service Orchestration

Manager•Next Generation Portal –

“Storefront Portal”

A standards based architectural blueprint for development, deployment, integration and management of converged services

Oper

atio

n Su

ppor

t Sy

stem

s (O

SS)

Bus

ines

s Su

ppor

t Sy

stem

s (B

SS)

Network Infrastructure

Service Control Plane

Service Delivery Plane

Application Plane

User Equipment Plane

Service Enablers

Gateways & Network Services

IMS

CommonFramework

Circuit-switchedIPReal-Time IP

Services Lifecycle

Management

SIP Servlets ParlayX Web Service Web 2.0/REST

Profile Mgr

HLR/HSS OCMP XDMS PDE

Identity VIPB Device Profile

Presence

UDCRCharging etc

NGINConferencingLocation Messaging

SS7/LegacyIPTV

Service Governance Framework

(SGF)

RevenueManagement

Module

DeviceManagement

Context Management

ServiceOrchestration

Manager (SOM)

Testing &Certification

Telecom App Server

HP Service Delivery Framework evolution …

Web 2.0 – developer Portal, AppStore

HP Storefront Portal

8 28 September 2009

HP SDP Service Governance RESTful Gateway• Opens up HP SDP to Web 2.0

environment− Example: social network, widgets,

Web2.0 developers etc.

• Exposes services as REST API's with support for RSS, XML, Atom, JSON Client API's

• Accepts provisioning of REST services

• Provides robustness and scalability• Enables seamless governance for

Web and Web 2.0 services

HP SDP: SGF

Automated SOAP transformation to REST

Protect and govern REST Services

Manage contracts with Third parties

RESTful Gateway

9 28 September 2009

HP SDP Enabler Enhancements• Enrich HP SDP with OpenCall Enablers

− OpenCall is already present in 22 of largest 25 SPs

− 100m subs use OC prepaid wireless solutions− 250m subs in 38 SP on 5 continents use

HP HLR− 750k voice and video ports deployed− Largest VoiceXML media platform provider− 5000+ signalling protocol platforms deployed

• Rich Communications− Video Conferencing

• Personalization− Network Address Book− Subscriber profile

• Real Time Service Control− NGIN, VAS− SCIM− Convergence incl IMS-IN

HP SGF

Rich Com Personalization Real Time service control

Service enablers

ConferencingVideo ConfStreamingVideo MonitoringEtc.

Profile MgtSubscriber MgtNAB

NGIN, SCIMservice brokerReal time charging

10 28 September 2009

HP SDP Revenue Management Module• Provides simple revenue sharing

model brick for partners including Web2.0 developers

• Complements existing billing system with a flexible solution that deals also with unknown developers, small transactions and complex revenue sharing models

• Web service flexible charging enabler

• E-wallet function for partners • On-line & off-line charging• Account Balance & Rating

E-wallet

Online-Offline charging

Account Balance

Revenue Management Module

Rating

HP SGF

Partner Portal

UI

11 28 September 2009

LDAP J2EE SNMP BSS

HP SDP Service Orchestration Manager• Provides business and new service

composition workflow engine− Predefined connectors : LDAP, SNMP,

J2EE etc − Predefined services : premium SMS, Age

check, blacklist etc

• Provides also : • Flexible and robust orchestration

engine• Policy rule engine• Service Bus• Service Creation Environment• High availability • Scalability

Premium SMS Age Check Blacklist

Service Creation Environment

Service Bus

Policy rule engine

Process orchestration engine

Message store and broker

Connectors

Example of services available

12 28 September 2009

HP SDP Storefront Portal• Provide a Next Gen Portal for :

− Subscribers to browse, try & buy services (gallery)

− Developers to create, test, publish applications, widgets, mash-ups

• Enables Service providers to address Web 2.0 developers

• Opens up to new business model including Long Tail

• Positions service providers as platform independent service aggregators (any mobile, any PC, web, consumer, enterprise)

HP SGF

Subscriber Developer Admin

Access Gwy

Widget framework

Next Gen Portal

Portal Gallery SDK

Advertisement API Mashup Tool

Testing

Monetization

Adopt simple widgets and mash-upsUse widget on PC or mobile

Create service with mash-up & widget tool

StoreFront SDK for developers – an open community

Post widget in facebook

Post Widget on enterprise portal

Post Widget on iTunes, Android, OVI, etc

Post Widget on Telco StoreFront

Storefront Portal & Mash-up

HP SGF, RMM & RESTFul Gwy

Enablers Ex: Parlay X Gwy

Conclusions

15 28 September 2009

Limited penetration and monetization across multi devicesDevice Management / Revenue Management

Content

Lack of flexibility in the infrastructureHP SOA / HP RESTful Gateway

Convergence

New service introductions in silo’s adds incrementally to cost

HP Service Governance Framework Cost

Desperate not to become bit pipe

HP Storefront Portal /Enhanced Service Enablers Competition

Multiple service introductions from multiple partnersRESTful Gateway / Service Orchestration

Complexity

HP SDP 3.0 Addressing Pain Points & Opportunities

16 28 September 2009

The HP SDP 3.0 Evolution Delivers • HP SDP2.0 created a framework for managing the

growth in developers and services• Evolution designed to attract developers by making

service innovation easier and more rewarding, facilitating the two-sided business model − Monetize assets and those of partners by unleashing

the power of Web 2.0 to deliver service innovation.• Encourages the widest possible suite of services and

community of developers• Provides a means to test out and showcase more

services• Handles the smallest transaction right through to

complex revenue sharing models• Delivers services that more closely match the

subscriber need and circumstances

17 28 September 2009

Unleash the power of Web 2.0 to create and monetize service innovation

• Focus on Web 2.0 as a service creation accelerator:− Attract More developers− Create More flexible services− Better targeted services − Ease service creation− Facilitates the two sided business model

• The basic principles of HP’s SDP blueprint still apply: − Operational efficiency− Shorter time to market− Lower risk − Enhance customer experience − Service lifecycle management − Rapid Return on Investment

18 28 September 2009

Extensive experience and expertise in SDP software and services

Modular, flexible, comprehensive and Standards-based

Unrivalled IT & Telco experience with SPs Worldwide

Solutions for Web 2.0

A stable, profitable and inventive company

Key integration skills & major service company

SOA software leadership (BTO)

Thought Leadership credentials (SDP 2.0)

HP offers unmatched experience, technology and credibility in SDP

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