introductory lecture: business analysis and valuation of it and communication services and service...
TRANSCRIPT
Introductory lecture:
Business Analysis and Valuation of IT and communication services
and service platforms
Case PATS lab
Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms
– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem
• Methodologies and approaches for analysis and valuation of services and SPs
• Example: EU project SPICE• Conclusion
Contents• IntroductionIntroduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms
– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem
• Methodologies and approaches for analysis and valuation of services and SPs
• Example: EU project SPICE• Conclusion
Introduction
• NGN IT and communication services and service platforms – heterogeneous in two aspects:– Technologically:
• Services - pervasiveness, ubiquity, ambience• Platforms - heterogeneous, distributed
– Business:• Multiple business actors,• Variety of business models• Value chains, value configurations / networks
– Examples of services – discussion
Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms
– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem
• Methodologies and approaches for analysis and valuation of services and SPs
• Example: EU project SPICE• Conclusion
Business trends and changes• Business aspects:
– Multiple business actors, roles, responsibilities– Complex value chains and value networks– Vertical integration – Horisontal integration,
• Technical aspects: New products / services– Pervasiveness, ambience, ubiquity– Context awareness– Information, knowledge, support, communication – intangible assets – Service shape and borders blurred
• User aspects:– Usage scenarios– Convenience– Utility– Price / Demand
• How to model, design, valuate ? – Macro perspective– Strategy analysis, – Micro perspective,
From spaghetti to lasagne• Service “stove pipes”• Network and application
specific standards, systems and capabilities
• Integrated at channel or customer point
• Streamlined layers• Applied across BT• Integrated at solutions
assembly
service service service service service
service service service service service
Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms
– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem
• Methodologies and approaches for analysis and valuation of services and SPs
• Example: EU project SPICE• Conclusion
Practical case: Open service platform: PATS
To create a network of excellence on advanced convergent services and fast service development, established as a mutually beneficial collaboration between partners from industry, university and telecom-operators
To create a network of excellence on advanced convergent services and fast service development, established as a mutually beneficial collaboration between partners from industry, university and telecom-operators
University•NTNU
Operator•Telenor FoU•Telenor Mobile
Industry•Ericsson•Compaq
network of excellence
aa
PATS - Main goals
1. Support advanced convergent services: mobility, personalization, context awareness, multimedia
2. Allow services to be modelled separatly and composed incrementally to form gradually more complex suites of well interated services
3. Make service engineering so simple and fast that students and others may develop new services
PATS Innovation LabAvailable technology and platform components
Incomit Movade NSP
Incomit Movade NSP
Ericsson JambalaSidewinder
Ericsson JambalaSidewinder
OSA/Parlay Gateways
Bravida GeoWebBravida GeoWeb
Map, POI, Route
Telenor MobilCPA
Telenor MobilCPA
SMS, MMS, WAP, POS
Telenor R&DLocation FWTelenor R&DLocation FW
GSM, A-GPS, WLAN
PopWireLive Engine
PopWireLive Engine Ericsson CDSEricsson CDS
Multi-media Streaming Servers
Radionor RadioeyeRadionor Radioeye EkahauEkahau
WLAN Positioning
IntelDialogic IVR
IntelDialogic IVR
Red-MBluetoothRed-M
Bluetooth
Service Delivery Platform components
Incomit Application Hub
Incomit Application Hub
Ericsson EJBActor Frame
Ericsson EJBActor Frame
Development and Execution Platforms
IBM WAS-T(Wepshere)IBM WAS-T(Wepshere)
Rational RoseRational Rose Telelogic UML 2.0
Telelogic UML 2.0
Engineering Tools
PATS Services
Buddy List
Incomit Movade NSP
Incomit Movade NSP
Ericsson JambalaSidewinder
Ericsson JambalaSidewinder
OSA/Parlay Gateways
Bravida GeoWebBravida GeoWeb
Map, POI, Route
Telenor MobilCPA
Telenor MobilCPA
SMS, MMS, WAP, POS
Telenor R&DLocation FWTelenor R&DLocation FW
GSM, A-GPS, WLAN
PopWireLive Engine
PopWireLive Engine Ericsson CDSEricsson CDS
Multi-media Streaming Servers
Radionor RadioeyeRadionor Radioeye EkahauEkahau
WLAN Positioning
IntelDialogic IVR
IntelDialogic IVR
Red-MBluetoothRed-M
Bluetooth
Service Delivery Platform components
Instant Voting
Incomit Movade NSP
Incomit Movade NSP
Ericsson JambalaSidewinder
Ericsson JambalaSidewinder
OSA/Parlay Gateways
Bravida GeoWebBravida GeoWeb
Map, POI, Route
Telenor MobilCPA
Telenor MobilCPA
SMS, MMS, WAP, POS
Telenor R&DLocation FWTelenor R&DLocation FW
GSM, A-GPS, WLAN
PopWireLive Engine
PopWireLive Engine Ericsson CDSEricsson CDS
Multi-media Streaming Servers
Radionor RadioeyeRadionor Radioeye EkahauEkahau
WLAN Positioning
IntelDialogic IVR
IntelDialogic IVR
Red-MBluetoothRed-M
Bluetooth
Service Delivery Platform components
GeoMMS
Incomit Movade NSP
Incomit Movade NSP
Ericsson JambalaSidewinder
Ericsson JambalaSidewinder
OSA/Parlay Gateways
Bravida GeoWebBravida GeoWeb
Map, POI, Route
Telenor MobilCPA
Telenor MobilCPA
SMS, MMS, WAP, POS
Telenor R&DLocation FWTelenor R&DLocation FW
GSM, A-GPS, WLAN
PopWireLive Engine
PopWireLive Engine Ericsson CDSEricsson CDS
Multi-media Streaming Servers
Radionor RadioeyeRadionor Radioeye EkahauEkahau
WLAN Positioning
IntelDialogic IVR
IntelDialogic IVR
Red-MBluetoothRed-M
Bluetooth
Service Delivery Platform components
Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms
– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem
• Methodologies and approaches for analysis and valuation of services and SPs
• Example: EU project SPICE• Conclusion
User
NP
SP
CP
Ctxt P
6. Deliver service
7. Bill for service
2. Provide enabling service (ES)
3. Deliver content
4. Deliver context
2.1 Provide Network Access ES
2.2 Provide QoS ES
2.3 Provide AAA ES
5. Compose service
10. Revenue share 1. Require service
Figure 1. Service execution and delivery activities, presented as numbered Use Cases (and Business Use Cases.
Service, Enabling service, Service platforms
0 1 2 3 4 5 6 7 8 9 10 time (year)
Phase 1: Prototype product
Phase 2: Advanced prototype product
Phase 3: Full product development and scale up of production
Schematic of project FCFs (quantitative estimates in appendices )
Cannibalisation of the service
Plateu of the service portfolio
Figure 5. Phases in real option financing for NGIS R&D process
Services / Service portfolios - Cash Flow optimisation problem
Services and SPs
• Service platform analysis, valuation and business performance: – Heterogeneous services
• Information and communication support – based services:– Youth support,– Health support– Business person on the move support
– Service portfolio optimisation problem• Valuation of service platforms by their service portfolios
• R&D projects:– Analyse and estimate risk:
• Technical risk• Business risk
– Managerial flexibility
Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms
– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem
• Methodologies and approaches for analysis and valuation of services and SPs
• Example: EU project SPICE• Conclusion
Methodologies and approaches for analysis and valuation of services and SPs
• Business models (BMs)• Methodologies / approaches for:
– Qualitative analysis– Quantitative analysis
• Models depend on the purpose / type of the analysis, level of details, wanted information
• Models – approximation of reality…• Examples:
– Two models for quantitative analysis
Service portfolio optimisation problem
Contents• Introduction• Business trends and changes• Practical case: PATS platform• IT and communication services and service platforms
– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem
• Methodologies and approaches for analysis and valuation of services and SPs
• Example: EU project SPICE• Conclusion
Example: EU project SPICE
• Development of the SP for NGN services - mobile platform:– IP based mobile services
• Semantic webs, • Information and knowledge management, • International service roaming, • International information roaming
– Business modelling, analyses and design• In parallel to technical modelling and design
– Professor Alexei Gaivoronski, JZ, Students
Contents• Introduction• Business trends and changes• Practical case: PATS platform• It and communication services and service platforms
– Services– Enabling services / Enablers / Service functions– Service platform– Heterogeneous services– Service portfolio– Portfolio optimisation problem
• Methodologies and approaches for analysis and valuation of services and SPs
• Example: EU project SPICE• Conclusion
Conclusion
• Information and communication services– Technical and business aspects: heterogeneity, distribution,
complexity
• Complex business models• Modelling and simulation – candidate technology for:
– techno-business designs and analyses, – for follow up and business process improvements
• Information, knowledge, process support – intangible business assets ???
• Value chains and value network – the ultimate service business environment
Very interested in collaborations
Thank you