service and network evolution


Service and Network Evolution

Service Delivery Solution<name><title>


Agenda – Service and Network Evolution

Service Evolution in networks today Risks and Barriers to Innovation Alternate evolutionary approaches

– Revive legacy– Cloud Programmable Networks– Embracing Web models

Oracle Solution frameworks to address Service and Network Evolution

… a solution to create, deploy, maintain, migrate, or consolidate network services


“When faced with a radical crisis, when the old way of being in the world, of interacting with each other and with the realm of nature doesn't work anymore, when survival is threatened by seemingly insurmountable problems, an individual life-form -- or a species -- will either die or become extinct or rise above the limitations of its condition through an evolutionary leap.”ECKHART TOLLE

Beware the evolutionary cul-de-sac


Where are CSPs heading?

IP

WIN

IN

Wireless Wireline Internet Social Network

3GIMS

AIN

“NEANDERTELCO”

OR

“HOMO COMMUNICUS”

Networks

3G AINIMS



• S

Networks

3G AINIMS

Service and Network EvolutionServices

ServiceNode SCPApp

Server Expensive Inflexible InefficientM

AP

ISC

SS

7


• S

Access

Phones EnterprisePCs

Networks

3G AINIMS


ServiceNode SCPApp

Server

Many Devices No Internet New Competitors

Expensive Inflexible Inefficient


• S

Access

Phone EnterprisePCs

Networks

3G AINIMS


ServiceNode SCPApp

Server

Services

ServiceNode SCPApp

Server

Networks

3G AINIMS

Access

PhonesFixed-LinePC Enterprise

Network Access

Service Access


Solution to

create, deploy, maintain, migrate, or consolidate Network Services

connect access devices or external system to the Network

Service And Network EvolutionNetwork Services

ServiceNode SCPApp

Server

Networks

3G AINIMS

Access


Network Access

Service Access


• S


Efficient Cost Effective Open Standard Web/IP Friendly Programmable Cloud

Network Services

ServiceNode SCPApp

Server

Networks

3G AINIMS

Access


Network Access

Service Access


Market ImpactWhy Service and Network Evolution

Revive Legacy Experience

Real-time Instant gratification

Innovate

REVENUE

COST

S


Service And Network Evolution

Benefits

• Realize Network Investments• Reduce Time to Market• Reduce Maintenence

Align for the future

Service Broker/SCIM

MSC

SCP

App 1 App 2 App 3

CAP SIP (ISC)

IT Comms Server

CAP

MSC

SCP SCP SCP

App 1 App 2 App 3

CAP

Use Cases

MigrationWeb/IP

ProgrammableNetworks

Consolidation


Service And Network EvolutionSingle face to customers and investors

Benefits

• One customer interface• Reduce Overhead• Expand offering

IT Communications Server

Network Mediation

ConferencingApp Store

SMS-MMSRingtonesWallpaper

800-freephone

Call forwarding

FixedFixedFixedFixedFixed

Mobile

Use Cases

MigrationWeb/IP

ConsolidationProgrammableNetworks


Service And Network Evolution

Benefits

• Personalized Services• Controlled Access• Expand service offerings

Securely exploiting core network assets

Use Cases

MigrationWeb/IP

ProgrammableNetwork

Consolidation


Service And Network EvolutionExpanding customer reach

Benefits

• Enhanced Customer Experience• Control out to Client• Enables Enterprises

Subscriber

Browser

MobileBrowser

SIP Phone

PSTNUse Cases

MigrationWeb/IP

ConsolidationProgrammableNetworks


Evolutionary ApproachInsert Picture Here

Network Services

ServiceNode SCPApp

Server

Networks

3G AINIMS

Access


Network Access

Service Access


Revive LegacyStrategy Considerations

Devices

CellFixed-Line

Fixed/Cell

Networks

3G AINIMS

Services

ServiceNode SCPApp

Server


IN ReplacementConverging Network

AIN SSPCAP MSC

3G MSC CSCFPCEFGGSN

Legacy IMS / LTE

Services

MRF

IS41 MSC INAP SSP

Services

ServicesEOL


Modernizing InfrastructureT-Mobile

Requirement• Replace existing SCP infrastructure (e.g.

EOL)• Reduce OPEX

• Unified platform for applications• Decreased network integrations• Reduced OPEX

MSC

SCP SCP SCP

App 1 App 2 App 3

CAP Service Broker/SCIM

MSC

SCP

App 1 App 2 App 3

CAP SIP (ISC)

IT Comms Server

CAP


Requirement• Deliver existing services to new subscribers• Deliver innovative services to existing subscribers• Consolidate network integration• Provide orchestration and interactions between

applications

• Services offered across subscriber base• Simplified network evolution • Unified platform for applications• Decreased network integrations• Reduced OPEX

MSC

SCP SCP

App 1 App 2

CAP

Network ConsolidationTeliaSonera/TWC

S-CSCF / IP Core

App 3 App 4

SIP (ISC)

IT Comms Server

Service Broker/SCIM

SCP

App 2 App 3 App 4

CAP SIP (ISC)

IT Comms Server

CAP

MSC S-CSCF / IP Core

SCP

App 1

CAP

SIP (ISC)

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Multi-play Cable

Voicezone – Caller ID- View incoming calls as a

popup - Choose to receive call or send

to vmail - Set TV to Do Not Disturb


Programmable NetworkStrategy Considerations

Network Services

ServiceNode SCPApp

Server

Networks

3G AINIMS

Access


Network Access

Service Access


APIs as a Strategy

• Extend platform reach– 60% of all listings on eBay.com added via their APIs

• Enable self service and automation– SmugMug saves > $500K/year with Amazon S3 Storage

• Capture eyeballs, build brand– Google Maps 300% growth vs 20% MapQuest

• Go anywhere, client adaptation– Netflix now available on over 250 devices

APIs are the Cloud Glue by definition


Oracle CSP SuccessesDelivering significant revenue or OPEX savings

Rev

enue

InternalDevelopers

Partners(MVNOs, Aggregators, etc) Enterprises 3rd Party Developers

OP

EX

Sav

ings

Number of Services/Developers

Aircel

$100M+/year

$1M+/month

~50% Opex savings

Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

Exposure Segmentation

Number of Services/Developers

Rev

enue

Internal Developers

Opening to 3rd parties

Partners(MVNOs, Aggregators, etc)

Enterprises

3rd Party Developers

Service Exposure

CoreServices

26Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

Exposure - API Timeline

Source: Innovation:SDP APIs, Open Innovation, App Sotres, OTT and the Service Domain by Alan Quayle

27Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

ExposureAPI Landscape


Strategy – Mobile Payment Gateway API Revenue Opportunity

$115B opportunity by 2015Source Alan Quayle Business and Service Development estimate for 2015 based on the top 15 APIs operators could implement.

$42.0

$26.0

$14.0

$7.5

$4.5

$4.0

$3.0$14.0

Click to call, meet me at my number, alerting, etcPayment across goods & servicesUSSD in developing markets Advertising with user profile under customer control Presence & location enabled call centersNumber provisioningMessaging enabled customer service & business processes Other (Directory services, IVR, M2M, etc) Directory servicesIVR / voice store / other voice related VASMachine to machine Unified communications & collaborationContent deliveryOther


Cloud - PaaS and NaaSService Exposure Economy

Communication Service Provider

Service Exposure (PaaS and NaaS)

Network Enablers IT Enablers

Billing Models

Pay per Use Subscription Revenue Share...

CapabilitiesBasic

SDK Service Features

SDK Service Frameworks

Sell-To Sell-ThroughDeveloper Ecosystem - Resellers

Prosumers MVNOs SME / SOHO Content ProvidersService Providers


Delivering Focused CSP DifferentiatorsEnd 2 End Capabilities, not just APIs

OCSG API Platform

Identity Management& Auth Server

OCDM, BI, Big Data

Accounts &Settlement

Policy Management

Customer Analytics

IdentityManagement

/ OCSGOCPCBRM

Authorization aaS

PaymentaaS

QoSaaS

Subscriber Context

aaS

completesolutions

service /capability

Oracleproducts

API layer


Strategy – Mobile Payment Gateway

In-app Charging

$5.6BOf revenue from in-app payment in 2015*

98%Of Smartphone App Downloads Are Free


In-Application ChargingProvides fast & easy means of purchasing content


Strategy – Mobile Payment Gateway



OCSG API Platform


OCDM, BI, Big Data


Policy Management

Customer Analytics

IdentityManagement

/ OCSGOCPCBRM

Authorization aaS

PaymentaaS

QoSaaS

Subscriber Context

aaS

service /capability

Oracleproducts

API layer


QoS as a ServiceMobile video consumption growth exploding

** Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, February 2012

Mobile Data Traffic


QoS as a ServiceEnable partners to offer “Turbo” boost

Turbo Boost Movie $1 HighQuality


Cloud - QoS as a ServiceEnd Users

Policy

Request

Policy

VideoDelivery

3rd PartyContent System

Service Exposure Platform

QoS Service

Access Control & Policy Management

DeveloperPortal

Purchase

Partners

Content Owner

Marketing

QoS



OCSG API Platform


OCDM, BI, Big Data


Policy Management

Customer Analytics

IdentityManagement

/ OCSGOCPCBRM

Authorization aaS

PaymentaaS

QoSaaS

Subscriber Context

aaS

service /capability

Oracleproducts

API layer


Gateway Consolidation

• Inefficient partner management– Multiple service platform entry points

to manage– Manual management of partners

• Limited to no control of service utilization by partners

• Expensive to manage– Redundant headcount– Additional systems

Inefficiently exposing APIs

ServicePlatform 1

ServicePlatform 2

ServicePlatform N

ServicePlatform 3

Application1

Application2

ApplicationN

Partner 1

Partner 2

Telco Developer

Application3

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Strategy – Up-sell/X-sell

42 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

Cloud Enablementthrough Verizon

OnStar Verizon 4G LTE Vehiclehttp://www.youtube.com/watch?v=2T7fklRAh6M&feature=youtube_gdata_playerhttp://www.youtube.com/watch?v=YgVxD-PROSg&feature=youtube_gdata_player

http://www.youtube.com/watch?v=2T7fklRAh6M&feature=youtube_gdata_player

http://www.youtube.com/watch?v=YgVxD-PROSg&feature=youtube_gdata_player


Gateway Consolidation

• Efficient partner management– Single entry point

– Automated management of partners

• Comprehensive control of service utilization by partners

• Significant cost savings

Reference architecture

Application1

Application2

ApplicationN

Partner 1

Partner 2

Telco Developer

ServicePlatform 1

ServicePlatform 2

ServicePlatform N

ServicePlatform 3

Application3

Plug-in 1WS Interfaces

Telco Server

Plug-in 2 Plug-in 3Plug-in 1 Plug-in N



OCSG API Platform


OCDM, BI, Big Data


Policy Management

Customer Analytics

IdentityManagement

/ OCSGOCPCBRM

Authorization aaS

PaymentaaS

QoSaaS

Subscriber Context

aaS

service /capability

Oracleproducts

API layer


Subscriber Privacy ManagementOauth

Grant access to resources

Resources Resources

App

PrivacyManager

Grant access to resources

Ownsresources

Ownsresources

Managesaccess

ManagesResources

ManagesResources

Privacy Management = OAuth + Comms API support + API semantics + multi-party + 3 rd party authorization + groups

ProfileName emailage

addressSSN

ProfileName emailage

addressSSN


Embrace the WebStrategy Considerations

Network Services

ServiceNode SCPApp

Server

Networks

3G AINIMS

Access


Network Access

Service Access

47Oracle Confidential

Social Network Call Processing

MSC

Big NewsI must notify Peter! Hi Jane,

What's up

Social Network

PeterJane

Peter

Service Brokering/Policy/Exposure


Your browser is ringing …

Browser Vendors are seeking to further commoditize communications

Communications become a feature not the application

New Disruption

Subscriber

Browser

MobileBrowser

SIP Phone

PSTN

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IdentityProvider

Communication as a Feature WebRTCWeb Already Ubiquitous and Scales (Types of Services== Websites, Users, etc.)

Standard Browser User A

Standard Browser User B

Service X

Service Y

Communication Service X SpecificCommunication Service Y Specific

decentralizedmodel

standard media


Potential Business Implications Immediate threat to OTT

– Skype, WhatsApp, Viber, etc– No Download, No User ID– Democratizing RTC development

Emerging business models– Commoditizing complements (Google Hangouts, social graph, etc)– Enterprise, CEBP– Service subscriptions– Freemium services

Ways for Operator to participate– Regaining control lost to native client platforms– Interconnect– Service Back-End Cloud Platform – IaaS / PaaS / SaaS– Partner with established PaaS providers to add communications


Browser Races

WebKit

Rainbow

I.E.

Chrome

Firefox

Safari

Opera

Android Browser

How will they integrate?

Early support. Very active, driven by Google.

Started separate, but now merging work

with Google WebRTC.

Google acquired GIPS video, audio, network

layer assets, open sourced to accelerate

WEBRTC support.


WebRTC – web client to web clientBROWSER CLIENT BROWSER CLIENT

WEB


WebRTC – web client to phone/services

BROWSER CLIENT

WEB

SS7 IP

INTERNAL SERVICES INTERNAL SERVICES

EXTERNAL SERVICES? ?

?


WebRTC - Architecture

RTC APP ENGINE

WEB SIGNALING ENGINE

BROWSER CLIENT

SS7 IP


EXTERNAL PROVIDER

EXTERNAL SERVICES

BROWSER CLIENT

WEB WEB

SIP/ XMPP/ Other

Websockets

WEB APP WebRTC APP

IMS APP


WebRTC - Solution

RTC APP ENGINE

WEB SIGNALING ENGINE

BROWSER CLIENT

SS7 IP


EXTERNAL PROVIDER

EXTERNAL SERVICES

BROWSER CLIENT

WEB WEB

SIP/ XMPP/ Other

Websockets

WEB APP WebRTC APP

IMS APP

Communications Service Provider

Service Brokering/Exposure

IT Communications Server

WebRTCApp

SDPApp

IMSApp


SANE

Converged Application ServerCommunications

Communications as a Service Open Service Market Market Driven Standards Web/IT Service Delivery COTS App Servers Programmable Networks Cloud Elasticity

Network Services

ServiceNode SCPApp

Server

Networks

3G AINIMS

Access


Network Access

Service AccessService ControllerCommunications

Converged App ServerCommunications

Services GatekeeperCommunications

Converged App ServerCommunications



• Maximise current investment whilst still delivering on evolving strategies

Revive Legacy solution

• Drive additional value from your network assets and benefit from external innovation

Programmable Network solution

• Ensure operators are a core part of the revolution in ubiquitous access to communications

Embrace the Web solution

solution


The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract.It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

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