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Telecommunication Network Driven Ecozone Enable Flexible Enhanced Services and New Operator Business Models Via NGOSS-Managed Control Points

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Telecommunication Network Driven Ecozone Enable Flexible Enhanced Services and New Operator Business Models Via NGOSS-Managed Control Points Telecommunication network driven Ecozone Enable flexible enhanced services and new operator business models via NGOSS-managed control points. DOAG Konferenz 2010, Nürnberg November 18th 2010 Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 1 Contents. Project overview Detailed description of the project Project structure and deliverables Project organization, budget plan, and time schedule Which new trends evolve in the battled telecommunication market? Technical evolution enabled new service worlds, new players and changed traditional business models. Ecosystems & Over The Top Traditional telecommunication Players compete with traditional business has changed radically. telecommunication companies. Bandwidth evolution Service evolution & Over the top players Stove pipes have vanished New ecosystems evolved Telecommunication Internet / Web Media Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories End user perspective. Communicate – Exchange Information – Socialize. Technological evolution supports – follows human desires. Time Convenience Usage Simplicity Interactivity Speech Cave Docs Communication painting Digital Photo - Movie Service Documentation Service Store Distribute … Exchange Technology Intercede Technology Access Transport Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 6 Customer desire/demand follows techn. possibilities. Coupling of Super Access with Super Usage and intelligent Follow me service provisioning. y t i Flickr v i Unified t Twitter comm. c Customer a r Follow me service e t n Customer Share personality I Slingbox r Services PSN Enrich your message e p u UGC S e g Customer: a Internet s t s n Buy once use everywhere e U e Buy once t c i n v TV/IPTV r r TV/IPTV o (e.g. ring tone mobile & fix net) Customer e e Customer C S p Device – network agnostic u Mob/Fix Network S s s Office Commute e Customer: c c Home Vacation High quality service / content A r access options from all available e p Mobile Fixed TV Radio technologies (using single sign on ) u Content / Services Seamless User Experience S Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 7 Which secret do successful players in the telecommunication arena have? Does an operator have a similar opportunity or is the dump bit pipe its destiny ? End 2 end service worlds form strong ecosystems. Traditional access driven carrier business model is a dead end street! Google and Apple are current dominant players. Vertical marketplaces Interaction Vertical marketplaces Design & Ecosystems Usage & Ecosystems Hardware Content Service Worlds Communication Commerce Technology OS Technology GUI platform All three companies try to establish an E2E service eco-system, using their unique (service) control point(s). Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 9 Control Points in relation to an Ecozone. Control Point based on Service Control Points and Enablers. Enablers provide Relationship unique information Control Points correlate Enabler enablers in meaningful Service control points Service ways make enablers Control Point accessible Control Point E2E service and resource Rapid creation, provisioning. Rapid creation, collaboration Powerful data correlation Orchestration Service Portfolio : Voice, Messaging , IPTV Process Service Service … chain E C O Enabler : Storage, Identity, Location Privacy … Network functions : Mobility, Quality of Service … Z O N E Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 10 NGOSS Lifecycle and Methodology. Logical and technical alignment of business and technology. Describes business operation Describes architecture and implementation of the business Business View System View Describes the conceptual Describes the conceptual design of the solution from design of the solution from the business perspective a system perspective Neutral Logical Technology Perspective Describes the actual Describes the actual deployment of the implementation of solution the solution Specific Physical Technology Perspective Deployment View Implementation View Service Providers Perspective Service Developer Perspective Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 11 NGOSS modular set up & iterative process. Flexible approach to fit for many purposes. Describes business operation Describes architecture and implementation of the business Business View System View Describes the conceptual Describes the conceptual design of the solution from design of the solution from the business perspective a system perspective Neutral Logical Technology Perspective Describes the actual Describes the actual deployment of the implementation of solution the solution Specific Physical Technology Perspective Deployment View Implementation View Service Providers Perspective Service Developer Perspective Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 12 Strong players in ICT business develop closed ecosystems around control points & own marketplace! Carriers should use network assets for horizontal marketplace! Operator Access Closed Ecosystem CP CP CP CP term term Application & term term embedded CP Marketplace CP Marketplace SCP SCP vertical term term term term CP CP CP CP Long Long Long Long Long Long marketplaces SCP Short Short Short Short Short Short CP CP CP Service CP CP SCP CP NCS SCP Enabler SCP NGN Create Network Horizontal CP CP Marketplace Service Ecozone Ecosystem Control Control Point Point NCS= Network Centric Services Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 13 What is the role of IT - NGOSS in this game? Next Generation Services: Follow me services. Example: IPTV - subscribed product. Scenario Joachim has subscribed to an IPTV sports package Bundesliga from Carrier Deutsche Telekom, including a follow me option allowing him to use the service anywhere he wants. Usually Marc comes to Joachim’s place to watch the games. Today Marc has to look after his kids and they need to watch at Marc’s place. Customer request: Scenario options Customer A Customer B Follow me service concept : Location and device agnostic B is also customer of service access. Carrier A. Simple and secure authentication : Customer expects a simple, unambigous and secure B is customer of an authentication. alliance partner B or Quality of service : known carrier B. Depending on the available bandwidth, excellent service delivery is requested. B is customer of a reseller, ???? User experience: the exact carrier is unclear. User expects the same UE of the whole package – at home or away. Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 15 NGOSS integration of IPTV follow me service. What does it mean to the NGOSS framework? Describes business operation Describes architecture and implementation of the business Business View System View IPTV service Map Products to Services Football package Content delivery HD capability SLAs & Policies Neutral Logical Technology Perspective Follow me-service Device agnostic Least Cost routing Broadband access 3rd party SLAs 3rd party interfaces Quality Assurance QoS/SLA monitor Specific Physical Hot provisioning IMS content conversion Technology Perspective Deployment View Implementation View Service Providers Perspective Service Developer Perspective Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 16 IPTV follow me service: technical analysis. Impact overview of usage scenario on NGOSS. at home own Network friendly unknown Usage scenario network network Customer’s Network 3rd party Network equipment connection and connection and connection and Standard capabilities capabilities SLA capabilities access within own based unknown provisioning network Authentication Connectivity user profile One-button via UICC or check stored locally in auth. e.g. via Login „Best effort“ set-top box UICC High QoS streaming Guaranteed Up to same (maybe HD) QoS (e.g. full QoS as at home guaranteed Services HD) (e.g. full HD) across networks Additional QoS Contract data SLA mgmt Discovery Enablers monitoring Provisioning Format SDP conversion 3rd party Service catalog Selfcare content Device Assurance capabilities recognition mechs. Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 17 IPTV follow me service: technical analysis. Impact overview of usage scenario on NGOSS. at home own Network friendly unknown Usage scenario network network Customer’s Network 3rd party Network equipment connection and connection and connection and Standard capabilities capabilities SLA capabilities access within own based unknown provisioning network Authentication Connectivity user profile One-button via UICC or check stored locally in auth. e.g. via Login „Best effort“ set-top box UICC High QoS streaming Guaranteed Up to same (maybe HD) QoS (e.g. full QoS as at home guaranteed Services HD) (e.g. full HD) across networks Additional QoS Contract data SLA mgmt Discovery Enablers monitoring Provisioning Format SDP conversion 3rd party Service catalog Selfcare content Device Assurance capabilities recognition mechs. Marc Cimiotti CGI Group, Joachim Schonowski Deutsche Telekom Laboratories 18 Implication on the future operator business model depends on the specific – local operator business positioning. Could Control Points shape new business opportunities? Enhanced control concepts. Mashed pre-configured Efficient
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