KPN's presentation at the Broadband World Forum 2010 at the session "Service Delivery Platform Evolution Revolution, Convolution, Amalgamation, Elimination or Virtualization." KPN vision is to provide services to any device on any network at anytime. Eventually, it moves to "Everything-is-a-Service" model. From a user perspective consistent, on-par (Apple setting the bar) UX is one of the most important buying (and usage) motivation. Customer satisfaction efforts demand co-operation/partnership with others in the value chain, among which are (independent) developers, VARs, users, verticals, etc. Hence, services will encompass assets and capabilities from many different sources. Critical for this paradigm is fulfillment(including activation, registration, log-on), assurance and billing.

1. Service Delivery Platform Evolution
KPN’s SDP Experiences
Broadband World Forum 2010
Colin pons
October 26, 2010

2. 1
Connecting users to Services and Content
Customer demand, Technology and Business Model Innovation Trends drive the tear-
down of classic Telco servide delivery model and value shift
Competition at all points of the value chain

3. Strategic choices: Competing
with Internet Application/Content Providers and Device manufactuers
2

4. Strategic choices: Bit Pipe
Connectivity Provider. The DHL or Fedex of digital content?
3

5. Strategic choices: Co-Operation
Telco networks, enablers and service enriched/enhanced with
service and content from third parties
4

7. 6
The Google Example

8. Gadgets from the Reality Distortion Field
7

9. Telco SDP

10. 9
WHAT IS NOT WORKING?

11. 10
Bad execution and lack of customer insight are dominant causes of
failure in innovation, but the need for differentiated services is clear

12. 11
Bad execution and lack of customer insight are dominant causes of
failure in innovation, but the need for differentiated services is clear

13. 12
Bad execution and lack of customer insight are dominant causes of
failure in innovation, but the need for differentiated services is clear

14. 13
Bad execution and lack of customer insight are dominant causes of
failure in innovation, but the need for differentiated services is clear

15. 14
Classic SDP and it predecesssor IN focused on the service development
issue only
Reduce development effort, costs and duration

16. App Shops

17. 16
• A Methodology, not a product or technology (‘IMS’).
• Re-useable components and well-defined (open) interfaces
– Both service platforms (IT) and process IT (BOSS)
• Not limited to service creation or initiation, but also continuous delivery
Service Delivery Framework...

18. The outline
17
Assembly
Middleware
Enablers
DataCenter

19. The fundamentals – or what are our lessons learned