Shane Logan, Director of Services Architecture at Telus, is transforming Telus' service layer to maintain competitive advantage. Telus provides voice, IPTV, and internet services to 34 million Canadians. The challenges include giving developers faster access to Telus' subscriber base, and giving carriers and subscribers access to more affordable applications. To address this, Telus is implementing a Service Delivery Framework (SDF) to provide a centralized access point, policy engine, and third party relationship management. The SDF will improve time-to-market, reduce costs through re-use, and encourage external innovation by making services available on any device.

1. Shane Logan Director, Services Architecture Transforming the service layer to maintain competitive advantage.

2. Who are we . . . HSPA, CDMA, iDEN Voice, both PSTN and VoIP 34 million population, 72% Penetration IPTV and HSIA

3. Today's challenges . . . Developers; cheaper/faster access to our base Carriers; faster access to cheaper innovation Subscribers; access to more affordable niche apps We need a “Service Delivery Framework”

5. Lessons: Web2.0, Harness Collective Intelligence . . . External Innovation

8. To expose network enablers, (more funding)

10. A ‘Long Tail’ business model approach to applications

12. To use their own tooling, the rest they can figure out as they are innovative folks

13. Time to market, reduced risk and cost and improve time to cash

16. educate the partners, quietly exposing is not enough

17. do you have a product managers per API or for the framework

19. Have senior buy-in and think Governance

21. Sigma Systems – Company Profile May 24, 2011 © Sigma Systems - Company Confidential Chart - 12 Experts in Provisioning the Evolution of New Services 15+ years of dedicated OSS development and deployment experience in Cable, Telco, and Mobile Privately held, headquartered in Toronto, with Global Sales and Services offices in London, Japan, Portugal, Brazil and India 50+ deployments worldwide; more than 150 million Voice, Video, Data and Mobile services under management 320+ employees dedicated to OSS Service Management and Fulfillment design, development and deployment Ongoing commitment to Research and Development, aligned with key industry standards 12

22. Sigma SMP and TMForumFrameworx May 24, 2011 © Sigma Systems – 2011 - Company Confidential Chart - 13

23. Service Layer Solution at Telus Abstracts service delivery technologies from upstream systems TMF Standards-based Interfaces Common Technical/Service Catalog across all classes of Service Integrated Order Management, Provisioning and Activation Facilitates Rapid Product & Service Creation May 24, 2011 © Sigma Systems - 2011- Company Confidential Chart - 14 CDMA Access iDEN Access SDPs: RIM, Messaging LBS Other: Paging, CDPD CDMA Access iDEN Access SDPs: RIM, Messaging LBS Other: Paging, CDPD

24. Business and Operational Benefits Realized Architectural goals achieved Data integrity issues removed Managed the service-subscriber-topology relationships Avoided “back-door” operational activities Reduced the provisioning errors < 1% after commercial deployment Reduced call-center support volumes… “$millions worth of benefits in customer acquisition, retention and satisfaction” May 24, 2011 © Sigma Systems – 2011 - Company Confidential Chart - 15

25. Network Evolution May 24, 2011 © Sigma Systems – 2011 - Company Confidential Chart - 16 In 2008 Telus announced plan to construct a national High Speed Packet Access (HSPA) network Tight timeline Need to be running for the 2010 Vancouver Winter Olympics True Test of the Service Layer architecture

26. Service Layer Passes the Test Effective abstraction layer masked most activation complexities from upstream systems Simplified integration of HSPA technology Re-use of provisioning logic for SDPs on top of HPSA access Ready for “Activation as a Service” May 24, 2011 © Sigma Systems - 2011- Company Confidential Chart - 17 CDMA Access iDEN Access SDPs: RIM, Messaging LBS Other: Paging, CDPD HSPA Access

27. Thank You Shane Logan Director, Services Enablement Telus Shane.logan@telus.com May 24, 2011 © Sigma Systems – 2011 - Company Confidential Chart - 18 Brian Cappellani CTO & VP of Engineering Sigma Systems Brian.cappellani@sigma-systems.com