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SDP and OTTNew Business Models and Opportunities for Operators Michel Burger Group Head of Architecture, Vodafone Technology michel.burger@vodafone.com
A World of API
2006 API Cloud 512
Today API Cloud 12secondstv 23 30Boxes 411Sync 43Things 5min 7digital A9 Abbreviations Active AddThisMenuAddThisSharingEndpointsAdobeOnAirAdobeShareAdobeSocialAevumObscurumAftertheDeadlineAgentRankaideRSS AIM AIMPhonelineAkismetAlcatelLucentOpen Alchemy AlchemyAPIKeywordandTermExtractiAlexaAlexaThumbnailAlexaTopSitesAlexaWebInfoAlternativeTo Amazon AmazonCloudWatch AmazonEC2 AmazonFulfillmentWebServiceAmazonHistoricalAmazonMarketplaceWebServiceAmazonPaymentsAmazonQueueAmazonRDSRelationalDatabaseServi AmazonS3 AmazonSimpleDB AMEE Amplify AOLOpenAuthAOLOpenMailAOLPicturesAOLVideoAOLVideoUploadAOLWebAIMAonawareDictionaryArcWebArtBeatarXivAustralianBusinessNumberLookupAuthenticJobsAuthorize.NetAvantLinkAvvoAwesmBabyNames Backpack BackTweetsBackTypeBandsintown Basecamp BatchBook BBC BBCMusicBeboBeenVerifiedBeerMappingBeliefNetworksBestBuyRemixBetfairBibleGatewayBibSonomyBigHugeThesaurusBigTribe Billboard Billomat Bing BingMaps Bit.ly BlankSlatebLaughBlinksaleBlinkx Blip.tv BlipfmBlogamaIPInfoDB Blogger BloglinesBlogmarksBlueDotBookMoochBooRahRestaurantSearch Box.net BrightcoveBrighterPlanetEmissionEstimatesBrightkiteBroadsoftXtendedBrooklynMuseum BTWeb21C BuildasearchBurstnbuySAFEBuzznetCafePress Calais CampaignMonitor Campfire CapitolWords CareerBuilder CarmaChaChaChartLyricsLyricChirpio Cicero CitySearchCityGridCitySourcedClearForestClickatellClickyCligsCliptaCloudMadeCloudspeakersCloudvox CNET CollectaCOLOURloversCommissionJunction Compete ConceptShareConnoteaContextVoiceCorpWatchCowntUsCreativeCommonsCrunchBaseCurrenciesExchangeRatesCyberSourceSimpleDabbleDBDailyplacesDandyId Dapper DataUnisonEbayResearchDaylifeDBBusinessVerifyDBCreditCheckDBpediadeCarta del.icio.us DemocracyInAction DHL DiggDigitalBucketDigitalNZDigitalPodcastDipityDirectedEdgeDiscogsDisqusDobaDocstocDocuSignEnterpriseDonorsChoosedopplrDrawloopDropboxDropioEarthToolsEasyUtil eBay EchoNestEchoSignEditGridEmporaEvergreenEnthusemEntrezErgasteSideWalkESRIArcGISJavaScript ESV EtsyEventbrite Eventful EveOnlineEvernoteEvocaEvriExpono Facebook FacebookAdsFacebookGraphFacebookSocialPluginsFacecom Faces Factual FanFeedrSportsNewsFantasyFootballNerdFatSecretFaviconz FedEx FedSpendingFeedBurnerFeedMapffwdFilesAnywhereFilesTubeFilmCraveFindoryFireEagleFizberNeighborhoods Flickr FlightStatsFloobsFollowTheMoneyFormstackForvoFotolia Foursquare Foxrate Freebase FreebieSMS Freewheel FreeYourIDFreshBooksFriendFeed Friendster FringFUTEFWikipediaGameProGamesRadar Garmin geocodergeocoderCanadaGeocubesGeographGeoIQGeolenzGeoloqiGeoNamesGetMappingGetSatisfactionGigablastGigJunkieGigyaGitHubGlobalBiodiversityInformationFacGlobeXplorer Glue GoMoTextSMSGatewayGoodreads Google GoogleAdSenseGoogleAdWordsGoogleAjaxFeedsGoogleAJAXLanguageGoogleAJAXLibrariesGoogleAjaxSearchGoogleAnalyticsGoogleAppEngineGoogleAppsEmailMigrationGoogleBaseGoogleBookSearchBookViewabilityGoogleBookSearchDataGoogleBuzzGoogleCalendarGoogleChartGoogleCheckoutGoogleClientAuthGoogleCodeSearchGoogleContactsGoogleCustomSearchGoogleDesktopGoogleDirectionsGoogleDocsListGoogleEarthGoogleEmailSettingsGoogleFinancePortfolioGoogleFontGoogleFriendConnectGoogleFusionTablesGoogleGearsGoogleGearsGeolocationGoogleGeocodingGoogleGmailOAuthGoogleHealthGoogleHomepageGoogleLatitudeGoogleMapsGoogleMapsDataGoogleMapsElevationGoogleMapsFlashGoogleMashupEditorGoogleNotebook GoogleO3D GoogleOpenIDGooglePicasaGooglePlacesGooglePredictionGoogleSafeBrowsingGoogleSitesGoogleSocialGraphGoogleSpreadsheetsGoogleSSOGoogleStaticMapsGoogleTalkGoogleTranslateGoogleVisualizationGoogleWaveGoogleWebAuthGoogleWebmasterToolsGoogleWebsiteOptimizer GovTrack.us GowallaGreatSchoolsGroovesharkGrouperVideoGrouponGruvr Guardian Harvest HerokuHeyzap Hi5 HighriseHiogiHolidayServiceHomePipe hon.jp hostipHotelsCombinedHotOrNotHotUKDealsHowcastHyvesIdenticaIdiomagIfbyphoneiGoogleThemesIIGAlertsIkregeernlILikeImageLoopImageShackImeemImglyIMified indeed InfochimpsDigitalElementInfosnipernetInnerGearsCityStateInstagramInstapaperIntelCPUIntelePeer Interfax InternetArchiveInternetVideoArchiveIntuitDataServiceIPAddressLookupIpernityIPLocationISBNdbIsgdIssuuSearchITunesandiTunesConnectJadukaJaikuJamBase Jigsaw JobCentralJobsJoost Jots JotSpotJoyRackGamesJustintv Kayak KelkooKewegoVideo Kiva KloutKooKooKulerKwwikaKynetxKyteLastFM Lat49 LayarLazyTune Let039sBeTrends LibraryThingLingr LinkedIn LinkShareLiveContactsJSLiveJournalLivekickLiveSpacesPhotoControlLiveVideoLivingStones LOCSRW LongURLLoxcelLuluPublishingLyricsflyLyricWikiMa.gnoliaMailChimp Map24 MapLargeMaplightMaponics MapPoint Mappy MapQuest MapstractionMaxMindGeoIPMeaningtoolMechanicalTurkMediohMeeboMeetupMendeleyMenuManiaMetaCartaMicrosoftAdCenterMicrosoftBingMicrosoftHealthVaultMicrosoftMSDNMicrosoftTranslatorMindTouchDekiWiki Mite MobivityMobypicture Moneybookers MOO Moreover MSNMessenger MTV MultimapMusicBrainzMusicMobsMusixMatchMyBlogLogMyplaylist MySpace MyVoxNabaztag NASA NaverNCAAMensCollegeBasketballNdurlNestoria Netflix NetSuite NetvibesNewsCloudNewsGatorNewYorkTimesArticleSearchNewYorkTimesBestSellersNewYorkTimesCampaignFinanceNewYorkTimesCommunityNewYorkTimesCongressNewYorkTimesMovieReviewsNewYorkTimesNewswireNewYorkTimesTimesPeopleNextstopNing NOAA NorwayWeatherNotifixious NPR OmgiliOmnidriveOneLoginOntokOntokWikipediaOodleOoVooOoyalaVideoPlayeropenDadaOpenDOAROpenGovernmentDataInitiativeOpenLayersOpenPatentServicesOpenSecretsOpenSocialOpenSosiusOpenStrandsOpenStreetMapOpenXOpinionCrawlSentimentAnalysis Orb OrkutOSOpenSpaceOutsideinPageflakesPanoramio PayPal PDFGeneratorPeekaCityPeoplePondPhanfarePhishTank Photo PhotobucketPicnikPicPlzPikchurPikeoPingdomPingfmPixagogoPixlrPlancastPlaxoPlaymePlazes Poly9FreeEarth PostalMethodsPosterousPostRankDataMiningPownce PriceGrabber PriceRunnerPrintfectionProdigemProgrammableWeb Prosper PubSub Pusher Pushpin PushpinLocationDataQrcxQuarkRankQuickBaseQuickFuseQuoraQurlQwerlyQypeRadioTimeRakutenRapLeafRawSugarRealtyBaronAnswersRecurlyRedditRentometerRescueTimeRetroAvatarReutersSpotlightRevverRezgo Rhapsody Ribbit Rim RingfulRiyaRoviCloudServices RPX RroveSafeCreativeSalesforceScienceMuseumScribdScribdiPaperSecondLifeSeeqPodSeesmicSemanticContextualAdvertisingSemanticHackerSendGridSendibleSensebotSEOmoz Shadows SharedBookShareThisShizzowShopify Shopping.com ShopStyleShopzillaShrtenShutterPointSilverlightStreamingSimpleAPISimplyHiredJobsSimpySkydeckSkyhookWireless Skype SletohcomSlideShareSmashFlySmugmugSnappyFingersSnaprSnipshot SNOCAP SocialActionsSongkickSonglySongzaSoundCloudSparklinesSplogSpot Spock SpokenBuzz Spore SpotifyMetadataSpraciSpringWidgets Start SteplystikkitStrikeIronStrikeIronReversePhoneStrikeIronSMSProStrikeIronTaxesStrikeIronUSCensusStupeflixStylight Subj3ct SugarSyncSummizeTwitterSearchSunlightLabsCongressSuperDataPackSuperfeedr Swivel Syndic8 TagalusTagletsTagooTagToogaTailrankTarpipeTeachStreetClassesandCourses Technorati Tel TextamericaTheyWorkForYouThisNextThoundsThumbalizrTicketflyTimesURLTinyGeoCoderTinylinkTinysongTinyURLOpenTokBoxTopicalizerTopsyTouchnoteTourCMSMarketplaceTownMeGeoTradeSportsTransparencyDataTravelFusionTrendrrTribeHR Trim TringMeTropoTrueKnowledgeTruliaTrustedPlacesTryntTumblrTutorialsGardenTweetmemeTweetPhotoTweetScanTwilioTwilioSMSTwinfluenceTwitgooTwitPicTwitrPix Twitter TwitterCounterTwitterGraderTwitterStreamingTwittervisionTwtfmTypeKeyTypePadUClassifyUPCDatabase Upcoming UPS UrbanDictionaryUrbanMappingUrlBorgUserplaneUSGSElevationUSPostalService Ustream.TV USYellowPages Vast VeohViaMichelinViddlerVideodetectiveVideoSurfVidoopVimeoVirtualEarthVodpod voo2do Voxeo W3Counter WalkScoreWatchMouseWeAreHunted WeatherBug WeatherByCityWeatherChannelWeatherUndergroundWebAPIforBiology Weblogs WebPurifyProfanityFilterWebShotsWebThumbWeFeelFineWhatCountsWhatTheTrend WHERE Where2GetItSlippyMap WhereisWhitePagesWhoisWidgetboxWigle Wikipedia WindowsDesktopGagdetsWindowsLiveContactsWindowsLiveDataWindowsLiveDomainsWindowsLiveExpoWindowsLiveGadgetsWindowsLiveIDWebAuthenticationWindowsLiveSpacesWindowsLiveSpacesPhotoWiserEarthWishpotShoppingWordnikWorldCatSearchWorldTimeEngineWuala Yahoo YahooAddressBookYahooAdsYahooAnswersYahooAudioYahooBBauthYahooBOSSYahooContactsYahooGeocodeYahooGeoPlanetYahooImagesYahooInternetLocationPlatformYahooLiveYahooLocalYahooMailYahooMapImageYahooMapsYahooMessengerYahooMusicYahooMusicEngineYahooMyWebYahooPlaceFinderYahooPlacemakerYahooQueryLanguageYahooRelatedQueryYahooSearchMarketingYahooShoppingYahooSiteExplorerYahooSocialDirectoryYahooSpellingSuggestionYahooTermsYahooTrafficYahooTravelYahooUpdatesYahooVideoYahooWeatherYahooWidgetsYellowCanada Yelp YesBroadcastDBYolinkYourMapperAPI YouTube YouTXTZanoxZapposZazzleZeeMapsZemantaZendesk Zillow ZixxoZohoZoomInZoomInfoZooomrZvents 3940
Individual PiecesLego Packs Option 1 5 Think Lego
Option 1 6 Type of Services Differentiation Potential Revenue Services that are running by Services that run on top of Services that run better with Multi level of integration  (light to deep) Commercial Agreement  (ex: bill to charge) Generally operated externally Ex: Zynga with Facebook Deep integration Product or work package done by vendor or internally developed Generally operated internally Ex: Address book by Vodafone No Integration Commercial Agreement  (ex: pre embedded client) Operated externally Ex: Twitter  Intrinsic Drive and Incentive Strategic Choice
Distribution and Motivation
API Distribution Long Tail ShortTail Web Developer Who? Internal Developer Mobile Developer Device Developer Redistribution How? ServiceProvider Aggregator Portal Raw Exposure Standard (defacto)  Environment for 
. for 1 2 4 1 2 4 4 3 4 SDK  (Code that hide the API for a specific platform) Eg: Eclipse Plug-in, Mobile device SDK (Apple, Android
) 1 Customized API  (API created for a specific partner) Eg: Apple, Google
 Retail API  (API to focus on a specific client) Eg: Mobile API, Web API 
 3 2 What? Wholesale API  (API focused on delivering specific operation) Eg: Googlemap,  Eg: Backup and restore, NWAB, Mondrian
 4 Option 1 8
The Continuum of Motivation Companies People Stand-alone Product Profits Level of Resource Commitment By-product economics Advertising  Reputation,Signaling Skill-Building Hobby, Fun  Moral commitment Consumption Only Contributors (in descending order of individual contributions)
Monetization
Option 1 11 Internet Model Internet Service Provider User Improves experience Consumes Value enriched Data generates revenue Service Data Many free services Produces The more context  the more efficient and the more value One data set and common semantic Example: Search/InformationMgmt :  Rated auction/Selling: 11
Option 1 12 Where We Are Now Network Service Provider User - What is the set of unique services a NSPcan offer to complete this triangle? - Which core semantic is characterizing NSP’s? ? Consumes Data Data Service Several services generate revenue Data Vodafone Example: Voice, SMS Data flat rate Produces Many services don’t produce data and are only focus on reporting  Many different sets of data generated by the user and/or by the service  Many data sets  and undefined semantic 12
Option 1 13 Where We Should Be  User Closing the triangle gives the needed acceleration effect Revenue from existing services will shrink Value enriched Data generates revenue Vodafone Example: Voice, SMS Data flat rate Data Service Additionalrevenue from new services Vodafone Example:m-Healthm-Advert Semantic interoperability with other Service Providers Free services One data set and common semantic Vodafone Example: Address Book/How Entities communicate Vodafone Services Architecture Vision, Jan 2011 13
A Different Approach
Internet Service Dilemma Network Ecosystem Multiple Planes: Application, Enablers, Control, Bearer Discovery, session and connection oriented IT Ecosystem Integrated multiple systems thru EAI (Enterprise Service Bus) Well behaved, well defined components Internet Services  Large scale of components Loosely defined Managed by many different entities and people Not controlled Unsuccessfulexamples Experiences using IMS/RCS -  Network specific protocols -  Expensive implementation - Strong standardisation is slowing down evolution  -  Connection driven + Provide a clean way to abstract the bearer channel Gap Application Experiences using SDP -  Lack of Scalability (Number of components involved) -  Lack of flexibility and dynamic behaviour + Still needed for lifecycle management Ecosystem Ecosystem Option 1 15 15
Infrastructure abstraction: to go beyond virtualization to provide service with a set of API on how to consume basic resources (Storage, Computing, Queueing) Identity Management: to provide open standard (OpenID, Oauth) to deal with identity and authorization by interacting with different legacy system Profile Management: to make sure that all data resources are linkable and discoverable  Transaction Management: to provide the infrastructure to deal with distributed transactions for operation like user lifecycle High Performance EventManagement: to handle real time near real time distributed event management for services Analytics: to make sure that every services generates data and there is a way to extract value from that data  Exposing service APIs in the proper context: services are about API and not just end to end experience: Device Management Connection Management  User Profile User Services Option 1 16 Pillar/Plugs for Dealing with Internet Services Device as a service User as a service
Target Architecture 3rd Party Service Mobile Client Web Client 3rd Party Client 3rd Party Platform ,[object Object]
 semantic/protocol abstraction

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Sdp summit

  • 1. SDP and OTTNew Business Models and Opportunities for Operators Michel Burger Group Head of Architecture, Vodafone Technology michel.burger@vodafone.com
  • 4. Today API Cloud 12secondstv 23 30Boxes 411Sync 43Things 5min 7digital A9 Abbreviations Active AddThisMenuAddThisSharingEndpointsAdobeOnAirAdobeShareAdobeSocialAevumObscurumAftertheDeadlineAgentRankaideRSS AIM AIMPhonelineAkismetAlcatelLucentOpen Alchemy AlchemyAPIKeywordandTermExtractiAlexaAlexaThumbnailAlexaTopSitesAlexaWebInfoAlternativeTo Amazon AmazonCloudWatch AmazonEC2 AmazonFulfillmentWebServiceAmazonHistoricalAmazonMarketplaceWebServiceAmazonPaymentsAmazonQueueAmazonRDSRelationalDatabaseServi AmazonS3 AmazonSimpleDB AMEE Amplify AOLOpenAuthAOLOpenMailAOLPicturesAOLVideoAOLVideoUploadAOLWebAIMAonawareDictionaryArcWebArtBeatarXivAustralianBusinessNumberLookupAuthenticJobsAuthorize.NetAvantLinkAvvoAwesmBabyNames Backpack BackTweetsBackTypeBandsintown Basecamp BatchBook BBC BBCMusicBeboBeenVerifiedBeerMappingBeliefNetworksBestBuyRemixBetfairBibleGatewayBibSonomyBigHugeThesaurusBigTribe Billboard Billomat Bing BingMaps Bit.ly BlankSlatebLaughBlinksaleBlinkx Blip.tv 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  • 5. Individual PiecesLego Packs Option 1 5 Think Lego
  • 6. Option 1 6 Type of Services Differentiation Potential Revenue Services that are running by Services that run on top of Services that run better with Multi level of integration (light to deep) Commercial Agreement (ex: bill to charge) Generally operated externally Ex: Zynga with Facebook Deep integration Product or work package done by vendor or internally developed Generally operated internally Ex: Address book by Vodafone No Integration Commercial Agreement (ex: pre embedded client) Operated externally Ex: Twitter Intrinsic Drive and Incentive Strategic Choice
  • 8. API Distribution Long Tail ShortTail Web Developer Who? Internal Developer Mobile Developer Device Developer Redistribution How? ServiceProvider Aggregator Portal Raw Exposure Standard (defacto) Environment for 
. for 1 2 4 1 2 4 4 3 4 SDK (Code that hide the API for a specific platform) Eg: Eclipse Plug-in, Mobile device SDK (Apple, Android
) 1 Customized API (API created for a specific partner) Eg: Apple, Google
 Retail API (API to focus on a specific client) Eg: Mobile API, Web API 
 3 2 What? Wholesale API (API focused on delivering specific operation) Eg: Googlemap, Eg: Backup and restore, NWAB, Mondrian
 4 Option 1 8
  • 9. The Continuum of Motivation Companies People Stand-alone Product Profits Level of Resource Commitment By-product economics Advertising Reputation,Signaling Skill-Building Hobby, Fun Moral commitment Consumption Only Contributors (in descending order of individual contributions)
  • 11. Option 1 11 Internet Model Internet Service Provider User Improves experience Consumes Value enriched Data generates revenue Service Data Many free services Produces The more context the more efficient and the more value One data set and common semantic Example: Search/InformationMgmt : Rated auction/Selling: 11
  • 12. Option 1 12 Where We Are Now Network Service Provider User - What is the set of unique services a NSPcan offer to complete this triangle? - Which core semantic is characterizing NSP’s? ? Consumes Data Data Service Several services generate revenue Data Vodafone Example: Voice, SMS Data flat rate Produces Many services don’t produce data and are only focus on reporting Many different sets of data generated by the user and/or by the service Many data sets and undefined semantic 12
  • 13. Option 1 13 Where We Should Be User Closing the triangle gives the needed acceleration effect Revenue from existing services will shrink Value enriched Data generates revenue Vodafone Example: Voice, SMS Data flat rate Data Service Additionalrevenue from new services Vodafone Example:m-Healthm-Advert Semantic interoperability with other Service Providers Free services One data set and common semantic Vodafone Example: Address Book/How Entities communicate Vodafone Services Architecture Vision, Jan 2011 13
  • 15. Internet Service Dilemma Network Ecosystem Multiple Planes: Application, Enablers, Control, Bearer Discovery, session and connection oriented IT Ecosystem Integrated multiple systems thru EAI (Enterprise Service Bus) Well behaved, well defined components Internet Services Large scale of components Loosely defined Managed by many different entities and people Not controlled Unsuccessfulexamples Experiences using IMS/RCS - Network specific protocols - Expensive implementation - Strong standardisation is slowing down evolution - Connection driven + Provide a clean way to abstract the bearer channel Gap Application Experiences using SDP - Lack of Scalability (Number of components involved) - Lack of flexibility and dynamic behaviour + Still needed for lifecycle management Ecosystem Ecosystem Option 1 15 15
  • 16. Infrastructure abstraction: to go beyond virtualization to provide service with a set of API on how to consume basic resources (Storage, Computing, Queueing) Identity Management: to provide open standard (OpenID, Oauth) to deal with identity and authorization by interacting with different legacy system Profile Management: to make sure that all data resources are linkable and discoverable Transaction Management: to provide the infrastructure to deal with distributed transactions for operation like user lifecycle High Performance EventManagement: to handle real time near real time distributed event management for services Analytics: to make sure that every services generates data and there is a way to extract value from that data Exposing service APIs in the proper context: services are about API and not just end to end experience: Device Management Connection Management User Profile User Services Option 1 16 Pillar/Plugs for Dealing with Internet Services Device as a service User as a service
  • 17.
  • 20. Common front end with level of specialization (direct access supported, if the layer adds value 
 )
  • 21. Services are developed using or consuming the service platform and infrastructure components
  • 22. Using specific technologies and specific architecture
  • 23. Must adhere to architecture principles
  • 24. Platform to provide common services and utilities to support and meter backend services
  • 25. Normalized abstraction of the basic IT resources using AWS semantic
  • 26. A broker will decide based on policy and service level request which implementation to use (Local, Hosted, Cloud)
  • 27. Virtualized internal resources will implement the abstractionConnection Management Connect ivity Common Access Layer Front End Mobile 3rd Party Backend Services Network & Terminal enablers IT enablers Proof of concept done with Huawei Implementation in Eller Common Services Analytics Identity Management Profile Management Transaction Management High PerfEventManagement Extraction Aggregation Storage Analysis Service Platform Hybrid Cloud Option 1 17 Infra Structure 17
  • 28. Option 1 18 Putting Everything Together Internet Service Ecosystem IT Ecosystem Connect ivity Connection Management Common Access Layer Customer Care Front End Partner Mgmt Mobile 3rd Party IT Enablers (User Lifecycle, Order Mgmt, Revenue Mgmt, Care) Order Mgmt ERP Backend Services Application (Native, Web) And Widget Billing Rating Service Platfrom Analytics Common Services Enterprise Service Bus Network/Terminal Enablers Resource Mgmt Product Catalogue Network Device Network Ecosystem Application Plane Business Home Network AS AS Enablers Fault Mgmt XDMS BI HSS Presence Location Control Plane Visited Network P-CSCF I-CSCF S-CSCF IBCF Operation PDF Bearer Plane BGF BGF BGF ARACF Access Inter-carrier Roaming SIP Media All NSPcapabilities and core assets need to be exposed as enablers (Network, IT and Terminal) 18