Introductory lecture: Business Analysis and Valuation of IT and communication services and service platforms Case PATS lab

Contents Introduction Business trends and changes Practical case: PATS platform IT and communication services and service platforms –Services –Enabling services / Enablers / Service functions –Service platform –Heterogeneous services –Service portfolio –Portfolio optimisation problem Methodologies and approaches for analysis and valuation of services and SPs Example: EU project SPICE Conclusion

Contents IntroductionIntroduction Business trends and changes Practical case: PATS platform IT and communication services and service platforms –Services –Enabling services / Enablers / Service functions –Service platform –Heterogeneous services –Service portfolio –Portfolio optimisation problem Methodologies and approaches for analysis and valuation of services and SPs Example: EU project SPICE Conclusion

Introduction NGN IT and communication services and service platforms – heterogeneous in two aspects: –Technologically: Services - pervasiveness, ubiquity, ambience Platforms - heterogeneous, distributed –Business: Multiple business actors, Variety of business models Value chains, value configurations / networks –Examples of services – discussion

Contents Introduction Business trends and changes Practical case: PATS platform IT and communication services and service platforms –Services –Enabling services / Enablers / Service functions –Service platform –Heterogeneous services –Service portfolio –Portfolio optimisation problem Methodologies and approaches for analysis and valuation of services and SPs Example: EU project SPICE Conclusion

Business trends and changes Business aspects: –Multiple business actors, roles, responsibilities –Complex value chains and value networks –Vertical integration –Horisontal integration, Technical aspects: New products / services –Pervasiveness, ambience, ubiquity –Context awareness –Information, knowledge, support, communication – intangible assets –Service shape and borders blurred User aspects: –Usage scenarios –Convenience –Utility –Price / Demand How to model, design, valuate ? –Macro perspective –Strategy analysis, –Micro perspective,

From spaghetti to lasagne Service “stove pipes” Network and application specific standards, systems and capabilities Integrated at channel or customer point Streamlined layers Applied across BT Integrated at solutions assembly service

Contents Introduction Business trends and changes Practical case: PATS platform IT and communication services and service platforms –Services –Enabling services / Enablers / Service functions –Service platform –Heterogeneous services –Service portfolio –Portfolio optimisation problem Methodologies and approaches for analysis and valuation of services and SPs Example: EU project SPICE Conclusion

Practical case: Open service platform: PATS To create a network of excellence on advanced convergent services and fast service development, established as a mutually beneficial collaboration between partners from industry, university and telecom-operators University NTNU Operator Telenor FoU Telenor Mobile Industry Ericsson Compaq network of excellence aa

PATS - Main goals 1.Support advanced convergent services: mobility, personalization, context awareness, multimedia 2.Allow services to be modelled separatly and composed incrementally to form gradually more complex suites of well interated services 3.Make service engineering so simple and fast that students and others may develop new services

PATS Innovation Lab Available technology and platform components Incomit Movade NSP Incomit Movade NSP Ericsson Jambala Sidewinder Ericsson Jambala Sidewinder OSA/Parlay Gateways Bravida GeoWeb Map, POI, Route Telenor Mobil CPA Telenor Mobil CPA SMS, MMS, WAP, POS Telenor R&D Location FW Telenor R&D Location FW GSM, A-GPS, WLAN PopWire Live Engine PopWire Live Engine Ericsson CDS Multi-media Streaming Servers Radionor Radioeye Radionor Radioeye Ekahau WLAN Positioning Intel Dialogic IVR Intel Dialogic IVR Red-M Bluetooth Red-M Bluetooth Service Delivery Platform components Incomit Application Hub Incomit Application Hub Ericsson EJB Actor Frame Ericsson EJB Actor Frame Development and Execution Platforms IBM WAS-T (Wepshere) IBM WAS-T (Wepshere) Rational Rose Telelogic UML 2.0 Telelogic UML 2.0 Engineering Tools

PATS Services

Buddy List Incomit Movade NSP Incomit Movade NSP Ericsson Jambala Sidewinder Ericsson Jambala Sidewinder OSA/Parlay Gateways Bravida GeoWeb Map, POI, Route Telenor Mobil CPA Telenor Mobil CPA SMS, MMS, WAP, POS Telenor R&D Location FW Telenor R&D Location FW GSM, A-GPS, WLAN PopWire Live Engine PopWire Live Engine Ericsson CDS Multi-media Streaming Servers Radionor Radioeye Radionor Radioeye Ekahau WLAN Positioning Intel Dialogic IVR Intel Dialogic IVR Red-M Bluetooth Red-M Bluetooth Service Delivery Platform components

Instant Voting Incomit Movade NSP Incomit Movade NSP Ericsson Jambala Sidewinder Ericsson Jambala Sidewinder OSA/Parlay Gateways Bravida GeoWeb Map, POI, Route Telenor Mobil CPA Telenor Mobil CPA SMS, MMS, WAP, POS Telenor R&D Location FW Telenor R&D Location FW GSM, A-GPS, WLAN PopWire Live Engine PopWire Live Engine Ericsson CDS Multi-media Streaming Servers Radionor Radioeye Radionor Radioeye Ekahau WLAN Positioning Intel Dialogic IVR Intel Dialogic IVR Red-M Bluetooth Red-M Bluetooth Service Delivery Platform components

GeoMMS Incomit Movade NSP Incomit Movade NSP Ericsson Jambala Sidewinder Ericsson Jambala Sidewinder OSA/Parlay Gateways Bravida GeoWeb Map, POI, Route Telenor Mobil CPA Telenor Mobil CPA SMS, MMS, WAP, POS Telenor R&D Location FW Telenor R&D Location FW GSM, A-GPS, WLAN PopWire Live Engine PopWire Live Engine Ericsson CDS Multi-media Streaming Servers Radionor Radioeye Radionor Radioeye Ekahau WLAN Positioning Intel Dialogic IVR Intel Dialogic IVR Red-M Bluetooth Red-M Bluetooth Service Delivery Platform components

Contents Introduction Business trends and changes Practical case: PATS platform IT and communication services and service platforms –Services –Enabling services / Enablers / Service functions –Service platform –Heterogeneous services –Service portfolio –Portfolio optimisation problem Methodologies and approaches for analysis and valuation of services and SPs Example: EU project SPICE Conclusion

Figure 1. Service execution and delivery activities, presented as numbered Use Cases (and Business Use Cases. Service, Enabling service, Service platforms

Figure 5. Phases in real option financing for NGIS R&D process Services / Service portfolios - Cash Flow optimisation problem

Services and SPs Service platform analysis, valuation and business performance: –Heterogeneous services Information and communication support – based services: –Youth support, –Health support –Business person on the move support –Service portfolio optimisation problem Valuation of service platforms by their service portfolios R&D projects: –Analyse and estimate risk: Technical risk Business risk –Managerial flexibility

Contents Introduction Business trends and changes Practical case: PATS platform IT and communication services and service platforms –Services –Enabling services / Enablers / Service functions –Service platform –Heterogeneous services –Service portfolio –Portfolio optimisation problem Methodologies and approaches for analysis and valuation of services and SPs Example: EU project SPICE Conclusion

Methodologies and approaches for analysis and valuation of services and SPs Business models (BMs) Methodologies / approaches for: –Qualitative analysis –Quantitative analysis Models depend on the purpose / type of the analysis, level of details, wanted information Models – approximation of reality… Examples: –Two models for quantitative analysis

Service portfolio optimisation problem

Contents Introduction Business trends and changes Practical case: PATS platform IT and communication services and service platforms –Services –Enabling services / Enablers / Service functions –Service platform –Heterogeneous services –Service portfolio –Portfolio optimisation problem Methodologies and approaches for analysis and valuation of services and SPs Example: EU project SPICE Conclusion

Example: EU project SPICE Development of the SP for NGN services - mobile platform: –IP based mobile services Semantic webs, Information and knowledge management, International service roaming, International information roaming –Business modelling, analyses and design In parallel to technical modelling and design –Professor Alexei Gaivoronski, JZ, Students

Contents Introduction Business trends and changes Practical case: PATS platform It and communication services and service platforms –Services –Enabling services / Enablers / Service functions –Service platform –Heterogeneous services –Service portfolio –Portfolio optimisation problem Methodologies and approaches for analysis and valuation of services and SPs Example: EU project SPICE Conclusion

Information and communication services –Technical and business aspects: heterogeneity, distribution, complexity Complex business models Modelling and simulation – candidate technology for: –techno-business designs and analyses, –for follow up and business process improvements Information, knowledge, process support – intangible business assets ??? Value chains and value network – the ultimate service business environment

Very interested in collaborations Thank you