Dave Elmendorf Director 21CN Voice and Multimedia 30th September 2008 Adopting SOA for Telecom Workshop Providers Perspectives on SOA in Telecom

Agenda 1. Changing Landscape in Communications. 2. BT’s Communications Platform Approach CN SDP Design CN Software Based Services.

1. Changing Landscape in Communications.

Life Used to Be Simple We operated a reliable network. The Network

BT’s Focus Changes... NetworkOperatorNetworkOperator ServiceProviderServiceProvider “20C Era”“21 C Era” Shift focus from merely operating a network to delivering services.

Cost Effectively Address the Long Tail 20C-era Networks: Custom Developments One-size-fits-all Services Network Element Vendors design Services 20C-era Networks: Custom Developments One-size-fits-all Services Network Element Vendors design Services 21CN Services Approach: Standards-based Developments Reusable/Pick&Mix Software Components Services Focused on Specific Customer Segments BT in Control of Service Design 21CN Services Approach: Standards-based Developments Reusable/Pick&Mix Software Components Services Focused on Specific Customer Segments BT in Control of Service Design Cost effectively address the unique needs of specific customer segments.

2. BT’s Communications Platform Approach.

A New Service Model Requires A New Delivery Approach Network Infrastructure Web 2.0 & Social Networks Web 2.0 & Social Networks BT User’s Community: Personal, Professional & Enterprise Current Context Privacy Settings Current Timezone Current Timezone Do Not Disturb Do Not Disturb Voting Tally Voting Tally Message to Group Message to Group Message Ack Message Ack In Session Speech Rec In Session Speech Rec In Session Speech Rec In Session Speech Rec Never Busy Never Busy Revokable Contact Info Revokable Contact Info Temporar y Numbers Temporar y Numbers Communication Applications BT User The Service Delivery Platform will need to rapidly embrace new and changing customer needs and technologies.

ServiceExperiencesServiceExperiences Common Capabilities Network & Platforms 21CN has shifted to Platforms and Software Driven Services VoiceVoiceVMVMACDACD Key Core Competency: System Integration Legacy ApproachPlatform Approach Services will be rapidly built in a Pick & Mix Fashion from Reusable Components. Key Core Competency: Service Design and Software Assembly

BT’s 21CN Approach Profile 21CN Broadband 21CN Broadband Global IP & MPLS 21CN Ethernet 21CN Ethernet 20CN ROW PSTN ROW PSTN Application Auth Call Server Messaging Media Servers Media Servers Media Gateways Media Gateways APIs and SDKs for 3rd Party Apps Web 2.0 & Social Networks Focusing only on the lower layers and ignoring a Services approach will lead to commoditization of the Telco. Services Network

3. 21CN SDP Design

Goal: Software & Services on 21CN Embracing the Web, Standard Platforms and Contemporary Software Development Techniques. Agile Service Creation Web & Voice Applications Converging Standard Software Platforms J2EEBPEL WSDL SOA + IMS 21CN Web 2.0 Social Networks SCRUM Sprints VoIP IP MPLS

“Switching” and Enterprise Architectures are Merging Fundamental convergence between telecom “platforms” and Enterprise “applications” Software Development moving from proprietary monolithic telecom applications to standards-based layered J2EE applications Now, the “Applications” Developer can focus on the application and leave platform and resiliency issues to the standards-based infrastructure layers ProprietaryProprietaryJ2EEJ2EE Standards (e.g. JSR289, SIP Servlets, J2EE...) Monolithic Applications on Proprietary Platforms are No Longer Feasible.

Business Apps Social Networks Finished Applications SDP Architecture Devices & Applications SDK/APIs (for User Control) APIs SDKs APIs SDKs Salesforce.com Enterprise Apps Consumer Apps Common Profile Information Discrete Communications Layer (BPEL Orchestration of Components) Componentized Software Architecture with SDKs for External Applications.

SDP is Network Agnostic Pragmatic Design Approach: Build Converged Services with design anticipation of IMS But Begin NOW Select Standard Network Components as Mature Technology Emerges Bandwidth (UK and Global) Network Access and Security 21CN SDP Service PSTN Mobile SIP IMS IMS is not a Requirement to Begin initial Offerings.

5. 21CN Software Based Services

Click-to-Call Services integrated with Applications Virtual PBX Services linked with CRM Distributed Workgroup Service Personal Communication Managers Integration with SMB Applications Integration with Microsoft Office Communicator Communications Convergence with Saleforce.com Unique Billing & Freefone Arrangements Examples of Emerging Services Innovation is about being positioned to rapidly adapt to change.

Component-based Services for Multiple Channels Finished Services SDK/APIs (To Customer/3rd Party Apps) 21CN Global Network Common Profile Information Discrete Communications Layer Consumer SMB Enterprise Wholesale Wholesale Gateways White Label VoIP Services White Label VoIP Services Overflow Trunking Wholesale Capabilities SDK Converged Services Social Communications Instant Conferencing Instant Conferencing Profile-based Routing Profile-based Routing Virtual Receptionist Distributed Workgroup Virtual PBX Hosted CRM Integration Hosted CRM Integration On-Demand Comm Services On-Demand Comm Services Calendar-based Conferencing Calendar-based Conferencing Global Voice VPN Communications Enhanced ERP Communications Enhanced ERP Services can now focus on the unique needs of customers.

Innovation is now less about creating communications services we’ve never heard of, but instead, focusing on the precise needs of customer segments and uniquely meeting their needs. 21CN provides Customers the service building blocks and finished services to produce rich service experiences The Killer Attributes for SDPs are rapid change driven by embracing new applications both internal and external to the service providers In Closing… Thank You and Good Luck.