2. January 23-26, 2007 Ft. Lauderdale, Florida Services Transformation New Approaches to Delivering Blended Services Over IP Networks Keith Chappell Alcatel-Lucent

3. January 23-26, 2007 Ft. Lauderdale, Florida Services Transformation Binding applications to shared network & management resources delivers a new breed of services with agility Personalized & Blended services with optimal Quality of Experience will be the differentiator

4. January 23-26, 2007 Ft. Lauderdale, Florida Key service challenge: Deliver to end-users compelling integrated user centric services Transformation required to deliver a user-centric communications experience Service & network silos Limited new application capability Limited knowledge of end user preferences and context No network wide visibility or control of resources SERVICE PERSONALIZATION Static management of network traffic and resources Internet grade IP SERVICE AGILITY SERVICE BLENDING QUALITY OF EXPERIENCE Today’s Networks Enriched Communications Experience

5. January 23-26, 2007 Ft. Lauderdale, Florida Services Transformation: Breaking service silos with the Carrier-Grade SDE Carrier-Grade Service Delivery Environment to deliver personalized and blended services 3 Carrier-Grade SDE Federated Control Service Enhancements 3 rd party apps Service Factory Service Operations Converged Network with Services Silos 2 Network and Services Silos 1

6. January 23-26, 2007 Ft. Lauderdale, Florida The Target of Services Transformation The Carrier Grade Service Delivery Environment Service Control Universal BB Access Service Aggregation Data-Aware Transport Business& Consumer Environment Service edge Service Transformation Carrier-Grade Service Delivery Environment Service Oriented Architecture Service Creation Service Factory Applications Application Servers Partner/3rd Party Eco-System SDK/Dev Tools Service Enhancements User Profile Presence Location Video IMS Traditional Internet Session Control Service Blending Resource Mgt Policy-decision & enforcement Federated Control Service Operations Customer/Partner Care OSS/BSS Content Management

7. January 23-26, 2007 Ft. Lauderdale, Florida Key Elements of Carrier-Grade SDE: Service Factory Service Enhancements Service Operations Federated Control Common Service Enablers Service Factory The Service Factory consists of 4 key components: Application Servers Applications Terminal Clients Applications and Client SW Development Tools

8. January 23-26, 2007 Ft. Lauderdale, Florida Value Derived from the Service Factory Flexible portfolio of application servers allow for service delivery optimization. Service Providers are not tied to a single “golden” platform (SDP) promised to support all current and future service needs. Extensive portfolio of applications that can be blended into new services (e.g., IPTV blended with Web Browsing) Personalization of new services by either the Service Provider or the end-user Open, non-proprietary Software Development Kits (SDKs) enable innovation by the service provider and 3rd parties Web Services and IMS protocols facilitate open blending of services across application servers

9. January 23-26, 2007 Ft. Lauderdale, Florida Key Elements of Carrier-Grade SDE: Federated Control Session/Service Blending Integrating sessions within the network Orchestration for sequenced execution where necessary Policy driven blending of services Availability of Always-On Aspect enables Push To “X” type services Dynamic Resource Management Admission control and throttling Flexible Policy Decision/Enforcement driven by a high-speed rules engine Centralized decision point for distributed Policy Enforcement Points (PEPs) Network Security Enforcement Multi-level, multi-faceted security implemented as an always on process, not an event Security standardization enables interoperability in Multi-Vendor Networks Service Enhancements Service Operations Federated Control Service Factory Common Service Enablers

10. January 23-26, 2007 Ft. Lauderdale, Florida Federated Control through Session/Services Blending and Orchestration Soft- Switch Service Blending (SIP, WS, policy- driven orchestration) Video Server SIP Internet Services Other e.g. PTx Partner Services AIN SCP Traditional e.g. IN, Voice Messaging Server Federated Control Service Control Example Control Elements Service Factory IPTV MM over Mobile

11. January 23-26, 2007 Ft. Lauderdale, Florida Key Elements of Carrier-Grade SDE: Service Enhancements Federated Identity –Authentication & Authorization –Identity Management for Single Sign On Federated User Data –Directory (e.g., Name, Voice Mail, etc.) –User Profile –Address book –Privacy Personalization –Dynamic policy decisions based on context, requester, preferences, and data mining –Tailored service offering to simplify end-user selections Federated Presence and Location Communities/Groups –Capitalizing on user “networking” data –E.g.,Groups - gaming, IM, calling patterns Network Abstraction –Network APIs and web services (e.g., OSA Parlay, ParlayX) Rating & Charging –Real-time on-line charging & rating control –Flexibility & special rating for promotions of blended services Service Enhancements Service Operations Federated Control Common Service Enablers Service Factory

12. January 23-26, 2007 Ft. Lauderdale, Florida Service Enhancements: Exploiting Information Federation and Shared Capabilities Service Enhancements enable federation and exploitation of user data and dynamic information to deliver personalization of services Network User Profile User Identity User Preferences & Policies RT Rating & Charging Presence & Location Network Abstraction Layer New Service Options (Service Usage Data mining) Intelligent Delivery Network services

13. January 23-26, 2007 Ft. Lauderdale, Florida Key Elements of Carrier-Grade SDE: Service Operations Service Enhancements Service Operations Federated Control Common Service Enablers Service Factory Service Transformation includes optimizing operations systems to manage blended and personalized services by:  Re-engineering Operational Processes and OSS/BSS systems for innovative service bundling and life cycle management  Enhancing support for End-Users and Partners  Self-Care Portals  Carrier’s Service Exposure  Partner Service Registration  Implementing Service Modeling to optimize fulfillment, assurance and billing processes for new services  Measurement, monitoring, reaction and reporting of customer service usage and service experience  Policy-driven resource management  Providing comprehensive device and content management

14. January 23-26, 2007 Ft. Lauderdale, Florida Transformation impacts more than Networks and Services … Business Processes, Organizations and OSS/BSS Carrier-Grade SDE Federated Control Service Enhancements 3 rd party apps Service Factory Service Operations Time/Results Key Business Objectives PMO = Present Mode of Operations FMO = Future Mode of Operations Org./People Systems Processes Balanced Scorecard Metrics KPI / KQI Encompassing People, Processes & Systems OpsSI&P F S&CILM PLM OS&R AB MOM RDM CRM SMO RDM SPRM SDM SCDM Enterprise Mgmt Customer Extending traditional FAB with eTOM covering end-users, partners & ITIL Best Practices FAB - Fulfillment, Assurance, Billing eTOM – enh. Telecom Operations Map ITIL - IT Infrastructure Library DataVoIPVideoMobile FMO PMO

15. January 23-26, 2007 Ft. Lauderdale, Florida An unmatched vision for Services Transformation… SERVICE PERSONALIZATION SERVICE AGILITY SERVICE BLENDING QUALITY OF EXPERIENCE Enriched Communications Experience Services Transformation Framework Service ControlService Creation Access, Transport, & Service Edge End-user Environment Carrier-Grade Service Delivery Environment Service Factory Federated Control Service Enhancements Service Operations