1. SDP Value Add in a Cloud Web 2.0 World Eric G Troup CTO, WW Communications & Media Industry Microsoft Corporation ITU Workshop on “Service Delivery Platforms (SDP) for Telecommunication Ecosystems: from today’s realities to requirements and challenges of the future” (Geneva, Switzerland, 17 October 2011 )

2. Focus of this Presentation The needs of the Breadth Service Developer The needs of the Communications Service Provider Microsoft’s Interest 2

3. Difficult to manage the hybrid cloud Time-to-market is increasingly becoming the main differentiator, however internal innovation slow and expensive with little re- use Effort to create telco development communities and APIs having limited success Innovation on the “web” bypassing telco Complex monetization models The Business Problem 3

4. Cost and complexity of establishing business relationships Lack of standardized management support – the hidden cost Richness of API feature set very limited APIs too telco centric Few and rigid business models Lack of governance, tooling and 3 rd party composition limits organic innovation Development environments too domain specific Limitations of Current Telecom SDPs 4

5. Expose more and richer capabilities from network, OSS/BSS and the cloud(s) Provide an environment where cloud developers can mash-up, make improvements and add to the library Define and expose a standard set of management functions Provide structured capability to expose services across many developer communities Expose the tools to enable end to end management over the hybrid cloud Enable multiple flexible business models (“Business Model as a Service”) New Requirements 5

6. Key Areas of Focus by Telcos Enabling a Richer Developer Experience Common Tools Richer Application Sets Effective usage of 3G, 4G/LTE network services for enhanced user experience. Managing end-to-end across: Service Layer Cloud Resource Layer Network Infrastructure Layer Enabling Telco 3G, 4G/LTE capabilities to be combined with Applications for competitive advantage. 6

7. Microsoft is a Global Service Provider Service Delivery via Partners is a Core Strategy 7

8. Simplified View of the Goal One Framework for CSP, IT/Enterprise, and Cloud 8 Service Broker, Lifecycle Management, Governance, SOA Best Practices, Middleware, Web Services Exposure of underlying components Service Broker, Lifecycle Management, Governance, SOA Best Practices, Middleware, Web Services Exposure of underlying components Network Gateways and Exposure Fine-grained Network Application & Resource Controls (Charging, Policy, etc.) Fine-grained Network Application & Resource Controls (Charging, Policy, etc.) Gateways and Exposure Fine-grained IT Application & Resource Controls (Charging, Policy, etc.) Fine-grained IT Application & Resource Controls (Charging, Policy, etc.) Real-time Orchestration (fine grained control) Coarse grained Exposure Real-time Orchestration (fine grained control) Coarse grained Exposure Gateways and Exposure Fine-grained Cloud Application & Resource Controls (Charging, Policy, etc.) Fine-grained Cloud Application & Resource Controls (Charging, Policy, etc.) Real-time Orchestration (fine grained control) Coarse grained Exposure Real-time Orchestration (fine grained control) Coarse grained Exposure Real-time Orchestration (fine grained control) Coarse grained Exposure Real-time Orchestration (fine grained control) Coarse grained Exposure Consistent Development Environment Attractive to Broad Developer Ecosystem BSS & OSS Telco 2.0 Developers (MSDN) Network SDP Developer Web 2.0 Developer IT Pro Developer Global Cloud Network IT / Enterprise Network Communications Network

9. Great Customer Experience Service Delivery Broker Service Delivery Broker Application Network Logical Resources Network Logical Resources Network Physical Resources Network Physical Resources Application Cloud Virtualized Resources Cloud Virtualized Resources Network Virtualized Resources Network Virtualized Resources Management System(s) (BSS/OSS) Management System(s) (BSS/OSS) CRM Telecom Operator Functional Interfaces Functional Interfaces Management Interfaces Office 365 Premium with QoS Office 365 Premium with QoS Microsoft Key Functions Developer Support Tools Service Lifecycle Management & Metadata Wizards for SOA Best Practice Catalog Functions Runtime Operations The Use Case of “End-to-End Service Management” Internet BackboneOperator Core NetworkAccess NetworkMicrosoft Network / CDN Xbox Live Bandwidth Manager MPLSMPLSLYNCLYNC 9 Great Developer Experience! Trouble Tickets / FM / PM / QoS / SLA Charging / Billing / Settlement Service Orders and Provisioning B2B Interfaces End-to-End Visibility End-to-End Visibility Management System(s) (BSS/OSS) Cloud/Service Operator

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