2. Best Practices in Service Creation Ian Moraes, Ph.D. Principal Engineer 2 Office of the CTO IP Unity Glenayre

3. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 3 Overall Context We can gain an insight on how to enhance IMS service development and delivery by exploring what is driving interest and adoption of Web 2.0 services

4. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 4 Outline Recap of Web 2.0 Recap of IMS Application Infrastructure Apply Web 2.0 best practices to IMS Summary

5. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 5 Nebulous eclectic mix of technology & behavior –Blogging, Syndication (RSS/Atom), Wikis, Web Services (REST), Rich Internet Clients (Ajax, Flex) –Sharing, Participatory, Engaged Users, Social Software, Viral Marketing, Consumable, Distributable, Agility, Openness Apache craigslist Web 2.0

6. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 6 Architecture of participation Data as the driving force Network effects by default The perpetual beta Innovation in assembly Leverage the power of “The Long Tail” Software above the level of a single device O’Reilly and Battelle, 2004, Wikipedia Web 2.0 Principles

7. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 7 Traditional Telco –Closed architecture –Focus on mass market –Advertise service –Silo-based apps –Reactive User –Longer Development –Designed Application Traditional Telco vs. Web 2.0 Web 2.0 –Open architecture –The Long Tail –Viral marketing –Collaborative platform –Empower User –Perpetual Beta –Customizable

8. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 8 IMS is a technology framework –Layered unified IP–based architecture that supports a plethora of converged voice, video and data services to any device on a broad set of networks –Fixed/mobile network convergence, user mobility, access-agnostic applications, shared user profile Two key catalysts for deploying IMS –Provide new applications that increase ARPU –Enable faster deployment of new services Heavy Reading, 2006 IMS

9. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 9 P-CSCF S - MGCF HSS Cx IP Multimedia Networks IM- MGW CS Network M n Mb Mg Mm MRFP Mb Mr Mb Legacy mobile signalling Networks I-CSCF Mw Gm BGCF Mj Mi BGC F Mk C, D, Gc, Gr UE Mb M b MRFC SLF Dx Mp CS IMS Subsystem Cx Mm A S ISC Sh Ut SIP AS IMS partitioning of functions Standard interfaces for profile, charging, and control AS can be purpose- built or SDP-based IMS Architecture

10. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 10 Broaden developer base –Leverage web talent (Professional developers can use standard web development tools such as Java, C#, XML) –Technically capable users can use web tools to create or customize services Use tools that promote rapid development of new services –Tools such as J2EE (JSP, Servlets), VoiceXML, XML and Javascript have more inherent rapid service velocity –Rapid experimentation of new services Adopt shorter development cycles –Lightweight programming model, agile development –IMS standardized interfaces (Ro/Rf, ISC, Sh) and function partitioning helps reduce integration, test and deployment –Offer beta versions to get early user feedback Think like a Web 2.0 Developer!

11. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 11 Think of an “active” user (not a passive one) –User contributes to service Software gets better each time it is used –Users can be co-designers of application Users want services their way –Personalization (look and feel but also functions) –Consistent preferences, data and configuration irrespective of access method –Create a simplified and easy to use experience Leverage web usability experience Monitor domain-specific trends Empower the User

12. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 12 Share Data Among Applications –Multiple applications share converged service profile (HSS) –AS can access and support GUP Server Build to Work with Deployed Components –Interface with Charging (OCF/CDF) and Profile (HSS) –Leverage deployed Media Resource Function (MRF) –Participate in industry interoperability events –Comply with industry standard specifications Avoid Silo-based Applications –Important to avoid replicating silo-based applications approach on a single Application Server –Current AS platform can support multiple applications –Support bundling different types of services Cooperate with Others

13. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 13 Facilitate development of converged services –New services could be created by aggregating individual services (mashups) on different application servers using SCIM –Expose application interfaces to facilitate access to application specific data and functions Promote low-barrier computing and integration –Modularize monolithic services into byte-sized reusable functions –Enable easy access to operator functions (presence, location, subscriber data) –Nurture ecosystem for third party developers Don’t Build from Scratch

14. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 14 Easier to develop niche services in IMS –The Long Tail –IMS services framework encourages niche application developers to use its abstracted network functions and standard technologies to create enhanced services –Use of SDP (with built-in ISC, Ro/Rf, and Sh interfaces) also facilitates development of niche market services Enable easier sharing of promotions and offers –Support options for Viral Marketing. For example, use the messaging mailbox to support viral marketing –Integration with social networking Enables Servicing of Niche Markets

15. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com Enhance server-side support for access methods –Ensure applications are designed to support multiple access methods –Expose interfaces for access to subscriber data and status (XCAP) Develop applications for broad set of devices –Use toolkits that facilitate broad device support to develop software above the level of a single device (JSR 180, JSR 281, OMTP) –Ensure consistency in user interfaces across different devices (BREW, J2ME, WAP) Serve a global user base –Design applications for i18n Broaden User Access

16. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 16 Some operators prefer a phased IMS deployment –Operators concerned with evolving specifications –Reduces cost and risk –Provides early insight on organization and processes required to support new services Deploy next generation services platform –Supports multiple applications on single platform –Supports SIP using stack that can be extended to support ISC –Enhanced services built to be access-agnostic (TDM, IP) & uses web-based model (VoiceXML, J2EE, JSP) –Abstract charging & profile interfaces can evolve to Ro/Rf & Sh/Dh –Expose subscriber data & functions via HTTP/XML or web services –Not coupled to a specific Media Server –Can evolve to a SIP AS Transition to IMS Services

17. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 17 BT Web 21C SDK –Set of developer tools (SOAP-based Web Services API) that allow application developers to make calls, send messages, receive messages, manage conference calls, get location, and manage contacts ExitGames and IP Unity Glenayre –Leveraged MRF and SIP Application Server to add in-game voice conversation (aka Trash Talk) features to the multi player networked games of Exit Games Examples of Progress

18. September 10-12, 2007 Los Angeles Convention Center Los Angeles, California www.ITEXPO.com 18 Analyze and synthesize Web 2.0 best practices and apply them selectively to IMS service development and delivery Not sufficient to merely replicate the Web 2.0 experience for IMS. IMS provides opportunity to extend the Web 2.0 experience by leveraging telco assets Summary