Oracle Telecommunication Platform for Service Delivery

Oracle Service Delivery Platform Telecommunication Platform for Service Delivery Andy Deller Technical Director, Oracle EMEA Comms & Media 4 November, 2009 Typical Telecom Infrastructure Hard to expose the Network to 3rd parties to deliver new services 3rd Parties Content and Service Providers PSTN SMPP/ UCP/ CIMD2 SMS MMS MM7/ MM1 Voice XML Proprietary Development Environments PSTN Seperation Between IT Infrastructure and Network Telco Service Call Control Service Proprietary Equipment CRM/Financial Business Support Systems BSS Operational Support Systems OSS IT/Network Interfaces For Billing, Provisioning GSM/2.5G/3G UMTS Billing Customers Challenges of Existing Approaches • No unified user • user information spread out in many different systems with no view on customer • No unified data • data about billing, usage, partners, system management spread out in many different systems • Time to market • developing a new Telecom service on average takes 12-18 months • Inflexibility towards new business models • multiple business processes need to be used, tried and refined • Silo Systems • high cost of integration and maintenance • Proprietary Environments • hard and expensive to develop and deploy new services Technology Trends Land a Helping Hand • Emergence of Standard Interfaces to Develop Network Independent Services • Parlay • SIP – IMS • Standard Interfaces open Service Development to more Developers • Lower service development costs • IP-Based Networks are Cheaper to Build out and Operate • IP-Based Networks Offer the Opportunity to Develop new Differentiating Services • New Business Opportunities • New business models Service Provider Requirements • • Ability to Rapidly Develop and Launch Innovative Data and Multimedia Services • • • To Both Consumers and Enterprises Short lived, highly profitable services (consumers) Retain the Loyalty of highly profitable enterprise customers (and consumers) Who knows what the killer application is (going to be)? Retain customer relationships and billing To target enterprises The Stove Pipe approach won’t cut it to develop, test, deploy and manage converged data services and applications Rapidly Monetize the Investment in Services and Infrastructure • Opening up the Networks to 3rd party Service and Content Providers • • • • Simplify Complexity • • Need for a new highly available, carrier-grade horizontal environment • What are the next “killer applications”? Buddy-lists IPTV VoIP Chat Surf Click to dial Messaging Video Ring-back tones Presence Conferencing Location Push to talk Convergent Model? Service Providers My Friend’s Access Network Providers Most Network Providers would want to move up Office LAN Mobile Home Broadband Hotel/Hotspot Devices/ Customers What are the next “killer applications” and models? Buddy-lists We do not now which applications or IPTV Click to dial business models will prevail tones Ring-back VoIP Messaging Chat we do know successful Service But Conferencing Location Providers will need “killer environments”. Surf Video Presence Push to talk What is the killer environment? • Flexible • New services • New providers } No restrictions on innovation • Managed • Open but controlled access to network capability • Service Level Agreement definition and enforcement • Carrier Grade Execution • OSS Integration • Standards based • Carrier Grade elements • BSS Integration • Revenue streams • Customer Lifetime Management Move Toward IP-Based Telecom Network Switching Implemented with Commodity IP Routers IP Network/Internet IP Phones 3rd Parties Content and Service Providers SIP Need a Standards-based Way to deliver new high Value services and open the network to 3rd Party Service and Content Providers Parlay X Parlay PSTN SMPP/ UCP/ CIMD2 SMS MMS CRM/Financial GSM/2.5G/3G Billing Customers Standardized Interfaces to Network Elements for Both Legacy and IP Network are a reality MM7/ MM1 Voice XML UMTS We Have Seen this Before: The Internet Architecture Created the Need for Application Servers and J2EE Partner/Supplier App Server J2EE Internet Systems of Record Firewall HTML Enter SDP IP Phones 3rd Parties Content and Service Providers Revenue Sharing IP Networks SIP Expose Network to Partners Billing Standards-Based Service Delivery Platform Interface with BSS PSTN Parlay CRM/Financial Customers Interface with Network (Legacy and IP) via Standard Interfaces Wireless Oracle Vision for a Service Delivery Platform A horizontal platform for service providers to rapidly and efficiently develop, test, deploy and manage converged data services, applications and content Oracle Service Delivery Platform Design requirements • Suitable for Telecommunication requirements • Carrier grade, scalable, reliable, high availability, low latencies and cost effective • Migration from current infrastructure and future proof • Support multiple and viable business models for service providers • Target both consumer and enterprise • Provides out of the box services • Allow partnership with third party service and content providers • Standards based • J2EE appropriately extended / evolved for Telcos / Service providers • Leverages experience and capabilities of IT platforms Conceptual SDP Architecture Business Rules, Processes and Activities Carrier Grade Execution Environment Service Development, Deployment, Execution, Management (independent of business rules and network) Applying Business Rules (BPEL, Rule Engine, CDH -CRM,/PRM integration, OSS/BSS support…) IT Vendors SI & ISVs Service and Application Middleware (J2EE, Identity Management, Content Management WebServices, Portals, J2ME, Device Management, …) Adapters to Network ISVs SIs NEMs ISVs SIs Network Services Network and Gateway Layer (Network Element, Parlay G/W, JSLEE, …) The goal is to implement a future proof Service-Oriented (SOA) and Event –Driven Architecture (EDA) independent of Network technology and component vendors that allows Service Provider to develop viable business models Oracle SDP Architecture Marketing/Events/BAM/Dashboard/BI O&M Tools IP Phones IP Network/Internet 3rd Parties Content and Service Providers Service Gateway: Policy, RT Business rule`s, Security Content Delivery Suite Portal Mobile Portal SIP Custom Service or Out of box app. SIP Servlet Container Rules Engine SIP Servlet Telecom Service Enablers CRM/Financial Customer & Data Hubs BSS + OSS Integration Adapter Billing Customers Content / Service Provider Management BPEL Parlay Connector J2EE & Service Execution Environment ESB and Integration Connectors PSTN SMPP/ UCP/ CIMD2 Digital Asset Management Content Adaptation Device Enablers Device repository GSM/2.5G/3G Parlay SMS MMS MM7/ MM1 Carrier Grade Execution Platform Voice XML UMTS Mobile Portal: Dynamic Device Adaptation Same mobile portals in PocketPC browser, Colour XHTML MP browser and Black and White WML browser. The Customization pages for customers to personalize their Mobile Portal Table and Grid Layouts OMA Service Environment (OSE) Applications Applications Service Provider Domain Policy Enforcer Execution Environment (Software Life Cycle Mgmt, Load balancing, caching, etc.) Web Service bindings Other bindings … … Enabler Enabler Enabler Enabler implementation implementation implementation implementation To Resources in Operators, terminals, Service Providers Oracle’s Service Delivery Platform is a J2EE realization of the OSE Oracle SDP blueprint follows the OSE blueprints: –To –To drive IMS: IMSinOMA integrate with Parlay / Parlay X: ParlayinOSE (work in progress) Oracle SDP at Telenor A Case Study Oracle Service Delivery Platform Driving Service Innovation A Common Service Framework Spaghetti  Lasagne: Objectives: • • • • • Creating a greater volume of services & applications for the group Enabling faster & cheaper service development, with higher quality Fostering greater service innovation Sharing developments across markets Enabling economics of scale for new platforms and services Produkt Teleks Star Resa Post S656 Trast DatabrønnMasys reg Telma trafikk EDI Obsreg Far data (IDUN) Mais SAP Kreta KOS SAM Levax Saturn Mia Sirius/P Plan KOF/link Sirius/ Habit Kupp Bras Telefon nett OPS KURT Sirius/R A Regina NUFS Telsis/LK KOF avreg. TIPP MOS EBBA Esop S100 Customer Inmarsat CCAS Telsis/AB TIPS Most KOFA Inmarsat Inmarsat A B M Data Adresse S212 Master Utenl. TBS Sermas Telsis/AS Kundefront torg avreg. Marius vask Lokal Katalog Sardin Mobil Bonus Kundax Ritel/F katal FHS reg Mar. Starek Accar Sentaks Ritel/T Ritel/I INRA Trane radio Kabel Brev Numsys Diman Star Kundefront Tino INSA lengde DB Bank Bank Klage Dosat Privat INTRA FDS Fiber Lafdata SSBC utbet giro Nr.tildel Symcom Rugi Debo/ Rut Avtale Anatref Ybas Best-N Drops oobs nett Niapl Alfnet Tref Tmos/ CMVN S12/ Infosys Mbas Datex Aladin Smas Sim necos IN-stat Skips Samba Nmas Telenettet Salsa radio CS CS CS CS CS .... CS Open API’s Common Service Framework Service Platforms Bus. Support Systems Network Oracle and Telenor • Develop Common Services Framework •Deploy / Integrate Globally •Support Globally •Uptake new Oracle capabilities into CSF •Influence Oracle SDP Development CSF is … ...a multichannel Service Delivery Platform Enables delivery of services to all devices through all channels ...a Content Logistics Platform Enables storage, categorization and ingestion of services ...an Upselling Engine Enables recommendations and personalization ...a Service Access Platform Enables 3rd party(like content providers and enterprise) to sign on and access functionality in operator environment ..an Integration Platform Enables high level API access to gateways and message centres ..an Architecture Path That consolidates from a number of verticals to re-usable horizontal components CSF Interfaces Content providers ParlayX JMS Web Services Customer Care Standardised Web Services for BSS interfaces Help Desk Content ingestion Content Provider Access Services BSS Integration Services Billing CSF Rating & Billing Provision Business Intelligence Subscriber Management Network Enabler Adapters SMS MMS Content Authorization Multi channel server Data Warehouse SMPP, UCP, CMID2, MM1, MM7, COD, JAD, Java, RTSP, Parlay, vXML, XML, Jabber SMSC MMSC Smart Router Parlay GW WAP GW Streaming Server Realised Objectives • Greater volume of services through use of standard technology • Common J2EE abstraction of all network enablers and Business Support Systems • • Faster and cheaper Service Development through standard technology and reusable horizontal components Greater innovation through abstraction of silos and flexible charging interfaces • • • Content aware rating based on event, time, volume Hides limitations in legacy rating systems Leverages investment in new flexible / converged billing Abstracts and hides individual opcos networks and BSS • • Breaks Barriers to sharing content and services across Group • Platform ready for new converged services (Virtual PBX, Presence) Services •Premium SMS •Short codes to content services (e.g. ringtones) •Device Configuration •Short code to device configuration parameters •Premium MMS •Short codes to multimedia MMS •Call control •Call setup, conferencing •Alerts •Subscribe to push content •Ring back tones •Set ring tone for friends •Live TV •Time-based access to audio and video content •“Bubbletalk” •Short voice messaging •Wap Portal •Access and browse content •Video / audio streaming and download Conclusions • IT is becoming more strategic then ever before in Telco • IT-based solutions are the key to unlock the power of IP-Based Networks • Service Delivery Platform is the strategic heart of modern Service Providers infrastructure • Oracle is the ideal technology and business partner to address the Service Provider Requirements Oracle Service Delivery Platform Supplementary Information Oracle Service Delivery Platform What about the business model? Voice SMS Vmail MMS ”i-mode?” Mobile Subscription Mobile Oracle Fusion Middleware Blueprint Oracle Fusion Middleware for Comms Relating and detailing the two blueprints Content Provider UNIFIED WORKSPACE Portal Content Adaption Mobile Delivery Services Out-of-the-box Out-of-the-box Services Services Mobile Portal Web Portal DEVELOPMENT COMPOSITION Billing/ Rules Eclipse TOOLS & PROCESS Charging Engine ORCHESTRATION JDeveloper ADF Mobile Multi-Channel Authoring BPEL/ESB designer Telco services designer BPM (BPEL) BSS/CRM Integration INFORMATION Device Digital AGGREGATION Mngt Asset Mngt & ANALYSIS BAM Data Hub Content Provider MANAGEMENT Management Enterprise Manager OSS Integration TELECOM SERVICES Telecom Service Enablers Parlay Connectors SECURITY Service Gateway ID Management AA Integration ENTERPRISE APPLICATION SERVER Servlet SIP J2EE, WS and Infrastructure Container GRID COMPUTING GRID Carrier Grade High-Availability RAC TimesTen Note: this mapping is only illustrative. Some components map to multiple fusion categories. Solution Composition Oracle Fusion Middleware Telco Services    Content Delivery Push Email VPBX Oracle Fusion Middleware SDP Oracle Fusion Middleware SDP Extension Pack   Service Policy Engine + Service Access Gateway HSS (Home Subscriber System) Oracle Fusion Service SOA Suite Oracle Fusion Middleware for Telco     Carrier-grade J2EE SIP Servlet Container Parlay Connectors Enabler Framework + Enablers (Presence, CC, Charging, DM) Oracle Fusion Middleware Enterprise Edition SDP - Not Just a Telco Play • SDP is just a Vertical Instance of a Modern SOA • Service Enable Applications and Legacy systems (and specialized resources) • Build new innovative and services • Service Orchestration • Service Management and Security • Identity Management • Portal and Multi-channel access to services • … • Service Providers Target Customers • E.g. Yahoo, CNN, Financial Service Companies, Insurance... • SIP-Enabled Application Server supports Development of new Media-Rich Applications • Enterprise Voice and Data Solutions • Conferencing, Virtual PBX