1. 1© Nokia Siemens Networks 2011 To change the document information in the footer, press [Alt + F8] and use the „Nokia_Siemens_Networks_–_Change_Document_Information“ macro. R 255 G 204 B 0 R 255 G 130 B 0 R 110 G 6 B 115 R 163 G 166 B 173 R 104 G 113 B 122 R 234 G 234 B 234 R 170 G 15 B 30 R 0 G 0 B 0 R 255 G 255 B 255 Supporting colors: R 60 G 170 B 0 Primary colors: “Jumping The Barrier” Service Delivery Framework MIT October Plenary 2011 Jan Kok Principal Innovator Nokia Siemens Networks

2. 2© Nokia Siemens Networks 2011August 2011 For internal use Market Overview Applications Strategy SDF Overview Exposure Creatary Smart Lab

3. 3© Nokia Siemens Networks 2011August 2011 For internal use There are other people stealing the ‘buttons’ of the CSPs Where are the ‘Telco buttons’ for CSPs revenue? … many button’s One button

4. 4© Nokia Siemens Networks 2011August 2011 For internal use Internet Virtual Worlds Games Web2.0 Mobile TV IPTV SMS, MMS, IM How the CSP can rediscover their buttons for sustainable revenues? Core services Dedicated implementation Partner services Fast service creation Marketplace services Exposure to developers # of services Revenue  Revenue Per-service revenue Voice VAS Ringtones Business Services Source: ABI, NSN research Revenue sources today (NSN Business Evolution Study, 2011: 146 interviews with 47 CSPs and 14 other companies) Voice (Mobile voice & VoIP) Person to Person Messaging Fixed Broadband Mobile Internet Entertainment Content services like IPTV Other Value Added Services Advertising Revenue from partner through 2-sided business models Carrier services

5. 5© Nokia Siemens Networks 2011August 2011 For internal use Strengths: Innovative and fast moving Excelling in application eco-system Shortcoming: End-to-end SLA Charging capabilities Strenghts: Managed QoS and security across entire chain Flexible carrier charging (Pre-paid, post-paid) Shortcoming: Smaller addressable market (Scale) High service deployment cost Slow T2M CSPs have under-leveraged assets to get the buttons back Telco Service Provider Delivery via CSP Network Over theTop Best effort Internet delivery Public Internet Assets includes Location Profile Billing Messaging & voice Contacts and history Context and community Deeper analytics

6. 6© Nokia Siemens Networks 2011August 2011 For internal use Market Overview Applications Strategy SDF Overview Exposure Creatary Smart Lab

7. 7© Nokia Siemens Networks 2011August 2011 For internal use CSP Innovate and deliver new services CSP Challenges and opportunities Smart Phones Dating Games Music Browsing Video Streaming Social Media ChallengesOperator AssetsOpportunities Customer demand for new applications Competition by Web 2.0 Players Erosion of voice revenues Communication Infrastructure ownership Trusted partner for consumers and enterprises Customer Insight Offer unique, smart, services and apps Address untapped markets New business models

8. 8© Nokia Siemens Networks 2011August 2011 For internal use Market Overview Applications Strategy SDF Overview Exposure Creatary Smart Lab

9. 9© Nokia Siemens Networks 2011August 2011 For internal use Service Delivery Framework System evolution to match new consumer and business expectations Marketplace Services (100  ) Partner Services (20-100) Revenue/service 0 Mobile Music Core Services (~ 20) # of Services Integrated eMail Business Services Games Voice VAS SMS/MMS/IM IP &Mobile TV Community Internet access WEB3.0  Revenue Ring tones Televoting mCommerce Virtual worlds Fast service creation and flexible business models Service exposure for 3rd parties Push To X Info Call & Share Quadplay Core services – specific effort justified SDF reduces integration complexity and multiple integration steps SDF Applications APIs Enabler

10. 10© Nokia Siemens Networks 2011August 2011 For internal use 3rd party applications & content SDF High level architecture Six main domains Service Delivery Framework 6. OSS/ BSS Gateway 3. SOA instrumentation Content Providers 5. Content Mgmt & Delivery 4. Enablers OSS BSS Network IMS TV (mobile, cable, IP) IN/SSF Others (SMSC/MMSC/…) Devices PC + TV + Mobile + Phone 3rd party applications Web 2.0 applications 1. Service Execution Environment Applications 2. Service Creation Identity Management, AAA, Profile & Preferences, … Device capability Management Presence Location Online Charging VoIP Portal Common User Data Mgmt

11. 11© Nokia Siemens Networks 2011August 2011 For internal use Market Overview Applications Strategy SDF Overview Exposure Creatary Smart Lab

12. 12© Nokia Siemens Networks 2011August 2011 For internal use NSN Exposure Solution and Developer Communities www.Creatary.com Easy on-boarding process for developers, charging and settlement for assets, sandbox environment for testing, API reference, concepts, tutorials, forums, blogs

13. 13© Nokia Siemens Networks R 255 G 211 B 8 R 255 G 175 B 0 R 127 G 16 B 162 R 163 G 166 B 173 R 104 G 113 B 122 R 234 G 234 B 234 R 175 G 0 B 51 R 0 G 0 B 0 R 255 G 255 B 255 Supporting colors: R 52 G 195 B 51 Primary colors: NSN Smart Labs DevicesConnectivityInternet content Enhance user experience Optimal interworking between smart devices, applications and networks Focus on user experience and network performance Fully equipped with latest radio technologies and end-to-end IP network Foster mobile internet ecosystem and cooperation between key stakeholders

14. 14© Nokia Siemens Networks 2011August 2011 For internal use The buttons are there … someone to push them. … many button’s One button