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International Telecommunication Union Geneva, 9-10 February 2009 New Business Models for Network Operators David Goodman Profile Product Line Manager Subscriber.

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Presentation on theme: "International Telecommunication Union Geneva, 9-10 February 2009 New Business Models for Network Operators David Goodman Profile Product Line Manager Subscriber."— Presentation transcript:

1 International Telecommunication Union Geneva, 9-10 February 2009 New Business Models for Network Operators David Goodman Profile Product Line Manager Subscriber Data Management, Converged Core Nokia Siemens Networks ITU-T Workshop on New challenges for Telecommunication Security Standardizations" Geneva, 9-10 February 2009

2 International Telecommunication Union Geneva, 9-10 February 2009 2 Content Subscriber Data Consolidation Vision 2015 Telco 2.0 Identity Management Summary

3 International Telecommunication Union Geneva, 9-10 February 2009 3 Broadband everywhere Multitude of business models Applications predominantly in internet 5 billion people connected Vision 2015 – The World Connected

4 International Telecommunication Union Geneva, 9-10 February 2009 4 Broadband everywhere Multitude of business models Applications predominantly in internet Vision 2015 – The World Connected Subscriber-centered, information-driven

5 International Telecommunication Union Geneva, 9-10 February 2009 5 Broadband everywhere Multitude of business models Applications predominantly in internet Vision 2015 – The World Connected Customer Insight Managed Experience Converged Experience Personalized Service IntelligencePolicy IdentityMobility Open Subscriber Data

6 International Telecommunication Union Geneva, 9-10 February 2009 6 Recognize the value of subscriber information 1 Align the organization 74% of operators have already evolved their organisation towards a subscriber- centric model Subscriber-Centric Evolution Unify subscriber data across network and services 2 Simplify and personalise services 70% are planning to start creating a single view of subscriber data by end of 1H 2009 Profile subscriber behaviour across network and services 3 Reveal customer insights 76% say customer profiling is their first area of interest for subscriber data Expose subscriber information to third party eco-system 4 Exploit new business models 64% say identity management is second highest area of interest for subscriber data

7 International Telecommunication Union Geneva, 9-10 February 2009 7 Content Vision 2015 Subscriber Data Consolidation Telco 2.0 Identity Management Summary

8 International Telecommunication Union Geneva, 9-10 February 2009 8 Silo Networks, Silo Data Service providers have become detached from their real-time subscriber data – which severely limits their capacity to appropriately interact with customers and partners. Allows new competitors emerging from the content or retail sectors to exploit the new possibilities of aggregate services coming from Web 2.0 communities or the convergence of fixed and mobile services.

9 International Telecommunication Union Geneva, 9-10 February 2009 9 Silo Networks, Silo Data Cable MobileDSLWireless Broadband SGSN CSCF RAN MSS TV DSLAM BRAS xDSL Modem Cable Modem CMTS Cable HFC Aggregation Switch BRAS Access Switch WiMax Policy Access & Authentication Call/Session Control Customer Profiles Resource Mgmt. Accounting NetworkServices Video Devices Presence Portal Messaging Voice/VoIP Policy Access & Authentication Call/Session Control Customer Profiles Resource Mgmt. Accounting NetworkServices Video Devices Presence Portal Messaging Voice/VoIP Policy Access & Authentication Call/Session Control Customer Profiles Resource Mgmt. Accounting NetworkServices Video Devices Presence Portal Messaging Voice/VoIP Policy Access & Authentication Call/Session Control Customer Profiles Resource Mgmt. Accounting NetworkServices Video Devices Presence Portal Messaging Voice/VoIP

10 International Telecommunication Union Geneva, 9-10 February 2009 10 The Telco Inheritance At present, for many service providers, customer data is spread across many different systems – often across different departments and in totally incompatible formats – with all the ultimately unnecessary cost, efficiency, error, duplication, synchronization, support and integration overheads that accompany such an approach. Given the history of the telecommunications sector, such an inheritance has been unavoidable Whats important now is to make sure that the inheritance of data fragmentation doesnt continue to cause further complications and headaches in the future.

11 International Telecommunication Union Geneva, 9-10 February 2009 11 Anytime, Anyplace, Anywhere As the metabolism of the whole industry gears up several notches at once, network architectures and their underlying IT systems must be able to respond in real-time to increasingly complex interactions as customers move between devices, access technologies, payment methods and even identities The future of telecommunications being predicated on an ability to offer speech, content and applications anytime, anyplace, anywhere – to the same rigorous standards of service quality

12 International Telecommunication Union Geneva, 9-10 February 2009 12 Holding The Vision This vision will be severely limited by an inability to bring together relevant subscriber data: As customers move from cellular to WiFi networks or home PC´s, their device preferences are lost and services become annoyingly inconsistent. As domestic broadband customers surf between their IPTV, web, email, RSS feeds and MMS, their service preferences and supporting data fail to transfer As tele-workers move between personal and business time during a normal day, they are faced with having to constantly re-key and re-log network identity information to gain access to the right environment. Service providers have limited ability to combine contextual information with interests, communities and content to offer attractive and premium-priced aggregated services.

13 International Telecommunication Union Geneva, 9-10 February 2009 13 Identifying The Subscriber If a network operator is to make the essential next step towards providing what are truly personalized services, then a consolidated, real- time, de-fragmented picture of the subscriber must be available to act as the catalyst for rapid service creation, deployment and delivery

14 International Telecommunication Union Geneva, 9-10 February 2009 14 Data Layer High Performance CoreOpen Access Control Layer PolicyAAA Call/Session Control Customer Profiles Resource Mgmt. Intelligent Network Services Layer PresenceVideo/IPTVDevicesPortalMessagingSDF Subscriber Profile Database Cable MobileDSLWireless Broadband DSLAM BRAS xDSL Modem Cable Modem CMTS Cable HFC Aggregation Switch BRAS Access Switch TV WiMax SGSN CSCF RAN MSS

15 International Telecommunication Union Geneva, 9-10 February 2009 15 Standards-based Architecture An open, standards-based architecture that sits at the heart of the network creating a horizontal and unified subscriber data layer across all applications. Separating application logic from the subscriber data liberates and unifies customer data that is currently locked away in silo, closed and often proprietary systems. Through this unified approach, mobile, fixed and broadband service providers can take control of their subscriber information, unlocking and securely sharing data across an array of applications, networks and partners. By consolidating this data, applications are able to share one complete, rich and consistent view of the subscriber data instead of limiting its usage.

16 International Telecommunication Union Geneva, 9-10 February 2009 16 Unified Subscriber Data Directory

17 International Telecommunication Union Geneva, 9-10 February 2009 17 Data Consolidation Data consolidation achieves this through several ways: By creating one operator common data model, subscriber data can be harmonized across the network into one logical data layer, removing data inconsistencies and duplications. This ensures a distributed data architecture can be centrally managed throughout its life cycle, essential to the evolution and integrity of the data model. Where data cannot be consolidated, it is federated from silo data sources to bring it into one complete view All data appears to form one common information model, but may be stored in a third-party SQL RDBMS database By having one database, only one point of integration is exposed for all applications

18 International Telecommunication Union Geneva, 9-10 February 2009 18 Simplification This simplifies subscriber and service provisioning, eliminates application integration complexity – and means that only one database ever needs to be updated. Wasted network capacity is eliminated by simplifying network architecture, reducing server and storage requirements, and sub-optimal usage of database software licenses System resilience and scalability can be more optimally managed through data consolidation, delivering carrier-scale availability through a highly distributed real time architecture.

19 International Telecommunication Union Geneva, 9-10 February 2009 19 Common Data Model Although putting everything into the same box delivers demonstrable savings, its from the flexibility in how subscriber data is structured, distributed, exposed and managed that the real tactical and strategic benefits accrue – and through the promotion of a common data model tailored to an operators data requirements.

20 International Telecommunication Union Geneva, 9-10 February 2009 20 Content Vision 2015 Telco 2.0 Subscriber Data Consolidation Identity Management Summary

21 International Telecommunication Union Geneva, 9-10 February 2009 21 The Telco 2.0 opportunity Subscriber-centred Subscriber data-focused Subscriber profiling Business model innovation 2 User-centred User data focused User profiling Business model innovation 1 Telco World (Subscription Driven) Converged Core and Services Internet World (Content driven) Web Services Information Exchange Contextual identity Profiles information Policies information Authentication, Authorization Location, Presence information Payment, Billing Personalization information Profiling, Recommendations 3

22 International Telecommunication Union Geneva, 9-10 February 2009 22 Static data is updated infrequently but must be read in real-time by many applications Transactional data defines entities that are derived from transactions and service usage. Dynamic data is constantly updated as the subscriber interacts with services, manages subscriptions and changes between environments Operational data enables the end-to-end quality of experience to be controlled and services to function correctly. A Single Profile Store Typical Operator Profile Directory Static Profile Dynamic Profile Transactional Operational Pricing plan CPE profiles Address Presence Buddies User identities Subscriptions Access & Authentication Security Policies Activity Recommendations Balance Directory QoS Session state Real-time subscriber profile 123456 00:01:43 TM TIME STAMP

23 International Telecommunication Union Geneva, 9-10 February 2009 23 Subscriber Data Management Holistic solution Customer Insight Managed Experience Converged Experience Personalized Service IntelligencePolicy IdentityMobility Open Subscriber Data

24 International Telecommunication Union Geneva, 9-10 February 2009 24 76% of operators state that subscriber data management is the most important convergence issue for their organisations over the next 12-24 months* 83% of operators say that real-time subscriber data is critical to improve the subscriber experience* * Loudhouse Research on behalf of Nokia Siemens Networks Customer Insight Managed Experience Converged Experience Personalized Service IntelligencePolicy IdentityMobility Open Subscriber Data Subscriber Data Management Holistic solution

25 International Telecommunication Union Geneva, 9-10 February 2009 25 87% seek to improve customer insight in next 12 months* Subscriber Intelligence Framework * Loudhouse Research on behalf of Nokia Siemens Networks 72% see prediction of customer needs as important* Only 14% have real time data analysis available to them* 53% state existing customer data doesnt allow for profiling* Customer Insight Managed Experience Converged Experience Personalized Service IntelligencePolicy IdentityMobility Open Subscriber Data

26 International Telecommunication Union Geneva, 9-10 February 2009 26 Identity Management Framework * Loudhouse Research on behalf of Nokia Siemens Networks 64% of operators sees identity management and managing multiple subscriber identities as a key issue* Customer Insight Managed Experience Converged Experience Personalized Service IntelligencePolicy IdentityMobility Open Subscriber Data

27 International Telecommunication Union Geneva, 9-10 February 2009 27 Policy Management Framework 68% of operators see access and authentication data as obstacles to providing seamless services between different access networks* Customer Insight Managed Experience Converged Experience Personalized Service IntelligencePolicy IdentityMobility Open Subscriber Data * Loudhouse Research on behalf of Nokia Siemens Networks

28 International Telecommunication Union Geneva, 9-10 February 2009 28 Content Vision 2015 Identity Management Telco 2.0 Subscriber Data Consolidation Summary

29 International Telecommunication Union Geneva, 9-10 February 2009 29 Broadband bit pipes Web 2.0 Legacy interworking Will operators lose out on $1 trillion* in Web 2.0? Terminals Fixed/cable POTS phone ISDN phone SIP phone PC Client TVSIP Mobile phone PDA MultiradioMobile platform *Light Reading, Vol. 7, No.6, June 2007 Transform or become a bit pipe?

30 International Telecommunication Union Geneva, 9-10 February 2009 30 Monetizing Subscriber Data Seize the opportunity to transform business The Internet-based ecosystem – Amazon, eBay, Google, etc. – already exploits customer data 76% of operators believe customer profiling harbours the greatest business potential Targeted mobile marketing yields response rates as high as 45%** Operators see subscriber identity management as a top priority *Source: Apertio Loudhouse Research, Q307 **Source: Blyk MVNO first quarter results Operator poll: What are the most relevant areas of subscriber data intelligence in your opinion?*

31 International Telecommunication Union Geneva, 9-10 February 2009 31 Total Global IDM Market Forrester: Identity Management Market forecast: 2007 To 2014 The market harbors great potential for IDM applications CAGR = 21.6% (2006 to 2014) Market size (US$ millions)

32 International Telecommunication Union Geneva, 9-10 February 2009 32 Business Transformation and the Role of Telcos Operators Internet players (ASPs, third-party software vendors, content providers, ad companies) New service opportunities Strong relationship Service provider Countless attractive services Need for user authentication Identity provider Trusted provider of high-quality services Trusted billing relationship Unique authentication capabilities Focus on Users 1.Controlled access to online applications 2.Portable identities across domains 3.Protected user privacy Identity management (IDM)

33 International Telecommunication Union Geneva, 9-10 February 2009 33 Identity Management Framework Identity federation Attribute query/push Authorization & trust management Mutual authentication Single sign-on (SSO) Customer profiles Close & trusted relationship with subscribers and communities Identity management will enable new revenue opportunities, and enhance the user experience Network-agnostic identity management is the key component of tomorrows multi-access network The role of identity information will evolve, strengthening the operators position in the value chain

34 International Telecommunication Union Geneva, 9-10 February 2009 34 Repository Identity Management Architecture Payment WiMAX ASN-GW WLAN AC 3GPP MSC-S (CS) 3GPP GGSN (PS) SAE GW SGSN MME xDSL BRAS IMSPolicy Server HSSHLRAAA/BSF Operator services WAPMSSCStream New Internet revenue streams await network operators The operator unifies subscriber profiles with SSO and a common profile Common repository for subscriber information TCO-optimized IDM for multi- access and convergence Identity manager

35 International Telecommunication Union Geneva, 9-10 February 2009 35 Identity Management Use Cases Customer Insight Managed Experience Converged Experience Personalized Service IntelligencePolicy IdentityMobility Open Subscriber Data Web single sign-on Cooperative payment Targeted advertisement enabler User account provisioning on demand Service blending with caller ID on IPTV Personalized web homepage Anonymous federation and queries Legal age verification Child locator/parental screening

36 International Telecommunication Union Geneva, 9-10 February 2009 36 Web single sign-on Trusted Partners in Web 2.0 Operator works with third parties or in- house service providers circle of trust and new revenue streamsOperator works with third parties or in- house service providers circle of trust and new revenue streams User signs on once to access all applications in the circle, and enjoysUser signs on once to access all applications in the circle, and enjoys a convenient user experience controlled, secure access to online servicescontrolled, secure access to online services Enriched portal attracts & retains users Cuts costs & saves time by using a central approach to identity mashing up in-house and third-party applications with SSOmashing up in-house and third-party applications with SSO Establishes a reputation as a trusted partner in the Web 2.0 worldEstablishes a reputation as a trusted partner in the Web 2.0 world Operator challenges Reduce churn to Web 2.0 service providers and other telcos Enhance the user experience Simplify use of in-house and externally branded applications Establish a trusted image/brand Operator benefits Use case overview Operator circle of trust User (when abroad) UserMySpace Mail, calendar Internet common database Identity Manager

37 International Telecommunication Union Geneva, 9-10 February 2009 37 Protect Key Assets Anonymous federation and queries Only trusted partners and authenticated users view the selected subscribers identity dataOnly trusted partners and authenticated users view the selected subscribers identity data Brokers across the network and web domainBrokers across the network and web domain Allows access to be restricted for each SP and protects subscribers privacyAllows access to be restricted for each SP and protects subscribers privacy Single storage place for all identities and attributes increases security, saves costs and simplifies user managementSingle storage place for all identities and attributes increases security, saves costs and simplifies user management Automated processes for network access and web domains increase efficiencyAutomated processes for network access and web domains increase efficiency – User provisioning User provisioning – Password management Password management – Access control Access control Operator challenges Master the challenge of complex, distributed IT Control costs and maintain security while increasing access to information Protect subscribers identities Operator benefits Use case overview Operator circle of trust Identity Manager User (when abroad) User Service (e.g IPTV Internet common database

38 International Telecommunication Union Geneva, 9-10 February 2009 38 Profile Access with Privacy Legal age and nationality verification Cost of compliance for legal age and nationalityCost of compliance for legal age and nationality A gambling, adult content, government, adult purchase can pay US $22 per registered user to verify compliance todayA gambling, adult content, government, adult purchase can pay US $22 per registered user to verify compliance today Operator provides and guarantees legal age and nationality for competitive feeOperator provides and guarantees legal age and nationality for competitive fee Generate revenue for legal age and nationality verification service to online sites requiring strict compliance.Generate revenue for legal age and nationality verification service to online sites requiring strict compliance. Operator can provide timely verification whilst protecting privacy and using existing subscriber assets.Operator can provide timely verification whilst protecting privacy and using existing subscriber assets. Quick return on investment Operator challenges Become a major player in the Web 2.0 world and generate revenue from subscriber data assets as a trusted identity provider for service/content providers. How to protect subscribers privacy? Operator benefits Use-case overview Operator circle of trust User Online Gambling Internet common database Legal Age Vertification Identity Manager

39 International Telecommunication Union Geneva, 9-10 February 2009 39 Content Vision 2015 Summary Telco 2.0 Identity Management Subscriber Data Consolidation

40 International Telecommunication Union Geneva, 9-10 February 2009 40 Summary Next-generation business model for network operators demands subscriber-centric data consolidation to: Improve CAPEX/OPEX Improve time-to-market with new services Leverage subscriber loyalties Encompass Web 2.0/Telco 2.0 opportunities particularly through identity management-based services Security challenges: Protecting subscribers identities, identity data and privacy as well as engaging subscribers with their data From a standards perspective its a brave (and exciting) new world

41 International Telecommunication Union Geneva, 9-10 February 2009 41 Postscript An ITU-T success story

42 International Telecommunication Union Geneva, 9-10 February 2009 42 X.500 – A PARADISE Found and Lost One of the best things X.400 ever did was to spawn the X.500 series of recommendations for distributed directory services, published in six editions As with X.400, X.500 was originally driven by telcos who wished to provide a global directory of OSI and other services Realised to some extent in the R&D pilot, PARADISE But failed, despite Herculean efforts, in the NADF and Eurescom initiatives In the 90s X.500 went underground as LDAP- based systems flourished in the corporate space A simpler protocol, API and overall concept But it still lacked many things … in terms of robustness, distribution and access controls, there was no match

43 International Telecommunication Union Geneva, 9-10 February 2009 43 One-NDS During the 90s, a group of developers working for Orange UK in Bath were looking at network operators requirements for real-time applications, primarily HLRs (Home Location Registers) Having already used RDBMS, they turned to X.500 as a preferable deployment model That idea became One-NDS, a real-time, resilient and distributed and application hosting environment conceived and built for 2G and 3G telecommunications networks Specifically designed to enable the use of a common centralised database by multiple applications through the support of open data access protocols

44 International Telecommunication Union Geneva, 9-10 February 2009 44 NSN CC SDM Customer Base Highlights Deployed with 62 customers in 39 countries worldwide Over 740 million subscribers One common subscriber database – One-NDS Nine NSN and hundreds of local dataless applications

45 International Telecommunication Union Geneva, 9-10 February 2009 45 Summary What goes around, comes around … … lets keep up the good work!

46 International Telecommunication Union Geneva, 9-10 February 2009 46 Thank you! david.goodman@nsn.com Thank you! david.goodman@nsn.com


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