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Transforming Services With A Service Delivery Environment (SDE) FITCE Presentation Patricia Lopes September 23, 2008.

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Presentation on theme: "Transforming Services With A Service Delivery Environment (SDE) FITCE Presentation Patricia Lopes September 23, 2008."— Presentation transcript:

1 Transforming Services With A Service Delivery Environment (SDE) FITCE Presentation Patricia Lopes September 23, 2008

2 Agenda 1.The Connection is Not Enough 2.Transforming Service Creation and Delivery 3. Staying Ahead of the Competition

3 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 3 | Transforming services with a service delivery environment | Sept 2008 End users demand new types of services and are willing to pay Consumers value experiences adaptable to their life style  Interactivity  Accessibility Enterprises value efficiency, productivity and cost reduction  Simplicity  Security  Ease of use  Personalization  Reliability  Mobility

4 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 4 | Transforming services with a service delivery environment | Sept 2008 Beyond Classic Telephony Towards Seamless Communications Multimedia services with voice Conversational services Messaging services Social networking and Web 2.0 services Browser Plug-in Visual voice mail MultiMedia messaging Widget Mash-up Presence- enabled address book with VoIP Video Call Video Share

5 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 5 | Transforming services with a service delivery environment | Sept 2008 Multi-screen device preferences Multi-screen device preferences by age The multi-screen experience Source: Alcatel Lucent Primary Market Research, North America 2008 13-17 18-25 26-35 36-45 46-54 TVPCMobile phoneTV in car Anywhere, Anytime, Any Device Connectivity Television PC Mobile phone On a video TV screen in your car None of the above Service connects/gives me control of/ access to a variety of devices at once Access/connect to large variety of media at any time Ability to record programs when not at home Entertain me/keep me from boredom (while waiting/in the car/away from home) Can occupy/entertain my children Give me more flexibility in watching television/finishing programs/watch things on my time Ability to watch television/ programming when away from home Keep me from missing shows Need fulfillment

6 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 6 | Transforming services with a service delivery environment | Sept 2008 Willingness To Pay For Services They Want Loyalty Services Growth Services Low-Value Services Niche Services Source: Alcatel-Lucent Research Jan08, % very interested Relative impact on sales revenue (£/Month)

7 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 7 | Transforming services with a service delivery environment | Sept 2008 Transforming Service Creation and Delivery 2

8 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 8 | Transforming services with a service delivery environment | Sept 2008 Transforming Service Creation and Delivery Increased importance of intangible assets  Subscriber Intelligence  Authentication  Rating and billing  Brand Need for flexibility, Innovation and reduced costs  Deliver more services  Deliver personalized services  Leverage third-party services  Manage quality of experience

9 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 9 | Transforming services with a service delivery environment | Sept 2008 Enriched Communications Experience The why and how the communications industry is transforming Service Agility New Partners and Business Models Rapid Service Innovation Quality of Experience Source: Alcatel-Lucent Analysis 2008, Heavy Reading Survey Services Innovation Top 10 drivers for successful service innovation according to service providers 1Improve time to market of new services, reduce time to integrate new services 2Increase flexibility in how we deliver new services (e.g., across network infrastructure) 3Prevent revenue erosion and increase customer loyalty 4Gain access to new revenue streams via new business models (e.g., advertising, rev. sharing with 3 rd parties, QoS SLA enforcement) 5Reduce cost of service creation 6Serve new customer segments and markets 7Develop close relationships with enterprise customers by telco-enabling their business processes/workflow systems 8Access to large communities of developers AND Engage with 3 rd parties in the creation and provisioning of new services 9Access to new content-based value chain (e.g., 3 rd party content) 10Leverage end-user generated content and media (e.g., social networking)

10 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 10 | Transforming services with a service delivery environment | Sept 2008 Why SDE, and not just SDP? Transforming how Service Providers create, deliver and manage services SDPs SDE Silos Service-Optimized Networks Service-Optimized SDPs but Risk of Services Silos! Service-Optimized SDPs and Common Service Enablers Service delivery environment Service enhancements Service factory Federated control Third party apps/content Service operations

11 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 11 | Transforming services with a service delivery environment | Sept 2008 Telco and IT — Requirement for Efficient NG Service Delivery Telecom Best PracticesIT Best Practices As a service in an IP world becomes a piece of software, delivery of a service requires a combination of Telco and IT best practices  Skills, cultures and best practices for service lifecycle management  End-user services and devices  Network infrastructure and related operational processes  Application servers and related operational processes  Business interactions with content and application partners  Increasingly comprehensive customer home networks  Integrated of OSS/BSS with IT management for a complete service view for Fulfilment, Assurance, Billing and Customer/Partner care Shift the business from managing networks and IT systems to managing services and end user experiences

12 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 12 | Transforming services with a service delivery environment | Sept 2008 Supporting Service Providers in Transformation to Telco 2.0 Data-Aware Transport Service Delivery Environment Service Operations Service Enhancements S ervice O riented A rchitecture Federated Control Service Factory Triple Play Service Delivery Architecture Universal Broadband Access Service Aggregation Service Edge Business & Consumer Network Environments Data-Aware Transport Services Transformation Business Transformation and Professional Services Network Transformation A SPs competitive SDE must bind network, services and business together in a flexible and reliable way

13 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 13 | Transforming services with a service delivery environment | Sept 2008 Staying Ahead of the Competition 3

14 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 14 | Transforming services with a service delivery environment | Sept 2008 Staying ahead of the competition  Demonstrate service agility: enable rapid service creation, reduce operational costs and complexity and enable alternative business models  Exploit service personalization and context awareness  Provide service blending across networks to blend telephony and non-telephony features (e.g., web, entertainment)  Manage the end-to-end communications experience: dynamic policies and management of network traffic and resources  Reduce total cost of ownership Common enablers Automation of processes  Create flexibility to adapt to new business models  Foster rapid services innovation and increase revenues by tapping into third-party offerings

15 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 15 | Transforming services with a service delivery environment | Sept 2008 Conclusion  Constructing a carrier-grade SDE enables an increase in revenues and margins Rapid creation of new context-aware services Value through blending and personalization and reuse of SDE components across SDPs Differentiation through Quality of Experience for the end-user  Links network-based real-time systems with standard interfaces to billing and support systems through flexible operational and business processes Helps providers attract and retain subscribers Enables lower operational costs, and faster time to market  Allows Service Providers to efficiently create, provision and manage a myriad of products and services running over the converged network  Uses a Service Oriented Architecture (SOA) as the base for application integration  The path varies for each communication provider: modular implementation

16 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 16 | Transforming services with a service delivery environment | Sept 2008 You Can Get There From Here High-Speed Internet VoIP Commercial bundles Enhanced services Voice/IN services  Interactive content (incl. Advertising)  Remote/network PVR Digital TV SDE Differentiation Stovepipe Services Consolidate: Enhance and improve time to market  Portal restructuring  Unified user profile/identity  Real-time rating/charging  Presence, community, … Innovate: Service blending for more revenues  Mashups  Orchestration  Multiscreen content delivery Expose: New business models with 3rd parties  3 rd party service and content ecosystem  Revenue sharing  Portfolio innovation  Service and data exposure Blended services A Modular Approach Towards High-value Connections  Any media on any device  Digita home evolution Innovation

17 All Rights Reserved © Alcatel-Lucent 2008, CMO2888080811 17 | Transforming services with a service delivery environment | Sept 2008

18 www.alcatel-lucent.com


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