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Cloud, NFV, SDN, Policy Management & Analytics Trends in the Telco Market

About Us - We’re the Cloud Management Guys

• Appledore Research Group is a global research and consulting firm specializing in the telecommunication and software market.• Global Forecast

• Cloud Management (MANO / VNF Management)

• Policy Management

• Real Time Analytics

• Digital Collaboration Software

• Our clients include global software and infrastructure suppliers, CSPs, and investment banking firms.

• Our analyst team brings 25+ years of experience driving change at both CSPs and major suppliers in the industry.

Patrick Kelly, Founder & Principal Analyst

Patrick Kelly, Founder and Principal Analyst, Appledore Research GroupPatrick has more than 25 years of experience in product management, business development, and technology consulting. He has advised

executives and developed actionable business plans to help hundreds of technology companies profit in high growth software segments of

the market. His focus most recently is in the areas of Telco Cloud, virtualization of the network, NFV, SDN, orchestration, analytics, service

management, IoT application enablement, and customer experience domains.

He leads the telecom software research team in evaluating new growth markets, identifying market trends, and analysing the impact of

software systems to achieve specific business outcomes. He co-founded OSS Observer which became the premier supplier of telecoms-

specific software market research; in 2008 this company became part of Analysys Mason.

Patrick holds a Master of Business Administration of Plymouth University and a bachelor of Science, University of Vermont

Specialist skills:

• Cloud and virtualization

• Analytics

• SDN, NFV

• Service assurance

• Service management

• Customer experience management

• LTE

• M2M Management

• OSS/BSS

Selected relevant experience

Virtualisation of networks, NFV, SDN, cloud computing

Big data and real time network analytics

Customer experience management deployment strategies

Key advisor to major NEMS in the telecommunication market including Huawei, Ericsson, Alcatel-Lucent, and EMC

Conduct workshops and strategy sessions focused on market opportunities, competitive strategies, and new business models for CSPs

and suppliers

Recently completed workshops for two leading suppliers in a “Go to Market” Strategy for NFV MANO

Industry conference speaker at TM World, MWC, IIR, and customer events including IBM Pulse, Amdocs, HP, Ericsson, and CA

Frequently quoted in industry trade magazines and speaker webinar series covering industry trends

Research Director at Analysys Mason for telecommunication software practice used to support major vendors around the world in their

business with network operators

Co-founder of OSS Observer which became the premier software supplier serving over 100 clients in the telecommunication industry.

Senior Analyst at RHK a market research firm which was acquired by OVUM.

Director of Product Management at Aprisma (now part of CA). Managed the product development teams for network management and

operations support comprising a team of 20 individuals. These products were used by global managed service operators to manage IP

network business services

Senior Product Manager at Cabletron Systems, responsible for SPECTRUM software. SPECTRUM was a highly scalable domain

management platform with network resource, discovery, service assurance, and security capabilities

Grant Lenahan, Partner & Principal AnalystGrant provides a unique combination of management and technical acumen, combined with 30 years of successful innovation in both

technology and business models. He most recently served in the office of CTO for Ericsson.

Through his career, Grant has specialized in transforming telecom software and service businesses in the face of dramatic market and

technology shifts, positioning the businesses for survival and growth in new environments.

He has deep experience in understanding market and technology shifts, and the consequent opportunities and threats that these shifts

create. He has consistently guided Telcordia and Ericsson software product portfolio to thrive on these changes.

Grant holds a Bachelor of sciences from Drew University and an MBA (SM-Management, SM-Engineering) from Massachusetts Institute of

Technology.

Specialist skills:

• Agile OSS and DevOps

• NFV, SDN

• Market transformation

• Business planning

• Real time charging

• Policy Management

• IoT

• Innovation Lab

Selected relevant expérience

• Deep expertise in Virtualized Networks (NFV, SDN, MANO, ZOOM), Service Assurance, Service Fulfilment and Charging/Billing, with an

emphasis on next generation real-time charging/policy technology.

• Led Telcordia Technologies’ entrance into the global mobile market, and transformed Telcordia’s IN business into the global leader in

converged real-time charging. Most recently he has led Ericsson’s dual shifts to componentized operations and to support for virtualized

networks.

• Leader n TMForum efforts on virtualization ( ZOOM) and Open Digital (IoT, M2M) initiatives, including co-founder of Software Enabled

services, member of ODE Steering Group, and lead on directional paper for TMF’s Digital Services Reference Architecture.

• A globally recognized speaker on next generation operations, with multiple speaking engagements across TMForum Live!, SMPTE,

Keynote at IMS Summit, BBWC (Paris), OSS/Billing World,. MEF GEN14, and many others.

• Author of many published articles (Telecommunications, J. SMPTE, others), and regular columnist for NGN Magazine, IMS Magazine,

and others.

• Patents submitted and pending covering methods for service creation, service interoperability, componentized fulfilment, componentized

charging, and componentized assurance.

• Original architect on next-generation OSS/BSS suite for a leading software vendor

• Original architect on next-generation “dynamic policy” architecture for a leading software vendor

Grant Lenahan, Partner & Principal Analyst

Keith Willetts, Associate & Executive Advisor

Keith Willetts, Associate and Executive Advisor, Appledore Research GroupKeith brings 30+ years of senior level business experience in the communications and IT sector and is widely regarded as one of the world’s

leading authorities on business management of digital services and networks. Keith is focused on helping clients navigate the disruptive

changes in the telecommunication and media market segments. Keith founded the TM Forum, an international trade association with nearly

1000 member companies with presence in 200 countries. He served as Chairman and CEO until mid-2014. He remains as a member of its

board. Keith has consulted with a wide variety of companies including HP, IBM, Microsoft, Motorola, NEC, Nokia, Oracle, and Ericsson.

Keith previously held a variety of executive positions at British Telecom (UK), TCSI (USA); Chairman, Comnitel Technologies (acquired by

IBM); Chairman, Evolved Networks (UK); and Chairman, Appium (Sweden now part of Aepona); a member of the BT Technical Advisory

Board (UK); member of the Datanomic advisory board of the UK (now part of Oracle).

Specialist skills:

• Operational Transformation

• Digital Software Services

• Merger and Acquisitions

• Author of “The Lean Communications Provider” and “Unzipping the Digital World”

• OSS/BSS

Selected relevant experience

Advisor to CEO / CIO and CTOs across the telecommunication eco-system.

Influential Speaker on a diversity of disruptive topics in the telecommunication market

Key advisor to major ISVs and NEPS in the telecommunication market

Conduct workshops and strategy sessions focused on market opportunities, competitive strategies, and new business models for CSPs

and suppliers

Industry conference speaker at TM World, MWC, IIR, and customer events

Frequently quoted in industry trade magazines and speaker webinar series covering industry trends

Founder and Director of TM Forum

Our Research & Analysis

“We’re the Cloud Management Guys”

Cloud Models Drive Changes Throughout the Business

• NFV

• SDN

• XaaS

• Digital Services

Change The Rules

TelcoCloud

Economics CommercialModels

DiagnosticsHealth

Assurance

ProductInnovation

Automation& Algorithms

ChannelsPartners

Ecosystems

Appledore Research Group Telco Cloud Management Market Taxonomy

SDN NFV

VNF Mgr VIM

Self Care Portal

Service Management

Service

ModelSLA Service Impact

API Gateway

A,A,A

Service Creation

Catalog

Products

Resources

Services

Order/Activate Workflows

Business Logic & Rules

Charging Logic & Rules

DevOps

Policy Mgmt

Network Analytics

Service Chaining

Domain

Managers

SDN

Controllers

Infrastructure

Controllers

Shared Resources

Real Time Charging

Management & Orchestration

PartnersNOC / SOC Partner FinanceNetwork

Planners Product MgmtCustomer

Non-virtual

APIsPartner

Mgmt

Store-

Front

Self-

Help

Service Fulfillment

Order Mgmt Activation

RCA & Event

Deduplication

APM and NPM

Passive Probes

Assure

Inventory

Topology

Discovery

Fulfillment

Assurance Logic/ Service

Model

Privileges

Resource Control – Infrastructure, network, and

application control across the SDN, NFV and non-

virtual components. Virtual resource instantiation,

routing and switching topology control, and data flows

are executed here.

Management & Orchestration – The run time software

to instantiate and manage services created above.

Coordination between service creation, chaining, policy

management, and streaming network analytics

complete the feedback loop for resource control and

management.

Service Creation – A set of tools used to design, create,

compose, and test new products and services rapidly.

The catalog provides a consistent, reusable, shared

data model to construct services based on business

and market needs.

CEA – A set of reporting tools used to improve customer

retention, improve market campaign offers, and optimal

tuning of the network that aligns with value of the

customer.

API/Portal – Exposes processes and data to customers,

partners and developers through both GUIs and APIs to

support self-service and Digital Ecosystems

Source: Appledore Research Group

Customer

Experience

Analytics

Marketing

Analytics

Care Analytics

Network

Operations

AnalyticsNetwork

Optimization

Analytics

Customer

Location

Network

Device

Worldwide Telecommunication Cloud Management Forecast by Region: 2015 - 2025

• NA has a high propensity to purchase commercial software and AT&T, Verizon, and Sprint have indicated that virtualization is a priority in its future investments. T and VZ pushing standards

• Western European CSPs DT, Vodafone, Telefonica, and Orange are moving from POCs to live deployments in the areas of vCPE, vEPC, and vRAN

• NTT, KT, and Telstra are strong proponents of virtualization in the APAC region

• We anticipate MEA CSPs will support a cap and grow strategy when technology matures

• CALA market strongly influenced by European parent companies. Other than Brazil, region lags other markets until technology matures.

Policy Taxonomy & Reference Architecture:

Policy Definition and Management

• A management function that:

• Supports life-cycle management of policies

• Supports the structured definition of new business policies

• … that are linked to structured definition of technical policies

• Constrains choices to those that are supported in the infrastructure (via characterization and abstraction of those devices)

• Supports conflict management (allowable sets, prohibited sets)

• Interfaces to PDPs and PEPs to load, activate, update, etc.

Real Time Analytics Driving Business Value Today

Churn and Retention Revenue Generation

Quality of Experience Network Optimization

Annual Subscription Service

Strategy Day

Competitive Analysis

Thought leadership white papers

Webinars

Case Studies

Company Profiles

Speaking engagements

Services

https://www.youtube.com/watch?v=-ZNirAPQMYQ

Subscription Service Plans

Deliverables Bronze Silver Gold Platinum Diamond

Metered Inquiry 5 hours 10 hours 20 hours Unlimited Unlimited

Usage License Enterprise Enterprise Enterprise Enterprise Enterprise

One on One Meeting @ Conferences √ √ √ √ √

Major Market Assessment Reports (MANO, Policy, Analytics, IoT, Charging)

2 4 6 8 10

Company Profile Reports 5 10 15 20 >25

Press / Media Support √ √ √ √

Global Forecast Reports √ √ √

Remote Strategy Session Once annually Once annually

Analyst Speaker on-site at Industry Conference Event Once annually Once annually

Profile Distribution Rights √ √

On-site Strategy Session Once annually

Summary of experience

Due diligence of business and technology

capabilities in Evolved OSS Market

Growth strategy for entering Analytics market

Supplier procurement project analysis for CSP

“Go to market” strategy in NFV MANO market

Market assessment of the emerging IoT

Application market

Market forecast and sizing of new opportunities

CSP speaking events globally

Representative experience with CSPS and

technology suppliers

Experience and Client Engagements

Upcoming Research 2016 – Major Reports

Report Title Q1 Q2 Q3 Q4

The Role of Policy in the Telco Cloud – Analysis of Supplier Offerings X

The Emergence of Digital Ecosystems and Cross-Vertical Innovation X

Real Time Analytics Driving Business Value in the Telco X

Nextgen Assurance Suppliers Scorecard of Virtualized Solutions X

Nextgen Service Assurance in the Virtualized Network X

Digital Collaboration – Emerging Business Models Driven by Cloud Technology X

Economics of Virtualized Networks X

Real Time Analytics Supplier Scorecard X

Global Forecast Cloud Management Systems 2016 - 2021 X

Digital Ecosystems – Analysis of Commercial Supplier Solutions X

Role of Automation in Virtualized Networks X

The Impact of Virtualization on Charging in the Telco Cloud X

Supplier Assessment of Charging in the Telco Cloud X

Closed Loop Advanced Analytics in the Virtualized Infrastructure X

Advanced Analytics Supplier Scorecard Report X

Upcoming Research 2016 – Minor Reports

Report Title Q1 Q2 Q3 Q4

Digital Ecosystem / Collaboration Supplier Profiles EricssonOracle

Microsoft

APIgeeNetCracker

Amdocs

JamCracker

Policy Supplier Profiles NokiaNetCracker

AmdocsIBMCisco

HPEAria

OracleEricssonRedKnee

Nextgen Assurance Supplier Profiles ViaviNetscoutEricsson

Cisco

EXFOHuaweiNokiaIBM

TEOCONetCracker

Real Time Analytics Supplier Profiles EricssonEMC

Guavus

AmdocsHuaweiNokia

Astellia

Charging Supplier Profiles AmdocsEricsson

NetCracker

OracleComptelRedknee

Published Research

Published Research

Published Research

Published Research

Contact

Patrick Kelly

+1 603 969 2125

Patrick.Kelly@appledorerg.com

Grant Lenahan

+1 201 602 4702

Grant@appledorerg.com

www.appledoreresearch.com