sam baker sales leader, telecommunications industry software group, asia pacific, ibm

© 2007 IBM Corporation

2007 【 IBM developerWorks 開發者大會】

Sam BakerSales Leader, Telecommunications IndustrySoftware Group, Asia Pacific, IBM

SOA & Web 2.0 in Telecommunications

IBM Software offerings & Customer References in Service Creation Deployment, Execution, and Management

2 © 2007 IBM Corporation


IBM developerWorks| Oct 2007

TelecomIP core networks

IPTV, wireless

Broadband, WAN

Access / bandwidthConsumer

ElectronicsPCs, Smart-phones

PVR, games consolesFaster, cheaper chip

technology

Battery technology ITServices ApplicationsMiddleware

Web servicesManaged Services

MediaRich content

Digital Rights Mgt

Branding

Packaging

Broadcasting

Converged Ecosystem

IBM’s Vision

Become a “keystone” within the emerging converged ecosystem, enabling individual players to participate successfully within it. While allowing service providers easy deployment and management via a robust Service Oriented Architecture.

–Helping drive innovation

– Improving member competitiveness

–Supporting the introduction of new players and new business models as they arise

–Ultimately increasing the overall vitality of the ecosystem Suppliers

Network EquipmentISVs,,Systems Integrators, IT

Suppliers, Middleware




Strategy Evolution – IBM in Telecom

1999

Start of an Industry focus in Telecom

2000 2001 2002 20032004

2005

2006

2007

IBM launches 2nd Gen SDP at SprintIBM launches SDP at France Telecom

Telecom InvestmentsSPDE, Digital Media Framework, SOA, CBM, Carrier Grade Open Framework, TSPM IP Multimedia Subsystems

IBM Announces IMS Middleware SuiteCarrier Grade Open Environment Standard

IBM wins 4th Gen SDP at Bharti

IBM 1st Gen SDP at FarEasToneCarrier Grade Open Framework

IBM opens Telecom Industry Partner NetworkIBM Develops SPDE Framework

Vallent AcquisitionIBM launches BladeCenter HT

Over 20 deployments worldwide leveraging IBM SDP

IBM opens Telecom Solutions LabsFounded ITU-T Open Comm. Arch. Forum

IBM launches BladeCenter TIBM launches 3rd Gen SDP at SBC

From an initial 6 to more than 1500 partner ISVs

Acquired:MicromuseWebifyFileNetMROISSAcquired:

AscentialTrigoDWL




Gartner leaders-quadrant Horizontal Portals

100’s of pre-built portlets ready for SOA dashboards

2,500+ Channel Partners & Solutions

37% market share in application and integration middleware market* (Gartner)

Almost 400 Telecom ISVs enabled on WebSphere

Best Enterprise Information Integration (Intelligent Enterprise Reader’s Choice Awards)

– $1B increase in investment next 3 years

– 15K practitioners, expected to grow by 65% next three years

Over $1B/yr invested in SOASOA consultants, architects and IT specialists Leadership in open standards 300+ SOA-related patents

“Business Process Mgmt from IBM leads in market share”

“Business Process Mgmt from IBM leads in market share”

IBM is making major investments to expand our software leadership around Services Oriented Architectures




Simply Put, What Is It? Service Orientation? SOA?

… a service?

A repeatable business task – e.g., check

customer credit; open new account

… service orientation?

A way of integrating your business as linked

servicesand the outcomes that they

bring

… service oriented architecture (SOA)?

An IT architectural style that supports

service orientation

… a composite application?

A set of related & integrated services that

support a business process built on an SOA




IBM’s Overall Telecommunication Industry Solution Strategy

NEP Partnerships

IMS

Service Delivery Platform

Service Executio

n

Service Mgmt

Service Creation

LegacyOSS/BSS

Next Gen

OSS/BSS

LegacyServic

es

Next Gen

Services

Expose

Build

Partner

OSS/BSS Process & Info Integration

ServiceAssurance

ServiceFulfilment

Legacy

NGN Services Ecosystem

Billing

Service Oriented Architecture

SecurityAutonomics & Virtualization

Enable broad partner ecosystem for demonstrable applications and use cases.

Preintegrate and package prioritized partners

Help telcos extend services to the enterprise and exploit internet models (Web 2.0)

Leverage Netcool, Vallent, MRO and Webify software, partners and broad customer base

Lead in Service Assurance and use to balance influence of Oracle and Amdocs

Lead the industry to accelerate SDP/IMS market

adoption through a revenue-based business case.

Execute with a SOA / SW led services transformation

Become truly NEP agnostic while exploiting their channel.

Let NEPs drive cost reduction business case

Differentiate IBM with integrated value of our SOA-based SDP and

BSS/OSS assets

Exploit IBM’s SOA and Information on Demand leadership to win overall BSS/OSS process/info

integration

Establish leadership

around NGN/SDP

security and autonomics




Tsunami alert is issued

Required emergency personnel is

identified and located

List of available emergency

personnel created

Personnel alerted and instructions

given

Calls are made to homes, offices, cell phones, pagers to locate

Rapidly deliver new converged telecommunications services




Tornado alert is issued

Attempts are made to locate emergency personnel in effected

area

Emergency personnel have

been located

Personnel mobilized

Calls are made to homes, offices, cell phones, pagers

Agency

?Responder

Typically a sequence of multiple, “single-step” processes…

…which can lead to costly time delays.




Emergency Response Office

Personnel Support - Mobile

Tsunami alert is received and

forwarded

High risk areas are identified

People and resources are

identified

Telecom Service Provider

Electronic Mapping Application Provider

Personnel Support – Police & Fire

PersonnelSupport – Hospital & Others

Available method of communication

identified

Location info

Presence info

Notify via best available

communication method




Service orientation in action

Emergency response system

Field dispatch system Order Input

Telecom ProvidersOn-line mapping service

Determine Availability

Determine Eligibility

Geographic analysis

Determine proximity

Push 2 Media

Content rendering

Send broadcast message

Presence Location Based Services

Mapping Application

Hardwired connections

Telecom ProvidersTelecom Providers Emergency response center

Emergency Response Services




Value Delivered:

Two innovative Rich-voice Services were demonstrated – CallTones and InfoService

Hosted an integrated IMS Solution for Swisscom in IBM Telecom Solutions Lab in Montpellier

Established a generic Service Creation Environment in Swisscom Labs for trialling new services on an ongoing basis

Prove that IMS shortens the time to market new services and reduces cost

Roll out 2 services to prove that IMS Architecture works end to end

Prove that a generic Service Creation and Execution Environment is viable

Defined and implemented IMS architecture Integrated multiple vendor components in a

short period of time to create an end-to-end solution

Efficient delivery of innovative services in conjunction with 3rd parties

Leveraged IBM Software products in IMS Service Plane

How IBM Helped

Challenge

IMS service innovation and cost reduction leveraging IBM Rational Unified Service Creation Environment

Swisscom Mobile Trial




Ser

vice

En

able

rsC

om

mo

n s

et o

f en

able

rs a

cro

ss s

ervi

ces

Pre

sen

ce, G

ML

S, N

AB

, etc

…Foundation Services

Basic unit services

… Voice, conferencing, PTT, games etc

Composite ServicesComposite service created from 2 or

more foundation services… Rich voice, games with “trash talk”

Ser

vice

Cre

atio

nF

acili

tate

s se

rvic

e cr

eati

on

an

d c

om

po

siti

on

Segment Specific Services

Sports, Project Office, Field & Sales

Force enablement

1 Deploy Services enablers as common elements across multiple services ensuring commonality between services and reduce cost through reuse

2

Deploy simple basic service that can be sold in its own right (e.g. Push2 X, instant conferencing, streaming video)

3

Compose Composite services by combining two or more foundation services into an integrated service packages (e.g. voice and data services combined)

4

Adapt composite services to specific segments needs to establish brand association

Anywhere, anytime, anyoneComposed (Reuse)Open APIs offered for 3rd parties to create innovative servicesSOA technology enabled

Next Generation Services Characteristics– Streaming time-sensitive data on IP/MPLS Core– Dynamic routing and call setups– IT-enablement of network service– Users new protocols

(SIP, Diameter, Web-services, XCAP, Parlay)




IBM suggests Clients create a portfolio of common cohesive services

Messaging

Video

Games

Rich voice Conferencing VoiP Push to talk IP Centrex

Instant messaging

Push to picture Push to voice

message

Multimedia

dialling & call mgt

Push to video Streamed video

Game portfolio

Start by implementing foundation service set – these are the qualification services

Mobile TV broadcast

EmailSMS

Merchandising

Portal

Voice Mail

User comment

portal

Illustrative




Jacques has some spare

time and decides to

play a game with his mates

Gaming & “trash talk” scenario…

Helping maximize the flexibility of your service portfolio

Mobile

games

Select Game

He selects a game from the

choices available

Select Buddies

Josef

Jochan

Rebecca

Can Paul

Then selects friends whose

presence status shows them available

Trash Talk with the game?

Yes No

… and decides the game will be more fun if

they can all talk to each

other

Invitations to the game are sent to the selected buddies

The marketing team drives demand by continually adding new games and

competitions

Conferencing Charging

Presence

++ +

Group List

+ Composite Service

Gaming & “trash talk”

Combining Multiple Enablers and Foundation Services to Create Composite Services




Standards-based converged Web and SIP application platform

Accelerated development and deployment with seamless interaction for applications including SIP, HTTP and/or Portlets

Simplified deployment and administration with shared session management, security and seamless failover, edge device handling, etc.

Enhanced! WebSphere Application Server V6.1 delivers a high-performance converged application platform

SIPServlet

(call signaling)

BluePages | BluePages profile - Microsoft Internet Explorer

Internet

File(F) Edit(E) View(V) Favorite(A) Tools(T) Help(H)

Favorite

Add Arrangement

IBM

IBM W3 BluePage

Web Link

http: / /w3. i bm. com/bl uepages/si mpl eSearch.wss?i nAddress(D) Go

SIP SIP

RedirectURL

HTTPHTTP Servlet

(scheduling form)

Converged Container in WebSphere Application Server

Alice Bob

SIP sub/notifySIPServlet

(call signaling)

BluePages | BluePages profile - Microsoft Internet Explorer

Internet

File(F) Edit(E) View(V) Favorite(A) Tools(T) Help(H)

Favorite

Add Arrangement

IBM

IBM W3 BluePage

Web Link

http: / /w3. i bm. com/bl uepages/si mpl eSearch.wss?i nAddress(D) Go

SIP SIP

RedirectURL

HTTPHTTP Servlet

(scheduling form)

Converged Container in WebSphere Application Server

Alice Bob

SIP sub/notify

Example – call management application Alice calls Bob and the call is routed to the

converged container

The application sees Bob is busy and opens a Web session with Alice to provide options

When Bob is available, the application initiates the call

Single application handles SIP + HTTP flows and maintains context throughout

WebSphere Application Server

Converged HTTP/SIP ProxyConverged HTTP/SIP Proxy

Converged HTTP/SIP ContainerConverged HTTP/SIP Container

IMS Enablers & Applications

Converged SIP/HTTP Execution Platform




Telecom Web

Services Server

Presence Server

Platform to collect, manage and distribute real-time information regarding user access, availability and willingness to communicate

Secure, standards-based third party access gateway across legacy and IMS networks

Address bookGaming

Accelerating deployment of next generation services and applications

Confer-encing

Group List Server

Platform for creating and managing groups

Example composite service: Enhanced corporate phone book

Example composite service: Interactive Gaming with trash talk

WebSphere Application Server (converged SIP/HTTP)

AnimatedWebSphere IMS

Connector (IMS-specific extensions)

Pre-built Service Enablers from WebSphere Software




Re-Usable Asset Catalogue

Roles

Agile ServiceAssembly

Integrated Role-basedTools

Capability Reuse

ProductManager

Solution Architect

Service Assembler

Test Manager

SupportDeployerBusiness Analyst

ProductManager

Solution Architect

Service Assembler

Test Manager


Re-Usable Asset Catalogue

Roles

Agile ServiceAssembly

Integrated Role-basedTools

Capability Reuse

ProductManager

Solution Architect

Service Assembler

Test Manager


ProductManager

Solution Architect

Service Assembler

Test Manager


IBM Rational Application Developer

Parlay and Parlay X Tools

VoiceXML Dialog Tools

Mobile Device Tools

BPEL / Web Services Tools

WebSphere SIP Tools

Portal/Mobile Portal Tools

J2EE/EJB Tools

Component/Unit Test

In 4 weeks, we delivered a rich

service prototype including: re-using 4 enablers building a Group List capability building a Mobile User Interface

In 1 week, we delivered another

rich service prototype for a

different type of customer reusing 100% of the first service

Example

Example

Iterative development using IBM service assembly environment and network enablers

Demonstrated Rapid Development of New Services




Example Service CompositionInitial Concept is Quickly Prototyped

Compose Model from Service Components

MODELCONCEIVE

ASSEMBLE

Link to SOA Runtime

TEST




Example Service Composition Iteratively Add features and Refine Product

ENHANCE MODELITERATE

ASSEMBLE

Link to SOA Runtime

TEST




IBM Service Composition Tool; SOA-Compliant, Drag and Drop

Reusable Component Catalogs

Content Provider Components

3rd Party Components

Cable Components

Standard SOA Component Definitions

Example SOA Service Composition for TV Caller ID




Handset Location from Sprint BMF Location Web Service

Maps/Routes and Reverse Geocoding from ESRI ArcWeb Services

Enterprise Workforce Management Application from Aligo

Px Terminal Location

Px SMS

Px Terminal Status

WebSphere Telecom

Web Services Server

Legacy Network

Next GenerationNetwork

Parlay X to Parlay Gateway

Enabling a Future-proof Platform

Providing the flexibility to evolve network without modifying 3rd party applications

Example of a Web 2.0 Enterprise Mash Up

Parlay X Direct to Network Element

Parlay X over SIP




Value Delivered:

How IBM Helped

Challenge

Developers and Systems Integrators embedding Sprint network services in their applications are becoming a value-added channel for Sprint

Enterprise applications can invoke telephony services, such as location and status of devices, content delivery notification and call control

Enable Sprint to deliver differentiated services to customers in a highly competitive marketplace, leveraging existing network resources and information

Delivered Telecom Web services-based solution that exposes network service capabilities to enterprise and 3rd Party developers.

Solution provided the necessary flexibility to support multiple underlying networks to ease NGN migration

Re-engineered business processes to accommodate new provisioning and billing approach

Approx. 40M Sprint-Nextel users

IBM’s proven experience delivering a production, high-volume platform

Innovation at Sprint




Value Delivered:

How IBM Helped

Challenge

For incremental service revenue through innovation

Proved that Caller ID feature works with IPTV technologies

Proved that IMS architecture works end-to-end

Prove that IMS architecture enables converged services

Roll out Caller ID feature over IPTV to prove that IMS Architecture works end to end

Leveraged IBM-NEP Joint Solution with pre-integrated architecture

Defined and implemented architecture of the Caller ID feature for IPTV

Integrated multi-vendor components in a short period of time to create an end-to-end solution

Leveraged IBM Software suite for IMS Service Plane

Set top box

Call from 512 555 1212Dorothy Smith

Caller

WebSphereTelecom

Web ServicesServer

Legacy Network

A large Tier 1 U.S. operator – proof of- concept of Converged Services over IMS




Triple Play infrastructure based on an SOA model and Telecom standards

Enables at&t to effectively and efficiently assemble multiple service components to deliver a seamless customer experience

Value Delivered:

Customer Account Creation

Product Selection and Ordering

CPE Supplier Request

Work Order Generation

Service Activation

Network Inventory Assignment

Billing Event Notification

Service Order Input Web Service

Order Management Web Service

VoIP Resource Activation Web

Service

Network Configuration Web Service

Provide VoIP, high speed internet access and IPTV in a FTTN and FTTP network environment

Enabled SOA-based Service Delivery Platform using to provide service provisioning, management, activation and subscription management

Integrated multiple partner applications, including Ceon, Cramer, Granite, Amdocs, Sylantro, G2, SAP, Microsoft & Leapstone

Delivered an asset-based solution available in the IBM Austin Telecom Solution Lab

How IBM Helped

Challenge

at&t Lightspeed Triple Play




IBM’s view is that Web 2.0 requires and enables an architecture of open services which empowers users to CREATE, DISTRIBUTE, COLLABORATE, and COMBINE data within a rich user EXPERIENCE.

WEB 2.0

The following examples detail Web 2.0 success in the marketplace:




Enabling Web 2.0 functionality requires additional resiliency to existing enterprise infrastructure, and can be mitigated by robust Services Oriented Architecture (SOA)

WEB 2.0




Sprint Project LaunchPad

“LaunchPad must provide the means for Sprint-Nextel to collect detailed usage/interaction data at an individual user level and allow for formally surveying or informally scanning user feedback.”




IBM becomes Collaborative Innovation Partner of China Telecom (CT) Highlight Impact

– Influenced CT for the notion that Innovation is a grass root effort supported by management.

– Enabled CT’s Innovation Works by Innovation Factory (IF)

– Continuing partnership

Event on Apr. 6, 2007– CRL signed an MOU with CT Shanghai Research

Institute to be strategic innovation partners with a collaboration framework covering research center transformation, innovation system establishment and NGN technology development, e.g., Cell Blade FOAK.

– CT’s Innovation Works was launched to support CT’s 2nd innovation contest. James Yeh, acting director of CRL, An Min Li, director of CT, and around 200 CT employees attended the launch event. The first innovation idea was posted as soon as 20 minutes later!




Customer Example: Sprint Exposes Network Capabilitiesas Telecom Web Services, Enabling Web 2.0 Mash-ups

WSDL / SOAP

SOAP

WSDL

Get phone locationWeb service

Get map mapping service

ArcWebServices

Au

then

tica

tio

n

MapDatabase

ESRI Datacenter

Telecom Web Services

WebSphere

Enterprise

WebSphere

Parlay X Web Services

Pa

rla

y /

OS

A A

PI

Web Services Infrastructure

Operator Network




Web End UsersEnd Users

Example Telco 2.0 Service using Mobile Phone Presence

Mapping Service

Presence Service

Mobile Phone Location ServiceOn the glass integration – “wiring”

Telecom Network Telecom Network ServicesServices

InternetInternetServicesServicesEnterprise




A Closer Look at IBM’s Enabling Architecture

PARLAY

Presence

XDMS

Call Control

SIP

XCAP

Other

Diameter Presence

GLS

HSS

SIP

HTTP

Parlay Gateway

XCAP

HTTP

TWSS Services Platform

Direct Connect Connectors

TCP

Policy

TWSS Access

Gateway

PARLAY-X Web Services

HTTP

HTTP

HTTP

IBM/WebSphere




The Service Provider Opportunity

Content Provider

Content Provider

Content Provider

Mashup Assembler

Mashup Users

Mashup Users

Content Provider

Content Provider

Content Provider

Mashup Assembler

Service Provider

Palette of

Widgets

Billing Metering

MonitoringSLA Enforcement

IMS Services

Content Providers can reliably (SLAs) barter or monetize content by tapping into existing Service Provider capabilities

TodayOpportunity

Core services exposed by Service Providers can enrich and enable the personalization of mashups

Content Providers and Service Providers can rapidly develop customized mashup offerings, to meet situational business demands and reach niche market segments

SDP




TelecomService Provider

Subscribers

Mashup Assembler

Content Provider

Mashup Assembler @ Content Provider

Mashup Assembler @ Service Provider

Deliver Content

Delive

r Mas

hup

Expose Services

Deliver Mashup

Expose Services

Deliver Mashup

Mashup assembled from operator and Internet services.Opportunities for advertisingand transaction revenue sharing from content providers.

Mashup assembly includesoperator services. Content provider as channel forOperator.

Mashup assembled from operator and Internet servicesbrokered by operator. Mashupassembler as channel for Operator.

Emerging Mashup Ecosystem




What does this mean for Service Providers?

Unique Value Position Core Services – Presence, Location, Click-to-Call, SMS, etc. Customer base – Existing subscriber/customer data as well as explicit/implicit user

generated content Local Market Brand Recognition, Trust, and Permission OSS/BSS – Billing/metering/monitoring infrastructure to extract value from the

proliferation of mashups built from content

Revenue Opportunities: Proactive Advertising leveraging user generated content and locality (“Advertising

by regional businesses targeted to local Web media climbed 31.6% in 2006, 7.7 Billion in 2007”)

Micro-payments from the use of core services and increased network usage Transaction fees for premium content delivery

Costs Savings Rapid on-boarding/off-boarding of services and content Dramatic reduction in application development costs Organic partner ecosystem development Offload a portion of the marketing costs of applications to the ecosystem No need to host or aggregate third-party content




IBM is helping Service Providers get started

WebSphere Application Server WebSphere IMS Connector

Telecom 2.0 Gateway

QEDWiki: Industry recognized collaboration-centric Mashup Maker with

browser based tooling for creating widgets or generating widgets

Mashable pallet of widgets for Core telecom network services

Existing Robust IMS infrastructure with Standards-based Service interfaces

The Telecom 2.0 Offering from the IBM Emerging Technologies & Telecom Industry Solutions Team




THE THE SERVICE SERVICE

VISIBILITY VISIBILITY GAPGAP

Access PlaneWiFixDSL

FTTx

WiMax

RAN

Transport PlaneMGW

SGWSBCHLS

CSCControl Plane

Service Plane

Cable

HSS

NGN Services Legacy Services

Service Assurance BillingFulfillment

OSS/BSS Integration Bus & eTOM Process Orchestration/Automation

Service Configuration & Activation

Order HandlingService Level

Management

Service Quality

Management

Billing & Receivables

Service Rating & Usage

Provisioning InventoryFault

ManagementPerformanceManagement

Security Management

A Comprehensive IMS SM SolutionManages all IMS planes and Integrates into the OSS/BSS

processes

Note: Animated Slide

Mediation

Test/Diagnostics Management

ElementManagement




VoIP Usage

Voice Traffic

Traffic Load

Number of Calls

On-net / Off-net Ratio

3.8 Tb

40.2 Eg

543K

67 %

VoIP Quality

Service QualityCall Signalling

Mean Opinion Score

Latency

Jitter

Packet Lost

3.8

110 ms

30 ms

0.5 %

Service Availability

Echo Delay

Post Dial Delay

Mean Opinion Score

99.75 %

120 ms

2.1 sec

3.8

Call Completion Rate

Call Drop Rate

Grade of Service

Post Dial Delay

90 %

1 %

0.1 %

2.1 sec

(2) Service Model Dashboards

(1) Consolidated Event View

(3) Business Risk Indicators




Telecommunications Industry SOA RoadmapsThe Blueprint: IBM Industry Studies

IBM and Partner Assets

Architecture Methods Tooling and Runtime

Domain Models

Telecommunications Industry SOA FrameworkMade up of

Industry SOA Foundation

Best Practices, Implementation Guide, ROI Models, Component Business Models

SOA Scenario: Business/Ops. Support: Service ProvisioningSOA Scenario: Service Delivery: Converged Services

• Unified Service Creation• Telecom Web 2.0 / Mashups• MediaHub• Service & Network Assurance

• SOMA for Telco• eTOM Process Models• SID Ontology Models

• Next Gen Service Delivery Platform• IP Multi-Media Subsystem• BSS/OSS Transformation• Information On Demand

• CBS Factory for Telco• NGOSS Contracts • Web Service Interfaces• TriplePlay Provisioning

• Service Platform Enablers (Mobile Portal, Group Mgmt, Presence, Telco Web Srvcs)

• Telecom Toolkits and Testing




• Leverage over $5B of investments in middleware and over $1B per year in service oriented architecture (SOA)

• Excess of $350M invested in NGN / SDP solutions over last 5 years

• Exploiting common infrastructure software and modular service enablers to apply mainstream SOA and software innovation to NGN

• Significant Service Delivery Platform skills, experiences and learnings

• Network of Communications Solution Labs supporting demos, prototypes, trials and engagement support

• Accelerating NGN assets, pre-integrated solutions and best practices

• Extensive partner ecosystem and programs (including NEPs)

• Extensive SOA system integration, governance and learning skills

• Rapid service creation and life cycle management

• Enterprise and ecosystem exploitation of Web 2.0

• Evolving service management to address composite services offerings leveraging IBM’s acquisition of Micromuse

• IBM research investments in NGN

Real-life Experience

Technology Leadership

Innovation

Faster time to market, increased revenues and lower development costs for new services

The IBM Difference




Your products?Your services?Your financial strength?Your customer base?Your supply chain?Your management systems?Your business model?Your history?Your brand?Your expertise?

How will innovation work for you?

sam baker sales leader, telecommunications industry software group, asia pacific, ibm

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