This document announces the 5th Annual Asia's Largest and Only SDP conference taking place on October 27-28, 2010 in Singapore. The conference will feature over 12 operator speakers discussing successful SDP implementations and monetizing SDP. Topics will include optimizing SDP, implementing SDP strategies, justifying the business case, integration challenges, and innovation through SDP. There will also be sessions on emerging technologies like cloud computing, LTE networks, and standardization updates. The goal is for attendees to learn about optimizing assets for new revenue through SDP.

1. The 5th Annual
Asia’s Largest and only SDP
50%r conference is back!
Operato
discount!
optimising SdP in
the battle for new
communications revenues
service delivery platforms
27 – 28 october 2010
Resorts World™ Sentosa, Singapore
what’s new for 2010?
• 12+ Operator Speakers from Asia, Middle East and Australia
Featuring case studies from Optus Singtel, PT Indosat, PT Bakrie Telecom, Idea Cellular, TELKOM, Banglalink, Qatar Telecom
• CxO ‘Operator’ Roundtable as Keynote
• Analyst Briefing – Perspectives and Futuristic outlook
• Technology Demos on architecting for the Cloud and Next Generation Charging
• Operator showcase of successful SDPs for small, medium and large operations
• Debate on telco app stores vs traditional app stores
• How to win the VAS market with innovative ideas & proven revenue models
• Back to basics – justifying SDP business case, solving implementation challenges
• Update on industry standardization
12+ operator Speakers including: Pre-Conference Masterclass
Dumindra Ratnayaka, CEO, ETISALAT, Sri Lanka 26 October 2010, 9.00 – 13.00
Teguh Prasetya, Group Head VAS Marketing, PT INDOSAT, Indonesia
Thatha Rao, VP Network Planning, PT BAKRIE TELECOM, Indonesia
SdP in the cloud:
SP Narayanan, Vice President & Head VAS and Long Distance,
IDEA CELLULAR LIMITED, India
Strategies, experiences and
Clark Lam, Director, Consumer Products - Social and Multimedia Services, business models for telcos
SINGTEL, Singapore
Judi Achmadi, SDP Project Director, PT TELEKOMUNIKASI INDONESIA
TBK (TELKOM), Indonesia
Bharat Alva, Head Online & Applications Technology Team, OPTUS
SINGTEL, Australia Platinum SPonSor: endorSing organiSationS:
Tan Tiong Heng, General Mnanager, Core Network Planning, M1, Singapore
Qauser Zaman, VAS Manager, BANGLALINK (ORASCOM TELECOM),
Bangladesh
Reinhard Kniebeiss, Mobile Portal Specialist, QATAR TELECOM, Qatar
Tim Raby, Interim CEO, WHOLESALE APPLICATIONS COMMUNITy
Claes Cegrell, Strategic Product Manager SDP, ERICSSON
international marketing official tV Partner:
Antony Beswick, Solutions Product Manager Consumer Applications, Partner:
ERICSSON
Dinesh Saparamadu, CEO, hSENID MOBILE
Harsha Sanjeewa, CTO, hSENID MOBILE
Prof. Dr. Thomas Magedanz, Director of Research Group, FRAUNHOFER official media PartnerS
FOKUS, Germany
Jaikishan Rajaraman, Senior Director Asia-Pacific, GSMA
book now! www.sdpsummitasia.com C om m unity
Porta l

2. Day 1 • 27 OctOber 2010 WeDnesDay
8.30 Registration & Coffee optimizing operator assets for
new revenue generation
8.50 Welcome & Speed Networking
A chance to get to know your peers before the start of the
conference and set a relaxed and informal atmosphere
14.00 Operator showcase: Successful implementations
Aileen Vitug, Conference Producer, INFORMA TELECOMS in Small, Medium and Large Operations
& MEDIA • Realistic deliverables and key learning
• Increasing VAS revenue
8.55 Chairman’s Opening Remarks • Converging multimedia services across networks and terminals
• Lean operation and ways to maximize ROI
Tony Poulos, BSS Evangelist, TM FORUM
Clark Lam, Director, Consumer Products - Social and
Multimedia Services, SINGTEL, Singapore
9.00 Keynote: CxO Roundtable
• What SDPs worked for your country, why and how to adapt? SP Narayanan, Head VAS Marketing, IDEA CELLULAR
• Where is the real money to be gained? Enterprise or LTD., India
consumer markets? Teguh Prasetya, Group Head VAS Marketing,
• The controversy surrounding application stores PT INDOSAT, Indonesia
• Interaction between SDP and Web 2.0 - how to build Qauser Zaman, VAS Manager, BANGLALINK (ORASCOM
sustainable and worthwhile businesses from this? TELECOM), Bangladesh
• Service Platform principles for LTE and EPC Concepts,
Architectures, Protocols and Applications 14.45 Monetizing SDP through Revenue Generation
• Standardisation across the industry Models that worked
Dumindra Ratnayaka, CEO, ETISALAT LANKA, Sri Lanka • Increasing ARPU
Judi Achmadi, SDP Project Director, PT. TELEKOMUNIKASI • Personalization and targeted promotions
INDONESIA, TBK (TELKOM), Indonesia • Intelligent promotions and campaigns
• Unified customer care for SDP
9.45 Balancing the demands of SDP and Consumer • Real-time charging and revenue assurance for Voice and VAS
Application Deployment • New services creation for driving profitability
• Lessons learned on managing the tension between the Teguh Prasetya, Group Head VAS Marketing, PT INDOSAT,
needs of the CTO (horizontal architecture) and the CMO Indonesia
(rapid TTM of revenue share 3PP applications)
• Experiences on the advantages of deploying consumer 15.15 Mobile Advertising/ Mobile VAS using SDP
applications designed to leverage SDP architecture • Understanding the business model and options available
• New architectures for abstracting SDP capabilities to the • Increasing effectiveness of mobile advertising through
long tail of cloud based applications (HTML5) personalization
• Adding subcriber oAuth engines to the SDP model • Driving up-sell and cross-sell opportunities to increase ROI
Claes Cegrell, Strategic Product Manager SDP, ERICSSON Qauser Zaman, VAS Manager, BANGLALINK (ORASCOM
TELECOM), Bangladesh
Antony Beswick, Solutions Product Manager Consumer
Applications, ERICSSON 15.45 Questions and Discussion
Followed by Afternoon Refreshments
10.30 Questions and Discussion
Followed by Networking Exhibition & Refreshment Break
design, implementation and
Justifying the SdP business case integration challenges
11.15 How to build an SDP business case? 16.15 Understanding the Service Delivery Framework
• Evaluating the project viability Evolution
• What are the challenges and problems that SDP tries to solve? • Defining operators objectives and requirements
• Ensuring lower CAPEX and OPEX • Determining the strategic orientation of an operator
• Achieving optimum price and performance • Examining the key features of an SDF
• Accelerating ROI from applications and services • Ensuring that the SDF supports the complete lifecycle of a
service
Thatha Rao, VP Network Planning, PT BAKRIE TELECOM,
• Following the SOA approach for creating applications
Indonesia
Reinhard Kniebeiss, Mobile Portal Specialist,
11.45 Developing an SDP strategy than can be adopted QATAR TELECOM, Qatar
gradually 16.45 Solving integration problems
• Taking a phased approach to end-to-end SDP deployment • How to create common standards to ensure interoperability
• How to exploit SOA design principles and BPM to achieve • Impact of open source products and ways to incorporate it
speed and flexibility in deployment • Working with single vs multiple vendor
• Fitting with the mobile and broadband infrastructure strategies • Selecting the right architecture
Bharat Alva, Head Online & Applications Technology Team, Judi Achmadi, SDP Project Director,
OPTUS SINGTEL, AUSTRALIA PT. TELEKOMUNIKASI INDONESIA, TBK (TELKOM),
Indonesia
12.15 Questions and Discussion
Followed by Networking Lunch 17.15 Questions and Discussion
18.00 Networking Cocktail
Delegates and speakers are invited to unwind at our cocktail
reception and mingle with prospective new partners.
to reserve your place, call +65 6508 2401

3. Day 2 • 28 OctOber 2010 thursDay
8.55 Chairman’s Opening Remarks 14.00 Update on GSMA OneAPI Initiative
• Why is it important for developers to access network APIs?
innovation and differentiation through SdPs • What are developers saying that they need in order to make
use of network APIs?
9.00 Analyst Briefing: SDP Trends and where it is • How does OneAPI make it easier for developers?
• Does a single gateway in a region which supports all
heading to operators add value?
• Examining business drivers and market growth • OneAPI Canadian Pilot Case Study
• The Asian scenario as compared to worldwide SDP utilization • Implications for OneAPI in the Asia region
• Assessing role of SDP in future mobile operator business • What type of APIs are needed and what needs to be
Moderated by: defined next?
Jonathan Bell, Vice President, OPENCLOUD LTD. Jaikishan Rajaraman, Senior Director Asia-Pacific, GSMA
Panelists:
Amrish Kacker, Partner, ANALySyS MASON convergence and next generation Services
Prof. Dr. Thomas Magedanz, Director of Research Group,
FRAUNHOFER FOKUS 14.45 Service Enabling Architectures for LTE & 4G Network
• LTE - how 4G technologies will impact on the SDP
Jayesh Easwaramony, Vice President, ICT Practice, marketplace
FROST & SULLIVAN • How LTE and EPC change Service Delivery Principles in
Next Generation
9.45 Differentiating core telecoms services (voice • (Mobile) Networks
& messaging) to fight commoditization and • How LTE will affect the smart pipe / dumb pipe push
destructive price-wars • Experiences from the FOKUS Future Seamless
Communications and SOA Telco
• The role of the SDP in enabling competitive differentiation
• Creating subscription services in text voice WAP Prof. Dr. Thomas Magedanz, Director of Research Group,
• Case studies of successful services from Asia and FRAUNHOFER FOKUS, Germany
other regions Florian Schreiner, Senior Solutions Architect and Team
SP Narayanan, Head VAS Marketing, IDEA CELLULAR Leader, FRAUNHOFER FOKUS , Germany
LTD., India
15.15 Questions and Discussion
10.15 Questions and Discussion Followed by Afternoon Refreshments
Followed by Networking Exhibition & Refreshment Break
15.45 Architecting the Cloud for the Enterprise
10.45 Industry Dialogue: Evolution of SDPs - The Telco • What is Cloud Computing today
• Cloud Computing for the Enterprise
App. Store to combat Traditional App. Store? • Architecting for the Cloud
• The Reality of Telco App.Stores to complete the Mobile • Is it secure enough?
Applications Platform?
• Can Telcos claw their way back in the App.Store Market? Simone Brunozzi, Technology Evangelist, AMAZON WEB
• Should Telco App Stores follow the same trail or be more SERVICES APAC
focused?
• Will Revenue Recurring APPs be the key to success? 16.30 Implementing the 3GPP next generation charging
Moderated by: architecture for prepaid/ postpaid convergence
Dinesh Saparamadu, CEO, hSENID MOBILE, Sri Lanka • Centralized subscriber profile and charging management
• Commercial and technical considerations
Panelists: • Opportunities and Challenges
Dumindra Ratnayaka, CEO, ETISALAT LANKA, Sri Lanka • Subscriber profiling / recommendation and rating engine
Tan Tiong Heng, General Manager, Core Network Planning, capability at the charging engine.
M1, Singapore Taron Mohan, CEO, MOBISOFT TELESOLUTIONS PVT LTD
Simone Brunozzi, Technology Evangelist, AMAZON WEB
SERVICES APAC 17.00 Question & Discussion
Chairman’s Closing Remarks
industry update on Standardization End of Conference
11.30 Demonstrating how WAC will unite a fragmented
applications marketplace
testimonials from SdP asia 2009
• Establish how the creation of an open industry platform
that benefits the entire ecosystem spec will engage the “This conference exposed me to industry
developer community implementation & understanding about SDP”
• Highlight the launch of the developer materials and M F Ahmad, Telekom Malaysia (Malaysia)
documentation and explain how developers are able to
engage with WAC, alongside the benefits. Good event to get up to speed on other
• Outline how the business model will enable application and operator progress & developments.”
service monetisation, and will also enable revenue to be
generated from the use of telecoms operator assets S Tosilanon, True Move (Thailand)
Tim Raby, Interim CEO, WHOLESALE APPLICATIONS “Exposure to services, direction & validating
COMMUNITy
assumptions.”
12.00 Questions and Discussion S A Haniffa, Axiata (Malaysia)
Followed by Networking Lunch
to reserve your place, call +65 6508 2401

4. pre-cOnference masterclass • 26 OctOber 2010 tuesDay
SDP in the Cloud:
Strategies, Experiences and
Business Models for Telcos
SDPs have now become a truly intrinsic Core Service Creation Environment within an Operator’s Network. However
with increased prudence in capital and operational investment, telecom operators are warming to the idea of deploying
Cloud SDPs. Additionally, instant and ubiquitous availability, lower support costs, flexible charging structures, access
to a variety of cutting edge Service Development & Roll-out capabilities with limit-less scalability makes the Cloud SDP
an imperative option for Operators.
Workshop Objectives Workshop Agenda
By attending this workshop 9.00 Demystifying The CLOUD SDP – an exploration of the
on a Topic based on a Platform and its evolution from the Traditional SDP
Revolutionary Technology • The Reality from The Hype around it
Platform, attendees will take • Essential Characteristics
back - insights on:
• How TELCOs can 9.30 Multiple Facets of The CLOUD SDP
Leverage from the Cloud & • Multiple Options of Deployment catering to various
their value propositions Operator Scenarios
• The Cloud Based VAS
10.00 Service Creation Environments on the Cloud SDP
Business Models & their
- The Past, The Present & The Future
Viability to sustain
• Developer Environments on the Cloud – Their Evolvement
• The various Innovative • Innovative VAS Communities on the Cloud
Strategies for Telco-
Grade Platforms on the CLOUD 11.00 Open Source Technologies for the Cloud
• How can TELCOs embrace the Cloud SDP by
adopting the most suitable form of Deployment 11.30 Operators’ VOICE
Model • Case Study of Etisalat’s Cloud Enabled SDP by
• Specific Deployments by Early Adopters pertaining to Dumindra Ratnayaka, CEO, Etisalat Sri Lanka
their Market Conditions • M1’s Implementation of SDP and a Vibrant Developer
Community
12.30 Close of workshop & Q&A
Workshop Leaders
Dinesh Saparamadu Harsha Sanjeewa
Founder & CEO CTO
Responsible for the Strategic Envisioning hSenid Mobile
direction of hSenid Mobile to as a competent provider of
be a “sought after” Solutions scalable, extendable & open
Provider for Tier-1 Operators source solutions
Sponsorship & exhibition opportunities
SDP Asia 2010 will provide your company with excellent opportunities to create, maintain and enhance brand awareness and customer relationships.
Demonstrate your products, answer questions, overcome challenges and meet your target market face to face!
• Don’t miss this fantastic opportunity to demonstrate your expertise and provide solutions for potential clients and customers at this event.
• Take advantage of the gathering of high-ranking decision-makers at this conference by promoting your products and services. Ride on our sponsorship and
exhibition opportunities and stamp your dominance in this industry.
For a discussion on how our sponsorship packages can be tailored to your budgets and needs. Companies based in Asia, please contact Sheryl Pacheco
at sheryl.pacheco@informa.com or Tel: +65 6508 2455. Companies based in EMEA and North & South America, please contact Roland Behrendt at roland.
behrendt@informa.com or Tel: +44 (0) 20 7017 5613
to reserve your place, call +65 6508 2401

5. Optimising SDP in
the Battle for New
Communication Revenues “Great networking with industry
Today, Telecom companies are facing challenges such players.”
as increased competition from Internet companies, C Lam, Singtel (Singapore)
decline in voice and data revenues, and slow growth
in the average revenue per user. Further, with the shift “Obtained new ideas & perspectives from
towards convergence, constantly changing market actual industry practitioners.”
C Foo, OpenCloud (Singapore)
forces of supply & demand, and the increasing need to
offer flexibility and security as key differentiators, service
providers and operators are realizing the need to align
service delivery models with these developments.
The 5th Annual SDP Asia Summit will focus on how
operators can rapidly create and deliver new value-
added services which can maximize potential revenues,
combat commoditization and decrease customer churn
using SDP. This definitive conference has been the
annual meeting place for SDP players to network and
learn from operator-led presentations, case studies,
technology demos and workshops.
Who Should Attend?
SDP Asia attracts both strategists and technologists from leading worldwide mobile
operators - CTO’s, CIOs, CMOs, VPs Network, Products and Service Innovation/ about the Sponsor
Development, Technology Directors, Network Planning Heads, Head of Service
Delivery, Head VAS Marketing with their infrastructure, IT & Software Partners,
Network Equipment Providers, Systems Integrators, Application Developers, Device
& Hardware vendors.
SDP Asia 2009 - Delegate Profile by Industry Ericsson is the world’s leading provider of
ASP 9%
technology and services to telecom operators. The
market leader in 2G and 3G mobile technologies,
Association 5%
Ericsson supplies communications services and
Vendor 36% Consultant 9% manages networks that serve more than 250 million
Media 4% subscribers. The company’s portfolio comprises
mobile and fixed network infrastructure, and
Operator 37% broadband and multimedia solutions for operators,
enterprises and developers. The Sony Ericsson
joint venture provides consumers with feature-rich
personal mobile devices.
SDP Asia 2009 - Delegate Profile by Country Ericsson is advancing its vision of ‘communication
for all’ through innovation, technology, and
USA 9% Australia 4% sustainable business solutions.Working in 175
UK 4% Germany 2%
countries, more than 70,000 employees generated
Thailand 4% Hong Kong 6%
revenue of USD 27 billion (SEK 209 billion) in
Taiwan 2% India 9%
2008. Founded in 1876 and headquartered in
Indonesia 9%
Stockholm, Sweden, Ericsson is listed on OMX
Nordic Exchange Stockholm and NASDAQ.
Singapore 36% Malaysia 11%
Norway 2%
Philippines 2% For more information, visit www.ericsson.com or
www.ericsson.mobi
to reserve your place, call +65 6508 2401

6. If undelivered, please return to:
1 Grange Road,
#08-02, Orchard Building, Singapore 239693
Tel: +65 6508 2400 Fax: +65 6508 2407
The 5Th SDP ASIA SUMMIT 2010
5 EASY WAYS TO REGISTER
MAIl the attached registration form with your cheque to
IBc Asia
1 Grange Road, #08-02, orchard Building, Singapore 239693
Customer Service Hotline Fax
+65 6508 2401 +65 6508 2407
Email Web
register@ibcasia.com.sg www.sdpsummitasia.com
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hoTel INFoRMATIoN
ReSeRve yoUR PlAce ToDAy! Resorts World™ Sentosa, Singapore
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5th SDP Asia Summit 2010– For All Telecom Operators & Govt Bodies identity of speakers.
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