Verizon's SDP Experience - Mark Hahn, Principal Member of Technical Staff, Verizon, USA Verizon is the leading converged operator with one of the largest IPTV deployments in the world of 3M subscribers in Q1 2010, and a mobile customer based of 93M customers. Their Service Delivery Ecosystem (SDE) is fundamental to Verizon's vision of services available across all its networks. Verizon's service vision results in customers considering their services as independent of a particular device and network: whether it be mobile, broadband or legacy networks. Services will be able to access common and shared infrastructure such as an identity management framework; finally removing multiple logons and conflicting security settings which plague most multiplatform services today. Mark gave an excellent presentation, which I show below that clearly explains the approach they've taken to exposing APIs and listening to developers in building their solution. With significant details on the role of interceptors in their framework to ensure customer trust, which is becoming more critical given Google's continued missteps in this area raise customer awareness. The driver behind the project was the need to remain customers, to remain relevant to customers as their trusted service provider - not incremental ARPU. The learning, which is common to any IT project, its not the technology (that's easy) its the people and processes that are the most challenging; and that's where such projects must focus.

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Verizon’s Service Delivery Ecosystem
Vision, Plan, Progress and Lessons Learned
Mark Hahn
Principal Member of Technical Staff, Verizon Network & Technology
October 2010
Broadband World Forum
October 2010

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This presentation provides an overview of Verizon’s service
delivery ecosystem strategy and current deployment from
the perspective of a guy who is one of the principal
architects. Since Verizon’s businesses are continually
evolving, this strategy may change as he learns new stuff.
Safe Harbor

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CHOICES
COMPETITION
Challenge vectors in the services ecosystem
Enable innovative services

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Verizon has lots to offer the services
ecosystem
POWERFUL DEVICES EXTENSIVE NETWORKS
(FIOS, 3G, 4G)
RICH SUITE OF CAPABILITIES

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Service Delivery Ecosystem provides the bridge
WEB INNOVATION
NETWORK ENABLERS
TERMINAL STATUS
SMS/MMS
LOCATION
PRESENCE
ACCT MGMT
PERSONAL CLOUD
MOBILE COUPONS
DEVICE CAPABILITIES/CONFIG
VOD
QOS
MOBILE AD’S
CALL HANDLING
MULTIMEDIA CONF
3RD PARTY CALL CONTROL
NETWORK ADDRESS BOOK
TV MESSAGE POP
GEO-CODING
MESSAGE BROADCAST
SPEECH RECOGNITION
CALENDAR
PAYMENT
STREAMING
AUDIO CALL
CALL NOTIFICATION
MULTIMEDIA MULTICAST
EPG

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For VzSDE to be successful, we need ...
Single Face to Developers/Partners
Breadth of Capabilities
Flexible/Innovativ
e
Business Models
Ease of
Development
Engage Developers
Make “Rapid” Happen
Protect Customer
Interests

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Ecosystem Architecture
… AND PROVIDES API’S TO
DEVELOPMENT COMMUNITY
GATEWAY CONNECTS TO
UNDERLYING NETWORK ENABLERS …
DCC
SpeechCoupons
Payment
QoS
Calling
Multimedia
Conferencing
Presence
IMS
Services Gateway
Service Execution
VZSDE
Loc Msg
SMS/MMS
Platform
Location
Platform
VZ Platforms
SDK
SDK
SDK
API
Directory
Service Creation
Web
Portal
API
3rd Party AS
Back
Office
Policies & Rules
Permission
Database
Permission
Enabler
Privacy
CDR
Generation
Service Mgmt
Service
Management
Abstraction
App Hosting
PLUS …
• POLICY ENFORCEMENT
• USAGE ACCOUNTING
• VALUE-ADD CUSTOMIZATION

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Initial Enablers Deployed … More to follow
• Deployed
• SMS (send/receive)
• MMS (send/receive)
• Terminal Location (coarse/fine, geofencing)
• Privacy Data Management
• Scheduled
• Device Capabilities and Configuration
• Terminal Status
• Lab Evaluations
• Presence
• Third Party Call, Call Handling
• Application-driven Quality of Service (QoS)
• Identity Management
• Content Management/Storage/Purchase
APIs

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Consent & Permission Infrastructure
• Users manage access to their artifacts
• Dynamically per request
• Statically via a Portal
• Indirectly via 3rd Party
• API requests abide by user privacy settings
• Allow, Deny, Ask
• Granularity at ‘application level’
• Attribute level under consideration

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Integrationware …
• CDR Gateway
• Simplified and streamlined Data Mediation and Billing
Integration
• Service Management Proxy
• APIs to support automated onboarding and provisioning
• Abstracts VzSDE infrastructure from portals and legacy system

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Developer and Consumer Portals
http://developer.verizon.com/
http://www.myverizon.com/
14 Day certification
commitment with zero touch
Live Certification System

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Developer Events

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From creating VzSDE …
• The biggest challenges were not technical – they were
transforming people and processes
• Making “rapid happen” provides a competitive edge
• Establish a repeatable “Enabler Factory” process
• Small, agile team was key to rapid project roll out and success
in an entirely new market area

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From working with developers …
• Insure developers are able to fully manage the relationship
with their customers
• Timely and accurate developer support, demonstration
applications, tooling, … essential to build community
• One-stop, streamlined, predictable processes for registration,
business relations, onboarding.
• Provide application visibility - usage statistics, subscription
data, transactions, revenue, … a “developer dashboard”
• Developer “pain points” create opportunities for Network
Capabilities to expose

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VzSDE … Bringing it All Together

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THANKS FOR LISTENING
Verizon’s Service Delivery Ecosystem