1. Service Delivery
Platforms
Evolution
What HP is doing to enable the
Service Providers’ transformation
Marie-Paule Odini
HP SDP program manager
© 2008 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

2. HP SDP today
• HP SDP 2.0 today - http://www.hp.com/go/sdp
• Telenor Playground - running on HP SDP -
http://playground.telenor.com/
• HP SDP and Telecom Italia - Oct08 event -
http://event.on24.com/r.htm?e=118584&s=1&k
=A1EF9451C805ED3A58AB1DC5B039B0EE

3. Today we will be discussing
1. What is an SDP and the
business drivers for
implementing service
delivery platforms
2. What is HP’s experience in
delivering SDPs, how can
we help today
3. How are SDPs evolving
3 March 10, 2009 HP Confidential

4. From walled garden 1:1 to long tail &
communities
Walled garden Partnerships Long tail
• Voice, SMS, MMS • Portal content • Group-user-
bundle (films, sport, soap, music) generated content
(blogs, messages)
• Personal and group calls
• Friends and family
• Hosted-user-generated content
content (photos, videos)
(clubs, enterprises)
70% • Advertising
Revenues
20%
10%
1-10 11-100 101-1000
Services

5. The Two-sided business model
The Telco 2.0 platform connects providers to users, creating a ‘two-
sided’ market
‘Upstream’ Customers ‘Downstream’ Customers
Developers
Retailers
Millions of
Government Telco Customers
$ Platform $
Brand Advertisers
Content Owners Thousands of
Segments
Telco – Retail
© STL Limited • Proprietary and Confidential - 12 -
www.telco2.net
5

6. What is driving SDP evolution ?
SDPs are a strategic choice for service providers to enable the required
transformation to the “two sided business model”
• SDPs have already been delivering:
− A comprehensive & standards-based SOA-based service delivery
ecosystem
− The ability to re-use common service enablers like location, presence,
messaging, voice, etc., across multiple end-user services
− The power to extend service development to 3rd parties
• And now need to evolve:
− To complete support for the two sided business model by managing
complex revenue relationships
− Towards web 2.0 communities enablement
− To provide for enhanced dynamic personalization of services, taking in
to account the subscriber context
− By blending services together to offer more compelling end-user
experiences
6 6 July 2009

7. Service Delivery SOA Transformation
•Heterogeneous Mash Up
capabilities exposed Engine
uniformly: SOA design Multimedia
Subscriber Profile Conference
•3rd Party Ecosystem Widgets
•360 View of services
Schedule & Conf Messaging
and usage
Service
•End to end service Governance
(widgets) life cycle and B.I.
Secure Access Policy Mgt Service Mgt Application Mgt Registry
management Management Reporting Partner Mgt
Repository
•Define and enforce
policies that govern
consumption of services Business
Processes,
•Understand business Policy Enforcement
impact of SLA’s
•Integration with
Operational Support SOA Service
Systems Abstraction
•New Revenue
Operator’s
Management models Network and IT
Elements Group List
Messaging Presence MM Conferencing Voice Mail Messaging Charging
Management
1
7 6 July 2009

8. HP Services Governance Framework
HP can help you start today your SDP journey …
− Prepackaged software to manage
secure telco services exposure
− Management Architecture that acts as
a central governance control point
and provides management of
• actors and entities
• services across multiple protocol sets
• End user services across multiple
channels
• policies that govern consumption of
services and end user services
• Implements Governance
Interoperability Framework
− Runtime Architecture that acts as the
enforcement points for runtime
governance for
• Enforcing management/design time
policies
• Providing the runtime management
information acting as a key change
8 agent
6 July 2009

9. HP SDP evolution
RestFull Web Enablers
Gateway Services
Context
Next Gen
Portal Management
Revenue
Management
9 6 July 2009

10. HP SDP evolution …
A standards based architectural blueprint for development, deployment, integration and
management of converged services
User
Equipment
Plane
Application Next Gen Widget Mashup Testing & Services
Lifecycle
Plane Portal Framework Certification
Web 2.0 Management
Revenue Service
Subscriber Content Context
Mgt Governance Device
Common Framework
Profile Enablement
Management Enablement
Module Manager (CAAS)
(SGF)
Framework
Service
Delivery SIP Servlets ParlayX Web Service Web 2.0/REST
Plane
Location Messaging Presence Conferencing NGIN
Service
Enablers Identity Device Profile Charging Single Sign-on etc
Gateways & Profile OCMP XDMS PDE Telecom
Service HLR/HSS
Network Services Mgr App Server
Control
Plane IMS SS7/Legacy
IPTV
Network Real-Time IP IP Circuit-switched
Infrastructure

11. HP SDP Enabler Enhancements
• Enrich HP SDP with OpenCall Enablers
− OpenCall is already present in 22 of largest 25 SPs
− 100m subs use OC prepaid wireless solutions
− 250m subs in 38 SP on 5 continents use HP HLR
− 750k voice and video ports deployed HP SGF
− Largest VoiceXML media platform provider
− 5000+ signalling protocol platforms deployed
• Rich Communications Rich Com Personalization Real Time
service
− Video Conferencing Conferencing HLR control
• Personalization Video Conf HSS
Streaming INAP, Camel
− Network Address Book Video
Profile Mgt
NGIN, SCIM
Subscriber Mgt
− Subscriber profile Monitoring
NAB
service broker
etc Real time
• Real Time Service Control
charging
− NGIN, VAS
Service enablers
− SCIM
− Convergence incl IMS-IN
11 6 July 2009

12. HP SDP Context Enablement
• Provides dynamic and personalized
“context” to applications
— Subscriber context: location, devices,
interests etc.
— Application context: device,
bandwidth, number of concurrent
users etc
• Provides dynamic and personalized
“context” to applications
• Adaptors to different ‘context’ source
• Simple Rule engine personalization
with UI & context execution Context Enabler
• Simple APIs to enrich application and
service logic
• Technology: HP Ontology* Platform,
Semantic web
*HP Ontology platform : Jena platform, now opensource

13. HP SDP Service Governance RestFull
Gateway
• Opens up HP SDP to web 2.0
environment REST to WSDL
− Example: social network, widgets,
web2.0 developers etc WSDL to REST
• Exposes Services as ATOM, REST API (=
Web2.0 API) Access Control
• Accepts provisioning of ATOM, REST RestFull gateway
services
• Provides robustness and scalability
• Enables seamless governance for web
HP SGF
and web 2.0 services

14. HP SDP Revenue Management Module
• Provides simple revenue sharing
model brick for partners including Partner Portal
web2.0 developers
UI
• Complements existing billing system
HP SGF
with a flexible solution that deals also
with unknown developers, small
transactions and complex revenue
sharing models
• Web service flexible charging E-wallet
enabler
• E-wallet function for partners Online-Offline charging
• On-line & off-line charging
Account Balance
• Account Balance & Rating
Rating
Revenue Management Module

15. HP SDP Next Gen Portal
• Provide a Next Gen Portal for : Subscriber Developer Admin
• Subscribers to browse, try
& buy services (gallery)
Access Gwy
• Developers to create, test,
publish applications,
Portal Gallery SDK
widgets, mashups
• Enables Service providers to Advertisement API Mashup Tool
address web 2.0 developers
Widget framework
• Opens up to new business
model including Long Tail Next Gen Portal
• Positions service providers as Testing
platform independent service HP SGF
aggregators (any mobile, any Monetization
PC, web, consumer, enterprise)

16. Adopt simple widgets and mash-ups
Use SDP widget on PC or mobile
Next Gen Portal
SDP partner Portal & Widget library & Mashup
HP SGF, RMM
& RestFull Gwy
Create new service with SDP mash-up Enablers
Ex: Parlay X Gwy
SDP widget in enterprise SDP Widget In Yahoo SDP widget in facebook
portal

17. Telecom Italia’s Services Exposure
MVNO
• TSE Exposes
Provisioning WS to Service Exposure Layer
the MVNO (based on HP Services Governance Framework)
• It implements the
• Integrates BSS
business logic
services
MVNO Card MVNO MVNO MVNO services exposed to
Manufacturing
Services
Provisioning
Services
MNP
Services
“service config”
the MVNO
Services
Functionalities: • It implements BSS
BSS Virtual Operator Platform
• Security legacy processes in
Management (AAA) order to provide
• Services monitoring ESB BSS Interno requested services
and tracking
MVNO Billing services
MVNO Billing services
• Business and Provisioning Platforms
Delivery Platforms &
1.CDR generation
1.CDR generation
Network Gateway
functional policies
enforcement TiLab BSS
Network
MVNO Billing Services MVNO “Provisioning” Services MVNO Card manufacturing Services
MVNO Provisioning Services
MVNO Provisioning Services MVNO Mobile Number Portability
MVNO Mobile Number Portability MVNO Network Service Configuration
MVNO Network Service Configuration MVNO card manufacturing
MVNO card manufacturing
1.Subscription activation
1.Subscription activation Services
Services 1. MVNO “service configuration” services services
services
1. MVNO “service configuration” services
2.Subscription deactivation
2.Subscription deactivation 1.MNP FULL for not TI customers
1.MNP FULL for not TI customers 2. Act./Deact. Premium service 1.SIM production data
1.SIM production data
2. Act./Deact. Premium service
3.Network Profile update
3.Network Profile update 2.MNP FULL for TI customers
2.MNP FULL for TI customers 3. Act./Deact. Service Clip & Clir
3. Act./Deact. Service Clip & Clir
4.SIM substitution
4.SIM substitution 4. Act./Deact. Recall Service
4. Act./Deact. Recall Service
5.SIM Lock/Unlock
5.SIM Lock/Unlock 5. Act./Deact. Answering service
5. Act./Deact. Answering service
6. Paging service (LoSai)
6. Paging service (LoSai)

18. HP Leadership and Guidance
• Delivering today SOA-based
SDP 2.0
• Introducing SDP 3.0 to address
service providers new business
opportunities
− Completing evolution towards
the “Two sided business model”
− Supporting new web2.0
business models
− Getting ready for Semantic
Web
− Supporting enhanced
personalization & blending of
services
• Providing proven experience
coming from multiple
engagements and leadership in
vision for the future

19. Thank you