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Dave Elmendorf Director 21CN Voice and Multimedia 30th September 2008

Adopting SOA for Telecom Workshop Providers Perspectives on SOA in Telecom. Dave Elmendorf Director 21CN Voice and Multimedia 30th September 2008. Agenda. Changing Landscape in Communications. BT’s Communications Platform Approach. 21CN SDP Design. 21CN Software Based Services.

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Dave Elmendorf Director 21CN Voice and Multimedia 30th September 2008

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  1. Adopting SOA for Telecom Workshop Providers Perspectives on SOA in Telecom Dave ElmendorfDirector 21CN Voice and Multimedia30th September 2008

  2. Agenda • Changing Landscape in Communications. • BT’s Communications Platform Approach. • 21CN SDP Design. • 21CN Software Based Services.

  3. 1. Changing Landscape in Communications.

  4. Life Used to Be Simple The Network We operated a reliable network.

  5. BT’s Focus Changes... “20C Era” “21 C Era” Service Provider Network Operator Shift focus from merely operating a network to delivering services.

  6. Cost Effectively Address the Long Tail • 20C-era Networks: • Custom Developments • One-size-fits-all Services • Network Element Vendors design Services • 21CN Services Approach: • Standards-based Developments • Reusable/Pick&Mix Software Components • Services Focused on Specific Customer Segments • BT in Control of Service Design Cost effectively address the unique needs of specific customer segments.

  7. 2. BT’s Communications Platform Approach.

  8. A New Service Model Requires A New Delivery Approach Web 2.0 & Social Networks Communication Applications Current Context Message to Group Do Not Disturb Privacy Settings Message Ack Voting Tally Current Timezone In Session Speech Rec BT User’s Community: Personal, Professional & Enterprise BT User Temporary Numbers In Session Speech Rec Never Busy Revokable Contact Info Network Infrastructure The Service Delivery Platform will need to rapidly embrace new and changing customer needs and technologies.

  9. 21CN has shifted to Platformsand Software Driven Services Legacy Approach Platform Approach Voice VM ACD Service Experiences Common Capabilities Network & Platforms Key Core Competency: System Integration Key Core Competency: Service Design and Software Assembly Services will be rapidly built in a Pick & Mix Fashion from Reusable Components.

  10. BT’s 21CN Approach Web 2.0 & Social Networks APIs and SDKs for 3rd Party Apps Services Application Application Application Application Profile Auth Call Server Messaging Media Servers Media Gateways Global IP & MPLS Network ROW PSTN 20CN 21CN Broadband 21CN Ethernet Focusing only on the lower layers and ignoring a Services approach will lead to commoditization of the Telco.

  11. 3. 21CN SDP Design

  12. Goal: Software & Services on 21CN Web 2.0 Social Networks Web & Voice Applications Converging 21CN + Standard Software Platforms Agile Service Creation VoIP IP MPLS SOA Sprints WSDL IMS SCRUM BPEL J2EE Embracing the Web, Standard Platforms and Contemporary Software Development Techniques.

  13. “Switching” and Enterprise Architectures are Merging Proprietary J2EE Standards (e.g. JSR289, SIP Servlets, J2EE...) • Fundamental convergence between telecom “platforms” and Enterprise “applications” • Software Development moving from proprietary monolithic telecom applications to standards-based layered J2EE applications • Now, the “Applications” Developer can focus on the application and leave platform and resiliency issues to the standards-based infrastructure layers Monolithic Applications on Proprietary Platforms are No Longer Feasible.

  14. SDP Architecture Devices & Applications SDK/APIs (for User Control) Finished Applications APIs SDKs Business Apps Salesforce.com (BPEL Orchestration of Components) Enterprise Apps Common Profile Information Social Networks Consumer Apps Discrete Communications Layer Componentized Software Architecture with SDKs for External Applications.

  15. Service Service Service 21CN SDP PSTN Mobile SIP IMS Network Access and Security Bandwidth (UK and Global) SDP is Network Agnostic Pragmatic Design Approach: • Build Converged Services with design anticipation of IMS • But Begin NOW • Select Standard Network Components as Mature Technology Emerges IMS is not a Requirement to Begin initial Offerings.

  16. 5. 21CN Software Based Services

  17. Examples of Emerging Services • Click-to-Call Services integrated with Applications • Virtual PBX Services linked with CRM • Distributed Workgroup Service • Personal Communication Managers • Integration with SMB Applications • Integration with Microsoft Office Communicator • Communications Convergence with Saleforce.com • Unique Billing & Freefone Arrangements Innovation is about being positioned to rapidly adapt to change.

  18. Component-based Services for Multiple Channels SDK/APIs (To Customer/3rd Party Apps) Finished Services Consumer Converged Services Social Communications Instant Conferencing Profile-based Routing SMB Distributed Workgroup Virtual Receptionist Virtual PBX Hosted CRM Integration Enterprise Global Voice VPN On-Demand Comm Services Communications Enhanced ERP Calendar-based Conferencing Discrete Communications Layer Wholesale Wholesale Gateways Overflow Trunking White Label VoIP Services Wholesale Capabilities SDK Common Profile Information 21CN Global Network Services can now focus on the unique needs of customers.

  19. In Closing… • Innovation is now less about creating communications services we’ve never heard of,but instead,focusing on the precise needs of customer segmentsand uniquely meeting their needs. • 21CN provides Customers the service building blocks and finished services to produce rich service experiences • The Killer Attributesfor SDPs are rapid change driven by embracing new applications both internal and external to the service providers Thank You and Good Luck.

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