Service Delivery Platforms (SDP) grow organically in operator environment and over the period of time develop lot of integrations towards existing service enablers (e.g. messaging, location, CRM). The existing integrations provide an enormous value for developing contextualized services offered via IMS platform.

1. ‘IMS Contextualized Services’ – Opportunity for Operators
using SDP
Rehman Adil
Senior Solutions Architect
Deutsche Telekom, UK
18th-19th September 2013, Rome

2. Agenda
Operator challenges
IMS Services and Architecture Overview
Typical SDP Capabilities and Architecture Overview
Blending IMS and SDP Together towards contextualized services
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3. Operator Challenges
Decreasing
revenues
Prices decline in telco
core business
Long Time-toMarket
for new services
Telcos struggle getting
services faster to
market than OTTs
Pressure on TCO
Network evolution with
IMS impose additional
OPEX and CAPEX
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4. IMS Services and Architecture

5. What is IMS?
Access Independent
Single Core Network for
Fixed and Mobile
Multi-Device
Multi-Access
Access services with one or
more devices, e.g.
Tablet, Mobile, PC
Unified
Communication
Enables combination of
voice, video, messaging,
presence, web-sharing, etc
New Revenue streams
Enables charging of
multimedia sessions
appropriately
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6. IMS Architecture and Services Overview
Other IMS based services
Gaming Server
IPTV
MRFC
Voice AS
RCS/Joyn
OSA-SCS
IM-SSF
MRFP
Mobile
Network
HSS
SGW
Fixed
S-CSCF
P-CSCF
Network
MGCF
I-CSCF
MGW
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7. Why IMS?
Source: Infonetics Research 2013- IMSService Providers Survey
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8. Why not IMS?
Source: Infonetics Research 2013- IMSService Providers Survey
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9. SDP Services and Architecture

10. What SDP?
Function overview
Native API : SMPP, MM7, MLP, UCP
Parlay X API: SMS, MMS, Terminal Location, Terminal Status, Payment, Device capability, Presence, Address
List Mgt.
REST API: GSMA OneAPI (SMS, location), MMS, location, instant messaging, presence/group list, click2 dial
• Ad-hoc network specific Web services/REST API generated by API creation tool
•
•
Exposure
•
•
Security
•
Policy
•
•
Abstract
Manage
SLA – App Level, SP level, API level, dynamic policy definition
Throttling – system Level , SP level, App level, end user level
•
Control
HTTPS, OAuth, WS-Security, SSO
• User AA, Developer / VASP AA
B/W list, Privacy, Bulk Distribution, Charging, Alarm, Logging
SMSC,MMSC,LBS, OSA/Parlay, IMS IM, PGM, Diameter, ADC, SIP, SS7
• Any network resource with web services interface
• Central accessing point for all network resources
•
•
Partner On boarding
Dashboard, Web-console, system management

11. How IMS and SDP could fit
Developers
Application
Store
Consumers
Presence
Messaging
Voice
Widgets
Internet
Context
ISC/SIP
GSMA OneAPI/Custom APIs
CSCF
Parl ayX Call Control
XCAP/HTTP ( Presence list management)
HSS
H.248
MRFC
Gm/SIP UNI ( Subscribe to presence changes)
RTP
SDP
MRFP
SIP
SMPP, MM7, MLP, SOAP, LDAP
Fixed Network
Mobile Network
SMSC
Purchase
History
CustomerProfile
Location

12. Deliver the IMS call to nearest field agent – Enterprise
Proposition – Location Aware Call Distribution Group
IMS Network
Voice AS
SDP
Location
CSCF
HSS
Customer
Profile
Mobile
Messaging
-GW
Network
Customer
Nearest
Agent
Network
Enablers

13. SDP Realizing SCIM Function of IMS and Integration to Social
Networks
Share with
friends
IMS Network
Third
party IMS
Server
VoD
Server
SCIM Realization
SCIM/SDP
CSCF
Launch
my
favorite
video
SBC
SDP
HSS
Service Capability Interaction Manager
provides orchestration of services across
different IMS application servers as prescribed
by 3GPP Specification 23.517
Using SDP service orchestration engine, IMS
customers can be offered niche services such as
sharing information about their VoD with friends
on social network
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14. Contextualized IMS services - Examples
Location Enabler
1. Deliver a call from the customer to nearest field agent – enterprise proposition
2. Forward my calls to voice mail when I am roaming – consumer and enterprise
proposition
3. Update my tagline automatically in Joyn using my location information
4. Show me location aware advertisements on my web-store or Joyn client
Customer Profile and Quality of Service Enablers
1. Break-out my instant messages to SMS when Joyn support is not available on my
friend’s network
2. Break-out my instant messages to MMS when Joyn support is not available on my
friend’s network
3. Offer tailored content on IMS based IPTV, e.g. HD content to Gold customer only with
service differentiation.
4. Offer higher service quality ( better bit-rate ) for MobileTV to a Gold customer
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15. Contextualized IMS services – Examples
Payment Enabler, Previous Purchase History and Customer Profile
1. Enable customers to pay for VoD content using carrier billing of SDP
2. Display contextualized Program Guide on IPTV matching by knowing subscriber’s
purchase history and tariff
SDP Horizontal Capabilies
1. Orchestrate several services using SDP orchestration capabilities realizing SCIM
2. Realized common policy function that overarches IMS and traditional fixed and mobile
network
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16. Business Drivers for SDP Deployment
Source: Infonetics Research 2013- SDP Service Providers Survey
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17. Summary - Take Aways
1. Monetize the Context
2. Compliment IMS with Exposure and Management capabilities of SDP
3. Re-use vertical integrations towards service enablers to get services to market quicker
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18. THANK YOU!