Internet of Services. What is the Future Internet for us? Pnina Vortman IBM Haifa Research Laboratory

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1 Internet of Services What is the Future Internet for us? Pnina Vortman

2 Motivation Communication Service Providers (CSPs) new spaces Traditional telco model is Inverse of Internet model Telcos need to adopt more Internet technology to better support Internet applications Cloud computing, Web 2.0, and Cloud Services Can become the primary supplier for global enterprises and personal services Services Platform Core Network Access Network License Business model The long tail Collaboration Perpetual beta Technical Model Services. Data. Published data Mash-ups Telco Web 2.0 2

3 Convergence of Communication and Information Collection and integration of information Remote access to enterprise data and applications Supporting Internal Collaboration Supporting Coordination Remote Collaboration - Conferencing Alternate Device Communications IT Supported Remote Collaboration Expertise management Imbed converged communications into business processes Voice and Phone Based Self Service Flexible contact processes Rich Media services VOD,Video capture, Video interaction, Media libraries, Augmented Reality Extracting knowledge from all customer interactions Social Networking and Web 2.0 3

4 Drivers: an emerging Digital Convergence and Social Networking and Media White Space Multiple starting points Service Creation User Community Rapid Prototyping Trials Commercial Content Ingest Content Mgt Web Store Front Settlement Personal Media Store & share Backup & restore PIM Network calendar Network address Synch Social Networking User profiles Communities Tagging Wikis/Blogs Forum Feeds Social Messaging+ Voice SMS/MMS/USSD IM & alerts Voic RTTS One or more of these required Content & Business Intelligence Common user repository Search Site and Internet Profiling and recommendations Content filtering malicious / harmful Reporting Indexing / classification Social network site brokering SSO Web, WAP, ODP, Multi-channel Monetisation & Customer Management E-Wallet Advertising BSS Integration ACCESS CRM Self Care Streaming Transcoding Presence & Location 4

5 Mobile Service Cloud Work Threads The Future Internet will overlap with Cloud Computing efforts Smarter Planet Instrumented, interconnected, Intelligent should be supported by the Future Intern Rapid Dev.Tools for Mobile Services Industry Specific Clouds Health: Homecare Remote Monitoring Data Management (Mobile and Fixed) Analytics Personal Digital Safe Cloud Technology Storage Cloud for personal and enterprise data Hosted Development Environment for Mobile Widgets Smarter Planet Transportation Smart City Safety Inclusion Governance Social Networking Applications Media applications Elastic Runtime to Host Mobile Widgets 5

6 Cloud Infrastructure - The Services, Software, and Hardware Layers Service Layer Request to run a service Service Orientated Architecture Service Center Software Layer Request for Image or image based solution (virtual appliance). Abstracted from HW Virtual Appliances Image Management Hardware Layer Request for HW provisioning Aggregated Resources Ensembles 6

7 Cloud computing will require new disciplines and technologies to provide improved experience Requires Requires fully automated, service-centric operations and processes New service management disciplines and processes Highly virtualized, flexible infrastructure and application architectures Computing Cloud Provides An always on consistent, quality service experience at lower cost Massively scalable, optimized architecture with high resource utilization Adaptable to changing business requirements ondemand 7

8 What Is Cloud Computing? The services provided can be available globally, always on, low in cost, on demand, massively scalable, pay as you grow, Consumers of the services need only care about what the service does for them, not how it is implemented Monitor & Manage Resources Datacenter Infrastructure Access Services Service Consumers Cloud Administrator IT Cloud Component Library Component Vendors / Software Publishers Network Infrastructure Network Cloud - multiple providers Publish & Update Components 8

9 Storage/Compute cloud services for Individuals Personal data services and content services Online photo services Digital safe deposit box services Video/movies on-demand Payment, taxes, utility bills, education bills, Health Records Virtual PC Personal certificates birth, death, diploma, financial statement, home ownership, Some key providers: Google Yahoo! ADP Banks Application service providers Pay-per-view providers Business process outsourcing firms Others 9

10 Short to medium term: Reduce cost of delivering high bandwidth OTT content using content delivery network (CDN) and other technologies Telcos can work mork closely with OTT and/or CDN providers to enhance the user Two-way conversational experience and to earn additional income through such partnerships Subscriptions End Customer Pay per Use Partners Persnal Content Enterprise Content Portals CDN Operations Centre Internet Core CDN PoP Applications Content Mapping Content Cache Typically no charge CDN Large network and cache of a variety of content Charges for amount of data cached Variety of transactions/models End Customer Access Wireless and Fixed Internet Access providers Peering/CoLo charges to shift content around CDN OTT Providers Content, media and application providers Peering charges for access to content Internet Core Global networks transporting Internet traffic Possibly charges for bandwidth used Per click or basic ad revenue Advertisers Web users Web site Application cache 10

11 Longer term Broaden the scope of communication services and deliver a 3 screens Social networking experience 1. Extend the scope of services Broaden the scope of their traditional telecommunications business to more actively encompass both point-to-point communications and many-tomany collaborative communication models and align their organizations and industry partnerships accordingly. This has strategic and transformational implications for the business, impacting areas such as product and services offerings, skills, platforms, revenue models and markets, among others. 2. Realize 3-screens experience Create a cross-platform, fully integrated communication and collaboration experience across mobile, fixed and IPTV services. This will enable telcos to stem their loss-of-share of communication time, as well as reduce churn, by offering a differentiated, premium-value service that promises greater flexibility, ease-of-use, and a consistent experience on any communication platform, anytime, anywhere 11

12 Example for demo to demonstrate the Future Internet - Mashup based Portal for Patients and Care Givers Common for all 3 screens Integration of Web based (network based) Applications Convergence of communication and IT Clinical / Medical Personal A mashup is a new approach for connecting applications and data in the Web 2.0 era (large amount of data, diverse, changes rapidly, etc.) It is a Web application that integrates data, computation and UI provided by several suppliers into a single piece. End users can customize their own web application view Can provide portal for multiple types of users based on different needs but share reusable components Communication / Collaboration 12

13 Thank You 13

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