Alcatel-Lucent Services Transformation Portfolio. Accelerate and monetize service innovation: heighten end-user differentiation

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1 Alcatel-Lucent Services Transformation Portfolio Accelerate and monetize service innovation: heighten end-user differentiation

2 The Alcatel-Lucent Services Transformation portfolio of products, solutions and services allows operators to obtain competitive differentiation and derive new value from existing assets by integrating existing and next-generation service platforms such as IMS (IP Multimedia Subsystem), IPTV (Internet Protocol television), IN (Intelligent Network), and partner platforms and ecosystems. Alcatel- Lucent works with customers to provide interactive applications on any device by monetizing communities, content and brands with enticing applications and by exploiting value from new and existing assets, with end-to-end network- and service-security protection. 2 Alcatel-Lucent Services Transformation Portfolio

3 Alcatel-Lucent is an industry leader for Services Transformation, including IMS, IPTV, mobile multimedia, payment solutions, and network and operations support system/business support system (OSS/BSS) integration services. Portfolio components include Converged IP Communication and Messaging, Multimedia, Subscriber Data Management, Payment and Services offerings. Addressing key business goals with the Alcatel-Lucent SDE Accelerating and monetizing service innovation is made possible with a complete Services Transformation built on the Alcatel-Lucent Service Delivery Environment (SDE), an open framework for the creation and delivery of contextaware, personalized and blended services. The Alcatel-Lucent SDE addresses a number of key business goals: Rapid service creation Improves time-to-market by reducing time to create and integrate new services and by increasing flexibility to deliver new services across network infrastructures User-centric experience Provides value to end users with easy-to-use, personalized and blended applications Access to content partners and third-party ecosystems Engages third parties in the creation and provisioning of new services, creating new ways of monetizing service capabilities Access to new revenue streams, segments and markets Leverages end-user data and provides flexibility to adapt to new business models such as advertising and promotions Reduced cost of service creation Uses integrated, common OSS/BSS solutions and shares enablers across network and information technology (IT) infrastructure Alcatel-Lucent Services Transformation Portfolio 3

4 Services Transformation portfolio components and benefits The portfolio products, solutions and services provide a number of benefits and demonstrate the breadth of Alcatel-Lucent Services Transformation expertise and experience (see Table 1). Table 1. Alcatel-Lucent Service Transformation portfolio benefits Portfolio component Converged IP Communication and Messaging Multimedia Subscriber Data Management Payment Alcatel-Lucent Services Benefit Web integration, for interactivity and coverage on any device Increased revenues, with multimedia entertainment and monetized content access on any device Access to enriched subscriber data and enabling of advanced applications Enriched payment infrastructure to maximize yield and secure customer loyalty Support and transformation of networks with client-driven solutions and multivendor, multitechnology network and IT expertise Converged IP Communication and Messaging Alcatel-Lucent IP Communications and Messaging solutions are designed for integration with the Web, for interactivity, and for coverage across any device. The IMS-based IP communications offering has been proven in more than 30 full deployments and more than 60 IMS service deployments; for example, at the heart of AT&T s advanced, multidevice U-verse Voice service. The solution is compliant with the IMS standards suite. 4 Alcatel-Lucent Services Transformation Portfolio

5 Multimedia In addition to person-to-person communication, multimedia entertainment is the second pillar of today s digital lives. The Multimedia component allows users to choose where they want to access content at home on TV or PC, or on the road on mobile phone. Advertising revenue is essential in this domain, so there is ample support for the placement of commercial messages and interactive applications, which can be rapidly generated using templates for multiple target platforms. There is a unique content-management system for all content and fixed/mobile delivery platforms. Content can be monetized with network-based ring-back tones featuring music, video and advertisements. With over 90 customers worldwide, the Multimedia component allows subscribers to easily find, connect and interact with the content and brands they care about, from any device. Subscriber Data Management Next to network functions, network data stores are the second key asset of network operators. Service providers own vast amounts of data in various repositories throughout their real-time network and IT domains. By deploying the Alcatel-Lucent Subscriber Data Management solution, service providers can enrich subscriber data and immediately blend their own and third-party data sources across domains. This more complete subscriber view allows the introduction of advanced applications such as customer service portals and quality assurance systems and includes the management of third-party developer access to subscriber data. The Subscriber Data Management solution has been deployed in the support of over 770 million subscribers worldwide. Payment A channel for controlling payment for services is one of the most important assets in building a service-delivery environment. The Payment suite allows service providers to enrich their payment infrastructure with a converged prepaid/postpaid solution for on-the-fly creation of highly segmented service packages using a drag-and-drop user interface. With real-time account handling, postpaid users can be offered the same notification and bonus features as prepaid users. The Payment suite allows service providers to reinforce revenue-assurance requirements and real-time third-party content. Service providers can monetize their payment solution by offering payment as a service to virtual network operators. The Payment suite allows more than 210 fixed and mobile customers worldwide to offer hyper-segmented packages of services to prepaid/postpaid users, maximizing yield and securing customer loyalty. Alcatel-Lucent Services Transformation Portfolio 5

6 Alcatel-Lucent Services Alcatel-Lucent Services offers unique value delivered with a combination of IT, consulting and network expertise that supports and transforms multivendor wireline, wireless and converged networks around the world. As the telecommunications industry s most experienced and knowledgeable services partner, Alcatel-Lucent Services provides a comprehensive set of professional services that encompass the entire network lifecycle: Consult & Design Integrate & Deploy Maintain & Operate These services address service-provider needs as well as industry and public-sector customers in over 130 countries. Alcatel-Lucent Services staff help customers transform their business with innovative, customer-driven solutions, such as: IP transformation Support for all phases of transforming legacy networks to IP End-to-end triple play Smooth implementation of IPTV solutions that provide new revenue opportunities Services Transformation Support that includes consulting and OSS/BSS integration to allow the reengineering of service-delivery and operational processes Network security Services to protect next-generation infrastructure and services Carrier-network outsourcing and multivendor-network support Reduction of operating costs and complexity with alternative partnership models Faced with the challenges of rapid service delivery and third-party access, reducing operating and capital expenses, managing complexity, or optimizing business continuity and network security, customers can rely on Alcatel-Lucent Services multivendor, multitechnology network and IT expertise. 6 Alcatel-Lucent Services Transformation Portfolio

7 Services Transformation products, solutions and services The Alcatel-Lucent Services Transformation portfolio components cover the spectrum from versatile platforms and product families to comprehensive solutions and integration/consulting services IMS Application Server The Alcatel-Lucent 5400 IMS Application Server (IAS) is a multidomain application-delivery platform that uses Session Initiation Protocol (SIP) and a telecommunications-grade Java Service Development Kit (SDK) for the easy development of new services. The 5400 IAS is the foundation for Alcatel-Lucent applications such as presence, instant messaging, and network address book and supports Alcatel-Lucent PC client and Web widgets. Alcatel-Lucent is a leader in compliance with the Rich Communications Suite (RCS), allowing end-to-end IMS services Intelligent Services Gateway The Alcatel-Lucent 5400 Intelligent Services Gateway (ISG) is a standards-based intelligent service-delivery platform for secured network access and efficient resource management, including full-featured Parlay/OSA and Parlay X Gateway functionality. An Alcatel-Lucent Bell Labs innovation, the highly efficient rule-based policy engine controls, mediates and tracks network resources driven by service level agreements (SLAs) Multimedia Content Manager The Alcatel-Lucent 5920 Multimedia Content Manager (MCM) is a software product that allows service providers to manage and orchestrate the delivery of all services and content applications, video, music, ring tones and information to end users based on individual preferences, thereby integrating and enhancing the end-user experience for three screens (mobile, PC and TV). The 5920 MCM is a leading, commercially deployed solution, with more than 20 deployments worldwide. Alcatel-Lucent Services Transformation Portfolio 7

8 5930 Interactive Media Manager The Alcatel-Lucent 5930 Interactive Media Manager (IMM) is a ready-todeploy, end-to-end solution for delivering interactive television services across any platform, including IPTV, digital satellite, digital cable, digital terrestrial, PC and mobile. The 5930 IMM is an ideal delivery platform for the changing advertising space, in which brand advertisers are looking for new ways to reach consumers. With the Internet, consumers understand the value of targeted, interactive advertising. Giving consumers the ability to interact with the brands they care about helps platform operators, broadcasters, media and advertising agencies to create a differentiated, compelling experience and drive new revenue streams. The portfolio applications and tools allow the creation, management and distribution of revenue-generating interactive applications, such as interactive advertising, enhanced TV, sponsorship, portals and participation TV Mobile Interactive TV The Alcatel-Lucent Mobile Interactive solution family delivers multimedia content to mobile end users, with the best possible interactivity for end-to-end user-centric experiences: Alcatel-Lucent Mobile Interactive TV (MiTV) solution Watch TV and navigate with a keypad as the remote controller Alcatel-Lucent Mobile Interactive portal Enjoy highly intuitive and visual navigation to access all sorts of multimedia content and make interactive transitions between music, video, text and images 8 Alcatel-Lucent Services Transformation Portfolio

9 The 5910 MiTV solution leverages the expertise and world-leading position 20% market penetration of Alcatel-Lucent in video-streaming technology. The endto-end solution is ready to deploy for delivering mobile, interactive TV services over unicast, packet-switched Enhanced Data for GSM Evolution (EDGE), 2.5G/3G, High-Speed Downlink Packet Access (HSDPA), and Worldwide Interoperability for Microwave Access (WiMAX) networks as well as broadcast/multicast networks such Digital Video Broadcasting Handheld (DVB-H), DVB Satellite services to Handhelds (DVB-SH), and Multimedia Broadcast Multicast Service (MBMS). The 5910 MiTV solution delivers personalized content, live broadcast TV and made-for-mobile TV channels. Users can experience best-in-class mobile TV, with its rich media client, electronic program guide (EPG), smart navigation and fast channel switching, as well as video and audio quality optimized for mobile handsets. Users also enjoy seamless access to associated services, such as one-click purchase of ring tones, video clips, ring-back tones and video greetings. Alcatel-Lucent Services Transformation Portfolio 9

10 8650 Subscriber Data Manager The data (profile) centralization and consolidation capabilities of the Alcatel-Lucent 8650 Subscriber Data Manager (SDM) are a key cornerstone in supporting critical SDE/ service-delivery platform (SDP) strategies as well as transforming network topologies to all-ip networks and applications. The 8650 SDM centralizes subscriber profile data in support of home location register (HLR), home subscriber service (HSS), and authentication, authorization and accounting (AAA) requirements Data Grid Suite The Alcatel-Lucent 8660 Data Grid Suite (DGS) provides a universal view/data-consolidation capability. It also supports application-data centralization with its directory server as well as data federation/ identity management. The 8660 DGS consolidates and federates data across multiple networks and domains, simultaneously supporting multiple protocols. Customer deployments have demonstrated the resulting faster service introduction and dramatically reduced end-user support costs Instant Convergent Charging The Alcatel-Lucent 8610 Instant Convergent Charging (ICC) suite, with its design-tree drag-and-drop graphical user interface (GUI), convergent rating engine, centralized product catalog, and communityrating features, provides a centralized rating, charging and mediation capability to simultaneously support unique tariff plans for multiple networks and services. The 8610 ICC simultaneously supports multiple packages/ offers for multiple wireline, wireless and converged networks as well as tracking usage data and providing loyalty-management capabilities. 10 Alcatel-Lucent Services Transformation Portfolio

11 OmniAccess 8550 Web Services Gateway The Alcatel-Lucent OmniAccess 8550 Web Services Gateway (WSG) is a network-embedded, serviceoriented architecture (SOA) backbone element. It allows the corporate information-systems interoperability required for effective business-process automation and provides security run-time policy enforcement and consolidated audit-trail creation to meet corporate-governance requirements. The 8550 WSG uses Alcatel-Lucent patent-pending Webservices run-time message-inspection technology and can be deployed in both the demilitarized zone (DMZ) to allow external business-partner interoperability and the data center for internal information-systems interoperability. The 8550 WSG significantly reduces the total cost of ownership for corporate information systems and improves corporate agility, leading to significant competitive advantage. It provides critical functionalities to secure businessprocess automation: Secures information flow when automating business processes with partners Enables efficient demonstration of compliance to regulations Protects sensitive information from misuse Allows the availability of sensitive data when and where needed Ensures online business processes are compliant with information-privacy legislation Alcatel-Lucent Services Transformation Portfolio 11

12 IPTV Key benefits of the Alcatel-Lucent IPTV solution include unprecedented service flexibility and control, non-stop service delivery for assured quality of experience (QoE), and multidimensional scalability for massive growth. The IPTV solution components are the Triple Play Service Delivery Architecture (TPSDA), service-creation environment, and applications. 12 Alcatel-Lucent Services Transformation Portfolio

13 Triple Play Service Delivery Architecture The Alcatel-Lucent TPSDA is a leading-edge network-reference architecture that integrates broadband access, aggregation, multiservice edge and core routing, and subscriber management in an end-to-end solution. It addresses mass-market requirements for triple-play service delivery, providing high subscriber scale, high bandwidth throughput per subscriber, and high concurrency. The TPSDA is a purpose-built, next-generation network foundation that leverages Alcatel- Lucent innovations to provide a reliable and future-ready foundation for delivering innovative multimedia services with a superior user experience. With deployments from over 50 operators globally, the TPSDA is the blueprint for triple play infrastructure. IPTV service-creation environment Alcatel-Lucent has heavily invested in the IPTV SDP, which allows service providers to truly differentiate their services from other forms of digital TV. Alcatel-Lucent has its own IPTV middleware platform, called MiView TV, as well as a strategic relationship with Microsoft to deliver the Mediaroom IPTV platform. Alcatel-Lucent has a strong ecosystem of partners to complete the service-creation environment. IPTV applications Alcatel-Lucent IPTV applications create additional revenue for service providers by offering compelling IPTV service packages. The applications and tools help create, manage and distribute revenue-generating interactive applications, such as interactive advertising, enhanced TV, sponsorship, portals and participation TV. The best-in-class Alcatel-Lucent IPTV SDPs provide service richness and differentiation in an open software-development environment, supporting value-added applications and interworking with other SDPs and advanced operator tools to stimulate video consumption and maximize end-user QoE. Alcatel-Lucent has proven expertise, with IPTV application deployments from over 50 operators globally. Alcatel-Lucent Services Transformation Portfolio 13

14 Systems integration OSS system integration OSS system integration involves the specification, design, development, test and implementation of best-fit OSS solutions for carrier and non-carrier markets in the support of service-fulfillment and service-assurance processes. Alcatel-Lucent leverages best-in-class tools from strategic partners such as IBM Tivoli, Amdocs/Cramer and Comptel to offer: Advanced process modeling for end-to-end service fulfillment and inventory management Advanced process modeling for end-to-end service assurance, including fault and performance management, quality of service (QoS), and QoE across network and IT domains Proven consulting methodologies and IT systems expertise Preintegrated solutions for rapid time-to-market BSS system integration BSS system integration involves the specification, design, development, test and implementation of BSS solutions, including flexible rating and billing, customer care and contact centers. Alcatel-Lucent leverages best-in-class tools from strategic partners such as Genesys, Motive and Convergys to offer: Convergent billing solutions (prepaid/postpaid, voice/data) Real-time charging and rating engines Billing mediation BSS-to-network integration Customer relationship management (CRM) and portal integration IP contact center Business and operations process-roadmap and solution-blueprint development Roadmap and blueprint consulting for implementing cost-effective solutions includes business process, organizational, and technology/systems impact analysis. 14 Alcatel-Lucent Services Transformation Portfolio

15 Operations assessment Alcatel-Lucent conducts assessments of customers operational effectiveness for selected business areas using leading-edge enhanced Telecom Operations Map (etom) and Information Technology Infrastructure Library (ITIL) process-model experience. Operations target-objectives definition Definition of service level objectives (SLOs) according to the etom/itil models involves specification of the associated processes, tools, organizational impacts, metrics and action plans. Operations design, optimization and migration planning Alcatel-Lucent helps customers develop a migration plan from present mode of operation (PMO) to future mode of operation (FMO), including: Detailed operations design aligned with etom/itil models Incremental implementation steps, measured with key performance indicators (KPIs) OSS/BSS architecture and design Development of a best-fit OSS/BSS architecture and a detailed design based on business, operational-design and technical requirements involves a deployment and phasing plan as well as integration with the customer s and third-party IT environments. Operations-transformation consulting A detailed transformation program design is based on key business objectives and operations assessment. Components include: Business benchmarks and financial management Operational process and SLA management Service-delivery and IT architecture Work-center and migration management Alcatel-Lucent Services Transformation Portfolio 15

16 Triple-play service integration Successful end-to-end triple-play deployment projects require a tightly aligned set of consultancy, design, integration, deployment and maintenance service options. With a focus on real business needs, Alcatel-Lucent partners with customers to implement triple play end-user services as and when required. From greenfield triple play deployments to service enhancements such as channel extensions, new interactive application integrations and performance improvements, Alcatel-Lucent offers proven project methodologies, partner management, and unparallel triple play knowledge and experience. Applications integration Application functional requirements Alcatel-Lucent helps define the functional requirements for communication applications for consumer and enterprise segments. Application architecture and design Alcatel-Lucent helps define the architecture and detailed design requirements for business and consumer communications applications, including: Optimized architecture Phasing plan for integration in the customer s network Service-platform and application optimization Backed by leading research and development and world-class investments in dedicated laboratory environments, Alcatel-Lucent is already a trusted advisor and prime integrator for many customers globally, partnering from concept to reality. Unmatched triple play services help operators to minimize risk and maximize revenue: Field-proven tight methodologies that reduce project risk and time-to-deployment Project services focused on customer business needs Experience gained from the largest number of global IPTV integrations End-to-end network, technology and multivendor experience for complex integrations End-user application integration and migration Integration of carrier-communications applications, along with the associated migration of subscriber data and information, involves: Seamless integration with legacy infrastructure and services Service continuity across platforms Carrier-grade testing Testing in lab environment and commercial network 16 Alcatel-Lucent Services Transformation Portfolio

17 Application exposure Alcatel-Lucent helps customers implement the exposure of carrier capabilities to third parties, including the secure exposure of network, service and OSS/BSS capabilities. Applications consulting Alcatel-Lucent helps customers formulate strategic plans to achieve key business objectives, including development of the application strategy, feasibility assessment, revenue optimization, business modeling, and high-end solution alternatives. Alcatel-Lucent consulting also includes: Technology strategy Operational impact assessment Domain expertise in current telecommunications, mobile, IMS, IPTV and Web applications and service blends, subscriber data optimization, and Services Transformation to an SDE SDP and SOA Multivendor SDP and SOA consulting Successful Services Transformation requires a pragmatic program plan that: Addresses clear business goals and priorities Incorporates a holistic approach that considers people, processes, metrics and systems Reduces risks by leveraging experience, best practices and tools This approach includes business and technical assessment and planning. SDP/SOA consulting addresses the full services lifecycle strategy, design, transition, operations and continued improvements and features: A collaborative approach, using Alcatel-Lucent industry experts to create a program road map Leveraging of IT and network-industry best practices and tools for example, TM Forum s etom, Telecom Application Map and Shared Information/Data (SID) model; ITIL s service lifecycle-based best practices; service benchmarking and KPIs; and cost/service modeling Alcatel-Lucent Services Transformation Portfolio 17

18 Multivendor SDP and SOA solutions Alcatel-Lucent offers solutions to help service providers speed time-to-market and efficiently manage new, innovative, personalized, context-aware services that are device- and network-independent. Solutions are supportive of flexible business models for new sources of revenue. A modular approach to the construction of a best-fit SDE is based on business needs, using the Alcatel-Lucent Transformation AdvantageTM Framework. This open framework accelerates and monetizes service innovation and the delivery of user-centric services by optimizing processes and resource management and reusing common service enablers across different platforms. The most popular modules address: Service access and on-boarding, supporting internal and third-party application development Subscriber data management Content management and delivery With the SOA, standardization of OSS/BSS interfaces Solution professional services include: Consulting Project planning and management Design and architecture Customization and validation Installation, commissioning and integration End-to-end solution verification Data migration Service and operation readiness Operations outsourcing Security consulting and planning Alcatel-Lucent helps customers to: Assess security requirements Identify vulnerabilities Develop a plan to reduce risk and defend against attacks Improve security policies, practices and use of technologies to secure evolving communications and service infrastructures With extensive knowledge and expertise in network and system-infrastructure/ information protection and security, Alcatel-Lucent consulting services incorporate industry standards and best practices as well as an always-on Security Operations Center (SOC) for monitoring and crisis-management capabilities. 18 Alcatel-Lucent Services Transformation Portfolio

19 Why Alcatel-Lucent? Alcatel-Lucent is the vendor of choice for many Tier 1, 2 and 3 service providers and is the market leader in OSS according to Gartner; ranked second in global telecommunications software, including OSS/BSS and SDP, according to OSS Observer. The company is ranked second in carrier services according to Technology Business Research and IDC. Alcatel-Lucent is a leading member of and contributor to numerous international standards bodies, including Open Mobile Alliance (OMA), Telecoms Internet converged Services & Protocols for Advanced Network (TISPAN), 3rd Generation Partnership Project (3GPP), and TM Forum. Alcatel-Lucent Services Transformation Portfolio 19

20 Alcatel, Lucent, Alcatel-Lucent and the Alcatel-Lucent logo are trademarks of Alcatel-Lucent. All other trademarks are the property of their respective owners. The information presented is subject to change without notice. Alcatel-Lucent assumes no responsibility for inaccuracies contained herein. Copyright 2008 Alcatel-Lucent. All rights reserved. CMO (10)