BT s 21CN Service Innovation

Transcription

1 BT s 21CN Service Innovation Federation of Communication Services Emerging Technology Seminar 11 July 2008 Dave Elmendorf BT Design Director 21CN Voice and Multimedia Platform

2 BT s Focus Changes... 20C Era 21 C Era Network Operator Service Provider Take the friction out of personal and corporate communications

3 Converged Applications Enabling New Communication Patterns Web 2.0 & Social Networks BT User Current Context Message to Group Do Not Disturb Privacy Settings Communication Applications In Session Message Voting Current Ack Tally Timezone Speech Rec Applications Temporar In Session Revokable Never y Speech Contact Busy Numbers Rec Info BT User s Community Network Infrastructure

4 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 BT will have the ability to cost-effectively produce a steady stream of Innovative Solutions that meet the unique needs of our customers

5 To acheive this 21CN is bring Web 2.0 into Telcomunications 21CN VoIP IP MPLS + SOA Standard Software Platforms WSDL BPEL Web & Voice Applications Converging J2EE IMS Long Tail: Addressing Niche Markets A new way to design, develop, and deploy services

6 21CN has shifted to Platforms and Software Driven Services Legacy Approach Platform Approach Service Experiences Voice VM ACD Common Capabilities Network & Platforms Key Core Competency: System Integration Key Core Competency: Service Design and Software Assembly

7 Two Perspectives: Subscriber Services and CP Services MSIL (Multimedia Services Interface Layer) 21CN Services IP IP Connectivity CP Subscriber Services CP Services

8 21CN Subscriber Services Analogue Telephony w/o Features/Minutes Analogue Telephony with Broadband 21CN Services Broadband only

9 21CN CP Services Management Interface for WLR-21CN MSIL (Multimedia Services Interface Layer) Analogue Telephony w/o Features/Minutes Analogue Telephony with Broadband WLR-21CN: Call Features & Minutes (Optional) 21CN Services VLA WBC-c SIP-over-IP and Media from Analog Telephony Loops SIP-over-IP and Media from Analog Telephony Loops with Broadband IP IP Connectivity Broadband only WBC Broadband from Broadband-only Loops

10 21CN NGN-CC Management Interface for WLR-21CN MSIL (Multimedia Services Interface Layer) Analogue Telephony w/o Features/Minutes Analogue Telephony with Broadband WLR-21CN: Call Features & Minutes (Optional) 21CN Services VLA WBC-c SIP-over-IP and Media from Analog Telephony Loops SIP-over-IP and Media from Analog Telephony Loops with Broadband IP IP Connectivity Broadband only WBC Broadband from Broadband-only Loops 20CN ROW PSTN PSTN NGN-CC SIP-over- IP and Media from PSTN Network

11 CP Potential Management Interface for WLR-21CN Analogue Telephony w/o Features/Minutes Analogue Telephony with Broadband WLR-21CN: Call Features & Minutes (Optional) 21CN Services IP IP Connectivity VLA WBC-c CP IP-based Services Service Service Analogue Connectivity Derived VoIP Converged Services Fixed-Mobile Convergence High-fidelity Voice Virtual Receptionist Speech Recognition IVR/ACD Broadband only WBC Service 20CN ROW PSTN PSTN NGN-CC

12 Networks In Transition Service Service Service 21CN Services Platform PSTN Mobile SIP IMS Network Access and Security Bandwidth (UK and Global) Design Approach: Build Converged Services with design anticipation of IMS But Begin NOW Select Standard Network Components as Mature Technology Emerges

13 Emerging Services Architecture Retail Customer s Applications CP Service PSTN SMB Customer s Applications CP SDK/Exposure Layer CP Service 21CN SDK/Exposure Layer 21CN Services Platform Mobile SIP Network Access and Security Enterprise Customer s Applications CP Service IMS Focus on Services Designed for Agility Services Exposed to Customers Global Bandwidth (UK and Global)

14 Case Study 3 Months Weekend One Communicator Calendar-based Reminder Sole Proprietor 21CN Services Platform (Standards-based HTTP & SIP Server) One Communicator Customer Profile Address Book Calendar Call Routing Presence Modification Design Approach: Agile Design Approach from Reusable Components Rapid Time to Market React Quickly to Customer and Product Management Changes

15 Examples of Emerging Services Click-to-Call Services Virtual PBX Services Distributed Workgroup Service Personal Communication Managers Integration with SMB Applications Integration with Microsoft Office Communicator Communications Convergence with Saleforce.com Unique Billing & Freefone Arrangements With the 21CN Services these types of services Can be offered by you using the assets of your business

16 Innovation is now less about creating communications services we ve never heard of, but instead, focusing on the precise needs of customer segments and uniquely meeting their needs. 21CN Gives you the services building blocks to Do provide unique capabilities for your customers That will expand your business

17 Thank You.