Service Delivery Platform...Web 2.0 meets Telecom

Service Delivery Platform (SDP) is not an entirely new concept to be introduced in the telecoms sector. However, it has gained the attention of major telecom operators who view SDP as the core with which they will build future networks around.

So why is the deployment of SDP gaining momentum? It traces back to the Apple App store launched in 2008. This watershed event has put the spotlight on mobile applications and services. The case for SDP comes from two angles, the first being the explosive growth of service providers and developers, operators have to find a more efficient way of managing external providers which can be local or overseas. SDP provides a unified management for billing and revenue settlement with external parties. The second is the varying access methods users have to consume the services, this includes the telecom network, mobile and fixed Internet.

SDP can be seen as the meeting point between Web 2.0 and Telecom. With SDP, operators have an environment to expand the richness of contents currently on offer. SDP is the platform that integrates applications traditionally residing in the IT domain to the Telecoms industry. SDP forms the core of the new generation telecom networks, aggregating services and applications from the NorthBound interface and deliver them to disparate networks

in the SouthBound interface. I will describe functions of the SDP and the eco-system created around it.

NorthBound

This is the top layer of the SDP platform that is exposed to 3rd party service/content providers. It forms the point of entry for external parties to plug in to the SDP A telecom network's capabilities such as Location, SMS, MMS, Presence etc are packaged as standard Web Service

for developers to tap upon. Content providers can supply ringtones, images using FTP to the network. The value of this layer lies in the convenience it provides to developers. Instead of developing interface seperately to the capabilities, they only need to develop a single interface with the SDP which takes over the interfacing work.

Management

This is essentially the heart of the SDP dealing with all related management work from the north and south. It manages all the core functions of the SDP such as service level agreements with the service providers, content management and settlement. It also links with the core BOSS system of the operator.

SouthBound

This layer is also called the network abstraction layer where operators will find the most valuable in using the SDP. It converts the protocols invoked by the service providers in the northbound interface to those required by each network element.

Have IPTV...Now What?

Although IPTV is not considered a new technology, it only gained traction in recent years. Despite the lure of the PC and console gaming, home entertainment has been and will always revolve around watching television. The average person spends 4 hours a day in front of the TV.

However, for IPTV to be a runaway success, it needs to find its killer app. Just like how social gaming has made social networks such as Facebook prominent, and how the App Store concept propelled smartphone adoption rate. IPTV needs to finds its own shining knight to save it from falling into obscurity even before it has gained any recognition.

Imagine imagine imagine...

Traditionally, watching TV has been a very laid back experience for most people, it is supposed to be a passive activity where we just take what is shown on the TV or simply channel surf until we see something interesting. (By the way, I looove channel surfing) With IPTV, a whole suite of services can actually be provided on top of the usual contents.

Personalize......Localize......

Each IPTV set top deployed in household is able to be identified individually by the central system. Therefore operators are able to know the usage habits of users. Personalized services such a a digital concierge, recommended shows and relevant services can be pushed to the users. Operators need a powerful engine to conduct behavioral analysis and serve target services as much as possible. Think Google.

Since each STB is deployed in different physical locations, is there a way of providing the services that are available in the locality of the household? For example "Dan's restaurant round the street corner is offering a 1 for 1 dinner special. Click for home delivery." or

"Special Offer for Spa Package, Click to receive SMS voucher"...we can go on forever about location specific advertisements, but I guess you got the idea.

We are entering the age of Intelligent Home which, in essence, refers to smart home appliances. Near field communications protocols such as Bluetooth and WiFi are mature and able to support smooth media streaming. DLNA is the industry standard for multiple devices to work together.

Have you heard about the fridge that is able to tell you which items i.e. egg, milk are you running low? That message can be transmitted to the STB which will be shown on the screen under the "Home Management" section. You can re-stock the items by purchasing online from the nearby grocery shop. Before you know it, the things are delivered to your doorstep.

All these can be done through your digital concierge. It can also scour the web on your behalf and present the latest promotions or happenings in your locality or country. Blog it! Tweet it! Facebook it! Digg it!

Potential Pitfall to avoid

I have always felt that playing games on the TV, not referring gaming consoles, are a waste of time. I do not think it will take off simply because the alternatives are much better: PS3, XBOX, Wii and PC. Gaming on TV will be last on this list, if it even makes it. The truth is, users do not switch on their STB to play games, they just want to know "Whats up recently".

The STB simply does not have the capability to run games of decent visual quality. Moreover, developers' attention are now on any other platforms but IPTV. "Hey IPTV, Gaming is not your war!". IPTV has a better chance of succeeding in the Services space.

Fixed Mobile Convergence

FMC refers to the integration of Fixed and Mobile networks such that services and applications are used interchangeably. Currently, each of these networks operates independently with its own set of protocols and services. Increasingly, we observed the overlapping of the services offered as both networks grew too large and the growing appetite of consumers for uniform services.

IPTV would be a very good example to showcase the concept of Fixed Mobile Convergence to consumers. It is also where they will be able to feel the most value add to their lives. Imagine you record a show using the IPTV network today, you can choose to view it on your mobile phone anytime anywhere. Basically, operators will have a centralized storage for each user and the contents can be distributed via any medium i.e. Web, Mobile and IPTV. This seamless way of media consumption will prove to be attractive to the current Internet generation.

Please feel free to throw your ideas onto the pot.