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To be part of this service ecosystem, CSPs must: abstract services from the network; automate service assembly; and expose this environment to application developers and partners to enable them to create unique content. This service ecosystem is the environment in which syndicated services are created and managed.
A dynamic syndicated service environment is made possible by the increasing trend to build services from service elements. Service elements are stored in Service Catalogs. A CSP can then combine service elements into a variety of services tailored to specific markets. The component approach provides a way to coherently design, launch, and manage increasingly complex services. The Service Catalog approach is essential to service syndication and the creation of an effective service ecosystem.
With service syndication, service elements may reside in individual Service Catalogs belonging to multiple CSPs. Some of these CSPs may provide highly specialized services while others may offer a broad spectrum of products. In the service ecosystem, a multitude of players create and sell their own functionality. Services are exchanged through a capability called “managed syndication.”
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A telecom service ecosystem will likely differ from a Web 2.0 ecosystem because of its focus on customer and service assurance — particularly for business customers. This is not to say, however, that these ecosystems cannot work together. In fact, it is likely that CSPs will sell services like bandwidth to Internet companies — and at the same time — use services being offered by Internet companies. |
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focus on customer and service assurance — particularly for business customers. This is not to say, however, that these ecosystems cannot work together. In fact, it is likely that CSPs will sell services like bandwidth to Internet companies — and at the same time — use services being offered by Internet companies.
Each ecosystem will have its own specialties and strengths. The CSP ecosystem may differentiate itself based on service quality, and the Web 2.0 ecosystem may differentiate
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Lessons Learned From the Internet
The Internet is teaching much about rapid service deployment and syndication. Consider the mash ups on Facebook and other Web 2.0 applications. Internet companies like Google are not only pursuing Web 2.0 applications vigorously, they are also beginning to offer voice, email, messaging, and other communications services. In addition, they are capable of launching new services at a rate unheard of in the telecom industry. Unless the telecom industry is to be overwhelmed by Internet players, it will have to create its own service ecosystem.
A telecom service ecosystem will likely differ from a Web 2.0 ecosystem because of its
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itself through creative new applications. By using both ecosystems, CSPs and Internet providers have the potential to access opportunities that would not otherwise exist. For example, a CSP could access the vast social networking market through the Web 2.0 ecosystem, and an Internet company could use the CSP ecosystem to access the enterprise market with its requirement for service quality.
Harnessing the Service Ecosystem
Managed service syndication is an opportunity for CSPs to put themselves at the center of the service ecosystem, to open up new markets, and to increase their service revenues.
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