Pipeline Publishing, Volume 5, Issue 4

	This Month's Issue:
	Enabling Innovation

Managed Service Syndication —
A New Business Model

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The Catalyst project participants — Microsoft, Telefónica, NetCracker, Accenture, CA, Tribold, and Iptivia — collaborated to create a business video service for Telefónica.

The objective was to create, provision, and assure the quality and reliability of a video service by assembling syndicated web-, network-, and application-based services using the TM Forum's NGOSS and Service Delivery Framework (SDF) standards. The result was the creation of a next generation environment for delivering syndicated services.

The Catalyst project demonstrated a video conferencing service designed for Telefónica's business broadband users. The service syndicated Microsoft's LiveMeeting and Telefónica's Agenda conference scheduling service. Agenda sent scheduling SMS to organize a conference, and Telefónica's Video-on-Demand linked LiveMeeting to the participants.

For service creation and provisioning, Telefónica linked to NetCracker's ordering and provisioning services and a Tribold product catalog. To monitor service quality, events, and paths, Telefónica linked to online applications provided by CA and Iptivia.

The Catalyst project proved that Managed Service Syndication can enable service providers to become bundlers of services using their own assets as well as the capabilities of other ecosystem players.

The Network Operator's Role

In Managed Service Syndication, each partner contributes a unique aspect or capability that benefits the other partners, and collectively they create a mutually beneficial, inter-dependent system that enables the rapid creation and distribution of services.

Partners can offer services and service components. Meanwhile, network operators can differentiate themselves by offering service elements that would not otherwise be available — including guaranteed QoS, user location and preference data, and presence and personalization data. In this way, operators can provide a channel to market for quality-assured, innovative business services.

Managed Service Syndication is the Telco industry's version of Internet mash-ups.

Today, services must be created, customized, launched, and discontinued at an accelerated rate — and at an acceptable cost — to meet market demands. Telcos need to create new services rapidly without significant investments in software and hardware infrastructure. Managed Service Syndication gives Telcos the power to do all this.

Managed Service Syndication enables Telcos to mix traditional services with innovative next generation applications and content services to serve existing markets — and to target new, highly specialized markets.

Telcos can achieve enhanced value by offering new services, by creating new services using partner service elements, and by exposing service elements to others so they can create higher quality services and improved user interfaces.

Managed Service Syndication — An Exciting New Business Model

Service Syndication is a challenge to Telcos. It requires OSS that deliver and manage services across partner boundaries — OSS that provide end-to-end views of the service and the customer quality of experience, no matter where the service elements and networks reside. Telcos that transform their OSS and embrace Service Syndication will open up a world of exciting new possibilities — and new markets — that will enable them to grow and prosper.

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