Best Practices in Service Creation

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Best Practices in Service Creation

• Ian Moraes, Ph.D.
• Principal Engineer 2
• Office of the CTO
• IP Unity Glenayre

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Overall Context

• We can gain an insight on how to enhance IMS
  service development and delivery by exploring
  what is driving interest and adoption of Web 2.0
  services

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Outline

• Recap of Web 2.0
• Recap of IMS Application Infrastructure
• Apply Web 2.0 best practices to IMS
• Summary

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Web 2.0

• Nebulous eclectic mix of technology behavior
• Blogging, Syndication (RSS/Atom), Wikis, Web
  Services (REST), Rich Internet Clients (Ajax,
  Flex)
• Sharing, Participatory, Engaged Users, Social
  Software, Viral Marketing, Consumable,
  Distributable, Agility, Openness

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Web 2.0 Principles

• Architecture of participation
• Data as the driving force
• Network effects by default
• The perpetual beta
• Innovation in assembly
• Leverage the power of The Long Tail
• Software above the level of a single device

OReilly and Battelle, 2004, Wikipedia
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Traditional Telco vs. Web 2.0

• Web 2.0
• Open architecture
• The Long Tail
• Viral marketing
• Collaborative platform
• Empower User
• Perpetual Beta
• Customizable

• Traditional Telco
• Closed architecture
• Focus on mass market
• Advertise service
• Silo-based apps
• Reactive User
• Longer Development
• Designed Application

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IMS

• IMS is a technology framework
• Layered unified IPbased architecture that
  supports a plethora of converged voice, video and
  data services to any device on a broad set of
  networks
• Fixed/mobile network convergence, user mobility,
  access-agnostic applications, shared user profile
  
• Two key catalysts for deploying IMS
• Provide new applications that increase ARPU
• Enable faster deployment of new services
• Heavy Reading, 2006

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IMS Architecture

• IMS partitioning of functions
• Standard interfaces for profile, charging, and
  control
• AS can be purpose-built or SDP-based

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Think like a Web 2.0 Developer!

• Broaden developer base
• Leverage web talent (Professional developers can
  use standard web development tools such as Java,
  C, XML)
• Technically capable users can use web tools to
  create or customize services
• Use tools that promote rapid development of new
  services
• Tools such as J2EE (JSP, Servlets), VoiceXML, XML
  and Javascript have more inherent rapid service
  velocity
• Rapid experimentation of new services
• Adopt shorter development cycles
• Lightweight programming model, agile development
• IMS standardized interfaces (Ro/Rf, ISC, Sh) and
  function partitioning helps reduce integration,
  test and deployment
• Offer beta versions to get early user feedback

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Empower the User

• Think of an active user (not a passive one)
• User contributes to service
• Software gets better each time it is used
• Users can be co-designers of application
• Users want services their way
• Personalization (look and feel but also
  functions)
• Consistent preferences, data and configuration
  irrespective of access method
• Create a simplified and easy to use experience
• Leverage web usability experience
• Monitor domain-specific trends

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Cooperate with Others

• Share Data Among Applications
• Multiple applications share converged service
  profile (HSS)
• AS can access and support GUP Server
• Build to Work with Deployed Components
• Interface with Charging (OCF/CDF) and Profile
  (HSS)
• Leverage deployed Media Resource Function (MRF)
• Participate in industry interoperability events
• Comply with industry standard specifications
• Avoid Silo-based Applications
• Important to avoid replicating silo-based
  applications approach on a single Application
  Server
• Current AS platform can support multiple
  applications
• Support bundling different types of services

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Dont Build from Scratch

• Facilitate development of converged services
• New services could be created by aggregating
  individual services (mashups) on different
  application servers using SCIM
• Expose application interfaces to facilitate
  access to application specific data and functions
• Promote low-barrier computing and integration
• Modularize monolithic services into byte-sized
  reusable functions
• Enable easy access to operator functions
  (presence, location, subscriber data)
• Nurture ecosystem for third party developers

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Enables Servicing of Niche Markets

• Easier to develop niche services in IMS
• The Long Tail
• IMS services framework encourages niche
  application developers to use its abstracted
  network functions and standard technologies to
  create enhanced services
• Use of SDP (with built-in ISC, Ro/Rf, and Sh
  interfaces) also facilitates development of niche
  market services
• Enable easier sharing of promotions and offers
• Support options for Viral Marketing. For example,
  use the messaging mailbox to support viral
  marketing
• Integration with social networking

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Broaden User Access

• Enhance server-side support for access methods
• Ensure applications are designed to support
  multiple access methods
• Expose interfaces for access to subscriber data
  and status (XCAP)
• Develop applications for broad set of devices
• Use toolkits that facilitate broad device support
  to develop software above the level of a single
  device (JSR 180, JSR 281, OMTP)
• Ensure consistency in user interfaces across
  different devices (BREW, J2ME, WAP)
• Serve a global user base
• Design applications for i18n

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Transition to IMS Services

• Some operators prefer a phased IMS deployment
• Operators concerned with evolving specifications
• Reduces cost and risk
• Provides early insight on organization and
  processes required to support new services
• Deploy next generation services platform
• Supports multiple applications on single platform
• Supports SIP using stack that can be extended to
  support ISC
• Enhanced services built to be access-agnostic
  (TDM, IP) uses web-based model (VoiceXML, J2EE,
  JSP)
• Abstract charging profile interfaces can evolve
  to Ro/Rf Sh/Dh
• Expose subscriber data functions via HTTP/XML
  or web services
• Not coupled to a specific Media Server
• Can evolve to a SIP AS

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Examples of Progress

• BT Web 21C SDK
• Set of developer tools (SOAP-based Web Services
  API) that allow application developers to make
  calls, send messages, receive messages, manage
  conference calls, get location, and manage
  contacts
• ExitGames and IP Unity Glenayre
• Leveraged MRF and SIP Application Server to add
  in-game voice conversation (aka Trash Talk)
  features to the multi player networked games of
  Exit Games

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Summary

• Analyze and synthesize Web 2.0 best practices and
  apply them selectively to IMS service development
  and delivery
• Not sufficient to merely replicate the Web 2.0
  experience for IMS. IMS provides opportunity to
  extend the Web 2.0 experience by leveraging
  telco assets