IMS/SDP North America Preview, 5-7 November, Dallas TX

Earlier this month I gave a weblog preview of Informa’s SDP (Service Delivery Platform) Asia conference in Singapore.  I’ll also be attending Informa’s IMS/SDP (IP Multimedia Subsystem) North America conference (5-7 November) in Dallas TX.  This weblog article provides a preview of the North American event.  Bringing the discussion on IMS and SDP together is an important step in recognizing that the services layer in the emerging telecommunications network must be integrated and not viewed as separate architecture silos by virtue of whatever standard body created that component.  As Sprint, Cox and Verizon are some of the most active operators in the world with respect to IMS and SDP, North America provides right venue for this integrated services layer discussion.

On Day 2 (6th Nov) I’ll be chairing an interactive circuit entitled “SDP and IMS: What Type of Services Are Most Likely to Benefit Each Technology? Are SDP/IMS Alternative or Complimentary?”    In this session we have a great mix of operators and application developers, see session description below.  One of the panelists, Sean O’Sullivan, has aided me on several occasions in helping operators understand application developers’ needs.  In the introduction to the session I’ll review some of the critical trends, such as the ‘internet going video,’ operators’ inability to match this trend in their own video services, and the impact open access has on the ‘operator : application developer’ relationship.  We’ll then focus upon ‘Where’s the Money?’  Using real-world service examples to answer the questions covered in the session description, as well as building a rich list of go-to-market services.

On Day 3 (7th Nov) I’ll be chairing the day and running the panel sessions; “How is the SDP Bridging Today’s Platforms with IMS Applications?” and “Resolving the ‘Catch 22 Situation’ of IMS Network Rollout and Device Availability: Which Needs to Come First to Enable IMS to Prosper? How Can We Address the Handset Bottleneck?”  To kick off the day we’ll have two operator presentations from Shoeb Ahmed of Banglalink, Bangladesh; and Jon Sung of SK Telecom, describing their experiences in using IMS/SDP to drive new service revenues.

The panel discussion on “How is the SDP Bridging Today’s Platforms with IMS Applications?” See session description below, will focus on the real-world implementation experiences of both operators and suppliers is evolving from what’s in the network today.  This is a critical point; most operators are not Greenfield, legacy platforms and services can not be ignored.  In some cases the legacy OSS platforms provide an easy OPEX (operational expenditure) reduction business case.  However, for legacy service platforms its much more complex.  This session aims to understand how best to manage the service layer evolution based on real-world operational experience.

The wrap-up panel session on “Resolving the ‘Catch 22 Situation’ of IMS Network Rollout and Device Availability: Which Needs to Come First to Enable IMS to Prosper? How Can We Address the Handset Bottleneck?” has handset representatives from Samsung and Motorola.  Even though this is the last session, its by far the most critical for IMS deployment success.  When 3G was launched operators sat there frustrated on underused assets as 3G handset availability severely limited customers access to the new network.  How are handset vendors avoiding a repeat of this situation for Sprint and Verizon given their IMS plans?

Overall, this conference provides an important forum for anyone focused upon the North American market with respect to IMS and SDP as it’s a ‘who’s who’ in this space, with Verizon, AT&T, Sprint, Alltel, Cox, T-Mobile, Orange, Telus, Telefonica, Banglalink, SK Telecom and BT all in attendance.

INTERACTIVE CIRCUIT: A 60 minute discussion on the role of IMS and SDP to enable innovation in service creation and delivery. Contributors will also look at innovative ways to build a product strategy and at how IMS and SDP can help.  All delegates and speakers are encouraged to speak up.
Introduction: Alan Quayle, Founder, Alan Quayle Business & Service Development, USA
SDP and IMS: What Type of Services Are Most Likely to Benefit Each Technology? Are SDP/IMS Alternative or Complimentary?

  • What types of services are more likely to benefit from SDP and what services are more likely to benefit from IMS?
  • What can carriers do with IMS/SDP that they cannot do without?
  • What type of implementations have we seen in the US?
  • Should IMS and SDP simply co-exist or should they be integrated?
  • What Technology Strategy Should Be Built Around our Product Strategy?
  • How can we use the whole IMS architecture to develop a whole portfolio of services?
  • Do carriers use IMS to its full capabilities?
  • Some North American carriers are outsourcing services that are outside their domain. Shall we let innovation happen outside?

Panelists
Chris Joul, Principal Engineer, T-Mobile, USA
Simon Persoff, Director Regulatory Affairs, Orange Home, UK
Vikram Karmarkar, VP of Techhnology Strategy and Alliances, Ecrio, USA
Sean O’Sullivan, CTO, Dial2Do, Ireland
Sebastian Kramer, CEO, Quative-Kudelski Group, Germany
Lucia Gradinariu, Senior Advisor, Industry Programs, CA and TeleManagement Forum, USA

PANEL DISCUSSION How is the SDP Bridging Today’s Platforms with IMS Applications?

  • Is the Integration with the SDP the way to prevent IMS from becoming another technology silo?
  • How can we extend the service platform for the development of cutting edge services?
  • Can we achieve cost reduction through improved performance in IMS and service delivery infrastructure?
  • Can operators fully leverage the value of the IMS architecture without using the SDP?

Moderator: Alan Quayle, Founder, Alan Quayle Business & Service Development, USA
Panelists
Jon Sung, Principal Architect, SK TelecomAmericas, USA
Andre Moskal, Wireless Networks Technology Strategy, TELUS, Canada
Vikram Karmarkar, VP of Techhnology Strategy and Alliances, Ecrio, USA
Steve Lasko, General Manager Americas, jNetX, USA
Sean O’Sullivan, CTO, Dial2Do, Ireland

PANEL DISCUSSION Resolving the ‘Catch 22 Situation’ of IMS Network Rollout and Device Availability: Which Needs to Come First to Enable IMS to Prosper? How Can We Address the Handset Bottleneck?

  • What are the carries’ requirements of an IMS enabled handset? Must have features and technical imperatives
  • How can we integrate the IMS features into the handset?
  • Why the delay? What needs to happen to expedite handset development and client availability?
  • Addressing the need to have a critical mass of devices enabling choice for the consumer
  • IMS /SDP and the open handset: Where do the examples of best practice come from?

Moderator: Alan Quayle, Founder, Alan Quayle Business & Service Development, USA
Panelists
Sam Ramdenbourg, Director of Product Planning and Technology Strategy, Samsung, USA
Kevin McDunn, Director, Strategy & Business Development, Motorola, USA