 
Client Overview
 Turkcell is the leading GSM operator in Turkey and the third largest GSM operator in Europe with 31.8 million subscribers as of 2006 December. Turkcell is a market leader introducing innovative products and services launched GPRS and EDGE network. Turkcell is the only listed Turkish company in the New York Stock Exchange. Turkcell has interests in international GSM operations in Azerbaijan, Georgia, Kazakhstan, Moldova, Northern Cyprus and Ukraine.
Business Drivers
With increasing competition and demand for data services in Turkey's telecom market, introducing differentiated value-added services quickly for revenue generation and cost savings is a strategic priority for service provider. Turkcell offers more than two thousand services. All services - content, messaging, call management, voice messaging, data connection services require managing market expectations and quality of service.
To maintain its lead position in the market, Turkcell faced numerous business, operational and technology challenges. It needed to design a completely new concept for service delivery, a new approach to implement common service delivery platform (SDP) that supported multiple services across standardized service oriented architecture. The key drivers were as follows:
- Ability to create and deploy services quickly
- Reduce the cost and complexity of existing silo implementation
- Effectively manage 3rd party content and application service provider partners to interact seamlessly and create an open yet secure environment where personalized services can be easily introduced
- Enable convergence and migration from legacy circuit switched to packet switched IMS/IP
Key Benefits
“The new SDPA reduces time-to-market for new services. It now takes considerably less time to integrate and deliver new value-added service. Our service provider partners access the service delivery platform rapidly through our new portal.” |
Meeting operators' business requirements requires a clear understanding of their pain points, extensive know-how across telecom and IT domains, and a holistic approach to the service delivery solution. In almost all cases, the right solution will leverage components from multiple vendors that comprise an SDP eco-system.
Telenity's Gurol Akman, Chief Software Architect says: “Having worked with a leading operator Turkcell, Accenture and integrated with products from several SSDs on the Turkcell SDPA, Telenity is in a unique position to transfer the wealth of knowledge, experience and development it has generated to other operator's SDP deployments”.
The new SDP allows Turkcell to leverage existing investments and a flexible migration path to converge voice, data and video into single service delivery environment. Telenity's key strength is in the Converged Services domain and many Tier 1 players look upon Telenity to provide services on their preferred Application Server platforms.
“The new SDPA reduces time-to-market for new services. It now takes considerably less time to integrate and deliver new value-added service,” as Turkcell's Chief Service and Product Development Officer explains. “Our service provider partners access the service delivery platform rapidly through our new portal.”
What Telenity Provided - A New Service Delivery Approach
Telenity was instrumental right from the early phases of the Turkcell Service Delivery Platform Architecture (SDPA) project and worked with Turkcell and Accenture team on a daily basis to define the use case requirements and overall architecture. Telenity designed, developed and delivered several key components:
- A service control and management environment featuring service catalog management, service integration and price management, profile management, unified user management, and subscription management capabilities
- A service provider gateway to allow partner SP/ASPs controlled access to services provided by the Turkcell SDPA subsystems subject to pre-defined SLA enforcements
- A web services-based service directory for Turkcell to publish/advertise the list of web services available within the Turkcell SDPA architecture to partner application service provider
- A graphics-based service creation environment for Turkcell and/or 3rd party application service providers (i.e., partner ASPs) to design and develop value-added services for subsequent deployment in the Turkcell wireless network
- A J2SE-based carrier-grade service logic execution environment for deployment of applications to be developed by Turkcell and/or partner ASPs
- An administrative portal that allows secure access to data repositories maintained as part of the service control and management environment
Why Telenity
Telenity is greatly thankful to the superb team both Accenture and Turkcell for their trust and confidence in giving the opportunity to Telenity to take part in such a challenging deployment.
Telenity's position as a key global player in SDP eco-system enables it to incorporate proven products to offer a risk-free solution. Telenity's proven products, experience and extensive know-how help operators evolve to a full SDP in well-defined incremental steps.
As a result of the commercial launch of SDPA and its portals, Turkcell's Chief Service and Product Development Officer concludes: “We have seen a beyond expectations uptake in our value-added services usage. The new service creation and delivery implementation from Telenity as one of our partner including other SSD partners have helped us to provide the new and more pleasant customer experience with improved time to market values.”
About Telenity
Telenity is a leading provider of next generation converged services platforms and applications for communications networks. Telenity's IMS ready converged services solu-tions include: reusable service delivery and content components enabling rapid service creation, deployment and execution functionalities across multiple services and applications; location gateways; integrated messaging solutions; and value added services. Telenity's worldwide customer base includes network operators, service providers and application providers serving over 100 million subscribers. Telenity partners with global and regional network equipment providers, system integrators and computing platform manufacturers. Learn more about Telenity's Canvas family of converged services solutions at www.telenity.com and download a copy of Telenity's online newsletter Telescope.
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