Business Case Driven SDP
Wireless and Wireline carriers have been moving quickly to adopt networks and services that converge from basic voice to value-added content and data services. The use of text messaging, picture messaging, ring-tones, ring-back tones, video clips, location-based services and wide array of data offering has grown virtually everywhere. Yankee group forecasts global data services revenue to reach up to $150 USD billion by 2009 approaching nearly 50% of voice revenues in 2010.

Increasing complexities and time-to-market delays in delivering new value-added services are creating the need for Service Delivery Platforms (SDPs). A new generation of software platform is emerging as a means for enabling service creation, deployment and execution functionality to be reused across multiple services and applications in a controlled manner. SDPs offer an integrated service delivery environment that needs to be incorporated with Operations and Business Support Systems (OSS/BSS) only once. They enable operators to leverage existing infrastructure and reduce time-to-market. Major operators already have put in place or have plans for sophisticated SDPs. However, the deployment cycle of SDPs remains long and does not bring immediate return on investment (ROI) to the operators.

Telenity's approach to addressing SDP challenges is to offer an evolutionary path to service enabling components with improved business case. As shown in the figure below, Telenity offers three phases:

1. Deployment of pre-integrated Point Solutions: In the first phase, operators start generating revenue as early as possible with specific applications or services.
   
   
2. Expansion to Canvas CSP, Converged Services Platform: The second phase creates a milestone as all new services are connected and managed via CSP. Operators can begin to launch multiple services and move from “walled garden” to “open garden” model allowing controlled access to 3^rd party content and application service providers using the very same delivery platform. Additional investment required is minimal and the Canvas CSP becomes the heart of the evolving SDP ready for use by 3^rd party applications. However, this makes it “the SDP of new services”, which does not solve the operators' problem of integrating all the existing/legacy services.
   
   
3. Deployment of full SDP: The third phase integrates all existing-legacy services to the SDP, so that at this point the SDP is “the SDP of all services”. It enables seamless integration to existing legacy services as well as OSS/BSS. The new SDP allows leveraging existing technology investments.
   
   Telenity offers a proven, scalable, converged services platform, Canvas CSP and applications that enable service providers to launch services faster - with limited upfront integration costs and improved business case towards full SDP deployment. 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.