Mobile Broadband Technologies
Subscriber Data Management Monetizes Mobile
Infrastructure for New Services – Openwave Mobility’s SDM
Platform
Wireless Networks and Platforms (WNP)
Report Snapshot:
Subscriber Data Management (SDM) has evolved from simply
mirroring user profiles across multiple databases to becoming a
federated multi-infrastructure and service provider database.
Now SDM is evolving into a complete virtualized cloud-based
platform that supports secure user controlled access for third
party cloud services and applications developers.
Openwave Mobility (OWM) has created an SDM platform which
allows service providers to monetize subscriber information
and recapture value as part of a multi-player ecosystem. OWM
is setting a new standard for integrated functionality, moving
on from being an independent player that enables Service
Providers to offering ‘SDM as a Service’.
October 2016
Sue Rudd
Tel: 16176140709
email: [email protected]
www.strategyanalytics.com
Situation: Other Parties are Monetizing Mobile Network Operators’ (MNO’s)
Subscriber Information.
Mobile subscriber data on application usage, preferences, location and payments, etc has
until recently mostly benefitted third parties outside the fixed and mobile telecoms service
providers. OTT apps routinely use mobile numbers and location for advert insertion and retail
promotion. Also, today’s cloud apps and OTT services frequently leave MNOs out of the value
stream.
Subscriber Data Management (SDM) is more than a User Database
Subscriber Data Management (SDM) has evolved from simply mirroring and consolidating user
profiles from multiple sources or ‘federating’ data from multiple databases and service
providers, now SDM offers the anchor platform that allows operators to monetize personalized
services.
If operators can offer a complete virtualized cloud-based SDM platform which supports secure
user controlled access for third party cloud services and application developers they will
become part of a critically important value chain that had previously been captured by
others. Service providers can now add significant value to OTT players and cloud services to
become an integral player in this premium value chain.
SDM has become an Integrated Information Resource
SDM is becoming an integrated data system that brings together:
Live user activity
Real time network inputs
Complete mobile (HLR/HSS) profile information
Billing/Rate Plan Information
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The chart below indicates the increasing functionality that must be efficiently integrated in
order to create a complete high performance SDM platform.
Chart 1 Data Federation exemplifies the Complex Interfaces for SDM
Source: Openwave Mobility - Data Federation – Virtual Directory
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2016 Strategy Analytics
The level of functionality, as well as the diversity of interfaces, has increased. The first
evolution of SDM was from mobile HLR/HSS database integration for IPX and then Wi-Fi
roaming and VoLTE. This was then followed by the integration of data from multiple sources
within the same service provider or across a federation of multiple diverse service provider
platforms. Third party APIs for developers and Cloud Services which protect user privacy and
MNO data security have recently become critical. Analytics of real time data from both traffic
and user sources has also emerged as an essential part of Customer Experience Management
(CEM). Subscriber Identity Management for personalized control and virtualized/cloud-based
service platforms for performance and reduced cost are both coming to the fore. The
increasing range of functionality that should be expected from an integrated SDM solution is
shown in the chart below.
Chart 2. Openwave Mobility Integrates the full range of SDM capabilities
Subscriber Data Management
Functionality
1
2
3
4
5
6
7
Legacy SDM
Product
Standard 2016
SDM Solutions
Mirrors Mobile HLR/HSS database as
Subscriber Profile Repository/User Data
Repository for Application
Access/Instant Authentication for
VoLTE, IPX and WiFi Roaming etc
Integration of Data from Multiple
sources within the same service
provider
Federation of Multiple Diverse Service
Provider Platforms/inputs
Third Party APIs for Developers/Cloud
Services that protect user privacy and
Operator Security
Real Time Data for Analytics of Traffic
and User Data and State Monitoring
Subscriber Identity Management for
Personalized Operator and User Control
Fraud prevention and Micropayments
Virtualized/Cloud-Based Service
platform
Openwave Mobility
(OWM) SDM Platform
Smart User Repository
(vSUR)
vSUR above plus Smart
Data Federator (vSDF)
Smart Data Federator
(vSDF)
SmartIDM
Integrated SDM
Platform
Smart Identity
Manager (SmartIDM)
SDM Cloud Edition
(SDM:CE)
Key
Function Integral to Platform
Function on some Platforms
Function on Separate Platforms
Source: Strategy Analytics
Critical Software Platform Requirements for SDM
New SDM platforms must not only deliver the functionality shown above but must also be
architected to become the anchor for a new personalized ecosystem. To achieve this,
three additional requirements must be met:
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2016 Strategy Analytics
1. Interoperability between all legacy and open platforms is imperative
To enable revenue generating services SDM must interoperate and mediate between multiple
service providers, cloud players and secure networks. A neutral independent approach is
essential, with operators demanding that SDM systems simultaneously integrate with both
proprietary and open platforms policy control, etc, as shown in the diagram below.
Chart 3. SDM integrates 3GPP based Subscriber Profile Repository, User Data Repository (vSUR), LDAP
Directory components and multiple third party sources
Source: Openwave Mobility
2. SDM platform must mediate user information securely with strong personal privacy
controls between multiple highly security conscious players:
Fixed and Mobile Service Providers
Consumer Clouds
Secure Financial Service/ecommerce networks etc
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3. SDM platform should be able to integrate immediately with all elements of the service
provider infrastructure
The chart below shows the multiple interfaces that are required for SDM to leverage the
service provider’s infrastructure fully.
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2016 Strategy Analytics
Chart 4. SDM Platform leverages all aspects of the service provider’s infrastructure
Source: Openwave Mobility - SDM Updates. September 2016
In order to achieve all three, today’s SDM software platform must integrate well into a truly
flexible Network Functions Virtualization (NFV) architecture as shown above.
SDM enables subscriber awareness for third party apps
Openwave Mobility’s SDM software platform with secure API/tokens enables all new third
party OTT and NFV apps to add subscriber awareness that they do not have to build
themselves. The platform is designed to support requests and integrate with apps from
multiple players - service providers, users themselves and their online providers like Google,
Amazon, etc. It provides significant leverage for service providers to facilitate OTT
integration.
The platform also allows subscribers to control access to their own information.
Service providers can now host SDM based apps in a way that leverages both their own and
additional cloud information in order to deliver a truly personalized secure user experience.
For example users can opt-in to online or in-store promotions, etc to receive real time
responses while leveraging their MNO profile yet strictly protecting their own privacy and
retaining personal control.
Openwave Mobility is demonstrating that SDM has come of age as a platform for personalized
services with an ecosystem that supports service providers, their cloud partners and third
party developers on a robust scalable interoperable software platform.
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Copyright
2016 Strategy Analytics
Summary
The new test for any SDM platform is whether it can enable:
New personalized services
Data federation across multiple mobile and cloud infrastructures
Rapid integration and instantaneous delivery of third party apps
Integration with legacy services and policy control
Virtualized distributed real time data capture and database access
High reliability carrier class solutions on COTS hardware
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Openwave Mobility has established a standard that other SDM platforms should be challenged
to meet.
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Copyright
2016 Strategy Analytics