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Point of View
May 2008, No. 1
Embedded applications
Device platforms
and over-the-top user
Make sure the SDP supports a broad
experience User experience Operating Applications Middleware set of services.
systems
In a 2.0 world, the SDP does not imple-
Multi-channel portals Multi-channel customer portals ment services by itself; rather, it provides
(aggregating services) OSS/BSS
and
the foundation and the capabilities to
Service enablers framework customer create, execute and support services. This
Self-care Communication/ Security/ Video Content Social care vision eliminates the risk of designing an
Portable new services
Personal Navigation communities SDP point solution (which would enable
(foundation + Web 2.0) information
management just one or a few services) while at the
same time enabling a service-creation
Service delivery capability
(flexible, low-cost, fast)
Service delivery platform process that is aware of SDP compo-
nents—that is, which components are
needed to enable which services.
screens" of the typical consumer— To those basic services, SDP 2.0 adds vital
Link SDP capabilities to services.
computer, television and mobile device. new capabilities such as on-boarding,
Linking core, access and enabler capabili-
unified user information, flexible policy
ties to services allows companies to align
Device platforms management, service management and
business priorities with the availability
At the top of the framework are the control, and an open service-creation
of the required capabilities, while speed-
device platforms containing the operating environment. It also enables things such
ing up definition of the SDP target
system and the enabling middleware. as mashups, mobile widgets, application
architecture.
Equally important are the embedded presence, network presence, location-
applications focused on creating a based services and so forth.
Conclusion
compelling user experience across
Leading service providers today are
multiple devices. The benefits available to providers from
focused on growth—which, in turn,
SDP 2.0 are significant. One SDP 2.0
demands more effective service innova-
Multi-channel customer portals implementation implemented by
tion and more rapid service creation to
Essential to developing differentiated and Accenture at Turkcell—a major European
cope with a hypercompetitive market-
customer-centric capabilities via SDP 2.0 mobile communications provider and the
place. Developing SDP 2.0 capabilities
is the customer portal—multi-channel leading operator in Turkey—reduced the
gives providers the opportunity to drive
applications that enable the creation, time required to bring new services to
toward high performance by mitigating
sharing and distribution of personalized market from several days to one day.
development and delivery risks, and
content, as well as access to self-service Turkcell also increased subscriber usage
speeding new services to market—all
capabilities. of its online services. Just one month
while lowering costs and helping to
after the launch, wireless application
increase the impact of limited resources.
Profitable services portal usage rose nearly 3,000 percent.
SDP 2.0 enables powerful capabilities
for consumers: voice, video and other Keys to success with SDP 2.0
Outlook Point of View
content; social communities; search and implementations
May 2008, No. 1
navigation; and a variety of self-service Turkcell and other providers who have
Copyright © 2008 Accenture
customer care activities—not only to hold worked to evolve their service delivery
All rights reserved.
down costs but to provide the kind of platforms toward 2.0 capabilities have
real-time information access that many found the following insights to be The Outlook Point of View series offers
consumers have come to expect. especially critical. insights about leading trends and
innovations across all industries.
Service delivery platform foundation Assess your current capabilities.
SDP 2.0 builds upon all the functions Conduct a rapid diagnostic of the David Cudaback, Editor-in-Chief
and features that have made service existing capabilities of your service Craig Mindrum, Managing Editor
delivery platforms essential tools from delivery platform, looking at architecture Jacqueline H. Kessler, Senior Editor
the beginning: and technology, governance framework,
• Support for dynamic, flexible creation organization and processes, and available For more information on Point of View and
of end-user services that run over resources and skills. other Outlook publications, please visit our
networks. website: http://www.accenture.com/Outlook
• Reduced business and financial risks Clearly define SDP component Accenture, its logo, and High Performance
in service development. priorities. Delivered are trademarks of Accenture.
• Consistent provision of services to Based on the components of SDP 2.0,
end-users. map priorities onto a phased delivery The views and opinions in this article should
• Controls over the execution of those scheme by identifying, prioritizing and not be viewed as professional advice with
services to make them cost effective. linking business requirements for new respect to your business.