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How to Monetize the Network via a Service Broker

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TMCnews Featured Article


July 20, 2010

How to Monetize the Network via a Service Broker

By TMCnet Special Guest
Tamye Oshman, Director of Marketing, Service Broker Division, Metaswitch Networks




As carriers move to next-generation network architectures, they have generally embraced horizontal “IMS-like” architected networks as a cost-effective and quick way to introduce innovative applications.

However, carriers are finding that to make this model work, they must also invest in infrastructure and applications that aren’t in line with the vision of a horizontal architecture. As a result, service providers spend tremendous amounts of time and money on creating new applications to ride on new networks with only the potential promise of market opportunity and the supposed ARPU benefits that come with it. Therefore, these investments are risky and fail to address the potential of revenue-generating applications and services that are already residing on existing networks.


The real advantage of service brokers is their ability to enable carriers to monetize the network by not only deploying new services, but leveraging existing application investments as well. Current application deployment models limit the opportunity to fully leverage this asset because of ongoing use of stand-alone proprietary solutions, application silos and continued network convergence. Service brokers offer a solution that increases the reach of existing voice services and opens up NGN and IMS applications to a wider audience of existing subscribers on existing networks. As networks continue to converge, service brokers empower carriers to grow the application servers and legacy applications while simultaneously providing all of the necessary application connectivity.

Service broker vendors have capitalized on this opportunity to broaden the discussion around the notion of the SCIM component within the IMS architecture and the need to connect applications to the underlying network in a flexible and efficient way.

Service Broker Forum: Finding the Solution

Today, innovative companies such as Amdocs/jNetx, Metaswitch, OpenCloud and Oracle, who are sponsors of the TMC (News - Alert) Service Broker Channel, are leading the way to provide stand-alone, purpose-built service broker solutions to the marketplace. Sensing the market need and associated momentum over the last couple years, several vendors spearheaded the creation of the Service Broker Forum. The Forum is an industry association founded with the goal of helping operators understand how they can leverage application deployments in both legacy and next generation environments to decrease costs and increase ARPU today. The focus of the Service Broker Forum is aimed at evangelizing and educating the industry on the service broker market space through the sharing of ideas, opinions, and knowledge.

Forum founding members Aepona, Amdocs (News - Alert)/jNetx, Metaswitch, Open Cloud and Oracle believe strongly enough in service brokers to bridge the gap between converging networks that the companies put aside their competitive differences in order to educate carriers on the benefits of the technology at large. With the service broker gaining wide market acceptance and adoption, operators finally have a solution that offers a compelling alternative to handle new and legacy service deployment over converging networks.

For more information, please visit www.servicebrokerforum.org.


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Edited by Marisa Torrieri







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