In the second edition of its 2009 Service Delivery Platform Software and Services report, market research firm Infonetics Research (News - Alert) announced that mobile advertising and app stores are two of the most critical drivers behind service provider investment in their platform software and services. This is mainly on account of its capability to provide new revenue sources.

 

Service carriers like Maxis are executing mobile advertising solutions which comprise location-based advertising and SMS advertising. Many other service providers are considering the viability of having their own app store, along with a service delivery network which can prop up the new revenue source. The report also asks operators to implement their solutions within the next year to avoid being left in the lurch by competitors like Apple (News - Alert), Google and other device manufacturers.

 

Infonetics estimates that the global service delivery platform, or “SDP,” software and services segment could touch $4 billion by 2013, which is double the 2008 figure. Oracle is the global revenue leader in the SDP software sector. Ericsson (News - Alert) leads the pack in the SDP services sector.

 

Even though several service providers have adopted a closed approach for content delivery, many of them are open to providing more innovative services in order to provide more value for money to the clients and improve their revenue realizations. By working with third party developers and developing solutions, carriers can extract more money from consumers.

 

Operators will initially leverage SDPs to enable smoother delivery of services like VoIP, ringtones and video streaming. Subsequently SDPs will be used to create web applications like mashups to compete better with those provided by Google (News - Alert) and Yahoo.

 

The report gives information about market size, vendor contribution, and forecasts upto 2013, market drivers and analysis for fixed line and wireless SDP software and services. It monitors revenue separately across consulting, integration and hosted SDP services and for the five SDP software parts which are network and subscriber abstraction, SDP framework, service creation environment, service orchestration, and Web services environment.