Post on 21-Aug-2015
Easier Said Than Done: Customer-Focused Operations is Much More Than Network Management
or Real Time Billing
Karl Whitelock, Senior Consulting Analyst
Stratecast a division of Frost & Sullivan
OSS BSS Global Competitive Strategies (OSSCS)
July 31, 2008
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Agenda
• Factors Driving Business Transformation
• Market Trends and Issues – OSS/BSS Operational
Capabilities
• Stratecast – The Last Word
3
Multi-Industry Convergence is Changing Our World
Communications
Technology
IPMobile
PSTN
Entertainment
Our
ConvergingWorld
Advertising
Media
Computing (IT)
4
“Customer Centric” Offerings – Early Market Successes
Complex Customer Services
Business or
Consumer
Real Time Business Management
Blyk.co.uk
5
Business Drivers for Transformation – Device Evolution
Device Evolution
1. Multi-Function & Multi-Purpose
2. Portable
3. Individualized with P2P Connectivity
Consumer Electronics
+Communications
Nokia E-80ieNokia E-70
RIMBlackberry
8820
iPhone
SonyEricsson LG
Voyager
HTCTouch Dual
HTCTouch
SamsungInstinct
So What? The new generation of mobile devices seek an internet connection first, then a mobile network. Central to all converged voice,
data, and content service offerings is real time rating/charging.
So What? The new generation of mobile devices seek an internet connection first, then a mobile network. Central to all converged voice,
data, and content service offerings is real time rating/charging.
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Infrastructure• IP network expansion from
network core ���� access plane
• SDP, FMC, SOA, and IMS
Business Drivers for Transformation – Network Technology Advances
User Device
Transport
Session Control
Application
Internet
PSTNAccess
Network
Backbone
Transport
Call Session Control
Service Capability Interaction Manager
Application Server
Application Server
Application Server
FMC
SDP
IMS
4G
Converged Network Resources
IPMobile
PSTN
So What? It is no longer just about the network, as IP-based technologies are redefining customer services. Central to this shift in business strategy
is real time customer management.
So What? It is no longer just about the network, as IP-based technologies are redefining customer services. Central to this shift in business strategy
is real time customer management.
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Business Drivers for Transformation – CSP Business Maturation
So What? It isn’t just mobile or fixed line or video or data access. It’s the “need” to offer customers what they want when they want it. Today’s
“lifestyle services” have a real time customer focus.
So What? It isn’t just mobile or fixed line or video or data access. It’s the “need” to offer customers what they want when they want it. Today’s
“lifestyle services” have a real time customer focus.
CSP Business Maturation
• Multi-Service• Multi-Technology• Multi-Industry (Comms, IT, Media, Entertainment,
Advertising)
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Business Drivers for Transformation – Regulatory Mandates
Regulatory Change
• Access
• Data Retention
• Competitive Play
• Corporate Compliance (SOX)
What if regulation change forced your
company to do business differently?
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Business Drivers for Transformation – Business Model Evolution
New Business Models
Customer Feedback
Advertising Sponsor
Content Partnerships
Blyk.co.uk
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Market Factors Driving Business Transformation
Network Infrastructure
Business
Maturation
Device Evolution
Consumer Electronics
+
Communications
New Bus. Models
Customer Feedback
Advertising Sponsor
Content Partnerships
Regulatory
Change
Access
Data Retention
Competitive Play
Key Business Drivers
• Network access (fixed, broadband and/or mobile)
• Presence and availability
• Network services (VM, Email, voice, VoIP, IPVPN, IPTV, Telepresence, …)
• Business applications (office, sales, medical, supply chain, …)
• Personal lifestyle preferences (fitness, geriatric, pets, social)
• Content (media and/or entertainment)
• Advertising is a critical “new component.” Subsidized offerings are becoming “the thing” for the future as customers are monetarily becoming “tapped out.”
“Customer Lifestyle Services”
in any combination and at near real time
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Agenda
• Factors Driving Business Transformation
• Market Trends and Issues – OSS/BSS Operational Capabilities
• Stratecast – The Last Word
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OSS/BSS Operational Capabilities Summary
• Market Trends and Issues – OSS/BSS Operational Capabilities
• Real Time Support for Complex “Customer Lifestyle Services”
• Common View of the Customer Data Record
• Customer Experience Management
• Product Lifecycle Management
• Changing Regulatory Conditions
• Business Service Monitoring and Process Management
• Enterprise-wide Use of Analytics
• Flexibility to Address Changing Business Models
• CSP Business Transformation Governance – Sustainability of Business Architecture
• Service Oriented Architecture (SOA)
• Single supplier – Business Solution Approach
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Market Trends and Issues – OSS/BSS Operational Capabilities
• Customer decision control based on real time account balance availability:
• Pre-pay real time transaction balance
• Customer notification and decision
• Post-pay account processing and payment
• Real time call / transaction control:
• Black list or white list of calling / called numbers
• Time-of-day, day-of-week service availability
• Priority messaging (voice and text) to call list
• Functionality stop per limits on message volume, usage minutes, and/or financial set points.
• Presence, availability, and location
Real Time Business and Operations Support
Disney Mobile ceased
operations on 31-Dec-07
But … Others are doing this now.
Converged rating/charging
is the key along with real time network touch.
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Stratecast – telecomasia March 2008 OSS/BSS Survey Results
Asia Pac – Does Your Company Intend to Add Value-added “Lifestyle Services” to Its Offerings in 2008? (yes/no)
37.9%
62.1%
0.0% 20.0% 40.0% 60.0% 80.0%
No
Yes
Results from a March 2008 Joint Stratecast – telecomasia Survey, N=103
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Stratecast – telecomasia March 2008 OSS/BSS Survey Results
20.5%
34.8%
58.9%
69.6%
75.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Inventory
Order management
Product Management
and Marketing
Billing and Customer
Care
Service Delivery -
Activation
Results from a March 2008 Joint Stratecast – telecomasia Survey, N=112
Asia Pac – What OSS/BSS Solution Improvements Will Have the Greatest Impact on Improving Time-to-Market for New Services?
(check all that apply)
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Stratecast – telecomasia March 2008 OSS/BSS Survey Results
Results from a March 2008 Joint Stratecast – telecomasia Survey, N=115
Asia Pac – What type of billing capabilities are deployed or will be deployed within your organization over the next 12 months?
7.8%
7.8%
84.3%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%
Other (specify)
Pre-pay only
Converged pre-pay,
post-pay
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Market Trends and Issues – OSS/BSS Operational Capabilities
• Initially it was all billing
• Customer care then joined billing to share a common view of the product catalog and customer subscription database.
• Real time services forces “dynamic resource allocation” and the need for active resource management.
• The “missing link” to full customer-centric management is customer service assurance. This is sometimes called Customer Experience Management (CEM)
Common View of the Customer Data Record
•Product Catalog
•Customer
Subscription
Customer Resource Management (CRM)
Active Resource Management
Customer-Centric Service Assurance
Now Now
Leading Edge - Now
Leading Edge - Future
Real-Time Charging
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Stratecast – telecomasia March 2008 OSS/BSS Survey Results
Results from a March 2008 Joint Stratecast – telecomasia Survey, N=112
Asia Pac – A common customer service record has been discussed for a long time. In your organization, are there data management
and architecture initiatives underway to address this issue?
15.2%
17.0%
67.9%
0.0% 20.0% 40.0% 60.0% 80.0%
Yes, work is complete
No, not a priority at this
time
Yes, work is planned or
underway
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Market Trends and Issues – OSS/BSS Operational Capabilities
• CEM is the practice of collecting customer usage information for use by both business and technical departments
• The major push for CEM is coming from the mobile and converged services markets.
• It is focused on both consumer and enterprise customers.
Customer Experience Management (CEM)
Mobile Customer
Mobile Customer
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Why CEM is So Important
Mobile Customer
Network
• Two dropped calls per day
Downloads
Payments
Smartphone Purchase
Customer Support Center Retail Store
Service Usage
??
Perception:
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Why CEM is So Important
Mobile Customer
SmartphoneNetwork and Data Access
Conclusion: Customer is SERIOUSLY planning to switch to a new CSP believed to have better service
Conclusion: Customer is SERIOUSLY planning to switch to a new CSP believed to have better service
• While roaming, voice calls go through inconsistently
• Some features work differently or not at all depending on time of day and location
• Multiple failed web access attempts usually at more than one location
• Email document downloads fail more often than succeed at many consistently visited locations
• Experiences 3-5 “fast busy”attempts daily
• Two dropped calls at approximately the same time/place while commuting
• International data access works inconsistently
• Voice mail behaves differently according to location within the same CSP network
Reality
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• VIP individuals
• Corporate users
• Account and multi-accounts
• Summaries all levels
Subscriber Group
Why CEM is So Important
Customer Experience
Measures
• Mobile handset type (model/firmware)
• Roaming Status (Wi-Fi, Cellular Operator)
• Bandwidth Allocation (mobile, fixed, and type)
Customer Device
Services Used• Access (success or not)
• Service types (email, voice, web access, SMS, others
• Content (Acceptable or Problems)
Trending (hours/days/weeks/months)
Location Coverage
• Network topology (geographic area)
• Roaming Status (In- or Out of network)
• GPS positioning
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Stratecast – telecomasia March 2008 OSS/BSS Survey Results
24.0%
26.4%
38.0%
39.7%
44.6%
52.1%
52.9%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Content Partner Management
Product Lifecycle Management
Revenue Assurance
Business Analytics/Business Intelligence
Billing (rating and charging)
Customer Care /Self-care/e-care
Customer Experience Management
Results from March 2008 Joint Stratecast – telecomasia Survey, N=121
Asia Pac – What BSS Areas are Presently Receiving the Most Attention in Your Organization Today (Pick 3)?
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Stratecast – telecomasia March 2008 OSS/BSS Survey Results
Results from March 2008 Joint Stratecast – telecomasia Survey, N=115
Asia Pac – Does your company currently have an end-to-end Customer Experience Management program? (yes/no)
66.1%
33.9%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
no
yes
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Stratecast – The Last Word
• Customer lifestyle services featuring a combination of
voice, data, entertainment, presence and availability are
quickly becoming a reality.
• Operators overwhelmingly look to billing for subscriber behaviour clues and customer experience data.
• Current CSP attitudes suggest a move toward fewer vendors and less systems integration activity.
• Competition isn’t just the cablecom for a telecom operator …
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