© 2014 TM Forum | 1V2013.5

B2B2X Business Scenario

<Presenter Name>, <Title>, <Company>

<Presentation Title>

Real-World Business User Stories

Draft

© 2014 TM Forum | 2V2013.5

Problem Statement

….What was the specific Business Problem that you were addressing?

This should be phrased as…

As a ……………, I need to……… so that I can ……….To do this I need to…..(defines Success Criteria).

A separate Problem Statement may be provided for each Use Case Participant.

© 2014 TM Forum | 3V2013.5

Value Proposition

….

Include a Diagram showing the Business Model and/or Complete Business Canvas on next slide?

Possibility to reuse TR 211 / online partnering guide approach with description of key participants & interactions

© 2014 TM Forum | 4V2013.5

Business Canvas

Key Partners Customer SegmentsCustomer Relationships

Channels

Value Proposition

Key Resources

Key Activities

Revenue StreamsCost Structure

• For whom are we creating value?

• Who are our most important customers?

• Mass Market• Niche Market• Segmented• Diversified• Multi-sided Platform

• What type of relationship does each of our Customer Segments expect us to establish and maintain with them?

• Which ones have we established?• How are they integrated with the

rest of our business model?• How costly are they?

ExamplesPersonal assistance, Dedicated Personal Assistance, Self-Service, Automated Services, Communities, Co-creation

• Through which Channels do our Customer Segments want to be reached?

• How are we reaching them now?• How are our Channels integrated?• Which ones work best?• Which ones are most cost-efficient?• How are we integrating them with customer routines?

Channel phases1. Awareness - How do we raise awareness about our company’s products and services?2. Evaluation - How do we help customers evaluate our organization’s Value Proposition?3. Purchase - How do we allow customers to purchase specific products and services?4. Delivery - How do we deliver a Value Proposition to customers?5. After sales - How do we provide post-purchase customer support?

• What value do we deliver to the customer?• Which one of our customer’s problems are we• helping to solve?• What bundles of products and services are we• offering to each Customer Segment?• Which customer needs are we satisfying?

Characteristics• Newness• Performance• Customization• “Getting the Job Done”• Design• Brand/Status• Price• Cost Reduction• Risk Reduction• Accessibility• Convenience/Usability

• What Key Activities do our Value Propositions require?

• Our Distribution Channels?• Customer Relationships?• Revenue streams?

Categories• Production• Problem Solving• Platform/Network

• What Key Resources do our Value Propositions require?

• Our Distribution Channels? Customer Relationships?

• Revenue Streams?

Types of Resources• Physical• Intellectual (brand patents,

copyrights, data)• Human• Financial

• Who are our Key Partners?• Who are our key suppliers?• Which Key Resources are we

acquiring from partners?• Which Key Activities do

partners perform?

Motivations for Partnerships• Optimization and economy• Reduction of risk and

uncertainty• Acquisition of particular

resources and activities

• What are the most important costs inherent in our business model?

• Which Key Resources are most expensive?

• Which Key Activities are most expensive?

Is your Business More;• Cost Driven (leanest cost

structure, low price value proposition, maximum automation, extensive outsourcing)

• Value Driven (focused on value creation, premium value proposition)

Sample Characteristics• Fixed Costs (salaries,

rents, utilities)• Variable costs• Economies of scale• Economies of scope

• For what value are our customers really willing to pay?• For what do they currently pay?• How are they currently paying?• How would they prefer to pay?• How much does each Revenue Stream contribute to overall revenues?

TypesAsset sale, Usage feeSubscription FeesLicensing, Brokerage feesAdvertising

Fixed PricingList PriceProduct feature dependentCustomer segment dependentVolume dependent

Dynamic PricingNegotiation (bargaining)Yield ManagementReal-time-Market

Use a Business Canvas to detail the Business Model

© 2014 TM Forum | 5V2013.5

Key Participants

….

Who were the key participants and their roles?

This maybe redundant if sufficient detail is provided on the Key Business Canvas

© 2014 TM Forum | 6V2013.5

Partnering Model

….

What partnering model was agreed?

This should use the models defined in the Partnering Guide – TR211

© 2014 TM Forum | 7V2013.5

Use Case Walkthrough

…

Provide a High Level visual walkthrough to the Use Case. <Examples to be provided>

© 2014 TM Forum | 8V2013.5

B2B2X Service Provider Perspective

….

How did this use case differ from other projects?

© 2014 TM Forum | 9V2013.5

B2B2X Partner Perspective

….

How did this use case differ from other projects?

© 2014 TM Forum | 10V2013.5

B2B2X Perspective

….

Any Open enablement API’s or like API’s to enable the application, e.g. like carrier billing?

Or Host the application?

The point of view of the end user of TM Forum Frameworx, the final partner in the chain. E.g. Development Company, OTT Service Provider, etc.

High level description of the most important technical details

© 2014 TM Forum | 11V2013.5

TM Forum Components Used

How were key ODE components used?

e.g. DSRA, Metrics, API’s, Partnering Model, Touch Points, Etc….

Include Additional Slides as needed

© 2014 TM Forum | 12V2013.5

DSRA information

Development

Service Deployment

Service Composition/Orchestration Management

Exposure

Consumption

Implementation

API Broker/Platform (Functional and Management API)

Apps CatalogService APIs Catalog

Download / Utilization

Dis

cove

ry

Onb

oard

ing

Cat

alog

Life

cycl

e M

gmt &

Fed

erat

ion

Invo

icin

g

Cha

rgin

g

Ass

uran

ce &

T

race

abili

ty

Con

figur

atio

n &

A

ctiv

atio

n

Ana

lytic

s

Fed

erat

ed P

rofil

e M

anag

emen

t

Fed

erat

ed Id

entit

y M

anag

emen

t

Channels / Marketplace / Store

Service Domain(Public Cloud)

Service Domain(IaaS / PaaS)

Service Domain(Private Cloud)

Service Domain(CaaS / NaaS)

CaaS: Communication as a Service; Iaas: Infrastructure as a Service;NaaS: Network as a Service; PaaS: Platform as a Service

Any platform that intends to form part of future digital ecosystems should implement both the best practices and support some new “platform services”. See the list on the Catalyst Positioning versus DSRA slide, with more information available in:• Introductory Guide to the DSRA IG1126• DSRA Guide

12v1.0

© 2014 TM Forum | 13V2013.5

Catalyst Positioning versus DSRA

Ask to Catalyst teams:

• We welcome any feedback on the DSRA documents (see DSRA information slide)

• Please indicate which Platform Services are relevant for your catalyst:

• which Platform Services do you use and consume

• do this by filling out the table hereinafter

Platform Service Name In scope (Y/N)

Comment

Federated Identity Mgmt

Federated Profile Mgmt

Analytics

Discovery

Configuration & Activation

Assurance & Traceability

Charging

Invoicing

Catalog Lifecycle Mgmt & Federation

Onboarding

13v1.1

© 2014 TM Forum | 14V2013.5

Metrics

14

Which existing Metrics were used?

Were any new Metrics identified?

© 2014 TM Forum | 15V2013.5

Benefits of Using TM Forum Assets

….

What were the benefits of using the TM Forum Framework components and standards?

© 2014 TM Forum | 16V2013.5

Lessons Learned

What did the participants learn? Positives? Negatives? Recommendations?

……