D1 1435 rene sugo

OSS/BSS in future servicedelivery models

Rene SugoGroup CEO – Symbio Networks

1

Who we are?

Rene Sugo – Group CEO of Symbio NetworksPart of the MyNetFone Limited public company groupSymbio is Australia’s largest provider of VoIP wholesaleand managed servicesCarrying 2 billion minutes of billed voice per annumOperating an in-house developed OSS/BSS solution

Slide 2

OSS/BSS Evolution: Stage 1

Slide 3

Land

scap

e

Start of Deregulation- PSTN resale the only‘game in town’

Cust

omer

Exp

ecta

tions

• Low expectations

• Satisfaction based oncost saving

Dem

ands

on

OSS

/BSS

• Low, if any

• Manual forms-basedprovisioning

• Mark-up billing, dictatedby the incumbent

The OSS/BSS has previously been driven by the needs of the serviceprovider and technology...


Slide 4

Land

scap

e

Introduction of newservices:• PSTN Resale• Mobile• Internet (Dialup,

DSL)

Cust

omer

Exp

ecta

tions

• Still low expectations

• Access to moreservices

• Dealing with multipleproviders

• Multiple bills Dem

ands

on

OSS

/BSS

• Still low

• Mostly manualprovisioning

• Mark-up billing

• Limited bundling

... Still mostly driven by provider needs, but complexity starts to manifest.


Slide 5

Land

scap

e

Introduction of newaccess means forservice:• Voice – PSTN,

Mobile, VoIP• Data – DSL,

Mobile/3G, WIMAX

Cust

omer

Exp

ecta

tions

• Ability to choosetechnology based oncost/benefit

• Bundling to savecosts

• Rapid reduction incost (mobile caps,unlimited plans,cheaper access)

Dem

ands

on

OSS

/BSS

• Increasing provisioningcomplexity

• Billing now bundle-based, consolidatingmultiple providers

• Customer self-serviceemerging

• Start of OSS/BSSoutsourcing to specialiststhat can deal with thecomplexities

... the OSS/BSS starts to cater to the expectations of the customers.

OSS/BSS Drivers

Slide 6

The demands on the OSS/BSS are

increasingly driven by the customers’

expectations, which are in turn driven

by the content and application

choices available.


Slide 7

Land

scap

e

Separation of Accessand Service layers:• Voice independent

of accesstechnology

• Applications hostedin cloud

• Voice just anotherapplication

• Access is universal

Cust

omer

Exp

ecta

tions

• Access to everything,anywhere, anytime

• Simple portal-basedself-service

• Purchasing contentfrom Telco and OTTproviders

• Some contentcommoditised –music, news, blogs,video, streaming, freeto air TV globally

Dem

ands

on

OSS

/BSS

• Real-time provisioning

• Instant access to billinginfo

• Instant purchase of newservices, cancellation ofservices, change ofproviders

• Unlimited B2Bpossibilities

• Modular featurecharging, pay-per-use,on-demand, on-bill 3rd

party providers

• Complex channel modelfor billing andprovisioning

Current Environment

Slide 8

Service Provider

Users

Bundles integratedvia ‘white-labeling’

CloudStorage

MediaStreaming Virtual

PBX

Security VirtualFax

OtherApps

• Many value-addedservices included

• Highly integratedOSS/BSS

• Complex

• No integration• Stand-alone & independent• Customer willing to have

multiple accounts/portals forniche services

Emergingmarkets

OthersBusiness

Demographic-based niches

Apps

Nicheservices

OTT(Over the Top)

Value-addedService Providers

Technology Value Erosion

Slide 9

ValueAdded

Services

BasicExpectedServices

NBN3G/4GCopper/DSL

Voice- LNP & DIDs

Data- unlimited

VirtualPBX

MediaStreaming

Security OtherApplications

CloudStorage

VirtualFax

‘Vanilla’ Layers

Expectation:Easily movebetweenservices

Technology Value Integration

Slide 10

OSS/BSS and Customer Service

Portal or API

APIPortal

Example: Number Porting

Challenge• Australian LNP Code not uniform• Complex environment• Different types of porting, multiple system to integrate

Slide 11

Outcomes• New features can easily be added• New carriers integrated• Changes to the Australian TCP Code

Customer Expectations Symbio Solution

Real-time Real-time LNP Checker & progress updates

Portal-based Online Portal for self-service

Simple & straightforward Same look & process regardless of porting type

Flexible Out-of-zone porting

Voice is ‘vanilla’ – customers unforgiving Quick delivery

+ Multi-level account structure enabling reseller markets

Example: Virtual PBX

Challenge• Enter Business phone market – PBX features in the cloud• Installation – non-techy users, need easy setup• Access – need reliable, fast internet for quality voice

Slide 12

Outcomes• Fast growth & positive feedback• Integrated voice and data on one bill• ‘Future-proof’ communications

Customer Expectations Symbio Solution

Real-time Make adds, moves and changes in real-time

Portal-based Self-service via Online Portal, don’t need techs

Simple & straightforward Pre-provisioned equipment for ‘plug & play’

Flexible Change number of lines by up-/downgrading plan

+ Feature-rich service with more features continuallydeveloped

Base Network ServiceProviders

Content & ApplicationProviders Service Bundler

Do the ‘vanilla’ things likeNBN, DSL, Mobile withbasic voice and data on

top

Sit in the cloud andservice specific ‘value

added’ customer needs,such music, movies,

business apps etc

Have one or more ofaccess or content

natively, and aggregateother content/services

Future Service Provider Models

3 types of service providers will prevail:

Slide 13



Examples

Slide 14



• Robust, full-featured

• Highly skilled team

• Powerful system

• API – customer canintegrate

• Look & feel of interfaceimportant

• High brand appeal

• ‘Northbound’ API

• Easy white-labelling

• Flexibility to integratelots of sources

• Powerful GUI for userinteraction

• ‘Southbound’ APIcapability to plug inVAS (value-addedservices)

OSS/BSS Challenges

Slide 15

Where do you fit in?

Service providers need to decide which provider modelthey play in, and architect their OSS/BSS to provide acustomer centric service delivery platform.

Slide 16

Thank-you & Questions...

D1 1435 rene sugo

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