Telecom Billing's evolving role in post pc era

Pakistan Mobile Communications (Pvt.) Limited 1

NEXT GEN BILLING- a look at the evolving role of billing

Ehtisham Rao

Asia Pacific Billing and RA 2011


Billing has changed


Revenue Management – The Building Blocks

Revenue Management for the enterprise: each of these have to be addressed as part of the integrated Revenue Management initiatives

The right segmentation can determine accuracy of uptake estimates and revenue potential in rapidly commoditized landscape

Managing customers at the point of interaction includes payment facilitation, assuring access to product and service as well as capturing customer experience

Assurance & Billing are cornerstones of capturing and realizing revenue through effective process and systems management up/downstream

Forecasting demand and peak/off-peak pricing can make or break an operator’s value proposition. The balance between price and QoS, and what it takes to make the maximum a customer has to offer

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2

3

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Revenue Management building blocks

RevenueManagement

Effective segmentation

Assurance & Billing

Customer Engagement

Pricing & Inventory

Human capital Applications Infrastructure


Customer Experience is the new Billing Phenomena

• Convergence across pre and post pay• New business models are key drivers• Value is locked in customer context

• Payments of all types possible• Multi platform• User Experience drives revenues

• Customer insights drive convergence strategies• Customer context mapped to your strategy• Deliver solid differentiation

• Customer preference, policy enforcement & visibility• Xsell, Usell, intervene, surprise, retain• Customer experiences are moving to real time contexts

• The new operator does not produce everything it sells• More business models, more adaptability• We’re not a bitpipe…right?

• Behind the scenes, only key components converge• The converged platform evolves like a mesh• Continuous change in platforms like CRM, Billing

Policy & Behavioral Intervention

Partner Settlement

Customer

Adapt Converge

d Intelligenc

e

Converged Platforms

Converged Payments

Opt

Pay

Consume

Test

Switch

Converged Charging


Infrastructure and Technology Development

Supply Chain Management

Product Lifecycle Management

Network Ops BSS/OSS Marketing Sales

Customer Service

Customer Relationship Management

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sto

me

rs

Su

pp

liers

The Value Chain Question

Billing


What will the next generation revenue management look like?

Rationale behind revenue model evolution

- Multi-play service environment will be highly customer-configurable.

- Price plan simplicity will be augmented by multiple bundling and real time customer driven pricing options based on thousands of newly emerging customer segment clusters

- Charging and Billing multiple content types based on impulse buying in real time will shape new revenue models.

- The New IP based services need to be delivered not as post or prepaid but both:

. Customers will manage service thresholds with options to pay on the go or wait till the end of the period determined not by service but the context of use

. Long tail phenomenon will be a key service differentiator

. Voice will be the lower end of the price spectrum…

Target area for revenue management

- Availability of customer segmentation information in time for enabling product and pricing decisions.

- Complex bundle options driven by customer visibility to related services

- New channels and means to up/cross sell

- What was used, what was priced?- Services priced in customer context- Focused on customer/product

lifecycles

- A largely customer self care regime- Policy driven usage based on profile

information available in real time.

Effective Segmentation

Pricing & Inventory

Assurance & Billing

Customer Engagement


What’s wrong with this picture?

Data Ware house

ERP

BI

RAID

EBPP Billing

Interconnect

CRM Co

re Netw

ork G

SM

/GP

RS

Internet G/W

MGW

IN

SMSC

POS

Mediation

NPGVMS

Access N

etwo

rk

Customer profiling and charging happens here

Policy management, Payment and service control happens here

Customer Experience happens here

With latency between customer profiling and instance of service, BSS/OSS remain a backend function


What’s wrong with this picture?

Call setup

Call/Session/Paymentrequest

Call/Transaction Decision

Quality Cost Preferences

Presence Status Location

Call setup

Service Provider Network

Converged Session BillingRecord


It’s a journey not a destination!

New IN platformNew IN platform

CRM upgrade 1CRM upgrade 1 Hybrid Data ModelHybrid Data Model

SDP payment overhaulSDP payment overhaul

CRM upgrade 2CRM upgrade 2

Customers can use location based discounting

Customers able to use multipay for voice and pay for 3P services from handsets

IMS & Mediation upgradeIMS & Mediation upgrade

Customers pay for differentiated content during call, use multi channel video conferencing

Process &

Platforms

Customer

Outcomes


Behind the scenes—prepare for changes

Business Process framework: relevance and maturity map

Partner Selection

Partner Activation/ DeactivationProduct definition Co-Marketing Revenue Model

definition

ChannelsSelection

Channel Activation/ Deactivation

Service ActivationUsage

WholesaleManagementFraud monitoring

Investor Relations Communication & Image

Strategic &Enterprise Planning

HumanResources Purchasing

Corporate & Legal Affairs

Disaster Recovery & Security

Finance, Administration

& ControlQuality Management,

Process & Internal audit

IT planning & Architecture

Facilities Management

Infrastructure & Collaboration

Network & Traffic Management

Support & LogisticsProduct definition & Marketing Sales & Fulfillment Assurance

Product Catalogue Management

Tariff Management

Campaign & Retention Management

Commercial InformationManagement

Complaint mgmt

Customer satisfaction survey

Resource Inventory Management

Document Management

Billing Inquiry

Customer Data Management

Order Management

Lead & Sales Management

Contract Management Reporting Management*

Customer interface management

Survey executionLoyalty

Campaign & Retention Execution

Shipment

Billing

Billing

Revenue Realization

Wholesale billing

Customer Base Analysis

MNP

POS Mgmt Commissioning

Resource Management and

Operations


Operations


Operations


Operations

Defined

Performed

Business relevance

Critical

High

Medium

Low

Maturity level

Managed

Business Processes and Supporting Systems map

Support & LogisticsProduct definition &

MarketingSales & Fulfillment Assurance

Product Catalogue Management

Tariff Management

Campaign & Retention Management

Commercial Information

Management

Complaint mgmt

Customer satisfaction survey

Partner Selection

Partner Activation/ DeactivationProduct definition Co-Marketing Revenue Model

definition

Content Partner Management

Resource Inventory Management

ChannelsSelection

Channel Activation/ Deactivation

Document Management

Billing Inquiry

Customer Data Management

Order Management

Lead & Sales Management

Contract ManagementReporting

Management

Customer interface management

Survey executionLoyalty

Campaign & Retention Execution

Shipment

Billing

Billing

Revenue Realization

Resource Management and Operations

Service ActivationUsage

Enterprise Management

WholesaleManagementFraud monitoring

Investor Relations Communication & Image

Strategic &Enterprise Planning

HumanResources Purchasing

Corporate & Legal Affairs

Disaster Recovery & Security

Finance, Administration

& ControlQuality Management,

Process & Internal audit

IT planning & Architecture

Facilities Management

1. SIEBEL2. DWH3. AVAYA4. Geneva Billing System5. Network Infrastructure6. Office Equipment / Antivirus7. ICT (Interconnect)8. Nexes Mediater9. Comptel10. MS Exchange Server11. Oracle Financial Application12. ETL13. BESPOKE14. MW15. NPG16. WFMS17. QMT18. RAID 19. NAC20. EDMS21. SPS22. Windows Server / SQL Server23. EFICS24. KXEN25. EMS26. HITS27. DC (Data Center)28. Microstrategy29. WeMind30. TRUECOMP31. EPM32. EPOINT33. IN34. CMDB35. GTI36. ZRG37. Blackberry Service38. Retriever39. TIBCO40. CDR COLLECTER41. CHARGING GATEWAY42. Enterprise Portal 43. Tax Certificate44. DRSITE45. Internet Gatewaty46. BizTalk47. SMS Gateway48. ICRM49. Campain & Retention Mgmt50. OBS

Wholesale billing

Main IT Systems

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Infrastructure & Collaboration

Process area not covered by critical or blocking systems

Network & Traffic Management

Customer Base Analysis

MNP

Sales Channels ManagementPOS Mgmt Commissioning

Critical

Blocking

Criticality

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Evolution driven by unique operator circumstances

Market variables• Business case for new architectures• Strategy prioritization to create a ‘new’ way of doing things

Financial Viability of Initiatives• Cost/Benefit analysis of proposed changes• Understanding the roadmap and its financial implications

Operations Roadmap• While we know where we are going, the path that takes us there is not clear• A piece meal approach can get us out the wrong exit in no time


Case review – Billing Platform Upgrade

Mediate Events

Mediate IR and Billing Rate Bill Enrich/Apply

rules Publish Bills Push to BI

Active Mediation Real Time enhanced Rate & Bill

Control Production of Bills & multichannel Customer engagement

Real Time BI update (Active Datawarehousing)

The immediate benefits were not the improvement of the existing KPIs The immediate benefits were not the improvement of the existing KPIs but rather a great opportunity to redesign the entire Revenue but rather a great opportunity to redesign the entire Revenue

Management propositionManagement proposition

BILLING TEAMS FOR THE FUTURE


Translate Change as all encompassing not just a billing upgrade

• Customer Experience• Revenue Protection• Adherence to Product Framework• Data Quality• …..

• Percentage Errors in bills/1000• Rating Lag per hour• Number of days outstanding• Rejected Events per 1000 rated• …..

• Multi-Platform Reports• AdHoc Query• …..

Process & Product Frameworks

BILLING TEAMS FOR THE FUTURE

ANALYSTS

PLATFORM SPECIALISTS & OPERATIONS

STAFF


Thank you—any questions?

Ehtisham Rao

Director Business Intelligence & Billing, Mobilink

+00923008499114

[email protected]