Управление заказами на основе каталога ...TSL NA Austin, TX, Beaverton, OR TSL China Beijing, China TSL Satellite Japan Tokyo, Japan TSL Satellite

Управление заказами на основе каталога продуктов.Интеграционные решения IBM

Build a Proven Roadmap to Business Agility

Юрий СоколовДиректор по развитию бизнесаЛаборатория Телекоммуникационных Решений, IBM

© 2011 IBM Corporation


Перед операторами стоит большое количество вызовов во всех областях бизнеса, особенно в процессах управления заказами

2

Quickly introduce products, services

Support multiple channels

Manually intensive processes

Poor tracking orders & visibility

SiloedOSS/BSS

Adopting industry standards

OSS/BSS not loosely coupled

Mergers & acquisitions

ARPU cannibalization

Lack of end-to-end view of campaigns, promotions, product offerings, products, services & resources

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Проблемы и нужды процессов выполнения заказов

• Среднее время создания новой услуги

от 90 дней до 1 года• Время, необходимое для

изменения тарифов или предложений

от 10 до 20 дней• Количество «проблемных» заказов

от 15% до 25%• Средняя стоимость исправления

ошибок заказовот $12 до $300

• Недополученная прибыль из-за ошибок выполнения заказов

30% to 40%

Результаты нерешенныхпроблем*

Source: Heavy Reading Research



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Нерешенные проблемы в процессах Управления Заказами создают барьеры созданию инновационных бизнес- моделей

• Необходимость быстрого создания новых продуктов и услуг

• Необходимость быстрого вывода новых тарифов и скидок в пакетных предложениях

• Внедрение централизованного каталога продуктов для быстрого создания предложений

• Необходимость быстрой активации новых продуктов и услуг для ускорения получения прибыли

• Необходимость поддержки растущего количества каналов продаж и экосистемы оператора

• Динамическая интеграция с растущими OSS/BSS - системами

• Возможность отслеживания выполнения заказов от начала до конца

• Управление ошибками выполнения заказов

Source: “Bridging the OSS/BSS Gap: Strategies for Dynamic Order Management, “ OSS/BSS Global Competitive Strategies Volume 11 Number 11/ Stratecast

Business Requirements - Product Lifecycle


Build a Proven Roadmap to Business AgilityВысокоуровневая архитектура решения

Анализ заказовДекомпозиция заказа

Управление рискам

и

Отслеживание заказов и управление заказами

Потоки процессов управления заказами

Механизм управления заказами

Интеллектуальные бизнес-сервисы Интеграционная шинаПреобразования данных

Посреднические потоки

Коннекторы

Преобразование протокола

Обработка исключений

TAM, eTOM, SID

Бизнес-правила

Репозиторий бизнес-сервисов

Счета и профили клиентов

Управление информацией

о клиенте

Customer Master 360 Активный

каталог

Прием платежей

OSS-системы и сеть

Управление биллингом клиентов

Тарификация

Заказы сервисов

Ведение баланса

Выставление счетов

Клиенты Переговоры

Служба работы

с кли-ми

Формирование заказа

Представление для обработки заказовПеремещение, добавление, изменение,

прекращение, блокировка, разблокировка

CRM

Решение проблем клиента

CTI/IVR

Ввод заказа

Оценка клиента

Самообслуживание клиента

Портал самообслужива

ния

Клиенты

Управление продуктами

Каталог продуктов

Управление жизненным

циклом продукта

Менеджер по

продукту

Инвентаризация сервиса

Активация сервиса

Проектирование сервиса

Управление персоналом

Профиль пользователя

Конфигурирование ресурса

Синхронизация каталогов

Управление кредитом

Расследо-вания

Корректировки

Разрешение споров

Портал поставщиков /

партнеров

Управление поставщиками / партнерами

Заказы дляпартнеров

Биз

нес-

собы

тия Б

изнес-собы

тия

Информационная панель



Схема каталога продуктов и сервисов на основе TMF TAM



Декомпозиция продукта – Shared Information Data

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Продукт

Ресурс

СервисТехническое представление(Взгляд изнутри)

Маркетинговое представление

(Взгляд со стороны)

Продукт - это связывание сервисов и физических ресурсов (модель оборудования), призванное сделать сервисы доступными клиенту –т.н. «обращенные к клиенту» сервисы. Сервису требуются логические ресурсы (возможности), предоставляемые физическими ресурсами – т.н. «обращенные к ресурсам» сервисы

Предложение

Спецификации

Клиентский

Ресурсный

Логический

Физический

Коммерческие положения и условия, включая

тарифы

Основа для технической конфигурации, определяемая

на этапе создания заказа

Что реально видит потребитель при

взаимодействии со средой предоставления услуг

Сервисы, инициализированные в сети,

и ИТ-ресурсы в среде доставки

Возможности, необходимые для доставки сервисов.

Реальные устройства: Спецификации, производитель/модели, серийные номера и т.д.



Пример декомпозиции мобильного продукта

Продукт

Сервис

Ресурс

SMS

Номер телефона

GSM 2GGPRS

Mobile Premium

Мобильная голосовая связь и передача данных

Обмен текстовыми сообщениямиМобильная голосовая связь

Мобильный доступ в Интернет

GSM 3G

SIM-карта

Ежемесячный платеж 45 евро

EDGE UMTS

Мобильный телефон



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Гибкое управление заказами с использованием Каталога Продуктов

Процессы “что-если”Процессы “как есть”

Увеличение прозрачности процессов выполнения заказов

Высокая стоимость заказа

Поддержка многоканальности приема заказов

Долгий цикл выполнения заказа / Недостаточная прозрачность заказа

Высокий % проблемных заказов

Высокое количество невыполненных заказов

Гибкое выполнение заказов: создание л\с, ввод заказов, ручные операциями и т.д.

Увеличение % автоматизированных заказов

Сложный и дорогой процесс создания новых продуктов и услуг

Гибкие процессы с использованием каталога для уменьшения времени вывода на рынок новых сервисов

Catalog

CSRWebStore Kiosk

Inventory Billing Activation Workforce

Catalog

CSRWebStore Kiosk

End-to-endvisibility

Inventory Billing Activation Workforce



IBM’s Catalog Driven Order Management Solution Targeted for TM Forum Frameworx Certification in 4Q11

IBM Product in scope for certification

SID, eTOM and TAM compliant business process provided by IBM BPM Telecom Pack on IBM BPM platform



IBM предлагает уникальную индустриальную экспертизу через Лаборатории Телекоммуникационных решений и Исследовательские лаборатории

ResearchHaifa

1972

ResearchBeijing

1995

ResearchDelhi

1998

MSL DallasDallas, TX

TSL NAAustin, TX,

Beaverton, OR

TSL ChinaBeijing, China

TSL Satellite JapanTokyo, Japan

TSL Satellite ASEANKuala Lumpur, Malaysia

TSL Satellite AfricaJohannesburg, South Africa,

TSL Satellite IndiaBangalore, India

TSL Satellite LATAMSao Paulo, Brazil,

TSL EURLa Gaude, FranceMontpellier, France

ComverseComverseCoE

Customer

platform

Customer trial

platform

OSS Intgration CoEOSS Intgration CoERDE

Oracle CoEIndia

TSL Satellite IsraelTel Aviv + Haifa, Israel

ISV + ResearchCloud

planned

TelePresenceTelePresence

M&TSL La Gaude

La Gaude, FR

The Virtual TSL TSL@SL

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TSL Satellite RussiaMoscow, Russia



IBM demonstrates proven success in ordering process management, system integration, and business applications

• Dynamic BPM with WebSphere Telecom Content Pack based on TMF Frameworx

• Enabled the integration and automation of this operator’s order management processes to reduce time to market with new product and processes

• Realized a 40% reduction in order process management costs

European Mobile European Mobile ProviderProvider

Caribbean Caribbean WirelineWireline& Mobile Provider & Mobile Provider

• IBM Service Provider Delivery Environment with BPM/SOA Services Integration based on TMF Frameworx

• Complete OSS/BSS transformation including ordering and inventory management to support new services

• Introduced new IPTV service 50% fasterthan other new product introductions

US Broadband US Broadband ProviderProvider

• IBM Sterling Order Management

• Provides one-stop “promising” engine for order delivery commitments and orchestrates all order transactions: scheduling, sourcing, delivery, installation, provisioning, billing update

• Supports 90,000 orders per day at peak times

US TripleUS Triple--Play Play ProviderProvider

• IBM Sterling Multi-Channel Selling

• Enables guided order configuration and capture capabilities across call center and eCommerce channels for ordering of triple play bundles with regional based pricing and promotions

• Increased revenue 200% via eCommerce channel within 3 months of deployment

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Australia’s National Broadband Network (NBN) selects IBM as a strategic partner for OSS transformation

The Need:• Build new broadband infrastructure across entire country• Transform its organization for the eventual privatization of its operations• Needed to integrate BSS/OSS systems required for several processes: activation,

assurance, and billing

The Solution:• Dynamic BPM with IBM BPM Telecom Pack with industry assets based on TMF Frameworx

in a vendor neutral environment• IBM will provide consulting services, integration, application support services and software

solutions• Based on the IBM SPDE framework, the NBN win includes:

• IBM's WebSphere Telecom Content Pack and Tivoli service management software to provide a business process management framework platform

• IBM Rational Developer Tool Kit to enable the capture and documentation of requirements and speed-up development

• IBM Netcool software to manage and monitor network performance.

Link to Press Release

12



Typical benefits1 of dynamic BPM/SOA over traditional BPM/SOA

20-50% Faster initial delivery

20-50% Less spent in professional services

60-80% Saved in reuse of artifacts

30-80% Reduced delivery cycle for ongoing process maintenance (releases)

20-50% Reduced Total Cost of Ownership

SOURCE: From IBM customer Business Value Assessments completed with over 20 clientsWhitepaper can be found at: White Paper: Dynamic BPM for Communications Service Providers 13



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Business Rules Deep Dive - European service provider

Objective: Web portal providing self-ordering functionalities to subscribers – Interactive process where the quote/order is validated after each modification by the client (e.g. Each time of product is

added to the order)– Require response time < 1s for each web interaction

Challenges: Performance bottleneck and limited expressivity– Current validation rules are hard-coded in CRM package– Invoking CRM validation service from web layer takes up to 13 seconds– Validation processing time does not scale well with number of products

• Sub-optimal algorithmics and scalability issues of the architecture– Lack of expressivity => Compatibility tables can only express compatibility relationships between pair of products– « Complex » matching patterns are implemented in a scripting language

• Leads to more performance/scalability issues• Fragmentation: validation logic cannot be managed in a single place• Service proliferation: 2 services needed instead of 1 => increase integration & testing costs

Solution based ILOG JRules – Both simple and arbitrarily complex validation rules can be expressed– Compatibility tables can be exposed to business users– High performance rule engine evaluating minimal number of conditions– Engine pooling for scalability– Rule vocabulary is mapping data model based on IBM BPM Telecom Pack (schema based on SID model)– Easy integration of rule service through a standard-based and well-defined interface definition



Thank You.

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MobitelThe Need:• Increasing competition• Heavily regulated and must comply with complex governmental processes • OSS/BSS applications were in silos and relied heavily on manual processes• Order management was highly manual and needed to be streamlined, as it took up to 45 hours on

average, for a customer to register for and receive a new service.

The Solution:• Dynamic BPM with WebSphere Telecom Content Pack with assets based on TMF Frameworx in a vendor

neutral environment• Standards based integration of “best of breed” components into a flexible, scalable solution• IBM Quickstart for Standards-Based Telecom Solutions• Created a BPM and SOA Competency Center

What Makes it Smarter:• Customer signs electronic form in retail store that sends order directly to Mobitel offices with credit info• The IBM WebSphere Telecom Content Pack provides prebuilt process models, business services,

messaging schemas and other content based on TM Forum’s Frameworx, and supports the WebSphere Dynamic BPM platform. By adopting this Frameworx-based approach, Mobitel has enjoyed the following benefits:

• 40 percent less expenditure on professional services;• 80 percent saved through the reuse of artifacts;• 45-60% percent shorter delivery cycle for the ongoing maintenance and new releases of processes;• 40 percent reduced total cost of ownership.

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Caribbean Service ProviderThe Need:• Reduce churn due to rapidly changing business landscape• Prepare for impending deregulation & increased competition• Transform existing rigid OSS/BSS and IT portfolio for rapid development of new products and services

(such as IPTV)• Flexible platform to deliver new products/services with innovative pricing and discounts.• Improve Time to Market (T2M), accelerate Time to Build (T2B), and reduce TCO • Provide a future-proof TM Forum Frameworx standards based Solution that can be configured or

extended to support new products/services

The Solution:• IBM Service Provider Delivery Environment with BPM/SOA Services Integration based on TMF

Frameworx in a vendor neutral environment• Standards based integration of “best of breed” components into a flexible, scalable solution• IBM’s Rapid Development Environment (RDE) and SWG Quickstart for Standards-Based Telecom

Solutions

What Makes it Smarter:• Launched IPTV service in half the time it normally takes• Created vendor and technology neutral, standards-based architecture• Developed interoperable IT environment to work with ecosystem partners

to deliver new services & personalized bundles to consumers• Adopted TMF industry standards & best practices



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Sterling Order Management Case StudyAT&T Broadband

Business Problem• Customer sought a solution to provide one

point of order fulfillment for all broadband orders regardless of point of sale.

• Customer wanted special order handling capabilities including ability to fulfill orders to other business units and customer equipment returns processing

Sterling Components• Sterling Order Management

• Global Inventory Visibility• Order Souring• Delivery and Service Scheduling• Reverse Logistics

Solution Delivered• Provide one-stop “promising” engine

across all customer channels (call-center, web, reseller)

• Supports orchestration of all fulfillment transactions: scheduling, sourcing, delivery, installation, provisioning, billing update

• Enables “Triple-Play” with wireless and video partner

• Supports self-install plans including kitting and drop shipments

• Automatic returns processing• Handles over 90,000 order per day at peak

World Largest (in Revenue) Communication Service Provider

Single Order Fulfillment Hub for AllConsumer Broadband Orders in the

Southeast US

Single Order Fulfillment Hub for AllConsumer Broadband Orders in the

Southeast US



Sterling Order Configuration & Capture Case StudyRCN

Business Problem• Current e-commerce platform had low

conversion rates and did not offer market specific offers.

• RCN desired a guided ordering solution to improve the customer experence on the web and increase conversion rates.

• Further, RCN wanted a common ordering platform to support both the eCommerce and call center channels.

Sterling Components• Sterling Multi-Channel Selling

• Catalog & Offer Management• Order Configuration & Capture• Multi-Channel Integration

US Regional Triple-Play Wireline Service Provider

Order Configuration and Capture Solution Supporting all Sales/Ordering Channels

Order Configuration and Capture Solution Supporting all Sales/Ordering Channels

Solution Delivered• Guided selling; leading to higher

conversion rates. Grew 4% to 12% in the first two months

• Up-sell and cross-sell of services • Integrated with existing billing and order

management systems (BSS/OSS)• Scalable for multi-channel, multi-market

sales• E-Commerce site delivered 10% of all new

customer sales, doubling previous revenue contribution of 5% in the first two months online

Documents

Управление заказами на основе каталога ...TSL NA Austin, TX, Beaverton, OR TSL China Beijing, China TSL Satellite Japan Tokyo, Japan TSL Satellite