Accelerating Your Digital Business with Oracle

2 EXECUTIVE PAPER / Oracle Digital Business Experience

Today, many service providers and large enterprises are looking to

transform into Digital Service Providers (DSPs) to address rapidly shifting

market demands, increased competition, and pressure to launch more

offers faster. They are looking to develop new digital services revenue

streams, enable ongoing business innovation with the pragmatic

adoption of cloud, continue to simplify and reduce cost in operations, and

have confidence to undertake targeted business transformations.

DSPs also indicate that to be truly digital they should have a much deeper

insight into their customers and prospects, engage with them through

new digital channels including social, chat, digital marketing, etc., be able

to rapidly launch, efficiently deliver and flexibly monetize new digital

services that are both relevant and personalized, offer their customers an

“always-on” engagement of their choice that is consistent across all

channels with robust and fully empowered customer self-care.

Oracle’s Digital Business Experience solution enables DSPs to rapidly

achieve these objectives with either a focused approach for the launch

of new digital services or across the entire business as part of a

broader digital transformation.

INTRODUCING ORACLE DIGITAL BUSINESS EXPERIENCE

As the name suggests, Oracle’s Digital Business Experience solution addresses 3 key areas critical to

DSPs:

• It enables DSPs to engage the market in a truly “digital” manner – this includes harnessing deeper

insights into individuals and enterprises through digital identities and profiles that are leveraged

across marketing, social, buying and customer care to allows DSPs to offer digitally delivered

services or digitally enabled physical goods to their customers. It also enables DSPs to operate in

a digital manner – through simplification of process, organization and systems that then enables

automation for scale and efficiency.

• Being available from the Oracle cloud, the solution itself is business, not technically, focused in its

approach. It is most relevant to business owners or heads of new lines of business seeking

innovative digitally native solutions to launch and grow new digital revenue streams.

• As a contemporary cloud based solution, it offers compelling new digital experiences to customers

with an always-on customer engagement through omni-channel and self-care capabilities; to

partners as well as internal DSP users of the solution.

Above all, DSPs can immediately capitalize on new digital innovations in the solution that are

continually released from the Oracle cloud.


POWERING YOUR DIGITAL STRATEGY

At the core of the Oracle Digital Business Experience solution is an enterprise grade subscription

management engine for digital and 5G services that is proven across a variety of industries, is highly

scalable, operates in real time and supports all business models.

The Oracle Digital Business Experience solution is based on the market leading Digital Experience

Platform that includes key capabilities including digital marketing, social engagement, omni-channel

buying experience, empowered self and assisted care bringing innovation through machine learning,

smart bots, etc. leveraging information from the Oracle Data Cloud.

The solution itself may be deployed rapidly and at low risk from the Oracle cloud via a quick start

program for fast service launch – all on a single, secure and scalable platform.

DESIGNING INNOVATIVE DIGITAL OFFERS

The solution starts with rapidly designing and launching innovative digital or subscription offers that

may comprise of digital services or digitally-enabled physical goods. Such offers may combine

consumption-based, recurring and one-time charging based on any measurable metric in real time.

These offers may be increasingly sophisticated to include non-currency resources or digital goods and

made available as bundles or promotions with associated discounts to all channels.

DELIVERING THE ORACLE DIGITAL BUSINESS EXPERIENCE

The principal capabilities of the Oracle Digital Business Experience solution are illustrated below.

Figure 1. Principal Capabilities of the Oracle Digital Business Experience solution.

KNOW, ACQUIRE, ENGAGEYour Customers ▪ Digital Identity & Behavior▪ Social Listening | Digital Marketing ▪ Omni-channel Engagement

FULLFILL SERVICES▪ Dynamic Order Orchestration▪ Perfect Order Delivery▪ End to end Order Visibility

EMPOWER YOUR CUSTOMERS▪ Web And Mobile

In-App Engagement▪ Billing Visibility & Control▪ Self-service and Intelligent Support

MONETIZE DIGITAL SERVICES▪ Subscription & Usage-based▪ Policy & Charging▪ Billing & Invoicing


Know, Acquire, Engage

A foundational capability is truly understanding a user’s digital behavior combining first and third-party

information from which their digital profile may be developed. Such knowledge, together with machine

learning, then allows DSPs to offer more personalized and relevant propositions in a timely manner to

acquire customers through new digital channels such as social listening / engagement and digital

marketing.

Figure 2. Understanding users’ digital behavior with digital profiles.

Once acquired, the customer’s buying experience may transition across different channels during that

journey – supported by the solution’s omni-channel engagement capability which supports a common

catalog and cart across all channels allowing customers to, for example, start the journey unassisted

on their mobile and finish with assistance in a retail store.

Figure 3. Omni-channel customer journey.

USER DEVICES APP/BROWSER

Commoncatalog

Common cart across all channels

Dealers IoTCall

CenterMobile

RetailStore

SocialWebDirectSales

Chat Chatbot


Fulfill

The fulfillment capability supports any pre-order inquiries or reservations necessary to help capture an

accurate customer order and then decomposes and fulfills the order on all systems and partners

involved. This process may range from trivial to highly complex in nature. The increase in the bundling

of digital services as well as the growth of fulfillment partners increases the need for sophisticated

digital service fulfillment capabilities. The key function of the fulfillment component is to decouple the

commercial offers from how they are fulfilled thereby allowing commercial innovation with no

dependency on how such commercial offers are delivered – helping provide true business agility.

Figure 4. Digital Services Fulfillment.

Monetize

The monetization capability is enabled by the enterprise grade subscription management component

for all digital and 5G services. It draws from a rich heritage in monetizing digital services across a

variety of industries including communications, media, digital commerce, cloud, telematics, IoT, etc., at

scale and in real time. This is particularly important as new digital propositions, accelerated by

technology advancements such as 5G / IoT, will require increasingly sophisticated monetization

capabilities for DSPs to differentiate themselves in the market, which includes the ability to:

• Award non-currency resources such as loyalty points, views or GB, then track consumption in

real-time, make adjustments and manage receivables

• Apply flexible discounting, including bill time discounts, x-product and non-currency

• Manage account hierarchy for B2B or B2C. Designate payment responsibilities and pooling

• Rate based on any measurable metric – in real-time

• Bill in advance, in arrears, or on demand. Consolidate billing and invoicing from multiple services

or LOBs

Network Workforce

Supply Chain

Apps & Media

$$$

Billing

$$$$$$


Such monetization flexibility, for both subscribers (people) and things (IoT), is illustrated below.

Figure 5. Digital Subscription Monetization.

Empower

Empowering the customer may be through both customer self-care (“unassisted care”) and agent

assisted care.

Customer self-care may leverage contemporary and intelligent digital channels such as chat bots as

depicted below to answer common customer inquiries. In addition, such engagements may seamlessly

transition from unassisted to intelligently assisted to humanly assisted through the course of a single

interaction.

Figure 6. Unassisted to intelligently assisted customer self-care example.

In delivering digital services, the customer self-care (unassisted or intelligently assisted) option is

generally more preferred by both the DSP and the customer. However, for assisted care situations, it

is important that the agent have a full and actionable perspective of the customer as illustrated below.

This may include aspects of billing, historical interactions, social influence as well as enabling a

blended agent experience to transition to a buying experience with new / updated digital services to

the customer.

Product as a Service

Pay by the mile

Pay by the hour

Pay by the printed copy

Pay by the ft2

Pay by power consumption

Smart home packages

Smart city packages

Pay by the minute

One timepurchase

Rental

Sponsored data

Dynamic bandwidth

Pay bythe MB

Pay by the message

“The Mobile Internet”

BILLION of Connected People

“The Internet of Things”

BILLION of Connected Sensors 7 50

+

Subscription with Consumption

Unlimited SubscriptionConsumption

Promotional Bundles

Balance inquiry via chatbot

Direct inquiry to charging system for real-time balance update


Figure 7. Assisted customer self-care example.

DEPLOYING ORACLE’S DIGITAL BUSINESS EXPERIENCE

Oracle’s Digital Business Experience solution may be deployed in one of two modes:

• To support the fast launch of new digital services alongside existing services with no initial need

to replace legacy systems, avoids data migration and limits integration with existing systems. In

this case, the initial scope includes offer design, customer engagement & order capture / delivery,

rate, bill, invoice and customer care as well as data export to financial systems. This enables

DSPs to rapidly launch and scale new digital services with core capabilities which may then be

broadened as needed over time with the full Digital Business Experience platform capabilities for

extended digital capabilities

• To enable a digital transformation of a service provider or large enterprise into a DSP who is

looking to materially simplify their business, processes and organization to embrace and adopt a

native digital solution from the cloud to serve their customers. Such an approach for

communications service providers has also been termed “Digital BSS”

Social Influence

Billing Care

Intelligent Offers

Customer Interaction

History


WHY ORACLE DIGITAL BUSINESS EXPERIENCE

Aspiring DSPs should consider the Oracle Digital Business Experience solution as it offers:

• The ability to get to market faster and scope for brand differentiation

• A market leading digital experience platform built on the Oracle global cloud platform

• A real-time solution enabling all business models

• A future proof solution with continual, industry-leading innovations from the Oracle cloud

• Rapid deployment for both core or adjacent lines of business

• The choice of either augmentation or replacement of legacy systems

• The security and scalability of the Oracle cloud

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