Communication Service Provider Transformation Journeys

© 2008 Infosys Technologies Ltd. Strictly private and confidential. No part of this document should be reproduced or distributed without the prior permission of Infosys Technologies Ltd.

Gnanapriya CHead – Architecture Group

Communications, Media & Entertainment Business Unit

Infosys Technologies Ltd, Bangalore

E-mail: gnanapriyac@infosys.com

Infosys VTU-EduSAT Lecture Series27-Sep-2008

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Disclaimer

“© 2008 Infosys Technologies Limited.  All rights reserved.  The information provided in this presentation is intended for the sole use of the recipient and is for educational purposes only. No part of this presentation may be reproduced or transmitted in any form or by any means, including photocopying and recording, without written permission.  Permission must also be obtained before any part of this presentation is stored in a retrieval system in any nature.  No responsibility can be accepted by Infosys Technologies Limited, the Editorial Board or contributors for action taken as a result of information contained in this presentation.  The views expressed in this presentation by the presenter are not necessarily those of the Editorial Board or Infosys Technologies Limited.”

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Agenda

• Part 1 – Introduction – Trends

• Part 2 – Transformation– Why Transformation?– Transformations in global arena

• Part 3 – Transformation Illustrations– US (AT&T), Non US (BT)

• Part 4 – Points to Ponder– Web 2.0 will impact CSPs?

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Current Trends with CSPs

•Tinkering with Television (Television and

broadcast market – IPTV, VOD)

•From theory to reality to revenue (IP

Multimedia Subsystems, Service Delivery platforms, Service Oriented Architectures)

•Smart integrated operations (quad-play

bundling, intelligence in operations, profitable product mix)

•IMS Communications’ bottom line (providing end to end value to carriers)

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Context Setting: CSP Organization – High Level

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Agenda

• Part 1 – Introduction - Trends

• Part 2 – Transformation– Why Transformation?– Transformations in global arena

• Part 3 – Transformation examples– US (AT&T), non US (BT)

• Part 4 – Points to Ponder– Web 2.0 will impact CSPs?

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Next generation solution means ….

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Richer Customer Experience

Lifestyle-Enabling

Personalized

Consistent Service Experience

Context-Aware

Football Enthusiast

“Tween Mu” Soap Opera Buff

Formula 1 Fan Uniform UI

Cust Service for Experience

Performs as expected

My preferences

My device

My subscriptions

My buddies

Location

Device Capability

Presence

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Operators Transformation requirements

Business Drivers• Enable delivery of new

services• Seek competitive

advantage• Lower OPEX• Increase customer intimacy

and attract new customers

Technology Drivers• Invest in new technologies,

upgrade infrastructure• Leverage established/

legacy infrastructure and strategy for future proofing

• Consolidate systems• Optimize IT operations• Increase time to market for

product delivery

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The CSP Transformation Journey

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Business Transformation: Changing Business Mix

FMC

Quad-Play IPTV

Going from loosely bundled offerings, towards multiplay on different devices, into integrated multiplay the digital home

• Mobile Entertainment

• Active buddy list

• Rich Voice, Video, BB

• IPTV, Multi-device Video

• X-Conferencing• Push to Content

Share

• Remote Home Control

• Intelligent Home

Service Bundling Multiplay Integrated Multiplay

• Bundled Voice, TV & Internet

• Push to Talk

• Integrated Service Portals

RichnessOf User Experience

Convergence

Service Stickiness

Digital Home

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Fixed line

Transition to IP: One network for everything

Cable

Internet Mobile

@

@

IP Network

Traditional

• Circuit Switched network• TDM network increasingly obsolete• Opex constantly growing

NGN

• IP network• Reduced network systems• Network simplification to optimize O&M• Reduce and mitigate interoperability and integration issues

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Focus on Managing

Customer Service Experience

• Non-scalable• Inflexible• High-cost• Lowers profits

• Superior service • Flexible - Scalable• Reduced cost of

operations• Reactive + Pro-active

Siloed Operations

MatureBest-in-ClassOperations

Operational Transformation – Improve customer experience

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Systems transformation - Changing the estate

Customer

Voice Data IPMedia

&Entertainment

NetworkConfig

RouterConfig

InstallationSupport

Procurement

Partner orders

3rd party support

Billing&

Mediation

OrderMgmt

WFMProject /

Change Mgmt

Customer

Voice Data IPMedia

&Entertainment

NetworkConfig

RouterConfig

InstallationSupport

Procurement

Partner orders

3rd party support

Billing&

Mediation

OrderMgmt

WFMProject /

Change Mgmt

Customer

Voice Data IPMedia

&Entertainment

NetworkConfig

RouterConfig

InstallationSupport

Procurement

Partner orders

3rd party support

Billing&

Mediation

OrderMgmt

WFMProject /

Change Mgmt

Customer

Voice Data IPMedia

&Entertainment

NetworkConfig

RouterConfig

InstallationSupport

Procurement

Partner orders

3rd party support

Billing&

Mediation

OrderMgmt

WFMProject /

Change Mgmt

Service Offerings(Voice, Data, Media & Entertainment)

Customer

Network Config

Bundled (multi play)

Enterprise Service Bus

Router Config

Installation &

Support

OrderMgmt

Billing &Mediation

Partner Orders

Procurement

Fault &Performance

SLA Mgmt

Service Offerings(Voice, Data, Media & Entertainment)

Customer

Network Config

Bundled (multi play)

Enterprise Service Bus

Router Config

Installation &

Support

OrderMgmt

Billing &Mediation

Partner Orders

Procurement

Fault &Performance

SLA Mgmt

Service Offerings(Voice, Data, Media & Entertainment)

Customer

Network Config

Bundled (multi play)

Enterprise Service Bus

Router Config

Installation &

Support

OrderMgmt

Billing &Mediation

Partner Orders

Procurement

Fault &Performance

SLA Mgmt

Service Offerings(Voice, Data, Media & Entertainment)

Customer

Network Config

Bundled (multi play)

Enterprise Service Bus

Router Config

Installation &

Support

OrderMgmt

Billing &Mediation

Partner Orders

Procurement

Fault &Performance

SLA Mgmt

Rationalization of systems

Introduction of COTS*

Multiple systems for each functionality and product line

Rationalized & integrated systems & platforms to offer bundled services

* COTS – Commercial Off The Shelf Packages

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Transformations in Global Arena

Operator Transformational Programs

21 CN All IP network

U-Verse (Lightspeed) – 3 screen strategy

Titan Network Transformation program

FiOS (Fiber Optic Service)

MaIP (Move to All IP)

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Transformational Approaches

Approach Details Operators

Network and Technology Led

• Cost structure optimization• End of life upgrade infrastructure• Leapfrog cable competition and “triple play” delivery• Build infrastructure for future viability• Operational simplicity and standardization

Business system transformation

• Build telco-of-the-future to complete in a converging world• Productivity improvement – revenue and cost• Skills and capabilities transformation to complete future

New product led • Customer services oriented migration to build competitive advantage• Enterprise segment positioning in ICT• New services

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Agenda

• Part 1 – Introduction - Trends

• Part 2 – Transformation– Why Transformation?– Transformations in global arena

• Part 3 – Transformation examples– US (AT&T), non US (BT)

• Part 4 – Points to Ponder– Web 2.0 will impact CSPs?

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ATT Transformation Journey

Game Plan: Seamless IP Access at the edge

• Expanding NG 3G Wireless BB NW• High BW local access loops (U-Verse)• Metro fiber-based services

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Game Plan

Game Plan Details

Seamless IP Access at the edge

• Expanding NG 3G Wireless BB NW• High BW local access loops (U-Verse)• Metro fiber-based services

Operations Optimization • Network consolidation and standardization• Call Center – Unproductive call reduction, Increase self service capabilities, Improve first call resolution

Systems Consolidation & automation

• Applications rationalization• Automation and process improvements

Changing Business Outlook

• AT&T U-verseSM to bring consumers a revolutionary new entertainment experience that’s cooler than cable through FTTN, FTTP• 3 screen strategy

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U-verse (Light Speed)

AT&T U-verseSM brings consumers a revolutionary new entertainment experience that’s cooler than cable.

AT&T is the only national provider to offer a 100-percent Internet Protocol (IP)-based video service, AT&T U-verse TV, which delivers a new level of service integration and features that are unmatched in the marketplace.

The AT&T U-verse portfolio of IP-based services integrates digital TV, U-verse enabled AT&T High Speed Internet, and next-generation digital voice services.

AT&T is bringing fiber even closer to customers' homes using fiber-to-the-node (FTTN) and fiber-to-the-premises (FTTP) technologies.

Source: http://www.att.com/gen/press-room?pid=5838

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BT Transformation Journey

• Strategies – to enhance the customer experience – to accelerate product to market times  – to reduce BT’s cost base

FROM• Product centric• Complex• Telco

TO• Customer centric• Simple and complete• IT and network

services Co

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Game Plan

Game Plan Details

Network Simplification

• Simplified and unified (17 networks to simplified IP network)• Operational simplicity and standardization• Cost structure optimization• Infrastructure for future viability

Operations Optimization

• Radical improvement in Customer Experience• Improve Cycle Time• Right First Time

Systems Consolidation & automation

• Platform rationalization• Global infrastructure with platform capabilities to provide E2E services• BT SDK, Open platforms• Leveraging Web 2.0 paradigm

Changing Business Outlook

• Driving a new customer experience• Product Centric to Customer Centric• Open Innovation

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Agenda

• Part 1 – Introduction - Trends

• Part 2 – Transformation– Why Transformation?– Transformations in global arena

• Part 3 – Transformation examples– US (AT&T), non US (BT)

• Part 4 – Points to Ponder– Web 2.0 will impact CSPs?

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Will Googles’ of the world impact Telco Operators?

Source: http://www.telco2.net/blog/2008/03/google_vs_telcos_the_tale_of_t.html

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Probable topics for your seminars or projects

• “Multi-channel Content Delivery” bringing in the concept of 3 screens web, mobile, IPTV

• “Seamless call handover between multiple access technologies”

• “Convergence – Aiding Quad-play service offerings”• “Mobile Application Platform – for content rendering to

varied handhelds”• “Mobile Information Services for Indian Rural markets”• “Mash-up solutions – leveraging Web 2.0 for a Telco”• “Service Delivery Platform 2.0 – New Paradigm in Telco”• “Leveraging Network capabilities - Offering Open

environment”

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References

• Infosys Research

• Gartner and other market Reports

• Presentations from AT&T, BT, Telstra, Verizon, telecom Malaysia on their transformation programs

• Telco 2.0

Thank You

“The contents of this document are proprietary and confidential to Infosys Technologies Ltd. and may not be disclosed in whole or in part at any time, to any third party without the prior written consent of Infosys Technologies Ltd.”

“© 2008 Infosys Technologies Ltd. All rights reserved. Copyright in the whole and any part of this document belongs to Infosys Technologies Ltd. This work may not be used, sold, transferred, adapted, abridged, copied or reproduced in whole or in part, in any manner or form, or in any media, without the prior written consent of Infosys Technologies Ltd.”