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: [email protected]
Infosys VTU-EduSAT Lecture Series27-Sep-2008
2
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.”
3
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?
4
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)
5
Context Setting: CSP Organization – High Level
6
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?
7
Next generation solution means ….
8
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
9
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
10
The CSP Transformation Journey
11
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
12
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
13
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
14
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
15
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)
16
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
17
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?
18
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
19
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
20
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
21
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
22
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
23
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?
24
Will Googles’ of the world impact Telco Operators?
Source: http://www.telco2.net/blog/2008/03/google_vs_telcos_the_tale_of_t.html
25
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”
26
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.”
Top Related