2010 ftth best practices for bundle services
DESCRIPTION
FTTH has arisen as the most relevant access technology choice for service providers in North America to deliver next-generation services. With Google’s interest in FTTH, the National Broadband Plan and the broadband stimulus efforts, FTTH is the future of connectivity across the continent. As deployment of FTTH networks reach a critical mass, service providers are looking to deliver new innovative service bundles over these networks in order to maximize their network infrastructure investments and gain the advantage over competitors in their serving areas. However, in order to bring these new services to market in the most efficient way, there is a key element of their operations infrastructure that must be highlighted. Operational support systems (OSS) have always been a key element of service provider networks. Yet, as new services are introduced and service providers must balance managing their new FTTH network with existing DSL, wireless and possibly HFC networks, OSS service fulfillment becomes crucial to the success of a service provider. This presentation will outline the best practices for OSS service fulfillment in managing a FTTH network itself, or in combination with a multi-network deployment.TRANSCRIPT
Best Practices to Deliver Innovative Service Bundles
Kerbey Altmann
Session: T-904-G
Wednesday, 9 AM
Speaker Contact
• Kerbey Altmann
• Director, Solutions Architecture
• Sigma Systems, Inc.
• +1 650.401.3678
Why bundle?
• ATTRACT: Price remains a key decision factor in choice of Service Provider, and so bundling offers key part of perceived value proposition
• RETAIN: Selection/churn decisions are made across the bundle of services and not just one service
• RETAIN: Creates stickiness for the service provider. Bundling seen as the main reason for 5yr+ loyalty
• GROW: Provides a means to increase ARPU
Best Practices to Deliver
• Products and Service Catalog Integration
• Support for Multi-Technology Networks
• BSS/OSS Order Management Integration
• Service Transformation
Products and Services Catalog Integration
• Dispersed and unsynchronized Product and Service information
• No single view of products and services• No control over product design, creation
or reuse• No standardized definition of products and
services• Slow and costly time-to-market for new
products• Inability to build triple / quad play offers• Little or no integration between systems• No performance analysis
Product & Service Management Chaos
Issue: Application Silos
VOICEVIDEO DATA
Present
Consistent Services
The Bundle
Service Reuse
Multi Device/Technology
Benefits of Converged Services Layer
• True service layer abstraction– Change out of Device Provisioning without impact to upstream
BSS layers– Support for multiple access technologies – Rapid rollout of new services on infrastructure
• Support for both network and third party partner fulfillment
• Rapid reuse of value added services across multiple access technologies
• Repository of Subscriber-Service-Resource information• Automatic recognition of impacted subscriber services
and reprovisioning on network/resource changes– Segmentation and congestion relief, etc
Service Fulfillment for the Bundle
Service Provisioning (Potentially Many)
EnterpriseService Catalog
Order Management
ORDER ORDER
Process Workflows
Service CatalogOrder Decomposition
Order Data Collection
Enterprise Product Catalog
Order Orchestration
Order Validation
Rating & BillingInvoicing &
Rating
Mediation
Rating Catalog
InvoiceCDR
Service Provisioning (Potentially Many)Service Provisioning /
Activation
Common Data Management
Local Service Catalog
Service Inventory
CRMOffer Selection
Order Capture & Validation
Order Capture
Validation
Offer Catalog
Self Service Web Portal
Offer Selection
Offer Catalog
CUSTOMER
• Lies between Order Capture Systems and downstream systems
• Provides overall control, management, status and orchestration of a customer order
• Interacts with Product and Service Catalogs to process bundles
• Flow Through Automation
Service Order Management
• Complex orders found in the Bundle
• Order management decomposes the bundle
• Service Orchestration determines the correct flows
Customer Profile &
Other BSS
Customer Profile &
Other BSS
OrderManager
OrderManager
OSS/J APIOSS/J API
Order Entry
ProductSpecification
ProductSpecification
Service Activation
Order
Service Orchestrati
on
Benefits
• Reduce bundle processing costs
• Improved order accuracy for complex bundles
• Flow through automation virtually eliminates manual processing
• Elimination of swivel chair processing
Service Layer Transformation• One OSS platform to support all service
offerings; eliminate “silos”• Service portability and re-use to be delivered
across any network• Standardized interfaces to enable extensible
integration between BSS & OSS systems• Abstraction of the network layer to ease the
process of new bundle introducution• Unifying the view of subscriber knowledge for
usage, campaigns, up-sell, and targeted ads
Case Study 1 - Before
Case Study 1 - After
Case Study 2 - Before
Case Study 2 - After
Chart - 22
Questions?