customer-centric service level management -...

CustomerCustomer--Centric Centric Service Level ManagementService Level Management

October 2004October 2004

Kevin FaulknerKevin FaulknerVP Marketing VP Marketing

Samir MarwahaSamir MarwahaDirector Product Management Director Product Management

Presentation OutlinePresentation Outline

OO22 Profile & OSS StrategyProfile & OSS Strategy

Case Study Case Study -- Network ManagerNetwork Manager

Inet’s Profile & Role in Network ManagerInet’s Profile & Role in Network Manager

Digital Fuel’s Profile & Role in Network ManagerDigital Fuel’s Profile & Role in Network Manager

Technology & OSS Future in OTechnology & OSS Future in O22

mmOmmO22 Corporate Profile (1)Corporate Profile (1)

mmOmmO22 plc is a leading European mobile operator with a strong positioplc is a leading European mobile operator with a strong position in n in advanced voice and mobile data services. advanced voice and mobile data services.

It has 100% ownership of businesses in three countries It has 100% ownership of businesses in three countries -- the UK, Germany and the UK, Germany and Ireland Ireland -- as well as a leading mobile internet portal business. All of thas well as a leading mobile internet portal business. All of these ese businesses are branded as Obusinesses are branded as O22. .

Additionally, the company has operations on the Isle of Man (ManAdditionally, the company has operations on the Isle of Man (Manx Telecom) and x Telecom) and owns Oowns O22 Airwave Airwave -- an advanced, digital emergency communications service.an advanced, digital emergency communications service.

mmOmmO22 was the first company in the world to launch and rollout a commwas the first company in the world to launch and rollout a commercial ercial GPRS (or 2.5G) network and is deploying third generation mobile GPRS (or 2.5G) network and is deploying third generation mobile telephony telephony ("3G") networks in the UK, Ireland and Germany. ("3G") networks in the UK, Ireland and Germany.

mmOmmO22 Corporate Profile (2)Corporate Profile (2)

Building on the OBuilding on the O22 brand, the company aims to become the mobile operator of brand, the company aims to become the mobile operator of choice through a commitment to offering high quality products anchoice through a commitment to offering high quality products and services as d services as well as leading customer retention and loyalty programmes. well as leading customer retention and loyalty programmes.

OO22 is committed to demonstrating clearly and powerfully what custois committed to demonstrating clearly and powerfully what customers 'can do' mers 'can do' with new data services, devices and technology.with new data services, devices and technology.

mmOmmO22 has 21.3 million customers and some 12,000 employees; and reporhas 21.3 million customers and some 12,000 employees; and reported ted revenues for the year ended 31 March 2003 of £4.874 billion. revenues for the year ended 31 March 2003 of £4.874 billion.

Data represented 20.9% of total service revenues and 24% of OData represented 20.9% of total service revenues and 24% of O2 2 customers used customers used nonnon--SMS data services.SMS data services.

mmOmmO22 plc is listed on the London and New York Stock Exchanges.plc is listed on the London and New York Stock Exchanges.

OSS StrategyOSS Strategy

OSS Strategy is aligned with overall business strategy OSS Strategy is aligned with overall business strategy –– key areas of the OSS key areas of the OSS Strategy focus on supporting Customer Experience Management and Strategy focus on supporting Customer Experience Management and Data Data Service and includes:Service and includes:

Manage services to agreed SLAManage services to agreed SLA

End to end Service ManagementEnd to end Service Management

Effective OSSEffective OSS--BSS integrationBSS integration

Integrated GSM/GPRS/UMTS OSSIntegrated GSM/GPRS/UMTS OSS

OSS designed into new servicesOSS designed into new services

Data measurement and diagnostic toolsData measurement and diagnostic tools

OO22 has a solution strategy which demands the delivery of capabilithas a solution strategy which demands the delivery of capability lead y lead solutions, based on commercial products, with a service based apsolutions, based on commercial products, with a service based approach to proach to support and a well developed configuration change processsupport and a well developed configuration change process

What Does the Business Expect of OSS?What Does the Business Expect of OSS?

Rapid support for new technologiesRapid support for new technologies

Carefully targeted investment with a Carefully targeted investment with a strong business casestrong business case

Strong customer focusStrong customer focus

Automation Automation –– increasing process increasing process automation and support for data build automation and support for data build and verificationand verification

2G optimisation and the transition into 2G optimisation and the transition into a highly efficient revenue rich a highly efficient revenue rich technology basetechnology base

Network quality improvement Network quality improvement –– OSS OSS will require continuous 2G will require continuous 2G enhancements and the implementation enhancements and the implementation of 3G quality processesof 3G quality processes

Service management Service management –– supporting a supporting a serviceservice--aware operation and aware operation and management, and reporting key KPIs management, and reporting key KPIs and customer SLAsand customer SLAs

OSS Timeline OSS Timeline –– Key DatesKey Dates

1995 1995 -- Implementation of COTS Implementation of COTS umbrella fault management solutionumbrella fault management solution

1996 1996 -- Initial integration of OSS Initial integration of OSS components in support of fault, components in support of fault, problem and performance problem and performance managementmanagement

1998 1998 -- Configuration and inventory Configuration and inventory integration with fault management integration with fault management solutionssolutions

2001 2001 -- Implementation of service Implementation of service management framework based on management framework based on middleware and tight integration of middleware and tight integration of primarily COTS solutions. primarily COTS solutions.

2003 2003 -- Development of true endDevelopment of true end--toto--end end service management solution, BSS service management solution, BSS integration and support for SLA integration and support for SLA management. management.

2004 2004 –– Network ManagerNetwork Manager

Network Manager Network Manager from Ofrom O22

What do Customers Know about the OWhat do Customers Know about the O22 Network?Network?

BestBest--ever Oftel ever Oftel results results –– 99.2%99.2%

Extensive coverage, excellent Extensive coverage, excellent reliability and clarity of speech reliability and clarity of speech gives the freedom to run a business gives the freedom to run a business when, where and how you wantwhen, where and how you want

Our coverage reaches 99% of the UK Our coverage reaches 99% of the UK population (that’s 90% land mass) population (that’s 90% land mass) helping customers to do business helping customers to do business whenever and wherever they needwhenever and wherever they need

Available over 99% of the time, the OAvailable over 99% of the time, the O22

network is reliable and extensive for network is reliable and extensive for voice and data needs voice and data needs -- get through get through first timefirst time

Near landline clarity means business Near landline clarity means business can be done away from the office just can be done away from the office just as easily as in the officeas easily as in the office

We can find the right network solution We can find the right network solution for any specialist needs for any specialist needs

How do Customers Respond?How do Customers Respond?

You can prove anything with You can prove anything with national figuresnational figures

That doesn’t reflect my That doesn’t reflect my experienceexperience

Prove it!Prove it!

What is ‘Network Manager’ ?What is ‘Network Manager’ ?

Network Manager is a service that provides a commitment to the cNetwork Manager is a service that provides a commitment to the customer for the ustomer for the network performance for their Onetwork performance for their O22 mobile estate.mobile estate.

The commitment is achieved through measuring, reporting and imprThe commitment is achieved through measuring, reporting and improving the oving the network performance against agreed service level targetsnetwork performance against agreed service level targets

The service is currently available for GSM/SMS servicesThe service is currently available for GSM/SMS services

Promotion of Network Manager to O2 CustomersPromotion of Network Manager to O2 Customers

What are the Customer Benefits?What are the Customer Benefits?

Network Manager enables the customer to have a commitment from ONetwork Manager enables the customer to have a commitment from O22 for the for the network performance of their Onetwork performance of their O22 mobile estatemobile estate

The customer will receive a regular report pack from their ServiThe customer will receive a regular report pack from their Service Relationship ce Relationship Manager (SRM) at monthly or quarterly service meetings.Manager (SRM) at monthly or quarterly service meetings.

For new customers, it enables them to compare OFor new customers, it enables them to compare O22’s network performance ’s network performance against their expectation and Oftel figuresagainst their expectation and Oftel figures

What are the OWhat are the O22 Benefits? Benefits?

Network Manager enables ONetwork Manager enables O22 to acquire new customers and reto acquire new customers and re--sign existing sign existing customers through demonstrating excellent network performance ancustomers through demonstrating excellent network performance and making a d making a commitment to continue to exceed agreed service level targetscommitment to continue to exceed agreed service level targets

For new acquisitions or existing customers where network performFor new acquisitions or existing customers where network performance problems ance problems are identified, it enables Oare identified, it enables O22 to:to:

engage the customer and either agreeing to make network improvemengage the customer and either agreeing to make network improvements ents (subject to commercial analysis) or (subject to commercial analysis) or

remove offending handsets from the reports, or remove offending handsets from the reports, or

agreeing lower targets &agreeing lower targets &

proactively improve the network performanceproactively improve the network performance

Mutual BenefitsMutual Benefits

Regular information on how the ORegular information on how the O2 2

network performs in relation to a users’ network performs in relation to a users’ “footprint”“footprint”

Comprehensive trend information for Comprehensive trend information for OO22 account teams/SRMs to discuss account teams/SRMs to discuss network performance with customersnetwork performance with customers

Ability for OAbility for O22 to “drill down” for failure to “drill down” for failure causescauses

Opportunity to jointly discuss potential Opportunity to jointly discuss potential areas for improvementareas for improvement

Confidence in OConfidence in O22 working behaviours working behaviours ––open and honestopen and honest

Confidence in OConfidence in O22 network by proving it!network by proving it!

Inet at OInet at O22 UKUK

InetInet Corporate OverviewCorporate Overview

Founded in 1989Founded in 1989

Initial Public Offering in May 1999Initial Public Offering in May 1999

Headquartered in Richardson, Texas Headquartered in Richardson, Texas ––“Telecom Corridor”“Telecom Corridor”

Revenues: $104 mil in 2003; $29 mil Revenues: $104 mil in 2003; $29 mil in Q2 2004in Q2 2004

Profitable with no long term debt since Profitable with no long term debt since inceptioninception

Acquired by Tektronix on September Acquired by Tektronix on September 30, 2004.30, 2004.

What We Do What We Do –– Unified AssuranceUnified Assurance

NETWORK

Fixed Mobile

SERVICEWHAT is wrong

CUSTOMERWHO is being

impacted

CorporateConsumer

Real Time Performance Management

And QoS Reporting

Proactive and AutomatedProblem Detection

and Isolation

WHERE to fix the problems

DataVoice

Web Browsing

Probes Probes –– Foundation Of Performance ManagementFoundation Of Performance Management

Foundation for any OSS solution to collect & associate each callFoundation for any OSS solution to collect & associate each call and/or session and/or session to the service being used, the subscriber using it AND the perfoto the service being used, the subscriber using it AND the performance of each rmance of each network element delivering itnetwork element delivering it

Person Mobile Network

Gb GTP Gi

NB

Iu-CS

Iu-PS

PSTN

MMS, WAP,EmailNetwork Assurance

(Real-Time Troubleshooting & Problem Isolation)

Service Assurance(Performance Management of Voice, Data & Interconnection Services)

Customer Assurance(Performance Management of High Value Enterprise Accounts)

PLMN

UMTS ACCESS

GPRS ACCESS CORE NETWORK

IP NETWORK

Operational Efficiencies & Business BenefitsOperational Efficiencies & Business Benefits

RNC

BTS BSC

MSC

SGSN GGSN

DNS

DHCP

Radius

ServicesServer

INET @ OINET @ O22

INET awarded the contract by OINET awarded the contract by O22 (then operating as BT Cellnet) to supply and (then operating as BT Cellnet) to supply and install the GeoProbe Mobile product suite into its GSM core netwinstall the GeoProbe Mobile product suite into its GSM core network in January ork in January 20012001

Network Assurance Network Assurance –– 100% Coverage in 2G and 2.5G Networks with Probes100% Coverage in 2G and 2.5G Networks with Probes

Service Assurance Service Assurance –– Interconnection & Roaming Service PerformanceInterconnection & Roaming Service Performance

Customer Assurance Customer Assurance –– Corporate Customer Management as Critical component Corporate Customer Management as Critical component of Oof O22’s Network Manager’s Network Manager

Digital Fuel at ODigital Fuel at O22UKUK

Digital FuelDigital Fuel

Service Level ManagementFor

Competitive Advantage



The Need … The OpportunityThe Need … The Opportunity



Align Operations w/ Business Goals

Increase Service Quality

Improve Client Satisfaction

Deliver Differentiated Services

Service Delivery Model

Manage Service Levels to Meet Customer SLAs

Digital Fuel at ODigital Fuel at O22

Operational ViewCorrelate, normalize & aggregate component dataView & analyze metrics andSLA in a single dashboard

Service ViewMeasure and manageperformance at service levelManage to business goalsand key customer impact

Customer ViewMeasure performance andimpact at client level360 degree account mgtand customer care

External ViewFoster client satisfaction andtrust via meaningful SLAsDifferentiate service valueand client impact

Operational Excellence / Customer Differentiation

The TechnologyThe Technology

SLAManagement(Digital Fuel)

Measures

SLA

Ala

rms

Cramer

Vantive

CIC

CorporateReporting

(Inet’s Beamer)

Reports

SLA’s

Magnet

Cases

Service View(Service/Area Status)

CIC AlarmDisplay

ServiceRelationshipManagers

&CorporateCustomers

CustomerCare

NMC

EnhancedNotification

EmailSMS

Pager

ServiceRelationship

Managers

SLA

InetProbes

Network

Alarms

Ala

rms

Handset Performance

O2 UKCorporate

BaseInformation

SLAs

SLA

Sys

tem

H

ealth

onl

y

Bea

mer

Sys

tem

H

ealth

onl

y

The Future for OSS at OThe Future for OSS at O22

Continue to focus on exploitation of Commercial productsContinue to focus on exploitation of Commercial products

Consider service management and SLAs in every aspect of the OSS Consider service management and SLAs in every aspect of the OSS architecturearchitecture

Further underpin Network Manager with more detailed information Further underpin Network Manager with more detailed information and for more and for more servicesservices

Ensure seamless OSS support for all technologies as soon as theyEnsure seamless OSS support for all technologies as soon as they are are introduced and in line with market demand and forecastsintroduced and in line with market demand and forecasts

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