oss/bss optimization

© 2004 IBM Corporation

IBM Software Group

IBM Middleware Solutionsfor Telecommunications


IBM Software Group

Agenda

Telecommunications Industry Review

IBM and the Telecommunications Industry

Industry On-Demand

Telecommunications Industry Middleware

Q&A


IBM Software Group

ContinuousChange

RigorousCompetition

UnpredictableThreats

Unrelenting Financial Pressures

A Challenging Business EnvironmentEspecially in the Telecommunications Industry

Struggling to cut costs, while improving customer

service

Wireline, Wireless and Cable carriers

competing for same customers

Searching for the next new source of revenue

Balancing Next Generation Network

investment and cash flow


IBM Software Group

IBM is set to make a multi-billion dollar bet that there has been a fundamental shift in the way corporations will buy technology.

Big Blue Bets on a Coming Revolution

The Financial Times, December 1, 2003

“IBM's increased focus on vertical markets reflects the changing needs of customers ... Rather than purchase general-purpose software, businesses are seeking more specialized tools.”

Analyst Stephen O'Grady, RedMonk

IBM Thinks Vertical with Software Revamp,

C/Net, December 1, 2003

“ No other vendor was able to match IBM's mix of technology and services."

Russ Cooke, President, BostonCoachInformationWeek, December 8, 2003

IBM: Delivering Industry Middleware Solutions Based on Changing Needs of Customers


IBM Software Group

IBM: Helping Customers SucceedA History of Accomplishments in Telecommunications

14 of the world’s 15 largest Telecommunications Service Providers leverage IBM middleware to run their applications

Within the last 12 months, 16 of the world’s largest Service Providers leveraged IBM middleware to more effectively integrate their Operational and Business Support Systems (OSS/BSS)

IBM led the formation and initiatives of:

IBMer Zygmunt Lozinski serves as president of the Parlay Group


IBM Software Group

“An on demand business is an enterprise whose business processes – integrated

end-to-end across the company and with key partners, suppliers and customers –

can respond with speed to any customer demand, market opportunity or external threat.”

Succeeding in the New Business EraRequires Companies to Become On Demand


IBM Software Group

Becoming an On Demand Enterprise

Innovativebusiness designs that sharpen focusand accelerate growth

Integrated, end-to-end business processes that

are built to change

An IT operating environment optimized for flexibility and

resilience

On DemandOperating

Environment

Business Processes Business

Transformation


IBM Software Group

Key Capabilities Delivered by the On Demand Operating Environment

Automation • Policy-based Orchestration• Availability• Security• Optimization• Provisioning

Virtualization• Server• Storage• Distributed Systems/Grid• Network

• Access and Collaborate• Business Modeling• Process Transformation• Application & Information Integration• Business Process Management

Integration

Infrastructure ManagementIT optimization through managingthe infrastructure with Automation and Virtualization of existing andfuture resources

Business flexibility through Integrationof people, processes and information within and beyond the enterprise


IBM Software Group

The Telecommunications IndustryBusiness Challenges Exist Across All Processes

Commoditized offerings, squeezing profit margins

Increased competition, leading to poor revenue growth

High customer churn

Costly network infrastructure

Poor visibility into business and customers

Disparate and costly systems

Telecom Industry Processes

Developing New

Products and Markets

Acquiring and

Managing Customers

Developing and Providing

Network Services

Managing the Supporting Enterprise Processes


IBM Software Group

IBMMiddleware Solutions

Consulting and Implementation Services

IBM Middleware Solutions for Telecommunications

ISVApplications

Industry Know-How

Industry-Specific Middleware

Core Products deliver the On Demand Operating Environment

Partner Content Enabler

Contact Center

Optimizer

Mobile Services Delivery

Next Generation

Network Services

OSS/BSS Optimization

Telecom Industry Processes

Developing New

Products and Markets

Acquiring and

Managing Customers

Developing and Providing

Network Services

Managing the Supporting Enterprise Processes


IBM Software Group



Contact Center

Optimizer


Next Generation

Network Services


Supply Chain

Billing

OSS

E C

omm

erce

Acc

ount

ing/

Fina

nce

CustomerCare

Business Support SystemsStrategic Procurement


IBM Software Group

Supply Chain

Billing

OSS

E C

omm

erce

Acc

ount

ing/

Fina

nce

CustomerCare

Business Support SystemsStrategic Procurement


New revenue opportunities

Enterprise customer focus

Creates value added service opportunities

Reduce customer churn

Reduce Operating Expenses

New revenue from personalized IP offerings

Integration of processes

Optimization of assets

Reduction of cost

Increase efficiency/flexibility

Improve customer service

Reduce support costs

Lower customer churn


Contact Center

Optimizer


Next Generation

Network Services


Reduce time to market

Flexible product management

Lower risk, increase revenue


IBM Software Group



Contact Center Optimizer


Next Generation

Network Services


Meets the challenge of creating new revenue opportunities

Solution provides the ability to manage and automate the new product introduction cycle of sell-through revenue opportunities to the consumer for digital media such as ring tones, games, multimedia content and business applications

Resulting in increased revenue and customer satisfaction



IBM Software Group

Challenges

Long and costly new product introduction cycles

Dwindling revenue sources and margins

High customer churn

Abundance of data capacity with limited applications to drive consumption

Complexity in bringing to market 3rd party contentPartner Content Enabler

Traditional Process Content Provider

Product Mgmt

Legal

Test

Operations

Accounting

3 days

2 days

2 weeks

2 days

Web Publishing

3 days


IBM Software Group

Business Benefits Reduces time to market by 50% Creates formalized new product

introduction work flow Common portal framework for

development efficiency Minimal end-to-end integration

Business Challenge Expediting new content introduction

cycle Ensuring complete product introduction

process is followed Extending product introduction process

to business partners

Solution Manages third party content (ring tones

and games) through unique role-based interfaces from content ingestion through automatic publishing, download management and e-commerce

WebSphere Commerce, WebSphere Digital Media Enabler, WebSphere Portal, DB2 Content Manager

SprintPartner Content Enabler

Internal Reference Only


IBM Software Group

Core Capabilities & ProductsPartner Content Enabler

Integration

Delivering the On Demand Operating Environment

Access & Collaborate • Allow customers to search, purchase, and

download digital content such as ring-tones and games

Application and Information Integration• Integrate with 3rd party content providers

managing digital content and billing information in real time all the way through the customer purchasing content

• Rational Rapid Developer

• Tivoli Identify Manager

• WebSphere Application Server

• WebSphere Studio

•DB2 Content Manager

•WebSphere Business Integration Connect

•WebSphere Commerce

•WebSphere Digital Media Enabler

•WebSphere Portal

• DB2 Content Management Video Charger

• Lotus Workplace suite

*Core Products in BOLD


IBM Software Group


IBM Industry-specific middleware WebSphere Business Integration Adapter for SAP WebSphere Business Integration Adapter for PeopleSoft WebSphere Business Integration Adapter for Oracle WebSphere Commerce Portlets

Industry-specific middleware from Business Partners Openwave Download Manager Core Media Digital Rights Management



IBM Software Group

ISV PartnersEssential Elements of an Integrated Solution



IBM Software Group

Services CapabilitiesPartner Content Enabler

Business Consulting Services

Portals, Branding, Design & Innovation services

Wireless Solutions services

SPDE Services

Software Services

Product architecture

Product configuration

Product expertise


IBM Software Group

Transformed ProcessImproves time to business value by: Integrating internal

and external processes

Optimizing new product introduction/ modification

Increase market responsiveness through a centralized process

Our Solution reduces partner content introduction cycle by 50%Partner Content Enabler

Reduces Risk by: Creating

centralized repository

Guaranteeing approval steps prior to release

Digital Rights Management

ContentManagement /

Publishing

Billing, Operations, CRM

Commerce, Portal, Subscriber Mgmt Netw

ork Infrastructure

Content Delivery3rd PartyContentProvider


IBM Software Group


Contact Center

OptimizerPartner Content Enabler


Next Generation

Network Services


Meets the challenge of lowering customer churn

Solution provides the end customer the ability to choose their communication medium of choice (phone, IVR, voice, mobile, web, e-mail) for account self-service.

Resulting in lower customer support costs and increased customer satisfaction.



IBM Software Group

Challenges

Rising customer support costs

Decreasing customer loyalty

High customer churn

Give customer access to WHAT they want, WHEN they want it, HOW they want it

Complexity in Today’s Policy Administration ProcessContact Center Optimizer

Traditional Process


IBM Software Group

Business Benefits Increased sales though improved

online cross-selling incorporating personalization

Increased customer satisfaction and employee productivity

Supports more than 1 million house-holds in Belgium

Supports over 2,000 business partners

Business Challenge Integrating data from multiple disparate

legacy systems Increasing customer and IT support

costs Complex internal infrastructure and

processes proved costly to implement changes

Solution Leveraged portal as integration

infrastructure supporting customer self-service applications and B2B transactions

WebSphere Portal Extend, WebSphere Application Server, WebSphere Studio

belgacomContact Center Optimizer


IBM Software Group

Business Benefits Increased sales though improved

online cross-selling incorporating personalization

Increased customer satisfaction and employee productivity

Supports more than 1 million house-holds in Belgium

Supports over 2,000 business partners

Business Challenge Customer turnover (churn) Increasing customer and IT support

costs Flexible systems able to support rapidly

changing packaging and services requirements

Solution Integrated customer self-service platform

supporting both internet and voice

WebSphere Portal Extend, WebSphere Application Server, WebSphere Voice

NextelContact Center Optimizer


IBM Software Group

Access and Collaborate• Interact with customers through a personalized

interface via telephone, world wide web, PDA or cellular phone to quickly and cost effectively address their needs

Application and Information Integration• Manage customers’ account information across

multiple product lines and operating units, utilizing the information you need, when you need it

Core CapabilitiesContact Center Optimizer

Integration


• DB2 Universal Database

• DB2 Information Integrator for Content

• Lotus Workplace for Team Collaboration

• Rational ClearCase Change Management Solution


• WebSphere Everyplace Access

• WebSphere Portal

• WebSphere Voice Server

• WebSphere Voice Response

• DB2 Business Intelligence

• DB2 Content Manager

• DB2 Telco Data Warehouse

• Lotus Workplace Family

• Rational Suite Enterprise

• Tivoli Identity Manager

• WebSphere Application Server family *Core Products in BOLD


IBM Software Group


IBM industry-specific middleware DB2 Telco Data Warehouse WebSphere Business Integration Adapter for Siebel Software eDocs Customer Self-Service and e-billing portlet

Industry-specific middleware from Business Partners e-piphany E.6 suite edocs application suite for Telecommunications Genesys Suite 6 Kana Contact Center and Response



IBM Software Group




IBM Software Group

Services CapabilitiesContact Center Optimizer

Business Consulting Services Customer Care services

Portals, Branding, Design & Innovation services

Data integration services

Software ServicesProduct architecture


Product expertise


IBM Software Group

Transformed ProcessImproves time to business value by: Leveraging

information in existing systems

Raising customer satisfaction, lowering customer churn

Reaching multiple device types, more customers, through a single source

Single source of consistent information with multiple device support

Our Solution reduces customer support costs by as much as $1.5 million and improves customer churn by 13%

Reduces Risk by: Delivering consistent

information

Putting control in customer’s hands


BSS / OSS Systems

Supply Chain

Integration

Collaborative

Operational

Analytical

CRM

Web eMailVoice Mobile

BusinessIntelligence

Process Integration

Integrated Touchpoint InfrastructurePortals

Mobile MailFax

Self ServiceWEB IVR

ContactCenter


IBM Software Group



Next Generation

Network Services


Meets the challenge of creating new value added service

Solution provides seamless service and unified support to the enterprise, enabling their mobile workforce regardless of geography, access point or device type, while also enabling the enterprise to include customized value added services

Resulting in a more productive and empowered workforce





IBM Software Group

Challenges

Commoditization amongst service provider offerings

Declining traditional revenue sources

Diminishing profit margin

Enterprise customers demanding more services from single source

Complexity in creating new revenue opportunitiesMobile Services Delivery

Traditional Process


IBM Software Group

Business Benefits Improved employee efficiency Improved employee productivity Potential hosted model to be offered to

their enterprise customers

Business Challenge Maintain connectivity with remote

employees Rapidly responding to customers Enable employees across various

geographies and connectivity methods

Solution Created secured network gateway,

supporting multiple networks including local area networks (LANs), wireless LANs (WLANs), dial-in networks and GPRS allowing employees constant access to enterprise systems

WebSphere Everyplace Connection Manager

China Mobile CommunicationsMobile Services Delivery


IBM Software Group

Access and Collaborate• Empower employees to access and input

information at anytime, from anywhere, across any medium, through any device

Core CapabilitiesMobile Services Delivery

Integration


• DB2 Everyplace

• IBM Directory Integrator

• WebSphere Portal Enable

• WebSphere Everyplace Service Provider Offering

• DB2 Content Manager

• Lotus Workplace family



• WebSphere Application Server

• WebSphere MQ Everyplace

• WebSphere Studio



IBM Software Group


Industry-specific middleware from Business Partners Openwave Operator Products Volantis for Service Providers



IBM Software Group




IBM Software Group

Services CapabilitiesMobile Services Delivery

Business Consulting Services Wireless Solutions services

SPDE Services



Product expertise


IBM Software Group

‘

Transformed ProcessImproves time to business value by: Giving employees

access to information when they need it and want it

Enabling employees to become more productive

New enterprise focused “sticky” revenue source

Our solution empowers employees with instant access to information and increases employee productivity

Reduces Risk by: Leveraging existing

infrastructure and alliances

Creating “sticky” source of revenue from enterprise clients


Hot Spot

Hot Spot

Point of Presence

((((((((

Internet

GPRSNetwork

User and Device Access Network Enterprise and Internet

WECM 1

Service Provider Portal

Applications

CorporateIntranet

VPN Server& Firewall

Strong encryption

DSL/ Cable

Connection Mgmt

Connection Mgmt


IBM Software Group





Meets the challenge of creating new value added services

Solution delivers a secure, open, resilient, and autonomic service platform enabling service providers to deliver enhanced voice, messaging, multi-media conferencing and other personalized services faster, and with less ongoing operational expense.

Resulting in a lower cost, higher value network

Next Generation Network Services

Next Generation

Network Services



IBM Software Group

Business Benefits Increases ADSL demand and revenue

through personalized services Increases customer satisfaction

through value added services Reduces administration costs through

centralized management of subscriptions and accessibility

Business Challenge Decreasing wireline revenues Cover costs of transitioning to Next

Generation Network Services Control costs

Solution Provides subscriber management and

provisioning of Next Generation Network services, such as video-on-demand, for Brazil’s largest telecom provider with over 18 million wireline subscribers

WebSphere Everyplace Subscription Manager, WebSphere Portal

TelemarNext Generation Network Services

Internal Reference Only


IBM Software Group

Challenges

Evolution to soft-switch network

Financing Next Generation Network transition

Customer defections to non-traditional competitors offering new services

Abundance of data capacity with limited applications to drive consumption

Complexity in creating new value added servicesNext Generation Network Services

Traditional Process

Data Networ

k

Voice Network

PSTN

+ Reliable/Available (99.999%)- Connection Oriented ( wasted BW)- Proprietary hardware- Hard to add VAS

- Best Effort Reliability+ eServers + Middleware+ Connectionless ( on demand BW)+ Easier to add VAS

C

C

C


IBM Software Group

Access and Collaborate• Provide customers value added services allowing

them to access information and collaborate across geographies with customers, partners and employees

Core CapabilitiesNext Generation Network Services

Integration

Infrastructure Management


Secure• Create a secure next generation infrastructure,

assuring your customers the highest level of service through their trusted provider

• DB2 Universal Database

• Rational ClearCase Change Management Solution


• WebSphere Application Server for Telecomm (with WAS v5. Network Deployment)

• WebSphere Application Developer

• WebSphere Everyplace Subscription Manager

• IBM Unified Messaging for WebSphere Voice Response

• Tivoli Access Manager

• Tivoli Directory Integrator

• Tivoli Risk Manager

• DB2 Content Management family

• DB2 Digital Media family

• Lotus Workplace family


• WebSphere Portal*Core Products in BOLD


IBM Software Group


IBM industry-specific middleware IBM Telecom Toolkit for WebSphere Studio Lotus Workplace web conferencing Portlet WebSphere Everyplace Subscription Manager Portlet Video on Demand Sample Portlet Intelligent Advertising Sample Portlet WebSphere Business Integration Adapter for Spirent

Industry-specific middleware from Business Partners Leapstone’s Communications convergence engine Sylantro’s IP Centrex solution Arbor Network’s Peakflow SP Intelligent Internet Security’s Proventia Series Netscreen intrusion detection products



IBM Software Group




IBM Software Group

Services CapabilitiesNext Generation Network Services

Business Consulting ServicesSPDE services

Security & Privacy services



Product expertise


IBM Software Group

Transformed ProcessImproves time to business value by: Leveraging existing

data network

Creating new enterprise services

Componentized modules

New enterprise focused “sticky” revenue source

Our solution increases flexibility to offer new services and lowers the cost of network maintenance

Reduces Risk by: Easily trialing in

target markets

Scaling hardware with demand

Cannibalizing own sales before competitors do


customer premise

access network

metro aggregation

network

residential

hotspot

DSLAM

ATM

Frame relay

edge router

business

mux

3rd party ISP Internet

enterprise intranet

availability &

security services

service platform

integration bus

instant messaging &

presence

Web services invocation framework

PSTN

service creation

tools

subscriber portal,

QoS provisioni

ng, & device

management

content managem

ent services

voice integration & unified

messaging


IBM Software Group




Next Generation

Network Services

Meets the challenge of integrating and optimizing systems

Solution enables service providers to integrate processes across systems in a cost effective, flexible manner, then continuously optimize those processes and their IT infrastructure, ultimately integrating Business and IT, lowering operational costs while increasing revenue

Resulting in more flexibility, lower costs, and quicker time to market





IBM Software Group

Challenges

Lack centralized information

Rapidly respond to customer and market demands

Need to do more with less (fast ROI projects)

Maintain high quality of service, while lowering costs

Bridge gap between IT and business

Complexity of integrating disparate systems and maximizing hardware utilization


Traditional Process

OSS BSS

Servers


IBM Software Group

Business Benefits Reduce work order dispatch time from

5 days to 1 day Reduce sales administration cost for

fulfillment by 50% Identify customer trouble within 5

minutes vs. 30-40 minutes previously Can support 6.8 million transactions

per day on 8-way server Able to complete medium to complex

integrations at a rate of one per week

Business Challenge Long lead time for services activation Lack of real time visibility into service

order status Complicated and unnecessary order

entries

Solution End-to-End system integration from

customer order through fulfillment, including Siebel, Amdocs, Micromuse and Cramer

WebSphere Business Integration, WebSphere Business Integration Adaptor for Siebel, WebSphere Modeler, WebSphere Monitor, WebSphere Portal

Large Telecomm in Asia/PacificOSS/BSS Optimization


IBM Software Group

Business Benefits 20% performance improvement in end-

to-end solution activation 23% improvement in cycle time for

ADSL activation Improved customer satisfaction Line of Business analysts driving

processes, reducing number of development iterations

Business Challenge Manage thousands of proposed process

improvement initiatives Continuously lower operating costs Quickly react to market demands

Solution Began company-wide continuous

process improvement initiative, modeling process changes to prioritize initiatives

WebSphere Business Integration Modeler

TelstraOSS/BSS Optimization


IBM Software Group

Business Benefits Save 10% in Service Level Agreement

penalties Save 30% in labor for system

deployment Save 25% in hardware AND software

purchases

Business Challenge Support over 200% (CAGR) growth in

application services Provide lowest cost services to SMB

market Remain flexible to offer new solutions on

same platformSolution Low cost hosted application service

IBM Tivoli Intelligent Thinkdynamic Orchestrator, WebSphere Portal, WebSphere Everyplace

Large European Telecomm ProviderOSS/BSS Optimization


IBM Software Group

Core Capabilities

Integration

Infrastructure Management


Orchestrate• Align IT resources with Business requirements

such as prioritized business processes and customer specific service level agreements

Provision• Provision assets from a pool of flexible resources to

accelerate the delivery of new services, while also reducing hardware management costs

Application and Information Integration• OSS and BSS processes, creating flexible and

timely responses to business demands

Business Modeling • Model processes before implementing changes to

reduce cost/risk while accelerating delivery.

Business Process Management• Monitor processes continuously to assess

performance and the next cost saving process improvement


• WebSphere Business Integration Server

• WebSphere Business Integration Collaborations for Telco

• WebSphere Business Integration Adaptors

• WebSphere Modeler

• WebSphere Monitor

• Tivoli Intelligent Thinkdynamic Orchestrator

• Tivoli Provisioning Manager

• WebSphere Business Integration Connect

• WebSphere MQ suite

• Tivoli Configuration Manager

• Tivoli Enterprise Console


• Tivoli Monitoring family



IBM Software Group


IBM industry-specific middleware WebSphere Business Integration Adapter for Clarify WebSphere Business Integration Adapter for Metasolv WebSphere Business Integration Adapter for Micromuse WebSphere Business Integration Adapter for Nightfire WebSphere Business Integration Adapter for PeopleSoft WebSphere Business Integration Adapter for Portal Infranet WebSphere Business Integration Adapter for Siebel WebSphere Business Integration Adapter for Spirent WebSphere Business Integration Adapter for Telcordia WebSphere Business Integration Collaborations for Telecommunications

Industry-specific middleware from Business Partners WebSphere Business Integration Adapter for Convergys (Cygent) WebSphere Business Integration Adapter for CSG WebSphere Business Integration Adapter for Zvolve



IBM Software Group




IBM Software Group

Services CapabilitiesOSS/BSS Optimization

Business Consulting Services ERP Development services

Billing services

IT Business Management services

Software Services Product architecture


Product expertise


IBM Software Group

Improves time to business value by: Integrating across

systems

Optimizing existing processes

Maximizing system utilization

Aligning business processes with available resources

Lowering costs and increasing flexibility

Our solution reduces integration costs by up to 70% and can decrease order service delivery time by 50%

Reduces Risk by: Simulating process

change before implementation

Prioritizing customers and processes across finite resources


Operations Support & Readiness (CRM)

FulfillmentServices

AssuranceServices

BillingServices

ServicesManagement

Business Processes and Workflow

External

IntegrationHub Financial

Services

other

Hardware/ Software

Pooling & Orchestrating

oss/bss optimization

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