© 2017 TM Forum | 1

Using TM Forum APIs to Power an

Omnichannel Model

Sean MattheiszGM, Customer DGIT Systems

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Agenda

▪ Leveraging TM Forum APIs to power the variety of

customer channels

▪ Key learnings to help drive adoption and acceptance of this

this new approach to engaging with and empowering

customers

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Imperatives of Omni Channel (GB994)

▪ Channel Choice based on Customer Preference

Dynamic Web Portal

TMF Open APIs

Front of House

▪ Channel Hopping

‘State’ is maintained behind the API

Stateless channels can be used interchangeably

▪ Deliver in Context

Catalogs make the correct offers available to correct parties

Choose & Change

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Omni Channel Realisation

Leave current IT

System

Enhancement Layer

Replace current

IT System

Incrementally

enhance current

IT System

Leave current IT

System

ChannelsChannels

Channels Channels

1. Replace/Transform Omni-Channel

Stack

2. Add enhancement layer

between channels and current

IT stack

3. Enhance current core

systems

4. Build all enhancements and

new functionality within the

channel

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Target Omni Channel Model

Internal Systems Mobile Apps Web Portals External Systems (B2B) Dynamic Portal

ORCHESTRATION

OPEN REST APIs

Order Ticket

EventTask

Catalogue Address

Appoint-ments

TicketOrders

Inventory

Appointment PartyQualification

RESOURCES

MEF Fibre POTS … APPS

Qual

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A Typical Wholesale Application of the GB994

Reference Architecture

Interaction Channels

Retail Dealers

Social

Web

B2B API

Partners OtherCall Centre

Call Centre Ops

Retail Ops WearablesMobile

Functional Omni Channel Capabilities

Self Service Capability

Digital Marketing Capability

Promotions & Discount Capability

Customer Interaction Mgmt

Capability

Federal Sales Product Catalog

Knowledge MgmtCapability

Affiliate & Indirect Mgmt Capability

Assisted Sales Capability

Store Location Capability

Centralised Pricing Capability

Payment Capability

E-Billing Capability

BSS/ERP

Stock Management

Enterprise Product Catalog

Provisioning/Fulfilment

Payments & Finan,

Rev Mgmt

Order Management

Customer Info Mgmt

Integration Services

Digital Support, Performance

Mgmt & Monitoring

Services

Personalization Engine

Single Sign On & Auth

Real Time Decisions &

Analysis

Digital Commerce Capability

Loyalty MgmtCapability

Campaign MgmtCapability

Big Data Analysis

Analytics & Reporting

Digital Asset & Content Mgmt

Social Media Digital SignatureContext Delivery

Engine

Service Assurance &

MgmtField Ops

Source GB994 Omni Channel Guidebook

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Transformation Case Study – Ultrafast Fibre (NZ)

UFF is a government funded open access fibre company in NZ. They implemented an Omnichannel model to empower their customers as part of their recent transformation

Independent Results Published in TMForum 2017 Case Study Handbook

▪ NPS up from -46 to +25

▪ average lead time for fulfilment down by 33%

▪ 20% decrease in volume of rejected orders

▪ 20% reduction in work effort to fulfil orders

▪ 50% reduction in errors in data

Read the case study…https://www.tmforum.org/resources/research-and-analysis/tm-forum-case-study-handbook-2017-digital-business-make-leap/

Watch the Videohttps://vimeo.com/216805488/eb0779c32a

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“A common set of business operations and APIs can be combined with meta-data

instantiation of services to support any service type, NFV, SDN, IaaS, SaaS, IoT, Fibre as

a Service.”

Dynamic APIs to support an Omni Channel Model

Dynamic payload in APIs governed by meta data

Common APIs to support best practice touchpoints

There are several competing options for a sharable standard meta-data

format

CHANNEL

StandardisedAPIs

ORCHESTRATION

Dynamic Data Payloads

Meta

Data

share

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9

Meta is data data which defines data, also called:

Templates

Specifications

Model Driven

Catalog Driven

Control Plane

Lots of standard and non standard meta data formats are

available:

TMForum SID Specifications (used by NBNCo)

JSON Schema via hypermedia (MEF Sonata and preferred by

web developers)

Tosca (OASIS standard from the cloud world)

Yang/Netconf (extending templating from traditionally

networking)

NOT TO WORRY WE CAN CONVERT / ADAPT BETWEEN FORMATS !

Meta Data: Confusing Terminology & Competing Standards

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TMF ORDER API v2.0 + ORDER EVENTS

Create Order

MEF LSO AN OMNICHANNEL PERSPECTIVE

MEF CANTATA[WEB PORTAL]

Add Sites & Qualify

Add & Configure Order Items

Submit Order

Run Network Design

Raise Network Orders

Issue Partner Orders

Await Partner

Review Network Topology

Review Billing System

DEMONSTRATION STEPSCOMPONENTS

ETHERNET

VIRTUAL CONNECTION

ENNI OPERATOR VIRTUAL

CONNECTION

USER NETWORK

CONNECTION

NETWORK / INVENTORY MODEL

OVC-ENNI OVC-UNI

OVC-UNIOVC-ENNI

51 SERVICE DESCRIPTION

DEMONSTRATION ORDERING SCENARIO

ORDER ORCHESTRATION TMF 641

MEF LEGATO Payload

NETWORK OPERATOR A NETWORK OPERATOR B

CUSTOMER

PARTNERING PLATFORM FOR MEF SERVICES CATALYST ON SHOW @ TMF LIVE ASIA

TMF ORDER API v2.0 + MEF EXTENSIONS

MEF SONATA[REST JSON]

COMMUNICATIONS SERVICE PROVIDER (CSP)

- TMF ORDER API v2.0 + MEF ORDER EXTENSIONS

Close Orders & Bill

PARTY

CATALOG

ORDER

INVENTORY

APIS

MEF SONATA[B2B]

Hypermedia

Catalog

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Realisations!

▪ It is a nice model to build Omni Channels on TMForum APIs

▪ Catalogs can drive channels

▪ Dynamic APIs are the key to Agility

▪ In our customer case study the Omni-Channel model contributed to the

significant increase in customer satisfaction.

▪ Read about it in the TMF 2017 case study handbook P.40

▪ Visit the “Partnering Platform for MEF Services” Catalyst to see the APIs