Improve efficiency and the customer experience with OSS/BSS transformation

Transcription

1 Improve efficiency and the customer experience with OSS/BSS transformation

2 2 Improve efficiency and the customer experience with OSS/BSS transformation Contents 1.0 Introduction What are the tangible benefits of OSS/BSS transformation? Automated service fulfillment Automated service and network assurance Improving time to market and quality of new services Using convergent and unified charging for strategic differentiation OSS/BSS harmonization End-to-end management of multi-vendor, multi-technology networks Transformation made simple People aspects Process aspects Systems aspects Start small think big What makes a successful transformation? Transformation framework Target architecture The role of open standards and industry best practices in OSS/BSS transformation Service Oriented Architecture and a shared data model Our value proposition OSS/BSS Transformation Process Automation Network and service management Business Support Systems Enterprise Architecture Managed Services Conclusion 10

3 3 Improve efficiency and the customer experience with OSS/BSS transformation 1.0 Introduction Recent Operation Support System and Business Support System (OSS/BSS) transformation projects have demonstrated tangible results for Communications Service Providers (CSPs) not only in terms of efficiency but also in improving the customer experience. Examples of areas addressed in these initiatives: Automated service fulfilment Automated service and network assurance Improving time to market and quality of new services Using convergent and unified charging for strategic differentiation OSS/BSS harmonization End-to end management of multi-vendor, multitechnology networks Significant developments on several fronts have made transformation feasible for an increasing number of CSPs. Altogether, transformation initiatives can now be shown to improve profitability and revenues.

4 4 Improve efficiency and the customer experience with OSS/BSS transformation 2.0 What are the tangible benefits of OSS/BSS transformation? CSPs have realized major opportunities in transformation that enables them to use their OSS/BSS investments more efficiently and even for totally new purposes. The following paragraphs show practical examples of how we have helped CSPs in some of these transformation scenarios. Common to each example is a new way of working a revised business process linking organizational and technological silos. The results? Tangible, and many CSPs also noted significant improvements in both customer and employee satisfaction. 2.1 Automated service fulfillment Service fulfillment is one of the most important areas for process automation because of the repetitiveness, high volumes and complexity involved. Our service fulfillment solution helps CSPs to improve efficiency as well as enhance the customer experience throughout the service lifecycle. 2.2 Automated service and network assurance As the services you offer and the networks you use to deliver those services evolve over time, your ability to assure the quality of your offering has to evolve as well. This is why assurance has become a key driver for OSS/BSS transformation. Incident management is an example of an area where automated assurance has produced very promising results. It is, however, important that the solution supports the whole incident management process: from root cause analysis to automatic solution of the problem whenever feasible. Our automation solutions and process efficiency services can help you enhance your assurance capabilities and ensure a successful transformation to achieve tangible business results. Automation enables a cost-efficient transition to triple play With the help of Nokia Siemens Networks, one European CSP successfully rolled out internet access, VoIP, and IPTV services to millions of customers while minimizing costs incurred by provisioning, software upgrades and customer support. Introducing these new services meant replacing customer-owned modems with units owned by the CSP, and efficiently managing a large and rapidly growing base of customer premises equipment. The resulting solution supports the entire broadband service lifecycle from order management and auto-provisioning to ongoing support and online service management. A zero touch methodology means that each device is provisioned with firmware upgrades, wireless, firewall and SIP configurations automatically. The financial implications were significant: Deploying 600,000 new devices could have cost the CSP over 14 million. Sending technicians to carry out manual firmware updates on the customers premises could have cost nearer 20 million. And from the customer s point of view, there was a very real danger that the increased complexity of the offering would inhibit service take-up. Nokia Siemens Networks By using Nokia Siemens Networks Device Management solution, the company was able to upgrade all 600,000 devices remotely within just two weeks. The system also enabled the online helpdesk to support a larger number of customer requests a day. By minimizing customer support overheads and providing for customer self-provisioning, the solution achieved considerable savings in operating expenditure and delivered a rapid return on investment. Improved tools boost operational efficiency in service assurance The maintenance staff of a European CSP was loaded with a large amount of information received from their highly complex mobile network. As a remedy to this challenge, Nokia Siemens Networks provided a solution including process re-engineering, optimization and tuning of the network monitoring systems already in place. The new alarm reduction rules considerably reduced alarm flow to the users, and, as a result, the operational team was able to focus on the most important serviceaffecting problems. The trouble resolution time was also reduced and less work orders were sent to second-line field engineers all considerably increasing the overall efficiency of the team. The Alarm Reduction solution provided by Nokia Siemens Networks improved process automation to reduce alarms and increased our network and services operational efficiency. Head of Network and Service Management, European CSP The more effective service assurance processes not only save time and effort for a CSP s personnel, but also greatly reduce the downtime of services. This can therefore deliver direct benefits to client revenues and churn rates thanks to improved quality of service.

5 5 Improve efficiency and the customer experience with OSS/BSS transformation 2.3 Improving time to market and quality of new services Service Delivery Frameworks (SDFs) that are well integrated into the overall target architecture are becoming increasingly important for CSPs especially in highly competitive markets. Several CSPs have used SDF as the starting point for their renewal process. This has given them a robust foundation to expand the architecture into other areas. 2.4 Using convergent and unified charging for strategic differentiation Business Support Systems have gone through a remarkable evolution in recent years. Systems that previously only needed to apply simple tariffs to voice calls are now at the center of many CSPs customer acquisition and differentiation strategies. Being able to swiftly introduce new tariffs and bundles and react to competitor offerings is essential in today s fast moving markets. 2.5 OSS/BSS harmonization CSPs that have evolved without a target architecture or a clear roadmap commonly end up with a patchwork of service-specific stovepipes that is costly to maintain. A harmonized architecture based on open interfaces and a shared data model can bring down integration, operating and maintenance costs dramatically. A process-led, harmonized target architecture is also a prerequisite for efficient automation. 2.6 End-to-end management of multivendor, multi-technology networks The nature of an OSS has changed enormously during the last two decades. What was once a system for maintaining network elements is now for many CSPs a strategic asset. CSP increases efficiency, innovation and radically reduces time to market with Service Delivery Framework (SDF) This APAC-based mobile CSP has differentiated itself in a hyper-competitive environment with the Nokia Siemens Networks Service Delivery Framework that can reduce time to market for Web 2.0 services tenfold, while at the same time increasing business efficiency. This SDF project has reinforced not only our relationship but also our confidence in what Nokia Siemens Networks can deliver for us. It gives us the impetus to explore wide-ranging projects with them, including business efficiency, process re-engineering and customer-value optimization. We are happy to have Nokia Siemens Networks as our transformation partner because what they do for us creates competitive advantage over the rest of the industry. President and Chief Executive Officer, APAC CSP From operational process to integrated marketing tool: ZAIN Kuwait takes charging to a new level With Nokia Siemens Networks next-generation prepaid charging solution and customization service, Zain Kuwait can cut pre-launch delays caused by traditional charging systems and respond more rapidly to customer needs with targeted services and promotions. With Charge@once select, we are leading the way in moving the charging function out of the operational domain and into the marketing domain. Using its wide range of ready-made marketing use cases, we can quickly configure our charging systems to support new customer offers, and therefore work more effectively to improve the long-term experience of the Zain brand. Mr. Khaled Al-Hajeri, CEO, Zain Kuwait AIS Thailand: staying in front with new services AIS, the largest mobile provider in Thailand, expects to save millions of dollars annually by implementing the Nokia Siemens Networks Subscriber Data Management solution. The solution combines the disparate and fragmented information in a complex core network into a unified view on customer profile data. This provides a major change to an environment where isolated silos of services with duplicated, inconsistent and inaccessible data resulted in diluted service quality and delays in launching new services. Nokia Siemens Networks has given us a powerful control point for all new services a single point of access to subscriber data through One-NDS, and the ability to develop new services in the most timely and cost efficient manner. We ve been able to create a highly robust and streamlined service creation environment that provides important differentiators in an increasingly crowded marketplace. Arakin Rakchittapoke, Telecom and IT Application Development Manager, AIS The Nokia Siemens Networks multi-vendor and multitechnology reporting solution helps T-Mobile boost efficiency and quality of service in its nationwide network The reporting solution provided by Nokia Siemens Networks has led to significant efficiency and quality improvements for T-Mobile US due to its ease-of-use, accuracy, stability and practicality. The reporting solution offers multi-technology and multi-vendor support covering 2G, 3G and other network technologies from more than 50 different vendors. T-Mobile continues to focus on enhancing the quality of service to our customers, and real-time visibility into the performance of our network is critical. Nokia Siemens Networks reporting solution helps us gauge the health of our networks in real-time in order to enhance our customers experience. John Lohe, Director of Operations, T-Mobile US

6 6 Improve efficiency and the customer experience with OSS/BSS transformation 3.0 Transformation made simple The cornerstones of a successful transformation people, processes and systems these have been the same for years. But the good news is that significant progress in all three areas makes the transformation proposition more attractive and realistic for an increasing number of CSPs. 3.1 People aspects The attitude towards transformation is gradually changing as CSPs have been able to demonstrate improvements in both efficiency and customer experience. Efficiency is not necessarily about laying people off or working harder. It is to a great extent about a better and more flexible way of working that can be easily changed to meet the needs of tomorrow. This has helped to improve both employee motivation and results. 3.2 Process aspects Substantial development in the methodology and tools available for process design, management and automation has helped to bring process development closer to the business side of companies. Intuitive graphical tools enable senior executives to take part in process design and monitoring at their own preferred level while leaving the detailed implementation to their subordinates. Process-led thinking is picking up rapidly and showing results both in terms of efficiency and quality. 3.3 Systems aspects While flexible systems are key enablers for transformation the existing systems can sometimes be major bottlenecks. A common reason for this is that the systems have been built over time as technology or service-specific stovepipes. The result is a patchwork of systems that does not meet current demands and is costly to maintain. This is why so many CSPs plan to migrate their OSS/BSS platforms to modern architectures based on NGOSS, SOA and other industry best practices. Such architectures allow them to concentrate on functionality rather than the underlying technology. The end result is more cost-efficient and better suited for the constantly changing business environment. 3.4 Start small think big The alternative to a big bang approach is to view transformation as part of a CSP s natural need to renew itself. The starting point is the company s strategy and its vision of the future. The first, and maybe most important step is a thorough assessment of the CSP s current state, the target state and the gap between the two. Breaking down the journey needed to fill that gap into small, manageable steps is usually a better approach than taking one giant leap. Making corrections to a step-bystep approach is much easier. Many CSPs that embrace this way of thinking have actually found that the transformation never ends. Instead it becomes part of the company culture and a way to continuously improve business agility and maintain competitive advantage.

7 7 Improve efficiency and the customer experience with OSS/BSS transformation 4.0 What makes a successful transformation? Nobody starts building a house without a budget, a proper project plan and the drawings. The same holds true for corporations. The most important aspect of a successful transformation is adopting a framework to make sure that all relevant matters are covered in a consistent way. Another important consideration is the use of a target architecture based on open standards and industry best practices to ensure a well-integrated and future-proof end result. Manage Impact on Customer & Company Manage Impact on Internal Resources and Capabilities Set Direction Assess, Envision and Roadmap Strategy Seat the details Architect, Validate and Design Design Make It Happen Build, Test and Integrate Build REALIZE VALUE FOR BUSINESS & END CUSTOMER OPTIMIZE BUSINESS PROCESSES RE-ENGINEER SYSTEMS GOVERN DATA MIGRATION ENSURE ADOPTION AND ACCOUNTABILITY (PEOPLE) Run it Stabilize and Improve Operate 4.1 Transformation framework Each stream in Nokia Siemens Networks framework (Fig, 3.1) is comprised of deliverables, activities, tools and techniques that can be tailored for an OSS/BSS transformation program. Key Highlights of our framework and approach: Comprehensive and holistic strategy-to-implementation approach ensures that we remain committed to end business benefits and not just focused on tactical process or systems implementation. Our pre-modelled process library provides a collection of best practice process implementations (Service Delivery, Assurance, Network Management, Revenue Management, Sales, Marketing, Customer Care) across different process areas. Manage Transformation The framework provides content and supporting delivery templates to accelerate transformation planning and execution. Our framework provides a constant focus on value for end users and guards against inward thinking. Tight linkage between process improvement initiatives to operational and financial levers through shareholder value to ensure business value does not dissipate through the course of the transformation. Modular framework to help operators perform an initial transformation assessment to re-design and complete end-to-end implementation. LEAD AND MANAGE TRANSFORMATION Fig. 4.1 Nokia Siemens Networks OSS/BSS Transformation Framework Setting the direction has time and again proven itself crucial for the overall transformation. When assessing your current state versus where you want your company to end up, it s best to have a thorough understanding of past and future trends. One essential consideration is that existing customers have to be served without compromising quality throughout the transformation. Transforming parts of your operations to the new environment while maintaining compatibility and interworking with the old environment requires a deep understanding of both IT and telecom.

8 8 Improve efficiency and the customer experience with OSS/BSS transformation 4.2 Target architecture A target architecture used in the context of the framework is also vital for the success of the transformation. The target architecture must be able to describe the desired state after transformation and also how the implemented changes fit within the overall picture. Using a process-led, layered approach and decoupling processes from systems and applications will help lay the foundation for a truly future-proof architecture. The Enterprise Architecture (EA) concept is already today being adopted by many CSPs and its usage is spreading fast. EA can be a powerful foundation for transformation because it provides a process led, layered view of what a company does and how it does it. EA used in the context of our transformation framework brings the structure and predictability that are absolute pre-requisites for a successful transformation. Whether planning only a minor change or a major transformation effort, your approach should be the same. You need the methodology and tools to manage the change and a target architecture that loosely couples people, processes and systems. Every change, small or big, has to be implemented according to those. That kind of mindset lays the foundation for business agility and helps you evolve your competitive advantages. Enterprise Architecture People 4.3 The role of open standards and industry best practices in OSS/BSS transformation Nokia Siemens Networks Business Consulting Service can support your business transformation process by applying global knowledge and industry best practices to each CSP s business situation. Depending on individual customer needs, our output can range from short, focused studies outlining the most effective transformation approach, through to full-scale business transformation programs and branddifferentiating end-to-end solutions. Nokia Siemens Networks has created a Business Transformation Framework that is conformant with TMForum NGOSS Business Process Framework. It combines the strengths of etom and itil process models with special attention to a CSP s process interaction with its customers. Mobile voice Fixed voice IPTV Service specific silos Internet Fig. 4.2 From stovepipes to an open flexible architecture IT ecosystem Enable efficient information flow between people, processes & systems Business Process Flows Processes Architecture Architecture Services 4.4 Service Oriented Architecture and a shared data model Nokia Siemens Networks proposes to use Service Oriented Architecture (SOA) as the basis for harmonizing the target architecture for OSS/ BSS transformation. Systems and processes are integrated using a horizontal SOA Service Layer that also serves the goal of unlocking processes from the applications and systems. The processes are easily created and managed in the SOA Service Layer, which also lays the foundation for efficient process automation. A common data model for all OSS/ BSS applications will provide efficiency gains as such but will also greatly simplify the data migration needed as part of the transformation. Devices Instrumenation for Service Oriented Architecture (SOA) and Shared Information Model with end-to-end Security OSS BSS Service Delivery IP Centric Network Telecom ecosystem Fig. 4.3 Telecom aspects of the Enterprise Architecture Subscriber Data Management The standards may provide the tools and language, but for the successful transformation it is very essential to understand the telecom business and how to interpret the underlying data. Neither SOA nor etom nor itil can guarantee positive business impact on their own. Successful project implementation requires solid understanding of the data provided and the processes through which the data can be interpreted and used. Nokia Siemens Networks is providing business transformation consultancy to ensure that business targets are met and to create a strategic partnership with our customers that exceed expectations.

9 9 Improve efficiency and the customer experience with OSS/BSS transformation 5.0 Our value proposition 5.1 OSS/BSS Transformation Nokia Siemens Networks OSS/BSS Transformation approach helps CSPs distill the real customer needs and demands and then provide a map to assess their current capabilities and prepare a systematic way to transform and implement those new capabilities in operations. Business and strategy Key performance objectives Organization and people Process development Consulting Change management People Actual process efficiency Systems Fig. 5.1 Nokia Siemens Networks iterative approach to transformation We have advised a range of CSPs on many aspects of their transformation. Over the last year, our practice has invested significantly in improving our capabilities in all aspects of transformation. Process Operations Integration Actual customer experience Architecture and design SW assets Development and testing Solution implementation 5.2 Process Automation By applying a deep understanding of the telecom industry, underlying economic drivers, and best practice in operations and end-user needs Nokia Siemens Networks can add great value to assess and develop processes for CSPs and provide an end-to-end solution covering all aspects of operator services from the heart of the network to end-user devices. The usage of automation throughout the process minimizing manual intervention and load from procedures can take efficiency to a totally new level. We have been automating procedures since 2000, carrying out 7,000 network repairs a month worldwide. Through our consultancy services we can ensure creation of simple and streamlined business processes for desired target business capabilities. Our methodology ensures creation of modular, reusable and consistent processes across organizations. Our intuitive graphical tools enable you to be involved in the definition and monitoring activities at your own preferred level but leave the detailed implementation to your subordinates. Our pre-integrated process templates will help you kick-start your process optimization efforts and provide a starting point for efficient process automation. Our Process Automation Enabling Suite and network management solution, which are based on open and standardized interfaces, combined with more than twenty years of experience, ideally position us to help.

10 10 Improve efficiency and the customer experience with OSS/BSS transformation Value proposition of productised SDA integration 5.3 Network and service management Nokia Siemens Networks provides comprehensive network resource and service management solutions with open and standardized interfaces and a shared data model. We have experience of more than 20 years in building telecom network management solutions. With over 600 installed network management solutions and close to 400 service management solutions we can help you in building business driven processes that will give you competitive advantage. Traditional integration approach (point-to-point) cumulative costs Maintenance Integration and Customization SW License Hardware / other OEM SW Integration of NSN solutions Maintenance Integration and Customization SW License Hardware / other OEM SW Long term benefits 5.4 Business Support Systems Nokia Siemens Networks is a market leader in online charging systems. We provide prepaid capabilities as well as postpaid billing and converged care in one solution. The care solution offers options from basic care to full blown CRM and support for growing self care needs. Productised SOA middleware integration is an integral part of Nokia Siemens BSS solutions. Our processled approach provides many benefits: It offers a common middleware platform for OSS and BSS solutions It saves integration cost in projects involving BSS, OSS or other elements that must be linked to the same business process It reduces project delivery time It reduces project risks The middleware platform can be the basis for a CSP s Enterprise Service Bus (ESB) and it can be used also by the CSP s own development teams. It is possible to run several middleware platforms in parallel this is often necessary in large environments where a single technology cannot be deployed alone. Fig. 5.2 Value proposition of productised SDA integration 5.5 Enterprise Architecture Our deep roots in both the Telecom and IT industry makes us ideally positioned in this space. This is particularly true when Telecom aspects are being added to an existing EA or in cases where EA is being built up from the Telecom angle. We are helping CSPs to define and evolve their target architecture in many different ways, such as: OSS/BSS transformation Customer Care improvement projects Service Delivery renewal and optimization Subscriber Data Management and Identity Management A holistic view considering people, processes and systems is the key to success in all the above examples. This is where you need a partner with a long experience in the industry and a long-term commitment for the future. 5.6 Managed Services After delivering more than 230 managed service contracts, and managing networks covering about 300 million subscribers, we know we can truly deliver business results. Experience shows: working smarter, not harder, is the key to true efficiency. 5.7 Conclusion OSS/BSS transformation may sound daunting and complex but in reality it can be quite simple: it just requires good planning and clear thinking from the outset. And strong partners make all the difference. Nokia Siemens Networks has the resources and experience to help CSPs transform their OSS/BSS to improve efficiency and boost revenue, quickly, effectively, and simply. Using SOA saves time and cost when implementing complex transformation, harmonization and consolidation projects. To maximize its benefits we highly recommend deploying SOAbased middleware at the earliest possible stage. Copyright 2010 Nokia Siemens Networks. All rights reserved. Other company and product names mentioned in this document may be trademarks of their respective owners, and they are mentioned for identification purposes only.