Mobile Broadband Carrier Services HSPA Case Study

Transcription

1 Mobile Broadband Carrier Services HSPA Case Study August 2009 Dawood Khan Partner 1

2 2 INTRODUCTION

3 About Us Red Mobile delivers wireless & broadband Professional Services to the world s leading firms Management Consulting & Strategy Systems Integration and Implementation Team of senior consultants with Global expertise in emerging & mature markets including North America, Asia Pacific, MENA, and CALA MOBILE BROADBAND PRACTICE: Our mobile broadband practice, which includes 3G/3.5G+, is augmented with our sister concern Founded in 2003, the team is based out Europe, and focuses on 3 mobile broadband systems integration

4 Our Services in Mobile Broadband and HSPA Includes Four Key Areas of Expertise 4

5 Our Recognized Methodology Delivers Successful End-to-End Solutions for Established & Emerging Players Management Consulting System Integration Business strategy & planning Feasibility study Product & service planning Spectrum acquisition services Market entry & differentiation strategy Technology planning & evolution Technology & Services auditing Implementation roadmap Solution development Project management Program management Service & network design Software development Instillation & commissioning Service and platform integration Network integration Network, service, platform, and enduser testing Ongoing system management Managing the test environment Ensuring SLA optimization Customer training Market intelligence reports 5

6 We leverage global experience with leading operators, vendors and government organizations in our work INTERNATIONAL KOREA 6

7 An end-to-end perspective is key for the successful launch of service on a network Set up key performance metrics and plan how they can be achieved to deliver Revenues Churn COA Profitability, etc. Develop and scale organization to support market needs Establish processes and procedures to support sales & channel development Direct via sales force and retail presence Indirect via dealers and VARs etc. Establish customer care capability Call center Technical support Support on-going operations HR Billing Finance Engineering Marketing Sales Manage device fulfillment & SIM logistics Device procurement, testing, distribution, and repair and returns 7 Differentiate through marketing and branding Competitive positioning Consumer behavior analysis Brand establishment Building up of brand equity Continually improve service plans rate plans service evolution planning Strategic pricing Target market segments Develop segmentation plan based on strategic imperatives Identify new service opportunities in each segment that is developed Brand and market services based on segment needs Determine projected lifetime revenue for services in each segment Develop technology and network Design, deployment, operations, evolution, testing, integration Offer Technical support Deployment support Support enterprise deployments

8 Our teams of experts have worked globally to address key challenges in switchover to HSPA experience we ve developed over 3 years Service planning, business model and rate plan development Competitor & market analysis, develop customer propositions linked to user applications/ content partners Devise effective business models and rate plans for pre-paid, postpaid, roaming and grey-market customers IP network planning APN design, authentication/sign-on, real-time charging Device & SIM management SIM engineering & parameterization SIM logistics & management: ordering, distribution, customer care, OTA, STK OSS/BSS Planning Upgrades to provisioning, rating, mediation and billing systems to support activation and charging of HSPA services Customer Care Help ensure that customer care and self-care systems support the services, customer care teams are trained to advise Roaming Extended roaming testing in-bound (visitors) and out-bound 8 roamers

9 We have lead and augmented carrier teams in an agile and effective manner to deliver competent and timely expertise Consulting services for mobile broadband carriers Business Analysis Strategic technical & business analysis, competitor & market analysis, partner analysis and supply-chain positioning Business Planning Requirements analysis & development, strategic technology planning, business impacts assessment, and implementation strategy Implementation Support Project management, design expertise, vendor evaluation, procurement support Delivery Support KPI/SLA management, program management, project management Integration services for mobile broadband carriers Design High level design, detailed solution design, interface design & specification Project Management & Vendor Management System Integration APN Rating, Billing, Mediation & Provisioning expertise Data Test & Test Management End to end testing, business and application case test, data roaming 9 testing

10 Our services support three key aspects of a wireless network Start Now: Audit Compensation a combination on reduced fee & percentage of savings 10 Start Now: end to end IP Optimization & IP/APN Arch Start Now: Data Service Delivery Implementation

11 OPTIMIZE OPERATIONS HSPA END TO END IP- OPTIMIZATION 11

12 We can provide end-to-end optimization of an operator s HSPA IP Network We would like to propose that our team of experts conduct this as a project, we have End to end IP optimization experience in a multi-vendor environment Experience with switchover from CDMA to HSPA A team that has worked on these scenarios several times over the last several years in international markets Canadian operator experience (Bell, TELUS, TBAYTel, SaskTel, etc.) 12

13 Our approach for the project will be to deliver a complete working solution Senior Leadership Team In Control The project engages the senior levels of the company to gain company-wide commitment to a cross-functional, cross-divisional endeavour to rapidly close out the review and deliver outcomes in a non-combative and diplomatic manner Regular Updates in Plain English The project provides regular updates in appropriate language through a planned hierarchical engagement with management to ensure that targets are met or exceeded, and that roadblocks are quickly resolved. Vendor/Operator Staff Involvement Lean and Mean The operator is encouraged to provide a skeleton team of Subject Matter Experts within their organisation to assist the project team and become part of the project, even if on a part-time basis. Expert Project Team The project team is an expert team, not a team of generalists, and this reduces the impact on operator staff in giving up their time to assist in the review Real Results, Fast Outcomes in days and weeks Tangible review of standard weak points Improved Testing that can be used after project Quick wins and slow wins Proposed solutions (in high level requirement form) for performance improvement

14 IP/HSPA Optimisation Project Tasks Product, Network, Operations, Strategy and Planning Familiarisation Phase 1 Test Planning Phase 2 Test Execution & Analysis Phase 1 Report Phase 2 Test Planning Phase 2 Test Execution & Analysis Phase 2 Report Weekly Checkpoint Meetings Sponsor Governance Meetings Project Executive Presentation Phase 1 Executive Report Presentation Phase 2 Executive Report Presentation

15 Optimisation: Review Areas PC/Laptop Operating System, VPN, Business Applications (if required) e.g. Citrix UE (CPE) UE Client Software Air Interface Base Station Backhaul RNC SGSN/GGSN IP Core Internal Domains (e.g. Portals, Mail platforms, Mirrors, DNS, etc) External Domains (e.g. Corporate links) IP POI Carriage Partners (e.g. domestic, international) & Internet Peers Content Distribution Networks Internet Sites/Applications (e.g. Web sites, FTP, Instant Messaging, , etc) Corporate Premises Equipment, Corporate Managed Services Endpoints (e.g. Managed Routers, VPN, etc), Corporate WAN/LAN, etc

16 Why Us? Experience where it counts Deep experience in Radio and IP & ISP networks Fixed the world s worst 3G Network End to end review not within a silo Looking for problems in one area that affect another Team s knowledge crosses all areas from Microsoft Windows IP Stack to the Internet via the mobile network. Experience with multiple vendors

17 HSPA END TO END IP- OPTIMIZATION 17 PROPOSED PROJECT SUMMARY

18 Case study of end-to-end planning, design, and implementation of an HSPA network Customer: Major global network equipment provider Duration: 8 months Where: On Carrier site/europe Project: System Integration and swap-over of Carrier s network to equipment provider s new and upgraded 3G & HSDPA Core Network equipment Objective: to ensure successful integration of new circuit and packet core network and services with Carrier s BSS systems Key Challenges: ensure HLR provisioning, mediation and billing functions (Amdocs) working correctly throughout migration and into live operation Services: Provided work package including project management, 3 project teams, one for each project stream covering integration and test of core circuit switched and packet switched networks. Responsible for testing billing and provisioning, and also packet and call testing. Project involved staff throughout duration Result: successful and on time integration of HSDPA core 18

19 Case study Continued.. Project Team We managed the test team (three test groups) through our experience Project Manager, who Liaised with customer/stakeholders Co-ordinated resources across project streams Escalated of issues Managed vendors The test team had a Defect Co-ordinator assigned to manage defects, and a Test Designer responsible for technical lead across the three streams Our team worked directly with the carrier providing design services for HSDPA project and other related and inter-dependent projects, including Design of single APN Design and IP engineering for social networking Our team was also involved in other projects with dependencies and upgrades to other nodes including IN and packet charging nodes. 19

20 Please contact us at Thank you! Please contact us at: Woodbine Avenue Markham, ON L3R 9Y4 T: F: