Using BPM to Implement Services in Telecom and Media. Practical Advice and Insights from the Real World

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1 Using BPM to Implement Services in Telecom and Media Practical Advice and Insights from the Real World 1

2 GoToWebinar Housekeeping Click the double arrow to collapse the control panel Click the maximize button for the best resolution The panel will minimize itself after a few seconds Click the arrows to make it reappear Please enter questions in the Questions area We will answer questions at the end of the session Attendee audio is muted 2

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3 Agenda Michael Rowley, CTO, Active Endpoints Why BPM is best for creating service-oriented applications ActiveVOS tour Srikanth Minnam, CTO, Qvantel Why Qvantel adopted BPM Why Qvantel chose ActiveVOS Venkat Koppala, Architect, Qvantel Q&A Real world use cases of ActiveVOS in telecom and media Everyone 3

Why Qvantel adopted BPM Why Qvantel chose ActiveVOS Venkat Koppala,

4 ActiveVOS Standards-based BPMS BPMN 2.0 modeling BPEL 2.0 execution BPEL4People & WS-HumanTask WS-*, including WS-Policy REST, JMS, EJB and others Full featured Modeling, simulation, testing, debugging, monitoring, reports, instance repair console, etc. Easy to learn try buy Lean, well integrated, well documented Customers successfully implement their own POC 4

Full featured Modeling, simulation, testing, debugging, monitoring, reports, instance

5 Typical Layered Approach to BPM BPM Managed Human Activity Long-running business processes Synchronous Services Process Process Process 5

6 The Right Way to Use Processes BPM processes consume and are consumable Existing Synchronous Services Process Processes can be composed Process Process Services can call processes 6

7 Why It s Wrong to Develop Services in Java No run-time visibility without coding for it explicitly Hard to retry a request after fixing problems downstream Only other programmers can understand it Conversion required between XML and Java objects JAXB can convert Java to/from XML Schema if you follow restrictions o Worst restriction: no support for interfaces, only classes Moderately complex schemas result in an explosion of classes Hard to handle changes with new versions o Where XML shines ( X stands for extensible) Working with data in documents is a pain using Java expressions o Try writing sum($v//ns:item/ns:amount) in Java 7

Worst restriction: no support for interfaces, only classes Moderately complex schemas result in an explosion of classes Hard to handle changes with new

8 BPEL - The Service Creation Standard Built for web services Variables and parameters typed by XML Schema Operation signatures specified by WSDL Expressions and conditionals specified using Xpath Exceptions are Faults and fault handlers are part of the language An XML syntax for the language itself Also supports asynchrony and long-running transactions Support for bi-directional conversations between two participants Flexible message correlation support 8

handlers are part of the language An XML syntax for the language itself Also supports asynchrony and long-running

9 Why People Like Processes For Business Txns Easy to create the control flow Easy to work with data XML and attachments Business users understand it Can test logic while in the designer Can see what s happening at runtime using the same diagram Easy to debug Easy to handle asynchrony Callbacks, compensation, etc. Easy to define tasks done by people Form creation Assignment to roles 9

see what s happening at runtime using the same diagram Easy to debug Easy to handle asynchrony

10 All But The Last Two Apply to Synchronous Services Easy to create the control flow Easy to work with data XML and attachments Business users understand it Can test logic while in the designer Can see what s happening at runtime using the same diagram Easy to debug Easy to handle asynchrony Callbacks, compensation, etc. Easy to define tasks done by people Form creation Assignment to roles 10

Can see what s happening at runtime using the same diagram Easy to debug Easy to handle asynchrony

11 ActiveVOS Components Managers, Staff Domain Experts Business Analysts Process Developers IT Operations ActiveVOS Central Access tasks, processes, graphs and reports. ActiveVOS Screenflow Guided Screenflow design and deployment. Automation for Analysts Process design and deployment for analysts. ActiveVOS Designer Process automation integrated development environment. ActiveVOS Console Process administration, management, monitoring and root cause analysis. Reporting Alert and Event Processing Contribution Deployment Management Portals & other user interfaces Policy Expression Evaluation Task Management, Escalation, Notification, WS HumanTask BPM Engine BPEL, BPEL4People Communication WS, JMS, REST, JSON, EJB/POJO Service consumers & producers Java Application Server Process Database 11

ActiveVOS Designer Process automation integrated development environment. ActiveVOS Console Process administration, management, monitoring and root cause analysis.

12 Different Roles, Different Perspectives, Same Process ActiveVOS Designer ActiveVOS Automation for Analysts 12

13 13 ActiveVOS Console

14 Process Instance Management Process rewind and retry Retry service 14

15 15 Reporting

16 Srikanth Minnam CTO, Qvantel 16

17 Using BPM to Implement Services

18 About Qvantel BSS platform in the cloud vendor Focus on: Lead to Order, Order to Cash to Care business processes BPM/SOA Consulting Services Clients Communication Service Providers, Digital Marketing Companies. HQ in Finland, with R&D in Finland, India 200+ employees

Services Clients Communication Service Providers, Digital

19 Legacy BSS Architecture Had Limitations Inventory management Data Warehouse Provisioning system CRM Mediation system User interface layer Billing system GL system Activation system 3 rd party services Credit Agency Logistics Debt collection Payment gateways Printing house Difficulty launching new services/features in time Poor adaptability to refine business process Lower ROI Higher cost of ownership Revenue loss due to human errors & delays Poor visibility Siloed approach Network management layer Network

gateways Printing house Difficulty launching new services/features in time Poor adaptability to refine business process Lower

20 New BPM Based Architecture Sales Management Applications Customer Management Applications Revenue Management Applications Qvantel Business Operations Platform Product Management Applications Application Layer BPM Layer Task Mgmt Applications Dashboards BPM Business Rules Mgmt Business Activity Monitoring Production Systems 3 rd Party Systems Service Layer ESB MDM Services

Applications Application Layer BPM Layer Task Mgmt Applications Dashboards BPM Business Rules

21 Highlights of new Architecture Agility and flexibility to meet business demands more effectively. Time To Market New Product/Service launch time (months to few days) Reduction in human errors /delays Reduction in sales turnaround time Reduction in order fallouts Enhanced Customer Experience Moved from Product centric to Customer centric

22 Why ActiveVOS? Industry standards BPMN, BPEL, BPEL4People Reduce IT Gap Visual Orchestration capability Faster time to take corrective actions Real time Information on the Performance of Processes Easy to manage Tasks Easy development Configure new processes and applications on the fly, exactly the way business wants. Predictable, on time and within budget Reduced TCO Implement new processes and applications faster and cheaper with a highly scalable BPM platform, leveraging existing IT investment

23 Case Study 1 Business Transformation: Digital Directory and Marketing Company

24 Business Pains Digital Directory/Marketing!?*# Business Owner Business owner only dreams of getting simple, easy to understand reports Customers Customers confused with conflicting interactions from the account Customer care Customer Support personnel confused how to handle a customer Sales Marketing Manager Too many silos; Too many human participants; Several process exceptions Back Office Project manager Too many silos; Too many human participants; Several process exceptions DB Several legacy systems and databases; Many internal & external integrations Legacy systems 3 rd party server

25 Our Approach Digital directory/marketing Streamlined and automated business processes Created scalable enterprise architecture leveraging BPMN/BPEL engine SOAP integration with third party services Business rule integration to the business processes Implemented work flows for user interactions (claiming, delegating, approving tasks) Automatic notifications and alerts Integration with reporting tools

26 Example 1 Product Management Process

27 Example 2 Sales process

28 Example 3 Order process

29 Key Business Benefits using BPM Business Owner Real time Analytics Reduced number of cases Customer care Back office, Manager Faster launch of new product Qvantel enterprise platform Improved customer experience DB Customer Legacy systems 3 rd party server Easy Integration Sales Marketing Improved up sell / cross sell

30 Case Study 2 Greenfield Implementation: Communication Service Provider

31 Business Pain Operator Order Management Order Customer care Inventory BackOffice Application Entry Logistics Provisioning

32 Our Approach Order Fulfillment Scalable SOA/BPM based Order management platform Modeled, implemented with BPM standards Integrated with mediation, donor/receiver operator, partner & logistic systems Implemented work flows for user interactions (claiming, delegating, approving tasks) Integration with Business Rule engine Exception handling through automatic fallback mechanisms

33 Example 1 Order Fulfillment Process

34 Example 2 Number Portability Order Process

35 Qvantel s Integrated Order Management Solution Order Inventory Logistics Enterprise Architecture Provisioning Application Entry Customercare

36 Demo Sales & Order Processes 1) Create Product 2) Launch the product 3) Reserve customer 4) Submit Order 5) Order tracking 6) Manage Job queues

37 Summary BPM/SOA Before and After

38 Q&A Download today's slides Download a fully supported, 30-day trial of ActiveVOS Learn more about Qvantel Follow us 38 michael.rowley@activevos.com srikanth.minnam@qvantel.com venkat.koppala@qvantel.com rajesh.sengamedu@qvantel.com

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