1. September 12-14, 2005 Bethesda North Marriott Hotel & Conference Center North Bethesda, Maryland

2. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Effective End-to-End Service Management in a Dynamic Environment an approach for model based management Doug McClure Sr. Manager, Service and Technology Monitoring EarthLink Operations dmcclure@corp.earthlink.net September 13, 2005

3. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland EarthLink Overview ~5.4M Customers ~3.8M Dialup (Premium ~2.7M, Value ~1.1M) ~1.5M Broadband (Cable, xDSL) ~140K Web Hosting (Unix, Windows) Dial Access Coverage > 94% of US Population ~16K Local Dial Access Numbers ~315K Active Modem Ports (~30% ELNK, ~70% Outsourced) ~180 PoPs (18 Core Backbone PoPs, three data centers, two labs) Broadband Coverage ~286 Markets with Broadband Offerings (DSL-204 Cable-82) Large and Diverse Infrastructure ~1700 Network Elements, ~1600 Server Elements Thousands of Access and WAN Circuits 17K Tagged Assets in Network (excluding desktops)

4. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland  aDSL  Cable  sDSL  Satellite  Point-to- point  Wholesale 1999  Value Dial 2002 2001  Blackberry  PDAs  WiFi  Wireless Cards 1994  Premium Dial 2005  Next Generation Broadband  VoIP  Muni-WiFi Wireless Voice Value Dial-up Access Wireless Data Service Broadband Access Premium Dial-up Access 2004  Converged Devices  Free VoIP 1995  Unlimited Access 2003  Accelerator

5. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland E2E Service Management – A Top Down Approach Why is it important? –To provide real-time visibility into increasingly complex products, services and infrastructure –To enable action and real-time decision making –Reduce mean time to address and repair complex service problems © 2005 Doug McClure

6. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland What’s Really Important? Customer Acquisition and Retention –Registration, shopping cart abandonment, serviceability, churn Inventory, Fulfillment, Shipping, Logistics, Distribution –Velocity, accuracy, double-shipping Billing / AR –Delivery, processing, aging, collections, X-Factor Visibility or Action? © 2005 Doug McClure

7. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Technician / Engineer Management / Director Executive Focus EventProcessOutcome Response Mode ReactiveResponsiveProactive Orientation Product / SiloBusinessPolitical Repertoire Technology/HardwareSystem/ServiceSolution Finance PriceCostValue Different Levels Different Needs Source: Unknown

8. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Providing Visibility and Enabling Action Two schools of thought –Top down or bottom up Build Dashboards – focusing on “Real-Time” –Hourly or more frequent –Avoid overlap with data warehouse or BI function Identify the main message for your dashboards for each audience and each level –Choose 3-5 key messages, themes or topics to communicate Must be aggregated, correlated and presented in a summarized views that prompt action –Is the ship on the right path? –Do I need to take some action to steer around the iceberg? –How quickly do I need to take action? © 2005 Doug McClure

9. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Service Components Servers, Storage, Network, Backups, Firewalls, Applications, Services, Processes, Activities Enterprise Components Network, Server, Storage Admin, Ticketing, Monitoring, Asset/Inventory Management Service Management Quality, Performance, Availability Measurement and Improvement Business Management Visibility, Impact, Revenue, Churn, Fulfillment, Compliance Business Process Source: Gartner, Modifications Doug McClure Building Solid Foundation for E2E Service Management

10. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Why an Information Model is Needed? Simplify and map complex infrastructure, application and technology data Ties disparate data sources in numerous silos together as they relate to the business Common data models enable real-time monitoring and action oriented dashboards EarthLink recognized this need and created an “EarthLink Information Model” –Based on CIM Core Specification –Captures key components of service and infrastructure –Establishes relationships with key business services, processes and activities, applications and customers © 2005 Doug McClure

11. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Managed Element Core Applications Services Network Object Hardware Storage Packages Operating System Physical Location Interface Mapping Physical Connectivity Notification Monitoring Transactions EarthLink Information Model DMTF CIM 2.9.x Based © 2005 Doug McClure

12. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Service Modeling: Getting What’s Important Discovery Interviews - what’s important in each line of business and at each level of the organization Inventory Based Approach with Gap Analysis Don’t forget to consider non-traditional data sources Identify important metrics and indicators in key functional areas that prompt action Focus on service activities, processes and flows Align to key executive needs, objectives, pain points This becomes the foundation of the service model © 2005 Doug McClure

13. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland © 2005 Doug McClure Key functional Metric roll ups Key Transx, Processes, Flows Service Component Data What’s Important!

14. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland © 2005 Doug McClure Key Message Areas Key Metrics Data Sources Communicating Information over Data – Key to Linking IT to Business

15. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland “Sea of Red” “Low Touch, High Effort” “Event Storms” “Simple Correlation” “High Touch, Low Effort” “Synthetic Transaction Monitoring” “Real User Monitoring” “E2E Service Correlation” “Topology/Dependency Mapping” “BAM BSM BINGO Monitoring” Original Source: Gartner, Modifications Doug McClure

16. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Recap Building the case for E2E Service Management How we’re applying this at EarthLink Modeling and why it’s important The right foundation ensures success Applying this in your business environment Please feel free to contact me to discuss this approach in detail or receive a detailed process overview that EarthLink followed during this initiative © 2005 Doug McClure

17. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Supporting Material

18. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Top Level Service

19. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Key Service Functions

20. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Service Model High Level

21. September 12-14, 2005 Marriott Bethesda North Conference Center Bethesda, Maryland Service Model Low Level