Presentation is loading. Please wait.

Presentation is loading. Please wait.

May 17th,2007 Masayoshi Ejiri Fujitsu Ltd.

Similar presentations

Presentation on theme: "May 17th,2007 Masayoshi Ejiri Fujitsu Ltd."— Presentation transcript:

1 May 17th,2007 Masayoshi Ejiri Fujitsu Ltd.
CQR 2007 WS Paradigm Shift of Telecommunications Services and Management for NGN (Next Generation Networks) Agenda : Market Driven Paradigm 1, Monopoly, Regulated Market ( 1890’s -1980’s) 2, Competitive, Deregulated Market ( 1984~ ) 3, IP/eBusiness Market( 1995~ ) 4, Converged Market (2005~ ) May 17th,2007 Masayoshi Ejiri Fujitsu Ltd.

2 1, Monopoly, Regulated Market ( 1890’s -1980’s)
Services POTS on PSTN by mega carriers (ROC: Recognized Operating Company) to Reactive customers SP’s Targets Establish nation wide ubiquitous telephone network by automated SW network On Demand subscription. Operations and OSS Individual NE supervise and Control, then Centralized Operations Random ,Individual and Proprietary OSS Development Human and paper based CC&B(Customer Care and Billing)

3 Customer-Oriented Business
Customers IT/Computer Business Telecom Business Application Customer Care Business Trend Middleware Service Management Operating System Network Management NE/NW Hardware

4 2, Competitive, Deregulated Market ( 1984~)
Services: Telephone on PSTN and Mobile by competition among conventional carriers and new comers To reactive customers but Price Down Pressure ( Price Competition ) SP’s Target : CAPEX/OPEX cost down for price down Up Graded CC&B for customer retention Competitive but Interoperable Operations among SPs Operations and OSS Operations Concept : Mission and Positioning Customer Oriented Top Down approach Vertical process integration ( FAB) Systematic and Standardized OSS development on TMN

5 Target of Operations and OSS
Cost Conscious Profit Conscious NE/Network Supervision &Control Centralized NW / Service Operations Create Competitive Services High Price performance Service by Dynamic Service/Price for 100% Resource Usage (24/7/365) Excellence of Customer Care by Process Integration/ Automation and Self Operations Faster, Cheaper and Better OSS ・Not Built But Buy ・Commercial off the Shelf Software ・Proof of Interoperability for Globally Acceptable Software Packages and OSS

6 TMN : Telecommunications Management Network
Operation System (OS) Service Level Integration with Customers/Service Providers Q3 X F Data Communication Network (DCN) Workstation (WS) Network Level Integration Across Managed Area Q3 Q3 Mediation Device (MD) Qx Element Level Integration within Managed Area Data Communication Network (DCN) Qx Qx Q-Adaptor (QA) Network Element (NE) Q-Adaptor (QA) Network Element (NE) CCITT/ITU-T Rec. 3010Principle of TMN”1988 Modified by Prof. Matsushita

7 OSS Development Scenario
Customers Z company A company SP DCN Network OpS NE OpS DCN Network OpS DCN DCN NE OpS Ops to supervise and control NEs Centralized OpS for network management Customer oriented total OpS

8 Concept of Telecommunications Management
Managing Plane Enterprise Manager Service Plane Customer Service Planner Operations Service Communications Service OSS Network Planner Operator Service Resource Operator Business Management Service Operations

9 TOM : Telecom Operations Map A Service Management Business Process Model (TMF : TeleManagement Forum 1995) Customer Customer Interface Management Process Information Systems Management Processes Customer Care Process Sales Order Handling Problem Handling Customer QoS Management Invoicing/ Collections Service Management Service Development and Operations Processes Service Planning/ Development Service Configuration Service Problem Resolution Service Quality Management Rating and Discounting This shows the overall Telecom Operations Map that is the framework for understanding the relationships among individual process flows. The Telecom Operations Map uses the layers of the TMN model as core business processes, but divides the service management layer into 2 parts: Customer Care and Service Development and Operations. In the simplest sense the division reflects differences between processes triggered by individual customer needs from those applied to a group of customers subscribed to a single service or service family. It also reflects the accountability for direct customer contact handling in Customer Care processes. Depending on the provider, Customer Interface Management may be managed within the individual Customer Care sub-process or, in combination across one or more of the Customer Care sub-processes. For this reason, Customer Interface Management is separately delineated. Network and Systems Management Processes Network Management Network Planning/ Development Network Provisioning Network Inventory Management Network Maintenance & Restoration Network Data Management Element Management Technology Related Physical Network and Information Technology

10 Cross-industry view of end-to-end processes

11 3, IP/eBusiness Market ( 1995~ )
Services : Voice and Data on PSTN, Mobile and Internet by cross industry cooperation and competition to customers with free hand of service selection SP’s Target : Realize lower price services by billing package Develop rich services by collaboration with other industries ( ex with Application/Contents providers) QoS enabled service operations Industry wide Operations in ICT world Operations and OSS : share common business process ,architecture, information model ,interface etc. among IT and ICT SDOs eTOM/SID, ITIL, ITU-T Recommendation , TISPAN/3GPP Visible Operations on established Service Architecture and SLA Deploy/develop products based on standards or buy OSS on COTS/PnP software.

12 Teleocm Service Delivery Chain
Virtual Service Provider End Users ASPs CSPs LAN Corporate SPs WAN Telecom Agents ISPs アクセス•キャリア Access Carriers VAN VAN SPs Local SPs 長距離キャリア Long Line SPs 国際キャリア International SPs Vendors

13 Lessons Learnt from Tour Industry Value Chain
Tourist i Tourist Bureau 長距離キャリア Travel Agent 長距離キャリア Tour Guide LAN Guide Book WAN Souvenir Shop Virtual Tour Provider 長距離キャリア Attraction LAN Museum Park アクセス•キャリア Tour Bus アクセス•キャリア Restaurant VAN Taxi アクセス•キャリア Airplane 長距離キャリア Railways 国際キャリア Hotel Vendors

14 IP/e Business Value Chain
End Users ASPs CSPs Virtual e-Service Provider 長距離キャリア CDC (Contents Delivery Center) 長距離キャリア CMC (Contents management Center) LAN Portal WAN Agents Virtual IP Service Provider 長距離キャリア ISPs LAN Corporate SPs アクセス•キャリア Local Carriers アクセス•キャリア Access SPs VAN VAN SPs アクセス•キャリア Dark Fiber SPs 長距離キャリア Long Line SPs 国際キャリア International SPs Vendors

15 eTOM( enhanced Telecom Operations Map)
Customer Strategy, Infrastructure & Product Product Lifecycle Management Infrastructure Strategy & Commit Marketing & Offer Management Service Development & Management Resource Development & Management Supply Chain Development & Management (Application, Computing and Network) Operations Fulfillment Assurance Billing Support & Readiness Customer Relationship Management Service Management & Operations Resource Management & Operations Supplier/Partner Relationship Management (Application, Computing and Network) Enterprise Management Strategic & Planning Financial & Asset Enterprise Quality Management, Process & IT Planning & Architecture Stakeholder & External Relations Management Brand Management, Market Research & Advertising Human Resources Disaster Recovery, Security & Fraud Research & Development, Technology Acquisition

16 TMN to e-Business Management Solution
BM Negotiation Policy BM NM SM SM Visibility NM RM NM Network Services Human Finance …... EM EM TMN eMS Telecommunications Management Network e-Business Management Solution

17 Lessons Learnt from Logistic Industry
Basic Service : ex. Collection of goods from location A and deliver to location B - Transport services Associated services : Convenience Store acts as a mediator for collection. Deliveries be arranged in agreed time and traceable. - Operations Services Value added Services : Perishable goods ( fish, fruit) be transported using a cold storage , delicate good be transported using hanging - Contents Aware Delivery Services

18 eBusiness Services and Management Architecture
End Users Services Management Contents Transactions Application Services eBusiness Management. Logistics Auction eBusiness Banking Advertising Content Services SLA Contents ID Mgt. Contents Integration Billing Content Delivery Content Aware Management Media Gateway Agent/Portal Visible Management Information SLA Negotiated by Policy Resources Resource Management IP Bearer eBusiness Services and Management Architecture

19 Communications Resource
SLA and OLA in eBusiness Management Customer ( eBusiness) Operations Services SLA Content Delivery Services SLA Transport Services SLA SLA Negotiation Content Delivery Resource Service Provider Operations Resource Transport Services OLA Transport Resource Operations Support OLA Resource Provisioning OLA OLA Negotiation Operations Resource Supporters Communications Resource Suppliers Partners

20 SLA Features Services Features 3, Security 1, Transport Services
2, Contents Delivery Services 3, Operations Services Features 1, Fundamental (Performance , Accuracy & Access) 2, RAS(Reliability , Availability & Survivability) 3, Security

21 Classification of SLA Features
Feature Type Transport Services SLA Operations Services SLA Performance & Accuracy Bandwidth, Packet Loss, Error Rate, Delay - Throughput Accuracy and timeliness of Service delivery, Report generation, Etc…. Mean/Max time between call pickup Compensation when SLA violated Access Capability Connectivity Call Loss Ratio Call Setup Time Contact Method – , Phone, Fax, Etc….. Contact Availability – opening times Access Control Machanizm RAS Mean Time Between Outage Disaster/Fault Recovery mechanism Hot line Organisational structure to support Disaster/Fault Recovery Security Access Control Mechanism Prevention of Network Attacks, Eavesdropping, etc… Privacy Protection mechanisms

22 (Community-Culture including regulatory issues )
Security Objects Contents Applications Communications Operations Environment (Community-Culture including regulatory issues ) Security Mechanisms Security Technologies Security Modules Security Systems Security Infrastructure Security Domains Physical/Logical Facilities Management Layers/processes Service Providers Users Three Dimensional Security Management Framework

23 4, Converged Market (2005~ ) Services :
Triple/Quadruple services consuming Interactive BB. By Convergence Communications, Broadcast and Contents Create/ Delivery players and customer participation To Proactive customers SP’s Target : Establish NGN ( Next Generation Network) and Managed Ubiquitous BB and Location Services Attractive Services by Collaborating with inter/intra industries and customers. Ensure Revenue Assurance Scheme Operations and Management : Customer self/ responsible Operations and Management. Customer represented Operations Management Web 2.0 , SOA,NGN and Customer participation

24 New Paradigm 1, Customer Participation and Broadband Demand
BGM( Back Ground Music ) to CGM( Customer Generated Message) Customer proactively generate( create /mash up/ track back )messages Provider assist/coordinate message generation and distribution 2, PaaS: Product as a Service Visible, Intuitive and Operable Products by end users Web2.0 : SaaS( Software as a Service) Software  Service Product NGN : AaaS( Access as a Service) Access  Service Contract SOA : Function, Application  Service Component 3, Location services/management 4, Revenue assurance against free charge mind Who should pay for Communications Mechanism Broadband, Traffic, Storage, Wire and wireless Access etc.) and Contents on Internet NGN is expected to give solution for new paradigm

25 New Paradigm (1) Customer Participation
BGMCGM BGM ( Back Ground Music) Contents provider generate and /or distribute messages Customers reactively enjoy them. CGM* ( Customer Generated Message) Customer proactively generate( create /mash up )messages Provider assist/coordinate message generation and distribution Customer proactively receive messages and track back ,if prefer. * Consumer Generated Media

26 New Paradigm (2) Broadband & Ubiquitous
Customer is Contents Creator and Consumer Service Provider( including Contents Provider and Broadcaster) is Contents Mediator and Owner of archive Ex.YouTube, Google Map, My space, SNS etc. Huge volume of contents are easily generated and distributed/circulated by interactive and push /pull ways requiring same capacity ( bandwidth) up/down link. Note: telephone users have been contents( speech) creators and need same capacity for up/down link.

27 New Paradigm (3) PaaS:Products as a Service
Products( Services) should be visible, Intuitive and easily operable( Controllable) by end users Web2.0 : SaaS( Software as a Service) Software  Service Product NGN : AaaS( Access as a Service) Access Mechanism  Service Contract SOA ( Service Oriented Architecture) Function, Application  Service Component NGN should support “ Open, Collaborative and End user Participated” communications

28 New Paradigm (4) Location Management Services
Location Sensor/Identifier GPS Base station Wireless LAN ex, “Place Engine”( Sony Computer Science) using MAC address and RSSI Peta Map generated by consumers collaboration( CGM) RFID Terminal ex, “ Osaifu Keitai”( NTT DoCoMo) refers to mobile phones equipped with contactless IC card, as well as its useful function/services enabled by the IC card. With this function, mobile phones can be utilized as electronic money, credit card, electronic ticket, membership card, airline ticket, and more. 25 million subscriber in Japan

29 Location Services and Management
Security vs Privacy --Human activities are informed/checked/ logged by location – GPS Mobile phone location service to identify /notice his/her location and automatic notice of entry/exit of predefined areas. Secure Pass by informing child ‘s parent mobile phone the event where a child passes ticket gate by commune pass, Human/Car move tracking services using GPS based location/speed/direction /time/status information every few seconds. Check doubtful action and compliance , Lost mobile phone security by checking the location matching of owner and terminal Location Value Chain Provide Local Utility information ( Shopping ,Restaurant ..) NGN CSF(Convergence Services Framework), CC-FE( Convergence Coordination Functional Entity) Coordinate location information with services. Seek( Recruit) available persons in the best location on demand, real time deal. “ Location Call” : Area limited special services with no charge

30 New Paradigm (5) Revenue Assurance Scheme
Toward Free of Charge Mind Who will pay for Communications Mechanism ( Broad band, Traffic, Storage, Wire and wireless Access, etc.)   Who will pay for Contents on Internet ( Customer enjoy as consumer and also as contents provider -- create, mash up, copy,etc.and share contents on internet --) Customer will pay for Logical/Physical Access facilities to ensure their service contract ( mostly by Fix sum) Advertisement can not cover NGN and ICT investment.

31 Advertisement in Japan
In 2006 ( estimated) Total Expenditure 60 B$ Internet Ad. 4B$ ( 7%) Note : Communications /Broadcasting Industry’s Market size ( Revenue) : 170B$ Communications :135B$ Broadcast : 35B$ Note : Based on MIC news Release 1$=110Yen


33 NGN Functional Architecture

34 NGN2.0 Architecture Human/Business Transport Service Enabler Interface
nodes Contents Clients WSs Content Delivery Interface SWs Service Node Clients WSs Application Transport Photonic, SDH, Access, LAN, Wireless... Servers Storage OSS Elements Set Top Boxes Other Network Terminals/ Set Top Box

35 Conclusion Top Down Approach ,Bottom Up Building
Customer  Profit Model  Business Process Service and Operations Network Operations for Human/Business Support on Service/Business Architecture beyond TMN Customer Self Operation with Negotiated SLA for Customer Participated Services/Operations NGN Management for Converged Services New Revenue Assurance Scheme for Vendor, Provider and Customer prosperity

Download ppt "May 17th,2007 Masayoshi Ejiri Fujitsu Ltd."

Similar presentations

Ads by Google