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1 Paradigm Shift of Telecommunications Services and Management for NGN (Next Generation Networks) May 17 th,2007 Masayoshi Ejiri Fujitsu Ltd. CQR 2007.

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Presentation on theme: "1 Paradigm Shift of Telecommunications Services and Management for NGN (Next Generation Networks) May 17 th,2007 Masayoshi Ejiri Fujitsu Ltd. CQR 2007."— Presentation transcript:

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

2 2 1, Monopoly, Regulated Market ( 1890s -1980s) Services POTS on PSTN by mega carriers (ROC: Recognized Operating Company) to Reactive customers SPs 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 3 MiddlewareMiddleware Operating System Service Management Network Management NE/NWNE/NW Hardware Customer-Oriented Business Business Trend CustomersCustomers IT/Computer Business ApplicationApplication Customer Care Telecom Business

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

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

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

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

9 9 TOM : Telecom Operations Map A Service Management Business Process Model (TMF : TeleManagement Forum 1995) Customer Care Process Sales Order Handling Problem Handling Customer QoS Management Invoicing/ Collections Service Development and Operations Processes Service Planning/ Development Service Configuration Service Problem Resolution Service Quality Management Rating and Discounting Network and Systems Management Processes Network Planning/ Development Network Provisioning Network Inventory Management Network Maintenance & Restoration Network Data Management Customer Interface Management Process Customer Physical Network and Information Technology Information Systems Management Processes Element Management Technology Related Service Management Network Management

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

11 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 SPs 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 12 Teleocm Service Delivery Chain End Users VendorsVendors LAN Corporate SPs VAN VAN s Long Line SPs International s Access Carriers Local s Virtual Service Provider ISPs WAN Telecom Agents ASPs CSPs

13 13 Lessons Learnt from Tour Industry Value ChainTouristTourist VendorsVendors LAN VAN Taxi Railways Hotel Restaurant WAN Souvenir Shop i i Tour Bus Airplane Attraction LAN Guide Book Travel Agent Virtual Tour Provider Tour Guide Tourist Bureau Museum Park

14 14 IP/e Business Value Chain End Users VendorsVendors LAN Corporate SPs VAN VAN s Long Line SPs International s Access SPs WAN Agents ASPs CSPs Local Carriers Dark Fiber SPs ISPs LAN Portal CDC (Contents Delivery Center) CMC (Contents management Center) Virtual IP Service Provider Virtual e-Service Provider

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

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

17 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 18 Resource Management Logistics End Users Contents eBusiness Media Gateway Agent/Portal Content Aware Management eBusiness Management. Resources Services Management Contents ID Mgt. Contents Integration Billing Visible Management Information SLA Negotiated by Policy eBusiness Services and Management Architecture Content Delivery IP Bearer Banking Auction Transactions Content Services Application Services Advertising SLA

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

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

21 21 Classification of SLA Features Performance & Accuracy Access Capability RAS Security Feature TypeTransport Services SLAOperations Services SLA 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 Mean Time Between Outage Disaster/Fault Recovery mechanism Access Control Mechanism Prevention of Network Attacks, Eavesdropping, etc… Contact Method – , Phone, Fax, Etc….. Contact Availability – opening times Access Control Machanizm Hot line Organisational structure to support Disaster/Fault Recovery Privacy Protection mechanisms Connectivity Call Loss Ratio Call Setup Time

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

23 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 SPs 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 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 25 New Paradigm ( ) 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 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 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 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 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 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 31 Advertisement in Japan In 2006 ( estimated) Total Expenditure 60 B$ Internet Ad. 4B$ ( 7%) Note : Communications /Broadcasting Industrys Market size ( Revenue) : 170B$ Communications :135B$ Broadcast : 35B$ Note : Based on MIC news Release 1$=110Yen

32 32

33 33 NGN Functional Architecture

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

35 35 Conclusion 1.Top Down Approach,Bottom Up Building Customer Profit Model Business Process Customer Profit Model Business Process Service and Operations Network Service and Operations Network 2.Operations for Human/Business Support on Service/Business Architecture beyond TMN on Service/Business Architecture beyond TMN 3. Customer Self Operation with Negotiated SLA for Customer Participated Services/Operations for Customer Participated Services/Operations 4. NGN Management for Converged Services 5. New Revenue Assurance Scheme for Vendor, Provider and Customer prosperity for Vendor, Provider and Customer prosperity

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