2 1, Monopoly, Regulated Market ( 1890’s -1980’s) ServicesPOTS on PSTNby mega carriers (ROC: Recognized Operating Company)to Reactive customersSP’s TargetsEstablish nation wide ubiquitous telephone network by automated SW networkOn Demand subscription.Operations and OSSIndividual NE supervise and Control, then Centralized OperationsRandom ,Individual and Proprietary OSS DevelopmentHuman and paper based CC&B(Customer Care and Billing)
4 2, Competitive, Deregulated Market ( 1984~) Services:Telephone on PSTN and Mobileby competition among conventional carriers and new comersTo reactive customers but Price Down Pressure ( Price Competition )SP’s Target :CAPEX/OPEX cost down for price downUp Graded CC&B for customer retentionCompetitive but Interoperable Operations among SPsOperations and OSSOperations Concept : Mission and PositioningCustomer Oriented Top Down approachVertical process integration ( FAB)Systematic and Standardized OSS development on TMN
5 Target of Operations and OSS Cost Conscious Profit ConsciousNE/Network Supervision &ControlCentralized NW / Service OperationsCreate Competitive ServicesHigh Price performance Serviceby Dynamic Service/Price for 100% Resource Usage (24/7/365)Excellence of Customer Careby Process Integration/ Automation and Self OperationsFaster, Cheaper and Better OSS・Not Built But Buy・Commercial off the Shelf Software・Proof of Interoperabilityfor Globally Acceptable Software Packages and OSS
6 TMN : Telecommunications Management Network Operation System(OS)Service Level Integration withCustomers/Service ProvidersQ3XFData Communication Network(DCN)Workstation(WS)Network Level IntegrationAcross Managed AreaQ3Q3Mediation Device(MD)QxElement Level Integrationwithin Managed AreaData Communication Network(DCN)QxQxQ-Adaptor(QA)NetworkElement(NE)Q-Adaptor(QA)NetworkElement(NE)CCITT/ITU-T Rec. 3010Principle of TMN”1988Modified by Prof. Matsushita
7 OSS Development Scenario CustomersZ companyA companySPDCNNetwork OpSNE OpSDCNNetworkOpSDCNDCNNEOpSOps to supervise andcontrol NEsCentralized OpS fornetwork managementCustomer orientedtotal OpS
9 TOM : Telecom Operations Map A Service Management Business Process Model (TMF : TeleManagement Forum 1995)CustomerCustomer Interface Management ProcessInformationSystemsManagementProcessesCustomer Care ProcessSalesOrderHandlingProblemHandlingCustomerQoSManagementInvoicing/CollectionsServiceManagementService Development and Operations ProcessesServicePlanning/DevelopmentServiceConfigurationServiceProblemResolutionServiceQualityManagementRating andDiscountingThis 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 ProcessesNetworkManagementNetworkPlanning/DevelopmentNetworkProvisioningNetworkInventoryManagementNetworkMaintenance& RestorationNetwork DataManagementElement Management Technology RelatedPhysical Network and Information Technology
11 3, IP/eBusiness Market ( 1995~ ) Services :Voice and Data on PSTN, Mobile and Internetby cross industry cooperation and competitionto customers with free hand of service selectionSP’s Target :Realize lower price services by billing packageDevelop rich services by collaboration with other industries ( ex with Application/Contents providers)QoS enabled service operationsIndustry wide Operations in ICT worldOperations and OSS :share common business process ,architecture, information model ,interface etc. among IT and ICT SDOseTOM/SID, ITIL, ITU-T Recommendation , TISPAN/3GPPVisible Operations on established Service Architecture and SLADeploy/develop products based on standards or buy OSS on COTS/PnP software.
12 Teleocm Service Delivery Chain Virtual Service ProviderEnd UsersASPsCSPsLANCorporate SPsWANTelecom AgentsISPsｱｸｾｽ•ｷｬﾘｱAccess CarriersVANVAN ＳＰsLocal ＳＰs長距離ｷｬﾘｱLong Line SPs国際ｷｬﾘｱInternational ＳＰsVendors
13 Lessons Learnt from Tour Industry Value Chain TouristiTourist Bureau長距離ｷｬﾘｱTravel Agent長距離ｷｬﾘｱTour GuideLANGuide BookWANSouvenir ShopVirtualTourProvider長距離ｷｬﾘｱAttractionLANMuseumParkｱｸｾｽ•ｷｬﾘｱTour Busｱｸｾｽ•ｷｬﾘｱRestaurantVANTaxiｱｸｾｽ•ｷｬﾘｱAirplane長距離ｷｬﾘｱRailways国際ｷｬﾘｱHotelVendors
14 IP/e Business Value Chain End UsersASPsCSPsVirtuale-ServiceProvider長距離ｷｬﾘｱCDC(Contents Delivery Center)長距離ｷｬﾘｱCMC(Contents management Center)LANPortalWANAgentsVirtualIP ServiceProvider長距離ｷｬﾘｱISPsLANCorporate SPsｱｸｾｽ•ｷｬﾘｱLocal Carriersｱｸｾｽ•ｷｬﾘｱAccess SPsVANVAN 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 ＳＰsVendors
15 eTOM( enhanced Telecom Operations Map) CustomerStrategy, Infrastructure & ProductProductLifecycleManagementInfrastructureStrategy &CommitMarketing & Offer ManagementService Development & ManagementResource Development & ManagementSupply Chain Development & Management(Application, Computing and Network)OperationsFulfillmentAssuranceBillingSupport &ReadinessCustomer Relationship ManagementService Management & OperationsResource Management & OperationsSupplier/Partner Relationship Management(Application, Computing and Network)EnterpriseManagementStrategic &PlanningFinancial & AssetEnterprise QualityManagement, Process & ITPlanning & ArchitectureStakeholder & ExternalRelations ManagementBrand Management,Market Research &AdvertisingHuman ResourcesDisaster Recovery,Security & FraudResearch &Development,TechnologyAcquisition
17 Lessons Learnt from Logistic Industry Basic Service : ex. Collection of goods from location A and deliver to location B- Transport servicesAssociated services : Convenience Store acts as a mediator for collection. Deliveries be arranged in agreed time and traceable.- Operations ServicesValue 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 UsersServicesManagementContentsTransactionsApplication ServiceseBusinessManagement.LogisticsAuctioneBusinessBankingAdvertisingContent ServicesSLAContentsID Mgt.ContentsIntegrationBillingContentDeliveryContent AwareManagementMedia GatewayAgent/PortalVisible Management InformationSLA Negotiated by PolicyResourcesResource ManagementIP BearereBusiness Services and Management Architecture
19 Communications Resource SLA and OLA in eBusiness ManagementCustomer( eBusiness)Operations ServicesSLAContent Delivery Services SLATransport Services SLASLANegotiationContent DeliveryResourceServiceProviderOperationsResourceTransport Services OLATransportResourceOperations SupportOLAResource ProvisioningOLAOLANegotiationOperations ResourceSupportersCommunications ResourceSuppliersPartners
20 SLA Features Services Features 3, Security 1, Transport Services 2, Contents Delivery Services3, Operations ServicesFeatures1, Fundamental (Performance , Accuracy & Access)2, RAS(Reliability , Availability & Survivability)3, Security
21 Classification of SLA Features Feature TypeTransport Services SLAOperations Services SLAPerformance& AccuracyBandwidth,Packet Loss,Error Rate,Delay - ThroughputAccuracy and timeliness ofService delivery, Report generation,Etc….Mean/Max time between call pickupCompensation when SLA violatedAccessCapabilityConnectivityCall Loss RatioCall Setup TimeContact Method – , Phone, Fax,Etc…..Contact Availability – opening timesAccess Control MachanizmRASMean Time Between OutageDisaster/Fault RecoverymechanismHot lineOrganisational structure to supportDisaster/Fault RecoverySecurityAccess Control MechanismPrevention of Network Attacks,Eavesdropping, etc…Privacy Protection mechanisms
23 4, Converged Market (2005~ ) Services : Triple/Quadruple services consuming Interactive BB.By Convergence Communications, Broadcast and Contents Create/ Delivery players and customer participationTo Proactive customersSP’s Target :Establish NGN ( Next Generation Network) and Managed Ubiquitous BB and Location ServicesAttractive Services by Collaborating with inter/intra industries and customers.Ensure Revenue Assurance SchemeOperations and Management :Customer self/ responsible Operations and Management.Customer represented OperationsManagement 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 )messagesProvider assist/coordinate message generation and distribution2, PaaS: Product as a ServiceVisible, Intuitive and Operable Products by end usersWeb2.0 : SaaS( Software as a Service) Software Service ProductNGN : AaaS( Access as a Service) Access Service ContractSOA : Function, Application Service Component3, Location services/management4, Revenue assurance against free charge mindWho should pay for Communications Mechanism Broadband, Traffic, Storage, Wire and wireless Access etc.) and Contents on InternetNGN is expected to give solution for new paradigm
25 New Paradigm (１) Customer Participation BGMCGMBGM ( Back Ground Music)Contents provider generate and /or distribute messagesCustomers reactively enjoy them.CGM* ( Customer Generated Message)Customer proactively generate( create /mash up )messagesProvider assist/coordinate message generation and distributionCustomer proactively receive messages and track back ,if prefer.* Consumer Generated Media
26 New Paradigm (2) Broadband & Ubiquitous Customer is Contents Creator and ConsumerService Provider( including Contents Provider and Broadcaster) is Contents Mediator and Owner of archiveEx.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 usersWeb2.0 : SaaS( Software as a Service)Software Service ProductNGN : AaaS( Access as a Service)Access Mechanism Service ContractSOA ( Service Oriented Architecture)Function, Application Service ComponentNGN should support “ Open, Collaborative and End user Participated” communications
28 New Paradigm (4) Location Management Services Location Sensor/IdentifierGPSBase stationWireless LANex, “Place Engine”( Sony Computer Science) using MAC address and RSSI Peta Map generated by consumers collaboration( CGM)RFIDTerminalex, “ 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 terminalLocation Value ChainProvide 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 MindWho 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
34 NGN2.0 Architecture Human/Business Transport Service Enabler Interface nodesContentsClientsWSsContentDeliveryInterfaceSWsServiceNodeClientsWSsApplicationTransportPhotonic, SDH,Access, LAN,Wireless...ServersStorageOSSElementsSet TopBoxesOtherNetworkTerminals/Set Top Box
35 Conclusion Top Down Approach ,Bottom Up Building Customer Profit Model Business ProcessService and Operations NetworkOperations for Human/Business Supporton Service/Business Architecture beyond TMNCustomer Self Operation with Negotiated SLAfor Customer Participated Services/OperationsNGN Management for Converged ServicesNew Revenue Assurance Schemefor Vendor, Provider and Customer prosperity
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