26 maart 2008Promoting multi actor services0 Promoting multi-actor services Business transformation strategies Nico Baken KPN Senior Strategist, Professor Delft University of Technology Jos Berière KPN Architect Edgar van Boven KPN Innovator PhD Delft University of Technology

26 maart 2008Promoting multi actor services1 Whats new? From value chains to value networks Operators facilitating value creation and consumption in value networks A balanced business and technical transformation approach 1.Internal decomposition of the value chain 2.Adoption of unifying standards e.g. eTOM and SID A proof of concept visualises the necessary transformation for both business and technology Current design efforts in the innovation process

Promoting multi actor services2 Architects/Designers Wiltfied Pathuis Mente Konsman Architect Harm Mulder Architect Jos Berière Innovator Edgar van Boven Strategist Nico Baken Cooperation between academic and market sector Dutch Research Delta initiative: a multi-actor innovation venture in the Netherlands

Issues to be solved Telecom as a solution facilitator Security Environmental care i d e a Healthcare Telecom Transport

B2C Internal reality First, telecom actors need internal renewal in order to facilitate future value networks Whats in it for me? ? when? ?!?!? why? Triple play? FMC? IPTV, FTTH, DSL, VOIP xx,xx Internal renewal required ? ? ? ? Cost price? New service? End user experience C2B

Required B2B Telecom actors have decomposed and established a clear playing field of separated responsibilities Dont worry about the technology I Agree New service? YES! A step forward End user experience B2C C2B

26 maart 2008Promoting multi actor services6 How should a telecom actor decompose? Stovepipes obstruct dissimilar service types –Economies of scale for slow moving are constrained –Agility for fast moving is reduced Separate fast from slow service types Value added Network servicesservices Atomic Integrated servicesservices Dissimilar telecom services types should be functionally separated Current Future

26 maart 2008Promoting multi actor services7 Furthermore, how to simplify and accelerate cooperation? Lack of openness and transparency slows internal and external cooperation Advance openness and transparency –Business Wholesale offerings Allow 3d party access Modular product portfolio –Technology Standards e.g. eTOM & SID in BSS/OSS Non-proprietary interfaces Openness and transparency of newly acquired interfaces is vital for internal and external cooperation

Requirements and constraints resulted in this Business Role Model A structured playing field CRM Packaging and orchestration Network services Value Added Services ….. = Responsibility

26 maart 2008Promoting multi actor services9 Proof of concept of decomposition A Business Role Model is used for decomposition Separation of responsibility for atomic and integrated services Value added Services and Network Services Proof of Concept is extended with additional customer and service operator eTOM and SID PoC should demonstrate Clear separation of responsibilities Clear wholesale business interfaces Matching technical decoupling points Proof of concept Business Role Model Proof of concept brings the derived business role model to life

26 maart 2008Promoting multi actor services10 Proof of Concept Mente Konsman Jos Berière Edgar van Boven Harm Mulder

26 maart 2008Promoting multi actor services11 Proof of Concept clarifies the proposed change Goals real life PoC 1.Reveal impact of the business and technology transformation 2.Obtain hands-on experience in a exploratory stage 3.Visualise how value chain responsibilities are separated 4.Demonstrate the business and technical interactions between the different domains 26 maart 2008Promoting multi actor services11 Proof of concept visualises the necessary transformation for both business and technology

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26 maart 2008Promoting multi actor services13 Conclusions A.From exploratory stage hands-on experience, readiness of the proposed transformation has been demonstrated Proof of Concept provides more insights and tangible for those effected Decomposition and use of standards (SID, eTOM) will be feasible B.Internal decomposition facilitates future value networks Reducing the complexity of the value chain requires transformation of both business and technology C.After telecom operator internal renewal, facilitation of societal issues comes within reach

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26 maart 2008Promoting multi actor services15 Abstract zoals geaccepteerd bij de TMForum In our presentation an approach will be revealed which addresses the time consuming problem of complexity in service development and management between stakeholders participating in the value chain. Subsequently is discussed, how this reduction of complexity is envisioned to promote high-quality services which offer value both for society and the telecom operator.