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 SolutionBM
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