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Paradigm Shift of Telecommunications Services and Management
Services• POTS on PSTN • by mega carriers (ROC: Recognized Operating Company)• to Reactive customers SP’s Targets• Establish nation wide ubiquitous telephone network by automa
ted SW network• On Demand subscription.Operations and OSS• Individual NE supervise and Control, then Centralized Operatio
ns• Random ,Individual and Proprietary OSS Development• Human and paper based CC&B(Customer Care and Billing)
Services:• Telephone on PSTN and Mobile• by competition among conventional carriers and new comers• To reactive customers but Price Down Pressure ( Price Competitio
n )SP’s Target :• CAPEX/OPEX cost down for price down• Up Graded CC&B for customer retention• Competitive but Interoperable Operations among SPsOperations and OSS• Operations Concept : Mission and Positioning• Customer Oriented Top Down approach• Vertical process integration ( FAB)• Systematic and Standardized OSS development on TMN
Centralized NW / Service OperationsCentralized NW / Service Operations
Create Competitive ServicesCreate 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 CareExcellence of Customer Care by by Process Integration/ Automation and Self Operations
Cost Conscious Profit Conscious
・・ Not Built But BuyNot Built But Buy ・・ Commercial off the Shelf SoftwareCommercial off the Shelf Software ・・ Proof of InteroperabilityProof of Interoperability forfor Globally Acceptable Software Packages and OSSGlobally Acceptable Software Packages and OSS
Faster, Cheaper and Better OSS
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Mediation Device(MD)
Workstation(WS)
Operation System(OS)
Data Communication Network(DCN)
TMN
Q3
Qx
FX
Q3
Data Communication Network(DCN)
QxQx
Q-Adaptor(QA)
NetworkElement
(NE)
Q3
Network Level IntegrationAcross Managed Area
Element Level Integrationwithin Managed Area
TMN : Telecommunications Management Network
NetworkElement
(NE)
Q-Adaptor(QA)
CCITT/ITU-T Rec. 3010Principle of TMN”1988Modified by Prof. Matsushita
Service Level Integration withCustomers/Service Providers
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OSS Development Scenario
Ops to supervise andcontrol NEs
Centralized OpS fornetwork management
Customer orientedtotal OpS
DCN
DCN
DCN
NE OpS
Network OpS
Z company Customers
SP
NetworkOpS
NEOpS
A company
DCN
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Operator Resource
Customer
OSS
Service Plane
Operations Service Communications
Service
Managing Plane
NetworkPlanner
ServicePlanner
Business Management Service
Operations
Concept of Telecommunications Management
EnterpriseManager
Operator Service
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TOM : Telecom Operations Map TOM : Telecom Operations Map A Service Management Business Process ModelA Service Management Business Process Model
(TMF : TeleManagement Forum 1995)(TMF : TeleManagement Forum 1995)http://www.tmforum.orghttp://www.tmforum.org
Customer Care Process
Sales OrderHandling
ProblemHandling
CustomerQoS
Management
Invoicing/Collections
Service Development and Operations Processes
ServicePlanning/
Development
ServiceConfiguration
ServiceProblem
Resolution
ServiceQuality
Management
Rating andDiscounting
Network and Systems Management Processes
NetworkPlanning/
Development
NetworkProvisioning
NetworkInventory
Management
NetworkMaintenance& Restoration
Network DataManagement
Customer Interface Management Process
Customer
Physical Network and Information Technology
InformationSystemsManagementProcesses
Element Management Technology Related
ServiceManagement
NetworkManagement
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Cross-industry view of end-to-end processes
Customer
Networking equipment
FulfillmentAssurance
Billing
OtherService
Providersor
NetworkOperators
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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 selectionSP’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 worldOperations and OSS :• share common business process ,architecture, information model ,int
erface 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.
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Teleocm Service Delivery Chain
End UsersEnd Users
VendorsVendors
LANLANCorporate SPs
VANVANVAN SP s
長距離キャリア長距離キャリアLong Line SPs 国際キャリア国際キャリアInternational SP s
アクセス•キャリアアクセス•キャリアAccess Carriers
Local SP s
Virtual Service Virtual Service ProviderProvider
ISPsWANWANTelecom Agents
ASPs CSPs
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Lessons Learnt from Tour Industry Value Chain TouristTourist
VendorsVendors
LANLAN
VANVANTaxi
長距離キャリア長距離キャリアRailways 国際キャリア国際キャリアHotel
アクセス•キャリアアクセス•キャリアRestaurant
WANWANSouvenir Shop
i
アクセス•キャリアアクセス•キャリアTour Bus
アクセス•キャリアアクセス•キャリアAirplane
長距離キャリア長距離キャリアAttraction
LANLANGuide Book
長距離キャリア長距離キャリアTravel Agent 長距離キャリア長距離キャリア
VirtualTourProvider
Tour Guide
Tourist Bureau
MuseumPark
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IP/e Business Value ChainEnd UsersEnd Users
VendorsVendors
LANLANCorporate SPs
VANVANVAN SP s
長距離キャリア長距離キャリアLong Line SPs 国際キャリア国際キャリアInternational SP s
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 c
ustomers.• 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
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New Paradigm1, 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 distribution2, 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 Component3, Location services/management4, Revenue assurance against free charge mind Who should pay for Communications Mechanism Broadband, Traffic, Storag
e, Wire and wireless Access etc.) and Contents on Internet
up )messages• Provider assist/coordinate message generation and
distribution• Customer proactively receive messages and track
back ,if prefer. * Consumer Generated Media
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New Paradigm (2) Broadband & Ubiquitous
• Customer is Contents Creator and Consumer• Service Provider( including Contents Provider and Br
oadcaster) is Contents Mediator and Owner of archive Ex.YouTube, Google Map, My space, SNS etc. Huge volume of contents are easily generated and dist
ributed/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.
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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
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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 equip
ped 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
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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 automat
ic notice of entry/exit of predefined areas. • Secure Pass by informing child ‘s parent mobile phone the event where a child pa
sses ticket gate by commune pass, • Human/Car move tracking services using GPS based location/speed/direction /tim
e/status information every few seconds. Check doubtful action and compliance , • Lost mobile phone security by checking the location matching of owner and termi
nalLocation 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
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New Paradigm (5)Revenue Assurance Scheme
Toward Free of Charge Mind • Who will pay for Communications Mechanism ( Broad ba
nd, Traffic, Storage, Wire and wireless Access, etc.) • Who will pay for Contents on Internet ( Customer enjoy as consumer and also as contents pr
ovider -- 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.
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Advertisement in Japan• In 2006 ( estimated) Total Expenditure 60 B$ Internet Ad. 4B$ ( 7%)
Conclusion1.1. Top Down Approach ,Bottom Up Building Top Down Approach ,Bottom Up Building Customer Customer Profit Model Profit Model Business Process Business Process Service and OperationsService and Operations NetworkNetwork2.2. Operations for Human/Business SupportOperations for Human/Business Support on Service/Business Architecture beyond TMNon Service/Business Architecture beyond TMN3. Customer Self Operation with Negotiated SLA3. Customer Self Operation with Negotiated SLA for Customer Participated Services/Operationsfor Customer Participated Services/Operations4. NGN Management for Converged Services4. NGN Management for Converged Services5. New Revenue Assurance Scheme 5. New Revenue Assurance Scheme for Vendor, Provider and Customer prosperityfor Vendor, Provider and Customer prosperity