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S u ccess sto r y

“No part of Telecom Italia can function in a competitive,
profitable manner if it is isolated from sales, billing, and
customer data. The TIBCO solution allows us to understand
our customers and our own business. It helps us increase
profitability by cross selling our services in a highly
competitive, targeted manner.”
Nicola Carolla, e-business manager, Telecom Italia

TELECOM ITALIA
Second-largest telecommunications company
in Europe.

Industry: Telecommunications
Geography: Europe, Middle East,		
		

North Africa, South America

Deployment Summary
• New system consolidates customer-related
applications from 52 to 26 by eliminating
redundancies.
• Project integrates Siebel customer relationship
management (CRM) applications with
homegrown applications and billing applications
from Portal and Kenan, enabling real-time
information sharing across disparate systems.
• Accenture led two-month implementation
of first project phase.

Benefits
• System integration enables better up sell and
cross sell of bundled services to customers
and reduces churn.
• The solution allows IT to unlock value from
existing systems such as Siebel CRM.
• Ease of integration reduces need for costly
customization, enhances IT efficiency, and
reduces maintenance and development costs.

Telecom Italia Gets in Touch with
Customers and Profitability
When Telecom Italia became
a private company after years
as the Italian state-owned
telecommunications monopoly, the
newly deregulated company faced
two challenges: compete against other
telecommunications companies and
turn a profit on a consistent basis.
But to ensure profitability in the long
run, the focus of Telecom Italia’s
internal organization had to shift from
marketing separate product lines
to satisfying customer needs with
integrated offerings – a move it viewed
as essential to growing new revenues.
With 27 million telephone lines,
Rome-based Telecom Italia is the
market leader in Italy. In recent years,
4 million customers have subscribed to
its Internet services, and Telecom Italia
has become the largest GSM mobile
phone service provider in Europe, with
21.6 million lines.
When the company added Internet
and mobile services to its product line,
it was still operating as a government
organization and viewed the market
from a monopolistic, product-centric
point of view. The addition of data
and wireless services created two
new departments, each with its
own provisioning, planning, sales,
and billing systems. As a result,
Telecom Italia operated three parallel

companies – an arrangement that not
only was inefficient but also hindered
the company’s ability to share customer
data across organizations and cross sell
services to existing customers. In fact,
even as traffic volume increased by 27
percent in 1999 and 2000, revenue fell
by 5.9 percent.
Application consolidation would enable
Telecom Italia to obtain a complete
view of customers and become more
effective in selling integrated service
offerings. That meant the company
needed to integrate customer
relationship data among many
applications so that it could target
customers with relevant cross-sell offers
– and turn a profit.
“We must make every customer count,
and the secret to that is selling across
our product lines,” says Nicola Carolla,
e-business manager at Telecom Italia.
“The only way to do that is to bring
customer information together.”
Unable to afford abandoning systems
already in place, Telecom Italia needed
an integration framework that could
tap the strengths of best-of-breed and
existing legacy applications – especially
billing systems from Portal and Kenan,
CRM software from Siebel, and the
provisioning system from Sodalia and
Telcordia.
S u ccess sto r y

Integration of Siebel is Essential
Telecom Italia needed to integrate
its Siebel CRM applications because
they formed the core of the company’s
provisioning and customer service
operations. Siebel CRM applications
represented not just a key set of tools, but
a major investment. “We would not accept
any application integration solution that
could not completely leverage Siebel,”
Carolla says.
Telecom Italia had a long-standing
relationship with Accenture, which helped
build the company’s original data and
wireless support organizations. Because
of TIBCO’s long history in business
integration, Telecom Italia selected TIBCO
as the business integrator that could meet
all of its integration requirements.
Speedy Integration Leads to
Faster Profitability
IT integration often simplifies systems. In
this case, TIBCO’s business integration
solution enabled Telecom Italia to
reduce the number of homegrown
legacy applications, CRM systems, and
billing systems – from 52 to 26 – by
eliminating redundancies in the separate
organizations. This also lowered support
and maintenance costs. Siebel CRM
applications play a prominent role,
handling 80 percent of all transactions.
This capability allows Telecom Italia to
leverage past customer relationships
when building future business. The project
also aims to improve billing efficiency
by providing invoicing in 30 days for 99
percent of contracts and reducing invoice
errors to less than one percent.

installation at Telecom Italia in just two
months. “TIBCO’s integration solution
was well suited for what we wanted to
accomplish, which was to knock down
walls between the systems that supported
different product lines and share data
between them,” Carolla says. “We
anticipated that we could save money and
become more profitable, but the speed at
which these solutions were implemented
means we are making faster progress than
we expected.”
The transaction-handling speed of
TIBCO’s solution made Telecom Italia
comfortable that the solution could scale
to accommodate the company’s projected
growth. It met Telecom Italia’s requirement
for handling 3,000 to 5,000 service
activations daily, or about 24 million
network events – calls, connections, and
voice mail messages – per day.
Integration First Targets
Larger Customers
To set its customer-focused strategy into
motion, Telecom Italia first focused efforts
on business customers. Although smaller
than the residential segment, the business
customer segment generates more
revenue for the company. Telecom Italia
knew that if it lost business customers,
it would lose a significant portion of
its revenue. By the same token, if the
company did not capitalize on the worth of
its business customers, it would miss out
on potential increases in revenue through
cross selling to these accounts.year of
implementation.

“We anticipated that we
could save money and
become more profitable,
but the speed at which
these solutions were
implemented means we are
making faster progress than
we expected.”
Nicola Carolla, e-business
manager, Telecom Italia

Groundwork Provides Springboard
for New Services
Now that the integration platform is
in place, Telecom Italia can add new
applications easily. Next, the company will
use TIBCO’s solution to enable monitoring
of the resale of network capacity to
other telecommunications providers.
The TIBCO-powered system will also
help Telecom Italia provision ADSL for
business and home use – a service that
Telecom Italia expects to boom in the near
future. In fact, based on the success of
the first TIBCO project, Telecom Italia has
selected TIBCO to provide the standard
infrastructure platform for its domestic
wireline operation. As part of this project,
TIBCO’s solution will support nearly 28
million voice and data lines in Italy.

Accenture and TIBCO completed the
first phase of the integration platform

www.tibco.com

TIBCO Software Inc. (NASDAQ: TIBX) is a provider of infrastructure software for companies
to use on-premise or as part of cloud computing environments. Whether it’s optimizing
claims, processing trades, cross-selling products based on real-time customer behavior, or
averting a crisis before it happens, TIBCO provides companies the two-second advantageTM
– the ability to capture the right information at the right time and act on it preemptively for
a competitive advantage. More than 4,000 customers worldwide rely on TIBCO to manage
information, decisions, processes and applications in real time. Learn more at www.tibco.com

Global Headquarters
3303 Hillview Avenue
Palo Alto, CA 94304
Tel: +1 650-846-1000
+1 800-420-8450
Fax: +1 650-846-1005

© 2011, TIBCO Software Inc. All rights reserved. TIBCO, the TIBCO logo, The Power of Now, and TIBCO Software are trademarks or registered trademarks of TIBCO Software Inc. in the United States and/or other countries. All other
product and company names and marks mentioned in this document are the property of their respective owners and are mentioned for identification purposes only. 1176.0

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Ss telecomitalia tcm8-3677

  • 1. S u ccess sto r y “No part of Telecom Italia can function in a competitive, profitable manner if it is isolated from sales, billing, and customer data. The TIBCO solution allows us to understand our customers and our own business. It helps us increase profitability by cross selling our services in a highly competitive, targeted manner.” Nicola Carolla, e-business manager, Telecom Italia TELECOM ITALIA Second-largest telecommunications company in Europe. Industry: Telecommunications Geography: Europe, Middle East, North Africa, South America Deployment Summary • New system consolidates customer-related applications from 52 to 26 by eliminating redundancies. • Project integrates Siebel customer relationship management (CRM) applications with homegrown applications and billing applications from Portal and Kenan, enabling real-time information sharing across disparate systems. • Accenture led two-month implementation of first project phase. Benefits • System integration enables better up sell and cross sell of bundled services to customers and reduces churn. • The solution allows IT to unlock value from existing systems such as Siebel CRM. • Ease of integration reduces need for costly customization, enhances IT efficiency, and reduces maintenance and development costs. Telecom Italia Gets in Touch with Customers and Profitability When Telecom Italia became a private company after years as the Italian state-owned telecommunications monopoly, the newly deregulated company faced two challenges: compete against other telecommunications companies and turn a profit on a consistent basis. But to ensure profitability in the long run, the focus of Telecom Italia’s internal organization had to shift from marketing separate product lines to satisfying customer needs with integrated offerings – a move it viewed as essential to growing new revenues. With 27 million telephone lines, Rome-based Telecom Italia is the market leader in Italy. In recent years, 4 million customers have subscribed to its Internet services, and Telecom Italia has become the largest GSM mobile phone service provider in Europe, with 21.6 million lines. When the company added Internet and mobile services to its product line, it was still operating as a government organization and viewed the market from a monopolistic, product-centric point of view. The addition of data and wireless services created two new departments, each with its own provisioning, planning, sales, and billing systems. As a result, Telecom Italia operated three parallel companies – an arrangement that not only was inefficient but also hindered the company’s ability to share customer data across organizations and cross sell services to existing customers. In fact, even as traffic volume increased by 27 percent in 1999 and 2000, revenue fell by 5.9 percent. Application consolidation would enable Telecom Italia to obtain a complete view of customers and become more effective in selling integrated service offerings. That meant the company needed to integrate customer relationship data among many applications so that it could target customers with relevant cross-sell offers – and turn a profit. “We must make every customer count, and the secret to that is selling across our product lines,” says Nicola Carolla, e-business manager at Telecom Italia. “The only way to do that is to bring customer information together.” Unable to afford abandoning systems already in place, Telecom Italia needed an integration framework that could tap the strengths of best-of-breed and existing legacy applications – especially billing systems from Portal and Kenan, CRM software from Siebel, and the provisioning system from Sodalia and Telcordia.
  • 2. S u ccess sto r y Integration of Siebel is Essential Telecom Italia needed to integrate its Siebel CRM applications because they formed the core of the company’s provisioning and customer service operations. Siebel CRM applications represented not just a key set of tools, but a major investment. “We would not accept any application integration solution that could not completely leverage Siebel,” Carolla says. Telecom Italia had a long-standing relationship with Accenture, which helped build the company’s original data and wireless support organizations. Because of TIBCO’s long history in business integration, Telecom Italia selected TIBCO as the business integrator that could meet all of its integration requirements. Speedy Integration Leads to Faster Profitability IT integration often simplifies systems. In this case, TIBCO’s business integration solution enabled Telecom Italia to reduce the number of homegrown legacy applications, CRM systems, and billing systems – from 52 to 26 – by eliminating redundancies in the separate organizations. This also lowered support and maintenance costs. Siebel CRM applications play a prominent role, handling 80 percent of all transactions. This capability allows Telecom Italia to leverage past customer relationships when building future business. The project also aims to improve billing efficiency by providing invoicing in 30 days for 99 percent of contracts and reducing invoice errors to less than one percent. installation at Telecom Italia in just two months. “TIBCO’s integration solution was well suited for what we wanted to accomplish, which was to knock down walls between the systems that supported different product lines and share data between them,” Carolla says. “We anticipated that we could save money and become more profitable, but the speed at which these solutions were implemented means we are making faster progress than we expected.” The transaction-handling speed of TIBCO’s solution made Telecom Italia comfortable that the solution could scale to accommodate the company’s projected growth. It met Telecom Italia’s requirement for handling 3,000 to 5,000 service activations daily, or about 24 million network events – calls, connections, and voice mail messages – per day. Integration First Targets Larger Customers To set its customer-focused strategy into motion, Telecom Italia first focused efforts on business customers. Although smaller than the residential segment, the business customer segment generates more revenue for the company. Telecom Italia knew that if it lost business customers, it would lose a significant portion of its revenue. By the same token, if the company did not capitalize on the worth of its business customers, it would miss out on potential increases in revenue through cross selling to these accounts.year of implementation. “We anticipated that we could save money and become more profitable, but the speed at which these solutions were implemented means we are making faster progress than we expected.” Nicola Carolla, e-business manager, Telecom Italia Groundwork Provides Springboard for New Services Now that the integration platform is in place, Telecom Italia can add new applications easily. Next, the company will use TIBCO’s solution to enable monitoring of the resale of network capacity to other telecommunications providers. The TIBCO-powered system will also help Telecom Italia provision ADSL for business and home use – a service that Telecom Italia expects to boom in the near future. In fact, based on the success of the first TIBCO project, Telecom Italia has selected TIBCO to provide the standard infrastructure platform for its domestic wireline operation. As part of this project, TIBCO’s solution will support nearly 28 million voice and data lines in Italy. Accenture and TIBCO completed the first phase of the integration platform www.tibco.com TIBCO Software Inc. (NASDAQ: TIBX) is a provider of infrastructure software for companies to use on-premise or as part of cloud computing environments. Whether it’s optimizing claims, processing trades, cross-selling products based on real-time customer behavior, or averting a crisis before it happens, TIBCO provides companies the two-second advantageTM – the ability to capture the right information at the right time and act on it preemptively for a competitive advantage. More than 4,000 customers worldwide rely on TIBCO to manage information, decisions, processes and applications in real time. Learn more at www.tibco.com Global Headquarters 3303 Hillview Avenue Palo Alto, CA 94304 Tel: +1 650-846-1000 +1 800-420-8450 Fax: +1 650-846-1005 © 2011, TIBCO Software Inc. All rights reserved. TIBCO, the TIBCO logo, The Power of Now, and TIBCO Software are trademarks or registered trademarks of TIBCO Software Inc. in the United States and/or other countries. All other product and company names and marks mentioned in this document are the property of their respective owners and are mentioned for identification purposes only. 1176.0