Mastering Service Management for Commercial Voice Offerings


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Sigam Systems Commercial Voice

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Mastering Service Management for Commercial Voice Offerings

  1. 1. Mastering Service Management for Commercial Voice Offerings Rick Mallon VP Product Management Sigma Systems
  2. 2. Mastering Commercial Voice <ul><li>MSOs first entered the commercial voice market with existing residential voice offers </li></ul><ul><ul><li>These offers appealed to micro-businesses and SOHOs </li></ul></ul><ul><ul><li>Up to 2 lines, reasonable set of features & based on PacketCable </li></ul></ul><ul><li>A second phase quickly took shape where the market asked for a deceptively small increment on top of residential voice </li></ul><ul><ul><li>Hunt groups, call transfer, 3-way calling </li></ul></ul><ul><ul><li>Multi-port eMTAs (more than 2 lines was required) </li></ul></ul><ul><li>To gain additional market share MSOs enhance their offers further </li></ul><ul><ul><li>Richer sets of features – more Centrex-like </li></ul></ul><ul><ul><li>Add business trunking support </li></ul></ul><ul><ul><li>SIP is becoming increasingly important vs PacketCable </li></ul></ul>
  3. 3. Resi-Plus Voice Service Definition <ul><li>Single address </li></ul><ul><li>1 feature package </li></ul><ul><li>2-port devices </li></ul><ul><li>Voicemail </li></ul><ul><li>Secondary line </li></ul><ul><li>Simple listing </li></ul><ul><li>Basic hunt groups </li></ul>
  4. 4. Commercial Voice Service Definition <ul><li>Much more complex </li></ul><ul><li>Multiple addresses </li></ul><ul><li>Company profile </li></ul><ul><li>Custom feature packages </li></ul><ul><li>Dial plans </li></ul><ul><li>Hunt groups </li></ul><ul><li>Multi-port devices </li></ul><ul><li>Group voicemail </li></ul><ul><li>Complex directory listings </li></ul><ul><li>N-port LNP </li></ul>
  5. 5. Commercial Voice Market Overview <ul><li>The market is divided into 2 principle areas: </li></ul><ul><ul><li>Hosted Business Services </li></ul></ul><ul><ul><li>Business Trunking </li></ul></ul><ul><li>Hosted Business Services </li></ul><ul><ul><li>Feature rich business lines, Centrex </li></ul></ul><ul><li>Business Trunking </li></ul><ul><ul><li>Customer has a key system, PBX or IP PBX on premise and requires only trunk connectivity from the service provider </li></ul></ul><ul><li>OSS required to support both services </li></ul>Sources : TIA, RHK Phillips Infotech, 2001 US Market Dynamics Business Trunking Services Hosted Business Services % of Total Small Enterprise (2-40 lines) 35.1 M Lines 6.8 M Lines 37.1% Medium Enterprise (41-400 lines) 36.1 M Lines 4.1 M Lines 35.6% Large Enterprise (400+ lines) 25.3 M lines 5.6 M Lines 27.3% % of Total 85.4% 14.6% 100%
  6. 6. Keys to Success <ul><li>What cable operators must do to successfully penetrate the market for commercial services to SMBs </li></ul><ul><ul><li>Establish a reputation for excellent customer service  </li></ul></ul><ul><ul><li>Develop new service capabilities and establish strong strategic alliances to accelerate market entry </li></ul></ul><ul><ul><li>Maintain control of labor costs </li></ul></ul><ul><ul><li>Leverage technology suppliers' vested interest in MSO success </li></ul></ul><ul><ul><li>Vastly enhance OSS capabilities </li></ul></ul><ul><li>Source: Broadband Advisory Services report, Pike & Fischer analyst Tim McElgunn, 2007 </li></ul>
  7. 7. Fulfillment Requirements: Hosted SMB <ul><li>Basic OSS Automation Requirements </li></ul><ul><ul><li>Activate over 70 telephony features </li></ul></ul><ul><ul><li>Fax lines, 1-800, calling cards, lobby phones </li></ul></ul><ul><ul><li>Manage NCS & SIP CPE devices </li></ul></ul><ul><li>Additional OSS Automation Requirements </li></ul><ul><ul><li>Multi-number porting </li></ul></ul><ul><ul><li>Telephone & extension number management </li></ul></ul><ul><li>Company and Employee Self-Care </li></ul><ul><ul><li>Customer facing GUIs to manage employees </li></ul></ul><ul><ul><li>Employee self care GUIs are a key differentiator vs star codes </li></ul></ul>
  8. 8. Fulfillment Requirements: Large Enterprise <ul><li>Basic Requirements </li></ul><ul><ul><li>Large enterprises have all of the requirements of SMBs and more </li></ul></ul><ul><li>Additional OSS Requirements for Automation </li></ul><ul><ul><li>Multiple sites </li></ul></ul><ul><ul><li>Sites have their own customer administrator </li></ul></ul><ul><ul><li>Voice VPNs are used to allow for extension dialing among sites </li></ul></ul><ul><ul><li>Bulk load employees at initial sign-up </li></ul></ul><ul><ul><li>Companies will want tighter control over incoming and outgoing calls </li></ul></ul><ul><li>Telephony Feature Package Creation </li></ul><ul><ul><li>Need for custom feature packages for a single enterprise </li></ul></ul>
  9. 9. Fulfillment Rqmts: Business Trunking <ul><li>Basic Requirements </li></ul><ul><ul><li>Business trunking includes both data and voice links </li></ul></ul><ul><ul><li>Fax lines, 1-8xx numbers, calling cards </li></ul></ul><ul><ul><li>Number porting </li></ul></ul><ul><ul><li>TN management </li></ul></ul><ul><li>Advanced Requirements </li></ul><ul><ul><li>Enable the service provider to up-sell advanced services to the customer </li></ul></ul><ul><ul><ul><li>Incoming and outgoing calling plans </li></ul></ul></ul><ul><ul><ul><li>Voice VPNs </li></ul></ul></ul><ul><ul><ul><li>Network based auto-attendants </li></ul></ul></ul>
  10. 10. Typical Call Features <ul><li>Account Codes </li></ul><ul><li>Anonymous Call Rejection </li></ul><ul><li>Authorization Codes </li></ul><ul><li>Automatic Callback </li></ul><ul><li>Automatic Line (Hotline) </li></ul><ul><li>Automatic Recall </li></ul><ul><li>Call Forward Busy </li></ul><ul><li>Call Forward Busy Unrestricted </li></ul><ul><li>Call Forward Don't Answer </li></ul><ul><li>Call Forward Don't Answer Unrestricted </li></ul><ul><li>Call Forward Don't Answer Variable Timer </li></ul><ul><li>Call Forward Fixed </li></ul><ul><li>Call Forward Fixed Activate </li></ul><ul><li>Call Forward Remote Access </li></ul><ul><li>Call Forward Group Don’t Answer </li></ul><ul><li>Call Forward Universal </li></ul><ul><li>Call Hold </li></ul><ul><li>Calling Name Delivery </li></ul><ul><li>Calling Name Delivery Blocking </li></ul><ul><li>Calling Number Delivery </li></ul><ul><li>Calling Number Delivery Blocking </li></ul><ul><li>Make Set Busy </li></ul><ul><li>Message Waiting Indicator </li></ul><ul><li>Multiple Appearance Directory Number (MADN) </li></ul><ul><li>Multiple Time Zones </li></ul><ul><li>Music on Hold </li></ul><ul><li>Name Display </li></ul><ul><li>Secondary Language </li></ul><ul><li>Selective Call Acceptance </li></ul><ul><li>Selective Call Forwarding </li></ul><ul><li>Selective Call Rejection </li></ul><ul><li>Simultaneous Ring </li></ul><ul><li>Speed Call Short </li></ul><ul><li>Speed Call Long </li></ul><ul><li>Spontaneous Call Waiting Identification </li></ul><ul><li>Subscriber Activated Call Blocking </li></ul><ul><li>Suppress Line Identification Information </li></ul><ul><li>Ten Digit LNP Trigger </li></ul><ul><li>Three Way Calling </li></ul><ul><li>Warm Line </li></ul><ul><li>Call Park </li></ul><ul><li>Call Pickup </li></ul><ul><li>Call Waiting </li></ul><ul><li>Call Transfer </li></ul><ul><li>Cancel Call Waiting </li></ul><ul><li>Click to Call (SIP only) </li></ul><ul><li>Click to Conference (SIP only) </li></ul><ul><li>Customer Originated Trace </li></ul><ul><li>Denied Termination </li></ul><ul><li>Dialable Directory Number </li></ul><ul><li>Directed Call Park </li></ul><ul><li>Directed Call Pickup </li></ul><ul><li>Directory Number Hunt </li></ul><ul><li>Distinctive Ring </li></ul><ul><li>Distinctive Ring Call Waiting </li></ul><ul><li>Do Not Disturb </li></ul><ul><li>InterLATA Carrier </li></ul><ul><li>IntraLATA Carrier </li></ul><ul><li>Line Overflow to Directory Number </li></ul><ul><li>Local Call Detail Recording </li></ul>
  11. 11. Order Management for Commercial Voice <ul><li>Need for new back office order management screens </li></ul><ul><li>Multiple business addresses (Billing and Service Address) capture </li></ul><ul><li>Ability to copy/duplicate lines for rapid data entry </li></ul><ul><li>Order capture for complex directory listings </li></ul><ul><li>Ability to handle multiple line ports as one transaction </li></ul>
  12. 12. Customer Administration <ul><li>Company Administrator GUI - create, manage, delete users (employees), features and equipment </li></ul><ul><li>Billing triggers are generated for “billable events” such as addition and deletion of employees </li></ul><ul><li>Supports for Single Sign On </li></ul><ul><li>Multiple language support </li></ul><ul><li>Large reduction in call center burden </li></ul>
  13. 13. Customer Use Cases <ul><li>Top 10 MSO </li></ul><ul><ul><li>2007 started selling residential voice to micro-businesses with no changes </li></ul></ul><ul><ul><li>2008 added up to 4 lines plus hunt groups </li></ul></ul><ul><ul><li>2009 have now launched a full commercial voice offer with 60-plus features </li></ul></ul><ul><ul><li>2010 looking to add trunking and SIP based services </li></ul></ul><ul><li>Mid-size MSO </li></ul><ul><ul><li>Soft launch of commercial voice in summer 2009 </li></ul></ul><ul><ul><li>Moved straight to full SIP based offers and are positioned well for web 2.0 and unified communications </li></ul></ul>
  14. 14. More Commercial Services are Coming <ul><li>Business customers are looking for more from their service provider than just voice & data services </li></ul><ul><li>Other service opportunities include: </li></ul><ul><ul><li>Remote data backup </li></ul></ul><ul><ul><li>Business continuity </li></ul></ul><ul><ul><li>Managed security services (IP VPNs, anti-virus, firewalls) </li></ul></ul><ul><ul><li>Video – basic, VOD, streamed content (entertainment & education) </li></ul></ul><ul><ul><li>Unified communication </li></ul></ul><ul><ul><li>SIP enabled services (presence, location, collaboration) </li></ul></ul><ul><ul><li>Web 2.0 (e.g. </li></ul></ul><ul><ul><li>Fixed-mobile convergence – unified business user profile </li></ul></ul>