2010 FTTH Best Practices for Bundle Services


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FTTH has arisen as the most relevant access technology choice for service providers in North America to deliver next-generation services. With Google’s interest in FTTH, the National Broadband Plan and the broadband stimulus efforts, FTTH is the future of connectivity across the continent. As deployment of FTTH networks reach a critical mass, service providers are looking to deliver new innovative service bundles over these networks in order to maximize their network infrastructure investments and gain the advantage over competitors in their serving areas. However, in order to bring these new services to market in the most efficient way, there is a key element of their operations infrastructure that must be highlighted.

Operational support systems (OSS) have always been a key element of service provider networks. Yet, as new services are introduced and service providers must balance managing their new FTTH network with existing DSL, wireless and possibly HFC networks, OSS service fulfillment becomes crucial to the success of a service provider.

This presentation will outline the best practices for OSS service fulfillment in managing a FTTH network itself, or in combination with a multi-network deployment.

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  • Multiple products and levels: The product, in the eyes of end-users, is becoming an “experience” that is based on the delivery of voice, video, and data as an integrated package across mobile and fixed infrastructure which, deconstructed reveals multiple layers of hardware, software, and services. Current Product catalog offering have evolved from billing systems and suffer from lack of functionality, poor integration, and lack of inability to access service catalogs. Rapid technology innovation (and obsolescence): While convergence creates new opportunities for growth through innovation, competition is intense as companies race to gain first-mover advantage — which accelerates obsolescence at all levels. Diverse Product Supplier: Far from the days of the vertically-integrated monopoly of the past, today’s typical Telecom supply chain is a highly fragmented global operation where multiple enterprises (and supply chains) must collaborate to design, develop, and deliver a coordinated experience. Used to be 90% internal; 10% external interactions; this is shifting as NGOs need to up their competitive responsiveness; general trend to increase reliance on partners. i.e. Google Maps Allows for the validation of the services via geography, network Product catalogs are typically siloed to specific areas of the NGO; evolution from individual product offering and services
  • 2010 FTTH Best Practices for Bundle Services

    1. 2. Best Practices to Deliver Innovative Service Bundles Kerbey Altmann Session: T-904-G Wednesday, 9 AM
    2. 3. Speaker Contact <ul><li>Kerbey Altmann </li></ul><ul><li>Director, Solutions Architecture </li></ul><ul><li>Sigma Systems, Inc. </li></ul><ul><li>[email_address] </li></ul><ul><li>+1 650.401.3678 </li></ul>
    3. 4. Why bundle? <ul><li>ATTRACT: Price remains a key decision factor in choice of Service Provider, and so bundling offers key part of perceived value proposition </li></ul><ul><li>RETAIN: Selection/churn decisions are made across the bundle of services and not just one service </li></ul><ul><li>RETAIN: Creates stickiness for the service provider. Bundling seen as the main reason for 5yr+ loyalty </li></ul><ul><li>GROW: Provides a means to increase ARPU </li></ul>
    4. 5. Best Practices to Deliver <ul><li>Products and Service Catalog Integration </li></ul><ul><li>Support for Multi-Technology Networks </li></ul><ul><li>BSS/OSS Order Management Integration </li></ul><ul><li>Service Transformation </li></ul>
    5. 6. Products and Services Catalog Integration <ul><li>Dispersed and unsynchronized Product and Service information </li></ul><ul><li>No single view of products and services </li></ul><ul><li>No control over product design, creation or reuse </li></ul><ul><li>No standardized definition of products and services </li></ul><ul><ul><li>Slow and costly time-to-market for new products </li></ul></ul><ul><ul><li>Inability to build triple / quad play offers </li></ul></ul><ul><ul><li>Little or no integration between systems </li></ul></ul><ul><ul><li>No performance analysis </li></ul></ul>Product & Service Management Chaos
    6. 7. Issue: Application Silos VOICE VIDEO DATA
    7. 8. Present
    8. 9. Consistent Services
    9. 10. The Bundle
    10. 11. Service Reuse
    11. 12. Multi Device/Technology
    12. 13. Benefits of Converged Services Layer <ul><li>True service layer abstraction </li></ul><ul><ul><li>Change out of Device Provisioning without impact to upstream BSS layers </li></ul></ul><ul><ul><li>Support for multiple access technologies </li></ul></ul><ul><ul><li>Rapid rollout of new services on infrastructure </li></ul></ul><ul><li>Support for both network and third party partner fulfillment </li></ul><ul><li>Rapid reuse of value added services across multiple access technologies </li></ul><ul><li>Repository of Subscriber-Service-Resource information </li></ul><ul><li>Automatic recognition of impacted subscriber services and reprovisioning on network/resource changes </li></ul><ul><ul><li>Segmentation and congestion relief, etc </li></ul></ul>
    13. 14. Service Fulfillment for the Bundle <ul><li>Lies between Order Capture Systems and downstream systems </li></ul><ul><li>Provides overall control, management, status and orchestration of a customer order </li></ul><ul><li>Interacts with Product and Service Catalogs to process bundles </li></ul><ul><li>Flow Through Automation </li></ul>
    14. 15. Service Order Management <ul><li>Complex orders found in the Bundle </li></ul><ul><li>Order management decomposes the bundle </li></ul><ul><li>Service Orchestration determines the correct flows </li></ul>Customer Profile & Other BSS Order Manager OSS/J API Order Entry Product Specification Service Activation Order Service Orchestration
    15. 16. Benefits <ul><li>Reduce bundle processing costs </li></ul><ul><li>Improved order accuracy for complex bundles </li></ul><ul><li>Flow through automation virtually eliminates manual processing </li></ul><ul><li>Elimination of swivel chair processing </li></ul>
    16. 17. Service Layer Transformation <ul><li>One OSS platform to support all service offerings; eliminate “silos” </li></ul><ul><li>Service portability and re-use to be delivered across any network </li></ul><ul><li>Standardized interfaces to enable extensible integration between BSS & OSS systems </li></ul><ul><li>Abstraction of the network layer to ease the process of new bundle introducution </li></ul><ul><li>Unifying the view of subscriber knowledge for usage, campaigns, up-sell, and targeted ads </li></ul>
    17. 18. Case Study 1 - Before
    18. 19. Case Study 1 - After
    19. 20. Case Study 2 - Before
    20. 21. Case Study 2 - After
    21. 22. Questions? Chart -