2. Telecom Transformation Using SOA
Neil Sholay
Director Telecom, EMEA
Oracle Fusion Middleware

3. Transformation - The Shift to Service Platforms
Legacy Approach Platform Approach
Vertical Networks (single service) Horizontal Network (multi-services)
Services Services
Transport, Switching
& Access Networks
© 2009 Oracle Corporation

4. Transformation Is Essential For
Innovation & Efficiency
Transformation of the network and OSS/BSS is essential to
overcome or reduce current limitations
– Silo’d systems prevent cross enterprise processes
– Product bundling & converged billing is difficult
– Rising OPEX limits investment in new platforms and services,
reducing the CSPs ability to compete
– The cost & complexity of integration and service delivery
increases time to market for new products and services
– Difficult to adopt new comms technologies & models
© 2009 Oracle Corporation

5. Lack of Integration Between Systems & Teams
Results in Poor Experience for Customers
• Two-thirds of telcos (65%) admitted that customers are unable to
resolve queries by calling just one number
• Over half (56%) conceded there was little or no integration
between customer-facing teams and their systems
• More than three-quarters of telcos (76%) currently don’t have the
systems and processes to identify and retain customers reaching
the end of their contracts
• Only a third of telcos are able to make context-based
recommendations to customers both online and in call centres
• Telcos are failing to capitalise on an overwhelming consumer
preference for web-based customer service
Vanson Bourne Study : 45 Telecom Customer Mgnt Executives interviewed and 3,750
consumers across Western and Eastern Europe and the Middle East.

6. Key Principles of Next Gen Architectures
• Buy don’t build -- Use of COTS Applications to reduce costs
– Shift from home-grown development to COTS apps built on SOA
– Telcos now working closely with Vendors to influence roadmaps and features
• Pre-built, sustainable integrations
– Pre-integration between OSS/BSS apps based upon extensible, SOA frameworks
– Common data model, business objects, business services, User Interfaces and devt tools
• Focus on fewer, best practice industry processes
– Standardise on enterprise wide best practice processes e.g. Order to Cash
– Processes can be modified – but are governed centrally
• Integration through ‘Services’
– Everything ‘can’ be exposed as a service – apps, components, Infrastructure, processes,
data, UIs…
– An Enterprise wide SOA platform manages and governs Service Integration and QoS
• Simplification…of tariffs, products, processes, platforms
– Has a direct influence on speed, cost and complexity
© 2009 Oracle Corporation

7. Architecture Pattern for Systems Transformation
Applications
Applications
accessible
accessible
Presentation Layer
Presentation Layer from Multi-
from Multi-
channels
channels
Separate
Separate
Business
Business
Process from
Process from
Component
Component
Implementation
Implementation
SOA Transform Layer
SOA Transform Layer Use aaShared
Use Shared
Information
Information
(Systems, Processes,
(Systems, Processes, Model
Model Maximize the
Services, Data)
Services, Data) Maximize the
usage of
usage of
COTS
COTS
(Commercial
(Commercial
Off The
Off The
Shelf)
Shelf)
Use aaSOA
Use SOA
Legacy Layer approach
approach
Grid Infrastructure
© 2009 Oracle Corporation

8. Oracle AIA – Pre-Built NGOSS SOA
• Reference Process Models
Oracle Application Integration Architecture Provide foundation for
understanding your business
Best Practice Industry Processes • Pre-built Processes
Connect across applications
Pre-built Sustainable Integrations quickly
• Enterprise Business Services
Common Objects and Services
Reduce the time to deploy and
Open Standards Based Foundation change
• Enterprise Business Objects
Enable any application to plug
Extensions Extensions Extensions Extensions into processes
Customer
Relationship
Billing and
Revenue
Service Enterprise • Application Business Conn.
Fulfillment Applications
Management Management Svc.
Application specific service
translation and transformation

9. TMF NGOSS Compliant Pre-Built SOA
AIA Content NGOSS Principles
Reference Process Models Separation of
• Task Level Models Business Process
• Object Class Diagrams from Component
Implementation
• Service Definitions
Blueprint
Enterprise Objects
Customer
Shared
• Logical Model Account Information
• Industry Overlay Order Product Model
• Expressed as XSD
Process & Task Flows Common
• Data Transformations Communications
• Monitor & Control Infrastructure
Enterprise Services
Codified
• Common CRUD Contract defined
• Service Mediator interfaces
Application Logic
Transport HUB Billing OM
Loosely Coupled
• Business Function Distributed
• Service API System
CRM HCM SCM FIN
© 2009 Oracle Corporation

10. Combining Architectural Approaches
Presentation layer Craft Workshop
Intelligent Offer Generation • Dynamic
Telco 2.0
& Web 2.0
Product • Contextual
Catalogue/Offers/Orders RIA, Communities,
• Labour Social Networks
User Generated Content & intensive
Speed of Change
Standardisation
Communities
Contact Management &
Customer Service Assembly Line
Enterprise
Customer Intelligence • Automated
SOA
Customer Identity Mgnt & • Standardised Platform
Security • Quick & Simple
Rating
Utility Apps Private
Provisioning
• Commodity Cloud
Mediation • Static Grid &
Charging & Billing • Clearly defined Virtualisation
© 2009 Oracle Corporation

11. Conceptual Next Gen Comms Architecture
User Interaction Channel Channel
Channel Channel
Channel Channel
Channel
Common Orchestration Access and Entitlement
Common Orchestration Access and Entitlement
Processes
Composite / Industry
Composite / Industry
Processes Concept to Mkt. Order to Activate Notice to Settle
Processes
Common Processes
Common Processes Lead to Close Trouble to Fix
Campaign to
Order
Accrue to Redeem …
Frameworks
Industry Foundation Pack
Industry Foundation Pack
…
IT Systems
Communications
Communications Financial Services
Financial Services Other
Other
(Data and Services)
(Data and Services)
Common Foundation Pack (Data and Services)
Integration Discovery
Discovery Routing
Routing Transformation
Transformation Adaptation
Adaptation Governance
Governance
Platforms
ERP Siebel CRM BRM MAM Claims
Finance
Comms
…
Finance
Comms
Media
OSM DRM
Media
Banking
SCM UIM Ads Other
Product Hub
Horizontal Core Platform Vertical Core Systems
Application Grid
Application Grid Private Cloud
Server Pool
IT Infrastructure Storage Pool
Virtualisation
Virtualisation

12. Oracles Architectural Evolution
Designed to Support Transformation

13. Oracle Fusion Middleware Communications Customers
#1 SOA & Telecom Middleware Provider
• 100 out of the top 100 Global Telcos run Oracle Database
• 97 out of the top 100 Global Telcos run Oracle Fusion Middleware
• 98 out of the top 100 Global Telcos run Oracle Applications
© 2009 Oracle Corporation

15. 1. ŞĐFRE
ORACLE