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MOVING FROM APPLICATIONS TO BUSINESS PROCESSES
How to turn Home Networking into a source of revenues for operators
Mark He...
E-Home: End-to-end architecture
Home
Gateway
Network
Ehome Operator
Browser Service Providers
PDA
Devices UI
Last Mile
Int...
Consumers pay for devices and services
Home
Gateway
Network
Ehome Operator
Browser Service Providers
PDA
Devices UI
Last M...
Consumers pay for devices and services
Inside the home
people buy hardware and software products
devices and networks
soft...
But: Central role of the e-home operator within the
value chain
©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal....
Homeportal XTN Digital Services Hub:
The off-the-shelf platform solution for operators
©2003 Homeportal, Inc. Mark Herteri...
Point-to-point?
©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
Does not work in the long run
Business rela...
Hub-and-spoke
©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
Operators – key position in value chain
Bundl...
That’s what it could look like
©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
HW & SW platform as local hu...
Industry developments converge towards
operator’s golden egg
©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com...
New service packages as a result of re-designing
business processes
©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homepor...
Central task of the e-home operator:
Glueing it all together
©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com...
Service delivery platform is key
Networks and application independent
Bridge between service providers, operators,
infrast...
Two kinds of services
Substitution
Improve and optimize existing services
Metering, diagnostics
Advantage: Business Case i...
Complex process and organization design:
Example from HVAC diagnostics and maintenance
©2003 Homeportal, Inc. Mark Herteri...
Revamping the device service business
Pulling together all the pieces
new device connectivity
new application software
exi...
Moving from applications to business processes
Operator’s can capitalize on home networking by
providing a framework to de...
Questions?www.homeportal.com
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Moving from Applications to Business Processes - M Herterich

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OSGi World Congress 2003

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Moving from Applications to Business Processes - M Herterich

  1. 1. MOVING FROM APPLICATIONS TO BUSINESS PROCESSES How to turn Home Networking into a source of revenues for operators Mark Herterich, Chief Marketing Officer, Homeportal Inc. 10.23.03
  2. 2. E-Home: End-to-end architecture Home Gateway Network Ehome Operator Browser Service Providers PDA Devices UI Last Mile Internet User Interface Control Applications Content Service AggregationPlatform User Management, Billing, CRM Provider Provider Web Services ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
  3. 3. Consumers pay for devices and services Home Gateway Network Ehome Operator Browser Service Providers PDA Devices UI Last Mile Internet User Interface Control Applications Content Service AggregationPlatform User Management, Billing, CRM Provider Provider Web Services ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
  4. 4. Consumers pay for devices and services Inside the home people buy hardware and software products devices and networks software and applications people pay for functionality and life-style Outside the home people buy services recurring revenues combination of digital and human services people pay for peace-of-mind, that somebody else takes care of their problems ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
  5. 5. But: Central role of the e-home operator within the value chain ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com] Home Gateway Network Ehome Operator Browser Service Providers PDA Devices UI Last Mile Internet User Interface Control Applications Content Service AggregationPlatform User Management, Billing, CRM Provider Provider Web Services Operator Business Area
  6. 6. Homeportal XTN Digital Services Hub: The off-the-shelf platform solution for operators ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com] Home Gateway Network Ehome Operator Browser Service Providers PDA Devices UI Last Mile Internet Provider Provider Web Services Operator Business Area Deploy, don’t develop! •Off-the-shelf solution •Homeportal licenses software to operators
  7. 7. Point-to-point? ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com] Does not work in the long run Business relationships are too complicated Technologically cumbersome Service Provider Service Provider Service Provider Device Network Device Network Device Network
  8. 8. Hub-and-spoke ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com] Operators – key position in value chain Bundles own and third-party services as a trusted partner to consumers Economies of scale (marketing, CRM, billing) e-Home Operator Service Provider Service Provider Service Provider Device Network Device Network Device Network
  9. 9. That’s what it could look like ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com] HW & SW platform as local hub Homeportal XTN as operator hub OSGi gateway ProSyst mBedded Server Homeportal Bundle CAD Bundle Music Service Bundle
  10. 10. Industry developments converge towards operator’s golden egg ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com] CPE-oriented Network-oriented PointSolutionMultiService Profitable business for operator Traditional Devices, but with wide-area connectivity •HVAC •security Point services (security, metering, diagnostics…) •ENEL •Centrica •….. First OSGi products •Philips •BSH •…..
  11. 11. New service packages as a result of re-designing business processes ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com] Transport: POTS, ISDN, DSL, GSM, GPRS, UMTS Intelligent Networks (IN) and Operational Support Systems (OSS) Customer Relations: CRM, billing, hotline, sales support, field service Software bundle distribution, remote gateway and device management Remote user access to home, digital service subscription Legacy service infrastructure: CRM, billing, ERP, CTI (call center), monitoring station, sales support, field service New service packages (digital and human services) Diagnostics Security HealthCare Maintenance Entertainment Telematics RemoteHome Automation Traditional operator infrastructure Added by OSGi Service verticals Legacy systems Glueingitalltogether: interfaces,processes,organization
  12. 12. Central task of the e-home operator: Glueing it all together ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com] tmConsumers Devices Internet content Service providers Homeportal XTN Hub Homeportal XTN Hub End user portal Offering, launching, delivering services Managing accounts and billing Aggregating content Handling smart home devices Event response Integrating with legacy service infrastructure Enabling improved business processes
  13. 13. Service delivery platform is key Networks and application independent Bridge between service providers, operators, infrastructure, devices Services-centric, not device-centric Supports any mixture of ‘thin’ and ‘thick’ gateways, devices and protocols Industrial-grade, open standards, robust, reliable, secure and scalable Integrates with existing service backend infrastructures ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
  14. 14. Two kinds of services Substitution Improve and optimize existing services Metering, diagnostics Advantage: Business Case is simple (independent of consumer) Disadvantage: Need to get Service Providers in boat New Services Tap consumer budgets with new services Advantage: Can start by going it alone; tap new revenues Disadvantage: Risk of consumer adoption; heavy on marketing ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
  15. 15. Complex process and organization design: Example from HVAC diagnostics and maintenance ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com] e-Home Operator Gateway Management Call Center Gateways Devices Service Provider OSS Billing CRM Field service Sales
  16. 16. Revamping the device service business Pulling together all the pieces new device connectivity new application software existing service infrastructure Revamping the business to actually capitalize on savings from new technology not just interfacing existing systems complete redesign of business processes workflows organizational structure training and qualification ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
  17. 17. Moving from applications to business processes Operator’s can capitalize on home networking by providing a framework to decisively improve the delivery of services to consumers by increasing convenience by reducing costs by increasing productivity Comparative effort designing and implementing processes (70%) implementing link with home networks (30%) Only by implementing non-trivial, seamless and efficient business processes can operators participate in high- margin businesses ©2003 Homeportal, Inc. Mark Herterich, CMO [mh@homeportal.com]
  18. 18. Questions?www.homeportal.com

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