Achieving Best-in-Class Customer Experience through Effective Product Launch

© 2015 Tata Communications Transformation Services All rights reserved.
TATA COMMUNICATIONS and TATA are trademarks of Tata Sons Limited in certain countries.
www.tatacommunications.com/tcts/index.html
www.tatacommunications-ts.com
Achieve Best In-class customer experience
through effective product launch
Umesh Vyas
Tata Communications Transformation Service

© 2015 Tata Communications Ltd. All rights reserved. TATA COMMUNICATIONS and
TATA are trademarks of Tata Sons Limited in certain countries.
Agenda
1. TCTS Introduction
2. Key Business Drivers
3. Background and Building Blocks
4. Scope and Approach
5. Execution
6. NPI Lifecycle, Benefits Delivered
7. Best Practices, Learnings
8. Q&A
2

3
Building and Operating one of the largest global networks
TCTS Origin | Tata Communications
#1
submarine
cable
owner
50%
of world’s roaming
traffic
#1
Enterprise
data in India
42
Data centers
with more
than 10,000
racks and one
million square
feet
• Over 210,000km of owned fibre
• Fibre ring around the globe
• 400 PoPs
• Over 15 terabits of International
bandwidth lit capacity
• More than 1 million sq. ft. of data
center space
State-of-the-art infrastructure
• 1,600 carriers
• 785 mobile operators
• +10,000 corporate customers
• +74,000 SME customers
• +650 corporate customers in
South Africa
• Customers in 197 countries
Customers
20%
Internet traffic
delivery
1.2 Million
international circuits
in operation
#1
International voice carrier
75%
of all inter-carrier telepresence calls
Enabling Tata Communications in Delivering Competitive Advantage to Become World's Best Tier 1 Network
Tata Communication at a glance

4
TCTS | At a Glance
Creating Values in Business Eco-system by Providing Solutions to Maximize Profitability
2500+
Multi domain/vendor agnostic network
specialist across multiple technologies
6
Global delivery centers
including
on-site customer delivery
centers
Business Process Management
Operational Performance
Improvement
Transformation
Network Audit and Consultancy
Security Audit and Consultancy
Business Consulting
Fulfillment
Assurance
Network Engineering and Planning
B2B Enablement
Service Monetization
Customer Experience
Management
Business
Enablement
Network and
Services
Business
Excellence
Audit and
Consultancy
Simplify Complexity
by Improving
Process Efficiency
Accelerate
Time-to-Market
with Proven Experience
and Expertise
Improve End
Customer Experience
by Enhancing
Service Availability
Reduce Costs
by Optimizing
People, Processes
and Technology
+

African Operator Case Study: Business Drivers
Product Scope : IPLC and IP-Transit
Launch Greenfield
Operations within
African region in
3 months
Primarily to focus on
Wholesale Operations
No processes in place for
provisioning of telecom
network and communication
services
- Provide better services for wholesale Africa Customers
- Maximize the returns on investments made on fiber
Need to build E2E –
People , Process &
Technology

Background
Global
Operator
Heritage
Demonstrated
Africa
Experience in
Telecom
Operations
Transformation
Capabilities
Best In Class
Customer Experience
Domain Experience and Customer Experience
Operational Capabilities
Experience of Managing M&A’s
People + Process + Platform
Greenfield African Operator
BusinessExcellence
Challenge
Areas
Leverage proven frameworks, re-
use processes
ITIL eTOM Six sigma
Execute using best-in class tools
Apply Industry best practices

7
Strategy
Infrastructure
Products
Process
Systems
Operations
Building Blocks

8
Strategy
• Markets
• Customers
• Competitive Landscape
• Regulatory Approach
Product and Services
• Product Development
• Product Strategies & Analysis
• NOC Operationalization
Process
• New Product Introduction
Process
• Fulfillment, Assurance &
Billing Processes
Operations Support
Systems
• Platform Requirement &
Identification
• Support and
Recommendations
1 2
43
Scope

A well defined and structured approach for conducting in-depth assessment
Recommendations- Long
Term and Quick Win
Develop Framework for
Process Delivery
Design Process BlueprintAs-Is Process
Roles & Responsibilities
KPI/SLA/OLA Analysis
GreenfieldOperator
Data
Collect Analyse Recommend Execute
Deliver Process
Blueprint, SOPs
Conduct UAT, ORT,
Launch
Trainings, Sign-off
Top Down (Management View)
Bottom Up (Operations View)
Discussion with SMEs-Domain
Vision and
Strategy
As-Is
Process/Mar
ket Study
Understanding
Organisational structure
 Effective New Product Launch
 Achieve Best-In Class Customer Experience
Framework | CARE model

Ops
Support
UAT/ORT
Product Launch
(IPLC,IP-Transit)
Systems/OSS Landscape
Process Blueprint/Process Landscape
Establishing Product/Services Portfolio
Strategy & Planning Support
 L4 Process for FAB
 Pricing and Product
Catalogue
 Requirements support
for systems, Legal and
HR
 Documentation &
Design-SOPs, Guides,
templates
 Operations Readiness
Support
Deliverables
Approach

11
Product Lifecycle Management
Enterprise Management
OperationsProduct Lifecycle Management
Strategy Infrastructure
Lifestyle
Management
Product
Lifecycle
Management
Marketing and offer management
Service Development and management
Resource Development and management
(Application, Computing and Network)
Supply Chain Development and management
Operations
Support &
Readiness
Fulfillment Assurance Billing &
Revenue
Management
Customer Relationship Management
Service Management & Operations
Resource Management and Operations
(Application, Computing and Network)
Supplier/partner Relationship Management
Strategic & Enterprise
Planning
Enterprise Risk
Management
Enterprise Effectiveness
Management
Knowledge & Research
Management
Financial & Asset
Management
Stakeholder & External
Relations Management
Human Resource
Management
Execution

12
Product & Offer
Capability Delivery
Service Capability
Delivery
Resource Capability
Delivery
Supply Chain
Capability Delivery
Supply Chain
Capability Development and retirement
Execution

13
Product & Offer
Capability Delivery
Service Capability
Delivery
Resource Capability
Delivery
Supply Chain
Capability Delivery
Supply Chain
Product Lifecycle
Management Product & Offer
Development &
Retirement
Product Marketing
Communications
& Promotion
Service Development
& Retirement
Resource
Development
& Retirement
Supply Chain
Development and retirement
Execution

14
Fulfillment // Assurance
// Billing Process
Product & Offer
Capability Delivery
Service Capability
Delivery
Resource Capability
Delivery
Supply Chain
Capability Delivery
Supply Chain
Product & Offer
Capability Delivery
Service Capability
Delivery
Resource Capability
Delivery
Supply Chain
Product Lifecycle
Development &
Retirement
Product Marketing
Communications
& Promotion
Service Development
& Retirement
Resource
Development
& Retirement
Supply Chain
Product & Offer
Development &
Retirement
Product Marketing
Communications
& Promotion
Service Development
& Retirement
Resource
Development
& Retirement
Supply Chain
Order
Handling
Service Configuration
& Activation
Resource
Provisioning
S/P Requisition
Management
Order
Handling
& Activation
Resource
Provisioning
S/P Requisition
Management
Execution

15
// Billing Process
Product & Offer
Capability Delivery
Service Capability
Delivery
Resource Capability
Delivery
Supply Chain
Capability Delivery
Supply Chain
Product Lifecycle
Development &
Retirement
Product Marketing
Communications
& Promotion
Service Development
& Retirement
Resource
Development
& Retirement
Supply Chain
Order
Handling
& Activation
Resource
Provisioning
S/P Requisition
Management
Problem
Handling
Service Problem
Management
Resource Trouble
Management
S/P Problem Reporting
& Management
Execution

16
// Billing Process
Product & Offer
Capability Delivery
Service Capability
Delivery
Resource Capability
Delivery
Supply Chain
Capability Delivery
Supply Chain
Product Lifecycle
Development &
Retirement
Product Marketing
Communications
& Promotion
Service Development
& Retirement
Resource
Development
& Retirement
Supply Chain
Order
Handling
& Activation
Resource
Provisioning
S/P Requisition
Management
Problem
Handling
Service Problem
Management
Resource Trouble
Management
S/P Problem Reporting &
Management
Billing
Supplier/Partner Interface Management
Execution

Products | New Product Introduction Cycle
NPI
Opportunity Assessment
• Market research & analysis
• Product evaluation
1 Business Case
• Requirement Gathering
• Prepare Business case
• Recommend Go/No Go decisions
2
Product Description
• Preparation of MRD*
• Sales/Marketing plans
• Pricing plans
3
Product Deployment Support
• Project plan for product deployment
• Program management with stakeholders
4Trial & Testing
• Test plan set-up
• Design of test scenarios
• Documentation of test cases
5
Operational Support
• Defining SOPs
• Operations readiness test
• Product “live” & hand over
to Operations
6
* MRD: Marketing requirement definition

18
Benefits Delivered
Time to Market
Process
Blueprint
NOC set-up
Enterprise
Management
Regulatory
• HR Strategy and
Framework
• Supported release of
RFI/RFPs
• Contract
Management
Framework
• Operationalize NOC
• Trainings, Process
Walkthroughs
• Dashboards and
Improvement Plan
• 126 FAB Processes
• Operational Process
Guides
• Templates and
Trackers in absence
of OSS/BSS
• Filing of tariff for
IPLC,IP-T
• Support for access
to International
cable systems
• 30% reduction in
time for product
launch
• Ready to Use NPI
Methodology
• 7 total products
launched
Enhanced Customer Experience

19
Learnings
Faster Time to
Market-NPI and
Process Repository
Utilization of
TL9000 Metrics
Framework
Emphasis on
Industry Frameworks
eTom
Focus on Customer
Experience
Comprehensive
Measurement
Framework

20
Q&A

Thank You

Achieving Best-in-Class Customer Experience through Effective Product Launch

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