Платформа создания инновационных услуг

Платформа создания
инновационных услуг для
телекоммуникационного
оператора и его партнеров
Александр Щукин
Практика OSS/BSS Ericsson
Будущее телеком индустрии: Кросс-отраслевые бизнес модели и стратегии.
Москва, 10 июня 2015 г.

Commercial in confidence | 2015-06-10 | Page 2
содержание
ВОЗМОЖНОСТИ ДЛЯ ОПЕРАТОРА
ЧТО ДЕЛАТЬ ДЛЯ ЗАВОЕВАНИЯ РЫНКА
ПРИМЕРЫ РЕАЛИЗАЦИИ
РЫНОК ЦИФРОВЫХ УСЛУГ
ПЛАТФОРМА СОЗДАНИЯ ИННОВАЦИОННЫХ УСЛУГ
ВОПРОСЫ И ОТВЕТЫ

› Source: STL Partners
– Prepared for Ericsson
› Human Voice & Messaging
– Traditional Mobile Services
– Declining 11% CAGR
› Human Data
– Data Services supporting People
– Growth of 4% CAGR
› Non-Human Data
– M2M data services
– Over 200% CAGR
› Digital Services
– Telecom specific
– Over 200% CAGR
Digital Services Mobile Telecom
Worldwide Market Forecast (US$M)
Telecom 2.0 Transformation Index – Mobile Industry Summary
Forecast for Ericsson, STL Partners, September 2013
$0
$200
$400
$600
$800
$1 000
$1 200
2013 2014 2015 2016 2017 2018 2019 2020
Revenue($M)
Global Mobile Telecom Revenue ($M)
Digital Services Market Segment
Non-human data
Human - data
Human - voice & messaging
Digital Services Market

$1 Trillion FOR Digital
Services Ecosystem
Who
Will
GRAB
Their
Share
?

содержание

Connected
Car
Smart
Metering
Cloud
Systems
Mobile
Money
M2M
Platforms
Smart
Home
Media
Partnerships
Smart
Appliances
Smart
City
Health
ЭКОСИСТЕМА
Smart
Citizen
NFV & SDN
Industries are moving into digital value chains
and the network is becoming a vital part of their business
Operator opportunities

Customers
Consumers always connected — seek
personalized, quality experience
Enterprises transforming to meet digital era
Competition
Operators target same segments with similar
services and little differentiation
Innovation
New players quickly deploy new and adaptive
mash-ups with little risk
Collaborate to beat
› Address new business models
› Leverage innovation strength of
partners
Today’s Business Environment What Operators Do
Provide speed to stay in
› Effortlessly create new offerings
› Quickly monetize services
Offer variety to meet
› Support cloud, digital and M2M
services
› Enable personalization

e-Health
Monitoring
Financial
Algorithms
Operator
Assets
M2M
Devices
Automotive
Telematics
Social
Media
Exposed
Assets
Exposed
Assets
USER IDENTIFICATION
POLICY & CHARGING
MESSAGING
QoS ENFORCEMENT
MONITORING
LOCATION
CONNECTIVITY
BILLING-ON-BEHALF
VOICE, MBB, SMS
FULFILLMENT
SESSION CONTROL
Operator Assets
IP SERVICES
VENUE APPS
REMOTE HEALTHCARE
CONNECTED CAR
DIGITAL HOME
M2M
SDN/NFV
IT CLOUD
SMART ENERGY
SECURITY
...
Innovative Services
Entertain-
ment
Content

› Customer & Partner Interaction
› Multi-service & Multi-channel
› Real-time processes
› Catalog and network driven
› Time-To-Market
› Total Cost of Ownership
› User experience
› Business Innovation
› Customer Retention
› Market Share
Catalog-Driven Business Processes
Enterprise Operator Consumers Developers Partners
Network & Services
Digital Channel Interaction
Assurance
& Analytics
Charging & PolicyFulfillment
Unified Inventory ActivationNetwork Design
Legacy Systems
Improved

Ecosystem
Management
Storefront for onboarding,
component selection and
new offering development
Service Exposure
& Interaction
Creation, assembly and
exposure of real-time
network session flows
Service Management
Component-driven
management of fulfillment,
assurance, billing/charging
Enterprise Catalog
Enterprise-wide repository
for all product offerings
and their specifications
Service
Management
Service Exposure
& Interaction
M2M Device & Data
Management
Enterprise
Catalog
User Experience
& Interaction
Ecosystem
Management
User Experience
& Interaction
Self-service on any
device providing intuitive
user experience
M2M Device & Data
Management
Enables operators to
efficiently provide added
value to M2M data

Idea to
Implementation
Lead to
Service
Service to
Cash
Experience to
Resolution
› Operator creates workflows,
assurance models, charging
templates, policies, real-time
delivery flows in native
products
› Operator creates references to
above in the catalog
› Operator uses component
references to create product
offerings
› Operator and partners provide
product offerings and APIs to
ecosystem
› Developer assembles new
offers from components
› Customer browses products
› Catalog delivers available
product offerings to self-
service or agent
› Customer personalizes offer,
gets quote, places order
› Order is orchestrated
and fulfilled by operator and
partners
› Fulfillment activates service
and drives parameterized
assurance and charging
› Service is consumed by
customer in real time using
exposed APIs (consumer
watches video, transmits data,
enterprise uses managed E2E
application)
› Policies are appropriately
applied
› Charging and settlements*
occur
› Service is monitored and
assured
› Customer, partner or operator
accesses assurance metrics
(on-demand or through alerts)
› Self-care via multi-screen
access is available
Service Management
Ecosystem Management
User Experience & Interaction
Enterprise Catalog
Service Exposure & Interaction
Framework Process Flow
* Settlements occur in the Billing process

A 3rd party Video
Subscription
-or-
An Access Segment,
100 Mbps
A Mobile Data
Plan for Video
-or-
A Firewall
NFV
Operator base Video
Subscription
-or-
A CPE Edge
Router NFV
+ + =
A Complete
Product Offer
+ + =
Digital Service
Network Service
Results:
› Simplified support for
multi party ecosystems
› High degree of re-use
(low cost, efficiency)
› Simplified support for
API exposure
› Rapid time to market
and experimentation
› Consistent operations
› Vastly reduced OSS/BS
SI costs

Create configurable building blocks for every part of the
service lifecycle:
Fulfillment
Assurance
API
Charging
Fulfillment API
Charging
Operator
Offering
Partner
Offerings
Multi Partner
Offering
Assurance
Policy
Policy
Fulfillment
Assurance
API
Charging
Policy
Fulfillment
Assurance
API
Charging
Policy

Service enablement
- innovation recognized by Awards 2013, 2014, 2015
Tunisiana Selfcare
Best-Quality-User-Experience
Service Enablement Platform
Best Telematics
Service Provider
Connected Vehicle
Cloud
Consumer Service Innovation
Service Enablement Platform
STC and Ericsson
INT’L SOFT CHINA
Software leading IT consumption,
boosting the transformation and
upgrading of economy’.
M2M Product of the
Year award
Connected Vehicle
Cloud
Best of Show
Connected Vehicle
Cloud
LTE North America
Awards 2014
Most Innovative
Application/Service
(Connected Vehicle Cloud )
CTIA Emerging Technology Award
Connected Vehicle Cloud
M2M TeleHealth Award
“for its ability to improve health care
delivery and overall wellness and
patient outcomes”
Compass Intelligence
Connected Car Platform of
the Year.

› Ranked Numer 1: Infonetics Reserach, 2014
› Ranked Number 1: Analysis Mason 2013
› Ranked Number 1; Gartner 2013
› Ranked Numer 1: Infonetics Reserach, 2013
› Overall Score: Very Strong Gartner, January 2012
› Current Analysis, Dec 2011
› Overall SDP market leader OSS Observer, Aug 2010
› Current Analysis, June 2010
› Overall Score: Very Strong Gartner, April 2010
› Ranked Number 1: OSS Observer, Aug 2009
› Ranked Number 1: OSS Observer, Sept 2008
› Ranked Number 1: Gartner / Dataquest, Nov 2007
› Ranked as the overall leader: OSS Observer, Aug 2006
› Among top suppliers: Light Reading, Nov 2006
› Among top suppliers: Yankee Group, Sep 2006
› Among top suppliers: Heavy Reading, Nov 2005
› Ranked as best-in-class: Stratecast Partners, Jan 2005
*SDP = Service Delivery Platform has evolved to
SE = Service Enablement

At an airport At a hospital At a concert At a mall At a stadium
› See flight delays
› Boost Wi-Fi
› Find patient records
› Order tests
› Find my friends
› Read the program
› Find the sales
› See the directory
› View camera angles
› Charge service to
mobile account
Bandwidth
turbo boost
Merchandise
POS, download,
order, pickup
Ticket upsell
future event
Vendor
dispatch and
delivery
Sale of data
analytics
Dashboard,
helmet cam
Locate friends
at venue
Ticket upsell,
future event
Post selfie to
jumbotron
Merchandise
POS, download,
order, pickup
Media
agencies, ad
insertion
Branded
Wi-Fi
Food and
beverage prepaid,
package deal
Camera angle,
instant replay
Post video clip
to social media
VENUE
APP
FEATURES
FEATURE
LIBRARY

Venue Owner X TV, Inc. Jumbotronics
Ticketmaster American
Express
Venue
HetNet
(Operator)
Venue APP
(Operator)
Identity
Authentication
(Operator)
Video
Monitoring
(Operator)
Video SLA
(Operator)
Video
Service
(XTV)
Post Selfie
(Jumbotronics)
Purchase
Ticket
(Ticketmaster)
Advertising
(AMEX)
Locate
(Operator)
Food & Merchandise
Vendors
Food & Merchandise
(Stadium Vendors)
BOBO
(Operator)
Reporting
(Operator)
Venue APP on
Cloud
(Operator)
Supplier
Supplier
Products
PURCHASES
SUPPLIES PURCHASES
SUPPLIES
SUPPLIES SUPPLY
“SUPPLIES”
NID
TurboBoost
(Operator)
Supplier
Products

WEB
www.falun2015.se
DATA COLLECTION AND
DISTRIBUTION
BENEFICIARES Media/BroadcastersSponsorsViewers offsiteVisitors on site
INPUT
DATA
(EXAMPLES)
› Athlete Stats, position, pace
› Weather
› Traffic & transport
› EPG, Coming up
Live
› Tickets
› Maps
› Program guide
› Interviews
On Site
› Primary/
complementary
TV feedsHistoric
› Athlete facts
› Race Stats
› World Cup Results
› Interviews
WSC app Live
results
FALUN2015
LIVE ARENA
THIRD PARTY
APPS
ERICSSON
NETWORKED EVENT
ERICSSON NETWORKED EVENT
-FIS Nordic World Ski Championships 2015

Automotive OEM
Network
Operator
Vehicle
Media Agencies
Insurance
Companies
Content Provider
Service Provider
App Developer
Fleet Company
Dealer
Repair Shop
Support Center
Energy / Utilities
Companies
Driver & Owner
Connected
Vehicle Cloud

STC, Saudi Arabia
70%
reduction in
customer
complaints
14.000+
services launched
OPPORTUNITY REALIZED
› B2C & B2B Digital Storefront
› Complete solution spanning OSS/BSS and VAS domains.
› Business Transformation journey continues…
ADDITIONAL REVENUE
PER YEAR
100M€
VISION:
A DIGITAL SHOPFRONT FOR WHOLE PORTFOLIO
6.000.000
USERS EVERY DAY

Result
› 50 percent data sales increase
– Increased ARPU
› Offload customer care
– Reduced opex
› Great user experience
– Increased customer loyalty
› Promote personalized offerings
– Increased upsell
The uptake of 3G data packages through the self-care
portal has grown rapidly to more than 50 percent.”
Jalel Kamoun,
Director of BSS and VAS, Tunisiana
Click
to view

Александр Щукин
• Alexander.Shchukin@ericsson.com
• phone +7 915 399 3000
Ericsson Service Innovation Framework
• http://www.ericsson.com/ourportfolio/telecom-operators/service-innovation-
framework?nav=marketcategory007|subarea012
• Centurylink: http://www.ericsson.com/thecompany/our_publications/reference-stories-a-
z/centurylink-usa
Gartner Magic Quadrant for Operations Support Systems report
• http://crmweb.ericsson.net/cn/ar0ma/Gartner-MQ-OSS-2014
Service Enablement
• http://www.ericsson.com/ourportfolio/telecom-operators/service-
enablement?nav=marketcategory007
• Saudi Telecom, Saudi Arabia: http://www.ericsson.com/article/121212-stc_1595655398_c
• Tunisiana, Tunisia: http://www.ericsson.com/article/tunisiana_1595655397_c

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