Next Generation OSS as a key enabler for Modern Telecoms and Enterprise Business Transformation

Transcription

1 Next Generation OSS as a key enabler for Modern Telecoms and Enterprise Business Transformation

2 2 Strategic Partnership

3 IBM

4 ~ Employees 12 R&D labs globally ~ 100 Billion $ Revenue 5 Nobel prizes #1 for number of patents in us for 20 consecutive years

5 First Commercial Database Bar Code SQL DDRAM PC Computer RISC processors ATM cash machine Floppy disk Office scanner

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9 IBM Software

10 Global market challenges Human society is going through dramatical transformation. Human need for bordeless communication is driving telecommunications and IT technology development to an unprecedented scale. We are living in the era of connected society, society of social networks. 10

11 Global market challenges Global economy is critically dependent on ICT technologies. Global trading Global transportation Manufacturing Supply chain 11

12 Importance of OSS There is no company or enterprise today that can work without even a basic IT support. Once network, servers, storage, applications are there, critical things will appear: How to see when IT infrastructure has a problem and when IT services are in problem? How to have a full control over the ICT equipment How to organize operational people, so they wok in organized environment and optimally How to provision services? How to charge services? 12

13 Importance of OSS Dramatcial technology development caused ICT infrastructures to become compliacated Rapid development lead to creation of silos that are hard to manage and extend This is specially the case in Telco Nowdays, OSS tranformation is becoming an key to survive on the competitive market! 13

14 OSS/BSS Call Center Customer Care Executive Sales Forces Account Managers Network Operation Center Engineering Team EMS Technology Team L2 O&M Planning Team Development Team services platform head end IT Team Business MPLS services Business Access Business Data Services IP MPLS Data trans. networks Internet Copper Access Residential & Business mobile core Copper Access Residential & Business PSTN International Links

15 Cloud and Smarter Infrastructure VISIBILITY CONTROL AUTOMATION See your business services Manage your service risk & compliance Optimize your service delivery processes In the Data Center Across Design & Delivery For your Industry Integrated Service Management Platform Interconnects data, tools, processes providing service intelligence across the business service lifecycle

16 16 OSS Operations Support Systems for Telco

17 Offering architecture Network operations SERVICE ASSURANCE full range of specific and complicated technologies copper optical transmission wireless test drive signaling triple play protocols services platform middleware, VoD head end Fixed access internet core mobile core PSTN Fixed access

18 Offering architecture Marketing Network operations Customer Care SERVICE FULFILLMENT Operational Process Automation End to End Operational Portal, Analyitics and Business Intelligence Service Quality Management E2E Fault Management IP/MPLS Monitoring Standard DWH IT Monitoring Customer Experience Management E2E Performance Management 3rd party monitoring Collection Layer PROBES-TRAFFIC INSIGHT, DPI, QOE, QOS MPP DWH BIG DATA consolidation and management Streaming data analysis Hadoop based storage copper optical transmission wireless test drive signaling triple play protocols services platform middleware, VoD head end core Fixed access internet mobile core PSTN Fixed access

19 Offering architecture Marketing Network operations Customer Care Customer Information & Relationship Management End to End Operational Portal, Analyitics and Business Intelligence Order Management Service Provisioning Service Activation Enterprise Product Catalog Service Inventory Resource Inventory Configuration Mgm Workforce Mgm Enterprise Integration - BPM Operational Process Automation Service Quality Management E2E Fault Management IP/MPLS Monitoring Standard DWH IT Monitoring Customer Experience Management E2E Performance Management 3rd party monitoring Collection Layer PROBES-TRAFFIC INSIGHT, DPI, QOE, QOS MPP DWH BIG DATA consolidation and management Streaming data analysis Hadoop based storage copper optical transmission wireless test drive signaling triple play protocols services platform middleware, VoD head end core Fixed access internet mobile core PSTN Fixed access

20 20 OSS Operations Support Systems for Enterprise

21 Portfolio Overview Business Service Management Security Information Management End Point- Mobile Device Management IP Monitoring Consolidated End to End Monitoring Platform Configuration Management IT Infrastructure Discovery End to End Operational Dashboard IT Monitoring Service Desk Asset Management CCMDB Workflow Management Application Dependency Discovery Business Intelligence SLA Management Service Catalog Enterprise Datawarehouse Enterprise Integration Business Process Management 21 SP

22 22 Big Data - Example how planet can become smarter

23 Global market challenges Human society is going through dramatical transformation. Human need for bordeless communication is driving telecommunications technology development to an unprecedented scale. We are living in the era of connected society, society of social networks. 23

24 Mobile revolution Mobile is fully driven with human need for bordeless communication Can you imagine a day without one of these? 24

25 Did you know? Years to reach 50 million users

26 Mobile revolution First they have created a window into digital space Now they want to be guiding window into reality 26

27 27 Some interesting information

28 Did you know? Over two billion people use Internet today According to BBC a blog is created every second There are over 30 billion searches on Google every month (in was 2.7 billion) Youtube is the second largest search engine. 24 hours of video are uploaded every minute 175 million users connected to Facebook at any time 50% of mobile broadband traffic in UK goes to FB Last year, 1 of 6 couples in US met online. 1 in 5 divorces are blamed on FB 28

29 Did you know? In the last three years human society created more recorded information than in the whole history of human kind! * 29 * According to IBM research

30 What does it all mean? World is changing with dramatical dynamics. Human need for borderless communication triggered ICT technologies. Now they are pushing human kind into a new era where digital dimension is becoming a part of everyone s life 30

31 What does it all mean for Telecoms Telecom providers are main enablers of this progress. Providing communications services they should enjoy these facts as a borderless potential for revenue and growth! In reality, things are not so good. 31

32 What does it all means for Telecoms Telecom providers are main enablers of this progress. Providing communications services they should enjoy these facts as a borderless potential for revenue and growth! These are the most challenging years for Telecom providers globally! 32

33 Big data Smart people make decisions based on deep analysis of all information available for the topic. Since growth and revenue stabilization is directly limited, Telcos and enterprise need to step back and adopt methodology to fully understand existing and potential customers, their behavior, usage patterns and needs in general in order to adopt smarter and personalized methods for marketing, sales and customer support. Analyzing all relevant customer data means processing huge amount of information. This means processing big data 33

34 Big data Big data has always been there. Now days it is Industry buzz word as it should provide a critical customer analytics to support business model change and revenue growth in a complex business environment. 34

35 Big data Gartner predicts that in the near future each enterprise will have chief data officer. By 2015, 25% of large enterprises will introduce this executive function. 35

36 So, what is so big?-telco example Mobile network with subscribers can generate a billion of CDRs/XDRs daily containing information about subscriber behaviour. Fixed network with broadband users can generate 500GB daily of unstructured logs with information about subscriber behaviour Monitoring CPE equipment in networks of such scale can generate of records on a daily basis. 300 billion of s are sent every day around the globe. 15 TB of Facebook data 12 TB of Tweeter data 36

37 So, what is so big? Gartner predicts that data will grow 800% over the course of next five years. 80% will be unstructured. The entire world capacity for producing storage for big data over the next ten years will be about 25% of that needed to meet the forecasted amount produced. (Segate Technology) 2016, the average mobile user will be browsing six times as many web pages and downloading 14 times as many megabytes of applications on their handset as in It is also interesting to note that the services that put the greatest strain on mobile networks won t necessarily be the ones that bring the most revenue. The top three data guzzlers on mobile phones over the next five years will be applications, video streaming and web browsing in that order of importance, The top revenue earners in 2016 will be web browsing first, followed by P2P, SMS and applications. Video streaming will represent less than 1% of mobile data revenue in 2016, despite hogging a third of handset traffic. 37

38 Big data 3v, 4v? Variety Velocity Volume Petabytes Variety Velocity Structured, unstructured Text, multimedia Streaming data Right time Multiple Formats Data at Scale Value Data in Motion Data Un- Certainty Veracity Reliability Predictability Imprecise data Volume Veracity 38

39 Big Data Structured and Semistructured Data Unstructured Data CDR Billing CRM Ticketing Log files Web Social Networks Big Data is about bringing these two worlds together 39

40 Evolvement from traditional to Big Data architecture Data Sources Business Zone Analytic and Reporting zone Warehousing Limited Targeting EDW Batch reporting Data integration Structured only Batch processing ODS Granular data Limited history High Concurrency historical queries Limited granularity Marts Long running data processing Limited descriptive and predictive models Limited disjointed search and discovery Average Vustomer Experience Data Security and Governance Data lineage and Impact analysis. Data privacy and security. Metadata repository 40

41 Evolvement from traditional to Big Data architecture Data Sources Business Zone Ingestion & Real Time Analyitics Real Time data movement, filtering and analysis Warehousing EDW Analytic and Reporting zone Batch reporting Right-Time customer Limited interaction Targeting High Concurrency Data integration ODS historical queries Landing & Historical zone Sandbox&Marts Limited granularity Structured and Unstructured Structured only Granular data data Marts Full granularity (PB) Batch processing Limited history Long Deep running analytic data development processing Historical repository Data Security and Governance Data lineage and Impact analysis. Data privacy and security. Limited descriptive and predictive models Limited disjointed search and discovery Metadata repository Micro Segment Average Targeting Vustomer Experience Personal Customer Experience 41

42 New Architecture to leverage all data Real Time Analytics Video/Audio Network Senzor Entity Analytics Predictive Information ingestion and operational information Exploration Integrated Warehouse and Mart zones Stream processing Data integration Master data Landing area Analytics Zone Archive Raw data Structured data Text Analytics Data mining Entity analytics Discovery Deep reflection Operational Predictive Information Governance, Security, Business Continuity 42

43 Big Data The Telco Big Picture Web Mobile Social Products Sales Stores Unstructured Shipments Supplier Inventory Streaming Structured or Unstructured Marketing Orders Employee Unstructured Exploration/Discovery Unstructured Data Analytics BigSheets IBM BigInsights Queryable Archive Customer Third Party IBM Integration Platform Improved Analytics Structured Real Time Scoring and Response IBM Streams Improved Analytics IBM Netezza Structured Reporting and Analytics Reporting and Analytics Reporting and Analytics Streaming Real time in market buyer detection Ad targeting Real time ecommerce personalization Real time next best offer Web/social Sentiment analysis Location based marketing Cross channel selling In-store behavioral analysis Micro customer segmentation Foundational Merchandise reporting Inventory optimization Demand forecasting Financial reporting Customer segmentation Campaign management Reporting and Analytics

44 What is this all about? Smarter Marketing&Sales Smarter Operations Smarter Customer Care 44

45 Smarter Operations Advanced Network Analytics The power of big data is moving traditional service quality monitoring, planning and optimization, from heavy processing of average data (KPIs and KQIs) coming from EMS/NMS and their complex correlation, to consolidating huge amount of real traffic information and counting all data and network events for specific KPIs. 45

46 46 Smarter Engineering Network Centric

47 What is this all about? Smarter Marketing&Sales Smarter Operations Smarter Customer Care 47

48 Smarter Marketing&Sales Traditional marketing is beeing redefined. Personalized campaigns and personalized offering are definite target for operators Based on OTT success, the same way of customer targeting must be adopted by Telcos All information you need is there: who is the customer, what is he/she doing, where is he/she at the moment And + much more: what is customer doing on the web? What are the most common searches? What are the most common web sites visited? What are the most used applications? What customer is tweeting about? Who are the friends on the Facebook? Are they your customers as well? 48

49 Calling Network Merged Network Amy Bearn 32, Married, mother of 3, Accountant Telco Score: 91 CPG Score: 76 Fashion Score: 88 Telco company How valuable is Amy to my mobile phone network? How likely is she to switch carriers? How many other customers will follow Telco Retail Social Network How valuable is Amy to my retail sales? Who does she influence? What do they spend? Network Activity

50 Traditional batch campaigns Vs. customer initiated relationship Traditional Batch Campaigns I have an offer or products I ll tell people about it when I choose to Offer I will offer everybody the same Customer initiated, behaviour driven I have a customer with a change in behavior that suggests a need I ll present an offer now, when they need it I will offer what is the best Offer Offer Offer Offer 50

51 Maximising Offer Effectiveness with Real Time Contextual Marketing Creating opportunities that are more relevant in time with higher conversion rates: Identifies change in customer behaviour immediately Allows contacting the customer at the right time Actions are perceived as a service Time Value of Data Fewer contacts and more relevant: Targets are smaller, offers more relevant and conversion rates are higher Decrease customer churn by targeting 1:1 message in real time. Response rate increase from under 5% to more than 60%. Number of Subscriber Contacts Context Driving Effectiveness 51 Number of Campaigns

52 What is this all about? Smarter Marketing&Sales Smarter Operations Smarter Customer Care 52

53 Smarter Customer Care Customer Care dramatically needs visibility into how network issues are affecting each customer Customer Care dramatically needs visibility into problems that are visible directly from customer traffic All data collected by Advanced Network Analytics can be used for these purposes. Only subscriber (specific and grouped) centric view should be applied to same data. All visual data presentation should have a drill down to a specific list of subscribers, therefore providing a segmentation for retention campaigns. 53

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