Service enablement Operator opportunities through service enablement
contents Toward a Networked Society 3 Seamless services 4 The case for service enablement 5 Ericsson s Service Enablement Platform 6 Unified service exposure 7 Service enablement in context 8 Why Ericsson? 9
Toward a Networked Society Progress toward the Networked Society in which everything that can benefit from being connected will be connected is rapid. And the implications for operators are profound. Today, 91 percent of the global population has access to mobile communications. Data traffic doubled between 2011 and 2012, and it is expected to grow by about 50 percent each year until 2020. People and places have already been connected, and the next stage will be to connect things, such as vending machines, streetlights, cars and power sockets (machine-to-machine (M2M)). The effects of the Networked Society will be profound, bringing economic, social and environmental benefits to hundreds of millions of people. Until recently, the telecom industry generated stable revenues by offering communication services through traditional business models. However, access to mobile broadband and devices, coupled with the emergence of over-the-top players and the proliferation of applications has changed the industry. In order to stay relevant, operators will need to find new ways of meeting consumer demands and expectations. And with service innovation being driven The Networked Society will present challenges and great opportunities for the telecom industry. from outside of the operator domain, they need new ways to monetize and expose their network and subscriber assets, reach users and capitalize on new business models. Modernizing operations and business support systems (OSS/BSS) capabilities, including service enablement, can play a large role in achieving this.
Seamless services New, seamless services that can create value, monetize assets and put user experience and personalization first will enable operators to differentiate their offerings. An example of this is how digital natives interact with their operator. The operator provides relevant information across online channels, allowing the user to take control of their subscription and gain access to personalized services. By doing this, the operator builds a stronger, more loyal relationship with the subscriber. Going a stage further, the operator can strengthen its portfolio reach in wholesale business models by exposing its unique assets such as mobile payments, network policy, mobile identity and user information to external service providers. The service providers will then use these assets to improve the value of their offerings to their own customer base. Within OSS/BSS, the management of customer experience interaction with digital ecosystems is achieved in the service enablement domain. And it is through this domain that operators can achieve true agility in their offering. They can do this by offering their own customers a personalized experience, while at the same time leveraging the capabilities of external partners. So, the opportunities here are endless. Take the example of a connected car that requires the cooperation of multiple stakeholders to deliver a seamless connected experience for the driver. The car can monitor, record and collect information on how the vehicle is being driven and relay these parameters to the driver s insurance company. The parameters could include speed, deceleration, acceleration, direction, distance driven, and so on. Once this information is processed by the insurance company, it could enable a pay-as-you-drive insurance model that is based on actual driving behavior. This service requires no human intervention beyond the authorization to use the personal data for the purpose of personalizing the service. The data is processed and the car manufacturer, operator and insurance company work together in an ecosystem to provide a seamless service. This service becomes even more interesting when other third parties are introduced. Information on weather conditions, traffic and accidents could be added to the ecosystem to enhance the driver experience. But none of this will be possible without the ability to store, aggregate and correlate data from the connected devices. And this has to happen in real-time, so that service providers can offer information and services that are current, relevant and bring real value to the user. In short, everything can be provided as a service, and the key is service enablement.
The case for service enablement The world is changing. Service innovation is happening outside of the operator domain, driven by enterprises of all sizes, as well as by individual developers. Digital natives expect more from the services they use than previous generations. innovative services and revenues for enterprises and operators. By taking a holistic approach to new service creation and by combining different network assets, it is possible to successfully address the needs of the enterprise segment. Today s service-development investment drivers can be divided into three main focus areas: Accessibility, flexibility, simplicity, transparency, security and personalization are now expected as standard in any digital experience. And operators need to meet these expectations if they are to remain relevant. Operators revenues will come more from the enterprise segment, both B2B and B2B2C, than they do today. So far, IT and internet service providers have attempted to meet the needs of the enterprise segment, but there are many more enterprise processes that operators can support by exposing network capabilities and assets in a simplified, secure and accessible way. These can include, for example, anonymous subscriber information, mobile payments and network policies. Many of these assets have yet to be exposed, although they offer great potential in terms of new > > The first is to improve the consumer experience by enabling a more personalized offering through digital-interaction channels, such as the web or apps. This will help to meet the needs and expectations of digital natives, drive loyalty, and differentiate the operator s service. > > The second is to expand wholesale business and service innovation by open, flexible, yet controlled exposure of operator assets in order to leverage the innovation strength of external ecosystems; massmarket developers, service providers, enterprises and partners. > > The third is to explore new value chains with connected enterprises with, for example, M2M and industry-specific solutions to move beyond the basic communication and connectivity business. For some operators, there is also the traditional driver of removing silos and harmonizing and simplifying asset exposure for internal business innovation and life-cycle management purposes. Ericsson s Service Enablement Platform creates the means to meet these challenges by providing flexibility, agility and responsiveness for operators.
Ericsson s Service Enablement Platform Ericsson s Service Enablement Platform is positioned to address the needs of the digital marketplace, extending operators capabilities beyond those of the traditional service provider. Ericsson provides five main business solutions on top of its Service Enablement Platform in addition to custom solutions developed in collaboration with customers. These five solutions are: Unified Service Exposure, Multiscreen Self-Care, Multiscreen Storefront, Converged Services Studio, and M2M Service Enablement. > > Unified Service Exposure enables service providers to expose their networks and business assets in a controlled and efficient way, supporting innovative revenue streams and business models with external partners. > > Multiscreen Self-Care enables service providers to put the user in full control of their mobile account and services consumed over a self-care solution working for all devices and on-line interaction channels. The self-care solution also offers the possibility to provide tailored and targeted service offer bundles, optimized for each device and personalized for the user. > > Multiscreen Storefront equips service providers with a digital commerce solution for online storefronts selling core communication and value-added services. > > M2M Service Enablement enables service providers to move up in the value chain beyond their connectivity business by providing a horizontal platform for connecting applications and devices with the digital services ecosystems of content providers, developers and users. Ericsson s Connected Vehicle Cloud, for example, is based on M2M Service Enablement. > > Converged Service Studio gives service providers a versatile and future-proof solution to create, combine, orchestrate and deploy existing or new services, regardless of vendor and access technology. Ericsson s service enablement vision is to enable ecosystem participants to react swiftly to unplanned market situations, and quickly implement new, proactive, profitable ideas and solutions.
M2M/Connected Enterprise Case Examples CASE: Volvo Cars An example of M2M service enablement is the initiative between Ericsson and Volvo Cars. The goals at the start of the cooperation were to get feedback from the vehicle to enable proactive maintenance, increase aftermarket sales through improved customer intimacy, establish a direct B2C relationship with the vehicle owner, and to create new revenue streams from innovative services. A scalable platform architecture was required from a partner that could provide and manage the complete ecosystem. Ericsson s M2M service-enablement solution met all of these demands. It allows Volvo Cars to continuously add new functionality throughout the vehicle s life and to provide applications and services that can be adapted to different vehicles and markets based on its big data and analytics platform. CASE: AT&T An aging population places increased pressure on health-care resources. In the US, there are 49 million people over the age of 65 and 1.9 million over 90, while 50 percent of the population suffers from a chronic disease, and two-thirds of adults are overweight. The US government has now introduced a readmission reduction program that seeks to reduce the number of hospital readmissions within 30 days. AT&T s remote-patient-monitoring services are enabled by Ericsson s secure, reliable and scalable end-to-end service-enablement solution. The services use connected devices to collect biometric data from patients, and then securely share that data with a designated caregiver, doctor or clinician. The near-realtime data provides an indication of the patient s condition between visits, contributing to reduced hospitalization and improved patient satisfaction, while providing better planning and service delivery. with the appropriate level of security to ensure that sensitive data is protected from unauthorized access. The complete ecosystem includes many applications for different medical conditions, round-the-clock support and connection to other cloud-based services, such as provided by hospitals and insurance companies. The patient is provided with a kit that includes a measuring device and a tablet for video communication. The operator provides connectivity
Service enablement in context Service enablement is an essential part of an operator s overall enterprise architecture and allows the operators and brokered assets from partners to become part of the digital services ecosystem. This therefore makes service enablement an integral part of (and natural extension to) OSS/BSS and the network. For enterprises, service enablement has fundamentally the same role: managing the customer and partner experience and the interaction within the digital services ecosystem, leveraging the enterprise s unique assets.
Why Ericsson? Ericsson is the natural business partner for communication service providers aiming to address today s business challenges. We supply global experience, proven tools and industrialized software solutions to meet your needs. Our leadership position in the OSS/BSS domain, and in particular service enablement is confirmed by independent analysts.* Our standardized solutions are open, customizable and support rapid time-to-market for new offerings. They are based on a common software platform that can re-use existing integrations and functional components. The solutions are backed by our professional services skills and unmatched experience of integrating IT and telecom systems that includes the network and OSS/ BSS. *Gartner Market Share Analysis: Telecom Operations Management - BSS, OSS and SDP, Worldwide, 2011-2012, April 29, 2013. Service Delivery Platforms, Worldwide Market Shares 2012 and Service Fulfillment Systems, Worldwide Market Shares 2012), Analysis Mason.
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