Comverse_Industry-Standards

8/7/2019 Comverse_Industry-Standards

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White Paper

CONSIDERATIONS FOR CUSTOMER-CENTRIC,

NEXT-GENERATION BSS SOLUTIONS AND THE ROLE OF INDUSTRY STANDARDS


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2For more information please visit www.comverse.com

Considerations For Customer-Centric, Next-Generation BSS Solutions and the Role of Industry Standards

In todays telecommunications world, the customer (end-user) experience should be the absolute with businesses workingrom end-to-end to serve the customer. This is especially important given todays rapidly changing and highly competitivetelecommunications market. Today, customers shaped by their experience with the Internet - want personalization,exibility and innovation. They want a telecom provider to make it easy to purchase new services on-line, tailor plans, and mixpayment types.

As communication service providers (CSPs) begin to ace the challenge o meeting these customer demands, they are

realizing more and more that their current inrastructures are not up to the task, and so they search or and evaluate newproduct-based approaches. Industry experts recognize that CSPs ace the impossible task o bridging yesterday, today andtomorrow with sotware systems designed in the past.1

CSPs have always relied on networking standards to ensure their network elements interacted properly and integratedsmoothly into the communications network. Now they are turning to IT-related standards to ensure their support systemsinteract easily. A key organization in defning these IT standards or telecommunication operations is the TeleManagementForum (TMF). The goal is that by using standardized or compliant products, CSPs will achieve greater efciency throughstreamlined processes, ewer systems, and lower integration costs. O course, while ocusing on standards compliance, CSPsmust be careul to keep the customer at the center o their thinking and not ocus on standards compliance at the cost o theend-to-end customer experience.

From a solution provider perspective, there is a way to integrate core industry standards using them as important guidelineswhile also retaining innovation and a ocus on the customer. Comverse has ound success in that approach with the

Comverse ONE Billing & Active Customer Management solution.

A Look at Comverse ONE and Specific Industry Standards

Comverses highly innovative product port olio enables CSPs to unleash the value o the network or their customersby making their networks smarter. This is achieved with end-to-end solutions that leverage industry standards and areinteroperable yet keep the customer as the main ocus. This allows CSPs to eectively meet customer demands or serviceinnovation while also ensuring the smart monetization o new services.

TMF agrees with Comverse that the customer is king. It also asserts that standardization is a key business practice, and that

the industry is wise to invest in OSS/BSS systems that create true value by developing end-to-end solutions that are reusable,exible and extendable.2

The Comverse ONE Billing and Active Customer Management solution hits this target by adhering to key elements o theTMFs New (Next) Generation Operating System Solution Framework (NGOSS). Here is a broad overview o how Comverseadheres (a closer examination will ollow):

1 Banerjee, Arindam and Vellody, Ashvin, Building the Anywhere Software Experience, Yankee Group Research, July 2009:1

2 Solution Frameworks (NGOSS), http://www.TMForum.org


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TMF describes NGOSS as a tool that will rapidly drive down operational costs streamline sotware development byenabling unprecedented reuse and risk reduction and reduce ull liecycle systems costs through standardization ointeraces.3 Some analysts, however, eel that initiatives such as NGOSS are heavily customized by service providers so whatexists at the end are custom APIs that are not transerable among operators.4

To break this paradigm, Comverse leveraged its more than 20-year history o in-network and IT-based billing and customermanagement expertise delivering to CSPs a unifed approach to BSS convergence: a single, unifed BSS that will handle anycombination o service, content, network, and payment type. This was accomplished by working with NGOSS principles tobuild a solution built on a single code base around a single data model. The Comverse ONE solution eectively is designed

to address the challenges and possibilities o true convergence. It also removes complexity, reducing deployment time andrisk by reducing the number o integration points and increasing operation efciency through more streamlined processesand less need or data synchronization all while adhering to base NGOSS principles. O course, Comverse ONE also oersopen, services-based APIs or inclusion in an overall ecosystem whether through a Services-Oriented Architecture or otherapproach.

Customers using Comverse BSS solutions are receiving positive results:

Lower TCO:1. Nucleus Research, a leading IT research frm, ound that by deploying Comverse ONE, a telecommunica-tions provider will avoid $16 million in custom development costs that would have been required to launch plannednew products5

Faster Time to Market:2. A new operator in South East Asia was able to penetrate the market quickly with an innovativeoering due to the Comverse ONE solutions unifed approach, which minimized integration eorts and time, enablingthem to ocus on their product oering, rather than spend time on integration and customization.

Consistent Real-Time Customer Experience:3. By enabling customer service representatives to more rapidly handlecustomer inquiries, change requests, and complaints, the Comverse ONE solution improves customer satisaction levelsand lowers churn. Additionally, by integrating sel-service, Comverse ONE empowers subscribers to sel-manage theiraccounts by having access to the same up-to-date, comprehensive inormation. Research shows that when subscrib-ers have access to integrated Web-based and interactive voice response systems, they are more likely to use thesesel-service tools rather than calling a call center.6

So Comverse is able to provide signifcant benefts or CSPs while working within the principles o TMFs NGOSS ramework.Following is a closer look at how Comverse maximizes these standards while moving orward as an industry leader:

3 Best Practices and Standards, http://www.TMForum.org


5 Research Note: Comverse ONE Reduces Complexity for Telcos, Nucleus Research Inc., Nov. 2009:2


DISTRIBUTED ARCHITECTURE

Comverse ONE is designed to be deployed in a modularnature (modularity is at the business unction level) andto ft easily in an operators overall architecture.

COMMUNICATIONS VIA WELL-DEFINED INTERFACES

Comverse ONEs single API and security SDK use well-defned services-based interaces or integration withother applications. Additionally charging interaces (real-time transaction control) use industry standards.

INFORMATION FRAMEWORK (SID)

Comverse ONE meets the main Inormation Frameworkprinciples o clearly establishing what applications/components master or utilize data by providing a SINGLEdata model across the entire unifed ramework.

EXTERNALIZED PROCESS CONTROL

Comverse ONEs internal process management(workow) can be integrated with other processmanagement systems or end-to-end management.


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Application Framework (TAM): Provides a common language between service providers and their suppliers todescribe systems and their unctions, as well as a common way o grouping them.

Key Advantages: The Application Framework handlescollaboration between more partners and greaternumbers o systems, providing a standardized model orgrouping unction and data into recognizable applicationsor services. The move towards convergent billing requiresbilling applications to move towards a customer-centricmodel.

How Comverse Adheres: Comverse mirrors ApplicationFrmework standards on rating & pricing o eventsor retail billing (in real time and oine); discounts,including cross-product discounting; exibility o ratingalgorithms to accommodate new tari plans; throughputand accuracy; pro-rating o charges services.

Business Process Framework (eTOM): Provides logical groupings o processes or building management systems.

Key Advantages: Establishes a common vocabularyor business and unctional processes. Used toanalyze existing processes while enabling quantitativeassessments o value, cost and perormance oprocesses. This standard clearly illustrates to SPs theapplications they should have in place to ully supportbusiness operations. Key business processes need tobe represented using the Business Process Framework,especially true or key ones that cross systems, like newcustomer acquisition.

How Comverse Adheres: Comverse ONE receivedBusiness Process Framework (eTOM) certifcation, achievingthe highest conormance level attainable.Comverse ONEuses this ramework to represent its unctions: market salesmanagement, product management, service management,and so on that align with the core processes o theBusiness Process Framework in support o the deploymento a convergent BSS inrastructure. Business ProcessFramework business processes have been mapped in theComverse ONE solution and incorporated into Comverses

Implementation, Planning and Analysis (IPA) methodologyto improve the eectiveness o deployments throughthe use o standard and consistent processes. ComverseONE applies the Business Process Framework map,while moving towards increasing applications in resourcemanagement, and active customer management.

Information Framework (SID): A common inormation model or aligning data with pertinent business processes.

Key Advantages: Establishes a clear understandingaround stewardship o data (and creates a language;so everyone is using the same terminology). Without

standardized inormation models, data may requireextensive transormation each time it passes amongapplications requiring costly, customized integrationacross multiple system interaces.

How Comverse Adheres: Comverse ONE Billing &Active Customer Management ollows this standard and extends it to allow or maximum unctionality in its

products. The key aspects o the Comverse ONE solutionsdata model have been mapped to SID so that it can bediscussed with a common understanding o terminologyand concepts; Comverse plans to undertake InormationFramework certifcation in 2011. Additionally, the ComverseONE solution addresses the main SID principles o clearlyestablishing which components/applications master orutilize data by providing a SINGLE data model acrossthe entire unifed ramework. This allows exibility andconsistency throughout the system.

As illustrated, the Comverse ONE data model adheres to the Inormation Framework by uniying critical business unctions

(sales, marketing, ordering, customer management -- including sel-service, real-time rating, and billing) around a single datamodel. By sharing a common terminology with clearly defned responsibility and ownership o data and elements, Comversecreates ully comprehensive BSS/OSS solutions that streamline key cross-system Business Process Framework (eTOM)business processes.


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These include:

Customer interace management

Order handling

Lead tracking and management

Problem solving

Bill invoice management

Problem handling

Bill payment and receivables management

Rating and discounting

Billing events management

Comverse did not stop there, however. When defning the Comverse ONE data model, the company went beyond standardand included a major actor: ever-changing customer expectations.

In doing so, it provided or leading-edge attributes such as multiple service-specifc balances, multiple payment types, andmultiple identities (e.g. enterprise vs. personal). The Comverse ONE solutions data model provides these extensions andmany other next-generation ready, subscriber-centric attributes. Given that the solution covers so many o the ApplicationFramework components in a pre-integrated ashion, CSPs are ensured that all o the extensions within the Comverse ONEsolution will work together seamlessly.

Going Beyond Standard

By building beyond the Inormation Framework, the Comverse approach ensures that CSPs do not have to worry aboutpurchasing proprietary extensions rom multiple vendors (something that, in act, ultimately deeats the purpose o theInormation Framework).

This is crucial to a unifed approach to convergence, as ound in the Comverse ONE solution. Recent industry reviewsindicated that to stay relevant, sotware vendors have to transorm their solutions and build intelligent, real-time and event-driven sotware systems that will enable the ideal customer experience. However, to do that, the sotware system must bebuilt with core architectural principles that keep the needs o the end-customer at the center.7

This is at the heart o the Comverse ONE solution. Its single-system support or sales, marketing, order management,customer management, charging, and billing (along with its built-in in-network capabilities and extended InormationFramework attributes) ensure a consistent next-generation user experience. This unique architecture enables a holistic view

o market oerings and rich customer inormation that is consistent across the ecosystem, including all customer touch points(e.g. Web, customer care, IVR, handset). Moreover, the real-time nature o the Comverse ONE solution means that customerdata is current truly allowing CSPs to deliver an interactive and personalized real-time experience.

Given that the Comverse ONE solution is in the network and enables a ull view o the customer, it can blend networkknowledge with customer profle inormation empowering targeted location and context-aware marketing. Additionally, thesolution supports multi-dimensional policy management to enable a seamless, converged and consistent next generationsubscriber experience. This is done by enorcing policies related to authorization, rating and charging, identity (enterprise andpersonal) management and fnancial liability management.

By extending this unifed approach urther upstream to sales and marketing unctions (such as campaign management, salesorce automation, and interaction management), the Comverse ONE solution transorms the traditional order-to-cash cycleinto a prospect-to-cash cycle. This allows the consistent end-user experience to start earlier during the sales and acquisition

process.By streamlining business processes across sales, marketing, care, ulfllment and charging the Comverse ONE solutionsimplifes the support or converged business models (multiple-accounts single number, hybrid rate plans and complex



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group accounts). For example, customer acquisition processes no longer are dependent on customer payment type choice

thereby boosting efciency and eectiveness. This is a natural expectation o next-generation networks and the next-generation subscriber experience.

O course, the real test o a product is when it is deployed in the operators environment. Transormation is not aninstantaneous process; nor is it business as usual. Thereore it is critical, as the Yankee Group states, or service providers to

embrace manageable risk to the business today to build a back ofce that enables them to compete tomorrow.8

So, the right approach the how is very important as disrupting existing business operations is not an option. O course,experience is also an important part o getting ones methodology right and the right product orms a solid oundation or asolid methodology thus lowering risk.

The objective o the Comverse solution becomes making the sotware work and honing the clients operational inrastructureto deliver a true strategic advantage. Comverse oers its own proessional services organization (and partners with leadingsystems integrators) to deliver services that ocus on:

Operational optimization

Sotware integration

Knowledge transer

High-value support

These services are key components o the Comverse ONE Billing and Active Customer Management solution and ollow thecompanys mission to work with clients to develop internal best practices based on optimal use o Comverse sotware withintheir environment.

A Look ForwardAs illustrated, Comverse acknowledges and adheres to standards within the TMF NGOSS ramework. These allow thecompany to remain steadast in its end-goal: to help the operator maximize the end-customer experience, while reducingcomplexity and TCO.

While this commitment is consistent with Comverses operating philosophy, it is also justifed by industry projections o uturemarketplace needs. At least 90 percent o service providers today identiy OSS/BSS capabilities as being o high importanceor eective customer management (particularly regarding service provisioning, service ulfllment, and service assurance.)9

Additionally, experts are recommending sotware systems be architected to meet the requirements o a business process. Forexample, uniying and automating a complete end-to-end frst contact-to-cash process would help service providers deliver adierentiated customer experience. In this context, SES (Sotware Experience Systems) needs to uniy and automate customeracing and processing systems to achieve a better relationship with their customers at all channelsthe Web, stores, kiosksand the call center. Vendors that oer broad product suites (like Comverse) o er the most promise in this area.10

Staying customer ocused will also reap benefts or providers who are looking to increase the ROI on both existing assets andnew projects. In act, analysts note that Comverse ONE delivers opportunities to achieve cost reductions, accelerate time tomarket, and increase revenue growth.11

Customers are bound to get what they demand rom next-generation telecommunication products and services. Thecustomer experience will continue to reign in this environment; and Comverse will continue to lead the way in both leveragingTMF standards and enabling service providers to create a consistent and interactive next-generation customer experience.


9 Delivering the Next-Generation Subscriber Experience, Forrester Consulting, Sept. 2009:12




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Copyright 2011 Comverse, Inc. All rights reserved.

Comverse, its logo, the spark design, Kenan and Netcentrex are registered

trademarks of Comverse Technology, Inc. or its subsidiaries in the United

States and other selected countries. Other denoted product names of

Comverse or other companies may be trademarks or registered trademarks

of Comverse, Inc. or its subsidiaries, or their respective owners. The materials

presented in this communication are summary in nature, subject to change,

and intended for general information only.

About Comverse

Comverse is the worlds leading provider of software and systems

enabling value-added services for voice, messaging, mobile Internet

and mobile advertising; converged billing and active customer

management; and IP communications. Comverses extensive

customer base spans more than 125 countries and covers over

450 communication service providers serving more than two

billion subscribers. The companys innovative product portfolio

enables communication service providers to unleash the value ofthe network for their customers by making their networks smarter.

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