LG Telecom NG Billing & MDMgSung Soo Park

15/OCT/2009

Objectivej

MDM Implementation Case Study

Contents

About LG & LG TeleCom

Next Generation Telecom Billing SystemNext Generation Telecom Billing System

Why? Master Data Management

About LG & LG TeleCom

LG foundation : 1947 JanLG foundation : 1947 Jan

53 Companies : LG Electronics, Display, TeleCom, DDacom …

Revenue : 94 billion US$ (2008)

LG TeleCom : 8 6 million customer revenue 4 billionLG TeleCom : 8.6 million customer, revenue 4 billion US$

CDMA 3G R A N/W l 2 100CDMA, 3G Rev.A N/W, employees 2,100(Voice,Wap,SMS, Roaming, VAS etc)

Mobile market analysis & challengeschallenges As Korea is one of the most completive & leading edge market in the world, LGT i ff i th b d 3G & t t i i t i th

LGT

LGT is offering the brand new 3G & customer-centric services to improve the customer value

8 6M

LGT18%

SKT50%

Highly competitive market

23.8M15.5M

8.6M 50%

No subsidy regulation! 15.5M

Telco company mergers KT32%

Korean Market Share by Subscribers (2009.3Q)

Telco company mergers 32%

( Q)No. of Million

Customer

Mobile market revenue trend & Issues

Revenue trend change

20% data rev take 80% IT cost

KTF

cost

Transaction explosionVoice SMS

Mobile Services

DATA

Transaction explosion

Hybrid customer data Mobile ServicesRevenue Trend

Distributed customer, d t d tproduct data

LG T l C d t t tLG TeleCom data revenue strategy

Korean 3G strategyKorean 3G strategy

What is “OZ”? Mobile InternetWhat is OZ ? Mobile Internet

Complex business model!Complex business model!

Large Trx More than15trx/day increase!Large Trx. More than15trx/day, increase!

N/G Billing system – MDM base

P j t bj ti

Any CustomerAny Customer Any ServiceAny Service Scalable Billing Scalable Billing

Project objective

Mobile, Fix line Broadband

Mobile, Fix line Broadband

Voice, Data,

No svc limitations

Voice, Data,

No svc limitations

System

+2,000 M customer

System

+2,000 M customer

Project background

Only Support XXX-YYYY-ZZZZ

Voice Oriented Svc

Product Creation >Difficult to increase

S t C itMobile type customer Product Creation > 1 month

System Capacity

G ( CS S) SNext Generation Billing (nCSBS) Project : 6,2006 ~ 12,2007 Service Launch Jan,2008

LGT Legacy PIM Problem

Distributed information (sync problem)

Only PRICE PLAN Information

SQL plus price plan define

Definition & hard testing (4~8 week)g ( )

LGT N/G Billing System ArchitectureLGT implements domestic large scale legacy system implementation using web service SOA. So LGT secure business timely and I/F flexibility with various channel.LG Telecom has competitiveness in cable/mobile connected product market.

User Screen End to End Svc

Channel System

Web SVC

UI TierCall Center

Presentation Layer (X-Internet)

Biz1 BizBiz3 Biz4

User ScreenQuality Assurance

Mobile C/C

Dealer Portal

E- ManualMiddle Tier

Credit inquiryBanking, GIRO

Credit cardNo. Portability

ESB

Biz1 2 Biz3 Biz4

BPM ( Business Process Manager)E-Document

Accounting

HR WTC (Web/Tux Connector)

Dealer RoamingPrepaid

ERP ESB(Enterprise Service Bus)

Web campaign

Connects

ABAS

WTC (Web/Tux Connector)2Tier (Tuxedo)

Data

HubDB/System Tier

ERPIdentity mgt

N/WMSC, SMS

Authentication

ez-I

Music svc

E

HubMembership

2G & 3GWAP

Full Browsing

Oracle MDM (Master Database Management)

E-

Hyundai Oracle 10g RAC (Real Application Cluster) 23*365

LGT Mater Data StrategyTo meet Customer demands on various services and achieve customer satisfaction, we provide new architecture against product, service, fee rate and fee policy.

Customer needs Provide various conversions service beyond customerProduct needsBundle• Bundle

products Composition product with Mobile + Broadband +

Customer needs

senc

e Product Service Fee rate Fee analysis Another service

Provide various conversions service beyond customerProduct needs

Bank.

Contents

• Multi products in non-communication area like DMB, Bank.

Shopping OnMusic OnBank On

Voice CallSMS

Caller ID

con

vers

PCS

DMB

•Various Pricing Rule & various fee conditions (packet, sec, record amount

Pass OnTV On

PacketMMS

Needs

cin

g

DMB

Internetrecord, amount , Time, distance)

•Discount, Free Bundling connection quality

connection bandwidthConnection speed

Convenience

Free & discount

policy,

Pri

c

Bank On

Basic ser ice•Develop the customer requirement product within short notice.

acceptable mobilevarious fee rate

Tim

e o

mar

ket

Basic service

•Provide Near Real-time charge service

To

Data Integration ConceptPeer-to-Peer, EAI Bus and Consolidated Data using Global Single Instance

CS BSCS CS BS CAS PPS

1G Peer-To-Peer 2G EAI Bus 3G Global Single Instance

MPSCAS

eCare

CCS CRMBS

GlobalSingle

Instance

GlobalSingle

Instance

MusicOn

BS

I t fI t fAR

Ez-IMyLGTDSCS

CP/SP

PPS

CASDSCS

PPS

CCS

eCare

InterfaceInterface EAI

MyLGTDSCSS

CAS

eCa e

eCARE CCS DSCS Channel

• N2-N Integration • 2N+1 Integration • No Integration !!!• 10 systems:

102-10 = 90 system integration

• 10 systems:2*10+1 = 21 Integration

g

• Perfect Data Consolidation

LGT NG Billing MDM ArchitectureCustomer DB and Next CSBS DB are merged into single DB instance. In order to Implement the Data hub model, it has additional AP server in To-Be Architecture

ApplicationServer

PresentationServer

Web ServerData Service

APM

DatabaseServer 1

DataHubRACEnd User

C ll C t

OS

X-Internet Server

OS

Framework

WAS OS

DBMSHACMP

integrationDatabase

DataHubCSBS

Call Center

LGT agency

DataHub AP

DatabaseServer 2

DBMSDataHub

RAC

Product/customer

EAI/ESB/BPEL

(BEA/Vitria)APOracle

Application Framework OS

DBMSHACMP

Product/customer Super user

Register the product by AdminM th Oracle

(BEA/Vitria)

S nchroni eManage the customer Profile

Only 30 super Provides admin screen to setup

OracleForms

Synchronize Database

No issue with integration data

OracleWAS

users can use it out of LGT

screen to setup data model of

Datahub

synchronize

How Datahub works?Order 8. When the other app

subscribes CDH, it

Royalty program

Sales lead

C ll t

1. Call center employee registers new customer

creates it if necessary.

Call centerIntegration ServicesIntegration Services

2. make business 7. Creates customer info to particular application in almost real time

CASWebSites

OASOAS10g10g

WebWebServicesServices

event as ‘new customer Create’

application in almost real time

CustomerCustomerD t H bD t H bSites Data HubData Hub

3. CDH subscribes the event and creates

6. make “new customer Create” event in CDH (Triggering)

AR systemMarketingData Mart

Data QualityData QualityServicesServices

4. CDH finds duplicated data and

customer data( gg g)

5. Approve cleanse data and createscustomer master data.

new customer master

MDM Benefit (1/2) Data Hub, introduced by Oracle MDM solution, is a master data management solution. It has specific data model in terms of Common Component (e.g security, create/modify/delete process and data integration between systems) for data y p g y )management as based on Global Single Schema of eBusiness Suite that is Oracle ERP.

Data Hub Overview Key Benefits

CASCSBS • Single Source of Truth for customer

• Retain consistent by removing dup Data

Call Center

Any Web

IntegrationServices

Data • High Quality Data Consistency • Support the point of multiple

business based on the same Data

SP/CPB2CSite

AnyIntegration

WebServices

Data Quality

Data HubData Hub Set• Reduce maintenance costs • Reduce the cost of system

maintenance

Sales SupportMarketingData Mart

Data QualityServices

maintenance• Simplification and Improvement of

Disaster recovery

Data Mart

MDM Benefit (2/2)

Fast product deployment (under 2 week)

Maintain rich product information

CRM keep more crystal product information

Marketing dept. can access PIM

fKey Performance

Customer No 8 6M 20 product/customerCustomer No. 8.6M, 20 product/customer+1000 product, 5M contents link1000 product, 5M contents link+60 equipment sync master data (50 NE)+1,700 WAS transaction /sec+2,000 CDR rating /sec (call detail record)

CConclusion

Oracle MDM is heart of LGT billing System

Power of master data ownershipp

Removed duplicated cust, product dataRemoved duplicated cust, product data

Synchronized customer & product dataSynchronized customer & product data

SSummaryAbout LG & LG TeleCom

Next Generation Telecom Billing System

Why? Master Data Management

Call to Action

Changing the billing system isChanging the billing system is …

Be careful …

“Changing the billing system is more difficult than changing the g g

engine of the flight , on the wing! ”

Call to ActionSupport! time to market & business strategy

Make MDM friendly business peopley p p

Good Relationship btw customer & vendorGood Relationship btw customer & vendor

Contact InformationSung Soo Park

General manager

Billing InformationBilling Information Team

(N/G Billing Project(N/G Billing Project PM)

G T l C dLG TeleCom, Ltd.

sspark@lgtel.co.krThank you !

+82-10-8080-2366