© 2016 TM Forum Live! 2016 | 1

Product Portfolio Management in theLightning Speed of the Digital Age

The Case for Catalog-Driven Operations

© 2016 TM Forum Live! 2016 | 2

CATHERINE MICHELChief Strategy Officer & VP ProductsSigma Systems

GEERT GOETHALSCIOProximus

JENS OPPLERTransformation LeadVodafone Germany

© 2016 SIGMA SYSTEMS LP | COMPANY CONFIDENTIAL | 3

CATALOG-DRIVEN DEFINED

Is Your Organization Ready?

© 2016 SIGMA SYSTEMS LP | COMPANY CONFIDENTIAL | 4

DIGITIZING INNOVATION IS THE KEY TO SURVIVIAL

You cannot sellwhat you cannotoperationalize

You cannotmonetize whatyou cannot sell

Digitization ofinnovation &M&A is the key

You cannotprofit from whatyou cannotmonetize

© 2016 SIGMA SYSTEMS LP | COMPANY CONFIDENTIAL | 5

No single “point of truth”for products and services.

No automated connectionbetween idea development& launch through to servicedelivery

No clear decompositionbetween product order andnetwork service / device

Hard coded fulfillmentpaths between order andprovisioning / activation

Up to 70% Order Fallout

Slow time to market

High cost to market

Offer management / ordercapture is customized bychannel and by networksolution

THE 20TH CENTURY OPERATOR INFRASTRUCTURE DISCONNECT

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CatalogDriven

EcosystemFriendly

OmniChannel

ContextAware

FlawlessDelivery

ExceptionalService

THE DIGITAL NATIVE CREATE–SELL–DELIVER MANDATE

You have toclearly defineandstandardizewhat you areselling

You have toconnect whatyou can sellwith other eco-systems

You have tosellseamlesslythrough everysales channel

You have toknow whatyou cancustomize& support

You have toget it right thefirst time

You have todelight yourcustomerthroughout

© 2016 SIGMA SYSTEMS LP | COMPANY CONFIDENTIAL | 7

THE PRINCIPLES OF CATALOG-DRIVEN

Products &Services

Architecture

Integration

OperationalProcesses

KPIs

MarketStrategy

CustomerEngagement

Connects yourorder-to-install-to-bill-to-supportprocess acrossyourarchitectureEncompassesall aspects ofthe commercial /functional /technical /physicaldimensions

A Product-centric approachto how youdefine and driveyour operationsacross yourBSS & OSSOperationalprocesses andsystemcapabilitiesaligned aroundtaking a Productfrom cradle tograve

Proximus

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May 2016

We constantly keep people connected to the worldso they can live better and work smarter

An extensive convergence of content, applications and networks

Secure sharing withour own Cloud andSecurity expertise

Entertainment throughour advanced Digital

TV platform

A full range ofCommunication &

Collaboration platforms

Enterprise services:consulting, design,

integration, managedservices, outsourcing

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€ 6 billion

Underlying Revenue

€ 1,7 billion

Underlying EBIDTA

€ 1,58 billion

Contribution to theBelgian state

€ 1 billion

Investments

14,000 FTE’s

Becoming Proximus

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1930 1987 2015

tmforumlive! 2016Product Portfolio

ManagementJens Oppler, Vodafone Germany

Vodafone Deutschland• Integrated communications group offering

mobile radio, fixed network and broadbandservices, mobile data services and TV from asingle source

• 14.000 employees• Sales revenues: € 11 billion• Approximately 30 million mobil,

5,52 million fixed network / broadbandand 7,89 million TV customers

• Roughly 23 percent ofVodafone Group‘s earnings (EBITDA)

Everything from a single sourceVodafone Germany – pioneers of the mobile world

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Good connections for companiesThat is what we offer our business partners

Mobile Fixed & Convergence Cloud & Hosting

Future markete.g. virtual telephone system,M2M, Cloud-Services

Core businesse.g. Mobile Broadband/LTE/Secure Call

Growth markete.g. virtual networks, UnifiedCommunications & Collaboration

1 2 3

Inspiring customers by ‘best in class customer experience’

Focusing on the customer

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• Vodafone has started a Digital Transformation Program to improve consistentCustomer Journey across different product lines, customer segments & channels inEnterprise Business

• Shift towards standardization, automation & agility to partner• Utilization of standards - TM Forum Frameworx – for business capabilities and

information• One key enabler, a central Sigma product catalogue, was introduced to underpin an

order function focused on mobile products and direct sales (decrease of orderfallouts)

• Actively managed change process by introducing best practice product lifecycleprocesses.

• Roadmap to expand capability to fixed net, converged products and solutions aswell as support online channel and customer care.

Digital Transformation & Product Catalogue

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Key Findings introducing Product Catalogue

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• Overall catalogue structure follows a commercial logic in order tosupport the product development process.

• Overall catalogue structure follows a commercial logic in order tosupport the product development process.

• Legacy systems still have to be considered, but need to follow thecommercial logic as well and in a decoupled manner.

• Legacy systems still have to be considered, but need to follow thecommercial logic as well and in a decoupled manner.

• Establish the product catalogue as single point of truth and drivedownstream systems and processes (e.g. Order Capture, Order Mgmt)

• Establish the product catalogue as single point of truth and drivedownstream systems and processes (e.g. Order Capture, Order Mgmt)

• Establish a dedicated product life cycle organisation based on agreedprocess steps

• Establish a dedicated product life cycle organisation based on agreedprocess steps

55 • Use a catalogue provider with telco expertise from numerous previousprojects

• Use a catalogue provider with telco expertise from numerous previousprojects