Doug Zone Chief Technology Officer Europe, Middle East and Africa CSG Systems

1. Customer Profile ManagementLeveraging customer profile management to offer advanced bundling and tariffing Doug Zone Chief Technology Officer Europe, Middle East and Africa CSG Systems

2. New video streaming service test Maintenance Portal IVR server EBPP Self-care portal Customer Care Billing System Change PWD VPN Server Reset PWD Network Edge AAA Network Infrastructure Products Financials System New Billing System CRM Order Entry Dial-up Radius AAA Adjunct Rating System Data Warehouse Customer Care Order Entry The complexity challenge Can you see your customer?

3. Problem Statement Evolving Networks has lead to Variety of service platforms from various vendors Duplication of service information Inability to access information in a timely manner (because of lack of open interfaces) Poor customer-experience Barrier to service innovation Incomplete or different views of service information (for CSRs and users) Poor service advice

4. Streaming MMS video Java MMS image, audio, text SMS A New Customer Experience: Service Evolution • Short lifecycle of services • New services frequently introduced • Service variables are not fixed • Big variety of service packages • Long lifecycle of services (Voice, SMS, MMS..) • New services seldom introduced • Service variables fixed • Only few service packages

5. Streaming MMS video Java MMS image, audio, text SMS A New Customer Experience: Subscriber Evolution • Subscribed via Self Service • On-line Service activation • Identified by Multiple IDs (MSISDN, UrIs) • Easy personalization with GUIs • Subscribed via signing a contract • Service found in retailer • Identified by single ID (MSISDN) • Personalization with terminal menu

6. Personalized/Narrowcasted services Narrowcasted Personalised Secure Payment Through User Profile

7. Definition of Profile Management • Profile Management is not • Storage of all information: • Service Execution information is dynamic • Often designed for specific purposes • Coordinate and refer to other systems • Knowledgeable of the information: • Information storage, being agnostic of it’s use • Can publish changes, but will not process information • Manipulation of information is the responsibility of service-platforms. • Profile Management is • A common centralized storage with information about: • The end-user • Networked devices • Service preferences • That consolidates non-dynamic service execution information: • Identities • Authentication credentials • Access and Usage rights • And references (keys) to data in other entities e.g.: • CRM unique id. • Billing account number

8. Simple profile data • A typical 3G profile may include: • Account information(name, address) • Payment information(credit card, postpaid, prepaid) • Demographics(single, married) • Basic Services(voice, Internet) • Enhanced Services(premium content, fax-mail, multimedia messaging) • Content Preference(sports, news, business) • Handset Settings(GSM band, alarm, ring volume) • WAP, GPRS, Internet Settings (frequency of updates, thresholds)

9. New services = new attributes New services attributes Sort by Artist or by Album? Preferred Gaming Character Synchronize my photos to home = Preferred Messenger? Messenger ID Synchronize email? Corporate mail-server VPN network ID Push-to-talk group new touch points – new authentications

10. Imagine our user ‘Mark’ Enticing user input Infotainment Phone Industry • Receives stock quotes • Gets weather updates • Gets TV-listing • Uses his phone a lot • Calls his wife and kids • Calls abroad once a month Favorite Program Likes Cycling • Receives thefootball scores • Follows theTour de France • Votes for Big Brother(on behalf of his daughter) • Responds to a radio contest Favorite Team Sports Voting Listens to Radio

11. Why does it matter • Building stronger relationship • Having detailed knowledge of customers’ preferences • Letting users customize their experience • Adding a ‘don’t want to re-enter all my data’ barrier to churn • Ensuring that CSRs see the same information as customers • Centralizing and clearly define all aspects of the service • Making sure information is in synch and accurate • Improving service

12. The back-office challenge • How to achieve • back-office integration • while • keeping the cost down? ? ? • When integration tends to be: • The biggest ticket in most IT-budgets • Costly • Timely • Error-prone • Difficult to evolve ? ? ?

13. CSG Total Care: Profile Management Customer-Care View User View and self-care Services Orders Service Execution

14. Capabilities to look for • Multi-language, multi-device presentation • A Fully Extensible Meta-Data Model • Strong Hierarchy Capabilities • Ease to add and define attributes, through templates and profiles • Security and Authentication through open standards • Self registration and self-care capabilities • Open flexible API architecture to support multiple integration technologies • Scalable

15. Case Study - Summary • Tier 1 Mobile Operator • Benchmarked for up to 20M subscribers • Strategic Customer Profile Management system • Integrated with MQ Publish/Subscribe • CSG Total Care Provides: • Self-Service profile management through customer user interfaces • Profile Management for all applications/systems connected to MQ Architecture • Flexible data structure for customer profile attributes • Support for all lines of business and channels: Consumer ● Corporate ● Wholesale

16. Presentation Registration Profile Management Demographics Segmentation CustomerSelf-Care Administration Add/Delete/Modify Accounts Bulk Loader Products Services & Applications Mastering System Administration Entitlements / Restrictions Marketing Info Constraints / Defaults Authentication & Authorization Publish Subscribe AccountHierarchy Audit & Transaction Logs Role Management Contact Info Solution Overview Customer SegmentsConsumer, Corporate & Wholesale Strategic Customer Profile Management System (CSG Total Care) WebSphere MQ EAI (Middleware, Business Rules & Logic) SMS Gateway eCRM Billing EBPP Provisioning Marketing/ Segmentation Customer Care

17. Case Study: Presentation • CSG Total Care’s Presentation layer provides: • a presentation capability to sCPM to enable the presentation of customer profile information via external customer facing applications (web portal, WAP or device gateway). • APIs for existing or future Portal to interface • multi-device capabilities and intelligent device detection functionalities to ensure that the appropriate page rendering is performed and then displayed via the external application to the appropriate device. • support for different screen flows for different customer attributes and touch-points • functionality to make text changes to the self-service pages without technical input • support for customers’ page styles and design guidelines. • a solution that complies with open technical standards (JSP, taglibs, J2EE) • self-care for customers to maintain his/her profile information • administrative screens that handle multiple roles and standard permissions for administering customer profile information (Admin, CSR, User, etc.)

18. Case Study: Registration • CSG Total Care’s Registration component provides: • Capture of full customer registration information (name, address etc). • Attribute Management: • Generation of unique Customer ID based on rules. • Auto-generation of Username. • Reserved names (filtering of offensive or inappropriate names). • Validation of important attributes (address, MPN etc). • Attribute validation (numeric or character fields). • Business rules for mandatory attributes and support for different mandatory fields for different segments. • Registration Maintenance: Add, Modify or Delete (subject to business rules) registration. • Registration APIs: Add, modify, delete registration functionality available via APIs • Bulk Loader: Bulk Registration of customers • Business rules to govern forgotten password processes • Masters the registration information of a subscriber

19. Case Study: Profile Management • CSG Total Care’s Profile Management component: • Contains both Direct & Derived Profiles • Derived Profile relates to information that requires analysis by 3rd-party system(s). • Derived profile information is passed to sCPM (Total Care), which provides the data-store of registered subscriber’s profiles. • Collectively, profile and registration information of a registered subscriber represents a single view of a customer • Customer information is mastered by Total Care and made available as a single source of “truth” to other external systems via MQ Pub/Sub • Capture and update profile attributes from external systems or users • The following profile information is captured: • Hierarchy Management for Billing Accounts & Customer Organisation • The relationship among the billing accounts (Billing account hierarchy) is managed and mastered in Total Care with N-tiered hierarchy levels of complexity • Marketing Information (Opt-Ins or Opt-Outs) • Contact Information (contact medium and preferred contact method) • Segmentation • Demographics • Products & Services bought • Applications selected • Entitlements / Restrictions

20. Corporate-Account Hierarchy Example • A small group of employees are moved from the Operations Department to the Finance department.

21. Corporate-Account Hierarchy Example • The administrator for Big Corporation Ltd will use the UI of Total Care to move this branch.

22. Case Study: Mastering • CSG Total Care in combination with it’s MQ Adapter: • Masters registered subscriber registration and profile information to all systems via the Publish adapter of WebSphere MQ • Accepts real-time updates to Profile information from external system through WebSphere MQ • Publishes via WebSphere MQ, customer information received • All systems that subscribe to WebSphere MQ apply filters to receive sub-set of this customer information as appropriate • Any updates relating to the master information are updated directly to Total Care via WebSphere MQ. Total Care then makes these changes available immediately to all systems via WebSphere MQ to ensure data integrity

23. Case Study: Administration • CSG Total Care’s Administration Capability provides: • Audit and Transaction Logs: • Track any system or human transaction on the system • Store before & after image of the profile after every change • Any activity relating to the system can be tracked and logged. The logging capability is configurable. • Reporting: • System reporting and logging of system-level data (for example, performance or disk usage). • Report templates and creation • Role Management: • Support roles and privileges associated with those roles. • Unlimited number of additional future roles • Standard set of roles out of the box • System Administrator can define new roles, define a default roles-hierarchy, and define different privileges for different roles at a granular level

24. Case Study: Wholesale Channels • CSG Total Care’s Administration Capability provides: • Multiple levels of billing account hierarchies and customer organisation hierarchies • Multiple levels of wholesaler hierarchies • Multiple levels of independent retailer channel hierarchies (e.g. retail shops) • Ability to prune and move branches of billing account hierarchy • Registration UI via web portal, WAP, XDA • Self-Care UI via web portal, WAP, XDA • UI for CSRs • Different Registration / Self-Care screen-flow for different groups of customers

25. Summary • New services and new devices creates new demands for profile information to be stored • Unless this information is centralized and accessible, it quickly becomes a barrier to service innovation and quality • Customer Profile Management is not about creating a centralized data-aggregator tobe used by customer-care • Customer Profile Management is about giving customers a flexible and complete view of theirservices and preferences