TELUS Uses Business Intelligence to Provide Benefits in the Telecom Sector

1. Required Slide SESSION CODE: BIC305 TELUS Uses Business Intelligence to Provide Benefits in the Telecom Sector Chris Finlan Manager, Systems for Business Intelligence (SBI) TELUS Communications

2. About TELUS • TELUS is a leading telecommunications company in Canada • $9.6 billion of annual revenue • TELUS provides a wide range of wireline and wireless telecommunications products and services • TELUS has more than 11.9 million customer connections • 6.6 million wireless subscribers • 3.9 million wireline subscribers • 1.2 million Internet subscribers • 200,000 TELUS TV customers • TELUS provides a wide range of communications products and services including data, Internet protocol (IP), voice, entertainment and video

3. TELUS Information Technology • TELUS Information Technology • Approximately 3000 staff • 300 to 400 projects per year in the IT space • TELUS Data Warehousing & BI • SBI = Systems for Business Intelligence • 67 Team Members • 40 concurrent projects • 60 to 80 projects per year

4. Objectives • Discuss the challenges which directed us towards Microsoft • Highlight the process and results of the Microsoft BI tool POC at TELUS • Showcase how TELUS is leveraging Microsoft BI across the enterprise • Provide an opportunity for discussion

5. Prototyping • MOLAP Enterprise Priorities Flexibility Metadata ROLAP Data Stewardship Software Contracts Data Dictionary BI at TELUS Diverse Client Base POC Performance Governance ETL/BI Standards Capacity • HOLAP Cache Strategies

6. The Challenge • Current Enterprise BI Cognos cube solutions face; • performance-related challenges • Capacity issues • Weak “Self serve” capabilities • TELUS SBI team engaged Microsoft for a POC in 2009 • TELUS SBI tool considerations included; • Cost • Ease of use • Time to Market • Sustainability • Impact to the Business

7. Spring 2009 : Microsoft BI POC • Phase 1 – Reporting tools (features and functionality) • Phase 2 – Analysis Services (complex models and capacity management) • Tools evaluated included • Microsoft SQL Server 2008 • Microsoft SQL Server 2008 Analysis Server • Microsoft Reporting Services • Microsoft Sharepoint Server 2007 • Microsoft Excel 2007

8. Microsoft BI: Cost of Ownership Evaluation • Benchmark against Cognos environment and development costs • Cost of development lifecycle management • Development • Business Semantic Layer • Growth Strategies for Cubes • Single vs. Multiple models • Shared/Conformed Dimensions • Formulas • Impact Analysis • Performance • MDX Scripting • Federated Query Support

9. Microsoft BI: Cost of Ownership Evaluation: Development • Cost of development lifecycle management (continued) • SIT, QA, UAT • Testing • Multiple Front End Services • Deployment and Change Management • Version Control • Deployment Workflow • Sustainment/Support • Hardware Infrastructure Acquisition • Hardware Infrastructure Support/Maintenance

10. Microsoft BI: Cost of Ownership Evaluation • Cost to the business • Service levels • Availability • Maintainability/Operability • Scalability • Performance • Extensibility • Usability • Excel Reporting • Multi-Lingual Support

11. Microsoft BI: Cost of Ownership Evaluation • Cost to the BI Development Team (SBI) • Training • Publically available resources • Formal training • Tool complexity • Number of Components • Ease of Installation • Customization and Flexibility • Architecture • Platform support • Support and knowledge base • Customer Support • Consulting Services • Functionality/Usability/Performance evaluations

12. Microsoft BI: POC Results • Reduction in software license and hardware costs per project • Reduction in development costs • Estimated savings from 0 % to 25% • Reduction in costs to the business • Estimated savings from 0 % to 50% • Reduction in costs to SBI (BI development team) • Estimated savings from 0 % to 25% • Overall estimated savings of 16% to 20%

13. Microsoft BI: POC Results; Cost of Development

14. Microsoft BI: POC Results; Cost to the Business

15. Microsoft BI: POC Results; Cost to SBI

16. Microsoft BI @ TELUS

17. IT Scorecard • Platform – BI Stack • Data storage and integration managed by SQL Server 2008 and SQL Server tools • SQL Server 2008 tools for reporting • Sharepoint 2007/2010 for publishing and security • Implementation Approach – Agile methodology • Sprint 1: Implement current stable scope • Project Delivery Dashboard, BSA Practitioner Dashboard • Prototype development infrastructure • Sprint 2: Incorporate feedback and new scope • Candidates: Operational Stability Dashboard, PM Practitioner Dashboard • Deploy production infrastructure • Sprint 3: Incorporate feedback and new scope • Candidates: Financial Dashboard, PMO Practitioner Dashboard • Upgrade to Sharepoint 2010

18. Financial Data Mart – Guiding Principles • Platform that efficiently delivers financial information for business decision making purposes • Single authoritative source for reporting summarized financial information • Historical and planning • Financial and KPI • Profitability • Catalyst that links planning, reporting and financial modeling back to the bid models and data dictionary • Work with IT to ensure data quality and integrity are built into the design • Reporting production environment • Keep it simple

19. Financial Data Mart - SQL Server 2008 BI Architecture Sources Back end Front end BI Server (Analysis & Reporting Services) Web Server (Internet Information Server) ETL Informatica Database Server (SQL Server) Reports (Cache Static reports) Rendering Reports (Excel, HTML, Power Point) SharePoint Dimensions & Facts SAP Server Repository Scheduler Summary Security Portal Navigation Cubes OLAP Excel Flat Files SPEED Excel 2007 Pivot table Places measures into tables based on dimensions in database design for every hierarchy level Hyperion Planning Summary 3 yrs Hyperion Repository Power Users • Staging area • Integration Layer • Data Quality & Integrity XML or Flat Files

20. Financial Data Mart – Evolution to Finance of the Future • Streamlined reporting allowing more interpretation and value added advice from Finance • Stop redundant data compilation and save analysts time • Single version of the truth - single authoritative source for reporting summarized financial information • Historical and Planning • Financial and KPI • Profitability • Significantly reduce errors while enhancing timely delivery of analysis • BU numbers can be consolidated by corporate quickly and efficiently • Consistent and complete information allowing comprehensive analysis • Drive informed decisions and lead change – standard reports across BU’s that contain salient information • Proactive: continue progression on profitability analysis and data stewardship

21. Financial Data Mart

22. Financial Data Mart

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24. Required Slide