A service-oriented approach for modelling telecommunications value-networkS

1. ITS 15th Biennial ConferenceBerlin, GermanySeptember, 4-7, 2004 A service-oriented approach for modelling telecommunications value-networkS Claudio de A. Loural Giovanni M. de Holanda Esther Menezes Cristiane M. Ogushi Fundação CPqD - Centro de Pesquisa e Desenvolvimento em Telecomunicações Campinas, SP - BRAZIL

2. Introduction • Telecommunication systems are large and complex • Different approaches according to different academic disciplines • Role of services in present telecom business is largely recognized • Convergence between telecommunications, information technology and broadcasting requires new ways to look at the sector • Need of a service modelling approach to telecom sector • Represents the principal system elements and their relationship; • Helps to explain how it works; • Can serve as a basis for related, but more specific, models; • Allows a common ground among several visions.

3. (Tele)communications models • Engineering models • Shannon • Media and social / mass communications models • Shannon • Osgood-Schramm • Berlo • Economic structural models • Fransman (layers) • Hilbert-Katz (layers / multidimensional) • Value-chain models (Porter and alike) • European Comission Green Paper on Convergence • Kawashima (MIT) • Service chain • Production chain; electronic complex approach

4. Content production Content processing Collection Transport Storage Distribution or Delivery Consumption Service chain

5. Proposed reference model • Basic concepts • Networks • interconnected agents, feedback and multiple causality • Value networks • Other way to call a “production network”; emphasis move from operations description to the tangible or intangible value added at each transaction. • Chain representations tend to reproduce the internal “logic” of a firm productive organizations; network representations tend to reflect interactions between firms (apud Sturgeon) • Value networks rely on fragmented rather on vertically integrated forms of industry organization (Berger et al.)

6. Proposed reference model - II • Basic concepts (cont.) • Service attributes (apud Hauknes) • intangibility or immateriality; • economic exchange properties; • ephemerality or temporary existence of the service; • intensity of user-producer linkages • Exchange between actors (apud Allee) • Goods, services and revenue • Knowledge • Intangible benefits

7. Proposed model • Proposal • To apply value network concept to telecommunications and “telematics” • To adopt the principle that people uses telecommunications as services and applications • In the proposed model • Content and revenue exchange: service relationships • Knowledge exchange:technological stimuli and demands

8. Proposed model - I: domains meta-model • Domains of communication process • Content • Interfaces • Transport (network) Content domain Information source and destination Interfaces domain Content formatting and transport codification Transport domain Information flow Information transport

9. Proposed model - II: roles Roles and content flow in telephony service

10. Proposed model - III: relationships

11. A network of non-linear relationships Collect 2 ( access ) Example: internet content retrieval

12. Collect 2 ( access ) Functional systems Functional systems ICTs Service value network and ICTs Network roles and actors demand functionalities from technological substrate

13. Conclusion • Reference model developed to represent telecommunications from a service point of view • emphasis on relationships • non sequential roles • focus on communication process, rather than communication goods • ICTs viewed as general substrate providing functionalities and functional systems to service network roles and actors • Understanding of network integration and coordination needs further studies • adequate regulatory framework