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IBM Middleware Solutions for Telecommunications

IBM Middleware Solutions for Telecommunications. Agenda. Telecommunications Industry Review IBM and the Telecommunications Industry Industry On-Demand Telecommunications Industry Middleware Q&A. A Challenging Business Environment. Especially in the Telecommunications Industry.

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IBM Middleware Solutions for Telecommunications

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  1. IBM Middleware Solutionsfor Telecommunications

  2. Agenda • Telecommunications Industry Review • IBM and the Telecommunications Industry • Industry On-Demand • Telecommunications Industry Middleware • Q&A

  3. A Challenging Business Environment Especially in the Telecommunications Industry Wireline, Wireless and Cable carriers competing for same customers UnpredictableThreats ContinuousChange Struggling to cut costs, while improving customer service Searching for the next new source of revenue Unrelenting Financial Pressures RigorousCompetition Balancing Next Generation Network investment and cash flow

  4. IBM: Delivering Industry Middleware Solutions Based on Changing Needs of Customers IBM is set to make a multi-billion dollar bet that there has been a fundamental shift in the way corporations will buy technology. Big Blue Bets on a Coming Revolution The Financial Times, December 1, 2003 “IBM's increased focus on vertical markets reflects the changing needs of customers ... Rather than purchase general-purpose software, businesses are seeking more specialized tools.” Analyst Stephen O'Grady, RedMonk IBM Thinks Vertical with Software Revamp, C/Net, December 1, 2003 “ No other vendor was able to match IBM's mix of technology and services." Russ Cooke, President, BostonCoachInformationWeek, December 8, 2003

  5. IBM: Helping Customers Succeed A History of Accomplishments in Telecommunications 14 of the world’s 15 largest Telecommunications Service Providers leverage IBM middleware to run their applications Within the last 12 months, 16 of the world’s largest Service Providers leveraged IBM middleware to more effectively integrate their Operational and Business Support Systems (OSS/BSS) IBM led the formation and initiatives of: IBMer Zygmunt Lozinski serves as president of the Parlay Group

  6. Succeeding in the New Business Era Requires Companies to Become On Demand “An on demand business is an enterprise whose business processes – integrated end-to-end across the company and with key partners, suppliers and customers – can respond with speed to any customer demand, market opportunity or external threat.”

  7. On Demand Operating Environment Business Processes Business Transformation Becoming an On Demand Enterprise Innovativebusiness designs that sharpen focusand accelerate growth An IT operating environment optimized for flexibility and resilience Integrated, end-to-end business processes that are built to change

  8. Key Capabilities Delivered by the On Demand Operating Environment Integration Business flexibility through Integration of people, processes and information within and beyond the enterprise • Access and Collaborate • Business Modeling • Process Transformation • Application & Information Integration • Business Process Management Infrastructure Management IT optimization through managing the infrastructure with Automation and Virtualization of existing and future resources • Automation • Policy-based Orchestration • Availability • Security • Optimization • Provisioning • Virtualization • Server • Storage • Distributed Systems/Grid • Network

  9. The Telecommunications Industry Business Challenges Exist Across All Processes Poor visibility into business and customers Commoditized offerings, squeezing profit margins High customer churn Managing the Supporting Enterprise Processes Developing and Providing Network Services Developing New Products and Markets Acquiring and Managing Customers Telecom Industry Processes Disparate and costly systems Increased competition, leading to poor revenue growth Costly network infrastructure

  10. IBM Middleware Solutions for Telecommunications Acquiring and Managing Customers Managing the Supporting Enterprise Processes Developing and Providing Network Services Developing New Products and Markets Telecom Industry Processes IBMMiddleware Solutions Next Generation Network Services Partner Content Enabler Contact Center Optimizer Mobile Services Delivery OSS/BSS Optimization Industry Know-How Consulting and Implementation Services ISV Applications Industry-Specific Middleware Core Products deliver the On Demand Operating Environment

  11. Business Support Systems Strategic Procurement Supply Chain Customer Care Accounting/Finance E Commerce Billing OSS IBM Middleware Solutions for Telecommunications Next Generation Network Services Partner Content Enabler Contact Center Optimizer Mobile Services Delivery OSS/BSS Optimization

  12. Business Support Systems Strategic Procurement Supply Chain Customer Care Accounting/Finance E Commerce Billing OSS IBM Middleware Solutions for Telecommunications Next Generation Network Services Partner Content Enabler Contact Center Optimizer Mobile Services Delivery OSS/BSS Optimization • Improve customer service • Reduce support costs • Lower customer churn • New revenue opportunities • Enterprise customer focus • Creates value added service opportunities • Reduce customer churn • Reduce Operating Expenses • New revenue from personalized IP offerings • Integration of processes • Optimization of assets • Reduction of cost • Increase efficiency/flexibility • Reduce time to market • Flexible product management • Lower risk, increase revenue

  13. IBM Middleware Solutions for Telecommunications Partner Content Enabler Partner Content Enabler Next Generation Network Services Contact Center Optimizer Mobile Services Delivery OSS/BSS Optimization • Meets the challenge of creating new revenue opportunities • Solution provides the ability to manage and automate the new product introduction cycle of sell-through revenue opportunities to the consumer for digital media such as ring tones, games, multimedia content and business applications • Resulting in increased revenue and customer satisfaction

  14. Partner Content Enabler Complexity in bringing to market 3rd party content Challenges • Long and costly new product introduction cycles • Dwindling revenue sources and margins • High customer churn • Abundance of data capacity with limited applications to drive consumption Traditional Process Content Provider 3 days Product Mgmt 2 days Legal 2 weeks Test 2 days Operations 3 days Web Publishing Accounting

  15. Partner Content Enabler Internal Reference Only Sprint Business Challenge • Expediting new content introduction cycle • Ensuring complete product introduction process is followed • Extending product introduction process to business partners • Business Benefits • Reduces time to market by 50% • Creates formalized new product introduction work flow • Common portal framework for development efficiency • Minimal end-to-end integration Solution • Manages third party content (ring tones and games) through unique role-based interfaces from content ingestion through automatic publishing, download management and e-commerce • WebSphere Commerce, WebSphere Digital Media Enabler, WebSphere Portal, DB2 Content Manager

  16. Partner Content Enabler Core Capabilities & Products Delivering the On Demand Operating Environment Integration • Access & Collaborate • Allow customers to search, purchase, and download digital content such as ring-tones and games • Application and Information Integration • Integrate with 3rd party content providers managing digital content and billing information in real time all the way through the customer purchasing content • DB2 Content Manager • WebSphere Business Integration Connect • WebSphere Commerce • WebSphere Digital Media Enabler • WebSphere Portal • DB2 Content Management Video Charger • Lotus Workplace suite • Rational Rapid Developer • Tivoli Identify Manager • WebSphere Application Server • WebSphere Studio *Core Products in BOLD

  17. IBM Industry-specific middleware WebSphere Business Integration Adapter for SAP WebSphere Business Integration Adapter for PeopleSoft WebSphere Business Integration Adapter for Oracle WebSphere Commerce Portlets Industry-specific middleware from Business Partners Openwave Download Manager Core Media Digital Rights Management Partner Content Enabler Industry-Specific Middleware

  18. Partner Content Enabler ISV Partners Essential Elements of an Integrated Solution

  19. Partner Content Enabler Services Capabilities • Business Consulting Services • Portals, Branding, Design & Innovation services • Wireless Solutions services • SPDE Services • Software Services • Product architecture • Product configuration • Product expertise

  20. Digital Rights Management Partner Content Enabler Our Solution reduces partner content introduction cycle by 50% Improves time to business value by: • Integrating internal and external processes • Optimizing new product introduction/ modification Transformed Process Commerce, Portal, Subscriber Mgmt Content Management / Publishing 3rd Party Content Provider Content Delivery Network Infrastructure Reduces Risk by: • Creating centralized repository • Guaranteeing approval steps prior to release Billing, Operations, CRM Increase market responsiveness through a centralized process

  21. IBM Middleware Solutions for Telecommunications Contact Center Optimizer Contact Center Optimizer Next Generation Network Services Partner Content Enabler Mobile Services Delivery OSS/BSS Optimization • Meets the challenge of lowering customer churn • Solution provides the end customer the ability to choose their communication medium of choice (phone, IVR, voice, mobile, web, e-mail) for account self-service. • Resulting in lower customer support costs and increased customer satisfaction.

  22. Contact Center Optimizer Complexity in Today’s Policy Administration Process Challenges • Rising customer support costs • Decreasing customer loyalty • High customer churn • Give customer access to WHAT they want, WHEN they want it, HOW they want it Traditional Process

  23. Contact Center Optimizer belgacom Business Challenge • Integrating data from multiple disparate legacy systems • Increasing customer and IT support costs • Complex internal infrastructure and processes proved costly to implement changes • Business Benefits • Increased sales though improved online cross-selling incorporating personalization • Increased customer satisfaction and employee productivity • Supports more than 1 million house-holds in Belgium • Supports over 2,000 business partners Solution • Leveraged portal as integration infrastructure supporting customer self-service applications and B2B transactions • WebSphere Portal Extend, WebSphere Application Server, WebSphere Studio

  24. Contact Center Optimizer Nextel Business Challenge • Customer turnover (churn) • Increasing customer and IT support costs • Flexible systems able to support rapidly changing packaging and services requirements • Business Benefits • Increased sales though improved online cross-selling incorporating personalization • Increased customer satisfaction and employee productivity • Supports more than 1 million house-holds in Belgium • Supports over 2,000 business partners Solution • Integrated customer self-service platform supporting both internet and voice • WebSphere Portal Extend, WebSphere Application Server, WebSphere Voice

  25. Contact Center Optimizer Core Capabilities Delivering the On Demand Operating Environment Integration • DB2 Universal Database • DB2 Information Integrator for Content • Lotus Workplace for Team Collaboration • Rational ClearCase Change Management Solution • Rational Rapid Developer • WebSphere Everyplace Access • WebSphere Portal • WebSphere Voice Server • WebSphere Voice Response • DB2 Business Intelligence • DB2 Content Manager • DB2 Telco Data Warehouse • Lotus Workplace Family • Rational Suite Enterprise • Tivoli Identity Manager • WebSphere Application Server family • Access and Collaborate • Interact with customers through a personalized interface via telephone, world wide web, PDA or cellular phone to quickly and cost effectively address their needs • Application and Information Integration • Manage customers’ account information across multiple product lines and operating units, utilizing the information you need, when you need it *Core Products in BOLD

  26. IBM industry-specific middleware DB2 Telco Data Warehouse WebSphere Business Integration Adapter for Siebel Software eDocs Customer Self-Service and e-billing portlet Industry-specific middleware from Business Partners e-piphany E.6 suite edocs application suite for Telecommunications Genesys Suite 6 Kana Contact Center and Response Contact Center Optimizer Industry-Specific Middleware

  27. Contact Center Optimizer ISV Partners Essential Elements of an Integrated Solution

  28. Services Capabilities Contact Center Optimizer • Business Consulting Services • Customer Care services • Portals, Branding, Design & Innovation services • Data integration services • Software Services • Product architecture • Product configuration • Product expertise

  29. Contact Center Optimizer Our Solution reduces customer support costs by as much as $1.5 million and improves customer churn by 13% Improves time to business value by: • Leveraging information in existing systems • Raising customer satisfaction, lowering customer churn • Reaching multiple device types, more customers, through a single source Transformed Process eMail Voice Mobile Web Integrated Touchpoint Infrastructure Portals Self Service Contact Mail CRM Mobile Center Fax IVR WEB Supply Process Integration Chain Integration Business Intelligence Reduces Risk by: • Delivering consistent information • Putting control in customer’s hands BSS / OSS Systems Collaborative Operational Analytical Single source of consistent information with multiple device support

  30. IBM Middleware Solutions for Telecommunications Mobile Services Delivery Mobile Services Delivery Next Generation Network Services Partner Content Enabler Contact Center Optimizer OSS/BSS Optimization • Meets the challenge of creating new value added service • Solution provides seamless service and unified support to the enterprise, enabling their mobile workforce regardless of geography, access point or device type, while also enabling the enterprise to include customized value added services • Resulting in a more productive and empowered workforce

  31. Mobile Services Delivery Complexity in creating new revenue opportunities Challenges • Commoditization amongst service provider offerings • Declining traditional revenue sources • Diminishing profit margin • Enterprise customers demanding more services from single source Traditional Process

  32. Mobile Services Delivery China Mobile Communications Business Challenge • Maintain connectivity with remote employees • Rapidly responding to customers • Enable employees across various geographies and connectivity methods • Business Benefits • Improved employee efficiency • Improved employee productivity • Potential hosted model to be offered to their enterprise customers Solution • Created secured network gateway, supporting multiple networks including local area networks (LANs), wireless LANs (WLANs), dial-in networks and GPRS allowing employees constant access to enterprise systems • WebSphere Everyplace Connection Manager

  33. Mobile Services Delivery Core Capabilities Delivering the On Demand Operating Environment Integration • DB2 Everyplace • IBM Directory Integrator • WebSphere Portal Enable • WebSphere Everyplace Service Provider Offering • DB2 Content Manager • Lotus Workplace family • Tivoli Identity Manager • Rational Suite Enterprise • WebSphere Application Server • WebSphere MQ Everyplace • WebSphere Studio • Access and Collaborate • Empower employees to access and input information at anytime, from anywhere, across any medium, through any device *Core Products in BOLD

  34. Industry-specific middleware from Business Partners Openwave Operator Products Volantis for Service Providers Mobile Services Delivery Industry-Specific Middleware

  35. Mobile Services Delivery ISV Partners Essential Elements of an Integrated Solution

  36. Services Capabilities Mobile Services Delivery • Business Consulting Services • Wireless Solutions services • SPDE Services • Software Services • Product architecture • Product configuration • Product expertise

  37. ( ( ( ( ( ( ( ( Mobile Services Delivery Our solution empowers employees with instant access to information and increases employee productivity Improves time to business value by: • Giving employees access to information when they need it and want it • Enabling employees to become more productive ‘ Transformed Process User and Device Access Network Enterprise and Internet GPRS Network Applications WECM 1 Connection Mgmt Service Provider Portal Internet DSL/ Cable Corporate Intranet Reduces Risk by: • Leveraging existing infrastructure and alliances • Creating “sticky” source of revenue from enterprise clients Connection Mgmt Hot Spot Point of Presence VPN Server & Firewall Hot Spot Strong encryption New enterprise focused “sticky” revenue source

  38. IBM Middleware Solutions for Telecommunications Next Generation Network Services Next Generation Network Services Mobile Services Delivery Partner Content Enabler Contact Center Optimizer OSS/BSS Optimization • Meets the challenge of creating new value added services • Solution delivers a secure, open, resilient, and autonomic service platform enabling service providers to deliver enhanced voice, messaging, multi-media conferencing and other personalized services faster, and with less ongoing operational expense. • Resulting in a lower cost, higher value network

  39. Next Generation Network Services Internal Reference Only Telemar Business Challenge • Decreasing wireline revenues • Cover costs of transitioning to Next Generation Network Services • Control costs Solution • Provides subscriber management and provisioning of Next Generation Network services, such as video-on-demand, for Brazil’s largest telecom provider with over 18 million wireline subscribers • WebSphere Everyplace Subscription Manager, WebSphere Portal • Business Benefits • Increases ADSL demand and revenue through personalized services • Increases customer satisfaction through value added services • Reduces administration costs through centralized management of subscriptions and accessibility

  40. + Reliable/Available (99.999%) - Connection Oriented ( wasted BW) - Proprietary hardware - Hard to add VAS C C C Data Network - Best Effort Reliability + eServers + Middleware + Connectionless ( on demand BW) + Easier to add VAS Next Generation Network Services Complexity in creating new value added services Challenges • Evolution to soft-switch network • Financing Next Generation Network transition • Customer defections to non-traditional competitors offering new services • Abundance of data capacity with limited applications to drive consumption Traditional Process Voice Network PSTN

  41. Next Generation Network Services Core Capabilities Delivering the On Demand Operating Environment Integration • DB2 Universal Database • Rational ClearCase Change Management Solution • Rational Rapid Developer • WebSphere Application Server for Telecomm (with WAS v5. Network Deployment) • WebSphere Application Developer • WebSphere Everyplace Subscription Manager • IBM Unified Messaging for WebSphere Voice Response • Tivoli Access Manager • Tivoli Directory Integrator • Tivoli Risk Manager • DB2 Content Management family • DB2 Digital Media family • Lotus Workplace family • Rational Suite Enterprise • WebSphere Portal • Access and Collaborate • Provide customers value added services allowing them to access information and collaborate across geographies with customers, partners and employees Infrastructure Management • Secure • Create a secure next generation infrastructure, assuring your customers the highest level of service through their trusted provider *Core Products in BOLD

  42. IBM industry-specific middleware IBM Telecom Toolkit for WebSphere Studio Lotus Workplace web conferencing Portlet WebSphere Everyplace Subscription Manager Portlet Video on Demand Sample Portlet Intelligent Advertising Sample Portlet WebSphere Business Integration Adapter for Spirent Industry-specific middleware from Business Partners Leapstone’s Communications convergence engine Sylantro’s IP Centrex solution Arbor Network’s Peakflow SP Intelligent Internet Security’s Proventia Series Netscreen intrusion detection products Next Generation Network Services Industry-Specific Middleware

  43. Next Generation Network Services ISV Partners Essential Elements of an Integrated Solution

  44. Services Capabilities Next Generation Network Services • Business Consulting Services • SPDE services • Security & Privacy services • Software Services • Product architecture • Product configuration • Product expertise

  45. 3rd party ISP PSTN Internet enterprise intranet Next Generation Network Services Our solution increases flexibility to offer new services and lowers the cost of network maintenance Improves time to business value by: • Leveraging existing data network • Creating new enterprise services • Componentized modules Transformed Process customer premise access network metro aggregation network ATM residential DSLAM Web services invocation framework subscriber portal, QoS provisioning, & device management business Reduces Risk by: • Easily trialing in target markets • Scaling hardware with demand • Cannibalizing own sales before competitors do voice integration & unified messaging service platform integration bus mux instant messaging & presence edge router service creation tools content management services availability & security services Frame relay hotspot New enterprise focused “sticky” revenue source

  46. Next Generation Network Services IBM Middleware Solutions for Telecommunications OSS/BSS Optimization Mobile Services Delivery Partner Content Enabler Contact Center Optimizer OSS/BSS Optimization • Meets the challenge of integrating and optimizing systems • Solution enables service providers to integrate processes across systems in a cost effective, flexible manner, then continuously optimize those processes and their IT infrastructure, ultimately integrating Business and IT, lowering operational costs while increasing revenue • Resulting in more flexibility, lower costs, and quicker time to market

  47. Servers OSS/BSS Optimization Complexity of integrating disparate systems and maximizing hardware utilization Challenges • Lack centralized information • Rapidly respond to customer and market demands • Need to do more with less (fast ROI projects) • Maintain high quality of service, while lowering costs • Bridge gap between IT and business Traditional Process BSS OSS

  48. OSS/BSS Optimization Large Telecomm in Asia/Pacific Business Challenge • Long lead time for services activation • Lack of real time visibility into service order status • Complicated and unnecessary order entries • Business Benefits • Reduce work order dispatch time from 5 days to 1 day • Reduce sales administration cost for fulfillment by 50% • Identify customer trouble within 5 minutes vs. 30-40 minutes previously • Can support 6.8 million transactions per day on 8-way server • Able to complete medium to complex integrations at a rate of one per week Solution • End-to-End system integration from customer order through fulfillment, including Siebel, Amdocs, Micromuse and Cramer • WebSphere Business Integration, WebSphere Business Integration Adaptor for Siebel, WebSphere Modeler, WebSphere Monitor, WebSphere Portal

  49. OSS/BSS Optimization Telstra Business Challenge • Manage thousands of proposed process improvement initiatives • Continuously lower operating costs • Quickly react to market demands Solution • Began company-wide continuous process improvement initiative, modeling process changes to prioritize initiatives • WebSphere Business Integration Modeler • Business Benefits • 20% performance improvement in end-to-end solution activation • 23% improvement in cycle time for ADSL activation • Improved customer satisfaction • Line of Business analysts driving processes, reducing number of development iterations

  50. OSS/BSS Optimization Large European Telecomm Provider Business Challenge • Support over 200% (CAGR) growth in application services • Provide lowest cost services to SMB market • Remain flexible to offer new solutions on same platform • Business Benefits • Save 10% in Service Level Agreement penalties • Save 30% in labor for system deployment • Save 25% in hardware AND software purchases Solution • Low cost hosted application service • IBM Tivoli Intelligent Thinkdynamic Orchestrator, WebSphere Portal, WebSphere Everyplace

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