frost & sullivan global csp strategies analyst briefing
TRANSCRIPT
Recreating the Catalog –Global CSP Strategies for Product Management
Nancee Ruzicka, Senior Research Analyst
OSS/BSS Global Competitive Strategies
October 15, 2008
2
Focus Points
• Why product management matters now
• Implementing a factory approach
• Product versus Service catalog
• Integration with fulfillment
• CSP strategies
• Vendor strategies
• The last word
3
Why Product Management Matters Now
• 12-18 month product development cycles are no longer acceptable
• Majority of new products do not require network build-out
• Products must be componentized and pre-integrated with OSS/BSS so they can be
assembled and delivered in real time
• Components must be reusable
• Common product catalog needs to be available to every sales channel
• Common service catalog needs to be available to every product component
Ideation
• Marketing• Finance
• Network Planning
Product Design
Proposal
• Product detail• High level cost estimate
Go/No-Go
5-7 days
Product Brief• Detailed design• Detailed business case• Resource planning
8-12 weeks
Go/No-Go
Product Build• Construction/Network Access• Hardware/software modifications
• OSS/BSS integration• Training• Testing
6-18 months
User Test• Small group• Friendly• End-to-end
4-6 weeks
Launch
2-4 weeks
4
Implementing a Factory Approach
• Service components• Basic underlying network-based service; voice, data, video
• Requires engineering design and support, fewer changes
• Includes network configuration data, workflow, and pricing
• Includes policies/rules specific to access, bandwidth, interoperability, quality
• Service components can be sold as stand-alone products
• Feature components• Features, functionality, applications that augment a basic service
• Mix-and-match by product managers or customers, always changing
• Includes service and device configuration data, pricing, and bundling
• Includes policies/rules specific to compatibility, customer, availability
• Feature components require an underlying service component
Product = Service Component + Feature Component(s)
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Implementing a Factory Approach
Component
Definition
Local
MMS
Int’l.
MMS
UnlimitedGames
GamePak
2
VoIP
w/ LNPCaller ID
w/ VoIP
Local
Channels
Region N
Local N +
Premium
Channels
Unlimited
IM
Access N
etw
ork
Config
ura
tion
CP
E/H
andset R
ule
s
Billin
g R
ule
s
Usage R
ule
s
Activ
atio
n W
ork
flow
Serv
ice T
hre
shold
s
Component Definition
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Implementing a Factory Approach
FixedData
MobileVoice
FixedVoice
FixedVideo
MobileVideo
MobileData
Customer
#1
MMS
Local
Channels Games IM Caller
ID VoIP
Product
Assembly
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Product Versus Service Catalog
Product
Catalog
Service
Catalog
Sales channel Order Capture interface �
�
Rating, bundling, pricing rules �
Device, plan, service assembly rules � �Order decomposition interface
Provisioning/activation interface �
Activation, configuration rules
�
Assurance interface �
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Integration With Fulfillment
Product Definition& Planning
Product DesignProduct
DeploymentProduct Test
& Launch
CustomerOrdering
CustomerActivation
CustomerUpdate
Assurance, Billing, CRM
Product Management
Fulfillment
CustomerData
ProductCatalog
ServiceCatalog
NetworkInventory
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CSP Strategies
Some of the requirements that should be addressed up-front and consistently executed for all OSS/BSS efforts include:
• Common component definition
• Data alignment
• Standardized interfaces
• Platform and application performance
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Vendor Strategies
• Vendors enter the market where they are strongest
• Product catalog reconciliation and integration with ordering
• Service catalog integration with fulfillment
• End-to-end product development and delivery approach
• Ecosystems and pre-integration
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The Last Word
• PLM that integrates product management and fulfillment represents a new way of thinking for CSPs
• Commonality and consistency are essential to deriving business value from product and service catalog investments
• Balance is required between short-term initiatives; e.g. ecommerce upgrades and long term PLM strategies
• Initiating a business-wide PLM effort requires broad-based support
• Existing product and sales channel silos can be a barrier to progress
• Beyond the ability to launch new products, CSP success will bedetermined by how well those products live up to customer expectations
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For Additional Information
• To leave a comment, ask the analyst a question, or receive the
free audio segment that accompanies this presentation, please contact Stephanie Ochoa, Social Media Manager at (210) 247-
2421, via email, [email protected], or on Twitter at
http://twitter.com/stephanieochoa.