mastering service management for commercial voice offerings

Sigma Systems - Confidential Information

Mastering Service Management for Commercial Voice Offerings

Rick MallonVP Product ManagementSigma Systems


Mastering Commercial Voice

MSOs first entered the commercial voice market with existing residential voice offers• These offers appealed to micro-businesses and SOHOs• Up to 2 lines, reasonable set of features & based on

PacketCable A second phase quickly took shape where the market

asked for a deceptively small increment on top of residential voice• Hunt groups, call transfer, 3-way calling• Multi-port eMTAs (more than 2 lines was required)

To gain additional market share MSOs enhance their offers further• Richer sets of features – more Centrex-like• Add business trunking support• SIP is becoming increasingly important vs PacketCable


Resi-Plus Voice Service Definition

• Single address• 1 feature package• 2-port devices• Voicemail• Secondary line• Simple listing• Basic hunt groups

Sub

Voice Line

Secondary Line

0:n

0:n

0:n1:1 1:1

1:1 1:1

0:n 0:n1:1

1:1

Dial Tone

Dial Tone Access

Primary Feature Package

Switch Feature

Primary SelfCare Access

Samp Access

Secondary Dial Tone

Dial Tone Access

Secondary Feature Package

Secondary Feature Package

Secondary SelfCare Access

Samp Access

Disconnect Intercept

Intercept

Port Out Intercept

Intercept

MTA(various flavors)

PC VoIP Access

0:1

Normal Voicemail

Voicemail

Group Voicemail

1:1 0:n

Primary Voicemail

Voicemail

Secondary Voicemail

Voicemail

0:1

Hunt Group Member

Hunt Group Member

Hunt Group Pilot

0:n


Commercial Voice Service Definition

Much more complex• Multiple addresses• Company profile• Custom feature packages• Dial plans• Hunt groups• Multi-port devices• Group voicemail• Complex directory listings • N-port LNP

Sub

CPE Equipment Voice GroupsVoice Profiles Users

Residential Services (Solution

3.2)

0:1

Voice Services

0:1

Address (Contact, Billing)

ContactsQualilifiedService Address

1:n 1:n 0:n

Company ProfileClass of Service

Profile

Phone Profile

Company Features

A La Carte Line Features

1:1

Feature Service(one per feature)


Feature Profile Definition

Subtype

0:1 0:1

Subtype

0:n

0:n

Class of Service Definition

Class of Service Calling Plan

Features


Class of Service Features


Calling Card Allowed

Voice MailProfile

Subtype

Subtype

0:n

1:1 0:1 0:11:1

0:n 0:n

0:1

Phone Profile Definition

Phone Key Assignment

0:n

0:n

1:1

SMP User

Authorization Code

0:1

1:1

0:1 0:1

Voice Service

Primary Voice Line

Commercial Voice Line

Subtype

0:1

0:1

eMTA

Commercial HSD Device

Commercial HSD Access

Subtype

eMTA Device Control

Device Control

Subtype

Port

Voice Port

Subtype

1:1 1:1 0:n

IP Phone

IP Phone Device Control

Subtype

Line Key

Subtype

Feature Key

Subtype

1:1 0:n 0:n

ATA

ATA Device Control

Device Control

Subtype

Port

Voice Port

Subtype

1:1 0:n

0:n

0:n

0:n

Hosted IVR

IVR Definition Device Control

Device Control

Port

0:n

0:n

Subtype Subtype

Voice Port

1:1

Voice ServiceClass of Service

Class of Service Association


Instance

Feature Instance Definition

Service Feature Instance

Subtype

A-La-Carte Feature Instance


Subtype

0:n

1:1 1:1

1:1 1:1 0:1

Class of Service Feature Instance


1:n

0:1

1:n 1:n

Subtype

Voice ServiceClass of Service

Class of Service Association


Instance


A-La-Carte Feature Instance


1:1

1:1 1:1 1:1

Class of Service Feature Instance


1:n

0:1

1:n 1:n

Subtype

Secondary Voice Lines

Secondary Voice Line

1:1

Subtype

0:n

Toll Free Calling Card

0:n 0:n

Hunt Group Definition Call Group Pilot

Call Group Member

0:1

1:1 0:n1:1

Commercial Primary Voice Mail

0:1

Commercial Secondary Voice

Mail

0:1

Commercial Voice Mail

Commercial Voice Mail

Subtype

Subtype

Hunt Group0:n

User

0:n

SMP Commercial Group Definition

Subtype

IAD

IAD Commercial HSD Device

Commercial HSD Access

Subtype

IAD Device Control

Device Control

Subtype

Port

Voice Port

Subtype

1:1 1:1 0:n

0:n

Commercial Transfer Voice

Mail

0:1

Subtype

Call Pickup Group0:n

Call Pickup Group Definition

Call Group Member

0:n1:1


Subtype

Group Intercom Ring Group

0:n

Group Intercom Ring Group Definition

Call Group Member

0:n1:1


Subtype

0:1

Consumable Resources

Call Group First Member

1:1

CLEC Orders

Complex Directory Listing

Main Directory Listing

Sub Listing

1:n1:1

0:n

Directory Listing

0:n

See next page for details

Primary Voice Mail Profile

0:1

Transfer Voice Mail Profile

0:1

Unified Messaging Profile

Subtype

0:1

Composed Commercial Voice

Mail

Class of Service Voice Mail

A La Carte Voice Mail

0:1

Unified MessagingCommercial

Transfer Voice Mail

Commercial Primary Voice Mail

0:1

0:1

Unified Messaging

0:1

0:10:10:1


Commercial Voice Market Overview

The market is divided into 2 principle areas:• Hosted Business Services• Business Trunking

Hosted Business Services• Feature rich business lines,

Centrex Business Trunking

• Customer has a key system, PBX or IP PBX on premise and requires only trunk connectivity from the service provider

OSS required to support both services

Business Trunking Services

Hosted Business Services

% of Total

Small Enterprise(2-40 lines)

35.1 M Lines 6.8 M Lines 37.1%

Medium Enterprise(41-400 lines)

36.1 M Lines 4.1 M Lines 35.6%

Large Enterprise (400+ lines)

25.3 M lines 5.6 M Lines 27.3%

% of Total 85.4% 14.6% 100%

Sources: TIA, RHK Phillips Infotech, 2001US Market Dynamics


Keys to Success

What cable operators must do to successfully penetrate the market for commercial services to SMBs• Establish a reputation for excellent

customer service • Develop new service capabilities and

establish strong strategic alliances to accelerate market entry

• Maintain control of labor costs • Leverage technology suppliers' vested

interest in MSO success • Vastly enhance OSS capabilities

Source: Broadband Advisory Services report, Pike & Fischer

analyst Tim McElgunn, 2007


Fulfillment Requirements: Hosted SMB

Basic OSS Automation Requirements• Activate over 70 telephony features • Fax lines, 1-800, calling cards, lobby phones• Manage NCS & SIP CPE devices

Additional OSS Automation Requirements• Multi-number porting• Telephone & extension number management

Company and Employee Self-Care• Customer facing GUIs to manage employees• Employee self care GUIs are a key differentiator vs star codes


Fulfillment Requirements: Large Enterprise

Basic Requirements• Large enterprises have all of the requirements of SMBs and more

Additional OSS Requirements for Automation• Multiple sites• Sites have their own customer administrator• Voice VPNs are used to allow for extension dialing among sites • Bulk load employees at initial sign-up • Companies will want tighter control over incoming and outgoing

calls Telephony Feature Package Creation

• Need for custom feature packages for a single enterprise


Fulfillment Rqmts: Business Trunking

Basic Requirements• Business trunking includes both data and voice links• Fax lines, 1-8xx numbers, calling cards• Number porting• TN management

Advanced Requirements• Enable the service provider to up-sell advanced services to the

customer Incoming and outgoing calling plans Voice VPNs Network based auto-attendants


Typical Call Features

Account Codes Anonymous Call Rejection Authorization Codes Automatic Callback Automatic Line (Hotline) Automatic Recall Call Forward Busy Call Forward Busy

Unrestricted Call Forward Don't Answer Call Forward Don't Answer

Unrestricted Call Forward Don't Answer

Variable Timer Call Forward Fixed Call Forward Fixed Activate Call Forward Remote Access Call Forward Group Don’t

Answer Call Forward Universal Call Hold Calling Name Delivery Calling Name Delivery

Blocking Calling Number Delivery Calling Number Delivery

Blocking

Make Set Busy Message Waiting Indicator Multiple Appearance Directory

Number (MADN) Multiple Time Zones Music on Hold Name Display Secondary Language Selective Call Acceptance Selective Call Forwarding Selective Call Rejection Simultaneous Ring Speed Call Short Speed Call Long Spontaneous Call Waiting

Identification Subscriber Activated Call Blocking Suppress Line Identification

Information Ten Digit LNP Trigger Three Way Calling Warm Line

Call Park Call Pickup Call Waiting Call Transfer Cancel Call Waiting Click to Call (SIP only) Click to Conference (SIP only) Customer Originated Trace Denied Termination Dialable Directory Number Directed Call Park Directed Call Pickup Directory Number Hunt Distinctive Ring Distinctive Ring Call Waiting Do Not Disturb InterLATA Carrier IntraLATA Carrier Line Overflow to Directory Number Local Call Detail Recording


Order Management for Commercial Voice

Need for new back office order management screens

Multiple business addresses (Billing and Service Address) capture

Ability to copy/duplicate lines for rapid data entry

Order capture for complex directory listings

Ability to handle multiple line ports as one transaction


Customer Administration

Company Administrator GUI - create, manage, delete users (employees), features and equipment

Billing triggers are generated for “billable events” such as addition and deletion of employees

Supports for Single Sign On Multiple language support Large reduction in call center

burden


Customer Use Cases

Top 10 MSO• 2007 started selling residential voice to

micro-businesses with no changes• 2008 added up to 4 lines plus hunt groups• 2009 have now launched a full commercial

voice offer with 60-plus features• 2010 looking to add trunking and SIP based

services Mid-size MSO

• Soft launch of commercial voice in summer 2009

• Moved straight to full SIP based offers and are positioned well for web 2.0 and unified communications


More Commercial Services are Coming

Business customers are looking for more from their service provider than just voice & data services

Other service opportunities include:• Remote data backup • Business continuity• Managed security services (IP VPNs, anti-

virus, firewalls)• Video – basic, VOD, streamed content

(entertainment & education)• Unified communication • SIP enabled services (presence, location,

collaboration)• Web 2.0 (e.g. salesforce.com)• Fixed-mobile convergence – unified

business user profile

mastering service management for commercial voice offerings

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