nsn technology management concepts - cse.tkk.fi · price quality availability selection...
TRANSCRIPT
1 © Nokia Siemens Networks Presentation / Author / DateFor internal use
NSN Technology Management ConceptsOssi PöllänenSenior Specialist – Technology StrategyNSN COO/RTP/Strategy and Vision
2 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Table of ContentsStrategy Concept
– Foundations of Strategy Concept– Elements of Strategy Concept
NSN Environment– Vision– Challenges and Opportunities– Basic Ecosystem Description– Technology Trends– Network Transformation– Managing End-to-end Solutions
Technology Management– Generic Areas for Technology Management– Questions Technology Strategy Should Answer– Description of the Working Environment for Technology Management in NSN– NSN Technology Hierarchy
Generic Technology Management Framework for NSN Learnings
3 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Source: Arto Lahti: Yrityksen kilpailustrategia, Ekonomia sarja 85, 1981 (in Finnish)
Foundations of Strategy Concept
Starting pointof strategy
work
Possiblerestrictionsfor strategy
implementation
Possiblerestrictionsfor strategy
implementation
Possiblecrisis
elements
Opportunity offered by the environment
Threat caused by the environment
Strength of the company
Weakness of the company
In simplest strategy is organization’s approach to adjust with the changes in environment – proactively or reactively
4 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Elements of Strategy Concept
H. Igor Ansoff:Formal Strategic Planning
Generic StrategiesScenario PlanningPortfolio AnalysisCompetitor AnalysisIndustry Analysis
Core CompetencesResource StrategiesCompetence ManagementBusiness IntelligenceCompetitor IntelligenceVenturing
Network AnalysisStructureSystemCultureStrategic Maps
Number of Elementsin Strategic Planning
1960 20101970 1980 1990 2000
Minzberg, Quinn:Strategy cannot be planned formally
Era for Organizational Structure
Networking era
Porter:Competitive Advantage
Planning era
Adjustment era
Kotter:Leading ChangeNorton, Kaplan:Strategic Maps
Strategy is young subject for academic research – there are multiple schools –there are many unproven hypothesis –
100% right answer for success does not exist – many ways to implement
5 © Nokia Siemens Networks Presentation / Author / DateFor internal use
NSN Environment
This may need simplification.
6 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Broadband everywhere
Applications predominantly in internet
Multitude of business
models
Our market vision 2015 – the World connected
5 billion people connected
7 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Challenges and Opportunities
100x trafficgrowth
User serviceexperience
Add valuebeyond bit-pipe
Reinventing theconnected world
EnvironmentalPerformance
Internet forthe next billion
5 Bn peopleconnected
8 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Basic ecosystem description for telecommunications
Operators
Mobile, Hybrid, Fixed, MVNOSub-contractors
Sub-contractors
SI & ISV
Sub-contractors
e.g. GoogleNewentrants
Sub-contractors
•Subscribers
•Consumers
•Users
•SOHO
•SME
•Large
•MNC
NetworkOperatorfunction
xSP
Other EcosystemStakeholders:
•Regulators
•Investors
Contentprovider
Contentaggregator
Contentowner
ServiceOperatorfunction
Sub-contractors
Terminalvendors
NSN
Solutionprovider
•HW
•SW
•Service
9 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Technology Trends
Moore‘s law will continueContinuous advancements of price/performance ratio of microelectronics drive low cost devices and highly integrated network components (flat networks)
Speed of technology development and deployment is getting fasterE.g. the life-cycle of new end user device, like mobile phone or multimedia computer, is approximately 2-3 years only.
Advancements in transport technologies(Fiber optics, DSL and radio) drive high-speed
broadband connectivity to the end user enablingquadruple play and other emerging applications
Mainstream IT technologies revolutionize the Telco businessCommodity hardware, Enterprise IT technologies (e.g. SOA, Utility Computing), and Open Source enable new product architectures.
10 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Network Transformation
legacy, stovepipe,monolithic
… leading to an optimized, converged network
Connectivity Domain
Service Delivery Framework
Applications
SessionControl
IdentityManagement
Application Domain
Transport and Aggregation
IntelligentIP Edge
WirelineBroadband
WirelessBroadband
Operationand
BusinessSupport
11 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Managing end-to-end solutions on top ofmulti-vendor and multi-technology networks
Management automation in general and self-organizing in particular are the means to handle the increasing management complexity in a cost-effective way
Improving operational efficency
Supportingnew revenuestreams
Managingend-user experience
Management of a large device and software variety is an essential element for seamless end-user experience but also a large cost factor for the operator
New application requiring personalized offerings and flexible tariffs will be enabled by a converged and customer centric charging and care
13 © Nokia Siemens Networks Presentation / Author / DateFor internal use
NSN MAIN PROCESSES
Technologystrategy
R&Dstrategy
Collaborationstrategy
TechnologyIntelligence
IPR, patents,standardization
TechnologyForecasts
Product Creation
Product Delivery
CustomerEngagement
Management & Support
Identification oftechnologies
Selection oftechnologies
Acquisition oftechnologies
Exploitation oftechnologies
Protection oftechnologies
Managementof technologies
Activities
Etc. etc.
Generic Focus Areas for Technology Management
Innovation
Technology Strategy is thecornerstone of technology management
14 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Questions Technology Strategy Should Answer
Six key Dimensions:• Which distinctive technological competences and capabilities are necessary to establish and
maintain competitive advantage?
• Which Technology position we have and which one we want to achieve – leadership, followership?
• Which future scenarios are possible in case of uncertain long term developments ?
• Which technologies should be used to implement product and service concepts and how should these technologies be embodied in products or services?
• What should be the level and timing of investment in technology development?
• Should technologies be sourced internally or externally?
• Should the technology be public, NSN proprietary or Stakeholder proprietary?
• Are there strategic partners visible in the technology environme ntal ?
• When, how and where should new technology be introduced to the market?
• Which market countries will be covered by the technology (trade restrictions, patent protection)
• Is it necessary to support the technology by official lobbying work
• How should technology and innovation be organized and managed?
Source: Burgelman, Strategic Management of Technology and Innovation
15 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Description of the Working Environment for Technology Management in NSN
Technology Vision and Strategy is formulated in two different hierarchies
NSN Strategy Hierarchy NSN Technology Hierarchy
Corporate
Business Unit
Operational
16 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Implementationtechnologies
PlatformTechnologies
ProductTechnologies
SolutionTechnologies
Level 1
Level 2
Level 3
Level 4
Technology Level Technological Substance
ServiceTechnologies
Level 5
Implementation technologies
SWHW
Product / Tech. Pltf. of BUs
Architectures Interfaces
Product Portfolio of Business Units
End-to-End solutions
Lead services
Service enablers to end users
NSN Technology Hierarchy
Network functionalities
SimplifiedTechnology
Hierarchy of NSN
17 © Nokia Siemens Networks Presentation / Author / DateFor internal use
ProductTechnologies
Level 1 Level 2 Level 3
ImplementationTechnologies
PlatformTechnologies
Consolidation of NSN Technology Strategy
SolutionTechnologies
ServiceTechnologies
Level 4
Technology Strategy
Level 5
Consolidation of NSN Technology Strategy covers the whole value chain including analysis on positioning, forces, organizational dynamics and technology roadmaps with the weight necessary to realize the NSN vision and Network Vision.
Positioning – Where are We?
Forces – What are the forces in our environment?
Organizational Dynamics – Who are We?
Technology Roadmaps – How do we Answer to six questions - How Do We Create Value?
18 © Nokia Siemens Networks Presentation / Author / DateFor internal use
General Framework for Technology Management in NSN
19 © Nokia Siemens Networks Presentation / Author / DateFor internal use
A Strategy Map Represents How the Organization Creates Value with Intangible Assets
Source: Kaplan, R., Norton, D., Strategy Maps
Long term shareholder value
Productivity strategy Revenue Growth Strategy
Improve coststructure
Increase assetutilization
Expand revenueopportunities
Enhancecustomer value
Operationsmanagement:Produce and deliverproducts and services
•Supply•Production•Distribution•Risk management
Customermanagement:Enhance customervalue
•Selection of customers•Acquisition•Retention•Growth
Innovationprocesses:Create new products andservices
•Opportunity identification•R&D portfolio•Design / development•Market launch
Regulatory andSocial:Improve communities andthe environment
•Environment•Health and safety•Employment•Community
Price Quality Availability Selection Functionality Service Partnership Brand
Customer Value PropositionProduct / Service Attributes Relationship Image
FinancialPerspective
CustomerPerspective
InternalProcessPerspective
LearningAnd GrowthPerspective
Culture Leadership Alignment TeamworkOrganizational Capital
Information CapitalHuman capital
20 © Nokia Siemens Networks Presentation / Author / DateFor internal use
LearningsStrategy Concept
– Simple topic – complex implementation – multitude of schoolsNSN Position
– In middle of changes with a strong visionTechnology Management
– Key tool is technology strategy– Coverage area vast: innovation, environmental scanning, IPR, R&D, intelligence, collaboration– Understanding value networks helps– Good ol’ Porter helps, nothing beats position and competitive advantage except superior execution ;)
Consolidation of technology strategy– Map position, forces, organizational dynamics and technology roadmaps to understand the dynamics
of change– Focus on the essential, value points. Create scenarios, analyze risks, plan– Create a vision, Innovate, roadmap, execute, measure, control, correct– Strategic mapping can help but complexity of the map can be a show stopper
Simple is beautiful– Best mission is a statement that everybody understands– ‘Coke adds life’ ‘Connecting People’ ‘Failure is not an option’ ‘Shrink the radios’ ‘5 billion people
connected’ ’Just Do it’