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• Partner Blog Series: PwC Perspectives Part 2 - Jumpstarting your IAM program with R2

  - by Tanu Sood

  Identity and access management (IAM) isn’t a new concept. Over the past decade, companies have begun to address identity management through a variety of solutions that have primarily focused on provisioning. . The new age workforce is converging at a rapid pace with ever increasing demand to use diverse portfolio of applications and systems to interact and interface with their peers in the industry and customers alike. Oracle has taken a significant leap with their release of Identity and Access Management 11gR2 towards enabling this global workforce to conduct their business in a secure, efficient and effective manner. As companies deal with IAM business drivers, it becomes immediately apparent that holistic, rather than piecemeal, approaches better address their needs. When planning an enterprise-wide IAM solution, the first step is to create a common framework that serves as the foundation on which to build the cost, compliance and business process efficiencies. As a leading industry practice, IAM should be established on a foundation of accurate data for identity management, making this data available in a uniform manner to downstream applications and processes. Mature organizations are looking beyond IAM’s basic benefits to harness more advanced capabilities in user lifecycle management. For any organization looking to embark on an IAM initiative, consider the following use cases in managing and administering user access. Expanding the Enterprise Provisioning Footprint Almost all organizations have some helpdesk resources tied up in handling access requests from users, a distraction from their core job of handling problem tickets. This dependency has mushroomed from the traditional acceptance of provisioning solutions integrating and addressing only a portion of applications in the heterogeneous landscape Oracle Identity Manager (OIM) 11gR2 solves this problem by offering integration with third party ticketing systems as “disconnected applications”. It allows for the existing business processes to be seamlessly integrated into the system and tracked throughout its lifecycle. With minimal effort and analysis, an organization can begin integrating OIM with groups or applications that are involved with manually intensive access provisioning and de-provisioning activities. This aspect of OIM allows organizations to on-board applications and associated business processes quickly using out of box templates and frameworks. This is especially important for organizations looking to fold in users and resources from mergers and acquisitions. Simplifying Access Requests Organizations looking to implement access request solutions often find it challenging to get their users to accept and adopt the new processes.. So, how do we improve the user experience, make it intuitive and personalized and yet simplify the user access process? With R2, OIM helps organizations alleviate the challenge by placing the most used functionality front and centre in the new user request interface. Roles, application accounts, and entitlements can all be found in the same interface as catalog items, giving business users a single location to go to whenever they need to initiate, approve or track a request. Furthermore, if a particular item is not relevant to a user’s job function or area inside the organization, it can be hidden so as to not overwhelm or confuse the user with superfluous options. The ability to customize the user interface to suit your needs helps in exercising the business rules effectively and avoiding access proliferation within the organization. Saving Time with Templates A typical use case that is most beneficial to business users is flexibility to place, edit, and withdraw requests based on changing circumstances and business needs. With OIM R2, multiple catalog items can now be added and removed from the shopping cart, an ecommerce paradigm that many users are already familiar with. This feature can be especially useful when setting up a large number of new employees or granting existing department or group access to a newly integrated application. Additionally, users can create their own shopping cart templates in order to complete subsequent requests more quickly. This feature saves the user from having to search for and select items all over again if a request is similar to a previous one. Advanced Delegated Administration A key feature of any provisioning solution should be to empower each business unit in managing their own access requests. By bringing administration closer to the user, you improve user productivity, enable efficiency and alleviate the administration overhead. To do so requires a federated services model so that the business units capable of shouldering the onus of user life cycle management of their business users can be enabled to do so. OIM 11gR2 offers advanced administrative options for creating, managing and controlling business logic and workflows through easy to use administrative interface and tools that can be exposed to delegated business administrators. For example, these business administrators can establish or modify how certain requests and operations should be handled within their business unit based on a number of attributes ranging from the type of request or the risk level of the individual items requested. Closed-Loop Remediation Security continues to be a major concern for most organizations. Identity management solutions bolster security by ensuring only the right users have the right access to the right resources. To prevent unauthorized access and where it already exists, the ability to detect and remediate it, are key requirements of an enterprise-grade proven solution. But the challenge with most solutions today is that some of this information still exists in silos. And when changes are made to systems directly, not all information is captured. With R2, oracle is offering a comprehensive Identity Governance solution that our customer organizations are leveraging for closed loop remediation that allows for an automated way for administrators to revoke unauthorized access. The change is automatically captured and the action noted for continued management. Conclusion While implementing provisioning solutions, it is important to keep the near term and the long term goals in mind. The provisioning solution should always be a part of a larger security and identity management program but with the ability to seamlessly integrate not only with the company’s infrastructure but also have the ability to leverage the information, business models compiled and used by the other identity management solutions. This allows organizations to reduce the cost of ownership, close security gaps and leverage the existing infrastructure. And having done so a multiple clients’ sites, this is the approach we recommend. In our next post, we will take a journey through our experiences of advising clients looking to upgrade to R2 from a previous version or migrating from a different solution. Meet the Writers:   Praveen Krishna is a Manager in the Advisory Security practice within PwC.  Over the last decade Praveen has helped clients plan, architect and implement Oracle identity solutions across diverse industries.  His experience includes delivering security across diverse topics like network, infrastructure, application and data where he brings a holistic point of view to problem solving. Dharma Padala is a Director in the Advisory Security practice within PwC.  He has been implementing medium to large scale Identity Management solutions across multiple industries including utility, health care, entertainment, retail and financial sectors.   Dharma has 14 years of experience in delivering IT solutions out of which he has been implementing Identity Management solutions for the past 8 years. Scott MacDonald is a Director in the Advisory Security practice within PwC.  He has consulted for several clients across multiple industries including financial services, health care, automotive and retail.   Scott has 10 years of experience in delivering Identity Management solutions. John Misczak is a member of the Advisory Security practice within PwC.  He has experience implementing multiple Identity and Access Management solutions, specializing in Oracle Identity Manager and Business Process Engineering Language (BPEL). Jenny (Xiao) Zhang is a member of the Advisory Security practice within PwC.  She has consulted across multiple industries including financial services, entertainment and retail. Jenny has three years of experience in delivering IT solutions out of which she has been implementing Identity Management solutions for the past one and a half years.

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• Right-Time Retail Part 3

  - by David Dorf

  This is part three of the three-part series.  Read Part 1 and Part 2 first. Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} Right-Time Marketing Real-time isn’t just about executing faster; it extends to interactions with customers as well. As an industry, we’ve spent many years analyzing all the data that’s been collected. Yes, that data has been invaluable in helping us make better decisions like where to open new stores, how to assort those stores, and how to price our products. But the recent advances in technology are now making it possible to analyze and deliver that data very quickly… fast enough to impact a potential sale in near real-time. Let me give you two examples. Salesmen in car dealerships get pretty good at sizing people up. When a potential customer walks in the door, it doesn’t take long for the salesman to figure out the revenue at stake. Is this person a real buyer, or just looking for a fun test drive? Will this person buy today or three months from now? Will this person opt for the expensive packages, or go bare bones? While the salesman certainly asks some leading questions, much of information is discerned through body language. But body language doesn’t translate very well over the web. Eloqua, which was acquired by Oracle earlier this year, reads internet body language. By tracking the behavior of the people visiting your web site, Eloqua categorizes visitors based on their propensity to buy. While Eloqua’s roots have been in B2B, we’ve been looking at leveraging the technology with ATG to target B2C. Knowing what sites were previously visited, how often the customer has been to your site recently, and how long they’ve spent searching can help understand where the customer is in their purchase journey. And knowing that bit of information may be enough to help close the deal with a real-time offer, follow-up email, or online customer service pop-up. This isn’t so different from the days gone by when the clerk behind the counter of the corner store noticed you were lingering in a particular aisle, so he walked over to help you compare two products and close the sale. You appreciated the personalized service, and he knew the value of the long-term relationship. Move that same concept into the digital world and you have Oracle’s CX Suite, a cloud-based offering of end-to-end customer experience tools, assembled primarily from acquisitions. Those tools are Oracle Marketing (Eloqua), Oracle Commerce (ATG, Endeca), Oracle Sales (Oracle CRM On Demand), Oracle Service (RightNow), Oracle Social (Collective Intellect, Vitrue, Involver), and Oracle Content (Fatwire). We are providing the glue that binds the CIO and CMO together to unleash synergies that drive the top-line higher, and by virtue of the cloud-approach, keep costs at bay. My second example of real-time marketing takes place in the store but leverages the concepts of Web marketing. In 1962 the decline of personalized service in retail began. Anyone know the significance of that year? That’s when Target, K-Mart, and Walmart each opened their first stores, and over the succeeding years the industry chose scale over personal service. No longer were you known as “Jane with the snotty kid so make sure we check her out fast,” but you suddenly became “time-starved female age 20-30 with kids.” I’m not saying that was a bad thing – it was the right thing for our industry at the time, and it enabled a huge amount of growth, cheaper prices, and more variety of products. But scale alone is no longer good enough. Today’s sophisticated consumer demands scale, experience, and personal attention. To some extent we’ve delivered that on websites via the magic of cookies, your willingness to log in, and sophisticated data analytics. What store manager wouldn’t love a report detailing all the visitors to his store, where they came from, and which products that examined? People trackers are getting more sophisticated, incorporating infrared, video analytics, and even face recognition. (Next time you walk in front on a mannequin, don’t be surprised if it’s looking back.) But the ultimate marketing conduit is the mobile phone. Since each mobile phone emits a unique number on WiFi networks, it becomes the cookie of the physical world. Assuming congress keeps privacy safeguards reasonable, we’ll have a win-win situation for both retailers and consumers. Retailers get to know more about the consumer’s purchase journey, and consumers get higher levels of service with the retailer. When I call my bank, a couple things happen before the call is connected. A reverse look-up on my phone number identifies me so my accounts can be retrieved from Siebel CRM. Then the system anticipates why I’m calling based on recent transactions. In this example, it sees that I was just charged a foreign currency fee, so it assumes that’s the reason I’m calling. It puts all the relevant information on the customer service rep’s screen as it connects the call. When I complain about the fee, the rep immediately sees I’m a great customer and I travel lots, so she suggests switching me to their traveler’s card that doesn’t have foreign transaction fees. That technology is powered by a product called Oracle Real-Time Decisions, a rules engine built to execute very quickly, basically in the time it takes the phone to ring once. So let’s combine the power of that product with our new-found mobile cookie and provide contextual customer interactions in real-time. Our first opportunity comes when a customer crosses a pre-defined geo-fence, typically a boundary around the store. Context is the key to our interaction: that’s the customer (known or anonymous), the time of day and day of week, and location. Thomas near the downtown store on a Wednesday at noon means he’s heading to lunch. If he were near the mall location on a Saturday morning, that’s a completely different context. But on his way to lunch, we’ll let Thomas know that we’ve got a new shipment of ASICS running shoes on display with a simple text message. We used the context to look-up Thomas’ past purchases and understood he was an avid runner. We used the fact that this was lunchtime to select the type of message, in this case an informational message instead of an offer. Thomas enters the store, phone in hand, and walks to the shoe department. He scans one of the new ASICS shoes using the convenient QR Codes we provided on the shelf-tags, but then he starts scanning low-end Nikes. Each scan is another opportunity to both learn from Thomas and potentially interact via another message. Since he historically buys low-end Nikes and keeps scanning them, he’s likely falling back into his old ways. Our marketing rules are currently set to move loyal customer to higher margin products. We could have set the dials to increase visit frequency, move overstocked items, increase basket size, or many other settings, but today we are trying to move Thomas to higher-margin products. We send Thomas another text message, this time it’s a personalized offer for 10% off ASICS good for 24 hours. Offering him a discount on Nikes would be throwing margin away since he buys those anyway. We are using our marketing dollars to change behavior that increases the long-term value of Thomas. He decides to buy the ASICS and scans the discount code on his phone at checkout. Checkout is yet another opportunity to interact with Thomas, so the transaction is sent back to Oracle RTD for evaluation. Since Thomas didn’t buy anything with the shoes, we’ll print a bounce-back coupon on the receipt offering 30% off ASICS socks if he returns within seven days. We have successfully started moving Thomas from low-margin to high-margin products. In both of these marketing scenarios, we are able to leverage data in near real-time to decide how best to interact with the customer and lead to an increase in the lifetime value of the customer. The key here is acting at the moment the customer shows interest using the context of the situation. We aren’t pushing random products at haphazard times. We are tailoring the marketing to be very specific to this customer, and it’s the technology that allows this to happen in near real-time. Conclusion As we enable more right-time integrations and interactions, retailers will begin to offer increased service to their customers. Localized and personalized service at scale will drive loyalty and lead to meaningful revenue growth for the retailers that execute well. Our industry needs to support Commerce Anywhere…and commerce anytime as well.

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• Skanska Builds Global Workforce Insight with Cloud-Based HCM System

  - by HCM-Oracle

  By David Baum - Originally posted on Profit Peter Bjork grew up building things. He started his work life learning all sorts of trades at his father’s construction company in the northern part of Sweden. So in college, it was natural for him to pursue a bachelor’s degree in construction engineering—but he broke new ground when he added a master’s degree in finance to his curriculum vitae. Written on a traditional résumé, Bjork’s current title (vice president of information systems strategies) doesn’t reveal the diversity of his experience—that he’s adept with hammer and nails as well as rows and columns. But a big part of his current job is to work with his counterparts in human resources (HR) designing, building, and deploying the systems needed to get a complete view of the skills and potential of Skanska’s 22,000-strong white-collar workforce. And Bjork believes that complete view is essential to Skanska’s success. “Our business is really all about people,” says Bjork, who has worked with Skanska for 16 years. “You can have equipment and financial resources, but to truly succeed in a business like ours you need to have the right people in the right places. That’s what this system is helping us accomplish.” In a global HR environment that suffers from a paradox of high unemployment and a scarcity of skilled labor, managers need to have a complete understanding of workforce capabilities to develop management skills, recruit for open positions, ensure that staff is getting the training they need, and reduce attrition. Skanska’s human capital management (HCM) systems, based on Oracle Talent Management Cloud, play a critical role delivering that understanding. “Skanska’s philosophy of having great people, encouraging their development, and giving them the chance to move across business units has nurtured a culture of collaboration, but managing a diverse workforce spread across the globe is a monumental challenge,” says Annika Lindholm, global human resources system owner in the HR department at Skanska’s headquarters just outside of Stockholm, Sweden. “We depend heavily on Oracle’s cloud technology to support our HCM function.” Construction, Workers For Skanska’s more than 60,000 employees and contractors, managing huge construction projects is an everyday job. Beyond erecting signature buildings, management’s goal is to build a corporate culture where valuable talent can be sought out and developed, bringing in the right mix of people to support and grow the business. “Of all the companies in our space, Skanska is probably one of the strongest ones, with a laser focus on people and people development,” notes Tom Crane, chief HR and communications officer for Skanska in the United States. “Our business looks like equipment and material, but all we really have at the end of the day are people and their intellectual capital. Without them, second only to clients, of course, you really can’t achieve great things in the high-profile environment in which we work.” During the 1990s, Skanska entered an expansive growth phase. A string of successful acquisitions paved the way for the company’s transformation into a global enterprise. “Today the company’s focus is on profitable growth,” continues Crane. “But you can’t really achieve growth unless you are doing a very good job of developing your people and having the right people in the right places and driving a culture of growth.” In the United States alone, Skanska has more than 8,000 employees in four distinct business units: Skanska USA Building, also known as the Construction Manager, builds everything at ground level and above—hospitals, educational facilities, stadiums, airport terminals, and other massive projects. Skanska USA Civil does everything at ground level and below, such as light rail, water treatment facilities, power plants or power industry facilities, highways, and bridges. Skanska Infrastructure Development develops public-private partnerships—projects in which Skanska adds equity and also arranges for outside financing. Skanska Commercial Development acts like a commercial real estate developer, acquiring land and building offices on spec or build-to-suit for its clients. Skanska's international portfolio includes construction of the new Meadowlands Stadium. Getting the various units to operate collaboratatively helps Skanska deliver high value to clients and shareholders. “When we have this collaboration among units, it allows us to enrich each of the business units and, at the same time, develop our future leaders to be more facile in operating across business units—more accepting of a ‘one Skanska’ approach,” explains Crane. Workforce Worldwide But HR needs processes and tools to support managers who face such business dynamics. Oracle Talent Management Cloud is helping Skanska implement world-class recruiting strategies and generate the insights needed to drive quality hiring practices, internal mobility, and a proactive approach to building talent pipelines. With their new cloud system in place, Skanska HR leaders can manage everything from recruiting, compensation, and goal and performance management to employee learning and talent review—all as part of a single, cohesive software-as-a-service (SaaS) environment. Skanska has successfully implemented two modules from Oracle Talent Management Cloud—the recruiting and performance management modules—and is in the process of implementing the learn module. Internally, they call the systems Skanska Recruit, Skanska Talent, and Skanska Learn. The timing is apropos. With high rates of unemployment in recent years, there have been many job candidates on the market. However, talent scarcity continues to frustrate recruiters. Oracle Taleo Recruiting Cloud Service, one of the applications in the Oracle Talent Management cloud portfolio, enables Skanska managers to create more-intelligent recruiting strategies, pulling high-performer profile statistics to create new candidate profiles and using multitiered screening and assessments to ensure that only the best-suited candidate applications make it to the recruiter’s desk. Tools such as applicant tracking, interview management, and requisition management help recruiters and hiring managers streamline the hiring process. Oracle’s cloud-based software system automates and streamlines many other HR processes for Skanska’s multinational organization and delivers insight into the success of recruiting and talent-management efforts. “The Oracle system is definitely helping us to construct global HR processes,” adds Bjork. “It is really important that we have a business model that is decentralized, so we can effectively serve our local markets, and interact with our global ERP [enterprise resource planning] systems as well. We would not be able to do this without a really good, well-integrated HCM system that could support these efforts.” A key piece of this effort is something Skanska has developed internally called the Skanska Leadership Profile. Core competencies, on which all employees are measured, are used in performance reviews to determine weak areas but also to discover talent, such as those who will be promoted or need succession plans. This global profiling system brings consistency to the way HR professionals evaluate and review talent across the company, with a consistent set of ratings and a consistent definition of competencies. All salaried employees in Skanska are tied to a talent management process that gives opportunity for midyear and year-end reviews. Using the performance management module, managers can align individual goals with corporate goals; provide clear visibility into how each employee contributes to the success of the organization; and drive a strategic, end-to-end talent management strategy with a single, integrated system for all talent-related activities. This is critical to a company that is highly focused on ensuring that every employee has a development plan linked to his or her succession potential. “Our approach all along has been to deploy software applications that are seamless to end users,” says Crane. “The beauty of a cloud-based system is that much of the functionality takes place behind the scenes so we can focus on making sure users can access the data when they need it. This model greatly improves their efficiency.” The employee profile not only sets a competency baseline for new employees but is also integrated with Skanska’s other back-office Oracle systems to ensure consistency in the way information is used to support other business functions. “Since we have about a dozen different HR systems that are providing us with information, we built a master database that collects all the information,” explains Lindholm. “That data is sent not only to Oracle Talent Management Cloud, but also to other systems that are dependent on this information.” Collaboration to Scale Skanska is poised to launch a new Oracle module to link employee learning plans to the review process and recruitment assessments. According to Crane, connecting these processes allows Skanska managers to see employees’ progress and produce an updated learning program. For example, as employees take classes, supervisors can consult the Oracle Talent Management Cloud portal to monitor progress and align it to each individual’s training and development plan. “That’s a pretty compelling solution for an organization that wants to manage its talent on a real-time basis and see how the training is working,” Crane says. Rolling out Oracle Talent Management Cloud was a joint effort among HR, IT, and a global group that oversaw the worldwide implementation. Skanska deployed the solution quickly across all markets at once. In the United States, for example, more than 35 offices quickly got up to speed on the new system via webinars for employees and face-to-face training for the HR group. “With any migration, there are moments when you hold your breath, but in this case, we had very few problems getting the system up and running,” says Crane. Lindholm adds, “There has been very little resistance to the system as users recognize its potential. Customizations are easy, and a lasting partnership has developed between Skanska and Oracle when help is needed. They listen to us.” Bjork elaborates on the implementation process from an IT perspective. “Deploying a SaaS system removes a lot of the complexity,” he says. “You can downsize the IT part and focus on the business part, which increases the probability of a successful implementation. If you want to scale the system, you make a quick phone call. That’s all it took recently when we added 4,000 users. We didn’t have to think about resizing the servers or hiring more IT people. Oracle does that for us, and they have provided very good support.” As a result, Skanska has been able to implement a single, cost-effective talent management solution across the organization to support its strategy to recruit and develop a world-class staff. Stakeholders are confident that they are providing the most efficient recruitment system possible for competent personnel at all levels within the company—from skilled workers at construction sites to top management at headquarters. And Skanska can retain skilled employees and ensure that they receive the development opportunities they need to grow and advance.

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• Reference Data Management

  - by rahulkamath

  Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} table.MsoTableColorfulListAccent2 {mso-style-name:"Colorful List - Accent 2"; mso-tstyle-rowband-size:1; mso-tstyle-colband-size:1; mso-style-priority:72; mso-style-unhide:no; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-tstyle-shading:#F8EDED; mso-tstyle-shading-themecolor:accent2; mso-tstyle-shading-themetint:25; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Calibri","sans-serif"; color:black; mso-themecolor:text1;} table.MsoTableColorfulListAccent2FirstRow {mso-style-name:"Colorful List - Accent 2"; mso-table-condition:first-row; mso-style-priority:72; mso-style-unhide:no; mso-tstyle-shading:#9E3A38; mso-tstyle-shading-themecolor:accent2; mso-tstyle-shading-themeshade:204; mso-tstyle-border-bottom:1.5pt solid white; mso-tstyle-border-bottom-themecolor:background1; color:white; mso-themecolor:background1; mso-ansi-font-weight:bold; mso-bidi-font-weight:bold;} table.MsoTableColorfulListAccent2LastRow {mso-style-name:"Colorful List - Accent 2"; mso-table-condition:last-row; mso-style-priority:72; mso-style-unhide:no; mso-tstyle-shading:white; mso-tstyle-shading-themecolor:background1; mso-tstyle-border-top:1.5pt solid black; mso-tstyle-border-top-themecolor:text1; color:#9E3A38; mso-themecolor:accent2; mso-themeshade:204; mso-ansi-font-weight:bold; mso-bidi-font-weight:bold;} table.MsoTableColorfulListAccent2FirstCol {mso-style-name:"Colorful List - Accent 2"; mso-table-condition:first-column; mso-style-priority:72; mso-style-unhide:no; mso-ansi-font-weight:bold; mso-bidi-font-weight:bold;} table.MsoTableColorfulListAccent2LastCol {mso-style-name:"Colorful List - Accent 2"; mso-table-condition:last-column; mso-style-priority:72; mso-style-unhide:no; mso-ansi-font-weight:bold; mso-bidi-font-weight:bold;} table.MsoTableColorfulListAccent2OddColumn {mso-style-name:"Colorful List - Accent 2"; mso-table-condition:odd-column; mso-style-priority:72; mso-style-unhide:no; mso-tstyle-shading:#EFD3D2; mso-tstyle-shading-themecolor:accent2; mso-tstyle-shading-themetint:63; mso-tstyle-border-top:cell-none; mso-tstyle-border-left:cell-none; mso-tstyle-border-bottom:cell-none; mso-tstyle-border-right:cell-none; mso-tstyle-border-insideh:cell-none; mso-tstyle-border-insidev:cell-none;} table.MsoTableColorfulListAccent2OddRow {mso-style-name:"Colorful List - Accent 2"; mso-table-condition:odd-row; mso-style-priority:72; mso-style-unhide:no; mso-tstyle-shading:#F2DBDB; mso-tstyle-shading-themecolor:accent2; mso-tstyle-shading-themetint:51;} Reference Data Management Oracle Data Relationship Management (DRM) has always been extremely powerful as an Enterprise MDM solution that can help manage changes to master data in a way that influences enterprise structure, whether it be mastering chart of accounts to enable financial transformation, or revamping organization structures to drive business transformation and operational efficiencies, or mastering sales territories in light of rapid fire acquisitions that require frequent sales territory refinement, equitable distribution of leads and accounts to salespersons, and alignment of budget/forecast with results to optimize sales coverage. Increasingly, DRM is also being utilized by Oracle customers for reference data management, an emerging solution space that deserves some explanation. What is reference data? Reference data is a close cousin of master data. While master data may be more rapidly changing, requires consensus building across stakeholders and lends structure to business transactions, reference data is simpler, more slowly changing, but has semantic content that is used to categorize or group other information assets – including master data – and give them contextual value. The following table contains an illustrative list of examples of reference data by type. Reference data types may include types and codes, business taxonomies, complex relationships & cross-domain mappings or standards. Types & Codes Taxonomies Relationships / Mappings Standards Transaction Codes Industry Classification Categories and Codes, e.g., North America Industry Classification System (NAICS) Product / Segment; Product / Geo Calendars (e.g., Gregorian, Fiscal, Manufacturing, Retail, ISO8601) Lookup Tables (e.g., Gender, Marital Status, etc.) Product Categories City à State à Postal Codes Currency Codes (e.g., ISO) Status Codes Sales Territories (e.g., Geo, Industry Verticals, Named Accounts, Federal/State/Local/Defense) Customer / Market Segment; Business Unit / Channel Country Codes (e.g., ISO 3166, UN) Role Codes Market Segments Country Codes / Currency Codes / Financial Accounts Date/Time, Time Zones (e.g., ISO 8601) Domain Values Universal Standard Products and Services Classification (UNSPSC), eCl@ss International Classification of Diseases (ICD) e.g., ICD9 à IC10 mappings Tax Rates Why manage reference data? Reference data carries contextual value and meaning and therefore its use can drive business logic that helps execute a business process, create a desired application behavior or provide meaningful segmentation to analyze transaction data. Further, mapping reference data often requires human judgment. Sample Use Cases of Reference Data Management Healthcare: Diagnostic Codes The reference data challenges in the healthcare industry offer a case in point. Part of being HIPAA compliant requires medical practitioners to transition diagnosis codes from ICD-9 to ICD-10, a medical coding scheme used to classify diseases, signs and symptoms, causes, etc. The transition to ICD-10 has a significant impact on business processes, procedures, contracts, and IT systems. Since both code sets ICD-9 and ICD-10 offer diagnosis codes of very different levels of granularity, human judgment is required to map ICD-9 codes to ICD-10. The process requires collaboration and consensus building among stakeholders much in the same way as does master data management. Moreover, to build reports to understand utilization, frequency and quality of diagnoses, medical practitioners may need to “cross-walk” mappings -- either forward to ICD-10 or backwards to ICD-9 depending upon the reporting time horizon. Spend Management: Product, Service & Supplier Codes Similarly, as an enterprise looks to rationalize suppliers and leverage their spend, conforming supplier codes, as well as product and service codes requires supporting multiple classification schemes that may include industry standards (e.g., UNSPSC, eCl@ss) or enterprise taxonomies. Aberdeen Group estimates that 90% of companies rely on spreadsheets and manual reviews to aggregate, classify and analyze spend data, and that data management activities account for 12-15% of the sourcing cycle and consume 30-50% of a commodity manager’s time. Creating a common map across the extended enterprise to rationalize codes across procurement, accounts payable, general ledger, credit card, procurement card (P-card) as well as ACH and bank systems can cut sourcing costs, improve compliance, lower inventory stock, and free up talent to focus on value added tasks. Specialty Finance: Point of Sales Transaction Codes and Product Codes In the specialty finance industry, enterprises are confronted with usury laws – governed at the state and local level – that regulate financial product innovation as it relates to consumer loans, check cashing and pawn lending. To comply, it is important to demonstrate that transactions booked at the point of sale are posted against valid product codes that were on offer at the time of booking the sale. Since new products are being released at a steady stream, it is important to ensure timely and accurate mapping of point-of-sale transaction codes with the appropriate product and GL codes to comply with the changing regulations. Multi-National Companies: Industry Classification Schemes As companies grow and expand across geographies, a typical challenge they encounter with reference data represents reconciling various versions of industry classification schemes in use across nations. While the United States, Mexico and Canada conform to the North American Industry Classification System (NAICS) standard, European Union countries choose different variants of the NACE industry classification scheme. Multi-national companies must manage the individual national NACE schemes and reconcile the differences across countries. Enterprises must invest in a reference data change management application to address the challenge of distributing reference data changes to downstream applications and assess which applications were impacted by a given change.

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• Laissez les bon temps rouler! (Microsoft BI Conference 2010)

  - by smisner

  "Laissez les bons temps rouler" is a Cajun phrase that I heard frequently when I lived in New Orleans in the mid-1990s. It means "Let the good times roll!" and encapsulates a feeling of happy expectation. As I met with many of my peers and new acquaintances at the Microsoft BI Conference last week, this phrase kept running through my mind as people spoke about their plans in their respective businesses, the benefits and opportunities that the recent releases in the BI stack are providing, and their expectations about the future of the BI stack. Notwithstanding some jabs here and there to point out the platform is neither perfect now nor will be anytime soon (along with admissions that the competitors are also not perfect), and notwithstanding several missteps by the event organizers (which I don't care to enumerate), the overarching mood at the conference was positive. It was a refreshing change from the doom and gloom hovering over several conferences that I attended in 2009. Although many people expect economic hardships to continue over the coming year or so, everyone I know in the BI field is busier than ever and expects to stay busy for quite a while. Self-Service BI Self-service was definitely a theme of the BI conference. In the keynote, Ted Kummert opened with a look back to a fairy tale vision of self-service BI that he told in 2008. At that time, the fairy tale future was a time when "every end user was able to use BI technologies within their job in order to move forward more effectively" and transitioned to the present time in which SQL Server 2008 R2, Office 2010, and SharePoint 2010 are available to deliver managed self-service BI. This set of technologies is presumably poised to address the needs of the 80% of users that Kummert said do not use BI today. He proceeded to outline a series of activities that users ought to be able to do themselves--from simple changes to a report like formatting or an addtional data visualization to integration of an additional data source. The keynote then continued with a series of demonstrations of both current and future technology in support of self-service BI. Some highlights that interested me: PowerPivot, of course, is the flagship product for self-service BI in the Microsoft BI stack. In the TechEd keynote, which was open to the BI conference attendees, Amir Netz (twitter) impressed the audience by demonstrating interactivity with a workbook containing 100 million rows. He upped the ante at the BI keynote with his demonstration of a future-state PowerPivot workbook containing over 2 billion records. It's important to note that this volume of data is being processed by a server engine, and not in the PowerPivot client engine. (Yes, I think it's impressive, but none of my clients are typically wrangling with 2 billion records at a time. Maybe they're thinking too small. This ability to work quickly with large data sets has greater implications for BI solutions than for self-service BI, in my opinion.) Amir also demonstrated KPIs for the future PowerPivot, which appeared to be easier to implement than in any other Microsoft product that supports KPIs, apart from simple KPIs in SharePoint. (My initial reaction is that we have one more place to build KPIs. Great. It's confusing enough. I haven't seen how well those KPIs integrate with other BI tools, which will be important for adoption.) One more PowerPivot feature that Amir showed was a graphical display of the lineage for calculations. (This is hugely practical, especially if you build up calculations incrementally. You can more easily follow the logic from calculation to calculation. Furthermore, if you need to make a change to one calculation, you can assess the impact on other calculations.) Another product demonstration will be available within the next 30 days--Pivot for Reporting Services. If you haven't seen this technology yet, check it out at www.getpivot.com. (It definitely has a wow factor, but I'm skeptical about its practicality. However, I'm looking forward to trying it out with data that I understand.) Michael Tejedor (twitter) demonstrated a feature that I think is really interesting and not emphasized nearly enough--overshadowed by PowerPivot, no doubt. That feature is the Microsoft Business Intelligence Indexing Connector, which enables search of the content of Excel workbooks and Reporting Services reports. (This capability existed in MOSS 2007, but was more cumbersome to implement. The search results in SharePoint 2010 are not only cooler, but more useful by describing whether the content is found in a table or a chart, for example.) This may yet be the dawning of the age of self-service BI - a phrase I've heard repeated from time to time over the last decade - but I think BI professionals are likely to stay busy for a long while, and need not start looking for a new line of work. Kummert repeatedly referenced strategic BI solutions in contrast to self-service BI to emphasize that self-service BI is not a replacement for the services that BI professionals provide. After all, self-service BI does not appear magically on user desktops (or whatever device they want to use). A supporting infrastructure is necessary, and grows in complexity in proportion to the need to simplify BI for users. It's one thing to hear the party line touted by Microsoft employees at the BI keynote, but it's another to hear from the people who are responsible for implementing and supporting it within an organization. Rob Collie (blog | twitter), Kasper de Jonge (blog | twitter), Vidas Matelis (site | twitter), and I were invited to join Andrew Brust (blog | twitter) as he led a Birds of a Feather session at TechEd entitled "PowerPivot: Is It the BI Deal-Changer for Developers and IT Pros?" I would single out the prevailing concern in this session as the issue of control. On one side of this issue were those who were concerned that they would lose control once PowerPivot is implemented. On the other side were those who believed that data should be freely accessible to users in PowerPivot, and even acknowledgment that users would get the data they want even if it meant they would have to manually enter into a workbook to have it ready for analysis. For another viewpoint on how PowerPivot played out at the conference, see Rob Collie's observations. Collaborative BI I have been intrigued by the notion of collaborative BI for a very long time. Before I discovered BI, I was a Lotus Notes developer and later a manager of developers, working in a software company that enabled collaboration in the legal industry. Not only did I help create collaborative systems for our clients, I created a complete project management from the ground up to collaboratively manage our custom development work. In that case, collaboration involved my team, my client contacts, and me. I was also able to produce my own BI from that system as well, but didn't know that's what I was doing at the time. Only in recent years has SharePoint begun to catch up with the capabilities that I had with Lotus Notes more than a decade ago. Eventually, I had the opportunity at that job to formally investigate BI as another product offering for our software, and the rest - as they say - is history. I built my first data warehouse with Scott Cameron (who has also ventured into the authoring world by writing Analysis Services 2008 Step by Step and was at the BI Conference last week where I got to reminisce with him for a bit) and that began a career that I never imagined at the time. Fast forward to 2010, and I'm still lauding the virtues of collaborative BI, if only the tools will catch up to my vision! Thus, I was anxious to see what Donald Farmer (blog | twitter) and Rita Sallam of Gartner had to say on the subject in their session "Collaborative Decision Making." As I suspected, the tools aren't quite there yet, but the vendors are moving in the right direction. One thing I liked about this session was a non-Microsoft perspective of the state of the industry with regard to collaborative BI. In addition, this session included a better demonstration of SharePoint collaborative BI capabilities than appeared in the BI keynote. Check out the video in the link to the session to see the demonstration. One of the use cases that was demonstrated was linking from information to a person, because, as Donald put it, "People don't trust data, they trust people." The Microsoft BI Stack in General A question I hear all the time from students when I'm teaching is how to know what tools to use when there is overlap between products in the BI stack. I've never taken the time to codify my thoughts on the subject, but saw that my friend Dan Bulos provided good insight on this topic from a variety of perspectives in his session, "So Many BI Tools, So Little Time." I thought one of his best points was that ideally you should be able to design in your tool of choice, and then deploy to your tool of choice. Unfortunately, the ideal is yet to become real across the platform. The closest we come is with the RDL in Reporting Services which can be produced from two different tools (Report Builder or Business Intelligence Development Studio's Report Designer), manually, or by a third-party or custom application. I have touted the idea for years (and publicly said so about 5 years ago) that eventually more products would be RDL producers or consumers, but we aren't there yet. Maybe in another 5 years. Another interesting session that covered the BI stack against a backdrop of competitive products was delivered by Andrew Brust. Andrew did a marvelous job of consolidating a lot of information in a way that clearly communicated how various vendors' offerings compared to the Microsoft BI stack. He also made a particularly compelling argument about how the existence of an ecosystem around the Microsoft BI stack provided innovation and opportunities lacking for other vendors. Check out his presentation, "How Does the Microsoft BI Stack...Stack Up?" Expo Hall I had planned to spend more time in the Expo Hall to see who was doing new things with the BI stack, but didn't manage to get very far. Each time I set out on an exploratory mission, I got caught up in some fascinating conversations with one or more of my peers. I find interacting with people that I meet at conferences just as important as attending sessions to learn something new. There were a couple of items that really caught me eye, however, that I'll share here. Pragmatic Works. Whether you develop SSIS packages, build SSAS cubes, or author SSRS reports (or all of the above), you really must take a look at BI Documenter. Brian Knight (twitter) walked me through the key features, and I must say I was impressed. Once you've seen what this product can do, you won't want to document your BI projects any other way. You can download a free single-user database edition, or choose from more feature-rich standard or professional editions. Microsoft Press ebooks. I also stopped by the O'Reilly Media booth to meet some folks that one of my acquisitions editors at Microsoft Press recommended. In case you haven't heard, Microsoft Press has partnered with O'Reilly Media for distribution and publishing. Apart from my interest in learning more about O'Reilly Media as an author, an advertisement in their booth caught me eye which I think is a really great move. When you buy Microsoft Press ebooks through the O'Reilly web site, you can receive it in any (or all) of the following formats where possible: PDF, epub, .mobi for Kindle and .apk for Android. You also have lifetime DRM-free access to the ebooks. As someone who is an avid collector of books, I fnd myself running out of room for storage. In addition, I travel a lot, and it's hard to lug my reference library with me. Today's e-reader options make the move to digital books a more viable way to grow my library. Having a variety of formats means I am not limited to a single device, and lifetime access means I don't have to worry about keeping track of where I've stored my files. Because the e-books are DRM-free, I can copy and paste when I'm compiling notes, and I can print pages when necessary. That's a winning combination in my mind! Overall, I was pleased with the BI conference. There were many more sessions that I couldn't attend, either because the room was full when I got there or there were multiple sessions running concurrently that I wanted to see. Fortunately, many of the sessions are accessible for viewing online at http://www.msteched.com/2010/NorthAmerica along with the TechEd sessions. You can spot the BI sessions by the yellow skyline on the title slide of the presentation as shown below. Share this post: email it! | bookmark it! | digg it! | reddit! | kick it! | live it!

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• Transformation of Product Management in Telecommunications for Rapid Launch of Next Generation Products

  - by raul.goycoolea

  @font-face { font-family: "Arial"; }@font-face { font-family: "Courier New"; }@font-face { font-family: "Wingdings"; }@font-face { font-family: "Cambria"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0cm 0cm 0.0001pt; font-size: 12pt; font-family: "Times New Roman"; }a:link, span.MsoHyperlink { color: blue; text-decoration: underline; }a:visited, span.MsoHyperlinkFollowed { color: purple; text-decoration: underline; }p.MsoListParagraph, li.MsoListParagraph, div.MsoListParagraph { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpFirst, li.MsoListParagraphCxSpFirst, div.MsoListParagraphCxSpFirst { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpMiddle, li.MsoListParagraphCxSpMiddle, div.MsoListParagraphCxSpMiddle { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpLast, li.MsoListParagraphCxSpLast, div.MsoListParagraphCxSpLast { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }div.Section1 { page: Section1; }ol { margin-bottom: 0cm; }ul { margin-bottom: 0cm; } The Telecom industry continues to evolve through disruptive products, uncertain markets, shorter product lifecycles and convergence of technologies. Today’s market has moved from network centric to consumer centric and focuses primarily on the customer experience. It has resulted in several product management challenges such as an increased complexity and volume of offerings, creating product variants, accelerating time-to-market, ability to provide multiple product views for varied stakeholders, leveraging OSS intelligence to BSS layer, product co-creation and increasing audit and security concerns for service providers. The document discusses how enterprise product management enabled by PLM-based product catalogue solutions helps to launch next generation products rapidly in the context of the Telecommunication Industry.   1.0.       Introduction   Figure 1: Business Scenario   Modern business demands the launch of complex products in a very short timeframe and effecting changes in the price plan faster without IT intervention. One of the key transformation initiatives companies are focusing on is in the area of product management transformation and operational efficiency improvement. As part of these initiatives, companies are investing in best- in-class COTs-based Product Management solutions developed on industry-wide standards.   The new COTs packages are planned to integrate with existing or new B/OSS systems to provide a strategic end-to-end agile solution for reduced time-to-market and order journey time. In addition, system rationalization is being undertaken to phase out legacy systems and migrate to strategic systems.   2.0.       An Overview of Product Management in Telecom   Product data in telecom is multi- dimensional and difficult to manage. It increased significantly due to the complexity of the product, product offerings on the converged network, increased volume of offerings, bundled offering structures and ever increasing regulatory requirements.   In addition, the shrinking product lifecycle in telecom makes it difficult to manage the dynamic product data. Mergers and acquisitions coupled with organic growth pose major challenges in product portfolio management. It is a roadblock in the journey towards becoming an agile organization.       Figure 2: Complexity in Product Management   Network Technology’ is the new dimension in telecom product management where the same products are realized through different networks i.e., Soiled network to Converged network. Consequently, the product solution is different.     Figure 3: Current Scenario - Pain Points in Product Management   The major business implications arising out of the current scenario are slow time-to-market and an inefficient process that affects innovation.   3.0. Transformation of Next Generation Product Management   Companies must focus on their Product Management Transformation Journey in the areas of:   ·       Management of single truth of product information across the organization/geographies which is currently managed in heterogeneous systems   ·       Management of the Intellectual Property (IP) on the product concept and partnership in the design of discrete components to integrate into the system   ·       Leveraging structured and unstructured product data within the extended enterprise to extract consumer insights and drive innovation   ·       Management of effective operational separation to comply with regulatory bodies   ·       Reuse of existing designs and add relevant features such as value-added services to enable effective product bundling     Figure 4: Next generation needs   PLM-based Enterprise Product Catalogue solutions efficiently address the above requirements and act as an enabler towards product management transformation and rapid product launch.   4.0. PLM-based Enterprise Product Management     Figure 5: PLM-based Enterprise Product Mastering   Enterprise Product Management (EPM) enables the business to manage complex product attributes of data in complex environments. Product Mastering helps create a 'single view' of the product by creating a business-driven, IT-supported environment where a global 'single truth record' is created, managed and reused.   4.1 The Business Case for Telco PLM-based solutions for Enterprise Product Management   ·       Telco PLM-based Product Mastering solutions provide a centralized authoring environment for product definition and control of all product data and rules   ·       PLM packages are designed to support multiple perspectives of product data (ordering perspective, billing perspective, provisioning perspective)   ·       Maintains relationships/links between different elements of the entire product definition   ·       Telco PLM packages are specialized in next generation lifecycle management requirements of products such as revision and state management, test and release management, role management and impact analysis)   ·       Takes into consideration all aspects of OSS product requirements compared to CRM product catalogue solutions where the product data managed is mostly order oriented and transactional     ·       New breed of Telco PLM packages are designed with 'open' standards such as SID and eTOM. They are interoperable, support integration frameworks such as subscription and notification.   ·       Telco PLM packages have developed good collaboration frameworks to integrate suppliers and partners into the product development value chain   4.2 Various Architectures/Approaches for Product Mastering using Telco PLM systems   4. 2.a Single Central Product Management (Mastering) Approach   Figure 6: Single Central Product Management (Master) Approach       This approach is implemented across verticals such as aerospace and automotive. It focuses on a physically centralized product master to which other sources are dependent on. The product definition data (Product bundles, service bundles, price plans, offers and discounts, product configuration rules and market campaigns) is created and maintained physically in a centralized environment. In addition, the product definition/authoring environment is centralized. The existing legacy product definition data available in CRM product catalogue, billing catalogue and the legacy product catalogue is migrated to the centralized PLM-based Enterprise Product Management solution.   Architectural changes must be made in the existing business landscape of applications to create and revise data because the applications have to refer to the central repository for approvals and validation of product configurations. It is achieved by modifying how the applications write data or how the applications can be adapted to use the rules to be managed and published.   Complete product configuration validation will be done in enterprise / central product catalogue and final configuration will be sent to the B/OSS system through the SOA compliant product distribution architecture. The approach/architecture enables greater control in terms of product data management and product data governance.   4.2.b Federated Product Management (Mastering) Architecture     Figure 7: Federated Product Management (Mastering) Architecture   In the federated product mastering approach, the basic unique product definition data (product id, description product hierarchy, basic price plans and simple product design rules) will be centrally created and will be maintained. And, the advanced product definition (Product bundling, promotions, offers & discount plans) will be created in respective down stream OSS systems. The advanced product definition (Product bundling, promotions, offers and discount plans) will be created in respective downstream OSS systems.   For example, basic product definitions such as attributes, product hierarchy and basic price plans will be created and maintained in Enterprise/Central product reference catalogue and distributed to downstream OSS systems. Respective downstream OSS systems build product bundles, promotions, advanced price plans over the basic product definition and master the advanced product definition. Central reference database accesses the respective other source product master data and assembles a point-in-time consolidated view of the product. The approach is typically adapted in some merger and acquisition scenarios where there is a low probability of a central physical authority managing the data. In addition, the migration effort in this case is minimal and there are no big architectural changes to the organization application landscape. However, this approach will not result in better product data management and data governance.   5.0 Customer Scenario – Before EPC deployment   A leading global telecommunications service provider wanted to launch a quad play and triple play service offering in the shortest possible lead time. The service provider was offering Broadband and VoIP services to customers. The company wanted to reuse a majority of the Broadband services and price plans and bundle them with new wireless and IPTV services for quad play and triple play. The challenges in launching the new service offerings were:       Figure 8: Triple Play Plan   ·       Broadband product data was stored in multiple product catalogues (CRM catalogue, Billing catalogue, spread sheets)   ·       Product managers spent a lot of time performing tasks involving duplication or re-keying of data. Manual effort caused errors, cost and time over-runs.   ·       No effective product and price data governance mechanism. Price change issues arising from the lack of data consistency across systems resulted in leakage of customer value and revenue.   ·       Product data had re-usability issues and was not in a structured format. It resulted in uncontrolled product portfolio creation and product management issues.   ·       Lack of enterprise product model resulted into product distribution challenges and thus delays in product launch.   ·       Designers are constrained by existing legacy product management solutions to model product/service requirements and product configuration rules such as upgrading, downgrading and cross selling.    5.1 Customer Scenario - After EPC deployment     Figure 9: SOA-based end-to-end EPC Solution   The company deployed PLM-based Enterprise Product Catalogue solutions to launch quad play service after evaluating various product catalogues. The broadband product offering, service and price data were migrated to the new system, and the product and price plan hierarchy for new offerings were created using the entities defined in the Enterprise Product Model. Supplier product catalogue data such as routers and set up boxes were loaded onto the new solution through SOA-based web service. Price plans and configuration rules were built in the new system. The validated final product configurations were extracted from the product catalogue in a SID format and were distributed to the downstream B/OSS systems through exposed SOA-based web services. The transformations required for the B/OSS system were handled using the transformation layer as part of the solution.   6.0 How PLM enabled Product Management Transformation         Figure 10: Product Management Transformation     PLM-based Product Catalogue Solution helped the customer reduce the product launch cycle time by 30% and enable transformation of Product Management for next generation services.   7.0 Conclusion   On the one hand, the telecom industry is undergoing changes due to disruptions, uncertain product markets and increased complexity of products. On the other hand, the ARPU is decreasing year-on-year. Communications Service Providers are embarking on convergence, bundled service offerings, flexibility to cross-sell and up-sell, introduce new value-added services, leverage Web 2.0 concepts and network capabilities. Consequently, large scale IT transformation initiatives to improve their ARPU supporting network and business transformations are a business imperative. Product Management has become a focus area. Companies are investing in best-in- class COTS solutions to reduce time-to-market, ensure rapid service delivery and improve operational efficiency. An efficient PLM-based enterprise product mastering solution plays a key role in achieving zero touch automation and rapid product launch.   References:   1.     Preston G.Smith, Donald G.Reineristsem, Van Nostrand Reinhold “Developing Products in Half the time”.   2.     John G. Innes, "Achieving Successful Product Change", Pitman Publishing.   3.     D T Pham and R M Setchi (16th Jan, 2001) "Authoring environment for documentation development" University of Wales Cardiff, U.K., Proceedings on Institution of Mechanical Engineers, Vol. 215, Part B.   4.     Oracle Product Hub for Communications:   http://www.oracle.com/us/products/applications/master-data-management/product-hub-082059.html  

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• Understanding the value of Customer Experience & Loyalty for the Telecommunications Industry

  - by raul.goycoolea

  Worried by economic woes and market forces, especially in mature markets, communications service providers (CSPs) increasingly focus on improving customer experience. In fact, it seems difficult to find a major message by a C-level executive in the developed world that does not include something on "meeting and exceeding customers' needs". Frequently in customer satisfaction studies by prominent firms, CSPs fall short of the leadership demonstrated by other industries that take customer-centric approaches to their bottom-line strategies. Consider the following:Despite the continued impact of global economic crisis, in July 2010, Apple Computer posted record revenue and net quarterly profit. Those who attribute the results primarily to the iPhone 4 launch should note that Apple also shipped around 30% more Macintosh computers than the same period the previous year. Even sales of the iPod line increased by 8% in a highly commoditized, shrinking media player market. Finally, Apple began selling iPads during the quarter, with total sales of more than 3 million units. What does Apple have that the others lack? Well, some great products (and services) to be sure, but it also excels at customer service and support, marketing, and distribution, and has one of the strongest brands globally. Its products are useful, simple to use, easy to acquire and augment, high quality, and considered very cool. They also evoke such an emotional response from many of Apple's customers, which they turn up their noses at competitive products.In other words, Apple appears to have mastered virtually every aspect of customer experience and the resultant loyalty of its customer base - even in difficult financial times. Through that unwavering customer focus, Apple continues to drive its revenues and profits to new heights. Other customer loyalty leaders like Wal-Mart, Google, Toyota and Honda are also doing well by focusing on customer experience as an essential driver of profitability. Service providers should note this performance and ask themselves how they might leverage the same principles to increase their own profitability. After all, that is what customer experience and loyalty are all about: profitability.To successfully manage all the critical touch points of customer experience, CSPs must shun the one-size-fits-all approach. They can no longer afford to view customer service fundamentally as an act of altruism - which mentality dates back to the industry's civil service days, when CSPs were typically government organizations that were critical to economic development and public safety.As regulators and public officials have pushed, and continue to push, service providers to new heights of reliability - using incentives and punishments - most CSPs already have some of the fundamental building blocks of customer service in place. Yet despite that history and experience, service providers still lag other industries in providing what is seen as good customer service.As we observed in the TMF's 2009 Insights Research report, Customer Experience Management: Driving Loyalty & Profitability there has been resurgence in interest by CSPs. More and more of them have stated ambitions to catch up other industries, and they are realizing that good customer service is a powerful strategy for increasing business performance and profitability, not an act of good will.CSPs are recognizing the connection between customer experience and profitability, as demonstrated in many studies. For example, according to research by Bain & Company, a 5 percent improvement in customer retention rates can yield as much as a 75 percent increase in profits for companies across a range of industries.After decades of customer experience strategy formulation, Bain partner and business author, Frederick Reichheld, considers "would you recommend us to a friend?" as the ultimate question for a customer. How many times have you or your friends recommended an iPod, iPhone or a Mac? What do your children recommend to their peers? Their peers to them?There are certain steps service providers have to take to create more personalized relationships with their customers, as well as reduce churn and increase profitability, all while becoming leaner and more agile. First, they have to define customer experience, we define it as the result of the sum of observations, perceptions, thoughts and feelings arising from interactions and relationships between customers and their service provider(s). Virtually every customer touch point - whether directly or indirectly linked to service providers and their partners - contributes to customer perception, satisfaction, loyalty, and ultimately profitability. Gaining leadership in customer experience and satisfaction will not be a simple task, as it is affected by virtually every customer-facing aspect of the service provider, and in turn impacts the service provider deeply - especially on the all-important bottom line. The scope of issues affecting customer experience is complex and dynamic.With new services, devices and applications extending the basis of customer experience to domains beyond the direct control of the service provider, it is likely to increase in complexity and dynamism.Customer loyalty = increased profitsAs stated earlier, customer experience programs are not fundamentally altruistic exercises, but a strategic means of improving competitiveness and profitability in the short and long term. Loyalty is essential to deriving long term profits from customers.Some of the earliest loyalty programs date back to the 1930s, when packaged goods companies offered embedded coupons for rewards to buyers, and eventually retail chains began offering reward programs to frequent shoppers. These programs continued for decades but were leapfrogged in the 1980s by more aggressive programs from the airlines.This movement was led by American Airlines, which launched the first full-scale loyalty marketing program of the modern era with the AAdvantage frequent flyer scheme. It was the first to reward frequent fliers with notional air miles that could be accumulated and later redeemed for free travel. Figure 1: Opportunities example of Customer loyalty driven profitOther airlines and travel providers were quick to grasp the incredible value of providing customers with an incentive to use their company exclusively. Within a few years, dozens of travel industry companies launched similar initiatives and now loyalty programs are achieving near-ubiquity in many service industries, especially those in which it is difficult to differentiate offerings by product attributes.The belief is that increased profitability will result from customer retention efforts because:•    The cost of acquisition occurs only at the beginning of a relationship: the longer the relationship, the lower the amortized cost;•    Account maintenance costs decline as a percentage of total costs, or as a percentage of revenue, over the lifetime of the relationship;•    Long term customers tend to be less inclined to switch and less price sensitive which can result in stable unit sales volume and increases in dollar-sales volume;•    Long term customers may initiate word-of-mouth promotions and referrals, which cost the company nothing and arguably are the most effective form of advertising;•    Long-term customers are more likely to buy ancillary products and higher margin supplemental products;•    Long term customers tend to be satisfied with their relationship with the company and are less likely to switch to competitors, making market entry or competitors gaining market share difficult;•    Regular customers tend to be less expensive to service, as they are familiar with the processes involved, require less 'education', and are consistent in their order placement;•    Increased customer retention and loyalty makes the employees' jobs easier and more satisfying. In turn, happy employees feed back into higher customer satisfaction in a virtuous circle. Figure 2: The virtuous circle of customer loyaltyFigure 2 represents a high-level example of a virtuous cycle driven by customer satisfaction and loyalty, depicting how superiority in product and service offerings, as well as strong customer support by competent employees, lead to higher sales and ultimately profitability. As stated above, this is not a new concept, but succeeding with it is difficult. It has eluded many a company driven to achieve profitability goals. Of course, for this circle to be virtuous, the customer relationship(s) must be profitable.Trying to maintain the loyalty of unprofitable customers is not a viable business strategy. It is, therefore, important that marketers can assess the profitability of each customer (or customer segment), and either improve or terminate relationships that are not profitable. This means each customer's 'relationship costs' must be understood and compared to their 'relationship revenue'. Customer lifetime value (CLV) is the most commonly used metric here, as it is generally accepted as a representation of exactly how much each customer is worth in monetary terms, and therefore a determinant of exactly how much a service provider should be willing to spend to acquire or retain that customer.CLV models make several simplifying assumptions and often involve the following inputs:•    Churn rate represents the percentage of customers who end their relationship with a company in a given period;•    Retention rate is calculated by subtracting the churn rate percentage from 100;•    Period/horizon equates to the units of time into which a customer relationship can be divided for analysis. A year is the most commonly used period for this purpose. Customer lifetime value is a multi-period calculation, often projecting three to seven years into the future. In practice, analysis beyond this point is viewed as too speculative to be reliable. The model horizon is the number of periods used in the calculation;•    Periodic revenue is the amount of revenue collected from a customer in a given period (though this is often extended across multiple periods into the future to understand lifetime value), such as usage revenue, revenues anticipated from cross and upselling, and often some weighting for referrals by a loyal customer to others; •    Retention cost describes the amount of money the service provider must spend, in a given period, to retain an existing customer. Again, this is often forecast across multiple periods. Retention costs include customer support, billing, promotional incentives and so on;•    Discount rate means the cost of capital used to discount future revenue from a customer. Discounting is an advanced method used in more sophisticated CLV calculations;•    Profit margin is the projected profit as a percentage of revenue for the period. This may be reflected as a percentage of gross or net profit. Again, this is generally projected across the model horizon to understand lifetime value.A strong focus on managing these inputs can help service providers realize stronger customer relationships and profits, but there are some obstacles to overcome in achieving accurate calculations of CLV, such as the complexity of allocating costs across the customer base. There are many costs that serve all customers which must be properly allocated across the base, and often a simple proportional allocation across the whole base or a segment may not accurately reflect the true cost of serving that customer;  This is made worse by the fragmentation of customer information, which is likely to be across a variety of product or operations groups, and may be difficult to aggregate due to different representations.In addition, there is the complexity of account relationships and structures to take into consideration. Complex account structures may not be understood or properly represented. For example, a profitable customer may have a separate account for a second home or another family member, which may appear to be unprofitable. If the service provider cannot relate the two accounts, CLV is not properly represented and any resultant cancellation of the apparently unprofitable account may result in the customer churning from the profitable one.In summary, if service providers are to realize strong customer relationships and their attendant profits, there must be a very strong focus on data management. This needs to be coupled with analytics that help business managers and those who work in customer-facing functions offer highly personalized solutions to customers, while maintaining profitability for the service provider. It's clear that acquiring new customers is expensive. Advertising costs, campaign management expenses, promotional service pricing and discounting, and equipment subsidies make a serious dent in a new customer's profitability. That is especially true given the rising subsidies for Smartphone users, which service providers hope will result in greater profits from profits from data services profitability in future.  The situation is made worse by falling prices and greater competition in mature markets.Customer acquisition through industry consolidation isn't cheap either. A North American service provider spent about $2,000 per subscriber in its acquisition of a smaller company earlier this year. While this has allowed it to leapfrog to become the largest mobile service provider in the country, it required a total investment of more than $28 billion (including assumption of the acquiree's debt).While many operating cost synergies clearly made this deal more attractive to the acquiring company, this is certainly an expensive way to acquire customers: the cost per subscriber in this case is not out of line with the prices others have paid for acquisitions.While growth by acquisition certainly increases overall revenues, it often creates tremendous challenges for profitability. Organic growth through increased customer loyalty and retention is a more effective driver of profit, as well as a stronger predictor of future profitability. Service providers, especially those in mature markets, are increasingly recognizing this and taking steps toward a creating a more personalized, flexible and satisfying experience for their customers.In summary, the clearest path to profitability for companies in virtually all industries is through customer retention and maximization of lifetime value. Service providers would do well to recognize this and focus attention on profitable customer relationships.

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• Laissez les bon temps rouler! (Microsoft BI Conference 2010)

  - by smisner

  Laissez les bons temps rouler" is a Cajun phrase that I heard frequently when I lived in New Orleans in the mid-1990s. It means "Let the good times roll!" and encapsulates a feeling of happy expectation. As I met with many of my peers and new acquaintances at the Microsoft BI Conference last week, this phrase kept running through my mind as people spoke about their plans in their respective businesses, the benefits and opportunities that the recent releases in the BI stack are providing, and their expectations about the future of the BI stack.Notwithstanding some jabs here and there to point out the platform is neither perfect now nor will be anytime soon (along with admissions that the competitors are also not perfect), and notwithstanding several missteps by the event organizers (which I don't care to enumerate), the overarching mood at the conference was positive. It was a refreshing change from the doom and gloom hovering over several conferences that I attended in 2009. Although many people expect economic hardships to continue over the coming year or so, everyone I know in the BI field is busier than ever and expects to stay busy for quite a while.Self-Service BISelf-service was definitely a theme of the BI conference. In the keynote, Ted Kummert opened with a look back to a fairy tale vision of self-service BI that he told in 2008. At that time, the fairy tale future was a time when "every end user was able to use BI technologies within their job in order to move forward more effectively" and transitioned to the present time in which SQL Server 2008 R2, Office 2010, and SharePoint 2010 are available to deliver managed self-service BI.This set of technologies is presumably poised to address the needs of the 80% of users that Kummert said do not use BI today. He proceeded to outline a series of activities that users ought to be able to do themselves--from simple changes to a report like formatting or an addtional data visualization to integration of an additional data source. The keynote then continued with a series of demonstrations of both current and future technology in support of self-service BI. Some highlights that interested me:PowerPivot, of course, is the flagship product for self-service BI in the Microsoft BI stack. In the TechEd keynote, which was open to the BI conference attendees, Amir Netz (twitter) impressed the audience by demonstrating interactivity with a workbook containing 100 million rows. He upped the ante at the BI keynote with his demonstration of a future-state PowerPivot workbook containing over 2 billion records. It's important to note that this volume of data is being processed by a server engine, and not in the PowerPivot client engine. (Yes, I think it's impressive, but none of my clients are typically wrangling with 2 billion records at a time. Maybe they're thinking too small. This ability to work quickly with large data sets has greater implications for BI solutions than for self-service BI, in my opinion.)Amir also demonstrated KPIs for the future PowerPivot, which appeared to be easier to implement than in any other Microsoft product that supports KPIs, apart from simple KPIs in SharePoint. (My initial reaction is that we have one more place to build KPIs. Great. It's confusing enough. I haven't seen how well those KPIs integrate with other BI tools, which will be important for adoption.)One more PowerPivot feature that Amir showed was a graphical display of the lineage for calculations. (This is hugely practical, especially if you build up calculations incrementally. You can more easily follow the logic from calculation to calculation. Furthermore, if you need to make a change to one calculation, you can assess the impact on other calculations.)Another product demonstration will be available within the next 30 days--Pivot for Reporting Services. If you haven't seen this technology yet, check it out at www.getpivot.com. (It definitely has a wow factor, but I'm skeptical about its practicality. However, I'm looking forward to trying it out with data that I understand.)Michael Tejedor (twitter) demonstrated a feature that I think is really interesting and not emphasized nearly enough--overshadowed by PowerPivot, no doubt. That feature is the Microsoft Business Intelligence Indexing Connector, which enables search of the content of Excel workbooks and Reporting Services reports. (This capability existed in MOSS 2007, but was more cumbersome to implement. The search results in SharePoint 2010 are not only cooler, but more useful by describing whether the content is found in a table or a chart, for example.)This may yet be the dawning of the age of self-service BI - a phrase I've heard repeated from time to time over the last decade - but I think BI professionals are likely to stay busy for a long while, and need not start looking for a new line of work. Kummert repeatedly referenced strategic BI solutions in contrast to self-service BI to emphasize that self-service BI is not a replacement for the services that BI professionals provide. After all, self-service BI does not appear magically on user desktops (or whatever device they want to use). A supporting infrastructure is necessary, and grows in complexity in proportion to the need to simplify BI for users.It's one thing to hear the party line touted by Microsoft employees at the BI keynote, but it's another to hear from the people who are responsible for implementing and supporting it within an organization. Rob Collie (blog | twitter), Kasper de Jonge (blog | twitter), Vidas Matelis (site | twitter), and I were invited to join Andrew Brust (blog | twitter) as he led a Birds of a Feather session at TechEd entitled "PowerPivot: Is It the BI Deal-Changer for Developers and IT Pros?" I would single out the prevailing concern in this session as the issue of control. On one side of this issue were those who were concerned that they would lose control once PowerPivot is implemented. On the other side were those who believed that data should be freely accessible to users in PowerPivot, and even acknowledgment that users would get the data they want even if it meant they would have to manually enter into a workbook to have it ready for analysis. For another viewpoint on how PowerPivot played out at the conference, see Rob Collie's observations.Collaborative BII have been intrigued by the notion of collaborative BI for a very long time. Before I discovered BI, I was a Lotus Notes developer and later a manager of developers, working in a software company that enabled collaboration in the legal industry. Not only did I help create collaborative systems for our clients, I created a complete project management from the ground up to collaboratively manage our custom development work. In that case, collaboration involved my team, my client contacts, and me. I was also able to produce my own BI from that system as well, but didn't know that's what I was doing at the time. Only in recent years has SharePoint begun to catch up with the capabilities that I had with Lotus Notes more than a decade ago. Eventually, I had the opportunity at that job to formally investigate BI as another product offering for our software, and the rest - as they say - is history. I built my first data warehouse with Scott Cameron (who has also ventured into the authoring world by writing Analysis Services 2008 Step by Step and was at the BI Conference last week where I got to reminisce with him for a bit) and that began a career that I never imagined at the time.Fast forward to 2010, and I'm still lauding the virtues of collaborative BI, if only the tools will catch up to my vision! Thus, I was anxious to see what Donald Farmer (blog | twitter) and Rita Sallam of Gartner had to say on the subject in their session "Collaborative Decision Making." As I suspected, the tools aren't quite there yet, but the vendors are moving in the right direction. One thing I liked about this session was a non-Microsoft perspective of the state of the industry with regard to collaborative BI. In addition, this session included a better demonstration of SharePoint collaborative BI capabilities than appeared in the BI keynote. Check out the video in the link to the session to see the demonstration. One of the use cases that was demonstrated was linking from information to a person, because, as Donald put it, "People don't trust data, they trust people."The Microsoft BI Stack in GeneralA question I hear all the time from students when I'm teaching is how to know what tools to use when there is overlap between products in the BI stack. I've never taken the time to codify my thoughts on the subject, but saw that my friend Dan Bulos provided good insight on this topic from a variety of perspectives in his session, "So Many BI Tools, So Little Time." I thought one of his best points was that ideally you should be able to design in your tool of choice, and then deploy to your tool of choice. Unfortunately, the ideal is yet to become real across the platform. The closest we come is with the RDL in Reporting Services which can be produced from two different tools (Report Builder or Business Intelligence Development Studio's Report Designer), manually, or by a third-party or custom application. I have touted the idea for years (and publicly said so about 5 years ago) that eventually more products would be RDL producers or consumers, but we aren't there yet. Maybe in another 5 years.Another interesting session that covered the BI stack against a backdrop of competitive products was delivered by Andrew Brust. Andrew did a marvelous job of consolidating a lot of information in a way that clearly communicated how various vendors' offerings compared to the Microsoft BI stack. He also made a particularly compelling argument about how the existence of an ecosystem around the Microsoft BI stack provided innovation and opportunities lacking for other vendors. Check out his presentation, "How Does the Microsoft BI Stack...Stack Up?"Expo HallI had planned to spend more time in the Expo Hall to see who was doing new things with the BI stack, but didn't manage to get very far. Each time I set out on an exploratory mission, I got caught up in some fascinating conversations with one or more of my peers. I find interacting with people that I meet at conferences just as important as attending sessions to learn something new. There were a couple of items that really caught me eye, however, that I'll share here.Pragmatic Works. Whether you develop SSIS packages, build SSAS cubes, or author SSRS reports (or all of the above), you really must take a look at BI Documenter. Brian Knight (twitter) walked me through the key features, and I must say I was impressed. Once you've seen what this product can do, you won't want to document your BI projects any other way. You can download a free single-user database edition, or choose from more feature-rich standard or professional editions.Microsoft Press ebooks. I also stopped by the O'Reilly Media booth to meet some folks that one of my acquisitions editors at Microsoft Press recommended. In case you haven't heard, Microsoft Press has partnered with O'Reilly Media for distribution and publishing. Apart from my interest in learning more about O'Reilly Media as an author, an advertisement in their booth caught me eye which I think is a really great move. When you buy Microsoft Press ebooks through the O'Reilly web site, you can receive it in any (or all) of the following formats where possible: PDF, epub, .mobi for Kindle and .apk for Android. You also have lifetime DRM-free access to the ebooks. As someone who is an avid collector of books, I fnd myself running out of room for storage. In addition, I travel a lot, and it's hard to lug my reference library with me. Today's e-reader options make the move to digital books a more viable way to grow my library. Having a variety of formats means I am not limited to a single device, and lifetime access means I don't have to worry about keeping track of where I've stored my files. Because the e-books are DRM-free, I can copy and paste when I'm compiling notes, and I can print pages when necessary. That's a winning combination in my mind!Overall, I was pleased with the BI conference. There were many more sessions that I couldn't attend, either because the room was full when I got there or there were multiple sessions running concurrently that I wanted to see. Fortunately, many of the sessions are accessible for viewing online at http://www.msteched.com/2010/NorthAmerica along with the TechEd sessions. You can spot the BI sessions by the yellow skyline on the title slide of the presentation as shown below. 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• Is there a Telecommunications Reference Architecture?

  - by raul.goycoolea

  @font-face { font-family: "Arial"; }@font-face { font-family: "Courier New"; }@font-face { font-family: "Wingdings"; }@font-face { font-family: "Cambria"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0cm 0cm 0.0001pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraph, li.MsoListParagraph, div.MsoListParagraph { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpFirst, li.MsoListParagraphCxSpFirst, div.MsoListParagraphCxSpFirst { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpMiddle, li.MsoListParagraphCxSpMiddle, div.MsoListParagraphCxSpMiddle { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpLast, li.MsoListParagraphCxSpLast, div.MsoListParagraphCxSpLast { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }div.Section1 { page: Section1; }ol { margin-bottom: 0cm; }ul { margin-bottom: 0cm; } Abstract   Reference architecture provides needed architectural information that can be provided in advance to an enterprise to enable consistent architectural best practices. Enterprise Reference Architecture helps business owners to actualize their strategies, vision, objectives, and principles. It evaluates the IT systems, based on Reference Architecture goals, principles, and standards. It helps to reduce IT costs by increasing functionality, availability, scalability, etc. Telecom Reference Architecture provides customers with the flexibility to view bundled service bills online with the provision of multiple services. It provides real-time, flexible billing and charging systems, to handle complex promotions, discounts, and settlements with multiple parties. This paper attempts to describe the Reference Architecture for the Telecom Enterprises. It lays the foundation for a Telecom Reference Architecture by articulating the requirements, drivers, and pitfalls for telecom service providers. It describes generic reference architecture for telecom enterprises and moves on to explain how to achieve Enterprise Reference Architecture by using SOA.   Introduction   A Reference Architecture provides a methodology, set of practices, template, and standards based on a set of successful solutions implemented earlier. These solutions have been generalized and structured for the depiction of both a logical and a physical architecture, based on the harvesting of a set of patterns that describe observations in a number of successful implementations. It helps as a reference for the various architectures that an enterprise can implement to solve various problems. It can be used as the starting point or the point of comparisons for various departments/business entities of a company, or for the various companies for an enterprise. It provides multiple views for multiple stakeholders.   Major artifacts of the Enterprise Reference Architecture are methodologies, standards, metadata, documents, design patterns, etc.   Purpose of Reference Architecture   In most cases, architects spend a lot of time researching, investigating, defining, and re-arguing architectural decisions. It is like reinventing the wheel as their peers in other organizations or even the same organization have already spent a lot of time and effort defining their own architectural practices. This prevents an organization from learning from its own experiences and applying that knowledge for increased effectiveness.   Reference architecture provides missing architectural information that can be provided in advance to project team members to enable consistent architectural best practices.   Enterprise Reference Architecture helps an enterprise to achieve the following at the abstract level:   ·       Reference architecture is more of a communication channel to an enterprise ·       Helps the business owners to accommodate to their strategies, vision, objectives, and principles. ·       Evaluates the IT systems based on Reference Architecture Principles ·       Reduces IT spending through increasing functionality, availability, scalability, etc ·       A Real-time Integration Model helps to reduce the latency of the data updates Is used to define a single source of Information ·       Provides a clear view on how to manage information and security ·       Defines the policy around the data ownership, product boundaries, etc. ·       Helps with cost optimization across project and solution portfolios by eliminating unused or duplicate investments and assets ·       Has a shorter implementation time and cost   Once the reference architecture is in place, the set of architectural principles, standards, reference models, and best practices ensure that the aligned investments have the greatest possible likelihood of success in both the near term and the long term (TCO).     Common pitfalls for Telecom Service Providers   Telecom Reference Architecture serves as the first step towards maturity for a telecom service provider. During the course of our assignments/experiences with telecom players, we have come across the following observations – Some of these indicate a lack of maturity of the telecom service provider:   ·       In markets that are growing and not so mature, it has been observed that telcos have a significant amount of in-house or home-grown applications. In some of these markets, the growth has been so rapid that IT has been unable to cope with business demands. Telcos have shown a tendency to come up with workarounds in their IT applications so as to meet business needs. ·       Even for core functions like provisioning or mediation, some telcos have tried to manage with home-grown applications. ·       Most of the applications do not have the required scalability or maintainability to sustain growth in volumes or functionality. ·       Applications face interoperability issues with other applications in the operator's landscape. Integrating a new application or network element requires considerable effort on the part of the other applications. ·       Application boundaries are not clear, and functionality that is not in the initial scope of that application gets pushed onto it. This results in the development of the multiple, small applications without proper boundaries. ·       Usage of Legacy OSS/BSS systems, poor Integration across Multiple COTS Products and Internal Systems. Most of the Integrations are developed on ad-hoc basis and Point-to-Point Integration. ·       Redundancy of the business functions in different applications • Fragmented data across the different applications and no integrated view of the strategic data • Lot of performance Issues due to the usage of the complex integration across OSS and BSS systems   However, this is where the maturity of the telecom industry as a whole can be of help. The collaborative efforts of telcos to overcome some of these problems have resulted in bodies like the TM Forum. They have come up with frameworks for business processes, data, applications, and technology for telecom service providers. These could be a good starting point for telcos to clean up their enterprise landscape.   Industry Trends in Telecom Reference Architecture   Telecom reference architectures are evolving rapidly because telcos are facing business and IT challenges.   “The reality is that there probably is no killer application, no silver bullet that the telcos can latch onto to carry them into a 21st Century.... Instead, there are probably hundreds – perhaps thousands – of niche applications.... And the only way to find which of these works for you is to try out lots of them, ramp up the ones that work, and discontinue the ones that fail.” – Martin Creaner President & CTO TM Forum.   The following trends have been observed in telecom reference architecture:   ·       Transformation of business structures to align with customer requirements ·       Adoption of more Internet-like technical architectures. The Web 2.0 concept is increasingly being used. ·       Virtualization of the traditional operations support system (OSS) ·       Adoption of SOA to support development of IP-based services ·       Adoption of frameworks like Service Delivery Platforms (SDPs) and IP Multimedia Subsystem ·       (IMS) to enable seamless deployment of various services over fixed and mobile networks ·       Replacement of in-house, customized, and stove-piped OSS/BSS with standards-based COTS products ·       Compliance with industry standards and frameworks like eTOM, SID, and TAM to enable seamless integration with other standards-based products   Drivers of Reference Architecture   The drivers of the Reference Architecture are Reference Architecture Goals, Principles, and Enterprise Vision and Telecom Transformation. The details are depicted below diagram. @font-face { font-family: "Cambria"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0cm 0cm 0.0001pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoCaption, li.MsoCaption, div.MsoCaption { margin: 0cm 0cm 10pt; font-size: 9pt; font-family: "Times New Roman"; color: rgb(79, 129, 189); font-weight: bold; }div.Section1 { page: Section1; } Figure 1. Drivers for Reference Architecture @font-face { font-family: "Arial"; }@font-face { font-family: "Courier New"; }@font-face { font-family: "Wingdings"; }@font-face { font-family: "Cambria"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0cm 0cm 0.0001pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraph, li.MsoListParagraph, div.MsoListParagraph { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpFirst, li.MsoListParagraphCxSpFirst, div.MsoListParagraphCxSpFirst { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpMiddle, li.MsoListParagraphCxSpMiddle, div.MsoListParagraphCxSpMiddle { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpLast, li.MsoListParagraphCxSpLast, div.MsoListParagraphCxSpLast { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }div.Section1 { page: Section1; }ol { margin-bottom: 0cm; }ul { margin-bottom: 0cm; } Today’s telecom reference architectures should seamlessly integrate traditional legacy-based applications and transition to next-generation network technologies (e.g., IP multimedia subsystems). This has resulted in new requirements for flexible, real-time billing and OSS/BSS systems and implications on the service provider’s organizational requirements and structure.   Telecom reference architectures are today expected to:   ·       Integrate voice, messaging, email and other VAS over fixed and mobile networks, back end systems ·       Be able to provision multiple services and service bundles • Deliver converged voice, video and data services ·       Leverage the existing Network Infrastructure ·       Provide real-time, flexible billing and charging systems to handle complex promotions, discounts, and settlements with multiple parties. ·       Support charging of advanced data services such as VoIP, On-Demand, Services (e.g.  Video), IMS/SIP Services, Mobile Money, Content Services and IPTV. ·       Help in faster deployment of new services • Serve as an effective platform for collaboration between network IT and business organizations ·       Harness the potential of converging technology, networks, devices and content to develop multimedia services and solutions of ever-increasing sophistication on a single Internet Protocol (IP) ·       Ensure better service delivery and zero revenue leakage through real-time balance and credit management ·       Lower operating costs to drive profitability   Enterprise Reference Architecture   The Enterprise Reference Architecture (RA) fills the gap between the concepts and vocabulary defined by the reference model and the implementation. Reference architecture provides detailed architectural information in a common format such that solutions can be repeatedly designed and deployed in a consistent, high-quality, supportable fashion. This paper attempts to describe the Reference Architecture for the Telecom Application Usage and how to achieve the Enterprise Level Reference Architecture using SOA.   • Telecom Reference Architecture • Enterprise SOA based Reference Architecture   Telecom Reference Architecture   Tele Management Forum’s New Generation Operations Systems and Software (NGOSS) is an architectural framework for organizing, integrating, and implementing telecom systems. NGOSS is a component-based framework consisting of the following elements:   ·       The enhanced Telecom Operations Map (eTOM) is a business process framework. ·       The Shared Information Data (SID) model provides a comprehensive information framework that may be specialized for the needs of a particular organization. ·       The Telecom Application Map (TAM) is an application framework to depict the functional footprint of applications, relative to the horizontal processes within eTOM. ·       The Technology Neutral Architecture (TNA) is an integrated framework. TNA is an architecture that is sustainable through technology changes.   NGOSS Architecture Standards are:   ·       Centralized data ·       Loosely coupled distributed systems ·       Application components/re-use  ·       A technology-neutral system framework with technology specific implementations ·       Interoperability to service provider data/processes ·       Allows more re-use of business components across multiple business scenarios ·       Workflow automation   The traditional operator systems architecture consists of four layers,   ·       Business Support System (BSS) layer, with focus toward customers and business partners. Manages order, subscriber, pricing, rating, and billing information. ·       Operations Support System (OSS) layer, built around product, service, and resource inventories. ·       Networks layer – consists of Network elements and 3rd Party Systems. ·       Integration Layer – to maximize application communication and overall solution flexibility.   Reference architecture for telecom enterprises is depicted below. @font-face { font-family: "Arial"; }@font-face { font-family: "Courier New"; }@font-face { font-family: "Wingdings"; }@font-face { font-family: "Cambria"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0cm 0cm 0.0001pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoCaption, li.MsoCaption, div.MsoCaption { margin: 0cm 0cm 10pt; font-size: 9pt; font-family: "Times New Roman"; color: rgb(79, 129, 189); font-weight: bold; }p.MsoListParagraph, li.MsoListParagraph, div.MsoListParagraph { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpFirst, li.MsoListParagraphCxSpFirst, div.MsoListParagraphCxSpFirst { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpMiddle, li.MsoListParagraphCxSpMiddle, div.MsoListParagraphCxSpMiddle { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpLast, li.MsoListParagraphCxSpLast, div.MsoListParagraphCxSpLast { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }div.Section1 { page: Section1; }ol { margin-bottom: 0cm; }ul { margin-bottom: 0cm; } Figure 2. Telecom Reference Architecture   The major building blocks of any Telecom Service Provider architecture are as follows:   1. Customer Relationship Management   CRM encompasses the end-to-end lifecycle of the customer: customer initiation/acquisition, sales, ordering, and service activation, customer care and support, proactive campaigns, cross sell/up sell, and retention/loyalty.   CRM also includes the collection of customer information and its application to personalize, customize, and integrate delivery of service to a customer, as well as to identify opportunities for increasing the value of the customer to the enterprise.   The key functionalities related to Customer Relationship Management are   ·       Manage the end-to-end lifecycle of a customer request for products. ·       Create and manage customer profiles. ·       Manage all interactions with customers – inquiries, requests, and responses. ·       Provide updates to Billing and other south bound systems on customer/account related updates such as customer/ account creation, deletion, modification, request bills, final bill, duplicate bills, credit limits through Middleware. ·       Work with Order Management System, Product, and Service Management components within CRM. ·       Manage customer preferences – Involve all the touch points and channels to the customer, including contact center, retail stores, dealers, self service, and field service, as well as via any media (phone, face to face, web, mobile device, chat, email, SMS, mail, the customer's bill, etc.). ·       Support single interface for customer contact details, preferences, account details, offers, customer premise equipment, bill details, bill cycle details, and customer interactions.   CRM applications interact with customers through customer touch points like portals, point-of-sale terminals, interactive voice response systems, etc. The requests by customers are sent via fulfillment/provisioning to billing system for ordering processing.   2. Billing and Revenue Management   Billing and Revenue Management handles the collection of appropriate usage records and production of timely and accurate bills – for providing pre-bill usage information and billing to customers; for processing their payments; and for performing payment collections. In addition, it handles customer inquiries about bills, provides billing inquiry status, and is responsible for resolving billing problems to the customer's satisfaction in a timely manner. This process grouping also supports prepayment for services.   The key functionalities provided by these applications are   ·       To ensure that enterprise revenue is billed and invoices delivered appropriately to customers. ·       To manage customers’ billing accounts, process their payments, perform payment collections, and monitor the status of the account balance. ·       To ensure the timely and effective fulfillment of all customer bill inquiries and complaints. ·       Collect the usage records from mediation and ensure appropriate rating and discounting of all usage and pricing. ·       Support revenue sharing; split charging where usage is guided to an account different from the service consumer. ·       Support prepaid and post-paid rating. ·       Send notification on approach / exceeding the usage thresholds as enforced by the subscribed offer, and / or as setup by the customer. ·       Support prepaid, post paid, and hybrid (where some services are prepaid and the rest of the services post paid) customers and conversion from post paid to prepaid, and vice versa. ·       Support different billing function requirements like charge prorating, promotion, discount, adjustment, waiver, write-off, account receivable, GL Interface, late payment fee, credit control, dunning, account or service suspension, re-activation, expiry, termination, contract violation penalty, etc. ·       Initiate direct debit to collect payment against an invoice outstanding. ·       Send notification to Middleware on different events; for example, payment receipt, pre-suspension, threshold exceed, etc.   Billing systems typically get usage data from mediation systems for rating and billing. They get provisioning requests from order management systems and inquiries from CRM systems. Convergent and real-time billing systems can directly get usage details from network elements.   3. Mediation   Mediation systems transform/translate the Raw or Native Usage Data Records into a general format that is acceptable to billing for their rating purposes.   The following lists the high-level roles and responsibilities executed by the Mediation system in the end-to-end solution.   ·       Collect Usage Data Records from different data sources – like network elements, routers, servers – via different protocol and interfaces. ·       Process Usage Data Records – Mediation will process Usage Data Records as per the source format. ·       Validate Usage Data Records from each source. ·       Segregates Usage Data Records coming from each source to multiple, based on the segregation requirement of end Application. ·       Aggregates Usage Data Records based on the aggregation rule if any from different sources. ·       Consolidates multiple Usage Data Records from each source. ·       Delivers formatted Usage Data Records to different end application like Billing, Interconnect, Fraud Management, etc. ·       Generates audit trail for incoming Usage Data Records and keeps track of all the Usage Data Records at various stages of mediation process. ·       Checks duplicate Usage Data Records across files for a given time window.   4. Fulfillment   This area is responsible for providing customers with their requested products in a timely and correct manner. It translates the customer's business or personal need into a solution that can be delivered using the specific products in the enterprise's portfolio. This process informs the customers of the status of their purchase order, and ensures completion on time, as well as ensuring a delighted customer. These processes are responsible for accepting and issuing orders. They deal with pre-order feasibility determination, credit authorization, order issuance, order status and tracking, customer update on customer order activities, and customer notification on order completion. Order management and provisioning applications fall into this category.   The key functionalities provided by these applications are   ·       Issuing new customer orders, modifying open customer orders, or canceling open customer orders; ·       Verifying whether specific non-standard offerings sought by customers are feasible and supportable; ·       Checking the credit worthiness of customers as part of the customer order process; ·       Testing the completed offering to ensure it is working correctly; ·       Updating of the Customer Inventory Database to reflect that the specific product offering has been allocated, modified, or cancelled; ·       Assigning and tracking customer provisioning activities; ·       Managing customer provisioning jeopardy conditions; and ·       Reporting progress on customer orders and other processes to customer.   These applications typically get orders from CRM systems. They interact with network elements and billing systems for fulfillment of orders.   5. Enterprise Management   This process area includes those processes that manage enterprise-wide activities and needs, or have application within the enterprise as a whole. They encompass all business management processes that   ·       Are necessary to support the whole of the enterprise, including processes for financial management, legal management, regulatory management, process, cost, and quality management, etc.;   ·       Are responsible for setting corporate policies, strategies, and directions, and for providing guidelines and targets for the whole of the business, including strategy development and planning for areas, such as Enterprise Architecture, that are integral to the direction and development of the business;   ·       Occur throughout the enterprise, including processes for project management, performance assessments, cost assessments, etc.     (i) Enterprise Risk Management:   Enterprise Risk Management focuses on assuring that risks and threats to the enterprise value and/or reputation are identified, and appropriate controls are in place to minimize or eliminate the identified risks. The identified risks may be physical or logical/virtual. Successful risk management ensures that the enterprise can support its mission critical operations, processes, applications, and communications in the face of serious incidents such as security threats/violations and fraud attempts. Two key areas covered in Risk Management by telecom operators are:   ·       Revenue Assurance: Revenue assurance system will be responsible for identifying revenue loss scenarios across components/systems, and will help in rectifying the problems. The following lists the high-level roles and responsibilities executed by the Revenue Assurance system in the end-to-end solution. o   Identify all usage information dropped when networks are being upgraded. o   Interconnect bill verification. o   Identify where services are routinely provisioned but never billed. o   Identify poor sales policies that are intensifying collections problems. o   Find leakage where usage is sent to error bucket and never billed for. o   Find leakage where field service, CRM, and network build-out are not optimized.   ·       Fraud Management: Involves collecting data from different systems to identify abnormalities in traffic patterns, usage patterns, and subscription patterns to report suspicious activity that might suggest fraudulent usage of resources, resulting in revenue losses to the operator.   The key roles and responsibilities of the system component are as follows:   o   Fraud management system will capture and monitor high usage (over a certain threshold) in terms of duration, value, and number of calls for each subscriber. The threshold for each subscriber is decided by the system and fixed automatically. o   Fraud management will be able to detect the unauthorized access to services for certain subscribers. These subscribers may have been provided unauthorized services by employees. The component will raise the alert to the operator the very first time of such illegal calls or calls which are not billed. o   The solution will be to have an alarm management system that will deliver alarms to the operator/provider whenever it detects a fraud, thus minimizing fraud by catching it the first time it occurs. o   The Fraud Management system will be capable of interfacing with switches, mediation systems, and billing systems   (ii) Knowledge Management   This process focuses on knowledge management, technology research within the enterprise, and the evaluation of potential technology acquisitions.   Key responsibilities of knowledge base management are to   ·       Maintain knowledge base – Creation and updating of knowledge base on ongoing basis. ·       Search knowledge base – Search of knowledge base on keywords or category browse ·       Maintain metadata – Management of metadata on knowledge base to ensure effective management and search. ·       Run report generator. ·       Provide content – Add content to the knowledge base, e.g., user guides, operational manual, etc.   (iii) Document Management   It focuses on maintaining a repository of all electronic documents or images of paper documents relevant to the enterprise using a system.   (iv) Data Management   It manages data as a valuable resource for any enterprise. For telecom enterprises, the typical areas covered are Master Data Management, Data Warehousing, and Business Intelligence. It is also responsible for data governance, security, quality, and database management.   Key responsibilities of Data Management are   ·       Using ETL, extract the data from CRM, Billing, web content, ERP, campaign management, financial, network operations, asset management info, customer contact data, customer measures, benchmarks, process data, e.g., process inputs, outputs, and measures, into Enterprise Data Warehouse. ·       Management of data traceability with source, data related business rules/decisions, data quality, data cleansing data reconciliation, competitors data – storage for all the enterprise data (customer profiles, products, offers, revenues, etc.) ·       Get online update through night time replication or physical backup process at regular frequency. ·       Provide the data access to business intelligence and other systems for their analysis, report generation, and use.   (v) Business Intelligence   It uses the Enterprise Data to provide the various analysis and reports that contain prospects and analytics for customer retention, acquisition of new customers due to the offers, and SLAs. It will generate right and optimized plans – bolt-ons for the customers.   The following lists the high-level roles and responsibilities executed by the Business Intelligence system at the Enterprise Level:   ·       It will do Pattern analysis and reports problem. ·       It will do Data Analysis – Statistical analysis, data profiling, affinity analysis of data, customer segment wise usage patterns on offers, products, service and revenue generation against services and customer segments. ·       It will do Performance (business, system, and forecast) analysis, churn propensity, response time, and SLAs analysis. ·       It will support for online and offline analysis, and report drill down capability. ·       It will collect, store, and report various SLA data. ·       It will provide the necessary intelligence for marketing and working on campaigns, etc., with cost benefit analysis and predictions.   It will advise on customer promotions with additional services based on loyalty and credit history of customer   ·       It will Interface with Enterprise Data Management system for data to run reports and analysis tasks. It will interface with the campaign schedules, based on historical success evidence.   (vi) Stakeholder and External Relations Management   It manages the enterprise's relationship with stakeholders and outside entities. Stakeholders include shareholders, employee organizations, etc. Outside entities include regulators, local community, and unions. Some of the processes within this grouping are Shareholder Relations, External Affairs, Labor Relations, and Public Relations.   (vii) Enterprise Resource Planning   It is used to manage internal and external resources, including tangible assets, financial resources, materials, and human resources. Its purpose is to facilitate the flow of information between all business functions inside the boundaries of the enterprise and manage the connections to outside stakeholders. ERP systems consolidate all business operations into a uniform and enterprise wide system environment.   The key roles and responsibilities for Enterprise System are given below:   ·        It will handle responsibilities such as core accounting, financial, and management reporting. ·       It will interface with CRM for capturing customer account and details. ·       It will interface with billing to capture the billing revenue and other financial data. ·       It will be responsible for executing the dunning process. Billing will send the required feed to ERP for execution of dunning. ·       It will interface with the CRM and Billing through batch interfaces. Enterprise management systems are like horizontals in the enterprise and typically interact with all major telecom systems. E.g., an ERP system interacts with CRM, Fulfillment, and Billing systems for different kinds of data exchanges.   6. External Interfaces/Touch Points   The typical external parties are customers, suppliers/partners, employees, shareholders, and other stakeholders. External interactions from/to a Service Provider to other parties can be achieved by a variety of mechanisms, including:   ·       Exchange of emails or faxes ·       Call Centers ·       Web Portals ·       Business-to-Business (B2B) automated transactions   These applications provide an Internet technology driven interface to external parties to undertake a variety of business functions directly for themselves. These can provide fully or partially automated service to external parties through various touch points.   Typical characteristics of these touch points are   ·       Pre-integrated self-service system, including stand-alone web framework or integration front end with a portal engine ·       Self services layer exposing atomic web services/APIs for reuse by multiple systems across the architectural environment ·       Portlets driven connectivity exposing data and services interoperability through a portal engine or web application   These touch points mostly interact with the CRM systems for requests, inquiries, and responses.   7. Middleware   The component will be primarily responsible for integrating the different systems components under a common platform. It should provide a Standards-Based Platform for building Service Oriented Architecture and Composite Applications. The following lists the high-level roles and responsibilities executed by the Middleware component in the end-to-end solution.   ·       As an integration framework, covering to and fro interfaces ·       Provide a web service framework with service registry. ·       Support SOA framework with SOA service registry. ·       Each of the interfaces from / to Middleware to other components would handle data transformation, translation, and mapping of data points. ·       Receive data from the caller / activate and/or forward the data to the recipient system in XML format. ·       Use standard XML for data exchange. ·       Provide the response back to the service/call initiator. ·       Provide a tracking until the response completion. ·       Keep a store transitional data against each call/transaction. ·       Interface through Middleware to get any information that is possible and allowed from the existing systems to enterprise systems; e.g., customer profile and customer history, etc. ·       Provide the data in a common unified format to the SOA calls across systems, and follow the Enterprise Architecture directive. ·       Provide an audit trail for all transactions being handled by the component.   8. Network Elements   The term Network Element means a facility or equipment used in the provision of a telecommunications service. Such terms also includes features, functions, and capabilities that are provided by means of such facility or equipment, including subscriber numbers, databases, signaling systems, and information sufficient for billing and collection or used in the transmission, routing, or other provision of a telecommunications service.   Typical network elements in a GSM network are Home Location Register (HLR), Intelligent Network (IN), Mobile Switching Center (MSC), SMS Center (SMSC), and network elements for other value added services like Push-to-talk (PTT), Ring Back Tone (RBT), etc.   Network elements are invoked when subscribers use their telecom devices for any kind of usage. These elements generate usage data and pass it on to downstream systems like mediation and billing system for rating and billing. They also integrate with provisioning systems for order/service fulfillment.   9. 3rd Party Applications   3rd Party systems are applications like content providers, payment gateways, point of sale terminals, and databases/applications maintained by the Government.   Depending on applicability and the type of functionality provided by 3rd party applications, the integration with different telecom systems like CRM, provisioning, and billing will be done.   10. Service Delivery Platform   A service delivery platform (SDP) provides the architecture for the rapid deployment, provisioning, execution, management, and billing of value added telecom services. SDPs are based on the concept of SOA and layered architecture. They support the delivery of voice, data services, and content in network and device-independent fashion. They allow application developers to aggregate network capabilities, services, and sources of content. SDPs typically contain layers for web services exposure, service application development, and network abstraction.   SOA Reference Architecture   SOA concept is based on the principle of developing reusable business service and building applications by composing those services, instead of building monolithic applications in silos. It’s about bridging the gap between business and IT through a set of business-aligned IT services, using a set of design principles, patterns, and techniques.   In an SOA, resources are made available to participants in a value net, enterprise, line of business (typically spanning multiple applications within an enterprise or across multiple enterprises). It consists of a set of business-aligned IT services that collectively fulfill an organization’s business processes and goals. We can choreograph these services into composite applications and invoke them through standard protocols. SOA, apart from agility and reusability, enables:   ·       The business to specify processes as orchestrations of reusable services ·       Technology agnostic business design, with technology hidden behind service interface ·       A contractual-like interaction between business and IT, based on service SLAs ·       Accountability and governance, better aligned to business services ·       Applications interconnections untangling by allowing access only through service interfaces, reducing the daunting side effects of change ·       Reduced pressure to replace legacy and extended lifetime for legacy applications, through encapsulation in services   ·       A Cloud Computing paradigm, using web services technologies, that makes possible service outsourcing on an on-demand, utility-like, pay-per-usage basis   The following section represents the Reference Architecture of logical view for the Telecom Solution. The new custom built application needs to align with this logical architecture in the long run to achieve EA benefits.   Packaged implementation applications, such as ERP billing applications, need to expose their functions as service providers (as other applications consume) and interact with other applications as service consumers.   COT applications need to expose services through wrappers such as adapters to utilize existing resources and at the same time achieve Enterprise Architecture goal and objectives.   The following are the various layers for Enterprise level deployment of SOA. This diagram captures the abstract view of Enterprise SOA layers and important components of each layer. Layered architecture means decomposition of services such that most interactions occur between adjacent layers. However, there is no strict rule that top layers should not directly communicate with bottom layers.   The diagram below represents the important logical pieces that would result from overall SOA transformation. @font-face { font-family: "Arial"; }@font-face { font-family: "Courier New"; }@font-face { font-family: "Wingdings"; }@font-face { font-family: "Cambria"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0cm 0cm 0.0001pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoCaption, li.MsoCaption, div.MsoCaption { margin: 0cm 0cm 10pt; font-size: 9pt; font-family: "Times New Roman"; color: rgb(79, 129, 189); font-weight: bold; }p.MsoListParagraph, li.MsoListParagraph, div.MsoListParagraph { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpFirst, li.MsoListParagraphCxSpFirst, div.MsoListParagraphCxSpFirst { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpMiddle, li.MsoListParagraphCxSpMiddle, div.MsoListParagraphCxSpMiddle { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }p.MsoListParagraphCxSpLast, li.MsoListParagraphCxSpLast, div.MsoListParagraphCxSpLast { margin: 0cm 0cm 0.0001pt 36pt; font-size: 12pt; font-family: "Times New Roman"; }div.Section1 { page: Section1; }ol { margin-bottom: 0cm; }ul { margin-bottom: 0cm; } Figure 3. Enterprise SOA Reference Architecture 1.          Operational System Layer: This layer consists of all packaged applications like CRM, ERP, custom built applications, COTS based applications like Billing, Revenue Management, Fulfilment, and the Enterprise databases that are essential and contribute directly or indirectly to the Enterprise OSS/BSS Transformation.   ERP holds the data of Asset Lifecycle Management, Supply Chain, and Advanced Procurement and Human Capital Management, etc.   CRM holds the data related to Order, Sales, and Marketing, Customer Care, Partner Relationship Management, Loyalty, etc.   Content Management handles Enterprise Search and Query. Billing application consists of the following components:   ·       Collections Management, Customer Billing Management, Invoices, Real-Time Rating, Discounting, and Applying of Charges ·       Enterprise databases will hold both the application and service data, whether structured or unstructured.   MDM - Master data majorly consists of Customer, Order, Product, and Service Data.     2.          Enterprise Component Layer:   This layer consists of the Application Services and Common Services that are responsible for realizing the functionality and maintaining the QoS of the exposed services. This layer uses container-based technologies such as application servers to implement the components, workload management, high availability, and load balancing.   Application Services: This Service Layer enables application, technology, and database abstraction so that the complex accessing logic is hidden from the other service layers. This is a basic service layer, which exposes application functionalities and data as reusable services. The three types of the Application access services are:   ·       Application Access Service: This Service Layer exposes application level functionalities as a reusable service between BSS to BSS and BSS to OSS integration. This layer is enabled using disparate technology such as Web Service, Integration Servers, and Adaptors, etc.   ·       Data Access Service: This Service Layer exposes application data services as a reusable reference data service. This is done via direct interaction with application data. and provides the federated query.   ·       Network Access Service: This Service Layer exposes provisioning layer as a reusable service from OSS to OSS integration. This integration service emphasizes the need for high performance, stateless process flows, and distributed design.   Common Services encompasses management of structured, semi-structured, and unstructured data such as information services, portal services, interaction services, infrastructure services, and security services, etc.   3.          Integration Layer:   This consists of service infrastructure components like service bus, service gateway for partner integration, service registry, service repository, and BPEL processor. Service bus will carry the service invocation payloads/messages between consumers and providers. The other important functions expected from it are itinerary based routing, distributed caching of routing information, transformations, and all qualities of service for messaging-like reliability, scalability, and availability, etc. Service registry will hold all contracts (wsdl) of services, and it helps developers to locate or discover service during design time or runtime.   • BPEL processor would be useful in orchestrating the services to compose a complex business scenario or process. • Workflow and business rules management are also required to support manual triggering of certain activities within business process. based on the rules setup and also the state machine information. Application, data, and service mediation layer typically forms the overall composite application development framework or SOA Framework.   4.          Business Process Layer: These are typically the intermediate services layer and represent Shared Business Process Services. At Enterprise Level, these services are from Customer Management, Order Management, Billing, Finance, and Asset Management application domains.   5.          Access Layer: This layer consists of portals for Enterprise and provides a single view of Enterprise information management and dashboard services.   6.          Channel Layer: This consists of various devices; applications that form part of extended enterprise; browsers through which users access the applications.   7.          Client Layer: This designates the different types of users accessing the enterprise applications. The type of user typically would be an important factor in determining the level of access to applications.   8.          Vertical pieces like management, monitoring, security, and development cut across all horizontal layers Management and monitoring involves all aspects of SOA-like services, SLAs, and other QoS lifecycle processes for both applications and services surrounding SOA governance.     9.          EA Governance, Reference Architecture, Roadmap, Principles, and Best Practices:   EA Governance is important in terms of providing the overall direction to SOA implementation within the enterprise. This involves board-level involvement, in addition to business and IT executives. At a high level, this involves managing the SOA projects implementation, managing SOA infrastructure, and controlling the entire effort through all fine-tuned IT processes in accordance with COBIT (Control Objectives for Information Technology).   Devising tools and techniques to promote reuse culture, and the SOA way of doing things needs competency centers to be established in addition to training the workforce to take up new roles that are suited to SOA journey.   Conclusions   Reference Architectures can serve as the basis for disparate architecture efforts throughout the organization, even if they use different tools and technologies. Reference architectures provide best practices and approaches in the independent way a vendor deals with technology and standards. Reference Architectures model the abstract architectural elements for an enterprise independent of the technologies, protocols, and products that are used to implement an SOA. Telecom enterprises today are facing significant business and technology challenges due to growing competition, a multitude of services, and convergence. Adopting architectural best practices could go a long way in meeting these challenges. The use of SOA-based architecture for communication to each of the external systems like Billing, CRM, etc., in OSS/BSS system has made the architecture very loosely coupled, with greater flexibility. Any change in the external systems would be absorbed at the Integration Layer without affecting the rest of the ecosystem. The use of a Business Process Management (BPM) tool makes the management and maintenance of the business processes easy, with better performance in terms of lead time, quality, and cost. Since the Architecture is based on standards, it will lower the cost of deploying and managing OSS/BSS applications over their lifecycles.

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