CQR 2007 WS
Paradigm Shift of
Telecommunications Services and Management
for NGN (Next Generation Networks)
Agenda : Market Driven Paradigm
1, Monopoly, Regulated Market ( 1890’s -1980’s)
2, Competitive, Deregulated Market ( 1984~ )
3, IP/eBusiness Market( 1995~ )
4, Converged Market (2005~ )
May 17th,2007
Masayoshi Ejiri Fujitsu Ltd.
1
1, Monopoly, Regulated Market ( 1890’s -1980’s)
Services
• POTS on PSTN
• by mega carriers (ROC: Recognized Operating Company)
• to Reactive customers
SP’s Targets
• Establish nation wide ubiquitous telephone network by
automated SW network
• On Demand subscription.
Operations and OSS
• Individual NE supervise and Control, then Centralized
Operations
• Random ,Individual and Proprietary OSS Development
• Human and paper based CC&B(Customer Care and Billing)
2
Customer-Oriented Business
IT/Computer
Business
Customers
Telecom Business
Application
Customer Care
Middleware
Service Management
Operating System
Network Management
Hardware
NE/NW
3
2, Competitive, Deregulated Market ( 1984~)
Services:
•
•
•
Telephone on PSTN and Mobile
by competition among conventional carriers and new comers
To reactive customers but Price Down Pressure ( Price
Competition )
SP’s Target :
•
•
•
CAPEX/OPEX cost down for price down
Up Graded CC&B for customer retention
Competitive but Interoperable Operations among SPs
Operations and OSS
• Operations Concept : Mission and Positioning
•
•
•
Customer Oriented Top Down approach
Vertical process integration ( FAB)
Systematic and Standardized OSS development on TMN
4
Target of Operations and OSS
Cost Conscious
Profit Conscious
NE/Network Supervision &Control
Centralized NW / Service Operations
Create Competitive Services
• High Price performance Service
by Dynamic Service/Price for 100% Resource Usage (24/7/365)
• Excellence of Customer Care
by Process Integration/ Automation and Self Operations
Faster, Cheaper and Better OSS
・Not Built But Buy
・Commercial off the Shelf Software
・Proof of Interoperability
for Globally Acceptable Software Packages and OSS
5
TMN : Telecommunications Management Network
TMN
Operation System
(OS)
Service Level Integration with
Customers/Service Providers
Q3
F
X
Data Communication Network
(DCN)
Workstation
(WS)
Q3
Q3
Mediation Device
(MD)
Network Level Integration
Across Managed Area
Qx
Data Communication Network
(DCN)
Element Level Integration
within Managed Area
Qx
Q-Adaptor
(QA)
CCITT/ITU-T Rec. 3010Principle of TMN”1988
Modified by Prof. Matsushita
Network
Element
(NE)
Q-Adaptor
(QA)
Qx
Network
Element
(NE)
6
OSS
Development Scenario
Customers
Z company
A company
SP
DCN
Network OpS
DCN
NE OpS
Network
OpS
DCN
DCN
NE
OpS
Ops to supervise and
control NEs
Centralized OpS for
network management
Customer oriented
total OpS
7
Concept of Telecommunications Management
Managing Plane
Service Plane
Operations
Service
OSS
Operator
Operations
Service
Planner
Customer
Operator
Service
Enterprise
Manager
Communications
Service
Resource
Network
Planner
Business Management
Service
8
TOM : Telecom Operations Map
A Service Management Business Process Model
(TMF : TeleManagement Forum 1995)
http://www.tmforum.org
Customer
Customer Interface Management Process
Sales
Service
Management
Order
Handling
Problem
Handling
Customer
QoS
Management
Invoicing/
Collections
Customer Care Process
Service
Planning/
Development
Service
Configuration
Service
Problem
Resolution
Service
Quality
Management
Rating and
Discounting
Information
Systems
Management
Processes
Service Development and Operations Processes
Network
Management
Network
Planning/
Development
Network
Provisioning
Network
Inventory
Management
Network
Maintenance
& Restoration
Network Data
Management
Network and Systems Management Processes
Element Management Technology Related
Physical Network and Information Technology
9
Cross-industry view of end-to-end
processes
Customer
Fulfillment
Assurance
Billing
Other
Service
Providers
or
Network
Operators
Networking equipment
10
3, IP/eBusiness Market ( 1995~
)
Services :
•
•
•
Voice and Data on PSTN, Mobile and Internet
by cross industry cooperation and competition
to customers with free hand of service selection
SP’s Target :
•
•
•
•
Realize lower price services by billing package
Develop rich services by collaboration with other industries ( ex with
Application/Contents providers)
QoS enabled service operations
Industry wide Operations in ICT world
Operations and OSS :
•
•
•
share common business process ,architecture, information
model ,interface etc. among IT and ICT SDOs
eTOM/SID, ITIL, ITU-T Recommendation , TISPAN/3GPP
Visible Operations on established Service Architecture and SLA
Deploy/develop products based on standards or buy OSS on
COTS/PnP software.
11
Teleocm Service Delivery Chain
Virtual Service
Provider
End Users
CSPs
ASPs
LAN
Corporate
SPs
LAN
WAN
WAN
Telecom
Agents
ISPs
ｱｸｾｽ•ｷｬﾘｱ
ｱｸｾｽ•ｷｬﾘｱ
Access
Carriers
VAN
VAN
ＳＰs
VAN
Local ＳＰs
国際ｷｬﾘｱ
長距離ｷｬﾘｱ
長距離ｷｬﾘｱ
Long
Line SPs
国際ｷｬﾘｱ
International
ＳＰs
Vendors
12
Lessons Learnt from Tour Industry Value Chain
Tourist
i
Tourist Bureau
長距離ｷｬﾘｱ
長距離ｷｬﾘｱ
Travel
Agent
Virtual
Tour
Provider
長距離ｷｬﾘｱ
Tour
Guide
長距離ｷｬﾘｱ
LAN
Guide
Book
LAN
Museum
LAN
Park
LAN
VAN
Taxi
VAN
長距離ｷｬﾘｱ
長距離ｷｬﾘｱ
Railways
WAN
WAN
Souvenir
Shop
長距離ｷｬﾘｱ
長距離ｷｬﾘｱ
Attraction
ｱｸｾｽ•ｷｬﾘｱ
ｱｸｾｽ•ｷｬﾘｱ
Tour
Bus
ｱｸｾｽ•ｷｬﾘｱ
ｱｸｾｽ•ｷｬﾘｱ
Airplane
Vendors
ｱｸｾｽ•ｷｬﾘｱ
ｱｸｾｽ•ｷｬﾘｱ
Restaurant
国際ｷｬﾘｱ
国際ｷｬﾘｱ
Hotel
13
IP/e Business Value Chain
End Users
ASPs
Virtual
e-Service
Provider
CSPs
CDC
長距離ｷｬﾘｱ
長距離ｷｬﾘｱ
(Contents Delivery Center)
Virtual
IP Service
Provider
CMC
長距離ｷｬﾘｱ
長距離ｷｬﾘｱ
(Contents management Center)
LAN
Portal
LAN
LAN
Corporate
SPs
LAN
VAN
VAN
ＳＰs
VAN
長距離ｷｬﾘｱ
長距離ｷｬﾘｱ
Long
Line SPs
WAN
WAN
Agents
長距離ｷｬﾘｱ
長距離ｷｬﾘｱ
ISPs
ｱｸｾｽ•ｷｬﾘｱ
ｱｸｾｽ•ｷｬﾘｱ
Local
Carriers
ｱｸｾｽ•ｷｬﾘｱ
ｱｸｾｽ•ｷｬﾘｱ
Dark
Fiber SPs
Vendors
ｱｸｾｽ•ｷｬﾘｱ
ｱｸｾｽ•ｷｬﾘｱ
Access
SPs
国際ｷｬﾘｱ
国際ｷｬﾘｱ
International
ＳＰs
14
eTOM( enhanced Telecom Operations Map)
Customer
Strategy, Infrastructure & Product
Strategy &
Commit
Infrastructure
Lifecycle
Management
Product
Lifecycle
Management
Operations
Operations
Support &
Readiness
Fulfillment Assurance
Marketing & Offer Management
Customer Relationship Management
Service Development & Management
Service Management & Operations
Resource Development & Management
(Application, Computing and Network)
Resource Management & Operations
(Application, Computing and Network)
Supply Chain Development & Management
Supplier/Partner Relationship Management
Enterprise
Management
Strategic &
Enterprise
Planning
Brand Management,
Market Research &
Advertising
Financial & Asset
Management
Human Resources
Management
Stakeholder & External
Relations Management
Research &
Development,
Technology
Acquisition
Billing
Disaster Recovery,
Security & Fraud
Management
Enterprise Quality
Management, Process & IT
Planning & Architecture
15
TMN to e-Business Management Solution
BM
Negotiation
BM
SM
Visibility
SM
NM
Policy
RM
EM
TMN
eMS
Telecommunications
Management
Network
e-Business
Management
Solution
•Network
•Services
•Human
•Finance
…...
16
Lessons Learnt from Logistic Industry
• Basic Service : ex. Collection of goods from location A
and deliver to location B
- Transport services
• Associated services : Convenience Store acts as a
mediator for collection. Deliveries be arranged in agreed
time and traceable.
- Operations Services
• Value added Services : Perishable goods ( fish, fruit) be
transported using a cold storage , delicate good be
transported using hanging
- Contents Aware Delivery Services
17
End Users
Services
Management
Contents
Transactions
eBusiness
Logistics
Auction
Banking
Application Services
Content Services
Advertising
eBusiness
Management.
SLA
Contents
ID Mgt.
Content
Delivery
Contents
Integration
Media
Gateway
Billing
Agent/Portal
Content Aware
Management
•Visible Management Information
•SLA Negotiated by Policy
IP Bearer
Resources
Resource Management
eBusiness Services and Management Architecture
18
SLA and OLA in eBusiness Management
Customer
( eBusiness)
•Operations Services
SLA
Service
Provider
SLA
Negotiation
Content Delivery
Resource
Transport Services OLA
Transport
Resource
Operations
Resource
Operations Support
OLA
•Content Delivery Services SLA
•Transport Services SLA
OLA
Negotiation
Operations Resource
Supporters
Resource Provisioning
OLA
Communications Resource
Suppliers
Partners
19
SLA Features
• Services
1, Transport Services
2, Contents Delivery Services
3, Operations Services
• Features
1, Fundamental (Performance , Accuracy & Access)
2, RAS(Reliability , Availability & Survivability)
3, Security
20
Classification of SLA Features
Feature Type
Performance
& Accuracy
Access
Capability
Transport Services SLA
• Bandwidth,
• Packet Loss,
• Error Rate,
• Delay - Throughput
•Connectivity
•Call Loss Ratio
•Call Setup Time
Operations Services SLA
•Accuracy and timeliness of
Service delivery, Report generation,
Etc….
• Mean/Max time between call pickup
• Compensation when SLA violated
•Contact Method – Email, Phone, Fax,
Etc…..
•Contact Availability – opening times
• Access Control Machanizm
RAS
• Mean Time Between Outage
• Disaster/Fault Recovery
mechanism
• Hot line
• Organisational structure to support
Disaster/Fault Recovery
Security
• Access Control Mechanism
• Prevention of Network Attacks,
• Eavesdropping, etc…
• Privacy Protection mechanisms
21
Environment
Security Objects
(Community-Culture
including regulatory
issues )
•Contents
•Applications
•Communications
•Operations
Security Mechanisms
•
•
•
•
Security Technologies
Security Modules
Security Systems
Security Infrastructure
Three Dimensional Security Management Framework
22
4, Converged Market (2005~
)
Services :
• Triple/Quadruple services consuming Interactive BB.
• By Convergence Communications, Broadcast and Contents Create/
Delivery players and customer participation
• To Proactive customers
SP’s Target :
• Establish NGN ( Next Generation Network) and Managed Ubiquitous
BB and Location Services
• Attractive Services by Collaborating with inter/intra industries and
customers.
• Ensure Revenue Assurance Scheme
•
Operations and Management :
•
Customer self/ responsible Operations and Management.
•
Customer represented Operations
• Management Web 2.0 , SOA,NGN and Customer participation
23
New Paradigm
1, Customer Participation and Broadband Demand
BGM( Back Ground Music ) to CGM( Customer Generated Message)
• Customer proactively generate( create /mash up/ track back )messages
• Provider assist/coordinate message generation and distribution
2, PaaS: Product as a Service
Visible, Intuitive and Operable Products by end users
• Web2.0 : SaaS( Software as a Service)
Software  Service Product
• NGN : AaaS( Access as a Service) Access  Service Contract
• SOA :
Function, Application  Service Component
3, Location services/management
4, Revenue assurance against free charge mind
Who should pay for Communications Mechanism Broadband, Traffic,
Storage, Wire and wireless Access etc.) and Contents on Internet
NGN is expected to give solution for new paradigm
24
New Paradigm (１)
Customer Participation
BGMCGM
BGM ( Back Ground Music)
• Contents provider generate and /or distribute messages
• Customers reactively enjoy them.
CGM* ( Customer Generated Message)
• Customer proactively generate( create /mash
up )messages
• Provider assist/coordinate message generation and
distribution
• Customer proactively receive messages and track
back ,if prefer.
* Consumer Generated Media
25
New Paradigm (2)
Broadband & Ubiquitous
•
•
Customer is Contents Creator and Consumer
Service Provider( including Contents Provider and
Broadcaster) is Contents Mediator and Owner of archive
Ex.YouTube, Google Map, My space, SNS etc.
Huge volume of contents are easily generated and
distributed/circulated by interactive and push /pull ways
requiring same capacity ( bandwidth) up/down link.
Note: telephone users have been contents( speech)
creators and need same capacity for up/down link.
26
New Paradigm (3)
PaaS:Products as a Service
Products( Services) should be visible, Intuitive and
easily operable( Controllable) by end users
• Web2.0 : SaaS( Software as a Service)
Software  Service Product
• NGN : AaaS( Access as a Service)
Access Mechanism  Service Contract
• SOA ( Service Oriented Architecture)
Function, Application  Service Component
NGN should support “ Open, Collaborative and End
user Participated” communications
27
New Paradigm (4)
Location Management Services
Location Sensor/Identifier
• GPS
• Base station
• Wireless LAN
ex, “Place Engine”( Sony Computer Science) using MAC address
and RSSI Peta Map generated by consumers
collaboration( CGM)
• RFID
• Terminal
ex, “ Osaifu Keitai”( NTT DoCoMo) refers to mobile phones
equipped with contactless IC card, as well as its useful
function/services enabled by the IC card. With this function,
mobile phones can be utilized as electronic money, credit card,
electronic ticket,
membership card, airline ticket, and more.
25 million subscriber in Japan
28
Location Services and Management
Security vs Privacy
--Human activities are informed/checked/ logged by location –
•
•
•
•
GPS Mobile phone location service to identify /notice his/her location and
automatic notice of entry/exit of predefined areas.
Secure Pass by informing child ‘s parent mobile phone the event where a child
passes ticket gate by commune pass,
Human/Car move tracking services using GPS based location/speed/direction
/time/status information every few seconds.
Check doubtful action and compliance ,
Lost mobile phone security by checking the location matching of owner and
terminal
Location Value Chain
•
•
•
•
Provide Local Utility information ( Shopping ,Restaurant ..)
NGN CSF(Convergence Services Framework), CC-FE( Convergence Coordination
Functional Entity) Coordinate location information with services.
Seek( Recruit) available persons in the best location on demand, real time deal.
“ Location Call” : Area limited special services with no charge
29
New Paradigm (5)
Revenue Assurance Scheme
Toward Free of Charge Mind
• Who will pay for Communications Mechanism ( Broad
band, Traffic, Storage, Wire and wireless Access, etc.)
• Who will pay for Contents on Internet
( Customer enjoy as consumer and also as contents
provider -- create, mash up, copy,etc.and share contents
on internet --)
• Customer will pay for Logical/Physical Access facilities to
ensure their service contract ( mostly by Fix sum)
• Advertisement can not cover NGN and ICT investment.
30
Advertisement in Japan
• In 2006 ( estimated)
Total Expenditure 60 B$
Internet Ad. 4B$ ( 7%)
Note : Communications /Broadcasting Industry’s
Market size ( Revenue) : 170B$
Communications :135B$ Broadcast : 35B$
Note : Based on MIC news Release 1$=110Yen
31
32
NGN Functional Architecture
33
NGN2.0 Architecture
Interface
Clients
Clients
Content
WSs
WSs
Delivery
Clients
Clients
WSs
Application
WSs
Service
Enabler
IN
IN
nodes
Contents
nodes
Interface
Transport
Photonic, SDH,
Access, LAN,
Wireless...
Other
Network
Service
SWs
SWs
Node
SetTop
Top
Set
Terminals/
Boxes
Boxes
Servers
Servers
Storage
OSS
OSS
OSS
Elements
Elements
Set Top Box
34
Conclusion
1.
Top Down Approach ,Bottom Up Building
Customer  Profit Model  Business Process
Service and Operations Network
2.
Operations for Human/Business Support
on Service/Business Architecture beyond TMN
3.
Customer Self Operation with Negotiated SLA
for Customer Participated Services/Operations
4.
NGN Management for Converged Services
5.
New Revenue Assurance Scheme
for Vendor, Provider and Customer prosperity
35