TM F Case Study Handbook Vol 3

Case Study Handbook
34 Real-World Solutions Using TM Forum Standards

Volume 3
May 2007
case case case case case case case case case case case case case case case case case case study study study study study study study study study study study study study study study study study study 1: 2: 3: 4: 5: 6: 7: 8: 9: 10: 11: 12: 13: 14: 15: 16: 17: 18: Accenture and 3 Italia Accenture and MTN Accenture and Turkcell Ascom Atreus Systems Bearing Point Infonova GmbH CA Wily Technology CA Wily Technology CA Wily Technology Chunghwa Telecom Chunghwa Telecom cVidya Networks Ernst & Young EMC EXIS I.T. GE Energy, Amdocs Hewlett-Packard Infosys case case case case case case case case case case case case case Infosys Infosys IONA Korea Telecom LTC International Marand, Telekom Slovenije OKB Telecom Ltd. Orga Systems GmbH Softline, Ukrainian Telecom Sun Microsystems Tata Consultancy Services Limited Telecom Argentina Telekom Austria AG, Bearing Point INFONOVA GmbH case study 32: TNO case study 33: Tribold case study 34: T-Systems Enterprise Services GmbH study study study study study study study study study study study study study 19: 20: 21: 22: 23: 24: 25: 26: 27: 28: 29: 30: 31:
Case Study # 1 Accenture and 3 Italia 3 Italia with Accenture launch Digital Video Broadcasting Handheld Service
Authors: Emmanuel Lalloz Applicable TM Fourm Technical Areas: eTOM
Viewpoint: Service Provider Perspective System Integrator Perspective Services: Video, Content Network Technologies: Mobile GSM/GPRS, Mobile Edge/UMTS
3 Italia and Accenture deployed a high quality mobile TV service and avoided large infrastructure costs. In five months Golive subscribers were able to watch all 64 World Cup matches on DVB-H compliant handsets. For under 1 per day subscribers can access 14 mobile TV channels instead of 1 per hour for IPTV. Go-lives success reinforces 3 Italias reputation as an innovator and has differentiated them in the commoditized Italian market. Looking ahead, Go-live is built on a flexible Accenture solution, so 3 Italia has the capacity to scale horizontally (new services for its customers) and/or vertically (new content/service). 3 Italia is a mobile media company, operating in the saturated and highly-competitive Italian mobile marketplace. As part of an ongoing campaign to provide customers with new and compelling services, the company examined benefits and challenges of launching a mobile TV service. On the plus side it would solidify the companys aggressive and innovation reputation and benefit 3 Italia by increasing average revenues per user, reducing customer churn, and give them a significant market differentiation. The challenges were also plentiful. For this product launch to succeed quick development and rapid deployment were vital. Customers would require high-quality but it must be offered at a reasonable price. This meant that minimizing startup costs was also a key to success. Yet the biggest challenge 3 Italia faced was to successfully join the traditional broadcast TV and wireless communications value chains in a manner that would accommodate the interests ofand prove profitable fora wide variety of participants, including TV manufacturers, TV vendors, TV content providers, digital network operators, terminal manufacturers, equipment vendors, platform vendors and mobile network operators. They had to make the service attractive to all of 3 Italia's stakeholders. In addition, a successful business case would require sufficient nationwide coverage and user penetration to be profitable at a price level that would grow demand, while ensuring cooperation between all players. A suitable end-to-end test environment was essential to ensure service quality. Finally, major systems integration efforts would be needed, both within 3 Italias existing environment and in cooperation with content providers and broadcast network operators.
Within the five months allotted, Accenture and 3 Italia developed an offering that provides customers with access to 14 mobile TV channels for less than 1 a day, a fraction of the cost of similar IPTV-based services. The launch strengthened 3 Italias reputation as market innovator and provided valuable differentiation in a crowded, highly-competitive market. Accentures solution is both flexible and extensible, giving them a solid footing for future expansion with both new content and new service providers. The solution is also built on a number of solid foundations to improve business performance while lowering risks and costs and includes eTOM-compliant Business Processes. Building this solution with eTOM as part of its foundation provides 3 Italia clients with future-proofed processes and smooth information flows.
To read the full version of this case study, visit www.tmforum.org/casestudies
Case Study # 2 Accenture and MTN MTN - Powering towards high performance with 3G services
Viewpoint: Service Provider Perspective System Integrator Perspective Services: Video, Data, IPTV, Content Network Technologies: Mobile GSM/GPRS, Mobile Edge/UMTS
MTN launched the Accenture Service Delivery Platform Solution (ASDPS) alongside its 3G network making it faster, flexible and responsive to VAS demands. MTNs portal was quickly re-engineered onto ASDPS resulting in reduced turnaround time for service modifications from months to days. Centralizing functions within the ASDPS streamlined processes and reduced costs. User experience improved from the upgraded service rendering and their new ability to easily manage content. Subscribers can download video for new services like streaming JamCams with live traffic feeds to their mobile phones. Video on demand like music videos, news clips, and movie trailers can also be accessed via MTN mobile phones. Business Problem to be solved: Describe the problem that was faced by the company. What were the issues that the Service Provider, System Integrator and/or Vendor needed to solve? What were the major symptoms of the problem (e.g. lost revenue, inefficient operations, system upgrades took too long) Working towards a solution: Describe the process the company used to determine how to solve the problem and how the idea of using the applicable TM Forum product was introduced. Solution: Describe the solution that was selected to meet the needs. Explain how TM Forum solutions are used to solve the problems. Provide as much specific detail as possible as to which parts of the NGOSS Framework and/or NGOSS Applications were used to solve the problem (e.g. which parts of the eTOM, which aspects of the SID, which architecture principles, which parts of MTNM/MTOSI interfaces, which parts of the SLA Handbook, etc). Results: Provide quantitative and/or qualitative descriptions of the improvements that the solution delivered. Give examples of improvements made in business processes, architectures, etc, and what business gains these improvements provided to the company. (e.g. reduced development costs, faster time for new services roll-outs, less errors in day to day operations, improved sales ability due to standardization, lower cost per project, etc.)
Case Study # 3 Accenture and Turkcell Turkcell and Accenture transform the creation, deployment and management of new value-added services
Viewpoint: Service Provider Perspective System Integrator Perspective Services: Video, Data, VoIP, IPTV, Content
Turkcell teamed with Accenture to implement the first service delivery platform (SDP) deployment in the Turkish wireless marketplace. To assist service continuity and reduce the impact on customers, the legacy point-to-point architecture had to operate throughout in tandem with the new SDPA solution. This enabled Turkcell to cost-effectively create, deploy and manage value-added data services, and make them easily and securely accessible by consumersanywhere, anytime, and on any device. Accenture also designed and built the service orchestration component, which was implemented using Oracle's BPEL (business process execution language) Process Manager. This component is the central pivot of the whole architecture, responsible for providing a common set of functions and a common way of viewing the underlying network. It also allows the SDP to standardize all service interfacescreating a platform from which the company can provision, control and bill for all the value-added services it provides. Because it integrates with operations support systems (OSS), business support systems (BSS), and network service products based on industrial standards (such as XML, HTTP and Web services), the SDPA allows Turkcell to leverage its existing technology investments. Designed for multi-network convergent environments, the Accenture Service Delivery Platform Solution enabled the SDPA to offer value-added services across multiple networks (PSTN, broadband, wireless 2/2.5/3G, WiFi) by utilizing common internet protocol (IP) standards. Being based on IP, it embodies emerging IMS (IP multimedia subsystem) standards, whilst complying with existing IMS components. The solution is also eTOM-compliant. The system was developed with eTOM as part of its foundation to provide Turkcells clients with future-proofed processes and smooth information flows.
The results of the SDPA implementation were tremendous with one of the most dramatic benefits a 75 percent reduction in time-to-market for new services. This previously took as much as a thousand man-days to integrate and deliver services to customers. Campaign design was also accelerated from days to between 5-15 minutes. These reductions resulted in operational cost savings of 50 to 75 percent over Turkcells previous environment. Prior to SDPA there were over 600 interfaces for 19 service platformsthere are now just 200 interfaces. The simplified operating environment has enabled Turkcell to scale horizontally (new customer services) to scale vertically (incorporate more service developers). In just three months after its launch, 11 application service providers and 48 content providers were offering 100 services through the SDPA. Turkcell has achieved a cohesive migration from its legacy point-to-point service infrastructure to the new serviceoriented architecture incorporated in the SDPA with no loss of continuity, and with customer satisfaction having been maintained throughout the process. The SDPA also assists ease of use for subscribers. As a result, Turkcell has experienced a dramatic increase in service usage, with average WAP pages per view per visit having jumped almost six times since July 2006 (from 3.1 to 17). Content sales have risen by over 370 percent, and are continuing to rise without any advertising support. Just one month after the launch, the daily visitor numbers had been doubled in comparison with the former WAP site. In addition, WAP portal GPRS usage has risen by up to 3,400 percent Turkcell is faster, more flexible and more responsive to customer demands than ever before with the its new SDPA.
Case Study # 4 Ascom OSS/J-facilitated Trouble Ticketing at Vodafone

Authors: Otmar Seifert Applicable TM Forum Technical Areas: OSS/J, NGOSS
Viewpoint: Software Vendor Perspective System Integrator Perspective Services: Voice, Video, Data, VoIP, IPTV, VPN, Content Network Technologies: Any
In 2003, the Network Management Department of Vodafone D2 (Germany) had to take a decision on the future integration of extremely different systems. The question was whether to choose a classic EAI approach or to rely on OSS/J through Java Initiative (OSS/J) standards. In a first step Vodafone decided to carry out a proof of concept. The Service Management System SMoS, based on Agilents NETeXPERT, and the Trouble Ticketing System TTWOS, based on BMC Remedy ARS and delivered by Ascom Systems & Solutions, were to be linked through an OSS/J server on SUN Servers and corresponding OSS/J clients as part of Vodafones Service Management Integration Architecture (SeMIA). The basis for the link was OSS/J Trouble Ticketing API (JSR91). Various other companies apart from Ascom also took part in this PoC. After the successful conclusion of the PoC, a decision was taken to put this initial and as yet very simple interfacing of systems into productive operation. In the ensuing period, the first simple system based on OSS/J was replaced by a system offering considerably more possibilities and interfaces. Vodafone chose Ascoms product ARS over OSS/J as the integration component. ARS over OSS/J consists of a complete OSS/J TT server based on OSS/J TT API and corresponding clients for Remedy-based Trouble Ticketing Systems. Ascoms Remedy-based Trouble Ticketing System TTWOS and Ascoms likewise Remedy-based Change Management System ChaMPS were integrated by means of ARS over OSS/J. In addition, HPs TeMIP Fault Management System, the Service Inventory System Tours based on HP Servicedesk and the Service Monitoring System SMoS based on Agilents NETeXPERT were integrated. Encouraged through the great success of the SeMIA project, Vodafone decided to use OSS/J TT API also for the exchange of Trouble Tickets between Vodafone companies in different countries. Consideration had to be given to the fact that differing Trouble Ticket Systems were in operation in the different countries and furthermore that it was intended that these should communicate with each other without having to make major changes to the individual TT systems. The new project was called ITTS (later VINE) - see picture. ARS over OSS/J makes it easier for Vodafone to link various companies in different countries into the ITTS Project within a relatively short time despite their very different local systems. The application of OSS/J technologies enables global Trouble Ticketing to operate independently of local systems. The local systems provide both OSS/J TT clients and OSS/J TT servers. In global terms, the number of point to point links can thus be dramatically reduced and a company-wide standard can be set, as it were, by
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Case Study # 5 Atreus Systems Paving to the way to Blended IMS Services
Authors: Andrew Hurrell Applicable TM Forum Technical Areas: NGOSS eTOM, OSS/J, NGOSS SID
Viewpoint: Software Vendor Perspective Service Provider Perspective Services: Voice, Video, Data, VoIP Network Technologies: Mobile GSM/GPRS, Mobile CDMA/EVDO, Mobile Edge/UMTS, Converged Network, Broadband, Cable, Fixed Line, DSL, IP
This case study focuses on the critical role that standards-based provisioning and activation platforms play in getting IMS services operational in an SDP-driven back-office. The rapid rollout of VoIP and other IP services continues to strain this already taxed service delivery environment. The most significant back-office challenge for providers with the advent of these new services is to continue to meet the ongoing service delivery requirements of their legacy services, while simultaneously scaling up their operations to handle the complexities inherent in delivering IMS service bundles. For an SDP to effectively help service providers to operationalize these complex services and get them to market quickly, including existing provisioning solutions is essential. Atreus Systems xAuthority provisioning platform for IP and IMS-based services provides essential architectural and operational features that make it SDP-ready. xAuthority ensures simple and rapid integration with Service Delivery Platforms by employing standards-based interfaces and service-oriented architecture principles. In addition to the use of open standards, xAuthority provides out-of-the-box provisioning flows that encapsulate best practices for the delivery of a wide range of high-value IMS services. To ensure simple and rapid integration with Service Delivery Platforms, xAuthority exposes an order management interface that fully complies with the Service Activation API defined by the OSS through Java initiative (OSS/J). This interface allows northbound OSSsand in particular Service Delivery Platformsto pass create, modify, and cancel activation requests to the provisioning system. The notion of service bundling is likewise central to the successful rollout of IMS services. Atreus provides a service bundling application that can help providers take services from diverse sourcesSDP vendors, IMS vendors, and third-party developersand bundle or blend them in a way that enables providers to successfully take them to market. In the end, the inclusion of off-the-shelf provisioning capabilities in emerging SDP ecosystems, such as those provided by xAuthority, allows service providers to more rapidly achieve the desired result creating a future-proof SDP environment which returns value as quickly as possible, while allowing for incremental, iterative growth over the longterm.
Figure 1 - Blended bundles of services
Case Study # 6 Bearing Point Infonova GmbH Bearing Point's Implementation Success at AAPT
Authors: Wolfgang Themessl Applicable TM Forum Technical Areas: NGOSS, eTOM, NGOSS Architecture, Multi-Technology Network Management
Viewpoint: Software Vendor Perspective System Integrator Perspective Services: Voice, Data, Content Network Technologies: Mobile GSM/GPRS, Ethernet, Converged Network, Broadband, Fixed Line, DSL, IP
AAPT Limited is a tier-2 Australian telecommunication company and wholly owned subsidiary of Telecom New Zealand. As a full service provider with offerings that include fixed line telephony, long-distance pre-select telephony, ADSL IP access, Dialup IP access, ISP services, 2GSM mobile, wholesale, agency, dealer and retail channels, and a complete product offering to the whole spectrum of market segments from consumer to small business through to corporate, AAPT has been encountering mounting challenges to its profitability. In order to enable the business to be more competitive and to develop a greater ability to differentiate itself in the market, AAPT engaged BearingPoint to assist in defining a new business model that would make them more competitive, leveraging the experiences of multiple global engagements. Transformation - Defining the new business The resultant business model and associated business case called for a new step-out business that specifically targeted the consumer and small-enterprise market segments. These segments were called the Mass Market. Many business definition documents were developed ranging from Business Strategy documents, Terms of Reference Documents, to Business Definition documents to enable the new business to be defined. The central approach taken in the development of the new business model was the adoption of key principles defined within the TeleManagement Forum NGOSS eTOM framework. First technology delivery Much work was undertaken to define how AAPT would operate in the future as a competitive attacker in the Mass Market. However, to qualify for the main project to establish AAPT in the Mass Market as a step-out operator, BearingPoint had to prove the Infonova Service Management Platform (Infonova SMP) technology with a back-office IT function that AAPT had not been able to solve-for for many years despite many failed projects. This involved building a back-office bulk rating and provisioning engine for wholesale voice services from a wholesale provider. Realisation of the transformation To enable AAPT to establish a capability to offer and deliver products and services to the Mass Market through the new step-out model, a number of streams were defined to which AAPT business owners were assigned. These streams were company-wide in scope and addressed all areas of the business between them. These business process streams, aligned to the TMF NGOSS eTOM, had their business requirements decomposed into business process design, 3500 mid-level and technical low-level use cases, technical architecture and solution documentation, interface specifications for systems interfaces, GUI mock-ups, activity diagrams and test cases. Finally BearingPoint designed and built a new OSS/BSS platform for the new business utilizing the Infonova SMP, a highly pre-integrated solution stack for next generation services, applying NGOSS considerations. The client also requested a Managed Application Service to operate and support the Infonova platform. BearingPoint offers 24x7x365 coverage on a follow-the-sun basis utilizing a dedicated team in Sydney and a leveraged team in Graz. Results A major improvement for AAPT is enormous time reduction of administrative effort. The duration to set up a new account including services could be reduced from around 50 minutes to 6 minutes. Another remarkable improvement is that Infonova SMP is an integrated solution. All activities can be performed in one application instead of around 10 as it was before - with a set of automated processes for provisioning, ordering, billing and rating a new product not requiring new technologies or interfaces can be simply configured. Infonova SMP leverages workflows for most areas and therefore provides functions to monitor and control end-to-end process entirely. Notification of administrators or other operators occur automatically and only require intervention if an automatic resolution is out of reach. All happy paths have been fully automated and provisioning of a new service e.g. occurs behind the scenes. From a business perspective the most important improvement is the required effort for operations and the resulting reduction of costs for this area.
Case Study # 7 CA Wily Technology CA Wily and MTN: applying the principles Software Vendor Perspective Service Provider Perspective of ITIL to assure top performance and availability of customer self-service function of eTOM Services:
Voice, Data, VoIP Viewpoint:
Authors: Vadim Rosenberg, Director, Telecommunications Marketing Applicable TM Forum Technical Areas: eTOM, ITIL, SLA Management, SLA/QoS Handbook
Network Technologies: MobileGSM/GPRS, Mobile CDMA/EVDO, Mobile Edge/UMTS, Converged Network, IP
In next generation converged OSS/BSS environments, many of eTOMs Operations Support and Readiness functions are implemented as IT standards-based applications. When MTN, the largest cellular operator in Africa, faced challenges launching its new customer self-service portal, it turned to ITIL to ensure reliable, high performance, manageable execution of eTOM processes. MTN deployed CA Wily Introscope throughout its entire IT organization - Development, QA, Staging, and Production. With Introscopes pro-active, real-time, deep end-to-end visibility into MTNs converged environment, MTN was able to successfully launch the CSS portal at 99.99% availability, and reduced the number of performance issues that impact customers by 75%. Body: In a highly competitive communications service market, a better quality, more flexible, easier to use customer service is often the key differentiator. TMF eTOM positions customer service as a key component of its Operations Support and Readiness area, and specifically defines self-service capability as the tool to achieve better customer satisfaction, higher IT efficiency, and lower service costs. In order to be truly useful, such a portal needs to integrate with many of the operators OSS/BSS systems and applications. Some of the examples are CRM, trouble ticket and customer support, accounting and billing, order management, activation and provisioning to name just a few. A successful customer self-service portal can dramatically increase customer loyalty, reduce the load on a contact center, and provide multiple new revenue generating and marketing opportunities. The key challenge is to hide all the complexity of a complex multi-layer environment behind a unified user-friendly interface that customers will use. In order to deliver on its promises and provide return on high investment, the top quality of service is absolutely required for customer self-service portals. MTN, the largest provider of wireless services in Africa with 31.5M subscribers in multiple cellular networks, decided to roll out a new selfservice portal to offer multiple service options to its customers. To ensure the high quality of service that MTN customers have come to expect, the CSS applications had to support rapid response times for thousands of concurrent users across multiple phases of the project which would need the ability to scale to support massive new customer growth over the next decade. The roll-out of a new customer self service capability encompassed several applications including a mission-critical customer-facing CSS application and an on-line user authentication application. Preparing for launch, the IT delivery team was spending approximately 60% of its time correcting application performance and availability issues. Despite this effort, the CSS remained too unreliable to place into production. Since many of eTOM Operations Support and Readiness functions are implemented as IT standards-based applications, MTN turned to ITIL to ensure the reliable, high performance, manageable execution of eTOM processes. As defined by TMF, The ITIL and the eTOM are two models for defining business processes that can be used by enterprises. In the Information and Communications Services Industry, Service Providers are doing more ICT business and they can make use of both approaches: eTOM in the Telco world and ITIL in the IT world. MTN selected CA Wily Introscope to provide application management and monitoring capabilities across its Customer Self-Service (CSS) environment. MTN deployed Introscope throughout its entire IT organization, including Development, QA, Staging, and Production groups. With Introscopes pro-active, real-time, deep end-to-end visibility into MTNs converged CSS environment, the real results included: Successful launch of the new CSS application Optimized CSS scalability to support fast growth (recently surpassed 160,000 users) Acheived 99.99% uptime for mission-critical CSS application components Reduced developer time lost due to performance issues with applications by 50% Reduced number of performance issues that impact customers by 75%
Case Study # 8 CA Wily Technology CA Wily and COVAD: assuring eTOM processes using elements of ITIL's service management guidelines
Authors: Vadim Rosenberg, Director, Telecommunications Marketing Applicable TM Forum Technical Areas: eTOM, ITIL, SLA Management, SLA/QoS Handbook
Viewpoint: Software Vendor Perspective Service Provider Perspective Services: Voice, Video, Data, VoIP, IPTV, Network Technologies: Converged Network, Cable, Broadband, Fixed Line, DSL, IP
This case study shows how ITIL, when applied to elements of TMF eTOM, can dramatically impact the quality of service that a service provider delivers to its customers. Covad, the leading DSL provider in the US, deploys a converged next generation OSS/BSS with more than 100 applications using IT standards like Java and J2EE. To assure peak performance, availability, and customer SLAs, Covad applied the principles of ITIL to assure eTOM processes. By monitoring all customer transactions through real-time deep visibility into the converged OSS/BSS, CA Wily solutions allow Covad to apply ITIL to maintain high quality of its implementation of eTOM processes. This case study is an excellent illustration of how the principles of ITIL, when applied to elements of TMF eTOM, can dramatically impact the quality of service and SLA that a service provider delivers to its customers. eTOM is focused on service delivery to external customers, ITIL is focused on serving internal IT organizations implementing, operating and managing eTOM processes. Covad, the first and the leading DSL provider in the United States, owns and operates DSL network that passes more than 57M subscribers in 44 states and 235 metropolitan areas. In its effort to deliver additional value and the highest quality of service to its customers, Covad consistently makes strategic investments into its innovative OSS technology. As a good example of a converged next generation environment, Covads OSS/BSS deploys more than 100 applications based on IT standards like Java and J2EE. It was increasingly complex to manage the performance and availability of this heterogeneous computing environment and to meet customer SLAs that Covad contractually was responsible for. Maintaining uninterrupted eTOM processes in such area as CRM, Customer Self-Service Management, Order Handling, and Resource Inventory Management required 60% of IT delivery teams time spent correcting multiple applications performance and availability problems. Covad realized that it had to address the problem of supporting these services to customers and assure the continuous source of revenue in a different way than it was traditionally done in pure network-based environments. For converged architectures, the principles of ITIL had to be applied to assure eTOM processes. After analyzing where most of the problems come from and what is the flow to raise, record, investigate, diagnose, escalate, work around and resolve an issue, Covad turned to CA Wily, the leader in application performance management. As a result, Covad deployed CA Wily Introscope to manage more than 100 of packaged and custom-built mission-critical applications in both production and development environments. With its real-time, low overhead deep monitoring capabilities, Introscope is able to monitor Covads OSS/BSS applications. This monitoring capability, in addition to solving many on-going support and quality of service issues, also reduces the risk of deploying new applications and services. Examples of OSS/BSS applications that are monitored by Introscope at Covad, are CRM, Customer Self-Service (CSS), Order Management (OM), Network Inventory Management System (NIMS), and multiple integration interfaces between them. In addition to monitoring business metrics like transactions and customer sessions, Introscope also monitors and correlates these metrics with system health data like execute threads, queues, CPU utilization, and GC heap. Wily also allows Covad to do pro-active problem management by detecting early signs of performance degradation and signaling it to responsible operations teams in time to avoid a real problem outburst. By monitoring all customer transactions and by offering real-time deep visibility into the converged OSS/BSS processes, CA Wily solutions allows Covad to apply ITIL principles in maintaining high quality of its implementation of eTOM Customer and Fulfillment processes. The real quantifiable results of this innovative approach were: 3% applications uptime improvement 15 minute improvement in response time to system problems 60-70% improvement in time required to resolve application problems 50% reduction in post-production issues
Case Study # 9 CA Wily Technology Service Assurance in Next Generation Converged SDP Environments
Authors: Vadim Rosenberg Applicable TM Forum Technical Areas: eTOM, ITIL, SLA Management, SLA/QoS Handbook
Viewpoint: Software Vendor Perspective Service Provider Perspective Services: Voice, Video, Data, VoIP Network Technologies: Converged Network, Cable, Broadband, Fixed Line, DSL, IP
Service Delivery Platforms (SDP) use converging networks and standards-based, commercial off the shelf IT components (COTS) to simplify and speed up launching new multimedia services at reduced costs. SDPs are implemented through IT technologies like portals, application servers, message busses, content management systems, and databases. These technologies collectively contribute into the quality and availability of the key functions within service delivery and support processes, ultimately impacting providers ability to generate revenue from their strategic investment into new generation of SDPs. Although not part of the core network, SDPs play a critical role in delivering services to subscribers because service is now a piece of software executed at subscriber request. Built upon IT artifacts, SDPs must scale to millions of subscribers and thousands of services potentially interacting at the same time and managed through automated operations processes. . To guarantee the quality of services delivered by the SDP, Operators implementing Customer QoS/SLA Management and Service Quality Management (of eTOM) need new Service Assurance solutions with deep run-time visibility into distributed software, service composition and the related OSS. Network operations teams are turning to CA Wily Technologys application performance management to assure the quality of their SDP.
XY-COM, a tier 1 operator, made a strategic investment in a SDP as its main vehicle for service delivery to drive new revenue from multimedia content and services delivered directly to the wireless device. This environment uses over 100 CPUs to run an SDP solution from a major global vendor. A key component of the new consumer offerings was a sophisticated portal that serves up to 20,000 logins and 8,000 downloads per second. As a widely-advertised new service, XY-COM had to provide time-sensitive content related to a major nation-wide sport event. Under load, acute performance issues caused 100% CPU utilization and hanging order transactions. Once CA Wily Introscope was deployed, XY-COM IT stuff was able to drill down from the high level business view of a non-performing service into the lower level components that comprise the service, and quickly identify the cause of the issue. XY-COM business requires proactive monitoring of its SDP to ensure the performance of a broad spectrum of services. Introscope empowers different roles throughout the network operations and IT to see different angles of a service: at the SDP level, and into the related OSS/BSS applications. Today, Introscope provides 24x7 monitoring of many components that comprise XY-COMs end-to-end service delivery: customer self-service portal, business integration and messaging infrastructure, content management system, and connectivity to databases. The overall results are: Estimated savings of $8 Million per year through improved uptime and availability of revenue generating applications 99.99% uptime for critical applications Replaced multiple monitoring tools with a single, comprehensive application performance management solution
Case Study # 10 Chunghwa Telecom Co., Ltd. NGOSS Framework in Practice: Implementing Service Deliver Platform for Voice over Broadband (VoBB)
Authors: Wu, Chi-Sheng; Lee, Yi-Ching; Chen, Chih-Hao Applicable TM Forum Technical Areas: NGOSS, eTOM, NGOSS SID, TNA
Viewpoint: Service Provider Perspective; Software vendor perspective; System integrator perspective Services: VoIP Network Technologies: ATM, Ethernet, Converged network, Broadband, Fixed Line, DSL, IP
Competition in telecom service sector is immensely fierce, and service providers need to continuously introduce newer services and products to survive. Converged service that provides on both fixed and mobile network is definitely the trend of the future. Not only telecom services providers but also internet service provides such as Google nail their color on the same mast. Chunghwa Telecom (CHT) has announced their investments in NGN infrastructure and introduced their new services like voice over broadband (VoBB) in the beginning of 2007. The main issue is how to construct a common and flexible service delivery platform by adopting TMF NGN framework and to harmonize with current OSS/BSS operations.
Case Study # 11 Chunghwa Telecom Service Activation for Chunghwa Telecom Mobile Network - An OSS/J Approach
Authors: Han Wei Wang, Chun-Yen Wang, Jeu-Yih Jeng Applicable TM Forum Technical Areas: OSS/J, NGOSS eTOM, NGOSS SID
Viewpoint: Software vendor perspective, System integrator perspective Services: Voice, Content Network Technologies: Mobile GSM/GPRS
This case study describes Chunghwa Telecoms (CHT) project to remodel our Mobile Service Activation into an OSS/J realization. We use an approach which is with help of middleware for migrating existing legacy systems of our Mobile Business Management System to NGOSS compliant systems. And we design a general architecture for the middleware according to the architecture of legacy systems and the methods that OSS/J proposed. In order to reduce reconstruction cost, we implement Mediators and OSS Emulators for legacy systems, and we also reuse the former data schemas of legacy systems to prevent database reorganized during system reengineering. The middleware architecture we proposed in this project can easily be applied on legacy systems to reduce reconstruction costs and comply with NGOSS concept. And ensure software maturity by reusing legacy systems to maintain lower probability and higher system reliability. Besides, it also gives an OSS/J realization example for CHT to upgrade the legacy systems into OSS/J compliance. We believe the outcome of this project can be also useful to the other telecom providers to proceed with the realization of NGOSS.
Case Study # 12 cVidya Networks TMF Revenue Assurance Standards Bring Results in Telecom Italia
Authors: Elias Chachak Applicable TM Forum Technical Areas: Revenue Assurance KPI standardization as documented in papers TR131 and GB941
Viewpoint: Service Provider Software Vendor Services: DSL Network Technologies: Broadband
Telecom Italia, a tier 1 West European Telecom carrier, has diversified lines of business, including fixed telephony, mobile and broadband services. Operating 15 million access lines and 2 million DSL connections to residential and business subscribers, Telecom Italias revenues are more than 20 billion Euros a year. In the strong competition over the DSL and broadband services market, the carrier managed to draw a significant market share by offering price plan flexibility. Even though DSL was a marketing success, and theoretically it should have resulted with nice profits, it was not yet a financial winner. The operator noticed that there is an unexplained gap between forecasted and actual revenue generated from its broadband services. Using traditional reactive revenue assurance approach, the operator managed to perform postmortem discoveries and found out that revenue was lost. However, this approach did not provide the operator with the means to recover the losses or to prevent future leakages. The operator needed a different approach and a tool that would provide him with corrective and proactive capabilities. cVidya Networks led Telecom Italia towards a solution based on recent TMF work in standardization of 19 Revenue Assurance KPIs, for a more organized and sophisticated strategy to replace the traditional reactive approach. cVidya Networks implemented the solution quickly for a rapid ROI for Telecom Italia. The assessment phase was complete within 8 weeks, and the following project produced the following results within 9 months: Identified rate of discrepancies which reached double-digit percentages of traffic Fixed over 60% of discrepancies Generated over 500 Terabytes of billable traffic over DSL and broadband by recapping stranded assets The carrier reclaimed millions of Euros
Case Study # 13 Ernst & Young Using eTOM, SID and TAM for IT Risk Management
Authors:
Ilya Kuznetsov, Vadim Krutov Viewpoint: Industry Consultant Perspective Services: Voice, Video, Data, VoIP, IPTV, VPN, Content Network Technologies: Mobile, ATM, SONET/SDH, MPLS, Ethernet, Frame Relay, Converged Network, Cable, Satellite, Broadband, DSL, IP, WiFi/WiMax
Applicable TM Forum Technical Areas: eTOM, SID, TAM
The summary of the presented Case Study is what types of issues may a telecommunication company face when working out a model of risk management (IT-risks in this particular case); also how these issues may be addressed by using the approaches and methodologies of TeleManagement Forum. Main stages of IT-risk management model development are considered, the way of TMF approaches and methodologies usage is explained, and listed some of the key advantages of these approaches and methodologies adaptation in risk management model development projects of a telecommunication company. This Case Study describes the real advisory project done by Ernst & Young (CIS) B.V. for a large CIS telecom services provider. The main outcome of the project was that a reusable and effective IT-risk management model specific to a given telecommunication company was developed and implemented. Main advantages of TeleManagement Forum approaches and methodologies (key NGOSS elements) usage in the project described: Selection of an appropriate level of details used for model elements description Well-grounded model size and its optimization and growth readiness capabilities Completeness of processes, data and applications identified for risk management Reduced time and recourses needed for risk management model development Model elements naming and structuring according to NGOSS - common approach and effective communication of the model within the company
Case Study # 14 EMC Model-based Resource Management The KEY to efficient and automated Service Management
Authors: Lutz Rackow Applicable TM Forum Technical Areas:
NGOSS, eTOM, MTOSI, SLA Viewpoint: Service Vendor Perspective Services: Voice, Video, Data, VoIP, VPN Network Technologies: Sonet/SDH, MPLS, Ethernet, Converged Network, Broadband, IP
One of the leading business communications solutions providers in Eastern Europe needed to implement a solution to manage the availability of the core network by automatically pinpointing the root cause of serviceaffecting problems over their L2/L3, ISP and Voice platforms and calculating their business and customer impact. Moreover, this service provider looked for a fault management system that was able to interact with other components of the companys Operations- and Business Support Systems (OSS/BSS) and the existing resource management, performance management, provisioning and SLA management solutions. The eTOM business processes, especially the Resource Management and Operations (RM&O) and Service Management and Operations (SM&O) process groupings within the assurance segment, have been used by this service provider as general guideline to design and find an appropriate solution. EMC Smarts enables this service provider to ensure successful business operations at any time by providing automated, intelligent analysis of root-cause problems across all domains of the IT infrastructure. With EMC Smarts, this service provider will be able to decrease the downtime of its infrastructure due to the softwares ability to prioritise network events according to business impact. This service provider customer will also benefit from the new solution because of shorter service outages and secured SLAs.
Case Study # 15 EXIS I.T. CRM implementation based on eTOM and TAM
Authors:
Tasos Taskaris
Viewpoint: Software Vendor Perspective. System Integrator perspective Services: Voice, Video, Data, VoIP, IPTV, VPN, Content Network Technologies: Broadband, Fixed Line, DSL, IP
Applicable TM Forum Technical Areas:

eTOM, SLA/QoS Handbook
The case study describes the design and functionality of EXIS CRM, an innovative CRM & Order Management solution, which addresses several eTOM principals in order to strengthen the flexibility and accountability of telecom operators / service providers in every day customer related business. Based on the requirements provided by operators, on the models provided by eTOM and on the experience of EXIS I.T. acquired from TM Forum and several from consulting TelCos in CRM related project, a modular, telecom-oriented and eTOM compliant CRM system was designed and implemented. The modular system architecture is provided in the following figure:
EXIS CRM Analytics / Data-warehouse

Product Management Issue Management Debt Management Customer Support SLA Management Trouble Ticketing CTI / Call Centre
Sales Management
Commissions Management Order / Contract Management
Customer Management / Customer Automations EXIS CRM Core
EXIS CRM Workflow Engine

Figure 1: EXIS CRM modular architecture EXIS CRM provided functionality for all customer - related operations (order entry - management - fulfillment, trouble ticketing, collections management, commissions management, sales management, SLA management) supported by an embedded rule-based workflow engine. The customer model, the customer hierarchy, the product & service model and the core CRM functionality were designed based on telecom-oriented requirements and on knowledge and templates provided by eTOM. Products, services, service parameters and technologies used are all part of systems design. The hierarchical model adopted for customers structure and for sales persons structure provides an easily configurable tool for implementing even the most complex costumers or sales networks structures. By means of EXIS CRM, the operator improved the efficiency of their daily operations, decreased operational expenses, decreased customer service required duration, increased resource exploitation, resource efficiency, provided QoS and finally customer satisfaction.
EXIS CRM Interface Engine
EXIS CRM A.P.I.
Case Study # 16 Amdocs, GE Energy Standards-Based Integration for Fiber and Broadband Service Providers
Authors:
David James (Amdocs), James Wheatley (GE Energy)
Viewpoint: Software Vendor Perspective Services: Data, VoIP, IPTV, VPN Network Technologies: Converged Network, Cable, Broadband, DSL, IP
Applicable TM Forum Technical Areas: MTOSI
This case study looks at some of the challenges operators face in OSS when rolling out FTTX deployments, and how a combined solution from Amdocs and GE Energy enables a more consistent and up-to-date physical and logical inventory. By providing this operations and planning personnel enjoy improved data sharing between systems enabling reduced rework and improved speed of deployment. Amdocs and GE Energy have delivered a productized integration of Smallworld Physical Network Inventory and Cramer6 OSS Suite. This integration is designed to provide operators with a single unified solution covering planning, fulfillment and assurance of physical network resources, logical service assignment and subscribers. The MTOSI standard has been adopted as the XML schema to facilitate this data exchange. The adoption of an industry standard has a number of benefits for service providers and integrators deploying a joint Amdocs and GE solution, including reduced deployment costs and lower total cost of ownership. In support of the above the Amdocs and GE solution focuses on five primary operational processes that are undertaken when designing, planning and operating a FTTX network. These processes are supported by a number of extensible, standards-based interfaces which are described in the case study.
Case Study # 17 Hewlett-Packard Trouble ticket consolidation enforces service management initiative while helping T-Mobile Hungary maintain its leadership position
Authors: Zsolt Kezler Applicable TM Forum Technical Areas: NGOSS, eTOM, NGOSS Architecture
Viewpoint: Software Vendor, Service Provider, System integrator Perspectives Services: Voice, Video, Data, VoIP, IPTV, VPN Network Technologies: Mobile GSM/GPRS, Mobile CDMA/EVDO, Mobile Edge/UMTS, Converged Network, Cable, Satellite, Broadband, Fixed Line, DSL, IP, WiFi/WiMax
Challenge: T-Mobile Hungary wanted to establish an effective service management program that encompassed trouble ticket consolidation and revised internal processes for providing consistently superior customer service. Approach: In addition to providing its Service Desk solution, HP conducted a three-week Service Process Assessment to track, end to end, activities that constitute steps to provide T-Mobile Hungarys services. This assessment used TeleManagement Forums eTOM as its foundation. The assessment reported on all of the areas, with their respective maturity levels, that needed to be addressed in order to create a road map toward the goal of service management. Solution: HP Service Process Assessment and ISM for Incident Management with HP Service Desk Software. Business improvements: Established a common language to unify internal communications Unified handling of customer complaintsboth internal and external Guaranteed customer service quality Precisely defined processes, activities, and responsibilities Provided ability to measure business process parameters for SLAs Provided effective software support for business processes Offered business processes that have a built-in capability for self-improvement
Case Study # 18 Infosys Enterprise CPE Supplier integration using MTOSI & eTOM
Authors: Balagurunathan P.R, Sandeep Joshi, Suresh Gokarakonda, Rajeev Ranjan Rakesh Applicable TM Forum Technical Areas: MTOSI & eTOM
Viewpoint: Service provider, Software vendor & System integrator perspectives Services: Data Network Technologies: IP
In the Service Fulfilment of Complex IP Products & Services, this case study is a demonstration of B2B integration between Design & Inventory Tool of Complex IP Products of a major Telecom Service Provider in APAC region and its prime CPE (Customer Premise Equipment) supplier. For the benefit of Enterprise IP Solution Services this initiative was taken into action to streamline the CPE ordering process and there by to realize the increased efficiency in activation of services.
CPE Procurement Interface Internet IP Prod . Order Extract Transform Send
SOAP (XML )
Web Services
IP Design & Inventory
Supplier Order Management Tool
Service Provider
B2B - Interface
Supplier
Fig - B2B Integration of Service Provider with Supplier Partner
Extracting the CPEs to be ordered for the designs performed for customer sales orders Transforming it to a XML format which can be understood by Suppliers Order Management System Sending it over SOAP(HTTPS Enabled) and managing response
Benefits delivered by this initiative are Simplification of ordering process for CPEs Provision of capabilities to track orders and status Improved CPE inventory data quality
MTOSIs recommendations on XML and Web Services implementation have been referred and appropriate guide lines and standard have been followed. Also road map provided by TMF for Next Generation OSS business process framework has been referred and appropriate mapping has been indicated in this case study.
Case Study # 19 Infosys Case Study: OSS integration based on NGOSS technology neutral SOA
Authors: Yogesh Sachwani Applicable TM Forum Technical Areas: NGOSS Technology-Neutral Architecture, eTOM
Viewpoint: Service provider perspective, Software vendor perspective and System integrator perspective Services: Data, VPN Network Technologies: ATM, Frame Relay, IP, MPLS
This case study relates to an initiative for a client which is one of the biggest service providers in APAC region. The client has Client has a business critical application which handles Order Management, provisioning (at layer 2) on data networks. Client also has another application doing the network provisioning for IP VPN services at layer 3. This initiative was an approach from Infosys using the TMFs NGOSS based technology neutral architecture and Service oriented design. This business initiative helped the customer in not just reducing the cost and time to market due to re use of existing infrastructure but also provided an agile IP Solution. Data network Management IP provisioning integration was done using TMF technology neutral architecture and Service oriented design, with Data Network Management application publishing web services for management and provisioning of the PVC (Permanent Virtual circuit) data required by IP provisioning application. This provided a gateway to IP provisioning application to automatically manage the PVCs in Data Network Management application without any manual intervention. In order to reuse the existing business logic of Data Network Management application, the web service implementation uses open source (GSOAP) and integrates with the legacy system.
Case Study # 20 Infosys System Integration & Application Consolidation(SIG approach) to understand eTOM Framework
Authors: Mahalakshmi Babu, Ravi Agarwal Applicable TM Forum Technical Areas: eTOM
Viewpoint: Software Vendor Perspective Service Provider Perspective Services: Voice, Video, Data, VoIP, IPTV Network Technologies: Broadband, Fixed Line, DSL, IP
Nowadays, the telecom industry is up against extraordinary challenges in the face of more competition, higher customer expectations, falling market share and growing price pressures, all the while networks and services are converging. As the market for the telecom services advances, it is really a big challenge for the Communication Service Providers (CSP) to introduce their newer products and services. Most of the service providers manage this by using multiple, complex Operational Support Systems (OSS) and eTOM framework of TMF; eTOM ensures integration among all vital OSS/BSS systems that deliver and support services to customers. This case study talks about Infosyss experience in an initiative to create Systems awareness and Consolidation of Systems and Applications in context of the eTOM Framework. These applications cover projects under one of the largest telecommunication provider in US which provides a full range of voice, data, networking and related services to businesses, consumers and other telecommunications providers. The result was improved system understanding for the project teams, vis a vis the eTOM framework and the dependencies therein. Infosys could also do some application rationalization by virtue of using the eTOM framework to understand these applications. Infosys could merge some application teams using the knowledge and provide business benefits to the client.
Case Study # 21 IONA

Viewpoint: Hardware Vendor Perspective Services: Voice, Data Network Technologies: Ethernet, Broadband, DSL
Extending MTNM to MTOSI for converged services

Authors: Jody Hunt Applicable TM Forum Technical Areas: MTOSI
The TeleManagement Forums (TMF) Multi Technology Network Management (MTNM) standard has been widely adopted by many vendors and service providers. Most MTNM implementations are based on CORBA technology. Driven by the promise of quicker time-to-market, increased agility, and reduced maintenance costs, service providers are looking for the loose coupling enabled by service-oriented architectures (SOA) and implemented by standards such as the TMFs Multi Technology Operations System Interface (MTOSI). Extending MTNM to MTOSI requires specialized support from software integration vendors, especially for bridging between CORBA and Web services technologies. How does a vendor cost effectively extend its existing CORBA-based MTNM solution to implement XML-based MTOSI? One equipment vendor faced this challenge when a major service provider customer specified MTOSI as their standard for next-generation OSS. Their Multi-Service Access Node (MSAN) provides multiple voice and data services from a single platform. The MSAN is configured, maintained and managed remotely by the manufacturers network management system that supports many existing northbound interfaces, including MTNM. The equipment vendor evaluated solutions that would enable them to extend their MTNM investment to MTOSI. They needed to be able to map MTNMs CORBA-based interfaces into MTOSIs XML and Web services-based interfaces. The toolkit they chose was IONAs MTOSI Tookit based on the Artix ESB. They found that with IONAs toolset it was easy to get an application up and running, the solution was well supported, and changing underlying protocols (a key feature of MTOSI) was transparent. With proper development tool support, investments in MTNM can be extended to support MTOSI, thereby leveraging past investments while preserving older APIs for back compatibility. MTOSI provides tangible benefits over MTNM by enabling middleware protocol independence and giving teams of designers and developers a framework that includes a data model plus a set of rules in supporting documents.
Extending MTNM to MTOSI requires mapping CORBA IDL into WSDL/XML

CORBA IDL Interface Method in/out/inout Parameter Class/Type WSDL PortType Operation Message Part XML Data Type Binding IIOP (not specified in IDL) Port Service
Case Study # 22 Korea Telecom A Case Study for MTNM Implementation in KT

Authors: Dong June Lee, Byeong Wook Lee Applicable TM Forum Technical Areas: MTNM
Viewpoint: Service Provider Perspective Services: Voice, Video, Data, VoIP, IPTV, VPN, Content Network Technologies: SONET/SDH, Ethernet, Converged Network, Fixed Line
The real service providers networks are composed of various kinds of equipments and technologies from many vendors. It makes the service provider difficult to manage their networks in an integrated NMS. KT had examined TMF standards, especially MTNM project since 2000 and has adopted it in the Transmission Network management system (TN). WDM, OADM, SDH, OXC, MSPP equipments and networks are integrated using TMF MTNM in a single interface. In this case study, we would like to describe how KT has integrated multi-vendor, multi-technology, multi-EMS environments. Through this implementation, the reusable standard based components have been achieved and reused. 6 vendors and 9 equipment types are integrated using MTNM interfaces. It makes NMS development easier and reduces development period and costs. The list of the vendors, equipments, EMS versions, TMF standards are shown in the following table.
Case Study # 23 LTC International IP Wireless Service Centric Operations

Authors: Barbara Lancaster & Wedge Greene Applicable TM Forum Technical Areas: NGOSS Business Requirements, NGOSS TNA, eTOM, TAM
Viewpoint: System Integrator Perspective Services: Video, Data, VoIP, VPN Network Technologies: MPLS, Ethernet, Broadband, IP, WiFi/WiMax
A metropolitan wireless access service provider was starting from scratch, and needed an entire operational IT suite of tools and the processes for supporting services in a new NOC. Additionally, they needed a very accurate cost assessment to weigh against a projection of market penetration and future revenues. This company needed to justify their capital and operational costs to their investors before launching their service. Replacing an in place proposal of a full-featured SI product suite and their custom integration services, LTC argued that not all functions available in this suite were proven to be needed by the service provider at launch. Further, recognizing the significant time constraints, some prioritization of functionality by the client was imperative to meet their launch window. Time-was-of-the-essence and LTC responded start-to-finish in 6 months with an acceptable, cost effective OSS/BSS design solution. Business requirements capture and validation of the OSS & BSS features needed by the service provider was the first step. Using NGOSS, as augmented with LTCs OSS/BSS requirements template, shaved months off normal project times. The TOM was used as the core for process design, with simplifications and modifications taken as specific business requirements allowed for an operator in this specific business segment. The TOM provided a common process framework and language so that everyone: client, LTC, and prospective vendors remained on the same page.
Product Architecture
Vendor Responses
Customer input
Profiled TOM
Business Processes and Business Requirements
After winnowing the architecture and processes to just those necessary to launch and be competitive, the application solution set included Customer Management, Service Management & Delivery, Billing & Collections, Inventory Management, Network Management, and Service Assurance. NGOSS TNA guided an Enterprise Application Integration (EAI) technology environment (message buss & work orchestration) for integration design. LTC is completely OSS/BSS vendor neutral. RFIs were generated requesting rapid proposals from product vendors for tools that fit the specifically identified architectural niches. Form these primary and alternate solution sets were introduced the client who picked their best solution. Further profiling and prioritization of the specific vendor solutions allowed duplications of features to be eliminated and product sets to be winnowed to just what was needed to be competitive at launch. TMF patterns and particularly TOM and NGOSS provided a framework that allowed achievement of the business plan without undue delays. However, NGOSS methods alone cannot substitute for significant planning with direct involvement between the customer staff and LTCs Business Analysts. Experience and vision is needed first to provide strategic planning and aid effective decision making, and only then to oversee implementation and project delivery. LTC was able to save this client nearly $9 million in OSS/BSS costs.
TOM
TNA
Logical Architecture
TAM
RFIs
Solution Sets
Logical Integration Blueprint
Operations Model
Profiled TOM
Integration Plan
Customer Decision
Case Study # 24 Marand, Telekom Slovenije Business Process Management in Telekom Slovenije
Authors: Bostjan Keber Applicable TM Fourm Technical Areas:
Viewpoint: Software Vendor Perspective Service Provider Perspective Services: Voice, Data, Network Technologies: Broadband, Fixed Line, DSL
Telekom Slovenije is the major telecommunications provider in Slovenia, providing services to over 1 million customers. In order to keep its leading market position in the deregulated environment, Telekom has to retain customers by providing new, competitive products and fulfill customers requests in short time. Telekom started implementing a lean operator strategy by implementing a next generation operations support system (OSS) based on the standard TMF eTOM business process framework and SID data models. In cooperation with Marand, a Slovenian software development company, they reengineered and unified the fulfillment process following the eTOM and developed an OSS implementing business process management (BPM) and service oriented architecture (SOA). The first step towards the solution was to determine a unified fulfillment process. Existing fulfillment process was reengineered using the eTOM and applied to the whole enterprise. Marand, on the other hand, developed data manipulation components, such as Party Catalog, Product Catalog, Requests, Agreements, Work Orders, and Tasks. These components are based on the SID models which allow them to offer business-aware, SIDcompliant web services comprising a common communication bus (used to communicate with a workflow engine).
Figure: from business process definition to implementation Some tasks can be completed automatically, others require some manual work. Manual tasks are assigned to roles and linked to the appropriate data-manipulation module. This way, processes are separated from data. Today, in all 9 regional units, Telekom Slovenije has a unified fulfillment process that delivers product installations up to 20% faster. The established BPM infrastructure provides information on bottlenecks and insufficient resources and enables further process optimizations. A unified view to the entities through out the whole enterprise allows Telekom Slovenije to understand customers needs better and to build a customer insight
25 Case Study #101 OKB Telecom Ltd. Business Transformation on the basis of the eTOM framework in OKB Telecom
Authors: Dr. Alexei Pimenov Applicable TM Forum Technical Areas: eTOM
Viewpoint: Service Provider Perspective Services: Voice, Data, VoIP, IPTV Network Technologies: Ethernet, Fixed Line, DSL, IP
OKB Telecom is the Internet and fixed line telephony service provider with about 50 employees in Moscow region. In the past, the decrease of operating and net profit margins indicated beginning of a crisis. The management mostly based on the intuition of top managers became a part of the problem. Efficiency of such management decreased as the number of staff members increased. A lack of control caused expansion of the staff according to the Parkinson's law. The company looked for a solution to decrease expenses on the operational staff. First, an external consulting company suggested the MS Axapta ERP system to automate our previously existing processes. However, the project revealed that the business processes were hard for formalization, and the standard functionality of the ERP system would need many serious modifications. Thus, the ERP system could not solve our problem in a cost effective way that time. After that, we launched a business process reengineering (BPR) project to eliminate non-value added work, to rethink and rebuild our processes completely is stated in the Hammer's and Champy's work [1]. The eTOM framework had attracted our attention as a possible starting point. In our view, a non-standard process model might be more appropriate and effective in our circumstances in the short-term perspective because only a few Russian telecoms actually use the eTOM. Meanwhile, the eTOM standard may simplify B2B interactions; and therefore, it may bring long-term strategic benefits. Finally, we have started from scratch but with the eTOM. Presently, we align our organizational structure with the eTOM structure. The matrix costing system [2] combined with the 2nd level of the eTOM is another feature of the project. The eTOM 2nd level has been chosen as the critical control level between order and chaos in the synergetic approach. We assume that the 3rd level systems can be well ''selforganized'' by owners of the corresponding 2nd level processes without direct involvement of the top managers. Therefore, our real structure of the 3rd level processes differs from the eTOM 3rd level, but it seems to be better adopted to our specific business environment. For instance, our 3rd level includes only those processes that can be implemented without hiring new staff members. Processes requiring an additional hiring may be utilized in future. Inputs and outputs of the 2nd level processes are going to be controlled on the basis of the slightly modified business metrics provided by TM Forum. Several CRM processes have been optimized and implemented, but others require further work. Our existing software was found to be used more effectively. For example, Billing systems integrated with a bookkeeping software have made the Billing and Collection Management process twice faster with less errors and about 10 times cheaper in costs. The eTOM has speeded up developing our process model and flows. In terms of the resulting efficiency, we cannot separate the eTOM impact from general BPR effects presently. The overlap between the eTOM and the ITIL has extended a spectrum of available IT systems to automate the processes with minor source code modifications. In our specific case, the Russian ''1C Enterprise'' system with the ITIL module is considered to be the most appropriate system core. References: [1] Hammer and Champy, ''Reengineering the corporation''. [2] Implementation of the matrix costing system, Financial director magazine (in Russian), No.1, 2006, www.fd.ru.
Case Study # 26 Orga Systems GmbH Orga Systems convergent billing implementationat ENTEL PCS, Chile
Authors: Mr Andreas Freund, VP Marketing Applicable TM Forum Technical Areas: NGOSS
Viewpoint: Software Vendor Perspective Service Provider Perspective Services: Voice, Data, VPN Network Technologies: Mobile GSM/GPRS
ENTEL PCS, one of Chiles largest GSM operators, successfully launched a new product called SGO Sistema de Gestion Online (Online Control System) in December 2005 using Orga Systems convergent real-time (prepaid/postpaid) billing platform. The operator detected a need in the market for a new kind of postpaid service targeted at the corporate market that could be of benefits to small companies, SMEs and large corporations. The service needed to enable employers to set guidelines for use of employees mobile phones. For example, small businesses needed the ability to set a maximum amount of money to be spent on mobile phones for financial budgetary reasons, while large corporations needed to divide their mobile phones into groups to set different policies of use to different units of their operations. There was also the need for the employee to combine a private (prepaid) account with their corporate (postpaid) account in just one mobile phone and one number, meaning they did not have to carry two phones.
The solution arrived thanks to Orga Systems, a supplier to ENTEL since 1998, which delivered ENTEL its truly convergent VPN billing solution with real-time rating capabilities. This meant that all calls could be rated in real-time in order to enable cost control, service control and real-time bonus functionality whether they are prepaid or postpaid. For example, private calls could be charged on the subscribers prepaid account while business use is invoiced on a postpaid (monthly) basis. ENTEL was able to launch the new enterprise product - called SGO Sistema de Gestion Online - in 2005. The service has allowed ENTEL PCS to grow its market share in the Chilean enterprise mobile market, lower churn and increase ARPU.
Case Study # 27 Softline, Ukrainian Telecom Softline applies TMF standards as a guide when building Resource Inventory solution for nation-wide carrier Ukrainian Telecom.
Authors: Oleg Kopeyka (Ukrtelecom) Igor Tarasenko (Ukrtelecom) Alexander Kisselevskiy (Softline) Alexander Karichenskiy (Softline) Timur Valiulin (Softline) Applicable TM Forum Technical Areas: eTOM, SID, TAM, mTOP, MTOSI, MTNM
Viewpoint: Software Vendor Perspective Service Provider Perspective Services: Voice, Data, VoIP, VPN Network Technologies: Mobile Edge/UMTS, ATM, SONET/SDH, MPLS, Ethernet, Frame Relay, Converged Network, Broadband, Fixed Line, DSL, IP, WiFi/WiMax
Ukrainian Telecom is the largest nationwide fixed and cellular line carrier serving of up to 71% of fixed line subscribers. Ukrtelecom has 32 regional centers covering all administrative centers of Ukraine. Subscriber base of Ukrtelecom is more than 10 million of household and corporate subscribers. Ukrtelecom is currently actively looking into ways to increase timeto-market timeframe for the new services, reduce operating costs, and increase the quality of the services. Softline is a member of TeleManagement Forum. Softline Telecom Solution suite (STS) is flexible framework which includes: Inventory Management Fault Management Network Maintenance and Support STS is from the scratch implementation based exclusively on TMF standards. Ukrtelecoms ISV supplier choice was driven first of all due to Softlines experience with TMF standards. Softline Telecom Suite currently deployed and operating at Ukrtelecom allowed to: Minimize expenditures on resource inventory management Reduce network break/fix cycles Increase customer satisfaction Bring clarity in network maintenance processes Provide ease of integration with other common OSS/BSS software Architecture Overview: RAD based approach to development of the Web UI frontend MTOSI inventory interface implementation in C# MTOSI/MTNM based implementation for the resource representation model It was a pleasant experience for us to learn that STS could be easily integrated with Cisco Info Center product deployed at Ukrtelecom. We believe that this is because STS closely follows the TMF guidelines. Vladimir Kalinin, Chairman of the Board, OJSC Telekominvest. It is hard to overestimate the value of TMF standards for Softline. Such standards and frameworks like eTOM, SID, TAM, MTNM/MTOSI etc allowed us to save valuable time for requirement elaboration, design. By using TMF standards we benefitted in many ways and finally were able to deliver the best quality product to one of our most important clients. Alexander Kisselevskiy, Vice President, JSC Softline.
Case Study # 28 Sun Microsystems Performance Measurement of a OSS/J-Based Trouble Ticket System
Authors: Nagendra Nagarajayya Applicable TM Forum Technical Areas: NGOSS, eTOM, NGOSS SID, OSS/J, Prosspero
Viewpoint: Service Provider Perspective, Software and Hardware Vendor Perspective, System Integrator Perspective Services: Voice, Video, Data, VoIP, IPTV, VPN Network Technologies: Mobile GSM/GPRS, Mobile CDMA/EVDO, Mobile Edge/UMTS, Converged Network, Cable, Broadband, Fixed Line, DSL
The goal was to create a benchmark specification to measure the performance of a OSS/J based Trouble Ticket (TT) system in a Service Provider (SP) environment. The output of the benchmark would be number of operations and the cost of operations in monetary units like Dollars, Euros, etc. The OSS/J Initiative defines and implements an open set of Java technology based APIs, Fig 1, that facilitate end-end services on the Next Generation Networks (NGN) and maps to New Generation Operations Support Systems/enhanced Telecommunications Operational Map (NGOSS/eTOM) components. The OSS/J Initiative has an associated ecosystem of certified products that can be used to manage Operational Support Systems (OSS) and Business Support Systems (BSS). The TMF Prosspero initiative defines use cases based on Service Provider scenarios and associates an ecosystem of solutions to implement the use case. The telecommunications group at Sun introduced offerings based on the OSS/J APIs and mainstream standard middleware (JavaEE, JMS, XML, Web Services, Java Business Integration SOA standard) like Trouble Ticket Hub[4], Inventory Hub, Order Management Hub which are almost integration solutions which a Service Provider (SP) or Systems Integrator (SI) could take and customize to meet their needs. The goal was to measure the performance of these OSS/J offerings in a standard way so that the performance measurement not only reflected the performance of the OSS/J component but also other OSS/J components and OSS/BSS systems in use within a Service Provider environment on a busy day. As carriers/SPs make a requirement that OSS/BSS applications be OSS/J enabled, there is no standard benchmark to measure the performance of these applications. The specification, OSS/J perf, was to address these requirements with a the start by measuring the
performance of a OSS/J Trouble Ticketing integration solution, the first offering. The output of the measurement would be the number of operations and the cost of these operations in monetary units. A TT system usually has two sides, a customer facing side and a network facing side. The customer facing side receives tickets related to customer problems using services provided by the SP, while the tickets on network facing side will be from network elements, see fig 2. The tickets on the customer side usually are created by a customer service representative or by the customer itself, while the tickets on the network side can be automatically created by software applications when alarm thresholds are crossed. The customer facing TT systems usually have more creates, followed by gets, updates and some cancels and then closes while the networking TT systems have a less creates but more updates, some gets followed by cancels and closes. To model these behavior, the benchmark measures the performance of the TT system with two types of workloads, a customer facing workload and a network facing workload and calculates an expected metric which the TT application achieves to meet. The output of the benchmark is the number of operations and the cost of operations in monetary units like Dollars, Euros, etc. The benchmark specification recreates a busy hour in a service provider environment to measure the performance of the trouble ticket system. Two types of workloads as described above with different OSS/J profiles like JavaEE/JMS, XML/JMS and Web Services with a fixed number of clients are used to measure the performance. The throughput is driven by the number of tickets created in the hour. The other operations are a percentage of the create ticket operation. A calculated expected metric measures the different operations to be within +/- 5% of the expected performance. The idea of using the create to measure throughput was to capture the time taken by the system to create a ticket and use that time to specify the time for the other operations. The create operation is one of the slowest operation in a TT system. So a TT system that created 100 tickets would need to be able to at least retrieve 100+n tickets,
Case Study # 29 Tata Consultancy Services Limited NGOSS Case Study: Effective Management of Portfolio of Products/Services
Authors: Sai Krishna Applicable TM Forum Technical Areas: Telecom Application Map
Viewpoint: System Integrator Perspective Services: Voice, Network Technologies: Mobile CDMA/EVDO, Fixed Line
This case study describes the solution implemented for a leading convergent provider of wireline and wireless solution in AsiaPacific region with a customer base of 10 million subscribers. When new products are launched, configurations of products were done in multiple applications manifesting in configuration of new products taking anywhere between 3 to 10 days. This resulted in delayed launch of products and flow through errors due to data mismatches during configuration. Solution: Based on the analysis, TCS recommended use of a centralized product catalog. The solution is based on two key principles: TMFs Telecom Application Map that recommends a central product catalog for the enterprise and NGOSS that profess externalization of rules. However, there were implementation challenges since there was no COTS product for managing the telcos complex requirements. So, TCS developed a bespoke solution in consultation with business, and also designed automated interfaces to the IT systems. The solution had an easy-to-use GUI so that it could be used directly by business users with the entire IT flow being automated.
Result: This solution improved the operator agility in launching new products (24 hours instead of 2-10 days), enabled adaptability to changes, enhanced productivity (about 25 products configured per week) and improved the end-to-end efficiency overall. Operational issues have been contained due to the automated catalog and rules distribution across relevant systems.
Case Study # 30 Telecom Argentina Define SOA Architecture by using NGOSS

Authors: Patricia Mac Culloch Applicable TM Forum Technical Areas: NGOSS Methodology, SID
Viewpoint: Service Provider Perspective Services: Voice, Video, Data, VoIP, IPTV, VPN Network Technologies: ATM, Ethernet, Frame Relay, Fixed Line, DSL, IP, WiFi/WiMax
Finding evolution architecture is one of the problems to be solved because this proposed architecture should take in count the current environmental restrictions, like applications obsolescence and applications to be replaced. Following this approach and as part of the planning phase of a pilot initiative (workforce manager) a new integration architecture model was defined. This new model will follow new standards and technologies in order to decrease and possibly solve our current architectural issues.
Establish the ESB as the way the organization Define and operates and implement creates new Governance solutions. mechanisms. Start to move from a point -topoint architecture to an enterprise services based architecture
Establish a solid processes and services foundation
Establish an BPM infrastructure to enable the design and development of new application solutions.
The solution was focused on an integration architecture point of view; according to this, an architecture model aligned to TNA principles and Service Oriented Architecture standards was chosen. As this pilot was being implemented, a new necessity was identified related to the Governance. The objective of this governance initiative was to define a long term implementation strategy to be able to move forward thru the different stages of SOA maturation to guarantee SOA benefits are achieved. The NGOSS was used on the pilot implementation during the identification and definition of service processes. The use of the NGOSS information was significant to find the right granularity of the services (It is important to mention that in SOA projects the identification of the right granularity of the services is not a simple task). e-TOM was used during the identification process of services starting from the business processes perspective (top-down) and SID was used during the identification of services process but this time, starting from the analysis of the applications (bottom-up) (data, functions, etc.)
Case Study # 31 Telekom Austria AG, Bearing Point INFONOVA GmbH Minimizing time to market and OSS integration costs by leveraging SID as logical offering catalogue A Telekom Austria Case Study
Authors: Herbert Princ, Telekom Austria AG Jrg Steinbauer, BearingPoint INFONOVA GmbH Applicable TM Forum Technical Areas: NGOSS SID NGOSS Architecture
Viewpoint: Software Vendor Perspective Service Provider Perspective System Integrator Perspective Services: VoIP, IPTV, Content Network Technologies: Broadband, DSL, IP
The main challenge of Telekom Austrias fixed line business division is the retaining of the access lines. Therefore Telekom Austria is currently building up a highly differentiated IP based product/service portfolio for residential and business customers to strengthen customer loyalty and to add additional value to the basic copper line infrastructure. This portfolio includes beside complex and strongly network related services like IPTV or VoIP with QoS (e.g. IP Centrex for Business customers), which needs a lot of integration with legacy network and access infrastructure, also a wide range of IP based services with no specific network requirements besides basic internet access. For configuration, provisioning and managing these services and products Telekom Austria is using a highly flexible service and user management platform (SMP) developed by BearingPoint INFONOVA. The challenge in the past for Telekom Austria was to offer these products / services across all sales channels (e.g. at all POS or in the online shop), because this required the product specific integration into the copper access line (telephony service) focused order management system and form based order entry systems. This integration effort (time and money) was in the past a significant barrier for introducing these kind of services to a broad market. The approach for solving this issue was a generic definition of product offerings (including all fulfillment relevant parameters), which should be easily integrated into the order entry and fulfillment systems. The introduced common object model for the definition of this kind of product offerings is strictly based on the NGOSS SID. The solution enables Telekom Austria to introduce and offer new non access line services without major implementation effort and long integration times. Currently Telekom Austria is enhancing this solution to all xDSL bases network services (xDSL 3play services) by leveraging the common object model to the xDSL network inventory and provisioning platform.
Case Study # 32 TNO OSS/BSS benchmarking with TMForum Applications Map

Authors: Tim Daeleman Applicable TM Forum Technical Areas: TAM, Benchmarking Business Metrics Framework
Viewpoint: Service Provider Perspective Services: Independent Type of Services or Network Technologies
This case study describes the initial efforts done by TNO to use TMForum publications as reference material for OSS/BSS benchmarking. Traditional incumbent operators have a large installed base of OSS/BSS software, both in house developments and Common/Commercial Of The Shelf (COTS) products. The current market of OSS/BSS COTS software is big and selecting the right tools isnt an easy task. These developments lead to following OSS/BSS challenges faced today: How well and cost efficient is my current deployed OSS/BSS software landscape performing and supporting my business processes? What OSS/BSS software application should I purchase to automate specific process steps or other functionality needs? Preferably OSS/BSS benchmarking data is consulted to make an objective as possible comparison to take on these challenges. The TMForum Business Transformation Benchmarking Program provides in business metrics that allow service providers to compare their business process performance to the industry benchmark. Unfortunately these metrics do not really help when comparing (the use of) OSS/BSS software applications. On the other hand the TMForum Telecom Applications Map is a good reference model that can be used as staring point for this kind of benchmarking. However complementary data is required before powerful benchmarking can be done. The TAM itself needs some more formal structure and additional non-functional characteristics need to be added (e.g. CapEx, OpEx, integration potential,). Real world OSS/BSS deployment and evaluation data and a (TMForum) verified Product Directory are required as well. Additionally the Service Provider Maturity Model initiative can be used to distinguish between types of service providers and their OSS/BSS needs. Still when using currently available information it is possible to already build and use a basic consultancy tool. Such a tool is able to create both an overview of how OSS/BSS software is used inside a service provider and what OSS/BSS software is best selected for specific needs. From this case study it can be concluded that available TMForum material and initiatives form a good basis for a possible extension of the TMForum Business Transformation Benchmarking Program to include OSS/BSS benchmarking when there is sufficient demand for it.
Case Study # 33 Tribold Effective Product management for Communications Service Providers
Authors: Ernest Margitta Applicable TM Forum Technical Areas: eTOM, SID, TAM
Viewpoint: Software Vendor Perspective Service Provider Perspective System Integrator Perspective Services: Voice, Video, Data, VoIP, IPTV, VPN, Content
The challenge facing a tier 1 Asia Pacific service provider was how to achieve effective Product Management: A situation that is typical of the industry. Multiple, disparate customer databases with limited association of products and customers; large numbers of complex products, which had long launch lead times (over 180 days) coupled with pricing changes taking anything from eight to ten weeks to implement; a complex environment with 80 CRM systems and over 150 billing systems. Tribold Product Portfolio ManagerTM (PPM) provides an innovative solution to this challenge, enabling this provider to manage effectively a multitude of product bundles and services across their network and technology layers. By automating manual and disjointed product management practices across the enterprise and consolidating multiple products into a single catalog, Tribold PPM reduces the high cost and complexity faced across the BSS/OSS layers (e.g. Billing, CRM, Order Management, Provisioning). At the heart of Tribolds approach to the product management challenge are the key principles of the TeleManagement Forums standards for the industry, specifically: eTOM operational process model This model was used by Tribold to validate and augment the Service Providers model and organization operationalization of product management processes. Shared Information/Data (SID) model The product and service UML of the SID was initially used by Tribold in influencing the core data model of the Tribold PPM application. Telecoms Application Map (TAM) Tribold were the main authors of the Product Management section of the TAM and have brought back to the TAM much of the learning from this case study.
By enabling effective product and service management, Tribold PPM enables this Service Provider to respond to customer demands faster, based on a clear definition of the products they sell; make better decisions on the profitability of their product portfolio; and introduce product bundles more quickly and cost effectively. This Tier-1 Service Provider has been transformed around what the customer wants a 360 view of the customer as well as putting the product, with all the accompanying data, at the heart of any future product strategy a 360 view of the product.
This Service Provider has undergone a customer- and product-centric transformation. It now has a rationalized product structure with a single product model across all the consumer business lines, with enterprise and wholesale business lines to follow. Across the entire range of the CSPs product catalog, the baseline number of products in the market has been reduced by approximately 60%. Starting with hundreds of thousands of unique product codes the CSP has now rationalized down to just over 100 distinct product models. By automating manual and disjointed PM practices across the enterprise and consolidating multiple products into a single catalog, this Service Provider, through Tribolds PPM solution, is now fulfilling its requirements with significantly lower costs and complexity.
Case Study # 34 T-Systems Enterprise Services GmbH Customer Centric Fulfillment Demonstrator
Authors: Dr. Torsten Meyer and Dr. Carl-W. Ackermann Applicable TM Forum Technical Areas: NGN Fulfillment, Fixed Mobile Convergence, eTOM, NGOSS SID, NGOSS Architecture,
Viewpoint: Service Provider Perspective System Integrator Perspective Services: Voice, Video, Data, VoIP, IPTV, VPN, Content Network Technologies: Mobile Edge/UMTS, Broadband, IP
The future of telecommunication service providers lies in network agnostic, device independent and fully configurable multi play services based on NGN technology. Exactly this challenge is addressed by the Customer Centric Fulfillment (CCF) demonstrator: CCF demonstrates a best in class philosophy and architecture for the fulfillment infrastructure of integrated NG service providers of the future. Customer Centric Fulfillment (CCF) provides solutions for the following subjects: Sales and Ordermanagement, Service & Product Creation, Partner Relationship Management, and Product Usage & Service Management To present the advantages and practicability of the developed architecture, T-Systems has build a demonstrator, which shows the service providers and the end customers view. It implements selected NGN fulfillment processes for an innovative, network agnostic, and device independent video streaming service combined with an event notification service.
Fig. 1 Customer Centric Fulfillment Demonstrator
The CCF framework is a solution for NG fulfillment based on TMFs reference map eTOM with a strong focus on fulfillment processes and emphasizes the aspects of customer centricity and network agnostic NGN multiple play services. Its architecture is based on TMFs Application Map TAM, the Data Model SID and it implements a service oriented architecture according to the NGOSS technology neutral architecture. The building blocks of CCF may be reused for any telecommunication service provider on the edge of evolving to a NGN service provider. Please visit the T-Systems booth at TMW 2007, hall 2, #107 for a presentation of the prototype system CCFD.
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Case Study Handbook

34 Real-World Solutions Using TM Forum Standards

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Case Study # 4 Ascom OSS/J-facilitated Trouble Ticketing at Vodafone

ARS over OSS/J

Any OSS/J TT impl .

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Figure 1 - Blended bundles of services

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Network Technologies: MobileGSM/GPRS, Mobile CDMA/EVDO, Mobile Edge/UMTS, Converged Network, IP

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Applicable TM Forum Technical Areas: eTOM, SID, TAM

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Applicable TM Forum Technical Areas:

EXIS CRM Analytics / Data-warehouse

Commissions Management Order / Contract Management

Customer Management / Customer Automations EXIS CRM Core

EXIS CRM Workflow Engine

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EXIS CRM Interface Engine

EXIS CRM A.P.I.

Applicable TM Forum Technical Areas: MTOSI

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CPE Procurement Interface Internet IP Prod . Order Extract Transform Send

IP Design & Inventory

Supplier Order Management Tool

Fig - B2B Integration of Service Provider with Supplier Partner

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Case Study # 21 IONA

Extending MTNM to MTOSI for converged services

Extending MTNM to MTOSI requires mapping CORBA IDL into WSDL/XML

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Case Study # 22 Korea Telecom A Case Study for MTNM Implementation in KT

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Case Study # 23 LTC International IP Wireless Service Centric Operations

Business Processes and Business Requirements

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Logical Integration Blueprint

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Case Study # 30 Telecom Argentina Define SOA Architecture by using NGOSS

Establish a solid processes and services foundation

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Case Study # 32 TNO OSS/BSS benchmarking with TMForum Applications Map

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