Digital enablement and experience
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The ways in which an integrated charging and policy model can help companies successfully enter the 'age of the connected customer'.
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Digital enablement and experience
- 1. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 1 Confidential Information
- 2. Digital Enablement and Experience Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 2 Confidential Information
- 3. Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 3 Confidential Information
- 4. Agenda Digital Revolution – Datamania The Programmable Network – API as a strategy uLife – uTunes driving customer experience Embracing web models Summary Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 4 Confidential Information
- 5. Trends Entered the Age of the “Customer Always Connected” Customer Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 5 Confidential Information Then Now Future ? CDs Nano Notebooks Tablets Kodachrome Megapixels Myspace Twitter Brick & Mortar Digital Commerce Real-time Instant gratification Data Customer Business Models
- 6. Direction of travel - “Smart Offers” Combining Innovative Pricing with Dynamic QoE Unmanaged ‘bit pipe’ Best-effort delivery, Flat rate pricing Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 6 Confidential Information Bronze Gold Silver Tiered QoS Pricing Value based offers User, Device, & Application Aware QoS Data Network Optimization
- 7. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 7 Confidential Information
- 8. Integrated Charging & Policy Model Low Cost Deployment of New Offerings Network Model ONLINE CHARGING SPR SPR Replicated Data OFFLINE CHARGING APPLICATIONS POLICY CONTROL POLICY ENFORCEMENT SPR Subscription Profile Subscription Profile Subscription Profile Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 8 Confidential Information APPLICATIONS POLICY CONTROL Integrated Policy & Charging CHARGING POLICY ENFORCEMENT SPR • Complex provisioning • High integration costs • Reliance on vendor • Dynamic subscriber data • Product-based integration • Independent policy creation
- 9. The Programmable Network Open APIs Strategy Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 9 Confidential Information
- 10. Delivering Focused CSP Differentiators End 2 End Capabilities, not just APIs API layer Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 10 Confidential Information API Platform Policy Management BI, Big Data Accounts & Settlement Identity Management & Auth Server Customer Analytics PCRF Identity OCS Management QoS aaS Payment aaS Authorization aaS Subscriber Context aaS service / capability Assets
- 11. uLife – A concept to drive customer experience Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 11 Confidential Information
- 12. One converged front-end uStore Converged multi-screen front-end Management of subscriptions, top-ups, etc. Convergent web store Access to voice mail, Apps Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 12 Confidential Information U
- 13. uLife – One uIdentity duIdentity One single identity as a u customer Login to uStore Used to do ePayment, eBanking Federated using oAuth for in App payment Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 13 Confidential Information U U U
- 14. uLife – ePayment Money transfer Use uIdentity and oAuth to allow transfer oAuth enabling limits to transfers Transfer from any screen at any time to Any u user and Stores Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 14 Confidential Information
- 15. Carrier Billing … is taking off … Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 15 Confidential Information 25 September 2012 MACH Launches Direct Operator Billing Across the UK Press Release: 23 October 2012 Telenor executes on Google deal, starting in Sweden Telenor, Telefónica offering mobile payments through BlueVia platform October 12, 2012 17 October 2012 Direct Operator Billing Key to Revenue Growth, Say Apps World Delegates 85% of industry professionals surveyed believe direct operator billing can maximize revenue potential
- 16. Summary Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 16 Confidential Information
- 17. Maximize Customer Engagement From transactional interactions to Customer Advocate Anonymous Customer Frequent Customer Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 17 Confidential Information Loyal Customer Advocate Customer Lifetime Value Duration Facilitate the Experience Reward the Loyalty Personalize the Engagement Transactional Interactions Telecom Industry average is 28,8%
- 18. Summary Internet revolution is here Intelligent Policy and Charging become key Open APIs enabling new revenues Monetize on Data uLife – important for customer experience In App billing for additional revenue streams Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 18 Confidential Information
- 19. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 19 Confidential Information
- 20. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 20 Confidential Information
Notas del editor
- Oracle’s Online Charging solution has an integrated charging & policy approach which enables low cost deployments of new policy offerings. To explain what is meant by integrated charging & policy, let us first take a look at the Network model – here, the policy control is completely separated from the Online Charging system. The policy control has its own subscription profile, separate from the online charging system. This double subscriber data storage greatly increases the OPEX & integration costs for the operator. Imagine the following example – the Service Provider wants to offer an increased bandwidth on the 1 year anniversary - this information is commonly stored in the online charging system, however with the network model, this information is required to be provisioned into the policy control subscription profile which has OPEX and integration costs. Using this model, and with the ever increasing complexity of more advanced policy offerings that are required in today’s sophisticated market place, we can see that potentially the integration costs to deliver such types of policy could well be greater than the service’s revenue potential! As explained earlier, CSPs need to develop a blueprint of how to meet the policy management requirements of the future, using an efficient deployment with fast time to market.... How can they do this? The answer by using the integrated model (or horizontal model if your prefer)– here you can see OCNCC is the online charging system and is being used as the Subscription Profile Repository (SPR) which is being shared by the Oracle Communications Policy Controller. As explained earlier, the Policy Controller can query the OCNCC SPR using the Sp interface via the web 2.0 framework. So if we look at the use case of giving a different policy on the anniversary of the subscriber, this information already exists in OCNCC. Therefore, the policy rule definition simply needs to be defined on the Policy Controller. As part of its logic, the Policy Controller must query OCNCC SPR to check if today is the anniversary date in order to make the correct policy decision before establishing the session with the Policy enforcement. Using the integrated model, such policies are quick & low cost to create, with good revenue potential outweighing the integration costs. SP can therefore make these types of service and policy decisions with confidence. In summary, Oracle’s Online charging solution uses an integrated charging & policy model with shared SPR which enables efficient delivery of new policy offerings.
- Its not just about the API, you need to have the complete solution (i.e. Move away from selling generic exposure platform/tool kit to showing specific business areas where exposure can add value) Highlight QoSaaS in next slides – ties in with IPC story
- Year 2012 has seen a surge of activities to enable carrier billing – both in Europe, SEA and America. In-App payments as well as ”generic payments” for downloads, subscriptions and a variety of digitally conveyed goods.
- Typical customer interactions with CSP are transactional: interactions take place only when needed and mostly in a reactive mode. This is true both for interactions initiated by the Customers and those initiated by the provider. Clients are anonymous, the CSP and its agents know very little about the client who has no attachment to the providers and may churn at the first opportunity. The introduction of true cross-channel experience, convergent applications, and more efficient processes can transform the Anonymous Customer to a Frequent Customer: the interactions with the CSP are not any longer a chore that needs to be done and the Customer becomes a Frequent Customer as she perceived these interactions as a pleasant experience. To go to the next level the CSP needs to identify, acknowledge, and reward Loyal Customers. This requires consistent and trusted customer data, complete insights to customer behavior and profiles, and a loyalty management program in place. To further brand engagement the CSP needs to provides to the client a customer-centric personalized experience satisfying the client’s specific needs trough customizable offers, direct and proactive notifications, individually targeted campaigns and offers, and personable interactions. This personalized engagement turns the satisfied client into a brand advocate who is not only loyal to the brand but also eager to share her experience with her circle of influence.