mobile broadband carrier services hspa case study
TRANSCRIPT
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Mobile Broadband Carrier Services
HSPA Case Study
August 2009
Dawood Khan
Partner
INTRODUCTION
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Red Mobile delivers wireless & broadband Professional Services to the world’s leading firms
• Management Consulting & Strategy
• Systems Integration and Implementation
Team of senior consultants with Global expertise in emerging & mature markets including
• North America, Asia Pacific, MENA, and CALA
MOBILE BROADBAND PRACTICE: • Our mobile broadband practice, which includes 3G/3.5G+, is augmented with our sister concern
• Founded in 2003, the team is based out Europe, and focuses on mobile broadband systems integration
About Us
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Our Services in Mobile Broadband
and HSPA Includes Four Key Areas of
Expertise
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• Business strategy
& planning
• Feasibility study
• Product & service
planning
• Spectrum
acquisition
services
• Market entry &
differentiation
strategy
• Market
intelligence reports
• Technology
planning &
evolution
• Technology &
Services auditing
• Implementation
roadmap
• Solution
development
• Project
management
• Service and
platform integration
• Network integration
• Network, service,
platform, and end-
user testing
Management Consulting System Integration
• Program
management
• Service &
network design
• Software
development
• Instillation &
commissioning
• Ongoing system
management
• Managing the test
environment
• Ensuring SLA
optimization
• Customer training
Our Recognized Methodology Delivers
Successful End-to-End Solutions for
Established & Emerging Players
We leverage global experience with leading operators,
vendors and government organizations in our work
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INTERNATIONAL KOREA
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• Set up key performance metrics and plan how they can be achieved to deliver
– Revenues
– Churn
– COA
– Profitability, etc.
• Develop and scale organization to support market needs
• Establish processes and procedures to support sales & channel development
– Direct via sales force and retail presence
– Indirect via dealers and VARs etc.
• Establish customer care capability
– Call center
– Technical support
• Support on-going operations
– HR
– Billing
– Finance
– Engineering
– Marketing
– Sales
• Manage device fulfillment & SIM logistics
– Device procurement, testing, distribution, and repair and returns
• Differentiate through marketing and branding
– Competitive positioning
– Consumer behavior analysis
– Brand establishment
– Building up of brand equity
• Continually improve service plans
– rate plans
– service evolution planning
– Strategic pricing
• Target market segments
– Develop segmentation plan based on strategic imperatives
– Identify new service opportunities in each segment that is developed
– Brand and market services based on segment needs
– Determine projected lifetime revenue for services in each segment
• Develop technology and network
– Design, deployment, operations, evolution, testing, integration
• Offer Technical support
– Deployment support
– Support enterprise deployments
An end-to-end perspective is key for the
successful launch of service on a network
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• Service planning, business model and rate plan development
– Competitor & market analysis, develop customer propositions linked to user applications/ content partners
– Devise effective business models and rate plans for pre-paid, post-paid, roaming and grey-market customers
• IP network planning
– APN design, authentication/sign-on, real-time charging
• Device & SIM management
– SIM engineering & parameterization
– SIM logistics & management: ordering, distribution, customer care, OTA, STK
• OSS/BSS Planning
– Upgrades to provisioning, rating, mediation and billing systems to support activation and charging of HSPA services
• Customer Care
– Help ensure that customer care and self-care systems support the services, customer care teams are trained to advise
• Roaming
– Extended roaming testing in-bound (visitors) and out-bound roamers
Our teams of experts have worked globally to
address key challenges in switchover to HSPA –
experience we’ve developed over 3 years
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• Consulting services for mobile broadband carriers
– Business Analysis
• Strategic technical & business analysis, competitor & market analysis, partner analysis and supply-chain positioning
– Business Planning
• Requirements analysis & development, strategic technology planning, business impacts assessment, and implementation strategy
– Implementation Support
• Project management, design expertise, vendor evaluation, procurement support
– Delivery Support
• KPI/SLA management, program management, project management
• Integration services for mobile broadband carriers
– Design
• High level design, detailed solution design, interface design & specification
– Project Management & Vendor Management
– System Integration
• APN
• Rating, Billing, Mediation & Provisioning expertise
– Data Test & Test Management
• End to end testing, business and application case test, data roaming testing
We have lead and augmented carrier teams in an
agile and effective manner to deliver competent
and timely expertise
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Start Now: Audit Compensation a combination
on reduced fee & percentage of
savings
Start Now: Audit Compensation a combination
on reduced fee & percentage of
savings
Start Now: end to end
IP Optimization &
IP/APN Arch
Start Now: end to end
IP Optimization &
IP/APN Arch
Start Now: Data
Service Delivery
Implementation
Start Now: Data
Service Delivery
Implementation
Our services support three key
aspects of a wireless network
OPTIMIZE
OPERATIONS
HSPA – END TO END IP-
OPTIMIZATION
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• We would like to propose that our team of
experts conduct this as a project, we have
– End to end IP optimization experience in a
multi-vendor environment
– Experience with switchover from CDMA to
HSPA
– A team that has worked on these scenarios
several times over the last several years in
international markets
– Canadian operator experience (Bell, TELUS,
TBAYTel, SaskTel, etc.)12
We can provide end-to-end
optimization of an operator’s
HSPA – IP Network
• Senior Leadership Team In Control
– The project engages the senior levels of the company to gain company-wide commitment
to a cross-functional, cross-divisional endeavour to rapidly close out the review and deliver
outcomes in a non-combative and diplomatic manner
• Regular Updates in Plain English
– The project provides regular updates in appropriate language through a planned
hierarchical engagement with management to ensure that targets are met or exceeded,
and that roadblocks are quickly resolved.
• Vendor/Operator Staff Involvement Lean and Mean
– The operator is encouraged to provide a skeleton team of Subject Matter Experts within
their organisation to assist the project team and become part of the project, even if on a
part-time basis.
• Expert Project Team
– The project team is an expert team, not a team of generalists, and this reduces the impact
on operator staff in giving up their time to assist in the review
• Real Results, Fast
– Outcomes in days and weeks
– Tangible review of standard weak points
– Improved Testing that can be used after project
– Quick wins and slow wins
– Proposed solutions (in high level requirement form) for performance improvement
Our approach for the project will be to
deliver a complete working solution
• Product, Network, Operations, Strategy and Planning
Familiarisation
• Phase 1 Test Planning
• Phase 2 Test Execution & Analysis
• Phase 1 Report
• Phase 2 Test Planning
• Phase 2 Test Execution & Analysis
• Phase 2 Report
• Weekly Checkpoint Meetings
– Sponsor Governance Meetings
– Project Executive Presentation
– Phase 1 Executive Report Presentation
– Phase 2 Executive Report Presentation
IP/HSPA Optimisation Project
Tasks
• PC/Laptop – Operating System, VPN, Business Applications (if required) e.g. Citrix
• UE (CPE)
• UE Client Software
• Air Interface
• Base Station
• Backhaul
• RNC
• SGSN/GGSN
• IP Core
• Internal Domains (e.g. Portals, Mail platforms, Mirrors, DNS, etc)
• External Domains (e.g. Corporate links)
• IP POI
• Carriage Partners (e.g. domestic, international) & Internet Peers
• Content Distribution Networks
• Internet Sites/Applications (e.g. Web sites, FTP, Instant Messaging, E-mail, etc)
• Corporate Premises Equipment, Corporate Managed Services Endpoints (e.g. Managed Routers, VPN, etc), Corporate WAN/LAN, etc
Optimisation: Review Areas
• Experience where it counts
– Deep experience in Radio and IP & ISP networks
– “Fixed” the world’s worst 3G Network
• End to end review – not within a silo
– Looking for problems in one area that affect
another
– Team’s knowledge crosses all areas from
Microsoft Windows IP Stack to the Internet via the
mobile network.
• Experience with multiple vendors
Why Us?
HSPA – END TO
END IP-
OPTIMIZATION
PROPOSED PROJECT
SUMMARY17
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• Customer: Major global network equipment provider
• Duration: 8 months
• Where: On Carrier site/Europe
• Project: System Integration and swap-over of Carrier’s network to equipment provider’s new and upgraded 3G & HSDPA Core Network equipment
• Objective: to ensure successful integration of new circuit and packet core network and services with Carrier’s BSS systems
• Key Challenges: ensure HLR provisioning, mediation and billing functions (Amdocs)working correctly throughout migration and into live operation
• Services: Provided work package including project management, 3 project teams, one for each project stream covering integration and test of core circuit switched and packet switched networks. Responsible for testing billing and provisioning, and also packet and call testing. Project involved 15-20 staff throughout duration
• Result: successful and on time integration of HSDPA core
Case study of end-to-end planning,
design, and implementation of an
HSPA network
• Project Team
– We managed the test team (three test groups) through our experience Project Manager, who
• Liaised with customer/stakeholders
• Co-ordinated resources across project streams
• Escalated of issues
• Managed vendors
– The test team had a Defect Co-ordinator assigned to manage defects, and a
– Test Designer responsible for technical lead across the three streams
• Our team worked directly with the carrier providing design services for HSDPA project and other related and inter-dependent projects, including
– Design of single APN
– Design and IP engineering for social networking
• Our team was also involved in other projects with dependencies and upgrades to other nodes including IN and packet charging nodes.19
Case study Continued..
Thank you!Thank you!
Please contact us at:
210-8901 Woodbine Avenue
Markham, ON L3R 9Y4
T: 905-479-0080
F: 905-479-5141
www.redmobileco.com
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