understanding telco digital transformation · building the operations 2.0 framework a deep...
TRANSCRIPT
UnderstandingTelcoDigitalTransformationMartinCreaner– November2015
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© 2011 TeleManagement Forum | 1 www.tmforum.orgv 2011.1
‘Boiling Frog’ Syndrome
v 2011.1
“everything that can be digital will be digital”
security
media
eHealth
smart home /
city
educationadvertising
mobile money
Transport / connected
car
M2Msocial
Theemergence ofthewidearrayofdigitalservices ischangingthestructureofthemarketplace andforcingstrategicchoices onTelcos
Communicationscompaniesinnovatinginmultipleverticals
5
0
5
10
15
20
25
30
35
40
45
Automotive Mobile Advertising Mobile Agriculture Mobile Commerce Mobile content
Mobile Education Mobile Financial Services Mobile Health Mobile identity and security M2M - IoT
Smart Homes/Cities Big Data Location-based Services
Numbero
finitia
tives
Source:AnalysysMason’sDigitalEconomyReadinessIndex(DERI)
Building theOperations2.0FRAMEWORK
Adeepunderstandingofthedriversofuserbehaviorandofwhatuserswantfromtheservicestheyconsume
Adefinitionofthemultipleservicesthattelcoshouldaimtodelivertomeet theneeds of
theusers
Drives
Convenience
Frequency Drives
AdefinitionofthecharacteristicsthedigitalTelcomusthavetosuccessfully
delivertheseservices
Adefinitionofhowthedigitaltelcomustoperate at
Infrastructure,ServiceEnablement&Retail
Business levels torealizetherelevantcharacteristicsanddelivertherelevantservices
Amethodologyofhowthedigitaltelcomust
transformtobeabletodelivertherelevant
services, characteristicsandoperationscapabilities
UnderstandingConsumerNeeds
Successfuldigitaltransformationrequiresanintimateunderstandingtheneedsthattheuseristryingtosatisfy.Themoreoftheboxesaproduct/serviceticksthenthemorelikelytheserviceistobe
successful.
Convenience
Frequency
Doestheproduct/servicefillaperceivedneed forsafety&
security
Doestheproduct/serviceenabletheusertofeel
connectedtootherpeoplethatmatter totheuser
Doestheproduct/serviceentertainbyprovidingconstant
variety
Doestheproduct/serviceenabletheusertofeelunique
insomefashion
Defining thePortfolioofDigital Services
Alignportfolioofdigital serviceswithdigitalorganizationcapabilities
Timetomarkets
uccess
ability forOrganizationtodominate
Service7Service4
Service5
Service1Service2
Service3
Service6
HILOW
LongTerm
NearTerm
Howdoestheservice aligntouserneeds
Whatorganizationcapabilitiesarerequiredtodelivertheservice
Whataretheoperationalchallenges todelivertheservice
Whatarethelikelybusinessmodelsforthisservice
Whatecosystems areassociatedwiththisservice
ServiceDescription;PotentialMarketSize;CompetitiveLandscape
DETAILEDSERVICE INFORMATION
Service8
RETAIL BUSINESSOPERATIONS 2.0
SERVICE ENABLEMENTOPERATIONS 2.0
INFRASTRUCTUREOPERATIONS 2.0
Defining theDigital Telco
DIGITA
LTELCO
CHAR
ACTERISTICS
OPENSERVICEENABALEMENTPLATFORM
SECURITY-CENTRIC
FLEXIBLEORGANIZATIONSTRUCTURE
DIVERSEPORTFOLIOOFOWN&3RD PARTYSERVICES
ORCHESTRATINGANECOSYSTEMOFPARTNERS
3600 OMNI-CHANNELCEM
VIRTUALIZEDAUTONOMOUSNETWORK
OPERATINGMULTIPLEBUSINESSMODELS
DATA-CENTRIC
EXPLOITINGMULTIPLECHANNELSTOMARKET
TheCompleteOperations2.0FRAMEWORK
DIGITA
LTELCO
CHAR
ACTERISTICS
OPENSERVICEENABALEMENTPLATFORM
SECURITY-CENTRIC
FLEXIBLEORGANIZATIONSTRUCTURE
DIVERSEPORTFOLIOOFOWN&3RD PARTYSERVICES
ORCHESTRATINGANECOSYSTEMOFPARTNERS
3600 OMNI-CHANNELCEM
VIRTUALIZEDAUTONOMOUSNETWORK
OPERATINGMULTIPLEBUSINESSMODELS
DATA-CENTRIC
EXPLOITINGMULTIPLECHANNELSTOMARKET
Newtechnology&skillsinfrastructure
Newenablementplatform&systems for
3rd partyservices
Radically differentgo-to-marketapproaches
RETAIL BUSINESSOPERATIONS 2.0
SERVICE ENABLEMENTOPERATIONS 2.0
INFRASTRUCTUREOPERATIONS 2.0
Defining thecharacteristicsoftheDigitalTelco
CLOSEDPLATFORM– MANUALPROCESSES
REACTIVESECURITYAPPROACH
VERTICALSILOS
SMALLPORTFOLIOOFIN-HOUSESERVICES
FEWPARTNERSHIPS
TRADITIONALCRM
DISCRETENETWORKELEMENTS
RELIANCEONTRADBUSINESSMODELS
LIMITEDDATAEXPLOITATION
RELYONOWNCHANNELSTOMARKET
OPERATIONS 1.0CHARACTERISICS
OPERATIONS 2.0CHARACTERISICS
Drawingadistinctionbetween- Infrastructure,- Service Enablement- RetailBusinessOperations2.0
SERVICEENABLEMENT
OpenServiceCreation/EnablementPlatformBusinesswithopenAPIstoboththenetworkandbusinesslevels: Operations2.0Typifiedby:• Arangeofrevenuemodelsincludingrevenuesharing,datain-lieu,fixedpricepertransaction,etc..• 10’softhousandsofB2B2Ccustomerswithinadefined(andmanaged)ecosystem• easytouseserviceenablementplatformwithsimplepartneron-boarding,openAPIs,etc• Comprehensivedevelopersupport– onbothhowtousetheplatformaswellasplatformperformanceKPI/KQI’s• B2Bmarketingtogrownumberofservicecreatorsandhugeflexibilityinchannelstomarket• StronguseofdataasaservicetoB2Bpartners(correlatingBusiness&infrastructuredatawithservicedata)
INFRASTRUCTURE
Ahighlyefficientdatacenter&networkoperationscommoditybusinesswithasmallnumberofB2Bcustomers: Operations2.0Typifiedby:• Ultraefficient(lowcostbase)• Simplerevenuemodels– payperuse• Nosophisticatedchannelstrategy• Primarilyownedandrunin-house– limitedpartnerrequirements• Strongprocurementcapability• WelldefinedKPI/KQIbasedCEMsupportforsmallnumberofB2Bpartners
RETAILBUSINESS
Consumercentricretailandmarketingbusinesswith10’sofmillionsofcustomers: Operations2.0Typifiedby:• StrongB2Cretailcapability(bothphysical&on-line)• Strongmarketingcapabilityandbranddevelopment• StrongBESsystemsforefficientmassmarketcommercialengagement,e.g revenuemanagement,etc..• Strongomni-channelCEMcapability,• Operatingrangeofbusinessmodelsreflectingthebusinessmodeltheservicecreatorsdemand.• Strongdata-centricityoneveryaspectofcustomerengagement
• PartnerOn-boarding• PartnerDevelopment
Environment• DataAnalytics• DataasaService• Enterprise/Consumer
Marketplace• MarketingasaService• 360Degreeomni-channel
CustomerExperienceManagement
• Billing• Payment• GeneralBusinessSystems• Authentication• LocationasaService
ServiceEnablementPlatformVALUE
Creator ConsumerPAYMENT
VALUE
PAYMENT
PLATFORMCreator Consumer
….requiresashiftfrom
pipe mindsettoplatformthinking
PIPE
Building thedetailedargumentfortheService
Alignportfolioofdigital serviceswithdigitalorganizationcapabilities
Howdoestheservice aligntouserneeds
Whatorganizationcapabilitiesarerequiredtodelivertheservice
Whataretheoperationalchallenges todelivertheservice
Whatarethelikelybusinessmodelsforthisservice
Whatecosystems areassociatedwiththisservice
ServiceDescription;PotentialMarketSize;CompetitiveLandscape
DETAILEDSERVICE INFORMATION
Source: IDC 2015
CONSUMER PERSPECTIVE
UnderstandingtheVarietyofEcosystem
ANALYTICS ECOSYSTEM
UnderstandingtheVarietyofEcosystemSmartMetering ECOSYSTEM
TeleHealth ECOSYSTEM
©MartinCreaner2015
DoestheTelcohaveaclearvisionof1. Whatwillitbeselling(portfolio)?2. Whowillitbesellingto
(customers)?3. Howwillitbeselling(channels)?4. Howwillitmakemoney
(revenue/costmodels)?5. Whowillitbepartneringwith?6. Howwillthecompanybe
resourced&structured(organization&skills)?
7. Whattechnologywillitutilize?8. Whatbusinessandoperational
processes willitneedtoperfect?
DigitalTransformationMaturityModel(DTMM)
Assesses howtheorganizationistransformingacrossarangeofareas.
©MartinCreaner2015
DigitalTransformationMaturityModel(DTMM)
Adetailedassessmentsheetandsupportingmethodologytoassess anorganizationscurrentdigitalmaturityanddefineappropriatetransformationprogram
