Breakthrough of COTS Software for BSS / OSS

to enable NG Telco Services in China

Juni Yan
Industry Director,
Oracle Communications, Media & Utilities,
Industries Business Unit, Asia Pacific
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 decision. The
development, release, and timing of any features or
functionality described for Oracle's products remains
at the sole discretion of Oracle.

Page 2
Agenda
• Deployment of BSS & OSS COTS
Applications by China’s Telco Operators
VS Global Comms Service Providers
• Why Less COTS Deployment by
Telco Operators in China
• Our Approach in China –
Bring the Best of Both Worlds
• How Oracle BSS & OSS Solutions
enable NG Telco Services in China
• Concluding Remarks
• Q&A

Page 3
Deployment of BSS & OSS
COTS Applications by
China’s Telco Operators VS
Global Comms Service Providers

Page 4
 Oracle COTS Apps Deployment by Top Global Telcos
FORTUNE 500 Telecoms – 2006
Global 500 Revenue Oracle
Company Rank (USD$M) User? Oracle BSS Apps Used Oracle OSS Apps Used Other Oracle Apps Used

1 NTT 24 94,869 Yes Siebel CRM - PSFT HR, Oracle Financials

2 Verizon Communications 50 75,112 Yes Siebel CRM Oracle SF (MetaSolv) -

3 Deutsche Telekom 54 74,062 Yes Siebel CRM (largest in EMEA) - Oracle ERP
4 Vodafone 66 65,314 Yes Siebel CRM, Oracle SF Oracle ERP
Oracle BRM (Portal Billing)
5 France Télécom 71 60,933 Yes PSFT CRM, Oracle BRM - Oracle ERP
6 Telefónica 108 48,833 Yes PSFT CRM Oracle SF Oracle ERP
• 18 of the world’s top 20 are overseas telecom companies and
7 AT&T
• 18 of the world’s
121
top 20
43,862 Yes
areSiebel
overseas telecom
CRM in AT&T Parent, Oracle SF
companies-
and
only 1 of them is not using BSS / OSS COTS Applications.
SBC, Cingular subsidiaries
8 only 1 of them
Telecom Italia 141 is 39,765
not using Yes BSS
Siebel CRM,/ Oracle
OSS BRM COTS - Applications.
Oracle ERP
9 BT 162 34,808 Yes Siebel CRM, Oracle BRM Oracle SF Oracle ERP
• China Mobile and China Telecom have deployed BSS / OSS
10 • China Mobile
Sprint Nextel 165 and China
34,680 Yes Telecom
- have deployed Oracle SF BSS /PSFT
OSS ERP
11 COTS Applications
China Mobile 202 in some
28,778 Yes provinces;
Siebel CRM (1 site) overseas
- telecomOracle ERP
COTS Applications in some provinces; overseas telecom
12 KDDI
companies have 221
deployed
27,034 No
BSS
-
/ OSS COTS -
Applications -
in a
13 Vivendi companies have239 deployed
25,061 Yes BSS
Siebel CRM/ OSS COTS Applications
Oracle SF - in a
much wider scope and some operators even standardize on the
14
much
China Telecom
Comcastsame COTS 285
wider scope
279
and
22,736
some
Yes
operators
Siebel CRM (4 sites)
even standardize
Oracle SF -
on the
15 applications
22,255 Yes across
- their enterprises. Oracle SF Oracle ERP
16 BellSouth same COTS 314applications
20,613 Yes across
Siebel CRM their enterprises.Oracle SF Oracle and PSFT ERP
17 Telstra 383 17,043 Yes Siebel CRM, Oracle BRM Oracle SF -
18 KT 397 16,749 Yes - - Oracle ERP
19 América Telecom 398 16,719 Yes - - Oracle ERP
20 BCE 405 16,506 Yes Siebel Oracle SF -
21 Carso Global Telecom 450 14,956 Yes Siebel - -
22 Royal KPN 457 14,831 Yes Siebel CRM, Oracle BRM - Oracle ERP
23 Qwest Communications 494 13,903 Yes - Oracle SF Oracle ERP Page 5
Vodafone Group

Standardize on Oracle Communications

footprint for CRM, Billing and Service Fulfillment
across three Geographies
„ Oracle Communications Solutions:
Siebel CRM + Oracle Billing & Revenue Management (BRM)
+ Oracle Service Fulfillment (SF)
„ Delivering full convergence of voice, data, 3G, SMS, MMS,
content and roaming, pre- & post-paid
„ Enabling diverse business models –
Retail, Corporate and MVNO
„ Driving competitive differentiation
„ First to market with mobile TV
„ First to roll out branded 3G content

Oracle end-to-end footprint installed to handle convergent

services in rapidly changing wireless market

Page 6
France Telecom Group

Standardize on Oracle Communications footprint

for CRM, Billing and Financials across properties
„ Oracle selected as BSS reference platform for all FT properties
„ One infrastructure framework
„ One menu of customizable services and
One brand across geographies
„ One personalized customer experience
„ Was first to market with exclusive “Lord of the Rings” promotion
„ Built in 4 hours – a fraction of the time/cost of traditional
delivery method
„ Raised £1m in 48 hours

End-to-end applications to enable greater efficiency, faster

time to market and reduced costs from standard software

Page 7
BSS & OSS COTS Apps Deployment
by China’s Telco Operators

BSS – CRM BSS – Billing OSS

1 site 1 site -
(Siebel) (Amdocs)

4 sites 5 sites 1 site

(Siebel) (4 – Kenan) (Oracle SF)
(1 – Oracle BRM)
1 site 1 site -
(Siebel) (Oracle BRM)

- - -

Page 8
Why Less COTS Deployment by
Telco Operators in China

Page 9
Views of China Operators on BSS & OSS COTS Apps
Advantages
ƒ Granular data model
design enabling more
precise operations and
decisions
ƒ Unified customer
interactions by sharing VS
common customer data
ƒ More advanced
management concepts
ƒ Open and flexible
ƒ Best practices and
continuous upgrade
Disadvantages
ƒ Need customizations to
meet local requirements
ƒ Performance issues
caused by complex
integration across BSS
and OSS systems
ƒ Lack of local technical
resources and support
ƒ Longer implementation
lead time
ƒ Higher implementation
costs
Page 10
Learning & Insights － (1) Improvements by Vendors

Consider to Productize
Local Requirements

Improve Integration of Å Implementation Quality!

COTS Apps
Å Local Resources!
Æ Project Lead Time!
Nurture Local Resources
(Incl.
(Incl. vendors,
vendors, partners,
partners, customers)
customers) Æ Implementation Cost!

Enable Partners to Improve

Implementation Quality

Page 11
Learning & Insights － (2) Commitments from Operators

Control Project Scope

•• Prioritize
Prioritize but
but not
not all
all legacy
legacy functions
functions
•• Clean
Clean upup the
the product
product catalog
catalog • Control project
scope
Decisive on Cross-System
Demarcations and Flows • Avoid unnecessary
change of design
User Commitments and
Serious Participations • Optimize the value
of COTS Apps
Enforcing
Enforcing Collaborations
Collaborations from
from
Legacy
Legacy to
to New
New System
System Migration
Migration • Smooth migration
to new system
Executive Sponsorship

Page 12
Our Approach in China –
Bring the Best of Both Worlds!

Page 13
 Oracle BSS & OSS Apps Strategy
for China’s Communications Industry
Required Improvements Strategy – Best of Both Worlds
Prioritize
Prioritize to
to productize
productize
Consider to Productize
1 common
common local
local requirements
requirements
Local Requirements and
and drive
drive development
development forum
forum

Provide
Provide Productized
Productized
Improve Integration of
2 Integrations
Integrations to
to enable
enable
COTS Apps End-to-End
End-to-End Solutions
Solutions

Roll
Roll out
out Oracle
Oracle Apps
Apps
Nurture Local Resources 3 Training
Training and
and Certification
Certification
(Incl.
(Incl. vendors,
vendors, partners,
partners, customers)
customers)
Programs
Programs

Enable Partners to Improve Provide

Provide QA
QA Option
Option for
for
4
Implementation Quality Partner
Partner Implementations
Implementations

Page 14
 Local Requirements Productization and
1
Development Forum
Quote and Order Lifecycle Management
9New – Dynamic Product Selection 9New – Maintenance Selection and 9Enhanced – Contract Pricing
9New – Product Recommendations Enforcement Enforcement
9New – Dynamic Pricing 9Enhanced – Product Configurator 9Enhanced – Quote and Order Validation
9Enhanced – Discount Negotiation and Approval
9New – Product Promotions
9Enhanced – Forecasting Integration 9Enhanced – Shipping Calculations
9New – Pricing Waterfall

Product & Catalog Administration Oracle

Oracle is
Pricing and Contract is committed
committed toto
Administration
9New – Process-based address China’s
9New – Customer and Product requirements!
9New – Scenario Testing and 9New – Product
Pricing
address China’s requirements!
Hierarchy Discounts
Development-to-Production Promotion
9New – Attribute 9New – Promotion Pricing
Migration 9New – Product
Adjustments
Example:
Example:
9Enhanced – Price Lists and
9New – Unified Recommendation
Administration Views, 9New – Product Attribute
9New – Discount Matrix Siebel
Siebel Comms
Cost Lists
Comms 7.8
7.8 have
have
Explorer Applet and 9Enhanced – Contract 9Enhanced – Volume
Cross-Reference Views
and Classification
Based Pricing productized
productized part
Discounts part of
of
9New – Versioning on
Products, Classes, Attributes
China
China Telecom’s
Telecom’s Product,
Product,
Pricing
Pricing and and Order
Order Capture
Capture
Requirements!
Requirements!
Composite Application Framework
9New – Customer Order Management Context Service 9 New – Pricer Service
9New – Context Service Signal Maps 9 New – Eligibility and Compatibility Service
9New – Context Service Variable Maps 9 New – Promotions Service
9Enhanced – Service APIs 9 New – Catalog Service

Page 15
 Local Requirements Productization and
1
Development Forum (cont’d.)
We’ll also arrange our Development Team to have regular
discussions with our telco customers and partners in China.

Discussion Objectives Key Benefits

• Solicit feedback on • Continuously improved

existing releases applications to meet
new requirements
• Understand new
requirements • Early understanding to
• Preview new releases allow planning of apps
and discuss upgrade / rollout in
refinements advance

Page 16
 2 End-to-End Solutions and Productized Integrations
Oracle EBS
ERP
UUP

Data Hubs

CRM Data
Siebel Call Center Siebel Self
Service
Enablers &

Customer Order Billing

Services

Management Management eBPP &

Collect

Billing Data
Analytics
SDP

Portal Billing and Rating

Charging
Enabler

Oracle Financials

ERP Data
Billing & Balance
General Rating
Invoicing Tracking
Ledger

OSS MetaSolv End-to-End Support for Critical Business Processes

RMO, NW
EM prov.
prov. • First end-to-end enterprise software suite for the
Inventory,
NW mgr communications industry
• Ability to integrate Oracle and non-Oracle applications
Network Resources
• Upgradeable

Page 17
Oracle Application Integration Architecture (AIA)

• Industry Reference Models

• Industry best practice processes optimize your business
• Process Integration Packs
• Pre-built integrated orchestration flows reduce your integration costs
• Pre-built SOA provide a framework for continuous innovation

Page 18
 Process Integration Packs (PIP)
Example: Order to Cash Process
• Automates order management process
between CRM and BRM
Industry Reference Models
• Provides transformations and
Identify
enterprise business services that
Validate Submit
Customer &
Opportunity
Eligibility Order • Validate CRM order with BRM
Oracle
Billing and
App.
Business
• Generate enterprise business object
Revenue
Mgmt
Connector
Get Balance Item (product) from the CRM order
Business Srv. Business
Sales Object
Order Business
Create Order
Business Srv. Business Object
Customer Services • Create new or update existing
Create Customer Business Object Repository
Business Srv. customers within both applications
App. …
…

Siebel Business
CRM Connector • Initiate billing on fulfilled services
Process Integration Packs
• Create and update CRM assets

• Supports new & change orders (e.g.

upgrade, disconnect, suspend, etc.)
• Supports advanced CRM & BRM
features (e.g. multiple billing profiles &
balance groups per account, etc.)

Page 19
Oracle PIP for Communications
Enabling the Concept to Cash Value Chain
6 Billing &
Collections
• Customer and invoicing
• Trial billing
• Receivables and G/L
• Collections
• Partner settlements
5 Service Deployment
& Usage
• Session and call control
• Convergent charging and rating
• Discounts and promotions
• Real-time up sell/cross sell
• Value chain enablement
1 Concept Creation
• Customer insight
• Behavioral and revenue
analytics
• Service and usage reporting
• Segmentation analysis
4 Campaign
Management
• Integrated marketing
• Bundling, discounting and
promotions
• Sales and telesales
• Real-time insight
2 Service Design and
Planning
• Service characteristics
• Service detail and provisioning
• Service pricing
• Service Delivery Platform
3 Service Creation
• Service activation
• Order orchestration
• Asset and inventory
management
Page 20
Oracle AIA & PIP
Providing Sustainable Integration

Identify • Substitute with your existing

Validate
Validate Submit
Customer &
Order
Eligibility Order
Fulfillment applications
Opportunity

• Alter or extend process steps

Oracle
Siebel
People Oracle Fulfillment
CRM
Soft BRM Manager
3rd
• Add steps to the process
Party

Productized Integrations:
You can Extend to Meet Your Needs!

Page 21
 3 Oracle Apps Training and Certification Programs
• More extensive launch of Oracle Apps training and certification programs
• Enablement of more local technical resources of Oracle Apps
(incl. Oracle, partners and customers)

Example…
Role Siebel Training Courses for Certification Role BRM Training Courses for Certification

Core Siebel
Certified Business
Consultant Consultant Management P7 Essentials
Consultant
Course Core Exam

Certified Siebel Siebel P7 Developer

Implementing Certified P7
Fundamentals Business
Business Business BRM Technical
for Business Analyst Developer
Analyst Processes Essentials P7 Pipeline Dev
Analysts Core Exam

Certified Certified
Siebel Analytics Siebel P7 P7
Data BRM
Data Warehouse Analytics Data Technical System
Warehouse System
Developer Course Warehouse Exam Admin Essentials Administration

Certified Siebel Analytics Siebel Certified

P7
Server Server Architect Analytics Server Billing P7 Essentials
Operation Billing & Finance
Architect Course Architect Exam

Siebel Analytics Siebel

Certified Certified P7
Application Analytics P7
Applications Pricing P7 Essentials Adv Pricing &
Developer Applications Pricing & Rating
Developer Developer Rating
Course Developer Exam

Page 22
4 QA Option for Partner Implementations

ƒƒ Enable
Enablepartners
partnersto
toreach
reachthe
themin.
min.number
numberof
of
certified
certifiedOracle
OracleApps
Appsconsultants
consultants
ƒƒ Help
Helppartners
partnersto
toreview
reviewand
andimprove
improvedesign
design
ƒƒ Provide
Providerequired
requiredimplementation
implementationsupport
support
ƒƒ Update
Updateand
andenable
enablepartners
partnerson
onnew
newreleases
releases
and
andfunctionalities
functionalities

Page 23
How Oracle BSS & OSS Solutions
enable NG Telco Services in China

Page 24
 Customer services

Critical Next Generation Services…

Gaming Video Streaming

Mobile TV
& Downloads

Virtual Office /
Multimedia Calling (SIP) Online Groupware

Etc…

Page 25
Next Generation Services Characteristic …

ƒƒ Multimedia
Multimedia
ƒƒ Personalized
Personalized
ƒƒ Interactive
Interactive
ƒƒ Instant
Instant
ƒƒ Anytime
AnytimeAnywhere
Anywhere
ƒƒ Constantly
ConstantlyEvolving…
Evolving…

Page 26
 Example: Mobile TV

ƒƒ Conventional
ConventionalBroadcasting:
Broadcasting:Users
Usershave
havelimitation
limitation
on
onplace
placeand
andtime
timeto
towatch
watchTV
TV
ƒƒ Mobile
MobileUni/Broadcasting:
Uni/Broadcasting:Personalized
Personalizedcontent
content
any
anywhere
whereand
andany
anytime
time

Key Characteristics of Mobile TV：

• Multiple access channels /
technology: HSDPA, WiMAX, Complex
S/T-DMB, DVB-H and MediaFlo Requirements for
• Large varieties of devices BSS & OSS
• More variations of content billing
and revenue sharing

Page 27
Mobile TV －
Complex Product & Pricing Configuration for Order Capture

Which
Which Channel?
Channel?

Mobile TV
Complex
Which
Which Program
Program // Film?
Film? Product
&
Pricing
Scheduled
Scheduled VS
VS On-Demand?
On-Demand? Rules!

Which
Which Price
Price Plan?
Plan?

Page 28
Mobile TV － System Requirements: (1) BSS – CRM

ƒƒ Support
Supportcomplex
complexcontent
contentpackages
packagesandandprice
price
plan
planconfigurations
configurationsfor
fororder
ordercapture
capture
ƒƒ Pushing
Pushingreal-time
real-timepromotions
promotionstargeting
targetingat
atthe
the
impulsive
impulsivebuying
buyingbehavior
behaviorof
ofcontents
contents
ƒƒ Powerful
Powerfulself-services
self-servicesfunctionalities
functionalitiesfor
for
frequent
frequentchange
changeofofcontent
contentsubscriptions
subscriptions

Page 29
Oracle Siebel Comms CRM
Support complex configuration, real-time promotion and order
capture of NG multimedia content services
• Customer Order Management: • Real-time Decisions: Model based
Comprehensive suite of multi-channel recommendations constrained by rules
business applications that enables that prioritize based on business goals
companies to manage products, pricing, and constrain eligibility
contracts, quotes and orders.

Page 30
Oracle Siebel Comms CRM (cont’d.)
Provide powerful self services functionalities as required by
NG telco services
Siebel Self Service Strategy

Customer Self Service Channels

eBilling
Interactive Bill
eService eCommerce
Presentment Account Mgmt Catalogs and Pricing
Paper Statement Customer Case Asset Based
Replacement Mgmt Ordering
Unbilled Detail Parts Ordering Order Validation &
Presentment Approval
Product Registration
Translation & Guided Selling
Categorization Service Scheduling
New Promotions
Bill Payment Knowledge
Mgmt/FAQ Cross-sell / Up-sell
Cost Management
Budget Management

Self Service Product Platform

(Common Components)

Self Service Technology Platform

Page 31
Mobile TV － Complex Billing & Revenue Sharing

Content
Content
Providers
Providers

Program
Program
Subscribers
Subscribers Operator
Operator Providers
Providers

Revenue
Advertising
Advertising Sales
Sales
Agents
Agents Agents
Agents
Expense

Page 32
Mobile TV － System Requirements: (2) BSS – BRM

ƒƒ Flexible
Flexiblerating
ratingmechanism
mechanismto tosupport
supportdiverse
diversepricing
pricing
models;
models;pre-paid,
pre-paid,post-paid,
post-paid,ppv,
ppv,ippv,
ippv,revenue
revenue
sharing,
sharing,partner
partnermanagement…
management…
ƒƒ Integration
Integrationfriendly;
friendly;multiple
multiplesources
sourcesof
ofusage
usage
events
eventsand
andusage
usagerecords
recordsprocessing
processing
ƒƒ Real-time
Real-timesupport,
support,e.g.
e.g.authentication,
authentication,rating,
rating,billing
billing
ƒƒ Scalable;
Scalable;massive
massivemarkets
marketsandandrich
richservice
servicebundle
bundle

Page 33
Oracle Billing & Revenue Management (BRM)
Support complex NG billing and revenue management

GENERATION CAPTURE COLLECTION

Pricing Management Service Authorization Billing

Customer Management Enrichment Financial Management

Partner and Content Mngt Rating & Discounting Payments & Collections

Service Enablement Balance Management Settlements

ANALYSIS
Revenue Intelligence Revenue Assurance Reporting

Provisioning Framework Permissions & Branding Transaction Management

Business Configuration Convergent Real-Time Unified Data Model

Platform

(SP7- W9) Page 34

Mobile TV – Multiple Delivery Streams

S-DMB

3G

WiMAX

T-DMB

Page 35
Mobile TV － System Requirements: (3) OSS

ƒƒ End
Endtotoend
endMulti-Service
Multi-Serviceprovisioning
provisioningand
andactivation
activation
support
supportononheterogeneous
heterogeneousnetworks
networksand
and
technologies
technologies
ƒƒ Subscriber
Subscriberand
andService
Serviceaware
awareinventory
inventory
architecture
architecture
ƒƒ Content/Program
Content/ProgramPartners
Partnersfriendly
friendlyinfrastructure
infrastructure

Page 36
Oracle Service Fulfillment Portfolio

Platform OSS Service Management Platform

Enablers
Order & Service Management Inventory
Service
Creation Ordering Subscriber & Service
Environment

Service Provisioning Network & Resource

Cartridges
Cartridges

Activation Network Mediation

Monitoring
Event
Activation Configuration Discovery
Reporting Mediation

“Connectivity” “Session Control” “Application”

Infrastructure Infrastructure Infrastructure

Page 37
Oracle Communications Solutions

Page 38
Concluding Remarks

Page 39
 Oracle Communications Industry Leadership
Acquisitions have broadened Oracle’s applications and
infrastructure offering to the communications industry

Communications
90%
Of communications
identified as a critical companies worldwide use
focus industry for Oracle Oracle applications and/or
infrastructure software

Siebel Systems
#1 CRM Vendor in Comms

Portal Software MetaSolv

Leading Real-Time BRM Solution Top 3 OSS Vendor in Comms

TimesTen Hotsip and Net4Call

#1 In-Memory DB in Comms Oracle Services Delivery Platform

Page 40
Oracle BSS & OSS COTS Apps are Well Proven Globally!

World’s Top 20
Telecom Companies:

17 run
Oracle BSS / OSS COTS Apps!

10 run both
Oracle BSS & OSS COTS Apps!

Page 41
Oracle BSS & OSS COTS Apps – Key Benefits

;
; Productized
Productized integrations
integrations enabling
enabling end-to-end
end-to-end Concept-
Concept-
to-Cash
to-Cash business
business flows
flows at
at lower
lower integration
integration costs
costs

;
; Advanced
Advanced data
data models
models and
and flexible
flexible architecture
architecture
supporting
supporting existing
existing and
and NG
NG convergent
convergent services
services

;
; Incorporating
Incorporating global
global best
best practices
practices and
and continuously
continuously
developing
developing functionalities
functionalities to
to meet
meet new
new requirements
requirements

;
; Oracle
Oracle as
as your
your reliable
reliable choice
choice of
of strategic
strategic IT
IT partner
partner by
by
leveraging
leveraging our
our company
company strengths
strengths and
and solutions
solutions

Page 42
Q U E S T I O N S
A N S W E R S

Page 43