Industry Edge

Communications Edition
Feature story:

HP Enterprise Services /// Issue 001 /// Spring 2012

David Sliter on profiting from the new normal in IT and Telecom Monetizing data: behavior-based pricing The exploding cloud market You say you want an M2M revolution

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Industry Edge Communications Edition

Whats next
from HP Enterprise Services
Welcome to Industry Edge, the new e-zine from HP Enterprise Services that focuses on key industries. In this inaugural issue, we take a look inside the communications industry. In our feature story, HPs David Sliter observes that communications service providers (CSPs) have a historic opportunity to be at the heart of an emerging intelligent economy, where billions of people have access to each other and trillions of connected devices. Other HP experts and customers describe how CSPs must leverage their networks and customer assets; embrace new technologies like cloud, machine-to-machine (M2M) and big data; and generally, reinvent themselves for a new world. As you read through their stories, we hope you are as inspired as we are about the tremendous opportunity upon us. We hope that Industry Edge gives you executives of CSPs and others in the telco, Internet, cable, and mobile industry the edge you need to navigate the communications transformation unfolding today.

Visit us at www.hp.com/go/csp Read our Telecom IQ blog at www.hp.com/go/hptelecomiq

In this issue

4 Feature story: David Sliter on profiting from the new normal in IT and telecom 12 Mobile World Congress 2012: beyond the smartphone 16 Enabling business anytime, anywhere: the enterprise mobility market 18 You say you want an M2M revolution 24 Case study Magyar Telekom speeds time-to-market to gain the competitive Edge 26 Want to transform the business? Put HP SCS heavy-hitters on your side

30 Case study UNE: An exercise in integration satisfies customers and saves $150 million 32 SMBs: a sizable opportunity for communications service providers 33 Tim Marsdens cloud perspectives 34 HP helps Chinas Liaoning Mobile manage its network 38 Case study Softbank BB saves time and resolves issues faster with HP 40 Monetizing data with behavior-based pricing models 42 Case study Rogers gives customers the power of choice

Feature

Industry Edge Communications Edition

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Profiting from the

new normal in IT and telecom

By David Sliter

The information and communications technology industry is again entering a period of profound change, marked by an explosion in users, applications, and data, as well as seamless and ubiquitous connectivity.

At the center of this change are communications service providers (CSPs), who need to prepare for the coming opportunities.

1.2

billion people have mobile broadband subscriptions, while approximately 44 percent of Facebook users are already mobile1.

David Sliter serves as vice president and general manager of the Communications, Media & Entertainment Solutions organization at HP. His responsibilities encompass end-to-end P&L management of the critical CME industry vertical for the company.
1. Facebook November 2011 statistics

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In IT and communications today, were experiencing significant change, one that market research company IDC refers to as the third platform of IT industry growth1. The first platform was the mainframe and terminals, where mainframes lived in secure rooms and were served like pagan gods by the high priests of computing. A limited number of individuals had access via terminals or used the analog telephone network to get access for their terminals at ridiculously low bit rates. Then came the opening of information and communications technology with the second platform, based on local area networks (LANs) and the Internet, client server models, and ubiquitous PCs. Modems were phased out and RJ-45 ports started appearing in all hotels. Wi-Fi became widespread. In this model, each platform is delimited by the number of users that come onstream. Hundreds of millions of users became connected and tens of thousands of applications came into use.

The third platform ushers in a radical new era in which billions of people have access and potentially trillions of things become connected.

The third platform ushers in a radical new era in which billions of people have access and potentially trillions of things become connected. Long Term Evolution (LTE), Wi-Fi, fiber to the home, and Ethernet for the enterprise all contribute to a lower-cost, accessible-anywhere Internet. Cloud services, big data analytics, mobile devices and apps, and social media provide a massively scalable and highly intelligent compute and services platform.

The opportunity >

1. Mobility, Clouds and Intelligent Industries: Positioning for the Third Wave of IT Industry Growth, IDC 2011

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The third platform puts the CSP at the heart of this intelligent economy. By providing seamless connectivity, supporting the mobile device ecosystem, and being a provider of cloud services, the CSP is in an enviable position to profit from these changes.

Cloud and mobility According to the International Telecommunications Union (ITU), 1.2 billion people have mobile broadband subscriptions, while approximately 44 percent of Facebook users are already mobile2. Internet usage is rapidly going mobile and moving away from PCs. Cloud services present a huge opportunity for CSPs in developed markets, targeting the enterprise, and in developing markets that focus on both consumers and businesses. As they rapidly mobilize their workforces, businesses need consulting, managed and hosted services, and implementation expertise. Cloud services will revolutionize traditional IT moving it away from the high CAPEX, highly project-oriented model to a utility model for compute, platform, and software services. In developing markets, where fewer people have PCs, the awareness of over-the-top (OTT) cloud suppliers will be lower, presenting an opportunity for CSPs in particular, mobile network operators to provide consumer cloud services such as music and video, backup and storage, payment services, etc.

Already,
close to half of users access the Internet by mobile device rather than PC, and IT spending is moving rapidly toward the cloud. CSPs need to adjust their five-year plans to be at the heart of this upheaval. From their position in the center of the third platform, CSPs should be launching cloud and machine-to-machine (M2M) services, inserting themselves into enterprise mobility and application stores, and building analytics to put value into the connectivity relationship through personalization. In addition, lets not forget the things they do best: high quality, wellmanaged connectivity, economies of scale, revenue intelligence, and billing relationships.

2. Facebook November 2011 statistics

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Analytics and personalization of services CSPs should be taking advantage of customer data to create higher-value relationships with customers and partners in the value chain. By leveraging customer data and new big data analytics, operators can add more value in two directions: > In their own ecosystems Operators can use this data to identify what services customers want, how they want to pay for them, and how those services can be configured to be most relevant and profitable.

> In the wider value chain Operators can use that data to inform and assist partners. This must be done carefully, to protect the privacy of the user. But customer data, along with the networks themselves, may prove to be the operators greatest asset.

CSPs
In developing markets, where fewer people have PCs, the awareness of over-the-top (OTT) cloud suppliers will be lower, presenting an opportunity for CSPs.

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Beyond operational efficiency Now more than ever, CSPs need to provision and deliver services and assure quality and continuity in a highly automated and reliable way. For the third platform to succeed, connectivity services must be universal, relatively low-cost, and highly reliable. How can these criteria be met with high-cost manual operations processes? CSPs need to transform operations support systems (OSS) and business support systems (BSS) to gain common operations procedures and data, while automating as much as possible. Moreover, after years of considering operations as a cost center to be optimized, CSPs realize that investing in operations and business processes and systems can have a direct impact on the top line as well. Accelerating time-to-market for new offers and delivering a better customer experience for subscribers are both strategic challenges in which the answer resides in well thought-out OSS or BSS investments. The advent of LTE is creating a unique opportunity for mobile operators to initiate the right transformation in their operations.

Both fixed and mobile operators have an opportunity to reduce their connectivity costs and improve quality of experience for customers through content delivery networks (CDNs). With video pushing bandwidth limits in both fixed and mobile networks, a CSP-owned CDN that is based on commodity IT hardware addresses both goals. Machine-to-machine Machine-to-machine communications are both enabled by and a reason for the third platforms expansion of utility. Some of the early applications of M2M include smart grid and smart cars. In M2M, as in other areas of the third platform, CSPs have an enviable position in the middle of the connected ecosystem. This position allows them to link the information streams together to make intelligent decisions (e.g., the user is at home, but her car has left the country, so it might be a good time to send an alert that the car may be stolen). And since all applications require connectivity, and many need to be managed, M2M plays well to the strengths of the CSP. With the capability to manage massive network environments today, CSPs can embrace the connectivity and management needs of M2M better than other potential suppliers.

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Revenue intelligence As more users and applications connect to communications service, the risk of revenue leaks increases, whether due to subscriber fraud and credit risks, or flaws in more complex revenue management procedures and existing OSS and BSS infrastructure. Its not just about voice and data traffic, but also purchases of content and media, apps, and merchandise. Untrustworthy subscribers, automated attacks, flawed processes, and leaky systems can all lead to significant revenue loss.

In summary
With each new IT platform comes an explosion in ITs usefulness, leading to many more users and fields of applicability. Were now talking about millions of applications, billions of users, and trillions of devices connected, producing zettabytes (1,000 exabytes) of data. For CSPs this change ushers in an era of seamless connectivity, putting them at the heart of the platform. CSPs need to understand the power they have in this role and the business opportunities presented.

Read on to learn more about the exciting developments taking shape within the communications industry.

>

Mobile World Congress

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13.

beyond the smartphone

By Marie-Paule Odini

Mobile World Congress 2012:

The 2012 Mobile World Congress (MWC) event was held at the Fira in Barcelona, on beautiful Plaza Espaa facing Montjuc. An amazing venue surrounded by old red buildings and magic fountains, MWC 2012 saw record attendance, up 11 percent with 67,000 visitors from 205 countries according to GSMA.

With visionary keynotes, interactive panels, developer workshops, industry forums on hot subjects such as Long Term Evolution (LTE) or augmented reality, and the popularity of the App Planet (which saw 1,400 exhibitors), MWC 2012 was a great place to meet customers, partners, and competitors and enjoy mobile networking by the moonlight. Yes, MWC is also known for great parties.

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Comparing apples to apples Droids In addition to record-setting attendance, another notable takeaway was the massive presence of AndroidTM. Those who entered the event through hall eight were confronted with a huge Android booth filled with application developers, cool app companies, and the ubiquitous little green Android mascot. The message was clear: Android is big, with 700,000 new activations per day, on close to a total of 300 million devices (by comparison, Apple has 330 million)1. In addition, the Android app market now has a total of 450,000 apps, gaining on Apples total of 550,000.

Smartphones on steroids So its no surprise that there are a bunch of new smartphones and tablets on Android 4.0 ICS (also known as Ice Cream Sandwich). The latest devices incorporate quad-core and 16G RAM pleasantly surprising when you were expecting dumb devices that leave the intelligence to the network. Because even though the trend is to put everything in the cloud, video and gaming still require edge and device intelligence. Todays smartphones are so much more than phones: the Nokia PureView includes a 41-megapixel camera, and the Samsung Galaxy Beam features built-in projector capabilities. Even Intel launched its phone (soon to be available via Orange) with a highdefinition multimedia interface (HDMI), nearfield communication (NFC, a technology similar to radio-frequency identification [RFID] that allows short distance communication), and an Atom processor.

67,000 visitors
Mobile World Congress 2012 saw record attendance, up 11 percent with 67,000 visitors from 205 countries.

1. http://googlemobile.blogspot.com/2012/02/androidmobile-world-congress-its-all.html

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Overall, it was a good show, presaging a solid future within a $1.5 trillion market. Mobile market growth is staggering, with GSMA forecasting doubledigit expansion on pace to reach 9.1 billion mobile connections by 2015.
Greater control through constant connection The big event theme this year focused on HTML5 and apps, machine-to-machine (M2M) with a connected car (a black Porsche with a fully connected, dynamic dashboard), as well as mobile health (mHealth) and a GSMAconnected house. LTE is deploying and was live at the Fira with standard form-factor devices (not the huge battery people were predicting).

Access points such as small cells and femtocells with multiband 3G LTE Wi-Fi and Wi-Fi offload, and analytics with customerexperience management were showcased. Cloud was everywhere as well: smartphones come with cloud services and applications, software-as-a-service, and even base stations are now hosted in the cloud. HP had a busy booth in hall seven, showcasing the HP Ultrabook, ePrint, and Aurasma augmented reality technology as well as HP Actionable Customer Intelligence. In addition, we featured the HP Home Subscriber Server (HSS) solution and policy management software to show how a highly personalized customer experience can be delivered on LTE networks, a solution currently deploying at Hutchison 3G (H3G) Austria.

Marie-Paule Odini
HP Chief Technologist

Enterprise mobility

Enabling business anytime, anywhere:

mobility market
Driven by the unprecedented success of smart devices, particularly the high adoption of Apple iPhone, and extended recently by the success of Apple iPad and Google Androidbased devices, the mobility market is witnessing a transformational impact on the enterprise.

The enterprise

Whether it is a fashion catalog or an oil and gas field services application, enterprises are building hundreds of new mobile applications that connect business processes to employees and customers using smart devices.

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Market dynamics indicate that mobility, cloud, and the enterprise are coming together. This integration creates new requirements for employees who need anytime, anywhere access, and enterprises who need to reach sizable customers with simple internal management and optimal controls. To meet those requirements, large enterprises are launching enterprise application stores to create, certify, distribute, and manage mobile apps so employees can access key corporate information and applications for their business. Communications service providers (CSPs) employing enterprise application strategies will potentially generate significantly more revenue than consumer apps. Not only can they transform their own enterprise to enable employees to bring their own devices and use

mobility apps for their own business, but they can leverage their network assets to offer mobility-as-a-service for enterprises that want to build and deploy their mobile apps. HP offers an end-to-end view of mobility to support the CSPs business models. Based on the HP Enterprise Mobile App Store and the HP Enterprise Mobility Gateway, the HP solution provides an integration framework that allows developers to build mobile enterprise applications that can securely access back-end enterprise data, synchronize with external data sources, and provide data caching for mobile application in a rich enduser experience across multiple devices.

Machine-tomachine

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Revo lution...
By Nigel Upton

You say you want an M2M

The number of worldwide M2M network connections is slated to hit more than 15 billion by 2015 .
1

In terms of devices, M2M connections are expected to grow from 75 million devices to 225 million devices by 2014 .
2

One of todays most exciting and dynamic new communications trends is machine-to-machine (M2M). Want proof?

M2M subscriptions will go from 100 million today to 100 billion in the foreseeable future .
3

1. Cisco predicts 15 billion network devices in 2015, InfoWorld available at http://www.infoworld.com/d/networking/cisco-predicts-15-billion-network-devices-in-2015-788. 2. M2M on the rise: the services perspective, Heavy Reading available at http://www.heavyreading.com/mobile-networks/details.asp?sku_id=2555&skuitem_itemid=1264. 3. Morgan Kennan

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M2M is poised to reshape how we interact and use machines to become more efficient and productive. The M2M revolution will affect people in every industry: nurses, security officers, scientists, teachers, motor mechanics, and structural engineers.

And the M2M revolution will get personal. > As you shoe shop in the near future, a chip in your shoe could tell your retailer what size you wear and when you last purchased that shoe. > In the event that youre hospitalized, an ingestible chip might help doctors monitor your progress internally. > Your home could call to tell you that you forgot to turn off the water before leaving for vacation, giving you the option to do so remotely, thereby preventing a potential disaster when your icemaker decides to leak. HP has helped our clients in industries such as health care, automotive, process manufacturing, energy, and utilities to develop M2M infrastructures that will drive everincreasing efficiencies and new capabilities. Our clients in the communication business

> Think of

billions, or even trillions of nano-scale sensors, strategically positioned throughout the world. They can detect footsteps or sense an ammonia or gas leak. They can gauge the speed and volume at which traffic moves along a freeway, or monitor wear and tear on a bridge or manufacturing line machines.

millions,

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$50 billion
opportunity for communications service providers alone in 2015.

both wired and wireless operators are wellpositioned to deliver the innovative and lowcost network capabilities needed to support M2M. This position represents an opportunity for communications service providers (CSPs) to re-engage customers and deliver new service experiences. According to Harbor/ABI 2010, this represents a $50 billion opportunity for CSPs alone in 2015. HP not only has the infrastructure to enable CSPs to build out an M2M infrastructure through a combination of HP hardware, software, and services, but we also combine partner technologies to complete our M2M solution offerings. In addition, HP has deep industry expertise in multiple verticals.

We have been helping customers in process manufacturing with radio-frequency identification (RFID) for years. Were a critical solution provider in health care, our footprint in the automotive industry is global, and our presence in energy, utilities, and financial services is substantial.

By combining HP technology with our industry footprint, we can create the partnerships necessary to develop an ecosystem that aligns with our M2M capability. As the trusted advisor for M2M, only HP has the depth and breadth to offer the different ver`vticals an agile solution thats capable of managing a constantly expanding deployment of machines and sensors.

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HP in M2M action
Telecom Italia uses the HP Service Delivery Platform (SDP) and HP professional services in its connected-car initiative Infomobility, which includes parking guidance, traffic and vehicle tracking, and an open application programming interface (API) portal for developers. This type of project is part of the HP M2M offering, which also includes Smart Grid, e-Health, mobile subscriber identification module (SIM) management, and more. In addition, SingTel with HP, HealthSTATS, and Frontier Healthcare group have launched a cardio monitoring solution. The offering enables patients physicians to monitor their cardiac health around the clock, keeping them better informed when the patient might need an intervention.

Nigel Upton
Director of the Targeted Innovation (TI) portfolio, HP Communications & Media Solutions

CaSE STuDy

a case study

Magyar TeleKom speeds time-to-market to gain the

competitive edge

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Magyar Telekom, the prime telecom services operator in Hungary, needed a more efficient way to launch next-generation services and streamline existing processes. Facing the increased service provisioning complexity associated with more personalized services, complex/multi-technology networks, and end-to-end service guarantees, the company knew that transforming its business required strong core technology. HP Enterprise Services stepped in to address the challenge.
HP conducted a deep and broad assessment of the service lifecycle and worked with Magyar Telekom to transform its business processes and operational structures, including the critical area of service provisioning and activation. It was determined that Magyar Telekom had to move to HP Next Generation Operations Support Systems (NGOSS), a task that was split into two parts fulfillment and assurance. Magyar Telekom chose an HP Service Activator (SA) solution for two reasons: > HP SA could meet the companys principal criteria of handling fixed, mobile, and cable services. > Magyar Telekom preferred the greater simplicity of HPs licensing policies. HP SA design and development leveraged considerable input from HP Solution Consulting Services (SCS), which provided analysis of the service lifecycle through use-case activities, systems and tools, and roles based on industry best practices including the enhanced telecom operations map (eTOM) process framework. Ultimately, these partnerships reduced time-to-market for new services by 10 to 20 percent and allowed the implementation of next-generation services, making the company more competitive and profitable.

> READ THE CASE STUDY

Enterprise Feature transformation

Want to transform the business?

Put HP SCS heavy-hitters on your side
By Paul Nicholls

More than ever, the business world demands flexibility in adapting business to changing market dynamics. Concepts must be

taken to market rapidly and the organization must be agile enough to shift accordingly.

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Todays business-driven operations must keep pace with fluid market dynamics while balancing internal business pressures and market results. The question is no longer why transform but what and how to transform to improve the customer experience, achieve operational excellence, and fuel service innovation.

> A CME industry framework that combines industry standards, technologies, solutions, and operational best practices in a cohesive industry operational blueprint > Proven methodology and credentials to plan and orchestrate enterprise-class business transformation Everyone has goals the best have roadmaps One area where we increasingly see clients ask for our leadership pertains to the development of a measurable business-results-oriented transformation program that defines where the client needs to go, how to get there, and what the business benefit will be. SCS uses benchmarking as a central element in comparing as-is client business and operational metrics to their industry peers, as well as their desired strategic objectives. Comparison is only the first dimension to the effective use of benchmarking; critically, we also analyze the reasons for the difference and propose actionable solutions to move to strategic objectives.

HP provides a complete capability to enable business transformation from increasing revenue to implementing world-class cost structures and operational models.
HP Solution Consulting Services (SCS), our Communications, Media, and Entertainment (CME) business consulting practice, is helping clients achieve real business change through transformation. SCS partners with our clients to define and execute profitable transformation strategies that lead to tangible business outcomes. These credentials are enabled by: > A global consulting practice of CME industry business consultants > A portfolio of consulting capabilities across three areas: strategic and financial advisory, operational excellence, and transformation management

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In a recent transformation engagement with a client in Asia, benchmarking played a key role in helping HP develop a holistic approach to the clients customer experience transformation program. mobility apps for their own business, but they can leverage their network assets to offer mobility-as-a-service for enterprises that want to build and deploy their mobile apps. We used benchmarking to assess the current assurance and fulfillment efficiency to validate where the client was positioned in relation to their strategic aspiration. The analysis assisted HP in working with the client to create a program that aligns organization, process, metrics, and systems elements to enable the success of the customer experience initiatives.

Gain insight into innovation Our clients are also looking for our perspectives as they relate to innovation. To provide insight in this area, we have established a collaborative forum known as the Industry Advisory. Through the Industry Advisory, we deliver client-facing, executive thought leadership supported by detailed research. Focusing on key industry topics, the forum is developed and maintained by our globally distributed industry business consultants and subject matter experts. The DNA of HP SCS integrates the deep industry experience of our consultants, a holistic approach to transformation, a commitment to the development and use of industry best practices to mitigate program risk, and the passion our consultants have to make a difference for our clients.

Paul Nicholls
Global Practice Principal HP Worldwide Solution Consulting Services

case study
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a case study

UNE: an exercise in integration

satisfies customers and saves $ 150 million

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UNE EPM Telecomunicaciones (UNE) is one of the leading communications service providers in Colombia, operating diverse networks including fixed-line voice, Voice over Internet Protocol (VoIP), high-speed Internet, cable TV, and entertainment, as well as providing co-location and hosting services to business clients.
Formed after the merger of seven companies, UNE was faced with integrating numerous platforms and disparate individual management systems. Employees had to manage approximately 8,000 different configurations many of which required manual operations. The unwieldy network management situation was negatively impacting customer satisfaction, affecting UNEs ability to develop services, and leading to customer churn. UNE issued a request for proposal to six network management vendors, and ultimately chose the HP Operations Support Systems Transformation offering, a Manager of Managers (MoM) consolidated service assurance solution. The decision hinged on a total cost of ownership that forecasts a payback period of five years and the ability to see all of the companys services and networks from one central point. An economical solution that improves customer satisfaction The MoM solution gives UNE the ability to detect outages faster because it allows the IT staff to see most network faults almost in real-time before they affect service to customers. UNE now has total operational visibility, implementation issues can be addressed with teams that speak the same language, and rectification times have gone down from several hours to 30 minutes. And if thats not enough, the company expects to pay back its financial investment in five years and will save $150 million in three years all while delivering better customer satisfaction than the competition (according to regular surveys by market researcher Ipsos).

>

Read the case study

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SMBs:

a sizable opportunity for communications service providers

time-to-market of differentiated services with lower risk. The solution simplifies delivery to multiple customers through an easy-tocustomize portal and delivers cost efficiency with a pre-integrated and flexible end-toend cloud solution. As a key component of the HP CloudSystem Service Provider, the HP Aggregation Platform for SaaS (AP4SaaS) enables the distribution, subscription, and consumption of Infrastructure-as-a-Service (IaaS), Communications-as-a-Service (CaaS), Device-Management-as-a-Service (DMaaS), and other on-demand cloud services. HP offers a unique single vendor solution for enabling businesses to generate new revenue through on-demand as-a-service offerings. Already deployed by major operators worldwide, the IaaS and CaaS offerings allow business customers to take advantage of utility pricing and the flexibility of an on-demand services model. Benefits include more predictable operating costs, low capital investment, and minimal risk in new technology adoption.

To say the as-a-service opportunity is huge, risks understating the case. More than half of all small and medium business (SMB) customers want an as-a-service offering thats driven by cost savings, technical agility, and dynamic consumption. They want a better user experience based on a trusted relationship beyond a single service. Fortunately, communications service providers (CSPs) are ideally positioned to deliver the asa-service benefit to business customers. But todays service providers confront difficult challenges. First, they need to foster top-line growth, which means attracting more new clients, increasing service signups from their current customer base, or selling a richer mix of more profitable services. Second, they must increase sales and revenue while distancing themselves from their competitors, which means counteracting over-the-top media delivery from the likes of Hulu and Netflix as well as public cloud service offerings from Amazon, GoogleTM, and Microsoft. The answer to such challenges is HP CloudSystem Service Provider, which offers a competitive advantage by compressing the

Tim Marsdens cloud perspectives

Gain insight into the intricacies of the exploding cloud market in this interview with Tim Marsden, director of Applications and Cloud Enablement for HP Communications, Media, and Entertainment. Learn more about how HP enables telecommunications clients to help their customers find, buy, and use cloud services most effectively. And discover how HPs recent alliance with AlcatelLucent allows us to provide a full-spectrum cloud solution complete with multiple delivery models and pricing plans.

Tim Marsden
Director, Applications & Cloud Enablement, Communications & Media Solutions at HP

Chinas Liaoning Mobile

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manage its network

Liaoning Mobile, a fast-growing division of the telecommunications company China Mobile, recently selected HP solutions and services to manage its network operations, helping to ensure a consistent, positive customer experience. Liaoning Mobile provides voice and data services to more than 36 million customers in Chinas Liaoning Province. With the companys rapid growth, the task of managing disparate network elements and platforms from a variety of vendors became increasingly difficult and inefficient. Liaoning Mobile is deploying HP TeMIP for Fault Management and the HP Service Quality Management (SQM) platform to assure highquality service to its customers.

HP helps Chinas Liaoning Mobile

Both solutions are part of the HP Operations Support Systems (OSS) Transformation portfolio. In addition, Liaoning Mobile is using HP Solutions Management Services (SMS) for ongoing support, operational management, and architectural consulting to model future enhancements.

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HP TeMIP reduces downtime Liaoning Mobiles OSS team chose HP TeMIP for its manager of managers ability to handle different technologies from different vendors. HP TeMIP enables Liaoning Mobile to automate a series of complex operational tasks to reduce network downtime, improve service quality, and enable resolution of network issues before customers are affected. HP TeMIP has a proven record of success at more than 250 Tier 1 and Tier 2 communications service providers worldwide. To win and retain customer loyalty, communications service providers must be able to consistently deliver a rich, rewarding customer experience, said David Sliter, vice president and general manager, Communications, Media & Entertainment Solutions, HP Enterprise Services. With HPs balanced combination of OSS software and management services, Liaoning Mobile can be sure that its customers are receiving the best possible quality of service.

HP SQM improves service quality Now in an early stage of deployment, the HP SQM platform will offer Liaoning Mobile real-time visibility on service quality, including the ability to monitor actual service levels across both network and IT service delivery resources. It also will enable Liaoning Mobile to identify and resolve problems quickly. Liaoning Mobile plans to use HP SQM across all offerings to consumers and enterprises, including mobile broadband, Internet, voice, and data. HP SMS simplifies accountability With its Total Solutions Support offering, HP SMS provides Liaoning Mobile with a single point of accountability for problems from initial discovery to final resolution across all components of its new implementation. With HP SMS, Liaoning Mobile can take advantage of onsite HP engineers and managers who provide 24/7 support services (reactive, proactive, and operational) and manage HP TeMIP and HP SQM operations to ensure optimum results. Liaoning Mobile also draws on HP SMS Solution Enhancement Services to plan additional improvements.

2011
Telecom Asia magazine recently named HP the winner of the Cloud Innovation of the Year award in its 2011 Readers Choice Awards.

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HP OSS solutions certified by TMF HP also announced that the OSS Assurance Suite v1.4 has completed certification for TeleManagement (TM) Forum Frameworx. With industry standards defined by TM Forum Frameworx, communications service providers can simplify IT infrastructure, improve interoperability, and bring transparency to the purchase of OSS solutions. The certified HP OSS Assurance Suite, which includes HP TeMIP and HP SQM solutions, addresses the needs of convergent telecom and IT environments with telecom-specific tools as well as IT tools with telecom extensions. HP wins cloud innovation award in Asia Telecom Asia magazine recently named HP the winner of the Cloud Innovation of the Year award in its 2011 Readers Choice Awards. Telecom Asia is a leading publication in the communications service provider industry, with print and online versions distributed throughout Asia. HPs CloudSystem gives telcos, which have been struggling to find new revenue growth areas, a simple and agile path to serve the lucrative SMB market, said Joseph Waring, group editor, Telecom Asia. HP leverages cloud services so customers pay only for what they use.

The Cloud Innovation of the Year Award honors HP for its new hybrid delivery cloud solutions, which allow telecommunications operators to move into the SMB market with revenue-generating, on-demand communications services.
Waring added that HP has demonstrated leadership in expanding its cloud portfolio to the often underserved small enterprise segment. Analysts who nominated HP for the award said the CloudSystem is a major breakthrough, allowing service providers to quickly move into the SMB space and offer enterprises a low-risk, one-stop shop for their IT and communications services. In the scramble to win subscribers away from competitors, todays service providers need new sources of revenue to grow and lead the market, said Laurent Valluy, vice president, Communications & Media Solutions, HP Asia Pacific and Japan. HPs stand-out achievements in cloud innovation are helping telcos become public cloud service providers so they can expand revenue opportunities with SMBs. Winners were announced by Telecom Asia at a reception in Singapore on December 1, 2011.

a case study

resolves issues faster with HP

SOFTBANK BB saves time and

case study

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The high cost of Internet downtime and the importance of broadband are not lost on SOFTBANK BB, a lifestyle company offering broadband service accessible throughout Japan. When SOFTBANK BB needed to automate its trouble-resolution processes to shorten and standardize resolution times and reduce the burden of associated costs, HP answered the call.
SOFTBANK BB has a monitoring system alarm that notifies personnel during a trouble incident with its nationwide access equipment. When this happens, the companys Network Operation Division investigates the cause of the incident, isolates the appropriate location, and implements optimized policies designed for rapid recovery. Previously, SOFTBANK BB had been experiencing varying resolution times and costs, depending on the skill level of the responding operator and personnel policies. They needed to leverage IT to improve service quality and increase cost-efficiency. We deliver a high-quality, stable broadband environment to our customers 24 hours a day, 365 days a year, said Hiroki Muramasu, SOFTBANK BB Access Operation Department general manager. Consequently, our standing order is to plan for rapid recovery in the unlikely event of a trouble incident. That standing order was ultimately fulfilled by automatically isolating trouble incidents using a system developed by HP. Providing systematized business rules and alarm notification, the Automatic Trouble isolation System (ATiS) supplies field engineers with instructions for recovery at the affected site. Standardizing business rules enables the organization to consistently employ best practices without having to rely on the skills of a single operator. Previously, overcoming a problem that created operation load increases meant throwing more resources at the problem, according to Muramasu. With ATiS, the situation is greatly improved because teams are more informed and, thus, better able to handle any spikes in the load. This has led to improvements in our quality of service. As a result, SOFTBANK BB reduced the number of work incidents, used automated primary trouble response to reduce the risk of human error, and shortened incident detection-toresolution cycle time.

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Monetizing Feature data

Monetizing data with

pricing models
By Liz Miller

behavior-based

The telecommunications industry has reached a tipping point. Like never before, todays communications service providers are under mounting pressure to rapidly meet the changing business preferences of their customers. And while the industry discusses reinvention, many marketers are striving for real innovation but find it difficult to lay the first foundational brick.
To address these challenges, the Chief Marketing Officer (CMO) Council and HP have teamed up to investigate where and how new thinking around data, analytics, and the use of actionable customer intelligence can further monetize mobile subscribers. The thought-leadership initiative will tap into the CMO Councils Customer Experience Board, a special interest community comprising senior executives and marketing leaders in the communications service provider (CSP) space, to better understand where behavior-

Industry Edge Communications Edition

41.

based pricing models can positively impact the customer experience while optimizing new routes to revenue. Among the key areas of investigation are: > Current pricing pressures, challenges, strategies, and intentions to monetize service value, diversify revenue sources, and individualize plans for greater profitability and retention > Factors and forces shaping existing and traditional pricing models and satisfaction with, or desire for more, innovation in this area > Organizational ability to react and respond to change and the willingness to transform and anticipate new opportunities

The output of this initiative will be a comprehensive report that chronicles the insights and input from providers including AT&T, Deutsche Telekom, Etisalat, Orange, Rogers Communications, Sprint, Telefonica, Viva, Vodafone, and more. The report is expected to be released in mid-May, with subsequent dialogs with leading CSPs and operators taking place throughout the year.
To schedule a call to review the research results, please email Oded Ringer.

Liz Miller
Chief Marketing Officer Council Vice President of Marketing Programs and Operations

a case study

Rogers gives customers

the power of choice

case study

Industry Edge Communications Edition

43.

Canadas largest provider of wireless voice and data communications services, Rogers Communications was hoping to capitalize on the increased mobile data usage related to the expanding smartphone market. The company was struggling with an inflexible infrastructure: costly and awkward customer information consolidation tools, lack of automatic mobile device detection, and an inability to build rate plans or applications that matched actual customer device usage.
Rogers needed an innovative, single-platform foundation that could support next-generation mediation and billing models to accommodate the launch of new services. To accomplish this, the company chose HP Internet Usage Manager (IUM), which provides real-time flexibility to deploy current and anticipated data collection, as well as tiered pricing plans and charging services at a manageable cost. Rogers Data Day Pass (DDP) plan utilizes the data consolidated by HP IUM to allow users to test-drive data usage and billing without risk. The number of first-time data users increased 26 percent in the plans first year, increasing Rogers DDP average revenue by 17 percent within the same period, despite a 30 percent reduction in price point. The HP program also helps Rogers shorten development cycles to speed time-to-market; some cycles have been reduced from four to six months to 30 days, resulting in significant cost savings. Big bottom-line results Reade Barber, director for data services marketing at Rogers Communications, says that HP IUM has given customers certainty about what theyre buying. As a result, disputes and credits have been significantly reduced, and the company saves several million dollars yearly in customer care calls. According to Barber, By introducing Data Day Pass, we have seen a 98 percent reduction in credits from several million dollars per year to virtually zero and eliminated 120,000 calls into customer care per year.

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Get connected
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Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein. Apple, iPad, and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries. Google and Android are trademarks of Google, Inc. Microsoft is a registered trademark of Microsoft Corporation. 4AA4-0866ENW, Created March 2012 Share with colleagues