Employing a service oriented enterprise approach

to improve business performance and reduce time

to market of customer oriented product offerings
Mr. Umut Karabudak
Integration Lead
Trk Telekom / Innova

Mr. Andrew McFadyen
Telecoms Enterprise Data Architect
Clarebourne Consultancy Ltd
Mr. Raffaele Castagna
IT Sr. Manager and SOA Architect
Accenture

Mr. Ihsan Birekul
IT Manager and SOA Architect
Accenture
Agenda
About Trk Telekom and Accenture
Introducing TT Transformation Programme
TT Transformation Programme Business Drivers
Challenges Trk Telekom IT Landscape
Leverage TM Forum Frameworx
Moving to Service Oriented Enterprise Architecture in Trk Telekom
Business Services
Common Data Model
Lessons Learnt
Achievement and Way Forward
Q&A Session
About Trk Telekom Group 1/2
Turkey Incumbent Operator: Triple Play (Fixed, Internet, Mobile)
Revenue 2010 10,900,000,000 TL (US$6,900 million)
Installed Base: 34.3 million subscriptions.
Complex technical products i.e., IPVPN, Metro Ethernet, etc.
Technology/network centric organisation: In 5 years, Trk Telekom Group
invested almost 9 billion TL on technology and infrastructure



International expansion of group
companies such as Argela, Innova,
Sebit and Sobee made important
contributions to place Turkish
technology in international markets.
About Trk Telekom Group 2/2
More than 50 awards in 2 years



Trk Telekom ranked #1 on
"Turkey's Most
Valuable Brands"
survey, conducted by the
independent British brand
valuation company Brand
Finance, in both 2009 and
2010
The company also took place
in
Global Best of
Breed
list comprising 21 companies
determined by Bank of
America Merrill Lynch,
among 2,973 companies in
68 countries.

Introducing TT Transformation Programme
Three major initiatives
Customer Relationship Management (CRM)
Service and Resource Management (SRM)
Integration and Data Migration
New architectural approach (for Trk Telekom)
TM Forum Frameworx
Business Service Portfolio
Service Oriented Enterprise
COTS
New customer-centric business processes
New unified products and service catalog
A multi-phase, multi-year transformation programme
TT Transformation Programme Business Drivers
Increase knowledge of
customers
Objectives
Improve customer experience
Enable bundling across TT
Group
Strengthen sales channels
Improve time-to-market for new
products/ services
Enable end-to-end network
management
Enable wholesale
Capabilities
Keep voice customer and
grow retail BB market
Improve customer
satisfaction (consumer, corp.)
Service Convergence
Optimize Marketing, Sales
and Customer Care Costs
Improve customer wallet
share
Optimize network
investments
Increase wholesale revenue
Enable 360 customer view and contact tracking
Improve customer targeting
Business Benefits
Increase visibility of process status
SLA/ segment-based customer care
Multiple product/ service activation
Ability to sell across all channels
Launch discounts and promotions faster
Increase level of network/prov. automation
Enable sales force automation
Improve access to customer data
Enable cross-vendor and technology alignment
Simplify provisioning
Ensure availability of processes required to
provide wholesale services
Increase knowledge of
customers
Objectives
Improve customer experience
Enable bundling across TT
Group
Strengthen sales channels
Improve time-to-market for new
products/ services
Enable end-to-end network
management
Enable wholesale
Capabilities
Keep voice customer and
grow retail BB market
Improve customer
satisfaction (consumer, corp.)
Service Convergence
Optimize Marketing, Sales
and Customer Care Costs
Improve customer wallet
share
Optimize network
investments
Increase wholesale revenue
Enable 360 customer view and contact tracking
Improve customer targeting
Business Benefits
Increase visibility of process status
SLA/ segment-based customer care
Multiple product/ service activation
Ability to sell across all channels
Launch discounts and promotions faster
Increase level of network/prov. automation
Enable sales force automation
Improve access to customer data
Enable cross-vendor and technology alignment
Simplify provisioning
Ensure availability of processes required to
provide wholesale services
Increase knowledge of
customers
Objectives
Improve customer experience
Enable bundling across TT
Group
Strengthen sales channels
Improve time-to-market for new
products/ services
Enable end-to-end network
management
Enable wholesale
Capabilities
Keep voice customer and
grow retail BB market
Improve customer
satisfaction (consumer, corp.)
Service Convergence
Optimize Marketing, Sales
and Customer Care Costs
Improve customer wallet
share
Optimize network
investments
Increase wholesale revenue
Enable 360 customer view and contact tracking
Improve customer targeting
Business Benefits
Increase visibility of process status
SLA/ segment-based customer care
Multiple product/ service activation
Ability to sell across all channels
Launch discounts and promotions faster
Increase level of network/prov. automation
Enable sales force automation
Improve access to customer data
Enable cross-vendor and technology alignment
Simplify provisioning
Ensure availability of processes required to
provide wholesale services
Programme fully leverages Frameworx
Programme
definition
Solution definition
Release scope &
requirements
definition
SOA integration
Product catalogue
data model
Business benefits
estimation &
valuation
eTOM
SID
TAM
eTOM TAM
eTOM TAM
SID TAM
eTOM
SID
eTOM
Frameworx provides consistency and
traceability throughout the Programme
lifecycle.
Frameworx provides best practices for
scope & requirements definitions, SOA
integration and Product catalogue
design.
Frameworx allows to seamlessly plug
back the obtained results into the
programme definition and amend
accordingly.

The SOA implementation leverages
Frameworx best practices.
Challenges Trk Telekom IT Landscape
Trk Telekom has a large number of bespoke
legacy applications;
Billing: 7 applications
Order Management: 6 applications
Trouble Ticketing: 4 applications
Telephony: 10 applications
Dunning: 4 applications
Corporate Web: 2 applications
DWH & Reporting: 4 applications
Resource Management: 4 applications
Miscellaneous Applications: 3 applications
Legacies mostly communicate with point to
point interfaces
Rolling out a new product in a short time is
challenge for legacy applications
IT Applications are siloed per service ( e.g.
PSTN, xDSL, Leased Lines )


About Accenture 1/2
Accenture is a global management consulting, technology services and outsourcing company, with
approximately 215,000 people serving clients in more than 120 countries. Combining unparalleled
experience, comprehensive capabilities across all industries and business functions, and extensive
research on the worlds most successful companies, Accenture collaborates with clients to help them
become high-performance businesses and governments. The company generated net revenues of
US$21.6 billion for the fiscal year ended Aug. 31, 2010. Its home page is www.accenture.com.
The Accenture Communications industry group serves most of the worlds leading wireline, wireless, cable and satellite operators,
as well as new entrants, mobile virtual network operators (MVNOs) and Internet players. We deliver an innovative suite of market-
leading offerings called Accenture Communications Solutions. These integrated solutions, services and assets support the critical
dimensions of a communications company's strategy, operations, IT and business functions including: channel transformation,
marketing transformation, product innovation, network operations, IT transformation and corporate operations.
We have a demonstrated track record of helping our clients achieve high performance by driving growth, increasing operational
excellence, and improving profit and cash optimization. Our Communications industry group represented approximately 56% of
our Communications & High Tech operating groups net revenues in fiscal 2010
Accenture in Communications
Who We Are?
Accenture:
Is an active member of the TM Forum since April 1997
Has representation in the Board of the TM Forum (thru Gene Reznik, Global Communication lead)
Conducted joint research with TM Forum on Network Outsourcing
Partnered with TM Forum to deliver eTOM compliant solutions
Is an active sponsor of TM Forum Management World conferences (speeches, booth and hospitality suites, active presence)
Accenture and TM Forum
Naples, IT
Launched April 2009
The center in Naples is part of a network of Accenture Center of Excellence for
Oracle (India, US).
300 resources actively involved in 15 running projects
Serves clients across all industry segments in IGEM region, also acts as a demo
center to showcase the latest Oracle-based solutions and technologies as: Oracle
Siebel CRM, Oracle SOA Suite, Oracle BRM, BEA BPM & ALSB, BEA WLI, Oracle
Hyperion, Metasolv, JD Edwards
Active industrialization and product configuration program realized in
collaboration with Oracle, for SOA suite 10g and 11g.
Accenture Center of Excellence for Oracle ACoE Naples Oracle practice in Accenture
Accenture Innovation Center for Oracle is serving clients across all industry segments
in Italy, Greece, Eastern Europe, Russia, Turkey and Middle East.
It also acts as a demo center to showcase the latest Oracle-based solutions and
technology, working closely with other Innovation Centers in UK (Reading) and USA
(Redwood Shores) plus Centers of Excellence in Rome and Naples, Italy.

Accenture Innovation Center for Oracle in Istanbul is playing key role in:
Stronger collaboration with Oracle bringing innovative solutions to the market
Maximize the synergy with global network and experiences on Oracle based solutions
Central geographical position, easy to reach
Accenture Innovation Center for Oracle in Istanbul
About Accenture 2/2
Business Services Identification Approach
Application
Framework (TAM)
supported by
Integration Framework
Business Services
(17 Services in Release 1)
I
n
t
e
g
r
a
t
i
o
n

F
l
o
w
s

I
n
v
e
n
t
o
r
y

Business Proces
Framework
(eTOM)
Information
Framework
(SID)
ACN Telco
Experience


Existing TT
Services


Grouping of services by TAM Application Areas
Definition of business service granularity
based on eTOM processes and SID entities
Technical Specifications (ex: MTOSI Header)
Definition of SOA Services
Business Services - Platforms
Platform
Collaboration Platform
Customer Management
Platform
Service Management
Platform
Marketing & Sales
Platform
Product Lifecycle
Management Platform
Workforce Management
Platform
Billing Platform
Enterprise Management Platform
A platform refers to grouping of services,
people and roles. Platforms have significance
from managerial perspective
Platforms are considered as building blocks
of an enterprise.
Platform grouping is performed based on
services and application roles.
There are still roles serving to multiple
platforms, this requires further optimization
which is planned for the next releases of the
Program. .
Business Services - Platforms
Service
in place
Candidate
Service
Business Interaction
Security management Identity Management
Customer Management
Customer Order
Management
Customer Problem
Management
Customer SLA
Management
Marketing
Sales Channel
Management
Contact/Lead/Prospect
Management
Customer Billing
Usage Workforce Management
Product Lifecycle
Management
Service Configuration
Performance
Trouble Ticketing
Resource Configuration
Platform
Services grouped into platforms.
At the moment there is no inter-enterprise interactions, however planned for next releases.
All Business Services by default expose a SID-based interface
Location Management
Business Services - Implementation
Client A
Business
Service
Client B
Provider A
Adapter
Service
Component
Service
Provider B
Component
Service
Provider(s)
Component
Service(s)
In aTTIP (Advanced TT Integration Platform) layer, only SID-based Common Data Model (CDM)
is used for data interchange purposes
MTOSI Header is used to standardize messages.
Transformations to application-specific data models are performed:
upon receiving a message from a Client
before sending a message to a Provider
Business
Service
Frameworx Business
Service Adapter
Frameworx
Business Service
Frameworx
Task
Installing the SID to create the Common Data Model
Information
Framework
(SID)
Common Data
Model (CDM)
eTOM
TAM
Design
Principals
Experience
Extensions
Gaps
Build
Consensus
Educate
The SID is the language of the SOA, but
The SID is not complete
The SID is open to interpretation
The SID has to be installed
The CDM is a 100% SID
compliant enterprise data model
for Turk Telekoms
Transformation programme
Business
Value
Mappings
Attribute
Definitions
Using the CDM for SOA
SID based Common Data Model
Product Model
Definition
Model the Products
COTS and Legacy Applications
Master Data
Management
Define
Mastership
Business
Service
Definitions
Data
Ownership
Application Architecture
Defined
using ABEs
Data
Mappings
Source and Target
Data Definitions
To the
CDM
XML
Message
Model
XML
CDM
Application Agnostic
Lessons Learnt
Issues Mitigations
Some SID concepts new to the
organisation. SID not easy for novice to
understand
CDM training performed at all
levels
Business logic hard coded into specific
codes and attribute values in bespoke
applications.
Performed extensive Business
Value Mapping workshops
during design
Business Service Contract Definition Kept as simple as possible
Technical Pitfalls
Fake Interfaces
Unsupported XML Standards from Legacies
SOA tools are not mature
What we achieved
Deployed a fully leveraged SOA Foundation with 17 Business
Services and 28 Component Services
Built a SID Based Messaging model and Enterprise Data Model
Initiated the Service Portfolio
Defined an architectural foundation for the next phases
What next
SOA as business as usual
Complete Service Portfolio
Leverage and extend existing asset for next release
Measure KPIs


Achievements and Way Forward
. and now ASK YOUR QUESTIONS