Billing for 3G services BSNL, ALTTC November 16, 2007 Agenda • Wireless industry issues • Impact of 3G on billing • Comverse Billing & Customer Management Offering for IMS • How do we do it? 2 Mobile Service Evolution • Short lifecycle of services • New services frequently introduced • Service variables are not fixed • Big variety of service packages Streaming MMS video MMS Java image, audio, text SMS • Long lifecycle of services (Voice, SMS, MMS..) • New services seldom introduced • Service variables fixed • Only few service packages 3 New services = new rating and pricing mechanisms New services attributes Sort by Artist or Preferred Gaming Character by Album? Synchronize my photos to home = Preferred Messenger? Corporate mail-server Messenger ID VPN network ID Synchronize email? Push-to-talk group new ways of charging 4 New Services: Increased Performance Demands • Providing multiple services => increased number of transactions to process • Real time balance management is performance intensive • Prepaid has strict performance requirements • Online activity has performance assumptions • Content services can be bandwidth intensive Billing and Customer Management System Cannot be a Bottleneck 5 Mobile Billing Prerequisites : Charging and Rating • Variety of rating units • Packets, bytes, transactions • Rating Dependencies • Correlation of access and content events is more common • Session-linked Rating • No 1:1 association between sessions and chargeable events • One charge is a function of multiple sessions (download that is made up of a WiFi and UMTS session) • One session can create multiple charges (one voice call is tariffed separately by VoIP and GSM legs) • Real Time Financial management interface must understand and maintain state of “Charge Sessions” • More multi-party charging • Subscriber, Content provider, Reseller • Roaming • Ever-changing TAP standards • Plug-in concept for TAP and CIBER versions 6 Mobile Billing Prerequisites: Mediation • Adaptive mediation • Flexibility to interface to new types of event sources (eg. app servers) • Mediation may need to be SIP*-aware • Flexible mediation and validation logic • Plug-in concept to facilitate rapid changes to segments of code • Intelligent thresholding and alarm tracking • Message-brokering • mediation can no longer be one-way • real-time message brokering • Real-time session management • Real-time and scalable correlation • events from GGSN/RADIUS and data probe on Gi interface • events from content application server and data probe • Revenue Assurance capabilities • revenue assurance starts with mediation • embedded rather than external * SIP : Session Initiation Protocol 7 Mobile Billing Prerequisites : Technology • Interoperability • Flexible, functional components that can easily Because one interface with operator’s internal and external system/supplier can’t do systems everything. • Modular plug-and-play architecture • best-of-breed components • Rapid “turn-on” for time-to-market advantages • Minimum dependency on supplier Reusable and replaceable components • Extendible design • extensible vs. customisable • Data and logic extensibility • Appropriate technology for different functions Reusable and replaceable • Service-Oriented Architecture for web services components enablement • In-memory databases for performance • XML for payload Determines “durability” and scalability of solution 8 Mobile Billing: A systems’ heritage is important In a recent Pyramid Research study on convergence, some 1 operators discussed traditional fixed-line billing systems v. mobile-only systems: A North American Tier 1 provider referred to the fact that unlike mobile BSS systems, wireline billing systems already have the ability to bill for multiple entities. “So for us, wireline is the convergent platform.” A European mobile operator voiced a similar opinion that mobile systems are not always wellisuited to deal with IP. “…It is not about mobility, but about the ability to manage huge amounts of calls and streams of data at the same time. Mobile systems are not yet there. If (we) decide that IT infrastructure can be supported mostly by the fixed-line system, we’ll go with (it). “ 1. Convergence and Consolidation: Market, Operatoar and End-User View, Pyramid Research (for Kenan), June 2005 9 So, what’s different about 3G billing ? • Data charging capabilities need to increase • Content billing and partner management needs increase • Will want to bundle voice and data and create promotional offers • Roaming (remains as a need) • Customers desire multiple payment types 10 3G at a high level • More bandwidth, better speed • More data and therefore more content • More applications, more application servers • IP bridges the divide between network domain and content domain • An IP core and an IP fringe • Faster, fatter IP core • The promise of IMS at the fringes • Multiple parties in the revenue chain 11 3G Brings Challenges Intelligent Multi-Service Ordering Advanced Mediation: Managing Transactions From Multiple Networks Customer Experience: Managing multiple contact points, payment methods & balances; loyalty points; determining charging schemes Bill & cross-product discounts Operational Efficiency: Migrating to the new system; Single Infrastructure, at Scale $ Content Partner Management: Revenue $ $ $ sharing complexities in a content world $ $ $ $ 12 Impact of 3G on Operator’s Environments • Transaction-based Charging • Micro-payments/settlements • Postpaid/prepaid offers • Cross-service promotions Marketing • Partner Products and Revenue Sharing (Products) • Closer customer • Open interfaces to OSS/BSS care/billing/network interaction • Dynamic Service (Re-) • Rapid increase in scale Configuration • Rules-based Options • Content and application 3G / • Extendibility / Ease of Integration servers in network Mobile • Distributed computing • Bandwidth and QoS Metrics • Service and revenue enablement Data Systems Network (BSS/OSS) The bottomline is Service and Revenue Enablement ! 13 Some impact areas … • Need to collect and charge for data • collect from variety of servers/network elements/parties • Correlation is a key aspect of this process • Charge by a variety of units • packets, bytes, events, transactions etc. • Real-time, over-the-air provisioning • instant activations, de-activations, re-activations, linked to thresholds and balances • Need to manage the reverse revenue chain • Revenue sharing with content partners • Customer, Content Vendor, Application host/vendor • Financial reconciliation needs to happen between multiple parties 14 3G’s Impact on Business Support Systems Multiple parties in revenue Self-care over the chain mobile device Revenue sharing with Instant activations and content partners, MVNOs, Customer re-activations roaming partners Care Settlements Over-the-air Complex revenue-sharing Customer provisioning rules for content Acquisition Balance-controlled Reconciliation of money status flows Payments, Recharges, Customers Thresholds Collections Ordering & Service Services & Fulfillment Promotions Real-time correlation Real-time thresholds at various levels Balance Management Standardisation of protocols Open item accounting Event Convergence of balances Collection Multiple levels of AAA Event Charging / Charging by variety of Online payment, balance Rating units transfers and recharges Rule-based rating EBPP over the mobile device 15 But then again, are we missing something ? Customer • Important to entice customers to 3G Settlements Care services Customer Acquisition • Pricing is key to attracting the masses Customers Payments, Recharges, (anyone beyond the early adopters) Thresholds Collections Services & Ordering & Promotions Service • Promotions need to be : Fulfillment Balance Management • Simple, easy to launch Event • Flexible Event Collection Charging / • Provisionable on-demand Rating • QoS-linked • Real-time counter-based • Bundles drive marketing strategies • Voice+data+content bundles • Cross-charge discounts • “All-you-can-eat” plans • Shared free units 16 Example : Event Collection in 3G Environment Data Sources Collect, Filter, & Format Rating & Billing •S-CDR-1 •S-CDR-1 •S-CDR-2 •S-CDR-2 Invoice •G-CDR-1 •G-CDR-1 •G-CDR-2 •G-CDR-2 videoconference CG •S-SMO-CDR •S-SMO-CDR S-CDR-1 10.20 G-CDR-2 3.70 GSM services •CDR •CDR CDR 1.60 •SMS •SMS SMS 1.0 Kenan® Third Party Data www.cnn.com 5.50 MSC Mediation Total: Rs 22 •Transactions •Transaction Kenan® BP •Content •Content Apps Server Usage Events From The IP Network Real-time in-network authentication, monitoring & aggregation required Records giving details of the services being used - for content billing IPDR will be the accepted standard 17 3G Billing Prerequisite: Customer Financial Management • Multiple balances • to track different content types • to track revenues that need to be shared • for payment allocation • for selective treatment processes • for selective re-charge allocation • prioritising authorisations and balance deductions • Support operators in transitioning from “billers” to “financial managers” • manage A/R and A/P • more than just own services • bill-on-behalf • payment gateway interactions for m-commerce transactions • One-stop, easily-accessible financial service (via the mobile phone) 18 Providing a Superior Customer Experience • Extends beyond just delivering the service • Customers expect you to know about them • Need to have a comprehensive view of users accounts, services, requests, transactions and payment history • Must appeal to core customer values • Offer creative packaging, discounts and incentives • Target offers based on customer characteristics • Provide choice in payment methods and convenience of multiple methods per account • Manage multiple balances • Monitor customer usage – set thresholds • Gives control to you and the customer • Provide customers with choice in how they interact with you • Enable customers to control their accounts, services and preferences 19 Charging is more than a payment CONTROL CHOICE CONVENIENCE Put financial control in the Choice of payment methods Flexible offerings to meet hands of customers • Now-pay customer needs • Spending Control • Pre-pay • Weekly / Monthly • Post-pay Easy to browse, find, select Allowances and pay for the items the • Notifications and limits Flexible charging options user wants • Vouchers and Transfers • Subscription • Per event Customer self-service and self-care • Etc • Multiple devices Support for multiple • Understanding of languages and multiple charges currencies • Cheaper 20 Content and the chain reaction … Agents / Dealers / Merchants Content Owners Content Operator End-users Aggregator (customers) s Content Hosts Roaming VNOs / Partners Resellers 21 3G Billing Prerequisite: Content Revenue Management • Rule-based revenue sharing • Single content transaction can be shared many ways, between many parties • Individual, aggregated, percentage, flat charge, unit-accumulations etc • Manage content partners as distinct P&L entities • Partner revenue tracking is key to margins and profitability • Invoices, statements and partner settlements • Reconciliation needs to be automated • reconciliation between statements and partner invoices • Reconciliation between payments and invoices • Scalable and robust • a system that supports the simple needs of today as well as the unknown, presumably complex needs of an IMS-enabled world 22 In Summary There is really nothing different about 3G billing (v. previous generations), though impact areas span the BSS infrastructure The Impact Scale Low Medium High Mediation Service Activation Customer Care Charging / Rating Promotions Bill Calculation Self-Care / EBPP Balances Invoice Generation Payments Revenue Sharing Collections Partner Settlements Roaming • Pricing and promotions flexibility will play a key role in attracting customers • Mediation could make-of-break the charging paradigms • Content revenue management is no longer an after-thought • Operators can transcend beyond billing into financial management. 23 Comverse Billing & Customer Management Offering for IMS IMS: Introduction • IP Multimedia Subsystem (IMS) • An evolution of core-networks to IP technologies • A service delivery architecture for Convergence. • IMS provides a robust, layered architecture to deliver services across all access-networks: • Standardised charging functions (online, offline) and interfaces • Centralised subscriber profile information across all networks • QoS policy enforcement • Integration of services • It pushes convergence to its logical conclusion • And as there’s already a couple of implementations going on …and it’s real! 25 IMS Challenges Engineering: Marketing: Customer Service: How do we introduce How do we provide What innovative these services and services can I create support and help for manage demand these services? that customers want? elasticity after early How can I create adoption? these cost effectively? Management: Will this How do I investment enable provide profits? innovation? 26 IMS: Impact on Billing CONVERGENCE Post-paid Needs Prepaid Needs Real-time rating Flexibility and charging 1:1 Marketing Near / IN network Know your user Credit limits Time-to-market Notifications Content Post-paid Systems Prepaid Systems 27 IMS brings Channel Convergence Store-front Point of sales CSP 1:1 Marketing Channel (Communicatio n Service Providers) Customer-care desk Advertising space 28 Summary and Observations… • IMS brings channel convergence. • The consumption experience set by the internet, is much more advanced than the current telco. • Without real-time and convergent authorization, service providers cannot provide a continuous, on-line consumption experience. • IMS is being designed to use authorization in the session path – make sure your infrastructure supports it. 29 Meeting Operator Billing Challenges Increase Revenues from • Cross Service Bundles & Discounts New Opportunities • Rapid Rollout of New Services Advanced Measurement , Rating & • Multi Attribute Rating Schemes Services Increase Loyalty • One Simple Bill For All • One Data Model for Customer Care • True Segmentation Offering • Unique Services to Differentiate the Branding & Segmentation Brand Reduce Costs • Single Partner Platform ( CAPEX & OPEX ) • Scalable & Upgradeable Product Pre-Integrated Portfolio Product Portfolio • First Day Integration 30 Comverse Billing offering for IMS Any Network Any Service Any Time • Sophisticated active • Seamless service • Real-Time Authorization, mediation convergence rating & charging • Up & down scalability • Multiple Identities • Online and offline charging consistent with • Diameter/ OSA Parlay & • Cross service promotional IMS principles. CAMEL 3 enabled bundles • Support for multiple • Handle diverse network • Value based charging simultaneous sessions elements & applications • Single invoice (legacy network support) • Choice of payment • Order all services at once method 31 Services We Help Provide 32 Services We Help Provide (2) 33 How do we do it? Strong Product Foundation Overall Philosophy – Product Focus • Comverse’s philosophy has always been to produce a highly configurable application that drives customization out of implementations and ongoing operations…and cost out of your business! • Typically, our customers achieve 80-98% configurability • In every new release, we build in more extensiblity • We believe Kenan® FX is the most flexible (configurable) system in the world • Maximizing configurability results in minimizing customizations • Drive as much functionality into Core software as possible • Results in a smoother upgrade path • Offer customizations as needed by client • With 11.5, key extendability features have further enhanced configurability and reduced the need for core changes • Client input key to future releases of software 35 Multi-Service support from ground up • Designed to support billing for multiple service types • Configurable platform • Data model design • Allows multiple service types on a single service delivery point • This has been a design fundamental from day one ! • Configurable rules govern product characteristics, service delivery restrictions, assignment of tax rules, etc. • Converged prepaid/postpaid system • Single customer data model • Sophisticated balance management • Event-based processing added to cycle-based strength • Benefits of a convergent platform • Provide great efficiencies to Comverse customers • Customers reporting significant cost savings in consolidating onto Kenan • Has allowed Kenan® to be viable outside Telco • E&U: Italgas in Italy • Transportation: Qualcomm • ebusiness: ebay (and others not yet announced) • Prepaid as payment mechanism NOT as a network or billing approach • Growing need in mobile market • Better flexibility & revenue assurance for service providers 36 FX Pushes the Envelope on Configurability… • Extensible data – with FX we have productized the concept that our clients will have unique data they want to capture • API Transaction Set – FX includes enhanced series of APIs and new technologies to improve and speed integrations with external systems • Applications Integrator – Highly configurable, message-oriented device to connect Kenan products to external applications (such as service activation) • Rules Based Rating – supports pre-defined, rating rules for usage • Threshhold Server – table-driven facility for capacity monitoring, alarms, and custom (user defined) event triggers • Configurator- user-friendly tool to speed table configuration in creating new rates, discounts, etc. • Operations Center – provides application monitoring and process- oriented scripts, including user-defined criteria for process success/failure 37 …Resulting in high value for clients • Faster time to market • Absent customizations, Comverse has deployed Kenan® in as little as five weeks • Increased software reliability • Clients benefit from the collective experience of hundreds of implementations • Incremental and regression testing is based on a known, production hardened code base • Ease and value of upgrades • Clients can take advantage of all new improvements in the software • Standard software means standard upgrade tools, reducing risk and speeding project completion • On average, Comverse completes a customer upgrade every two weeks • Standardized software enhances client self-sufficiency • Customers build knowledge from standard documentation and training • Some of Comverse’s largest customers are the most self sufficient • France Telecom: 250K accounts, 35m CDRs/day --- 2 Comverse support staff • Embratel 42m accts 350m CDRs/day --- 1 Comverse support staff • The vast majority of customers have no on-site Comverse support staff 38 Kenan® FX for Mobile CSR or End User GUIs Customer Center Kenan® Total Care Kenan Siebel Connector API Transaction Set Encoding: XML, Java Transports: HTTP, SSL, Tuxedo (Business Domain Layer) Orders Modules Billing Financials Kenan® Application Request Handling Invoice Calculation & Tracking • Payments Integrator Discounts/ Unit • Dynamic • Customer Data Credits/Taxes Collections Inventory • • Product • Catalog Data Advanced Invoice Journals Serviceability Numbering Orders Data • • SINGLE E&U Modules Inventory Replenishment DATA MODEL Event Processing • Guiding and Rating • Rules-Based rating Kenan® Data Kenan® •Thresholding Mediation Revenue Settlements • Roaming Back Parlay End GUIs Kenan® Service Network Operations Center Configurator Invoice Designer Broker 39 Products with mobile focus Comverse Converged Billing Solution including Roadmap View Market Trends & Effects on Billing Operators as Retailers • Convergence in Services, Platform & Consolidation Payments Type Content • Blurring Borderlines Billing Direct to consumer between Billing, CRM & Mediation IP-fication MVNO/ MVNE • Billing as strategic weapon to meet Competition business goals 41 The Future is Convergence … Voice Prepaid Wireless Video Wireline Postpaid Data Broadband Now-Paid IP Content Convergence of Networks, Services & Payment Methods 42 Comverse Converged Billing Vision Address all Provide Take a aspects of efficient modular, yet Goal convergence evolution path integrated with a single for existing approach system customers • Assured growth path Business Impact • Better customer to future • Lower TCO experience – treat • Leverage existing prepaid and postpaid • Faster time-to-market investments customers the same • Improved customer • Proven capabilities • Rapid roll out of management multi-service bundles • Shorter order-to-cash • Lower TCO times 43 Comverse Convergent Platform Vision Comverse Converged Billing Solution Real-Time Billing Kenan Billing Solutions Solutions Customer Care Customer Care Customer Care Self Care / EBPP Order Management Provisioning Management Rating and Billing Real–Time Charging & Authorization Real-time Rating, Auth. and Charging Authorization and Charging Mobile Payments E-Recharge/Vouchers Call / Session Control Data Charging Proxy Network Protocol Support Mediation - Active/Offline Roaming Revenue Settlements 44 Comverse Converged Billing Solution Provides Real-Time Is a Complete Builds on Solid Customer Suite Foundation Management • Unified view of • Base offer with options • Comverse Real-Time customer • Care, Ordering, Billing Solution • Connect to end-users in Provisioning, Active • Kenan® FX real-time Mediation, Real-time Charging, Postpaid • Proven Deployment • Create targeted Billing, EBPP, Financial Methodology promotions and bundles Management, Partner • Over 200 operators • Financial controls Management world-wide • Agility to respond as • Multiple network, end-customer needs service and payment change types 45 Comverse Enables – Real-Time Customer Management Instantaneous Day-to-Day Multi-year View View View calling group prepaid want it? postpaid find it buy it add children want more? consume it family plan Resulting in: increased revenues, increased loyalty, positive brand association 46 Instantaneous View : Capture the Moment of Opportunity ! promotion Network how much? bundle? BSS want it? up-sell price browse access profile find it payment methods limits recommendations device buy it balance- choice funds recommendations want more? complaints consume it rights review charges delivery-receipt delivery 47 Customer Lifecycle: Day-to-Day View Operators need to efficiently manage all aspects of a customer’s lifecycle – to & from the network and across all services ebpp self-care top-ups notify sign-up now pre pay post order rate & bundle provision authorise devices access preferences 48 Customer Lifecycle: Multi-Year View • One individual’s changing needs from a calling group provider over time: prepaid • Teenager becomes a customer – • pre-paid • Goes to University • Becomes part of calling group • Gets added to Parents plan for calls home – postpaid Hybrid pre-paid/post-paid • Starts work • Account becomes Post-Paid • Gets married – add children • Joins a Family plan • Adds children to plan • Group Manager • Operators need to provide the right bundle at the right time to meet subscribers’ evolving needs family plan 49 Comverse Converged Billing Solution www www Application Self - Security & External Operations Monitoring Professional Care EBPP Care Administration GUIs Orders Financials Investigation Tools Converged Ordering Workflow Inventory Payments Vouchers Journals Collections Cyclic Billing Rating Integration & Extensions Provisioning Customer Interface Information Cyclical Invoice Invoice Real-Time Real-Time Real-Time Threshold Discounts Calculation Design Authorization Charging Promotions Management Partner Management XML Transaction Layer Network Call Routing Notification Revenue Roaming Interfaces Session Ctrl Mediation IVR Server Settlements Network 50 At Last… Real-Time credit Unlimited Bundle & control of ALL Promotional customer activity Capability • Set credit limits by service • Targeted promotions – any time to any customer • Strict for some service types • Configure offers quickly • Easier for other types • Increase market agility • Lower potential for fraud • Increase revenues • Reduce potential for leakage • Increase satisfaction 51 Comverse Experience Incomparable Experience: • >100 Real Time Billing systems deployed, the 2nd largest install base in the world • >150 Kenan systems deployed From Small to Large Scale Deployments: • Many large systems serving 10 to 40 Million subscribers Deployment Experts: • Experts in system replacement, having displaced 31 prepaid systems • Experts migration and upgrades, having migrated and upgraded to over 50 billing-systems in the last years Leader in convergence: • A pioneer in the deployment of converged billing solutions • Combining Real Time Billing Solutions and Kenan Billing Systems is creating a unique, complete and industry leading converged billing solution 52 Thank You!
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