As digital disruption continues to shape the demands of consumers and enterprises alike, it is imperative, more than ever, for communication service providers to tackle the issue of long idea-to-cash cycle times and personalization of offers.
Without offer manager self-service capability supported by dynamic automation and up-to-date network and market analytics, it can currently take weeks or even months for service providers to make offer changes. These changes are expensive and the current approach does not allow service providers to react to competition in a timely manner.
A TM Forum proof-of-concept Catalyst titled Offer Canvas is being led by Telstra, AT&T, Orange and British Telecom (BT) as champions in collaboration with participants including Infosys, Sigma Systems, Enterprise Web, Ericsson and Oracle to develop a product modularization approach to addressing the problems stated above.
The Offer Canvas empowers offer managers with self-service capability to identify market segments then dynamically define new offers or changes to existing offer attributes such as price, data allowance, free rate data for content — to effectively target eligible customers. The offer lifecycle is de-coupled from implementation through access to a rich set of re-useable commercial and product models.
The Catalyst will focus on:
- Utilizing Ericsson Expert Analytics and Oracle Market Analytics tool which uses subscriber and traffic data feeds to assist the offer manager to identify target market segments (broad or focused) and make informed marketing decisions around which offers to take to market.
- Deploying Offer Canvas self-service capability for offer managers, leveraging Sigma System’s catalog, to dynamically add, remove, clone or change offers in real-time and effectively segment and target eligible customers by implementing reusable and simplified product and offer Modularization that appear as LEGO blocks in a product catalog. This enables offer managers to curate new offers as needed without the dependency on IT or network.
- Utilizing Infosys’ SKAVA mobile commerce platform to demonstrate that digital channels can dynamically adapt to automatically present new offers to targeted customers and can quote and take orders for the new offers.
- Utilizing Oracle Integration Cloud Service (ICS) to understand and process the models passed from the Sigma catalog orchestrate interactions with the underlying Oracle UniG solution that consists of Oracle CPQ Cloud, Oracle Communications Billing and Revenue Management and Order and Service Management systems to manage offers, quotes, and orders with price details.
- Utilizing EnterpriseWeb to provide a re-usable model-driven approach to coordination/orchestration. Mediate all sources and targets, while leaving the solution completely loosely coupled (complete separation of concerns) so it remains extensible and adaptable as business requirements evolve. Application fabric between the components to comply with TM Forum’s Open APIs.
The main objectives will be:
- Prove and refine TM Forum assets around customer targeting and catalog-driven offer, order capture and fulfilment, including the use of the Frameworx Information Model (SID) and TM Forum Open APIs, to enable the end-to-end scenario narrative.
- To provide offer managers with flexible, real-time dynamic offer creation and allow them to curate changes to existing offers based on the LEGO building block capability.
- Provide offer managers with the ability to deliver personalized offers to a target segment of customers based on market analytics, customer experience and customer demand data.
- Contribute example product and offer structures for reuse, to enable rapid start-up of catalog-based fulfilment implementations.
- Adopt a re-usable model-driven approach to coordination/orchestration. Mediate all sources and targets, while leaving the solution completely loosely-coupled (complete separation of concerns) so it remains extensible and adaptable as business requirements evolve.
Key assets and contributions to TM Forum
- ThisCcatalyst applies the concepts stipulated in GB922 Information Framework (SID) R16.5.1 and specifically focuses on GB922 Catalog R16.5.1 and GB922 Product R16.0.1
- Reusing the existing TMF Product Ordering API (TMF622) to initiate orders and TMF Product Catalog Management API (TMF620) to obtain offer specification from Catalog and creates quote and order.
- Applying GB979A Big Data Analytics Use Cases R15.5.1 to identify the context and functionality of the analytics component.
The Catalyst’s findings will be demonstrated at TM Forum Live! in Nice (May 15-18)