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1、 Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersAgenda公司介绍公司介绍IP技术对于运营商收入的影响技术对于运营商收入的影响如何使现有的如何使现有的OSS/BSS系统实现在线计费系统实现在线计费挑战和方案挑战和方案在线计费的应用在线计费的应用移动数据业务移动数据业务Micro TransactionIMS案例分析案例分析 Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers Inte
2、c Telecom Systems 2005. All rights reserved.Creating Profitable Customers Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers Intec Telecom Systems 2005. All rights reserved.Creating Profitable Cu
3、stomers Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersTeleworkingVirtual OfficeVideo ConferencingVoiceIP CentrexPush to TalkInstant MessagingCall CentresConferencingUnified MessagingIP技术将渗透我们
4、的生活技术将渗透我们的生活 Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersIP into the HomeHome shopping / bankingMultimedia EntertainmentInteractive TV/ IPTVIP技术将渗透我们的生活技术将渗透我们的生活TV / Radio over mobile Samsung Intec Telecom Systems 2005. All rights reserved.Creating Profitable Custo
5、mers怎样使运营商的收入最大化怎样使运营商的收入最大化?Put yourself in a position where you can offer ALL of your innovative services to ALL of your customer types (Post, Pre and Now paid)Win new customers by differentiating yourself from competitorsEnsure you are charging for ALL of the services that are being consumedElimi
6、nate FraudSource: Ovum Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers多角度的融合计费多角度的融合计费MobileFixedCircuit Switched VoiceIPCircuit Switched VoiceIP Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers融合的支付方式和服务融合的支付方式和服务Data AccessReal-time AAACon
7、current service accessDifferentiated ChargingDynamic Bandwidth ManagementPremium ContentPrepaid Content ChargingValue Based Charging Content Access ControlDigital Rights ChargingVoice over IPReal-time AAAConcurrent service accessDifferentiated ChargingDynamic Bandwidth ManagementOnline CommerceReal-
8、time funds authorisationMicro-paymentsPrepaid, Post-paid, Now paid Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers从电路交换到分组网的预付费从电路交换到分组网的预付费SS7 based Circuit-Switched CoreIP CoreStovepipe approachStandard IN approachCounters with the ability to disconnectSimple rating -
9、 one price per “tick”Proprietary network integrationCharging driven approachComplex servicesComplex settlementOpen Platform ApproachInteraction with multiple service providersPersonalised approachIndividual pricing plansDifferentiate with tailored service offeringsSIP, H.323, MEGACO, RTPINAP, AIN, I
10、SUPIN not meeting Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersActive Mediation for OCSInterface to Network ElementsControl SessionsAuthenticate and authorize userInterface to External systemsExport CDRs to mediation, legacy systems, etcNETWORK DOMAINOSS/BSS DOMAINAct
11、ive Mediation Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers如何使现有的如何使现有的OSS/BSS系统实现在线计费系统实现在线计费 Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers保护投资保护投资The simple casePost Event MediationCRM SystemNetworkBilling EngineRating EngineNetwork A
12、ctivationIN SCP (prepaid)Inventory Management/ other OSS Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers保护投资保护投资The realityPost-paid CRM SystemNetworkRatingOSSRatingM/WM/WOSSOSSOSSMed Med MedActActBillBillBillBillBillBillININININININRatingM/W Prepaid CRM System Intec Te
13、lecom Systems 2005. All rights reserved.Creating Profitable Customers现有系统集成的挑战现有系统集成的挑战Single View Customer (balances, usage, products)Operational (maintenance, training)Financial (revenues, costs)PerformanceE.g. in-memory cachesScalabilityIntelligent database design practisesService Delivery TimeAb
14、stract core code from interface logicConfiguration rather than codingFlexible Solution Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersNetworkInterfacesActiveOr PassiveMediationResourceDefinition/ ResolutionProduct/ServiceDefinition/ ControlSubscriptionsContractRevenuesh
15、areSettlementBillingSystemCM SystemService Broker / ScriptingSessionManagerPolicyServerBalanceManagerCredit & CollectionsTreatment在线计费方案在线计费方案Resource GUIProduct GUIPRM GUIReal-timeRatingPostRatingNETWORK DEVICES (e.g. SCP, Probe etc) Intec Telecom Systems 2005. All rights reserved.Creating Profitab
16、le Customers方案概述方案概述API Integration FrameworkActiveMediation & Session Control (IP)Post-EventMediationServiceActivationIVR & Self CareCall Control(Circuit Switched)OrderEntryOrderManagementTroubleTicketingProductCatalogueWholesale Billing & Partner ManagementCustomerManagementVoucher ManagementConve
17、rgentRating & Balance ManagementSIM& Number InventoryPayments & AdjustmentsProspectsConvergentBilling & InvoicingTaxationTreatmentsDepositsPrintVendorGeneral LedgerPoint Of SalePayment GatewayCredit VerificationExternal SystemsNetwork Facing ComponentPre and Post Paid ComponentPost-Paid Only Compone
18、ntConfiguration & Management InterfaceGTPadapterOSA / PARLAYadapterRADIUS / DIAMETERadapterSS7 / SIGTRANadapter Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers方案概述方案概述Convergent customer management, order entry & order management.Convergent rating / billing & balance ma
19、nagement.User configurable product catalogue.Integrated wholesale billing & partner management.Integrated multi-service mediation and activation.Pre-configured templates for common business functions.Integrated call control, IVR & voucher management.Integrated active mediation & session control.Stan
20、dards-based API integration framework. Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersAPI Integration FrameworkActiveMediation & Session Control (IP)Post-EventMediationServiceActivationIVR & Self CareCall Control(Circuit Switched)CustomerManagementOrderEntryOrderManagem
21、entVoucher ManagementTroubleTicketingProspectsConvergentRating & Balance ManagementConvergentBilling & InvoicingProductCatalogueSIM& Number InventoryWholesale Billing & Partner ManagementTaxationPayments & AdjustmentsTreatmentsDepositsPrintVendorGeneral LedgerPoint Of SalePayment GatewayCredit Verif
22、icationExternal SystemsNetwork Facing ComponentPre and Post Paid ComponentPost-Paid Only ComponentConfiguration & Management InterfacePARTNERPARTNERPARTNER架构组件架构组件Network Protocol AdaptersNETWORK DEVICES (e.g. SCP, Probe etc) Intec Telecom Systems 2005. All rights reserved.Creating Profitable Custom
23、ers预留扣费预留扣费 - 例子例子ServicePlatformBusiness RulesEngineRating EngineReservationCreated1Commerce Engine111111111111Accountcustomersaccountsbalancesbusiness rulestariffsratingCB DatabaseRequestSessionRetrieveRateTokenReturnedReturnRateDataCached111111111111Real-time BalanceReservationsAccountCreateReser
24、vation Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers1预留扣费预留扣费 - 例子例子ServicePlatformBusiness RulesEngineRating EngineReservationExtended1Commerce Engine111111111111AccountCB DatabaseRequestExtensionRetrieveRateTokenReturnedReturnRate111111111111Real-time BalanceReserva
25、tionsAccountExtendReservation1InitialReservationspent Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers预留扣费预留扣费 - 例子例子ServicePlatformBusiness RulesEngineRating EngineReservationCommitted (removedand remainingamount appliedto account)1Commerce Engine111111111111AccountCB D
26、atabaseCallCompleteRate111111111111Real-time BalanceReservationsAccountUpdateAccountStore11Reservationpartiallyspent111 Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers预留扣费预留扣费 - 例子例子ServicePlatformBusiness RulesEngineRating EngineCommerce Engine111111111111AccountCB Dat
27、abaseRequestExtensionTokenReturned111111111111Real-time BalanceReservationsAccountExtendReservation2ndRequestTokenReturnedCreateReservation111RetrieveRateReturnRateRetrieveRateReturnRate11ReservationCreatedReservationExtended Intec Telecom Systems 2005. All rights reserved.Creating Profitable Custom
28、ersOCS 的应用的应用移动数据业务移动数据业务Micro TransactionsIMS Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers移动数据业务移动数据业务 背景背景Data services over 2G technology were not popularMaximum speed was between 9.6Kbp
29、s 57.6KbpsNot a pleasant user experience!GPRS and 3G technology makes it feasible to offer true “3G” services that people want (and enjoy) using!Growth in revenues from voice services slowing alreadyRevenues from mobile data services will reach 32% of total revenues by 2009 (Pyramid Research)40% of
30、all calls will be made over the internet by the end of 2006 (France Telecom, The Economist) Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers移动数据业务的现状移动数据业务的现状The last 12-18 months has seen mass consumer uptake of mobile data services in EuropeMP3, Mobile ringtones, theme
31、s, games etc740m spent in UK alone in 2005, up from 40m in 2002 (Source: The Register, Sept 2005)MMSMore camera phones in the world now than conventional cameras!Instant messaging, emailYahoo, MSN, Agile etcSimilar growth in business services such as 3G data cards for laptops Intec Telecom Systems 2
32、005. All rights reserved.Creating Profitable Customers市场驱动市场驱动Most of these services have been around for some time, but it has taken time for them to be adopted on a wide scaleWidespread availability of handsets supporting the technologies (e.g. realtones, MP3, Java)Availability of “print quality”
33、camera phones (2 megapixel +) and adequate storage capacity on phonesGrowing willingness to pay for what was previously free!“The desire for personalisation drives mobile users to pay a premium for ringtones with downloads at $1.99 as compared to $0.99 they pay for the entire track online.” (Telephi
34、a, Oct 2005) Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers可以做得更好可以做得更好!Charging for mobile data most frequently carried out using premium SMS (e.g. ringtones) or volume-based (e.g. email)Certain models will become unsustainable as volumes growTypically the operator is
35、 not at the centre of the value chain, but may still be exposed to potential adverse publicity and complaints about the servicesOperators need to move closer to the customer and be able to offer & charge for mobile data services to all subscribers in real-time Intec Telecom Systems 2005. All rights
36、reserved.Creating Profitable Customers需要什么需要什么?Real-time service control & charging function that is:Subscriber awareIntegrated with other OSS/BSS componentsAbility to manage the entire subscriber base (pre & post paid) from one applicationAbility to apply the same level of sophistication to pricing
37、 across all services and payment methodsA 360o view of customer & product data to enable innovative profiling, pricing, cross-selling and drive ARPU Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers网络环境网络环境Customer IVR / Self CareRetailer / Point of SalePartnerGSM Network
38、InternetGPRS/UMTS NetworkIP ProbeMobile Business SolutionContent ProviderApplication Provider Intec Telecom Systems 2005. All rights reserved.Creating Profitable Customers Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersMicro TransactionsC2B e-commerce is a multi-billion
39、 dollar marketService Providers are not getting a piece of the actionConsumers pay with credit cards on merchant websiteMicro Transactions insert Service Providers into the content value chainOn-line transactions from $0.01 to $100Aggregated and then paid by check, credit card or direct debitReal-ti
40、me Micro Transactions for digital content, e.g:MusicMoviesRing tonesGames Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersAttractiveness to Service ProviderEnable sub dollar transactionsExpand target group to kidsGet revenue sharesTighten relationship to subscriber Merch
41、antIncreased visibility (if on portal)Expand target group to kidsEnable sub dollar transactions ConsumerSafe purchasing for kidsSpending controlNo credit card exposure Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersMicro Transaction方案Existing BSS InfrastructureMicro tra
42、nsaction billingBalance managementParental controlsWeb customer care Web customer self-careAccount hierarchiesAuto-refundingStored value cardsRecurring subscriptionsMerchant integration toolkitMerchant refundingMerchant managementRevenue sharing and settlementPartner relationship management portal I
43、ntec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersSBC的的Micro Transaction计费计费Option for SBC Subscribers to pay online purchase on the SBC billOperatorSBCConsumer /SubscriberMerchantBill Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersSBC的的Micro T
44、ransaction计费计费FeatureBenefitIntec MTSReservationsCustomer is only charged when content delivered Parental ControlSafe purchasing enables merchants to target kids Spending ControlsEnables families to let kids spend within limits Phone BillingTies consumer to service provider Micro TransactionsSmall t
45、icket item purchases economically feasible Auto RefundingReduces call center costs Merchant Self-CareReduces merchant management costs Revenue SharingCreates new revenue steams for service provider Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersIMS(IP Multimedia Subsyst
46、em) Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersIMS 完全融合的标准完全融合的标准IP Multimedia Subsystem“The technology that will merge the Internet with the cellular world”A 3GPP and 3GPP2 standardThe KEY to Fixed-Mobile ConvergenceEnabling true multi-application servicesKey techn
47、ologiesSIP (session establishment and control)RTP (transport bearer for voice and multimedia)DIAMETER (AAA) Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersIMS架构架构ServicesSession ControlAccess NetworkPush to TalkMultimedia ConferencingGamingVideo TelephonyPresenceInstant
48、 MessagingMedia SharingSIP based IP Core Wireless Fixed Broadband 802.11 WiMAX Legacy TDM Network Cable IP CentrexMedia Streaming Intec Telecom Systems 2005. All rights reserved.Creating Profitable CustomersIMS 计费需求计费需求Complex service bundlesMultiple bearer channelsDetect addition/drop of services w
49、ithin the same sessionReal-time tariff changesQoS based chargingE.g. streaming audio/videoQoS changes during sessionCorrelationRoamingOffline ChargingPost-eventPost-paid SubscriptionsOnline ChargingReal-time Prepaid UsersIETF Diameter protocol is used for both charging mechanismsRFC 3588 Intec Telec
50、om Systems 2005. All rights reserved.Creating Profitable Customers离线计费离线计费Offline ChargingP-CSCFI-CSCFS-CSCFASMRFCMGCFBGCFCCFxDRsBilling SystemRf Interface DIAMETERIMS Charging Collection FunctionKey Diameter MessagesAccounting Request (ACR)Accounting Answer (ACA)ACR Message TypesSTART_RECORDINTERIM