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Anatomy of a Successful Oracle AIA for Communications Implementation
December 5th, 2011
16:35-17:35
Paper ID #6590
Executive Room 2
Ahmed Aboulnaga
Technical Director
Raastech, Inc.
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1. Introduction
2. Oracle Communications
3. Oracle AIA for Communications
4. Benefits of AIA
5. Customer Use Case
6. Summary
Agenda
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INTRODUCTION
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DO WE REALLY STILL HAVE ISSUES?
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Activation Issues
“I have spent most of my day trying to
activate this **** phone!”
“I am having trouble activating my cell
phone for updates… Every time I send the
reply to the text message, it still says my
phone is not activated.”
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Billing Issues
“They’re sooooo stupid, they’ll probably
SEND me $1.06!!! HAAAAAAA!!!”
“I have been told that my bill was $60
overcharged and the next day I was told that
that calculation was wrong as well.”
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Cancellation Issues
“I wonder when the F-ing morons are
going to figure out that I haven’t been
a customer since last year.”
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Numerous systems
− Billing, point-of-sale, activation, order management, inventory
Numerous disparate systems
− Multi-vendor applications due to partnerships, addition of new
features, upgrades, or acquisitions
Integration between these systems
− Always a challenge due to the never ending cycle of promoting new
products and features
When will the problems end?
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ORACLE COMMUNICATIONS
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Oracle is committed to the communications space
– Despite difficult economic conditions, Oracle continues to invest in and
grow the number Communication Service Provider (CSPs) customers
Oracle Communications delivers a complete, open, and
integrated platform for the communications industry
– The Oracle Communications suite of products is designed to address
the numerous needs of the telecommunications industry
Oracle Communications Overview
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The Oracle Communications stack has helped
support CSPs deliver new services that include: - Mobile TV
- 3G wireless networks
- Gaming
- Virtual Office
- Video Conferencing
Recent Oracle Communications customers include: - Cox Communications
- KDDI Corp.
- LG Telecom
- Telefónica O2 Czech Republic
- Vodafone Qatar
Oracle Communications Designed for the Communications Industry
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Oracle Communications Applications Stack
Oracle SOA Suite
Oracle Application Integration Architecture (AIA) for
Communications
Oracle Siebel Customer Relationship Management (CRM)
Oracle Communications Billing & Revenue Management (BRM)
Oracle Supply Chain Management (SCM)
Oracle Point-of-Sale (POS)
Oracle Service Fulfillment (SF)
Oracle Communications Order & Service Management (OSM)
Oracle Communications Unified Inventory Management (UIM)
Oracle Automatic Service Activation Program (ASAP)
Oracle Communications Services Gatekeeper (OCSG)
Oracle E-Business Suite & Financials
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Oracle Communications Applications Stack
Oracle SOA Suite
Oracle Application Integration Architecture (AIA) for
Communications
Oracle Siebel Customer Relationship Management (CRM)
Oracle Communications Billing & Revenue Management (BRM)
Oracle Supply Chain Management (SCM)
Oracle Point-of-Sale (POS)
Oracle Service Fulfillment (SF)
Oracle Communications Order & Service Management (OSM)
Oracle Communications Unified Inventory Management (UIM)
Oracle Automatic Service Activation Program (ASAP)
Oracle Communications Services Gatekeeper (OCSG)
Oracle E-Business Suite & Financials
Oracle Communications Products
http://www.oracle.com/us/industries/communications/046718.html
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Oracle Siebel Customer Relationship Management (CRM) – At the center of the Oracle Communications solution
Oracle Communications Billing & Revenue Management (BRM) – Real-time number portability
– Credit control and notification
– SOX compliance features
– Enhanced account loading and service enablement
Oracle Communications Order & Service Management (OSM) – Performs the end-to-end order life cycle function
– Improves ordering process of complex, multipart customer orders captured by sales channels
– Ensures the successful delivery of orders
– Provides on-demand order status visibility
– Reports the status of sales orders already in process back to CRM and other systems
Oracle Communications Unified Inventory Management (UIM) – Provides traditional core inventory functions
– Supports VoIP
– Works seamlessly with Oracle Automatic Service Activation Program (ASAP)
Oracle Communications Applications Stack
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The world’s top 20 communications
companies all rely on various Oracle, Oracle
Communications, and applications within the
Oracle OSS/BSS stack
http://www.oracle.com/us/corporate/customers/customer
search/index.html?xProductServices=13/45/1870
Oracle Communications Customers
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In Operations Support Systems (OSS), Gartner rated Oracle
“Very Strong” in Market Understanding, Offering (Product)
Strategy, and Overall Viability.
Strategic Scorecard for Operations Support Systems, 2009
http://www.gartner.com/technology/media-products/reprints/oracle/article118/article118.html
Gartner Rating
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ORACLE APPLICATION INTEGRATION ARCHITECTURE FOR
COMMUNICATIONS
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Oracle SOA Suite
Oracle Application Integration Architecture (AIA) for
Communications
Oracle Siebel Customer Relationship Management (CRM)
Oracle Communications Billing & Revenue Management (BRM)
Oracle Supply Chain Management (SCM)
Oracle Point-of-Sale (POS)
Oracle Service Fulfillment (SF)
Oracle Communications Order & Service Management (OSM)
Oracle Communications Unified Inventory Management (UIM)
Oracle Automatic Service Activation Program (ASAP)
Oracle Communications Services Gatekeeper (OCSG)
Oracle E-Business Suite & Financials
Oracle Communications Applications Stack
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BENEFITS OF AIA
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SOA relies on the concept that services are loosely
coupled, reusable, and standardized
As the number of systems and applications increase,
organizations face challenges ranging from integration,
maintaining legacy systems, and upgrades
SOA can help transform and organize your IT infrastructure
Benefits of Service Oriented Architecture (SOA)
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Point-to-Point Integration Architecture
CRM
ASAP
OCSG
OSM
OSM
BRM
UIM
POS
Using web services alone is not
enough when integrating Oracle
Communications applications
Integrating these applications can
be very difficult and time
consuming
Upgrading any application will
require code modification to the
integrations
Points of connections grow
exponentially
Limited reusability
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AIA Integration Architecture
CRM
ASAP
OCSG
OSM
OSM
BRM
UIM
POS
AIA EBO/EBS
By leveraging Oracle AIA for
Communications, we allow for
loose coupling of the Oracle
Communications applications
A change to any one
application has a minimal
impact on the integrations
Single connection for each
operation
One-time integration
development for multiple
providers
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Built on Oracle Fusion Middleware*
Foundation pack and best practice processes
Pre-packaged Enterprise Business Objects (EBO)
Enterprise Business Services (EBS)
Process Integration Packs (PIP)
Oracle AIA Foundation Pack Overview
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traditional SOA
Oracle AIA
SOA and AIA
Star Trek Enterprise
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Oracle AIA for Communications
Oracle AIA Foundation Pack
Oracle SOA Suite
leverages tools within…
installed on…
Oracle SOA Technologies SOA Suite, AIA Foundation Pack, and AIA for Communications
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Oracle AIA for Communications 2.5
Oracle BI
Analytics
Siebel Customer Relationship Management
Oracle SDP
Service Execution
Data Management
Product
Customer
En
terp
rise
M
an
ag
em
en
t B
us
ine
ss
In
tellig
en
ce
Info
rma
tion
Ma
na
ge
me
nt
Re
ve
nu
e
Ma
na
ge
me
nt
Cu
sto
me
r M
an
ag
em
en
t S
erv
ice
M
an
ag
em
en
t
ERP
Fins Assets
Procurement
Reporting
Oracle Content
Management
Oracle Service Fulfillment
Activation Network Inventory
Provisioning
Oracle Billing and Revenue Management
Billing Balance Tracking
Rating
Oracle Order and Service Management
Order Fallout Order Lifecycle
Management Ord
er
Ma
na
ge
me
nt
Oracle BI
Publisher
Invoicing
Sales Marketing/
Loyalty Partner
Order Capture
Self Service
Service
SCM
Planning Logistics Execution
Parts Inventory
Order Decomposition
and Orchestration
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Introduced in October 2007
Designed for the communications industry
Based on Oracle Fusion Middleware
Includes a complete suite of pre-built, end-to-end,
integrated, productized business processes
Integrations are done via Process Integration Packs
(PIPs), foundation packs, and direct integrations between
products
Out-of-the-box, standards based, open architecture,
extensible, reusable
Oracle AIA for Communications
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Error Handling
Oracle AIA for Communications Overview of PIPs
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AIA Error Handling
AIA PIP
(Process Integration Pack)
Oracle AIA for Communications Overview of PIPs
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Oracle AIA for Communications provides six PIPs:
– Customer Master Data Management
– Product Master Data Management
– Agent-assisted Billing Care
– Revenue Accounting
– Order to Bill
– Order to Activate
Oracle AIA for Communications Overview of PIPs
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Order to Bill PIP:
– Sales order submission
– Asset creation
Oracle AIA for Communications Overview of Order to Bill PIP
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Oracle AIA for Communications Overview of Order to Bill PIP
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PIPs are extensible
Fully supported by Oracle (i.e., bug fixes, upgrades,
enhancements, etc.)
Additional integrations to support other customer
requirements are often built on top of the AIA Foundation
Pack
Oracle AIA for Communications Overview of PIPs
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Not a very common problem
Encountered one instance of PIPs dependency issues * Versions shown below are for example purposes and are not correct
Must ensure certification compatibility between source
applications, PIPs, and target applications
The Challenge of PIPs
Requestor ABCS
AIA EBO CRM BRM
Provider ABCS
Siebel CRM 8.1.1.1 PIP 2.0.0 BRM 7.3.1
PIP 2.0.1 BRM 7.4.0 When to upgrade?
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No need to spend months
defining/agreeing on
corporate data standard to
represent key business
objects
Simplified integration
between Oracle (CRM,
BRM, UIM, SCM, etc.) and
non-Oracle applications
Reduced development
time
REDUCED COST
Built on Oracle Fusion Middleware
High-performance, scalable, open
technologies
BUILT ON ENTERPRISE INFRASTRUCTURE
Ensures customizations are future-proof
Improves productivity, reduces errors, and
ensures data consistency
PAINLESS UPGRADES, BETTER DATA
Oracle AIA for Communications Benefits of AIA and PIPs
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SUMMARY
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17 of the world’s top 20 telecom companies run Oracle
BSS/OSS applications
Productized integrations (which can be altered or
extended) enable end-to-end business flows in support of
lower integration costs
Advanced data models and flexible architecture
Ability to integrate Oracle and non-Oracle applications
Advantages of Oracle AIA for Communications
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The “Truth Meter” contains a list of claims extracted from
Oracle AIA marketing material, press releases, and release
notes
12 Oracle AIA Solution Architects were interviewed to
provide, on a scale of 1 to 10, the truthfulness of each
statement
Background of the Oracle AIA Solution Architects:
– 10+ years of IT experience
– At least 1 long term AIA engagement (6-18 months)
– Includes customer architects, systems integration architects
(i.e., consultants), and architects currently employed at Oracle
Truth Meter Description
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Truth Meter
Oracle Claim Truth Meter
Reduce complexity, accelerating delivery 58%
Promotes reuse 78%
Leverages industry best practices 76%
Speed up design with pre-built, extensible product data model 73%
Allocate less work on maintenance 63%
Lower integration costs (using PIPs) 62%
Lower integration costs (Foundation Pack only) 61%
Reduces integration risks (using PIPs) 63%
Reduces integration risks (Foundation Pack only) 60%
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Oracle Communications
– A suite of applications designed to support CSPs
Oracle SOA Suite
– Used to build integrations
Oracle AIA Foundation Pack
– Installed on top of Oracle SOA Suite
– Provides toolsets, components, and more to speed up and
standardize development
Oracle AIA for Communications
– Pre-built integrations leveraging the AIA Foundation Pack
– Delivers pre-built integrations between the various applications in
the Oracle Communications stack
Recap
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Is AIA worth it?
– For application integration of the Oracle Communications stack…
absolutely!
Is AIA here to stay?
– Definitely*
From a long term strategic standpoint you cannot go wrong by
standardizing on AIA, particularly if you have a growing number of
Oracle applications.
Final Thoughts
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Can you develop these integrations from scratch instead
of purchasing AIA for Communications?
– Absolutely.
Technically all you need is Oracle SOA Suite. But you have to
weigh cost-vs-risk-vs-flexibility.
Is it as easy as it sounds?
– Not really.
There are definite challenges. PIPs don’t satisfy all requirements
and finding qualified developers and architects continues to be a
major challenge.
Final Thoughts
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AIA for Communications is the primary solution to
integrating Oracle Communications applications
For larger implementations, expect to initially see cost
reduction, high cost and high risk during the middle,
but long term ROI afterwards
PIPs help reduce risk
PIPs are not available for all types of integrations;
custom development and/or customization is almost
always required
Not enough qualified expertise in the marketplace
Competent AIA Solution Architects are very hard to
come back
Summary
AIA
Sum
mary
PIP
s
Skillsets
Slide 44 of 44 © Raastech, Inc. 2011 | All rights reserved.
Contact Information
Ahmed Aboulnaga
Technical Director