© 2017 TM Forum | 1
Centralized Product Catalog Enabling Digital Businesses
Niraj KhetanGeneral Manager, Product Marketing, Bharti Airtel
Ramachandran SelvarajanChief Architect – TCS HOBS, Tata Consultancy Services
Kannan RamakrishnanHead of Product Management & Marketing - TCS HOBS,
Tata Consultancy Services
2
For Telco’s Digital Transformation, “Product Catalog” is at the Core
5G
IOT
NFV/SDN
Adapt to Newer Business Models
Roll-out Products and Services Quickly
Automation in Operations
Deeper Understanding of Customer Experience
Create a Seamless Partner Ecosystem
Customer Expectations drives Investment Decisions
Value & Trust
Experience– Simple
– Contextual
Eco System Driven
– Offers– Channels
Investments and Monetization – Finding the Right Balance
3
Comprehensive support for any product /
service line
Flexibility to drive Personalization
Enable CatalogDriven Architecture
Dynamic Catalogue Support
E2E Process Management
Launch Digital & Traditional
Products
Transforming Customer
Experience
Zero Touch Operations
Partner Eco System
Product Lifecycle
Management
Digital Eco System and Role of Catalog
4
Airtel’s myPlan Wiley Custom Select
Personalization Examples
PRODUCT CATALOGIMPLEMENTATION
Business Challenges & Goals
Streamlining E2E Product Lifecycle
Processes
Elimination of Manual Product
Configuration Across Systems
Comprehensive & Flexible Product
Modeling
• Improve Time to Market• Optimize Product Configuration Costs
The Approach
Services : This axis comprises of any & all Services which are offered to the customer on the network.
Rules : This axis will hold the Eligibility, Applicability & Offerability parameters.
Tariffs : This axis defines the Rentals, Discounts applicable for a Product, Plan, Promotion and all others charges.
The 3 axis framework enabled a flexible, adaptive and a lean product model to meet current & future business offerings
Understanding of Portfolio
The Approach
Development of Business Information Model and mapping between individual application
information models
Understanding of Applications & Integration
Complexity
The Approach
PRODUCT DEVELOPMENT PROCESS
Product Creation
Approval Process1
iCRM Config
Network Config
Fx Billing Config
RA Validation
Construct Creation2
CSD Testing
Go live
Product Creation&
Approvals
SiebelConfig
ATOMConfig
Billing Config
RA Validation
CSD Testing
Comms
Current
NEW
Config Sheet Via email
ePCN iCRM
Comms thru
Multiple Sources
Go live
Via email Via emailVia email
Microsof t Excel
Worksheet
Definition of E2E PLM Processes
Key Benefits
Standardization of PLM processes
Single Source of Product Information across all Digital Channels
Single System to Configure – Zero Touch Auto Federation to Applications
Ability for Business Users to Self Configure Product Information Completely
Ease of Configuration through Copy/Clone,Duplicate Plan/Product Checkers
Single processes and systems for Retail & B2B Plans
Standardization of Plan, Products Nomenclature
Go-To-Market Improvements(3-4 Weeks to 1 Day)
© 2017 TM Forum | 11
Key Takeaways
12
Simplification
Portfolio o Performance
Based Product Rationalization,
o Products Standardization & Re-Use
Processes & Systemso Leverage Product
Simplification to Drive Process and Systems Simplification
Customer Experience
Personalization Targeted
Personalized offering based on segmentation of One
Flexibility in Configuration for advanced users
• Integrate with Analytics
Agility
Ideation to Acceptanceo Workflow,
Collaboration
Acceptance to Rollouto Comprehensive
Modeling, Dynamic Partner Products, One Touch Federation
Leverage the Catalog “Engine” to drive the Platform Model
Illustrations of Catalog Enabling “3” Big Themes
13
Product Catalog – Progress from “Data Master” to “The Engine”
Deploy the Product Master with Federation
to accelerate Time to Market
Integrate with Analytics,
Customer Events to Drive
Personalized Offers, Campaigns
Adopt Product Performance
Framework More Rigorously
Deploy Catalogue Effectively in the eco-system play
Leverage Catalogue
Functionality & Open APIs to
drive Platform Approach
© 2017 TM Forum | 14
Thank you
Contact Us
Kannan RamakrishnanHead Product Management
TCS HOBS
Tata Consultancy Services [email protected]
Niraj KhetanGeneral Manager
Bharti [email protected]
Ramachandran SelvarajanChief Architect
TCS HOBS
Tata Consultancy Services [email protected]
