Reimagining OSS to Enable Dynamic Digital Service Delivery

By Simon Osborne, CTO Service Orchestration, Comptel

In the world of telco, emerging back office technologies – especially network functions virtualisation (NFV) – appeal to operators not just because of the promised evolution of infrastructure management, but also because of the potential difference these technologies can make to the bottom line.

It all starts and ends with digital services. We’re living in an app-driven world, where consumers build personalised ecosystems of apps and over-the-top (OTT) content. These customers are on the search for apps and services that solve specific problems or meet their unique needs, from personal health to entertainment and everything in between.

Businesses are the same way. Not only do companies want access to a wider range of digital capabilities – video and Web conferencing, cloud-based email and productivity software, connectivity and security services – but they also now expect a B2B buying experience comparable to the speed and personalisation they receive as B2C digital buyers.

How can operators deliver personalised, engaging service experiences to B2B and B2C customers? Through a conversational and automated service orchestration and fulfillment framework.

Comptel is partnering with IBM and Juniper Networks to develop just such an architecture. As a participant in IBM’s Cloud Based Networking (CBN) initiative, our aim is to leverage SDN and NFV technologies in the creation of an agile, self-service model for service configuration, validation and completion. We’ll share our new revision for OSS and dynamic digital service delivery with attendees and booth visitors at TM Forum Live! in Nice, France from 9-12 May.

Extending the Potential of NFV and SDN

Technologies in isolation don’t really change much about the state of play. The same is true for NFV. There’s nothing inherently disruptive about having a virtual version of a network function. Adding a “v” in front of OSS won’t mean you’ve revolutionised your business. It’s really about how you’ve applied that new technology to meet customer demands.

The real value of NFV is that gives operators the agility and flexibility to consider new ways to serve enterprise and individual customers. With a highly scalable, agile and flexible network, an operator can dream up and launch the innovative problem-solving services their customers want. In turn, the self-created apps and service ecosystem can drive new operator revenue streams.

The Model for Dynamic Self-Service Delivery

To bring this vision to reality, IBM is adopting Comptel’s Digital Service Lifecycle Management (DSLM) proposition. This NFV-driven model works across three layers: one for network orchestration, virtual function, IT and physical network management; a middle orchestration layer to manage end-to-end hybrid service orchestration and the digital service lifecycle; and a top layer for front-office customer engagement and business management.

Comptel’s FLOWONE V service orchestration solution will fulfil the central DSLM layer, while IBM and Juniper will provide the network domain and IT service orchestration, dynamic operations, customer engagement, DevOps and security applications and services. Through integration with a digital service catalogue, this three-tiered system is able to support fast and easy self-service product ordering and configuration at the customer level. The model accounts for automated validation to ensure service availability and feasibility, and includes intelligent resource management to ensure the system can scale for service demand.

In future blogs, we’ll dive into the market potential for this type of model and the technical aspects that make it possible. But for now, it’s clear to see the revenue possibilities for operators. With a smart, automated and self-service digital sales cycle, you empower customers to build their own personal ecosystem of digital services and apps. Agile NFV and SDN technologies let you deliver these capabilities at an attractive cost. Ultimately, this model presents an innovative way for operators to expand their service capabilities and unlock new revenue in the era of rising digital expectations.

Visit Comptel and IBM at TM Forum Live! to learn more about the IBM Cloud Based Networking  initiative and our model for dynamic digital service delivery. Email [email protected] to schedule a meeting. You can also read more about digital service lifecycle management at Nexterday.org, our online magazine and reader community.