Programma Presentatie Alcatel

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Programma Presentatie Alcatel 19 mei 2000 Delft
Institute for Information Technology in Service
Engineering 1. Toelichting op DITSE H.
Bouwman 2. Web enabled call center mw. J.
Beumer 3. Multichannel Coordination mw. T. van
Diepen 4. Mobiel - M-commerce business models
H. Bouwman - Content Providers UMTS -
Service Providers UMTS 5. Quality of Service in
wereldwijd IP-netwerk J.P. van Best
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Delft Institute for Information Technology in
Service Engineering Prof. dr. H.G. Sol
wetenschappelijk directeur
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DITSEMission Statement

• DITSE deals with issues in practice as well as
  generic research questions, thereby focusing on
  the following key topics
• Service Engineering in the Information Society
• Personal Productivity and ICT-based Services
• Business Innovation and Services

DITSE provides theories, methodologies, and tools
to support new services and enable change
processes towards service-oriented organisations.
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DITSE Research Programme
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DITSE Research Programme
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SIMLABSimulation Visualisation

• Trends in simulation research
• Alternation between logical models and spatial
  models, even coupled with emulated models.
• Simulation algorithms are transformed into code
  for production environments, without much effort
  extra.

• Coupling between simulation environment and all
  kind of real-life systems (e.g. databases,
  vehicles, information systems)
• Simulation with more and more advanced animations
  nearly create virtual reality

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COLLAB Collaborative Engineering in detail

• Extensive experience with the electronic
  boardroom (brainstorming, evaluating, decision
  making)
• Combination between electronic boardroom and
  simulation facilities
• Experience with collaborative modelling

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• Products services
• DAISy (Development of Airport Information
  Systems).
• TANGO (Business models financial sector
  Toegepassing Addedvalue Network Grootzakelijke
  Ondernemingen).
• DIRIGENT (Business models music sector Digital
  Reengineering Internet Generated Network
  Technology).
• PaCE (Ontwikkelomgeving voor ketensimulatie
  Participative Chain Engineering).
• ModZorg (Modellen in de zorg).
• PePSi (Personeelsplanning Simulatie-omgeving).

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• DITSE partners
• Ministeries van VROM, Binnenlandse Zaken,
  Defensie en Landbouw, Natuurbeheer en Visserij.
• Belastingdienst.
• KPN Research.
• ING Bank.
• Nationale Nederlanden.
• CMG.
• Politie Amsterdam en Haaglanden.
• Luchthaven Schiphol.

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Web enabled call centers met application sharing
Effecten op efficiency en effectiviteit
Joyce Beumer
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Outline presentatie

• Waarom application sharing?
• Wat is application sharing?
• Ontwikkeling vanuit verschillende disciplines
• Factoren die application sharing beïnvloeden
• Testen
• Hypothesen

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Waarom application sharing?

• Case revalidatiecentrum voor visueel
  gehandicapten
• lange reisafstanden
• lange opnames
• lange wachttijden om computer te leren bedienen
• Vraag hoe kunnen deze nadelen worden vermeden?
• Observaties van klanten en hulpverleners
• Conclusie telefonisch contact en delen
  beeldscherm cruciaal
• Oplossing web enabled call center met
  application sharing.

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Wat is application sharing?

• De mogelijkheid voor twee of meer personen die op
  fysiek verbonden computers werken om gegevens van
  elkaar te zien en te kunnen manipuleren.
• Collaborative browsing
• Just In Time Support

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Ontwikkeling vanuit verschillende disciplines

• Telefoon en data netwerken
• Klanten processen
• agent interactie
• helpdesk achtige activiteiten
• kennismanagement
• Back- en frontoffice software

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Onderzoek

• Design
• Systeemanalyse
• KPN
• Siebel Systems
• Profuse
• Alcatel. ?
• Experiment
• Cases

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Hypothesen

• gebruik van application-sharing draagt bij aan
  de efficiency van de communicatie en
  effectiviteit van taakuitvoering
• Nadere specificatie hypothesen naar
• technologie
• soort taak
• soort gebruiker
• omgeving
• het introductieproces

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Multi-channel coordination Tonja van Diepen
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Multi-channel distribution as an organization
problem
Adapting the internal organization to a
customer-oriented multi-channel strategy
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What are the main issues?
By no means a lack of alternatives to approach
the market through electronic distribution
channels. However insufficient attention for
the need for changes in the internal
organization. Multi-channel distribution more
complicated than adding new channels and related
processes. The addition of new (electronic)
distribution channels has important implications
for processes and organization structure in
(financial) institutions. As a result, there is
need for new forms of coordination to support
the new customer-oriented multi-channel strategy.
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Financial services sector dynamics

• Traditional service model
• standard products
• mass market
• single-channel distribution

Product-oriented strategy and organization

• Need for new service model
• diversified products
• individual customer
• multi-channel distribution

24-hour economy increasing customer
demands individualization
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Financial services sector dynamics
Independent development of different channels
Problems in provision of services

• inconsistencies in information about the
• customer
• inconsistencies in information supply to
• the customer

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Observations from practice problems recognized

• different (and sometimes even conflicting)
  information through
• different distribution channels
• no sharing of information between distribution
  channels
• different access-, security-, and authorization
  method, different
• phone numbers
• each channel has its own marketing and IT policy,
  its own
• sales and customer service organization, etc.
• ...

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Directions for improvement
Need for changes in the internal organization
New forms of coordination
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Problem of coordination
Four areas of attention
Coordination between the dimensions of products,
distribution channels and customers Coordination
between different distribution channels and
related processes Coordination of entire
process over front-office, (mid-office) and
back-office Coordination within one
distribution channel between different products
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Translation to a new process architecture main
issues
Lack of insight in processes and process
organization Changes in front-office used to be
leading back-office process changes as a
reaction (instant removing of bottlenecks) Strong
product orientation needs to be removed from the
presently available processes, there is need for
new dimensions for distribution channels and
customers Need for flexibility in process
organization Need for quick insight in necessary
adaptations to anticipate new changes Need for
designing a new process architecture, based on
different considerations (e.g. efficiency
versus flexibility, generic versus specific
organization of processes, )
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Traditional situation
product A
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Adding new distribution channels
product A
channel A
channel C
channel B
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Efficiency objective
product A
channel A
channel C
channel B
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Flexibility objective
product A
channel 1
channel 2
channel 3
customer segment 2
customer segment 3
customer segment 1
customer segment 2
customer segment 3
customer segment
customer segment 1
customer segment 2
customer segment 3
channel 1
channel 2
channel 3
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Overall purpose building blocks
Searching for generic and specific building
blocks for designing a (flexible) process
architecture to support a customer-oriented
multi-channel strategy
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Next steps
Extend research in other sectors Develop
concepts for process building blocks
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Mobiel-drieluik

• M-commerce business models
• E-commerce modellen geëvalueerd voor GSM
• Content Providers
• Rol Content Providers bij UMTS
• Service Providers
• Toegevoegde waarde van Service Providers in UMTS
  waardeketen

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• E-commerce modellen geëvalueerd voor GSM

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M-commerce business model

• Internet E-commerce modellen
• Brokerage modellen
• Buy-sell fullfilment, search agents, buyer
  aggregator, virtual mall, metamediary, auction
  broker.
• Reclame modellen
• Portals general, personalized, specialized,
  Attention marketing, Free model, Bargain
  discounter

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• Infomediary modellen
• Recommender, registratie
• Merchant model
• Catalog merchant, surf and turf, virtual
  merchant, bit vendor
• Community model
• kennisnetwerk, virtual community
• Abonnement
• utility (pay per) model

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Criteria voor M-commerce

• Techniek GSM
• informatie processing capaciteit en mogelijkheid
  van lokaliseren van gebruiker
• GPRS, EDGE, HSCSD ontwikkel traject
• WAP, géén IP-adressering
• Economie
• product (eenvoudig, homogeen, digital-non-digital)
  tijd en lokatie specifiek

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• proces
• digitale producten order, fulfillment, payment,
  after-sales
• niet digitale producten order, payment en
  aftersales
• Gebruiker
• typologie
• traveler, researcher, relaxer, tourist, shopper,
  misc.
• access tot persoonlijke informatie
• dienst door gebruiker gedefinieeerd, incl.
  interface

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• Absoluut
• informatie processing capaciteit
• fulfillment en after-sales
• informatieverschaffing
• Relatief
• lokatie specifiek
• tijd specifiek
• response tijd
• dienst gebruiker gedefinieerd

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Criteria versus modellen
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• Content Providers
• en
• UMTS

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Content providers en technologie

• Content providers
• Traag en conservatief
• Internet disruptieve technologie voor CPs
• Slechtere performance
• UMTS stenghtening technologie content ook via
  andere kanalen

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Belang informatie

• Lagere transactie kosten, efficientere markten
• Content kritieke rol in netwerk-economie
• Vervagen van grensen, intensivering van relaties
• Verschuift machtcentra branding en loyality
• Versnellingkorte plcs
• Nieuwe business modellen
• Leidende rol gebruikers wensen in context

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Rol van content in netwerk economie
Rol van content in netwerk economie
Customer mgmt Customer roaming
After sales Consum- ptie
Levering Betaling
Transactie sale Transactie koop
Informatie Evaluatie
Promotie Browsen
Aan bieder User
Match
Kwaliteit van relatie
Test van relatie
Evaluatie
Contract
Encounter
Rol van content VB en inter- actieve content
Aantrek ken van klanten Banners Search engines
Push media
Product info Website info Product
vgl. Simulators
Interface voor transactie On-line credit
appl. Electronisch bestellen Product beschikbaar
heid
Content Electr. Betaling On-line leveren infor
matie
Informatie t.b.v. consumptie Web,E-mail customer
support Web-tele fonie, call center
Ineteractieve community Product
evaluatie On-line consumer community E-mail upda
tes
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Waardeketen mobiele communicatie
Network Operator
Service Provider
Hosting Provider
Trans action provider
Content Source
User
Content Provider
Content Organiser
Access Provider
Knmi ANP AND Planet Internet
KPN WOL Planet Internet UUnet
KPN Libertel Telfort Ben Dutchtone
KPN Libertel Telfort Talkline Debitel
Banks TTP Libertel M-info Startwap
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Content via UMTS
Internet
Transport
UMTS
Content Provider
Internet
access
gateway
network
Provider
Content
Content
Content
Content
UMTS
terminals
A
B
C
D
Issues Control over content, QoS (telephony
vs Internet) Distribution of content
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Business modellen content

• Subscription
• used to pay for mobile communication
• Airtime
• Advertisment
• critical mass, reach
• small screens
• personalising advertisement and content
• Transaction, E-commerce models

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• Toegevoegde waarde van Service Providers in UMTS
  waardeketen

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Waardeketen mobiele communicatie
Network Operator
Service Provider
Hosting Provider
Trans action provider
Content Source
User
Content Provider
Content Organiser
Access Provider
Knmi ANP AND Planet Internet
KPN WOL Planet Internet UUnet
KPN Libertel Telfort Ben Dutchtone
KPN Libertel Telfort Talkline Debitel ISPs etc
Banks TTP Libertel M-info Startwap
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Service providers

• Fixed Service Providers
• Indirect Access OperatorsCarrier select, carrier
  pre-select
• Switchless resellers
• Mobiel
• MSPs
• Mobile Virtual Network Operator
• WAP-content brokerage
• Internet
• ISPs
• Application SPs

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UMTS role model
subscriber
application payment
subscription service payment
user call data
value-added service provider
application
accounting
network operator
reseller
user call data
conternt paymen?t
content
usage payment
payment?
content provider
information flow flow of money
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UMTS value system
operation of UMTS infrastructure provision of
UMTS bearer services
provision of UMTS teleservices supplementary ser
vices
packaging tariffing of Internet services
distribution of UMTS terminals
selection of UMTS content
creation of content
responsible for arrival of data, over
several infrastructures
access to the Internet
billing, helpdesk, customer care, etc.
provision of UMTS content
terminal distr.
network owner
Internet access
content owning
content pro-vision
content broker-age
appl. pro-vision
network organiser
service man.
Pack-aging
PHYSICAL DISTRIBUTION
APPLICATIONS CONTENT
ACCESS
SERVICE
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Strategic positions SPs
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Fixed switchless reseller

• Strength
• Sales expertise

• Weakness
• no operating expertise
• small brand name
• no infrastructure
• small customer base

strategic option UMTS reseller
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Fixed indirect access operator

• Strength
• sales experience
• expertise in operating circuit switch
  infrastructure
• backbone infrastructure
• operational deep pockets

• Weakness
• no experience in operating mobile infrastructure
• small brand name
• small customer base

strategic option UMTS indirect access
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ISPs

• Strength
• sales experience
• experience in operating packet-switched network
• service development experience
• well-established brand name
• large customer base
• operational contacts with content providers and
  VAS (electronic payment

• Weakness
• no experience in operating mobile infrastructure

strategic option content broker, portal MVNO
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Mobile switchless reseller

• Strength
• sales experience
• large customer base
• access to distribution channels
• agreement with mobile operators

• Weakness
• no operating experience
• small brand name
• no infrastructure

strategic option content broker
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Quality of Service management in wereldwijde IP
netwerken
Jan-Pascal van Best
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Vergelijking TelecomltgtIP
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Actoren (1)
Service management 1
Service management n
Company
Customer
...
Network 1
Network n
Company server
Customer PC
...
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Actoren (2)

• Klant
• Leveranciers van IP-netwerkdiensten (ISPs en
  backbone providers)
• Dienstenaanbieder
• Hardwareleveranciers
• Governance bodies ISOC, IAB, IETF
• Overheden

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Obstakels

• Standaardisering op technische oplossingen
• Migratietraject
• Combinatie met billing en accounting
• Organisatie en management

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Accounting
Service management 1
Service management n
Company
Customer
...
Network 1
Network n
Company server
Customer PC
...

• Momenteel Alleen bilaterale afrekeningen
• Telecom-wereld Veel effort en kosten in
  accounting

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Doel onderzoek

• Een bijdrage leveren aan het ontwerp en de
  organisatorische voorwaarden voor een Internet
  met QoS-eigenschappen
• Hoe kunnen QoS-eigenschappen in IP netwerken
  worden geïntegreerd en hoe moeten die netwerken
  dan worden gemanaged?

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Stand van zaken

• Onderzoek naar connectivity ISPs minder
  hiërarchisch dan gedacht
• Gevolgen hiervan voor peering en invoering QoS

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• Vragen
• Discussie
• Follow up