Product

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Product Service Assembly (PSA) Catalyst II
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Business Drivers

• Reduce the current bottlenecks in the concept to
  order process, namely
• Time taken to map new products requirements to
  existing or needed technical capabilities
• Time taken to perform commercial analysis of
  technical service design
• Time and cost to change OSS/BSS across vendors
  and organisations to deliver new products
• Product introduction moves from full scale change
  programme to configuration

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Catalyst Members
SDP
Fusion
Siebel
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Concept to Order in Telco TodayIslands of
Information
Conceive
Design
Realise
Service
IT owns the product bundle
Idea
BSS Configure
Bundle Product
Concept design
Detailed component modelling
Top down design
Service Mgmt and topology owned by OSS
Assemble Service
OSS Configure
Bottom up Construction
Product Spec
Engineering design
Resource Activate
Requirements
Validate
Engineering own the understanding of capability
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Mission statement

• The Product and Service Assembly (PSA) Catalyst
  Project will produce an industry wide model that
  delivers a practical framework of how
  capabilities can be discovered, assembled into
  services/products and delivered
• Embrace experiences from other industries, e.g.
  CAD/CAM in engineering and manufacturing
• Create an automated method allowing technical
  capabilities to be defined and discovered and
  quickly mapped to business requirements
• Ability to assemble technical features into
  service and product bundles
• Configure operational and business environments
  automatically, enabling customers to order and
  use these capabilities online to form unique
  offerings

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Goals of Catalyst

• Phase I Delivered
• Machine readable language to describe technical
  capabilities and how they can be assembled into
  services and products
• Interface specification to share capabilities,
  services and products across multiple vendors and
  organisational domains
• Semantics for coordinating the delivery of
  products and services across multiple vendor and
  organisational delivery engines
• Phase II Goals
• Create production ready standards
• Create eco-systems of PSA compliant COTS

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PSA Phase I
ActiveCatalog
ComputerAidedDesign (CAD)
ComputerAidedManufacture (CAM)
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eTOM 4.0/5.0
Customer
Strategy, Infrastructure Product
Operations
Infrastructure
Fulfillment
Assurance
Billing
Product
Operations
Strategy Commit
Lifecycle
Lifecycle
Support
Management
Management
Readiness
Customer Relationship Management
Marketing Offer Management
Service Management Operations
Service Development Management
Resource Management Operations
Resource Development Management
(Application, Computing and Network)
(Application, Computing and Network)
Supplier/Partner Relationship Management
Supply Chain Development Management
Enterprise Management
Enterprise EffectivenessManagement
Knowledge Research Management
Enterprise RiskManagement
Strategic EnterprisePlanning
Financial AssetManagement
Human ResourcesManagement
Stakeholder External Relations Management
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Scenario Overview

• The scenario is based on a consumer oriented
  bundle of high value broadband media services
  including
• VoIP Basic voice services
• IPTV Video on Demand, broadcast etc
• Basic Internet connection to the internet

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Service Execution Platform
Movies
Sport
VoIP
SDP 1
SDP 2
Application Domain

QoS Router
Network Domain
Home Gateway
Phone
SetTop Box
Internet
Customer Premise Domain
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Assembling Services
Product Catalog
Basic
Premium
Publish Component Specifications
PSA Interface Spec
Service Catalog
VoIP
Sport
Movies
Publish Component Specifications
PSA Interface Spec
CPE Catalog
SDP Catalog 1
SDP Catalog 2
IP Core Catalog
VoIP
QoS Router
Home Gateway
Sport
Movies
Phone
SetTop Box
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Delivering Services
Product Catalog
Notify Billling
Basic
Send Contract
Order Components
PSA Interface Spec
Service Catalog
Setup Assure
VoIP
Install
Order Components
PSA Interface Spec
CPE Catalog
SDP Catalog 1
Ship
SDP Activate
VoIP
Phone
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Physical Architecture
Product Active Catalog
VoD (Microsoft)
VoIP (Oracle)
SMS/PSTN (BT SDK)
Prod Cat/Inv (Siebel)
Order Capture (Siebel)
Billing (Convergys)
Application Layer
Service Active Catalog
OSS/BSS Layer
Router (Huawei)
Svc Cat/Inv (Axioss)
Order Mgmt (Axiom)
Network Layer
Resource Active Catalog
Home Gateway (Huawei)
Phone (Huwaei)
STB (BT Vision)
Resource Cat/Inv (Oracle/Huawei)
Customer Layer
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Reference Material

• For additional information go to
• URL tmforum.org/cws
• PSA Phase I IIS, TMF867
• Email bnaughton_at_axiomsystems.com

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Catalyst Deliverables

• Deliver a Proof-of-Concept (PoC) demonstration
  for TMW, Nice
• Provide feedback on implementation experience
  into TMF activities, e.g. PSA Contract Submission
  Landscape Project
• Production ready PSA Specification and Design
  Guidelines