7/30/2019 Delivering interactive mobile services to customers positions Telstra for high performance

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Delivering interactive

mobile services to

customers positions Telstrafor high performance

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Mobile FOXTEL from Telstra continues

to position Telstra as a market leader inthe delivery of mobile video services. Thesolution combines the speed and coverageof Telstras nationwide world-class NextG network with Accentures experiencein implementing mobile streaming andbroadcast solutions with Alcatel-LucentsMiTV MobileTV platform.

Company backgroundTelstra Corporation Limited (ASX:TLS) isAustralias leading telecommunications

and information services company, withone of the best-known brands in thecountry. Telstra is the only true mediacommunications company in Australiathat can provide customers with a trulyintegrated telecommunications experienceacross fixed line, mobile, broadband(BigPond), information, transaction andsearch (Sensis) and pay TV (FOXTEL)services. Telstra provides more than 9.4million Australian fixed line and morethan 9.4 million mobile services.

Telstras international businesses include:CSL New World Mobility Group, one ofHong Kongs leading mobile operators;TelstraClear, the second-largest fullservice carrier in New Zealand; Reach,

a provider of global connectivity and

international voice and satellite services;and SouFun Holdings, a leading real estateand furnishings website in China.

By using an integrated suite of networkand media assets, Telstra is creating aworld of 1-click, 1-touch, 1-command,any-screen solutions that are integrated,operate in real time, and are simple andeasy to use.

Telstra has evolved from a traditionaltelecommunications company into a

holistic, full service media, advertisingand communications company. Thecompany is meeting growing customerdemand for speed, content and deliveryby focusing on network, service andoperational transformation, and replacinglegacy networks and systems with IP-based infrastructure capable of runningadvanced multimedia applications.

Business challengeTelstra needed to make over its mobile TVoffering if it was to retain its position as a

high performer in the mobile subscriptionmarket. To grow revenue, Telstra wouldneed to deliver a differentiated offeringthat improved the customer experience.

The Mobile FOXTEL from Telstra solution

was developed to provide new contentacross 33 television channels, andcoordinate video and program guidecontent from several sources in severalformats. Telstra wanted to create a1-click, 1-touch, 1-command frameworkfor customers across all its products,services and media brands, and enableFOXTEL iQ (a time-shifting personaldigital recorder) customers to recordprograms on their home FOXTEL pay-TVservice through an iQ record functionalityfrom their 3G mobile phones.

How Accenture helpedDuring the delivery of the mobile TVsolutiondubbed Mobile FOXTEL fromTelstra Accenture leveraged its extensiveknowledge and expertise in IP-basedtelevision (IPTV) and mobile video.

The Accenture Service Delivery Platformsolution for service orchestration assistedthe Mobile FOXTEL from Telstra service.

Accenture was responsible for delivering

of the end-to-end solution that includedleading the implementation of theAlcatel-Lucent MiTV v2.1 platform. Itwas also responsible for the integration

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and testing of the Mobile TV service soit would operate on Telstras Next Gnetwork.

Accenture worked closely with Telstra todesign and deploy three components toenable the MiTV application to operate asa complete solution. These componentsincluded the wireless application protocol(WAP) application, service orchestrationand a content management system.

The WAP software enabled more than80 mobile handsets to view and play theMobile FOXTEL from Telstra solution. Thisworked as an add-on to Alcatel-LucentsMiTV Rich Media Client (RCM).

The service orchestration software,implemented by Accenture, providesdevice filtering, multi-tier subscriptionsand location capabilities as a set of serviceoriented architecture (SOA) businessservices that could be re-used by futuresolutions.

The content management systemsoftware delivered on-demand video,images, text and electronic program guideinformation to the MiTV platform. Thisenabled distribution of this content toboth the RMC and WAP client solutions.

Accenture completed the implementationby helping Telstras operations staffdevelop and maintain the new software,infrastructure and business processes.This helped ensure that Telstrascustomers would continue to be

supported in the future.

Features of the solution Superior 33-channel, high-quality

viewing experience

Fully interactive and personalized

service including play-list capabilities

and seamless channel switching on a

selection of handsets using Alcatel-

Lucents MiTV Rich Media Client

WAP client access to more than

80 different handsets from multiple

manufacturers

Program guide that can adapt

program start times to each of

Australias five time zones

FOXTEL iQ record functionality

that lets users record FOXTEL pay-TV

services from their mobile phones

Interactive news and weather

content enabling users to view video

graphics and text on-demand

High performance deliveredWith Accentures help, Telstras mobile TVstreaming serviceMobile FOXTEL fromTelstrawas launched on the Next Gnetwork in October 2007, providing anadvanced interactive television service onvarious mobile devices.

Mr Ross Fielding, Executive Director,Telstra Product Management, saidTelstra offers its Next G customersa comprehensive suite of mobile TV

products, including Mobile FOXTEL fromTelstra, BigPond TV and BigPondlive events.

Weve continually grown and enhancedthe range of services available to ourcustomers since the launch of the NextG network in October 2006, leveragingcontent from a range of sources includingBigPond, and FOXTEL, Mr Fielding said.

These services are becoming increasinglypopular with our customers, who aretaking advantage of the networkscapabilities to use their mobiles in moreways and in more places across Australia.

Mobile FOXTEL from Telstra offerscustomers 33 channels of content,including nine live and 24 made-for-mobile channels in five genres entertainment, sports, news anddocumentaries, kids and music.

Customers can also access interactivefunctions such as remote programmingof their FOXTEL iQ set top box (STB),enabling them to view program guidesand record programs on their STB whileon the move.

The solution has built-in flexibility toaccommodate a migration to DigitalVideo Broadcasting - Handheld (DVB-H) ifrequired in the future.

Working with Accenture, Telstra iscompetitively placed to lead the mobileTV sector in Australia with the deliveryof interactive mobile services and hasmoved closer to high performance andits vision of being an integrated media-communications company.

Telstra Executive Director, ProductManagement, Ross Fielding said,These services are becoming

increasingly popular with ourcustomers, who are taking advantageof the networks capabilities to usetheir mobiles in more ways and inmore places across Australia.

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About Accenture

Accenture is a global managementconsulting, technology services andoutsourcing company. Combiningunparalleled experience, comprehensivecapabilities across all industries andbusiness functions, and extensive researchon the worlds most successful companies,Accenture collaborates with clients tohelp them become high-performancebusinesses and governments. With morethan 186,000 people serving clientsin over 120 countries, the companygenerated net revenues of US$23.39billion for the fiscal year ended Aug. 31,2008. Its home page iswww.accenture.com.

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