On-Demand Monetization - TM Forum · Monetization • On-demand revenue streams needs dynamic...
Transcript of On-Demand Monetization - TM Forum · Monetization • On-demand revenue streams needs dynamic...
© 2018 TM Forum | 1
On-Demand Monetization
© 2018 TM Forum | 2© 2018 TM Forum | 2
IntroductionODM Challenge and Value PropositionThe ODM Catalyst
© 2018 TM Forum | 3
IoT will create unparalleled value in the digital ecosystem
Lora
Lora
Lora
5G-MTC
5G-MTC
5G-MTC
NB-IoT
NB-IoT
NB-IoT
Vehicle-to-X
Industrial IoT
Tactile Internet
Smart Home
Predictions for number of connected devices by 2025
25billion 30billion 38.5billion 50billion 75billion
https://machinaresearch.com/news/press-release-global-internet-of-things-market-to-grow-to-27-billion-devices-generating-usd3-trillion-revenue-in-2025/http://www.gartner.com/doc/3840665?ref=shareSummary -Internet of Things — Endpoints and Associated Services, Worldwide, 2017
Total of
IoT connections
by 2025
27
billion
loE will add up to
to glob economy
by 2025
$3
trillion
up to
Total service
expending by
2021
$529
billion
Expending
Transition from non-
connected to
connected HW
$ 3.4
billion
© 2018 TM Forum | 4
On-demand Monetization is about defining Monetization Schemas for IoT/IoE times
Lora
Lora
Lora
5G-MTC
5G-MTC
5G-MTC
NB-IoT
NB-IoT
NB-IoT
Vehicle-to-X
Industrial IoT
Tactile Internet
Smart Home
$$$
$$$
$$$
$$$
© 2018 TM Forum | 5
There is consensus about IoT potential, but…how to monetize?
Lora
5G-MTC
NB-IoT
Vehicle-to-X
Industrial IoT
IoT Application Reseller +Device Mgmt.+ Enablement Platform
Data Analytics
IoT Connection
M2M Devices
Gateway
Direct Connection
Gateway
Identity
Security
Location
Data Insight
Connectivity
© 2018 TM Forum | 6
New monetization paradigm is required to unleash the potential of IoT
© 2018 TM Forum | 7
On-Demand Monetization (ODM) is about re-defining the monetization schemas required by IoT to reach its full potential
On-demand Engagement
Engage granular services and features on-demand and seamlessly in multi-cloud environments
Ecosystem Distribution
Consistent distribution of monetization functions across the ecosystem
Monetize Services Orchestration (SO)
In sync with SO leverage IoT “Servitization” with catalogue driven, traffic based monetization
New Networks Support
Monetize new capabilities and features of 5G, NB-IoT and Elastic networks
ODM
© 2018 TM Forum | 8
IoT is the future of the industry and will develop using platform based business models
Vehicle-to-XIndustrial IoT
Tactile Internet
Customer Data
Network Data
3rd party application Data
Connectivity, Application, Monetization, Operations
IoT Telco Platform
IT Data Social Media
Data
OrchestratorMonetization
Monetization schemas and engines should evolve to become the key business enabler of the Telco Platform
© 2018 TM Forum | 9
Monetizing ecosystem value creation
SP
IoT Producer
Prov 1 Prov 2 Prov n
Consumer
Producer
Catalogue
Catalogue
Simple &Frictionless
engagement
Monetize consumer services
Mapping & Routing
Intelligence
Monetize IoT Services
On-Line Settlements & revenue distribution
Revenue/Cost monitoring & Authorization
Forecasting & Recommendation
Loose-couple changes in IoT producer Catalogue from
changes in the SP catalogue
Multi-sourcing, avoidProvider lock-in
Cost
Revenue
© 2018 TM Forum | 10
Engaging
Metering
Billing
Forecasting Orchestrator
Global Service Orchestration and On-Demand Monetization are key enablers for the IoT/IoE Platform
Policy
Orchestration
Monitoring
Analytics
Global Service Orchestration On-demand monetization
Operational and Business enablement functions should be distributed and consumed on-demand
© 2018 TM Forum | 11
Monetizing IoT High Value Services
M2M Area Network
M2M Area Network
• Enabling On-Demand Business Models• Monetize global service orchestration • Leveraging Cloud & Elastic Networks
capabilities• Provide cost transparency and Pricing
flexibility
• Industrial digital transformation• Master E2E Service Delivery• From Brick & Mortar to Digital Services
Monetization• On-demand revenue streams needs dynamic
On-demand costs structures
HVS and Policy based monetization
Specific Industrial Business Models
On-Demand MonetizationCustomer
Data
Network
DataIT Data
Social Media
Data
3rd party application
Data
Connectivity, Application, Monetization, Support
DSP Telco Platform
© 2018 TM Forum | 12
Product
Low Cost Product Creation
Rapid Configuration
Low Operational Cost
Agile Implementation
Network Attributes
Type
Nature
Capacity
Features
• Traditional• Elastic (SDN/NFV)• Data Centers
• Access• Cloud• IP & Transport
• Utilization• Bandwidth• Operations
• Throughput• Bandwidth• Latency, Slicing,..
Rapid Service Assembly
Integrated virtual monetization function
• What is a Product?
• What is a Service?
• How are they created?
• How are they Ordered?
• How quickly are they
Instantiated
Product Life Cycle Support
Getting the most from 5G and Elastic Networks
System of Engagement
System of Records
System of Insight
© 2018 TM Forum | 13© 2018 TM Forum | 13
IntroductionODM Challenge and Value Proposition
The ODM Catalyst
• Engaging services on-demand on multi-cloud environments• Distribute monetization across the ecosystem• Enabling monetization on demand• Monetize elastic networks
© 2018 TM Forum | 14
Marketplace for Telcos implementing 5G & IOTAn online platform for hosting the transactions of products & services
5G Telco & IOT Provider
•Marketplace host
•Product catalog
•Services catalog
•Network slice creator
•Marketplace fulfillment, ordering & orchestration
Vertical Industrial Sellers
•Sales catalog for consumers
•Additional services on demand
•Order initiator
End Consumer
•Monitor and meter services
•Change and upgrade
•Initiate service tickets
© 2018 TM Forum | 15
Marketplace- product near best practices & processesSupport for eTOM
Selling
Product Configur
ation
Pricing & Quoting
Order handing
Enterprise & back-
office integrati
on
Selling
•Network slice creation & configuration
•Onboarding of Industrial Sellers
•Seller monitoring & performance
Product configuration management
•Product configuration including availability compatibility and eligibility
•Import external product catalogs such as from suppliers
•Product consistency, promotions & presentation
Apply Pricing & Quoting
•Pricing quotation rules & constraints
•Discounting & commissions for sellers
Order handling
•Order orchestration & basic decomposition
•Order tracking & tracing
•Order history,
Enterprise & Back-office Integration
•Integration to external fulfillment
•Integration to supply chain
•Integration to financial planning & receivables management
© 2018 TM Forum | 16
Customer Inventory
Storefront & APIs
Product Catalog
Key components of a 5G IOT MarketplaceUse of TM Forum standards
• TM Forum SID compliant product catalog & customer Inventory
• Integration with underlying Telco systems
• Support for required hierarchical products
• Manage the full product lifecycle
• Ensure integration to the broader ecosystem
• Native microservices & headless commerce
• TM Forum REST open APIs
• Single page applications at the end consumer front
© 2018 TM Forum | 17© 2018 TM Forum | 17
IntroductionODM Challenge and Value PropositionThe ODM Catalyst
© 2018 TM Forum | 18
Use Case: Kr4U
• Sharing car in the style of Rbnb. Car owners register their cars and Kar4U brings connects them with users. KAR4U provide services to car owners to better rent their cars and assuring the cars are well used, managing eventualities and protecting them against theft. It also proposes offers to the Car Owners for car tune-up, maintenance or assurance. For users, it provides access to a wide offering of options for car rental, assures quality and security of the cars, and offers additional services on demand.
• The platform monetizes from transactions between users and car owners, but also from the provision of additional services (digital and O2O), notably it could monetize for the targeted advertising depending on the user profile, the taken journeys and the car location.
© 2018 TM Forum | 19
Kr4U Services Distribution
IoT Telco Platform
Kr4U Application*
Car UserCar
Owner
Partner
Provider
Application Services
Platform Services
Consumer registration and booking
Catalogue & Monetization services
Service Fulfilment
Preventive maintenance plan
Session management and control
Automated OSR Service Assurance
Authentication services Location services Video services Tracking services Virtual call center
Recommendation and Advertising and PromotionsTravel and parking plan
Producer registration, installation and activation
Schedule management
* Implements Device Management and control And Customer interaction and interaction management
Car monitoring
Partner management
Connected car add-on services
Partner supportPromotions and advertisement
Car tech support
Insurance
Parking
Advertiser
Advertisement & Promotions
© 2018 TM Forum | 20
ODM Catalyst: CSP IoT Platform
• Market Place module is SAP Hybris (yellow). (No need to provide HW)
• Modules within the light blue boxes are ZSmart components part of the core CSP IoT Platform
• Modules within the darker blue box are Zsmart modules to be instantiated as part of the Application Provider Stack
• ZMC module is going to be installed in public cloud
• The rest of ZSmart modules are going to be installed in the IBM Power machines
• SDN-O and NFV-O controllers (and virtual network compents) are going to be simulated by stubs
• The IoT platform services are going to be provided from Alibaba Cloud
SDN-O
SDN Controller
Capability Open Center
Provisioning
NVFI
vIMS vEPC
VIM/VNFM
NFVO
Virtual mobile and IMS core
ZMC
SDN Network
OCS
Cross DomainOrchestration
Modeling
BPM
OLC
PCRF SPR
Any – OCap Center
Catalog
Inventory
Policy
Analytics
Bill ing
OM
Market Place
IoT Application & Service
Terminal and Sensors
Device & Session
Mngmnt
CognitiveServices
Application Development Enabler
IoT Platform
Cat CC
© 2018 TM Forum | 21
SDN-O
SDN Controller
Capability Open Center
Provisioning
NVFI
vIMS vEPC
VIM/VNFM
NFVO
Virtual mobile and IMS core
ZMC
SDN Network
OCS
Cross DomainOrchestration
Modeling
BPM
OLC
PCRF SPR
Any – OCap Center
Catalog
Inventory
Policy
Analytics
Bill ing
OM
Market Place
IoT Application & Service
Terminal and Sensors
Device & Session
Mngmnt
CognitiveServices
Application Development Enabler
IoT Platform
Cat CC
Enabling the Application Provider Stack on-demand
• Connectivity Requests
• Allow IoT-APs to stand up their own SDN environment that operate on their virtual network
• Enable network and connectivity services such as vEPC, vCPE, firewall capability, IPv4 Network Address Translation, Session Border Control, Application Acceleration, Deep Packet Inspection etc.
• Sim Cards and inventory network management functions
• Setup of connectivity services including SLA.
• Network service level fulfillment and assurance services (Control Layer API)
OCS
OLC
PCRF
SPR
Catalogue
Customer Care
IoT serv
App provider capabilities
App Provider Stack
Req
ues
t fo
r C
on
nec
tivi
ty
Req
ues
t fo
r Io
T A
pp
Se
rvic
es
Req
ues
t fo
r B
usi
nes
s En
able
men
t Se
rvic
es
The CSP IoT platform opens network, IoT and business & operational enablement
capabilities needed for a IoT Application provider to create and deliver specific IoT offers
to the market.
IoT Business Idea IoT Application
IoT-Services Requests
• Allow IoT-APs to use proven and
sophisticated IoT/IoE application services
to create their own offering
• Management of sessions and devices • Network connectivity
• Device configuration
• M2M session policy management
• Management of Cognitive and Security
services• IoT Service modeling
• IoT service assurance
• RT AI and Analytics
• Application Development Environment• Application Development Environment
• IoT service fulfillment, assurance and monetization SDK
• RT AI and Analytics SDK
Business & Operational Enablement
• Allows IoT-APs provider to commercialize,
monetize and operate the services
enabled by its own stack
• Unified Catalogue Management • Integrates Customer facing and Resource facing services
(network, devices, applications)
• Supports devices and terminals (physical/virtual)
• Device configuration
• M2M session policy management
• Closed-loop elastic operation • Zero-Touch fulfillment
• E2E service assurance
• On-demand functionality utilization
• Elastic resources utilization
• On-demand Revenue Management
process• Unified Revenue Management
• RT Big Data revenue analytics
• Dynamic revenue policy management
© 2018 TM Forum | 22
Marketplace- Front-office & back-office integrationHeadless commerce based on TM Forum Open APIs
SAP Hybris Commerce Microservices Library
SAP Hybris Commerce as the 5G Marketplace
Product Catalog
(TM Forum SID)
Customer Inventory
(TM Forum SID)
Network Slice Owners Channels
SDN-O
SDN Controller
Capability Open Center
Provisioning
NVFI
vIMS vEPC
VIM/VNFM
NFVO
Virtual mobile and IMS core
ZMC
SDN Network
OCS
Cross DomainOrchestration
Modeling
BPM
OLC
PCRF SPR
Any – OCap Center
Catalog
Inventory
Policy
Analytics
Bill ing
OM
Market Place
IoT Application & Service
Terminal and Sensors
Device & Session
Mngmnt
CognitiveServices
Application Development Enabler
IoT Platform
Cat CC
© 2018 TM Forum | 23
buys: network aas
Offerings: - Connectivity- Enablers- IoT services- Ott services
Offerings: - Car aaS
End Customer
Car Owner
1 2
3
The car operator sets up the RFSs, CFSs, PSs, SPOs, BPOsThe end customer rents a car aaS from the car operator
The car operator opens the platform for other car owners A car owner can see the product specifications and creates product offeringsThe end customer rents a car aaS from the car operator
A network opens the ecosystem as-a service => a set of SPOs/BPOs in the catalogA car operator buys <network> aaS from telco operator
E2E Scenario with SAP Hybris Commerce Product CatalogImplementation of TM Forum SID standard
© 2018 TM Forum | 24© 2018 TM Forum | 24
Thank You!