Patent Application
20050209911
Embodiments of the present invention relate to methods of identifying and implementing mobile services offered by mobile service providers.
Wireless connectivity is rapidly becoming an integral part of society. In order to capture market share, wireless equipment providers and service providers must create an infrastructure enabling high quality voice and data services to be delivered when, where, and how they are needed by subscribers. The wireless/mobile market is still highly emerging with little in the way of broadly accepted standards available for technology, service descriptions, process, pricing, GTM (go-to-market), etc. Mobile providers are constantly monitoring the market to determine the next service that will be in high demand.
The telecommunications industry is unique in that services offered to the market by mobile operators are still dictated, in a large part, by device functionality and availability. Therefore, device providers and mobile operators are currently dictating what services are available and educating potential users. However, the expectation is that mobile subscribers will reinvent use processes and adopt services in ways not currently envisioned by the device providers and operators. At that point, mobile subscribers will put increased pressure on mobile operators and device providers, creating market pull, by defining what services they want. Currently, market leaders in this area are creating rather basic services that are differentiated by content and combination as needed. Mobile providers are under pressure to offer more differentiated services to maintain/increase revenue streams, while keeping capital expenses and operational expenses under control. The best way to do this is to shift development costs, as much as possible, to third-party service developers in a secure way.
As mobile service providers rely more on third-party developers, new challenges emerge:
Accordingly, a structured approach that can help mobile service providers understand their market and make decisions benefiting their business would be of value. Embodiments of the present invention provide these and other advantages.
Embodiments of the present invention pertain to methods and systems of identifying and measuring the effectiveness of mobile service improvements and their GTM (go-to-market), process, and technology links. A mobile service provider identifies a business goal. A mobile service, processes and technology intended to achieve that goal are identified. Processes and technology are evaluated against a continuum to identify gaps for successful service launch. Metrics for measuring the effect of implementing the mobile service are established based on the above. After the mobile service provider implements the mobile service, input information that measures the effect of implementing the mobile service is compared against an expected value of the metric. The mobile service, processes and infrastructure can be reviewed and adjusted if the comparison indicates the expected value is not satisfied.
The accompanying drawings, which are incorporated in and form a part of this specification, illustrate embodiments of the invention and, together with the description, serve to explain the principles of the invention:
Reference will now be made in detail to various embodiments of the invention, examples of which are illustrated in the accompanying drawings. While the invention will be described in conjunction with these embodiments, it will be understood that they are not intended to limit the invention to these embodiments. On the contrary, the invention is intended to cover alternatives, modifications and equivalents, which may be included within the spirit and scope of the invention as defined by the appended claims. Furthermore, in the following description of the present invention, numerous specific details are set forth in order to provide a thorough understanding of the present invention. In other instances, well-known methods, procedures, components, and circuits have not been described in detail as not to unnecessarily obscure aspects of the present invention.
Aspects of the present invention may be practiced on a computer system that includes, in general, a processor for processing information and instructions, random access (volatile) memory (RAM) for storing information and instructions, read-only (non-volatile) memory (ROM) for storing static information and instructions, a data storage device such as a magnetic or optical disk and disk drive for storing information and instructions, an optional user output device such as a display device (e.g., a monitor) for displaying information to the computer user, an optional user input device including alphanumeric and function keys (e.g., a keyboard) for communicating information and command selections to the processor, and an optional user input device such as a cursor control device (e.g., a mouse) for communicating user input information and command selections to the processor.
In overview, embodiments in accordance with the present invention assist mobile service providers in identifying and implementing new mobile services that are of benefit to them from a business perspective. Accordingly, service providers are better able to identify and provide services and features that satisfy their subscribers and attract new ones. This means providing sustainable value which cuts churn and makes for a more stable customer base. In general, this is accomplished using a phased approach to guide a mobile service provider through business, technical and process changes. In the first phase, mobile services that may be attractive to the mobile service provider are systematically identified. Once the business perspective is clear, it is possible to determine the process and technology architecture, ensuring the best return on their information technology investment. In the second phase, the mobile service provider is provided with assistance to update any business processes used in creating, launching, supporting, and killing a service; for example, how to change those processes to operate more efficiently, and how to manage the change. In the third phase, actual returns on investments are determined and compared against expected returns, and adjustments are made if the actual returns are less than expected.
Embodiments of the present invention pertain to structured methods for:
Phase I Environmental Factors: In one embodiment, an environmental context associated with a mobile service provider is defined. The environmental context includes factors driving the mobile service provider, and may also include the relationships between the mobile service provider and those involved in their service creation and delivery value chain. One or more case studies relevant to the mobile service provider and the mobile service are evaluated and presented as contextual examples.
Phases I and 11 Contextual Analysis Based on a Continuum: The mobile service provider identifies a business goal. A mobile service intended to achieve that goal is identified. Gap(s) between the current state of the mobile service provider and the desired state needed to create and deliver the service(s) are identified. The group then discusses ways to fill identified gap(s). Although Phase I is focused on the operator's business direction, Phase II reviews aspects of the operator's operational process and technology roadmap. The goal of this analysis is to ensure the operator has the correct infrastructure to implement their chosen business direction.
Phases I and 11 Best Practice Identification: Best practices associated with implementing mobile services are identified. For each mobile service, the mobile service provider is placed at a point in a continuum ranging from not implementing the mobile service to implementing the mobile service according to a respective best practice. Current state gaps are identified and analyzed. Recommendations to fill the gaps are made.
Phase III Investment Value—Internal/External: One or more externally focused metrics measuring the mobile service business value are established. After the mobile service provider implements the mobile service, input information that measures the effect of implementing the mobile service is compared against an expected value of the metric. The mobile service can be reviewed and adjusted if the comparison indicates the expected value is not satisfied. An inwardly focused metric(s) measures the return on IT investment for the recommended IT infrastructure and the actual returns are compared against expected returns. The architecture can be reviewed and adjusted if the comparison indicates the expected value is not satisfied.
The purpose of Phase I, according to one embodiment, is to understand and help define the operator's business in the highly emerging mobile market. This typically presents itself as helping to identify and define mobile services not currently implemented by the mobile service provider. Updated techniques for new service development, and enhancements to current services, including, but not limited, to creating developer ecosystems, can be identified and proposed. A database, showing sample services, actual case studies, and business models, for example, can be accessed and utilized to introduce new mobile services to the mobile service provider. Other techniques, such as brainstorming, can also be used to identify services. Relevant case studies (e.g., straw man models) can be also be created. Examples based on case studies, showing improvements possible using the mobile services, can be produced. Real-time demonstrations of the services can be performed. Success stories associated with other mobile service providers can be presented.
Associated business and revenue models, perhaps based on the demographics of subscribers, can be furnished. These models can address, for example, the selling of services to subscribers; qualification and testing of services; pricing of services and testing of pricing; defining and managing the lifecycle of services; defining and assuring quality of service; defining rich media content to be collected and how to use and present that content; service qualification; and qualification of content providers.
Best practices associated with implementing new mobile services can be identified. Best practices may be associated with, for example, the mobile services themselves, technology, or with the business processes associated with those services. Then, for each new mobile service, the mobile service provider can be placed at a point in a continuum ranging from not implementing the mobile service to implementing the mobile service according to a respective best practice.
Phase II, according to one embodiment, addresses both the technology and process aspects of the mobile operator's business. This includes, but is not limited to, analyzing: the current state of the mobile service provider's architecture, technology roadmap(s), standards, resource skills, processes, data flows, process flows and data dictionary(ies). Factors driving the mobile service provider, both internally and externally, can be analyzed (see
Developer Ecosystems: One technique used to increase new service development, while decreasing operational costs, is to create a third-party developer “ecosystem.” An ecosystem shows the systemic relationships between the third party developer(s) and components of the operator's operational support system (OSS) and business support system (BSS) operations. The advantage to third-party developers is access to the mobile operator's subscriber base. Accordingly, this technique is presented conceptually in Phase I, and customized implementation for such an ecosystem is introduced in Phase II.
Existing third party relationships, management practices, and infrastructure can be utilized to provide a template approach to develop the ecosystem for the developers. The ecosystem can address issues such as, but not limited to, how to create a secure developer infrastructure on a provider's network; how to deploy a developer's “sandbox” (e.g., limitations on what resources can be requested or accessed); how to do UDDI (Universal Description, Discovery and Integration) replication; how to market services to developers, including developer outreach, education, and support; how to assure quality of service; how to support developers; and how to implement small or medium services either regionally or across the provider's entire network (perhaps internationally).
Considering the analysis just described, and also considering the work performed in Phase I, a baseline set of services that will fill any gaps between the provider's current state and the provider's desired state can be identified and planned for. Platforms for delivering those services can also be identified (see
With reference still to
Phase II, according to one embodiment, occurs after new services and/or processes, and/or technology(ies) are deployed. Metrics can be defined, and expected values for those metrics (e.g., expected rates of return) can be set. Data and other information (e.g., subscriber feedback) that are indicators of the effectiveness of the new implementation/offering can be gathered and evaluated. Using this information, actual values for the metrics are determined and compared against expected values. If the expected values are not being achieved, then the implementation/offering can be reviewed and adjusted as necessary.
In step 22, an environmental context associated with the mobile service provider is defined. The environmental context may include factors that drive the mobile service provider (e.g., see
In step 24 of
In step 26, gap(s) between the current state of the mobile service provider and a desired state of the mobile service provider are identified.
In step 28, strategies are designed to address the identified gaps. A matrix of mobile services versus technologies associated with the mobile services can be used as an aid in identifying the mobile service(s) (e.g., see
In step 31, a mobile service provider identifies a business goal. A mobile service intended to achieve that goal is identified, as described above.
In step 32, a metric for measuring an effect of implementing the mobile service is established.
In step 33, after the mobile service provider implements the mobile service, input information (e.g., customer feedback, actual rates of return, etc.) that measures the effect of implementing the mobile service is compared against an expected value of the metric.
In step 34, any services or changes can be reviewed and adjusted if the comparison indicates the expected value is not satisfied.
In step 36, changes to existing processes and IT infrastructure to support a proposed service or business roadmap are identified.
In step 37, a metric for measuring the effect of changes to the existing operational processes and IT infrastructure is created.
In step 38, input information that measures the effect of implementing the changes is compared against an expected value of the metric.
In step 39, any services or changes can be reviewed and adjusted if the comparison indicates the expected value is not satisfied.
In block 41, an overall service roadmap is created with the mobile service provider. Using the methods described above, new services are identified. Services can be prioritized, and GTM strategies customized. A go/no go decision can be made at this point.
In block 42, new services can be conceived and/or described in detail within the context and confines of the roadmap of block 41. A go/no go decision can then be made.
In block 43, a business case showing an assessment of the impact of the new services on the provider's business can be made. Again, a go/no go decision can then be made.
In block 44, contracts with partners, content collection, and the service architecture are finalized and, in block 45, tested. Another go/no go decision can then be made.
In block 46, testing of the new services can be performed, followed by a go/no go decision.
In block 47, a limited launch of the new services is conducted, followed by another go/no go decision.
In block 48, a full launch of the new services is performed. The lifecycle of the services can then be reviewed (block 49), and a go/no go decision is then made.
In block 50, the service is continued as-is. Alternatively, the service is adjusted to renew interest in the marketplace, and flowchart 40 returns to block 44. Otherwise, in block 51, the service is terminated.
In summary, embodiments in accordance with the present invention provide methods for analyzing the mobile services market; researching technology implications; building service solutions; integrating the services into the existing infrastructure of a mobile service provider or identifying additional infrastructure needed for the services; and then testing, validating and launching the services. Instead of an ad hoc approach, embodiments in accordance with the present invention provide a systematic approach that covers the full spectrum from identification of a mobile service provider's goals; identification of new services that can be implemented to achieve those goals; GTM aspects; process improvements needed to take advantage of new technologies; management of change needed to implement new processes; measurement of the effect of the new services; and finally adjustment of those services, if need be, to achieve the service provider's goals. In addition, embodiments in accordance with the present invention consider both the marketing and the technical aspects of introducing new services.
As a result of the methods described herein, time to market can be reduced, and providers can adjust quickly to changing patterns of usage and changing delivery platforms. Providers can discover new revenue sources and potential business, and gain perspective on emerging markets. In general, providers gain understanding of the scope of their markets and the implications for their businesses, and are able to identify and prioritize services and architectures that deliver real benefits.
Embodiments of the present invention are thus described. While the present invention has been described in particular embodiments, it should be appreciated that the present invention should not be construed as limited by such embodiments, but rather construed according to the following claims.
