Product Master Data Management using Oracle PIM DH

Tommy Loughlin
Oracle OpenWorld September 2008

Product Master Data Management using Oracle PIM Data Hub

A

bit about BT and its market challenges architectural challenge key elements of the BT architecture strategy MDM in the BT architecture

The The

Product Case

study using Oracle PIM Data Hub

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About BT

One of the world's leading providers of communications solutions and services Operating in 170 countries More than 16 million customers, from individual consumers to government departments and multi-national companies Consists principally of four lines of business:
Openreach BT Wholesale BT Retail BT Global Services

The lines of business (Market Facing Units) are supported by BT Design who provide them with technical solutions including networks and IT. Principal activities include networked IT services, local, national and international telecommunications services, higher-value broadband and internet products and services

Helping customers thrive in a changing world

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BT in North America

Operating since 1988 More than 4,000 employees in the US and Canada Network Operations and Customer Service Centres in Atlanta GA, Boston MA, Los Angeles CA, Princeton NJ, Oakdale MN and Nutley NJ Six of 22 recent BT acquisitions HQ in the US: Infonet, Radianz, Counterpane, INS, Comsat, Ribbit More than 1,000 customers in the US and Canada, including 75% of F500 and 50% Fortune 1000 Serving Canadian enterprises in 32 cities serving hundreds of major customer sites across the country Of BTs top 2,000 customers, 50%+ are headquartered or have major operations in the Americas

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BTs is transforming from traditional Telco to 21C software driven enterprise

Long term Partnership with our customers

Defend traditional
Improved service Price innovation Reduce costs / improve margin Aggressive & creative marketing

Grow new wave

21st Century Network
Networked IT services Broadband Mobility Convergence Software Development Kit

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has put BT ahead of the game

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Only two measures: Right First Time and Cycle Time

Transformation objectives How we will achieve it
Designing, selling, delivering end-to-end with the Customer Experience at the heart of all we do

Being Number One for Customer Service

Service and product offerings developed from our customers perspectives based on a standard re-usable platform Re-engineering or processes end to-end

Creating strategic strength to the business through an open, global IP platform

Delivering great services fast with consistent global capability common IT platform, systems, processes and skills with open interfaces

Do it once and reuse many times at lower costs

Supported by multi-skilled teams integrating process, IT and network skills collaboratively pan BT

Fast, agile, reliable delivery by pan BT teams who get it right first time

Simplify and speed up the way we work

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Clear accountabilities with simplified governance

Scorecards focused on customer and financial delivery aligned across the group. Interdependence building on others work and decisions.
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General IT and systems Challenge

~3500 systems Increasing yearly Vertically integrated Highly complex data Lengthy & costly development cycles Excessive maintenance & support costs Reliability and stability issues Heavily regulated environment
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The Telecoms Product challenge

Traditional Telco approach has led to product and technology specific solutions So called Stove pipe solutions Technology centred not customer centred New market pressures compound the problem Rapid innovation, change and competition can militate against strategic
solutions

It is often quicker to patch or enhance the legacy solution rather than build the
strategic solution

New wave products, software products, convergence, bundling demand much

more rapid time to market and flexible systems

Organisational boundaries, geographies and mergers and acquisitions BT Design must service BT Group, BT Retail, BT Wholesale, BT Global,
Openreach

UK, Europe, USA, RoW

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BT Design organised into Platforms

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Master Data Management

Platforms deliver fundamental building blocks of the architecture

Product Go To Market Targets
Products & Contracts for customer segments The 21c Global IP platform (SDKs, Master files Configuration Toolsets, Web21c Virtualisation services)

Services Catalogue

Customer Experience Templates

L2C

T2R

C2M

70%
Configuration

Service and Experiences assembled from capabilities

Reusable Platform capabilities

Customer & Commercial Management Service Management & Execution Resource Management Business Management

Collaboration

20%
Assembly

Platforms Deliver Capabilities

10%
Engineering
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Network Infrastructure

IT Infrastructure

Integration (SOA fabric)

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Elements of a Communications Product Model

Application Device Access Network Bandwidth Application

Device Bandwidth

Device

Bandwidth Access

Network

Access

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Elements of Communications Product Model

Application
Facebook BT Contact Email BT Vision Vault

Modem Hub PVR SoftPhone Fusion CPE

Device Bandwidth
3 Classes

Device

Bandwidth Access
PSTN ADSL 802.3 GSM ISDN

Network
20CN 21CN GSM

Access
QoS Speed Always On 12

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BT Retail Consumer Product example Total Broadband Option 3

Application Application
Advanced security from Norton Internet access

An example of a Bundle/Promotion

Application Device Bandwidth

Wireless BT Home Hub2 with BT Hub Phone3

Network
20CN 5GB FREE secure online storage with BT Digital Vault

Access
ADSL

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Products sold Buy/Bundle Via Lead 2 Cash Sales Assured via catalogue Trouble 2 resolve

Online Customer Channel

Self care

Siebel CRM

SLA

Trouble To Resolve

Workflow

Reporting

Bandwidth

Lead To Cash

Billing

Fault

Inventory Configure

Monitor

Network

Device
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Access
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space mail IM

Application

70% New Products by Configuration

Buy/Bundle
Sales catalogue

Online Customer Channel

Self care

Product MasterFile

Siebel CRM

SLA

Trouble To Resolve

Device
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Concept To Market

Workflow

Reporting

Lead To Cash

Billing

Fault

Product Manager

Inventory Configure

Monitor

Bandwidth

Network

Access
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space mail IM

Application

30% New Products by Assembly, Engineering

Product PIM MasterFile Data Hub

Buy/Bundle
Sales catalogue

Online Customer Channel

Self care

Siebel CRM

SLA

Trouble To Resolve

Workflow

Reporting

Lead To Cash

Product Designers And Developers

Billing

Fault

Software Development Kit

Inventory Configure

Monitor

Bandwidth

Network

Device
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Access
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space mail IM

Application

Case Study: Global Services financial data products

exchanges,ECNs, market data vendors, news agencies, direct access data services, real-time pricing engines, technical analysis, risk evaluation and other financial services

Service Access Name Instance

Information Subscribers Eg Broker/Dealer

BT Managed IP Network
MPLS

MPLS

Information Providers

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Oracle PIM DH Mastering SAN data

SOA

Customer Order Tool

Product Propositions Register

Global Services Portal

eDCA Decomp Oracle PIM Data Hub Product Data Distribution In BT Standard Form

SLA

Trouble To Resolve

Classic (workflow)

QUEBEC (Reporting)

Bandwidth

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Device

Access
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Market Stock Currency

Lead To Cash

iVserve (Activation) Central Repository

Inventory

Expedio FM (Fault) MTNI (inventory)

Network

Application

BT Product MDM milestones

Jan 06 Apr 07 Oct 07 April 08 April 09 70-20-10 April 10

Siebel SiebelCRM CRM Windchill Convergys Convergys Billing Billing Order Order Fulfilment Fulfilment Amdocs Amdocs Bill BillPrint Print AUSTIN AUSTIN Inventory Inventory

Platform role Extended to Master Data Management

COT COT Classic Classic CR CR iVserve iVserve Quebec Quebec

PIM DH

On OnLine Line Channels Channels Siebel CRM Siebel CRM Siebel CRM Siebel CRM Siebel SiebelCRM CRM

PIM replaces Windchill

Lead Lead2 2Cash Cash Lead 2 Lead 2Cash Cash Siebel CRM Siebel CRM Trouble Trouble22 resolve Siebel CRM Siebel CRM resolve

PIM DH

Portfolio Management Platform formed

BT Retail Consumer Stack live

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BT Global Services Start development

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BT Global BT Group Services Wide First live PIM Product Catalogue

Retail, Global, Wholesale Openreach Group

Reinventing the communications product paradigm

Before Product MDM: Products each built to singular requirements Complex engineering task for each product Price changes, bundling, and special offers require code change Functionality changes require redesign / rework 3 product takes 40 days engineering by platforms After Product MDM: Products based on configuration / mapping Products reuse common workflow and process Price changes, bundling, and special offers done dynamically, on the day Functionality changes require reconfiguration 100 products takes 20 days by product data team

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