Applying eTOM

(enhanced Telecom
Operations Map)
Framework to Non-
Telecommunications
Service ompanies - An
!roduct"Service"Solution
#nnovation $%ample
Alan McSweeney
Septem&er '() *+', *
As #ts Simplest) #nnovation #s -
.
A good idea success/ully implemented and
operated
.
This implies the need /or e0ective processes /or
generating and identi/ying good ideas and /or
&ringing them to /ruition
Septem&er '() *+', 1
Success/ul #nnovation Means -
.
2aving a /unction and associated processes /or
!roduct) Solution and Service 3i/ecycle
Management (!SS3M)

Structured approach to the introduction o/

innovations within product"service"solution o0erings
/rom concept to delivery and operation
.
There is no easy way to creating a new
product"solution"service designed /or large-
scale sale and use
Septem&er '() *+', ,
Move To Service Management
.
Trends in in/ormation technology such as cloud and
4aaS are moving companies /rom product to
service and utility suppliers
.
$volution o/ telecoms companies mirrors the path
many companies want to /ollow
Move /rom provision o/ telecoms links to services (voice)
data) television) gaming) wireless)
Telecoms industry can provide a model /or &usiness
processes and &est practices /or other industries looking
to move to greater service orientation
.
Move to services can &e challenging /or companies
.
A structured approach to innovation in important
in such a move
Septem&er '() *+', 5
Spectrum O/ !roduct"Solution"Service
Product
Collectio
n Of
Products
Provided
As A
Package
Solution
Limited
Services
Extended
Services Such
As Warranty
And Support,
Warranty
ene!al
"tility
Services
Ongoing
Services
Service
s
Supplie
d As
Part Of
Solutio
n
Solution As
A Service
#Cloud,
$aaS,
"tility
Services,
etc%&
Septem&er '() *+', 6
Migration From !roducts to Services
Product Solution
Limited
Services
"tility
Services
Ongoing
Services
Where
'any
Companie
s Are (o!
Where
'any
Companie
s Want )o
*e
(eed A Structured Process
+or ,nnovation )o Achieve
Services -ision
Septem&er '() *+', 7
Spectrum O/ !roduct"Solution"Service
Sell 'e
Products
)hat , Will
"se )o
Solve A
Pro.lem
Sell 'e A
Solution
)o A
Pro.lem
)ake
esponsi
.ility +or
Operating
)he
Solution
)o )he
Pro.lem
Septem&er '() *+', (
#nnovation Means -
.
Acceptance o/ change 8 innovation implies and re9uires change
.
#nnovation e%poses an organisation to change
.
A secondary a0ect o/ success/ul innovation is the willingness o/ an
organisation to change
.
To &e good at innovation means to &e good at change
.
#nnovation means welcoming change and &eing a&le to success/ully
deliver change
.
#nnovation means continuously challenging accepted conventions
.
#/ you cannot change) you cannot innovate
Septem&er '() *+', :
hanges #mplied ;y And <e9uired For
Move To =tility Services
Changes
)he (ature Of
)he *usiness
elationship
With )he Customer
,mplementing and Sustaining
"nderlying
Organisation
Change
Changes
)he (ature
Of +inancial
elationship
With )he Customer
Changes
)o )he
Organisation
Cost 'odel
Changes
)he Services
Provided
Changes
)he ,nformation
/ou 0ave On
)he Customer
Septem&er '() *+', '+
hanges #mplied ;y And <e9uired For
Move To =tility Services
.
Changes )he (ature Of )he *usiness elationship
With )he Customer1 organisation &ecomes responsi&le /or
service management (availa&ility) continuity) capacity)
change) release) risk) security) access) /acilities) compliance
and many others)
.
Changes )he (ature Of +inancial elationship With
)he Customer1 /rom initial payments and with smaller
recurring component to near continuous payment /or service
.
Changes )o )he Organisation Cost 'odel1 shi/t costs to
organisation /rom customer as initial and ongoing
investment re9uired to generate recurring service revenue
with conse9uences /or cash>ow and growth
.
Changes )he Services Provided1 /rom initial supply with
some packaged services and ongoing support"warranty to
service management-oriented services
.
Changes )he ,nformation /ou 0ave On )he Customer1
you know their pattern o/ usage o/ your service (product)
and can o&tain and e%ploit such insights
Septem&er '() *+', ''
eTOM (enhanced Telecom Operations
Map)
.
!rovides a detailed process /ramework /or a telecoms utility
companies that can &e adopted &y non-telecoms
organisations moving to solutions as a service operating
model
?eveloped &y TM Forum - www@tm/orum@org
eTOM -
httpA""www@tm/orum@org";usiness!rocessFramework"'6,7"home@html
.
<e/erence /ramework that classiBes and deBnes the
&usiness activities used &y a company involved in delivering
(online) services 8 three maCor process areasA
Strategy, ,nfrastructure and Product 8 concerned with planning
and li/ecycle management
Operations 8 concerned the core o/ operational management
Enterprise 'anagement 8 concerned corporate or &usiness
support management
.
O0ers the potential /or non-telecoms companies to learn
/rom an e0ective operational /ramework
Septem&er '() *+', '*
eTOM ;usiness !rocess Framework
Overview
Strategy,
,nfrastructur
e and
Product
Operations
Enterprise
'anagement
Customer
Strategy, (e! ,deas, Products
And Associated Supporting
,nfrastructure 'oved to
Production and Steady2State
Operations
+undamental
Supporting *usiness
Processes (eeded )o
un Any *usiness
Operational
Processes 3
Sales,
+ul4llment,
Assurance,
*illing and
Support
Septem&er '() *+', '1
eTOM ;usiness !rocess Framework -
?etail
Strategy, ,nfrastructure and Product Operations
Strategy
and
Commit
,nfrastruct
ure
Lifecycle
'anageme
nt
Product
Lifecycle
'anageme
nt
Operations
Support
and
eadiness
+ul4lment Assurance
*illing and
evenue
'anageme
nt
'arketing and O5er 'anagement
Service 6evelopment and
'anagement
esource 6evelopment and
'anagement
Supply Chain 6evelopment
'anagement
Customer elationship 'anagement
Service 'anagement and Operations
esource 'anagement and Operations
Supplier7Partner elationship 'anagement
Septem&er '() *+', ',
eTOM $nterprise ;usiness !rocess Model 8
ommon Structure
.
eSample &usiness process model has a three pillar structure that is
common to other &usiness process models
.
Deneric structure that /orms a template /or speciBc actualisations
.
eTOM provides a detailed template /or communications service
providers that can &e applied to other similar service companies
-ision,
Strategy,
Leadership
,
*usiness
'anageme
nt
Operational Processes
With Cross +unctional
Linkages
'anagement and
Support Processes
Septem&er '() *+', '5
Sample $nterprise ;usiness !rocess
Models - '
*usiness
Controllin
g Process
Processes
)hat 6irect
and )une
Other
Processes
Core Processes
Processes )hat Create -alue for the Customer
Customer
Ac8uisitio
n
Product
6elivery
Order
+ul4lment
Customer
Support
Ena.ling Processes
Processes )hat Supply esources to Other Processes
Channel
'anagem
ent
Supply
'anagem
ent
0uman
esources
,nformati
on
)echnolog
y
*usiness
Ac8uisitio
n
*usiness
'easurem
ent
Process
Processes
)hat
'onitor and
eport the
esults of
Other
Processes
Customer9s Process (eeds
Supplier9s Processes
*usiness Environment
Competitors, :overnments egulations and e8uirements, Standards,
Economics
Septem&er '() *+', '6
Sample $nterprise ;usiness !rocess
Models - *
Supply Chain
Customers
,nnovate
Sell
Align
Plan
'ake Source +ul4l
*uild
+inance People
,nformati
on
Environm
ent
:overnan
ce
Septem&er '() *+', '7
Sample $nterprise ;usiness !rocess
Models 8 ommon Structure
-ision,
Strategy,
*usiness
'anageme
nt
Operational Processes With Cross
+unctional Linkages
'anagement and Support Processes
6evelop
and
'anage
Products
and
Services
'arket and
Sell
Products
and
Services
6eliver
Products
and
Services
'anage
Customer
Service
0uman
esource
'anageme
nt
,nformatio
n
)echnology
'anageme
nt
+inancial
'anageme
nt
+acilities
'anageme
nt
Legal,
egulatory
,
Environme
nt, 0ealth
and Safety
'anageme
nt
External
elationshi
p
'anageme
nt
;no!ledge
,
,mproveme
nt and
Change
'anageme
nt
-ision and
Strategy
*usiness
Planning,
'erger,
Ac8uisition
:overnanc
e and
Complianc
e
Septem&er '() *+', '(
Achieving the !otential 8 New
!roduct"Service"Solution #nnovation
#ndustrialisation and !roductisation
Industriali
sation
Common
,mplementation
and Operation
Approaches
Productisa
tion
6e4ned Set of
Products7Soluti
ons7 Services
and
Packaging76eliv
ery Options
.
!roductisation is a pre-re9uisite /or and an ena&ler o/
industrialisation
Septem&er '() *+', ':
#nnovation and eTOM
.
#nnovation is a&out managing the value /rom
new ideas
.
New and enhanced e%isting products) solutions
and services are Cust one aspect o/ innovation
.
!roduct) Solution and Service 3i/ecycle
Management (!SS3M) is a generalised view o/
completing the innovation process and
achieving actualisation o/ ideas
Septem&er '() *+', *+
Migration From !roducts to Services
Product Solution
Limited
Services
"tility
Services
Ongoing
Services
Where
'any
Companie
s Are (o!
Where
'any
Companie
s Want )o
*e
"se Appropriate Elements Of
e)O' Process +rame!ork )o
Achieve Services ,nnovation
And )ransformation
Septem&er '() *+', *'
#nnovation $%tends reativity To
#mplementation And Deneration O/ Ealue
6iscern
C
r
e
a
t
i
v
i
t
y
6evelop
Clarify
-erify
,mplement
'arket
Sell
,
n
n
o
v
a
t
i
o
n
-
a
l
u
e
"sing a Structured
Approach to
,ndustrialising
,nnovation
'aximises -alue
'anage
Septem&er '() *+', **
Fhere Organisations 3ook For #nnovation
.
!roduct"solution"service innovation is Cust one
aspect o/ a wider view o/ innovation
Septem&er '() *+', *1
Fhere Organisations an 3ook For
#nnovation
+inanc
e
*usiness
'odel
0o! 6o /ou 'ake 'oney<
(et!orking
and Alliances
0o! 6o /ou Work With Other Organisations +or
'utual *ene4t<
Proces
ses
Core
Processes
0o! 6o /ou Create and Add -alue )o /our
Products And Services<
Ena.ling
Processes
0o! Are Core Processes Supported And Ena.led<
Produc
ts and
Service
s
Product
Performance
0o! 6o /ou 6esign /our Core Products And
Services<
Product
System
0o! 6o /ou Connect Or Provide A Common
Platform +or /our Products And Services<
Service
0o! 6o /ou Provide -alue )o /our Customers
*eyond /our Core Products And Services<
Provisi
on and
6eliver
y
Channel
0o! 6o /ou :et Core Products And Services to
'arket<
*rand
0o! 6o /ou Communicate /our Core Products And
Services<
Customer
Experience
0o! 6o Customers +eel When )hey ,nteract With
/our Organisation And /our Products And
Services<
Septem&er '() *+', *,
!roduct) Solution and Service 3i/ecycle
Management (!SS3M)
.
!SS3M is concerned with the /unctions and
processes need to deBne) plan) design) &uild)
deliver) maintenance) manage revise and
retirement o/ all products) solutions and
services in the organisationGs port/olio

$na&le the organisation strategic and &usiness

product"solution"service vision

?rive internal and customer-oriented processes to

meet market demand and customer e%pectations
Septem&er '() *+', *5
!roduct) Solution and Service 3i/ecycle
Management (!SS3M)
.
!SS3M &elongs within Strategy) #n/rastructure
and !roduct"Solution"Service (S#!SS) /unction
.
<esponsi&ilities o/ S#!SS /unction

?evelop strategy

ommit to the organisation

;uild and resources in/rastructure - supports the

delivery products) solutions and services
themselves and their associated /unctional
processes

?evelop and manage products) solutions and

services

?evelop and manage the supply chain

Septem&er '() *+', *6
Strategy) #n/rastructure and
!roduct"Solution"Service (S#!SS) Function
.
#nnovation 8 development o/ new
products"services"solutions lie in S#!SS
/unction
.
S#!SS divided into

2oriHontal /unctional groups

.Marketing and O0er Management
.Service ?evelopment and Management
.<esource ?evelopment and Management
.Supply hain ?evelopment Management

Eertical process views

.Strategy and ommit
.#n/rastructure 3i/ecycle Management
.!roduct) Solution and Service 3i/ecycle Management
Septem&er '() *+', *7
Strategy) #n/rastructure and
!roduct"Solution"Service (S#!SS) - 2oriHontal
!rocess Functions and Eertical !rocess Eiews
Strategy, ,nfrastructure and Product7Solution7Service #S,PSS&
Strategy and
Commit
,nfrastructure
Lifecycle
'anagement
Product, Solution
and Service Lifecycle
'anagement
'arketing and O5er 'anagement
Service 6evelopment and 'anagement
esource 6evelopment and 'anagement
Supply Chain 6evelopment 'anagement
Septem&er '() *+', *(
Strategy) #n/rastructure and
!roduct"Solution"Service (S#!SS) - 2oriHontal
!rocess Function ?etails
'arketing and O5er 'anagement
Service 6evelopment and 'anagement
esource 6evelopment and 'anagement
Supply Chain 6evelopment 'anagement
'arket
Strategy
and Policy
Product
and O5er
Portfolio
Planning
Product
and O5er
Capa.ility
6elivery
'arketing
Capa.ility
6elivery
Product
and O5er
6evelopme
nt and
etirement
Sales
6evelopme
nt
Product
'arketing
Communications
and Promotion
Service
Strategy
and
Planning
Service
Capa.ility
6elivery
Service
6evelopme
nt and
etirement
esource
Strategy
and
Planning
esource
Capa.ility
6elivery
esource
6evelopme
nt and
etirement
Supply
Chain
Strategy
and
Planning
Supply
Chain
Capa.ility
6elivery
Supply
Chain
6evelopme
nt and
Change
'anageme
nt
Septem&er '() *+', *:
S#!SS 8 Eertical !rocess Eiews
Strategy and Commit
Strategy, ,nfrastructure
and
Product7Solution7Servic
e #S,PSS&
esponsi.le for the
generation of strategies
and esta.lishment of
.usiness commitment in
support of the
,nfrastructure and
Product7Solution7Service
Lifecycle processes
involving all levels of
operation from market,
customer and
products7solutions7service
s, through the services
and the resources on
!hich these depend to the
involvement of suppliers
and partners in meeting
these needs
,nfrastructure Lifecycle
'anagement
Product, Solution and
Service Lifecycle
'anagement
esponsi.le for the
de4nition, planning and
implementation of all
necessary infrastructures
#application, ,) and
net!ork&, as !ell as all
other support
infrastructures and
.usiness capa.ilities
#operations centers,
architectures, etc%&
esponsi.le for the
de4nition, planning,
design and
implementation of all
products7solutions7service
s in the organisation9s
portfolio to re8uired pro4t
margins customer
satisfaction and 8uality
commitments, delivering
ne! and retiring existing
products7solutions7service
s to the market
Septem&er '() *+', 1+
S#!SS - 2oriHontal !rocess Functional
Droups
Strategy,
,nfrastructure and
Product7Solution7Se
rvice #S,PSS&
'arketing and O5er
'anagement
Service
6evelopment and
'anagement
esource
6evelopment and
'anagement
Supply Chain
6evelopment
'anagement
6e4nes strategies, develops ne!
products7solutions7services, manages
existing products7solutions7services
including retirement, manages pricing,
sales and channels and implements
marketing communications and
promotion and o5ering strategies
Plans, develops and delivers services to
operations domain for
product7solution7service creation and
design, managing and assessing the
performance of existing
products7solutions7services and
ensuring that capa.ilities are in place
to meet future product7solution7service
demand
Plans, develops and delivers the
resources 2 physical and non2physical 2
needed .y operations to support
products7solutions7services, manages
and assesses the performance of
existing resources and ensures that
capa.ilities are in place to meet future
products7solutions7services needs
+ocuses on the interactions re8uired .y
the organisation !ith suppliers and
partners !ho are involved in
maintaining the supply chain net!ork of
relationships that a service provider
manages to source and deliver
products, supports sourcing decisions,
suppliers and partners selection
Septem&er '() *+', 1'
2oriHontal !rocess Functional Structure
.
Four levels o/ process
detail within horiHontal
structure
Level =
Level >
Level ?
Level @
Septem&er '() *+', 1*
!roduct) Solution and Service 3i/ecycle
Management 8 Functional Structure 8
3evels ') * and 1
Product, Solution
and Service
Lifecycle
'anagement
'arketing and
O5er 'anagement
Service
6evelopment and
'anagement
esource
6evelopment and
'anagement
Supply Chain
6evelopment and
'anagement
'arket Strategy
and Policy
Product and O5er
Portfolio Planning
Product and O5er
Capa.ility
6elivery
'arketing
Capa.ility
6elivery
Product and O5er
6evelopment and
etirement
Sales
6evelopment
Service Strategy
and Planning
Service Capa.ility
6elivery
Service
6evelopment and
etirement
esource Strategy
and Planning
Supply Chain
Strategy and
Planning
esource
Capa.ility
6elivery
esource
6evelopment and
etirement
Supply Chain
Capa.ility
6elivery
Supply Chain
6evelopment and
Change
'anagement
Product 'arketing
Communications
and Promotion
Level
= Level
>
Level
?
Septem&er '() *+', 11
!roduct) Solution and Service 3i/ecycle
Management 8 Functional Structure
.
Functional view o/ what is needed to productise
the results o/ innovation
.
Not prescriptive o/ the approach
Septem&er '() *+', 1,
Marketing and O0er Management 8 3evels
*) 1 and ,
'arketing
and O5er
'anagement
'arket
Strategy and
Policy
Product and
O5er Portfolio
Planning
Product and
O5er
Capa.ility
6elivery
'arketing
Capa.ility
6elivery
Product and
O5er
6evelopment
and
etirement
Sales
6evelopment
Product
'arketing
Communicatio
ns and
Promotion
:ather and
Analyse
'arket
,nformation
Esta.lish
'arket
Strategy
Esta.lish
'arket
Segments
Link 'arket
Segments and
Products
:ain
Commitment
to 'arketing
Strategy
:ather and
Analyse
Product
,nformation
Esta.lish
Product
Portfolio
Strategy
Produce
Product
Portfolio
*usiness
Plans
:ain
Commitment
to Product
*usiness
Plans
6e4ne
Product
Capa.ility
e8uirements
Capture
Product
Capa.ility
Shortfalls
Approve
Product
*usiness Case
6eliver
Product
Capa.ility
'anage
0andover to
Product
Operations
'anage
Product
Capa.ility
6elivery
'ethodology
6e4ne
'arketing
Capa.ility
e8uirements
:ain
'arketing
Capa.ility
Approval
6eliver
'arketing
,nfrastructure
'anage
0andover to
'arketing
Operations
'anage
'arketing
Capa.ility
6elivery
'ethodology
:ather and
Analyse (e!
Product ,deas
Assess
Performance
of Existing
Products
6evelop (e!
Product
*usiness
Proposal
6evelop
Product
Commercialis
ation Strategy
6evelop
6etailed
Product
Speci4cations
'anage
Product
6evelopment
Launch (e!
Products
'anage
Product Exit
'onitor Sales
and Channel
*est Practice
6evelop Sales
and Channel
Proposals
6evelop (e!
Sales
Channels and
Processes
6e4ne
Product
'arketing
Promotion
Strategy
6evelop
Product and
Campaign
'essage
Select
'essage and
Campaign
Channels
6evelop
Promotional
Collateral
'anage
'essage and
Campaign
6elivery
'onitor
'essage and
Campaign
E5ectiveness
Level
>
Level
?
Level
@
Septem&er '() *+', 15
Service ?evelopment and Management 8
3evels *) 1 and ,
Service 6evelopment
and 'anagement
Service Strategy and
Planning
Service Capa.ility
6elivery
Service 6evelopment
and etirement
:ather and Analyse
Service ,nformation
'anage Service
esearch
Esta.lish Service
Strategy and :oals
6e4ne Service Support
Strategies
Produce Service
*usiness Plans
'ap and Analyse
Service e8uirements
Capture Service
Capa.ility Shortfalls
:ain Service Capa.ility
,nvestment Approval
6esign Service
Capa.ilities
:ather and Analyse (e!
Service ,deas
Assess Performance of
Existing Services
6evelop (e! Service
*usiness Proposal
6evelop 6etailed
Service Speci4cations
'anage Service
6evelopment
'anage Service
6eployment
6evelop Service
Partnership
e8uirements
:ain Enterprise
Commitment to Service
StrategiesA
Ena.le Service Support
and Operations
'anage Service
Capa.ility 6elivery
'anage 0andover to
Service Operations
'anage Service Exit
Septem&er '() *+', 16
<esource ?evelopment and Management
8 3evels *) 1 and ,
'arketing and O5er
'anagement
esource Strategy and
Planning
esource Capa.ility
6elivery
esource 6evelopment
and etirement
:ather and Analyse
esource ,nformation
'anage esource
esearch
Esta.lish esource
Strategy and
Architecture
6e4ne esource
Support Strategies
Produce esource
*usiness Plans
'ap and Analyse
esource e8uirements
Capture esource
Capa.ility Shortfalls
:ain esource
Capa.ility ,nvestment
Approval
6esign esource
Capa.ilities
:ather and Analyse (e!
esource ,deas
Assess Performance of
Existing esources
6evelop (e! esource
*usiness Proposal
6evelop 6etailed
esource Speci4cations
'anage esource
6evelopment
'anage esource
6eployment
6evelop esource
Partnership
e8uirements
:ain Enterprise
Commitment to
esource Plans
Ena.le esource
Support and Operations
'anage esource
Capa.ility 6elivery
'anage 0andover to
esource Operations
'anage esource Exit
Septem&er '() *+', 17
Supply hain ?evelopment and
Management 8 3evels *) 1 and ,
Supply Chain
6evelopment and
'anagement
Supply Chain Strategy
and Planning
Supply Chain
Capa.ility 6elivery
Supply Chain
6evelopment and
Change 'anagement
:ather and Analyse
Supply Chain
,nformation
Esta.lish Supply
Chain Strategy and
:oals
6e4ne Supply Chain
Support Strategies
Produce Supply Chain
*usiness Plans
:ain Enterprise
Commitment to
Supply Chain Plans
6etermine the
Sourcing
e8uirements
6etermine Potential
Suppliers7Partners
'anage the )ender
Process
:ain )ender 6ecision
Approval
'anage
Supplier7Partner
Engagement
'anage Supply Chain
Contract -ariation
'anage
Supplier7Partner
)ermination
:ain Approval for
Commercial
Arrangements
(egotiate Commercial
Arrangements
Septem&er '() *+', 1(
!roduct And O0er ?evelopment And
<etirement 8 3evels 1 and , !rocess
?etails
Product And
O5er
6evelopment
And etirement
:ather and
Analyse (e!
Product ,deas
esearch and analyse demographic, customer, technology and
marketing information to identify ne! product and o5er
potential opportunities, compare current capa.ilities !ith the
identi4ed opportunities and develop ne! opportunity concepts
Assess
Performance of
Existing
Products
6evelop (e!
Product
*usiness
Proposal
6evelop Product
Commercialisati
on Strategy
6evelop
6etailed
Product
Speci4cations
'anage Product
6evelopment
Launch (e!
Products
'anage Product
Exit
Analyse the performance of existing products to identify
inade8uacies and re8uired improvements using information
from customers and from operational activities
6evelop and document .usiness proposals for the identi4ed ne!
product concept, including a .usiness case, identifying the ne!
product re8uirements, service components, development costs
and anticipated .ene4ts, risks and the competitive positioning
Ensure that product speci4c pricing, sales channel support and
regulatory approvals are identi4ed and agreed and developed
ensuring that all commercialisation aspects of the product
development process associated !ith selling the product are
covered
6evelop and document the detailed product2related technical,
performance and operational speci4cation including re8uired
product features, the speci4c service and resource re8uirements
and selections, the speci4c performance and operational
re8uirements and support activities
Ensure the co2coordinated delivery in line !ith the approved
.usiness case of all re8uired product capa.ilities for that
.usiness case across the organisation
'anage the initial introduction of ne! and enhanced products
into the market and handover to operations for ongoing rollout
,dentify existing products !hich are unvia.le and manage the
processes to exit the product from the market, identify
customers impacted .y the exit, develop customer speci4c or
market segment exit or migration strategies, develop
infrastructure transition and7or replacement strategies
Septem&er '() *+', 1:
Sample ross-Functional Scenario - Det Approval
For The ?evelopment O/ A New
!roduct"Solution"Service
.
!roduct"solution"service consists o/ components that can &e reused
to /urther deBne and &uild new products"solutions"services
.
New product"solution"service proposal is then su&mitted /or approval
.
!rocesses involved in this scenario areA
!roduct and O0er !ort/olio !lanning
!roduct Marketing ommunications and !romotion
!roduct and O0er ?evelopment and <etirement
Service Strategy and !lanning
Service ?evelopment and <etirement
<esource ?evelopment and <etirement
!roduct and O0er apa&ility ?elivery
Service apa&ility ?elivery
<esource apa&ility ?elivery
.
Outputs /rom scenario
New product"solution"service with its associated services and resources
developed) tested and accepted
onBguration in/ormation including pricing rules and promotions
.
Steps can &e iterated /or rapid product"solution"service concept
e%ploration and e%amination
Septem&er '() *+', ,+
!rocess #nteractions 8 Det Approval For
The ?evelopment O/ A New
!roduct"Solution"Service
Product and
O5er
Capa.ility
6elivery
Product and
O5er
6evelopment
and
etirement
Service
Capa.ility
6elivery
Service
6evelopment
and
etirement
esource
Capa.ility
6elivery
esource
6evelopment
and
etirement
Supply Chain
Capa.ility
6elivery
Supply Chain
6evelopment
and Change
'anagement
Product and
O5er
Capa.ility
6elivery
Product and
O5er
6evelopment
and
etirement
Service
Capa.ility
6elivery
Service
6evelopment
and
etirement
esource
Capa.ility
6elivery
esource
6evelopment
and
etirement
Supply Chain
Capa.ility
6elivery
Supply Chain
6evelopment
and Change
'anagement
=
>
?
@
B
C
D E
F
=
G
=
=
=
>
=
?
=
@
=
B
Septem&er '() *+', ,'
!rocess #nteractions 8 Det Approval For
The ?evelopment O/ A New
!roduct"Solution"Service
'@ !rovide !roduct"Solution"Service ?evelopment !lan
*@ !rovide !roduct"Solution"Service ?evelopment !lan
1@ !rovide <esource #n/rastructure <e9uirements
,@ !rovide !roduct"Solution"Service ?eployment !lan
5@ !rovide Service #n/rastructure <e9uirements
6@ !rovide Supplier"!artner apa&ility <e9uirements
7@ !rovide Supplier"!artner #n/rastructure <e9uirements
(@ !rovide <esource #n/rastructure <e9uirements
:@ !rovide Supplier"!artner <e9uired apa&ilities
'+@ !rovide <esource #n/rastructure !lan
''@ !rovide Supplier"!artner #ntegration !lan
'*@ Seek Approval For Supplier"!artner #n/rastructure and #ntegration
!lan
'1@ Seek Approval For <esource #n/rastructure !lan
',@ Seek Approval For Service #n/rastructure !lan
'5@ Seek Approval For !roduct #n/rastructure !lan
Septem&er '() *+', ,*
<epeat !rocess ycle At Dreater 3evels O/ ?etail
For <eBnement and #terative ?elivery And
#dentiBcation o/ Appropriate #nnovations
Product and
O5er
Capa.ility
6elivery
Product and
O5er
6evelopment
and
etirement
Service
Capa.ility
6elivery
Service
6evelopment
and
etirement
esource
Capa.ility
6elivery
esource
6evelopment
and
etirement
Supply Chain
Capa.ility
6elivery
Supply Chain
6evelopment
and Change
'anagement
Product and
O5er
Capa.ility
6elivery
Product and
O5er
6evelopment
and
etirement
Service
Capa.ility
6elivery
Service
6evelopment
and
etirement
esource
Capa.ility
6elivery
esource
6evelopment
and
etirement
Supply Chain
Capa.ility
6elivery
Supply Chain
6evelopment
and Change
'anagement
Septem&er '() *+', ,1
=se The Framework As A hecklist For
!roduct"Solution"Service ?evelopment
Septem&er '() *+', ,,
Summary
.
eTOM (enhanced Telecom Operations Map)
&usiness process /ramework can provide a
worka&le model /or transition to services /or
non-telecommunications service providers
.
!roven /ramework /or area o/ services provision
.
Organisations o0ering cloud and 4aaS services
moving /rom products to communications-like
utility services
.
eTOM can &e e%tended outside its core
telecommunications /ocus to these
organisations
Septem&er '() *+', ,5
More #n/ormation
Alan McSweeney
alanIalanmcsweeney@com