Service Delivery Platform

About Arad ITC

 Founded in 2005
 Offices:
 Iran, India, Malaysia
 60+ people team
 R&D Head Count: 10+
 Serving all Tier customers

Arad ITC SDP

 Product Portfolio
Marketing & Advertising Service Delivery Platform Payments & Commerce

• MAGIK - Campaign Manager • SUMx – Unified Subscription Manager • Electronic Recharge

• MAGIK - Segmentation Engine • MIS Reporting & Analytics • Voucher Management
• BRiK - Loyalty management system • Self Care & Provisioning • Inventory Management & Dealer
• SINs – Smart & Intelligent Notifications • Customer Care Distribution

• KOMMA – Churn management system • Profile & Campaign manager • Mobile Financial Transactions

• Voice/Video Based Outbound dialers • Content Management & Delivery • Mobile Wallets

• Single IVR • Mobile Remittance

• ReO - Lend ME services

Value added services Network Solutions

Communication Suite
• BSS -IN prepaid & Convergent Billing
• Advanced SMSC • CRBT& Reverse RBT
• AAA & Data Charging
• SMS Router & Firewall • Voice portal – Music on demand • Mediation & Reconciliation
• USSD gateway & Applications • Missed Call Alert & Notify Me • Order management & Provisioning
• MMSC & WAP gateway • Beep Me /Ping Me • Whole sale billing & Settlement
• Long code Gateway • Voice Mail & Voice SMS
• Engrafi - Subscriber Registration
• Messaging Gateway • Collect Call /Call Back/Call Back SMS
• Echelon – Number Management
• Unified Messaging System • Infotainment services • Dual IMSI & EIR
• Bulk Messaging • Call Completion Suite • Mobile VPN & PCRF
• Unified Device Management • WAP portal Management • Intelligent Voice player
• Handset Applications • Tele-voting / Polling & Surveys • Device Management System

Arad ITC SDP

 SDP Overview
 Introduce new services Instantly to open up new revenue streams
 Single point interface to manage all Service Subscriptions, product
definitions, charging models.
 Understand consumer behavior to target the right customers for
Campaigns
 Customer communication through various channels
 Manage Content partner relations and flexible revenue sharing models
efficiently
 Enables uniform customer experience across multiple devices and
applications
 Effective and efficient usage of BI& Reports for Operational excellence

Integrated solution to manage fixed, Mobile , Voice and Data services

Arad ITC SDP

Platform Overview

Arad ITC SDP

Logical Architecture
3rd Party Content CRM/DWH/External
VAS Nodes
Providers System

Web Services/ Web Services/ FTP/Proprietary

HTTP/XML/ SOAP/REST API
Proprietary API

Interface Layer
HTTP
Service Creation Environment Administration & Configuration Provisioning
System
Partner & Contract Management Campaign Management SelfCare & Provisioning
Campaign
Campaign defintion Notification
Partner Categorisation Partner Registration Delivery Provisioning
Alert
Campaign Scheduling Bandwidth Processor
Work Flow Activation
Partner Lifecycle Contract Management Campaign
Response SNMP
GUI Interface NMS
Content Management and Delivery Profile Manager (Segmentation) Roles & access
User Management
Content Validation Content Upload Data Capture Management
Data Analysis
Service Single Sign On (SSO) Platform Management
Content Storage Content Categorization Profiling &
Rule Engine
Segmentation
Content Centralized CDR & Reporting
Content DB SMTP/
Recommendation Report
Subscription/Subscriber Management Data processor POP
generation Email Server
CDR
Portal Management Subscriber DB Report
OLAP Engine formats
Portal Studio Charging Models Subscription Life
cycle
Customer Care
Page Designing Portal Configuration Push/Pull Engine Offer Management
Subscriber Management Ticket Management

HTTP
Network layer Customer Care
SMS MMS USSD IVR WEB/WAP Data Charging Interface

Proprietary DIAMETER/CORBA/FTP/
SMPP 3.4 MM7 SMPP 3.4 HTTP HTTP
API MML/SOAP/XML/SCAP/
UCIP

SMSC MMS-C USSD GW IVR System WEB/WAP GW Mobile App IN/Billing Systems

Arad ITC SDP

 Supported Interfaces
Network Element Protocol Description
USSD SIGTRAN/SIP/RTP For USSD based Service access
SMSC SMPP 3.4 For SMS based Service access
WEB/WAP GW HTTP For WEB/WAP based services
IVR HTTP/XML/Proprietary For IVR based services
API
Mobile App Proprietary API For Mobile App based Services

3rd Party Application HTTP/XML/SOAP/SM For content access

/Content Provider/ PP
External Systems
IN/Billing System DIAMETER/SOAP/XM For charging and for service provisioning along with
L/Parlay X/CAP/UCIP pulling of records/CDRs for profiling
Provisioning HTTP For service provisioning in respective nodes
CRM/DWH/External FTP Pulling CDRs for profiling
System
Email Server SMTP For sending Email based notifications/information
NMS SNMP For Alarm/Fault Management
Customer Care HTTP For Customer Care/Call Center agents to access the GUI
provided by the system

Arad ITC SDP

 Subscription Manager - Introduction
Subscription Manager acts as a single point interface to all the third party service
providers for VAS and IN based subscription services.

Subscription Manager

❑Product Catalogue Management

❑Flexible Charging model based on Subscription
patterns
❑ Subscription Renewal Cycle – Auto or Manual
❑ Web based user friendly GUI to manage(add/modify)
services on the fly
❑Offer/Package Management.
❑Subscription Lifecycle Management

Arad ITC SDP

Managing Subscription based content Services

Arad ITC SDP

 Subscription Package – Service Bundling
Sample Voice/SMS/Data Packs

• Buy Voice pack • Buy100 GB data • Buy 150 mins of

150 mins /week pack for a month Voice per week
and get 50 mins and get 1 GB and get CRBT
additional talk free weekly renewal
time free free!

Voice Combo
Data Pack
Pack Pack

Sample VAS Packs

• Activate $10 • Activate $ 20 • Buy a combo

Joke pack and Soccer pack pack for $ 30
get jokes for 15 and get Soccer and activate
days free News for 15 Joke and
days free Soccer Pack !!
Joke Soccer Combo
Pack Pack Pack

Arad ITC SDP

 Subscription Manager Overview

If we follow the steps down the tree (RED line), the end result is a subscription template for Offer1
(Wallpaper + Jokes download with 7 days subscription pack).
Arad ITC SDP
 Subscription Offer/Package
 Offer Management system will have the following tasks to be
taken care of.
 To create, edit, delete subscription Offer
 Define package- bundling of offer
 Define Charging model each offer.
 Validity of package
 Usability value against each service
 Define Grace Period of offer and advanced for
different offer types
 Manage creation, activate, suspend, inactivate offer
 Charging triggers can be defined for
 Any event – Subscription, cancellation, suspension,
resumption, change of plan etc.
 When ever there is an subscription service usage
 Activation/Deactivation of any new service
 Dates mentioned in Offer and Subscriptions

Arad ITC SDP

 Charging Models
• Buy a Wallpaper pack for $30 for 30 Days and change wallpapers
Standard Charging
everyday ( Recurring charging models for Daily/Weekly/Monthly)

• Activate Mini CRBT pack for 5$ and get a chance to change the ringtone
Micro Charging
once in 30 days!!

• Charging will be in stepwise like first 10 days of subscription is free

Step Charging • 10 – 20 days the subscription charge is “$ X”
• Remaining days of the month (20-30), the subscription charge is “$Y”

• Premium Pack subscription with most wanted viral content with extra 5$
Premium Charging
along with base pack.

• Solution will charge $10, whose balance is between $15- 20 with

Split Charging/Limited
restricted feature also will charge $15, whose balance is between $ 20 –
Service/Fall back
25

• VAS Pack for weekends can be charged at additional $1 for daily

Time/Day/Usage Based
activation packs, E.g. You have been charged $5 for downloading “X”
charging
wallpapers

• Subscribers of certain service class or group can be exempted from

Charging Bypass
service subscription charge/ Usage charges

• System will charge for one person of the group, but the service features
Group Charging
will be applicable to all the members of the group
Arad ITC SDP
 Advantages of Unified Subscription Manager
Current Challenges
▪ Content Providers are directly
connected to the Billing systems.
▪ No prioritized Billing
▪ Increased Load on the billing system
▪ Difficult to reconcile with the content
providers
▪ VAS services can charge any amount
as they have the direct connectivity
▪ No single platform controlling both
prepaid and postpaid Subscription
offerings
▪ No Flexible charging models
▪ Cross Bundling of Service offering
Arad ITC SDP
Arad ITC’s Solution
▪ Centralized module for all the subscriptions
▪ Single connectivity to Billing system for
multiple subscriptions
▪ Reconciliation of all CP transactions at one
point
▪ Priority Based Charging
▪ All content based charging can be
monitored through SDP
▪ Product Catalogue definitions using simple
and user friendly GUI
▪ Increase operator’s Revenue strategy by
offering promotional/ trail based offers
▪ Cross bundling of the various products
possible using unified subscription only.
Content Management & Delivery

Arad ITC SDP

 Content Management & Delivery
❑ Web based Access towards CPs
• Online URL with secure login is provided to
upload content and check reports

❑ Content Catalogue & Storage

• Configure contents by providing preview
ringtone, cost information, 3rd Party URL,
content id , name and description
• Search Content (by name, genre , date uploaded,
etc)

❑ Content validation – Manual and Automatic

validation
❑ Content Adaptation – Rendering & Transcoding
❑ Inbuilt Device Management
• Device Database
• Default Device Profile
• APIs for Read only information to DB

❑ Content pricing and charging

❑ Content Delivery – Multiple channels
Arad ITC SDP
Subscriber Use Case- Event based Content
Download
Arad ITC SDP
Platform

Arad ITC SDP

 Partner & Contract Management
▪ Partner Registration and Categorization
▪ Content type/storage allocation
▪ Short code allocation
▪ Access Management
▪ Settlement & Reconciliation
▪ Multiple Commission tiers
▪ Self-Care access to partner
▪ Partner Hierarchy Management
▪ Approval based on Service Class
▪ Manage complex contract terms including
rates and discounts
▪ Drive better vendor monitoring and
obligations
▪ Contractual obligations with the 3rd party
vendors
▪ Alerts and notifications to Strengthen
customer relationships
▪ Hierarchies for document organization

Partner Management Contract Management

Arad ITC SDP

 Contract Lifecycle
❑ Authoring
▪ Auto-populate templates with master data
▪ Ability to customize contracts and frameworks
❑ Approval
▪ Automated conditional, sequential, and parallel approval
rules based on contract parameters
❑ Execution
▪ Compare edited clauses terms with standards in
clause/terms library
▪ Execute both manual and electronic signatures
❑ Risk Management
▪ contractual and proactive risk profiling
▪ Risk associated with clause deviation in all contracts
❑ Administration
▪ Centralized and comprehensive repository
▪ Role-based Access Control at contract and clause level

Arad ITC SDP

 Why Content & Partner Management System ?
Challenges
▪ No single point to manage the contents
from different CPs
▪ NO centralized contract and
registration process and to define
terms and polices for all CPs
▪ NO centralized catalogue for all the
available content
▪ Pricing and Policy terms for contents
can not be tracked
▪ Support for different content types
▪ Difficulty in tracking content based
revenue by CP and Operator.
▪ No Approval of the content published
to subscribers
▪ Takes time to add new content
partners
Arad ITC SDP
Solution benefits
▪ Single platform for content definition,
aggregation, Validation, adaptation,
transcoding
▪ CP & Partner Management
• Service Class definition for CP
• Content type
• Assigning roles and privileges
• User management policy for CPs
• Sub account
▪ Multi level content approval
▪ Content wise revenue tracking
▪ Wide range of content type support
▪ Unified content delivery through all
Channels
• USSD/SMS/MMS/IVR/OBD
• Web/WAP
• Mobile Application
▪ CP Settlement
 Mobile Selfcare
 User centric design - Brings the control in mobile users hands

 Integrated multi channel support – SMS/USSD/IVR/Web/handset

app

 Consistent customer care experience improving user satisfaction

*Integration with third party CPs and applications is required for completing the above mentioned services.
Arad ITC SDP
Self Care & Provisioning

Arad ITC SDP

Platform

Arad ITC SDP

 Provisioning
 Provisioning of new service in VAS
and Billing systems
 Multi Channel self management
options: SMS/USSD/IVR/WAP/WEB
interfaces.
 Activation of new services by
connecting to the respective nodes
 A variety of services are included
which are,
 Activation of new services
 Notification Alerts
 Subscription enquiry
 Activation/deactivation of VAS/Content
services

Arad ITC SDP

 Portal Management
Portal Management– Create & Manage Web/WAP Portals & handset Apps

❑Portal Studio – To design web/WAP portals and Handset app

framework with simple GUI
❑Responsive UI interface
❑Drag and Drop options for widget selection - Dynamic site
preview before publishing
❑Device Model detection and rendering
❑Look and Feel designed as per Operator requirements
❑Dynamic landing portal based on subscriber profile and Reco
Engine
❑Content Discovery based on Subscriber profile
❑Cross selling & Upselling support
❑Content Rating & Billing

Arad ITC SDP

Portal Studio – WAP Portal Design
CP User

SP Admin

❑ Dynamic template based on subscriber category,

device model etc.
❑ Easy to design template – color, font, as well as
portlets
❑ Multiple workspace, with drag and drop widgets
❑ Efficient content rendering
❑ Portal Personalization
❑ support for Ad insertion –before landing page, on
landing page etc. Arad ITC SDP
 HandSet Application
Subscribers can find all the required content/services through operator’s self care applications on
a single screen

❑Standardizing/Maintaining the Consistency of subscribers experience across the channels

❑Support for different types of Mobile OS
▪ OS Support (Android, Blackberry, iOS, Windows)
❑Ease of up gradation to Newer proposed version without affecting/loosing existing details
❑Adapters used to integrate and interface with the existing nodes of the operator based on the
requirement
❑Reuse of Existing services to reduce the time to live of the new services
❑Intuitive and user friendly GUI based operations and management
❑Light weight design based on the latest industry standards across various types of OS
❑Life Cycle Management of the Applications
❑Full set of statistics and reports available
❑Modular and Highly Scalable Platform

Arad ITC SDP

Sample Self-Care UI – Joke Service Access (Mobile
App)

Arad ITC SDP

 Advantages of Self care & Customer Care
Challenges
▪ Customer Care agent are not able to
identify the VAS services subscribed
by each subscriber
▪ No single screen to activate
/Deactivate services
▪ Multiple software to be
managed/administered for each call
▪ Handset based app for Self-care
services
▪ High cost of maintaining customer care
and IVR
▪ Inefficient delivery of consistent
customer experiences
Arad ITC SDP
Solution benefits
▪ SDP will provide a single GUI with all the
subscriptions and charging details
▪ Common screen to Activate / De-Activate
Services
▪ “All in one “ Single App for managing
multiple self care services
▪ Reduction in the number of calls to CC with
self care
▪ Same user experiences across multiple
touch points
▪ Real time/updated information about the
customer (latest data/offers)
▪ Start all/Stop all for subscribers
 Campaign Manager
Network Push Example:
“Dear Subscriber, Please
recharge with $10 to get 60 free
on-net minutes. Offer Valid for 30
days”

Subscriber Pull Example:

“Dear XXX, You have CRBT
weekly pack. Would you like to
activate 30 Day Pack with two
ringtones free ”

Trigger Based Example:

“Dear Subscriber, Please
recharge with $20 and get Full
Talk Time. Offer is valid for next 2
Hours only.”

* This is an Optional Module to enhance the revenue, Can use the existing campaign Manager to push the Campaigns .
Arad ITC SDP
Offer Life Cycle Model

Customer Analytics Segmentation

is Se • Integration with Data Sources
• Reports based on lys Marketing Manager g
a • Segmentation capabilities
feedback analysis and

An

m
• Sampling Methods

en
er
modeling

ta
m
• Prediction methods • Manual Upload

tio
sto
• Defines target groups

n
• Optimize target group
Cu
ioning

Offer Desi
Provis

Self-care & Provisioning Offer Designing

SMS USSD WEB WAP MMS
• System Provisioning IVR/OBD
• Offers based on target
&

• Activation of new services

are

g ni
group
• Defines day and time for
lf-c

ng
e

delivery
S

• Schedule Offers
Cu
st n
om io
t
Customer Response
er
Re nt a Offer Presentation
spo re se
• Customer Response on Channel nse
Of f er P •SMS, IVR, USSD, Web/WAP ,MMS,
• Service Selection(info from CDR) Mobile App

Arad ITC SDP

 Offer Life Cycle Model

Customer Analytics Segmentation

• Reports based on is Se • Integration with Data Sources
lys Marketing Manager g • Segmentation capabilities
feedback analysis and a

An

m
Customer Evaluation •Customer
SamplingClassification
Methods

en
modeling

er
• Manual Upload

ta
m
• Prediction Methods

tio
sto
• Optimize target group • Defines target groups

n
Cu
ioning

Offer Desi
Provis

Self-care & Provisioning Offer Designing

System Provisioning • Offers based on target
&

Activation of new group

are

g ni
services • Defines day and time for
lf-c

ng
delivery
Se

SMS USSD IVR/OBD WEB WAP MMS

• Schedule Offers
Customer Fulfilment Customer Engagement
Cu
st n Offer Presentation
om io
t
Customer Response er
Re nt a •SMS, IVR, USSD, Web/WAP ,MMS,
spo re se
• Customer Response on Channel nse f er P
Mobile App
Of
• Service Selection(info from CDR)

Arad ITC SDP

“Segmentation” Model

Arad ITC SDP

Campaign Process

Arad ITC SDP

 Trigger/Events Based Campaigns - How it works?

Voice Campaign Delivery/response

• Email
• MainVarious
Account Revenue
usage
• SMS
• Call Duration
Segments
• WEB portal
• ARPU
• …
• …
• …
• …
SMS
• SMS usage
Credit/Loyalty
Action 3 Points
• SMSVarious
to specific
call CSP
sms/data Profiling • Bonus Talk time
• International SMS
segments • Bonus Minutes
• Last refill date
• … • Bonus SMS Pack
• Last balance Action
• … • … 4
• Last refill amount Account Data
Recharge • …
• Age on Network
• Extend life cycle dates
• Recharge amount • ARPU on Network
• Add Friends for free
• Recharge Date • …
Recharge segments •Action 5
Enhance validity by points
• Recharge Denom • …
• ….
• … Customer life cycle mgmt. Other
Data • Promotion start date/time
• Enable Apps Free
• Data usage Others • Promotion expiry date/time
• Enable CRBT service
• Data charges • Renewals
• Other VAS actions
• … • …
Arad ITC SDP • …
• …
 Advantages of Campaign Manager
Challenges
Solution benefits
▪ No single point to manage the
▪ Centralized place to manage all campaigns
subscriber communications
and offers
▪ Promotions are done without
▪ Campaigns are done for the “segmented”
Segmentation
customers
▪ Content providers are directly sending
▪ Multiple channels like SMS, IVR, USSD etc.
promotions
are available on one single platform
▪ No control of number the messages
▪ Individual allotment of Quota and TPS to
received by each subscriber
help multiple teams use the same system
▪ Premium customers or customers who
▪ Do Not Disturb scrubbing
do not want to get disturbed should not
▪ Number of Campaign limits per day per
be sent offers
subscriber
▪ Quota allocation of TPS to applications
▪ De duplication check before pushing
campaigns
Arad ITC SDP
 Channel Management & Configuration
Module will connect to Operator Infrastructure on one side and SDP Components on other side

 SMSC/SMS Gateway ❑ MMSC

 Connect to existing SMSC using SMPP 3.4 ▪ Connect to existing MMSC using MM7
 Access Methods (Short code/Keyword )
▪ MMS Composer
 USSD Gateway
 Dynamic Menu Management ▪ MMS Based advertisements
 Connect to existing USSD GW using SMPP 3.4
 Session Management
 Promotional Tagging (Short Code/ Keyword)
❑ WEB/WAP Gateway

❑ IVR Portal Interface ▪ Connect to existing WEB/WAP GW using

 Connect to existing IVR Portal using HTTP
HTTP/Proprietary API ▪ WAP Composer
▪ WAP Push for sending WAP based
advertisements

Arad ITC SDP

 Challenges and benefits
Current Challenges
▪ Content providers are connected to
SMSC directly
▪ Complex connectivity with so many
network nodes for various
communication channels
▪ Multiple short codes to be defined at
multiple places before the launch of the
new services
▪ Time to market is high due to
complicated definitions
▪ Coordination is a challenge with
multiple teams
Arad ITC SDP
Arad ITC’s Solution
▪ Simplified connectivity with Unified network
interface layer
▪ Single place to define and manage all short
code for all VAS/Content/IN/Billing
applications
▪ Faster time to market with single place and
single interface
▪ Single system as contact point is always
easy and quick
▪ Simplified and unified operations and
management console for all network
interfaces
 Service Creation Environment
A powerful and intuitive WEB based GUI application enables the rapid creation of unique,
innovative services

 User Interface - User friendly tool to create new services and applications
 Simulation - Facilitates testing the new service flow logic before deployment
and launch.
 Reusable components to define the service flow
 Work flow designer studio – to add/modify and delete the service flow and
customize
 Multiple functionalities
 Drag & Drop
 Copy & Paste node
 Delete/Disconnect Node
❑ User can create the process flow using the tools and the pre - built tasks

Arad ITC SDP

Reporting

Sample Reports

•Customer Management Report

❑ Descriptive analysis of data •Product & Services Report
❑ OLAP Based Reporting Technique •Provisioning & Activation Report
❑ Static & Dynamic Reports based on the •Subscription Based Report
trends and pattern of the response •Billing Report
❑ On-demand report generation •Partner Management Report
❑ Flexible report formats, display & •Channel Wise Report
presentation •Revenue Report
❑ Downloadable as XLS, CSV or PDF •Settlement Report

❑ Reports send over Email / SMS •Revenue Assurance

Arad ITC SDP

Features - Reports

 Report Generation
 Formats : HTML, CSV, PDF, MS excel
 Report Presentation
 Tables, bar charts, line charts,
pie charts, area charts, sheets, etc
 Distribution of Reports
 FTP/Email/HTTP etc
 Customization of Report
Template
 It can be based on Circle wise/
zone wise/operation wise etc
 Frequency of the reports
 Monthly, weekly, daily or yearly

Arad ITC SDP

Features - Reports

Arad ITC SDP

 Platform Features - User Management
❑Sophisticated Graphical User Interface
 Single Sign On (SSO)
 Start and Stop the system
 System Status Display
 Alarm information
 Traffic log display
 Configuration files management
 Performance and Statistics report
 Multiple Login access
 Administrator /Subscriber/CP Portal
 System admin can
 Define the new users
 Configure system parameters
 Manage system users/Define access privileges
 User Management
 Multiple levels of users
 Users can manage passwords & their accounts
 Role and access Management
 Multiple levels of roles & Access rights based on roles and locations

Arad ITC SDP

O&M tools - Platform Monitoring
❑Alarm Management
✓Alarm condition
• Database Failure
• Application Shutdown
• Hardware Failure
• Software Failure
• Resource monitors
✓Alarm Notification Mechanism
• SMS/SNMP
❑Audit & Logging

Arad ITC SDP

 Redundancy, High Availability & Scalability
❑System Back up & Restoration
❑Redundancy & High Availability
✓N+1 redundancy at each Layer
✓Software/Hardware/Network/DB
✓No single point of failure with 99.999% reliability
✓Geo redundancy Support for disaster recovery
❑Scalability
✓Layered & Modular Architecture horizontally scalable at each
level
✓Active – Active mode Deployment
✓HW/ SW scalability
❑High Capacity & Agility
✓Load distributed to allow high volume processing
✓High Capacity with multi-facet configuration for different
scenario
✓Modular and Adapter based architecture to support new
integrations and scalability
❑Load & Security Testing

Arad ITC SDP