Talking about the next generation BSS / OSS system construction, operators, manufacturers are generally feeling that they have been "only the stairs, no people" from a few years ago, and begins with the initial formation of the four major business operators' competition. Being gradually, gradually referring to the relevant schedule. However, due to the current new generation BSS / OSS system construction and upgrade ideas, each operator, system integrator has a large difference, and the relative chaos of the BSS / OSS product market, such as "BSS / OSS system is a never fill up. The 'no bottom, "" BSS / OSS is always' half products '"half products" "", "' brought is" feasible? "And other questions frequently float. Here, we took on the views from the operators, the academic institutions and internationally renowned manufacturers, and the relevant analysis was carried out to provide reference for the implementation of the BSS / OSS system.
One of questions: BSS / OSS is always "half a product" "Hundreds of products"?
Dealing with fierce market competition, all kinds of new business are endless, the construction personnel of the BSS / OSS system seem to always be tired and running, and the new user needs is busy with "patch" on the original system, "patch", gradually "improve", Be poor. Sally, the industry exclaimed: the BSS / OSS system in reality, is it always a "semi-finished product" to be improved? !
Taking BSS / OSS system relatively mature China Mobile as an example, although it has a relatively unified BSS / OSS system planning and standard, its provinces have independent legal persons, with relatively independent autonomy when choosing integrators. However, due to the same understanding of the BSS / OSS system, the operators are the same, and even the same integrator planning the operational support system of different provinces, its technical implementation is also the same. As a result, the operators of all local operators on the BSS / OSS construction are all in the situation.
In addition, unified business and technical specifications, for economic undressing, local market competition is not particularly full province, some of the system, performance of "heroes"; for economically developed, market competition fierce provinces, The system is also lacking forward-looking and flexibility, and is insufficient for the upcoming full business operator war. Therefore, from the global point of view, my country's current BSS / OSS construction has a conceptual lack of concepts, which makes operational support systems combined with business (especially potential business), find the corresponding business driver, not One flavor, the film is technique.
In view of this, China Mobile's insiders said to the author that operators can take advantage of the large business volume and a variety of complex applications, even in real time in foreign countries, in order to choose the next-generation BSS / OSS system. Telecommunications unified version of the product. In this way, a mature, stable telecommunications grade product can greatly alleviate the later investment in the BSS / OSS system; two, unified and serious version management also guarantees the change of the original system software provider, or their relevant employee leaves the conditions, The smoothing of the system upgrade does not reduce the operation risk of the company because of the departure of a certain technician.
Doubt 2: Is the BSS / OSS system a "no bottom" that is never filled with?
Under normal circumstances, the development of new market business products, usually build a service project by the business unit, and then the technical department evaluates the billing system and the customer support system to handle this new business. Thus, on the one hand, the room staff needs to work overtime, it is unable to travel; on the other hand, if there is a fatal defect in the original system, it may also be evaluated by the company's senior management to the development capabilities of the new business. If the assessment is not passed, the support capability and reaction speed of the system are also very limited, then it is necessary to operate from the bottom, and the research is required to make the corresponding system upgrade, add new investment. It is not difficult to see that in the assessment of the business, the requirements for the BSS / OSS system are always the last considered and actually proposed. Since the original domestic software vendor lacks relevant operation experience, most of them can only make new requirements based on the growing market demand, which will continue to re-"patch" on the original system, so it will eventually lead to always There will be another unexpected problem, such as the long-term continuous investment of the system, causing the budget overrun, and the delivery period delay, system security, stability, etc.
Insufficient thermal ribs in congenital product management processes, resulting in slow responses to new business, and can only add new hardware devices based on new business needs. The delay of the response cycle, leading to the market department to develop new business models, re-submit it to the operational support department ... gradually business development department, and the operation support system sector complained, BSS The / OSS system has also begun to become more bloated, and eventually leads to a malignant cycle.
At present, domestic market models, usually by operators constantly telling system integrators to "do", "how to do", not experienced BSS / OSS construction manufacturers tell operators, in order to carry out the business of the future "you should How to do "," how to set up "forward-looking BSS / OSS system. However, with many years of large-scale, enriching the actual operation experience manufacturers, the market pattern of the BSS / OSS industry will be reshuffled.
Suspected three: BSS / OSS is "burning money" or the source of marketing creativity?
The traditional concept is believed that the BSS / OSS system is a project based on the manufacture of the most basic functions. It is a project that has to burn money. However, with the changes in the market situation, related empirical technology is mature, the world's leading BSS / OSS manufacturer, US CONVERGYS tells the author, the new generation BSS / OSS system has begun to become the source of operators' marketing creative.
According to relevant information, companies / group customers have basically occupying 40% of mobile operators, 50% of sales share and 60% of gross profit margins. As a result, the importance of the business / group major customers to operators can be seen. Therefore, the high-end enterprise users have always been "the land of the military". At present, domestic operators are aimed at "price war" for the "price war", which is to achieve existing large customers with a large amplitude promotion. The direct result of this approach is to make the user's sensitivity to the tariff, loyalty decline, and the psychological expectation of low tariffs is too high.
Experts pointed out that with the continuous maturity of the market, the focus of operators in price competition will no longer be a simple price war, but on the basis of market segmentation, with a wide variety of bundled discounts to reduce customers' premistence Degree, enhance loyalty. Moreover, the market sector can also develop new businesses based on flexible billing models. For example, the first customer brand "Dynamic zone" powder launched after China Mobile continues to "Global", "Shenzhouxing" two business brands, which is functionally basically different from the first two business brands, just use flexible tariffs. The package is further divided into the consumer group and eventually achieved unprecedented success. For example, China Unicom is a flexible and personalized billing bundle of enterprise group customers who attract cross-regional / provinces, which also enable them to obtain additional benefits brought by BSS / OSS creativity. According to reports, CONVERGYS is currently in response to China Mobile operators, while the B-B / OSS system launched, the B-B / OSS system can easily implement cross-concessions, time-consuming, shared benefits, and rapid response to complex and personalized demand. Also, the system can support huge number of price plan plans for local partners or operators to maintain the rapid setting of the team. If the system is in AT & T Wireless, it has supported 75,000 Cross-Expo Points, only within half a business day, complete all the full network settings, test, and online operation. In addition, by means of the system, the operator can easily tailor a very personalized preferential service according to the different characteristics of each group user, and can complete the relevant settings in real time, instant, flexible, and flexibly complete the relevant settings. .
Specifically, if the group A bought a 10,000-hour discount time, the system not only supports the minute and product package discount, but also specifies the Assassin to assign a discount to the Group C group in Group A (new generation BB / OSS) The system can completely match the company's multi-storey administrative architecture), or through the C team transfer to any employee in the group. And his friends and family can also enjoy the related cross-offer package through the group employee. In this way, operators can easily complete the transformation from "product / service-centered" to "customer-centric", achieving diversified, personalized and flexible business model, but also retaining the company At the same time, the customer has indirectly develops the low-end customers of their relatives and friends to create additional profit margins.
Doubt four: "Is it possible to use it?
As mentioned above, the "patch" "patch" of the BSS / OSS system has been "patch", the system is bloated, which is the relevant domestic system integrator often lacks the actual operation experience of the relevant system. So, do you have "brought people", directly put the existing successful experience in China, is it possible to implement domestic implementation?
In the industry, this pointed out that due to the development of foreign mobile communication markets in the country, and the competition is very fierce, there is often 5, 6 mobile operators in a state (province), BSS / OSS system, and its applications are relatively mature. BSS / OSS is still an emerging in China, not a very mature market, but some new telecom services, complex and diverse users are endless, which in turn leads to many uncertain factors in the early days of BSS / OSS construction. In addition, the overall demand analysis of the mobile operator's own BSS / OSS function module, as well as the future potential business demand model is not very clear, so it is necessary to assist in completing the BSS / OSS construction plan by experienced foreign manufacturers. Therefore, in the early stage of the BSS / OSS system further improved, it is also practicable.
According to statistics, in American history, the relevant BSS / OSS billing vendors in the peak of the last century, once reached more than 200, and after years of survival of the fittest, currently only one of the few companies such as Convergys home industry giants. Among them, in 2002, the US Convergys is also the largest global turnover. The newly signed BSS / OSS billing has the highest number, the company's employee size is the largest BSS / OSS billing product and service provider in the same industry. In the field of application technology, strictly said that there is no cutting-edge technology. And experience, the relevant actual operational experience is the "magic stone" of the victory. Some foreign manufacturers, after years of historical choice, its products been battle tested high-traffic, high-capacity, complex applications in the fierce market competition, will stand the scrutiny. In the primary stage of domestic BSS / OSS construction, draw on the experience of foreign manufacturers, and assist in building the planning and design of BSS / OSS projects, it is also ignored.
In the construction of the BSS / OSS system, domestic operations have gone to taste the sweetness, they have passed, and they have eaten sufferings, and some even become "pain in their hearts." In faced with a choice, how to select partners, as the world's top operators, China Telecom, China Netcom, China Mobile and China Unicom have the ability to have the capital, can give priority to be tested over the fierce market competition, the industry-leading and, in the long run it is reasonably priced products. In this way, you can bypass the detour at the same time, the rapid response market, synchronized with the international telecommunications giant, to create a greater market value than the competition and additional profits.
