World-Class Telecommunications Service Development (Artech House Telecommunications Library)

286 Pages·1998·1.68 MB·English

by  Ellen Ward

World-Class Telecommunications
Service Development
World-Class Telecommunications
Service Development
Ellen Ward
Artech House
Boston • London
LibraryofCongressCataloging-in-PublicationData
Ward,EllenP.
World-classtelecommunicationsservicedevelopment/EllenP.Ward
p. cm.—(ArtechHousetelecommunicationslibrary)
Includesbibliographicalreferencesandindex.
ISBN0-89006-922-0 (alk.paper)
1.Telecommunication. 2.Telecommunicationequipmentindustry.
I.Title. II.Series.
HE7631.W37 1998
384’.068—dc21 98-20083
CIP
BritishLibraryCataloguinginPublicationData
Ward,EllenP.
World-classtelecommunicationsservicedevelopment.—(ArtechHouse
telecommunicationslibrary)
1.Telecommunication
I.Title
621.3’82
ISBN1-58053-445-7
CoverdesignbyLyndaFishbourne
©1998EllenWard
Allrightsreserved.PrintedandboundintheUnitedStatesofAmerica.Nopartofthisbook
may be reproduced or utilized in any form or by any means, electronic or mechanical, in-
cludingphotocopying,recording,orbyanyinformationstorageandretrievalsystem,with-
outpermissioninwritingfromthepublisher.
Alltermsmentionedinthisbookthatareknowntobetrademarksorservicemarkshave
beenappropriatelycapitalized.ArtechHousecannotattesttotheaccuracyofthisinforma-
tion.Useofaterminthisbookshouldnotberegardedasaffectingthevalidityofanytrade-
markorservicemark.
InternationalStandardBookNumber:0-89006-922-0
LibraryofCongressCatalogCardNumber:98-20083
10987654321
This Page Intentionally Left Blank
Tomyfather,
HaroldWard
This Page Intentionally Left Blank
Contents
Acknowledgments xix
Introduction xxi
Part I Opportunities and Challenges for New Service
Development in Today’s Telecommunications Industry 1
1 The Telecommunications Industry—What’s Ahead 3
1.1 Whereareweheading? 4
1.2 What’stheoutlook? 5
1.3 Reasonsforchange 5
1.4 Effectontelecommunicationsserviceproviders
andcustomers 6
1.5 Serviceandproductdirections:thebandwidth
revolution 7
vii
viii World-Class Telecommunications Service Development
1.5.1 Bandwidthsummarized 8
1.5.2 Billowingbandwidth? 9
1.6 Therealchallenge 9
References 10
2 The Challenge of Development Within the
Telecommunications Industry 11
2.1 Thedevelopmentchallenge 12
2.1.1 Commonproblemswithdevelopment 12
2.1.2 Categorizingtelecommunications:what’sbeingdeveloped? 13
2.1.3 Auniqueserviceindustry 14
2.2 Theservicedeliverychallenge 15
2.3 Theindustrychallenge 16
2.3.1 Uniquedemands:interoperabilityandtheroleofstandards 16
2.3.2 Whatwasgained,whatwaslost 17
2.4 Wheredowegofromhere? 18
References 18
Part II A Framework for Telecommunications Service
Development 19
3 The Product Development Orientation 21
3.1 Competingfactors 22
3.2 Theparadoxofproductdevelopment 23
3.2.1 Commonproblemswithproductdevelopmentwithin
telecommunicationsservicesenvironments 24
3.2.2 Theclearinghouseeffect 26
3.3 Productdevelopmentandtheworld-classservice
provider 27
4 Views Into Product Development 31
4.1 Theunravelingworldoftelecommunications 32
Contents ix
4.2 Threeviewsintoproductdevelopment:thenetwork
service,theservicedeliveryprocess,andtheproduct
developmentprocess 32
4.2.1 Thenetworkserviceview 33
4.2.2 Theservicedeliveryprocessview 33
4.2.3 Theproductdevelopmentprocessview 34
4.3 Telecommunications:isitaproductoraprocess? 35
4.4 Infrastructureversusinfostructure 36
4.5 Howimportantwillservicedeliverybecome? 37
4.6 Servicedeliveryandoperationalexcellence 38
References 39
5 The Cycle and Phases of Product Development 41
5.1 Thesix-phasecyclefortelecommunicationsservice
development 42
5.2 Developmentasastrategicmanagementprocess 43
5.3 Thesixphasessummarized 44
5.3.1 Phase1:opportunityanalysis 44
5.3.2 Phase2:definitionandfeasibility 45
5.3.3 Phase3:designandtesting 46
5.3.4 Phase4:development 47
5.3.5 Phase5:implementationandtrials 48
5.3.6 Phase6:commerciallaunchandreview 49
References 49
Part III Deciding What To Build 51
6 Phase 1: Opportunity Analysis 53
6.1 Arethesereallychoices? 54
6.2 Groupingprojectsintocategories 55
6.3 Theseven-layeredtelecommunicationsservice
developmentmodel 55