Digital Experience Platform Catalyst Chris Boyd Shekhar Kulkarni

Digital Experience Platform Catalyst Chris Boyd, Shekhar Kulkarni Telefónica Gnanapriya Chidambaranathan Infosys Lorcan Jordan UXP Systems Sandra Thomas Infonova Narendran Sivakumar TCS Real-World Business User Stories © 2015 TM Forum | 1

Background Digital § Telefonica’s vision to become Onlife Telco; empowering people so that they can choose, improve and take control over their digital lives § Telefonica already offers a large variety of digital services such as; home security, connected homes, smart meters, cloud-based software services and machine to machine communication. Personal and contextual services § As we continue to grow our portfolio of services we need to provide; meaningful, relevant and context-aware (what, who, where, why and how) experiences across all customer touch points, covering entire customer life-cycle and all services that customers consume. Innovation and Integration § We working to bring in innovative new digital partners to enhance our product offerings via our open integration platform; democratising our services and making capabilities open and reusable across our group and publicly using TM Forum standards Digital Experience Platform - Catalyst © 2015 TM Forum | 2

Objectives Digital Experience Platform Demonstrate how Telco’s can participate in wider digital ecosystem by: • Providing personalized, contextaware services and interactions that improve customer and user experiences • Delivering an open digital platform for effective collaboration and fast deployment of emerging business models • Delivering partner integration that can help develop and deliver innovative digital services © 2015 TM Forum | 3

Drivers Digital Experience Platform Digital Service Provider Communications Service Provider • • • Increase Customer Base Improve NPS Get right first time Enhance my product offering New business models New revenue streams Reduce churn Improve offer conversion rate Framework offers Quick TTM for new Digital Services City © 2015 TM Forum | 4 End Customer/User • • Increase customer base New services by working with CSPs Improve NPS Improve service quality • • • Ease of use Manage my Digital Lifecycle Relevant offers Meaningful interaction Secure Single Sign-on to all services

Key ecosystem players - Overview Digital Experience Platform Digital Service Provider Communications Service Provider • Develop digital experience platform that allows all participants to provide valueadded services with rapid TTM • Provide market place & extended business models (eg. Guest User) for all digital and traditional services • Introduce new and innovative digital services by integrating with digital service providers • Consume services • Share within my Family City © 2015 TM Forum | 5 End Customer/User • Provide new and innovative digital services • Leverage existing platforms to develop new markets and new innovative services that are relevant to my userbase

Architecture Digital Experience Platform Interactive Digital Channels Connected Services Portal Web Mobile Cloud Integration Platform Mobile Integration Platform Fit. Bit Platform Onboarding Contract Ordering Billing & Settlement Perfor-mance Analytics Data Micro Services Digital Services Orchestration Connect & Compose Distributed Order Management User Lifecycle Management Digital Identity Context Delivery Platform Real Time Decisions and Analysis Big Data Insight Sales Catalogue Cloud Integration Platform Payment Provider Message Hub Digital Experience Delivery Platform Supplier / Partner Enabler API Management Connected Homes Platform Cloud Integration Core BSS Tenant 1 Multi-tenant BSS Core BSS Tenant 2 -x Customer Management Order Management Convergent Billing Partner Management Enterprise Product Catalogue Network Corporate Applications © 2015 TM Forum | 6

Architecture Digital Experience Platform Interactive Digital Channels Connected Services Portal Web Mobile Cloud Integration Platform Mobile Integration Platform Activation API Fit. Bit Platform Onboardin g Contrac t Orderin g Billing & Settlement Payment API* Performance Analytics Cloud Integration Platform Payment Provider Message Hub Data Micro Services Connect & Compose Digital Services Orchestration Digital Experience Delivery Platform Supplier / Partner Enabler API Management Connected Homes Platform Cloud Integration Sales Distributed Order User Lifecycle Catalogue Management ULM API* Ordering API Catalog API User Profile API* subscription API* Catalog – Catalog API Multi Context Delivery Real Time Decisions Platform and Analysis Insights API / Recommendation API* Multi-tenant BSS Core BSS Tenant 1 Digital Identity Auth API Big Data Insight Core BSS Tenant 2 -x Customer / Party Management API Customer Order Management t Customer Managemen t Order Management Convergent Partner Billing Management Billing API On-boarding API Enterprise Product Catalogue Convergent Billing Partner Management Enterprise Product Catalogue Network Corporate Applications Contributions: Digital Services Use Cases, DSRA / DERA architecture, APIs*, SID extensions, Digital Experience Delivery Platform: UXP, CDP, DOM, SC, Cloud Integration Enabler: Multi-tenant Cloud BSS © 2015 TM Forum | 7 Champion: Telefonica Participants: Infosys (Lead), UXP, Infonova, TCS

Business Innovation Digital Experience Platform • Integration via Public Open APIs for collaboration, innovation and monetisation • Faster partner on-boarding via integration platform • Enablement of new business models • Context aware services and interactions • Personalised interactions based on real time insight development and recommendation • Platform as a Service approach • Seamless integration of CSP, Digital and Partner services with end to end customer journey and lifecycle management © 2015 TM Forum | 8

Technical Innovation Digital Experience Platform • Context Delivery Platform • User Life-cycle Management Platform • Distributed Order Management & Sales Catalogue • Innovative Integration • Micro-services based approach • Integration & Orchestration platform as a service approach • Cloud based platform: • XAAS for all Digital Experience platform components © 2015 TM Forum | 9

Platform as a Service Digital Experience Platform Happy Customers & Users Coffee Lover Fitness freak Omni-Channel (Mobile First) as a Service Payment Orchestration (DOM) as a Service Orderin g Digital Partners Frequent Traveler Movie Lover Channel Rendering Multi-Subscription (Telco, Partner, Digital orders) Sales Catalog, Offer as a Service Offer Digital Products, Services and Offers Configured in Catalog Integration as a Service (API Management, Micro Services, Orchestration) Voucher of free Eateries Catalog, Offers based on Reco Voucher Management Vouche r Free Vouchers for Eateries Service Provisioning © 2015 TM Forum | 10 Service Catalog, Provisioning, Billing/Payment, Partner onboarding & Settlement Digital Users LM, SSO Multi-tenant BSS, Partner on-boarding as a Service Telco, Partner, Digital services Insights, Context & Reco Context as a Service ULM, Digital Service Management as a Service Catalog – Catalog sync up

The Catalyst Partners Digital Experience Platform Champion: Participants: © 2015 TM Forum | 11

What is showcased? Use Case Overview Digital Experience Platform 1 CSP User Engagement: Subscribed User receives a Coffee Offer 2 Digital Offer – Fitness: Subscribed User receives Wellness Offer 3 Digital Offer – Frequent Traveller: Subscribed User Receives Connected Home Bundle Offer 4 Digital Offer – Movie Lover: Unsubscribed User Receives a Video Service Trial Offer -> Conversion after Trial Period © 2015 TM Forum | 13

Use Case #1 – Subscribed User Receives a Coffee Offer CSP User Engagement IDENTIFY James an existing Telefonica subscriber connects to a Wi. Fi hotspot at a busy grocery store James opens the Telefonica Mobile App and enters his MSISDN to log in OFFER • • Colour Coding User Touch points System Context ANALYZE The Telefonica Mobile App recognizes that Grocery store is currently very busy based on the number of current WIFI connections. The Mobile App presents James with a coffee coupon at Costa Coffee as the store will be less busy in 20 minutes ACCEPTANC E FULLFILMENT James accepts the coffee coupon and continues to surf the web © 2015 TM Forum | 14 James MSISDN is checked against Telefonica’s database to see if he is an existing Telefonica Subscriber [USER FOUND]

Use Case #2 – Subscribed User Receives Wellness Offer Digital Offer Fitness ONBOARDING IDENTIFY Jim an existing Telefonica subscriber connects to a WIFI hotspot at a busy grocery store ANALYZE OFFER The Telefonica Mobile App presents Jim with a Fitbit offer as a one time purchase • • Colour Coding User Touch points System Context ACCEPTANC E Jim decides to purchase the Fitbit offer and an invoice is generated Jim’s MSISDN is searched within the Telefonica Digital Experience Dashboard database [USER NOT FOUND]. Jim’s New Telefonica ID is created for him Jim opens the Telefonica Mobile App and enters his MSISDN to log in Telefonica return the insight that Jim is interested in wellness, and he has a high probability of purchasing a Fitbit A Fitbit device is sent to Jim and he then activates the device. Jim associates his Fitbit device with his Telefonica ID in the Telefonica Digital Experience Dashboard IDENTIFY Jim’s subscriber information is used to check for Insights based on past subscriber habits and purchase history AUDIT FEDERATE Jim accesses his Fitbit usage on the Telefonica Digital Experience Dashboard. His usage is profiled and interfaced as a Digital Usage insight © 2015 TM Forum | 15 Jim’s MSISDN is checked against Telefonica’s database to see if he is an existing Telefonica Subscriber [USER FOUND] DELEGATE Jim decides to share his Fitbit device access with other members of his family. Jim enters the Household view of the Telefonica Digital Experience Dashboard

Digital Offer – Frequent Traveller Use Case #3 – Subscribed User Receives Connected Home Bundle Offer IDENTIFY ONBOARDING Eric opens the Telefonica Mobile App and enters his MSISDN to log in Eric an existing Telefonica subscriber connects to a WIFI hotspot at a busy grocery store OFFER The Telefonica Mobile App presents Eric with a connected home bundle offer consisting of Nest and Lockitron devices as a one time purchase • • Colour Coding User Touch points System Context ACCEPTANC E Eric decides to purchase the connected home bundle offer and single invoice for the bundle is generated Eric’s MSISDN is searched within the Telefonica Digital Experience Dashboard database [USER NOT FOUND]. Jim’s New Telefonica ID is created for him Eric’s MSISDN is checked against Telefonica’s database to see if he is an existing Telefonica Subscriber [USER FOUND] ANALYZE Telefonica return the insights that since Eric is a frequent traveler, he has a high probability of purchasing a home monitoring bundle solution FEDERATE The Nest and Lockitron devices are dispatched to Eric and he activates the devices. Eric associates these devices with his Telefonica ID in the Telefonica Digital Experience Dashboard © 2015 TM Forum | 16 IDENTIFY Eric’s subscriber information is used to check for Insights based on past subscriber habits and purchase history AUDIT Eric accesses and configures devices on the Telefonica Digital Experience Dashboard. His device access is profiled and interfaced as a Digital Usage insight DELEGATE Eric decides to share his Nest & Lockitron device access with other members of his family. Eric enters the Household view of the Telefonica Digital Experience Dashboard

Use Case 4 – Unsubscribed User Receives a Video Service Trial offer Digital Offer – Movie Lover ONBOARDING IDENTIFY Maureen, an unsubscribed user logs in to a Telefonica Wi. Fi Hotspot Maureen opens the Telefonica Mobile App and enters her MSISDN to log in ACCEPTANC E FEDERATE Maureen is able to enjoy a freemium version of the video service at no cost. She is able to play the videos presented to her in the Telefonica Digital Dashboard • • Colour Coding User Touch points System Context Maureen accepts the video trial service and is redirected to the Telefonica Digital Dashboard DELEGATE Maureen decides to share her free video service with other members of her family. Maureen enters the Household view of the Telefonica Digital Experience Dashboard Maureen’s MSISDN is searched within the Telefonica Digital Experience Dashboard database [USER NOT FOUND]. Maureen’s New Telefonica ID is created for her ANALYZE OFFER Maureen is presented an offer for a 14 day video trial service to relevant videos ACCEPTANC E Maureen decides to enroll in the video service after her trial period has ended © 2015 TM Forum | 17 Maureen’s MSISDN is checked against Telefonica’s database to see if she is an existing Telefonica Subscriber [USER NOT FOUND] The Telefonica Mobile App will return insight based on Maureen’s Wi. Fi usage. The Telefonica Mobile app will recommend relevant videos MONETIZE Maureen’s billing profile is automatically created and invoiced through the billing system AUDIT Maureen’s Video access is profiled and interfaced as a Digital Usage insight