1. © 2015 TM Forum | 1 Digital Experience Platform Catalyst Chris Boyd, Shekhar KulkarniTelefónica Gnanapriya ChidambaranathanInfosys Lorcan JordanUXP Systems Sandra ThomasInfonova Narendran SivakumarTCS Real-World Business User Stories

2. © 2015 TM Forum | 2 Background  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.  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.  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 Personal and contextual services Innovation and Integration Digital Experience Platform - Catalyst

3. © 2015 TM Forum | 3 Objectives Demonstrate how Telco’s can participate in wider digital ecosystem by: Providing personalized, context- aware 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 Digital Experience Platform

4. © 2015 TM Forum | 4 Drivers Digital Experience Platform Communications Service Provider Digital Service Provider City End Customer/User 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 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

5. © 2015 TM Forum | 5 Key ecosystem players - Overview Communications Service Provider Digital Service Provider City End Customer/User Digital Experience Platform Develop digital experience platform that allows all participants to provide value- added 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 Provide new and innovative digital services Leverage existing platforms to develop new markets and new innovative services that are relevant to my user- base Consume services Share within my Family

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

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

8. © 2015 TM Forum | 8 Business Innovation 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 Digital Experience Platform

9. © 2015 TM Forum | 9 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 Digital Experience Platform

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

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

12. © 2015 TM Forum | 12 Appendix Use Cases

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

14. © 2015 TM Forum | 14 Use Case #1 – Subscribed User Receives a Coffee Offer Colour Coding User Touch points System Context IDENTIFY James an existing Telefonica subscriber connects to a WiFi hotspot at a busy grocery store James opens the Telefonica Mobile App and enters his MSISDN to log in James MSISDN is checked against Telefonica’s database to see if he is an existing Telefonica Subscriber [USER FOUND] 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 James accepts the coffee coupon and continues to surf the web ANALYZE OFFER ACCEPTANC E FULLFILMEN T CSP User Engagement

15. © 2015 TM Forum | 15 Use Case #2 – Subscribed User Receives Wellness Offer DELEGATE AUDIT ONBOARDING IDENTIFY FEDERATE IDENTIFY Jim an existing Telefonica subscriber connects to a WIFI hotspot at a busy grocery store Jim opens the Telefonica Mobile App and enters his MSISDN to log in Jim’s subscriber information is used to check for Insights based on past subscriber habits and purchase history Telefonica return the insight that Jim is interested in wellness, and he has a high probability of purchasing a Fitbit The Telefonica Mobile App presents Jim with a Fitbit offer as a one time purchase Jim accesses his Fitbit usage on the Telefonica Digital Experience Dashboard. His usage is profiled and interfaced as a Digital Usage insight 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 Jim decides to purchase the Fitbit offer and an invoice is generated 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 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’s MSISDN is checked against Telefonica’s database to see if he is an existing Telefonica Subscriber [USER FOUND] Colour Coding User Touch points System Context ACCEPTANC E Digital Offer - Fitness ANALYZE OFFER

16. © 2015 TM Forum | 16 Use Case #3 – Subscribed User Receives Connected Home Bundle Offer Colour Coding User Touch points System Context Digital Offer – Frequent Traveller 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 DELEGATE AUDIT ONBOARDING IDENTIFY FEDERATE IDENTIFY Eric an existing Telefonica subscriber connects to a WIFI hotspot at a busy grocery store Eric opens the Telefonica Mobile App and enters his MSISDN to log in Eric’s subscriber information is used to check for Insights based on past subscriber habits and purchase history 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] The Telefonica Mobile App presents Eric with a connected home bundle offer consisting of Nest and Lockitron devices as a one time purchase Eric decides to purchase the connected home bundle offer and single invoice for the bundle is generated Telefonica return the insights that since Eric is a frequent traveler, he has a high probability of purchasing a home monitoring bundle solution 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 Eric accesses and configures devices on the Telefonica Digital Experience Dashboard. His device access is profiled and interfaced as a Digital Usage insight ACCEPTANC E ANALYZE OFFER

17. © 2015 TM Forum | 17 Use Case 4 – Unsubscribed User Receives a Video Service Trial offer Colour Coding User Touch points System Context 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 AUDIT ONBOARDING IDENTIFY MONETIZEDELEGATE FEDERATE ANALYZE Maureen, an unsubscribed user logs in to a Telefonica WiFi Hotspot Maureen opens the Telefonica Mobile App and enters her MSISDN to log in The Telefonica Mobile App will return insight based on Maureen’s WiFi usage. The Telefonica Mobile app will recommend relevant videos Maureen’s MSISDN is searched within the Telefonica Digital Experience Dashboard database [USER NOT FOUND]. Maureen’s New Telefonica ID is created for her Maureen’s MSISDN is checked against Telefonica’s database to see if she is an existing Telefonica Subscriber [USER NOT FOUND] 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 Maureen is presented an offer for a 14 day video trial service to relevant videos Maureen’s Video access is profiled and interfaced as a Digital Usage insight Maureen decides to enroll in the video service after her trial period has ended Maureen’s billing profile is automatically created and invoiced through the billing system Maureen accepts the video trial service and is redirected to the Telefonica Digital Dashboard OFFER ACCEPTANC E Digital Offer – Movie Lover