1. 1 A service-oriented approach for modelling telecommunications value- networkS Claudio de A. Loural Giovanni M. de Holanda Esther Menezes Cristiane M. Ogushi Fundação CPqD - Centro de Pesquisa e Desenvolvimento em Telecomunicações Campinas, SP - BRAZIL ITS 15 th Biennial Conference Berlin, Germany September, 4-7, 2004

2. 2 Introduction n Telecommunication systems are large and complex n Different approaches according to different academic disciplines n Role of services in present telecom business is largely recognized n Convergence between telecommunications, information technology and broadcasting requires new ways to look at the sector n Need of a service modelling approach to telecom sector o Represents the principal system elements and their relationship; o Helps to explain how it works; o Can serve as a basis for related, but more specific, models; o Allows a common ground among several visions.

3. 3 (Tele)communications models n Engineering models o Shannon n Media and social / mass communications models o Shannon o Osgood-Schramm o Berlo n Economic structural models o Fransman (layers) o Hilbert-Katz (layers / multidimensional) n Value-chain models (Porter and alike) o European Comission Green Paper on Convergence o Kawashima (MIT) o Service chain n Production chain; electronic complex approach

4. 4 Content production Content production Content processing Collection Transport Storage Distribution or Delivery Distribution or Delivery Consumption Service chain

5. 5 Proposed reference model n Basic concepts o Networks -interconnected agents, feedback and multiple causality o Value networks -Other way to call a “production network”; emphasis move from operations description to the tangible or intangible value added at each transaction. -Chain representations tend to reproduce the internal “logic” of a firm productive organizations; network representations tend to reflect interactions between firms (apud Sturgeon) -Value networks rely on fragmented rather on vertically integrated forms of industry organization (Berger et al.)

6. 6 Proposed reference model - II n Basic concepts (cont.) o Service attributes (apud Hauknes) -intangibility or immateriality; -economic exchange properties; -ephemerality or temporary existence of the service; -intensity of user-producer linkages o Exchange between actors (apud Allee) -Goods, services and revenue -Knowledge -Intangible benefits

7. 7 Proposed model n Proposal o To apply value network concept to telecommunications and “telematics” o To adopt the principle that people uses telecommunications as services and applications n In the proposed model o Content and revenue exchange: service relationships o Knowledge exchange:technological stimuli and demands

8. 8 Content domain Interfaces domain Transport domain Information source and destination Content formatting and transport codification Information transport n Domains of communication process o Content o Interfaces o Transport (network) Proposed model - I: domains meta-model Information flow

9. 9 Proposed model - II: roles Roles and content flow in telephony service

10. 10 Proposed model - III: relationships

11. 11 Example: internet content retrieval A network of non-linear relationships Collect2 (access)

12. 12 Service value network and ICTs ICTs Functional systems Functional systems Network roles and actors demand functionalities from technological substrate Collect2 (access )

13. 13 Conclusion n Reference model developed to represent telecommunications from a service point of view o emphasis on relationships -non sequential roles o focus on communication process, rather than communication goods n ICTs viewed as general substrate providing functionalities and functional systems to service network roles and actors n Understanding of network integration and coordination needs further studies o adequate regulatory framework