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SOA and WebCenter Middleware Technologies

Barry Cheung
Oracle Fusion Middleware

Fusion Middleware Support Telco Customer Lifecycle

Web / Multi-Channel

Lead To
Order

Business
Intelligence
Datawarehouse
Revenue
Assurance

Order To
Activate /
Bill

Cash to
Assurance

Usage to
Cash

Service Delivery Platform

Order
Management
CRM / BSS / OSS
Integration

Asia Pacific Telco Using Oracle Fusion Middleware

Proven To Support Large Subscriber Base
Operator

Subscriber

Oracle Fusion Middleware

Usage

47M

CRM / Billing / OSS

Transformation

40M

CRM / SDP

DTAC
22.3M
Grameen 20M+
Uninor
8M+

CRM / Billing / OSS

Transformation

7M+ fixed
Starting 3G

CRM / Billing / OSS

Transformation

164M mobile
98M fixed / 46M broadband

National Electronic Channels

23M mobile
20M fixed / 7M broadband

CRM / Billing / OSS

Transformation

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Oracle SOA and AIA

Complete SOA / BPM / CEP / Governance Offering

DESIGN

POLICY
MANAGER

EM

CEP

BAM

BPEL PROCESS MGR

BUSINESS RULES
HUMAN WORKFLOW

Lifecycle
Governance

SERVICE BUS
ORACLE
SERVICE BUS
DATA
INTEGRATOR

ERP

MAINFRAME

SERVICES

DB

Adapters & B2B

PARTNERS

EVENTS

SOA Enable Multi-Channel / CRM / OSS / BSS Integration

NYN

Web

USSD

CTI

SMS
Gateway

Call
Centre

Native API

Web Services

E-Billing

Finance

Payment
Gateway

(Customer Contact Mgmt, Trouble Mgmt, Order Capture, Bulk

(Customer
Contact
Mgmt,
Trouble Marketing,
Mgmt, OrderLoyalty,
Capture,Field
Sales
Order Capture,
Sales
Catalog,
Catalog)
Service)

Banks

FMW/AIA Oracle
2.0.1SOA
(Order
to Bill,
Agent Assisted Billing
/ BPM
Suite

BRM 7.3

BRM 7.4
(Usage Store, GL
(Usage Store,
Accounting,
Resource Mgmt,
Post-pay
Billing)
GL Accounting)

3rd Party
3rd Party

OSM 7.0
UIM 7.x
(Order Lifecycle
(Logical &
Management)
Physical
ASAP
5.x
(Network Activation) Resource
(Network Provisioning)
Mgmt)

ASAP 5.2.x

Goods
Fulfillment

Enterprise DM
PIM for Telco

DWH

BSS

ODI

OSS
Oracle

Enterprise Ops

Siebel 8.1.1
Siebel
8.0

Care)

Oracle
Financials
11.5.x

Retail

SOA (Channel Services*)

Channels
Expanded to
support
Fixed-line,
DSL and
Corporate
services

Bharti

Mediation
(Fixed)

Mediation
(UMF)

Convergent
Real Time
Charging
(SurePay)

Network

Identity
Mgmt
Content
Mgmt

SOA Enable Rule Based / Event Driven

Promotion
1. John change
from Plan B To
A. Change Plan
Event

CRM

6. Rules can be
configured on
the fly per
marketing
requirement

Oracle SOA Suite

4. Usage Event
trigger Rule
Engine.
Determine
eligibility and
promotion

Business
Rules

2. Add John To
Promotion
Eligible List

Coherence
Memory Grid

ESB
3. Subscriber
Start Using Plan
B. Usage Event

CEP

A. Bonus Plan Ruleset, e.g.:

1.From Plan B to Plan A + Joined Duration >= 6 months -> ELIGIBLE
1. Value > 100 and 1st Level Threshold = 24 hrs -> 3 free SMSs
2. Value > 200 and 2nd Level Threshold = 48 hrs -> 6 free SMSs
3. Other possibilities
2.From Plan B to Plan C + Joined Duration = Any -> NOT-ELIGIBLE
3.From Plan A to Plan C + Joined Duration = Any -> NOT-ELIGIBLE
4.Any (default) -> NOT-ELIGIBLE

5. Bonus top-up to
Billing / IN etc
SMSC
SMSC

Billing / IN

Bill Shock Dispute Handling

BPM Drive Cross Department Long Running Process
Customer
shocked
by the bill

Customer
called Call
Center

Call Center Agent

cant resolve on
the call

Bill Shock Settled

Finance approved
reduced settlement
amount. Request
customer subscribe a
data package.

Bill Shock

Call Center

Initiate a request to
Billing team to
investigate

Finance Mgr
Customer refuse to
pay. Initiate a
dispute resolution
process.

Billing
Specialist
No billing issue
found. Get back to
customer

Billing Investigation.
Involved roaming
partners.

Business Process Management

Collaborative Process Modeling and Simulation

Oracle Application Integration Architecture

Powered By Oracle Fusion Middleware
AIA Foundation Pack
Integration Framework
& Methodology

Common Business Object

& Service Library

Integrated Development
Lifecycle Tools

Data-Centric
Integration

Integration
through
Native
Interfaces

Reference Process Models

Integration
through
Web
services

Reference
Data Query

ProcessCentric
Integration

Jump-start
Integration Projects

Reduce
Integration Risks

Lower
Integration Costs

AIA Provides Canonical Data Model

Enterprise Business Object
CRM

ERP

CRM

ERP

ENTERPRISE BUSINESS OBJECT

(Common Data Model)

Billing

Shipping

Billing

Shipping

Forrester (October 17, 2009)

50-60% of those doing SOA are creating a canonical
information model (increased from the 39% rate our
2007 survey found).
Source: Mike Gilpin, Vice President, Research Director - Forrester

Are you creating a Canonical (or Common) Information Model? Article (October 17, 2009)

Good Applications Bring You Good Data Model

Oracle Enterprise Business Objects
Siebel

OSM

BRM

Business Process Models

ERP

SAP

Content Standards
Servi
ces

Data

CCTS

EDI

eTOM/SWIFT

BPM

EBO Reconciliation

Establish Reference standard

Reconcile with Product
Determine what to add

Order

End Result
Common Service Definitions
across Applications

Create
Read
Update
Delete

Accelerate SOA Project For

Oracle and Any Applications

SOA Governance Promote Reuse

Shorten Process Implementation Time
New Projects
Processes
Composite
applications
Use cases

Top-down analysis
(from processes to
business services to
tech services)

Services requests

SOA
Governance

Processes
Services
Policies
Registry
Repository
Change
Management

Consumer

Provider

Leverage Existing Processes,

Services

Business rules
Third party services
Data
Infrastructure
Operation

Business Transaction Management

Fine Grain Transaction / Performance Management
End-to-End, Application Level View

Activation

Portal

Process Engine

CRM

Service Bus

OM

Billing

End To End SLA Monitoring

Correlate Distributed Transactions

latency

Why it fails?

Transaction Payload

Step By Step Tracing / Payload Analysis

Latency Analysis

SOA Governance - Feedback RunTime Info To

Service Implementation and
Configuration

Service Definition
Architect

Service Bus

Target
Service
Metadata

Harvest

Repository
Business

Single View of Assets

Owners

IT
Operations

SLA Management

Proxy Pipeline

UDDI
UDDI

SOA Monitoring &

Management

SOA Designers
and Developers

Validation Mediation

Approve
Other Runtime
Metrics

WSDL
XSDs
Code
Proxy

UDDI

Publish
Discover
Metrics via
UDDI

Auto Deployment

SOA Test, Staging &

Production

JMX
SNMP
Reporting

Staging
Production

Policy Enforcement

Integration
Testing

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Oracle WebCenter

Web Was Once More Simple

Corporate
Website

Publish

Web Experience Management

Consistent Across Global and Departmental Sites
Customer
Segment 3
Customer
Customer

User Generated
Content

Segment 2

Segment 1

Segment 4

Location
Services

Analytics

Corporate
Website

Targeting

Customer

Intranet

Gadgets
Microsite

South American
Sites

English
Speaking Sites
Deliver

Extranet

Mobile
Moderate

Social

European Sites

Social

Asian Sites

What is Web Experience Management?

Evolving from Web Publishing to Web Experience

Web Content

Empower
content authors
to eliminate IT
bottlenecks

Web Experience

Empower
web marketers to
engage visitors &
optimize the
customer
experience

What is Web Experience Management?

Level 3
Persuasive
Level 2
Versioned
Level 1
Static
Static web site
content
One-way
communication

Enterprise content
manually
customized for
departmental sites
Large scale enabled
Fixed content
One-way
communication

Content
dynamically
customized for
each user via
implicit or explicit
means
Analytics feedback
loop
Multilingual site
mgt
One-way
communication on
site

Level 4
Participation
Multi-directional
collaborative
content generation
and consumption
Participation and
community
Peer to peer
content exchange
Multi-channel
capabilities
Enterprise controls
and oversight
Gadgets for End
user control

Web Experience Management

Profile / Click Stream Based Segmentation
Deliver a meaningful tailored web
experience
Flexible rules engine for creation
of customer segments and
recommendations, enabling
delivery of targeted content and
campaigns
Segmentation based on implicit
(behavioral) or explicit (known
user or characteristics) criteria or
a combination of the two
Enables granular targeting based
on membership in multiple
segments

Copyright 2011 FatWire Corporation Under NDA

Web Experience Management

Analytics and User Behavior Analysis
Granular asset-centric analytics
Track aggregate usage of
content assets across pages
and sites
Track effectiveness of targeted
site content for user segments
Visualize results with incontext reporting
Understand site usage via
behavior tracking
Integration with WEM suite
Integration into Content Server
asset model
Integration with Engage
segmentation / targeting

Copyright 2011 FatWire Corporation Under NDA

Web Experience Management

Social Computing and User Generated Content
Social Computing around assets;
Add UGC functionality to
websites
Commenting
Ratings
Reviews
Corporate blogs
Centralized UGC
administration and moderation
Use UGC to drive the content
of dynamic sites
Use UGC as a source of web
content

Web Experience Management

Gadget Improve Exposure and Ease Of Use
End-user personalization using
gadget dashboards and gadgets
on web pages

Quickly create new gadgets from

existing content with out-of-the
box gadgets

Gadget syndication for use on

third-party web sites

Companyproduced
gadget

Web Experience Management

Update Content Once For Boht Web / Mobile
Build

Manage

Deliver

Reuse of content and navigation

from the traditional website
OOTB mobile templates by device
family
Edit mobile sites and traditional
site from same interface
Device-based preview

Automatic transformation of
content and site layout for
thousands of device types
Location-based services
Comprehensive mobile video and
rich media support

Oracle WebCenter
Front End Solutions For Portal and Oracle Apps
Enterprise
Portals

Team
Spaces

Dashboards

Composite
Apps & RIA

Collaborative
Applications

Multi-Channel
Access

Oracle WebCenter Suite

WebCenter Services

WebCenter Spaces

Wikis, Blogs, Mashups, Analytics, RSS, Social Networking

Personal Spaces, Group Spaces & Templates

WebCenter Portal Framework

WebCenter Content

Portlet Integration, Metadata Services, Composer, Business

Dictionary, Task Flows

Web Content Management, Multiple Rendition, Versionion,

Format Conversion, Search, Metadata Management

WSRP

Third party
repositories

.NET App Accelerator

JPDK

JSR 227

CRM

JSR 168

ERP

REST

XML

Legacy
Applications

Web Services/SOA

BI

JSR 286

Data Sources