麦肯锡_IT战略规划

Copyright2004FedericoGermani(CH),BerndKraus(FT),AndréKrause(DU),FriedrichNeumeyer(FT),StefanSchmitgen(FT),JuergenStark(CH),SafroaduYeboah-Amankwah(CH)CONFIDENTIALPrimerDocument,Version1.0Chicago/Frankfurt,March2004Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.ITelecom213CONTENTS•Managementsummary•SituationanddemandsonTelcoIT•AssessmentofexistingTelcoITenvironments•VisionofafutureTelcoITlandscape•OutsourcingofTelcoIT•Howtogetstarted•Appendix1:DetaileddescriptionofIT-supportedfunctions•Appendix2:Glossaryofterms214NetworkmanagementInventorymanagementDecisionsupportsystems/datawarehousingCustomercare&billingServiceprovisioningNetworkelementmanagementBackofficeapplicationsMaintenanceandworkforcemanagementSource:McKinseyITSUPPORTOFTELCOBUSINESSPROCESSES•Capacityandtrafficplanning•Designofthephysicalnetwork•Managementofthenetworkinstallation•Engineering•Inventorymanagement•...CustomercareandbillingNetworkplanningandinstallationSalesNetworkoperationServiceprovisioninganddelivery•Manage/controlcorrectfunctioningofthephysicalnetwork•Managetheloadofnetworktraffic•Maintainnetwork•Manageinterfacesto3rdpartynetworks•...•Manage/controlsalesforce•Managesaleschannels•Launchcampaigns•Manageaccounts•Managecustomercontracts•...•Manageandcontroltheorderprocessesfortelecommuni-cationservices•Activate/terminateservicesforcustomers•...•Rateandbilltelecommunicationservicesaccordingtopricelists,contractsand3rdpartytariffs•Rateandbill3rdpartyTelcoservices•Maintaincustomerrelationship•...•Decisiononbusinessfocus•Investmentplanning•Designofproductsandtariffschemes•Designofmarketpenetrationapproach•Enterpriseresourcemanagement•HRmanagement•Finance•Accounting•...ITsupportsallpartsofaTelcooperator’svaluechainTelcoITsystemsBack-officeadministrationStrategyandmarketingPROCESSVIEW215BackofficeapplicationsSource:McKinseyOVERVIEW:FUNCTIONALITYOFTELCOITNetworkmanagementInventorymanagementDecisionsupportsystems/datawarehousingCustomercare&billingServiceprovisioningNetworkelementmanagementMaintenanceandworkforcemanagement•Networkconfiguration•Surveillanceofnetworktrafficandperformance•Faultmanagement•Tariffandcustomercontractmanagement•Orderhandling•Billing,invoicing,A/R•Complaintmanagement•Configurationandsurveillanceofindividualnetworkelementssuchasswitches,multi-plexers,routers,etc.)•Inventorymanagementof–customerpremisesequipment–networkelements(e.g.,switches,mutilplexers,etc.)FordetaileddescriptionofsystemsandtheirfunctionalityseeAppendix1•HRmanagement•Finance•Enterpriseresourcemanagement•Managementofmaintenanceandrepairserviceactivitiesforcustomerpremisesequipment,switchnetworkandtrunknetworkcomponents•Analysisofcustomerbehavior,churn,etc.•Customersegmentation•Profitabilityanalysis•Serviceconfigurationandactivation(e.g.,selectionofphonenumber,lineorSIMcardactivation,etc.)•Callcollection216Source:McKinseyCHARACTERISTICSOFINCUMBENTTELCOITSYSTEMSEXAMPLESPatchworkapplicationarchitecture•Heterogeneousarchitec-turalapproachesacrossdifferentBUs•Nolayeredsystemstructures•Systemanddataredundancy•Incompleteorunsatis-fyingsupportofbusinessprocessesPerformanceandreliabilitydrivensystemoperations•Reliabilitydrivensystemdesignattheexpenseofhighcost•PerformanceoptimizationonthelevelofsinglesystemswithreducedoverallperformanceLegacyissues•Historicallygrownarchitecturewith-outclearconcept•Complexsysteminterfaces(ifany)•Outdatedtechnology•Difficult,expensivesystemmaintenance217ChurnanalysisTariffplannerMarketinganddecisionsupportDatawarehouse/DatamartCampaignmanagementProfitabilityanalysisDataminingDataclean-upA/R+Billing+Contract+CustomercareBillingCust.BillingBilling+ContractBilling+ContractCust.OrderentryCustomercareA/RA/RA/RCustomercare&billingContr.Contr.Source:McKinseyILLUSTRATIONOFREALTELCOITARCHITECTUREBackofficeapplicationsMaintenanceandworkforcemgmt.InventorymanagementServicemanagementCustomerisservedatpoint-of-saleContractisassembledbasedonstandardtemplateServiceorderisenteredintothesystemServiceisactivatedExampleofsalesandserviceprovisioning:AccesstoredundantsystemswithinonesystemdomainNetworkoperationNetworkelementmanagementNetworkmanagementAccesstoamultitudeofsystemsacrossdifferentdomains218FRAMEWORKSTOUNDERSTANDEXISTINGITSYSTEMSSource:McKinseyWhichapplicationsexistwithintheTelco?IssueImportanceofunderstandingFrameworksandtoolsWhatkindofsupportdosystemsprovide?Howdynamicaresystems?Whatisthetechnicaldiversityofsystems?FailuretodevelopacomprehensiveviewoftheapplicationsandarchitectureresultsinanincorrectfocusandlimitedeffectivenessWhiletechnologistsoftenunderstandtherelationshipbetweensystemsandtechnology,itistheirrelationshipwiththebusinessthatdeterminesvalueandeffectivenessThefutureviabilityofsystemsisoftendeterminedbytheirabilitytomeetchangingbusinessneeds.Stablesystemsideallyarede-coupledfromdynamicsystemsCostsf