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NSN Technology Management Concepts. Ossi Pöllänen. Table of Contents. Strategy Concept Foundations of strategy concept Elements of strategy concept Where is NSN Ecosystem Vision Trends Opportunities Drivers NSN Vision Technology Management Generic Areas for Technology Management - PowerPoint PPT Presentation
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1 © Nokia Siemens Networks Presentation / Author / DateFor internal use
NSN Technology Management ConceptsOssi Pöllänen
2 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Table of ContentsStrategy Concept
– Foundations of strategy concept– Elements of strategy concept– Where is NSN
▪ Ecosystem▪ Vision▪ Trends▪ Opportunities▪ Drivers▪ NSN Vision
Technology Management– Generic Areas for Technology Management– Questions Technology Strategy Should Answer– Description of the Working Environment for Technology Management in NSN– NSN Technology Hierarchy
Generic Technology Management Framework for NSN Learnings
3 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Source: Arto Lahti: Yrityksen kilpailustrategia, Ekonomia sarja 85, 1981 (in Finnish)
Foundations of Strategy Concept
Starting pointof strategy
work
Possiblerestrictionsfor strategy
implementation
Possiblerestrictionsfor strategy
implementation
Possiblecrisis
elements
Opportunity offered by the environment
Threat caused by the environment
Strength of the company
Weakness of the
company
In simplest strategy is organization’s approach to adjust with the changes in environment – proactively or reactively
4 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Elements of Strategy Concept
H. Igor Ansoff:Formal Strategic Planning
Generic StrategiesScenario PlanningPortfolio AnalysisCompetitor AnalysisIndustry Analysis
Core CompetencesResource StrategiesCompetence ManagementBusiness IntelligenceCompetitor IntelligenceVenturing
Network AnalysisStructureSystemCultureStrategic Maps
Number of Elementsin Strategic Planning
1960 20101970 1980 1990 2000
Minzberg, Quinn:Strategy cannot be planned formally
Era for Organizational Structure
Networking era
Porter:Competitive Advantage
Planning era
Adjustment era
Kotter:Leading ChangeNorton, Kaplan:Strategic Maps
Strategy is young subject for academic research – there are multiple schools – there are many unproven hypothesis –
100% right answer for success does not exist – many ways to implement
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Where is NSN?
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Basic ecosystem description for telecommunications
Operators
Mobile, Hybrid, Fixed, MVNOSub-contractors
Sub-contractors
SI & ISV
Sub-contractors
e.g. GoogleNewentrants
Sub-contractors
•Subscribers
•Consumers
•Users
•SOHO
•SME
•Large
•MNC
NetworkOperatorfunction
xSP
Other EcosystemStakeholders:
•Regulators
•Investors
Contentprovider
Contentaggregator
Contentowner
ServiceOperatorfunction
Sub-contractors
Terminalvendors
NSN
Solutionprovider
•HW
•SW
•Service
7 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Our market vision of 2015
Applications pre-dominantly
in Internet
Applications pre-dominantly
in Internet
Broadband Everywhere
5 Billion people
connected
Multitude of business models
8 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Trends: new player – new business models
InternetService
Provider
ApplicationService
Provider
Establishedbusinessmodels
Network &Connection
Services
Applicationservices
Disruptive business models
fixedmobile
Internet Business Modelsenter the Telco market• New players create very fast
huge communities offering cool services for free (Skype, YouTube) w/ relatively little investment.
• Different revenue models based on advertising, subscription, and transaction
• They expand scope and reach (mobile services)
Telco’s looking for newbusinessExpand scope & reach:• MNOs enter the fixed
market and vice versa• Offer application services• Establish new business
models (triple/quad play)
VirtualNetworkOperator
FixedNetworkOperator
CableOperator Hybrid
NetworkOperator Mobile
NetworkOperator
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Trends: My Services Anywhere
Service Mobility
Service is available from different places over various fixed and mobile networks
Terminal Mobility
Any device connecting easily to various access networks and moving between (rooming)
User Mobility
The same services available via various devices such as PC clients, mobile devices, phones…
FlexibleBusiness Models
Delicery of service can vary from via own fixed and mobile access networks, partner’s access networks, intranet/Internet, own services, business partner services, subscriber services, or services from unknown parties over the internet
10 © Nokia Siemens Networks Presentation / Author / DateFor internal use
• End user wants the my-service-anywhere experience
• New intelligent & powerful device classes already start to support this goal
Voice/DataConvergence and CTI
by leveraging Internet as Platform
Voice/DataConvergence with multimode
broadband mobile access
Fixed Mobile Convergence driven by operators service
offering innovations
Fixed Mobile Convergence driven by disruptive wireless
access technologies
DA
TA
CE
NT
RIC
VO
ICE
CE
NT
RIC
mobility requirementslow high
UpcomingDevice Classes
Trends: devices
11 © Nokia Siemens Networks Presentation / Author / DateFor internal use
• End user wants the my-service-anywhere experience
• New intelligent & powerful device classes already start to support this goal
Converged Devices
PCsTVs
MobilePDAs
FixedPhones
MobilePhones
FIXED
VOICE
MOBILE
DATA
UpcomingDevice
Classes
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Connectivitywith a few key applications
More and more connections and network capacity needed
• Anywhere, anytime connectivity
• Capital intensive, high entry barrier
• Connection fee based business model
Two opportunities emerging to operators
ApplicationsDigital Distribution & services
Internet is the key source of serviceand business model innovations
• Fierce competition
• 3rd party revenue models
• Premium content and communities have value
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Fixed Network
Fixed CoreFixedAccess
Aggregation
Converged NetworkOperation and Business Support
Systems
Network Transformation
Mobile Network
Mobile CS CoreMobile
Access
Mobile PS Core
Data Network
IP Core
Transport
Multi-Access IP Networking, Transportand Aggregation
Service Core andApplications
14 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Network Architecture Vision
Multi-Access
IP Networking, Transportand Aggregation
Service Core andApplications
Op
erat
ion
an
d B
usi
nes
s S
up
po
rt S
yste
ms Network Architecture Vision
15 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Technology Management
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NSN MAIN PROCESSES
Technologystrategy
R&Dstrategy
Collaborationstrategy
TechnologyIntelligence
IPR, patents,standardization
TechnologyForecasts
Product Creation
Product Delivery
CustomerEngagement
Management & Support
Identification oftechnologies
Selection oftechnologies
Acquisition oftechnologies
Exploitation oftechnologies
Protection oftechnologies
Managementof technologies
Activities
Etc. etc.
Generic Focus Areas for Technology Management
Innovation
Technology Strategy is thecornerstone of technology management
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Questions Technology Strategy Should Answer
Six key Dimensions:• Which distinctive technological competences and capabilities are necessary to establish and
maintain competitive advantage?
• Which Technology position we have and which one we want to achieve – leadership, followership?
• Which future scenarios are possible in case of uncertain long term developments ?
• Which technologies should be used to implement product and service concepts and how should these technologies be embodied in products or services?
• What should be the level and timing of investment in technology development?
• Should technologies be sourced internally or externally?
• Should the technology be public, NSN proprietary or Stakeholder proprietary?
• Are there strategic partners visible in the technology environmental ?
• When, how and where should new technology be introduced to the market?
• Which market countries will be covered by the technology (trade restrictions, patent protection)
• Is it necessary to support the technology by official lobbying work
• How should technology and innovation be organized and managed?
Source: Burgelman, Strategic Management of Technology and Innovation
18 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Description of the Working Environment for Technology Management in NSN
Technology Vision and Strategy is formulated in two different hierarchies
NSN Strategy Hierarchy NSN Technology Hierarchy
Corporate
Business Unit
Operational
19 © Nokia Siemens Networks Presentation / Author / DateFor internal use
Implementationtechnologies
PlatformTechnologies
ProductTechnologies
SolutionTechnologies
Level 1
Level 2
Level 3
Level 4
Technology Level Technological Substance
ServiceTechnologies
Level 5
Implementation technologies
SWHW
Product / Tech. Pltf. of BUs
Architectures Interfaces
Product Portfolio of Business Units
End-to-End solutions
Lead services
Service enablers to end users
NSN Technology Hierarchy
Network functionalities
SimplifiedTechnology
Hierarchy of NSN
20 © Nokia Siemens Networks Presentation / Author / DateFor internal use
ProductTechnologies
Level 1 Level 2 Level 3
ImplementationTechnologies
PlatformTechnologies
Consolidation of NSN Technology Strategy
SolutionTechnologies
ServiceTechnologies
Level 4
Technology Strategy
Level 5
Consolidation of NSN Technology Strategy covers the whole value chain including analysis on positioning, forces, organizational dynamics and technology roadmaps with the weight necessary to realize the NSN vision and Network Vision.
Positioning – Where are We?
Forces – What are the forces in our environment?
Organizational Dynamics – Who are We?
Technology Roadmaps – How do we Answer to six questions - How Do We Create Value?
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General Framework for Technology Management in NSN
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A Strategy Map Represents How the Organization Creates Value with Intangible Assets
Source: Kaplan, R., Norton, D., Strategy Maps
Long term shareholder value
Productivity strategy Revenue Growth Strategy
Improve coststructure
Increase assetutilization
Expand revenueopportunities
Enhancecustomer value
Operationsmanagement:Produce and deliverproducts and services
•Supply•Production•Distribution•Risk management
Customermanagement:Enhance customervalue
•Selection of customers•Acquisition•Retention•Growth
Innovationprocesses:Create new products andservices
•Opportunity identification•R&D portfolio•Design / development•Market launch
Regulatory andSocial:Improve communities andthe environment
•Environment•Health and safety•Employment•Community
Price Quality Availability Selection Functionality Service Partnership Brand
Customer Value PropositionProduct / Service Attributes Relationship Image
FinancialPerspective
CustomerPerspective
InternalProcessPerspective
LearningAnd GrowthPerspective
Culture Leadership Alignment TeamworkOrganizational Capital
Information Capital
Human capital
23 © Nokia Siemens Networks Presentation / Author / DateFor internal use
LearningsStrategy Concept
– Simple topic – complex implementation – multitude of schoolsNSN Position
– In middle of changes with a strong visionTechnology Management
– Key tool is technology strategy– Coverage area vast: innovation, environmental scanning, IPR, R&D, intelligence, collaboration– Understanding value networks helps– Good ol’ Porter helps, nothing beats position and competitive advantage except superior execution ;)
Consolidation of technology strategy– Map position, forces, organizational dynamics and technology roadmaps to understand the
dynamics of change– Focus on the essential, value points. Create scenarios, analyze risks, plan– Create a vision, Innovate, roadmap, execute, measure, control, correct– Strategic mapping can help but complexity of the map can be a show stopper
Simple is beautiful– Best mission is a statement that everybody understands– ‘Coke adds life’ ‘Connecting People’ ‘Failure is not an option’ ‘Shrink the radios’ ‘5 billion people
connected’
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