Professional Documents
Culture Documents
ETOM Implement
ETOM Implement
Alan McSweeney
As Its Simplest, Innovation Is …
Take
Sell Me Responsibilit
Products Sell Me A y For
That I Will Solution To A Operating
Use To Solve Problem The Solution
A Problem To The
Problem
• Innovation means welcoming change and being able to successfully deliver change
Operational
Customer Processes – Sales,
Fulfillment,
Assurance, Billing
and Support
Enterprise
Management
Fundamental Supporting
Business Processes Needed To
Run Any Business
December 31, 2011 12
eTOM Business Process Framework - Detail
Strategy, Infrastructure and Product Operations
Strategy and Infrastructure Operations Fulfilment Assurance Billing and
Commit Lifecycle Lifecycle Support and Revenue
Product Management Management Readiness Management
Supplier’s Processes
December 31, 2011 15
Sample Enterprise Business Process Models - 2
Align
Supply Chain
Innovate Plan
Build
Vision and
Strategy
M
Business
a
Planning, Human n Information
Financial Facilities
Merger, Resource Technology
Acquisition Managementa Management
Management Management
g
eLegal,
Regulatory, Knowledge,
Governance m
Environment,
External
Improvement
and Relationship
Compliance e and
Health
Management
and Change
Safety Management
n
Management
t
December 31, 2011 17
Achieving the Potential – New Product/Service/Solution
Innovation Industrialisation and Productisation
• Productisation is a pre-requisite for and an enabler of
industrialisation
Industrialisati Productisation
on
Defined Set of
Common Products/Solutions/
Implementation and Services and
Operation Packaging/Delivery
Approaches Options
Manage
Sell
ation
v
Inno Market
Implement
e
Verify
Valu
Clarify
Develop
Discern
tiv ity
Crea Using a Structured Approach
to Industrialising Innovation
Maximises Value
Processes Core Processes How Do You Create and Add Value To Your Products And Services?
Enabling Processes How Are Core Processes Supported And Enabled?
Product
Products Performance How Do You Design Your Core Products And Services?
and Product System How Do You Connect Or Provide A Common Platform For Your
Services Products And Services?
Service How Do You Provide Value To Your Customers Beyond Your Core
Products And Services?
Provision Channel How Do You Get Core Products And Services to Market?
and Brand
Delivery How Do You Communicate Your Core Products And Services?
Customer
Experience How Do Customers Feel When They Interact With Your Organisation
And Your Products And Services?
December 31, 2011 23
Product, Solution and Service Lifecycle Management
(PSSLM)
• PSSLM is concerned with the functions and processes need
to define, plan, design, build, deliver, maintenance,
manage revise and retirement of all products, solutions
and services in the organisation’s portfolio
– Enable the organisation strategic and business
product/solution/service vision
– Drive internal and customer-oriented processes to meet market
demand and customer expectations
Level 2
Level 3
Level 4
Supply Chain
Level 2
Marketing and Offer Service Development Resource Development Development and
Management and Management and Management Management
Market Strategy and Service Strategy and Resource Strategy and Supply Chain Strategy
Policy Planning Planning and Planning
Product and Offer Service Capability Resource Capability Supply Chain Capability
Portfolio Planning Delivery Delivery Delivery
Supply Chain
Product and Offer Service Development Resource Development Development and
Capability Delivery and Retirement and Retirement Change Management
Marketing Capability
Delivery
Sales Development
Product Marketing
Communications and
Promotion
December 31, 2011 32
Product, Solution and Service Lifecycle Management
– Functional Structure
• Functional view of what is needed to productise the results
of innovation
• Not prescriptive of the approach
Market Strategy Product and Offer Product and Offer Marketing Product and Offer Product Marketing
and Policy Portfolio Planning Capability Delivery Capability Delivery Development and Sales Development Communications
Retirement and Promotion
Gather and Analyse Gather and Analyse Define Product Define Marketing Monitor Sales and Define Product
Capability Gather and Analyse Channel Best Marketing
Market Product Capability
New Product Ideas Promotion Strategy
Information Information Requirements Requirements Practice
Gain Commitment Manage Handover Manage Marketing Develop Detailed Manage Message
to Marketing to Product Capability Delivery Product and Campaign
Strategy Operations Methodology Specifications Delivery
Launch New
Level 4 Products
Manage Product
Exit
Gather and Analyse Service Map and Analyse Service Gather and Analyse New Service
Information Requirements Ideas
Establish Service Strategy and Gain Service Capability Develop New Service Business
Goals Investment Approval Proposal
Gather and Analyse Resource Map and Analyse Resource Gather and Analyse New
Information Requirements Resource Ideas
Establish Resource Strategy and Gain Resource Capability Develop New Resource Business
Architecture Investment Approval Proposal
Supply Chain Strategy and Supply Chain Capability Supply Chain Development
Planning Delivery and Change Management
Negotiate Commercial
Arrangements
Assess Performance of Analyse the performance of existing products to identify inadequacies and required
Existing Products improvements using information from customers and from operational activities
Develop and document business proposals for the identified new product concept,
Develop New Product including a business case, identifying the new product requirements, service
Business Proposal components, development costs and anticipated benefits, risks and the competitive
positioning
Develop Product Ensure that product specific pricing, sales channel support and regulatory approvals are
Commercialisation identified and agreed and developed ensuring that all commercialisation aspects of the
Product And Offer Strategy product development process associated with selling the product are covered
Development And
Retirement Develop and document the detailed product-related technical, performance and
Develop Detailed operational specification including required product features, the specific service and
Product Specifications resource requirements and selections, the specific performance and operational
requirements and support activities
Manage Product Ensure the co-coordinated delivery in line with the approved business case of all
Development required product capabilities for that business case across the organisation
Manage the initial introduction of new and enhanced products into the market and
Launch New Products handover to operations for ongoing rollout
Identify existing products which are unviable and manage the processes to exit the
product from the market, identify customers impacted by the exit, develop customer
Manage Product Exit specific or market segment exit or migration strategies, develop infrastructure transition
and/or replacement strategies
December 31, 2011 38
Sample Cross-Functional Scenario - Get Approval For The
Development Of A New Product/Solution/Service
• Product/solution/service consists of components that can be reused to
further define and build new products/solutions/services
• New product/solution/service proposal is then submitted for
• approval Processes involved in this scenario are:
– Product and Offer Portfolio Planning
– Product Marketing Communications and Promotion
– Product and Offer Development and Retirement
– Service Strategy and Planning
– Service Development and Retirement
– Resource Development and Retirement
– Product and Offer Capability Delivery
– Service Capability Delivery
– Resource Capability Delivery
• Outputs from scenario
– New product/solution/service with its associated services and resources developed,
tested and accepted
– Configuration information including pricing rules and promotions
• Steps can be iterated for rapid product/solution/service concept exploration and
examination
December 31, 2011 39
Process Interactions – Get Approval For The
Development Of A New Product/Solution/Service
Product and Offer
Capability
Delivery
3 5
Service 6
Development and
Retirement
4
Supply Chain
Product and Offer Product and Offer Service Capability Service Resource Resource Supply Chain
Development and Development and Capability Development and Development and
Capability Delivery Capability
Retirement Retirement Delivery Retirement Change
Delivery Delivery
Management
Resource 8 7
15
13 Capability 9
Delivery
Resource
11
Development and
10
Retirement
Supply Chain
Capability 12
Delivery
Supply Chain
Development and
Change
Management
Service Capability
Delivery
Service
Development and
Retirement
Product and Offer Product and Offer Service Resource Resource Supply Chain
Supply Chain
Capability Development and Service Capability Development and Capability Development and Capability
Development and
Delivery Retirement Delivery Change
Retirement Delivery Retirement Delivery
Management
Resource
Capability
Delivery
Resource
Development and
Retirement
Supply Chain
Capability
Delivery
Supply Chain
Development and
Change
Management