Process Flows and M&Ps Revenue Sharing Models Metrics and SLAs Organizational Impacts Training Conversion/Migration Figure 13. Relationship of Strategy Driving Factors VALUE PROPOSITION AND BUSINESS STRATEGY The first set of factors that drive an IIC's OSS strategy includes its value proposition and business strategy. Figure 13 depicts how business drivers lead to an operational infrastructure design. This design in turn influences the enterprise architecture's overall design and configuration. The IIC must define a certain market segment or business model. Choosing between wholesale or retail, business or residential and pure play or Chapter 4 - Developing an OSS Strategy full service are strategic decisions that must be addressed. The IIC must identify its unique competitive value clearly and definitively to its target audience. Some IICs choose network quality or reliability and diversity as their key differentiators. They place a premium on quality of service, network management capabilities, and potentially complex, redundant network configurations with a variety of underlying carriers. Others may focus on customer intimacy, making CRM, Web portals for self-care, enhanced billing capabilities, and product flexibility top priorities for the OSS. A decentralized business model with many personalized customer touch points requires a different enabling OSS infrastructure than a mass marketer with an emphasis on being a low cost provider. An IIC's target customer is another key factor within the business strategy. Residential customers naturally will have different requirements than business customers. For example, IICs targeting residential customers will rely more on telemarketing and promotional activities to attract customers to basic service packages, and might use a Web portal for information. Business customers, on the other hand, are far more sophisticated. They have a broader range of service needs, and often require a well-equipped remote sales force. Once acquired, the business customer must be allowed