management management processes in support of operations Marketing & offer management - Strategy & commitment - Infrastructure life-cycle management Service development & management - Product life-cycle management Resource development & management (application, computing and network) Supply chain development & management Figure 4.7 The strategy, infrastructure and product area of eTOM Enterprise Strategic & Brand management Stakeholder & Disaster recovery, management enterprise market research, external security and fraud planning advertising management management Financial & Human Research & Enterprise quality management asset resources development technology process & planning management management & architecture Figure 4.8 The enterprise management area Adopting a telecom business perspective, equipped with tools What is it all about? End-user OPERATOR PROFITABILITY! ROCE or similar Revenue Expenses Capital employed Telecom business Network Figure 4.9 Profitability is a main goal Telecom Business there is also an important cost side, although it is not very common to speak about success factors here. Notwithstanding this fact both components are equally important when calculating profitability, for example by means of the ROCE method according to Figure 4.9. 4.3 ADOPTING A TELECOM BUSINESS PERSPECTIVE 4.3.1 THE END USER CORNER As said before, the end user is king/queen, and therefore must be treated accordingly. This explains the importance of customer care, flexibility and agility, with short time to customer and short time to market for new services. Useful and attractive services with affordable price, QoS including bandwidth, security and service level agreements (SLAs) are other important end-user values. A common business related question is: 'Where is the money?' This gives us indirectly two important parameters: the need for end-user segmentation and the need to assess ARPU. Figure 4.10 illustrates the view. 4.3.2 THE NETWORK CORNER Network Evolution The network is evolving towards support of the infor