Telecommunication service products are specialized by their intangibility, process oriented characteristics and customer involvement in the development process. This research is specifically focused on consolidating telecom service products into 3 major areas - Basic service group, Enhanced service group and Converged service group which are derived from various modeling frameworks and the 7-layer’s Telecom Service Development Model.
The 6-Phase cycle for telecom service development consists of opportunity analysis/Definition & feasibility/Design & testing/Development/Implementation & trials/Commercial launch & review. Based on this cycle, 3 major service groups are studied in detail for the applicable approach methodologies by each product characteristics and practical implementation directions. From the perspective of product development, “ the market & data driven approach” will be adopted for the basic service, “the Process driven approach “ will be adopted for the enhanced service and “the Scenario planning approach” will be adopted for the converged service.
For the generalized service product development process, the elements of process activity, project implementation factors and “stage-and-gate process” should be previewed before specific development methods are applied by 3 major service groups. Highly developed analysis methods such as the service value chain, the problem solving method, port folio direction analysis, data mining approach, BPR, the decision making process etc. can be consistently applied in order to achieve successful commercialization of each of the 3 major service groups. As the real business case, the differentiated service development processes of “Pricing Plan “, “Global Roaming” and “Telematics” are specified by the current service provisioning process with each specific characteristic. As a conclusion, the areas of further improvement & to-be approach methods are stipulated for the more successful realization of the service product development process.
