Using Over the Air Service Provisioning Features to Implement Self-Service Customer Care

Currently many wireless carriers are looking at technologies that enable self-service customer care. Customer care must be flexible so a customer can initiate a service order at any time and from anywhere. By re-engineering customer care operations for self-service; service and order fulfillment time and errors will be reduced by eliminating hand-offs and multiple entry of the same information.

Wireless service providers can implement self-service customer care processes referred to as Over the Air Client Care (OTACC) by extending Over the Air Service Provisioning (OTASP) features and feature codes. These technologies at the least allow customers to select services, rate plans and activate or deactivate services without the assistance of an operator. By deploying these self-service client care systems, the number of customer care reps could be reduced to support a given client base and reduce the time it takes to fulfill service requests-and provide customers with more control over the accuracy and timing of service requests.

The first objective may lower cost for the wireless service provider, and self-service can be used as a competitive advantage in what is becoming a commodity market. The other two objectives lead to improvements in customer satisfaction and can be used to introduce elements of differentiation. The technologies typically used to achieve these are WWW and interactive voice response systems (IVRs). One drawback to the Internet or Web-based customer care solution is that it expects the customer to use a computer, Internet access and browser to interact with the wireless operator's home page. If the mobile user does not have mobile Internet access, than she really can't use this method to initiate customer care processes as required. In addition, if the client care request requires the mobile station's memory to be programmed using IVR or Internet- based customer care, this processes will require an extra step of programming the mobile station. This extra step is a potential failure or error point, for example, an initial activation and a subsequent change of the mobile's directory number is a situation where required handset programming could go wrong.

The IVR solution, on the other hand, can be initiated from a mobile handset and eliminates additional interfaces. However, from an implementation perspective, the IVR solution requires integration of CTI technology not only in the customer care and billing systems, but also in the network operation and maintenance platform (OMP). This could make the IVR solution more complex. Also, the IVR solution is still faced with the fact that any process that requires programming the handset would require two steps: using the IVR to update the wireless operator's customer care and billing systems and then getting the mobile station programmed, which may require going to a dealer location.

The extension of OTASP to provide customer care, like the IVR, allows the wireless subscriber to use a handset to initiate customer care processes. However, unlike the Internet or IVR forms of self-service, OTASP or OTACC can provide electronic verification of the handset to be acted on, which is more accurate and secure. This is done by starting each OTASP session with an exchange of authentication messages. OTASP also provides for the programming of the mobile station's memory over the air, which the IVR solution does not support.

OTASP OVERVIEW

OTASP refers to the programming of the mobile station's memory over the air. OTASP is used in spread spectrum systems, typically Code Division Multiple Access (CDMA) systems, to activate a phone and program the same phone over the air. The information typically programmed into the phone includes directory number, roaming list download - preferred service provider and A-Key.

The A-Key is a number of up to 20 digits programmed into the mobile unit and stored in the authentication center (AC). The AC maintains individual subscriber Authentication data to enable verification of a mobile's response to an authentication request. The A-key, the mobile's electronic serial number (ESN) and a random number are used by both the mobile station and the AC to generate a Shared Secret Data (SSD). The Authentication process verifies that the AC and the mobile agree as to the current value of the SSD. The typical sequence of events is:

1. Client obtains a mobile station.
2. Client initiates the handset activation process by dialing *228 while in the wireless operator's coverage zone.
3. The switch connects the handset to an OTASP box, the system responsible for managing the OTASP process and interacting with all the systems.
4. The OTASP or mediation box sets up a data path between itself and the mobile station and a voice path between the mobile station and the Customer Service Representative (CSR).
5. The CSR collects all the information required to set up the subscriber in the billing system and issues the activation command, which gets the OTASP/mediation layer to program the handset using the data path.

The advantages of OTASP over the traditional activation process are obvious. With OTASP, the subscriber can buy a handset anywhere, thus providing a wireless operator many options for low-cost distribution channels. The wireless operator does not need to staff the distribution points with customer care or activation staff. This effectively leads to the separation of the handset purchase or acquisition process and the activation/programming process. By eliminating the need an authorized dealer or specific places to have the handset provisioned, OTASP significantly simplifies the activation process for the subscriber. Here's a look at typical OTASP architecture and the interactions between the various components. OTASP Components. The Electronic Industries Association (EIA) has defined feature and service codes, some examples include:

Feature/Service Code
• Over the Air Activation *228
• Call Forward Unconditional *72
• Do not Disturb *78
• Customer Care *611

HLR/AUC. When a service is provisioned for a subscriber's mobile handset, the Home Location Register (HLR) needs to be updated to reflect the service change.

Customer Care and Billing System. A record will be created for the subscriber as well as the handset. The customer care and billing system will also be responsible for providing a directory number that is selected by the Customer Service Representative. This number will then be passed on to the OTASP box and used to program the handset over the air interface.

Customer Service Representative. During an over- the-air activation process, the Customer Service Representative is provided a voice connection to the mobile handset. This connection is used to collect subscriber information for the Customer Care and Billing System OTASP Box or Mediation Layer. The OTASP provides mediation between the various systems. For example, it converts the Directory Number (DN) assigned by the customer service representative using the customer care and billing system and transmits this to the Mobile Station over the data path it sets up.

Standards

OTASP implementation described earlier is governed by the following standards:
• CDMA IS-95A/ ANSI J-STD-008
• IS-683 - OTASP of MS in Wideband Spread Spectrum Systems
• IS-41-Network Interface Specification, OTASP support targeted for revision D
• OTASP focus group formed by TR45.2 in March 1996. Published by 2Q97.
• Electronic Industries Association TR-45.2 Cellular System Operation Committee: Uniform Cellular Feature Code and Service Code dialing Plan. Telecommunication Group Bulletin No. 21, 4 December 1986. OVER THE AIR CLIENT CARE (OTACC)

Over-the-air client care refers to extending OTASP as it is today to provide self-service customer care to wireless subscribers. OTACC can be used to re-engineer a wireless operator's customer care process significantly: It allows clients to carry out operations themselves and eliminates much of the operator's intervention. The handset becomes the major client-care interface.

To determine which client care processes to implement using OTACC, two approaches can be used:
• Pareto analysis, in which the wireless operators log client care operations, and therefore specifically target the tasks that occur more frequently
• Using the 80/20 rule and examining the straightforward tasks that client-care representatives perform that issue commands to customer care and billing system.

Based on these analytical approaches, possible processes for implementation using OTACC could include:
• Deactivation
• Billing rate inquiries
• Payments
• Account Inquiries
• Service Changes
• Rate Plan Changes
• Calling Restrictions
• Choosing long distance provider
• Request Information
• Account Balance
• New Services
• Specials, including enrolling in promotions
• Change MINs
• Give feedback
• Subscriber Call Quality Rating Feature Code

Some of these processes can be easily implemented using either of the other two self-service technologies: WWW and CTI/IVR systems. There are, however, a few processes that are more suitable using OTACC for reasons beyond customer convenience. For example, a customer can find out how much a call in progress costs per minute and the current total. The customer is issued a feature code that provides this cost in the form of a short message.

Also, permanent and temporary deactivation are best carried out using OTACC because the OTACC process can verify the identity of the handset as it gets both the ESN and DN over the air. It can also initiate the exchange of A-keys and Shared Secret Data to further ensure identity of the handset. The components of OTACC include:
• Extended Feature Activation Codes-initiate OTACC
• Customer care and billing system
• OTACC System-mediation layer
• HLR/AC-MSC to translate feature codes and implement requests
• SMSC & VMSC for information delivery

The extended feature activation codes will use proprietarily defined feature codes, cellular feature code reachback for roaming subscribers and Cellular Feature/service Code Concatenation to initiate OTACC processes. (Cellular feature code reachback allows the definition of feature codes that a serving wireless system will not interpret but would rather pass back to the home system.)

The feature codes will lead to sessions being set up in the OTACC System Mediation Layer similar to OTASP. The OTACC system mediation layer will determine what other system information is required to complete the request and set up connections. The OTACC system will also set up a data path to the mobile station.

The HLR will need to be updated for new service orders or changes to existing services. The Authentication Center will be involved in authenticating the mobile station. It is possible to have the OTACC box initiate a challenge and a verification of the A-Key and Shared Secret Data before an OTACC session is established. The SMSC (Short Message Switching Center) will be used to deliver information back to the mobile station in situations where a tone or voice announcement is insufficient or inappropriate for feedback.

SAMPLE OTACC PROCESSES

OTACC processes include simple deactivation (temporary or permanent). However, the process for obtaining rating information is slightly more complex. A simple OTACC process for deactivating a customer's handset would require the customer to dial a predefined feature code such as *123. This sends a request to the OTACC, which generates a message for deactivating the phone on the HLR. The OTACC mediation layer also sends a message to the billing system to change the status of the subscriber's account to temporary deactivation or suspension, depending on the wireless operator's processes. This is usually pending the settlement of the final bill or other activities deemed necessary before a permanent deactivation is done in the customer care and billing system.

Obtaining rating information is slightly more complex. For example, say the subscriber is in the middle of a call and needs to know how much the call is costing per minute. To receive rating information on an ongoing call the following occurs:
1. The subscriber dials a feature code, say *299.
2. An OTACC session is then established by the OTACC system and a separate data path set up between the OTACC system and the handset.
3. The OTACC system searches the network for the location of the subscriber and the destination of the call being made.
4. The OTACC system passes this information to the billing system and requests the rate for the call.
5. When the billing system returns the rate, the OTACC system sends a short message to the handset to display the rate of the call.

CHALLENGES TO OTACC IMPLEMENTATION

There are several challenges to implementing OTACC. Some of the key points are discussed briefly below: Service availability outside HPMNs. It is important to verify which services roaming partners can provide in order to understand which OTACC processes may be affected by subscriber roaming. In theory, it should be possible to implement reachbacks using **XX instead of *XX. The ** indicates that the feature code is to be passed to the home system using standard procedures.

Standards. Extended feature service codes have not yet been finalized. It is important to know which service codes are likely to become standards and which codes to use to implement proprietary OTACC processes. Also, interoperability of OTACC processes as subscribers roam will depend on relevant standards being supported. The relevant standards affecting OTASP and OTACC include:
• CDMA IS-95A/ANSI J-STD-008,
• IS-683 - OTASP of MS in Wideband Spread Spectrum Systems
• IS-41-Network Interface Specification, OTASP support targeted for revision D
• OTASP focus group formed by TR45.2 in March 1996. Published by 2Q97
• Electronic Industries Association TR-45.2 Cellular System Operation Committee: Uniform Cellular Feature Code and Service Code Dialing Plan. Telecommunication Group Bulletin No. 21, 4-Dec-86. Vendors. The implementation of OTACC requires working closely with the vendor to define the extended feature codes to be used. Most vendor switches provide a database that allows for the definition of standard feature codes.

Possible increase in unbilled network volume. The success of OTACC system processes can lead to an increase in unbilled network volume. This can be controlled by recording usage (such as OTACC processes) or restricting usage to specific maximum per subscriber or billing usage above specified limits. Reliance on feature codes. Service codes are not the easiest to remember or use and therefore wireless operators seeking user-friendly interfaces may be wary of using them. By working closely with handset manufacturers, most of whom have implemented displays that support menus, carriers can alleviate this problem. The menu items on the mobile handset can be mapped to the necessary feature activation codes. Thus a customer using mobile stations with the feature-code mapped menu items can use the OTACC system by selecting the right menu items, without having to remember the underlying feature activation codes. Customers with handsets that do not have these menu items can still dial the feature activation code.

CONCLUSION

Over the Air Client Care is a way to provide self-service client care to subscribers and offers advantages in terms of speed, ease of use, and subscriber control. Giving the subscriber control implies that the subscriber is responsible for accuracy of service. For wireless operators able to implement OTACC, it can be a source of significant competitive advantage. The main challenge to implementing OTACC is the highly proprietary nature of the solution. Any wireless operator developing this system needs to adhere to the standard interfaces as much as possible. At the same time, the wireless operator must ensure that proprietary components are used in a way that allows for changes to suit any emerging standards.

Adedayo Awomolo is a senior consultant for Cap Gemini, involved in systems integration for wireless providers. He can be reached at dayo@atl.mindspring.com