The Importance of Service Partners in Today’s Market

Featuring Amy Waranauskas, Director, Services Management

Service providers are operating in a highly competitive market. Services that were special and unique a short time ago are rapidly
becoming ‘standard’. This means networks must be designed, engineered and operated to offer flexibility and be adaptable to
ongoing change. This episode will explore how the right service partner can help service providers make technology, operations
and business decisions and to provide specialized skills for lifecycle network management and optimization.

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Additional References

Tellabs Global Services website

www.tellabs.com/services/

Video: Tellabs Global Services Customer Testimonials

www.tellabs.com/services/cust_testimonials.html

Tellabs Global Services Brochure

www.tellabs.com/services/tlab_services_brochure.pdf

Tellabs Global Services Catalog

www.tellabs.com/services/tlab_services_catalog.pdf

Mobile Backhaul Services Brochure

www.tellabs.com/services/tlab_mobbackhaulsvcs_ov.pdf

One Tellabs Center • 1415 West Diehl Road • Naperville, IL 60563 • 630 798 8800 • www.tellabs.com
Statements herein may contain projections or other forward-looking statements regarding future events, products, features, technology and resulting commercial or technological benefits and advantages. These statements are for discussion
purposes only, are subject to change and are not to be construed as instructions, product specifications, guarantees or warranties. Actual results may differ materially. The following trademarks and service marks are owned by Tellabs Operations,
Inc., or its affiliates in the United States and/or other countries: TELLABS®, TELLABS and T symbol®, and T symbol®. Any other company or product names may be trademarks of their respective companies. © 2008 Tellabs. All rights reserved.
 Tellabs Emerge Magazine Article Reprints
Telecom Namibia: An Emerging Leader in Africa
www.tellabs.com/news/reprints/inspire_april08_TelecomNamibia_reprint.pdf

Professional Help is on the Way

www.tellabs.com/news/reprints/emerge_summer07_prohelp_reprint.pdf

Network Management Systems — Unleash the Power

www.tellabs.com/news/reprints/inspire_april08_NetworkManagement_reprint.pdf

Tellabs Global Services Videos

Bharti Airtel Video Case Study
www.tellabs.com/services/bharti_airtel.wmv

T-Mobile UK Video Case Study

www.tellabs.com/services/t-mobile_uk.wmv

T-Mobile USA Video Case Study

www.tellabs.com/services/t-mobile_usa.wmv

Telecom Namibia Video Case Study

www.tellabs.com/services/telecom_namibia.wmv

Tellabs® Transport Network Optimization Services

www.tellabs.com/services/tnoservicesvideo.wmv

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One Tellabs Center • 1415 West Diehl Road • Naperville, IL 60563 • 630 798 8800 • www.tellabs.com
Statements herein may contain projections or other forward-looking statements regarding future events, products, features, technology and resulting commercial or technological benefits and advantages. These statements are for discussion
purposes only, are subject to change and are not to be construed as instructions, product specifications, guarantees or warranties. Actual results may differ materially. The following trademarks and service marks are owned by Tellabs Operations,
Inc., or its affiliates in the United States and/or other countries: TELLABS®, TELLABS and T symbol®, and T symbol®. Any other company or product names may be trademarks of their respective companies. © 2008 Tellabs. All rights reserved.
Podcast Transcript
The Importance of Service Partners in Today’s Market
Featuring Amy Waranauskas, Director, Services Management
Monsho: What’s up? Monsho here with
another session of Get Schooled.
Are you ready for today’s pop quiz?
Okay, here we go.
Now, what are some of the qualities that
carriers look for in their service partners?
Is it: (a) size and revenue, (b) experience,
flexibility and reputation, or (c) good
listener, witty and a dancing machine?
Don’t know the answer? Don’t worry. Sit
back and relax. It’s time to get schooled.
Dave Morfas: Hi. I’m Dave Morfas with
Tellabs, here with Amy Waranauskas.
And today we’re going to talk about the
importance of service partners in today’s
marketplace.
I think where we need to start is, obvi-
ously we see a lot of competition and
a lot of change with service providers,
wireline/wireless. They’re all under in-
tense pressure, obviously, to change and
to adapt. That brings into mind service
providers, or service partners, rather.
And what we want to find out is, how are
they utilized? What do they bring to the
table to help these companies adapt and
change in today’s marketplace?
Amy Waranauskas: Well, you know, the
challenges that service providers face are
really no different than the challenges
that are faced by any business concern.
They need to somehow extract operating
expense and capital from their existing
operations in order to fund expansion or
revitalization projects. They also some-
how need to acquire the expertise that’s
needed to realize the gains that really can
be achieved with advanced technology.
In the carrier space, these problems are
compounded because of the extremely
rapid rate of change and because the
technology that’s involved is inherently
so complex. To accommodate this set of
user expectations, the networks need to
be very flexible and able to adapt to this
rapid introduction of new services. Net-
works that were designed even just a few
years ago for voice or data as it existed
at that time may lack the robustness or
capacity or architecture in order to be
able to accommodate these services,
which tend to be very data-intensive
and stretch the limits of architecture and
throughput.
Dave Morfas: So it sounds like good
partners are becoming essential to a
service provider’s business. What are
some of the qualities that these service
providers look for in a partner?
Amy Waranauskas: Well, you know,
obviously there’s going to be many, many
factors that a service provider is going to
think about and consider when they’re
selecting a partner. But I’d suggest there
are perhaps four things that deserve spe-
cial attention and focus. And the first of
those is experience. You know, they need
a partner who can hit the ground deliver-
ing carrier-class results 100% of the time
right from the start of the project.
You know, a second factor to consider is
flexibility. Carriers live in that world of
change, and a partner who understands
that and enters an engagement know-
ing that that’s the reality is prepared to
adjust and adapt.
It’s also important for a service provider
to consider that partner’s reputation. Is
that partner someone who can be relied
upon to be honest and open in their
communication all the time? Are they a
partner who operates with integrity and
can be trusted to do whatever it takes to
meet the needs of that customer?
The most important factor of all is re-
sults. A partner has to be able to deliver
measurable results that impact the bot-
tom line.
Dave Morfas: Amy, you talk about
measurable results. Well, what does that
really mean and how does it become a
differentiator?
Amy Waranauskas: Well, in the world of
products, a typical yardstick for measur-
ing performance would be that product’s
specification. You know, the product
when it’s in a customer’s network is
expected to perform at or above the pa-
rameters that are outlined in that spec.
In many support agreements or service
agreements, the concept of performance
penalties also comes into play. And the
basic idea there is that the partner would
forfeit a portion of their fee if they fail
to deliver on one or more of the things
that’s spelled out in the scope of work.
And performance penalties certainly
have a place. They can help with driving
enforcement of compliance to the scope
of work. But they do fall short of driv-
ing the kind of results that the very best
partnerships can achieve.
And this is where the idea of quantified
results come in. It raises the assessment
of a partner’s performance to a whole
new level. A service partner ought to be
able to produce quantifiable and measur-
able results that go far beyond what that
carrier would be able to achieve if they’re
working on their own or even if they’re
working with a generalist partner.
Dave Morfas: What type of ROI can a
services partner bring to a carrier’s busi-
ness?
Amy Waranauskas: When you have a
partner who’s motivated and focused on
delivering measurable results and who
acts with the same sense of urgency that
a carrier’s own staff has, it serves as a
force multiplier that can be extremely
effective in helping as a catalyst for that
project. The two teams are combin-
ing their energy and working together
towards common goals, optimize the
performance of that network. They can
speed time to market for new services,
help to reduce and mitigate risk factors
for the carrier and eliminate unnecessary
costs or mine costs out of the network.
Dave Morfas: Lastly, what is Tellabs
Global Services doing to deliver these
benefits to their customers?
Amy Waranauskas: We’re focused on What people may be surprised to learn Don’t get down if you missed the answer.
being the best partner for the job. And is that Tellabs also offers a comprehen- You can always download a cheat sheet
we specialize in five particular areas: sive suite of consulting and professional at inspirethenewlife.com. And come back
mobile backhaul, next-generation IP net- services. These are services that help tomorrow, because I’m witty, and a great
working, optical networking, broadband customers make business, operations listener, and a dancing machine.
access and TDM transport. We bring and technology decisions and that bring
deep and specialized expertise to bear special skills to bear for the life cycle of
to help customers solve their business network management and operation.
problems, including the essential ser-
Tellabs realizes that our customers are
vices that our customers would expect in
operating in a hypercompetitive space
deployment, training and support to take
and we need to not just help our custom-
advantage of Tellabs’ technology. We
ers compete; we need to help them win.
also offer value-added services that allow
customers to tap into Tellabs’ expertise Monsho: Are you done already? That
and experience in ways that complement wasn’t too hard, was it? The correct
deployment of Tellabs’ technology. answer is (b), but, hey, witty is always a
benefit.

One Tellabs Center • 1415 West Diehl Road • Naperville, IL 60563 • 630 798 8800 • www.tellabs.com
Statements herein may contain projections or other forward-looking statements regarding future events, products, features, technology and resulting commercial or technological benefits and advantages. These statements are for discussion
purposes only, are subject to change and are not to be construed as instructions, product specifications, guarantees or warranties. Actual results may differ materially. The following trademarks and service marks are owned by Tellabs Operations,
Inc., or its affiliates in the United States and/or other countries: TELLABS®, TELLABS and T symbol®, and T symbol®. Any other company or product names may be trademarks of their respective companies. © 2008 Tellabs. All rights reserved.