The CCA Voice - Spring/Summer 2014 - (Page 54)

THEME: ON THE EDGE: MEETING CONSUMER DEMAND Transform Your Business by Making It Simpler By: Chris Newton-Smith VP, Marketing, Redknee T oday's mobile subscribers are a sophisticated species. In a market where practically every subscriber is equipped with smartphones and devices, there's a growing sense of familiarity with technology and the costs of ownership. This is especially the case as consumers find it so easy to shop around, either in retail outlets or online. Operators now accept the business imperative that says innovation is critical for success. The ability to support this change, however, often requires CSPs to update their back office systems; ensuring that they have the right foundation in place to support the newest technologies, deliver the latest services, and market more effectively to their subscribers. Before making any changes, however, CSPs need to ask what are their primary goals and objectives and what are the gaps in their systems today? Any operator who tries to maximize business opportunities faces these questions. They need to weigh the cost of entry to new market segments, and the opportunity cost of not adapting to the evolving needs of the subscriber; the high cost of doing nothing - of making due with an inflexible back office system that effectively kills innovation because it can't support new services, allowing competitors to start slowly chipping away at their subscriber base. So, how can business transformation take place successfully and with the least amount of disruption? One particular North American operator showed that a market transition can be executed 54 THE well and has opened up considerable new business potential in niche market areas, including retail partnerships, ethnic segments and data service-only products, with minimal disruption to its operating platform. Like many, this particular operator faced the conundrum of how to bring new services into an existing infrastructure that was designed to serve the needs of its already sizeable traditional subscriber base. To do so, it needed to transform its approach to address new subscriber behaviors, such as the demand for new mobile broadband, OTT and content services. Smart and Savvy Customers are not passive subscribers anymore. They are getting much smarter at locating and switching to the best deals and finding cheaper alternatives to post-paid plans; they know how to swap SIM cards or use multiple devices for the best price discounts. Mobile operators have to be nimble in a market where business models are transforming rapidly. But can a Tier 1 operator, the Goliath in any telecoms set-up, move with the same agility as an MVNO or a Greenfield player? The North American operator in question has not only bridged the divide between its legacy systems and new capabilities, but also balanced the weight of a large organization with the fleet-footedness needed to compete in a modern world. By turning to a hosted solution from a Managed Service Provider (MSP) offering a more flexible model, it eliminates the investment costs needed in trying to get a solution up and running in-house. Was a hosted solution the right answer to address its needs? The operator wanted a full end-to-end solution that included self-serve web VOICE * * Spring/Summer 2014 care, CRM, billing and charging for both post-paid and pre-paid opportunities. It also needed the ability to launch new services via multiple brands targeted to specific vertical or niche market segments. Such requirements can be a pretty tall order when the core business demands everybody's focus, and changes to the IT infrastructure can create day-to-day complications. All Operators Are Born Equal... Business Support Systems (BSS) should be about driving greater profitability, reducing churn, increasing customer acquisition and leveraging robust capabilities to create customer loyalty. They should enable operators to provision new services without breaking the bank due to hardware and/ or systems integration costs. Many CSPs are turning to the cloud to gain these benefits. Business Support Services leveraged from the cloud offers the agility required to compete effectively. The success of many MVNOs and 'Greenfield' players, unencumbered by major infrastructure concerns and unhitched from the traditional operator model, supports the observation that outsourcing back office systems are actually helping to drive service quality and innovation. Operators who implement real-time charging and policy controls using cloud-based billing initiatives are able to provide subscribers with the ability make purchases and changes to their services without involving customer care resources, including opt-in/out, as well as changing service options, price plans and creating their own service bundles. It gives operators a platform to differentiate their proposition by responding to what their subscribers really want and showing that keeping it simple can make it work.

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2014

Chairman’s Letter by Jonathan Foxman
A Message from the President and CEO by Steven K. Berry
CCA’s 2013 Annual Achievement Award Winners
Staying Ahead of “The Next Big Thing”
Near Tragedy in Nevada Demonstrates Need for Rural Investment
Competition – The Foundation for a Healthy Industry
Putting the “Incentive” in Incentive Auction
Beat ’Em or Join ’Em: Data Roaming in a 4G LTE World
2014: The Year of Small Cell Deployment
Band Class 12 – Beyond Broadband
Chat Mobility Utilizes Multi-Faceted Plan to Attract & Retain Customers
Blurred Lines: Reinventing in the Rural Market
Regional Carrier Bridges Digital Divide with Massive Network Upgrade
Wireless Challenges and Solutions for Competitive Carriers
Expanding America’s Wireless Networks: It Takes a Village
Lead with Location
Giving Your Customer Their Preferred Choices in Billing: Paper, Electronic, and Mobile
Monetizing Data Demand with Personalized Services
Making Sure Long-Distance Calls Reach Rural Subscribers
Mobility Growth with Emerging Devices
Mobile Broadband and the Rise of Mobile Security Challenges
On the Verge: Fulfilling 4G-LTE Consumer Demand in America
Transform Your Business by Making It Simpler
Lessons Learned on the Road to LTE
Let’s Get Personal
Even If the Voice Packets Make It, Does the Lack of Quality Ruin It?
Our Connected World: The Necessity of NFV for Telcos
Ten Hot Consumer Trends in 2014 and Beyond
Gain Your Edge: Effective Edge Out Strategies with 4G LTE
Reaching Consumer Demand Through Marketing in the Rural Driven Markets
Tips for Improving the Customer Experience
Creating a Super High-Capacity Network in Rural America
Your Competitors Are Coming for Your Customers
Index of Advertisers
Congressional Spotlight: Representative Robert “Bob” Latta

The CCA Voice - Spring/Summer 2014