feb mar - Page 12

Cover Story content have an advantage if they update their thinking and don ’ t tie themselves to past models . Enhancing access to content and cross-selling content is a significant opportunity . Few operators can compete with the new ( ish ) on-demand content giants of Netflix , Amazon , HBO and Disney . Therefore , partnerships with content providers are the way ahead . Beyond TV content , there are options like music streaming and gaming , and it is worth exploring relatively greenfield markets related to IoT devices — everything from dog collars and watches to drones and asset tracking .” SIMPLIFIED . “ Quad players need to get better at communicating with their clients ,” asserts Soft-ex ’ s Magfhloinn . “ They need to meet their customers ’ expectation of a more personalised comms experience , right down to the billing comms experience . If 5G players can engage their customers more online via a simplified , easy to understand , not to mention personalised bill , then the client is going to become more loyal and less likely to churn . Furthermore , by using the one thing that the customer will read ( i . e ., the bill ) as a positive communications tool , for example to

Cover Story content have an advantage if they update their thinking and don ’ t tie themselves to past models . Enhancing access to content and cross-selling content is a significant opportunity . Few operators can compete with the new ( ish ) on-demand content giants of Netflix , Amazon , HBO and Disney . Therefore , partnerships with content providers are the way ahead . Beyond TV content , there are options like music streaming and gaming , and it is worth exploring relatively greenfield markets related to IoT devices — everything from dog collars and watches to drones and asset tracking .” SIMPLIFIED . “ Quad players need to get better at communicating with their clients ,” asserts Soft-ex ’ s Magfhloinn . “ They need to meet their customers ’ expectation of a more personalised comms experience , right down to the billing comms experience . If 5G players can engage their customers more online via a simplified , easy to understand , not to mention personalised bill , then the client is going to become more loyal and less likely to churn . Furthermore , by using the one thing that the customer will read ( i . e ., the bill ) as a positive communications tool , for example to

let the customer know that by going paperless they will win a reward , or informing them about a new service launch ( that is relevant to the client ), then the digital bill becomes a revenue generation tool for upselling and cross selling ,” she adds , noting recent research by Omnisperience and Soft-ex which found that 84 % of CSPs are planning to invest in more effective customer communications in the next 24 months .
“ In order to maximise opportunities in quad-play , service providers are increasingly looking towards the cloud ,” says Plume ’ s van den Broek . “ Plume enables service providers to create a new and innovative bundle of services leveraging a cloud-based open-source platform called OpenSync – the fastest growing opensource framework for smart homes and small businesses . This enables our customers , such as Liberty Global , to execute new services
“ Cross-selling content is a significant opportunity .” John Giere , Optiva
rapidly and at high cadence . Using OpenSync , providers also have the ability to remove some of the limitations that were placed on them by hardware . This is increasingly critical given the ongoing issues with the supply of silicon .”
“ A cloud-based approach has other advantages , including the ability to leverage artificial intelligence and data analytics to provide the personalised services that customers crave … service providers need to start by building the foundations of an impeccable customer experience to win new business and retain existing customers . From these foundations there is no limit to the innovative new offers and services that we can provide ,” he declares . AGILITY . “ Being a next-play multi-service
“ The days of generating revenue from aggregating content and services are gone .” -- Ronan Kelly , Adtran
operator means having the agility to support the whole gamut of new services offerings that will emerge between now and 2030 ,” suggests Fredrik Edwall , EVP sales and marketing , Subtonomy . “ Being a next-play multi-service operator means having the agility to support the whole gamut of new services offerings that will emerge between now and 2030 .”
“ As service offerings get more complex , however , and are delivered over more diverse broadband networks , they ’ re also more likely to break or not perform as expected ,” he says . “ Being able to pinpoint precisely , rapidly and proactively what ’ s causing service quality degradation over any type of network will be critical . CSPs can shift from reacting to customer-reported faults to proactively informing the customer there ’ s a fault and what they ’ re doing to resolve it . Being able to personalise these notifications is vital , because our research demonstrated that nine out of 10 customers now expect a personalised notification ( via app , text message or email ) of both planned engineering , or unplanned network issues .”
As to developments in terms of bundling and pricing , Chomoko sees bundling and pricing moving further towards recurring / XaaS models . “ For example , Telstra offers SOHO and Enterprises a full IT service where not only the application ( e . g ., Microsoft 365 ) as standard is offered as a subscription service on a ‘ seat ’ basis but all installation , service and hardware costs are also spread across the subscription service . There are no set-up costs . Full IT solution ( support , applications , and hardware ) on a subscription seat-based service . Close partnerships are critical for this to work . We also see an increasing volume of advertising and freemium models being used in consumer related services . In the enterprise ( B2B and B2B2X ) space , 5G is offering private and isolated connectivity for enterprise applications – either across their network or on the edge . This demands a completely different approach to selling to enterprises and involves co-creation and complex multi-party account management .” DISRUPTIVE . “ Predicting what ’ s new has never been harder because of the level of disruptive innovation taking place in the world today ,” admits Rob Vos , business consultant , Calvi . “ What we can be certain of is that whatever form this innovation takes it will be more personalised and more dynamic . Today ’ s customers choose a predefined bundle at the start of their contract or subscription and there is little , if any , change during the course of their contract . Tomorrow ’ s customers will select the services they want to include in their bundle from a huge range that the CSP has
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