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AI-Powered Operations: The New BSS / OSS
Experts at Backscreen share their thoughts on how to build smarter, media-ready telecom networks
Telecom and media services are converging like never before. The traditional telecom operator is no longer just about connectivity— it’ s now about content delivery, personalised streaming experiences, and agile service bundling. This evolution, driven by the explosive growth of OTT platforms and the increasing demand for seamless user experiences, is reshaping how operators think about their foundational systems: Business Support Systems( BSS) and Operational Support Systems( OSS).
At the forefront of this shift are innovations in Artificial Intelligence( AI) and Generative AI( Gen-AI), unlocking entirely new levels of operational efficiency, customer personalisation, and revenue opportunities. Companies like Backscreen— an OTT platform provider and a daughter organisation of Tet, a major telecom player in the Baltics— are part of this wave, helping to define how the future of streaming and broadcasting will unfold. Meanwhile, telecom providers like Tet are taking steps toward adopting AI-driven BSS / OSS solutions, aiming to deliver more advanced media and network experiences to their customers, with support from subsidiaries like Backscreen.
In this article, we explore six key questions shaping the future of AI-enabled BSS / OSS in the age of streaming and content-driven telecom services.
Why are service providers reimagining their BSS / OSS foundations? The lines between telecommunications and media have blurred. Service providers are increasingly bundling digital services such as IPTV, OTT subscriptions, and video streaming packages, effectively positioning themselves as media companies.
However, traditional OSS / BSS architectures were never designed for such dynamic and customer-centric operations. They struggle with demands like:
• Personalised content bundles
• Flexible billing across AVoD, SVoD, and hybrid models
• Real-time media usage tracking and network optimisation AI brings the intelligence and flexibility needed to bridge this gap. According to Grand View Research, the global next-generation OSS and BSS market is expected to grow at a CAGR of 13.3 % between 2024 and 2030, driven largely by telecom-media convergence.
For telecom innovators like Tet, modernising BSS / OSS systems is no longer optional— it’ s critical. The same holds true for media specialists like Backscreen, who must integrate seamlessly with evolving operator ecosystems to ensure flawless content distribution.
Convergence is no longer a future vision— it’ s the new business model.
How is AI transforming BSS / OSS in the age of streaming and content-driven experiences? AI is not just automating backend processes— it’ s transforming how service providers operate, from network core to customer experience.
In OSS( Operational Support Systems):
• Predictive Network Management: AI anticipates congestion and dynamically optimises traffic for video delivery.
• Automated Issue Resolution: Faults are identified and fixed in real time, minimising downtime.
• Content Delivery Optimisation: AI ensures smooth streaming for OTT providers like Backscreen across diverse networks.
In BSS( Business Support Systems):
• Personalised Offers and Bundles: AI dynamically tailors content packages based on user preferences.
• Flexible Monetisation Models: AI enables complex billing strategies across subscription, ad-based, and hybrid models.
• Intelligent Customer Profiling: Hyper-targeted marketing drives higher ARPU( Average Revenue Per User). Solutions like Ericsson’ s Telco IT AI Apps demonstrate how cloud-native AI applications are revolutionising everything from monetisation to service orchestration.
What does AI-enabled BSS / OSS look like for hybrid service providers? Hybrid service providers operating across telecom and media need AI-enabled BSS / OSS to stay agile. Real-world examples include:
• A telecom bundling third-party OTT services( e. g., Netflix, Disney +) and using AI for smart upsell offers.
• An OTT platform like Backscreen using AI to deliver hyper-targeted ads and content recommendations.
• Tet is actively enhancing its IPTV and broadband offerings and establishing an AI development department, indicating a strategic focus on leveraging AI technologies to improve service quality and customer experience.
Key business outcomes:
• Faster time-to-market for new offerings,
• Reduced churn through personalised engagement,
• Increased lifetime value by anticipating
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