In short, Gen-AI transforms BSS / OSS from reactive systems into predictive, proactive business engines— essential for the future of content-rich, user-driven telecoms. user needs dynamically. Cross-layer intelligence— connecting network operations with customer experiences— is becoming non-negotiable for success.
What’ s holding providers back from this transformation— and how can they accelerate it? Despite the benefits, several barriers are slowing AI adoption:
• Legacy infrastructure: Old systems lack real-time capabilities.
• Siloed operations: Lack of integration across IT, network, and marketing teams.
• Data fragmentation: AI needs unified, clean data estates.
• Skills gaps: Expertise in AI, ML, and data analytics is limited.
How to overcome them?
• Start small: Implement AI in targeted areas like predictive maintenance or chatbots.
• Adopt cloud-native, API-first OSS / BSS architectures.
• Build cross-functional teams blending technical and business expertise.
• Partner with AI-native companies to bridge skills and innovation gaps. Tet, with strategic support from Backscreen, is moving in this direction— focusing on modernising its infrastructure and expanding its media capabilities while building partnerships to support future innovation.
Why is AI-Powered BSS / OSS critical for the future of media-rich services? As 5G deployments accelerate, telcos and media companies must innovate rapidly. AI-powered BSS / OSS systems are now fundamental for:
• Personalised content commerce: Offering dynamic, user-centric service models.
• Edge streaming optimisation: Pushing content closer to users for better experiences.
• Operational excellence: Real-time monitoring and proactive support reduce costs.
• Rapid innovation: Fast rollout of new services like VR, gaming bundles, and realtime event streaming. According to Business Wire, the global nextgen OSS / BSS market could hit $ 109 billion by 2030, largely fuelled by AI.
Backscreen, backed by Tet’ s telecom expertise, with its dynamic OTT platform solutions, helps providers navigate this transition.
How will generative AI further redefine BSS / OSS capabilities? Generative AI( Gen-AI) is set to push BSS / OSS evolution even further by enabling:
• Dynamic service creation: Gen-AI can auto-generate new service bundles, pricing strategies, and personalised promotions in real time.
• Conversational interfaces: Intelligent, natural language-driven selfservice portals for customers, reducing call centre loads.
• Predictive insights at scale: Beyond analysing existing data, Gen-AI models can simulate future customer behaviours and network usage patterns for strategic planning.
• Content curation and personalisation: In media, Gen-AI helps create ultra-targeted recommendations, dynamically edit trailers, or even personalise content intros. Companies like Backscreen and telecom operators like Tet are beginning to experiment with Gen-AI not only for operational automation but also for creative service innovation.
Embracing the new era of streaming, telecom, and AI The future of telecommunications and media is a unified, customer-centric ecosystem, powered by AI, driven by data, and delivered through next-generation OSS / BSS.
Operators like Tet are leading the way, showing how AI can redefine customer experience, unlock new revenue streams, and build lasting brand loyalty. Platform providers like Backscreen, as part of the Tet family, are helping enable this transformation by ensuring content delivery remains seamless, intelligent, and personalised.
For every service provider aiming to thrive in the era of media-rich services, the message is clear: the time to modernise is now. Those who treat BSS / OSS not as back-end infrastructure but as strategic AI-powered platforms will define the next generation of telecom-media innovation.
Backscreen delivers comprehensive media streaming solutions, encompassing transcoding, cross-gen OTT, intuitive UX design, multi-CDN integration, online video platforms, pay TV, and Media Asset Management( MAM).
Serving content creators, web portals, and TV industry professionals, Backscreen’ s products are engineered for high-quality streaming, simplified user interfaces, and enhanced user experiences. Leveraging a team of 50 + industry experts from the Baltic region, Poland, Czech Republic, and Hungary, and backed by executive leadership with over 20 years of industry experience, Backscreen provides innovative and strategic solutions.
With a portfolio of four integrated modules— App, Media, Stream, and Webplay— Backscreen empowers 50 + EMEA customers to manage and distribute video content efficiently.
For more information, visit www. backscreen. com
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