Customers today buy new connected devices like hot cakes; the challenge is meeting customer demand for seamless activation and integration into the digital lifestyle.
If catalog innovation simply required the ability to add ever-more SKUs to the product inventory, operators wouldn’t be facing these problems. However, the challenge is much more complex. Service
providers aren’t selling potatoes, but a vast number of digital products, services, and experiences that are both dynamic and interdependent; and might originate from other vendors. What is
required is a solution that can configure and manage all available items, including telecoms-network services, content services, billing services, physical devices, accessories and third-party
products or services.
The next-gen catalog system must exhibit real-time contextual awareness of what services are available, per inventory, per region, and per customer. It must understand the inter-dependencies of the
product or bundle, and be cognizant of marketing incentives and interface with loyalty programs. Finally, it must incorporate real-time recommendations based on Big Data analytics and interface
with all organizational units.
Companies like Ericsson and Sigma Systems offer next-generation catalog products that manage products from conception to end of life, and directly impact the order-to-cash process. AsiaInfo helps
operators leverage
omni-channel CRM to ensure a consistent customer experience. Other companies
like Global Capacity and Megaport are providing dynamic interfaces to thousands of network operators in regions around the world, enabling CSPs and enterprises to compare and select regional
operators based on their specific needs and budget. Big Data products from companies such as IBM, Onotology, and SAS are providing real-time insights into customer behavior, service uptake,
performance, and data usage. And, companies like CSG International are enabling rich multi-screen content delivery. These combined technologies can provide CSPs with a digital agility to
virtually create thousands of service permutations — tailoring new, competitive offerings to meet the demands of their customers, wherever they may be.
Provisioning
New connected devices are all the rage and customer adoption is quickly accelerating. That’s the good news. The bad news is meeting customer demand for seamless activation and integration into
the digital lifestyle. There are several approaches that can help here.
Amdocs has two offerings that fit the bill with its M2M Connected Device Platform and cloud-based Connected Home Solution. Amdocs customers can add value by bundling communications and IoT
services together. The result: consumers enjoy a better, more holistic experience, increased value for their money, and a one-stop shop for service and support; the IoT application providers
enjoy better market exposure without the need for significant upfront investment; while the CSPs can expand their customer base, increase ARPU and loyalty, while driving new revenues beyond
just connectivity. OnStar and AT&T is one, great example where Amdocs has added value to joint customers.
On a more device-based level, Gemalto offers the LinqUS On-Demand Connectivity (ODC) subscription management system. With this solution, a consumer device with an embedded SIM can securely
connect to a mobile network, anytime and anywhere, using Over-The-Air remote provisioning. In this manner, users can now seamlessly activate connectivity on their devices by choosing any
operator and adapted tariff plan based on their preferences and location. They can have the flexibility to dynamically add a wide variety of connected devices on-the-go, or switch to local
operators for lower rates when traveling. The company recently showcased a demo at Mobile World Congress Shanghai with technology partner ZTE.
"The number of connected devices in China is expected to surpass the country's population very soon," said Suzanne Tong-Li, President for Greater China and Korea at Gemalto, at the event. "This
demonstration with ZTE allows us to not only display the capabilities of ODC, but also gather vital information about different use cases their customers want, to drive the development of IoT
ecosystem."
Three keys to supporting digital services
What do exceptional digital experiences look like? In order to deliver experiences that differentiate your brand, grow loyalty, and increase revenue, CSPs who seek to evolve must possess the
three keys to digital success:
Make it seamless
Delivering a customer experience that engages and enhances your brand requires consistency across channels and devices. 83 percent of customers say they receive an inconsistent response
across channels from their service providers. Market leaders create frictionless, omni-channel experiences that not only delight customers, but also maximize cross-sell and up-sell opportunities.
For example, a shopper may begin her