Remodeling Revenue: Telco's Role in the Content Value Chain
Diverse billing and payment options, and a wide variety of pricing models including subscriptions, "freemium" models, volume-based charging, capped usage packages, and entitlements. These options are important to third parties and valued by consumers. When the CSP delivers a consolidated view of the customer’s balance across a whole portfolio of applications, digital content and services, the customer has a complete view of his spending and can both review and plan his budget. Having an accurate and timely view of spending and budget not only minimizes the risk of “bill shock,” but stimulates spending by customers who feel more in control of their finances.
Customer care, sales and marketing expertise and the investment that has been made in these areas, is an enviable CSP asset. CSPs set the standards for self-care and call center-based care, and consumers have come to expect the same service levels in all their commerce transactions. Unfortunately, even today, OTT players cannot provide the same range of customer service, so the CSP has an opportunity to step in to pick up the slack.
Partner management. CSPs have always dealt with third parties, ranging from interconnected network partners and international voice carriers, to outsourced field service and more. With their experience in dealing with third parties, the CSP is well positioned to be central to revenue-sharing models between a growing number of digital content players, acting as an aggregator and distribution/settlement hub. With timely and accurate revenue share and settlement models, and web-based partner self-care, CSPs can attract and retain the third parties within the digital content ecosystem and provide them with the highest quality experience.
Conclusion
Leading CSPs like Telefonica, SingTel, Verizon and others are illuminating the path for other telco brands to transform their organizations, reflecting a commitment to become enablers for third parties in the digital services value chain. Offering demonstrable value by offering a complete suite of digital service enablers sets the stage for a profitable commercial relationship. It is not beyond the reach of other telcos to make use of their considerable assets to do the same. The time has come to exploit these assets before the opportunity passes you by.
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About CSG International:
CSG Systems International, Inc. (NASDAQ: CSGS) is a world-leading business support solutions and services company serving the majority of the top 100 global communications service providers, including leaders in fixed, mobile and next-generation networks such as AT&T, Comcast, DISH Network, France Telecom, MasterCard, Orange, T-Mobile, Telefonica, Time Warner Cable, Vodafone, Vivo and Verizon. With over 25 years of experience and expertise in voice, video, data and content services, CSG International offers a broad portfolio of licensed and Software-as-a-Service (SaaS)-based products and solutions that help clients compete more effectively, improve business operations and deliver a more impactful customer experience across a variety of touch points. For more information, visit our website at www.csgi.com
