The Digitalized Transactions KPI is mostly influenced by event-driven architectures and advanced technologies including GenAI, supporting the BSS/OSS. Digital Engagement and Digital Revenue are more dependent on the ability of CSPs to compose and measure digital experiences and continuously improve their digital channels.

Experimentation and Agility

Digitally mature CSPs are commonly fuelled by internal innovation teams that are focused on digital domains, new technologies, and customer centricity. These teams are dedicated to the continuous improvement of Horizon 1 (existing customers and existing markets), specializing in user-centric design, powered by an entrepreneurial, can-do mindset, and driven by evidence delivered through data insights.

Technologies that support agility and measurement are critical for continuous improvement, and the ability to experiment and capture new evidence is key to achieving successful results for innovation teams. A/B testing becomes a day-to-day technique to measure customer experience and preferences, remove friction touchpoints, and deliver improvements to the sales funnel and overall customer satisfaction in digital channels.

Service Provider Strategies

CSPs face a dilemma between designing and building costly bespoke UI/UX applications, which over time can degrade agility and entrepreneurial spirit while increasing costs, and off-the-shelf products, although comprehensive, often prove difficult to adapt quickly to the ever-evolving demands of the digital business landscape.

In-house developments with dedicated teams benefit from tailored approaches that meet specific business needs, but these methods can become cumbersome and less responsive to change. Conversely, while off-the-shelf products are more cost-effective and quicker to implement, they still struggle with the continuous adaptation required to keep pace with digital evolution.

Emerging Solutions

To address these challenges, a combination of product-based solutions and new technologies is proving to be most effective, providing the means to deliver a comprehensive set of user journeys and features, together with a wide range of tools to capture user behavior analytics and A/B testing that CSPs would otherwise have to develop and integrate in-house.

A new product-based approach with a highly configurable UI framework, combined with GenAI for design-to-code, design systems with tokenized styles and layouts, a headless content management system (CMS), and digital experience composition features, is already delivering desirable outcomes. These innovations provide the agility, flexibility, and speed to market that businesses need to stay competitive, as well as the supporting tools for CSPs and their innovation teams to continuously seek improvement of their digital KPIs.

A key aspect of these emerging solutions is the delivery of a decoupled UI/UX architecture that can still be easily integrated with external applications and other data sources. This ensures that digital channels are not only flexible and adaptable but also capable of delivering personalized and meaningful engagement.

Looking Ahead

Many CSPs are burdened by monolithic, inflexible BSS/OSS architectures that make it difficult to rapidly integrate new digital capabilities and roll out innovative offerings. A modern composable BSS/OSS solution based on cutting-edge technologies enables inexpensive and fast initial rollout, with full flexibility to adapt and evolve whilst staying on the product path.

As the digital landscape continues to evolve, CSPs must stay ahead by embracing these emerging trends and technologies. The integration of configurable UI frameworks and product-based solutions will be crucial in maintaining their agility and delivering exceptional digital experiences. Additionally, leveraging user behavior insights will help identify friction points, while running A/B testing supplies the ability to experiment and improve digital experiences. This flexibility allows CSPs to quickly roll out innovative offerings, experiment with new channels, and continuously enhance the customer experience, ultimately driving greater loyalty, operational efficiency, and revenue growth.