Strategies for Telcos to drive the digital economy Part 2
The internet waits for no one! It is changing the way businesses run and in today’s era, digital economy is not a distant dream but a reality.
As promised in my last blog, I will elaborate on the key strategies that I disclosed in my previous blog which will help CSPs in their digital transformation journey to become Digital Service providers and thus drive the economy.
Core Rediscovery – As said earlier, being digital does not always mean discovering new revenue streams of the digital world. It also means doing the basics brilliantly. Ensuring innovation can be brought with in the traditional services. It also means identification of a new way(s) of doing business to pull in more revenue, a classical example in interconnect business is Origin based billing & routing. Other ways of innovation are Direct CSP billing – MVNOs to cater to niche markets to indirectly gain customer base and revenues. SaaS models like billing-as-a-service to support smaller partners. DVBT2 – Digital Video Broadcasting, SMS based Cab booking, Toll free based calling Apps, Secure SMS/Missed Call – Mobile Banking etc. Rating and discounting models to define rating plans that can also assist in bringing in more revenue generation opportunities for existing and new traditional partners. These can be revenue share models or the new age models like pay as you go.
Discover New – There is absolutely no denial that digital world is surely opening new revenue streams for CSPs. The mantra to grab a share of this pie is to act fast. CSPs need to establish a fail fast strategy so that they can identify core area of strength early in the digitalization journey. Fail fast strategy shall enable them in continuing only with those new streams that make sense to the eco system in which they do their business. No doubt, IoT & M2M are the most fascinating areas in digital world. Other areas where CSPs can generate revenue are APIs, Analytics as a service, supporting new age MVNOs like Uber and Micheline (Tier-as-a-service), smart homes solutions provided by Qivicon founded by Deutsche Telekom. Digitalization is fueled by the capabilities of operators, and hence the outreach of the operators is now domain agonistic.
Collaboration Platform –With digitalization, difference between a partner and the end subscriber relationship is becoming blur. Partners also need attention and care like your end subscribers. CSPs will fascinatingly find innovative partners in garage companies, startups, small organization etc. Hence it is terribly essential that CSPs have a collaboration platform that addresses partner empowerment issues.
There are two ways in which operators can bring in novelty. One is by revolutionizing their own, which we see in the case of the telecom giants acquiring platform that enables the disruptive capabilities inhouse. The Another way is to look for vendors who can provide them a converged platform to leverage the entire gamut of the partner ecosystem. The end goal is to stay ahead of the competition by providing traditional and digital services to end customers.
Customer Experience – Telecom market used to be oligopoly in nature, wherein the major players of telecom industries use to commodify the subscribers to mint money out of them. Whereas now, in a perfectly competitive transition, we need to shift the paradigm to make customer and CSP relationship more human centric. This will help a CSP in designing the offerings to ensure consumer retention and to win new customers. The new age subscriber is demanding in nature and prefers an operator who is agile, innovative and cost effective.
Below is the survey shared by Capgemini, which shows low net promotor scores of mobile operators.
This survey also talks about that 58% of customers are willing to switch to Digital only service provider and high value customers are more willing to change. Unless operators reform their customer satisfaction approach, the NPS will stay low and operators will keep losing revenue and customer base to digital players.
Operational Efficiency – Digitalization will lead to increase in number of partner relationships. Soon a CSP, during its transformation journey, will experience partner explosion. Digital services will result in plethora of data getting generated. To keep things under check, a CSP must bring in efficiency by making its operations also digital. Operations can be digitalized by automation, reducing redundancy of systems and data, seeking help from domain and system experts (consultation and managed services), empowering partners with self-care capabilities. CSPs design their partner handling capabilities both in terms of processes and solutions considering mostly trusted partners, hence the partnerships are also limited and the systems are also multi step and user dependent. In case of digitalization, CSPs need to associate with multiple entities who can bring in renovation, hence will see surge in partnerships. To handle partner explosion, processes of on-boarding and partner care should be particularly efficient. Partners are the new age customers, they are aware that they bring innovation and new revenue stream for a CSP, hence they should be treated with lot of care. Having an efficient eco-system for partner will surely bring in satisfaction and shall maintain a healthy partnership.
Expense Optimization – Expenses are inversely proportional to profit. An aspiring digital operator must form a strategy around cost reduction. Based on a research house, software industry is gradually moving towards convergent approach from siloed ecosystem. This helps in reducing overhead of investing in multiple systems. Leveraging solutions that are based on open source technologies is another way of optimizing hefty recurring costs. If a telco can bring in operational efficiency, expense optimization will happen automatically.
This transformation will be a challenging journey for both CSP and its partners, but this will surely help an operator to rediscover itself and shall bring in more agility to accept and act on whatever comes down the path. Though there are many other factors and strategies that can be adopted along with the mentioned ones, these 6 strategies are our take on the transformation journey. However, it is very important for an operator to clearly identify the purpose of its modification, but it is completely okay to move step by step instead of adopting all 6 strategies at once. To start with the transformation, CSPs should reexamine the existing offerings, existing expense optimization plan, make the current operations efficient and ensure customer satisfaction in the existing services offered. Once there is a clarity in becoming digital in current line of business, identification of new streams will automatically fall in place.
We are discussing these strategies in detail at our booth (Booth # 5F10, Hall 5) in MWC 2018. Meet us in the booth to know more about how we can help in your transformation journey to drive the digital economy.
Sunay currently serves as the Product Director of Partner Management portfolio at Subex. He specializes in Telecom Partner Settlement, Digital Billing, Route Optimization and Interconnect Billing. He has 12+ years of experience in the Telecom Industry. He is also a keynote speaker in forums like GSC and an active contributor to online forums related to partner settlement.