Telecoms companies need to find ways to efficiently, effectively and consistently engage with customers to optimise their whole experience and capitalise on these other influences rather than lose out to them.
The industry challenge
Connectivity itself has become a commodity, so telecoms companies
(telcos) can no longer rely on traditional business models,
channels or services as sources of revenue. They still own a
critical billing relationship with their customers, but need to
be flexible and innovative while dealing with more complex
support challenges and potentially escalating costs.
However, businesses and consumers are under financial pressure,
and the telecoms industry needs to invest in network
infrastructure, technologies and capacity to meet ever-increasing
customer demands whilst still delivering on shareholder
expectations. Telcos face a number of complex dilemmas,
Traditional or new services: revenues from
voice are falling, and data is typically offered in
all-you-can-eat tariffs. Operators must develop broader
catalogues and be full service providers.
New entrants or new partners: IT players such
as Apple and Google are shifting the revenue share balance of
power. Operators need to be flexible, innovative and less
Confusion or range: Large catalogues of
products or service offerings help maximise revenues and can be
beneficial, but create sales complexity. It is increasingly
important for offers to be targeted and personalised.
Product or consumer led: changes to the
buyers' behaviour means that customers no longer silently
switch or make buying decisions in isolation. Operators need to
understand and participate in the social network revolution.
Consistency or channel variety: there are
multiple forms of customer connection-in-store, online, by
phone, on handset-but the commercial experience transcends them
all. Operators need to make this consistent.
Satisfaction or support: keeping customers
satisfied is increasingly expensive as devices like smartphones
and networks become more sophisticated. Operators need to keep
costs down, but maintain service satisfaction levels.
Local or Global: markets differ-high growth in
emerging, low growth in established-operators must tailor to
local needs, but avoid the considerable expense of completely
different systems in each locale.
The first paper in this series, "Telecoms companies
re-invention-from voice to e-service provision"1, identified
underlying trends driving the need for telecoms evolution. This
paper explores aspects that operators can address using a more
integrated approach to e-commerce.
Download Paper (Registered Members Only)
By downloading you agree to our Terms and Conditions. These include information regarding use of your personal data.
Register As New Member | Login as Registered Member