drivers of oss bss spending

Drivers of OSS BSS Spending

Jayesh Easwaramony,Vice President, ICT Practice

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Key Imperatives for telcos

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Most Important OSS/BSS Initiatives of 2011

Asia Pac Survey: In 2011 What are Your Most Important OSS/BSS Company Initiatives (Pick 3)?

Results from March 2011 Joint Stratecast – telecomasia Survey, Source: Frost & Sullivan analysis.

Other

OSS BSS Consolidation

Service Bundling (Triple or Quad Play)

OSS/BSS Platform Upgrades (software and/or hardware)

Support of Cloud Services

Faster Introduction of New Services

Network Upgrades/Convergence

Support for New Business Models

Service Quality

0% 10% 20% 30% 40% 50% 60%

10.40%

24.90%

28.10%

32.10%

35.30%

48.00%

52.50%

54.30%

58.40%

Percentage

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Service Quality - Concern for CSPs

• Service quality continues to be a significant concern. If it doesn’t work as promised, customers will find another provider they perceive that does a better job.

• CSPs must also be able to make changes to existing services and create new ones in minutes and hours, not days or weeks.

• Frost & Sullivan believes that successful CSPs over the next five years will be those that can deliver new service offers with customer personalization functions.

Asia Pac Survey: In 2011, assuming that a better customer experience for both consumers and enterprise customers is the long-term goal, what areas of your organization need help?


Order Management and Provisioning

External Supplier and Partner Mgmt.

Billing

Customer Care / Self - Care

Service Quality Mgmt.

0.0% 10.0% 20.0% 30.0% 40.0% 50.0%

10.4%

11.9%

14.4%

21.4%

41.9%

Percentage

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Customer-oriented Business Functions

Asia Pacific Survey: In 2011, which customer-oriented business functions are receiving the most attention in your organization?(Pick any 3)

• According to the results of Asia Pacific Survey, the top three customer-oriented

business functions that are receiving the most attention in the organization are

customer care, customer experience management, and business analytics. • The above three business functions are inter-related and focus on one function

creates a need to update the other functions• The customer care/self care and customer service assurance (CSA) – a part of

CEM – are critical ingredients for providing a quality customer experience.

Results from March 2011 Joint Stratecast – telecomasia Survey, N=201 Source: Frost & Sullivan analysis.

Other

Usage data Mediation

Policy Management

Revenue Assurance and Fraud

Content Partner Management

Convergent Billing

Product Lifecycle Management

Interconnect and Cost Management

Business Analytics/Business Intelligence

Customer Experience Management

Customer Care / Self-Care/e-care

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

0.0%

16.7%

19.5%

23.1%

25.3%

26.2%

28.5%

35.7%

43.9%

54.3%

55.7%

Percentage

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CEM – Must Have Solution

• CEM is the is the practice of collecting usage information from all practical sources (network devices, signaling links, user devices, content servers, and management databases) concerning the level of quality associated with the services they pay for. This is then used by both business and technical departments to improve service.

• Solutions for measuring the customer experience, a.k.a. Customer Service Assurance (CSA) are receiving the most attention from the mobile services sector.

• Measuring the customer experience is vital for long-term sustainability of service quality and to understand how effectively services meet customer expectations.

Asia Pacific Survey: Does your company currently have a Customer Experience

Management program?


2008

2009

2010

2011

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

33.9%

58.0%

66.2%

82.3%

Percentage

Years

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Customer Care – Heads the CEM Program

Asia Pacific Survey: In 2011, who heads up your CSA /

CEM program?

• Results of the APAC survey show that service providers are giving increasing importance to CEM; the percentage increased from 33.9 percent of organizations in 2008 to 82.3 percent in 2011.

• The top four order ranking of the CSP work teams heading up a CSA/CEM program has remained relatively consistent from the first reader poll in 2008 till date (2011), with customer care and marketing leading the charge.

• As customer life changing services become more prevalent and as CSA business strategies work through all parts of a CSP with the help of near real-time data analytics, the need for CSA data will become much more equalized between all work teams.


Financial Management

Other

IT

Executive Office

Network

Product Management

Sales and Marketing

Customer Care

0.0% 10.0% 20.0% 30.0%

1.4%

6.3%

9.8%

11.2%

14.0%

14.7%

15.4%

27.3%

Percentage

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Business Intelligence and Analytics

• Understanding what the customer wants or needs, for future services, requires a composite knowledge of patterns and preferences.

• Analytics uses the power of statistical analysis and large-scale data mining to correlate seemingly unrelated bits of data in a way that may lead to important–even actionable –insights.

• Predictive analytics technology mines historical records to identify patterns that may indicate, for instance, the likelihood of customers with a particular profile to purchase a particular new product.

Asia Pacific Survey: In 2011, does your company use customer data analytics

and/or business intelligence to better anticipate

customer needs?


12%

29%

17%

42%No plans to implement data analytics and BI at this time

We are investigating op-tions

Not yet, but it should be going within the next 6 months

Yes, we have a data ana-lytics and BI solution in operation now

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Self Care

Asia Pacific Survey: In 2011, does your company provide customer self care or e-care

for most of its service offers?

• Self care is a major means for lowering operating costs and improving

customer satisfaction.

• While customer portals are a major initiative at present, self care will be

expected by customers for most service support needs from now on.

• Except for “its not working” types of support needs, a majority of customers

for both mobile and fixed-line broadband services prefer to use self care.

• According to Asia Pacific Survey: 68 percent of respondents have a customer

self care portal in place or will have it operational within 6 months.


10%

21%

13%

56%

No plans to implement a customer self-care portal atthis time

We are investigating op-tions

Not yet, but it will be opera-tional within the next 6months

Yes, we have a customer self-care portal in place

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Supporting New Business Models and Cloud Services

Asia Pacific Survey: In 2011, cross-industry business models (telecom 2.0) and cloud services are relatively new concerns for the telecommunications industry. Is your company actively working to bring such capabilities to market?

• Cloud services are here to stay, they are the wave of the future.

• Cross-industry 2.0 is defined as the collaborative interaction of goods or

services from one industry that, when placed together with those from another,

create an impressively changing assortment of offerings that improve business

efficiency and customer appeal.

• Almost 2/3 of the survey respondents recognize the importance of new

business models to the industry.


27%

35%

29%

8%

Yes, and we are enhanc-ing our OSS BSS to sup-port these new needs

Yes, but we are still evaluating how to best transform to this new way of doing business

Not yet, but we are watching how others not in our competitive mar-ket are changing

No need, our market isn’t there yet.

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For Additional Information

Donna JeremiahCorporate CommunicationsAsia Pacific+603 6204 [email protected]

Carrie LowCorporate CommunicationsAsia Pacific+603 6204 [email protected]

Jayesh EaswaramonyVice PresidentICT+65 6890 [email protected]

Jessie LohCorporate CommunicationsAsia Pacific+65 6890 [email protected]

drivers of oss bss spending

Business

quality customer experience

customer expectations

better customer experience

customer careself care

customer care heads

customer service assurance

results of asia pacific

asia pac survey