‘Fall­ing ARPUs led to in­creased fo­cus on CRM’

Voice&Data - - CONTENT - —Ab­hay Ku­mar Re­gional Vice-Pres­i­dent, APAC, Am­docs

Voice&Data: Tell us some­thing about your re­cently launched prod­uct CES 9.3.

Ab­hay Ku­mar: We con­tin­u­ally in­vest in fur­ther ex­pand­ing our scope to de­liver more value to our cus­tomers and en­able them to quickly re­spond to chang­ing mar­ket dy­nam­ics. Our re­cently an­nounced Am­docs CES 9.3 port­fo­lio in­tro­duced new so­lu­tions to help ser­vice providers in their jour­ney to­wards the New World of Cus­tomer Ex­pe­ri­ence, an era where ser­vice providers are ex­pected to of­fer in­no­va­tive and per­son­al­ized ser­vices and de­liver them con­sis­tently across chan­nels and with a seam­less net­work ser­vice ex­pe­ri­ence.

Ser­vice providers are in the unique po­si­tion of be­ing able to take the driver’s seat to ex­cite their cus­tomers with new ideas and of­fers they have not even thought of.

With Am­docs CES 9.3 we en­able them to take a leap for­ward and fo­cus their ef­forts on a dig­i­tal and omni-chan­nel ser­vice strat­egy. This strat­egy en­sures they can pro­vide a true on­line ex­pe­ri­ence that grows be­yond the multi-play offering to in­clude on­line commerce with con­sis­tency and con­ti­nu­ity across the cus­tomer jour­ney, whether in commerce, care or billing.

Ad­di­tional so­lu­tions like in­ter­ac­tive bills, big data mar­ket­ing, care and net­work an­a­lyt­ics, take an­other step in ad­vanc­ing our port­fo­lio to de­liver in­no­va­tive and per­son­al­ized ser­vices with a dy­namic net­work ser­vice ex­pe­ri­ence.

Through­out our history, Am­docs has been able to suc­cess­fully build on key

in­ter­sec­tions to im­pact the cus­tomer ex­pe­ri­ence, iden­ti­fy­ing cus­tomer ex­pe­ri­ence as a main pain point for its cus­tomers from the very start.

Voice&Data: What are some of the OSS/ BSS so­lu­tions trend­ing in the In­dian mar­ket?

Ab­hay Ku­mar: Ser­vice providers are shift­ing from a tech­nol­ogy –cen­tric busi­ness model to a cus­tomer-cen­tric model. In or­der to de­liver su­pe­rior cus­tomer ex­pe­ri­ence, op­er­a­tors adopt cus­tom­ized OSS/ BSS that en­ables them to of­fer bun­dled ser­vices and quickly roll­out new and ex­cit­ing ser­vices.

Some of the cus­tom­ized so­lu­tions that a cus­tomer looks for are con­ver­gent billing, CRM, or­der­ing, self-ser­vice, ser­vice ful­fill­ment, dig­i­tal con­tent de­liv­ery, and net­work ca­pac­ity man­age­ment so­lu­tions.

Con­ver­gent billing is gain­ing sig­nif­i­cance with mo­bile num­ber porta­bil­ity, im­proved mo­bil­ity, and in­creased broad­band us­age. As op­er­a­tors look for­ward to de­ploy 4G/ LTE so­lu­tions and im­prove their 3G ser­vices, im­proved pric­ing plans and CRM ac­tiv­i­ties are be­com­ing more im­por­tant.

Fur­ther­more, de­clin­ing Av­er­age Rev­enue per User (ARPU) for voice and SMS cou­pled with the in­creas­ing de­mand for in­ter­net ser­vices has led to in­creased fo­cus on im­prov­ing client ser­vices (CRM) in this cost sen­si­tive mar­ket.

De­mand for Big Data and vir­tu­al­ized BSS and OSS tech­nolo­gies are also emerg­ing, and will gain pop­u­lar­ity as a way to keep hard­ware costs down and make the pro­cess­ing, ex­tract­ing and ul­ti­mately the mon­e­ti­za­tion of data, faster, more in­tu­itive and more ef­fec­tive.

Big data en­ables in­tel­li­gent and per­son­al­ized and con­tex­tu­al­ized cus­tomer in­ter­ac­tion, and tar­geted mar­ket­ing. Ser­vice providers are putting a lot of ef­fort into rolling out next gen­er­a­tion net­works that of­fer bet­ter band­widths, higher speeds and more ef­fi­ciency than older net­works. And vir­tu­al­iza­tion is not just about net­work func­tions, but IT func­tions as well.

Ser­vice providers are push­ing the en­ve­lope in terms of BSS func­tions on the cloud. The main driv­ing forces are CAPEX re­duc­tion, OPEX re­duc­tion and in­creased ser­vice agility. But be­yond CAPEX, OPEX and agility, th­ese changes will en­able new ser­vices and new busi­ness mod­els that will drive new rev­enue streams.

As the In­dian op­er­a­tors go into LTE and launch more data ser­vices, the key ar­eas ser­vice providers will be fo­cused on as­sur­ing their rev­enues. Am­docs is of­fer- ing ser­vices around rev­enue as­sur­ance and fraud man­age­ment and ad­di­tion­ally to help ser­vice providers im­prove the over­all cus­tomer ex­pe­ri­ence through dig­i­tal ser­vices.

Voice&Data: How do you see the roll­out of 4G in the In­dian mar­ket?

Ab­hay Ku­mar: In­dia is a great mar­ket in terms of con­tent but with more and more data com­ing in, the uti­liza­tion of data will in­crease with 4G. To­day, even if you have 2G you don’t have enough band­width avail­able as a con­sumer so the de­mand will grow up and the need for op­er­a­tors to be a lit­tle more in­no­va­tive be­comes the need of the hour.

Voice&Data: Do you think OTT play­ers are a big threat for tel­cos?

Ab­hay Ku­mar: Tel­cos are at the risk of be­com­ing dumb pipes. Tel­cos pro­vide them (OTT play­ers) net­work and they take away your rev­enues. It’s be­com­ing the re­al­ity th­ese days.

So, what you see more ac­tively hap­pen­ing is part­ner­ship with play­ers like Face­book. Ser­vice providers to­day are fight­ing a bat­tle, what they can do to com­pete against Google or Face­book, and the best way to deal with this is to col­lab­o­rate, so that at the end of the day the sub­scriber gets the ben­e­fit and tel­cos are able to sur­vive.

If you take the rev­enue streams away all th­ese in­vest­ment in terms of li­censes and in­fra­struc­ture will turn out to be a mere waste. So, part­ner­ship is the key.

In coun­tries like Philip­pines, In­done­sia, tel­cos seek out for OTT play­ers to give a bet­ter cus­tomer ex­pe­ri­ence.

As op­er­a­tors look for­ward to de­ploy 4G/ LTE so­lu­tions and im­prove their 3G ser­vices, im­proved pric­ing plans and CRM ac­tiv­i­ties are be­com­ing more im­por­tant.

—Ab­hay Ku­mar Re­gional Vice-Pres­i­dent, APAC, Am­docs

Am­docs has been ad­dress­ing the needs of the largest ser­vice providers in the world for over 30 years. To­day, its port­fo­lio is the broad­est and most in­te­grated, com­mu­ni­ca­tions-spe­cific port­fo­lio, man­ag­ing the cus­tomer ex­pe­ri­ence from de­vice to net­work, cov­er­ing BSS, OSS, net­work con­trol and op­ti­miza­tion sys­tems. In an in­ter­ac­tion with Voice&Data, Ab­hay Ku­mar, Re­gional Vi­cePres­i­dent, APAC, Am­docs, talks about its prod­uct port­fo­lio and why tel­cos are at the risk of be­com­ing mere dumb pipes.

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