How Com­mu­ni­ca­tions Ser­vice Providers Can Lead the Dig­i­tal Trans­for­ma­tion

Forbes - - PROMOTION - By Su­San Bur­nell Learn more at­i­tal­trans­for­ma­tion

Trans­form­ing an in­dus­try is in­cred­i­bly com­plex, dif­fi­cult and risky. Com­pa­nies like Ama­zon, Ap­ple and Google have suc­cess­fully trans­formed their in­dus­tries; in the process, they raised the bar on con­sumer ex­pec­ta­tions. Their cus­tomers ex­pect to have the ser­vice or prod­uct they want, when they want it, us­ing the de­vice they choose.

Those ex­pec­ta­tions now tran­scend call­ing for an in­stant ride, fast ship­ping or smart dig­i­tal as­sis­tants. They ap­ply to en­ter­tain­ment, in­for­ma­tion and con­nec­tion with oth­ers around the globe.

“The ex­po­nen­tial pace of change in dig­i­tal in­ter­ac­tions and com­merce re­quires that com­pa­nies’ busi­ness mod­els and busi­ness strate­gies change at an equally rapid pace,” says Brian Shep­herd, EVP and group pres­i­dent at CSG. “This con­verg­ing wave of busi­ness in­no­va­tion will con­tinue to re­shape the fu­ture win­ners and losers in our telecom­mu­ni­ca­tion, Pay TV and me­dia mar­kets.”

It’s a world that com­mu­ni­ca­tions ser­vice providers and con­tent providers must nav­i­gate with more speed and skill than ever be­fore. Their cus­tomers ex­pect more, and are al­ready primed for the next in­dus­try trans­for­ma­tion. Yet how ready are CSPs to ac­com­plish a suc­cess­ful evo­lu­tion?

Op­por­tu­nity From Dis­rup­tion

“Lines are blur­ring be­tween ca­ble and tele­com. Lines are blur­ring be­tween com­mu­ni­ca­tions and en­ter­tain­ment providers,” says Ken Kennedy, EVP and pres­i­dent, tech­nol­ogy and prod­uct at CSG. “We will see these in­dus­try cat­e­gories fur­ther break down when it comes to defin­ing the cus­tomer ex­pe­ri­ence. Brands, re­gard­less of their ori­gin in­dus­try, will look for new ways to trans­form their busi­ness mod­els to de­liver new ser­vices and de­liver the best pos­si­ble cus­tomer ex­pe­ri­ence.”

Com­mu­ni­ca­tions ser­vice providers face new mar­ket dy­nam­ics daily. Rapid in­no­va­tion means last month’s busi­ness strate­gies may not work to­day. There’s an ur­gent need for new dig­i­tal prod­ucts and ser­vices to re­place evap­o­rat­ing legacy rev­enue streams.

The past sev­eral years have seen a great deal of shake-up in the CSP land­scape — with waves of dis­rup­tion crash­ing and rip­pling through the in­dus­try from all direc­tions. Dis­rup­tion can cre­ate confusion as well as op­por­tu­nity.

Tech gi­ants like Ap­ple, Face­book and Google ex­plored the tele­vi­sion arena al­ready shaken by Net­flix and Ama­zon in 2016, open­ing up op­por­tu­ni­ties for stream­ing, tech and ca­ble providers to work to­gether. The rise of so­cial me­dia gave con­tent of­fer­ings a facelift with short-form con­tent, pro­vid­ing a dis­rup­tive op­por­tu­nity for ev­ery player. Con­tent devel­op­ers like HBO, ESPN, Dis­ney and oth­ers be­gan of­fer­ing their so­lu­tions di­rectly to con­sumers in ad­di­tion to their tra­di­tional ca­ble and satel­lite dis­tri­bu­tion chan­nels.

Mean­while, through­out the en­tire sec­tor, or­ga­ni­za­tions were wrap­ping their heads around the ex­ten­sive range of new tech­nolo­gies and skills needed to turn the in­ter­net of things into busi­ness value.

As lines be­tween in­dus­tries blur, CSPs are search­ing for more than just a dig­i­tal trans­for­ma­tion; they need an en­tire busi­ness model trans­for­ma­tion. The ideal trans­for­ma­tion will po­si­tion them as DSPs for a world of con­nected con­sumers. Yet op­er­a­tors need the right dig­i­tal busi­ness sup­port sys­tems to get there.

Help­ing CSPs In­no­vate And Evolve

CSG un­der­stands the chal­lenges CSPs face. A global leader in pro­vid­ing busi­ness sup­port so­lu­tions, CSG sim­pli­fies the com­plex. Us­ing in­no­va­tive think­ing and tech­nol­ogy, it drives busi­ness trans­for­ma­tion ini­tia­tives for the ma­jor­ity of the top 100 global com­mu­ni­ca­tions ser­vice providers, in­clud­ing AT&T, Ver­i­zon, Com­cast, Voda­fone, Char­ter Com­mu­ni­ca­tions, ESPN, Tel­stra, Hutch 3, iFlix, TalkTalk and Tele­fon­ica.

In the most rapidly evolv­ing en­vi­ron­ments imag­in­able, CSG helps cus­tomers con­quer any chal­lenge with­out busi­ness dis­rup­tion. “We make their chal­lenges our own,” adds Shep­herd. “In the process, we en­able trans­for­ma­tive change with min­i­mal risk and max­i­mum value, and our cus­tomers emerge as win­ners in the mar­ket.”

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