Guest post by Sue Rudd, Director, Service Provider Analysis, Strategy Analytics
Digital transformation means many things to many people—but to communication service providers (CSPs) today, it means not only moving to ‘All-IP’ networking and the Cloud, but also digitally transforming their networks and businesses to add value with more customer-centric innovative new services. While most CSPs around the globe appreciate this imperative, many are not sure how to achieve it. To help providers sort through the digital transformation maze, Strategy Analytics just published a new whitepaper that outlines some initial thoughts on the necessary technology and business strategy CSPs must adopt to remain competitive.
Digital transformation requires a 180-degree turn from the traditional service provider approach to allow customers and marketing, rather than technology and networking, to drive services. They need to look at ways to grow revenue not just reduce costs. And CSPs need to deliver more personalized services that puts subscribers in control of their own online experience. (Watch this video to see my roundtable discussion with Nominum executives on this topic.)
The diagram below illustrates five critical components that enhance subscriber value as CSPs move to accelerate their position up the digital transformation curve and maintain strong customer loyalty.
DNS for Transformation
DNS is an often overlooked as simply a ‘utility’ platform for IP networking. Although it started as the ‘telephone directory’ for the Internet—matching user requests for application name domains to IP addresses for the requested resources—it can be leveraged to address the digital transformation imperative in a cost-effective way. DNS already resides in the control plane on all provider networks and offers a real-time picture of individual subscribers’ online activities and the resources they are requesting.
Top 7 Provider Concerns
With DNS technology like Nominum’s — that powers a large number of provider networks around the globe—CSPs are already addressing several of the top seven capabilities identified by UXP Systems earlier this year at Mobile World Congress as strategically important for digital service experiences:
1. Simplify the way users on-board to services and manage their services digitally
2. Capture user-level interaction data for every individual user of services
3. Be able to give each user specific privileges, preferences and access
4. Personalize self-care and service experience for every individual
5. Have a one-to-one relationship with every subscriber
6. Merge siloed users across different billing, care and service systems
7. Enable users to self-manage groups, sub-users and profiles
If you are a service provider struggling to get your arms around digital transformation and how to meet subscribers’ demands for a seamless, personalized experience—no matter where they are and no matter what device they are on—please take a look at the whitepaper. There are also some short, insightful videos that discuss the ins and outs of leveraging DNS for digital transformation and some strong use cases that demonstrate ROI impact. It would be great to hear any comments or questions you have so please feel free to post a comment below.
Sue Rudd is responsible for forecasting broadband network capacity, OPEX, CAPEX and service profitability for fixed and mobile service providers as prices, features and service bundles change and as broadband traffic explodes. She has consulted to multiple wireless operators and regulated Incumbent U.S. telcos on business and regulatory cases. Sue brings to Strategy Analytics a unique range of 20+ years experience across wireless, telephony and internet services.