Mobile World Congress Recap: 3 Key Takeaways on the Future of Mobile Communications

Posted: March 5th, 2015 | Author: | Filed under: Events | Tags: , , , , | Comments Off on Mobile World Congress Recap: 3 Key Takeaways on the Future of Mobile Communications

Comptel is in the trenches in Barcelona for Mobile World Congress, where the theme this year is all about living on the “Edge of Innovation.” Tens of thousands of attendees are here, all striving to explore how evolving mobile communications technology is changing the way we live, work and play.Comptel Operation Nexterday Mobile World Congress

We made our mark on MWC by launching our book Operation Nexterday at a special launch party Monday evening, and we were thrilled to share our game plan for the future of digital communications with a large crowd that turned out for drinks, tapas, and free copies of the book!

Some of the communications industry’s leading innovators and visionaries are in attendance for MWC, which is a big benefit to attendees who want to get a sense for how the industry is changing and where it is headed in the coming months and years. Here are three key takeaways we gathered from conference keynotes and sessions we attended:

1. Mobile Consumers Need Digital Confidence

In the event’s opening keynote on Monday morning, the chief executives from four of the world’s top operators – Telefónica, Vodafone, Deutsche Telekom and Telenor – shared their thoughts on how mobile will need to evolve to meet the demands of the future.

Panellist César Alierta, executive chairman and CEO of Telefónica, explained that nearly 43 percent of the world’s population – around 3 billion people – are connected to the Internet, and 90 percent of the world’s population is expected to have a mobile phone by 2020!

Comptel Operation Nexterday Mobile World CongressEach of these consumers will need to have “digital confidence,” or better control over their digital lives and privacy, explained Alierta. The industry will also need to support up to 50 billion new connected devices that make up the Internet of Things and the ‘industrial Internet.’

As a result, operators will need to embrace efficiencies that will enable millions of new customers to connect to the Internet and engage with new digital services. Alierta identified network quality, affordability and service attractiveness as potential areas of improvement for operators who anticipate a surge of new consumers.

2. Data Drives Context, Which Drives Mobile Opportunity

As we have discussed before, targeted marketing is one effective way to reach the digitally savvy Generation Cloud – but only 4 percent of enterprises have the resources, budget and promise to deliver on context and better serve customers, according to Andrew Harrison of Dixons Carphone. Harrison was one of eight panellists in a conference session that explored how businesses could gain the context needed to deliver engaging, personalised content to the right customer at the right time.

Panellist Peter Fitzgerald of Google UK described why context is so critical to the buying experience. Mobile means purchase opportunities arise regardless of location and situation, whether a consumer is at work, home or even sitting on a train checking their phone. Forty-two percent of consumers use their phone in a retail store to compare prices for a product they see on the shelf – a practice known as “showrooming” – but savvy retailers are taking the opportunity to reach these connected buyers by pushing relevant, in-the-moment offers to their devices right in the store, said Fitzgerald.Comptel Mobile World Congress booth

Businesses today can leverage contextual data to propel instantaneous, personalised offers, and mobile devices are the perfect starting point to find that data. Smartphones and tablets are at the centre of our digital worlds, and as a result, they’re an ideal resource for contextual consumer data.

3. It’s Mobile’s Moment. How Will You Connect Consumers?

Sundar Pichai, senior vice president of products at Google, described Google’s efforts to enable Internet connectivity for consumers around the world. As Pichai explained, consumers in the developed and emerging world may take connectivity for granted, but 4 billion people around the world currently lack access to the Internet.

Google’s efforts to expand connectivity include bringing Google Fibre to urban areas in Africa, and its Project Loon initiative, which uses a network of high-altitude balloons traveling in the Earth’s stratosphere to bring LTE speeds to rural areas around the world. Pichai also discussed the drone company Titan, a recent Google acquisition that designs lightweight solar-powered airplanes which act as “floating cell phone towers,” bringing connectivity to consumers below.

Pichai added that Google will work with operators to build services to deliver to newly connected consumers, but when asked how Google could justify its lofty infrastructure investments, he explained that “it’s mobile’s moment right now.” The bottom line? In the age of affordable connected devices, operators need to follow Google’s lead and embrace innovative ways of reimagining service infrastructure. Better-connected consumers present bigger business opportunities for the savvy service providers who can innovate in the new era of Generation Cloud.


What Exactly Happened at Mobile World Congress Last Week?

Posted: March 4th, 2014 | Author: | Filed under: Events | Tags: , , , | 1 Comment »

Mobile World Congress 2014 broke all the records of the previous year. With more than 85,000 visitors and 1,800 exhibiting companies in Barcelona, the event saw quite a bit of fanfare. Comptel was at MWC all week and we enjoyed being right in the middle of the action.

From Big Data to smartphones, connected cars to connected refrigerators, Mobile World Congress 2014 showed us a glimpse of what we can expect this year… and next year and the year after that. As a final recap, we decided to comb Twitter and see what topics had caused the most excitement.


Want to learn more about telco in 2014? Download our new eBook, “What Telco CMOs and CTOs/CIOs Are Thinking in 2014.”

In this eBook, we share exclusive, global executive research that highlights:

– Executive strategies for 2014

– Barriers to integration

– Technology priorities

– Attitudes toward data & planning

Download


Mobile World Congress Day 3: The Turning Point for Telco Networks

Posted: February 28th, 2014 | Author: | Filed under: Events | Tags: , | Comments Off on Mobile World Congress Day 3: The Turning Point for Telco Networks

The third day of Mobile World Congress was defined by the keynote session about Big Data and mobile, but the underlying theme was network infrastructure. Three CEOs in the space touched on the upcoming evolution of networks: Joe Tucci of EMC, Michael Combes of Alcatel-Lucent and Patrick Gelsinger of VMware.

The consensus was that mobile devices and the dramatic, sweeping changes in traffic requirements are going to fundamentally change the structure, dynamics and functions of networks around the world.

“I believe we are just at the beginning,” said Combes.  He emphasized the importance of a structural change to build networks for the customer habits of tomorrow. “We clearly have to see the network differently to deliver the scale and elasticity required for new applications.”

Networks, in Context

Combes charged that the whole telecommunications industry is at a turning point that started about five years ago, when an increasing number of mobile devices entered the scene. He estimates that there will be a 440 percent increase in cloud and datacenter traffic between 2012 and 2017, but many communications service providers (CSPs) are still building networks with a legacy footprint.

Combes highlighted the debate taking place about the need for more intelligent, faster networks and how networks and the cloud are becoming more integrated. He touched on how this is changing the dynamic of the industry, because network operators will be deploying across a unified cloud platform and datacenters will be shared by multiple tenants.

“In Europe, there still aren’t enough investments in network and IT,” he said. “[CSPs] have no other way but to compete on price, as opposed to innovation.” He believes that networks must adapt to user needs and become user-aware.

Comptel’s vision of contextual intelligence at every touchpoint plays right into this line of thinking.

Infrastructure 2.0

Joe Tucci, the CEO of EMC, discussed the phenomenon as well.

“What’s happening is IT is bleeding into networks and vice versa,” he explained. “We call it the 3rd grade platform of IT.” He added that developers will rule in the future. They will look for platforms that help them create new and innovative solutions. And a lot of those platforms will be in the cloud.

Patrick Gelsinger of VMware picked up the conversation by explaining how virtualisation is bringing efficiency and savings to networks that used to rely upon physical servers. He added that VMware has actually virtualised 70 percent of the company’s own servers.

Comptel has been very excited about the potential held in software-defined networking (SDN) and network function virtualisation (NFV). If the expected benefits of lightning fast speed, agility and real-time responsiveness are realised, these new networks will empower CSPs to deliver better, more personalised customer experiences than ever before. It was great to hear that other companies in the space are working toward similar goals.

The telecommunications industry is indeed at a turning point and with the right infrastructure, CSPs will be able to meet both customer and business goals in new and creative ways.


Want to learn more about telco in 2014? Download our new eBook, “What Telco CMOs and CTOs/CIOs Are Thinking in 2014.”

In this eBook, we share exclusive, global executive research that highlights:

– Executive strategies for 2014

– Barriers to integration

– Technology priorities

– Attitudes toward data & planning

Download


Mobile World Congress Day 2: Getting Big Value Out of Big Data

Posted: February 25th, 2014 | Author: | Filed under: Events | Tags: , , , | Comments Off on Mobile World Congress Day 2: Getting Big Value Out of Big Data

The first day of Mobile World Congress was a busy one, full of panels, speeches and workshops. When Day Two began, I knew it was going to be another exciting one, full of insights from thought leaders across the telco industry. Today, one of those thought leaders was Comptel’s VP of Analytics and Technology, Matti Aksela. Matti was a participant during the morning panel session, “Big Data Goes on Stage.” He joined executives from Blancco, Creanord, Omnitele, Tieto, and Tecnotree to discuss the current state of Big Data and the changes we can expect to see over the next several years.

Big Data is still a fairly difficult term to define. At Comptel, we believe that the term is a new label that’s being applied to something fundamental – the ability to build a business strategy around customer data. The panel acknowledged this, noting that telcos are handling petabytes upon petabytes of information that could potentially be useful to the business.

But what do telcos really need to make the most out of Big Data?

The Foundation of Data is Infrastructure

Tomi Paatsila, CEO at Omnitele, explained that scalable infrastructure is integral to Big Data analytics, because organisations have to be able to adapt to different traffic environments. Matti added that scalable infrastructure also needs to support different types of data to effectively consolidate all that information.

Part of that requirement is due to the emergence of new virtual machines (vms). Ideal infrastructures will have to be vendor-agnostic, providing a seamless integration for the technologies of yesterday, today and tomorrow. As Lucas Weber, product manager at Blancco pointed out, both virtualization and the rise of cloud computing have added new layers of complexity to the data that infrastructures must be able to handle.

However, collecting and processing all those petabytes of data can still be a cumbersome (and expensive) task for telcos, especially if they attempt to do so manually.

Automation for the Next Generation

The panelists agreed that automation is a key element to any Big Data solution. They also agreed that it’s important to analyse end-user behaviour at every possible touch point, a particular science of the customer experience that Comptel has championed for a long time. When telcos can collect contextual intelligence at every touch point, execs can make informed business decisions based on real-time, segmented customer interactions.

Matti often observes organisations that are frustrated with the results of their Big Data solution, because business leaders didn’t identity a specific motivation behind implementation. As Matti said on today’s panel, “The key is to start looking for value out of the data right away.” To do that, telcos need to decide which business problem can be solved with the help of Big Data. In Matti’s experience, the top use case is churn reduction.

Weber summed up the panel conversation perfectly: “At the end of the day, consumers and enterprises should benefit from Big Data.” As telcos strive to become customer-centric companies, the ability to efficiently utilise Big Data to create a better customer experience will be an important factor in their success, or their failure.


Want to learn more about telco in 2014? Download our new eBook, “What Telco CMOs and CTOs/CIOs Are Thinking in 2014.”

In this eBook, we share exclusive, global executive research that highlights:

– Executive strategies for 2014

– Barriers to integration

– Technology priorities

– Attitudes toward data & planning

Download


Mobile World Congress Day 1: Customer Experience, Disruption Reign Supreme

Posted: February 24th, 2014 | Author: | Filed under: Events | Tags: , , | Comments Off on Mobile World Congress Day 1: Customer Experience, Disruption Reign Supreme

At long last, the wait is over. The hype and speculation and planning has come to an end and this year’s Mobile World Congress begins. The leading authorities in the telco field have all come together to share their thoughts on the current state of the industry, as well as what lies ahead.

Day One of the conference featured speeches by a number of industry experts and one of the central themes throughout the day was customer experience. Everyone at Comptel has been excited to hear this renewed emphasis on delivering better service. We’ve worked hard to enable communication service providers (CSPs) to become customer-centric organisations. The goal to deliver a better customer experience is already helping break down traditional silos that exist between CMOs, CTOs and CIOs and, in the future, this may become a make-or-break priority for every telco business.

For example, Jon Fredrik Baksaas, chairman of GSMA and CEO of Telenor Group, believes that huge commitments from mobile operators to customers will be necessary going forward. He explained that, by 2020, there would be 22 billion mobile broadband connections and 200 million LTE connections, so telcos must be able to differentiate themselves by offering the best customer experience possible. Ahmad Julfar, Group CEO at Etisalat advised mobile operators to embrace increasing customer demands, from greater efficiency to personalised experience. In order to accomplish that, companies must have the right technological capabilities and a spirit of innovation.

Sirgoo Lee, CEO of Kakau Group, took this concept a step further, saying that innovation is not enough. He believes that organisations must be completely disruptive. And who better to harp on the importance of disruption in the telco industry than Jan Koum, founder and CEO of WhatsApp? Today, Koum highlighted the company’s most recent disruption – the introduction of a voice product. While this voice product stole the spotlight today, moving forward, Koum believes that data is going to be key for continued disruption.

The power of data is something that Comptel has believed in for years. In fact, it’s for that very reason that our VP of Analytics and Technology, Analytics Business Unit Matti Aksela shared his insights on what it takes to successfully deploy a Big Data strategy in advance of this year’s event.

As Mobile World Congress 2014 unfolds this week, we’ll be curious to see what other central themes emerge in the keynote presentations. For now, though, it’s clear that the priorities we’ve set for 2014 reflect the changing needs of the telco industry. Be sure to keep checking back in for continued roundups and thoughts on this year’s event!


Want to learn more about telco in 2014? Download our new eBook, “What Telco CMOs and CTOs/CIOs Are Thinking in 2014.”

In this eBook, we share exclusive, global executive research that highlights:

– Executive strategies for 2014

– Barriers to integration

– Technology priorities

– Attitudes toward data & planning

Download


Comptel and Big Data at Mobile World Congress 2014

Posted: February 24th, 2014 | Author: | Filed under: Behind the Scenes, Events | Tags: , , , , , , | 1 Comment »

You probably have not been able to avoid hearing the term, “Big Data”, nor about the expectations of its limitless possibilities for communications service providers (CSPs). CSPs have a unique opportunity to delve into the spectrum of network, customer, service and other information at their fingertips and flowing through their OSS/BSS, eventually using it to improve both internal operations and customer-facing processes.

But Big Data sadly often means Big Projects. It is not just management of the three core “Vs” – volume, velocity and variety – that contributes to this, so can the setup of the technology to store and collect the data. But often, the biggest challenge stems from the fourth “V”, or value. What do operators need to do in order to drive true value from Big Data? I believe that there are some key requirements for being successful here:

  • Have a strategic business objective to focus on. Do not just collect data for the sake of collecting data, but have a goal in mind and a roadmap of what to do to drive more value when you reach that goal. (Buy-in from the boardroom, of course, helps, too, especially with issues like breaking down organisational silos.)
  • Don’t start with a blank slate. It’s important to have a set of proven, productised applications to address your business pains, whether it be customer experience-driven like smart throttling or network-focused for proactive service management, for instance.
  • Collect experience and learning in your organisation if you see information as your key asset, but don’t wait until you have built an experienced team to do so – have that as your plan, but start generating value from operational applications from the get-go.

And that’s where Comptel comes in. We’ve been developing our Big Data offering to help CSPs give their initiatives a running start, and also  supply them with the tools to support information-based decision-making and derive the true value they’ve been looking for – quickly and in a future-proof and extendable way – to solve acute business pains and build on that success.

Comptel provides a true Big Data solution, addressing all key components of the Big Data process:

1)     Data Ingestion: Integration, importing and formatting of historical and real-time data from CSPs’ own data sources, combined with external data for a truly holistic view of the business. This is powered by Comptel’s proven technology used in our mediation solutions.

2)     Data Management: Transformation, correlation, enrichment and manipulation of data to ensure optimal usability, and using the most appropriate methods to store data—whether it be Hadoop for unstructured data, massively parallel processing databases or in-memory data grids.

3)     Data Analysis: Highly accurate, real-time predictive analysis, modelling and reporting, powered by machine learning.

4)     Business Analytics Applications: Productised solutions to solve acute business pains, utilising the whole Big Data solution to drive immediate value.

One important aspect of Comptel approach’s is the utilisation of both historical and real-time data to drive true value—we do not see these as separate discrete steps of a process, i.e. building a predictive model and then applying triggers based on the model’s predictions, but instead having the predictive model applied in the real-time data stream to reap and benefit from contextual intelligence.

Clearly, Big Data analytics is reshaping the telco landscape. According to our recent research supported by Vanson Bourne, about two-thirds of telco executives (64 percent) say they are already in the process of leveraging Big Data to improve customer service, for instance. This is the time for Big Data to show that it is not just a hyped concept but a true generator of value—and we believe that the way to do that is through scalable, Big Data solutions designed to achieve and build on CSPs’ business objectives from day one.

To discuss how contextual and operational intelligence can augment CSPs’ efforts, come to our booth (Hall 5, Stand 5F41) at Mobile World Congress 2014. Look forward to seeing you in Barcelona this week!


Want to learn more about telco in 2014? Download our new eBook, “What Telco CMOs and CTOs/CIOs Are Thinking in 2014.”

In this eBook, we share exclusive, global executive research that highlights:

– Executive strategies for 2014

– Barriers to integration

– Technology priorities

– Attitudes toward data & planning

Download


Mobile World Congress 2013: Guest Speakers on LTE, Analytics

Posted: March 1st, 2013 | Author: | Filed under: Events, Industry Insights | Tags: , , , , | 4 Comments »

As I mentioned the other day, Mobile World Congress was filled with excitement, with a robust exchanging of ideas among the various attendees and our customers and partners, as we look to the future of telecom. At the show, we were happy to further some of the discussions on LTE and analytics by welcoming a few guest speakers to Comptel’s booth.

The founder of operator benchmarking consultancy tefficient, Fredrik Jungermann, took us through how to pinpoint the right LTE customers. He first mentioned that not as many LTE customers are signing up as operators would like, but the numbers are rapidly growing. For example, 58% of Korea’s data traffic was over LTE in December 2012, and, likewise, Tele2 in Sweden saw an LTE penetration of 40%.

Fredrik explained that we’re transitioning away from a world of unlimited data, with more demand now put on unlimited voice and text. Of the smartphone data that is being used, 60% is through Wi-Fi, which is going un-monetised. With this in mind, he posed the question: what if operators could turn things around and monetise this traffic using LTE or operator-owned Wi-Fi?

Fredrik Jungermann at Mobile World Congress 2013

The upsides include basic monetisation, which will mainly be based on volume, and as data traffic grows over the top (OTT) players can become an additional source of revenue. Further, offering shared data plans will help enable unused devices and drive revenues even further. The downside to this, though, is that it can be costly to supply LTE handsets, as they have the highest specs. Analytics can help match the expensive and rare handsets to the right customers – dynamically based on individual customers’ needs and behaviours. Overall, this is much more efficient than providing subsidised LTE handsets to everyone.

Additionally, we heard from Zain Kuwait’s director of management information systems, who delved into the various ways the company is improving the customer experience with analytics. If you are interested in learning more about this presentation, as well as Fredrik’s, please email comptel.marketing@comptel.com.

What did you think of this year’s Mobile World Congress? We’d love to hear your favourite highlights and if you heard any interesting news or stats around LTE and analytics. Safe travels home to all!


Mobile World Congress 2013: Qtel Rebranding

Posted: February 28th, 2013 | Author: | Filed under: Events, Industry Insights | Tags: , , , | 2 Comments »

Here in Barcelona, I had the fantastic opportunity to attend an exclusive Qtel event in which the company unveiled its new brand: Ooredoo. This translates to ‘I want’ in Arabic, which reflects the telco’s new focus on customer centricity and catering to end users’ desires. Examples of this vision include statements like: “I want a service that reflects who I am”, “I want the world to smile with me”, and “I want to fly higher”.

QTel new brand launched at MWC13

There were an amazing number of people who spoke at the launch, including Cherie Blair on her charity for women, the general of the International Telecommunication Union, the director general of the GSMA, Qatar’s Olympic medallist from the summer 2013 games, and the CEOs of Qtel Qatar and its subsidiary, Indosat. It was also announced that football star Lionel Messi is the operator’s new global brand ambassador, although he was unable to attend due to an important match.

Ooredoo strides to enrich people’s lives by understanding every single person’s wishes and dreams, and looking at how they can be fulfilled regardless of income or demographic. With this thinking, mobile services and Internet will be more broadly distributed in order to evolve the mobile economy, for prosperity, equality and beyond.

It was clear that the operator is really committed to people’s needs, as both connecting and challenging customers was stressed. It’s leading a Millennium initiative with the GSMA to help alleviate the burdens of poverty, simplifying broadband access so more people have the opportunity to educate themselves.  The CEO of Indosat, Alex Rusli, explained that island people previously had to travel up to four hours for the closest services. After access was made available where they lived, they started to grow and develop. The moral of this story is that rural communities should have the same opportunities as those in the city – everyone deserves an opportunity to grow.

Adding to this is a particular emphasis on women. For instance, the company is rolling out a special program in Iraq specifically for women where the tariff decreases after three minutes of a voice call. Since women tend to talk for longer periods over the phone, they can now enjoy less expensive calls. There are also going to be more female staff serving women at various points of sale and an initiative to help women establish businesses – checking the price of fabric, for example, to ensure they are not overpaying.

Every person wants to grow, and Ooredoo is providing the opportunity to do so by contributing to social business, enriching people’s lives and connecting the world. What do you think of Qtel’s new brand? Leave your comments here or email us at comptel.marketing@comptel and share your thoughts about the 2013 Mobile World Congress!


Mobile World Congress 2013: Live from Barcelona!

Posted: February 26th, 2013 | Author: | Filed under: Events, Industry Insights | Tags: , , , , , , , , , , | 3 Comments »

Comptel booth_6C30The excitement was (and still is) palpable here in Barcelona, as Mobile World Congress kicked into full gear yesterday. The keynote sessions on day one did not disappoint, with four of the largest mobile operators across the globe outlining their business strategies over the past year and looking ahead to 2017 and beyond. First up was chairman of the GSMA and CEO of Telecom Italia Group, Franco Bernabè, who stated that spectrum, privacy and investments must be the key focus for mobile operators moving forward.

Sixty-two million wireless connections are already using LTE, and this number is expected to grow to 920 million by 2017. Spectrum, then, is clearly a priority. However, as Bernabè explained, it’s critical to do more than simply having the right amount of spectrum—mobile operators must ensure that it is also harmonised across the world, in turn, making mobile services more affordable for consumers.

Privacy is another element for operators to consider, as mobile phones are carrying an increasing amount of personal information. With $350 billion compromised this year due to security risks, there is a clear place for mobile operators to become central in secure identity and access management.

Finally, Bernabè urged, operators must find a balance between competition, innovation and investment. Investments will depend on three factors: economics of scale, foreseeable business environments and up-to-date regulatory frameworks. He continued saying that operators must remain committed to Near Field Communications (NFC), LTE and voice over LTE (VoLTE) to create economically viable competition, especially in regions where excess competition is depressing the markets.

Following the opening remarks, GSMA’s director general, Anne Bouverot, moderated a discussion on the challenges and opportunities for mobile operators. AT&T’s president and CEO, Randall Stephenson, believes that we’re moving from a period of wireless experience on mobile devices to one where connectivity is always assumed and new services, like home security and mobile wallets, can be layered on top.

Next, China Mobile’s chairman, Xi Guohua, added that operators should be more concerned about OTT competition, which can erode the value of services. He suggests consolidating industry resources, like networks and devices, to gain a competitive advantage in the value chain. Additionally, Xi believes there is an opportunity with LTE to strengthen collaboration among the Internet of things, such as M2M, which will increase dialogue and align interests for the world’s operators.

Adding to this, Telefonica’s executive chairman and CEO, César Aliert, stated that operators need to lead the ecosystems into a healthy future by implementing new commercial models to better serve customers and change market dynamics. This includes breaking the taboos associated with network rollout and providing the best experience possible to customers.

Then, Vodafone’s CEO Vittorio Colao dove into how his group of operators is transforming in this digital revolution. Interestingly, he noted that more than a quarter of mobile users check their phones at the dinner table, and 66 percent sleep with their phones. Life is clearly mobile, and this is only going to increase. Because of this, Colao stated that operators need to enrich the customer experience with other services. Winners will be those who have the best products and lowest prices and are most willing to compromise and put in the work.

So far, the keynotes have been exciting to listen to, and the show floor has been packed! We’re looking forward to attending more sessions and meeting our customers, partners and other across the industry to share ideas about our changing telco landscape. In the meantime, stop by our booth in Hall 6, stand 6C30!


Delivering Contextual Intelligence at Every Touch Point – Comptel at Mobile World Congress 2013

Posted: January 25th, 2013 | Author: | Filed under: Events, Telecom Trends | Tags: , , , , , | Comments Off on Delivering Contextual Intelligence at Every Touch Point – Comptel at Mobile World Congress 2013

For marketers in the ICT industry, the first quarter of the year is traditionally packed with key activities, which set tone and present the themes for the coming quarters. Mobile World Congress (MWC13) is one of those major events where most of us put a lot of effort to showcase something new and innovative that captures the attention of the public.

We at Comptel believe that Contextual Intelligence at Every Touch Point helps Communications Service Providers (CSP) to connect emotionally with their customers to make and save money.

We thought that we were early with the preparations on the themes, spearheads and the actual marketing elements that we wanted to share prior to the event and at the actual event.  We surprised our advertising agency with a reasonably well documented storyline and spearhead descriptions. So we all thought that we are ready for execution and have more than enough time.

When executing our plans, we once again met the same challenges as also the CSPs face when trying to seamlessly launch multi-device and multi-channel services, which their customers demand. Considering how fast the suitable tools and technologies develop, this might sound like a piece of cake. However, the variety of available devices, browsers and releases is endless, and the testing and fine-tuning the applications can be quite an exhausting task – especially if the application in question  contains any additional elements besides  text, still pictures or videos that are stored, for example, in YouTube.

The complexity of the CSPs’ service creation and delivery environments cannot even be compared to our small project. However, this served as a good reminder for us at Comptel,  that the service experience consists of such a big number of variables that the solutions we develop to handle the provisioning and activation of customers and services efficiently and effortlessly are indeed needed.