Here’s an existential question: if you don’t think or talk about the Internet of Things (IoT), do you even exist?
With the increasing number of IoT use cases on display at telco events, that could soon be the reality. It’s no surprise to hear that, according to the findings from the Mobile World Live Annual Industry Survey, IoT is the most attractive new business area for businesses in 2017. IoT, together with 5G, NFV/SDN, artificial intelligence, analytics, and automation, was among the most frequently discussed, debated and showcased topics at this year’s Mobile World Congress.
Discussions at MWC17 focused not on IoT theory, but rather the practical development of IoT applications and solutions, along with tangible real-life use cases. IoT solutions are expected to make life easier, healthier and smarter, and help to conserve the scarcest resource in an individual’s life: time. The solutions keep cities cleaner, safer and more secure. Tens of billions of sensors and connected devices will allow the digital economy to impact every aspect of our lives and improve the quality of life.
A number of these use cases were on showcase at MWC17, ranging from health services to IoT-enabled camera drones, location services to smart lighting, fitness to augmented reality/virtual reality (AR/VR), smart factories to connected dogs, and autonomous cars to self-service retail stores, to mention a few. Never before MWC had exhibited so much IoT, with leading Tier-1 operators demoing a range of practical solutions including a theft prevention solution for cars, mopeds and bikes, smart rubbish collection, livestock tracking, remote city lighting control, and remote health monitoring.
The conversation also revolved around the IoT network, including looks at LoRa, Sigfox, NB-IoT, LTE-M and 5G. 5G was heavily discussed throughout MWC17, in particularly in relation to certain IoT use cases like driverless cars, robo-taxis and remote surgical operations that mandate ultra-low ’millisecond’ latency, vast amounts of data, and frictionless, stable and high bandwidth data speeds. For example, Renault-Nissan has set a goal to roll out 10 car models with autonomous driver functionality by 2020. At the same time, LoRa Alliances and Sigfox are both rapidly expanding globally: LoRa, with its 400+ strong member alliance, has 34 publicly announced operators and Sigfox is already available in over 30 countries.
Discussions around advanced sensor technology noted the remarkable size and duration of the batteries that power these devices. IoT-enabled sensors are extremely small, but their batteries can last for up to 10 years, enabling the long-term monitoring of movement, location, temperature, skin moisture, activity, blood pressure, heart beat and many more factors. We also learned about a new material called Graphene – invented in 2004 and later the subject of a Nobel prize in physics – that enables the development of entirely new active sensors that could even be installed inside the human body.
Far away are times when MWC was just a showcase for telecom technology. Other industries presence has become a norm, the IoT is enabling the creation of intelligent and connected systems that will mean the entry of more new players, startups and industries at MWC. Car manufacturers, financial service providers, media companies, medical companies, smart city operators, transportation companies, retailers, industrial companies, agricultural entities and many more are involved or starting to get involved as they try to get their hands on with the latest transformative IoT solution.
At the same time, operators certainly need to talking to those businesses to seek new avenues of revenue growth. By enabling digital services for IoT, telcos can dramatically expand their number of potential customers enjoying digital services. In time, operators will see, meet and cooperate with many more of these use-case driven players in events like MWC.
We’re winding down after an incredibly exciting and energetic few days in Barcelona for Mobile World Congress 2017. The team here at Comptel has set a goal to out-do itself at every annual MWC by making an even bigger impact than the year before. We definitely feel we accomplished that this year, with so much going on:
Check out how our booth, which doubled as a video game screen, came together:
Thanks to all those who paid a visit to our booth – it was well-visited, meeting rooms were fully-booked and we had a busy few days showcasing our solutions to customers, partners, analysts and media.
As for the full show, #MWC17 also had plenty to offer in terms of insights, announcements and industry excitement. Here are a few takeaways from several top keynotes last week:
John Stankey: Customers are The Ultimate Barometer of Success
In his keynote, AT&T CEO John Stankey said that the voice of today’s telco customer carries more weight than it has in the history of the telco industry. Customers want appreciation, personalisation and simplicity. They want to live their life on their terms and to get more for less. CSPs need to get comfortable feeling uncomfortable to live up to the expectations of today’s customers, said Stankey.
To succeed, telcos must build engaging digital platforms. What matters the most is how many hours your customers spend on your platform and how much of your full range of personalised services and content they enjoy, he added.
Stankey listed what he believes are the main engagement principles for future telco platforms:
Video will be the dominant playing field
Multi-sided business models will remain important
Content that is compelling matters
Integration matters for value and convenience
The product is software
Most importantly, the product is software that captures the customer’s imagination. Vertically integrated products do not have a future any more, said Stankey. Instead, it’s all about software that goes beyond ubiquitous connectivity, contributing to greater customer experience and a stronger emotional bond to content. Software is the product wrapper that reengineers entertainment and glues everything together.
Vivendi on the Future of Mobile Content
With strong positions in music, entertainment and gaming, Vivendi has a unique perspective on the various types of digital content today’s mobile consumer craves. In his keynote, CEO Arnaud de Puyfontaine explained that telcos will be able to offer mobile content through partnerships with companies like Vivendi.
The company’s mobile short studio, called Studio+, produces 10 episodes of a series, with each episode at 10-minutes in length, a model that de Puyfontaine said is perfect for bite-size mobile content experiences. His company is now developing telco partnerships to roll out the content, which in turns helps CSPs dip their toes into an innovative digital service channel.
Vivendi tried to purchase its own telco subsidiaries in the early 2000s, he explained, but that failed strategy pointed the company toward a more flexible horizontal convergence model. Strategically, telco partnerships will provide Vivendi and its partners scale and agility, said de Puyfontaine.
Disruption at the Network Edge
Executives from three mobile leaders – Sprint, Deutsche Telekom and Nokia – discussed the importance of edge computing to serving the new mobile economy. The panel included Günther Ottendorfer, COO, Technology at Sprint, Bruno Jacobfeuerborn, CTO at Deutsche Telekom and Michael Clever, SVP Mobile Broadband at Nokia.
Edge computing brings network functions physically closer to the consumer to, among other things, dramatically reduce network latency. A number of factors drive this trend, including the growing number of connected devices (from VR/AR to connected cars) that require continuous broadband connectivity, and the emergence of 5G. For example, Sprint is diversifying its core network by deploying thousands of small cells instead of microcell towers, according to Ottendorfer.
Meanwhile, Deutsche Telekom has joined the Telecom Infra Project, a community initiative to re-imagine how telco networks support data-intensive services like video and virtual reality. According to Jacobfeuerborn, video will account for 80 percent of the world’s mobile data traffic by 2021, which means telcos need to work now to bring better connectivity closer to the consumer.
Nokia’s Clever spoke to the benefits of new network technologies – including a shared data layer and a stateless machine architecture – to introduce endless capacity, scale and robustness to the network. Real-time analytics of network data could radically reduce the complexity and costs of the network and help telcos generate new revenue streams by better leveraging network assets and customer data, Clever said.
It’s an exciting time at Comptel! Our team is counting down the days to Mobile World Congress 2017, one of the biggest events of the year.
We have so much to announce and discuss, including the release of our new book, “Nexterday: Volume III,” and the results from our new research report, “The Power of Personal.”
As the third volume in our Nexterday series, the book covers the most important steps you as a telco need to take in your digital customer and service journeys. The research, which includes an official report, eBook, infographic and videos, surveyed real mobile customers to give you a better sense of their expectations for personalisation.
If you’re heading to Barcelona, you can get your hands on a hard copy of the new book and our research report by visiting our booth in Hall 5 at Stand 5G40, or you can email email@example.com to book an individual meeting.
But, those aren’t the only reasons to meet up with Comptel at #MWC17. Here’s a few more:
We’re Hosting a Fireside Briefing with Deutsche Telekom
Telcos hear all about the importance of network innovation, but what does it really look like in practice? Our fireside briefing is the perfect opportunity to find out.
On 28 February at 6 pm, visit the Comptel booth for an in-depth panel discussion about the Deutsche Telekom Pan-Net project, which will cover everything you need to know about DT’s ambitious plan to centralise digital service production for 13 national companies in one location. The panellists include:
Sven Hischke, Managing Director, Deutsche Telekom Pan-Net
Iulian Stoica Petrescu, Pan-Net Enterprise Architect, Telekom Romania
Juhani Hintikka, CEO, Comptel
Antti Koskela, EVP Service Orchestration, Comptel
Martin Beyer, Sales Director, Comptel
I’ll be moderating the discussion, and there will be a brief period for Q&A. The DT Pan-Net story is a really remarkable story of network innovation and disruption, so you won’t want to miss this chat.
We’re Talking Customer Engagement with Salesforce
Right after the Deutsche Telekom panel, I’ll cover off some of the top highlights of our “Power of Personal” research report, which explains how personalisation can be a difference-maker for service creation and revenue generation.
Then, Comptel EVP Intelligent Data Niilo Fredrikson and Salesforce Director of Product Management Communications Mustafa Oyumi will introduce our joint “Best Next Engagement” solution, which will provide a model and method to achieve powerful customer engagement. Don’t miss it.
We’re Hosting a Party at Esferic
Salesforce is also joining us to throw the coolest #MWC17 party in town, on Wednesday 1 March at 7 pm at Esferic. We’ll have live music, an open bar and finger food, plus plenty of networking opportunities. Tickets are free but limited to just 300 spots – be sure to follow Comptel on LinkedIn or stop by our booth to pick up your ticket!
We’re Smashing Telco Myths and Hosting #Nexterday Demos
Sick of hearing the same tired telco myths over and over? We are too, so we’re setting up a Telco MythSmasher in our booth, where you can stop by and destroy the most annoying misconceptions about service transformation and customer experience. You’ll have the chance to compete – the top three myth smashers will get a cool prize for their mobile device.
While you’re at the booth, be sure to ask for a demo of our new solutions, including:
Digital Customer Journey – Personalised digital services, at your fingertips. Check out:
My Digital Moments, which leverages the capabilities of FASTERMIND and MONETIZER
Salesforce customer engagement powered by Comptel FASTERMIND
FWD, the Digital Sales Channel. An easy and contextual way for operators to boost ARPU and increase digital service consumption by selling time-based data access.
Digital Service Journey – OSS modernisation through to full Digital Service Lifecycle Management with the FlowOne suite
IoTed™ – An IoT-driven app that helps users answer the question “Are you well?”
Comptel is planning to make this year’s show our biggest and best Mobile World Congress yet, and we want to join the fun. Find us in Hall 5 at Stand 5G40, or email firstname.lastname@example.org right now to book an individual meeting.
This year’s Mobile World Congress (MWC) was another exciting one for Comptel. We launched a new book, Nexterday: Volume II, and Nexterday.org, an online magazine and reader community, threw a party, and met with many operators who were interested in learning more about transforming their business to address the demands of digitalisation, as well as partners, analysts and media. When it comes to effectively transforming to a digital company, one of an operator’s biggest assets is customer data.
A consistent theme throughout MWC 2016 was the idea that operators are sitting on a store of customer data that, like an untapped oil reserve, could deliver rich insights that lead to significant revenue opportunities. Rising interest in the Internet of Things (IoT) isn’t making matters easier – we saw a flood of manufacturers demonstrating their latest connected devices, from cars to wearables, at MWC 2016, plus a fair share of big thinkers promoting their vision for larger-scale, IoT-enabled operations, like smart cities. Here are takeaways from the MWC panel “Operator Customer Analytics,” where those challenges and opportunities were discussed.
The Operator Perspective
Operators have always collected data, but the ways in which they pool, interpret and act on information has changed as technology and processes evolve.
Kuan Moon Yuen, CEO of the consumer group at Singapore-based operator Singtel, explained that his company has developed a more sophisticated analytics estate by pooling insights from multiple data sources. Customer data usage has always been important to telcos, but Singtel stressed that analysing other information – location, device and real-time contextual metrics – allows operators to deliver tailored network optimization, better customer support and predictive, real-time marketing.
Dr. Jiwon Ashley Joo of SK Telecom agreed that context changes the way operators can serve customers. Her company changed its analytics framework to gain a more holistic view of how its customers interact with various services. This type of observation led to service innovation, including a popular new connected wearable device for kids and pets. As these new services are used, the operator collects even more information about its users, which inform future initiatives.
The Standards Association Perspective
Of course, it’s easy enough to point out operators’ need to mine, interpret and act on their substantial data reserves. Rob Rich of TM Forum clarified the challenge by reminding MWC panel attendees of the significant skills gap that prevents many operators from actually putting these ideas into practice.
Of the substantial volume of data currently floating out there in operator environments, a small percentage – about 5 percent, said Rich – is actually actionable. To increase that percentage, operators need to develop an organizational culture for sharing data, and raise their level of sophistication when it comes to leveraging data.
That underscored what’s perhaps the biggest challenge operators face in maximizing customer data: they’re already a bit behind the eight-ball. For digital-born companies like Google and Facebook, a data-centric culture, mindset and competency is already built-in. Telcos need to change to acquire some of those qualities.
The Customer Engagement Automation Solution Perspective
So, if the objectives are to combine multiple insights from disparate data sources, get smarter about how your organisation manages and analyses data and change the culture of your organisation to be more data-centric, what’s your next step?
Third-party partnerships can help operators improve their level of sophistication around analytics initiatives, even democratising analytics insight, so anyone from IT to marketing to sales can make smarter decisions about customer information. Analytics platforms bring together raw data from multiple sources, enrich it to provide context and drive the right actions instantaneously. These solutions enable automated and real-time decisions and actions, helping businesses keep pace with fast-changing buyer needs and wants.
The biggest opportunity here is in real-time and contextual marketing: an operator who learns a customer is running low on mobile data while that individual is listening to a streaming music app has the chance to deliver a highly relevant and compelling top-up offer at the perfect time. It’s how marketing can and should work if you’re able to act in real-time with the right information about your customer.
Learn more about how successful operators leverage customer analytics data in our new book, Nexterday Volume II.
There’s no bad time to visit Barcelona, but the Comptel team is especially excited to head to Spain for next week’s Mobile World Congress, which runs from 22-25 February. The reason why? We have big plans to follow up last year’s show with even more transformative announcements for operators, and you can learn all about them by visiting our booth – stand 5G40 in hall 5.
MWC 2015 was a significant show for Comptel, because it’s where we debuted “Operation Nexterday,” our framework to help digital and communications service providers transform their businesses and thrive in the post-digital era. We launched a book, threw a party and shared our vision for new sales, marketing and service playbooks with the world.
Operation Nexterday took off. It inspired our first anti-seminar, Nexterday North, and we’ve seen how it’s changed the way our customers and partners talk about business opportunity in the era of digitalisation.
At MWC 2016, we want to keep our foot on the gas and build on that momentum. We’ve declared 2016 as a year of action and execution, when telcos take the Nexterday concept a step further and commit to transformation. We’re ready to help our customers and partners take action. Here’s how:
Nexterday: Volume II
Our first book introduced readers to the four factors creating the need for digital transformation: evolving buyer expectations, new monetisation strategies, advancements in telco infrastructure and the need for rich data insights.
This year’s sequel – a hard copy of which you can pick up at our booth, stand 5G40 in hall 5 – explains exactly how you can tackle each one. It also includes even more contributions from experts and visionaries both within and outside telco, including economist Dr. Kjell Nordström, business experts Stefan Moritz, Mark Curtis and Jeetu Mahtani, and analysts Stewart Rogers, Fredrik Jungermann, Caroline Chappell and Steve Bell.
What’s a trip to Barcelona without a party? We’re hosting 400 people for a #Nexterday party on Wednesday 24 February starting at 7 pm CET. This isn’t the usual cocktails and canapes affair – we’ll have live performances, a DJ, superhero nitro cocktails, an open bar, bus transportation to the city centre and plenty of networking opportunities. You can pick up an exclusive ticket at the Comptel booth or at the stands of one of our partners: Salesforce, IBM, Tata Consultancy Services, Tech Mahindra, CloudSense and Hitachi.
Operators who stop by our booth can get a first-hand look at Comptel FWD, our disruptive digital sales and marketing channel for operators that creates a faster, convenient and more personal mobile buying experience for consumers. It’s a radical new way for operators to sell mobile services, and it’s how operators will connect the next 2 billion internet users to the Web.
We’ll feature guides to help operators complete their digital business and IT transformations. Topics include cloud transformation, NFV service orchestration, IoT, agile elastic portfolios and automated contextual engagement.
Multi-Touch Demo Wall
Our demo wall will visualise how real-time data sources can be seamlessly connected with content and customer profiles, and then instantly turned into contextual, omni-channel actions for better business outcomes.
For Comptel, MWC 2016 will be about celebrating a year’s worth of progress and issuing a challenge for operators to take action. We invite you to join us in transforming for the better in 2016.
To book a meeting with Comptel at Mobile World Congress 2016, contact your Comptel account manager or send us an email at MWC2016@comptel.com. And be sure to stop by our booth, stand 5G40 in Hall 5, to pick up your copy of Nexterday: Volume II and get a ticket to the #Nexterday party.
For Comptel, the past year has been all about sharing our ideas around the digital business transformation operators must undergo to deliver perfect digital moments to customers. Now, we’re challenging operators to take the next step and put those ideas into action.
We’ve published Nexterday: Volume II, a follow-up to our previous book, Operation Nexterday. You can pick up a hard copy of the book at this year’s Mobile World Congress or download a digital version by visiting our new online magazine and community, Nexterday.org. With this edition, our goal is to help each operator become a “Perfect Digital Company,” one that works for and with its customers to enhance the digital moments that make up life.
To achieve that, operators need to open their minds to fresh ways of thinking about serving customers, taking inspiration from their counterparts across the globe and visionary, non-telco businesses that are changing the face of digitalisation.
The Customer is in Charge
Generation Cloud is, as always, at the centre of the digital struggle. B2B and B2C customers crave the autonomy to customise, configure and purchase digital services at a faster pace and on their own terms. On top of that, operators are increasingly starting to play in non-traditional markets, including connected devices, smart cities and healthcare, in both established and emerging markets.
Technology advancements – from the introduction of and ongoing management needs for virtualised network functions to the rising importance of real-time data in sales, marketing and service management – mean operators have more tools at their disposal to serve buyers’ unique interests and succeed in new verticals.
The challenge is determining how to effectively leverage these tools, while also applying the creativity and radical ideas operators need to distinguish their service at a time when customers are willing to switch digital and communications service providers at a moment’s notice. It’s not just about offering dynamic new services, but also delivering those services as part of a more pleasant and fulfilling customer experience.
Creating Perfect Digital Moments
Nexterday: Volume II describes how your business can evolve to meet the needs of a changing digital economy. The book includes:
Inspiring real-world examples of telco and non-telco businesses that strive to offer customers extraordinary digital experiences
Perspectives on the qualities of leading digital businesses from economist Dr. Kjell Nordström and business experts Stefan Moritz, Mark Curtis and Jeetu Mahtani
In-depth research from analysts Stewart Rogers, Fredrik Jungermann, Caroline Chappell and Steve Bell
Blueprints on how operators can automate their enterprise sales approach, pursue Internet of Things (IoT) service opportunities, create a richer B2C customer experience and re-engineer their back end for accelerated service delivery and enhanced digital service lifecycle management
Though we believe strongly in the themes we cover in the book, we want it to inspire a rich dialogue about the state of our digitalisation. We invite book readers to visit Nexterday.org to share their opinions and challenge our thinking. Whether you agree or disagree, we want to hear from you at Nexterday.org. Registration is simple: just sign up with your LinkedIn account.
Nexterday: Volume II, which will be available in hard and digital copies, will be officially released at our #Nexterday party on Wednesday, 24 February at 7 p.m. CET during Mobile World Congress. We’ll have live performances, an open bar and plenty of opportunities to unwind and mingle. You can pick up an exclusive ticket at the Comptel booth (stand 5G40 in hall 5). If you are not attending Mobile World Congress, you can download a digital copy of the book at Nexterday.org.
We invite you to join the movement and become a ‘Perfect Digital Company’ that serves the best interests of its customers. Nexterday: Volume II will show you how.
By Joakim Knutar, Vice President, North Asia Region, Comptel
The Comptel team was excited to share our vision for the future of telecommunications with the 40,000 attendees who turned up for this year’s Mobile World Congress Shanghai. This year’s event was abuzz with talk of innovations in mobile and digital technology.
Asian markets are rapidly adopting mobile and digital services, and there’s a chance to grow these markets further. Idea Cellular managing director Himanshu Kapania spoke of the opportunity to connect more of India’s 1 billion mobile voice users to the Internet. Only about a quarter of the country’s telecom subscribers have Internet access, but new initiatives to extend connectivity have contributed to 37-percent annual growth in the number of Indian Internet users.
China is experiencing a similar trend with 4G. Since December 2013, China Mobile has added 190 million 4G connections, according to its executive vice president, Li Huidi. As a result, 21 percent of the company’s mobile user base runs on 4G, and that population of subscribers delivers 3.8 times more average revenue per user (ARPU) than non-data users.
Overall, 46 percent of the nearly 4 billion Asia-Pacific consumers are mobile subscribers, of which 62 percent – about 1.3 billion individuals – are also mobile broadband subscribers.
As mobile and digital penetration continues to grow in these markets, operators in the region should not only innovate to win over customers but also do everything in their power to maximise even the smallest digital moment. As we’ve written about in our book, Operation Nexterday, operators will be able to drive more revenue by giving customers exactly the service they need at exactly the right moment and on the right platform.
Data is the key to finding and enhancing these digital moments, but only if it can offer immediate visibility, deliver context in-stream and enable instant action. That’s Intelligent Fast Data at work.
Certain operators in emerging markets are leveraging consumers’ data to drive revenue by overcoming cultural or regional obstacles that limit information access. Tadashi Onodera, chairman of KDDI, explained that his company has been able to address cultural privacy concerns through a direct billing approach. Because nearly all Japanese mobile customers are on a postpaid agreement that requires a national ID and credit card, they trust their operator with their data, according to Onodera. As a result, KDDI has access to data it can use to learn about customers, deliver unique services and add value.
We’ve seen direct carrier billing work successfully in places like Indonesia, where Indosat has been able to deliver a modern and convenient mobile purchasing experience to its customers, while simultaneously unlocking new monetisation opportunities. It’s a powerful example of how digital and communications services providers are thinking creatively to overcome obstacles, move past current ways of doing business and embrace Nexterday.
Having spent time with the heavy hitters in Shanghai, we’re more confident than ever that the future of mobile and digital services in APAC and beyond will depend on this type of creativity and focus.
In November, the antiseminar you’ve been waiting for hits Helsinki. Nexterday North will bring together the brightest minds in digital and communications services to think ahead to examine our collective blindspot, think again to challenge the status quo and think beyond to find new digital disruptions. Register now to reserve your exclusive spot.
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.
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!
Each 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.
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.
Life is full of digital moments. Comptel strongly believes that digital and communications service providers who perfect these moments have a unique opportunity to rise above the competition and thrive today, tomorrow and the day after tomorrow – namely, Nexterday. In fact, we wrote a book on it.
In Operation Nexterday, we describe the perfect storm currently changing the way operators serve customers and drive revenue, securing their future in the digital and communications industry. It all starts with Generation Cloud, digitally savvy group of consumers and businesses who are setting a new standard for service in today’s highly connected digital world.
These buyers make real-time purchasing decisions and shop on their own terms. They don’t want to play by the old rules of engagement, and if your products and services are too restrictive or slow for their needs, they won’t hesitate to switch to one of your competitors.
The numbers back this up – a recent consumer survey we conducted in January 2015 revealed that nearly two-thirds (65 percent) of consumers prefer to purchase digital content when and how it is convenient for them.
And these pressures aren’t restricted to B2C buyers. As our book explains, the trends of hyper-personalised marketing, multi-channel purchasing and instant gratification extend to B2B buyers as well. Instead of separating B2C and B2B channels, we need to start thinking of a unified business-to-human approach.
How do operators adapt to this new landscape?
By embracing Operation Nexterday to help rewrite your playbooks for approaching sales, marketing, technology and service in the age of Generation Cloud consumers and prosumers. Our book describes those who are pioneering the market, offers industry research and features third-party expert insight, offering the strategies you need to transform your business. More specifically, it includes:
Examples from operators like T-Mobile and Telefonica, who are successfully turning the industry on its head with new service, sales and marketing, and technology strategies
Research and insights from leading industry voices such as Fredrik Jungermann of tefficient, Dr. Mark Mortensen and Anil Rao of Analysys Mason, and Nancee Ruzicka of ICT Intuition
Thoughts on transformation through strategic innovation from Professor Neo Boon Siong, Chairman of the Nanyang Executive Education and former Dean of the Nanyang Business School at Singapore’s Nanyang Technological University
Operation Nexterday, which will be available in hard and soft copies, will be officially released at a special launch party on Monday, 2 March at Mobile World Congress in Barcelona. The party will be held at 5 p.m. CET at our stand, #5G40. We invite you to join us to pick up a copy of the book and learn more about our suggested framework for guiding operators’ future in the digital and communications industry.
If you are not attending Mobile World Congress but would like a hard or digital copy of Operation Nexterday, please contact our team at email@example.com.
We urge all like-minded telco professionals and businesses to join the Operation Nexterday movement by getting the book and spreading the word, which you can do with the #operationnexterday Twitter hashtag.
My colleague, Leila Heijola, recently wrapped up Comptel’s 2014 with news of several significant orders, but what wasn’t mentioned was the success Comptel had at events near and far over the course of the year! From industry events like Mobile World Congress in Spain to Comptel’s very own user groups in Europe and Asia, we were able to communicate and collaborate with our communications service provider (CSP) customers, industry partners and other global enterprises alike.
To start off the year, we made a splash at Mobile World Congress in Barcelona, Spain. More than 85,000 visitors and 1,800 exhibiting companies joined together to discuss hot topics in telco like Big Data, connected cars and the newest smart devices on the market. Comptel’s Matti Aksela, for one, spoke on a panel, “Big Data Goes on Stage,” covering the current state of data collection, refinement and analysis and the changes we can expect to see over the next several years.
While at the event, we launched our study detailing the issues on the minds of CMOs and CIO/CTOs in 2014. Additionally, we were excited to announce partnerships with Tecnotree and a Tier 1 U.S. mobile operator.
Next came TM Forum Live! in Nice, France, where a significant focus was on network function virtualisation (NFV). Around this theme, we announced several partnerships including an integration with GE Smallworld to streamline telco service fulfilment. The conference was a great space to discuss the emerging technology with other attendees, and opened many people’s eyes to the potential SDN and NFV have for the telco industry.
The fun didn’t stop in Nice, though… Salesforce’s Dreamforce, which took the form of a beach party in San Francisco, California, was a great opportunity for Comptel to hone in on the connection between front- and back-office systems and telcos’ evolution with the cloud and virtualisation. Beyond the lively entertainment, one of the themes, Reimagine: Customer Experience, definitely rang true for Comptel, as we exhibited with our collaboration with CloudSense and technology blueprint to help CSPs improve the B2B customer experience.
In addition to attending these industry events, we decided to host our own to connect on a deeper level with our customers. Our first user group of the year took place in Långvik near Helsinki, Finland, and the second was held in Kuala Lumpur, Malaysia. Both were great opportunities to discuss the processes and technologies to help spur CSPs’ transformation and future innovation. At the APAC event, we also picked the brains of some attendees on how they were planning to revolutionise customer experience in 2015.
Not surprisingly, analytics, automation, intelligence and the customer experience were on the minds of CSPs globally in 2014, and through great events, we were able to hear from operators about their business pressures and share our views on tackling their various areas of friction.
It’s no secret that the telecom industry is rapidly changing, and we’re looking forward to building on the progress made at a variety of events in 2015!