Posted: February 22nd, 2017 | Author: Ari Vänttinen | Filed under: Industry Insights | Tags: customer engagement, Digital Customer Journey, Digital Service Journey, digital service lifecycle management, Nexterday, Operation Nexterday | No Comments »
If you’re in telco, you’ve heard a lot about transformation, enough that you’re probably even sick of the word. We feel the same way, so we want to help move our industry move past the point where we talk about change and toward the point of actually creating change. Our message is simple: stop overthinking and start doing.
Our latest book, Nexterday: Volume III¸ brings this message to life. Building off our first two books – Operation Nexterday and Nexterday: Volume II – this edition introduces new thoughts, ideas, and success stories from contributors both within and outside the world of telco. The objective is to give you practical next steps to evolve and grow your business in this rapidly changing digital landscape.
We’ll be publishing all of the articles from Nexterday: Volume III on an ongoing basis at Nexterday.org, our online magazine and reader community. Visitors to our booth (Hall 5 at Stand 5G40) at Mobile World Congress 2017 can receive a hard copy – but these are limited, so make sure to stop by early to get your copy!
Here’s what you can expect from Nexterday: Volume III.
What’s your journey?
When you step back and consider digital transformation from a 30,000-foot view, you can see that operators really have two potential paths to take: the customer journey and the service journey.
The Digital Customer Journey
Telcos want to deliver a better customer experience (on average, operators have a net promoter score of 6, compared to 70 for over-the-top (OTT) service providers), and an omnichannel customer experience. So, the digital customer journey is all about the strategies, technologies and business models they take to improve the customer experience, favouring individualised engagement, marketing and sales approaches for B2B and B2C customers. This journey is all about saying “No” to bad customer engagement.
The Digital Service Lifecycle Journey
Operators today need to create, deliver and support complex “living” digital services, but existing networks are too over-built, locked-in and inflexible to support modern service creation. This journey is about the steps operators can take to change their network reality, and it involves concepts and models like virtualisation and end-to-end hybrid service delivery to achieve network flexibility and agility. This journey is all about saying “No” to the monolithic franken-systems of the past.
Most frequently, we have seen the most forward-thinking service providers embark on one of these journeys, or both at the same time.
What’s in Nexterday: Volume III
Nexterday: Volume III tells you everything you need to know to get started, or to take the next step if you’re already following either path. We brought in some of the brightest minds from within and outside telco to share their expertise and insights, including:
- Mike Walsh – a business expert who shares the simplest, most practical path to business transformation
- Jon Wolske – the customer service expert from Zappos Insights who explains how you can be, first and foremost, a customer service company (that just happens to sell digital services)
- David Meerman Scott – the sales and marketing guru who describes how real-time marketing powers a more efficient, results-driving marketing engine
- Stefan Moritz – an expert on the customer experience, who explains how the most successful customer-focused companies did it by backing up their brand story with actual action
- Stewart Rogers – the VentureBeat Insights researcher provides new data showing the biggest marketing opportunity companies are missing out on today
- Dean Ramsay – the Analysys Mason analyst writes about the important role of inventory management in network transformation
- Rich Karpinski – the 451 Research analyst breaks down the top US telcos and describes how each one is attempting to disrupt this mature market
- Fredrik Jungermann – the tefficient analyst profiles the big return of unlimited data to operator service plans, and explains how top operators around the world incorporate this benefit
- Stan Hubbard – The MEF Group director describes the two network qualities needed to offer better customer engagement and service delivery
- Mustafa Oyumi – The Salesforce exec talks about the customer engagement model operators need in a modern service environment
- Luca Decarli – the customer engagement expert describes how Saudi Telecom Company reorganized its business to deliver a higher quality of service
- Antonio Elizondo – the Telefónica exec profiles OpenSource MANO and its key role in the development of an NFV ecosystem
- Bengt Nordström – the Northstream charts the growth and future prospects of 5G connectivity
- David Ho – From Kiina Investment, David provides a fascinating look at the digital technologies that are taking shape in China
- Markku Hollström – Elisa’s IoT expert describes the ambitious IoT project that won international praise and provides an example for other telcos to follow
- Velipekka Kuoppala – the Soracom VP writes about the model telcos and businesses need to secure the IoT
We also have insights from many Comptel contributors discussing everything from IoT, rating and mediation, NFV innovation, customer engagement, plus new research into consumer desires for personalised services.
Nexterday: Volume III is a comprehensive look at the state of our industry today, but, most importantly, it provides a practical guide for you to take the next step in your digital journey. Remember, it’s time to stop overthinking and start doing. Get our book to find out how.
Meet with Comptel at Mobile World Congress to get a copy of Nexterday: Volume III. Visit our booth in Hall 5 at Stand 5G40 or email firstname.lastname@example.org.
Posted: April 5th, 2016 | Author: Ari Vänttinen | Filed under: News | Tags: Operation Nexterday | Comments Off on Nexterday Acknowledged as a Campaign of the Year by Business Intelligence Group
For more than a year, Comptel’s Nexterday movement has pushed forward the conversation around digital transformation in telecommunications. Now, it’s exciting to see the movement catch fire outside our industry and gain recognition from leading experts in digital media and communications.
We’re honoured that Business Intelligence Group named our first book, Operation Nexterday, as one of the top campaigns of the year as part of its 2016 Public Relations and Marketing Excellence awards. The awards recognize leaders in the field of strategic communications and our book’s inclusion in the awards highlights its value in effectively communicating our vision for the future of telecommunications.
In Operation Nexterday, we set out the game plan for how operators can radically update their sales, marketing and service strategies in response to customers’ increasing digital service demands. With contributions from industry experts and Comptel thought leaders, our book challenged the current way of working and described how and why operators must change.
Though we’re proud Nexterday is being recognized worldwide, we know our work isn’t done yet. That’s why we published a second edition, Nexterday: Volume II, to dive deeper into the topic of digital transformation and offer blueprints on how operators can take the next step. That follow-up edition included even more insights from within and outside telco and set a course for how each operator can become a perfect digital company that works for and with its customers to meet their needs.
Additionally, Comptel’s 2016 plans focus on growing the Nexterday movement. Our Nexterday Tour returns this summer, when we’ll hit the road to bring our message to regional decision makers and partners in 20 cities across the world. Everything leads up to Nexterday North 2016, our encore to last year’s inaugural anti-seminar, where we plan to introduce new voices and ideas to create an even richer, more dynamic and inspiring event.
We’re thrilled to see continued excitement around Nexterday, and we’re eager to spread the word even further. To learn more about the campaign that started the movement, click here to download Operation Nexterday. You can also read articles from Nexterday: Volume II and learn more about digital transformation in telco and beyond at Nexterday.org, our online magazine and reader community.
Posted: February 12th, 2016 | Author: Juhani Hintikka | Filed under: Industry Insights | Tags: FWD, Nexterday North, Operation Nexterday | Comments Off on Looking Back On a Transformational Year for Comptel
We’re only one month in to 2016, and already the team here at Comptel has been busy on multiple fronts. We’re putting the final touches on our follow-up to our successful book Operation Nexterday. You’ll be able to get a full hard copy of Nexterday Volume II at this year’s Mobile World Congress, and we’ll also have a download link on our soon-to-be-launched website, Nexterday.org.
We have much more in store for this year, but before we get too far ahead of ourselves, it’s worth taking a quick look back and the progress Comptel made in the past 13 months. As it turned out, 2015 was a hallmark year for Comptel. We’ve been an important player in this industry for 30 years, working hard to deliver solutions that keep our telco customers competitive.
However, we recognised the playbooks that we – and the industry as a whole – have relied on for so long are broken. We used last year to pioneer change in the way that this market serves its customers, embracing digitalisation and helping operators learn how they can become the perfect digital company.
Along the way, we developed product innovations that support our vision of Nexterday, partnered strategically and are proud to have been recognised for all we accomplished. With that in mind, here are a few highlights from Comptel’s transformative 2015:
Last year we launched Operation Nexterday – a mission and framework encouraging operators to redefine their sales, marketing, technology and service approach to better suit the demands of the tech-savvy digital natives that make up Generation Cloud.
We wrote a 150-page book explaining how the evolution in B2B and B2C buyer demands is challenging the telco industry, and outlining steps to achieve Nexterday – from perfecting the digital buying experience and monetising new services faster, to orchestrating network functions from ground to cloud and utilising intelligent, fast data.
The book compiled insights from industry experts within Comptel and across the digital and communications landscape, including analysts and academics. It was published at Mobile World Congress 2015, with more than 5,000 copies distributed since.
The success of the book led us to launch our first “anti-seminar.” In November, we held the inaugural Nexterday North event in Helsinki, Finland, as a side event to the global startup conference Slush. The event focused on digitalisation and motivating operators to think about the telco world with a non-traditional mindset. Nexterday North brought together more than 500 Comptel customers, partners, key industry players and futuristic business thinkers from around the world to examine digital services as the next major revenue stream for telcos.
Our product teams kept their foot on the gas and worked tirelessly to develop solutions that would help our customers succeed in Nexterday.
MONETIZER™, brought to market in July 2015, is an industry-first business policy and charging toolset enabling digital and communications service providers to innovate and design rich service offers instantly. With MONETIZER™, you can create, configure, launch and modify dynamic, contextual packages – and profit from consumers’ data usage – in minutes instead of months.
At Nexterday North, we launched FWD, an easy and contextual solution for operators to sell and market time-based mobile data directly from a smartphone. The FWD app makes buying mobile data fast, convenient and personal for consumers, while giving operators an easy-to-manage digital sales and marketing channel to maximise data revenues.
We also extended our work with partners in our industry in an effort to help shape the future of telco.
We launched a four-month-long program with long-standing customer Saudi Telecom Company (STC) to develop the next generation of IT talent in Saudi Arabia. The program educates young Saudi professionals on communications networks, strengthens their knowledge of Comptel’s technologies and enables them for future leadership positions within STC.
Comptel also joined a partnership with Pivotal to market their solutions together in the Asia-Pacific region. The partnership enables operators to immediately act on data with easy, quick access to Comptel’s packaged data analytics applications via the Pivotal Big Data Suite.
Industry Recognition and Accolades
We achieved several proof points of excellence in 2015, including recognition by CIO Review as one of the 20 most promising M2M Solution Providers in 2015, and the Best Performing IT Team by TDC. The Comptel Operational Intelligence Model won OSS Innovation of the Year in the TelecomAsia Readers’ Choice and Innovation Awards, and the company’s work to evolve Chorus New Zealand’s fulfilment system was honoured with a Global Telecoms Business Award. Congratulations to my colleagues here at Comptel for earning this prestigious recognition!
We’re Only Getting Started
It’s fine to pat yourself on the back once in a while, and I’m certainly proud of what our team was able to achieve last year. However, in an industry that’s always evolving, we always want to be moving forward. Last year showed what Comptel is capable of, but we’ve only scratched the surface. In 2016, our mission is to execute on the ideas we introduced last year and turn those concepts into action. We’re challenging operators to create perfect digital companies for and with their customers. We invite you to join us on our journey toward Nexterday and to start transforming your business as well.
Comptel will be in Barcelona for Mobile World Congress 2016 (Hall 5, Stand 5G40). We’ll launch our latest book, Nexterday Volume II, and host a #Nexterday party on Wednesday, 24 February at 7 p.m. CET. To book a meeting, contact your Comptel account manager or send us an email at MWC2016@comptel.com.
Posted: January 7th, 2016 | Author: Ari Vänttinen | Filed under: Industry Insights | Tags: Operation Nexterday | Comments Off on The Most Compelling Conversations on the Comptel Blog in 2015
In 2015, Comptel challenged operators to embark on their own “Operation Nexterday” – a mission to redefine their sales, marketing, technology and service approach to better suit the demands of the tech-savvy digital natives that make up Generation Cloud. Our challenge manifested in several ways – we published a book explaining the challenge and outlining steps to achieve it, launched an event to introduce new ideas and insights, and encouraged new conversations with operators who were ready to take the jump into Nexterday.
The Comptel blog was also busy covering various aspects of the Nexterday mission. Here, we look back on the five most popular blogs we published in 2015.
Slush 2015 and Nexterday North: A One-Two Punch for Innovation
Our vision for Nexterday culminated in our first ever major anti-seminar. Nexterday North took place in the two days immediately preceding Slush – the largest startup conference in Europe – giving visitors to Helsinki a full week’s worth of fresh ideas, big announcements and new visions for the future of telco, digitalisation and business. Our most popular blog of the year got attendees excited for both events.
How a Push for NFV Standardisation Brought Comptel to ETSI
Network functions virtualisation (NFV) continued to be a hot topic in 2015, and many operators have discussed their desire to see better standardisation around the implementation of this emerging technology. In this blog, Comptel Director of Business Architecture Stephen Lacey explained how we lend our voice to the NFV standards discussion as a member of the European Telecommunications Standards Institute (ETSI).
Mobile World Congress Recap: 3 Key Takeaways on the Future of Mobile Communications
Last year’s Mobile World Congress was an exciting one for Comptel – that’s where we launched Operation Nexterday, our guide to how operators can rewrite their sales, marketing and service playbooks for Nexterday. The event also offered a great look into the trends that are affecting the telco industry, and in this blog post I recapped the top three takeaways I drew from the show.
Comptel, STC Partner to Train Saudi Arabia’s Future IT Leaders
One of Comptel’s most exciting stories of the year involved our work with Saudi Arabian operator STC. As a long-time customer, STC reached out to Comptel for support launching a brand-new employee training initiative. Through the four-month program, we helped train the next generation of Saudi telecommunications professionals with courses in Riyadh, Helsinki and Kuala Lumpur. We’re proud to play a role in youth IT education – read more in this blog from Comptel Senior Vice President, MEA, Mika Korpinen.
Bye Bye, Big Data – Hello Intelligent Fast Data
Big Data is a big disappointment – at least, that’s how some IT executives view it after prior data investments and initiatives felt short of lofty promises. In this blog, Comptel CTO Mikko Jarva argued that the failures of Big Data are a reflection of poor execution, and that to truly make the most of their customer data for greater business opportunities and revenue, operators need to account for every new raw data source and turn that data into real-time contextual decisions and actions. In short, it’s a push toward Intelligent Fast Data.
Learn more about our challenge to operators to evolve their sales, marketing and service playbooks for a new generation of buyer. Download and read “Operation Nexterday.”
Posted: November 11th, 2015 | Author: Ari Vänttinen | Filed under: Events, Industry Insights | Tags: Nexterday North, Operation Nexterday | Comments Off on 3 Major Takeaways From #NexterdayNorth
Although Comptel’s inaugural Nexterday North has wrapped up, post-event enthusiasm hasn’t faded at all. Take a few seconds to scroll through comments on our official Twitter hashtags – #Nexterday and #NexterdayNorth – and you’ll get a sense of the massive number of ideas and insights attendees were able to gain over two inspiring days in Helsinki.
As our CEO Juhani Hintikka said in his closing remarks, we are grateful to all of the partners, colleagues, speakers and guests who helped make our first antiseminar such a success. Plenty of blogs and articles have already been written recapping Nexterday North – check out the links at the bottom of this post for some of those – but here’s three of our own parting thoughts from the first Comptel anti-seminar.
Futurist Rohit Talwar (left), Stewart Rogers of VentureBeat Insights
There is Hope for Humanity
Those were the words Juhani used to describe Day 1 of Nexterday North, and it’s easy to see why. Our first day’s presenters offered a hopeful message of perseverance, potential and positive transformation.
Futurist Patrick Dixon’s energetic presentation taught us that emotion is the single most important driver of the future of technology, business and culture. Successful businesses remember that and seek to satisfy their customers on an emotional level. WIRED’s Gregg Williams shared a similar take, saying “It’s just as important to take bad things out of people’s lives as it is to add good things.”
Riisto Siilasmaa’s candid talk on Nokia’s business transformation had the crowd buzzing, and he offered a compelling walk-through of how he helped lead the company through one of its most challenging time periods. It was an inspiring lesson for the crowd that even in difficult times, there is always hope if you can commit to change.
Ted Matsumoto of Softbank (left), Horacio Goldenberg of Telefonica
Customers Drive the Future
A consistent theme through every session – and especially on Day 2 – was the importance of putting customers at the centre of business strategy.
Our moderator, Ville Tolvanen, hosted a fascinating fireside chat with T-Mobile’s Milan Ruzicka that explored the company’s popular customer-centric Uncarrier movement. In a panel discussion Smart Kalasatama’s Veera Mustonen suggested that business transparency earns customer trust, while Tele2’s Lars Torstensson explained consumers’ desire to set their own service terms.
Of course, you need strategy and structure to put customers at the centre. SoftBank’s Ted Matsumoto offered a compelling business model to help operators fine-tune to customer needs. We also heard from experts on the data, service architecture and monetisation strategies that will play a vital role in operators’ business transformation.
Mehackit's Cycle for Technology (left) and the launch of FWD
It’s Time for New Ways of Thinking
Many of the presentations also focused on the new service opportunities available to operators, from app development to smart cities to digital servies.
VentureBeat’s Stewart Rogers described new insights into hyper-personalized marketing that could deliver richer customer engagement. Futurist Rohit Talwar suggested a business pairing – experienced workers with younger ones – to balance the need for structure and discipline with the desire to innovate. And storyteller Linda Liukas advocated that children today could be the next generation of innovators if we make learning about technology fun and exciting.
Nexterday North was an exciting and inspiring event with more than a few surprises, including the launch of Comptel’s FWD app, which we believe will change how operators sell and market mobile data forever. Ultimately, Nexterday North proved that when you think differently, you uncover ways to make the world a better place for everyone.
Read more about Nexterday North below:
How Nokia’s chairman demanded €2bn from Steve Ballmer
Telcos need to emulate SoftBank & decouple network / services businesses
Look to the future to survive disruption
Hackers’ Advantage Over Security Professionals: A Willingness To Share
Time Based Mobile Internet Data Purchase Finally Arrives
Forget Big Data, use “Little Data” instead
Posted: September 14th, 2015 | Author: Special Contributor | Filed under: Events | Tags: Comptel, Nexterday North, Operation Nexterday | Comments Off on Join Us at Nexterday North: A Can’t-Miss Speaker Lineup
By Ville Tolvanen, Digitalist Network, @VilleTolvanen
This November, I will join some of the world’s best and brightest minds in Helsinki for Comptel’s Nexterday North. Taking place 9-10 November – two days before the massive startup conference Slush – Nexterday North will be a non-traditional venue where enterprises, digital and communications service providers and everyone in between can learn, grow and be inspired. You can register for the show at this link.
The event will motivate operators, in particular, to start thinking differently about their organisation and the world around them. As we discuss in the Digitalist Network, digitalisation is having an incredible impact on businesses and everyday people alike. That creates a huge opportunity for to appeal and cater to their customers and peer networks.
Nexterday North’s speakers will show you exactly how to take action, and as moderator of the event, I’m thrilled to have a first-row seat. Here are a few keynote speakers who I am personally excited to hear from at Nexterday North.
As a renowned futurist, Patrick is one of the business world’s leading thinkers. He is able to paint a picture of how global change calls for disruptive new business strategies, as described in his latest book, The Future of Almost Everything. He also happens to be an engaging keynote speaker, and the crowd at Nexterday North can expect to hear a radical vision for the future of business and technology.
Mårten is a truly disruptive voice in the world of business. He encourages corporations to step outside their comfort zones and re-imagine how they manage and motivate teams. His track record speaks for itself: as the former CEO of MySQL and Eucalyptus and now a senior vice president for HP’s Cloud division, Mårten continues to demonstrate how global enterprises can succeed with a top-down, digitally enabled, culture-driven management style.
Linda’s story is inspiring. As the founder of Rail Girls, she developed global volunteer workshops that taught the foundations of computer programming to more than 10,000 women in more than 160 cities. She also wrote Hello Ruby, a remarkable children’s book that makes learning technology, computing and coding fun and exciting for kids. Linda has a creative mind and an artist’s flair, and she’s setting the course for the present and future of programming. You can’t miss her keynote!
Gary Vee is everywhere – he runs VaynerMedia (one of the world’s top 10 social media agencies according to AdAge) and Vayner/RSE, a top technology investment firm. He also writes books, hosts the #AskGaryVee web series and launched online retailer Wine Library. To put it simply, he is an absolute maven when it comes to marketing and running successful online businesses. Gary will appear by video presentation, I’m thrilled he will be able to share his expertise.
If you want to know how your businesses can thrive in a radically changing corporate world, you need to hear from Kjell. He has been one of the world’s leading voices on the global economy, publishing several books that describe what it takes to succeed in today’s challenging business environment. His speeches have been called thought-provoking, entertaining and inspiring, and he is sure to offer Nexterday North attendees a roadmap for business transformation.
Nexterday North will be unlike any other conference you go to this year. I invite you to join me and the rest of the event’s speakers for what will be an exciting week in Finland. Register for Nexterday North here.
Posted: September 3rd, 2015 | Author: Malla Poikela | Filed under: Industry Insights | Tags: business transformation, digitalisation, Elisa, M Room, Operation Nexterday | Comments Off on 3 Key Takeaways from Elisa’s Digital Business Transformation
Need a haircut? In the past, you may have called up a salon and made an appointment. Today, M Room – the international chain of men’s barber shops with locations across Europe and the United States – allows you to check its mobile app to find the nearest shop with the soonest vacancy. That way, you don’t have to rearrange your schedule to make an appointment, nor must you sit in line waiting for a spot to open up.
Veli-Matti Mattila, CEO of Finnish operator Elisa, recently cited M Room’s app as an example of how mobile and digital services are changing our everyday lives. As Mattila explained, digitalisation is a major change agent in global society and has the power to disrupt all industries.
Digitalisation will usher in an era of business transformation that will radically change how all businesses including telcos, in particular, operate. Elisa is a prime example – the company may have once been known as a traditional voice provider, but today, it would be more accurate to call it a digital and communications services provider.
Elisa offers its customers much more than simple connectivity. Its range of consumer services include an entertainment service for watching TV with cloud-based recording and content on demand, a wallet app for mobile payments and a book app for avid readers. On the business-to-business (B2B) end, Elisa offers video conference, customer interaction services and social media listening services, to name just a few.
Mattila helped engineer Elisa’s digital business transformation in his 12 years as CEO, and the results have been significant. The company’s initial six-month financial review showed that, despite a challenging economic climate, Elisa made its best-ever result from January to June 2015. The company also reported an expected growth in year-to-date revenue compared to the same time period in 2014.
Mattila’s comments reinforce what Comptel has discussed in our book, Operation Nexterday: digitalisation is forcing telco business transformation, and this adoption and evolution is vital if operators are to best serve individual and business customers and grow their organisations. Here are three takeaways from Elisa’s journey that other operators should note.
How Telco Can Disrupt in the Digitalisation Age
Consider how private car hire and ride-sharing service Uber has transformed public transportation internationally. Customers can simply queue up the app to find a nearby driver and conduct the entire transaction digitally, making for an easy and cashless ride.
As more industries embrace digital technology – from massive international conglomerates like Uber to the local coffee shop on your nearest street corner – operators will increasingly find an opportunity to add value.
They can enter markets they may never have thought possible, such as delivering over-the-top (OTT) content, social apps and now even books, as Elisa has done.
Operators should not discount cooperating with other players and building digital ecosystems to accomplish this. In the case of Elisa, the Finnish telco purchased capabilities from other organisations to establish an enablement platform upon which it could disrupt the market.
Embedding a Digital Culture at Every Level
Of course, making this change is not easy. Not every operator may have the vision to execute a broad digital business transformation. But, as Mattila explained, businesses do not need a Steve Jobs-type visionary at the top to push forward a digital service strategy. All you really need is firm direction, leadership, courage to change and a willingness to try new things.
Senior management should be in charge of digitalisation, Mattila recommended, and the sales, distribution and customer service functions need to buy in as well. Change may happen incrementally, but as long as they are watching the market, experimenting and pushing in the right direction to rewrite their playbooks, operators can transform successfully. Those that do not will die and perhaps result in new life.
Experiment Often, With a Focus on Speed
Above all, transforming into a digital business is a matter of trial and error. Not every new digital service offering or business idea will succeed, but as long as operators try new things quickly and ‘fail fast’, they will have the opportunity to quickly recover, learn from the results and react and ‘scale fast.’
Telco organisations should not fear failure, Mattila advised, because mistakes inform future successes. Maybe one opportunity will stick and truly catapult the business forward. The experimenting done and ideas that survive will ultimately make a major difference in operators’ successful transition to next-generation digital and communications service providers.
This blog post is based on Veli-Matti Mattila’s interview on the Confederation of Finnish Industries (EK) website and written up by Antti Blåfield.
Posted: August 10th, 2015 | Author: Special Contributor | Filed under: Events | Tags: APAC, Mobile World Congress, Operation Nexterday | Comments Off on MWC Shanghai 2015: Emerging Markets Step Toward Nexterday
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.
Posted: July 1st, 2015 | Author: Ari Vänttinen | Filed under: News | Tags: Comptel, customer experience, CXO Study, Operation Nexterday, Vanson Bourne | Comments Off on New Comptel Telco CXO Study: When Consumers Talk, Do Operators Listen?
To reach their customers, digital and communications services providers need to be able to speak the language of today’s digitally savvy consumers, or “Generation Cloud.” Our new study, released earlier this week, suggests that communications between both parties – mobile operators and their customers – could stand to further improve to the benefit of an enhanced digital buying experience.
Comptel commissioned independent research house Vanson Bourne to survey marketing and technology executives at 50 communications and mobile operators across APAC, EMEA and Latin America. Respondents were asked for their perspectives on sales, marketing and technology investment strategies in the era of Generation Cloud.
According to the results, 70 percent of CMOs and CTO/CIOs are investing in improved customer service capabilities, while 68 percent are focusing on expanding digital service offerings this year. By pointing to these two areas of investment, mobile operators are recognising the rapid change in the way end users – both individuals and businesses – buy, the type of digital services these buyers want, and how they prefer to be served.
Generation Cloud, after all, knows it has all the power in the buyer/seller relationship. These digital natives are eager to research, compare and shop around for highly personalised services that meet their terms.
However, mobile operators also recognise that their current ways of working limit how effectively they can reach and intrigue increasingly demanding consumers. As the survey revealed, some operators (22 percent) feel they lack an adequate understanding of their potential customers, and the wide majority (84 percent) feels current sales models have become irrelevant in a time when customers want personalised, instantaneous offers.
In short, mobile operators aren’t necessarily confident that the way they communicate and serve their customers actually addresses buyers’ most pressing needs. The solution is to shift toward the type of sales, marketing and service playbook we advocate in our book, Operation Nexterday – one that puts the customer at the centre of a new, flexible and intelligent service experience.
It was encouraging, then, to see the majority of respondents agree that investing in next-generation technology is a top priority. One such technology is virtualised and cloud-based infrastructure (cited by 88 percent of respondents), which empower digital and communications service providers with the optimised network architecture they need to bring new and creative services to market faster.
Machine learning and process automation was another technology priority for 84 percent of survey respondents, which is a positive sign that telco CXOs see the analytical value these capabilities provide. With intelligent fast data, operators will be able to draw instant insight from the mountains of data they collect from customers, and immediately refine, enhance and act on that information with in-the-moment personalised offers. Each digital moment is a monetisation opportunity, and operators merely need the technology to maximise each one.
Far from dwelling on telco shortcomings, the survey ultimately underscored that digital and communications services providers know what it will take to succeed in this new market. The question is, do operators have the tools, flexibility and creativity to make the right moves faster than their competitors?
Our 2015 Telco Executive Survey includes additional insights on operator investments and sales and marketing strategies. Download the full study to learn more.
Posted: April 22nd, 2015 | Author: Ari Vänttinen | Filed under: News | Tags: customer experience, Generation Cloud, Operation Nexterday | Comments Off on Sprint’s ‘Direct 2 You’ Service Tailor-Made for Generation Cloud
From the milkmen who delivered dairy in the early 1900s, to the earliest pizza delivery services of the 1960s, to the shipments of furniture, mail and much more straight to your door, home delivery is nothing new to consumers.
However, sometimes taking a proven concept and applying it with a new context is all it takes to create fresh buzz.
That’s what U.S. mobile operator Sprint hopes to do with its new Direct 2 You service. Announced last week, Direct 2 You aims to “bring the store experience” to customers, who buy or upgrade their Sprint mobile phones, according to the company.
A Sprint customer service specialist – driving a Sprint-branded van, of course – will hand-deliver the new phone wherever the customer wants, whether at home, the workplace or even the local Starbucks. Once on-site, the Sprint specialist can help the customer set up the new device, transfer files and data from an old phone, initiate backups and walk through features.
Sprint also offers to buy your old phone as part of its trade-in program, and representatives will be able to value the old device on the spot during the in-person visit, the company said.
At the same time, customers won’t be pressured into buying other Sprint services. In comments to The Verge, Sprint vice president Rod Millar claims its representatives will not be pursuing upsells during their visits, instead focusing solely on ensuring customers are “happy and delighted.”
Though the entire program may seem old-fashioned at first glance, Sprint is actually demonstrating its savvy regarding modern consumer demands. This personal touch is the exact right approach for operators trying to appeal to Generation Cloud, who, as we explain in our new book Operation Nexterday, prefer to shop on their own terms.
Our recent survey of consumer digital buying preferences reveal 65 percent prefer to purchase digital content and services at their convenience, while 60 percent are influenced to buy by tailored recommendations from their operators.
Sprint’s home delivery service addresses several of these preferences. Customers are empowered to set the terms of their delivery and aren’t pressured to buy add-ons they don’t want. Our survey made it clear that consumers today are highly resistant to any service experiences that feel forced, and that they won’t hesitate to switch away from digital and communications service providers they feel are too aggressive with offers.
A personal support experience also matches customers’ desire for tailored service. Best of all, the entire service makes it faster and easier for consumers to purchase the latest technology. They know exactly when and where their new phone will arrive, and if Sprint is able to meet its delivery times consistently, that should limit customer frustration and increase their speed-to-satisfaction.
Direct 2 You is a step in the right direction for Sprint, which is showing it won’t stand idly by as its closest competitors try to win market share through other customer-first service offerings. And the program is a prime example of the type of creative thinking other operators will need to embrace if they hope to win customers’ hearts and minds—and wallets—in the era of Generation Cloud.
Learn more about the factors influencing Generation Cloud’s purchasing habits—and the strategies operators must embrace to succeed—in our new book, Operation Nexterday.