Whether that proves true or not, it does seem indisputable that more agility in marketing will serve any operator well.  In converged environments this type of agility is only possible when there is a single service creation and provisioning point for the configuration, testing and roll out of new services, applications and promotions across various product families.  This single product catalog needs to be tightly coupled with the system’s in-network capabilities to enable real-time marketing and also with sales and marketing capabilities to streamline campaign management.

With a unified approach to convergence that starts with campaign management, operators can increase marketing velocity and in turn tighten their prospect-to-cash cycles.  Furthermore, marketing analytics and campaign management as part of the unified BSS solution give the ability to anticipate customer needs as well as make relevant recommendations that should drive service adoption and usage. With better targeting – supported by a unified subscriber view - operators can act on real-time behavior to capture the moment of opportunity with the right offer at the right time.

Unify to Succeed

An operator’s service offerings and business models – both today’s and tomorrow’s - must be backed by a BSS ecosystem that is a strategic enabler.  Only a unified approach to BSS is such a strategic enabler, delivering compelling benefits: