In today’s evolving telecom landscape - new networks, new market entrants, new services and new subscriber expectations - the ability to quickly create and drive usage of multi-service offerings, while providing a personalized and consistent next generation user experience, in an efficient and cost-effective way are paramount to future-success.
The term ‘convergence’ and the associated supporting technologies are irrelevant to consumers. However if one looks at some consumer demands: payment flexibility and seamless access to multiple services across various devices (mobile, PC/laptop etc.), these need to be supported by the different aspects of convergence (e.g. network, device, payment, service). Add into the mix consumers’ increasing expectations for always-on access to advanced services; account choice and control; and the convenience of personalized customer care, and it is very clear that convergence now more than ever is a necessity.
These issues are driving many operators to address BSS/OSS limitations, with more and more operators acknowledging that BSS/OSS convergence needs to be at the core of their strategy. Many BSS/OSS limitations exist due to the existence of service-specific or function-specific silos, each with their own way of describing the customer. Customer Care, sales, marketing and BSS/OSS systems have traditionally been discrete ‘point solutions’. They all speak different ‘languages’. When you have so many disparate systems, each with their own language – even if they have been integrated or connected onto a bus – disconnects are almost unavoidable, and these disconnects will lead to gaps in customer management capabilities. Obviously, this complexity will lead to a sub-par customer experience, while full service monetization will be difficult and expensive.
To ensure a high-quality and seamless user experience, BSS/OSS capabilities – from marketing, sales and customer management through to charging and billing – need to be provided as a unified whole. This means a single code base, with all functionality built around a single data model, supported by a single product catalog and with a single operations, maintenance and security approach across the whole solution. In a world requiring real-time usage monitoring, real-time marketing and real-time policy management, clearly this unified approach to BSS must also sit firmly in the network – to the level of call/session control. Only this approach delivers the keys to future-proof success:
- One complete real-time subscriber view
- Multi-dimensional policy management
- Financial control
- Marketing agility