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  4. > Network Operators Pay Attention: New "Device-Enabled Network Operator IT Cloud Technology" is Resetting the Rules for Monetizing Mobile Services

This week’s SPIE looks deep into the business challenge that all CSPs now face with their myriad of installed multi-vendor systems, operations processes, and methods for developing new services. The report describes some of the limitations these systems and processes place on the global CSP community for meeting customer needs. It focuses on why now is the time to engage with a modernized cloud-based platform to facilitate a richly positive mobile customer experience.

Introduction

It is not uncommon today to hear the frustration of communications service provider (CSP) chief marketing officers (CMOs). Internal systems are constraining the CMO’s ability to increase revenue by attracting new customers and introducing new services. This should come as no surprise as mobile network technology has evolved, and customer expectations for the always available digital lifestyle have increased CSP back-office business processes, systems and network management functions. The integrated billing, customer care and provisioning platform, built to support business and customer needs for early generation mobile voice in the 1980’s, has grown today into an interconnected set of multiple systems with specialized functions.

The technological evolution of mobile services, from analog (AMPS) through generations of digital (2G, 2.5G, 3G, 3.5G and now 4G), has driven the Operations and Monetization (O&M) systems into specialized applications tied to various business and network operations processes. Most CSPs have systems that cover generations of technology, and that focus on specialized functions delivered by suppliers fully versed in the business and technical issues their systems address. These systems are tasked to address not only multiple types of network technology, but different network services (voice, text, and mobile data) as well. Over the past 20 years, the focus of automating mobile operator systems and processes has evolved to management of the network first, followed by support for the customer experience and service offers.

Today’s competitive mobile services environment involves applications, content, and cloud services suppliers working with network operators to rapidly deliver innovative, optimized, value-added customer service offerings. Installed systems and processes no longer meet the needs of today’s business environment. Yet, today, rapidly-emerging competitors are making a big play for customer attention, customer mindshare, customer loyalty, and the customer’s pocketbook. CSP competitors such as Amazon, Apple, Facebook and Google, have a very different IT-systems mindset and solution structure that enables a fast and adaptable response to customer needs, and rapid optimization capabilities developed in the Internet industry.

This week’s SPIE looks deep into the business challenge that all CSPs now face with their myriad of installed multi-vendor systems, operations processes, and methods for developing new services. The report describes some of the limitations these systems and processes place on the global CSP community for meeting customer needs. It focuses on why now is the time to engage with a modernized cloud-based platform to facilitate a richly positive mobile customer experience.
The report also explains that without action soon, the mobile customer opportunity will completely pass to those that are already commanding the bulk of the customer’s attention by way of app and content sales. Without a significant change in their O&M systems, many CSPs will be reduced to facilitating a data pipe, which will be monetized by other partners or competitors.

Table Of Contents

Network Operators Pay Attention: New "Device-Enabled Network Operator IT Cloud Technology" is Resetting the Rules for Monetizing Mobile Services
Introduction
Most CSPs' Current Business Solution Architecture
Today's Mobile Internet and Enterprise Development Environment
Most Installed CSP Business Solution Environments are Limited
A Cloud-Based Mobile Services Enablement Architecture
New Solution Approach: Cloud-Based Mobile Services Enablement
Live Deployments Now Emerging
A Brief Assessment of the Solution Supplier Marketplace
Stratecast - The Last Word
About Stratecast
About Frost and Sullivan

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