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Innovation Enabled by Monetization : How “Getting Paid” Makes It All Possible
One dictionary definition of “monetize” is: to utilize (something of value) as a source of profit. Given the amount of time most people spend monetizing their time—i.e., working at a profession to earn money—one would guess that monetization is top-of-mind for most. However, examples abound of newly formed companies that put their primary emphasis on creating something new, perhaps an interesting piece of technology, and then focus on making money later. Many such startups have shorter lifespans than their founders envisioned.
The Stratecast Operations, Orchestration, Data Analytics & Monetization (ODAM) practice focuses primarily on the communications industry, and, in particular, on the support systems that enable global communications service providers (CSPs) to provide products and services to consumers, to business and enterprise, and to government. The mature communications industry understands how to monetize its services; but still, a problem exists.
For a number of years, the profit margins of CSPs have been squeezed as the costs of operations increased faster than the revenue generated. The reasons for this margin tightening are many and well known, including the continued exponential rise in data traffic and the associated costs to support that traffic. However, cost is not the focus of this report. This SPIE will focus on the revenue generation side of the margin equation. Generating revenue is of utmost importance to CSPs, and is a key focus of the support systems utilized by providers; ODAM is literally anchored by monetization.
One way CSPs can increase revenue is to simply raise the prices for services offered. In the competitive communications market, where multiple CSPs and over-the-top providers are competing for every customer, this avenue is not really an option. In fact, competitive pressures often work to push prices down, exacerbating the margin squeeze.
Therefore, finding new sources of revenue—offering new products and services, tapping into new markets, and expanding in existing markets—is the only viable alternative. Service providers, aided by their ODAM supplier partners, are doing just that. The monetization processes are essential in the pursuit of new revenue. This report will examine some of the monetization innovation that is enabling new revenue possibilities today.
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