Categories: oss/bss

How your Next OSS/BSS Investment can Improve your Competitiveness and Profitability?

The telecom industry is standing at a critical juncture currently and until they’ll do something to keep up with the modern technology uncertainty will be there. The traditional telecom offerings that were responsible for generating revenues are now getting commoditized. Thus, amid strong competition from the over-the-top service providers, it is
hard for CSPs (Communication Service Providers) to enhance profit and revenues. Adding on to the challenges are increasing customer demands about flexible services, improved customization of offerings, and the need to evolve at an unparalleled rate. Now to keep up with the fast-changing telecom landscape, TSPs (Telecom Service Providers)
are looking forward to going digital that will unlock various new revenue streams. Top-tier OSS/BSS users are already opting for cloud-native OSS/BSS. As estimated in the report from Analysis Mason/Amdocs more than 90% of CSPs in Asia-Pacific, North America, and Europe will have their OSS/BSS stacks running on cloud infrastructure by 2022 with more than 60% on hybrid cloud.

Why is current IT spend optimization isn’t appropriate?

With the pace at which the telecom industry is growing, it’s high time for the TSPs to consider IoT systems, 5G network, and virtual reality solutions for their OSS/BSS offerings. IT landscapes are required to be redone to yield the desired business results with ambitious initiatives.
Now with the increase in service complexities and instant technological changes, it has become necessary for telecom companies to spend smartly on IT in order to run seamless operations and provide services.
At the same time, the CSPs are in dire need of service agility, so that they can decrease customer churn and increase customer lifetime value (CLV). Thus, TSPs have to strike a fine balance between the infrastructure improvements and cost reduction that simultaneously fuels the revenue growth. Considering this, many CSPs have already commenced revamping their business IT systems for rationalizing infrastructure spending while adding more service functionalities. But the fact is that for TSPs just optimizing expenditures isn’t enough to crack the digital transformation. They need to completely overhaul their IT models and traditional business procedures in order to reduce time-to-market and proffer distinguished and superior customer experience.

What changes will be brought by the transformation from transactional to automated OSS/BSS?

When it comes to the business applications being used by most of the telecom companies, then they are categorized by strict and complex legacy systems that are well past their sell-by dates. Even though the Total Cost of Ownership (TCO) is high, the flexibility and scalability offered by these systems are limited. This also adversely affects the user experience and if one needs to upgrade them, then compliance and elaborate procedures are required that directly impact the business agility and hence the customer satisfaction. This factor undermines the initiatives rolled out by the TSPs to improve the user experience because the core functionalities mainly remain unaffected.

That’s why there is an immediate need for the CSPs to start revamping their IT architectures to make their Business Support Systems (BSS) and Operational Support Systems (OSS) more agile, flexible, and responsive to constantly changing customer demands. Currently, the OSS/BSS systems that are being used by the organizations are transactional in nature and are needed to be event-driven and automated. For example, back-end and front-end
workflows that are built around the manual customer service requests should be automated to enable quick provisioning and self-service options. If the organization can successfully go through this transition, then the OSS and BSS will be able to efficiently manage the entire service lifecycle and with this, even the TCO and customer attrition will reduce.

How cloud BSS can become a profit generator for TSPs?

We already know that functionalities like rating, billing, charging, customer care, customer experience, fulfillment, CRM, and even revenue management are handled by cloud BSS. When we are considering a digital BSS stack, then it goes beyond the services like monetizing, enabling and managing new-age cloud and digital services. Digital BSS also helps
in transforming a Communication Service Provider into a Digital Service Provider, especially when it’s about incorporating 5G services. We have analyzed how a sturdy cloud BSS can become a profit generator for TSPs.

  • It promotes customized customer experience: Modern digital users want nothing less than a personalised, distinctive experience. By implementing digital BSS infrastructure, the telecom operators can easily record communication data and produce targeted customer interactions. With AI and Deep Learning, it’s easier to meet real-time customer demands including addressing network issues, recommendation of offers and loyalty rewards.

  • Can predict customer churn: One of the best things to implement cloud BSS is that the telecom companies can leverage advanced analytics to seek value from data retrieved from BSS, OSS, CRM and more. With the extracted data from transactions, billing, customer usage, social media and complaints, a predictive model can be designed to recognize potential churners. This is very helpful for the telecom operators to promote, roll out an offer and retain customers.

  • It’s easier to promote agility and increase efficiency: A robust cloud-based BSS can provide businesses with the required agility to keep up with advanced technologies. For Machine to Machine and IoT systems, TSPS needs a cloud-based BSS that permits syncing and juggling between a multitude of partnerships. CSPs can establish innovative service lines: For any service provider, cloud-based services are getting more and more important day by day. It is not only clear to the customers how cloud services can be life-changing, but even the businesses are focusing more on cloud- based offerings. If we talk about the telecom operators, then they can utilize a robust BSS for bundling cloud-based services into their traditional offerings. This will not only ensure an increase in ARPU (Average Revenue Per Unit) but the CSP will be seen as an innovative operator by their customers.

  • Can effectively retain profitable customers: One can’t deny that the cost for acquiring new clients is substantial and CSPs need time to recover this cost. To do this it is important to retain profitable customers. Telecom operators can do this by integrating OSS and BSS applications, as they get an all-inclusive view of the client to male tiered rates, convergent billing, and possible applicable discounts. This way it is also comfortable to analyse the value that a particular client brings to the business.

Conclusion

With appropriate capital spent on the right cloud technologies, service providers can meet customers’ demands and stay strong in this highly competitive industry. When TSPs have the facility to merge customer-facing systems like BSS with other systems, then they have the opportunity to inject speed into the launch of the new services. Whether it is about introducing innovative service lines, accelerating service provisioning, or enhancing the customer service; with a cloud-based BSS, these objectives can be effectively achieved. Finding such a BSS solution is easier now, as the team of Echelon Edge is here with a cloud BSS solution you always wanted. To know more visit www.echelonedge.com

Anubhav Goel

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