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19 September 2017

Enabling agility for MVNOs requires real-time automation

With ever increasing competition, the need to become more agile has become of fundamental importance to MVNOs and MNOs alike. While agility in processes is essential, even more important is the ability to enable agility in customer engagement, which requires the integration of real-time information with existing data.

We’ve written extensively about agility elsewhere, but it remains a pressing topic that needs further exploration. The telco industry has long been envious of the ability of Internet-based application providers to respond to user needs and to provide a deeper, more engaging experience. As a result, the industry is trying to find ways in which it can adopt more agile practices in order to obtain the same results.

At heart, agility implies speed. In turn, this means the ability to make decisions faster, to execute changes more rapidly and to adapt more quickly to changing circumstances. This means organisations have to learn faster and to act on lessons more effectively, instead of being bogged down by processes that impede change.

Nowhere is this need more acute than in the MVNO industry. MVNOs must compete harder and faster to stay ahead of new entrants, loss-leading offers and static wholesale prices. MNOs with second-brand MVNOs are challenged by the same factors – they may be established with the right intentions and with the right team to reach untapped segments, but they still need to operate in competitive environments.

So, agility is a pressing concern. One way to address agility is to think about process automation and how that can be linked to real-time systems and known data points. For example, if a mobile subscriber that matches a particular, pre-defined profile changes their utilisation profile e.g. a big increase in data usage, they might be served with an offer that entices them to make a purchase by promising a reward. While the profile information is pre-defined, the subscriber utilisation and matching that to available offers requires real-time interaction and service automation.

If the offer is taken up, then the user could be served a similar, but related offer in future. If it is not, then another tactic could be attempted, given that the user can be identified as receptive to one kind of offer but not another. Such processes unify known information, real-time events and apply learning to continue the engagement. It’s agility that allows providers to build personalised relationships with their subscribers.

That’s just one example. There are myriads of touch points, data points and event-driven activities that can be combined to create endless possibilities to display agility. Yet, today, few mobile providers and even fewer MVNOs capitalise on such capabilities. In other words, they may strive to be agile but do not implement the operational enhancements and systems to enable them to adopt agile processes.

At Digitalk, we’ve been helping MVNOs and MNOs that support them to become more agile by enabling them to support such behaviour and service flexibility, backed by learning and real-time automation. If you want to know how, get in touch – and watch out for more insights in how to increase agility soon.

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