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Digital Service Providers To Rule in 2015 and MVNOs to Rise, Says MATRIXX

Digital Service Providers To Rule in 2015 and MVNOs to Rise, Says MATRIXX Image Credit: MATRIXX

By Jennifer Kyriakakis

Founder & VP Marketing

MATRIXX.

The roll-out of LTE took centre stage in 2014, and consumers in over 100 countries are now benefiting from super-fast data speeds. But LTE brings with it new expectations from customers and unforeseen operational idiosyncrasies that are triggering service providers to rethink and revitalise their strategies. No longer able to rely on traditional business models, approaches or legacy IT systems, communication service providers (CSPs) have come to a crossroads and need to recognise the new challenges they face as their customers begin to demand a whole new range of personalised digital services.

CSPs are fast realising that an evolution of traditional telecoms networks and business models is imperative to stay ahead of the curve. As more CSPs look for new ways to optimise their networks and business operations for LTE, we can expect the following trends to emerge next year: 

#1: MVNOS WILL SET THE PACE ON DATA INNOVATION

2015 will be the year of the digital MVNO as these providers evolve from predominantly offering voice services, to becoming data-centric innovators.

Traditionally, MVNOs have differentiated their offerings through exclusive content or basement level pricing. However, these strategies will continue to evolve to service a more sophisticated customer base that demands LTE services. MVNOs will begin to realign their business strategies to meet increasing demand from consumers for control over their mobile experience. They can achieve this by profiling different customer groups, and offering appropriate brand-based and OTT services based on subscriber behaviour. 

Other interesting innovations may include cross-border connectivity for enterprises, and data roaming solutions for consumers and enterprise customers.

Jennifer Kyriakakis,
Founder and VP Marketing,
MATRIXX

#2: NON-CSPS WILL START RETAILING DATA CONNECTIVITY

In 2015, we can expect to see the emergence of an exciting new trend: non-telecoms brands launching mobile data services alongside their traditional offerings. Think travel companies offering roaming deals as part of holiday packages, for example.

This new marketplace will be empowers by CSPs modernising their enabling systems and moving to a real-time environment. In undertaking this transition, they can launch new propositions with their digital partners through an application programming interface (API) model. We will likely start seeing ‘mash-up’ data models emerging that have become commonplace in online retailing and other industries.

#3: A REAL-TIME EXPERIENCE FOR ENTERPRISE CUSTOMERS

Consumers have been the first to benefit from the enhanced experience delivered through real-time enabling systems on LTE networks: increased visibility, personalised usage controls, shared balances and instant top-up of data balances. 

2015 will see the launch of new propositions tailored to the needs of small and large companies, with sophisticated self-management tools and a new channel for upselling additional services based on real-time business demands.

#4: THE DIGITAL SERVICE PROVIDER(DSP) TREND WILL GAIN STRONG MOMENTUM

Rolling out LTE is simply the first stage of delivering on the promise of a fully-digital mobile experience. In order to capitalise on their LTE investments, CSPs will be plotting a path towards becoming Digital Service Providers (DSPs). These businesses will focus on delivering personalised customer services, migrating customer interactions online, and providing advanced self-care through digital channels. 

In 2015, the concept of the DSP will move beyond a few early adopters to become more mainstream.  More CSPs will take the lead from successful brands like Telstra, which is constantly engaging with its customers and adding value to evolve their digital lifestyles. 

Today’s data-hungry society is the driving force behind CSPs’ evolution into businesses that operate in real-time, and can sell an array of interactive services and experiences straight to the consumer’s device. In the coming year we can expect to see CSPs battling it out with exciting new price plans and value-added services, tailored to individuals and enterprises.

About The Author:
Jennifer Kyriakakis has been working in the Communications Industry for over 18 years in Marketing, Sales and Systems Delivery. Prior to MATRIXX, Jennifer worked for Portal Software (acquired by Oracle) where she was responsible for the global marketing strategy of Portal's product suite for the broadband and mobile markets. Before joining Portal, she worked with Verizon International Wireless managing large implementations of billing and customer care solutions for their global operating partners. Jennifer began her career in the Communications Practice at Accenture where she developed billing, invoicing, and payment processing applications for wireless operators. She holds a degree in Information Technology and Operations Management from the College of William and Mary.

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