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CMO Council CSP Study: Behavior-based Pricing (Report Now Available) Part 1

Miguel.jpgFree Over The Top (OTT) Communications Service Providers, (CSPs) such as Google, Skype and Facebook, are both challenging and enabling marketers in the $1.3 trillion global telecommunications industry. A new Chief Marketing Officer (CMO) Council study, sponsored by HP, (download report here) or contact your HP account representative) shows that while these companies are supplying customers with sophisticated web-based features that are competing with fixed and mobile operators, OTT players are also being courted for partnerships and revenue-sharing opportunities by traditional CSPs.

 

Miguel Carrero, Director, Actionable Customer Intelligence, Enterprise Services at HP, and Liz Miller, VP, Programs at the CMO Council spoke about these findings at Mobile World Congress. Watch an interview with Carrero on the show floor.

 

As Miller put it in last week’s MWC presentation “Marketing has traditionally been focused on getting consumers to ‘interact” with their brand. They’ve gotten data from “outside” the company, with some getting data from marketing channels inside the company. But it is time they leverage data across their own network — and not just marketing — to drive experiences that the consumers want.”

 

What is most telling from the study findings is the absolute awareness from marketers within global CSPs that change must come in order to maximize both customer loyalty and revenue opportunities. For the most part, CSPs are in real danger of being reduced to becoming providers of a commodity, and marketers are ready to step into a champion role to ensure this commoditized scenario does not take hold — much to the detriment of the customer experience.

 

What we often hear from CSPs, many of them HP clients, is that identifying and setting that first brick is the hardest — and often almost impossible — step to building a bridge to an optimized (profitable) customer experience. What’s ironic is that they actually have a secret weapon against becoming a commodity — data.

 

Big Data and Analytics
Consider this: Every day, the average U.S.-based network provider moves 19 petabytes of data through their network. (For some perspective, James Cameron and ILM moved 1 petabyte of data to render the movie Avatar and it took them three years.) There is no shortage of data in today’s CSP. More often than not, this mass of data can be seen as an impediment, given the moniker Big Data, and imposing a looming feeling that data is a massive problem that needs to be solved.

 

In reality, it is the CSP’s greatest opportunity.

 

According to the CMO Council’s findings, marketers are looking for key ways to differentiate their brand in a broad pool of competition. Here at HP, we see the CSP’s big data assets as a way to differentiate, deliver more value to customers and improve financial results.But access to data is only part of the requirement — CSPs must be able to quickly access this data and deliver intelligence and insight in order to fully exploit the data opportunity and monetize their network. 

Most CSPs are unable to transform the massive amount of subscriber data they collect each day into actionable intelligence. As OTT providers are winning the hearts and wallets of customers, CSPs now find themselves in the risky position of having their services go further down that commodity path.

 

What the study identifies are four clear goals that CSPs are looking to achieve in order to break out of this commodity mold. CSPs are being challenged to:

  • Grow revenue and differentiate with innovative new services
  • Improve customer satisfaction and reduce churn
  • Introduce new business models via partnerships with OTT
  • Optimize the cost of operations and network planning

 

Watch for Part 2 of this 2-part series, where we explore how to take the first step in leveraging data to drive greater business outcomes. In the meantime, for more information, or to ask for copy of the study, click here.

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About the Author
Julia Mason-Ochinero is WW CME Marketing Lead, HP Enterprise Marketing. In this role, Julia is responsible for driving dialog with CSPs on h...
About the Author(s)
  • Alain Decartes has over three decades experience working in the Telecommunication and IT Sector. Here he has had roles in a variety of sectors including the Value Added Service, Cloud Services and Apps Store market worldwide. He has strong skills in international sales, marketing and business development. Alain is HP Software’s worldwide Industry Solution Marketing Lead for the Communications, Media and Entertainment (CME) industry and sub-segments. In the past, Alain has held senior roles with Unisys, Comverse and Prodata Belgium. He is a popular speaker, moderator or chair at worldwide industry conferences. Alain has been a Board member at the International Association for Enhanced Voice Services. He has also won a number of Industry accolades including The Messaging Industry Association Special Recognition Award. Alain received a Civil Engineer in Telecommunications degree from the Faculté Polytechnique de Mons in Belgium.
  • Sigge Andreasson is Worldwide Solutions Marketing Manager for OSS Transformation, CMS at HP. Sigge has more than 25 years of experience in the telecom and software industries, and has held a number of different positions during his career with HP, spanning telecom engineering, pre-sales and marketing. Sigge holds a Master of Science degree in Electrical Engineering from Chalmers University of Technology, Sweden.
  • Julia Mason-Ochinero is WW CME Marketing Lead, HP Enterprise Marketing. In this role, Julia is responsible for driving dialog with CSPs on how they can transition to sustainable, profitable business models and enter into co-opetition with over-the-top (OTT) content providers who are changing this industry’s landscape. She joined HP in 2010 from Accel Partners (where she worked as a consultant.) Prior to Accel, Julia held marketing leadership positions with companies including Adobe, Nuance, OpenWave, Novell, Nuance Communications and RealNetworks. She began her career in Chicago working with organizations including AT Kearney, Andersen Consulting and Ameritech. She currently resides in Silicon Valley.
  • Marco has over 15 years’ experience working on strategy and innovation projects for major clients in the Telecom and Media Industries. He helps clients to improve their business performance through the adoption of strategically-driven technology solutions.
  • Marie-Sophie Masselot is bringing her thought leadership in business transformation in the telecom arena, thanks to her latest role as the marketing lead for the HP Solution Consulting Services practice worldwide. She is coming with a technical background as computer sciences engineer, having held different positions from software development through supply chain or sales support in telecom companies.
  • Michel Ferachoglou has over 20 years in IT and Communications, holding senior Product Management, Business Development, and Marketing positions with HP, as well as held various people management, strategic and business planning roles. Today, Michel is leading the NFV marketing program for CMS, along with a number of cross-portfolio activities within HP CMS Solution Enablement team.
  • Marie-Paule Odini is a seasoned HP executive, bring over 25 years of telecom experience. She has deep expertise in both the networking and IT environments, bridging voice and data. Marie-Paule is the HP CTO for Europe, responsible for the Communication and Media Solution organization, focused on customer innovation and emerging trends. She leads the technology discussions for M2M, Analytics and Cloud. She seats on ETSI and other standard bodies. She is a frequent industry speaker and editor in professional magazines, blogs on HP Telecom IQ and tweets on CMS twitter account. Marie-Paule’s prior responsibilities include managing HP’s worldwide VoIP program, HP’s wireless LAN program, and HP’s Service Delivery program. Since joining HP in 1987, she has held positions in technical consulting, sales development and marketing in Europe and in the Americas. Those roles have focused on strategic and operational responsibility for Networking, IT and operations. Marie-Paule holds a master’s degree in Electrical Engineering from Utah State University and business education from INSEAD, Paris. Prior to joining HP, Marie-Paule spent five years with France-Telecom/Orange research and development labs, defining architecture and value-added services launch for corporate customers. She also worked with standard bodies and industry forums at that time. She enjoys skiing and outdoors in general.
  • Oded Ringer overlooks HP's worldwide marketing strategy for Actionable Customer Intelligence (ACI) solutions. With many years in the Telecom industry, at companies like Alcatel-Lucent and TTI-Telecom, Oded focuses on Go-To-Market strategies bringing together Products, Business, Operations, Sales and Marketing.
  • Richard Arthur has enjoyed the last two decades of the wild ride that has been the communications industry since deregulation. He is currently leading the Services and Solutions Marketing team in HP’s Communication and Media Solutions business unit. This role embraces transformative telecom solutions including telecom cloud services, outsourcing, solution lifecycle services, OSS/BSS and network platforms. Richard is also managing the CloudSystem Service Provider Program in HP.
  • Grace has initiated and implemented in last decade the first support contracts for large Telecom operators like France Telecom, Vodafone, BT...Today she is in charge of developping support services which are maturing with a shift from reactive break/fix models to more-proactive and enhanced offerings that add business value.


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