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ICTXS Executive Summit East: Digital Transformation - Mortensen

© Analysys Mason Limited 2016

DIGITAL TRANSFORMATION: NETWORK INNOVATION AND

OPERATIONS DIGITISATION

DR MARK H MORTENSEN, RESEARCH DIRECTOR

DECEMBER 2016

ICTXS Executive Summit East


© Analysys Mason Limited 2016 2

The CSP-to-DSP journey

CSP à DSP = vNGN D(SP) + (DS)P

A service provider with ‘digitalised’

operations

Supported by an agile, virtualised next-generation

network

Communications service provider

Digital service provider

A provider of digital services



The CSP-to-DSP journey: focusing on digitalised experience

CSP à DSP = vNGN D(SP) + (DS)P

A service provider with ‘digitalised’

operations

Communications service provider

Digital service provider



Digital natives are preconditioned by the digital channels provided by other companies in their lives

4



What does it mean to digitalise the consumer operations of a CSP?

5



Many CSPs already have digitalisation strategies in place

6

Question: Which answer best describes your organisation’s digitalisation strategy? (Select one)*

6



CSPs expect their digital transformation efforts to yield significant benefits for their businesses



Generating more revenue from current customers is the most important benefit that CSPs expect from digitalisation

What are the most important benefits you expect from digitalisation? (Select two)*

8



Operators believe that offering a consistent omni-channel experience is the most important task to be undertaken

What are the two most important tasks to be undertaken on the digital transformation path? (Select two)*

9



Our initial index focused on seven key capabilities in customer care

10



Digital eXperience Index (DXI-1) for 20 selected CSPs

PLANNING BEGINNING TRANSFORMING DIGITALISED

SMAL

L (<

25 m

illio

n)

MED

IUM

(2

5–75

m

illio

n)

SUBS

CRIB

ER B

ASE

LAR

GE

(>75

mill

ion)

Eircom

DIGITAL MATURITY

Türk Teleko

m StarHub

SFR

Turkcell EE

TeliaSonera

Globe Telecom

Orange

Vodafone Airtel

Three

BT Singtel/ Optus

Deutsche

Telekom Verizon AT&T Telenor

Etisalat

Telefónica

Source: Analysys Mason

LOW

HIGH

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Questions that have been prompted by the DXI

12

Who Question

CSP Score

§  Where am I? §  Why am I here? §  How do I compare with my competitors? §  What is the next best action that I should take to increase

my digital experience? What will it cost?

Benefits §  Does the DXI score correlate with customer satisfaction

scores? Net Promoter Score (NPS)? §  Does the DXI score correlate with business success? §  Will a higher DXI score mean that digital natives will be

happier? Vendors §  Which vendors have helped CSPs to digitalise their

operations, and in which areas?

BUT: The digital experience is more than just a user interface.



Further research has led to a deepening in our understanding of what is required to provide an excellent DX

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Area Major points Customer Care (including customer engagement and commerce)

§  Digital interface Omni-channel §  Personalisation User service control §  Social media Advanced interaction

Strategy §  Maturity and depth of strategy

Analytics §  Customer and correlated network data for personalisation and contextualisation

§  Customer omni-channel journey analysis

Revenue Management §  Automated partner management §  Real-time billing, charging and mediation

Service Fulfilment §  Rapid service design and creation §  Automated order management and service

orchestration

Service Assurance §  Self-diagnostics and personalised information.



Various areas contribute differing amounts to the overall DX

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DXI is a part of the Customer Experience Management (CEM) research stream of Telecoms Software and Networks BSS practice

15

Dr. Mark H Mortensen Research Director Digital Experience

Justin van der Lande Lead - CEM Research Lead - Analytics Research

Atul Arora DXI Project Lead Customer Care Research

Don Alusha DXI Project Manager Overall Contributor

John Abraham Lead - Revenue

Management Research

Dean Ramsay Lead - Service

Fulfilment Research



Digital eXperience (DX) research plans

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§  DXI-2 underway, including the new areas

§  DXI-2 subset for: §  Customer Care §  Revenue Management §  Analytics §  Service Fulfilment §  Service Assurance

§  ‘Vendor DXI’ being scoped

§  Enterprise version (eDXI)

§ Correlation with business success

§ Correlation with NPS

§ Will digitalisation meet the desires of digital natives?

§  What is the ‘digital experience’ for the enterprise market?

DXI evolution Other DX research

Results will be reported in our Customer Experience Management (CEM) program, to be renamed “Digital Experience (DX)”



Contact details

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Cambridge Tel: +44 (0)1223 460600 [email protected]

Milan Tel: +39 02 76 31 88 34 [email protected]

Dubai Tel: +971 (0)4 446 7473 [email protected]

New Delhi Tel: +91 124 4501860 [email protected]

Dublin Tel: +353 (0)1 602 4755 [email protected]

Paris Tel: +33 (0)1 72 71 96 96 [email protected]

London Tel: +44 (0)20 7395 9000 [email protected]

Singapore Tel: +65 6493 6038 [email protected]

Madrid Tel: +34 91 399 5016 [email protected]

Manchester Tel: +44 (0)161 877 7808 [email protected]

@AnalysysMason linkedin.com/company/analysys-mason youtube.com/AnalysysMason analysysmason.com/RSS

Dr. Mark H Mortensen Research Director, Digital Experience and BSS Practice Head

[email protected]

DrMarkHM

www.linkedin.com/in/markhmortensen

Boston Tel: +1 202 331 3080 [email protected]

Hong Kong Tel: +852 3669 7090 [email protected]

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