The Biggest Challenge That Telecom Operators Are Facing
Author: buka CHINA SKYLINE TELECOM CLOUD SMS PLATFORM Release time:
European telecom operators are facing challenges from OTT players, which are over-the-top players, such as Google, Apple, Facebook, etc. The difference between a telecom operator and an OTT player is that a telecom operator only provides network services while an OTT player provides not only network services but also digital services.
This difference causes big challenges to the telecom operators as OTT players can better understand their customers, connect with customers deeper, and provide better services.
Young people are used to using Facebook, Whatsapp, and Apple to send messages and have video calls. The traditional telecommunication service is no longer adapting to the market.
And this severe challenge forces telecom operators to think of new business models to thrive or survive.
One of their solutions is to partner with OTT players. For example, the famous SMS platform Infobip is cooperating with OTT players like Whatsapp, Instagram, and Microsoft, providing customized SMS services to them.
According to the survey, the most two profitable business directions for the future development of telecom operators are machine to machine and cloud service.
One of the old business models of subsidizing cellphones through contracts is gradually not working. Customers require more flexible services from operators.
The four most important factors contributing to the future success of telecom operators in 5 years are networking quality (92%), branding (74%), sales (47%), and customer service (47%).
Providing good network service is the most important factor for the development of telecom operators. Most executives think that switching to all-IP (Internet protocol) networks will reduce costs.
Meanwhile, sharing and outsourcing are also two possible ways to reduce costs. Operators now are considering sharing network monitoring centers to save the budget. They also consider outsourcing some of the business to other operators.
In the aspect of marketing, operators are switching to digital marketing from traditional marketing. With digital marketing, operators can reduce the marketing cost and provide better services to the customers.
Ways of selling are what counts much to the success too. To adapt to the nowadays market, operators also need to adopt the latest selling methods. Some operators are using omnichannel sales channels to sell their services. Some of the latest online selling methods are also being adopted, like peer to peer, word of mouths, etc.
Customer service is getting important in the future 5 years. Engagement with customers and customer experience can decide the success of a business, especially in the service industry.
What is wise to do?
Get digital.
In the digital age, big data is the fuel. To the telecom operators, getting digital is how they adapt to the new age.
With a focus on digital transformation, they can better understand the customers, the products, and the market. It is how they compete with the OTT players in a digital world.
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