Legacy tech is main block to going digital

Staff writer
B/OSS Asia

The inflexibility of existing systems disappoint operators although they want to target customers with personalized, relevant offers in real-time in order to drive upsell opportunities, according to a survey by Openet.

The survey which covered 101 operators shows that operators now view VoIP and messaging OTTs as their fiercest competition in maximizing the effectiveness of digital services.

Of those polled, 57% feel quite well prepared for the battle, citing their network as their key area of competitive advantage.

More than half the operators surveyed have tried to leverage real-time data to create targeted customer offers and services.

However the majority (70%) confessed that they are either worse, or much worse, than OTTs at personalized customer engagement.

Large-scale billing transformation projects that take too long, and the problems of trying to adapt legacy systems to cater for digital services were cited as the largest hindrances in the move to digital.

Among respondents, 37% see the biggest challenge for operators in 2016 as the need to become more agile, reducing product life cycles and getting more products and services to market in a shorter time period.

The survey also found that 63% of operators think it should take between one and seven days to create and send targeted and personalized offers. Also, 64% admitted it actually takes up to six months.

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