As Mobile World Congress Approaches, Evolving Systems Anticipates Year of Change for the Telecoms Industry in 2020
February 03 2020 - 9:00AM
Evolving Systems, Inc. (Nasdaq: EVOL), a
leader in real-time digital engagement solutions and services,
anticipates shifting priorities for Communications Service
Providers (CSPs) in 2020. With Mobile World Congress, the
industry’s largest annual gathering of key decision-makers
happening this month in Barcelona, Evolving Systems’ leaders
attending the event expect a number of pressing issues to be
discussed.
Matthew Stecker, CEO, Evolving Systems, notes: “2020 will be
challenging for CSPs as traditional end-user expectations are being
re-set and as a result of the resulting changing requirements,
internal support infrastructures are being redrawn. At Evolving
Systems, we know better than anyone how state-of-the-art loyalty
programs work and what they can deliver in the telco industry.
Those carriers who are driving innovation in their relationships
with customers in this highly competitive market will be the
industry leaders in the coming year. This is a subject we expect to
see being debated at Mobile World Congress!”
The trends we will see are:
The arrival of Customer Engagement 3.0Evolving
Systems believes that the nature of customer engagement will change
as personalization - how marketing and customer value management
actually engage with subscribers - rapidly matures. This means a
change will be required in legacy solution architectures (i.e. a
move from the relational database of static customer data to
real-time online customer profiling). Those carriers who lead the
way will tap the real benefits that can be achieved by moving to CE
3.0.
Subscribers’ perception of value will changeNet
Promoter Scores in the telecoms industry are low; yet to date
there’s been relatively little analysis as to why. 2020 will see a
more forensic examination of this question, with facts starting to
outstrip rhetoric. One change lies in clearer answers to the
question “Does my operator give me value for my money?” Another
will be to better understand global trends such as the price of
data, where new approaches to pricing differs widely between
geographic regions.
Artificial Intelligence evolves from headline maker to
decision makerThe difference between Deep Learning,
Machine Learning and Artificial Intelligence remains poorly
articulated and perhaps also poorly understood. All three phrases
are widely used by CSPs, but what they actually mean and are being
used for is far less clear. 2020 will more clearly define the
practical uses of AI….and more effectively start to answer
questions such as “Can/should I trust a machine to determine what
price to offer a customer for my services?”
New Best Practices for churn emergeCan CSPs
realistically employ usage data and trends to predict whether a
customer will churn? Can the real drivers of churn be isolated and
articulated? If they can, then the causes of churn can be fixed,
for instance by triggering personalized discount offers. 2020 may
finally see the emergence of new industry best practices for
scoring customer churn risks.
Time to Know Your Customer…betterKYC will start
to be more prevalent in markets globally. Most of Africa and Europe
already have KYC or some form of registration implemented, with
India and the Middle East also being KYC markets. It will
proliferate more into other geographies such as LATAM and Asia in
2020.
5G: Mobile competes with home broadband5G will
apply more to developed markets but will still fall into the ‘all
you can eat’ trap. It will be pushed as a premium service based on
increased speeds. This will open opportunities for mobile operators
to take on the home broadband market in 2020.
Next year, the new party will be around the third
partyCustomer retention will become more and more
important but the way the customer is retained will no longer be
primarily through simply offering telecom services but instead via
combining those with non-telecom services and third-party offers.
Partner enablement will become table stakes for success.
Telco business models diversify as profits become less
and less about telco-sourced revenuesSee above! MNOs in
particular will be more focused on content and selling other
product/services with a significant chunk of revenue coming from
non-telco partners. This will vary by region but the larger players
in each market will have started to diversify their business models
by the end of next year.
Watch out for the Enterprise boomThe enterprise
market segment will be a major source of growth for M(V)NOs in
2020, with IoT being at the forefront of driving this change.
Ultimately 2020 will be a year for heightened focus on Customer
Engagement as end-user expectations shift and
increase.About Evolving Systems®Evolving Systems,
Inc. (NASDAQ: EVOL) is a provider of real-time digital engagement
solutions and services to more than 80 customers in over 55
countries worldwide. The Company’s portfolio includes
market-leading solutions and services for real-time analytics,
customer acquisition, customer value management and loyalty for
telecom, retail and financial services companies. Founded in 1985,
the Company has its headquarters in Englewood, Colorado, with
offices in Asia, Europe, Africa, South America and North America.
For more information, please visit www.evolving.comFollow
us
on: https://www.linkedin.com/company/7567/admin/https://twitter.com/EvolvingSystems
Media & Analyst Relations: Sancha
BrodySancha.brody@evolving.com
+44 (0) 7376 366855
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