Why the Path to Digital is Catalog-Driven: Reflections on #MWC18
The mobile communications revolution is driving the world’s major technology breakthroughs. This year’s Mobile World Congress was titled “Creating a Better Future” which focused on a variety of areas including IoT, 5G, Future Services Provision, The Network, The Digital Consumer, Tech in Society, Content & Media, Applied AI and Innovation. From wearable devices to connected cars and homes, mobile technology is at the heart of worldwide innovation. As an industry, it is connecting billions of people to the transformative power of the Internet and mobilizing every device that is used in our daily lives.
But all of this technology and transformation requires stable foundations on which to build, and CSPs are in a race against time to ensure their architecture can support their digital evolution, giving their customers the smoothest cross-platform, multi-channel experience possible. Most are struggling to get their B/OSS to help them deliver the right create-sell-deliver experience that ultimately drives the monetization of new digital services.
Traditional full stack B/OSS vendors have failed the industry by creating closed and disconnected products suites, which have been focused on the back end, not the upfront customer interface. Over the last decade, customer experience has finally become the focal point, along with customer journeys and the brand experience. While clearly those elements are important, what has been forgotten is the key driver of customer experience – namely, how customers interact and experience a CSPs products and services throughout the create-sell-deliver process.
This Digital Age is necessitating a step change. There is no “make do” option anymore. “Digitally native” companies are not hampered by legacy infrastructure – they are fanatically focused on the products they sell. For them their business IS THE PRODUCT. Their ability to make the process of creating new offerings, selling them dynamically into the channels that suit the preference of the buyer in a seamless and consistent manner is greater than a CSP’s current ability to match that model. It is time for CSPs to “do or die” in terms of adapting, evolving and changing the way they do business.
Technology vendors have a responsibility to ready their CSP customers and help them to stabilize their business architecture in preparation for the digital onslaught that is galloping toward them. Sigma knows that today’s digital service environment necessitates a catalog-driven approach. Being catalog-driven represents a change in focus, and requires a fundamental redesign of how an organization mobilizes and operates around defining, launching, operationalizing, selling, delivering and supporting products to better meet customer expectations. It encompasses every element of the commercial, functional, technical, and physical aspects of a product or service.
By using a catalog-driven architecture, Sigma is helping to support a better future for its customers, so that they in turn can create a better future for their end users. Without it, all the effort in creating agile networks, and launching new services will never be fully realized.
Tim Spencer, President & CEO, Sigma Systems speaks with Mike Barrell, CEO & Founder, Juliet Media