2013 Trends: Gordon Rawling, Director of EMEA marketing, Oracle Communications

The CSPs in emerging markets making the most gains in 2013 will be those prepared to innovate in service offerings and customer experience, making the most of the information they will have at their fingertips. It is for this reason that – in 2013 – we expect to see CSPs:

Taking advantage of LTE – 2012 was the year LTE became a reality in emerging markets. CSPs need to use the customer insight provided by the growing use of connected devices over next generation networks to lay the foundation for improved customer service offerings, helping differentiate themselves beyond products to deliver new revenue opportunities. By analysing the wealth of customer data collected, CSPs can offer personalised services tailored to individual needs, such as specific offers for users consuming large amounts of data.

Optimise their networks – Today, customers are consuming unprecedented amounts of mobile data, placing CSPs under increasing strain as they work to manage the demands placed on their mobile networks. Deploying technology such as network policy management solutions will enable CSPs to better control their networks by expanding or contracting bandwidth as appropriate to meet customer demand. This will allow CSPs to optimise network performance and provide a consistent level of network availability, all of which helps to enhance the customer experience and increase customer loyalty.

Rapidly launch new services and offerings – Traditionally, the slow pace of the telecoms market in rapidly launching new services and offerings means that it is not well placed to optimise revenue opportunities in this area. As such, we expect to see an increasing number of CSPs in emerging markets deploying technology, such as rapid offer design and order delivery solutions, enabling them to rapidly launch services so that they can take full advantage of market opportunities and stay relevant to their customer base.

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