Digital and communications service providers must always be evolving to align with the demands of their customers or, better yet, be creating fresh demand for new services. In the era of Generation Cloud, they have a once-in-a-lifetime opportunity to re-define their approach – to everything – and this includes a revamp of order orchestration and service fulfilment.
Today’s highly targeted digital buying experience favours personalisation, hyper-connectivity and instant gratification, as well as self-care and empowerment. This paradigm revolutionises the way operators think about creating and orchestrating the delivery of their services. It drives an imperative for intelligent and contextual automation throughout the entire dynamic service lifecycle.
Interestingly, product and service customisation has been a key part of the enterprise buying and service experience for many years, and is the reason why mass-market, residential fulfilment architectures never worked for B2B customers.
Now, the level of tailored service configuration in the enterprise is exactly the type of experience that everyone – including the average consumer – demands. Nexterday’s customers, whether enterprises or consumers, demand a high degree of personalisation, and operators need the technology infrastructure that can support this new buying experience.
A Network Suited for Nexterday
Programmable networks are a key piece of Nexterday’s infrastructure. The idea of the network being ‘programmed’ to enable flexibility and innovation is not new. What is, however, is the clear separation of physical infrastructure from the IP forwarding and service control platforms. Never before has it been possible to make a compelling case for reducing both capital and operational costs (CAPEX / OPEX) while providing an entirely new innovation opportunity.
SDN and NFV are challenging legacy approaches to service design, delivery, management and assurance. Operators can consider NFV technology as an OTT service they control, which gives leverage for innovation and customer intimacy that was previously unheard of. This supports a fresh take on service context, personalisation and scalability. Monetisation of bespoke usage models, such as those used in cloud-based games and apps, are being adopted and aligned with customers’ unique requirements.
Of course, many digital and communications service providers are already using standardised technology to transform BSS / OSS. They are adapting to real-time, automated service deployment and orchestration, and have started to shift traditional solutions to private clouds. But there is scope to make these transformations much more far-reaching.