HELSINKI--(BUSINESS WIRE)--The biggest factors driving telco business decisions today are the new demands of “Generation Cloud” customers, according to a new study released by Comptel Corporation (NASDAQ OMX Helsinki: CTL1V). The survey of 50 mobile operator CMOs and CIOs and CTOs from across APAC, EMEA and Latin America found that nearly 7 in 10 are focusing their investment strategy on improving customer service and expanding into new digital offerings.
Specifically, 72 percent agree the rapid change in “Generation Cloud” customers’ behaviours and expectations is driving their IT and business strategy – a top initiative for 2015 is delivering services on-time and error-free, according to nearly two-thirds of respondents. Sixty-eight percent say demand for data, cloud services and apps are reshaping the competition and driving their service portfolio expansions.
The C-level executives also realise their marketing and customer engagement strategies need to adapt to this new era. Eighty-four percent say traditional sales models are becoming irrelevant, and consumers require more recommendations, while 22 percent agree that the biggest barrier between them and potential customers is inadequate customer understanding.
“In the era of Generation Cloud, digital and communications service providers must rewrite their business and IT playbooks and bring a more targeted and personal touch to interacting with customers,” said Ari Vänttinen, CMO, Comptel. “There is no one-size-fits-all marketing strategy or product or service offering. Comptel is, therefore, empowering telco CMOs and CIO/CTOs to deliver contextually relevant, convenient, connected experiences in order to beat out the competition.”
The CMO and CIO/CTO survey, conducted by independent research house Vanson Bourne, also discovered that mobile operators are looking to embrace new business models to thrive in Nexterday. When asked about their top initiatives this year, a few dominant trends emerged, including a focus on technology innovation, segmentation and verticalization. Specifically, executives will prioritise:
- “Being able to classify the constantly changing profile of mobile users”
- “LTE, integration of new resources, improve efficiency and quality control”
- “Solutions tailored to small businesses, providing greater flexibility and apps specifically chosen for certain types of business”
- “Licensing and innovation activities, increasing the focus in growth areas, virtualisation”
Adopting next-generation technology is also a top priority for organisations, with 88 percent agreeing that virtualised and cloud-based infrastructure and business systems is essential to an appealing consumer experience, and 80 percent feel the same about machine learning and process automation. Nearly two-thirds (64 percent) said analytics will soon be integrated across their entire back-office systems.
For a copy of the full research findings, visit http://comptelblog.com/comptel-executive-study/.
Resources
- Learn more about meeting the demands of Generation Cloud customers in Comptel’s book, Operation Nexterday.
- Meet Comptel at Mobile World Congress Shanghai, taking place 15 -17 July, 2015 in Shanghai, China. To arrange a meeting at the show, please contact Comptel at comptel.marketing@comptel.com.
- Connect with Comptel on its blog and on Twitter and LinkedIn.
About Comptel Corporation
Life is digital moments. Comptel perfects these by transforming how you serve, meet and respond to the needs of “Generation Cloud” customers.
Our solutions allow you to innovate rich communications services instantly, master the orchestration of service and order flows, capture data-in-motion and refine your decision-making. We apply intelligence to reduce friction in your business.
Comptel has enabled the delivery of digital and communications services to more than 1 billion people. Every day, we care for more than 20% of all mobile usage data. Nearly 300 service providers across 90 countries have trusted us to perfect customers’ digital moments.
For more information, visit www.comptel.com.
