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MWC’s ever-changing alphabet soup
Mobile World Congress was, as ever, an interesting and educational experience this year, featuring some novel technologies that provided a sense of what life could be like in future. Robots, for example, were everywhere, thrusting their advice and offers of help upon you as you walked between halls.
The event has always been something of a festival of acronyms, and this year was no exception, although the terms now causing most interest have undergone a sea change compared to only a few years ago. 4G barely gets a look-in these days, for example, as 5G, AI, AR, VR and others dominate keynotes and conference agendas.
Transformation Of Banking and AI
In the last few years, the effects of Gen C (generation C) have begun to be felt more clearly in all sectors. The purchasing expectations of this generation which was born into this digitalworld is higher than ever. They make clear choices and that they keep away from brands that can not understand their digital footprints and their special needs.
The Gen C who were born after 1994 and later, have nowadays compeleted their education, making their living financially and making their investments. This addresses an important change for many institutions starting with banking industry.
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Digital Evolution And The Need For Speed
A new approach to Digital BSS/OSS
"Get Digital Ready fast."
In today’s world, not only is change happening fast, it’s forcing businesses themselves to change fast. Digitalization is the key for accelerating that change.
Digital Transformation is everywhere.
It is seen not only as a tool to cut costs and boost customer experience, but also as a key driver for growth.
AI-Powered Segmentation
As the year comes to an end, the industry pauses to reflect on the likely trends for 2018. A leading prediction in the area of customer management is the integration of digital marketing activities into the customer lifecycle,[1] providing relevant communications along the customer journey. This doesn’t seem like a new concept at a first glance.
But what makes the subject interesting, and even complex, is the multitude of potential communication touch points customers are exposed to throughout their lifecycle, as shown below. The complexity is multiplied by the number of channels through which customers can interact and by the desire to tailor communications by persona or even to the individual.
Will sub-brands help operators break the mould?
Secondary or sub-brands are certainly nothing new in the mobile communications industry. Indeed, many mobile operators have used one or several sub-brands to target different sections of the market, with varying degrees of success.
In recent years, sub-brands have become an important tool for operators in their efforts to fend off competition from new players that threaten the status quo with more disruptive business models. Take France, for example. After Free Mobile broke into the market with a highly competitive offer in 2012, incumbent rivals were under pressure to find a solution to stem the customer exodus. Orange launched the Sosh sub-brand, which offers a simpler range of plans at a lower cost. SFR focused on Red by SFR, and Bouygues Telecom provided SIM-only plans under B&YOU.
