All over the world, telcos’ B2B business units have witnessed the growing commoditization of their traditional connectivity services, revenue stagnation and the growing competitive threat posed by digital-native competitors like Google and Amazon.
Fortunately, they’re also seeing growing customer demand for converged Everything-as-a-Service (XaaS) offerings – which combine “core of the core”services like Unified Communications as a Service (UCaaS) and Software Defined Wide Area Networking (SD-WAN) with adjacent offerings like security infrastructure hosting and IoT. All told, these emerging services represent a massive revenue growth opportunity.
While the XaaS market will be hotly contested, Communications Service Providers (CSPs) are well-positioned to win a significant share. They bring network infrastructure, experience managing reliable networks, and a reputation for securely managing customer data for a competitive advantage. Despite these advantages, few CSPs currently generate a significant share of their revenue from the sale of XaaS. In many categories (e.g. cloud apps, hosting) their digital native competitors outsell them by a wide margin.
Several factors hold CSPs back. The first obstacle is product, process and IT complexity which dramatically delays time to market with new offerings and leads to frustrating customer experiences. Second, while most CSPs equip business customers with advanced tools for monitoring and managing their networks, few provide digital self-service tools that put customers in control. Finally, few CSP enterprise sales teams have the tools to efficiently quote, contract, order and fulfill advanced connectivity and XaaS solutions.
In their evolution from traditional connectivity providers to purveyors of XaaS, CSPs must embrace digital-first operating models and transform the customer lifecycle to remove complexity, improve business agility and grow customer value.
In this paper, I’d like to share ideas for how to execute successful B2B digital transformation programs and suggest approaches that CSPs should take to remain competitive in these disruptive times.
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