Dimension Data hosts telecoms service assurance workshop

Telecoms service management is ultimately not about the physical provision of data or voice services, but about delighting customers through meeting and exceeding their service expectations.

That`s the view of Colin Orviss, group president of Logan-Orviss International, a Dimension Data consultative partner specialising in advising service providers on the most suitable solutions to support their core business processes.

Orviss was in SA recently to present a one-day service assurance workshop to Dimension Data`s telecommunications customers. The workshop`s core aim was to give an independent view of problem areas in the current telecoms environment and suggest a number of solutions, using a customer-focused approach.

"We highlight the importance of realising that the customer is king and that technology is merely a service delivery enabler and far less important than many in our industry believe. Some may say that this is a `no-brainer`, but the essence of what we strive to achieve is that operators keep their customers top-of-mind at all times," Orviss explains.

This includes defining customer needs and expectations and then deciding on the best technology to apply. Very often we see the process happening in reverse with technology decisions forming the basis for services and delivery.

Orviss says that ensuring business profitability and customer retention is not only reliant on price but the quality of service too. "An incumbent operator tends to focus on quickly growing market share, only to lose customers when competition arrives with a service-focused value proposition," he adds.

"Service providers need to sell services to customers in simple terms by illuminating the value they receive from the service - not the technology foundation. We`re not selling networks and airwaves but connectivity," he maintains.

"Having helped operators recognise that they are best advised to provide customers with what they want, they then need to consider new technologies that will facilitate delivery of these services.

"For example, I believe that although the business value for 3G is currently challenged, it will take off when customers have access to services that make sense to them. Similarly, while Wi-Fi (wireless LAN) offers an alternative to those looking for mobility, the question of how pervasive this may become is still open to question."

With extensive knowledge of the SA telecommunications industry - Logan-Orviss has been involved in projects with both fixed-line and mobile operators in SA - Orviss dismisses the theory that local providers are in any way different to their counterparts around the world.

"We would all like to believe that our environment, customer-base and needs are somehow different, requiring highly customised solutions to make our businesses work. This isn`t really the case!" he says.

"Copper cabling is stolen internationally, and glass is stolen from fibre optic cabling installations too. In addition, all telcos basically provide the same type of services and products, but merely in a different geographical and socio-economic environment. Differentiation comes from how they package and deliver these services to their marketplace some being cheaper than others, while some have a better infrastructure than others," he quips.

Looking to the future, Orviss earmarks mobile communications as a continued high growth area. The approach to market by international operators is similar, he says, although the advanced banking systems in SA offer the possibility for the country to take an international lead in mobile e-payments.

"New technology is available today that is set to change the way telecoms operators conduct business in a mobile sense," he adds.

"As far as the future of fixed telephony in SA is concerned, it is important that the government establishes regulatory policies that are fair to operators, but also offers customers a range of options.

"Some ask what should be included in the regulatory framework. We believe that the local communications sector should be opened up to welcome in additional competition; a duopoly comprising Telkom and the SNO although a start, is not good enough. It would be advisable to open the local telecoms loop and establish reasonable interconnect rates.

"Last but not least, some portions of the network infrastructure should be subsidised to make it more cost-effective to consumers in disadvantaged areas of the country," Orviss says.

Sean Taylor, COO for Dimension Data`s global SP business, says Dimension Data has identified service assurance as a pain for many service providers, resulting in customer churn.

"Dimension Data helps service providers worldwide to save money by optimising their existing technology - and make money with enhanced applications to offer their clients.

"Our corporate core focus is in the delivery of integrated application network solutions with the skills, competencies and resources to provide holistic business value.

"By aligning with experts like Logan Orviss, Dimension Data can offer customers independent insight into better and faster ways in which to do this. That`s what application network solution selling is all about," Taylor concludes.