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LEADING-EDGE OPERATORS ARE

ADOPTING A DIGITAL-FIRST STRATEGY

Operators need to adopt a ‘digital - first’ strategy as consumers are
increasingly using digital touch points for customer engagement.
This is no longer restricted to a specific demographic but is

widespread, as reflected by the increase in smartphone handset
penetration worldwide. However, most operators lack clarity

on the functional capabilities and characteristics that they must
enable on their digital channels.

- Expert Column by Atul Arora, Lead Analyst, Digital Experience and
Customer Engagement, Analysys Mason

elecom operators worldwide are initiatives. It focuses on helping
focusing on transforming their operators to understand the competition

Tbusinesses in order to become in local and global markets, and assesses
Digital Service Providers (DSPs). Each operators’ current maturity and progress.

operator has unique requirements and Furthermore, as all the operators take
hence must take a personalized route up digital initiatives, the DXi research
to digital transformation. One of the

core aspects of this transformation is
the way operators engage with their The successful use of virtual
customers across various customer touch assistants and chatbots is

points. Operators’ strategies for this another capability that can
transformation must include: truly differentiate an operators’

• Well-defined digital experience digital experience. Our DXi
objectives with long - term execution research indicates that nearly
two thirds of operators in the
plans
APAC region are experimenting
• Understanding of the competitive with virtual assistants, with

landscape so that digital functionality most focusing on customer
can be prioritized service. Telkomsel in Indonesia

• Ability to assess and measure their was the only operator in our

progress as they take digital initiatives study that had addressed
all the three capabilities of
Analysys Mason’s Digital eXperience interest (customer service,
Index (DXi) research is designed to sales and marketing) with their

support operators with the above virtual assistant ‘Veronika’.
aspects of their transformation

26 INSIGHTZ - VOLUME 03, 2018