“Digital BSS will be a key to speeding up digital transformation timescales. Operators simply can’t wait around for transformation to happen, they must act now. Adjunct solutions will see operators offer services quicker than ever before.”
Martin Morgan, VP of Marketing at Openet
2020 is all about reinventing and business models changing. Flexibility demand is higher than ever. How to surprise customers and fit their expectations? The rapid development of digital technologies opens new opportunities. 5G is here and it opens new possibilities for telco companies to create a scalable and cloud platform for any business industry need to use 5G technologies to serve its clients. Whether it is a new IoT network rollout or digital services launch Business Support System is a backbone for fresh, client-oriented solutions. It helps to create unique digital services for all business areas. We offer to consider this instrument of effectiveness from simple to complex. So, let’s discover more.
What Does BSS Stand For?
Business Support System (BSS) is several digital solutions, which help companies in the Telco industry to automate and improve their business operations with clients. It acts on a client’s side in comparison with the Operation Support System (OSS). Meanwhile, OSS establishes control processes for a network and its equipment. Thus, each system used by Communications Service Providers (CSP) and needed to support telecommunication services.
Among the primary targets of BSS should be highlighted the following:
to make client-related processes more organized and flexible
to improve customer experience
to create a multifunctional product
to find a suitable solution for any client and industry
to support cooperation with partners
to increase the ARPU level
According to the newest research of Global Market Insights, Inc., the OSS/BSS market value will grow from $35 billion to over $90 billion up to 2026. The demand for this service is ballooning, confirming its efficiency.
BSS: Areas of Influence
BSS affects all business processes, uniting a provider and customers. Let’s see how it can change relevant areas of activity for the better.
Real-time mode tracking of customer behaviour. A provider can analyze audience actions and update client profiles. Received information also improves the CSP’s marketing strategy.
Creation of multifunctional data management mechanisms.
Automatization of client-related procedures, like offer-generation, order-making, and problem-solving ones. This advantage upgrades a client experience.
Creation of complex services for clients from different business areas.
Improving an existing product under dynamic demand.
Effective managing the sales funnel.
Forecasting sales in a more accurate way.
Increasing the conversion of potential customers by expanding sales markets.
Speeding up a sales cycle.
Creation of mutually beneficial partner ecosystems.
Managing cross-partnership settlements in real-time mode.
Implementation or improvement of the online payment system.
More efficient management of invoicing.
Monetization of digital services.
Implementation of the convergent billing system.
BSS: a Complex System or Set of Independent Solutions
«BSS includes standard models and entities. Thus, CSPs need to think through and build them complexly. Later these components can develop independently and divide into subsystems. But, anyway, Business Support System architecture should be one for all its parts.»
Victor Kmita, CEO XM^ONLINE
Obviously, the System covers and connects lots of segments in the Telco business activity. So, it manages the entire mechanism for increasing the level of profitability by providing quality services. Anyway, each of the controlled areas, like Product or Sales Management, needs separate digital support. So, how to understand what exactly is BSS: a united system, or some independent solutions?
Most likely, the first variant is correct, and here is why.
Telecom BSS is one organism because the work of all its components has the same goals. If one of them will be absent or badly organized, the provision of high-quality service is impossible. Moreover, optimization software for all System areas needs a unified basis for functioning. This approach provides a stable company’s development.
Sometimes CSP has not enough resources to upgrade all components or wants to try a new service for improving the existing System. In such a case, better to start with the priority areas. Anyway, a provider must have an only strategy on how to change all parts of one mechanism consistently.
BSS in Telecom Industry
Telecom is a motherland of the BSS. As of today, it is used to a varying degree by every provider and shows results. But why did such an instrument take roots in this business area?
Reason 1. The telecommunications industry has a feature. One part of the processes is associated with hardware services, the rest - with clients. Such an environment was favourable for OSS/BSS formation.
Reason 2. The Telco is so sensitive to digital progress. It implements development results practically immediately after their appearance. It was needed something that could speed up this process.
Reason 3. The level of competition is high when the ARPU indicator is falling. Every company hurries up to offer new products and take a favourable position on the market. It’s impossible without an efficient System.
Obviously, the System has many tasks to decide here. That’s why updates and alternative solutions to old issues are required. The flexible Telecom BSS can provide them.
Anyway, other business sectors can also implement this approach, for example, energetic or retail ones. It’s noteworthy that exact retail will increase the demand for BSS service over the next few years. It is quite possible in the conditions of the current crisis.
BSS Telecom Trends in 2020
Digital BSS in 2020 is far from its previous versions. Now its principal goal is to give CSPs access to new technologies for extensive usage. So, let’s consider what it can offer now and in which way it affects business development.
5G & IoT
The first one cannot only speed up data transfer at 100 times but will change the future of Telco. The new generation can unite many smart devices and service them simultaneously. In conditions of IoT development, it provides full reliability and secure connectivity for clients. Now 5G technologies are actively used by Vodafone, Telia, Orange, Verizon, and other CSPs.
It helps to make an offered service more convenient and flexible for users. Moreover, such an instrument improves connections in the partner ecosystem.
Thanks to these components, the BSS in Telecom allows us to create complex digital solutions for different business areas. This year gave impetus to the development of AR/VR technologies for medical and retail purposes.
Because of this environment, it is possible to save and process large amounts of data. It allows a provider to strengthen digital relations with clients, expand opportunities for B2B cooperation, and develop alternative sources of profit.
Obviously, Covid-19 pandemic changed the forecasted scenarios of development. Even now, it’s hard to imagine which trends of the Digital BSS will wait for us.
Telecom BSS Levels
The BSS is a flexible and multilevel instrument. It takes into account the needs of its user and meets them all. This means a provider should operate by the most suitable System version for it. But what if the right OSS/BSS can change the CSP’s position in the service market? It can involve the right partners, upgrade services, and expand the audience. So, business success preferably depends on development goals and chosen Support System.
There are three types of CSPs, which use BSS of varying complexity.
Such a type of CSP acts only as a cellular service provider. It is oriented just on B2C cooperation. That is why such a provider’s position is not so profitable.
Apart from the above, this CSP uses additional opportunities, such as 5G, IoT, and others. It becomes a provider of platform and connectivity services for the B2B segment.
A provider creates services and cooperates with partners to make valuable digital solutions for different business areas. It could be a co-seller, distributor, or integrator in the process of new services provision.
Thus, the System performs functions that every provider needs: from the simplest to the most complicated. The downside is that it is difficult for CSPs to adapt to new realities due to the outdated BSS. Therefore, introducing digital technologies must begin with the improvement of the existing situation.
Modern BSS has three grades of complication depending on the scale of digital technologies support. The least functional of them is adapted to 5G, can serve a range of CSP’s clients, and so on. Its functionality is limited in comparison with other systems. The middle level of the System allows to use of IoT advantages and covers many processes than the previous one. And the high level of Telecom BSS is fully based on 5G. It opens opportunities to organize all areas efficiently due to the newest development.
As seen, BSS could be different. It improves not only a service provision: it also can upgrade a business model and help to expand the level of opportunities.
BSS Improving: What Are The First Steps?
“The Telecom industry begins a BSS update from CRM or Billing Systems. Companies, having complicated procedures for calculating funds, pay attention to the last one. The primary task for other CSPs is to involve clients. That’s why they improve a CRM system first. When the provider has all of the above components, it usually starts to update the Service Catalog.”
Victor Kmita, CEO XM^ONLINE
Irrelevant System obstructs to expand the range of services and optimize processes using modern technologies. The fact that Telecom is still not ready to take full advantage of 5G and AI is a prime example of it. At the last 5G World Summit, only ⅕ part of respondents admitted that they are ready for full implementation. The business will largely depend on the quality of the used System.
So, how to start the improvement of the existing system in the right way? Here are a few tips for doing it efficiently from the very beginning:
It is needed to create or update a business development strategy.
The BSS components should be upgraded, following a unified approach.
Better to think about how the System will be updated in the future. Constant digital development tracking allows changing a strategy and adopting a BSS to new conditions in a brief-term.
These pieces of advice are only the starting point for improving every CSP’s business processes. While specific actions to transform the System directly depend on the position of the company and its goals.
XM^ONLINE Platform for Efficient Telecom BSS Creation
OSS/BSS are solutions that need a unified base. In this case, it easily supports new digital technologies and allows full usage of them. Does this mean that the BSS should be improved periodically? - Certainly. But such a process becomes faster and much convenient due to the XM^ONLINE platform.
XM is a universal digital service platform where any provider can create or upgrade all parts of its System. Flexible frameworks for further development support 5G, IoT, and Cloud technologies. For over 10 years, CSPs have been upgrading here an Enterprise Middleware, Real-Time Campaign Management sector, Self Service and Sales Portals, etc.
Service creation and execution environment enable two-to-ten times faster time-to-market for new products and easier integration to other corporate and partner software. Besides, CSP can continue to use source codes for further suitable solutions.
Thus, the XM-platform services are appropriate for every time, goal, and strategy.
Hence, the BSS is a unified one used by CSPs for managing operations with customers. Efficient BSS in Telecom improves client experience and allows to create unique digital solutions for the B2B sector. Because of its features, the system increases the level of ARPU.
Anyway, most of the Telco representatives can’t implement modern technologies because of the outdated System. The most reasonable way, in these circumstances, is to define goals and improve BSS following them.