MWC 2015 was a significant show for Comptel, because it’s where we debuted “Operation Nexterday,” our framework to help digital and communications service providers transform their businesses and thrive in the post-digital era. We launched a book, threw a party and shared our vision for new sales, marketing and service playbooks with the world.
Operation Nexterday took off. It inspired our first anti-seminar, Nexterday North, and we’ve seen how it’s changed the way our customers and partners talk about business opportunity in the era of digitalisation.
At MWC 2016, we want to keep our foot on the gas and build on that momentum. We’ve declared 2016 as a year of action and execution, when telcos take the Nexterday concept a step further and commit to transformation. We’re ready to help our customers and partners take action. Here’s how:
Nexterday: Volume II
Our first book introduced readers to the four factors creating the need for digital transformation: evolving buyer expectations, new monetisation strategies, advancements in telco infrastructure and the need for rich data insights.
This year’s sequel – a hard copy of which you can pick up at our booth, stand 5G40 in hall 5 – explains exactly how you can tackle each one. It also includes even more contributions from experts and visionaries both within and outside telco, including economist Dr. Kjell Nordström, business experts Stefan Moritz, Mark Curtis and Jeetu Mahtani, and analysts Stewart Rogers, Fredrik Jungermann, Caroline Chappell and Steve Bell.
#Nexterday Party
What’s a trip to Barcelona without a party? We’re hosting 400 people for a #Nexterday party on Wednesday 24 February starting at 7 pm CET. This isn’t the usual cocktails and canapes affair – we’ll have live performances, a DJ, superhero nitro cocktails, an open bar, bus transportation to the city centre and plenty of networking opportunities. You can pick up an exclusive ticket at the Comptel booth or at the stands of one of our partners: Salesforce, IBM, Tata Consultancy Services, Tech Mahindra, CloudSense and Hitachi.
FWD
Operators who stop by our booth can get a first-hand look at Comptel FWD, our disruptive digital sales and marketing channel for operators that creates a faster, convenient and more personal mobile buying experience for consumers. It’s a radical new way for operators to sell mobile services, and it’s how operators will connect the next 2 billion internet users to the Web.
Industry Blueprints
We’ll feature guides to help operators complete their digital business and IT transformations. Topics include cloud transformation, NFV service orchestration, IoT, agile elastic portfolios and automated contextual engagement.
Multi-Touch Demo Wall
Our demo wall will visualise how real-time data sources can be seamlessly connected with content and customer profiles, and then instantly turned into contextual, omni-channel actions for better business outcomes.
For Comptel, MWC 2016 will be about celebrating a year’s worth of progress and issuing a challenge for operators to take action. We invite you to join us in transforming for the better in 2016.
To book a meeting with Comptel at Mobile World Congress 2016, contact your Comptel account manager or send us an email at [email protected]. And be sure to stop by our booth, stand 5G40 in Hall 5, to pick up your copy of Nexterday: Volume II and get a ticket to the #Nexterday party.
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We’ve published Nexterday: Volume II, a follow-up to our previous book, Operation Nexterday. You can pick up a hard copy of the book at this year’s Mobile World Congress or download a digital version by visiting our new online magazine and community, Nexterday.org. With this edition, our goal is to help each operator become a “Perfect Digital Company,” one that works for and with its customers to enhance the digital moments that make up life.
To achieve that, operators need to open their minds to fresh ways of thinking about serving customers, taking inspiration from their counterparts across the globe and visionary, non-telco businesses that are changing the face of digitalisation.
The Customer is in Charge
Generation Cloud is, as always, at the centre of the digital struggle. B2B and B2C customers crave the autonomy to customise, configure and purchase digital services at a faster pace and on their own terms. On top of that, operators are increasingly starting to play in non-traditional markets, including connected devices, smart cities and healthcare, in both established and emerging markets.
Technology advancements – from the introduction of and ongoing management needs for virtualised network functions to the rising importance of real-time data in sales, marketing and service management – mean operators have more tools at their disposal to serve buyers’ unique interests and succeed in new verticals.
The challenge is determining how to effectively leverage these tools, while also applying the creativity and radical ideas operators need to distinguish their service at a time when customers are willing to switch digital and communications service providers at a moment’s notice. It’s not just about offering dynamic new services, but also delivering those services as part of a more pleasant and fulfilling customer experience.
Creating Perfect Digital Moments
Nexterday: Volume II describes how your business can evolve to meet the needs of a changing digital economy. The book includes:
- Inspiring real-world examples of telco and non-telco businesses that strive to offer customers extraordinary digital experiences
- Perspectives on the qualities of leading digital businesses from economist Dr. Kjell Nordström and business experts Stefan Moritz, Mark Curtis and Jeetu Mahtani
- In-depth research from analysts Stewart Rogers, Fredrik Jungermann, Caroline Chappell and Steve Bell
- Blueprints on how operators can automate their enterprise sales approach, pursue Internet of Things (IoT) service opportunities, create a richer B2C customer experience and re-engineer their back end for accelerated service delivery and enhanced digital service lifecycle management
Though we believe strongly in the themes we cover in the book, we want it to inspire a rich dialogue about the state of our digitalisation. We invite book readers to visit Nexterday.org to share their opinions and challenge our thinking. Whether you agree or disagree, we want to hear from you at Nexterday.org. Registration is simple: just sign up with your LinkedIn account.
Nexterday: Volume II, which will be available in hard and digital copies, will be officially released at our #Nexterday party on Wednesday, 24 February at 7 p.m. CET during Mobile World Congress. We’ll have live performances, an open bar and plenty of opportunities to unwind and mingle. You can pick up an exclusive ticket at the Comptel booth (stand 5G40 in hall 5). If you are not attending Mobile World Congress, you can download a digital copy of the book at Nexterday.org.
We invite you to join the movement and become a ‘Perfect Digital Company’ that serves the best interests of its customers. Nexterday: Volume II will show you how.
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Naturally, the majority of users in today’s post-digital era will gravitate toward operators that recognize these values. The question, then, is how can operators create a digital buying experience rooted in those values? In January 2015, Comptel conducted a global consumer survey to shed some light on this.
Based on our findings, to win over Generation Cloud, operators need to act like less of a service provider, and more like a social
companion. Sixty-five percent of consumers said they look to social circles to influence their buying decisions, and when youthink about the way we interact with our social circles, a very telling theme emerges. Our social interactions are incredibly personal and unique from person to person. Operators, take note.
Among social circles, we’re most strongly influenced by recommendations from others that truly know us, and our personalwants and needs. The way operators interact with their customers should be no different, and the numbers support that. Sixty percent reported that their buying decisions are directly influenced by tailored recommendations from their operators, and 62 percent are more likely to prefer an operator that makes personalised and relevant product recommendations as opposed to those that target them through mass promotions.
One example of how operators can offer this level of personalisation is the way they charge for data usage. We found that customers were fairly split on their pricing preferences across data plans, with about a third wanting to be billed by the amount of data used, while nearly the same number prefer pricing plans that are based on the amount of time spent using data. About a quarter would like to be billed on specific apps they use, and 10 percent think a combination of all three would be best.
Operators should be offering these options – recommending them, in fact – before customers even have a chance to ask for them, which means transforming business models to operate in Nexterday – the day after tomorrow.
Customers are independent – they don’t need an operator to tell them what to do. They do need an operator to give options. Not just any options, and especially not generalised or impersonal options, but ones that are the right fit for them as individuals. Consumers crave personalisation to guide their decision-making, and if operators are to get ahead (and stay ahead), they must put the power of dictating the buying experience in the hands of the consumer.
Download the complete findings of our 2015 global consumer research here:
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