IBM+电信盲点：推动收入增长的隐藏机遇-英_市场营销策划_重点报告20230904_doc.docx

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1、IBMInstituteforBusinessVa1ueResearchInsightsTe1ecoms/b1indspotHiddenopportunitiestodriverevenuegrowthInassociationwithG与MAInte11igenceKeytakeawaysCSPsareoftenUnderva1uinofttheservicesofmostinteresttocustomers.A1eadergroup,theIn-touchTe1ecoms,aretwotimesmore1ike1ytoofferedge,payment,andindustryso1uti

2、ons.Ina1igningwiththeseenterprisecustomerpriorities,In-touchTe1ecomsmode1acustomer-centricapproachtoso1utiondeve1opment. ThreeoutOffourconsumerssaytheytrusttheirCSPmoderate1yOrcomp1ete1y.Thistrust,combinedwithhigher1eve1sof1oya1tyandsatisfaction,opensconsumerstoservicesfromCSPsbeyondmobi1eandbroadba

3、nd. TwooutofthreeCSPbusinesspartnershaveexpertiseinanareaintegra1tocreatingnewrevenuestreams.Partnersarepoisedto1eadCSPsintonewterritoriesandcana1so1everagetheiraccesstopotentia1customers.Missedopportunities?With1egacyrevenuestreamsunderstress,thequestforCSPstofindgrowthisanever-increasingpriority.G

4、iventhete1ecommunicationssectorsfiercecompetition,the1atestfindingsfromtheIBMInstituteforBusinessVa1ue(IBMIBV)areindeedsurprising.OurstudyshowsCSPsaremissingkeyopportunities,1eavingmoneyonthetab1eandputtinghopesofexpandingrevenuesandservicesbeyondconnectivityatrisk.Tounearthpotentia1newrevenueopport

5、unitiesfortheindustry,IBMIBVsurveyed600CSPexecutives,enterprisecustomers,andbusinesspartnersacrosstheg1obe,andmorethan13,000consumersfrom14countries(seezzStudyapproachandmethodo1ogyonpage26).Wethenco11aboratedwithGSMAInte11igencetoana1yzetheoutcomes.Thisextensivedatasetwassupp1ementedbyone-on-oneint

6、erviewswithhand-se1ectedindustry1eaderstobothsubstantiatetheresu1tsandgarnerdeeperinsightsintothedynamicsatp1ay.Wediscoveredasequenceofdisconnectsandopportunities.Inboththeenterpriseandconsumermarkets,CSPsareoftenunderva1uingorcomp1ete1ymissingtheservicesofmostinteresttocustomers.Thesecost1ymissesar

7、erootedincu1turesthathaveinhibitedcertainkindsofinnovation,aswe11asado-it-a1oneoperationa1approachthatkeepsCSPsfromexperiencingtheva1ueofpartnerships.Wea1sodiscoveredasubgroupofCSP1eadersthataredefyingtraditions.Weca11themthe”In-touchTe1ecoms/7Theyaredistinguishedbysevera1characteristics,inc1uding:a

8、higherpercentageofrevenuesfromvery1argeenterprisecustomers,bettera1ignmentofproductsandserviceswithcustomerneeds,astrongerecosystemforso1utionco-creation,andamoretech-savvyworkforce(seeFigure1).These1eadersprovide1essonsfortherestofrespondentsagroupweca11Spectatorsaswe11astheentireindustry,astheydem

9、onstratehowbusinessva1uecanbeun1ockedwith:Amorecustomer-centricfocusThisreportdivesintotopicscritica1forfutureCSPsuccess.First,weexp1oretheenterprisemarketandhowIn-touchTe1ecomsareconnectingbetterwithcustomerstomeettheirneeds.Thenwediscusstheconsumermarketandpotentia1newservicesthatcanrevita1izesta1

10、1edgrowthanddifferentiateCSPs.Next,wedigintotwokeyareascritica1toCSPs,revenueprospects:innovationandpartnerships.Fina11y,wepresentanactionguidethatrecommendswaysorganizationscanrechargetheirmissiontogrow.16%morerevenuerea1izedfromvery1argeenterprisecustomers12%moreseekpartnerinputtoshort-1istso1utio

11、nideas-Acu1tureofinnovation-Strongerbusinesspartnerre1ationships.FIGURE1In-touchTe1ecomsdistinguishthemse1vesfromtheirpeersinsevera1ways.N2xmore1ike1ytoofferkeyso1utionssoughtbyenterprises,name1yedge,payment,andindustry-specific30%Imoresayemp1oyeeshavespecificindustryknow1edgeSource:2023IBMIBVsurvey

12、ofCSPs.Q.Percentoforganizationsenterpriserevenuesfromyourvery1argecustomers($100mi11ionrevenuecustomers)in2023/2023.Q.Typesofenterpriseservices/products/so1utions/p1atformsareeithercurrent1yofferedorp1annedtobe1aunchedbyyourorginthenext12months.Q.Moderate1yorstrong1yagreewiththestatement:getpartneri

13、nputstoshort-1istenterpriseso1utions.Q.Moderate1yorstrong1yagreewiththestatement:ski11sthatmustbepartofyourorgandthatyouremp1oyeeshavetoday-specificindustryknow1edge.Committingtoacu1tureofinnovationForCSPstoso1veenterprisecustomersuniquecha11engesaswe11asmeetnewconsumerdemands,theymustmoveoutsideoft

14、heircomfortzonebothinprocessesandproducts.VodafonesSa1ahnotedtheimportanceofafreshapproachtotransformation.“Inthepast,transformationwasIToriented,integrationoriented.Nowwe,reseeingthepowerof1ookingathowwecandosomethingdifferent1y,thinkingoutsidethebox,“shesaid.zzWehavethemindsettomakesurewe,re1ookin

15、gaheadandinvestinginstrategicso1utions.,Designinginnovativeso1utionsa1sorequirestimeandresourceinvestments.Asrevenuegrowthhasp1ateaued,CSPshavestrugg1edtofindthefundingforextensivedeve1opment.Ourrespondentsreportedanaverageof2.7%oftheir2023revenuewasdirectedtoR&D.Thisstandsinstarkcontrasttothetechno

16、1ogyindustry,whichspendsaround11%.21As“te1cosstrivetobecomezztechcos,1imitedinvestmentininnovationisshort-sighted.In-touchTe1ecomsaremoreaggressive,fue1edbyabo1dermindset.Thesecompaniesdontconsiderinnovationdauntingitfa11snearthebottomofa1istofbusinessbarriers.Infact,forthese1eaders,innovationcomesinmanyforms.“Inthepast,transformationwasIToriented,inteoftrationoriented.Nowwereseei