Enabling partners to offer Digital BSS with integrated MarTech and AI to anchor Telco Digital Transformation
By : Iskra Tanjga
Director - Global Alliances and Channels
Flytxt, the market leader in Analytics and AI-driven Marketing Automation for Customer Value Management, launches a partnership program targeting BSS vendors and System Integrators; to enhance their Digital BSS offering with MarTech and AI capabilities.
Digital transformation is not optional for Telcos today with shrinking revenue and rising competition from technology giants even for their core connectivity solutions (GoogleFi and Facebook’s Terragraph). On the other hand, they still have their traditional telcos to compete for sustaining and growing the share of market and customer wallet.
CSPs have to embrace digital transformation to protect themselves from the digital disruptors, and improving customer value management is at the heart of it.
The recent covid pandemic and the subsequent restrictions have once again proved the role that Telcos play as trusted owners of customer relationships and as enablers of the digital ecosystem connecting consumers and enterprises. Telcos need to offer a diverse portfolio of digital services, not just a limited portfolio of traditional services. As the traditional channels become obsolete, and customer preference and buying patterns bound to change in the post covid era, telcos need to engage with their customers with acquired insights, through digital channels.
Digital BSS Roll Out: Integrating BSS, MarTech and CRM
Transformation partners like BSS vendors and SIs need to realize that Telcos are looking to pursue aggressively a digital-first paradigm in both customer-facing as well as network-facing operations. However, digital transformation comes with its own challenges too. Customers will expect ‘digital telcos’ to offer them an experience matching that of OTT and other digital service providers. Hence Telcos are rewiring their IT architecture and technology stack to offer a truly personalized, omnichannel and seamless experience to customers over traditional and digital touchpoints. BCG also comments that “For BSS vendors, lack of out-of-the-box support for digital means lost opportunities”.
BSS Vendors and SI’s are competing aggressively to offer a modern stack -’Digital BSS’ integrating customer-facing applications like CRM, BSS and MarTech into one box that can support Telco’s digital transformation requirements especially from a customer engagement perspective off the shelf.
And it is also important that BSS vendors and other SI transformation partners align their strategies and offerings to different digital transformation approaches of Telcos – complete or incremental transformation. Many have adopted the incremental transformation approach that focuses on adding new systems or replacing certain components which need an immediate overhaul to support digital transformation.
MarTech and AI are essential to successful Digital BSS roll outs
Telcos and their transformation partners realize that MarTech is one of the components that need an overhaul as legacy marketing automation and campaign management systems are not designed for achieving the scale and speed of marketing required in the digital age.today’s agile marketers are seriously challenged by the industry’s big data problem. On one side, there is a tech-market full of innovative solutions that deliver massive data sets, but few marketers have the knowledge to make this data actionable.
Telcos and transformation partners look for niche MarTech specialists who can come on board and quickly deploy analytics, AI and automation capabilities to fix their marketing speed and scale problem. They look out for solutions that can support modern marketer’s customer engagement requirements off the shelf like managing digital engagement, orchestrating marketing actions across omnichannel journeys, contextual and personalized decision-making, improving upon marketing KPIs like churn with deeper analytics, real-time actions etc.
To achieve sustainable competitive advantage, B2C marketers must move beyond traditional campaigns to orchestrate always-on, continuous engagement. Similarly delivering contextually relevant experiences hinge on delivering value to customers in their individual moments of need. Modern MarTech solutions help marketers go beyond “right message, right time” campaigns to provide continuous value and utility with each customer interaction.
Align marketing with all customer-facing functions. customers want consistency and relevance across all touchpoints with a brand, so marketers must align martech investments with broader CX initiatives. MarTech tools should have the ability to integrate marketing automation tools with applications for sales, service, eCommerce, and other operational functions.
Why is Flytxt the right partner?
Flytxt through its Intelligent MarTech product suite is focused on enabling a CSP to leverage AI, advanced analytics and marketing automation and force multiply the speed and scale of marketing to make use of contextual upsell/cross-sell opportunities across digital journeys. Flytxt’s MarTech products and solutions are designed to seamlessly work with any standard and custom CRM and BSS systems used by CSPs for maximizing the value of each customer interaction.
More than 60 telcos across 50 countries are leveraging Flytxt’s Martech products in private cloud, public cloud or as SaaS to drive customer engagement.
The Flytxt Partner Program was created to help BSS and other solution providers integrate Flytxt MarTech and AI modules to their existing solutions quickly and easily, which in turn will offer hundreds of functionality add-ons and digital channel integrations to help improve customer engagement and customer value management.
Flytxt’ partner framework allows a range of specs that can help scale and extend the value of the existing BSS-stack offers. That way, the BSS and other solution providers will be able to respond to the demanding RFPs and win complex projects. On the other hand, our joint customers will be able to tackle MarTech capabilities so they can more effectively optimize their campaigns for omnichannel success and positive ROI.
A number of global partners have already joined Flytxt’s partner program, including Atos, Qvantel, Wipro, TNO, Celltel, and Infotel. A complete list of integration partners is available on demand.
To become a Flytxt partner click here.