Dive into the What, Why and How of creating a true omnichannel Telco journey, presented by Telekom Austria Group. See how bringing data-driven, flexible offers to your customers at the right moment, on the right channel can help increase loyalty and open upselling opportunities. They'll discuss how they were able to navigate the unique challenges Telco companies face on their omnichannel journey, as they've worked toward becoming a natively digital service provider. For more, please visit us at: https://www.hybris.com/en/solutions/industries/telecommunications

1. 1
Follow the Telco Journey to
OmniChannel
Katarina Sekeljic
SAP Hybris Live: Global Summit
Barcelona, October 2017

2. 2
> One of the leading
communication providers in
Central and Eastern Europe
> We operate in eight countries.
> 6 out of 8 markets are convergent
> Our 18,000 employees deliver
> Products and services of voice telephony,
broadband Internet, multimedia services, data
and IT solutions, wholesale as well as
m-payment solutions
> For more than 24 million customers across
our markets of operations

3. The Challenge

4. Revenue Curve & OTTs
Revenue challenge… …and new challengers
4Source: Detecon Consulting

5. „If you are not a brand, you are a commodity“
5
How to make the difference?
Stretch your brand into digital space

6. The Problem

7. 7

8. 8

9. 9

10. 10

11. test
inform
pickup
purchase
register
replace
inform
complaint
return phone
quit online
Online
Shop
Hotline
inform control pay online

12. The Why

13. Call Center
Online
Mobile
POS
TV
Print
Social Media
Field Service

20. The What

21. Rock the Transformation
To become digital service provider…
• Business Agility & Innovation
• Customer Centricity
• IT & Data Centricity
• Operational Agility & Effectiveness
…as enabler for
• Digital Services
• Digital Operations
• Digital Engagement
21
Technology
Customer
Competition

22. Relevancy DiversityConsistency
Service CRM
Product Catalog Billing & Charging
Order Management & Service Orchestration
OSS SDN MANO
Analytics APIs
3rd Party
Products
OTT
Cloud
Sales CRM
Centralized and consistent offerings @ all touchpoints
Consistent shopping cart
Single customer view & Single product view
e2e order view
Single stock view
Consistent self-care
Real-time & event-based
Personalization
Inbound & Outbound real-time
campaigning
Single front-view for
customers and
offerings of 3rd party,
cloud, OTT and core
business products
OmniChannel

23. The How

24. Product Catalog Billing & Charging
Service CRM
Transformation by Two Speeds
Full Stack …
> Business complexity rationalization
> Business processes consolidation
> Architecture landscape simplification
> Digital native capabilities adoption
> TCO reduction
…Step by Step
> Webshop replacements – e-commerce needs
> Online capabilities improvement
> Consistency over touch-points
> Centralized offering engine
24Order Management & Service Orchestration
Com. Catalog
CRM
Billing
POS
OM
Tech. Catalog
SelfCare
Time Consuming Complex

26. Common Extensions
Local Specifics
!!! Architecture and Integration Guidelines !!!

27. Mainstream…
• Centralized offerings @ all touchpoints
• Telco Accelerator
• Product Content Management Module
• Product Cockpit
• Drools engine
• Advanced personalization: offers
browsing
• Anonymous browsing
• Bundling Module
• Guided selling wizard
• Coupons and promotion engine
…with many flavors
• Processes/organization: channels
balance vs. channels competition
• Products: bundling & modularity –
complex (convergent) offerings
• Integration:
• SID as telco native, telco legacy
landscape
• Business rules – cardinality,
eligibility, compatibility, feasibility
• Local specifics – MNP, credit check…
27

28. Three Main “How”
ü Telco business complexity – how to “online-ize” business
ü Different needs / requirements – how to drive synergy
ü Legacy environment – how to achieve consistency @ all
customer touchpoints