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Telecoms product management report 2008
12/06/08
A new research
report from Stratecast, a division of Frost & Sullivan, has
highlighted how the traditional approach to product management in
telecoms has failed to keep pace with the transformation in the
industry. The report, “Dynamic Product Management for Communications
Services Providers (CSPs) – The Time is Now”, commissioned by
Tribold, discusses how the manual bundling and unbundling of
services and features – while manageable in a world where catalogs
contained a few hundred offerings - is ineffective in today’s
environment where a CSP will have many thousands of products and
need to create numerous tailored service offerings.
Nancee Ruzicka, senior research analyst at Stratecast and author of
the report, commented: “My research clearly shows that the rate of
change in the telecoms industry, in the number of products and
services available and customer demand, has not been matched by a
change in how CSPs manage their product portfolios. Providing
customized bundles of products for specific customer segments is
within reach of CSPs today, but only if they adopt a dynamic
approach to product management.”
The research report, which can be downloaded from
www.tribold.com, features detailed case studies showing how
three CSPs have used dynamic product management and a centralized
product catalog to reduce the time and cost of bringing new products
to market by up to 80%. The return on investment is clear: one
company saw savings of more than $11m in addition to revenue
increases of more than $13m following its adoption of the new
approach to product management.
Simon Muderack, COO of Tribold, said: “Stratecast’s research report
sets out in black and white the compelling business case for dynamic
product management and the role of a centralized product catalog in
achieving it. As the report’s title says, the time is now for CSPs
to re-think their approach to product management. Failing to do so
will mean an inability to meet customer demand and maintain any
competitive advantage.”
The report concludes that product lifecycle management (PLM) is
currently being promoted in one of two ways, either as a way to gain
control of multiple, disconnected product catalogs and pricing plans
or as a way to rapidly and inexpensively deploy individualized
services to customers by taking advantage of reusable components.
Both approaches, the report highlights, deliver significant value to
CSPs and ultimately both approaches must be combined to deliver
product management from ideation through retirement. The Tribold
Product Portfolio Management solution is cited as one approach that
delivers both of these key benefits.
Nick Gibson, editor
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