Telecom providers are taking steps to transform from communications service providers (CSPs) to digital service providers (DSPs). In doing so, they are shifting their focus from being network-centric to subscriber-centric. This is crucial. It’s no longer about how a subscriber interacts with a service provider’s network; now, the focus is almost entirely on how the service provider can enrich the subscriber’s digital lifestyle. That’s a substantial shift in thinking and market approach.
To gain insight into what path CSPs are taking in their DSP evolution, Nominum partnered with Telecoms.com Intelligence to publish the Broadband Outlook Report, available here. We surveyed more than 600 CSPs and infrastructure professionals to understand their digital transformation strategies. Their responses are telling, and demonstrate the importance of DNS technology in taking the necessary steps to complete the digital journey.
Digital Transformation Defined
Respondents were asked to choose which digital transformation definition they identified with most. Digital transformation means different things to different people. For CSPs, it means putting the subscriber first and delivering personalized, value-added services that enhance the digital lifestyle.
- 61% said digital transformation involves adapting business models, network architectures and technology platforms to increase subscriber value and capture the greatest share of opportunities arising within the digital economy.
- 50% said that it requires improving business processes and IT systems to enhance the customer experience through greater innovation, operational agility and efficiency.
- 37% said it is enabling the digital lifestyle by providing a more personalized internet experience for subscribers is critical.
- 35% said it’s necessary to focus infrastructure investments on platforms that deliver greater customer experience to move service providers further up the value chain.
Next, we asked respondents where their organization is with developing and implementing a digital transformation strategy. While 56% said they have a digital transformation strategy, 44% are lagging in this regard.
Service provider capabilities that were viewed as the most essential to achieve digital transformation include:
- Protect provider networks and subscribers from cyberattacks (96%)
- Ensure subscribers receive the same user experience across all devices and networks (94%)
- Simplify internet service provisioning, management and monitoring to optimize the subscriber lifecycle (92%)
- Personalize internet access for every household member to keep children safe online (88%)
Subscribers today demand more control over their digital experience, and CSPs are responding by offering innovative services that are simple and secure, and that enhance the digital lifestyle. Such services entail internet service personalization, proactive and network-wide security that protects all subscriber devices—including IoT—and contextually-aware, bilateral subscriber communications. In all cases, Nominum’s DNS technology is ideally suited to fill these needs.
Survey results from the Broadband Outlook report support the market drivers that Nominum recognized early on, which prompted the development of our N2™ platform and integrated application suite. Leveraging our market-leading Vantio™ DNS software and expert team of data scientists, N2 provides a unique ability for service providers to enrich the digital lifestyle for subscribers through a personalized internet experience.
The road to digital transformation is paved with DNS, and DSPs are discovering just how important this technology is to put subscribers first.
Click here to read the full report.