Ovum recently published a new report about the digital transformation efforts of communications service providers (CSPs) and the benefits of DNS in enabling a “subscriber-first” approach – a key step to achieving digital transformation. The report, based on the findings of a global survey of 100 CSPs, offers a detailed look at key business and technical priorities and discusses how DNS contributes to optimizing the online subscriber experience and delivering personalized and differentiated services.
According to the Ovum report, as CSPs work to offer more personalized subscriber-centric services to compete with over-the-top (OTT) players and strengthen customer loyalty, they have experienced operational and technical challenges that have slowed their digital transformation journey. The study also shows that nearly a quarter of operators are unaware of the valuable role DNS plays in informing and improving the customer experience, underscoring the fact that a significant gap exists between perception and reality about this important internet technology.
Overcoming the Marketing and Business Challenges of Digital Transformation
In order for CSPs to become digital service providers (DSPs) that support the digital lifestyle of subscribers, there are several objectives they must accomplish. First, they must reduce time-to-market for new services. Other key objectives, according to survey respondents, include:
- Improve business agility
- Increase customer satisfaction
- Provide new value-added services
Additionally, some of the main technical challenges slowing their progress include:
- Strengthening security of the network and subscriber devices
- Improving wireless access
- Obtaining and end-to-end view of the subscriber
To drive more business growth and enhance the subscriber experience, CSPs ranked their investment priorities as follows:
- Offering new value-added services (e.g. parental controls, security and identity services, internet personalization)
- Understanding and anticipating customer needs
- Enabling relevant, compelling communications and upsell opportunities
In all areas outlined above, DNS functions as the central technological component, because it already resides in service provider networks and is essentially involved in every action subscribers take on the internet. As the Ovum report states, extensible DNS-based platforms and subscriber-centric applications are key enablers of digital transformation, offering a holistic view of the customer, providing greater service agility and putting subscribers in control of their own digital experiences.
Many CSPs still view DNS as the “phone book of the internet,” responsible only for connecting online requests with domain names and applications, yet DNS is truly at the heart of service provider digital transformation. The technology is an asset that all CSPs have access to, and it offers many benefits such as protecting subscribers and children online and defending CSP networks and subscribers against malicious attacks. Additionally, DNS data can be used to enhance a subscriber’s digital experience by offering personalized, value-added services and improving customer interactions. While the gap between perception and reality still exists, it is rapidly closing. CSPs around the globe are discovering the powerful ways DNS can be used to put subscribers first and achieve their digital transformation objectives.
Click here to download the entire report and learn about the benefits of DNS in unlocking a subscriber-first approach.