Dataquest Insight: Service Providers Need Short-Term Alignment of Marketing, Operations and Technology

ID Number: G00166937

28 April 2009

Jean-Claude Delcroix

The economic environment calls for more effective offerings in a short time. Using cooperative management, service providers need to bring together marketing, technology and operations. People with different backgrounds need to share a common analysis framework to succeed.

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Pages: 16

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Table of Contents

Analysis

Scope: Short-Term Realignment of Services

Main Issues: Lack of Horizontal Cooperative Management

The Silo Approach

Challenging Market Segments

		Enterprise Infrastructure Services
		Mobile Data and Content
		IPTV

The Product Management Dilemma

The Process Transformation Challenge: The DSL and IPTV Case

Short-Term Remedies

Horizontal Cooperation

		Change Teams
		T-Shaped Expertise
		Collaborative Tools

Execution

		Product and Service Management
		Process Change
		Resources and Incentives

Methodology: Key Factors

Recommended Short-Term Implementation Plan

		Market
		Customer Relations
		Resources
		Organization

Background and Context

Examples of Shortcomings

		Does Anybody Want to Pay?
		Can You Deliver?
		Great Example of Marketing and Technology Alignment

The Impact

Conclusion

List of Tables

	Table 1.	Market — Examples of Drivers, Challenges and Disruptors

	Table 2.	Relationships With Customers — Examples of Drivers, Challenges and Disruptors

	Table 3.	Resources — Examples of Drivers, Challenges and Disruptors

	Table 4.	Organization — Examples of Drivers, Challenges and Disruptors

List of Figures

	Figure 1.	Short-Term Alignment Actions for Service Providers

Communications Services Providers
Internet Service Providers
Media Services
Communications Services Strategies and Positioning

Mobile Communications Worldwide
Telecom Public and Mobile Services Europe
Industry Market Strategies Worldwide
Telecom Strategies and Directions Worldwide
Consumer Services Worldwide
Carrier Operations & Strategies Worldwide

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Resource Id: 953012