Rapidly changing customer preferences combined with the need to continuously introduce innovative, profitable new services and quickly retire unprofitable or lapsed offers has caused communications service providers (CSPs) to strengthen their ability to define, launch, optimize, and retire products and services. CSP product innovation and pricing strategies must also factor in what is feasible in terms of available network and service infrastructure, and determine how best to package an offering within the constraints of bandwidth and connectivity. Finally, in the complex world of converged services, CSPs must be able to ensure that network-based and application-based services work together seamlessly to form a complete and viable end-user product offering.
Developing a successful product strategy is a complex undertaking. Providers must be capable of:
- Developing new products quickly and keeping costs under control through all lifecycle stages
- Supporting partner offerings as well as their own through a unified product catalog that cuts across all business lines
- Providing valuable support for each person involved in the product lifecycle
- Recognizing the most valuable customers and developing an attractive, personalized offering model for each customer group through next-generation, high-profit products