Constantly growing competition on the telecommunications market forces communication service providers (CSPs) to fight to improve their competitive position, and customer experience is one of the main battlefields. The main opponents, the so called over the top (OTT) players originate mainly from the IT world and are usually very flexible in adapting to the market – both of which factors have raised the bar significantly. Mobile applications provided by companies such as Facebook, Uber or Spotify are light, easy to use and force the customer to interact constantly with the service provider. Compared to them, an SMS sent by a CSP when its subscribers are crossing international borders, or a message informing about a new promotion, seems to be quite modest.
But telecoms companies are well positioned, in that they provide access to the network which powers the circulatory system of the contemporary economy. Telecoms have a multi-channel footprint, a direct billing relationship with their customers, and access to detailed information about those customers. CSPs could position themselves as a value-adding middleman in the increasingly complex mobile communications market.
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