Legacy technology is restricting the creation, targeting and distribution of revenue generating digital services, according to the results of a study of operator viewpoints conducted by Openet.
While operators want to target customers with personalised and relevant offers in real-time to drive upsell opportunities, they are let down by the inflexibility of existing systems, claimed the researchers.
The survey highlights the frustrations faced by operators who recognise the need for more real-time functions, better customer engagement and faster product development, but who cite a lack of BSS agility as their biggest barrier.
Operators now view VoIP and messaging OTTs as their fiercest competition in maximising the effectiveness of digital services, but 57 per cent of operators feel quite well prepared for the battle, citing their network as their key area of competitive advantage.
More than half the operators surveyed have tried to leverage real-time data to create targeted customer offers and services. However, the majority (70 per cent) confessed that they are either worse, or much worse, than OTTs at personalised customer engagement.
In the survey of 101 operators, large-scale billing transformation projects that take too long, and the problems of trying to adapt legacy systems to cater for digital services were cited as the largest hindrances in the move to digital. 37 per cent see the biggest challenge for operators in 2016 as the need to become more agile, reducing product lifecycles and getting more products and services to market in a shorter time period.
"These findings highlight a real mismatch between positive intentions from the operator community to leverage all the advantages of targeted, real-time offers and the technical realties of making it happen," said Barry Marron, GVP Marketing, Openet. "In an age of virtualised BSS technology, technology need no longer be an inhibitor to digital transformation and customer centricity."