Chief innovation officer for Axiata Digital, Karan Henrik Ponnudurai, cites CEM to be of utmost importance - especially with the proliferation of smartphones in the Asia Pac region.
|Karan Henrik Ponnudurai,Chief Innovation Officer, Axiata Digital|
He said, “A number of emerging markets in Asia have five or more operators, leading to fierce competition. As the markets mature, there is a smaller pool of potential new users, while much of the population has little disposable income.”
“Competing on price alone is a race to the bottom so better segmentation is a key aim for many during 2013, and operators should focus on improving customer experience to succeed in the current marketplace.”
At TM Forum’s most recent Asia Insights report that was released at the Management World Asia conference held in Singapore 12-13 March, it was revealed that top-line service revenues grew by just 8 percent across the region in 2012, with China and Indonesia as the only countries that observed double-digit growth.
The conference advocated the need for Asian operators to put customers at the heart of their business through the use of customer experience management (CEM) tools in order to stay ahead of the fierce competition.
TM Forum president Martin Creaner said, “Yesterday’s market dynamics rewarded aggressive infrastructure rollout and subscriber acquisition at any price; and these strategies were based on increasing voice and SMS traffic which is easy to scale.”
He shares that the rise of mobile broadband has forced a re-think around customer data and analytics, specifically around how legacy systems can be integrated, for unified views of the customer across networks, products, finance and other business units.
“TM Forum’s goal is to help ASEAN service providers transform their businesses to meet the demands of the digital world and help to build an open, vibrant digital economy,” he said.
TM Forum’s Management World Asia featured 19 keynotes from leading regional service providers – including Celcom Axiata Berhad, DST Communications, Groupon Travel Asia Pacific, Hong Kong Broadband Network Ltd., Indosat, Mobilink, MTS India, PT XL Axiata, QNET, Robi Axiata, Research in Motion and Starhub, taking a hard look at overcoming the challenges of delivering innovative products and services.