Page 49 - SAMENA Trends - August-September 2025

ARTICLE SAMENA TRENDS

ARTICLE

How Personalization is Shaping the Future of Telecom

Offerings

Recently, one of our clients, a Tier-1 communications service
provider (CSP) serving more than 70 million customers, reduced
the number of its plans by 30% while successfully migrating 60%
of its subscriber base to personalized offerings. Which product
management approaches within the BSS system enabled achieving
this on such a large scale? The answer to this question lies within
the concept of catalog-driven personalization.

For telecom, the next stage of evolution
lies in adopting an end-customer value
model. The industry is shifting from the old

approach of fixed data packages—such as
1 GB, 3 GB, or 5 GB—toward offerings like
lag-free streaming, personalized bundles,
and customizable service options. In
today’s market, the critical success factor
is rapid reconfigurability.

The telecom industry, at its core, is a loyalty-driven business:
customer acquisition costs continue to rise, traditional
communication channels are losing effectiveness, and the market
is increasingly saturated. That is why loyalty remains the central
focus. Customer loyalty strongly depends on a personalized
offering: modern consumers want to receive only the tailored
Maxim Nartov services they expect. However, personalization also works for
Chief Business Officer CSPs, as it allows them to concentrate on revenue-generating
Nexign activities, thereby improving overall business efficiency.

49 AUG-SEP 2025