Page 50 - SAMENA Trends - August-September 2025

ARTICLE SAMENA TRENDS

Developing a personalized service is a full-cycle process complicating product management
processes. As complexity grows, the BSS
that requires careful execution. It starts with identifying will reach its limits, making personalization
customer needs, analyzing their consumption patterns, economically unsustainable and
and creating the most relevant offer. This approach is most severely undermining the operator’s
competitiveness. This is why efficient and
often applied when creating personalized propositions for scalable personalization is only possible
existing customers, as it boosts both revenue and loyalty. when a CSP leverages a catalog-driven
approach to product management within its
BSS if and when it supports a proper level
Personalization as Key to Customer that enable ongoing adaptability. of charging flexibility and configurability.
Engagement and Business Optimization
Service personalization has become a Developing a personalized service is a Scalable Personalization in Action: Use
matter of survival for any industry. CSPs full-cycle process that requires careful Cases from Tier-1 Operators
are actively developing tools and flexible execution. It starts with identifying Flexibility and ease of configuration are
mechanisms that allow them to create new customer needs, analyzing their critical for both subscribers and operators.
products on the fly—for example, offering consumption patterns, and creating the One of our clients, for instance, was a pioneer
tailored data plans or custom discounts most relevant offer. This approach is most in the market many years ago, introducing a
that can be seamlessly integrated into a often applied when creating personalized solution that allowed customers to select
base plan. This trend is now evolving into propositions for existing customers, as it the number of minutes, gigabytes, and text
its next phase. Given the lowering margins boosts both revenue and loyalty. messages they wanted, add options for
in the telecom industry, personalization is unlimited data for selected applications,
not only a response to customer demand It is also important to remember that each and instantly see the calculated price of
but also a potential barrier to optimizing personalized product requires ongoing such a fully personalized offering. The
internal operations. The key challenge lies operational support. A mid-sized operator key factor is ensuring subscribers feel
in striking the right balance: delivering the typically maintains thousands of plans empowered to configure the services they
personalized services customers want in its portfolio. Adjusting them—whether want themselves.
while keeping costs under control. From a through personalization, campaign-driven
management standpoint, the focus should modifications, or even straightforward At the same time, operators must have
shift from a traditional “easy way” of repricing—demands significant input from the ability to design product offerings
multiplying new products to enhancing and already overloaded IT teams. Such changes through modular, Lego-like product
refining flexible configuration mechanisms can take months to implement, ultimately entities. This model lays the foundation

50 AUG-SEP 2025