How to Establish Leadership in the Mobile Cloud

According to a recent study published by Informa Telecoms and Media (“Informa Cloud World Forum Global Insights Survey”), leadership in the mobile cloud is “still up for grabs”. Enterprises are considering a variety of vendors for their cloud services – and, by implication, not necessarily considering a single supplier.

This is because there are a number of categories of services that can be delivered from the cloud – ranging from ICT to hosting - and beyond. Telecoms operators are still struggling to establish a clear offering that can drive revenue growth and attract enterprise customers.

At first sight, this is curious, as most enterprises already obtain services from telecoms operators – specifically, connectivity (via DSL, Ethernet, Mobile and so on) and classical services such as voice telephony. Telecoms operators already have cloud offers, but are either failing to capitalise on this to broaden their appeal or are not positioning their services adequately. Where does this leave telecoms operators and how can they capture a leading position in the emerging cloud marketplace?

What is needed is a clear definition of what’s on offer and a compelling proposition. To achieve this, telecoms operators, in particular mobile service providers, must redefine their portfolio and clearly position it to service enterprise needs and capitalise on areas in which they have an established advantage.

First, they need to position voice services as cloud packages. They need to offer a hosted service portfolio which treats voice as a core product and enhances it with additional capabilities such as VPN, virtual PBX, conferencing, messaging and inbound call management – in other words, services that they may offer today, but which exist in legacy stovepipes. By consolidating them into a single, integrated service platform with a Mobile PBX or IP Centrex offer, they can provide the range of services that enterprises need, but in a single, easy to consume package.

Secondly, they need to add additional, non-traditional capabilities such as ICT services, but these should be incremental to the core offer. Perhaps the problem for telecoms operators is that they are tending to try to do everything at once, rather than staking a claim to areas in which they already excel and then adding functionality as part of a strategic effort.

By delivering something which builds on existing capabilities today, telecoms operators can deliver a richer portfolio that both meets their strategic need to develop credible cloud service offers and leverages core competencies.

In this respect, they are starting from a different position from ICT and hosting providers, which do not have core competence in voice and associated services – and, in fact, do not necessarily have existing customer relationships. Telecoms operators already have customer relationships. They can enhance these and build leadership in the cloud, not by attempting to offer new capabilities in the first instance but rather by building on services at which they already excel – voice, connectivity and bundling.

We can help. Our telecoms operator customers have taken steps to build a portfolio of cloud services and to position themselves as leaders by adding capabilities such as Mobile PBX, IP Centrex and inbound call management. We have helped them to enter cloud markets and we can help you too. Why not contact us to find out how?

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