Last week’s TeleManagement World in Nice was another high-water mark for the event as well as the industry it serves. A record attendance of over 3,000 people came to hear and learn, discuss and debate, network and do business in what has become an annual ritual for the key decision makers in our industry.
If you weren’t able to make it, you missed experiencing the most vibrant atmosphere for business development, landmark announcements and cutting-edge technology this decade. Some of the discussions will have truly global repercussions. If you were there, you know what I’m talking about.
Either way, as I look back at last week, there are a few key things that stand out in my mind.
Change is in the Air
Talking about ‘industry change’ is like talking about the weather. There is always change and always has been. However, the pace of change is such that it is becoming hard to define the “telecom” industry anymore. It is just as hard to define the cable or media industry anymore as well. We are truly witnessing the birth of a Telecom/Cable/Media/Web ecosystem.
Just take a glimpse at the companies that were there, and you know something different is in the air. We had close to a dozen different cable companies including major players such as Time-Warner, Virgin Media and UPC Broadband. Disney, Sony and Lionsgate were also there.
And then there were the keynotes:
Nicholas Negroponte came to discuss his ‘One Laptop per Child’ initiative and to make a plea for help from the telecom industry. Besides a financial contribution from TM Forum and its members, I think Nicholas came away with some optimism that we stand ready to help him conquer the global education challenge.
Our other keynotes (Bonnie Gray – CNO of UPC Broadband, Rory Sutherland - Vice-Chair OgilvyOne, and Stefano Pileri – CTO, Telecom Italia Group) gave insightful, visionary and sometimes humorous looks at how the worlds of cable, telecom, media and advertising will morph before our eyes.
Several instances of collaboration provide evidence that this morphing is underway, whether it’s the Global Billing Association (GBA) and the IPDR becoming a part of TM Forum or the Cable Operators forming an Interest Group to pursue future programs.
Perhaps most noteworthy was the meeting of senior executives from many of the world’s largest providers of telecom and cable services, network operators and content providers to discuss how best to collaborate in driving down the integration tax.
In addition to holding a Summit meeting, they also carried the message of “management standards now” across the conference as they spoke throughout the week. There was unanimity of opinion that they can no longer afford the time and resources required to “hand craft” interfaces between their own systems let alone getting them to interwork with those of their partners. It’s an unsustainable model as it leads to higher costs and longer time to market.
In the course of these discussions, the group rallied around the Prosspero program as the only viable and practical way to ensure that the standards they require are available when they need them and that software developers and integrators have access to a rich suite of development tools and services. Discussions are now underway on whether or not to create a reference lab and if so, how best to make it self-sustainable.
Transformation the Key to Success
This is not an exercise in technology for technology’s sake either. It’s motivated by the ever-increasing pressure on all types of providers to transform their business or risk being left behind. One need only look at any room where people were spilling out into the corridor or where the Fire Marshall was guarding the door to know that session was talking about some aspect of business transformation, service development or revenue streams.
Panel after panel of C-levels from all the major players all honed in on the twin themes of urgency and opportunity that act as the classic carrot and stick. Transformation isn’t an option no matter where you are based because competition no longer has to be physically resident in the same geography.
Technology isn’t a barrier to entry, but a lack of world-class customer service will have you at the north end of a southbound race faster than you can blink. It’s simple – in a value chain like the ones that are emerging in this area of converged services, if the user isn’t delighted, nobody earns any money. The biggest threats may well come from non-traditional sources, which makes agility, flexibility and innovation the key qualities of a 21st Century Provider.
And as we have done for the past 19 years, the TM Forum will not just keep pace but will help lead this transformation. This is the first wave of many more exciting and challenging ones to come. As management steps into the spotlight, be sure you remain a part of it by sticking close to the TM Forum.
Regards,
Martin Creaner
President
TM Forum