Convergence Demands Synergies of players in Value Chain

Alpna J Doshi Vice President Satyam Computer Services Ltd

I have always felt in my association with TM Forum, one clear trend – this body adopts itself to align with the industry dynamics. The way the membership has grown, and the increasing demand from more and more players in the ever expanding value chain, has been quite impressive. And now we see Convergence as another such area that’s caught both TM Forum and Industry’s attention…

Industry convergence with a common theme of Content, is really an evolution of the past convergence that Telcos have been already doing in one form or another – convergent billing, bundling and so on. Why are Media companies like Disney conscious of carrying their own content, Google, with their one on one advertising model, and Microsoft chasing Yahoo? All this is a sign of sufficient openness to work in each other’s turfs, and surely necessity drives new implementation schemes to allow business models to succeed.

At this time, there is an absolute need for someone to set frameworks to the "Magic Cube" of multiple business models that hit the news channel, but with speed, else its always going to be too late. TM Forum has been developing guidance frameworks, benchmarks, and standards for the value chain of Service Providers – Traditional Telcos, Cable, Media, VNOs, ISPs, Systems Integrators and Suppliers. Its important to have a means to connect within this Community. "Prosspero" initiative that was launched several months by TM Forum, is giving a tool to facilitate the same. With a Systems Integrator hat on, we see every entity in the value chain playing a key role to make the Revenue Model succeed since Customer needs can only be met when all cooperate. Its at this time, we see Organizations like TM Forum, allow for the right platform for the CIO/ CTOs globally to guide the developments.

Alpna J Doshi is Vice President, Satyam Computer Services Ltd, Board Member with TM Forum, and Chair of the Systems Integrator Committee. She has had 19 years experience in working with Telecom, Media and Entertainment industry. She has been a Speaker at various International Events, and a key contributor to guiding Industry trends during her professional life with Verizon, Deloitte and Touche Management Consulting, Telcordia Technologies and Satyam Computer Services Ltd ( Present ).