This is a brand new discussion forum, on one of the hottest topics of our converging world. What I would like to get are some views on why PRM is so important - is it the complexity of the processes involved or is it because PRM is a company-wide challenge?

Alex

Like CRM and a host of other TLA's (three letter Abreviations), when discussing PRM we need a clear definition as it can cover a multitude of sins. From Content Providers to Handset Retailers, Telco Operators today need to deal with various other parties in supplying services through the value chain.

Why are these 'Partners' increasingly important is because they frequently control end-points of the value chain where services are created or consumed (bought). So that Operators are not relegated to simply supplying the Pipe the value chain needs to be integrated not only Technicaly but also from a Business Flow and intelligence perspective. This is where the difficulty occurs as the Partners frequently have differing objectives and the sharing of information although potentialy providing a better service to the consumer is not always seen as generating the most profit for each member of the value chain.

Control of the value chain, 'ownership' of the consumer and how to maximise the benefits (cost and profit) to all members of the value chain (including the consumer) are the critical issues.

Chris

PRM is important because simply CRM is -without doubt- important. And what is the difference between a customer and a partner. Both has to be treated well if you as a business want to survive and make profit. Complexity is always present if one has to differentiate between customers and or partners. And that is what we want, make difference and treat everyone as important.

So complexity is not the crucial aspect imo, but a sound business vision related where and how to earn money is …

George

I agree, in principle it is that simple, but the complexity comes from the differences between a 'customer' and a 'partner'. A customer tends to be a person who wants a product or service. A partner is generally an organisation - and as such needs to incorporate the needs and views of many elements - legal, customer service, billing, marketing, finance - so which departments do need to be involved, and how do we address all angles?

Alex