IDENTIFYING THE CHALLENGES

BT’s new White Labelled Managed Service (WLMS) has all the key components needed to launch operators into new areas such as fixed line broadband, calls, equipment and applications.

Operators can take advantage of BT’s capabilities to service all of the initial and ongoing needs of their customers (such as: order management, customer service, technical helpdesk, billing and collection, and MIS reporting). Critically, WLMS enables operators to bundle services together, helping them to gain and retain customers and grow their share of customer spend.

Our financial models are very flexible and could offer a zero-risk market entry, with the capability to in-source as customer numbers grow, thereby increasing ARPU and AMPU.

EXPLORING THE SOLUTIONS

Operators can launch a fully integrated Multi-Play service, backed up by a world class customer experience. To achieve this, BT is proposing a virtual operator model for fixed calls, lines and broadband via WLMS. The operators’ current mobile service offering could be integrated into BT’s WLMS to create the full Multi-Play service.

Fig 1: Managed Multi-Play Solution

Operators are able to provide a growing variety of products and services to their customers. As these increase in number, so does the complexity and associated costs of:

• Creating a consistent customer experience
• Establishing single points of ordering and customer service contact
• Building a single set of information
• Reducing the cost and complexity of delivering the services

With WLMS, operators can deliver a unified customer experience that will benefit themselves and their customers, and will also provide a foundation for future growth.

REAPING THE BENEFITS

Immediate:

• A unified ordering and fulfilment process for customers, even for multiple product orders. Customer Service agents have complete visibility of customer orders, service status and account transactions from one point. 
• Customers have a single point of contact for raising and resolving queries. A single bill allows them to see all of their services and usage charges in one place and gives service agents full visibility of all account transactions. 
• Operational costs are reduced by consolidating call centre operations into a single place and through better resolution of issues due to full systems visibility. 
• This call centre approach also allows operators to handle straightforward mobile queries through the BT call centre or to offload peak load volumes to assist with load management and resourcing. This is far easier to achieve with a single call centre, as peak volumes for mobile and broadband calls happen at different times. 
• Overall enhancements in customer experience translate to direct improvements in customer loyalty and retention.

Future:

• Extra value by adding future products and services to create customer segment propositions (e.g. wireless services, media streamers, media content). The challenge is to create these bundles quickly and seamlessly. WLMS sources products from across industry as well as white-labelling BT offerings (such as equipment and applications). 
• BT is also developing a service that will allow operators to create unique applications for their customers, built from third party and BT capabilities. These applications could simply be free-for-use services that differentiate an operator’s proposition, or could generate revenue in their own right. 
• WLMS allows operators to deliver an excellent end-to-end customer experience that can be extended to include new and differentiated products and services.