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IBM > Case Studies > Leading communications company Launching revenue-driving products 70 percent faster with IBM and Oracle

Leading communications company Launching revenue-driving products 70 percent faster with IBM and Oracle

Technology Category

Application Infrastructure & Middleware - API Integration & Management

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing
Business Operation

The Challenge

The communications company was facing a mature marketplace with declining margins for traditional revenue-driving products such as voice and SMS. The rise of small and agile mobile virtual network operators (MVNOs) intensified the threat of once-loyal customers defecting. The company wanted to drive profitability by attracting increased spend with innovative products. However, the company's legacy systems increased lead times for new products substantially, especially compared to recent entrants with fewer and more modern business systems.

About The Customer

The customer is a leading communications provider. The company operates in a mature marketplace with considerable commercial challenges. Traditional revenue-driving products such as voice and SMS are in decline, and the rise of small and agile mobile virtual network operators (MVNOs) intensifies the threat of once-loyal customers defecting. To drive profitability, the company is looking to offer new products and services to delight their customers, nurture their loyalty and encourage additional spend.

The Solution

The company engaged IBM Global Business Services to help it create a new, fully integrated approach to product development. The company selected Oracle’s Siebel Customer Relationship Management solution to support the new, integrated approach. The IBM Global Business Services team worked with the company to implement a single instance of Oracle’s Siebel platform as the core customer relationship management system, and configure the solution to support the new way of working. The company and IBM Global Business Services are working on an iterative program to replace all of the bespoke applications that currently support its business with modules on the centralized Siebel platform.

Operational Impact

The company is achieving its aim of bringing revenue-driving products to market rapidly, encouraging customer loyalty, creating valuable upselling opportunities and driving up ARPU.
The company is already using its increased agility to launch innovative products ahead of its competitors.
With greater integration throughout the order lifecycle, the leading communications company is improving the accuracy of order fulfillment and driving greater customer satisfaction.

Quantitative Benefit