Telecom executives are reacting slowly to the needs of their business users when it comes to service quality.
IBM commissioned a global survey of over 250 senior telecoms executives, and found that although most realised they had to transform their business model in reaction to the demand for new services, service quality and assurance was less of a priority.
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The survey found that 69% expect business model transformation to be the primary source of value over the next five years, compared to only 34% in the preceding five years.
In addition, 60% who cited revenue growth as important believed the growth could be influenced by improving the experience across all channels, including online and retail operations.
However, although the vast majority of respondents (89%) indicated that service quality is emerging as an important differentiator, less than one-third identified service quality management and assurance as an area of strong focus or investment by their company.
Nearly half of the executives polled reported that their organisations had no end-to-end service assurance capability.
IBM said, "If telecom providers are to realise growth through converged telecom, IT and media services, senior executives will have to pay more attention to service quality demands.
"Customers expect the same carrier-grade service quality for new services as they get from providers today. This will require investment in significantly more complex, fully integrated and customer-oriented service management capabilities."