Emir SusicOctober 04, 2017

Service Providers are Driving Communications Digital Transformation

Digital transformation has moved from an exciting concept to an accepted reality. As technologies like mobile, cloud, and artificial intelligence gain ever-wider acceptance, just about every industry is being dramatically altered. Companies that can’t find their place in the new digital landscape aren’t just going to be left behind—they’re going to become irrelevant. This applies equally to the industry sector that has arguably played a greater role than any other in driving digital transformation: telecommunications. Most of the fundamental building blocks—access, interconnectivity, applications and infrastructure—that are going to enable the communications digital revolution are dependent on service providers.

And yet, while service providers have done much of the groundwork for communications digital transformation, they’ve also seen traditional revenue streams decline, and their old business models come under threat. While Gartner estimated the global communications services market was worth as much as $1.4 trillion last year, that’s 14% lower than the market size in 2014, as price erosion and competition continue to cramp revenue.

The good news for many of our service provider customers is that “transformation” is hardly a word they are scared of—quite the opposite. For service providers, communications digital transformation is just the latest stage in an evolution journey that has taken them from offering traditional analogue telephony to IP telephony to integrated solutions and beyond, with telcos now becoming content providers and offering other services.

And telcos have tremendous advantages—the investments they have made in the past few years have given them a fantastic infrastructure, enabling them to reach every home, every person on the planet. They also have the best-possible access to customer data and customer preferences.

The new, disruptive technology trends we see in the market are compelling them to work in collaboration with partners to offer new services. So, we are seeing service providers positioning themselves as one-stop-shops for SMEs and enterprises, by offering connectivity with other necessary ICT solutions and services. There are various new streams coming into the picture from applications, cloud services, software-as-a-service, communication services, and more.

From Avaya’s perspective, we are helping them orchestrate all of that effectively. We are facilitating better communications in different ways, bringing in better data analytics and AI to the picture and ultimately enabling communications service providers to provide personalised offerings to their various customer segments.

At Avaya, our goal is to help our customers leverage disruptive technologies and innovative trends and enhance their businesses. Take artificial intelligence for instance—we will be showcasing at GITEX 2017 how AI is going to revolutionise operations. AI can tell the service centre agents what they should say in response to a customer’s query, and all this is going to happen in real-time. We really believe that the power of AI can be extraordinary.

While the speed of technology change can seem overwhelming at times, we must not forget that complete transformation doesn’t happen overnight: Communications digital transformation is a continuous journey that has many parameters, from technological upgrades to massive cultural shifts in the way businesses work. Service providers run extremely complex businesses in multiple tiers and involving many stakeholders.

Avaya stands ready to help. We are the transformation partner for customers, with the majority of communications service providers on Avaya platforms. We have always helped them with contact centre transformation, now we are taking this to the next level.

Emir Susic

Emir Susic is 10-year industry veteran, predominantly focused on contact center and services. In the Avaya Services organization, he's held various positions in the Adriatic, Eastern Europe, EMEA, GGM and recently AMEA. His experience managing Avaya sales organizations and our service provider customers' contact centers combined with years of experience in Avaya Services allow him to form great teams focused on business outcomes.

Read Articles by Emir Susic


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