Reducing error, increasing service speed, and optimizing human resources: all are factors in the increased use of automated back office technologies.

It may look like a settled space, but wireless services, new set-top applications and broadband e-commerce is creating uncharted back office territory for aggressive service providers, who face competing tasks of cataloging, selling and managing the "n" number of services that this transition may bring.

"When that (transition) happens, the complexity in terms of order management and ongoing lifecycle increases exponentially," said Fran Heeran, CTO of digital commerce enabler Valista.

Focused on overall service provisioning and the bundling of value-added services, Valista includes America Online, Cricket, Vodafone, NTT DoCoMo, France’s Orange and Chicago-based U.S. Cellular, among others.

Valista belives the future for many such providers entails extending the reach of an automated back office.

"There is still a lot of human interaction," Heeran said. "The bundling of value-added services typically is done by a person, as well … (But we’re) slowly moving that whole process and putting the consumer in charge."

Automation is even impacting sales. "Software platforms are reaching the point where they will become an even better selling channel than people themselves," he said.
The idea is not only smart service recommendation engines. (See Amazon in general.) The capability of "collision space mapping," or knowing what services can and cannot overlap with each other, will also be increasingly important to navigating this new world.

Winner of a Global Telecoms Business award in October for mobile commerce innovation, Valista was recognized for helping US Cellular increase its off-portal mobile content revenue.

– Jonathan Tombes

Read more news and analysis on Communications Technology‘s Web site at www.cable360.net/ct/news/.

The Daily

Subscribe

At the Commission

The FCC has rescheduled the Open Radio Access Network Solutions Showcase originally planned for June 29. Due to the large number of interested

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Jul 16
Diversity List – 2021 Nominations Due: July 16, 2021
Sep 10
Most Powerful Women – 2021 Nominations Due: Sept 10, 2021
Dec 7
Most Powerful Women CelebrationSave the Date!
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact John@cynopsis.com for more information.