I have always enjoyed a diverse and international perspective in my work and life.
After growing up and obtaining my master’s degree in Lisbon, I got a diploma from Glasgow University. Then, I lived in Madrid, London, Paris, and Belgium. I also worked with companies in the Netherlands, Germany, and Switzerland before joining Amdocs in 2015.
My roles in Amdocs took my international experience to the next level, giving me the opportunity to work with very talented people worldwide. I'm currently head of product management for Amdocs Digital Brands Suite, providing telecom business support systems (BSS) to accelerate our customers’ digital transformation journey.
Amdocs pioneers a modern, full-stack customer management and monetization solution — a software-as-a-service (SaaS) BSS stack that gives our customers access to the latest technologies to launch new capabilities with speed and agility. Here’s how SaaS solutions can help telcos stay relevant and competitive by introducing digital brands.
The rise of digital brands in telecom
How will SaaS solutions drive the future of the telecom industry? To answer the question, we need to first look at the rise of digital brands and how they deliver services with agility, speed, and flexibility.
Successful digital brands have one thing in common: they’re run by teams of 10 to 20 talented people with diverse skills and perspectives. They’re visionaries, and they think big. They move fast, fail fast, and learn fast.
These teams represent a modernized way of working. They get things done in small group settings and make the best decision based on available data. Then, they implement, learn, and iterate.
While these digital brands are still selling products, they focus on delivering a frictionless customer experience (CX) — wowing customers with not only new technologies but also a deep connection with the brand.
What does the customer experience look like?
Let’s say you want to end your Netflix subscription. You can go to your account page and unsubscribe with one click — there’s no contract or hidden clause that’ll prevent you from doing so. Consumers want the freedom to come and go as they wish, and brands must meet their expectations.
We used to associate these demands with Gen Z consumers. But more people have adopted the instant gratification mindset during the pandemic when interacting with digital services.
Consumers want to interact with brands through apps instead of going to a store or calling customer support. They prefer to chat with a bot instead of waiting on a call center line for an hour. They want the ability to leave a service if they don’t need it with no strings attached. And they don’t want to be surprised by a big invoice.
So how do these expectations translate to digital brands?
Each digital brand must establish a unique positioning and have a differentiator to appeal to a specific customer segment (e.g., gamers.) After identifying a target audience, you must develop content, user interfaces, and offers that appeal to them. Otherwise, your competitors will.
Additionally, digital brands must build products that are innovative yet familiar enough to the users to drive adoption. Users must be able to understand how the product can benefit them. Then, you can establish a user base, grow your brand, and introduce new features and services.