By Brian Metzger, Vice President of Global Marketing, Nominum
The dramatic growth in demand for online connectivity, fueled by the mobile internet boom, has created an overwhelming challenge for communications service providers (CSPs). While the digital economy has flourished on the back of their networks, CSPs have been forced to keep pace by investing heavily in more infrastructure, making it nearly impossible to commit innovation and development resources into higher-value digital services to thwart competition from over-the-top (OTT) players.
Herein lies the paradox: CSPs created the very infrastructure that enabled a thriving digital economy, but, through no fault of their own, have not reaped the rewards of it.
Accelerating Digital Transformation with DNS
Now, as CSPs undergo digital transformation, one key aspect being addressed is the need to unify organizational functions and gain a holistic view of the subscriber to deliver personalized services—without increasing cost or complexity.
The technology that is powering this shift is DNS, a cost-effective means to personalize the internet experience while plotting a path to digital transformation. DNS has moved beyond the realm of passive internet look-up functionality and is now at the heart of digital transformation—being leveraged as an active, intelligent resource to synchronize business functions and deliver premium services that increase subscriber value.
CSPs are looking for solutions to unify people, processes and systems on one platform, effortlessly, and without complex implementation requirements or burdensome costs. By doing so, their path to digital transformation is much smoother. Because it is critical to virtually every online request and application, DNS is an ideal technology to power personalized services and give subscribers greater control over their online experience.
Now, as CSPs are discovering the true value that DNS provides beyond simple internet look-up functionality, they are using it to secure the network; offer stronger subscriber protections; create high-value, premium offers like parental controls and content filtering; and enable interactive communications that reach 100% of subscribers in a timely and convenient manner.
Industry experts agree that digital transformation requires a more flexible, extensible IT architecture to speed time-to-market of new product and service innovations. A key aspect of this approach is utilizing existing IT systems and complementing them with lightweight, agile platforms that support simplified digital offers and experiences.
When properly leveraged, DNS is a high-performance service enabler that meets CSP requirements for flexibility and scalability, while accelerating the delivery of subscriber-centric services to create new revenue streams and grow market share.
I will be co-presenting on this very topic with Tim Skinner, head of intelligence for Telecoms.com, at the upcoming 2016 Broadband World Forum. Our session, titled Ending the Digital Transformation Paradox, takes place during the Service Monetisation track at 4:35pm GMT on Wednesday October 19th.
As Tim and I will discuss, DNS is at the heart of digital transformation. CSPs that have put it to work are able to compete more effectively and bring new services to market much faster than their competitors, and will ultimately be in the best position to end the digital transformation paradox.