B&CC system – a new marketing instrument to build revenue stream

26.06.2007

Premier Telecoms Billing and Customer Care Event "Billing and Information Management Systems 2007" which took place in London was attended by Inline Telecom Solutions representatives.

The conference together with the exhibition showed both telecom operators and vendors how to benchmark and improve current B&CC practices and processes to gain clear insight into the key issues, which are shaping the future of communications billing, as well as the development of customer and information management systems.

Numerous workshops, tutorials, seminars and more than 50 operator case studies were presented within the conference. This event proved that the billing role in the service provider operation has changed. Rating and charging are no longer a core functionality of the billing systems. Now in the light of the convergence and customized services, functionality of the contemporary billing system enables telecom operators to use a wide range of tools to maximize their revenues, and new marketing opportunities are a main part of them.

Recently, service providers benefit from marketing opportunities to reach customer loyalty.
One of the overcrowded sessions at the event was the seminar "Real-Time Marketing - Innovate, Satisfy, Retain!" lead by Nelly Rinot, Sr. Product Marketing Manager from Comverse. She presented the case studies of exploring the marketing opportunities which B&CC and OSS/BSS vendors could deliver to the telecom providers within the implemented systems.
These marketing tools allow telecom operators to segment their customers clearly, to roll out new and lucrative customized services, to get feedback from them and to launch marketing campaigns and, as a result, to maximize their revenues. All these are possible due to extended functionalities of implemented CRM, B&CC and OSS/BSS platforms.

"Frequently, marketing effort in the telecom companies doesn't tailor to any management systems. Marketing operations framed with the advertising campaigns and PR activities in mass media. This practice appears to be an expensive way of promotion and the message from telecom operators to their customers couldn't reach the target audience precisely. Also, a measurement of effectiveness is of poor quality and the outcome isn't clear." - says Yury Nosov, Head of Marketing Department, Software Solutions Division, Inline Telecom Solutions. "But telecom operators have got the golden opportunity now to communicate directly and in person with almost every customer. It is the operator's billing and customer care system. Exploring B&CC as a part of CRM encourages telecom operators to get unified view of the subscribers, to be customer-centric and enables them to run marketing campaigns effectively as well as to roll out new telecom services with reduced time-to-market." - Yury Nosov added.

To know more about "Billing and Information Management Systems 2007", as well as about forthcoming B&CC and OSS/BSS events, please, visit - http://www.iir-billingsystems.com/.