Openet, the most innovative provider of BSS/OSS software to Tier 1 wireless, wireline and cable operators, announces the creation of Subscriber Optimization Software (SOS), a new category within the BSS/OSS market. The SOS category unifies four interrelated markets that have previously been served separately, despite their interdependence on one another: Mediation, Subscriber Data Management (SDM), Policy Management and Real-Time Charging. The SOS market represents billions of dollars in forecasted growth, as well as a need for integrated solutions servicing all areas of the category.
The creation of SOS unveils a fundamental market truth: solutions in this space are largely disparate, cobbled together by professional services personnel to ensure operability. CIO and CTO buyers in this market require software that performs at efficient levels of speed, scalability and availability, providing the future proofing and user experience necessary to ensure subscriber loyalty and revenue generation. However, the current model of vendors servicing several different markets results in two types of solutions—neither of which solve operators’ overarching challenge of making the most of every subscriber:
• Jack of all trades, master of none—With multiple solutions for different needs, this type of vendor treats individual challenges with a siloed approach, never unifying technologies to address the big picture.
• Single point solutions—Experts in only one area, providers of these solutions cannot solve the challenges that operators face outside of a single, tactical mission.
To meet the needs of this new category, Openet has enhanced its product development strategy to focus on building applications, such as Fair Usage and Tiered Service Controls, in addition to its market-leading platforms. These applications directly meet operators’ end objectives to ensure performance, satisfaction and optimal revenue for every subscriber across all functions under the SOS umbrella. In support of the new strategy, Openet announced the expansion of its management team in July 2010, augmenting its Core Product Development division, Professional and Client Services division and Delivery Engineering and Support division. This expansion allows Openet to provide crucial subscriber insight and visibility, enabling the necessary network control to deliver an optimal end-user experience via subscriber-facing applications.
“The case for the SOS category is clear: by unifying related markets, vendors can service interconnected pain points with integrated solutions. With this initiative, we can begin the change necessary to preserve operators’ value in the market, as over-the-top content and application providers threaten the ecosystem,” said Michael Manzo, CMO of Openet. “We are issuing a call to action to all of our competitors, large and small—it’s time to stop providing disparate solutions, and begin to think holistically about servicing the SOS market. Without a change in what vendors offer, operators will struggle to derive ROI from technology, and cannot realize the full extent of subscriber value and market opportunity.”
Openet (openet.com) is the most innovative provider of Subscriber Optimization Software (SOS) to Tier 1 telecommunications operators, cable operators and media service providers. To succeed, today’s operators must know their subscribers, deploy innovative business models and control the allocation of network resources. Openet's offerings are engineered to attract subscribers and provide an optimal experience, minimize the cost to serve them and maximize revenue—making the most of every subscriber. With customers across the globe, Openet is meeting the needs of operators worldwide such as Vodafone, Orange, AT&T and Verizon.
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