Adapting to the new normal for the global wholesale telecom industry

15 May 2017 | Ajay Chitkara

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Ajay Chitkara

Blog Author | Bharti Airtel; Director of Global Voice & Data Business


With fast-evolving consumer and technological trends in the digital online ecosystem, we are all required to embark on a journey to design the ‘businesses of tomorrow’, which involves not just creating online platforms but also the business model and organisational structure which would support the new digital way of working.

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With fast-evolving consumer and technological trends in the digital online ecosystem, we are all required to embark on a journey to design the ‘businesses of tomorrow’, which involves not just creating online platforms but also the business model and organisational structure which would support the new digital way of working.

This business shift includes designing a strategy for creating digital experiences that customers will expect in the coming years. Success of strategy is dependent upon working closely with customers and collaborating across business units and functional boundaries through constant experimentation and a willingness to learn in order to create unique digital experiences -all with an eye on the ultimate goal of creating value.

Airtel Global Business is engineered for speed and dedicated to delivering tailored solutions which contribute in ease of doing business. Airtel Online Voice Portal is one of our key initiatives to adapt to the digital ecosystem and transform the way wholesale telecom operators operate.

This solution is an outcome of the strategy towards building an Airtel of tomorrow and provides a single window online solution to create a seamless interconnect and conduct the business transactions in a transparent and agile manner. Airtel Online Voice Portal is a digital portal built as a response to customer’s demand for transparency, speed and reliability and will increase the product and geography reach, while giving partners an option to sell and become part of Airtel’s growing supplier network.  It was conceived with the objective of delivering an omni-channel experience for our customers, shifting their orientation away from individual channels and transforming their operating model to give them a compelling, integrated experience across every channel centred on mobility. It is a first of kind platform to provide integrated on-demand and customised digital services for wholesale global voice, award-winning SMS hub and access to their 130+ direct country reach for toll free voice services enabling the customers to cross-optimise the spend and reduce the business transactions turnaround time.

Through this portal a customer organisation can complete discovery, onboarding, billing, payment, enquiry, support and self casre. Key features include sign up without any paper work, establish a new interconnect in a day, view all rates online and leverage the rate arbitrages as there would be a real time comparison of any rate changes. The partner will also get regular notifications about suitable deals to maximise cost savings and customised smart offers based on the traffic trends and the need profile of each customer. The portal also has functionality to enable creation of a watch list, similar to trading stocks, so that destinations of interest are easily accessible. In addition to the above features, the partners can make online payments, view their balances and access a detailed analytics with drill down capabilities. 

Becoming fully digital, for any customer service brand has never been a linear process, simply following a series of steps weren’t adequate for the task of reimagining a company’s entire way of doing business. It also requires thinking about the digital strategy; the customer experiences, products, services and operating models; and the technology needed to carry out the required strategy and design. Perhaps the most challenging exercise is to change and replace legacy systems in order to give best digital experience to customers. Airtel Global Business has put in a lot of time and effort in conducting strategic workshops on not just technology up-gradation but on fostering a mind-set of learning, experimentation, and discussions with the customers with focus on agility, transparency and execution excellence. That requires going to target customers at an early stage to gauge their requirement and what would delight them, and then scaling up promising options fast.
Going forward Airtel Global Business will also extend the digital experience for their complete product portfolio to provide existing and new customers with an innovative platform to grow business digitally. The journey would then be extended to online self-care with fault management, change management, post-paid billing, payments and dispute settlement. Airtel wants to fully leverage the port of digitisation and provide the best intuitive end to end experience to their customers & partners, creating a compelling argument for lasting partnerships.