BSS/OSS: What Differentiates Your Solution?
At the B/OSS Expo last week, I was struck by the number of vendors whose solutions claim to do much the same things. Companies used to stand out by focusing on a core expertise. When products sound alike, as many now do, how can customers differentiate them? I suspect many don’t bother.
Expansion into new business lines is a well-established practice. To grow, a company must evolve with the market and continuously demonstrate the ability to do more for the service provider. A common fear is that those who stick to one expertise will soon find themselves isolated and outnumbered by competitors that can solve more pieces of the BSS/OSS puzzle for the client. Today’s mantra is “end-to-end.”
In reality, how often do major service providers ditch an entire legacy system in favor of a wholly new platform? Rarely. However, they often purchase a new BSS or OSS product to improve a specific aspect of the back office. Back in the day we called this a “point solution,” a term that’s fallen out of favor as software companies strive to be all things to all customers.
I’m not suggesting that vendors revert to the days of solo products. Even in the B2B market, there’s a certain logic to being positioned as a kind of “retail” company offering a flexible, diverse portfolio. Just be clear about your core value prop to the customer. It’s what you do best that sets you apart. The more concretely you convey that story, the more you will sell.
Related posts:
- Telecom PR: When Billing Errors Hurt Companies In BSS news today: A mobile operator concedes defeat on...
- Billing Nightmares: “So We’ll Go No More a-Roaming” Susana Schwartz's blog on Bill Shock hits home with any...
- BSS: When Billing Transparency is Chucked Overboard Michael O'Leary doesn't quibble on his business model. To the...
- BSS/OSS: The Social Media Gap A common thread runs through many BSS/OSS companies we met...
- Tech PR: Of Classic Cars and Complex IT Systems Today I bid farewell to my 1961 Porsche 356B, nicknamed...