Strategies for Evolving Into a Multisided Business

7/30/2019 Strategies for Evolving Into a Multisided Business

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SAP Thought Leadership

Telecommunications

Strategies for Evolving into a MultisidedBusiness

Rethink Billing to Enable Monetization of New Services


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STrATegieS for evoLving inTo A MuLTiSided BuSineSS

Table of Contents

5executive Summary

6TransformingTelecommunications

Creating Growth and ReducingCosts in the New Marketplace

Evolving to a MultisidedBusiness Model

10Becoming a Services-BasedBusiness

Rules of Engagement

Opportunities and Limitations ofMultisided Business Models

11optimizing Your Transition

Strategies for Insight and

Innovation

Guidelines for Choosing a NewBilling Solution

13executing Change withSAP Solutions and Services

The Right Partner for TodaysBusiness Challenges

Expertise, Best Practices, andPowerful Software


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To compete effectively in the digital

marketplace, telecom companies likeyours must answer a new call. Newmultisided business models requirechanges in the way you collaborate with

partners, price offerings, and service

customers. What are the best practicesand technologies that can help you take

advantage of this industry transformationwhile supporting profitability, innovation,and differentiation?


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unLeAShing SuSTAinABLe growTh in The digiTAL eConoMY

Executive Summary

The telecommunications marketplaceis changing rapidly. Yesterdays businessmodel, where each operator providedservices to a single audience of retailcustomers, is giving way to a multisidedbusiness model one that some industrywatchers call Telco 2.0. In this newenvironment, telcos often buy, sell, orfacilitate content and services from anetwork of collaborators and deliver ordistribute these offerings to customers,including consumers and businesses.Providers like you cannot afford to sitback and let competitors take the lead.

To capitalize on the opportunities ofthe digital economy, you need to understandthe rules of engagement as wellas the advantages and limitations of

operating in a multisided businessenvironment. You must expand yourvalue chain to accommodate key collab

orative partners and lay the groundworkfor success. Understanding customerusage of services can help you price

your offerings competitively and deliver

optimum customer satisfaction.

You should also evaluate the functionalitiesof your current business softwareand compare those against your needs.Doing so will help you determine how youcan best support increased service innovation,create faster time to market,enable competitive differentiation, andrealize incremental value from new solutions.The final step is to deploy the mostpowerful, effective software for yourbusiness operations. With expert implementationleveraging industry bestpractices, software can help you quickly

monetize innovative new services andmaximize your opportunity to satisfycustomers.

To help you make the most of thechanges reshaping the telecommunicationsindustry, this paper explores thechallenges of becoming a multisidedprovider, including the need for businesssoftware that can support this model.


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This document also describes the bestpractices you should adopt to optimizeyour transition. Finally, this paper discussesthe SAP services and softwarethat can help you streamline your transformationand realize maximum customerengagement and profitability.

The telecommunications market is changing rapidly.The creation, marketing, and sale of new forms ofcontent and applications are turning the old business

model on its head.

SAP Thought Leadership Strategies for evolving into a Multisided Business


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new oPPorTuniTieS And ChALLengeS for TeLCoS

Transforming Telecommunications

CreATing growTh And reduCingCoSTS in The new MArkeTPLACe

Forget the marketing hype and technologyjargon. You only need to look atthe marketplace to understand that thetelecommunications industry is undergoingtransformational change. A businessthat not long ago delivered plainold telephone service, or POTS, as itsprimary offering is now faced withtremendous technical, operational, andcultural challenges. These challengesare creating fundamental industrychange. To survive, telcos must evolve.

The good news is that this change also

offers unprecedented opportunity. By

understanding the new market and itsdrivers, you can determine the most

effective ways to adapt your business.

Your evolution can become a linchpinfor dramatic growth and expansion.

However, to maximize the benefits of

this transformation, you must simultane

ously reduce costs and efficiently grow

and manage the business.

evoLving To A MuLTiSidedBuSineSS ModeL

Today, most communications servicesproviders (CSPs) sell traditional servicesonly to retail customers. Providing voice,data, and Internet to this single audience

creates one source of revenue and afairly straightforward billing structure.Experts call this a single-sided businessmodel.

Yet the creation, marketing, and saleof new forms of content and applicationsare turning the old telecom businessmodel on its head. Consumers are lookingfor telcos to deliver data-intensive


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services, including entertainment andinformation, mobile banking, mobilecommerce, and location-based services.And with the number of connecteddevices expected to soar in the next decade,the volume of machine-to-machine(M2M) communications will undoubtedlyexplode.

And its not just smartphones trigger

ing this explosion. Information will flow

from smart cars, smart grids, connectedtelevisions, appliances, machinery, buildings,and medical devices. The result willbe massive amounts of data all ofwhich can easily traverse CSP networks.Only by leveraging this data through

effective information management andanalytics will telco companies find

success.

Monetizing the Multisided BusinessModel

In the new business model, data wont

flow only between providers and retail

customers. As operators monetize avariety of new services and assets, the

complexity of offerings and audiences

will grow. The number of upstream partnersand downstream customers willexpand exponentially.

These radically more complex relationships in which each participant playsmultiple roles in the creation and consumptionof data services is what

many experts refer to as multisidedbusiness models, or Telco 2.0.

One organization designed to monetizethe Telco 2.0 model by leveragingthese increasingly complex CSP relationshipsis the Wholesale Applications Community(WAC), a group formed to createa unified, open platform for mobile applications.The groups mission is to allowdevelopers to write applications that runacross multiple mobile devices, operatingsystems, and networks. These apps,


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which will be sold at WAC-enabled stores,will be available to as many as threebillion consumers a market with hugerevenue potential for application developers,mobile CSPs, and providers ofcloud services.1

But consumer apps are only the beginning.As enterprise software moves fromthe desktop to mobile devices, the marketfor consumer WAC-enabled appsmay be quickly dwarfed by the demandfor enterprise apps.

Furthermore, the simple procurement,pricing, and payment model currentlyused by consumer application stores willnot function effectively when the businessmoves to enterprise applications.Currently, employees would have to payfor and download these enterprise appsindividually, then submit an expensereport to the employer. This is clearly aninefficient economic model. As enterprise

apps become more available andessential to business, companies willwant to preapprove sets of apps foremployees by functional role. Businessesshould also be able to negotiate pricing


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and discounts at a global level basedon, say, quantified usage of the applicationor number of deployed seats.

To efficiently monetize these enterpriseapps, the entire WAC marketplace

including CSPs, resellers, app developers,and the WAC organization itself must support new billing, revenue-sharing, and payment processes. Thecommunity needs economic models andtechnology solutions that support faireconomic distribution with limited humanintervention so that systems can scale asthe market grows.In another example, savvy CSPs can

benefit from the exploding market for

M2M communications by turning theirinternal core competencies outward into

highly profitable, sellable services.

Because they run some of the largestdata centers in the world, telecomcompanies employ massively scalable,proven IT infrastructures. Thus theyare well equipped to support cloudcomputing services, provide networkconnectivity to hundreds of millions ofdisparate end-point devices, and massprovision services to those devices. CSPsare skilled at diagnosing and fixing faultsacross their services and networks and

remotely managing and updating theend-point devices connected to theirnetworks. They also have experiencetracking usage patterns, billing customersbased on device and network utilization,sharing revenue with partners, andanalyzing customer needs to stay aheadof the market.

To transform themselves into full-

fledged cloud computing and M2M

service providers, telcos must converttheir internally focused capabilities intoopen platform services. These servicescould then be used by external developersand enterprise customers to buildtheir own businesses. In executing thisconversion, CSPs need to rethink manyof their core business processes. Manyprocesses must be redesigned to bescalable, responsive, and easy to access,


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with clear service-level agreements andtransparent pricing schemes.

UndErStanding SinglE-SidEd andMUltiSidEd BUSinESS ModElS

Single-sided model: A supplier offers productsand services to only retail customers,with no strong interdependencies with otherparties.

Multisided model: To generate new economicvalue, two or more companies collaborate tocreate and bundle products and services innew and innovative ways. This shift changesbusiness models and company roles, disaggregatesthe value chain, and allows theparties to work together in ways that unlockinnovative new opportunities.

At SAP, we understand the competitive challengesyou face as your market grows and changes. Our expertisecan help you streamline your processes, meet theneeds of your partners and customers, and achieve

your business goals.



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Many CSPs are burdened by legacy businesssystems that may compromise their ability toachieve the vision of Telco 2.0. Billing systemsin particular tend to be inflexible, overly complex,and costly to operate and maintain


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opportunity is Calling

For telecom companies that embracethese multisided business relationships,the future is very bright indeed. After all,expanding the prospective customerbase by partnering in new ways withbusinesses and customers dramaticallyimproves the opportunity for competitivesuccess.

Yet most operators will face challengesin realizing the Telco 2.0 vision. CSPsmust develop new approaches to revenuesharing and accounts payable relationshipsso they can effectively managebilling and payments. As software, telecommunicationsservices, and devicesconverge, telco companies must addresskey operational pressures thatmay prevent them from taking full advantageof these new possibilities. Enhancingprocess efficiencies is key to

maximizing the value of new partner andsales opportunities. To increase growthand reduce churn, operators must improvecustomer engagement and retentionstrategies. Deploying new servicemodels not just incremental servicesor features is essential to succeedingin a complex, multisided business model.

Unfortunately, many CSPs are burdenedby legacy business systems thatmay compromise their ability to achievethe vision of Telco 2.0. Developed to address

earlier challenges, billing systemsin particular tend to be inflexible, overlycomplex, and costly to operate andmaintain. Initially considered a one-timecost, many telco companies deployedlarge, monolithic software installations tomeet short-term needs for automatedbilling and payment systems. Othersbuilt homegrown systems to solve specific,limited-scope business issues.

Both types of solutions tend to lackmodularity and scalability. Over the

years, many companies have paid excessivefees to modify their legacy billingsystems to solve specific problems. ITmanagers commonly hire teams of on-site consultants to maintain and upgradetheir business systems spending hugeportions of their annual budget to keepthe software running. In solving theirshort-term billing problems with thesesoftware solutions, telcos created long-


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term costs and inefficiencies that are unsustainablein todays hypercompetitive,Telco 2.0 market climate.

ShorTCoMingS of TYPiCAL TeLeCoMBuSineSS SofTwAre

Most current business applications, especiallybilling software, cannot support telco companiesthat seek to embrace Telco 2.0 business

models. What do these applications lack?

An innovative approach to current telecomopportunities, such as cross-industry businessmodels that require partnerships withmedia, content, software, and otherintellectual-property-based companiesFlexibility to support new value-addedtechnologies, such as cloud-basedcomputing

The ability to effectively track revenuestreams from content- or media-services

based offerings or provide billing services

for commercial transactions with customers,partners, and third-party contentproviders

The functionality to bill, accept payment,and manage credit risk and collections

from each member of the value chain, includingcontent authors, application developers,distributors, wholesalers, retailers,and carriersThe ability to enable and support new businessmodels by helping telcos capture revenuefrom services, such as in-applicationand in-service advertisements, that passthrough their infrastructureSAP Thought Leadership Strategies for evolving into a Multisided Business


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MArkeTPLACe reALiTieS To ConSider

Becoming a Services-Based Business

ruLeS of engAgeMenT

To move ahead in a changing industrylandscape, CSPs must help their businesspartners support a services-basedbusiness model. For many partners, providingservices may be an entirely newway of doing business. Companies accustomedto a traditional product-salesbusiness model may require assistancein transforming their business to aservices-based enterprise. By enablingyour partners to deliver new and innovativeservices, anytime and anywhere,you can help them increase profitability,

customer loyalty, and market share.In this kind of environment, however,

your partners will find that the rules ofengagement are different. Because customerstypically pay as they consumeservices, switching costs are lower andservice providers must work continuouslyto retain customers. To keep pace withthe competition, providers must offer superiorservice or better financial terms.

Whats more, this model requires dynamiccollaboration among companiesthat work together to deliver services.

Players constantly shift the scope of

their offering to capture more value, and

you must be able to help your partners

change with equal flexibility.

Lifecycles for these services are muchshorter than for other products, andgood ideas are quickly copied. Traditionalhard goods are priced according to thecost of materials plus margin, and prices

are based on demand elasticity. In con

trast, the value of new services is basedon varying usage patterns, timely delivery,popularity within a vertical segment,brand name, and other factors with notangible measures.

More empowered customers often


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billing on behalf of your partners.Your billing system must be able to flexiblyaddress your partners various aggregatedpricing, packaging, and promotionalrequirements.

CSPs need to rethink many of their core business processes.Many processes must be redesigned to be scalable, responsive,and easy to access, with clear service-level agreementsand transparent pricing schemes.


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BeST PrACTiCeS And TeChnoLogY To heLP You SuCCeed

Optimizing Your Transition

STrATegieS for inSighT AndinnovATion

Once you have decided to compete inthe multisided market and understandits new realities, the next step is to compareyour current business environmentwith the one you need to support thisgoal. One key consideration should be toassess whether your business solutionscan support your critical service andpartnership challenges. In other words,does your business software enable innovationand profitability or inhibitthem?

In the multisided market, innovationis driven by gaining visibility into service

consumption and performance. Therefore,it is critical to have a business systeminfrastructure that allows you toanalyze performance and effectively leveragethis information. Only then canyou and your partners make the correctdecisions on issues ranging fromservice-pricing optimization to partnerrevenue-sharing strategies.

Not all business systems offer the abilityto gain essential insight into the rightdata either after it has been consumed

or in real or near-real time. Business softwarethat quickly provides this insightcan effectively serve as an enabler of innovation,particularly if the delivery ofthis information is embedded in yourcorporate business process.

Sophisticated commerce and billing

software that is specifically designed for

multisided business models can help youmeet your business goals for customer

service, innovation, and competitive

differentiation. Specifically, you should

look for software that helps you meet thefollowing objectives.

Support increased Service innovation

To deliver enhanced customer value,


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look for a billing solution that can helpyou increase service innovation. The softwareshould help you calculate the revenuesand costs of sophisticated services,continuously and accurately, in real time.The right solution will simultaneouslymanage massive transaction volumesand give you the ability to rapidly changebusiness models, so you can price servicesat just the right point to optimizerevenue, costs, and profits.

Your software should also help youaccurately bill and collect revenue fromcustomers and share revenues with partners.When you choose a billing platformthat can work with other financial software,you can innovate without requiringa rip and replace of your entire businesssystem. For example, if you want totry out a new service or even providecombined fixed and mobile services onthe same bill, your billing software shouldsupport your innovation without driving

up costs.

Enable Competitive Differentiation

Look for a flexible billing platform thatprovides fast time to value and rapiddeployment. Choose a process-orientedsolution that lets you easily handle awide variety of business models andpayment schemes (such as prepaid,postpaid, and credit-limited accounts) incombination with services, applications,or content. A solution that allows you to

extract and analyze large amounts ofbilling data to get deeper insight into thecustomers usage will help you bettertarget services to the customer anddevelop flexible pricing plans.

If your solution provides rich, completedata, you can support analysis that providesvisibility into financials, billing, customerretention, customer up-sell potential,back-office processes, and networkoperations. Such a solution also enhancescustomer insight and financial visibility

and improves your ability to strengthenyour relationship with each customer.Finally, you should partner with a vendorthat has extensive experience solvingcomplex business problems with world-class software experience that can beapplied to streamlining your billingprocesses.

deliver incremental value


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Billing solutions should deliver tangi

ble, quantifiable, and rapid business

value. With a modular solution, you canstart small, address a single challenge,and expand the use of the software tomeet your changing needs over time.By providing the ability to turn insightinto innovative new services, software

can help you grow revenue efficiently.

Even in environments where the legacybilling system is a known inhibitor of innovationand competitive differentiation,some telco executives worry that it is toorisky or costly to replace it. Yet flexibledeployment options that meet your currentand future needs can reduce cost,mitigate risk, and begin generating valuefrom the earliest days of the implementation.

For CSPs that are ready to rethinktheir approach to billing, opportunitiesfor new and lasting insight and innovationare ready for the taking.



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guideLineS for ChooSing A newBiLLing SoLuTion

If your business goals are not beingmet by your existing software, its time toconsider which type of billing applicationwould best support your current, planned,and future business models. To evolveto a Telco 2.0 model, you need to deploya robust consume-to-cash solution thatoffers the functionality to support convergentcharging, convergent invoicing,and customer financial management.

When choosing this software, considera wide variety of vendors. Certain providersoffer expertise in a range of industries,such as media and software, thatare now becoming part of the telecommarketplace. Dont limit your options byconsidering just telecom-centric vendors.Furthermore, select a vendor thatcan help you incorporate all types of deployment

models in your approach, includingon-premise, on-device, and on-demand solutions. The vendor andsoftware solutions that offer you thegreatest flexibility will be best able tohelp you scale to meet whatever changeor challenge the market presents in thefuture.

As you weigh your options, carefully reviewthe total cost of ownership (TCO)for each potential billing system. Toolkit-

based solutions, which appear to havelow up-front costs, can require extensiveup-front and ongoing development andconsulting efforts. As such, they may ultimatelycost more over their lifetime thanricher, fully functional, consume-to-cashapplications. Ensure that the solutionyou choose can scale to meet your businessneeds and be upgraded or configuredto address new industry challenges.Narrowly targeted, best-of-breed toolsare typically not designed to be configurable.

Therefore, when your businessmodel changes over time, this software

may make it difficult or impossible to

adapt, thereby constraining youroperations.

Beware of software that can only bedeployed in a big-bang rollout. Instead,


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look for a billing solution that can be implementedstep-by-step, so you can realizevalue along the way. Modularly deployedsoftware can also help youmitigate project risk. By visualizing anend point for your billing solution andworking toward that, you can achieve targetedvalue at each implementable stepwith the help of experts who can guideyou along the path. Software providerswho offer value-engineering services canhelp you identify areas where the softwarecan benefit your operations andtake the steps that let you realize thatvalue sooner.

At the features level, look for a billingsolution that includes sophisticated revenuemanagement and contract accountingfunctionality, as well as the ability touse analytics to support your revenue assuranceactivities. You need an accountingsolution that is specifically designedfor the telecommunications industry:

one that can capture and efficiently manageinformation about the receivablesand payables generated by millions ofcustomers and the thousands of partneraccounts associated with your supportof multisided business models. The softwareshould support advanced collectionsand credit management strategies,minimizing write-offs and days salesoutstanding. Whats more, the chosensolution should help you manage relatedactivities, such as dunning, tracking customerpayments, producing data reports

for customers, and building a databaseof raw data for archival retrieval.

Microtransactions and M2M processesgenerate massive amounts of data.Therefore, you need a solution with high-performance analytic appliances thathelp you identify usage patterns andspotlight fraud in real time. Finally, lookfor a solution that provides intuitive dataaccess to business users across the enterpriseand among partners, enablingbetter-informed decisions that can help

your business thrive.

Sophisticated commerce and billing software that

is specifically designed for multisided business

models can help you meet your business goals forcustomer service, innovation, and competitive

differentiation.


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The exPerTiSe You need

Executing Change withSAP Solutions and Services

The righT PArTner for TodAYSBuSineSS ChALLengeS

To help your organization compete effectivelyin a Telco 2.0 environment, youmust reconsider your business goals andhow you can achieve them. Its essentialthat you turn your core capabilities into

service offerings for business partners. In

this way, your partners can leverage yourinfrastructure to deliver innovative newservices and products to your joint customers.You must also determine how togo to market with your partners, targetingthe right bundles of services to theright segments of customers. Taking

these steps can help you support a widespectrum of market-relevant service offeringsand achieve competitive advantageswith accelerated time to market.

Many telco providers lack extensiveexperience or expertise in these areas.Coming from a traditional single-sidedbusiness model, you may wonder how tomost effectively shorten the learningcurve and get ahead of market demand.

Partnering with software solution providers

can help you reduce your time tomarket and speed your companys transitionto an innovative service organization.Yet not all partners are createdequal. To support new commerce efforts,you need a provider who offers powerful,leading-edge technology solutions thatcreate a framework to help meet yourgoals. In addition, its important to selecta provider who offers value engineeringand consulting services that optimizetodays best practices and technologystrategies for commerce.

SAP offers a comprehensive range ofsoftware and services that help supportyour business transformation. Supportedby two decades of expertise providingsolutions for the telecommunications industry,SAP understands your challengesand can help you reach your goals.

exPerTiSe, BeST PrACTiCeS, And


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PowerfuL SofTwAre

SAP provides a world-class portfolio ofsolutions developed for telecommunicationscompanies. More than 700 telecomcompanies worldwide use SAP for Telecommunicationssolutions to managetheir business operations. SAP is viewedas a market leader in your industry, and

our financial stability and reputation for

excellence make our software the choiceof many of your peers.

Companies use SAP for Telecommunicationssolutions to drive new efficiencies,expand into new markets, and boostcustomer engagement. For example,T-Mobile Austria, a wholly owned subsidiaryof T-Mobile International AG,deployed SAP software to improve itscompetitive edge and meet legal requirements.One of the largest private mobile

companies in Austria, T-Mobile Austriasought to reduce customer responsetime and streamline data integration andbusiness processes. By deploying theSAP Revenue Management and ContractAccounting (SAP RM-CA) application,T-Mobile Austria improved productivitywhile reducing costs, transaction times,and errors. The company accelerated itsdunning procedures, increased employee

lEarn MorE

New multisided business models requiretelecom companies to change the way you

collaborate with partners, price offerings,

and service customers. To learn more abouthow SAP software and services can help youachieve your business goals by monetizingnew services, contact your SAP representativeor visit us at

www.sap.com/industries/telecom.



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productivity, and enhanced its customerservice quality. T-Mobile Austria also reducedits transaction processing costs.

The overall improvements in efficiency

and productivity resulted in a positive returnon investment as well as a positivenet present value.

At SAP, we understand the competitivechallenges you face as your marketgrows and changes. We work not onlywith companies in your industry but alsowith your partners and customers in relatedindustries, such as media, hightech, automotive, and healthcare. We understandtheir challenges and which solutionswork. As you partner with andserve these organizations, our expertisecan help you streamline your processes,meet the needs of your partners andcustomers, and achieve your business

goals.

We can show you how companies haveembraced and optimized new multisidedbusiness models that you need to support.Our value engineering and consultingexperts apply their extensive industryexperience and leverage best practicesto help drive your success. SAP value engineerscan help you solve your businesschallenges with scalable, enterprise-widesolutions. SAP Consulting provides servicesthat help you define a road map to

Telco 2.0, quickly gain value, and minimizeTCO throughout the lifecycle ofyour SAP software. Whats more, SAP

offers a vibrant partner ecosystem. Our

partners can provide a wide variety ofsoftware and services to help meet your

specific business requirements.

Finally, SAP offers software to help

you monetize new services and offerings.With the SAP Billing for Telecommunicationspackage, you can create a singlesolution to meet all your billing needsand provide increased visibility for betterdecision support. The softwares richfunctionality helps you achieve enhancedbilling efficiency, and it integrates withyour other financial applications.


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Best-of-breed functionality within acomprehensive, functionally rich solutionhelps you optimize the entire consumeto-cash process from online rating andcharging to convergent billing, invoicing,and collections. The software also helpsyou gain the power to handle high volumesof transactions and data. In addition,it enables you to optimize billing andinvoicing processes, charge in real time,and manage receivables and payables incompliance with applicable regulationsand with full transparency. It also helpsyou gain a single, complete view of customerand partner activities.

SAP offers deployment options to suitall needs. For instance, you can deploythe billing software with a centralizedsolution for billing and settlement oftransactions across all services andproducts for all customers. You can alsodeploy this software modularly, evolvingyour existing system step-by-step to

support new business models. By avoidinga big-bang deployment, you cancreate less disruption, minimize yourconsulting expenses, and accelerateyour time to value.

FootnotES

1. For more information on WAC, go to www.wacapps.net.For information on the SAP contribution to WAC, go towww.sap.com/corporate-en/press.epx?PressID=14765.


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15SAP Thought Leadership Strategies for evolving into a Multisided Business


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Strategies for Evolving Into a Multisided Business