BCG X and Orange Built a Customer-Centric Marketing Ecosystem
Replace product-centric marketing with an AI-driven, personalized strategy to reach the right customer with the right offer at the right time, no matter the channel.
We help telecommunications companies embrace AI, agile, and bold new approaches for a reinvented customer experience and a reinvigorated business—while keeping costs in check.
For many telcos, the transformation in the world around them is happening faster than the transformation within. As a result, as the telecommunications industry undergoes major shifts, telcos must shift, too. As the telecommunications industry undergoes major shifts, telcos must shift, too.
How best to do that? The answer lies not in outdated business or operating models but in bolder ideas, strategies, and execution. This means applying transformative enablers such asartificial intelligenceandagile ways of working, embracing end-to-end digitization, and taking new—even daring—approaches to network excellence.
We help telcos transform their business—and the services and experiences they provide—by focusing on eight imperatives.
Network Excellence.We help telcos identify use cases, embed automation intelligence to balance network traffic and heal failures, and leverageadvanced analyticsto deploy targeted, cost-effective rollouts.
Data-Driven Customer Centricity.Using analytics andpersonalization, operators can tailor products, promotions, and bundles to the specific needs and behaviors of telco customers, creating segment-of-one experiences and securing revenue growth.
Next-Generation B2B.We work with operators to identify growth opportunities—and integrate these new services effectively into their B2B offerings.
Beyond-the-Core Opportunities.We help telecommunications companies pursue the plays that best fit their markets and customers, and build on the strengths of their assets.
Simplification and Digitization.Telcos worldwide are racing to digitize to address customer needs, increasing competition and external threats. By digitizing products and services,customer journeys, andprocesses、电信公司可以解锁有积极ant value.
New Capabilities and Ways of Working.Telecom transformation requires new skills, streamlined processes, and flexibility. We help telcos adoptagile at scale, so they can respond faster to change.
资产负债表优化。Telcos need to explore models such as network, data center, andtower sharing, or to take advantage of debt restructuring andM&A.
Closing the Digital Divide.We work with telcos and policy makers to identify—and pursue—actions that can bring underserved populationsinto the digital age.
To help telecommunications companies achieve these goals, we combine deep knowledge of the telecommunications industry with expertise in cutting-edge technologies and methodologies.
Our telecommunications consultants have partnered with operators across the globe to bring new technologies, new experiences, and new possibilities to telco customers. Examples include:
Replace product-centric marketing with an AI-driven, personalized strategy to reach the right customer with the right offer at the right time, no matter the channel.
Millions of school children do not have internet access, impairing their ability to thrive in their local and global economies. BCG partnered with the ITU and UNICEF on the Giga initiative to close the digital divide and equip every child with digital connectivity.
Accelerating Digital at Telstra
Australia’s largest telecommunications company, Telstra, engaged BCG as a strategic partner to oversee all aspects of design and implementation of itsdigital transformationprogram, including radical product simplification, customer migration strategy, end-to-end process automation, new technology stack, and the deployment of accelerator squads to drive faster, higher-quality outcomes.
Getting Back on the Growth Track
After our client, a large Asian conglomerate, acquired a struggling telco, it partnered with us to transform its new division. The process began with a 100-day plan centered on five pillars: cut costs and focus on topline growth (through new sales,bob200体育
, and portfolio strategies); redesign human resources (to better identity next-generation management candidates and retain critical talent); manage change; monitor progress; and—crucially—make performance visible, identifying the goals each business unit was responsible for meeting. Within six months, the telco was profitable—and better positioned for growth.
Patrick Forth, senior advisor, explains how you can successfully transform your organization.
Connectivity has become a conduit to information, communication, education, and societal well-being. BCG has teamed up with the WEF and UNDP to help ensure that everyone has access to these benefits.
B2B telcos often struggle to raise satisfaction levels and—simultaneously—reduce costs. By thinking like a customer and a CFO, they can avoid the tradeoff.
In a rough year for markets, telecom operators held up comparatively well, despite continuing to face some fundamental challenges, while infrastructure companies cooled considerably.
The information and communications technology (ICT) sector can help its customers reach their sustainability goals by providing the technologies and connectivity needed to improve efficiency, reduce energy use, and raise productivity.
云计算对电信公司提供了广阔的前景s. But as the line between telco and cloud provider blurs, will rivalries emerge too?