• Log in
  • About Us
  • Privacy Policy
  • Contact us
Telecoms IT News - VanillaPlus
  • Home
  • News
  • Verticals
    • 4G
    • 5G News
    • Big data analytics
    • Bill & Charge
    • CEM
    • Companies
    • Digital transformation
    • Fraud prevention
    • Managed services
    • Network optimisation
    • NFV Hub
    • OSS
    • People
    • Policy
    • Revenue assurance
    • Revenue management
    • Service assurance
    • Service Provisioning
    • Test & measurement
  • Digital Edition
  • Events
    • Events diary
    • Webinars
  • Videos
  • VP Featured
    • Webinars
    • Podcast
    • Editorial advisory board
    • Expert opinions
    • Hot List
    • Operator View
    • Press releases
    • Reports & whitepapers
    • Special reports
    • Talking Heads
    • Troubleticket
    • Digital Talking Heads
  • Directory
  • Tech Trends
  • Subscribe
 

You are here:

  • Home
  • 5G News
  • DSPs are undermining their own 5G investment: Here’s why (and how to fix it)

DSPs are undermining their own 5G investment: Here’s why (and how to fix it)

11 December, 2020 at 3:05 PM

Posted by: Anasia D'mello

DSPs are undermining their own 5G investment: Here’s why (and how to fix it)
Teresa Cottam of Omnisperience
“Anyone can innovate. But successful innovators are
also great communicators of innovation.”

It’s been 10 years in the making. It’s cost billions to develop and implement. Millions more have been spent on inspirational advertising campaigns depicting an aspirational 5G lifestyle to encourage customers to upgrade.

5G is the panacea we’ve all been waiting for. It’s transformative; changing communications service providers into digital service providers (DSPs), reshaping the world we live in, and providing a powerful platform for innovation. It’s set to power everything from the Work Anywhere trend, to augmented and virtual reality, the next generation of gaming, connected industrial robots, and self-driving cars. It’s faster, much faster. Very low latency. Exciting. Very exciting.

There’s just one teeny, tiny problem in all of this, says Teresa Cottam, chief analyst at Omnisperience: no-one is listening.

Consumers are not listening

5G hasn’t grabbed the attention and imagination of consumers in the way that an iPhone launch once did. They’re not getting out of bed before dawn to queue round the corner to sign up. In fact, some are worried by 5G and have begun telling their own scare stories to anyone who’ll listen. Meanwhile, business customers are increasingly frustrated, because 5G isn’t happening fast enough for them and is still more hype than reality.

All customers are asking one very simple question: What’s in it for me?

“The irony of the communications industry is that it’s not very good at communicating with its own customers,” notes Teresa Cottam, chief analyst at industry analysts, Omnisperience. “And while it’s brilliant at delivering technological innovation, it’s never been very good at innovating the customer experience.” According to Cottam this has led to a widening gap between what customers expect from 5G and what’s actually being delivered.

“The entire 5G proposition is now at risk,” she argues, “because the industry is delivering a 5G network but a 2G experience. Without urgent action, 5G will struggle to recover from being a huge disappointment.”

“What’s the point of a faster network if customers are still waiting in frustratingly long queues to speak to a customer service rep when things go wrong?” says Teresa Cottam

Customer communication flaws

In a new paper launched today, Cottam outlines the long-standing weaknesses in the way mobile operators communicate with their customers. This, she says, has risen to the top of the agenda because unleashing the full potential of 5G is all about effective communication. Cottam comments, “Having spent billions of euros on new networks, and a decade developing and implementing the technology, the mobile industry risks falling at the final hurdle – successful commercialisation.”

Making 5G successful and meeting customer expectations requires DSPs to focus on how they communicate 5G to customers, support customers in adopting it and, even more immediately, navigate the complexities of buying it.

The author is Teresa Cottam, chief analyst at Omnisperience

Comment on this article below or via Twitter: @VanillaPlus OR @jcvplus


category: 5G News, Connected Devices, Network optimisation, Platforms & Applications, Troubleticket

Tags: 2G, 5G, DSP, iPhone, Omnisperience, Teresa Cottam, virtual reality

VanillaPlus Q3 Magazine
 

VanillaPlus Magazine Issue 1 2022: Why IT must catch up with OT to enable 5G monetisation

Is creativity a bridge too far for CSPs? As communications service providers (CSPs) engage in new digital value chains, collaborate with partners and participate in multi-directional business models, George Malim shares a tale of two bridges

READ NOW

Comments are closed.

  • Facebook
  • Twitter
  • YouTube
  • LinkedIn
  • Subscribe
Relax time
Read the new novel by J.J. Cowan on Africa’s conflict minerals trade and forced labour. 5* Reviews on Amazon.co.uk Paperback & Kindle

Check out on Amazon

X

Be the first to know!

  • The top telecom IT news stories of the minute
    in your inbox
  • Exclusive offers for entry into hundreds of
    events worldwide
  • Free access to a huge selection of the latest
    analyst reports and whitepapers
Subscribe now so you don't miss out
Don’t show me this again
Please check your email
x
Vanillaplus - The Global Voice of Telecoms IT
The Global Voice of Telecoms IT

VanillaPlus is the world-leading resource covering digital transformation for the communications industry. VanillaPlus brings you exclusive News, Expert Views, and Event Reviews. See Interviews from CEOs, CTOs, and COOs who are successfully transforming their business today.

Connect

Facebook Twitter YouTube LinkedIn

NEWS

  • Latest Telecoms IT news

DIGITAL EDITION

  • Latest Editions

OTHER

  • Newsletters [Archive]

KNOWLEDGE CENTRE

  • Webinars
  • Special Reports
  • Talking Heads
  • Editorial Advisory Board

COMPANY

  • About
  • Contact Us
  • Terms & Conditions
  • Privacy Policy

PARTNERS

  • IoT News

© 2014-2022 VanillaPlus - The global voice for telecoms IT. All rights reserved.