How a communications service provider (CSP) defines its products reveals the organization’s internal structures, business strategy, general approach and level of maturity.

We had Telesperience poll a number of CSPs on their approach to products. The results show that there is far from one standard definition in the market today.

 Overall, our analysis of CSPs’ internal product definition discovered that CSPs view the term “product” through three, very distinct prisms put forth below:

  1. Operational. Some CSPs define telecoms products in very technical terms. CSPs that define products in these technical terms are highly concerned with their products’ processes and operational efficiency.
  2. Sales. For other CSPs, a product is, on its most basic level, something that can be sold. This group is highly concerned with maximizing the revenues from their products.
  3. Solutions. Yet another group of CSPs employed a very customer-centric definition when discussing products. This group is most concerned with understanding customers and meeting their needs through product offerings.

Why is this important?

It’s not. It’s crucial. How a CSP defines a product determines how it manages the product lifecycle (PLM), and thus how well those products succeed. Depending on how the CSP defines a product on its most basic, inherent level, CSPs will treat PLM as either a technological process, a business outcome, or, most commonly, a process that’s supported by technology but not defined by it.

Is your organization defining products the right way? Download our whitepaper to find out how your conception of products influences their performance.

Inbar brings more than 15 years of broad-based and enriched marketing experience to Amdocs. She is the product marketing manager for the Amdocs Master Enterprise Catalog (MEC), and is also responsible for creating awareness, positioning, market strategy and bringing Amdocs’ Portfolio solutions to the market.

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