Software-as-a-Service (SaaS) is a key for CSPs to increase Customer Lifetime Value (CLV), particularly among small enterprises.

But when it comes to SaaS clients, most CSPs are really only targeting one type of client: 80% of offers are designed for a white-collar “knowledge worker” sitting in front of a PC.

Furthermore, a limited number of telco SaaS provide mobile device support. Cross-selling mobile data or fixed broadband with SaaS – logically a symbiotic proposition – is a rarity. Not least, the bulk of the SaaS on sale is focused on highly generic productivity tools such as Microsoft Office 365, no doubt to appeal to the broadest number of potential customers, but also with offers that are indistinguishable from those of non-telcos. This means that CSPs are ignoring at least half of the workforce in most countries (see fig. 1).

Knowleldge Workers are a Minority

Unified Communications

Unified communications and collaboration (UC&C) tools also offer an important revenue stream for CSPs.

From premises-based services, CSPs are migrating both large and small enterprises to cloud-based UC&C, and relatedly, cloud contact centers. For many CSPs, cloud-based UC&C is a natural evolution for their traditional enterprise fixed voice portfolio.

Digital Interactions in a Post-PC world

To increase revenue in the burgeoning SME market, CSPs need to rethink how they target some of their major clients, namely SaaS and UC&C. Developing trends like mobile support and M2M need to be addressed if CSPs want to increase their revenue in the upcoming decade.

To find out more about catering to these growing needs, download our whitepaper.

Hillel is the marketing manager for Amdocs’ B2B offering. In his 15 years of marketing and strategy management for communication service providers and other companies, he was responsible for marketing strategy, brand positioning and awareness and the creation and execution of marketing initiatives and campaigns.

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