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| Fernando Usera, Senior Executive, Accenture |
Fernando Usera, Senior Executive of Accenture will be speaking at AfricaCom on Wednesday 14 November. His presentation
will be on “bursting the customer relationship myth” at 12:00, at the Customer Experience Management session.
What
is your company’s position in the market and how do you see it develop in the
coming year?
As organisations look to improve their
performance, they want service providers that follow proven approaches to
solving immediate business challenges. Those that can help them define and
deliver next-generation innovations. Accenture is a global leader in the
communications sector, having worked with 19 of the top 20 communications
industry companies globally. In Africa, we have well established relationships
with major telecommunications, having supported their rapid business growth and
market penetration through our well-honed consulting, technology and
outsourcing capabilities.
Concerning Africa, the trends that we see
shaping the industry include increased challenges in connecting with digital
consumers, driving revenue, quickly developing and launching innovative
products and services, and jump-starting the delivery of profitable services.
This will precipitate a need for solutions that improve customer loyalty, growth
and profitability and in turn, enhance market share and marketplace
differentiation. Benefits our clients can enjoy include increased growth,
improved operations and enhanced performance.
What
changes are you expecting in Africa’s telecoms/media/ICT market?
We expect much tougher competition between
the different players. All providers face huge expectations about their growth
and this should encourage an interesting commercial battle.
Media companies should hurry to get to know their customers better, personalize their offers and leverage all available channels (especially mobile). Telecommunication providers should aim to generate new revenue streams, becoming “supermarkets” of services that leverage their customer base and distribution channels.
Over-the-top telecommunication providers will try to push the others to act as infrastructure managers. One of the most relevant battles will be providing the right technology and telecommunications services in corporate business and SME’s, where all ICT companies will try to dominate.
Media companies should hurry to get to know their customers better, personalize their offers and leverage all available channels (especially mobile). Telecommunication providers should aim to generate new revenue streams, becoming “supermarkets” of services that leverage their customer base and distribution channels.
Over-the-top telecommunication providers will try to push the others to act as infrastructure managers. One of the most relevant battles will be providing the right technology and telecommunications services in corporate business and SME’s, where all ICT companies will try to dominate.
How
are consumers’ needs evolving and what needs to be done to address them
effectively?
Consumers are becoming increasingly demanding
and companies that are able to successfully manage the customer experience will
succeed. Quality issues should be resolved in a way that allows consumers to
opt for other services. Mobility will be a key factor in this scenario as the
cellular phone becomes a personal tool to access a world of new possibilities.
In Africa, the youth is an important demographic as they are eager to use new technologies. We see a move away from consumers simply accepting services from their providers to a model where they will select appropriate services on demand, forcing providers to ensure that their services are really attractive.
In Africa, the youth is an important demographic as they are eager to use new technologies. We see a move away from consumers simply accepting services from their providers to a model where they will select appropriate services on demand, forcing providers to ensure that their services are really attractive.
What
should operators focus on in order to increase revenues?
Operators should become “supermarkets” of
services. They should allow consumers to customize the screens on their
devices, selecting the services that they want, when they want.
In the business segment, they should act as consultants on their telecommunications services, allowing their clients to become more competitive.
Also, operators should be more agile, able to understand that the new revenue streams do not necessarily have the operational margins that traditional business once did.
In the business segment, they should act as consultants on their telecommunications services, allowing their clients to become more competitive.
Also, operators should be more agile, able to understand that the new revenue streams do not necessarily have the operational margins that traditional business once did.
What
are your expectations for this year’s AfricaCom?
Accenture looks forward to meeting our key
stakeholders at this global African event. It provides an opportunity for us to
learn more about the market’s expectations and how we as a service provider can
shape our thinking to accommodate market demand and keep up with the latest
trends.
We look forward to engage in meaningful
conversations and find solutions that will suit our clients’ needs.
Accenture is a proud sponsor of AfricaCom, taking place 13-15 November- find out more, visit www.comworldseries.com/africa
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