netcracker technology award write up
TRANSCRIPT
2017 Global Stratecast CSP Monetization Growth Excellence Leadership Award
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© Stratecast | Frost & Sullivan 2017 2 “We Accelerate Growth”
Contents
Background and Company Performance ..................................................................... 3
Introduction .................................................................................................... 3
Global End-to-End CSP Monetization Market Share Analysis .................................... 4
Netcracker Profile ............................................................................................. 6
Netcracker Growth Excellence Leadership ............................................................ 7
Conclusion ..................................................................................................... 11
Significance of Growth Excellence Leadership ........................................................... 12
Understanding Growth Excellence Leadership ..................................................... 12
Key Benchmarking Criteria .................................................................................... 13
Growth Performance ....................................................................................... 13
Customer Impact ........................................................................................... 13
Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices ............................................................................................................. 14
The Intersection between 360-Degree Research and Best Practices Awards .................. 15
Research Methodology .................................................................................... 15
About ODAM ........................................................................................................ 16
About Stratecast .................................................................................................. 16
About Frost & Sullivan .......................................................................................... 16
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Background and Company Performance
Introduction
Netcracker has been among the leading suppliers of end-to-end monetization solutions for
the communications service provider (CSP) global market for several years. The top four
suppliers in this market have controlled a significant portion of this almost $13 billion
industry for quite some time, with control of almost 64% of the total market.
Stratecast regularly assesses this market and for most of the last decade, Netcracker has
been ranked fourth by revenue received. However, during that same period, the
company’s growth rate has been exceptional and has gained on the other
monetization market leaders. Based on Stratecast’s 2017 global CSP
monetization market assessment, Netcracker is now in a virtual tie for second
place.
The end-to-end monetization process consists of six primary segments including:
mediation, rating & charging, other core billing, policy management, and the wholesale
revenue management functions of interconnect & settlement and partner management.
These are shown in the figure below.
Source: Stratecast
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The Stratecast ODAM analyst team has recently completed its annual assessment of the
CSP monetization solution supplier market. To publish the results of these findings,
Stratecast has combined the monetization functions shown above, into four related areas,
which are the delivery focus for the function-specific market share analysis reports that
will be delivered during third quarter 2017. These Stratecast reports form a market
research basis for this award and those provided for each of the functional areas below
including:
Combined End-to-End Monetization Market
o Global CSP Monetization 2017 Edition Part 1: End-to-End CSP Monetization
Market Drivers, Forecast, Market Share, Delivery Model, and Requirements
Analysis
Billing Mediation
o Global CSP Monetization 2017 Edition Part 2: Billing Mediation Market
Forecast and Market Share Analysis
Rating & Charging and Other Core Billing
o Global CSP Monetization 2017 Edition Part 3: Rating & Charging and Other
Core Billing Market Forecast and Market Share Analysis
Policy Management (Rules Function)
o Global CSP Monetization 2017 Edition Part 4: Policy Management Market
Forecast and Market Share Analysis
Interconnect & Settlement and Partner Management
o Global CSP Monetization 2017 Edition Part 5: Wholesale Revenue
Management (Interconnect & Settlement and Partner Management) Market
Forecast and Market Share Analysis
Global End-to-End CSP Monetization Market Share Analysis
The first report in the Stratecast global CSP monetization report series, as defined at the
beginning of this document, is also the source report for this award.1 It provides a market
share analysis for the end-to-end CSP monetization market, utilizing a base year of 2016.
As in previous Stratecast forecasts, this analysis is based on the sum of revenue
generated by supplier offerings in six related global monetization segments including:
Billing Mediation
Rating & Charging
1 See Stratecast report OSSCS 18-04, Global CSP Monetization 2017 Edition Part 1: End-to-End CSP
Monetization Market Drivers, Forecast, Market Share, Delivery Model, and Requirements Analysis, July 2017.
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Other Core Billing functions
Policy Management (Rules Function)
Interconnect & Settlement
Partner Management
The findings, as published in this report, show that Netcracker is currently tied for second
place within the global CSP end-to-end monetization market. Stratecast believes that
Netcracker addresses 16% of this market based on revenue. The top five competitors
provide solutions to approximately 19%, 16%, 16%, 13%, and 5% of the market
respectively by revenue.
This award is about growth. To measure growth over time, Stratecast looked
back to previous global CSP monetization assessments. With that lens,
Netcracker stands out even more. The company continues its climb up the leader
board, which showed for many years Netcracker in fourth place. Based on 2015
annual revenue, the company moved into a tie for third place and based on 2016
annual revenue, the company moved into a tie for second place. In fact, from
2010 to 2016, Netcracker In fact, from 2010 to 2016, Netcracker has maintained
strong double digit revenue growth, achieving one of the highest CAGRs of the
revenue leaders in the global CSP monetization market for this period.
Stratecast interviewed more than 100 monetization suppliers that address one or more of
the above-mentioned market segments. Stratecast revenue estimates include vendors
with software solution offerings that obtain revenue from license fees, maintenance fees,
services associated with the initial installation and configuration of a solution, service
bureau fees, cloud services fees, and installed solutions managed by a supplier. Internal
CSP spending attributed to internal work teams or assistance from professional services
consulting resources is not included. In addition, hardware-related revenue and revenue
generated by systems integrators or companies without their own monetization solutions
is not included. The professional services fees for integration of new solutions with
existing systems and updates to CSP business processes are also not included in the
market share analysis.
All market share analysis is developed by analyzing multiple sources including:
information supplied to Stratecast through a market questionnaire, information from
public sources, direct interviews, and raw market data. The analysis is developed from
2016 company-level revenues, year-over-year growth, projections of future company
earnings, global financial market insights, and our strategic acumen concerning each
monetization segment.
To obtain estimated revenues and associated market share, Stratecast uses a modified
Delphi method for revenue analysis. Factors such as known deployments, publicly and
privately reported revenue, customers served, press releases, financial reports, and
related information are analyzed by a multi-person analyst team, working independently,
to estimate each vendor’s 2016 revenues, where such was not specifically provided. Final
estimates were iterated to reach a consensus using a 90% confidence interval.
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Netcracker Profile
Netcracker Technology Corporation is a telecom software solutions and services provider
headquartered in Waltham, Massachusetts. The company enables CSPs to offer, manage,
and monetize convergent and content-rich service offerings. Founded in 1993, Netcracker
operated independently until 2008, when it was acquired by NEC Corporation. Following
the acquisition, Netcracker was named as a wholly owned subsidiary of NEC, dedicated to
addressing the operations, monetization, and enterprise management needs of the
communications industry. Netcracker continues to operate as an NEC-owned entity today.
The latest release of the company’s solution suite—Netcracker 12—is a unified platform
that brings together an extensive collection of operations and monetization functionality,
along with virtualization capabilities, embedded analytics across the product line, and
cloud-based delivery of these applications using a common framework and data structure.
One of the architectural benefits of Netcracker 12 is the breadth of capabilities that
enable CSP digital transformation. As Netcracker shared with Stratecast, the Netcracker
12 suite enables service providers to transform into DSPs by digitalizing their customer
engagement models, business enablement capabilities, operations, and infrastructure.
Netcracker 12 is shown in the figure.
Source: Netcracker
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Netcracker 12 addresses all six segments of the end-to-end CSP monetization space. At
a high level, the Digital Business Enablement layer (shown in yellow in the figure
above) covers billing mediation, rating & charging, other core billing, policy management,
interconnect & settlement, and partner management. Additional policy management
capabilities are addressed in the Unified Platform Capabilities under Cloud
Administration. Netcracker 12 also offers vPCRF as a Core VNF. The figure illustrates
the breadth of the Netcracker 12 suite and also identifies high-level modules that map to
the Stratecast monetization segments.
Netcracker stated to Stratecast that: “As service providers become DSPs, they must
assess how well their existing IT infrastructure is prepared to enable digital evolution. A
streamlined business enablement layer helps service providers maximize their revenue
potential by providing exceptional customer experiences, managing digital transactions in
real time, and creating the right engagement model with partners.”
Stratecast Insights
Netcracker has become a major supplier in all monetization domains and across all areas
of ODAM. Netcracker ranks amongst the top four leaders by revenue in each of the six
monetization solution segments, and is currently tied for second in the end-to-end
monetization solution market.
Stratecast believes that Netcracker will continue to gain market share in the
months ahead, across all parts of the ODAM marketplace, with its Netcracker 12
cloud-based solution platform.
Netcracker Growth Excellence Leadership
The 2017 Stratecast Global Growth Excellence Leadership Award in CSP Monetization is
judged based on ten criteria described later in this document. The following details a
selection of the comparisons from the ten criteria. The data behind the comparisons
comes from Stratecast report: Global CSP Monetization 2017 Edition Part 1: End-to-End
CSP Monetization Market Drivers, Forecast, Market Share, Delivery Model, and
Requirements Analysis, July 2017.
Growth Strategy and Above-Market Growth
Stratecast assesses the end-to-end CSP monetization market every year, which involves a
review of over 100 suppliers of monetization solution functionality. This market has grown
over the last six years, with a CAGR from 2010-2016 in the low-to-mid single-digit range.
Such growth has moved this, the largest of the ODAM markets, from just under $10 billion
in annual solution supplier revenue to almost $13 billion.
With more than 100 global suppliers, the CSP monetization solution supplier market is
dominated by just a few. In fact, the top 18 suppliers address more than 87% of the
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global market, with the top four suppliers accounting for approximately 64%. Netcracker
has been part of the top four CSP monetization suppliers since its acquisition of Convergys
in 2012. While an acquisition jumpstarted Netcracker into the CSP monetization market,
the majority of the company’s growth since that time has been organic.
In an expanding global marketplace, such as the end-to-end CSP monetization sector,
growth is essential to maintain market position. Netcracker has done more than maintain
over the last five years, moving from fifth to fourth, to a tie for third, now to a tie for
second place on the solution supplier leaderboard in overall CSP monetization. It should
be noted that each of the top four suppliers have six-year CAGRs that exceed the market
as a whole, so Netcracker’s rise against this strong group of competitors is even more
noteworthy.
Netcracker’s growth strategy is paying off, evidenced by double digit CAGR
growth that has reached approximately five times the rate of the market as a
whole. To achieve above-market growth for any period of time is impressive;
Netcracker has consistently exceeded the growth rate of the end-to-end CSP
monetization market for each of the last six years.
Share of Wallet and Growth Diversification
Stratecast has discussed the movement by global CSPs towards a single supplier model—a
best-of-suite or best-of-platform type offering—within the monetization domain. The
benefits are many, but perhaps the most significant advantages are a dramatic decrease
in integration costs, and a faster time to market with new solution offerings and product
changes. Stratecast also believes that a tightly integrated monetization solution allows
service providers to define pricing plans and service options around the level of capability
they would like to have for addressing customer needs, rather than the monetization
systems defining for these operators what level of support they can deliver to a customer
because of system limitations.
Netcracker takes this customer-centric need several steps further with a single supplier-
provided ODAM solution suite, which can deliver major business and operations support
capabilities far beyond just end-to-end monetization. Stratecast has also discussed the
move by global CSPs toward virtual networks and the rise in importance in cloud-based
monetization capabilities. Netcracker 12, available for deployment today, addresses both
of these CSP concern areas.
While some of its competitors offer operations support functionality in addition to
monetization functionality, very few offer the range of capabilities that Netcracker
presently provides. Netcracker started with operations/OSS functionality, and then moved
into monetization. Most of its competitors that provide operations functionality approached
the market the other way around. In addition, Stratecast believes Netcracker leads its
competitors in delivering CSPs the necessary operations and orchestration functions that
are essential for virtual network enablement and in providing CSPs cloud-based
monetization functions necessary for meeting the business management needs of such.
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With a single supplier-provided ODAM solution suite, which the company offers with
Netcracker 12, the following criteria are addressed. Each of these lead to excellence in
market growth:
Share of Wallet – With Netcracker’s breadth of solution offerings across ODAM,
the company continues to expand its share of a CSPs’ wallet through the functions
that Netcracker 12 can address. For example, a provider may purchase
monetization capabilities from Netcracker, and within a short time, expand its use
to include operations functions, especially those involving a CSP's virtualized
network strategy, or vice versa.
Ease of Upgrade - When the Netcracker 12 platform is placed into service to
address a specific operations or monetization need, the rest of the functionality
that the platform offers is included. New functions are turned on through a lock key
encryption process whenever they are needed. This approach reduces installation
and testing time for new functionality, to just the CSP's data load process. Function
module compatibility and integration testing are a non-issue.
Growth Diversification – As Netcracker expands its solution coverage with each
of its customers, this action diversifies the growth potential from any given
customer. For example, while one customer may have focused on Netcracker’s
monetization offers, all of Netcracker 12’s operations and virtual networking
capabilities offer growth potential to that customer.
Growth Sustainability
Stratecast annually assesses the global end-to-end CSP monetization market, which has
helped us amass a large database of market insight that includes both company-level and
market level information. Based on our analysis:
Above-market growth for a single year is impressive, yet it provides no evidence
that growth is sustainable. The current report series, along with the previous four
Stratecast report series, each cover the global end-to-end CSP monetization
marketplace. They have provided Stratecast with company and market level data
from 2009 through 2016. With this data, we can assess growth sustainability.
In the Stratecast 2011 report series, which examined 2009 and 2010 revenue,
Netcracker was projected to address 7% of the 2010 marketplace and was ranked
fifth on the leaderboard.
In the 2013 report series assessing 2011 and 2012 revenue, Netcracker was shown
to have 11% of the 2012 CSP monetization market and had moved up to fourth on
the leaderboard. This was also the same timeframe for when Netcracker acquired
the monetization assets of Convergys. Stratecast believes Convergys addressed
approximately 3% of the 2010 marketplace; the last previous Stratecast market
assessment prior to the 2012 report. The 2012 report also marked the beginning of
the dominance of the top four suppliers, which accounted for approximately 53% of
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the market.
In the 2015 report series, measuring 2013 and 2014 revenue, Netcracker
accounted for 13% of the 2014 monetization market and remained in fourth place.
In the 2016 report series, accessing 2015 revenue, Netcracker accounted for 14%
of the market; moving into a tie for third place. The top four suppliers composed
approximately 61% of the overall monetization market by revenue in 2015.
Finally, in the current report series which assesses 2016 revenue, Netcracker
addresses 16% of the end-to-end CSP monetization market by revenue and is now
tied for second place on the leaderboard. In 2016, the top four suppliers accounted
for approximately 64% of the market.
Each time Stratecast assessed this market over the last six years, Netcracker has
controlled a larger percentage of an expanding market. This is, by definition,
sustainable growth. To further quantify this point, the end-to-end CSP monetization
solution market has grown over the last six years, with a CAGR from 2010-2016 in the
low-to-mid single-digit range. Netcracker sustained double digit year over year
growth during this period, which is even more impressive in such a competitive
market.
Brand Equity
Brand is often of great importance to a customer when choosing a product for purchase.
This is true of consumer goods and it holds for CSPs when they choose their ODAM
systems with price tags that usually reach into the millions of dollars. In the area of CSP
end-to-end monetization, CSPs must trust their ability to generate revenue, and even in
their ability to stay in business, on a vendor—trust in a company and in a brand is of
utmost importance.
Stratecast views increasing revenues as direct correlation of CSP brand trust in a
particular technology supplier. Netcracker increased its revenue, and CSP customer base
over the past year, and as mentioned above, over the last six years. Therefore, its brand
equity has certainly increased during the last year, and over the last six years.
Netcracker brings an additional advantage through its tightly integrated Netcracker 12
cloud-enabled solution platform. Every major ODAM function works together with other
functions without the messy integration challenges that have so commonly dominated CSP
business and network operations in the past. Many new customers for Netcracker today
buy the Netcracker 12 platform to address a particular business or technology need, but
understand that when unforeseen challenges come up, which installed systems were not
meant to address especially in a real-time sense, the need can be "containerized" as a
microservice and accomplished through the Netcracker 12 cloud-enabled solution.
Stratecast suspects that several monetization surprises await CSPs as they embrace
virtual networks, digital transformation, and 5G-based customer services. While an
installed base of OSS and BSS solutions may offer some business management
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capabilities, those systems cannot address all of the new business management needs
that will surely come. When this happens, companies such as Netcracker will be highly
considered; especially as the company's solution delivery experience expands and new
solution capabilities are made available.
Conclusion
Stratecast recently completed its annual assessment of the end-to-end global CSP
monetization market. We specifically evaluated the role of monetization within the CSP
business environs. In so doing, Stratecast reached out to and analyzed insights from over
100 suppliers, covering various aspects of the end-to-end CSP monetization marketplace.
Stratecast defines CSP monetization to include six related segments: billing mediation;
rating & charging; other core billing functionality; policy management (rules function);
interconnect & settlement; and partner management.
The current report series, along with the previous four Stratecast report series, each cover
the global end-to-end CSP monetization marketplace. They have provided Stratecast with
company and market level data from 2010 through 2016. With this data, we found that
Netcracker has experienced sustained, above-market growth over the last six years,
approaching approximately five times the average rate of the market as a whole.
In recognition of Netcracker's superior ability to grow much faster than the
market and its competitors, Stratecast awards the 2017 Stratecast Global Growth
Excellence Leadership Award in CSP Monetization to Netcracker.
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Significance of Growth Excellence Leadership
Growth Excellence Leadership is about inspiring customers to purchase from your
company, and then to return time and again. In a sense, then, everything is truly about
the customer, and making those customers happy is the cornerstone of any long-term
successful growth strategy. Companies that excel in driving growth strive to be best-in-
class in three key areas: meeting customer demand, fostering brand loyalty, and carving
out a unique, sustainable market niche.
Understanding Growth Excellence Leadership
Companies that creatively and profitably deliver value to customers ultimately set up their
businesses for long-term, rapid growth. This is what Growth Excellence Leadership is all
about: growth through customer focus, fostering a virtuous cycle of improvement and
success.
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Key Benchmarking Criteria
For the Growth Excellence Leadership Award, Stratecast | Frost & Sullivan analysts
independently evaluated two key factors—Growth Performance and Customer Impact—
according to the criteria identified below.
Growth Performance
Criterion 1: Growth Strategy
Requirement: Executive team has a shared vision for the organization’s future growth and
has created and implemented a strategy that is consistent with that vision.
Criterion 2: Above-market Growth
Requirement: Company’s growth rate exceeds the industry’s year-over-year growth rate.
Criterion 3: Share of Wallet
Requirement: Customers allocate a greater percentage of their total spend to purchasing
products or services produced by the company.
Criterion 4: Growth Diversification
Requirements: Company is equally able to pursue organic (e.g., distribution channel
optimization, new product innovation) or inorganic (e.g., acquisitions, partnerships)
growth opportunities consistent with the long-term objectives of the organization.
Criterion 5: Growth Sustainability
Requirement: Company has consistently sought out opportunities for new growth,
enabling the organization to build on its base and sustain growth over the long-term.
Customer Impact
Criterion 1: Price/Performance Value
Requirement: Products or services offer the best value for the price, compared to similar
offerings in the market.
Criterion 2: Customer Purchase Experience
Requirement: Customers feel they are buying the most optimal solution that addresses
both their unique needs and their unique constraints.
Criterion 3: Customer Ownership Experience
Requirement: Customers are proud to own the company’s product or service and have a
positive experience throughout the life of the product or service.
Criterion 4: Customer Service Experience
Requirement: Customer service is accessible, fast, stress-free, and of high quality.
Criterion 5: Brand Equity
Requirement: Customers have a positive view of the brand and exhibit high brand loyalty.
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Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices
Stratecast | Frost & Sullivan Awards follow a 10-step process to evaluate award
candidates and assess their fit with select best practice criteria. The reputation and
integrity of the Awards are based on close adherence to this process.
STEP OBJECTIVE KEY ACTIVITIES OUTPUT
1 Monitor, target, and screen
Identify Award recipient candidates from around the globe
Conduct in-depth industry research
Identify emerging sectors Scan multiple geographies
Pipeline of candidates who potentially meet all best-practice criteria
2 Perform 360-degree research
Perform comprehensive, 360-degree research on all candidates in the pipeline
Interview thought leaders and industry practitioners
Assess candidates’ fit with best-practice criteria
Rank all candidates
Matrix positioning of all candidates’ performance relative to one another
3
Invite thought leadership in best practices
Perform in-depth examination of all candidates
Confirm best-practice criteria
Examine eligibility of all candidates
Identify any information gaps
Detailed profiles of all ranked candidates
4
Initiate research director review
Conduct an unbiased evaluation of all candidate profiles
Brainstorm ranking options Invite multiple perspectives
on candidates’ performance Update candidate profiles
Final prioritization of all eligible candidates and companion best-practice positioning paper
5
Assemble panel of industry experts
Present findings to an expert panel of industry thought leaders
Share findings Strengthen cases for
candidate eligibility Prioritize candidates
Refined list of prioritized Award candidates
6
Conduct global industry review
Build consensus on Award candidates’ eligibility
Hold global team meeting to review all candidates
Pressure-test fit with criteria Confirm inclusion of all
eligible candidates
Final list of eligible Award candidates, representing success stories worldwide
7 Perform quality check
Develop official Award consideration materials
Perform final performance benchmarking activities
Write nominations Perform quality review
High-quality, accurate, and creative presentation of nominees’ successes
8
Reconnect with panel of industry experts
Finalize the selection of the best-practice Award recipient
Review analysis with panel Build consensus Select recipient
Decision on which company performs best against all best-practice criteria
9 Communicate recognition
Inform Award recipient of Award recognition
Present Award to the CEO Inspire the organization for
continued success Celebrate the recipient’s
performance
Announcement of Award and plan for how recipient can use the Award to enhance the brand
10 Take strategic action
Upon licensing, company is able to share Award news with stakeholders and customers
Coordinate media outreach Design a marketing plan Assess Award’s role in future
strategic planning
Widespread awareness of recipient’s Award status among investors, media personnel, and employees
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The Intersection between 360-Degree Research and Best Practices Awards
Research Methodology
Stratecast | Frost & Sullivan’s 360-degree
research methodology represents the
analytical rigor of our research process. It
offers a 360-degree-view of industry
challenges, trends, and issues by
integrating all 7 of Stratecast | Frost &
Sullivan's research methodologies. Too
often companies make important growth
decisions based on a narrow understanding
of their environment, leading to errors of
both omission and commission. Successful
growth strategies are founded on a
thorough understanding of market,
technical, economic, financial, customer,
best practices, and demographic analyses.
The integration of these research
disciplines into the 360-degree research
methodology provides an evaluation
platform for benchmarking industry participants and for identifying those performing at
best-in-class levels.
360-DEGREE RESEARCH: SEEING ORDER IN
THE CHAOS
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About ODAM
The processes and tools that communications service providers (CSPs) have utilized to run
their businesses have changed over time. More than a half-century ago, CSP network and
business management processes were manual (OAM&P). As CSPs evolved over the years,
so did the operations support systems (OSS) and business support systems (BSS) that
address CSP business and network management needs. In recent years, the lines between
OSS and BSS have become less clear, with much overlap. In addition, the roles in which
OSS and BSS operate have expanded beyond traditional boundaries. As such, Stratecast
now uses the term Operations, Orchestration, Data Analytics & Monetization (ODAM) to
encompass both the traditional OSS and BSS functions and the new areas in which
business and operations management must now work together, including virtualized
networks and telecom data analysis.
About Stratecast
Stratecast collaborates with our clients to reach smart business decisions in the rapidly
evolving and hyper-competitive Information and Communications Technology markets.
Leveraging a mix of action-oriented subscription research and customized consulting
engagements, Stratecast delivers knowledge and perspective that is only attainable
through years of real-world experience in an industry where customers are collaborators;
today’s partners are tomorrow’s competitors; and agility and innovation are essential
elements for success. Contact your Stratecast Account Executive to engage our experience
to assist you in attaining your growth objectives.
About Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth
and achieve best-in-class positions in growth, innovation and leadership. The company's
Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined
research and best practice models to drive the generation, evaluation and implementation
of powerful growth strategies. Frost & Sullivan leverages more than 50 years of
experience in partnering with Global 1000 companies, emerging businesses, and the
investment community from 45 offices on six continents. To join our Growth Partnership,
please visit http://www.frost.com.