When an operator has an established Ericsson service-layer environment and portal function in place, new services can be added within a week through Ericsson Fast Service Launch. This satisfies one of an operator's fundamental needs, offering them the ability to quickly launch new services and easily remove those not well received by consumers.
Ericsson Strategic Marketing Manager Antoni Lacinai says operators wanting to drive business growth have shown great interest in Ericsson's service delivery during the Cannes congress. "When we say that we can launch services in one week, they are astounded," says Lacinai. "We are able to do this by defining a very ordered structure in terms of how the service network is set up, by performing service integration as efficiently as possible, and by making sure it really works from start to end."
As proof of its service layer leadership, Ericsson announced during the congress that is has been chosen by Telstra, in a five-year partnership, to develop the Australian operator's end-to-end service delivery solution. Ericsson will provide advanced consulting services to help Telstra define what services consumers and enterprises want, segment the market and create targeted offerings to capture new revenue streams.
Lacinai says Telstra has realized that the way operations have been done in the past, by adding one service at a time, is no longer a valid business model. "This old model costs too much," says Lacinai. "Instead, by structuring all the support functions horizontally, Telstra have created a rapid service creation environment with a common support structure and the right type of enablers."
Depending on the structure of the agreement, a service delivery contract with Ericsson may include identifying consumer needs and services, marketing, rapid deployment and post-launch management. The offering is further enhanced by Ericsson's established relationships with application and content providers, which eliminates the need for operators to enter individual content negotiations further speeding up the service delivery process.
