Rogerio Dienes, partner, communications, media and technology, Oliver Wyman
Pedro Aleixo, group enterprise director, Zain group
Fahad AlHassawi, chief commercial officer, du
It’s high time for operators to look beyond the avenues they have been focussing on historically and focus on the relatively greenfield opportunities in the enterprise segment by reshaping their priorities and operations.
CommsMEA: What are the challenges faced by telcos in convincing enterprise customers?
Rogerio Dienes: Typically, telcos don’t have the adequate technical sales expertise to convince enterprises to buy non-connectivity ICT services, especially when it comes to more complex products and services. Telcos have built their business around connectivity. Very few operators have been able to deploy a technical sales team with a qualified team and expertise to conduct technical sales.
Pedro Aleixo: Successful operators are the ones that are able to build innovate value propositions, anchored on their core competences like the network, through which they capture an increasing share of the total ICT expenditure of governments and enterprises. This process not only allow us to grow in revenues and profitability, but also to play an increasingly important role in our customers’ minds and operations.
Fahad AlHassawi: Telcos have come a long way since the days of providing basic mobile and connectivity services. At du, our goal is to be the ICT partner of choice in the success of business – be it an SME or a large enterprise or a governmental organisation.
This stems from the fact that telcos are perhaps best positioned to offer a variety of products and solutions and the ownership and delivery of these services is end-to-end working with the best known players in each technology niche and bringing together a compelling proposition. This offers tremendous value to business customers who constantly look for value, reliability and security of solutions.
Perhaps the biggest challenges constitute awareness about telcos’ capabilities and breadth of ICT solutions; and reliability and apprehensions about the quality of service provided, and whether the telcos are able to meet the promised SLAs. On a positive note, as the adoption of enterprise services grows, there is an ever-increasing inclination of companies towards telcos to become their one-stop-shop ICT solutions provider.