Ovum Decision Matrix: Selecting a Real-time Convergent Billing and Charging Solution,

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1 Ovum Decision Matrix: Selecting a Real-time Convergent Billing and Charging Solution, Publication Date: 20 Jul 2016 Chantel Cary Product code: IT

2 Summary Catalyst Service capabilities and customer needs have evolved at a rate that has outpaced the capabilities of telcos' legacy BSS systems. In order to support and monetize the new technologies emerging in the telecoms industry and serve changing customer needs, telcos are investing in upgrading their revenue management systems. Central to the improvement of the state of revenue management in the telco organization is the upgrading of billing and charging systems. In Ovum's 2016 ICT Enterprise Insights survey of more than 500 telco CIOs, 80% of telcos stated that they plan to make some type of upgrade to their billing and charging systems in the next months, with nearly 45% undertaking major transformation projects or completely replacing these systems. In light of these facts, Ovum has produced this Ovum Decision Matrix to identify how the market's top billing and charging vendors compare against one another across technical capabilities, execution of strategy, and market impact. Ovum view As telcos aim to compete in an increasingly online and digital market, meet customer expectations, and improve revenue growth, it is growing more evident that they must first upgrade their revenue management systems. Legacy and multiple revenue management systems have created a bottleneck for telcos as they attempt to evolve operations. According to Ovum's most recent ICT Enterprise Insights survey of more than 500 telco CIOs, 60% of telcos stated that they had 50 or more revenue management systems supporting the business. Hosting this many systems is not only costly, but also hinders the telcos' ability to execute large-scale changes efficiently. In response, the industry is undergoing a wide-scale transformation, with a large number of telcos focusing on billing and charging transformation projects. As telcos award new billing and charging contracts, they are seeking out vendors that can improve business agility, have configurable systems that can be quickly deployed, and also support them as the telcos develop new business models to compete in the market. The telecoms vendor space has become quite competitive over the last decade. As telcos' financial situations have worsened, telcos have changed their criteria for awarding new contracts. As a result, telcos have moved away from awarding to "best of breed" vendors for a single system component (such as just rating engines) and have increasingly begun to award contracts to vendors with a comprehensive or "best of suite" product and service portfolio. Key findings More than 80% of telcos plan to upgrade their revenue management systems over the next 18 months, according to Ovum's ICT Enterprise Insights survey. Telcos are upgrading billing and charging systems in order to improve operational agility and support new and digital business models. Improving pricing tariffs, adding convergence, and improving real-time capabilities are among the top priorities for telcos that are upgrading billing and charging systems. Page 2

3 Network equipment providers (NEPs) and vendors with an end-to-end BSS portfolio, are the vendors of choice for telcos upgrading their billing and charging systems. A vendor with a strong billing and charging solution will offer several pre-integrated components, have a complete BSS portfolio, strong services revenues and capabilities, and a fully virtualized solution with low latency. The market leaders in this Ovum Decision Matrix Amdocs, Ericsson, Huawei, Netcracker, and Oracle have technically strong solutions, have demonstrated innovation in the development of the product, and have varied global footprints. AsiaInfo, CSG International, Comarch, Redknee, and ZTESoft are the market challengers and all offer unique and differentiating capabilities, but fall short of the market leader category because their capabilities are not as deep. Vendor solution selection Inclusion criteria Ovum defines billing and charging as a subset of processes occurring within telco revenue management systems. While typically delivered as two separate products, the two systems and processes are closely linked and are evolving as a result of recent changes in the telecoms market. In order to be included in this Decision Matrix, vendors had to meet the following criteria: The vendor must offer both billing and charging solutions, and those must be convergent. For the purpose of this report, Ovum defines convergent as being capable of supporting prepaid and postpaid subscribers, multiple service types, online and offline charging, multiple service provider types (i.e. consumer, wholesale, and enterprise), and network types (e.g. LTE, IMS). The vendor's solution must be in commercial use, and have at least one operational telco customer using both the convergent charging and convergent billing solutions. Vendors included in the Decision Matrix were evaluated not only on their technical strengths and the execution of their solutions, but also their market impact, which includes the opinions of their customers. Ovum's Decision Matrix diagram, vendor assessment, and overall positioning are based on information and data shared by the vendors through the completion of a technical worksheet, demo, and briefing discussions. Ovum does not make any assumptions regarding information not disclosed by participants (such as specific revenue breakdowns), therefore the final positioning is a representation solely of the information provided by the vendor to Ovum. To understand the competitive dynamics in the billing and charging market, Ovum evaluated and profiled the following ten providers: Amdocs AsiaInfo Comarch CSG International Ericsson Huawei Netcracker Page 3

4 Oracle Redknee ZTESoft Exclusion criteria Ovum excluded vendors' solutions if the vendor did not meet the deadline to return all required information. could not provide customer references or case studies. does not actively sell a component of its core solution (i.e. charging or billing). Methodology Technology/service assessment Ovum analysts assign vendors a score from 1 to 10 for each of the assessment criteria, and the scores are averaged to determine each vendor's overall technology assessment rating. The four technology assessment criteria used for the real-time convergent billing and charging ODM include: Product development: Assesses how and to what extent the vendor invests in developing and evolving its solution, and how well aligned it is with industry frameworks. Platform capabilities: Assesses the features and functionalities included in the standard solution. Usability: Assesses the ease of use of the solution for business users. Completeness of solution: Assesses the extent to which the solutions are fully functional, and capable of supporting next-generation business models and challenges, while also evaluating the degree to which the vendor brings new ideas, features, and services to the market. Execution In this dimension, Ovum analysts review the vendor's ability to deliver the solution for an array of telco types, focusing specifically on the following six areas: Maturity: The stage that the product is currently at in the maturity lifecycle is assessed here, relating to the maturity of the product relative to the market. Interoperability: In this element we assess how easily the solution can be integrated into the organization's operations, relative to the demand for integration for the project. Innovation: Innovation can be a key differentiator in the value that a telco achieves from a software or services implementation, and this is assessed in this criteria. Deployment: Referring to a combination of assessed criteria and points of information, Ovum provides detail on various deployment issues, including time needed for deployment, industries covered, services offered, and support. Scalability: Points of information are provided to show the scalability of the solution across different scenarios. Enterprise fit: The alignment of the solution is assessed in this dimension, and the potential ROI period identified. Page 4

5 Market impact The global market impact of a solution is assessed in this dimension. Market impact is measured across four categories, each of which has a maximum score of 10. Revenue and growth: Each solution's global billing and charging revenues are calculated as a percentage of the market leader's. This percentage is then multiplied by a market maturity value and rounded to the nearest integer. Overall global revenue carries the highest weighting in the market impact dimension. Telecoms reach: Ovum determines each vendor's revenues in four regions: North America; Latin America and the Caribbean; Europe, the Middle East, and Africa (EMEA); and Asia-Pacific. These revenues are calculated as a percentage of the market-leading solution's revenues in each region, multiplied by 10, and then rounded to the nearest integer. The solution's overall geographical reach score is the average of these three values. Vertical penetration: Ovum determines each vendor's revenues in the following verticals: energy and utilities; financial services; healthcare; life sciences; manufacturing; media and entertainment; professional services; public sector; retail; wholesale and distribution; telecommunications; and travel, transportation, logistics, and hospitality. These revenues are calculated as a percentage of the market leader's revenues in each vertical, multiplied by 10, and then rounded to the nearest integer. The solution's overall vertical penetration score is the average of these three values. Customer sentiment: Vendors were asked to provide no fewer than three customer references to participate in a survey. References were surveyed and asked to evaluate the vendor's billing and charging solution's capabilities, including ease of use, pricing, and innovation. Participants also ranked the top three perceived market leaders, preferred vendor type, and buying preference. Customer sentiment is captured in four categories: vendor's charging solution, vendor's billing solution, vendor-type preference (e.g. telecoms-specific vendor, large software vendor, or NEP), and vendor portfolio preference (e.g. best of breed, BSS only, or best of suite). Each section within the customer sentiment category has a maximum score of 2.5, with the maximum score for overall customer sentiment being 10. Ovum ratings Market leader: This category represents the leading solutions that we believe are worthy of a place on most technology selection shortlists. The vendor has established a commanding market position with a product that is widely accepted as best-of-breed. Market challenger: The solutions in this category have a good market positioning and the vendors are selling and marketing the products well. The products offer competitive functionality and a good price-performance proposition, and should be considered as part of the technology selection. Market follower: Solutions in this category are typically aimed at meeting the requirements of a particular kind of customer. As a tier-one offering, they should be explored as part of the technology selection. (In this Decision Matrix, no vendors fell into this category.) Page 5

6 Market and solution analysis The telecoms industry is undergoing a unique period of change. New business models, technologies, and customer expectations are forcing telcos to invest in improving systems across the business; revenue management, particularly in improving billing and charging systems, is one of the first areas of investment. Billing and charging systems are central to telcos' ability to operate and generate revenue. However, over the years, billing operations have become neglected. Through mergers and acquisitions, and in support of new product launches, telcos have accumulated dozens of billing and charging systems, which have in turn greatly hindered their ability to evolve. According to Ovum's 2016 ICT Enterprise Insights survey of more than 500 telco CIOs, 60% of telcos stated that they had 50 or more revenue management systems supporting their operations, with 12% stating they had more than 1,000. Housing this many legacy, siloed, and rigid systems is not only expensive, but also stifles telcos' ability to innovate and keep up with fast-changing expectations. As a result, telcos are increasingly opting to transform and, in many cases, completely replace their billing and charging systems. In the same Ovum survey, 80% of telcos stated that they plan to upgrade their billing and charging systems over the next 18 months. Among the top priorities were improving pricing tariffs to gain more agility in charging parameters, introducing convergence in the billing and charging processes, and improving real-time capabilities. These features are crucial for telcos as their business environment becomes more digitally driven; they are required to operate in near-real time, charge for (and monetize) new services as new technologies emerge, and charge and bill for multiple services on a single bill. Additionally, telcos are facing pressure to provide a more personalized customer experience and so require close integration of billing and charging with systems such as CRM and policy. Having these capabilities is at the top of the minds of telcos as they seek new billing and charging solutions and vendor partners. Our analysis shows that vendors with comprehensive "best of suite" offerings are favored over those with niche, "best of breed" solutions. Moreover, network equipment providers (NEPs) and telecoms-specific vendors are seen as more favorable providers than large software vendors, according to an Ovum survey of 30 vendor customer references. This shift in preference from "best of breed" solutions to "best of suite" is attributed mostly to the need to lower capex and opex, but is reinforced by the need to also closely integrate billing and charging systems with other systems such as product catalogs, service activation and provisioning systems, CRM, and policy control. Ovum Decision Matrix: Real-time Convergent Billing and Charging, The billing and charging space has fully matured and competition among vendors has become extremely competitive, as Figures 1 and 2 show. As a result of the technology being mature, vendors must differentiate their offerings by developing new and innovative features and use cases. They must differentiate themselves through pricing and deployment time and by offering an array of products beyond just billing and charging. Additionally, to be considered strong, a vendor's solution must be capable of supporting existing telco business models with enough agility and use cases to support next-generation and digital business models. Key capabilities and features that a vendor's solution should possess include: real-time charging Page 6

7 convergence across customer types (i.e. prepaid, postpaid), service type (e.g. fixed, mobile), and network type (e.g. 2G, 3G, LTE) ability to charge for any instance or thing ability to issue bills in multiple formats including HTML and apps real-time analytics engine reporting system with insight into revenue performance, billing process status, etc. billing operations management portal to enable users to bill on-demand, roll back to the previous step in the billing process, and generate alerts for issues in the billing process. In addition, a strong billing and charging vendor will offer an array of additional products across a BSS and OSS portfolio. According to an Ovum survey of telcos planning to upgrade their billing and charging solutions, CRM, analytics, and policy were the products that telcos prefer to have pre-integrated into their billing and charging systems. Finally, a strong vendor will have an array of services and support capabilities that spans from professional services (e.g. consulting) to varying SLA options, systems integrations, and SaaS. Figure 1: Ovum Decision Matrix: Real-time Convergent Billing and Charging, Source: Ovum Page 7

8 Figure 2: Expanded view of Ovum Decision Matrix: Real-time Convergent Billing and Charging, Source: Ovum Table 1: Ovum Decision Matrix: Real-time Convergent Billing and Charging, Market leaders Market challengers Market followers Amdocs AsiaInfo n/a Ericsson CSG International Huawei Comarch Netcracker Redknee Oracle ZTESoft Source: Ovum Market leaders: Amdocs, Ericsson, Huawei, Netcracker, and Oracle Vendors in the leader category have excelled in each of the three assessment categories: technical ability, execution, and market impact. More specifically, vendors in this category: offer a technically superior solution demonstrate innovation in the product development process and use cases have a clearly defined roadmap that aligns well with client and market needs have strong revenues across varied regions and telco tiers offer a complete BSS portfolio with at least some OSS components show strong revenue growth have strong service revenues particularly in BSS transformation offer an array of pre-integrated components scored high marks from customer references Page 8

9 scored high marks in the perceived market leader section of the customer reference survey have live use cases, proof of concepts, or both that prove their solution's ability to support next-generation technologies. To be clear, Ovum does not make any assumptions regarding information not disclosed by participants (such as specific revenue breakdowns), therefore the final positioning is a representation solely of the information provided by the vendor to Ovum (see the earlier "Inclusion criteria" section for more detail). Amdocs is a telecoms software vendor, and its solution is technically strong. The vendor has developed a wide array of use cases to address telco needs and market challenges specifically. The vendor also performed well among all customer references, with telcos identifying Amdocs as the clear market leader in the billing space and as one of the top two vendors in the charging space. This, in addition to the vendor's strong service revenues, overall revenue growth, and commitment to continuous innovation for telecoms specifically, makes Amdocs a leader in the market. Ericsson is a network equipment provider (NEP) with an extensive portfolio spanning both BSS and OSS. In addition to its comprehensive product portfolio, the vendor's understanding of and ability to provide telco networks bolster its position as a market leader. According to two recent Ovum surveys with telcos executives, NEPs are seen as the most desirable group of providers for billing and charging solutions due to their ability to evolve the products to support network capabilities. Additionally, Ericsson's strong revenues, large number of BSS transformation project wins, and focus on aligning its product roadmap with the market and its customers' immediate needs help it stand as a market leader. Huawei is also an NEP with a portfolio that includes a full suite of products across BSS and OSS. The vendor's numerous BSS transformation project wins, along with early investments into offering a next-generation, digital-ready BSS solution in its BES product, has cemented the vendor's positioning as a market leader. Netcracker is a telecoms software vendor but, as a subsidiary of NEC, also possesses the ability to partner with its parent company to provide network equipment. The vendor has a technically advanced solution that includes pre-integrated products across BSS and OSS. Netcracker's strong revenues, increasing number of BSS wins, and 20+ BSS transformation project wins over the last 12 months are just some examples of how the vendor has been able to emerge as a market leader. Oracle is a large software vendor with a strong presence across multiple industries. While the vendor has a technically competent solution with a wide portfolio of BSS and OSS that can be pre-integrated or included as add-ons, the vendor must improve on telecoms-specific product innovation in order to improve its overall market position. Market challengers: AsiaInfo, CSG International, Comarch, Redknee, and ZTESoft Vendors in the challenger category have excelled in two of the three assessment categories. Market challengers have a solution that is technically competent. They also show some product innovation and have a product roadmap that is aligned with the industry. Vendors in this category may be lacking in minor areas. For example, they might have minimal footprint among telco types or regions; the majority of their total revenues or investments may be in an area outside of BSS or telecoms; and they might have limited industry use cases and a less established record of innovation (compared to Page 9

10 the market, other vendors, and/or as indicated by customer references). Vendors in this category can become a market leader by improving in one key area. AsiaInfo is a software vendor operating mainly in the Asia-Pacific region with a technically strong solution that includes an end-to-end BSS offering. The vendor has invested significantly in developing a billing and charging solution that is well aligned with telco needs and ahead of its competitors in terms of technical capabilities. Investments into developing a quickly deployable BSS-lite solution and a public cloud-enabled BSS solution have allowed AsiaInfo to differentiate itself in the market. To move into the leader category, however, the vendor will need to expand its global footprint and claim a larger market share and brand presence in more regions outside Asia. CSG International is a telecoms software vendor with a strong presence in the enterprise space. The vendor has made great strides to align its product with its customer's needs and offer flexible pricing options for telcos. Growing the consumer business will allow CSG to improving its overall position. Comarch is primarily a telecoms software vendor with BSS and OSS products and capabilities in additional industries. While the vendor offers a solution that meets telcos' technical needs, the vendor must further develop its product roadmap, introduce innovative industry use cases, and expand its global footprint in order to improve its overall positioning. Redknee is primarily a telecoms software vendor with a strong, though incomplete, BSS portfolio. The vendor has made significant investments into enhancing its solution both through mergers and acquisitions, and organic R&D. The vendor has made significant strides to improve its overall market position but will need to show steady revenue growth before it can be considered a market leader. ZTESoft is a telecoms software vendor and subsidiary of network equipment provider ZTE. The vendor offers an array of products that span BSS and OSS, in addition to providing network equipment through its parent company. While the vendor has a product roadmap aligned with industry trends, the vendor must develop more innovative use cases and expand its global footprint, and emerge as a leader in at least one region to improve its overall positioning. Market followers Market followers, of which there were none in this Decision Matrix, have excelled in one of the three assessment categories. Market followers have a product that meets the standard technical requirements for telcos, but have demonstrated minimal product innovation or do not have a product roadmap that aligns well with industry trends. Vendors in this category also have not yet developed a strong presence in a particular market or penetrated a telco subset. Page 10

11 Market leaders Market leaders: technology Figure 3: Ovum Decision Matrix: Real-time Convergent Billing and Charging, Market leaders technology Source: Ovum The technology section assesses the vendors' ability to meet the technological requirements for telcos to address current challenges, such as an inability to charge for multiple services on a single bill, while also evaluating the vendors' ability to support evolving telco business models. Areas evaluated in this section included how the products are developed, their capabilities, usability, and the overall completeness of the solution. Amdocs, Netcracker, and Huawei all demonstrated high competency in these areas, with each vendor offering several pre-integrated components with its billing and charging solutions. Additionally, the vendors demonstrated a commitment to developing products in line with industry standards, developed systems with a strong ability to speak both to technical and business (such as marketing) users throughout the telco, and showed a commitment to evolving their solutions to support emerging technologies and business models. Page 11

12 Market leaders: execution Figure 4: Ovum Decision Matrix: Real-time Convergent Billing and Charging, Market leaders execution Source: Ovum The execution section evaluates how effectively a vendor's solution can be deployed within a telco, regardless of telco type. Areas assessed in the execution section include: the maturity of the solution, how well aligned the solution is with market needs (from an architectural and capabilities standpoint), the scalability of the solution, and how effectively the solution can be deployed. Amdocs, Huawei, and Netcracker separated themselves as leaders in this category. Each of the vendors have developed mature solutions that are well aligned with the needs of the telecoms industry and have invested in developing product roadmaps that include innovative and differentiating features or capabilities. Page 12

13 Market leaders: market impact Figure 5: Ovum Decision Matrix: Real-time Convergent Billing and Charging, Market leaders market impact Source: Ovum The market impact section assesses vendors' ability to penetrate the larger telecoms market and adjacent markets. Elements assessed in this category include telecoms reach (including markets and telco tiers that the telco has penetrated), and revenue and revenue growth. Additionally, the customer sentiment section assesses the overall perception of each vendor by its customer references, including understanding: who the perceived market leaders are for each solution, the customer's satisfaction with the vendor's solution, and the customer's preference for procuring billing and charging solutions. Finally, vertical penetration assesses the vendors' presence across multiple industries, and their level of dedication to the telecoms industry, as represented by the total percentage of revenue generated in each vertical industry. Amdocs, Ericsson, and Netcracker all emerged as leaders in this category. Not only do these vendors have strong revenues within the telecoms market, but also have a strong global footprint, and were identified as market leaders in the customer survey. Page 13

14 Vendor analysis Amdocs (Ovum recommendation: Leader) Figure 6: Amdocs radars Source: Ovum Ovum SWOT assessment Strengths Strong solution with aggressive focus on supporting next-gen: Amdocs is a clear market leader within the billing and charging space. Its product is widely recognized and regarded as an all-round leader in the industry by both telcos and competing vendors. Amdocs' market positioning has been solidified not only by large contract wins, but likewise by the vendor's commitment to proactively address the market challenges (both existing and future) to telcos' revenue management systems in the development of its product roadmap, including a clearly defined roadmap for a fully virtualized BSS stack. Over the years, Amdocs has enhanced its billing and charging solution to incorporate features such as pre-integrated analytics, mediation, and partner management, and has increased its focus on the networks domain in order to incorporate additional components such as network quality of experience (QoE) and other elements of the OSS. Additionally, the vendor supports the delivery of its billing and charging systems in a virtualized environment (with low latency and high availability), complete with the support of its extensive services offerings, which are bundled into the software contracts. The vendor has also done a superb job at following market technology trends and anticipating their impact and challenges on telcos' billing and charging systems, and building Page 14

15 out-of-the-box solutions built off its core billing and charging offering, such as its recently launched IoT monetization and digital platforms. Strong global footprint: As a result of differentiating its products in the market, Amdocs has been able to capture a significant portion of market share in the telecoms market. The vendor has more than 250 telco clients spread across 80 countries. Additionally, several recent BSS transformation project wins have allowed Amdocs to strengthen its geographical footprint and overall market impact. Weaknesses Limited footprint among smaller telcos: Although Amdocs has strong relationships with tier-1 telcos and has demonstrated an ongoing dedication to supporting the next-generation telco, the vendor has a limited footprint within the tier-2 and smaller telco space, which has left a large addressable market on the table. Specifically, 55% of the vendor's revenue came from North America in 2015, with AT&T accounting for approximately 33% of the revenue in North America. While the vendor offers Amdocs Compact Convergence a solution targeted at the small telco and MVNO space its core focus remains on building out the capabilities of its Amdocs CES solution, which has performed better in the tier-1 telco market. Furthermore, as the vendor invests in developing new capabilities such as a fully virtualized billing system, it will find that larger vendors will be more hesitant to adopt these technologies, while the smaller players will be more willing. Gaining these smaller wins and developing market use cases, albeit with smaller telcos, will allow Amdocs to not only increase its market footprint, but also provide practical market use cases, which it can use to grow the business further. Opportunities Grow emerging markets presence to capture new opportunities: According to Ovum's most recent Telecoms IT spend forecast, global IT spend in emerging markets in Latin America, Central and Southern Asia, and Africa is expected to grow at a CAGR of 2.9%, 6.4%, and 5.0%, respectively, over the next five years. Telcos in these regions are urgently undertaking substantial transformation projects to keep up with and in many cases, leapfrog the competition. While Amdocs has a strong market presence in mature markets such as Europe and North America, only 25% of its total revenue comes from the Asia-Pacific and Latin American markets. Focusing on securing deals with smaller telcos in these regions will enable the vendor to better penetrate the emerging markets and capture the increasing IT spend from these regions. Threats NEPs seen as the favored provider: According to a recent Ovum survey of telco executives, 45% of telcos stated that NEPs (network equipment providers) were the vendor type of choice when selecting a new billing and charging solution. As the industry moves closer to rolling out 5G networks and live deployments of NFV and SDN, telcos will need to also invest in upgrading their billing and charging systems to support and monetize these new technologies. It is also likely, as we have seen in the past, that the NEPs will bundle in billing and charging software to support these rollouts, thus cutting out non-network vendors such as Amdocs. As a result, Amdocs will see the competition for billing and charging contracts become fiercer and will need to have several clear, innovative use cases available in order to justify telcos seeking out a "best of breed" option for billing and charging over a bundled deal with a NEP. Page 15

16 AsiaInfo (Ovum recommendation: Challenger) Figure 7: AsiaInfo radars Source: Ovum Ovum SWOT assessment Strengths Product usability is a core focus: AsiaInfo's billing and charging solution, as a part of the larger Veris portfolio, was designed with both business and end-user usability in mind. The vendor has developed its product and made ongoing improvements by developing its solution starting from the end-user's perspective. This is evident not only in features such as its product catalog tool, which enables business users to quickly create and configure pricing for new products and services, but also in visualization capabilities created for its end-user self-service portals, all of which are powered by the billing and charging solutions. Fully committed to the cloud: AsiaInfo has demonstrated its full commitment to the cloud by providing telcos with a fully virtualized version of its BSS solution. In February, the vendor announced its strategic partnership with Amazon Web Services (AWS) to deliver Veris Cloud Core as a fully public cloud-enabled version of its entire Veris BSS suite. This partnership is somewhat ahead of the market. AsiaInfo was the first vendor of its kind to announce such a strategic partnership. On the other hand, while telcos are keen to adopt cloud delivery models (Ovum's ICT Enterprise Insights survey reported 63% of telcos plan to use some form of cloud to host their revenue management systems over the next 12 months), the industry has yet to see any large-scale adoption of public cloud for revenue management systems. However, it must be recognized that AsiaInfo's partnership with a Page 16

17 proven, secure, and trusted public cloud provider such as AWS puts it in a favorable position to win business down the line as telcos begin to adopt public cloud for BSS. Weaknesses Limited global footprint: Although AsiaInfo offers an end-to-end BSS solution that is technically strong with high usability, the vendor falls short in its ability to capture global market share and expand its footprint. Ninety-nine percent of AsiaInfo's billing and charging revenue comes from Asia-Pacific, while only 1% of its revenue comes from the EMEA region. Though the vendor began expanding into EMEA three years ago, this lack of global penetration limits its ability to be seen as a global market leader and severely limits the vendor's revenue potential. Though it has proven itself as a leading vendor within the Asia-Pacific market, AsiaInfo will need to secure more deals and distribute its revenue across more regions to improve its positioning and be seen as a leading billing and charging vendor in the overall telecoms market. Opportunities Address digital pain points to win big: As telcos undertake BSS transformation projects they must find a balance between appreciating that true IT transformation is a long-term, multiyear commitment while also finding the means to support digital services today. AsiaInfo's Real Time Charging solution allows the vendor to go after this segment by providing a BSS "lite" solution, which includes online charging, policy, and product catalog. The solution can be quickly deployed to enable functions such as e-commerce and other capabilities to support digital business models. This approach will allow AsiaInfo to: secure revenue from those telcos that have already committed to long-term transformation projects but that are looking for immediate solutions penetrate smaller to medium-sized telcos who have not yet committed to full transformation projects position itself favorably to win larger transformation projects and expand its footprint. Threats Recent security breaches call cloud security into question: AsiaInfo has placed a big bet on telcos buying into public cloud for BSS. While this is a bold, forward-looking move, telcos are still hesitant to adopt public delivery models for fear of security breaches. Moreover, the showdown between Apple and the US government calls into question more concerns around cloud security. After the US government was able to successfully hack into the iphones of two terror suspects, the question has become, "Just how safe is cloud security?" Although AsiaInfo has the backing from a trusted cloud provider in AWS, this development is likely to make telcos more hesitant to invest in putting business-critical systems like billing and charging into the public cloud. Competitors are strengthening their positioning in AsiaInfo's key market: The competition in AsiaInfo's key Asia-Pacific markets is becoming more intense. Huawei and Ericsson have both announced their own strategic partnerships with cloud providers to offer public cloud versions of their respective solutions. These vendors, because of their ability to supply the network, services, and cloud capabilities, in addition to offering both BSS and OSS, will have a competitive advantage when going up against AsiaInfo. The increased competition in this market reinforces the fact that AsiaInfo needs to continue to expand its footprint to secure and improve its market impact and overall positioning. Page 17

18 Comarch (Ovum recommendation: Challenger) Figure 8: Comarch radars Source: Ovum Ovum SWOT assessment Strengths Simplified BSS solution: Comarch is a homegrown European vendor with a strong presence in Eastern Europe and competent technical credentials. Its Comarch BSS solution is a pre-integrated platform that combines billing, charging, CRM, product catalog, and service activation. The solution, which is available out of the box, is also supported by Comarch's extensive services offering, which includes managed services and BSS transformations, among others. Cross-industry expertise: Comarch's reach extends across 12 industries, including banking, utilities, education, retail, and others. This multi-industry experience provides Comarch with a competitive edge as more telcos search for ways to expand into new industries. Despite this multi-industry presence, Comarch's focus and core revenue driver remains within the telecoms space. Owing to its expertise in multiple industries, Comarch is also well positioned to win deals with telcos looking to support IoT and cloud services, or expand into new industries. Weaknesses Little market differentiation: Although Comarch offers a solid billing and charging solution with multiple industry use cases, the vendor has not yet developed any differentiating elements to competitively separate its solution from other competitors in the market. The billing and charging market has already matured and it is important for vendors to develop differentiating capabilities and Page 18

19 unique use cases to win new telco business, especially as telcos set out to innovate and compete against new market players such as OTT providers. Furthermore, because Comarch operates in industries other than telecoms, the vendor is well positioned to develop new products or features aimed at addressing the challenges of telcos trying to open revenue streams in new industries. Limited footprint: The majority of Comarch's market share (85%) comes from the EMEA region. It has a limited footprint across the Americas and Africa, and no market share in Asia-Pacific. Its market share comes mostly from smaller tier-2 and tier-3 telcos. It is important for Comarch to expand its footprint more evenly across multiple regions, and secure deals with larger telcos to improve its market impact and overall market positioning. The vendor has begun focusing on expanding into new regions, however, and has recently established local business development centers throughout the world, including in Benelux, Brazil, Chile, Dubai, Italy, Malaysia, Spain, and the UK. By opening offices in these countries, Comarch intends to ramp up sales and support activities in these regions and improve its global footprint. Opportunities Expand footprint by going after telcos expanding into new industries: As a vendor with expertise in 12 industries, Comarch is well positioned to become the vendor of choice for those telcos seeking revenue opportunities in new industries. It is important for Comarch to develop relevant solutions based on its experience in other industries, yet it must also make sure these solutions translate to the telecoms industry. Experiences with the challenges of the retail industry, which accounts for 17% of Comarch's revenue, can be used develop relevant solutions for telcos planning to expand into this area. Securing wins from telcos expanding into new industries will allow Comarch to improve its market impact and overall positioning. Threats Product innovation from competitors is threatening market share: The telecoms vendor space has become highly competitive over the last several years. Even more so is the BSS and revenue management space, as this is an area that has seen very little change over the years. As a result of changing market conditions and telco needs, vendors are investing significantly in incorporating differentiating capabilities and developing unique use cases for their billing and charging solutions. Additionally, small, niche digital billing vendors are emerging in the market, attempting to disrupt the vendor space and provide telcos with low-cost, quick-deployment, digital solutions that center on online charging. As these small vendors begin to win business from telcos looking for a quick, short-term solution for digital, and as the larger vendors win bigger multiyear contracts and transformation projects, Comarch will need to find new ways to differentiate itself in the market or risk its positioning. Services revenue has remained flat: Globally, we have observed a gradual shift in BSS revenue away from software revenue and toward services revenue. This is the result of large transformation projects being attributed toward managed services revenue, as well as an increase in cloud services for BSS. During this same timeframe we have also observed vendor services revenue increase throughout the market. Although services revenue accounts for 44% of Comarch's total revenue, this number has remained flat over the last couple of years. The vendor must find a way to show growth in its services revenue to improve its overall market positioning. Page 19

20 CSG International (Ovum recommendation: Challenger) Figure 9: CSG International radars Source: Ovum Ovum SWOT assessment Strengths Highly pre-integrated solution: CSG's Singleview platform is a pre-integrated solution that includes billing, charging, and customer management. The vendor also offers mediation (Intermediate), interconnect billing (WBMS), and digital commerce (Ascendon) solutions, which are typically purchased as add-ons by many of its customers. Singleview was designed to allow telcos to run both their enterprise and consumer operations on a single platform. The solution is deployable out of the box, with major updates released every months. As new releases and minor updates are made available, customers have the option to upgrade the entire platform or choose to upgrade individual modules that best suit their needs. Weaknesses Small share of consumer market: While CSG has more than 200 customers, the consumer market only makes up 30% of its overall contract wins. This suggests that the vendor has not gained the confidence of the larger consumer market where conditions are sparking unprecedented needs and buying habits that are driven by motivations that differ from those in the past. The lack of consumer business also shows that the vendor's solution may not be as strong or have as much of a market impact as expected. Page 20

21 Opportunities Leverage positioning to win IoT business: As a result of the majority of CSG's revenue coming from the enterprise space and its thought-leadership on IoT, the vendor is well positioned to become a leading vendor for IoT monetization solutions for telcos. CSG not only has a strong understanding of the challenges telcos will face with monetizing IoT, but is working on developing relevant use cases for how its billing and charging systems can help telcos open up more revenue streams for IoT. This forward-thinking approach to IoT puts the vendor in position to secure early wins from telcos entering the IoT space, which should improve CSG's market share and overall market positioning. Many of CSG's competitors have a limited view of IoT and thus are not improving their billing and charging solutions or developing relevant use cases for IoT. Thus, CSG is in a favorable position to capitalize on this weakness in the industry. Expand enterprise success into consumer market: Telco interest in improving enterprise operations is increasing; however, the consumer space is facing unprecedented challenges and is in dire need of transformation. CSG states that its Singleview platform is capable of supporting both enterprises and consumers on a single platform; this is a strength that it must play up to further penetrate its existing client base and secure more wins on the consumer side of the business. Improving its market share on the consumer side of the business will help CSG to improve its overall market positioning. Threats Competitors have the consumer business and the networks: CSG sees its biggest competitors as being large telecoms vendors and NEPs such as Amdocs, Netcracker, Huawei, and Ericsson. While the vendor has many strengths in its platform capabilities and overall portfolio, telcos are tending to award contracts to vendors that can offer more of a "best of suite" solution with pre-integrated components of the BSS and OSS stacks. Furthermore, in an Ovum survey of telcos' preferred vendors, 45% of telcos stated that NEPs were the vendor type of choice when selecting a new billing and charging provider. This poses the biggest threat to CSG's market position. Growing presence in the consumer market is challenging without use cases: Another threat to CSG's market positioning is the lack of consumer telco clients. This is unfortunately a vicious cycle that will be a challenge for the vendor to break. As the industry approaches a breaking point where telcos move beyond conjecturing about digital transformation and start to award contracts to vendors to complete these transformations, CSG will face a double-edged sword as a result of a limited number of consumer telco clients. Telcos will be awarding contracts to trusted vendors with proven industry use cases for the consumer sector and CSG will struggle to win new contracts due to its lack of use cases in this area potentially compromising its current market position. The vendor must find a way to leverage its existing enterprise customer base to secure small wins on the consumer side of the business. This will allow the vendor to develop use cases so that it can begin to improve its consumer and overall market position, with the eventual goal of winning larger deals on the consumer side. Page 21

22 Ericsson (Ovum recommendation: Leader) Figure 10: Ericsson radars Source: Ovum Ovum SWOT assessment Strengths Strong next-gen-ready solution: Ericsson has three versions of its core billing and charging solution. The first, CBIO (Charging & Billing in One), was developed from the Charging System and BSCS ix Billing products created over more than 16 years through a combination of organic R&D with the support of the vendor's 14 global R&D centers and M&A activity. The second is its Enterprise and Cloud Billing solution, which was developed for enterprise customers and incorporated into Ericsson's portfolio after acquiring MetraTech in 2014, and the final one is its Revenue Manager, which was recently launched as a new solution and was developed in-house to support the next-generation digital telco. As the industry trends towards new business models and needs, Ericsson will continue enhancing its Revenue Manager solution to meet the evolving requirements of the industry, including planning a future release to enable enterprise support on the platform. Though the vendor plans to evolve its solution and make it more efficient (in terms of offering a single solution for both enterprise and consumer customers), Ericsson has also guaranteed its customers that it will continue to support its Enterprise and CBIO solutions until at least The key factor that makes the Revenue Manager platform a strong solution is its end-to-end approach at BSS. The solution includes a combination of billing, charging, partner and customer management, and analytics. Revenue Manager also allows business users to create new business logic for potential products and set up and test new rating and charging scenarios before launching them in the market. Furthermore, Page 22

23 the platform has high usability for business users, and enables telcos as well as enterprise partners (such as OTTs) to have visibility into unbilled revenue. The solution also allows users to gain insight into the revenue generated from partners, marketing campaigns, and promotions, as well as see customer conversion rates. Closed-loop feedback system aligns products with customer needs: Customer feedback is central to Ericsson's ability to develop its billing and charging solutions. The vendor has developed a closed-loop feedback system which assesses the larger trends and needs in the market, while also incorporating and prioritizing customer feedback. The vendor holds customer events and strategy sessions to gain an understanding of telcos' challenges both overall and with Ericsson's solution. Additionally, the vendor takes in feedback on which features and capabilities the telcos would like added to the solutions. Once feedback has been gathered, the vendor sends out a list of the recurring features and capabilities mentioned by telcos, at which point telcos have an opportunity to rate the most important features. After the feedback is gathered, the vendor creates a prioritized list of features and capabilities that its customers need. Using this information, Ericsson then incorporates this feedback into its product roadmap, adding more complex capabilities as future product roadmap items and easily addressable features as system updates. This thorough feedback process allows Ericsson to not only ensure that it spends its R&D dollars wisely, but also ensures the vendor's solution remains relevant and aligned with its customers' needs. This closed-loop feedback system has become a differentiator for Ericsson, with its clients listing its well-aligned and clearly defined product roadmap as one of the top benefits of working with the vendor. Weaknesses Limited footprint in Latin America: Although Ericsson has a strong global footprint overall, its presence in Latin America has been somewhat limited, with only 9% of its revenue being generated in the region. This is despite the fact that the region is experiencing a significant amount of growth; Ovum predicts Latin America will generate $6bn in IT spend in 2020, growing at a CAGR rate of 3.9%. Although Ericsson recently announced a transformation deal with Entel Chile and Peru, overall a lack of penetration in this region means that the vendor is missing out on an opportunity to diversify its footprint and capitalize on an increasing number of transformation projects being awarded in the region. An increasing presence in Latin America is especially important as the competition in more mature markets is reaching a saturation point. Opportunities Offer out-of-the-box digital solutions: Ericsson engages well with its client base and understands the challenges and immediate needs of the telco. This enables it to align its products with market trends and challenges. The vendor also states that a great deal of education and consulting is required to provide customers with an understanding of the market and best practices. There is still a huge learning curve for telcos trying to compete in the digital space and many will look to leading vendors like Ericsson to provide them with guidance for what to do next. Ericsson has an opportunity to leverage the insights gained from these client interactions, and offer prepackaged solutions based on its billing and charging systems that also speak to specific use cases for the digital telco. Threats Competitive Asia-Pacific market biggest threat to Ericsson's market share: While Ericsson is considered a leading vendor in many markets, its efforts to break into the Asia-Pacific market mean that the vendor will be going up against Huawei, who has secured a large market share in the region. Page 23

24 While Ericsson can be a real contender to Huawei in this region, it should also focus on strengthening its position in markets such as the Americas, where Huawei has little to no market presence. Huawei (Ovum recommendation: Leader) Figure 11: Huawei radars Source: Ovum Ovum SWOT assessment Strengths Shifting the paradigm of BSS: Huawei has forged ahead in the realm of BSS and taken a bold approach with respect to how telcos procure and leverage the BSS. With its BES solution, Huawei has adopted the motto of "changing business support systems (BSS) to business enablement systems (BES)"; this reflects a change in strategy from the vendor and its bold attempt to continue to differentiate itself in a mature market. Huawei's BES includes a combination of traditional billing and charging, with pre-integrated CRM, service activation, product catalog, and other components, which allow the vendor to deliver what it call a ROADS (real-time, on-demand, all online, DIY, and social) experience. The BES solution is executed in three layers: the front end focuses on being customer experience centric, the middle layer enables business agility, and the back end focuses on operational efficiency. These qualities, which Huawei has incorporated in its solution, will enable telcos to meet current and future demands as they evolve their business models and become digital service providers. BES is well aligned with the needs of the industry, while Huawei's dominance within China provides the vendor with a unique perspective and advantage. Consumer behavior in China is drastically different from that in other parts of the world. As a result, Huawei is at an advantage, and Page 24

25 has been able to incorporate an array of features into its solution that its competitors have yet to develop. Capabilities incorporated into the solution, such as supporting C2C business models, speak specifically to the Chinese market. These capabilities also hold relevance in other markets and yet are clearly ahead of the competition. The vendor has done an excellent job at leveraging its position as a leader in the Chinese market, to develop capabilities and use cases that are relevant and thought-leading throughout the industry. Growing revenues suggests telco confidence: Huawei reported revenues of $60bn in 2015, with $1bn estimated to be attributed directly to billing and charging. This boost in revenue and market share suggests that telcos have growing confidence in Huawei's solution and its ability to support their businesses as they make strategic upgrades to the BSS. Specifically, the vendor has been able to secure a large number of new transformation projects and other large wins in the billing and charging space over the last 12 months. Weaknesses Little emphasis on the impact of next-gen technologies on billing and charging systems: Huawei has committed itself to becoming an enabler of next-generation technologies such as 5G, NFV, SDN, cloud, IoT, as well as in other areas. However, the vendor's focus on next-generation capabilities remains mainly on the network and connectivity aspects of these technologies. Its roadmap currently lacks a plan to develop its billing and charging solutions to support and monetize these next-gen capabilities, leaving the vendor in a vulnerable position as other vendors begin to act on evolving their solutions. Government restrictions in North America hinder global market share: Though Huawei's 2015 revenues were impressive, government restrictions in the Americas region, particularly in North America, dilute the vendor's overall market impact. Opportunities Prepare billing and charging to support next-gen technologies: As Huawei continues to work toward enabling next-generation technologies such as IoT and NFV and collaborating with telcos to develop PoCs (proof of concepts), the vendor is in a strong position to concurrently invest in evolving its billing and charging solutions and test them alongside its existing PoCs. Develop use cases for BES: Although BES is a very strong technical solution, Huawei admits that it requires telcos to undergo a paradigm shift. After launching BES in 2015, Huawei has been able to deploy the solution with four telcos, with more contracts in the works. However, because of the relative newness of the solution, Huawei will need to develop its customer use cases to prove the effectiveness of the solution on the market. By building on its existing client base and recruiting customers undergoing transformation projects, Huawei can easily win new contracts for BES. Developing multiple use cases with compelling data will also allow the vendor to validate the success of the solution. Threats Competitors are evolving the BSS: While Huawei offers a technically strong billing and charging solution, its closest competitors are working on evolving their billing and charging solutions and preparing proof of concepts to ensure that its systems can support the demands of emerging technologies. Unless Huawei commits to a product roadmap for billing and charging that aligns with its roadmap for its other business areas (such as in the networks and in IoT), the vendor will lose its Page 25

26 market share and will be adversely impacted in terms of its positioning as a billing and charging leader in the coming years. Netcracker (Ovum recommendation: Leader) Figure 12: Netcracker radars Source: Ovum Ovum SWOT assessment Strengths Strong end-to-end offering: Netcracker has developed a strong end-to-end solution for telcos. The vendor's history as an NEP and OSS provider, as well as the backing it has from parent company NEC, have all worked in Netcracker's favor and aided in its ability to provide a full suite solution across BSS and OSS. Netcracker's billing and charging solution is incredibly fit for market. The vendor has incorporated standard features such as real-time analytics, a unified product catalog, and customer management into the solution. Capabilities such as dynamic pricing and quote bidding which allows end users to bid on the price they want to be charged for consuming data or minutes allow Netcracker to differentiate its solution in the market. Netcracker has continued to grow its BSS footprint, winning a large number of new BSS contracts over the last 12 months, including 30 BSS transformation projects. Thought-leader on the next-gen telco: Netcracker's ongoing focus on being a thought-leader for telcos puts it in a strong position to not only forge new relationships with telcos, but also allows the vendor to focus on improving its billing and charging systems to support new requirements as they emerge in the industry. The vendor has taken the lead on topics such as billing in the cloud, billing for Page 26

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