Taking on the greenfield operators with digital sub-brands

Operators are using digital sub-brands, sometimes hosted in the cloud, to compete with new-entrant service providers and become more agile and customer-centric.

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Taking on the greenfield operators with digital sub-brands

Launching a sub-brand requires extensive IT support, and operators need to be able to move fast. Some have the flexibility to host multiple systems on their existing business platforms, but others are turning to completely new, cloud-based systems to create a different customer experience. New brands also bring the opportunity to build a fresh team with expertise from outside the telecoms industry and experiment in a low-risk environment. But establishing a flexible sub-brand is only one part of the journey. Most CPSs are looking to transform their entire organization to be more agile and customer centric, and sub-brands provide an opportunity to try out new platforms, operating models and customer relationships. Bringing the organizational and cultural experience gained from new ventures back into the main business is more complex and difficult, but there are some success stories, which we’ll look at throughout this report. Read it to understand:

  • The strategic reasons for creating a sub-brand
  • How sub-brands improve customer experience
  • Why creating sub-brands is challenging for existing IT systems and how to address the challenges
  • How CSPs like O2, Orange, Saudi Telecom Company, Vidéotron and Vodafone have built successful sub-brands
  • Why using teams with expertise outside telecoms is important
  • How sub-brands can kickstart digital and cultural transformation
  • How sub-brands impact CSPs’ wider wholesale strategies