John Konczal, Global Industry Executive of Communications and Media at Sterling Commerce (News - Alert), recently took the time to answer some questions about his cross-channel selling vision for communications and media providers, demand-driven business models and Sterling’s plans for the coming year.

 

Sterling Commerce is a leading provider of innovative software and services that enable customers to become market leaders, with applications for multi-channel selling and fulfillment and payments management, as well as for enterprise and multi-enterprise integration of data, files, processes, and systems.

 What has been your company’s biggest achievement in 2008 so far?

 

Sterling Commerce most significant achievement in 2008 has been gaining acceptance of our cross-channel selling vision for communications and media providers.  We have won major new business based on our vision of enabling communications and media providers to deploy and execute consistent sales strategies and process across multiple sales channels.  This approach is enabling service providers to deliver a compelling and differentiated sales experience that is resulting in increased sales volumes and customer lifetime value.  How service providers manage their sales channels will become ever more critical over the coming years as consumers demand greater levels of offer and service personalization.

 

What can we expect to see for from your company for the next 12 months?

 

Over the next 12 months, Sterling Commerce will continue to be at the forefront of enabling communications and media service providers to master demand-driven business models.  We will introduce new tools and approaches that enable service providers to improve how they bring new products and offers to markets as well as improve how they sell to the end consumer.  We strive to help service providers become world-class sales organizations that capture a greater share of the customer wallet through personalized selling.  We will take this approach worldwide and address the world’s most competitive markets where compelling and differentiated sales and services will be the primary driver behind increasing market share.

 

How do you see the communications market evolving?

 

I see the communications market evolving into a true demand-driven marketplace.  To compete effectively in the new market realities of converged, enhanced services communications service providers (CSPs) will more and more think and operate like world-class retailers. For many, this means shifting from manufacturer and supplier of communication services to a demand-driven, digital lifestyle enabler. This goes beyond a real-time infrastructure and active network inventory. It means thinking, operating and measuring progress like a retailer, whose end products are an amalgam of intermediate goods and end products from other suppliers. It means having visibility to all links in the supply and distribution chains, and a robust and fully integrated set of distribution (selling) channels to provide a consistent, high-quality experience to the customer.

 

What company made the biggest contribution to communications this year?

 

I believe AT&T and Verizon (News - Alert) have really led the charge into a new era of openness in communications.  By openness I mean open networks that enable the integration of rich content from multiple content providers.  By embracing new network technology and tearing down the previous barriers to content/service partner integration, these companies are at the forefront of creating a content rich service experience for the end consumer.  Through the efforts of these companies, we are now beginning to see the emergence of the digital lifestyle centered on the anywhere, anytime access to rich content.

 

Google, like Apple (News - Alert), is putting pressure on the communications service providers to transform traditional business models into customer-centric, demand-driven business models. Google’s Android platform, while not production reality as of yet, is putting pressure on the mobile industry to make it easier for content providers to offer new applications that can be easily integrated in all handset models. This activity will put pressure on the industry to turn mobile devices into an internet access tool that makes it much easier to access and organize content. We should see a lot of activity from Symbian and Microsoft updating there platforms in response. This is great trend in favor of the end user.

 

 

While Apple’s iPhone has been game changing in terms of wireless device design, I believe it is the Apple iTunes application that is really changing the game.  Apple iTunes represent the first generation of what I hope will be an industry-wide directional push towards providing tools for the consumer to control their digital lifestyle applications and experience. Managing iPhone updates and content via iTunes could not be easier.  I hope this sets the design standard for communications service providers and equipment manufacturers to work together to construct tools that not only allow me control my digital content and ordering but also will allow me to control all of my communication devices, how they are configured, and how they interoperate.

 

 

I use an Apple iPhone for personal use and BlackBerry (News - Alert) device for mobile access of corporate email.

 

 

In the consumer market, Apple will win.  The business market is where the issue lies.  I believe RIM is too intertwined with the IT staffs of corporate America to be supplanted.  It would take some very compelling application and usability features for Apple supplant RIM in the business market.

What do you think the communications market might look like in five years?

 

I believe in five years that communications companies will look and act much more like media companies.  Communications companies will be the aggregators of content from multiple sources and will continue to build super high bandwidth connections to deliver rich content to the end user. 

 

 

Attendees will learn why the sales discipline is critical to revenue growth for communications service providers. Service providers will learn about new tactics, such as guided selling, cross-channel selling, and dynamic personalization that are critical to attracting and retaining high value customers. 

 

What type of attendees do you think should come to your session?

 

Anyone who is involved in the sales, marketing, or product management of communications products and services.  The best fit attendee is someone who is interested in how implementing a compelling, differentiated sales experience is essential in capturing the attention of the next-generation of high value consumers.

 

Why should customers choose your company’s solutions?

 

Customer should choose Sterling Commerce solutions because of our expertise and vision in creating sales and e-commerce solutions for the communications industry.  We thought leaders in developing cross-channel selling solutions that are proven to increase customer lifetime value.

 

 

Apple will enter the cable set top box market and will use its design expertise to turn the cable set top box into a multimedia experience portal.