Telcos form Omni-channel Management Alliance

James Pearce
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OCM-A launched at the Open ROADS community meeting in London to share Omni-channel transformation strategy

A number of telecoms giants have partnered to launch the Industry Omni-channel Management Alliance (OCM-A) at the Open ROADS community meeting in London.

The Open ROADS (Real-time, On-demand, All-online, Do-it-Yourself and Social)  meeting was launched by Huawei earlier this year, and brings together the likes of Telefonica, Vodafone, Orange, Deutsche Telekom, BT and the GSMA to share insights on topics including the future of IoT and mobile, IT and digital services.

The OCM-A will by a cross-industry group taking part in discussions aimed at realising Omni-channel transformation in the telecoms industry, Open Roads chairman Dr. Howard Liang said.

”Omni-channel Management is the first business domain incubated by the Open ROADS Community, we think Omni-channel management can help operators deliver an actionable path for their digital transformation by starting from the customer journey through merging legacy and new digital capabilities. 

“At the Singapore inaugural meeting, we shared how to develop Omni channel management from reference architecture to reference implementation. Now it is the time to form this Omni-channel management industry alliance with cross industry partners and Telecoms operators who are willing to contribute to realize Omni-channel transformation in telecom industry.

During the two-day meeting, which was held in London on 11-12 November, industry figures discussed Omni-channel definitions, implementation challenges, cross-industry practice, alliance motivations and analytics operations.

Industry players including Vodafone, Oglivy, NTS Retail, Celebrus Technologies, Teletech, TIBCO Software, Forrester and Huawei all participated in the Omni-channel Management Executive Panel.

The stated goal of the OCM-A is to cooperate in building a mature ecosystem for Omni-channel management, and contribute to improving the maturity of standards, practices and implementation references.

Huawei president of global technical service Jim Lu announced the Omni-channel management industry alliance manifesto. Lu said “Omni-channel is the most powerful enabler for a successful digital transformation. Vertical industries like retail, airline and finance have achieved remarkable results through an Omni-channel approach to their business strategy, enabling faster time to market, customer experience and customer lifetime value improvement. 

“Now it’s the right time to build an industry alliance of Omni-channel management. Within this alliance, the alliance partners will work together to uncover better ways of providing and putting into practice cross-channel, consistent, personalized and contextually relevant customer experience processes.”