Introduction: Toward Seamless Multi-Channel Services

Introduction: Toward Seamless Multi-Channel Services

Veikko Hara (TeliaSonera AB, Sweden), Karri Mikkonen (TeliaSonera AB, Sweden), Timo Saarinen (Helsinki School of Economics, Finland), Markku Tinnila (Helsinki School of Economics, Finland) and Jarkko Vesa (Helsinki School of Economics, Finland)
DOI: 10.4018/978-1-59140-629-7.ch001
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Abstract

The convergence of information technology, communications, and content raises the question of how service and content providers can best guarantee a seamless customer experience in a multi-service, multi-channel, and multi-device business environment of tomorrow. In this chapter, we argue that one way to achieve this goal is for service and content providers to join forces with new types of channel partners called service mediaries. In this chapter, we analyze the current structure and future trends of multi-channel service delivery by using two frameworks: the BUMMAT model (Kallio et al., 1999), which focuses on service delivery from end-user perspective; and the Future Value Chain framework (Hara, 1999), which describes the layered structure of the future service delivery business. By combining these two perspectives, we offer an in-depth analysis of the various tasks and processes that are needed in order to deliver the newkinds of services and content in a multi-channel context. We will discuss the implications of these findings for telecom operators who are interested in transforming their business models from the voice- and access-centric paradigm to a data- and service-centric business model, where a company’s core competence will be in managing customer information instead of managing access networks. Our objective also is to help service and content providers to understand the current development in the telecom market, so that they have better chances to position themselves in the emerging value networks of digital services.

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