The current age has witnessed a huge proliferation of digital communication technologies along with pervasive computing devices. This has affected highly over various aspects of people’s lives.
This technology has brought a major change to individual activities and making interaction with each other. In the following study user perspective and influences of digital technology have been analyzed in the area of telecommunication.
Current telecommunication companies have been facing a confluence of various challenges. This has included commoditization of core connectivity services, different demands of personalized and differentiated offerings. These are provided by external competitors, digital consumers, important developments in technology and software and disruptive business models (Baym 2015).
The “renew areas” has successfully transitioned the role of “Digital Life Partner”. The telecommunication has been focusing on delivering a personalized experience on digital lifecycle. Thus investments in the infrastructure have been helping to do this. Moreover, the personalized self-care must become the embedded feature around channel architecture. Here the users are empowered with intuitive, intelligent, self-care and cross-channel solutions helping to personalize the own service offering and experience (Pierson and Bauwens 2015). It has been vital to assure that the “omnichannel” experience has been optimized for current customers and first-time users. The telecommunication organizations have been accessing a huge volume of customer behavior and usage data. Further, they have required investing in analytical, predictive and real-time capabilities helping to parse the data into meaningful, personalized and contextual service offerings and then monetizing them.
According to a recent survey, the telecommunication users have to pay 20% premium for the developed digital experience. However, more digitally discerning users have been ready to pay double for access to a comprehensive ecosystem (Salemink, Strijker and Bosworth 2017). This has been enabling digital lifestyle around various areas as witnessed by users. The sectors are communities like services, membership, clubs and interests. Then there are utilities like shopping, bills and banks, security areas like auto, school and home. Next it includes health like hospitals and fitness and leisure like tourism, travels, movies and entertainments.
Thus for the digital industry it has been clear sign for users to take opportunities develop premium value proposition benefitting both users and organizations. The unified user profiling has been enabling telecom operators to come up with a common platform for analyzing a large volume of user data through analytical engines (Pierucci 2015). This has been playing a vital role in various sectors like customer segmentation, customer relationship management, development of business practices. This has been influencing consumer behavior at particular segments. Thus it has been helpful to manage all the customer cycle from acquisitions of users until retention and churn.
Though the rise of Internet has brought the new winners the rise of Facebook or Google as also brought serious dispersal of power for users. Further, monopolization and power asymmetries, at the light of largely-connected markets over Internet have been the barrier to access to web-market. This has been also higher than the capitalist markets. The dominant web-companies like Google and Facebook has been using collective cooperation, activities and participation of users and communications as the form of free labor. This has been canalized under the private economic gain (Pon, Seppälä and Kenney 2015). This has been the content and activity created by various users of most popular social networks. These have been primary ingredient and primary condition to continue the financial success and existence of those companies. Though there has been obvious social gains for the users the platforms to connect friends has been possessing new potentials regarding political organizations including novel sources of information. This has pointed out that those from a critical political economy viewpoint of users the financial models of the organizations have been leaving real producers of content out of substantial economic gain. In this way to has been intensifying present asymmetries. Though it has been expected that the user has been seeing the reverse developments, the Internet has developed few tendencies that has been present already under the capitalist societies at the early stage (Sharma et al. 2017). This has included future expansion of various commoditization and rise on social inequalities. In this way the rich has been getting richer, while the poor user has been turning to be poorer. This has been inherent characteristic of the current digital society. The advanced users of the society with constant Internet access and large level of digital skills has been continuously able to retrieve advantages to use the ICTs. On the other hand, the disadvantaged communities have been found to be lagging behind.
In the same way, the most influential and powerful users at online have been those who have been the already the part of a social elite. It has been especially as comes under the influence of activism, participation and political engagement (Hesse 2018). Various surveys have also shown that the study has focused on some democratic potential to use the internet. This has been contrary to common beliefs that have been found dominant hierarchies and shaping the medium that has been continuing to celebrate the overall openness. Again it has been found in many cases, that those asymmetries have been proven to be larger as compared to the case of conventional mass-media. The evolution of those networks towards the conceptualizing and concentration of the process as the power law inherent has been the regarded as the “network effect” of the users (Bouwman, de Reuve and Nikou 2017). This is the current era of digitalization, and the new social norm has been defining the evolution of commercial and public services. The using and accessing of digital services has thus shifted from institutional level towards micro and that of the individual users.
As far as new generation of “digital first” users is concerned, communication has been prerogative than preference. As communication has turned into the norm of lifestyle, users have been demanding more from network providers. In this way they have been looking for various differentiated and personalized service offerings helping their digital lives with marked emphasis on unified experience.
The external competition at the same time has been threatening to disrupt the business model of telecommunication around various nodes. Here, for example the limited and focused entry of Google towards broadband services has a shakeup in a market (de Reuver, Sørensen and Basole 2017). This is because conventional service providers have been scrambling to match the quality of service offerings. Further OTT or “Over-The-Top” messaging services like Snapchat, Skype and WhatsApp have consisted already disrupted video, voice and text message revenues for telecoms.
Various ranges of future-generation OTT players have been possessing established globally scalable models of business in different sectors. They have to extend from unified communications from document management and healthcare (Zhao, Wallis and Singh 2015). As the services have been growing in popularity they have been adding pressure over revenues of telecom revenue. However, they have also been augmenting network costs.
Thus amid the transformations, the consistent development in technology and software and the way of delivery has been forcing telecom companies to invest in up-gradation and modernizing the infrastructure. However, without the strategy of leveraging the capital investments for extra revenue profits and streams, the risk has turned into an indirect purveyor of different infrastructure that has been commoditized.
This has forced telecommunication agencies in redefining the identity of the digital marketplace. Here, to achieve success under a digital paradigm, the future-generation telecommunication organizations have been evolving to multi-service providers. It has been connecting directly with various consumers through the development of latest service offerings. These have been delivering expected experiences and engagements in relevant and quick manner. Thus the telecommunication has been turning into the amalgamation of various elements (Lin and Kim 2016). The first one is the end-to-end “Digital Life Partner” enabling personalized, unified and seamless experience of digital lifestyle for consumers. Next, there has been ICT/Application Provider that has been delivering various comprehensive current innovation solutions for different types of enterprise customers. Moreover, the information providers mining proprietary consumer data resources have been serving data-hungry consumer industries. Again, banks partnering with financial institutions have been offering a wide range of digital services and payments. The media company has not been serving third-party contents and developing content that can be further monetized (Morabito 2016).
Thus it is seen that the business models have been emerging out where the telecom companies have been partnering with various industries for developing entirely new end-to-end chains of digital values. Provided with the enormity of the challenge, the linear and single transformation has been sufficient to develop such kinds of organizations. The telecommunication organizations must be adopting two prolonged renew-new strategy centering user experience.
The most passionate fans of social media and digital/mobile communications are rising fast in overall numbers, impact on other consumers, and the money they spend on the outlets they value. TMT companies can boost revenues from these valuable fans by first identifying them through marketing efforts and digital tracking, then directing special offers and incentives to these “superfans” in return for higher-level subscriptions, increased social-media advocacy, and participation in digital developmental projects (Lyons et al. 2017).
The impact of technology on communications has rapidly moved towards the digital society. The smartphones, internet and computers have been playing core responsibilities in people’s lives. The instant messaging and social media has been redefined in the ways where the communications and relationships are made with each other. Here, the media landscape has been changing consistently. Under societal level, there have been rising concerns regarding new forms of equality, polarisation, privacy and disintegration threats (Brión Toucedo 2017). Further developments of “Internet of things”, smart products, robotizations and artificial intelligence. These are replaced by few of communication conventionally by people. Further, technology has been the most effective means of communication. For technology to turn into a communication mean the 3D Printing, virtual reality and augmented realities has been blurring boundaries at the online and offline worlds. At this specialization the new technologies have been impacting the kind of communication (Mantokoudis et al. 2017). Here the queries to be addressed are the effects of digital society over inequality among individuals, the ways in which instant messaging and smartphones have been affecting interpersonal communication, and the means to handle privacy threats that are the imposed by mobile phones. These are effects of social media over polarisation and trusts to media news.
Every technology has been developed has been successful. There has been dependence on communication and this has been vital that the technology designers since they have understood the users and those use situations. Further, the users have been seldom adopting technology and have been normally appropriating that to make that compatible with their experiences and wishes. The user experience or UX and usability have been playing a vital role in the success of technologies. The communication professionals have been serving as user advocates under technological design process and taking responsibilities of different kinds of user support. Further, they have been also focusing on various stakeholders under the design process of technology (Larsson 2017). Here for example, through popularizing multiple advances technologies, critical stakeholders and persuading investors or facilitating public debate has been regarding the desirability of latest technologies. The role of communication as the success factors regarding techniques can be analyzed in various ways. The examples are how to design products for optimal UX. It is needed to be found why people have been adopting few technologies just almost quickly and some of them have not been. Then it has been required to be determined how appropriate techniques have fitted into the lives of the jobs and lives. Then the critical success factors in implementing software within the organizations are needed to be found and the ways one can support users to make optimal use of technologies is required in order to be seen.
Conclusion
The above study shows that the combination of evolving technologies, changes in customer behaviors, external competitions and profitability pressures has been driving the speed of transformation under telecommunication industry. The study has helped in understanding that in order to get success radically in this scenario the new generation telecom organizations should be adopting the “Renew and New” strategy. Further, they should constantly renew the systems, capabilities and processes for totally exploiting, extending and enriching the core. On the other hand, there must be a heightened focus on disruptive models relevant to digital users in enterprise and retail segments.
References
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Brión Toucedo, A., 2017. Digitalization, virtualization and scenarios simulation for development and validation of complex ADAS systems (Doctoral dissertation).
de Reuver, M., Sørensen, C. and Basole, R.C., 2017. The digital platform: a research agenda. Journal of Information Technology, pp.1-12.
Hesse, A., 2018, January. Digitalization and Leadership-How Experienced Leaders Interpret Daily Realities in a Digital World. In Proceedings of the 51st Hawaii International Conference on System Sciences.
Larsson, T., 2017. Telecommunication Exchange Evolution.
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Mantokoudis, G., Koller, R., Guignard, J., Caversaccio, M., Kompis, M. and Senn, P., 2017. Influence of Telecommunication Modality, Internet Transmission Quality, and Accessories on Speech Perception in Cochlear Implant Users. Journal of medical Internet research, 19(4).
Morabito, V., 2016. Trends and challenges in digital business innovation. Springer.
Pierson, J. and Bauwens, J., 2015. Digital Broadcasting: An Introduction to New Media. Bloomsbury Publishing.
Pierucci, L., 2015. The quality of experience perspective toward 5G technology. IEEE Wireless Communications, 22(4), pp.10-16.
Pon, B., Seppälä, T. and Kenney, M., 2015. Deepening digitalization and globalization has induced an ongoing societal transformation that may ultimately prove to be as significant as the original industrial revolution. Even as the ICT industry is being restructured, global competition is being transformed. Previously dominant firms—including telecommunications carriers, equipment providers, and powerful legacy software firms—are under assault… Journal of Industry, Competition and Trade, 15(1), pp.21-33.
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Sharma, R., Sharma, R. and Bhati, J.P., 2017. Impact of Cloud Computing Datamining in Digitalization. International Journal of Applied Engineering Research, 12(22), pp.12716-12720.
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