Learning Launch

Challenge   Telecommunication is split into two primary segments. Mobile Network Operators (MNO), who serves  retail customers like Vodafone, MTN, Bharti et.al. Carriers who act as wholesalers, interconnecting MNOs  and Enterprises, aggregating traffic and carrying data/voice/messages from originator to the terminating  network - both domestically and internationally – eg. BICS, Tata Communications et.al.  I lead the Strategy for Wholesale Voice and Messages Business for World’s Largest Carrier.  Challenge is related to messaging business for Enterprises. What we currently do for Enterprise? Say Citi  Bank is connected to our messaging exchange. A customer withdraws money from ATM. Citi system  application generates a message on our messaging exchange, we carry it to the customers mobile network  (say BT) and the customer receives transaction SMS on his mobile. We charge Citi for the SMS and pay BT  to terminate it.   Challenge - we were only doing international carriage. Say Citi application is based in UK, we will only take  messages for Rest of the World and not within UK. For domestic message, you need different licenses. As  a result, 90% of market goes unaddressed, majority messages are generated domestically.       Project scope was deciding whether to address domestic messaging space? If yes, in which countries?   Buy in was required from cross functional team included Product, BU Finance, Market Manager, Sales,  and Engineering. Consensual decision leading toward the Business Case Trap, focusing on selected  countries data based on assumptions.     Selection   We decided to start with Brain Storming tool. Asked “What If” license is not required to address domestic  segment. Started looking at how we do business in domestic voice, similar business to messaging. Business  Concept emerged as “to partner with MNO” to deliver domestic message for margin share. Win-win  solution - MNO’s license and our Messaging Exchange Platform Capabilities, incremental margin for both  parties.   We were ready to try the learning launch tool - quickly test the idea and prototype for expansion.     Application   We started having brainstorming session to identify the right RFP to go after. Lead surfaced for messaging  requirements for largest car manufacturer in the country. They wanted messaging to connect with their  distributers and customers – updating them on the inventory, new launches, campaigns etc.  We chose a small MNO to partner for the RFP. The MNO had almost shut down operations but had the  licenses and interconnects with pan-country mobile operators.  We mapped the customer requirement, proposed them end to end networking solution in addition to  Mobile Messaging Platform.  It took us time to revise the agreements and tune in systems to integrate partner network. Ultimately, we  were able to win the RFP and deliver the service.     Insight   By applying Design Thinking tools, we started with questioning the assumptions that getting the license is  the only way to service the segment. By collaborating with different verticals, we were able get ideas. By  partnering we could meet what the customer wanted, and the economies could sustain it.   Through   Learning launch tool, we could test the idea and build prototype solution, enabling us to bid for  all future Domestic Message RFPs.

incorporation of insight is particularly important at this stage, as launches come before a full rollout in the  design thinking timeline.

