Ironically, the way to achieve a truly effective customer
value management approach is to revisit and revamp the organization's product creation,
development, and management disciplines as well. For the traditional telco, product
management is a decidedly slow moving, engineering-based process that involves much
technology and very little consumer input.
In the modern telecommunications industry,
two issues of product development must change quickly and radically if the telco
is going to survive.
1. The rate of telco product development
Each year, telcos integrate more and
more new "products" into their product portfolio. As this rate of development
increases, so too must the discipline associated with the management and control
of the process.
2. The alignment of market needs and
products developed must be integrated early in the new product development stage,
and be re-synchronized on a continuous basis
Telcos can no longer afford to design
products for markets whose specific size, shape, and breadth are not known. Many
telco product offerings have been developed for markets that never materialized.