The consumption of premium digital services is on the rise. The average consumer can now piece together an entertainment and digital lifestyle via a multitude of subscriptions to any number of applications and services from the cloud. While these premium digital services offer a long a la carte menu of mainstream applications and content, the ability to piece together an a la carte lifestyle has resulted in a fragmented user experience.
Companies, and specifically operators, that manage to bring together experiences seamlessly in a way that integrates the full lifecycle of many digital services into one seamless user experience will position themselves well as a broker of over-the-top (OTT) and cloud services while reclaiming their position as a value added services provider.
Most cloud services, whether over-the-top video services like Netflix or Hulu, or traditional digital applications like Spotify or Box, follow a similar consumer engagment lifecycle.
The problem is that fragmentation occurs as users subscribe to more and more cloud services. While every service may employ a fully digital user engagement lifecycle, consumers manage their services within each application, which leads to multiple digital identities, multiple billing relationships, multiple personal profiles, multiple consent dashboards, disjointed search and discovery, incongruous content bookmarks, and siloed account administration.
As consumers subscribe to more and more premium cloud services, especially in the domain of television, music, user generated content and lifestyle, operators have the opportunity to add exceptional value with an integrated experience.
The User Lifecycle Management (ULM) platform was developed to drive seamless experiences for digital users as they aim to consume both traditional and premium digital services from broadband operators. The key to the solution is an identity-centric ULM Library of best practice processes designed to manage the problem of siloed user lifecycles across multiple digital services. This includes flexible processes for user onboarding, support for multiple business and payment options, flexible login models using one integrated digital ID, user personalization, as well as user privacy and consent management.
In addition, it is important once multiple services are enabled to have the capability to manage each user relationship from a customer care perspective. Although user self-care should always be the priority, the ULM Platform utilizes APIs for the management of the user and their cloud services that can be exposed to a CRM interface so customer care representatives have the capability to manage any lifecycle step on behalf the user.
The ULM Platform should be core to any operator considering the deployment of new digital services. It represents an enterprise class user management platform that enables operators to manage a single digital ID across any number of partner services, and is able to map new enterprise and consumer services to underlying BSS/OSS systems enabling operators to position themselves as the prime aggregator of services that utilize their network.
UXP Systems Blog
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