Sharing a taxi on the final night of last year’s event, Mansi Chouhan, Subex’s personable Marketing Director, asked my opinion about possible venues for the 2014 Subex User Conference. Appealing to her patriotism, I proposed she invite her customers to India, Subex’s home territory. However, it was clear that neither Mansi, nor her decisive boss, CEO Surjeet Singh, were moved by my arguments. Although they had just overseen a very successful conference in Dublin, they were already thinking ahead, to how they could do even better next time. And I cannot fault their impeccable taste in choosing Istanbul for the 2014 event, which begins on November 5th. Istanbul is a fascinating city that boasts a rich and diverse heritage. Connecting Europe to Asia, it has long been a junction for international trade, even between warring peoples. These days, ideas and business travel across the world at the speed of light, but we can still learn a lot from the history of this great city. In many respects, the story of Istanbul is an example of the force we now call globalization.
Though we debated the location, I did not argue with Subex’s choice of a chairman for their 2014 event… because they gave that honour to me! Looking at the agenda, I will be introducing an impressive roster of speakers. It will be a treat to ask them questions whilst on stage, and I also hope to pick their brains whilst backstage.
Respected futurist Gerd Leonhard will be the first keynote speaker. There is no contradiction when observing that Leonhard has impressive pedigree when it comes to predicting the future. During the dotcom boom, he was an entrepreneur who concentrated on digital music and media. By 2006, the Wall Street Journal was calling Leonhard “one of the leading media futurists in the world”. Given the convergence between the communications and media sectors, I am looking forward to Leonhard’s analysis of how telcos will need to adapt, if they want to thrive. To my mind, access to exclusive content, and the ability to anticipate the individual’s taste in content, will be two key factors in differentiating communications firms. I want to hear if Leonhard shares that view.
Many people fear an auditor, but I am keen to meet the second keynote speaker, Michael Rimkus, who is the VP of Internal Audit and Risk Management at T-Mobile US. The very fact that he is presenting at a Subex user event tells us something about the direction assurance is headed. I passionately believe that practitioners of revenue assurance and fraud management need to immerse themselves in the context of enterprise risk management. The relationship between business assurance and internal audit has varied from telco to telco, and is sometimes antagonistic, though this is more often due to politics and personalities than any practical obstacles to complementary ways of working. Future success relies upon delivering synergies inside the expanding umbrella of objectives that fall within the remit of audit and assurance. I am keen to hear Rimkus’ views on how the use of software to analyse large volumes of data is best integrated with the traditional goals and methods of internal audit.
There are many other speakers listed, some of whom I know, others I am unfamiliar with, so it may be unfair to highlight other presentations I am looking forward to. However, I will be a little unfair by mentioning a few names worthy of attention. Dave Huras is the President of the Communications Fraud Control Association, and he will be sharing insights from their fraud loss survey. Amit Agrawal is the Etisalat Group Director for Revenue Assuranace and Fraud Management, and I will be asking him questions about a topic which has come up several times in my career: the difficulties of establishing shared services for business assurance within an international telecoms group. And I eagerly anticipate the panel that will debate future readiness for revenue assurance and fraud management. That panel features: John Brooks of Subex, who always has plenty to say and is always worth listening to; Pedro Bravo of Portuguese multiplay operator Nos, because he is a clever guy working for a convergent comms and media provider in a small but agile market; and old friend Andreas Manolis, who has as much managerial experience as anyone working in telecoms assurance, and who now strategizes for BT. In addition, there are talks scheduled from such varied operators as Telstra, Telefonica Chile, and Teliasonera… plus plenty of telcos whose names begin with other letters than ‘t’.
I have chaired conferences before, but this time I hope to be introducing some technological innovations to the role of chairman, as well as talking about innovation in the telecoms sector. Recent meetings of the UK Revenue Assurance Group have seen us experimenting with new ways to facilitate interaction with the audience. So long as participants remember to bring their smartphones, Subex’s user conference will see us gathering real-time feedback and opinion from a business assurance audience, on the largest scale yet.
It is my privilege to attend events like the Subex User Conference, and I am very grateful that Subex invited me to chair this year’s event. After an initial burst of energy, ideas and enthusiasm, there was a steady decline in the quality of business assurance conferences run by third party events organizers, until it reached the point where I no longer saw any reason to attend them. Vendors have stepped up and taken over the running of the best meetings for practitioners from around the world. The most successful vendors have grown their customer base to a level where they attract a more extensive range and depth of hands-on business assurance experience, to a single place in the world, than any generic conference provider can hope to achieve. I am very fortunate to attend several of these events each year, learning about working practices adopted, the risks encountered, and the challenges faced, from people who really know most about this area of expertise, and who come together from all over the world.
The opportunity to attend these events should be considered an important additional benefit, when telcos select a larger vendor like Subex. At last year’s event, I was greatly impressed by a case study given by Rajeev Davé of Verizon. However, I learned most from the informal chit chat that occurs away from the stage, during the breaks, over the meals and amidst the evening entertainment. I recommend that Subex customers make every effort to attend this year’s user conference, even if it means nagging their boss to get approval, and leaving their telco a little less protected for a few days. For those who already know they are going, I advise you to make the most of your time in Istanbul, by daring to introduce yourself to strangers from other telcos, and by finding new people to sit with during dinner. And for everyone who is a customer of a rival vendor, you must badger your supplier to run user events that are as welcoming, as well-managed, and as well-attended as the Subex User Conference. Otherwise, you miss out on the best source of intelligence: the insight of your peers.
To Subex customers, I look forward to seeing you in Istanbul. To everyone else, I hope we all keep finding ways to meet in person.