Our recent discussions about revenue assurance, business assurance (or whatever we call it these days), confirm the one constant in the telecom industry: that it is in a state of constant change. An article in the Wall Street Journal addresses the SMS-related revenue stream and its decline, which has/had generous profit margins of 80% compared to the 35% typical for voice.
The most interesting comment was made by KPN’s Chief Exec:
“It’s not cool anymore to SMS”.
KPN also reported that its youth-oriented brand, Hi, saw an 8% decline in outgoing SMS or text messages per customer in the first three months of this year compared with the first quarter of 2010.
You have heard me say this before, but I will say it again: in my opinion the way for RA practitioners to remain relevant and justify their relevance is to offer a way to address these kinds of challenge, and not to just continue doing what has worked for RA over the last 15+ years. RA is no longer the new kid on the block. We can tell that from the debate about its name. The TCFKARAV (The Companies Formerly Known As Revenue Assurance Vendors) have grown out of their schoolboy shorts and want to put on long trousers. As it matures, RA needs more than a change of name. RA needs to take on more serious responsibilities.