Tony is no stranger to WeDo, having chaired their user group events in recent years. However, this appointment should be interpreted as confirmation of WeDo’s ambition. Tony was previously the BSS Evangelist for the TM Forum, and B/OSS Magazine ranked Tony amongst the 25 most influential people in telecoms software. Tony will bolster WeDo’s team both through his insider knowledge of the development and marketing of BSS, and through his international media connections as a presenter and writer. This high-profile addition shows how WeDo is extending beyond its Portuguese roots. Having Tony on board will help them to evolve from a successful player in the niche of revenue assurance to an engine that drives the expansion of enterprise assurance, not only in telecoms but increasingly in other sectors too.
It says a lot that Tony left his old job at the TM Forum. There was a time when individuals found their credibility enhanced by being associated with the TMF. Now the TMF’s best people leave to participate in other ventures. The TMF lacks a coherent message or raison d’être… apart from massaging the bank balances and egos of those who run it. As the TMF is bereft of any vision for how telcos should develop – other than repeating banalities about disruption – the real thought leaders turn to firms like WeDo, in order to keep pushing the boundaries of business practice.
Running conferences and writing guidebooks is not the way to innovate, even if you confuse innovation with collating surveys about what mediocre telcos have already done. To drive change, you must engage with businesses that can deliver it. By becoming the market strategist for WeDo, Tony will doubtless provide his input to WeDo’s product roadmap. The aim is simple: to anticipate the needs of telcos before telco execs identify those needs for themselves. You might think of this as the Steve Jobs model for disruption; first you think of what the customer will want, then you work out how to make it, then you tell the customer they want what you can make, then the customer buys it. WeDo must feel very familiar with this cycle, as they explain to utilities, retailers and financial services businesses why they need to invest in an unfamiliar practice like revenue assurance.
Some rivals might think the Jobs approach is too risky, but there is no better way to get ahead of the opposition. The downside risk is that the business might make bad guesses about what customers will want. That is why individuals like Tony Poulos are so valuable; they have the insight and the confidence to see further into the future, and the skill to communicate what they see.
Tony’s appointment will bolster WeDo’s marketing, but in parallel WeDo will find themselves sharing their Chief Marketing Officer with one of their sister companies. Sérgio Silvestre will double up, fulfilling the role of CMO at cybersecurity firm S21sec, as well as continuing in his role at WeDo. This is a sign of Sérgio’s success in his role at WeDo, and it is also a pointer to the future of assurance. The concept of assurance will become more embracing and integrated, with the focus on ensuring there are no ‘gaps’ in the overarching risk mitigation strategy. As a consequence, narrower silo providers of assurance solutions will be at a disadvantage to firms who can cover a broader range, or which can introduce expert partners they already work closely with.
WeDo have always taken a strategic view on how to build their business. It should come as no surprise that SSI, WeDo’s immediate parent within the Sonae group and an investor in S21sec, should be similarly strategic in determining how to realize the best value from its growing and connected businesses. Telecoms revenue assurance is currently in decline, but a more expansive form of assurance is on the rise. Expect WeDo and its sister companies to rise with it. And if nothing else, I would never bet against Tony Poulos…