On the increasingly competitive telecommunications market, success is no longer about identifying and delivering just the one "killer" application. In fact, there may be many "killer apps". Success has become about getting new services - and bundle of services - to market before your competition. In today's changing telecom environment, there are many moments of opportunity, those with the best market agility will capture the value of those moments and win. First to market can be a differentiator. Agility and responsiveness are what demonstrate innovative, forward thinking to your customers - and what helps to capture profits from early-adopting trendsetters. Subscribers - consumer and business - are increasingly savvy when it comes to anticipating the next wave of services. Most importantly, they hearthe hype and don't want to wait. If you describe something as "coming soon", a need to wait might drive a subscriber to another operator. The number of subscribers who are "digital natives" is also increasing, raising the bar on service expectations, while at the same time opening up new opportunities to interact with your customers. With these in mind, shortening time to market and leveraging your BSS (business support systems) as a strategic marketing tool, are essential to success. And of course, all this must be done in an efficient manner.
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