Customer View Issue 1, 2010 - Ericsson

IMMEDIATE
ACTIVATION
CUSTOMER PROfILE
Optimus is a relatively young operator,
having launched in 1998 from a union of
the Sonaecom Group and Orange/France
Telecom. Optimus is now a fully integrated
telecommunications operator offering fixed,
mobile and ISP services across Portugal.
The market in Portugal is characterized by
a high penetration rate of mobile services,
strong technical innovation and prices
below the European average. This makes
it a challenging market to operate in and
means that forward thinking, efficient
operations and customer loyalty are
essential ingredients for success.
Website: www.optimus.pt
The Portuguese market is
small but mature with 10
million people and 17 million
mobile phones. As a result,
competition between operators
is fierce and subscribers have
high expectations. In response
Optimus set a strategy to increase
operational efficiency and deliver
the best services in the fastest
time to stay ahead.
4 > Ericsson Customer View Issue 1, 2010
As a quadruple play operator with
mobile, fixed, internet and TV
offerings, Optimus had a legacy
of separate systems and this was
making it difficult for them to run
their operations efficiently. In
turn this was having a negative
effect on costs and subscriber
services. Recognizing the need for
consistency between mobile and
wireline processes, Optimus sought
a solution which would manage
provisioning across the board. For
this they turned to Ericsson.
First to market
Ericsson Multi Activation
(EMA) is an automated solution
for provisioning and order
management, enabling Optimus to
consolidate all its activities in this
area. The solution was introduced
through an Ericsson-led Systems
Integration project and as a result
Optimus has gained the ability to
launch new services quickly at the
same time as reducing costs. A
faster time-to-market gives it a real
advantage over its competitors.
Júlio Santos, Director of Q.Tec/
Business Information Systems,
Optimus, Portugal comments: “We
can activate, deactivate and change
services with almost immediate
effect. Now we can get customers
up and running on our network in
minutes, so they can make calls
straight away and we can receive
revenues more quickly. The service
has been a great success, the
number of transactions in the
network has doubled and we have
seen no problems.”
Rapid response
Optimus launched its innovative
TAG tariff in 2008, which offers
unlimited usage between TAG
users, including voice and video
calls, SMS, MMS and Messenger.
The package also offers converged
communication between mobile
and PC. The offering targets the
highly demanding youth segment
so it was vital that users were
configured quickly and accurately
and were active on the system as
soon as possible. The EMA solution
played a major role in launching
the successful TAG service and
continues to have a huge impact on
the running of the network today.
In fact, it is so critical that when
Optimus was asked how long its
TAG service could remain up and
running without the aid of the EMA
solution, the response was “just half
an hour.”