Communications and Media General session: Reznik and Gorti

Gene Reznik, Accenture and Bhaskar Gorti, Oracle

Gene Reznik, Accenture

So how does Oracle drive business value to its customers? Companies need to cut through the tough economic times and use communications and media to innovate, while maintaining efficiencies through a value-added customer experience.  And how can companies achieve this?

By sharing the vision of what the future for Communications and Media could be, organizations are letting partner companies know what investments to make today.

So what does the future look like in the next 10 years? What will be the future of voice, data and of the enterprise? “In the last 10 years, there were 750 million mobile users. Today, there are approximately 4.5 billion. The question now is, how do we convert these users to broadband?’ And that’s where the ‘content is king’ discussion begins.

Bhaskar Gorti, Oracle

Technology works best when it gets entwined into the lifestyle fabric we wear. Whether its healthcare of education, if you’re going to look at the micro perspective of technology and push it, users will be slow to adopt. But if you put it into a macro perspective and inspire users to use it to enhance what they do on an everyday and ordinary basis, they’ll pull it. It will grow.

“You have to have content coverage and be able to leverage new technology,” explains Reznik. “That’s how growth will continue to happen.”

And that’s why we’re seeing such a struggle between the technology giants – content

players are simply trying to reach end consumers. Every company provides a similar portfolio of services to its customers. But communications and media is about giving the customers a better experience. “You don’t usually notice which airplane we’re on unless you’re into aviation. What you do notice is the service you get.” And that’s why taking supply chain is applied to make aspects of travel, more comfortable and efficient. “Pre-boarding, boarding and then the service that you’re getting – these are all part of the experience and differentiating factor between brands.”

Making it work in Pakistan

Globally, there are 100 top telcos; 98 of them run Oracle Applications; 97 of the top 100 telcos run Oracle Fusion Middleware; 100 of the top 100 telcos run Oracle Database and the top 10 network equipment providers in the world rely on Oracle’s Sun hardware.

As long as service providers wish to give their customers more value for money, the investment into technology must happen. When you’re in Communications or Media, you’re interaction with the customers has to be extreme.

From discussions with CIOs in Pakistan, it seems that many of the larger enterprises in telecommunications already have their business case to invest in the technology of their choosing. They know what the value to their customers is and what the TCO will be. When it comes to content coverage, the level of maturity in the Pakistan market is still in its early stages – might be a while before adoption increases…

Note to Oracle Pakistan: There are loads of sectors out there that have been relatively untapped. Make one business case in each and the dam shall break! Please!