Redefining Telecom Sales: Shifting from Tech-Centric to Client-Benefits Approach

In the rapidly evolving world of telecommunications, private networks have emerged as a powerful tool for businesses seeking greater control, security, and efficiency in their network operations. However, to drive widespread adoption of these networks, representatives from Vodafone Group, Dell Technologies, and AWS emphasize the need to shift the conversation from data rates and mobile technology generations to the tangible benefits they can bring to companies. By speaking the language of enterprises and focusing on their specific demands, the industry can overcome barriers to adoption and help businesses realize the true value of private networks.

Customer Demands: Understanding the Language of Enterprises

Jaime Diez, the global head of cloud edge and mobile private networks at Vodafone Group, points out that the key to effectively selling private networks lies in understanding customer demands. Instead of hyper-focusing on technical elements like 5G capabilities or low latency, Diez suggests operators start speaking the language of their customers. By doing so, they can convey how private networks can address specific pain points and add value to their businesses.

Simplifying the deployment and operation of private networks by removing complexity

One of the challenges hindering the widespread adoption of private networks is the complexity involved in deploying and running them. Diez highlights the importance of streamlining this process and removing unnecessary friction. Simplifying deployment procedures will make it easier and more attractive for enterprises to embrace private networks.

Emphasizing the Business Benefits of Infrastructure

Jillian Kaplan, Head of Global Telecom Thought Leadership at Dell Technologies, underscores the importance of focusing on business outcomes rather than technical aspects. Customers primarily seek information on how the infrastructure will impact their bottom line. By aligning the language used with the customers’ objectives, enterprises can better understand the value that private networks bring to their businesses.

Helping Enterprises Understand the Value of Private Networks

By changing the narrative surrounding private networks, enterprises can gain a clearer understanding of how these networks can benefit their operations. Instead of solely discussing technical specifications, the focus should be on conveying how private networks enable increased efficiency, enhanced security, and improved control over network operations. By helping enterprises understand what private networks can do for them, the industry can drive greater adoption.

Lack of Industrial-Grade 5G Devices

Both Kaplan and Diez recognize that the lack of industrial-grade 5G devices poses a challenge to the widespread adoption of the latest generation of private networks. Enterprises require reliable and robust devices that can fully leverage the capabilities of private networks. Overcoming this barrier will require collaboration among network operators, device manufacturers, and enterprises to drive the development and availability of industrial-grade 5G devices.

Budget Constraints for Private Network Deployments

Sameh Naguib, the global head of telco cloud business development at AWS, highlights another obstacle to private network adoption—budget constraints. Enterprises may not have the resources for significant upfront investments required for deploying and operating private networks. To address this economic challenge, Naguib suggests offering greater clarity around cloud economics, subscription models, and other financial aspects. By removing this economic barrier, enterprises can experiment with the benefits that private networks can offer without a hefty upfront investment.

Overcoming Economic Barriers

To encourage enterprises to explore the potential of private networks, clear and transparent subscription models must be provided. Enterprises need to understand the long-term financial implications and benefits of deploying private networks. By offering subscription options, enterprises can better manage costs and mitigate financial risks associated with upfront investments. This approach allows businesses to experiment with private networks and determine their effectiveness without committing substantial resources.

Encouraging Enterprises to Explore the Benefits of Private Networks

By removing economic barriers and offering clear subscription models, enterprises are provided with the opportunity to experiment with private networks. This experimentation allows businesses to assess the benefits and value added by such networks in their specific operations. Enterprises can fine-tune their network infrastructure, optimize their operations, and achieve improved business outcomes by leveraging private networks.

In the ever-evolving landscape of telecommunications, private networks have emerged as a game-changer for enterprises seeking greater control and efficiency in their network operations. To drive widespread adoption, the industry must shift the focus from data rates and technical aspects to the tangible benefits that private networks provide to businesses. By speaking the language of enterprises, removing complexity, and addressing economic barriers, the industry can help businesses realize the true value and potential of private networks. As more companies embrace this transformative technology, they can leverage private networks to achieve their desired business outcomes and stay ahead in the increasingly competitive digital landscape.

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