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Market Development Scenarios by “Datagroup” and new CRM



One of the largest Ukrainian telecom operators “Datagroup” and the company Terrasoft announced their partnership and launching project to automate sales and services on the basis of bpm’online CRM products. The Director General of “Datagroup” Mikhail Shelemba spoke about prerequisites for that decision, market situation and forecasts.


The CEO of “Datagroup” outlines four basic possible scenarios:

  • Indifference to the operator. This scenario is characterized by the following features:
  • Manufacturers of consumer devices/OS manage customer relationship and buy network access on the wholesale market
  • Physical SIM-cards and phone numbers disappear, the network access is provided by OTT services
  • Customer experience does not depend on any network operator, and the operators compete only in wholesale prices
  • Service activation and management and the physical network are separated, the operators lose access to customers and their brand value
  • Operators focus on the efficiency and automation of network management control
  • Data Transmission Bang”:
  • Mass distribution of 4K-video and services that require the transmission of large data volumes
  • IoT and VR/AR, as well as growing streaming content result in data explosion by 2020
  • Customers appreciate and are ready to pay for network quality and data transmission speed. The transmission quality and continuous services are the main selection criteria
  • Operators are given a free hand to differentiate themselves by means of network quality, e.g. by using smart-networks, HetNet, resource partnership, compression algorithms, caching, 5G, etc.
  • Regulators encourage network investment (such as network neutrality)
  • Information looks like new oil:
  • More competition in collecting and monetizing customer data
  • Dynamic product offer personalization (e.g., in retail, banks, telecom operators), based on advanced analytic algorithms
  • Internet of Things becomes the basis of the customers daily living
  • Telecom market definition changes, DPI (Deep Packet Inspection) is authorized
  • Status quo for operators:
  • Telecom operators find ways to monetize data and M2M
  • Several large telecom market players enter adjacent markets
  • Operators keep option to manage customer loyalty by means of their brand
  • Profitability level does not change significantly, while it is expected fiercer competition and eSIM introduction

The operators will be mainly affected by the explosive growth in traffic and infrastructure investment. According to Cisco forecasts by 2020, the traffic volume in fixed networks would increase threefold and in the mobile ones eightfold. The challenge for operators is that the average revenue per user (ARPU) would be falling, and therefore the investment return too. Accordingly, the telecom operators would require more relevant optimization of internal business processes, improvement of the customer’s service rate and quality.

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As for the B2B-segment of the telecom market, customers expect that the operator’s services would allow them to solve business tasks and improve operational efficiency. There grows the demand for “individual” telecom solutions, designed for satisfying needs of a particular customer. On the other hand, there observed a growing demand for “turnkey” solutions, the implementation of which provides for a minimum involvement of customers in the operator’s processes. Another key priority for the business in the near future will be cyber security. Thus, the top-management of “Datagroup” points out a strong growth in demand for DDoS protection of corporate clients, i.e. recently, the number of requests for this service has increased by half.

The changes in the telecom service users’ needs are reflected in changing business requirements to corporate software. “We observe a growing interest in the intellectual corporate software, and CRM is not an exception, as stated by Alexander Popov, Managing Partner at Terrasoft. Today, CRM-solutions should assist in operational decision making relative to each client. The systems become more “intelligent” and already know how to collect information from various sources by themselves, analyze data and automatically determine manager’s next better steps to perform at certain stage of sales, create an individual offer, and choose the best time and communication channel”.

“Given the growing business requirements and customer expectations, “Datagroup” relies on an exceptional quality and servicing rate. To implement its approved strategy, the company intends to fully digitize business processes on the basis of a single IT platform, i.e. these are sales automation (CRM), electronic document flow, Filed Force Management, request handling, change management, monitoring, and customer support”, as Mikhail Shelemba pointed out.

After reviewing offers on the CRM-solutions market, the company opted for the CRM-line bpm’online, developed by the Terrasoft Group. The key selection criteria were as follows: deep industry vendor expertise and the ability to automate business processes on a single platform.

“We are pleased that our bpm’online« products would allow “Datagroup” to provide thousands of its customers with exceptional customer service and personalized offers. This year, all three products of CRM-line bpm’online like marketing, sales and service were included in the Gartner’s Magic Quadrant, each in its category. This confirms once again our strategy to develop our platform and design the best CRM-products for our customers. For our part, we will do our best in the coming months for the company to automate business processes and create an infrastructure that would improve the quality of customer service, as well as accelerate the process of internal staff communication”, as emphasized by Alexey Klotchkov, Chief Operations Officer at Terrasoft.


“Datagroup” is a national telecom market operator and a leader in data transmission, international traffic transit, and satellite communications. The main activity is to provide data transmission channels and Internet connection, fixed and digital telephone service, equipment installation, radio and satellite communications, video conferencing and video surveillance. The company built a national network all over Ukraine with a special focus on regions, and it has become one of the leaders in terms of telecom service geography.

The Terrasoft Group is a developer of bpm’online platform for managing business processes of marketing, sales and service. The company employs about 650 professionals, and its products are used by more than 6500 customers worldwide.

Terrasoft was founded in 2002. Today, the company’s offices operate in Kyiv, London, Boston, Moscow, Canberra and Singapore. The network of partners accounts for 400 partners in 35 countries around the world.