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"An all-digital customer experience where 80% of interactions are automated." Such is Telefonica's aspiration, but is it either realistic or desirable?


  • Experience at the most successful providers of automated digital services – the hyperscale clouds – suggests products must be ultra-simple.
  • As well as being simple point products, they will have to adopt a transactional business model.
  • There are better options – Vodafone's Message Us is a case in point.

Features and Benefits

  • Learn how tolerant of full service automation customers really are.
  • Identifies lessons from the failure of cloud service marketplaces.

Key questions answered

  • How did other digital service providers design their product lineup and business model for automated commerce?
  • How well did this work in the CSP sector?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for service providers

Automated services mean transactional services

  • On-demand service tends to drive the move to short contracts
  • Automated service requires very simple propositions

Automated, transactional service demands smart customers

  • The cloud model of customer interaction works only with an expert customer base
  • Customers simply do not want it, in B2B least of all

Service automation demands network automation

  • The special relationship between service automation and NFV

Automated, transactional services for smart customers had better be high-quality services

  • On-demand service will expose technology failings
  • Automation is software

There is an alternative

  • Humans create value at the edge of the telco
  • "IT sovereignty" is an opportunity


  • Methodology
  • Further reading
  • Author