Open ROADS members recognized for Omni-channel management excellence by the TM Forum


Vodafone’s APPEX omni-channel management project wins “Best use of TM Forum Assets” award at TM Forum Live! In Singapore


APPEX project partners also include Apptium, BBFA consulting, Celebrus Technologies, ESRI, NTS Retail, Sigma, Sedicii, and TIBCO

A team led by two Open ROADS Community members—Vodafone and Huawei Technologies—has been awarded the “Best use of TM Forum Assets” by the TM Forum, at the TM Forum Live! Event in Singapore on December 8th. The team, with Vodafone as operator champion and Huawei serving as project manager and solution integrator, won for their work on Cycle 3 of APPEX (Adaptive, Predictive & Personalized Experience eXcellence), an omni-channel management project utilizing TM Forum’s Catalyst ‘innovation sandbox’. The other APPEX project team members recognized by this award include Apptium, BBFA consulting, Celebrus Technologies, ESRI, NTS Retail, Sigma, Sedicii, and Tibco. APPEX Cycle 3 builds upon the work the team has been engaged in for the past 18 months, beginning with omni-channel customer acquisition, customer assistance and customer retention Use Cases development in Cycle1, progressing to a proof of concept ‘Churn to Return’ customer re-acquisition project in Cycle 2, which was showcased at the TM Forum Live! Nice Event this past May. Cycle 3 has further extended the Omni-channel management scope to include streaming services and IoT management with consistent customer experience, across multiple devices.

Tim Morgan, Principal CEM Consultant, Huawei, said: “As the APPEX omni-channel management team project manager, I am delighted by the award from TM Forum for the “Best use of TMF Assets” in a Catalyst project. This award is recognition of the team’s effort—and I know personally how much hard work and commitment all the Catalyst team members have demonstrated over the last year and a half. We have all learned a lot in the Catalyst process, to deliver these omni-channel management use case demonstrations.”

This award recognizes the contributions that the team members— of which Vodafone, Huawei, Celebrus, NTS Retail and Tibco are also founding members of the Open ROADS Community’s Omni-Channel Management Alliance (OCM-A)—have made to the TM Forum’s Catalyst open resource base. APPEX has generated a large and valuable pool of Omni-channel management resources which all Forum members can leverage, including a business analytics-led approach to use cases. “The current work phase promises to deliver new metrics, APIs and business processes and will address issues that will be faced by operators considering Omni-channel Management deployments, such as control, trust and the deployment of Omni-channel Management in complex IoT environments,” observed Huawei’s Tim Morgan.

“Our work with the TM Forum and partners including Huawei on APPEX is one initiative within Vodafone’s Distinctively Digital 2020 IT Strategy that aligns to our broader business goals,” said Paul Blake, Principal Customer Management & Channels Enterprise Architect with Vodafone Group Services. Blake went on to describe Vodafone’s goals: “We need to deliver a consistently excellent experience that is simple and secure, distinctively digital-first, data-driven, adaptive, personalised, predictive and seamlessly omni-channel. We need to empower our customers to achieve their goals right first time, every time, and in real-time through every step and every aspect of their journey with us.”

TM Forum Live! Asia saw over 400 visitors review the progress and achievements of ten different Catalyst projects. Vodafone and Huawei’s APPEX efforts generated considerable interest, and as a result of the recent demonstration, the team is engaging with other operators and ecosystem participants to discuss the metrics, processes and APIs it has created.  

The TM Forum has recognized the commitment of the APPEX team to their collaborative development process which is linked to business needs, in order to engage in rapid prototyping delivering solutions to market quickly.

“Building on the great teamwork and contributions from the TM Forum Catalyst participants, our ambition is to work with renewed focus on bringing our Customer experience vision to life in an increasingly complex world of multiple digital personas, the ‘internet of everything’ and the numerous roles that all of us play across our personal and business lives,” said Vodafone’s Paul Blake. “We look forward to continuing our contribution to TMF Assets and to working with our partners to bring a Distinctively Digital vision to life.”

The Open ROADS Community and its OCM-A partners continue to engage in open-source collaboration with industry associations such as TM Forum, to develop actionable business processes, reference architecture and assessment tools in pursuit of digital transformation.

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