Global digitalization, related to the 4th industrial revolution (4IR), has changed business of telecommunication companies and their corporate clients all over the world. Competition at the В2В market more than ever transfers to the segment of digital business solutions, which help corporate clients of mobile operators to be in progress in constantly changing conditions and make a profit of this. Arti Ots, Chief Executive Officer of the Kcell JSC, gave a such opinion at the round table — Digital transformation of Kazakhstan business, which took place in Almaty.
Top Managers of the largest Kazakhstan and international companies took part in the event, arranged by the Kcell company. Mikhail Lomtadze, СЕО of the Kaspi Bank, Chamindra Lenava, Vice President on IT&eBusiness of the Air Astana, as well as Zoren Grabovski, Managing Partner of the A.T. Kearney International Consulting Agency, as well as Vadim Lyu, Director on Business Market Development of the Kcell, shared with their vision and practical cases about that, how the digital decisions and technologies help large business to meet the challenges of the 4th industrial revolution.
«The 4th industrial revolution (4IR) is a transfer in a global scale to the absolutely new ecosystem, which is built on the basis of infrastructure of the fast developing digital technologies. The 4IR has impact on the ecosystem and all industrial sectors. Due to this, companies need in new business models for their coping with these changes and making the profit of transformation in value chain (logistics, production, interaction with clients, etc.), including expenses structure. Breakthrough changes in the production system will require from the companies to create new possibilities and build a new strategy. Therefore, it is necessary to stimulate technologies adoption and a new growing production system by governments, as well as large business», noted in his speech Zoren Grabovski, Managing Partner of the A.T. Kearney International Consulting Agency.
Challenges, that will be met by Kazakhstan on the way of digital transformation in the 4IR period, the sense of which is the all-round and constant connection of people, machines and exchange of enormous aggregation of data in real time, were discussed at the round table. The main drivers are breakthrough digital technologies, which change the companies’ business in absolutely different ways all over the world.
According to opinion of Zoren Grabovski, digital technologies have already adopted actively enough by Kazakhstan companies in their business processes. Kazakhstan is even ahead of several European countries upon the separate parameters of digitalization. According to him, digital technologies development will lead to employment automation approximately by one third in such sectors, as telecommunication, banks, motor industry in the nearest five years. Those persons, who do not give thought to this now, have a risk to lose or seriously recede from a position in competition.
The Kcell company has already successfully performed internal transformation for several years for becoming a leading provider of the digital services and decisions at the telecommunication market of Kazakhstan.
«We are focusing on three directions. First of all, we build up such model of communication with mass market and business client segment, which is based on the approach — Digital First. We change internal processes in our company for quick making decisions, headed by clients’ interests. One more task, related to the process reorganization, is reduction of time of products launch to the market, which shall be maximally digitalized and efficient. Due to this, in 2017 our company intensively worked on simplification of product portfolio and automation of clients’ processes. This allowed us achieving significant progress in implementation of the digital program transformation, aimed at increasing the efficiency and productivity of the company in all directions», emphasized Arti Ots.
So, about 40 thousand or 60% of calls to the Kcell call-center have already processed by robots. Level of service via this channel has increased by 40%, and solution of clients’ questions from the first call is equal to 50%. Moreover, the robots have already sold some products of the company. Volumes of such sales can be compared with the similar work of specialized division.
«Currently, for the Kcell business clients is an ICT partner, an expert in telecommunication and IT, that is why, the В2В segment applies to us for complicated and efficient decisions, — noted Vadim Lyu. — Our philosophy in work with the business clients is based on the fact, that we do not just sell decisions to business, but actually help Kazakhstan companies to be more mobile and convenient for their own clients, whose loyalty will inevitably transform into the profit increasing. We plan to extend the product portfolio and have many experiments in our IoT laboratory, testing absolutely new products. The task is simple — to be maximally, as much as possible, accurate in understanding of our В2В clients’ needs and more efficiently solve their tasks».
The part of IT and digital business decisions in the business products portfolio of the Kcell was equal to 57 per cents upon the results of the 4th quarter of 2017. They include: Kcell Claud, IT infrastructure, product line of mobile marketing on the basis of the Big Data and decisions on the basis of the Internet of Things (IoT). This year the company continues to set the highest priority for digital services development. Launch of the platform for the SIM cards management, which will allow saving money and time for providers of the M2M services, will be conducted in the nearest time. Besides, the company plans to bring new decisions in the field of Internet of Things (IoT) to the market and significantly extend the service portfolio on the basis of the Big Data.