Launched mobile services on its own network and put them at the heart of its e-commerce ecosystem, providing customers with innovative UN-LIMIT plans and a unique digital lifestyle experience. Netcracker used a “blueprint methodology” based on TM Forum’s Digital Maturity Model and Customer Experience Management Solution Suite, along with the major elements of the Open Digital Framework, to dramatically accelerate progress.
minutes
came ‘out of the box’
of the time.
CTO
"Because our members are always connected to their brand ID, we can offer them a unified experience with services that meet every aspect of their life needs. We act as a source of digital identity, so we can make it extremely easy to access any of our services via mobile. Consider the power of having one-touch access to any service in the ecosystem without a lengthy sign-up process. That’s something no other mobile provider can offer today."
Rakuten Mobile made the business decision to change from being a mobile virtual network operator to building and running its own mobile network and redefined the notion of what a mobile network operator is in Japan’s fiercely competitive mobile market, which has a long history of innovation. Rakuten Mobile set out to build the world’s first cloud-native mobile infrastructure, from end to end, that is totally software controlled. The rationale is it will cost about 35% less to run and offer unprecedented levels of flexibility. The lack of critical business, network and operations infrastructure meant investing in a new design to provide customers with an integrated, consistent experience across its digital services portfolio. To this end, Netcracker deployed its end-to-end Digital BSS, based on a single, convergent cloud architecture that leverages TM Forum’s Open APIs. Being able to define and automate personalized customer journeys plays a fundamental role in how Rakuten’s members interact with the services. Netcracker took what it describes as a “blueprint” approach, which relied on out-of-the-box customer journey templates, business processes, functional capabilities, and pre-configured “Sandbox” software to visualize the solution and define key performance indicators for the project. Rakuten successfully launched its UN-LIMIT plan in April 2020. Now it takes less than 4 weeks – depending on service – from business definition to launch for new services. The fast time to market time enabled Rakuten to launch six new service plans within one year, which is an unheard-of rate for traditional service providers.
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