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How Omnichannel Messaging Is Empowering The Telecommunication Industry

The telecommunications industry is both dynamic and competitive. This means that Telcos are needing to differentiate themselves within the industry. One way of doing this is through the creation of value-added services across various channels. In order to facilitate this functionality across channels, the right technology needs to be put in place. Omnichannel Messaging makes this a reality.

Adopting an Omnichannel Messaging approach

Value-added services offer customers and subscribers more, they talk to their needs and requirements, which in turn positively impacts customer churn, loyalty and ultimately profitability. In order for a Telco to differentiate themselves and offer all of these value-added services across multiple channels, they need to have the right technology and solutions in place.

One such solution is Adapt IT’s NextGen v.Services, which utilises innovative Omnichannel Messaging technology. This middleware technology allows for the implementation of various value-added services on the same framework across channels. This solution enables Telcos to offer more services to customers and subscribers and ensures that this technology works efficiently and effectively, enhancing business flexibility and agility.

Future of omnichannel

What is Omnichannel Messaging and how is it used?

When examining Omnichannel Messaging and how it is used in the telecommunications industry, we need to understand what it is and how it works.  Omnichannel Messaging is an essential element in Adapt IT’s NextGen v.Services Framework solution that utilises middleware technology.

The middleware layer enables multiple channels to leverage off of the NextGen v.Services Framework solution. In simple terms, this technology allows you to utilise multiple channels, which include, but not limited to USSD, SMSC, Mobile Apps, WhatsApp Channels, Website portals and more, from one integrated framework. There is one integration channel doing the work for all of the different applications, simplifying the complexity and the functionality of these applications. It is important to note that users and customers today do not use just one channel, they use various channels to connect and engage with Telcos. This is why it is essential to ensure that you are adding value to your customer base by providing customers with the functionality and availability of all of the channels that they may be using.

Omnichannel Infographic

Middleware enabling the shift from Multichannel to Omnichannel

The middleware layer connects the dots between applications, subscribers, and transactions and facilitates the transfer of data and information sharing. For example, suppose a subscriber performs a USSD transaction to enquire their balance. In that case, the Omnichannel Messaging technology will be used to transfer the request from the subscriber to the backend, where it will fetch the information and transfer it back to the front end where the subscriber will receive their balance.

A simple way to think of this technology is to compare it to the human body. For example, think about Omnichannel Messaging as the heart of the body. The heart pumps blood and nutrients throughout the body to the different limbs and organs. It has a clear path to each of these elements that it follows and is able to determine if an organ or limb needs more blood or nutrients at a certain time. In the same way, Omnichannel Messaging allows for information and data to pump through predefined and built paths, which allows the applications and products to function. This will enable users to fulfill their needs, like topping up with data, checking balances, etc., from any channel available to them.

What is NextGen v.Services, and how does this solution leverage Omnichannel Messaging?

The Adapt IT NextGen v.Services solution was designed for Telcos to differentiate themselves in the market by providing customers with value-added services that can be implemented and rolled out to market, quickly and efficiently.

This framework is an Application Enablement Platform (AEP) that will help you, as the Telco, to build innovative solutions and construct user-friendly services. The aim is to connect you directly with your users by providing your customers with a service and experience they cannot get elsewhere. This solution is deployed in the mobile core telecommunication networks and is used for authentication, authorisation, and accounting services. It also establishes a flexible framework that provides other capabilities such as policy control, USSD, voicemail, charging services, location services, and other VAS applications. Omnichannel Messaging technology makes it possible for customers to utilise all of these services and applications.

Omnichannel NextGen v.Services

The benefits of using NextGen v.Services Omnichannel Messaging

There are a number of benefits of the NextGen v.Services Omnichannel Messaging for both Telcos, which include:

  • An easy to use consolidated platform – you can consolidate all services and applications on the same platform. The software runs on any platform and also provides cloud hosting option. It also supports both traditional and new network protocols that include SMS, USSD, API, VOIP, SIP, REALTIME etc.
  • Enhanced convenience – this technology allows you to update all application services and offerings across channels simultaneously in the same place. There is no need to change every single one individually. This saves both time and costs.
  • Offers superior scalability – as a Telco, you are able to add additional channels to your network and extend your services offerings as and when needed.
  • Facilitates built-in versioning and source control – using this framework, you can host all your configuration, business logic, and rules definitions in a controlled source and versioning platform that saves time when implementing new services.
  • Access to real-time metrics – you will have access to integrated real-time metrics and performance, which will enable you to monitor changes and detect when additional capacity is required. By using the reporting capability, you can gain insight into usage and identify traffic spikes which will provide you with data on possible issues or opportunities relating to your multiple services and channels.  
  • Provides more control – this platform allows you to monitor, configure, and deploy software releases directly from the management console. It also allows you to audit user actions, identify changes, and adapt processes, all of which gives you more control.
  • Effective security protocols – this technology has been built with security protocols in mind. The product team has ensured that this solution is in line with the Data Protection Regulation (GDPR) and its standards of security. Ensuring your data and information are kept safe.

From a customer perspective, this technology also enhances convenience. By providing customers with various channels to use, they can connect and fulfill their needs efficiently and effectively. This adds value that will ultimately improve customer loyalty and retention which is at the centre of business profitability.

Happy customer - omnichannel


NextGen v.Services Omnichannel Messaging is an advanced technology, which Telcos can use to differentiate themselves in this competitive industry. This technology adds value to customers as it caters for a number of different applications. Our team has worked diligently on integrating multiple platforms and systems to enhance the functionality and agility of this solution to help Telcos improve customer experience, adding more value to their customer base.

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