"The World Has Changed," or Has It?

"The world has changed," Orange Business CEO Says

Speaking to an audience of enterprise executives, Orange Business Services CEO
Vivek Badrinath noted that the world has been changed forever as a consequence of the economic crisis.

"The world is not the same as it was two years ago in terms of what's expected in this room," he noted. The logical question is what those new things are that seem to have changed the market so vastly. The answers aren't easy to figure out.

"New collaboration and social networks for customers and employees are emerging and we now need to work around multiple interactions with our end customers," he says. Sure, but hardly a need that was "transformed" because of the economic crisis.

"We have both the obligation to provide Sarbanes-Oxley compatible, efficient, protected environments for our customers and we have to face the challenges of openness," he says. Yes, but that was true before the economic crisis.

"You're asking us to be faster because the world is moving fast," he says. Agreed, but hardly something new.

"Our ambition is to become the leading developer of applications; to establish ourselves as a true integrator of services," he says. That is the more-shocking statement, perhaps.

Specifically, Orange plans to add a new layer of services that would, for example, enable CIOs to manage all BlackBerrys (password management, policy management), no matter what network they are on.

Services underpinned by the core network expertise seem to be the direction Orange wants to go. "Telecom can get commoditized but its the customer experience, with the services and systems we bring, that defines the value that we bring to this market," he says.

All worthy goals. But one suspects Badrinath was engaging in a bit of enthusiastic hyperbole. I see nothing here that speaks to a "world that is not the same."

It is an ambitious, worthy goal to aim to become the leading developer of applications, and to own the customer experience. Badrinath is right to note the huge change this would represent in a new world with many third-party experience providers. It just isn't entirely clear this has changed much because fo the global recession.

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