Innovating and Monetizing in Telecom: The Lean Telco

 

As alluded to in my previous posts, I have integrated the Lean Startup methodology, the design thinking framework and the Wardley Map model to create value in a telco environment.

Value is a subjective topic but in a Telco context, my efforts have been aimed at creating sustainable growth strategies. Very simply, sustainable growth comes from sustainable differentiation, which stems from the creation and evolution of technological, commercial and operational characteristics that become difficult, expensive and time consuming to emulate from your competition.

Sustainable growth comes from sustainable cost reduction and revenue growth (Duh!).

Sustainable cost reduction can be achieved through drastic cost structure changes. In 2026 Telco, it can be attained through the implementation of a cloud native architecture and principles, underpinned by strategies of network disaggregation, extensive use of open APIs and open network topologies; control / user plane separation and systematic automation. While these goals are challenging by themselves, particularly in a brownfield legacy telco environment, they are the bare necessary changes for survival. The challenges associated with the organization, skill sets and methodologies to evaluate, test, deploy, purchase and maintain these technologies are even larger.

Every telco is extremely skilled at managing technological and operational risk, through iterative, waterfall evaluation and tests, resulting in deployment of high availability and capacity networks. This methodology has also led to lengthy evaluation periods and deployments. Most vendor will recognize that the sales cycles in telco are over 2 years long and that making any change in a commercial network takes several million of dollars or euros. This has led to an oligopoly where only a handful of specialized vendors are able to sustain economically these drastic processes.

Lately, telcos have been trying to diversify the pool of vendors to increase competition and innovation by promoting open source and open API projects such as open RAN.

While these projects have shown interesting progress, the real cost reduction comes from the change in methodology and processes to take advantage of these more nimble vendors offering.

What I am proposing with Lean Telco is a methodological framework for identifying, evaluating, testing, sourcing, deploying telco products and services that will provide sustainable differentiation with drastically different cost structure than the incumbent versions.

Once you have successfully changed the cost structure of evaluating, buying, deploying and managing telco infrastructure and capacity, you can survive as a high capacity, low overhead provider of connectivity. But if you want to strive and grow, you need to attack the revenue part of the equation. Actually, one would argue should start with growth objectives, and look at cost structure as an optimization challenge.

Growing revenue sustainably, in a telco environment comes from either having more people using your existing services, or using more of them, connect new people or create new services. I have prototyped, tested and launched projects in each of these categories in my role at Telefonica.

1. Having more people use your existing products is difficult for telcos, because those products (residential and enterprise mobility, internet, telephony, TV...) are poorly differentiated, since they rely on the same technology from the same vendors. As a result most telcos end up trying to deploy first (5G, SDWAN...) or to claim a performance advantage, usually derived from a superior spectrum or infrastructure investment. The only real differentiation ends up being pricing. This is very expensive and not sustainable.
2. Having your customers using more of your service does not necessarily lead to more revenue, as bundles and unlimited plans are periodically rolled out to counter internet hyperscalers offering who rely on a different cost structure and revenue model. Again, since these services are mostly the same from one operator to another, differentiation comes from bundling and pricing. This is not sustainable.
3. Connecting new people / clients is a worthy endeavour, but the last unconnected live mostly in rural, low density areas and selling services to new corporate clients usually mean competing against public cloud offering that are more cost effective and flexible than what most telcos can offer. There are possibility of growth there, but it requires breaking out from the current telco technological framework and a willingness to assemble new value chains.
4. Creating new services is certainly where there is the most value, if we look at the growth of telephony over internet, video streaming services, social media and social messaging, SDWAN, cloud security, SASE, AIaaS... it is also the area with the most uncertainty and risk.

Telcos are not well equipped to manage the risk and uncertainty inherent in the discovery and creation of new services. The methodologies, organization and processes they use is to deliver with absolute certainty a product or utility with zero default to a mass market without variation. This model works well for mature, disciplined technology and vendors, not at all for exploration and innovation.

Too often, some Telcos build an extremely detailed plan, with contingencies. They budget it, staff it, resource it to execute it within a given timeframe, only to discover that the client didn't really want / need / value what was proposed (cf. push to talk, IMS/VoLTE, RCS, private networks...).

Just like in Lean Startup, the methodology I propose allows the progressive liberation of resource and funds as commercial uncertainty is shed by direct client interaction, testing and feedback. In a typical telco environment, the client interaction is at the very end of the process, here we are going to intersperse it throughout the development process to allow pivots, or early termination if the hypothesis are not met.

Trained, mentored and helped by many, I have adapted a few methodologies to enable Telcos to identify, validate, and deploy new services in an agile and cost effective fashion. I call it the Lean Telco Methodology.

How do I create a Lean Telco?

I use Wadley Maps for situational awareness and create a topographical representation of the current environment, which in my area of interest range from AI (sovereign, factories, grid, agentic, physical...), telco network cloud, orchestration, cloud native distribution and orchestration (K8, micro services) and hybrid cloud / edge computing (telco private stacks, AWS outpost, MS Azure, AI grid...). This is not a map until we apply the level of maturity (Genesis / handmade, Custom / solution, Product, Utility) to each of them, as well as their direction and barriers on the horizontal axis. On the vertical axis, instead of using Wardley's traditional visibility method, I use technology stacks such as access, transport, core network, OSS /BSS, orchestration... The purpose of the map is not to be precise or even right, it is to share and compare understanding of the environment, the players, their direction, velocity and the barriers. This visualization enables a level of shared understanding necessary to strategic discussions and gameplay around permutations and what-if? scenarios.

Once identified priorities and areas of risks / opportunities to investigate, I use the Lean UX framework and Lean Startup methodology to systematically identify potential current problems needing solving, unmet customer needs, unsatisfactory experiences and potential new products / services that customer wouldn't even know or have an opinion about. A series of workshop is usually best to crystalize the ideas. Once identified, they need to be refined into customer centric objectives. Design thinking frameworks help, but contrary to popular belief, customer centricity is not necessarily going to ask prospective customers about what they think. Most wouldn't have any idea about what to do with 6G, physical AI or a token exchange if you asked them. This is where lean UX and empathetic composite models are useful.

Each idea is reviewed by a jury and graded, the jury defines which ideas can make it to the next stage. The ideas are shaped and staffed as independent projects, with dedicated resource, budget and time box. Each project lead has the overall responsibility for moving the project to the next phase and to deliver the results of the current phase to justify additional resource and budget for the next one.

At a high level, the phases are:

• Ideation - ($5k-10k /1 - 3 months) -the idea is shaped into a project, with central opportunities, areas of innovation, right to play for the company, sustainable differentiating factor, commercial high level opportunity and cost / timing for the next phase.
• Prototyping - ($20k - 50k / 2 - 6 months) - In this phase a prototype is built, that might or might not incorporate any development or use of technology for the target invention. The idea is just to emulate the resolution of the problem and put it into customers hands as early as possible to identify whether the objectives, assumptions are framed properly and whether the client would value the resolution.
• Beta - ($300k - $600k / 3 - 6 months) -  once the central problems are identified, and we know the client values their resolution, it is time to create a MVP to prove that it is technically, commercially, organizationally possible to solve that problem and that the value created exceeds the costs.
• Product - ($1m - $3m / 3 - 6 months) - In this phase, once proven that the solution is possible, it is necessary to prove that the solution will scale and will be deployable with a mature operational and commercial model.
• Growth - (TBD) This is the phase where the project needs to be commercially and economically sustainable.

Each phase require client interactions, in the form of actual tests in conditions as close as possible to commercial network. Within each phase, we decompose the project into customer centric objectives. Each objective into hypothesis. Each hypothesis into series of experiments that will validate or invalidate the hypothesis. It helps to set clear expectations and success criteria for each of these.Wardley maps helps again, within each phase understanding what tasks, experiments are more suited for pioneers, settlers or town planners and indeed whether the project lead can adopt this mental posture in this phase or whether someone else needs to take the lead.

The result is a portfolio of new revenue making projects, that are systematically validated by customer feedback, capacity and propensity to pay; together with a robust operational and commercial model. Each project is periodically reviewed and graded, all projects must pass a gate review before the next phase and liberation of funds, which allow a nimble, measured, progressive investment plan, as risks and uncertainty decrease throughout the life of the project.

Rant: Why do we need 6G anyway?

I have to confess that, even after 25 years in the business, I am still puzzled by the way we build mobile networks. If tomorrow we were to restart from scratch, with today's technology and knowledge of the market, we would certainly design and deploy them in a very different fashion.

Increasingly, mobile network operators (MNOs) have realized that the planning, deployment and management of the infrastructure is a fundamentally different business than the development and commercialization of the associated connectivity services. They follow different investment and amortization cycle and have very different economic and financial profiles. For this reason, investors value network infrastructure differently from digital services and many MNOs have decided to start separating their fibre, antennas, radio assets from their commercial operation.

This has resulted in a flurry of splits, spin off, divestiture and the growth of tower and infrastructure specialized companies. If we follow this pattern to its logical conclusion, looking at the failed economics of 5G and the promises of 6G, one has to wonder whether we are on the right path.

Governments keep treating spectrum as a finite, exclusive resource, whereas as private networks and unlicensed spectrum demand is increasing, it is clear that there is a cognitive dissonance in the economic model. If 5G's success was predicated on enterprise, industries and verticals connectivity and if these organizations have needs that cannot be satisfied by the public networks, why would MNOs spend so much money on a spectrum that is unlikely to bring additional revenue? The consumer market does not need another G until new services and devices emerge that mandate different connectivity profiles. Metaverse was a fallacy, autonomous vehicles, robots... are in their infancy and workaround the lack of connectivity adequacy by keeping their compute and sensors on device, rather than at the edge.

As the industry prepares for 6G and its associated future hype and non sensical use cases and fantastical services, one has to wonder how can we stop designing networks for use cases that never emerge as dominant, forcing redesigns and late adaptation. Our track record as an industry is not great there. If you remember, 2G was designed for voice services. Texting was the unexpected killer app. 3G was designed for Push to talk over Cellular, believe it or not (remember SIP and IMS...) and picture messaging early browsing were successful. 4G was designed for Voice over LTE (VoLTE) and video / social media were the key services. 5G was supposed to be designed for enterprise and industry connectivity but failed to deliver so far (late implementation of slicing and 5G Stand Alone). So... what do we do now?

First, the economic model has to change. Rationally, it is not economically efficient for 4 or 5 MNOs to buy spectrum and deploy their separate networks to cover the same population. We are seeing more and more network sharing agreements, but we must go further. In many countries, it makes more sense to have a single neutral infrastructure operator, including the cell sites, radio, the fiber backhaul even edge data centers / central offices all the way but not including the core. This neutral host can have an economic model based on wholesale and the MNOs can focus on selling connectivity products.

Of course, this would probably suppose some level of governmental and regulatory overhaul to facilitate this model. Obviously, one of the problems here is that many MNOs would have to transfer assets and more importantly personnel to that neutral host, which would undoubtedly see much redundancy from 3 or 4 teams to one. Most economically advanced countries have unions protecting these jobs, so this transition is probably impossible unless a concerted effort to cap hires / not renew retirement departures / retrain people is effected over many years...

The other part of the equation is the connectivity and digital services themselves. Let's face it, connectivity differentiation has mostly been a pricing and bundling exercise to date. MNOs have not been overly successful with the creation and sale of digital services, the emergence of social media, video streaming services having occupied most of the consumer's interest. On the enterprise's side a large part of the revenue is related to the exploitation of the last mile connectivity, with the sale of secure private connections on public networks in the form of MPLS first then SD-WAN to SASE and cloud interconnection as the main services. Gen AI promises to be the new shining beacon of advanced services, but in truth, there is very little there in the short term in terms of differentiation for MNOs. 

There is nothing wrong with being a very good, cost effective, performant utility connectivity provider. But most markets can probably accommodate only one or two of these. Other MNOs, if they want to survive, must create true value in the form of innovative connectivity services. This supposes not only a change of mindset but also skill set. I think MNOs need to look beyond the next technology, the next G and evolve towards a more innovative model. I have worked on many of these, from the framework to the implementation and systematic creation of sustainable competitive advantage. It is quite different work from standards and technology evolution approach favored by MNOs but necessary for these seeking to escape the utility model.

In conclusion, 6G or technological improvements in speed, capacity, coverage, latency... are unlikely to solve the systemic economical and differentiation problem for MNOs unless more effort is put on service innovation and radical infrastructure sharing.

The Lean Telco

As alluded to in my previous posts, I have tweaked the Lean Startup methodology and the Wardley Map model to create value in a telco environment.

Value is a subjective topic but in a Telco context, my efforts have been aimed at creating sustainable growth strategies. Very simply, sustainable growth comes from sustainable differentiation, which stems from the creation and evolution of technological, commercial and operational characteristics that become difficult, expensive and time consuming to emulate from your competition.

Sustainable growth comes from sustainable cost reduction and revenue growth (Duh!).

Sustainable cost reduction can be achieved through drastic cost structure changes. In 2020 Telco, it can be attained through the implementation of a cloud native architecture and principles, underpinned by strategies of network disaggregation, extensive use of open APIs and open network topologies; SDN and control / user plane separation and systematic automation. While these goals are challenging by themselves, particularly in a brownfield legacy telco environment, they are the bare necessary changes for survival. The challenges associated with the organization, skill sets and methodologies to evaluate, test, deploy, purchase and maintain these technologies are even larger.
Every telco is extremely skilled at managing technological and operational risk, through iterative, waterfall evaluation and tests, resulting in deployment of high availability and capacity networks. This methodology has also led to lengthy evaluation periods and deployments. Most vendor will recognize that the sales cycles in telco are over 2 years long and that making any change in a commercial network takes several million of dollar or euros. This has led to an oligopoly where only a handful of specialized vendors are able to sustain economically these drastic processes.
Lately, telcos have been trying to diversify the pool of vendors to increase competition and innovation by promoting open source and open API projects such as open RAN.
While these projects have shown interesting progress, the real cost reduction comes from the change in methodology and processes to take advantage of these more nimble vendors offering.

What I am proposing with Lean Telco is a methodological framework for identifying, evaluating, testing, sourcing, deploying telco products and services that will provide sustainable differentiation with drastically different cost structure than the incumbent versions.

Once you have successfully changed the cost structure of evaluating, buying, deploying and managing telco infrastructure and capacity, you can survive as a high capacity, low overhead provider of connectivity. But if you want to strive and grow, you need to attack the revenue part of the equation. Actually, one would argue should start with growth objectives, and look at cost structure as an optimization challenge.

Growing revenue sustainably, in a telco environment comes from either having more people using your existing services, or using more of them, connect new people or create new services. I have prototyped, tested and launched projects in each of these categories in my last role at Telefonica.

1. Having more people use your existing products is difficult for telcos, because those products (residential and enterprise mobility, internet, telephony, TV...) are poorly differentiated, since they rely on the same technology from the same vendors. As a result most telcos end up trying to deploy first (5G, SDWAN...) or to claim a performance advantage, usually derived from a superior spectrum or infrastructure investment. The only real differentiation ends up being pricing. This is very expensive and not sustainable.
2. Having your customers using more of your service does not necessarily lead to more revenue, as bundles and unlimited plans are periodically rolled out to counter internet hyperscalers offering who rely on a different cost structure and revenue model. Again, since these services are mostly the same from one operator to another, differentiation comes from bundling and pricing. This is not sustainable.
3. Connecting new people / clients is a worthy endeavour, but the last unconnected live mostly in rural, low density areas and selling services to new corporate clients usually mean competing against public cloud offering that are more cost effective and flexible than what most telcos can offer. There are possibility of growth there, but it requires breaking out from the current telco technological framework and a willingness to assemble new value chains.
4. Creating new services is certainly where there is the most value, if we look at the growth of telephony over internet, video streaming services, social media and social messaging, SDWAN, cloud security... it is also the area with the most uncertainty and risk.

Telcos are not well equipped to manage the risk and uncertainty inherent in the discovery and creation of new services. The methodologies, organization and processes they use is to deliver with absolute certainty a product or utility with zero default to a mass market without variation. This model works well for mature, disciplined technology and vendors, not at all for exploration and innovation.
Too often, some Telcos build an extremely detailed plan, with contingencies. They budget it, staff it, resource it to execute it within a given timeframe, only to discover that the client didn't really want / need / value what was proposed (cf. push to talk, IMS/VoLTE, RCS, private networks...).

Just like in Lean Startup, the methodology I propose allows the progressive liberation of resource and funds as commercial uncertainty is shed by direct client interaction, testing and feedback. In a typical telco environment, the client interaction is at the very end of the process, here we are going to intersperse it throughout the development process to allow pivots, or early termination if the hypothesis are not met.

Trained, mentored and helped by many, I have adapted a few methodologies to enable Telcos to identify, validate, and deploy new services in an agile and cost effective fashion. I call it the Lean Telco Methodology.

How do I create a Lean Telco?
I use Wadley Maps for situational awareness and create a topographical representation of the current environment, which in my area of interest range from telco network virtualization (NFV), orchestration (MANO), cloud native distribution and orchestration (K8, micro service) and hybrid cloud / edge computing (telco private stacks, AWS outpost, MS Azure edge, Google Anthos...). This is not a map until we apply the level of maturity (Genesis / handmade, Custom / solution, Product, Utility) to each of them, as well as their direction and barriers on the horizontal axis. On the vertical axis, instead of using Wardley's traditional visibility method, I use technology stacks such as access, transport, core network, OSS /BSS, orchestration... The purpose of the map is not to be precise or even right, it is to share and compare comprehension of the environment, the players, their direction, velocity and the barriers. This visualization enables a level of shared understanding necessary to strategic discussions and gameplay around permutations and what-if? scenarios.


Once identified priorities and areas of risks / opportunities to investigate, I use the Lean UX framework and Lean Startup methodology to systematically identify potential current problems needing solving, unmet customer needs, unsatisfactory experiences and potential new products / services that customer wouldn't even know or have an opinion about. A series of workshop is usually best to crystalize the ideas. Once identified, they need to be refined into customer centric objectives. Contrary to popular belief, customer centricity is not necessarily going to ask prospective customers about what they think. Most wouldn't have any idea about what to do with 5G, augmented reality or a private network if you asked them. This is where lean UX and empathetic composite models are useful.

Each idea is reviewed by a jury and graded, the jury will define which ideas can make it to the next stage. The ideas are shaped and staffed as independent projects, with dedicated resource, budget and time box. Each project lead has the overall responsibility for moving the project to the next phase and to deliver the results of the current phase to justify additional resource and budget for the next one.
At a high level, the phases are:

• Ideation - ($5k-10k /1 - 3 months) -the idea is shaped into a project, with central opportunities, areas of innovation, right to play for the company, sustainable differentiating factor, commercial high level opportunity and cost / timing for the next phase.
• Prototyping - ($20k - 50k / 2 - 6 months) - In this phase a prototype is built, that might or might not incorporate any development or use of technology for the target invention. The idea is just to emulate the resolution of the problem and put it into customers hands as early as possible to identify whether the objectives, assumptions are framed properly and whether the client would value the resolution.
• Beta - ($300k - $600k / 3 - 6 months) -  once the central problems are identified, and we know the client values their resolution, it is time to create a MVP to prove that it is technically, commercially, organizationally possible to solve that problem and that the value created exceeds the costs.
• Product - ($1m - $3m / 3 - 6 months) - In this phase, once proven that the solution is possible, it is necessary to prove that the solution will scale and will be deployable with a mature operational and commercial model.
• Growth - (TBD) This is the phase where the project needs to be commercially and economically sustainable.

Each phase require client interactions, in the form of actual tests in conditions as close as possible to commercial network. Within each phase, we decompose the project into customer centric objectives. Each objective into hypothesis. Each hypothesis into series of experiments that will validate or invalidate the hypothesis. It helps to set clear expectations and success criteria for each of these.
Wardley maps helps again, within each phase understanding what tasks, experiments are more suited for pioneers, settlers or town planners and indeed whether the project lead can adopt this mental posture in this phase or whether someone else needs to take the lead.

The result is a portfolio of new revenue making projects, that are systematically validated by customer feedback, capacity and propensity to pay; together with a robust operational and commercial model. Each project is periodically reviewed and graded, all projects must pass a gate review before the next phase and liberation of funds, which allow a nimble, measured, progressive investment plan, as risks and uncertainty decrease throughout the life of the project.