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Communications service providers (CSPs) are under intense competitive pressure to increase revenues and strengthen subscriber loyalty in markets around the globe. In order to thrive in this environment where over-the-top (OTT) players and other providers have utilized CSP networks to deliver innovative services, CSPs are now primed and ready to undergo digital transformation and develop new digital products and services that enhance the digital lifestyle of their subscribers.

Extensible DNS-based platforms and subscriber-centric applications are key enablers of digital transformation. They offer a more complete view of the customer and provide greater service agility to put subscribers in control of their own digital experiences.

Once considered to simply be the “phone book” of the internet, the domain name system (DNS) has moved beyond the realm of passive internet look-up functionality and is now at the heart of digital transformation.


DNS data can also be used to improve the customer internet experience, support personalization, improve customer interaction, and deliver new value-added services.


This report, conducted by Ovum's team of researchers and based on a global survey of 100 service providers, examines the benefits CSPs can gain from leveraging DNS to power their digital transformation efforts. It explores the changing business needs of CSPs, and how DNS contributes to a "subscriber-first" approach by optimizing the subscriber's internet experience and delivering personalized and differentiated services.

Leveraging DNS to Enhance the Digital Lifestyle

Key messages

  • Reducing time to market for new services is a primary focus for CSPs, as is the need to establish a subscriber-first approach to improve customer engagement and strengthen brand loyalty.
  • Security- and identity-based services are a clear CSP investment priority.
  • Understanding customer activity across all devices is a key component of digital transformation.
Digital transformation requires a subscriber first approach

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