This research note is restricted to the personal use of robson.ribas@zenvia.com. Best Practice for Digital Service Success: CSPs Must Verify Suppliers' Implementation, Deployment and Integration Skills Published: 27 March 2018 ID: G00351989 Analyst(s): Norbert J. Scholz, Jouni Forsman, Amresh Nandan CSPs risk project failures with their customer management and billing systems when suppliers lack adequate services skills. Technology business unit leaders must obtain contractual supplier commitment for implementation, deployment and integration skills as CSPs become digital service providers. Key Challenges ■ Communications service provider (CSP) technology business unit leaders pay too little attention to ensuring that their selected integrated revenue and customer management (IRCM) vendors have the necessary implementation, deployment and integration skills. ■ Availability of local and on-site supplier resources is a challenge for many CSPs and will continue to be so in near future. ■ Many IRCM vendors have morphed into de facto services outfits with software divisions whose goal it is to maximize revenue and not necessarily address CSPs' issues. ■ As IRCM vendors are offering their own professional services, many system integrators are illprepared to provide adequate partnerships and expertise on specific products. Recommendations To enable CSP digital technology transformation, technology business unit leaders in charge of purchasing revenue and customer management software and services should: ■ Protect their transformation programs by verifying suppliers' implementation skills and experience, as well as by enforcing metrics that are specific to deployment, integration and change management. ■ Obtain commitments (contractually) for the availability of local and on-site staff by identifying the need for full time staff required for various activities. Negotiate to avoid resource sharing. This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. ■ Work directly with the supplier to implement and deploy the solution, if possible, rather than engaging a system integrator. ■ Tender two separate RFPs — one for the product and one for the product's implementation, deployment and integration. Table of Contents Introduction............................................................................................................................................ 2 Analysis.................................................................................................................................................. 5 Verify Suppliers' Implementation and Deployment Skills, and Assure the Product's Ease of Integration........................................................................................................................................ 5 Implementation Criteria Technology Business Unit Leaders Wished They Had Considered......... 7 Integration Criteria Technology Business Unit Leaders Wished They Had Considered................. 7 Contractually Commit to the Availability of Local and On-Site Staff and Resources......................... 12 Work Directly With the Supplier to Implement and Deploy the Solution, Rather Than Engaging a System Integrator........................................................................................................................... 13 Gartner Recommended Reading.......................................................................................................... 15 List of Tables Table 1. Implementation and Deployment Best Practices and Worst Practices..................................... 11 List of Figures Figure 1. Key Factors That Drove CSPs' Decisions for Selecting IRCM Vendors..................................... 4 Figure 2. Satisfaction With IRCM Vendor Implementation, Deployment and Integration Skills.................. 5 Figure 3. Most Commonly Missed Product Feature Evaluation Criteria: Implementation and Integration .............................................................................................................................................................. 7 Figure 4. CSPs' Overall Experience With IRCM Solutions — Positive and Negative.................................9 Figure 5. CSPs' Top Change Requests to IRCM Vendors..................................................................... 13 Figure 6. How CSPs Prefer Their IRCM Software Vendor to Implement and Deploy the Solution...........14 Introduction Integrated revenue and customer management (IRCM) RFPs are highly detailed and often contain lists that include hundreds of product features. By focusing on product features, CSP technology business unit leaders in charge of purchasing revenue and customer management software and Page 2 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. services often neglect to query suppliers' implementation, deployment and integration skills. As a result, CSP technology business unit leaders run the risk of project failure — impeding digital transformation efforts. At times, CSPs disregard the impact of new implementations on less obvious aspects (such as information and data management, and process re-engineering requirements), leading to suboptimal outcomes. A survey of 122 CSP decision makers involved in IRCM vendor selection reveals that skills such as "strong services expertise," "strong customer focus," "breadth of services," and "strong consulting partnership" feature less prominently on vendor-selection criteria than product-related criteria (see 1 Figure 1). This survey was conducted in conjunction with our "Magic Quadrant for Integrated Revenue and Customer Management for CSPs" research and reflects references shared by vendors. IRCM Defined IRCM meets all transaction-charging processing requirements, regardless of product, service, delivery network, customer type or payment method for a particular CSP. It includes a set of integrated customer- and network-facing solutions that support customer acquisition, retention and monetization functions. Common modules include: ■ ■ Core modules — billing and account management, real-time rating or charging, product catalog, customer/service product life cycle management, balance management, customer self-care, dynamic discounting, policy management (policy and charging rules function [PCRF]), multichannel support, analytics and reporting, and partner relationship management. Ancillary modules — electronic bill presentment and payment (EBPP), interconnect billing and mediation. Page 3 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Figure 1. Key Factors That Drove CSPs' Decisions for Selecting IRCM Vendors Base: Results derived from a survey of reference customers provided by IRCM vendors. Multiple responses allowed. Number of customer references: 122 IRCM = integrated revenue and customer management Source: Gartner (March 2018) Technology business unit leaders face a number of issues when it comes to integration — ease of deployment, end-user training, and the availability of third-party resources — as shown in Figure 2. By relegating integration and deployment to second place, putting their trust in suppliers' integration and deployment skills, technology business unit leaders run the risk of project failure. Survey evidence suggests there are issues that technology business unit leaders could have avoided by better qualifying their suppliers' capabilities before launching a project (see Figure 3). Page 4 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. This is the second in a series of four research notes. It will focus on implementation, deployment and integration. The other research notes cover product selection ("CSPs Must Reduce RFP Complexity and Limit the Number of Revenue and Customer Management Suppliers"); services and support; and project management. Figure 2. Satisfaction With IRCM Vendor Implementation, Deployment and Integration Skills Question asked: How would your organization rate its satisfaction with the vendor's integration and deployment capabilities for each of the following items? Scale: 1 = lowest; 5 = highest Base: Results derived from a survey of reference customers provided by IRCM vendors. Number of customer references: 122 IRCM = integrated revenue and customer management Source: Gartner (March 2018) Analysis Verify Suppliers' Implementation and Deployment Skills, and Assure the Product's Ease of Integration CSP technology business unit leaders pay too little attention to ensuring that their selected IRCM vendors have the necessary implementation, deployment and integration skills. Even when they are mindful of these skills, they are often blindsided by vendors' claims about their number of resources and past experiences, thereby neglecting to scrutinize such claims as it relates to their particular project. Page 5 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. IT business unit leaders should ask IRCM vendors the following questions: ■ How many IRCM implementation projects are you currently involved in, and in which parts of the world are they? ■ How many concurrent IRCM implementations have you been able to manage? ■ Do you have multiple branches of IRCM source code to support multiple implementations? ■ ■ If so, this could be a case of a red flag that requires deeper probing of the vendor's approach to product management and customer support. Where do your resources reside geographically? What are your policies regarding resource mobility? Are there geopolitical aspects of importance to be considered? Out of 122 survey respondents, only 16% cited "inadequate system integration and project management capabilities" as criteria to disqualifying shortlisted vendors. This pales in comparison to other disqualifiers, such as price (52%), lack of technical and functional ability (43%) and inability to demonstrate understanding of business needs (30%). CSP technology business unit leaders should not treat implementation, deployment and integration as an afterthought when selecting an IRCM vendor. Nor should they take it for granted that vendors have these skills. As shown in Figure 3, implementation, deployment and integration are among the top criteria technology business unit leaders wished they had considered when making a vendor selection, right after product-related concerns. Page 6 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Figure 3. Most Commonly Missed Product Feature Evaluation Criteria: Implementation and Integration Question asked: If you were to make a vendor selection today, please mention any criteria you did not consider previously when you selected your current vendor for your IRCM solution? Base: Results derived from a survey of reference customers provided by IRCM vendors. Number of customer references: 122 IRCM = integrated revenue and customer management Source: Gartner (March 2018) The following sections detail the key concerns voiced by references. Implementation Criteria Technology Business Unit Leaders Wished They Had Considered ■ Stronger partnerships and integration skills in general. ■ Adherence to the latest software development practices, including agile development; agile support; agile integration; agile changes, and test-first development. ■ Convergent service and products. ■ System integrator thinking, which means an outcome-oriented solution mindset, agnostic to product and inclusive of all processes and systems that are influenced — or has any influence — on the implementation. Integration Criteria Technology Business Unit Leaders Wished They Had Considered ■ Better integration of OEM solutions Page 7 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. ■ Better integration with third-party service providers ■ Methods to integrate the legacy CSP infrastructure into new over-the-top (OTT) systems ■ Integration via web services ■ Integration support with big data technologies, such as Apache Hadoop, Spark or Elasticsearch ■ Integrated big data and reporting system with online reporting and graph capabilities Implementation, deployment and integration are contentious (as shown in Figure 4 and Figure 5). If done well, these skills are instrumental to a project's success and therefore rank high on user satisfaction lists. If not, they can be responsible for a project's failure and rank at the bottom of satisfaction lists. This means that technology business unit leaders must not take it for granted that vendors will always provide adequate implementation and integration services. Technology business unit leaders should carefully examine their suppliers' skills before making a commitment to launch a project. Page 8 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Figure 4. CSPs' Overall Experience With IRCM Solutions — Positive and Negative Question asked: Please provide comments on your overall experience. Base: Results derived from a survey of reference customers provided by IRCM vendors. Number of customer references: 122 IRCM = integrated revenue and customer management Source: Gartner (March 2018) Page 9 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. References reported a wide assortment of praise as well as faults with their suppliers' implementation, deployment, and integration skills — as shown in Table 1. The diversity of positive and negative feedback extends to skills related to vendors' own products as well as their skills with third-party products. Implementation, deployment and integration capabilities can vary across different teams provided by the same vendor. CSP technology business unit leaders should always request proof and contractually agree that the vendor provides teams with the appropriate skill sets. Page 10 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Table 1. Implementation and Deployment Best Practices and Worst Practices Implementation and Deployment Integration Best Practice Worst Practice ■ Vendor had the same, or better, agility and innovative mindset as the CSP. ■ The transition from delivery to service and operations was difficult. ■ Vendor and CSP teams worked well together in a climate of trust and competence — despite project challenges. ■ It took too long for the solution to mature and stabilize after go-live. ■ It took too long to customize operational business processes and was difficult to adapt them to the CSP's needs. ■ Vendor understood all business processes and procedures. ■ Vendor fully respected the budget and the agreed upon project planning. ■ There were quality issues with thirdparty solutions. ■ Vendor implementation team was well balanced between solution architects, developers and implementers. ■ ■ Vendor dedicated sufficient time for precise scope of work and explained it step by step. The vendor failed to provide adequate product specialists and instead acted as a "body-shopper," providing resource with minimal training. ■ Vendor ensured all the necessary resources were proactively engaged with the CSP team and implemented in a manner that also educated the team on the product. ■ Vendor immediately communicated project issues and proposed a solution. ■ Vendor was the only CMMI Level 5 certified vendor in the industry. ■ The number of reported incidents was very small. ■ The ease of product configuration, custom application integration points, and a robust suite of available APIs, allowed the deployment of new products and services with fast time-to-market. ■ The number of modules is large, but not all of these products are fully integrated with one another. ■ There were issues with on-time delivery of custom components in conjunction with other third-party integrators. ■ Integration with key third-party vendor solution is not out of the box. ■ Lack of integration with other applications through standard APIs. ■ The system is also open to interface with other third-party systems if necessary, minimizing the need for customization. ■ Data migration was seamless, including the consolidation and migration of diverse data systems and sources. Page 11 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Best Practice Worst Practice ■ The preintegration of modules improved ROI, accelerated time-to-market and reduced risk. ■ ■ Vendor provided additional staff on-site at no cost to facilitate integration. The solution remains patchy and is not fully integrated and operational nearly a year after the CSP approved the purchase. ■ The vendor lacked system integration capabilities, which resulted in projects being delayed. ■ The system integration offering, including integration adapters and methods, is rudimentary especially when compared to the sophistication of the underlying functional modules offered. ■ It was difficult to find a single system integrator that mastered the entire project architecture because of the breadth of the solution's functions. Some partners have good skills in one product, others in another product only. Base: Results derived from a survey of reference customers provided by IRCM vendors. Number of customer references: 122 API = application programming interface; CMMI = Capability Maturity Model Integration; CSP = communications service provider; IRCM = integrated revenue and customer management; ROI = return on investment Source: Gartner (March 2018) Contractually Commit to the Availability of Local and On-Site Staff and Resources Better availability of local and on-site resources is the biggest request that CSP technology business unit leaders have of their IRCM supplier, right after communications (which will be discussed in the forthcoming governance research), as shown in Figure 5. Considering that most vendors have a global footprint, such a complaint might be surprising. However, it also reflects the fact that many vendors remain steeped in a software publishing mode, and treat implementation and deployment as an afterthought. This is not to say that unavailability of local and on-site staff and resources is endemic, but it does exist and CSPs are recommended to avoid it before it can jeopardize their projects. CSP technology business unit leaders must balance their preference for skilled on-site presence and cost-efficient offshore delivery. One user summarized it appropriately, stating how his team expected "more offshore delivery. The European delivery team is very experienced but priced accordingly." Page 12 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Figure 5. CSPs' Top Change Requests to IRCM Vendors Question asked: What one thing do you wish the vendor did differently? Base: Results derived from a survey of reference customers provided by IRCM vendors. Number of customer references: 122 IRCM = integrated revenue and customer management Source: Gartner (March 2018) References wished their supplier had done a better job providing on-site resources along the following lines: ■ Generally, more in-person meetings ■ Provide a team of skilled resources on-site to work across the system integrator and the CSP ■ Better manage the implementation team's visas for entry into their country ■ Vendor should have more experts located in Europe in order to avoid visa-related difficulties ■ To have a larger local and on-site workforce that can understand the customer's needs ■ Having their project manager on-site for the implementation Work Directly With the Supplier to Implement and Deploy the Solution, Rather Than Engaging a System Integrator Many large IRCM vendors have morphed into de facto system services outfits that also run a software division, as we pointed out in "CSPs: Use These Four Insights When Buying Billing and Customer Management Solutions." This trend continued during the past year as shown in Figure 6. Page 13 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. CSP technology business unit leaders should use own IT staff to supplement vendors' skills rather than engaging a system integrator (SI), unless they have strong evidence that the SI is fully competent on the product and works well with the vendor's staff. Ideally, technology business unit leaders should tender two separate RFPs for their project — one for the product and one for the product's implementation, deployment and integration. IRCM vendors would have the option to bid on the services element of the RFP alongside third-party SIs. Tendering two separate RFPs ensures that the IRCM vendor proves they have the necessary skills and provides their most qualified specialist for the projects. A separate RFP for implementation and deployment services can be a tool to avoid the "worst practices" cited in Table 1. Figure 6. How CSPs Prefer Their IRCM Software Vendor to Implement and Deploy the Solution Question asked: Did your organization work directly with the vendor to deploy the IRCM solution or with any system integrators/external service providers? Base: Results derived from a survey of reference customers provided by IRCM vendors. Number of customer references: 122 (2017); 102 (2016); 90 (2015); 79 (2014). IRCM = integrated revenue and customer management Source: Gartner (March 2018) Page 14 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Acronym Key and Glossary Terms API application programming interface CMMI Capability Maturity Model Integration CSP communications service provider EBPP electronic bill presentment and payment EMEA Europe, the Middle East and Africa IoT Internet of Things IRCM integrated revenue and customer management MENA Middle East and North Africa N/A not applicable NFV network function virtualization OEM original equipment manufacturer OTT over-the-top PCRF policy and charging rules function RFP request for proposal ROI return on investment SI system integrator VP vice president Gartner Recommended Reading Some documents may not be available as part of your current Gartner subscription. "Best Practices in Effectively Managing Integrated Revenue and Customer Management Projects for CSPs" "CSP Revenue and Customer Management Suites Require a Change in Procurement Approach" "CSPs Continue to Grapple With Their Choice of IRCM Products and Vendors" Page 15 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. "CSPs Must Reduce RFP Complexity and Limit the Number of Revenue and Customer Management Suppliers" "CSPs Want Software Vendors to Lead Customer Care and Billing Projects, but Continue to Multisource Software" "CSPs: Use These Four Insights When Buying Billing and Customer Management Solutions" "How Billing and Customer Management Software Vendors Can Boost Client Satisfaction and Retention" "Hype Cycle for the Future of CSP Network Operations, 2017" "Magic Quadrant for Integrated Revenue and Customer Management for CSPs" "Magic Quadrant for IT Services for Communications Service Providers, Worldwide" "Market Trends: Revealing the Top 5 Industries Where Telecom Revenue Assurance Can Mitigate the Effects of Digital Disruption" "Maximizing Value From Billing and Customer Management Solutions" Evidence The "Magic Quadrant for Integrated Revenue and Customer Management for CSPs" reference check is part of the data gathering effort to help Gartner build on the existing knowledge of vendors in this market. A total of 122 references from 22 suppliers (two vendors merged during the evaluation process) completed the survey in August 2017. Figure 8, Figure 9 and Figure 10 depict the geographic location of where the customer references are based, the number of subscribers on IRCM solutions and the variety of job roles of customer references participating in our survey. Vendor reference data is different from primary research and is not a representative knowledge base of the IRCM market. The references who completed the surveys do not represent customers in the overall market, but rather, just the selected customers the vendors chose to share with Gartner and that ultimately elected to participate as a reference check. Page 16 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Figure 7. Customer References' Geographic Location Base: Results derived from a survey of reference customers provided by IRCM vendors. Number of customer references: 122 Source: Gartner (March 2018) Page 17 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Figure 8. Number of Subscribers on IRCM Solution Base: Results derived from a survey of reference customers provided by IRCM vendors. Number of customer references: 122 IRCM = integrated revenue and customer management; N/A = not applicable Source: Gartner (March 2018) Page 18 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. Figure 9. Customer References' Job Roles Base: Results derived from a survey of reference customers provided by IRCM vendors. Number of customer references: 122 Customer references' job titles have been aggregated into job roles. N/A = not applicable; VP = vice president Source: Gartner (March 2018) 1 Data is based on four surveys: 1. A survey of 122 customer references that used solutions provided by 22 vendors (two vendors merged during the evaluation process) scored in "Magic Quadrant for Integrated Revenue and Customer Management for CSPs" (2017). ■ 2. The survey was conducted in July 2017. ■ The "Magic Quadrant for Integrated Revenue and Customer Management for CSPs" reference check is part of the data gathering effort that helps Gartner build on its existing knowledge of more than 100 vendors in this market. ■ At the outset of the "Magic Quadrant for Integrated Revenue and Customer Management for CSPs" process, all invited vendors are asked to submit a minimum of five references that generally represented the inclusion criteria. The vendor provided reference contact information that was used to invite the reference to complete a 30minute online survey. A survey of 102 customer references that used solutions provided by 20 vendors scored in "Magic Quadrant for Integrated Revenue and Customer Management for CSPs" (2016). Page 19 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. ■ The survey was conducted in July 2016. ■ 3. A survey of 90 customer references that used solutions provided by 19 vendors scored in "Magic Quadrant for Integrated Revenue and Customer Management for CSPs" (2015). ■ The survey was conducted in July 2015. ■ 4. Customer references came from multiple geographies and included a variety of company sizes (based on subscriber numbers) and customer reference roles, as shown in Figures 8, 9 and 10 in "CSPs: Use These Four Insights When Buying Billing and Customer Management Solutions." Customer references came from multiple geographies and included a variety of company sizes (based on subscriber numbers) and customer reference roles, as shown in Figures 6, 7 and 8 in "CSP Revenue and Customer Management Suites Require a Change in Procurement Approach." A survey of 79 customer references that used solutions provided by 17 vendors scored in "Magic Quadrant for Integrated Revenue and Customer Management for CSPs" (2014). ■ The survey was conducted in July 2014. ■ Customer references came from multiple geographies and included a variety of company sizes and customer reference roles, as shown in Figures 6, 7 and 8 in "CSPs Continue to Grapple With Their Choice of IRCM Products and Vendors." (Two vendors did not provide any references.) This document is published in the following Market Insights: Carrier Network Infrastructure Worldwide Carrier Operations & Strategies Worldwide Enterprise Network Infrastructure Worldwide Enterprise Network Services Worldwide Page 20 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com. This research note is restricted to the personal use of robson.ribas@zenvia.com. GARTNER HEADQUARTERS Corporate Headquarters 56 Top Gallant Road Stamford, CT 06902-7700 USA +1 203 964 0096 Regional Headquarters AUSTRALIA BRAZIL JAPAN UNITED KINGDOM For a complete list of worldwide locations, visit http://www.gartner.com/technology/about.jsp © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. If you are authorized to access this publication, your use of it is subject to the Gartner Usage Policy posted on gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner’s research organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner’s Board of Directors may include senior managers of these firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information on the independence and integrity of Gartner research, see “Guiding Principles on Independence and Objectivity.” Page 21 of 21 Gartner, Inc. | G00351989 This research note is restricted to the personal use of robson.ribas@zenvia.com.