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Due to the explosive development of technology over the past 15-20 years, the communications and media market has become one of the economy's most dynamically changing and developing sectors. Over the past 15 years AAM has assisted all the main players on the telecommunications market and the regulatory authorities in major projects; for instance, we have introduced CRM systems, established a centralized procurement system and provided BPR support. AAM also assists Clients in introducing new products and services, such as new fix-mobile convergence products and integrated Telco-energy sector services on the market.

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Due to the explosive development of technology over the past 15-20 years, the communications and media market has become one of the economy's most dynamically changing and developing sectors. The objective of this business unit of the company is to provide professional backup primarily for Hungarian, Eastern European and Central European communications and media market players in their continued business development, as well as to assist in ensuring more efficient in-house operations. Our clients include fixed and mobile telephone service providers, infrastructure and content providers, as well as authorities engaged in regulating the industry.

The communications industry faces new challenges at the beginning of the 21st century: technological development has resulted in the increased mobility of formerly vertical businesses (fixed, mobile, cable TV etc.), and it has improved the opportunities for new outside players to enter the market. With the slowdown in expansion the mobile market has reached the end of its rapid growth phase; and on the fixed line market increasingly consumer product-like Internet and data transmission products have come to the fore, while fallout on the traditional telephone market has increased concern about the future. In the meantime, broadcasters and content provider firms are achieving increasing success in their battle to acquire a slice of overall communications revenue. In the interests of increasing the competitiveness of markets and protecting consumer rights the authorities regulating the industry (ERG, National Communications Authority - NHH) are exercising pressure on the service providers. As the Internet has expanded, development of the media industry has gained new momentum, and it is unlikely that there will be any slowdown in this growth pattern in the near future. Indeed, there has actually been a gradual narrowing of the gap between the activities of the media and communications companies.

Thanks to saturation of the market and its greater openness, companies are targeting the retention of their client bases and developments in in-house efficiency, while aggressive moves to win over more customers have been somewhat overshadowed. Sectoral consolidation and the constant introduction of new products and technologies are typical; these present service providers with an ever-changing set of organizational and IT challenges. In many cases the increasingly rigorous drive for efficiency encourages corporate management to implement fundamental changes in their former operational practices.

As a consequence of these factors there is considerable demand for professional support, which is why the telecommunications and media business unit of AAM decided on developing rapid and professional solutions assisting the problems of companies active in the sector.

Among other things we introduced a CRM-system, developed a centralized procurement system and provided BPR support for T-mobile and Magyar Telekom. We took part in the introduction of the invoicing system at Invitel Ltd. and Vodafone Hungary Ltd. Furthermore we provided project management support for the National Communications Authority and we developed a BRP, BCP and invoicing system test for Pannon Ltd.

Success Story

During the course of our business and IT consulting work accomplished at telecommunication companies we have found that some of the most important facts that our clients would like to be made aware of are the following:

  • How they can be ranked based on their corporate ambitions towards client centricity, compared to the best practise in the industry.
  • What can be considered the industry's best practise.
  • What are the current CRM-related decisions that would give them the greatest results, and as far as possible how can they learn them based on other companies' experiences.


In the second half of 2006 - based on our methods and the practical knowledge we gathered during our projects - AAM Consulting Ltd. and PRISM Hungary Ltd. set up a CRM research project inspired mainly by telecommunication companies.

During the research we surveyed how far the largest and most CRM-affected companies reached in customer centricity and how prepared the most CRM-responsive industries were in general. We managed to reach 52 Hungarian corporations, where we completed our research based on 40 CRM-related questions.

The method that we designed and used for the survey was developed according to the internationally-recognized Round© methodology, thus enabling a later international survey. The method analyses customer centricity based on the preparedness and potentials of companies in four cross-functional fields.

The results of the survey that originated from our telecommunication-related projects were published by AAM. The CRM knowledge developed during the research and the general consequences of the survey were built into AAM's knowledge base.

In the final analysis, the summarized results have broadened our source of contacts and are available for all of our projects, not only our clients in the field of telecommunication, but also in all other industries.


Key services offered:

  • Organization and process development, integrated operational development: provision of client assistance in improving efficiency of business processes, preparing, planning and implementing strategic restructuring. Our activities extend to the mapping, optimizing of existing business processes, making them trackable, the development of new organizational units, detailed planning of their operations and processes, drafting of regulations, organizing regulatory training courses, and supporting their introduction and change management.

  • CRM strategy and systems implementation: we assist our clients in defining CRM objectives and establishing a CRM strategy in harmony with the corporate business strategy, and in planning, selecting and launching the IT system that provides the best support for the strategic objectives.

  • Business planning and controlling systems: requirement specification, execution planning, professional quality control, development of parallel processes on the basis of the business strategy, operational and managerial demands.

Informatics and integration services offered:

  • Planning, selecting and launching IT systems: we consider it our mission to help our clients in the formation of IT solutions that best meet their objectives. These solutions can involve anything from introducing enterprise resource planning (ERP) to CRM or total invoicing systems. We assess the needs, draw up the specifications, and provide input in the planning and selecting of an appropriate system. We make every possible means at our disposal available to our clients in order to ensure a successful launch: in the course of the project - and depending on demand - we are prepared to take over project management or provide project support functions, quality control, or carry out planning, implementation or backup for customer-side testing.

Key References

  • Magyar Telekom - Preparation of instructions for centralized procurement - 2006-2007
  • Magyar Telekom - Establishment of MT Business services for future SMB organization - 2007-2008
  • T-Mobile Magyarország Zrt. - Supporting introduction of CRM system (supplier selection, process formation, documentation) - 2004-2005
  • Agency for Electronic Communications (AEC) - Technical assistance in the Macedonian telecommunications sector - 2006-2007
  • MCTI Ministry of Communications and Information Technology - Online licensing and registration of business GateWay - 2005
  • MobiMak AD-Skopje- Development of a corporate-tier balanced scorecard - 2002-2003
  • Supervisory Board of the National Communications Authority - Establishment and introduction of project management manual - 2000
  • Magyar Telekom - Software management system audit - 2000
  • Pantel - Detailed process mapping and process formation for voice-based products - 2000
  • Pantel - Support for invoice system testing - 1999


Hungary - Magyar Telekom, Pannon GSM, Pantel, Vodafone Hungary (Vodafone Magyarország), National Communications Authority (Nemzeti Hírközlési Hatóság), UPC Hungary (UPC Magyarország), MTM-SBS, Cellum, Fibernet, Hungarian Post Co. Ltd. (Magyar Posta), Hungarian Radio (Magyar Rádió);

Macedonia - MobiMak AD-Skopje, Agency for Electronic Communication;

Romania - MCTI Ministry of Communications and Information Technology

Website last updated: 2019.10.01