SYDNEY, April 4, 2012 /PRNewswire/ -- Frost & Sullivan hosted the 2nd Annual OSS BSS Australia Summit on 3rd April 2012 at the Sheraton on the Park in Sydney. The one-day summit focused on the new ways business will be won or lost by delivering alluring new customer centric services. Customers continue to be attracted by innovation in service options and user devices that make life better for them. With cloud services, the line is blurring between what a service provider can offer and what an enterprise delivers. In this light, cross industry business models, along with real-time business management, are fast-becoming new ways for meeting customer expectations, especially those from the larger business and enterprise sectors. The 2nd Annual OSS BSS Australia Summit was helmed by Mr. Karl Whitelock, Director OSS BSS Strategy, Stratecast Frost & Sullivan. "The communications marketplace isn't the same as it was just 12 months ago. It will continue to change as technology advances, regulatory mandates, and customer demands push ahead. OSS BSS are now challenged to fulfil roles currently deployed systems were never designed to meet. New roles means new business strategies and more real-time everything. OSS BSS are now a part of each service offer that comes through many new business models," said Mr. Whitelock. The summit opened with a case study on transformation delivered by Mr. Chris Ellis, General Manager of Transformation, Singtel Optus Pty Ltd. This was followed by a keynote address by Mr. Eitan Elkin, Revenue Management Marketing Manager, Amdocs on Convergence. Mr. Elkin discussed the new dimensions of convergence that service providers have to contend with and how the new experience providers, devices and services are creating a more dynamic consumer experience than ever before. The summit progressed with a second keynote address by Mr. Andrew Thomson, Senior Vice President, Infonova on Multi-industry Collaboration to Meet the New Generation of Customer Needs. In his presentation, Mr. Thomson outlined what cross industry business models' entail and explained how such models have very different operations and business support requirements from traditional telecom operations. This was followed by a session on the options available to Communications Service Providers to monetise both the relationship with Over the Top Players and the end customer experience, delivered by Ms. Siobhan Ryley, Head of Cross Portfolio Strategy, CSG International. The second half of the summit was filled with interactive panel discussions, presentations, case studies and Think Tank Breakout Sessions. Participants included industry experts from ACS Telecommunications Board, Amaysim, Amdocs, Comptel Corporation, CSG International, Infonova, Medteryx, PayPal, Progress Software, Quickflix Limited, and Singtel Optus Pty Ltd.