SINGAPORE, April 10, 2013 /PRNewswire/ -- Frost & Sullivan hosted the 7 th Annual OSS BSS Asia Pacific Summit on April 3 – 4 2013 at the Amara Sanctuary Resort in Sentosa, Singapore. This two-day summit looked into the OSS BSS systems and business processes addressing the needs of changing business models, new technology evolution, support for cloud services, and real-time customer insight analysis. Manoj Menon, Partner and Asia Pacific Managing Director, Frost & Sullivan, who kick-started the summit on Mega Trends within the communications industry, said, "Today's businesses are impacted by everything from social networking to mobile data, presence, location, unified communications and video. These factors enable broader 'megatrends' that drive all facets of society including urbanization, smart infrastructure, geo socialization, cyber realities, and even smart cloud services." Many of these trends were discussed during the conference with a focus around the challenges faced by service providers in transforming IT and OSS BSS to meet current market demands. Siobhan Ryley, Head Cross Portfolio Strategy, CSG International in her presentation stated, "The topic on convergent policy-enabled real-time rating and charging continues to be a perennial subject focus. The key business and technology aspects surrounding this topic are cloud based services, policy controlled network connectivity management, machine-to-machine usage transaction management, new business models with key enterprise customers, innovative pricing plans, and social media inspired charging. The business reasons for it have increased greatly over the past 12 months and will continue to change in the months to come." The two-day summit progressed with presentations by: Kazi Rahman Grameenphone, Banladesh; Richard Harshman, Head of ASEAN, Amazon Web Services; Mahesh Femando, Head of VAS, Bharti Airtel Lanka; Johann Ginger, Principal Solution Architect, Oracle Communications; Jonie Oostveen Director Strategic Partnerships, eBuddy Singapore; Ricky A. Bangun, Industry Lead, Communications & Media, Asia, Microsoft Singapore; and Karl Whitelock Director Global OSS BSS Strategy, Stratecast | Frost & Sullivan. One hot topic looked into maximising customer lifecycle value by enhancing cross-channel customer experiences. This focuses on the complex sphere of customer experience, particularly in today's cross-channel environment. In particular, two interesting aspects discussed were a personalised customer buying experience across all customer touch points and a single point of truth based on integrated systems that can deliver the capability to define products, services, bundles, promotions, and campaigns.