When the Store Already Knows You: iQmetrix at DTW 2026

The Challenge: Disconnected Customer Journeys in Telecom

A wireless customer spends 20 minutes in your app comparing plans, checking roaming features, and browsing device upgrades. Then they book an appointment at a nearby store.

They walk in and the rep asks, ​“How can I help you today?”

That moment is a failure. Not a dramatic one, but a quiet, cumulative failure that costs operators conversion, loyalty, and the kind of personalized experience that earns a customer’s long-term business.

The customer already told you what they need. Your systems just didn’t carry the context across channels.

That’s the challenge iQmetrix is tackling at DTW Ignite in partnership with Pegasystems, HCL Technologies, and leading telecom operators, and we’re demonstrating it live in Copenhagen through the TM Forum Catalyst project Open Digital Architecture (ODA) Prism: Recommending the Ultimate Telecom Plan (Phase II).

The Demonstration: A Connected Commerce Journey

At the Prism kiosk, we’ll show a live customer journey that demonstrates what happens when digital and physical channels finally share the same context.

Here’s how the journey works:

Act 1: The App Knows What You Want

A customer, let’s call her Jessica Johnson, opens the Pulse Wireless consumer app. She browses plans, checks roaming features, and looks at device upgrades. In the background, an AI intent agent is processing her behavior: what she searches, what she dwells on, and what she skips.

That intent feeds Pega’s Customer Decision Hub, which arbitrates Jessica’s usage history, browsing behavior, account profile, and commercial guardrails to generate a personalized plan recommendation. Not a generic ​“best sellers” list, but a plan built around what Jessica actually needs. In this case, a custom international option for upcoming travel. The recommendation appears directly in her app experience, and Jessica books an in-store appointment.

Act 2: The Store Picks Up Where the App Left Off

Jessica arrives at the store and checks in. The rep opens the POS and sees Jessica’s full journey context: what she was looking at, what was recommended, where she is in her decision.

There is no ​“how can I help you today?” No starting over. The conversation begins with what the customer already told the brand they need.

The in-store system surfaces the same AI-generated plan recommendation, plus secondary offers powered by Pega’s Next Best Action engine. The rep is equipped to have a genuinely informed conversation.

Act 3: The System Adapts in Real Time

If Jessica declines the first recommendation, the system doesn’t stall. It re-evaluates. New intent signals — her rejection, what Jessica says next, and what the rep selects — feed back into the decisioning engine, which generates an updated recommendation within seconds.

This is the loop most operators are missing: not just a recommendation at the start of the journey, but a continuously updated, AI-validated offer that evolves with the conversation.

Why This Matters Beyond the Demo

Three principles underpin the architecture:

1. Intent signals must be separated from recommendations. The AI intent agent identifies what the customer wants; the Customer Decision Hub decides what to offer. Collapsing those two functions is a risk, one major telco learned this the hard way with many millions in re-rating costs and churn impact. Intelligence without arbitration is not intelligence.

2. Cross-channel continuity is a technical problem, not a UX problem. Customers re-explain themselves at the store because the systems don’t share a memory of them. What iQmetrix contributes is the event layer that makes customer context portable, from app to storefront, in real time.

3. ODA alignment makes this deployable, not just demonstrable. iQmetrix joined TM Forum as an ODA Component Directory Partner in March 2026, making its Intelligent Commerce Operating System one of the first retail commerce solutions certified under the ODA framework, meaning the architecture integrates cleanly with multi-vendor BSS/OSS ecosystems, no fragile custom integrations required.

ODA Prism: AI-Driven Plan Personalization at DTW 2026

The project is championed by Ooredoo Group, MTN South Africa, PT Telekomunikasi Selular (Telkomsel), and Telecom Egypt, a consortium that reflects just how universal this challenge has become. Whether you’re serving prepaid subscribers in emerging markets or enterprise accounts in mature ones, the gap between what operators know about their customers and what they actually surface at the point of experience remains one of the industry’s most stubborn unsolved problems.

Phase II advances the work with a scalable, ODA-aligned AI architecture that goes beyond recommendations into genuine next-best-action capability: predicting churn before it happens, identifying the right moment for an upsell, and generating personalized plan configurations that are commercially validated before they reach the customer.

iQmetrix’s role in the Catalyst is to provide what has historically been missing from decisioning projects: the connected commerce layer that makes intelligent recommendations actionable in the real world, in the consumer app and at the point of sale.

See the Demo in Copenhagen

If you’re attending DTW, visit the ODA Prism kiosk to see the demo in person.

You’ll be able to walk through the Jessica Johnson journey, ask questions about the architecture, and explore how the connected commerce and AI decisioning model applies to your environment.