Swiss operator Sunrise has signed up Adobe, hybris, Hinderling Volkart and Namics to overhaul its digital operations.

The company said it is “fundamentally reworking” its digital interactions with customers as it looks to react to trends such as increased online self-service and purchasing.

A “Mobile First” policy will be implemented, Sunrise said, while “complex” digital back-office processes will be simplified, allowing for shorter development cycles for new products and services.

“Step-by-step, sunrise.ch will be expanded into a new digital world of customer experience starting from the end of 2015,” a statement read.

Mobile First will serve as an “underlying framework” to the whole initiative and is being developed by the digital agency Hinderling Volkart.

Sunrise is leaning on Adobe’s Marketing Cloud and Experience Manager tools as well as a multi-channel solution from hybris, designed to enable “consistent communication” across all channels.

Web service provider Namics will implement the Adobe and hybris solutions and provide technical support.

Sunrise CMO Timm Degenhardt said: “Sunrise will exploit the opportunities arising through our world's increasing digitalisation to enhance the customer experience even more.

“This digitalisation strategy will help Sunrise understand its customers' needs even better, and streamline its processes while doing so.”

[Read more: Sunrise appoints interim Chairman after death of Dominik Koechlin]

The operator, which competes with Swisscom and Orange, saw revenues rise 5.3 percent to CHF489 million (€451 million) in the first quarter.

It reports its Q2 figures later this week.

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