UGG Selects Tenon, Aria, and ServiceNow to Power Next-Generation BSS Platform

UGG Selects Tenon, Aria, and ServiceNow to Power Next-Generation BSS Platform

Unsere Grüne Glasfaser (UGG), the German fiber optic network operator (a joint venture between Telefónica and Allianz), has announced a strategic technology upgrade, selecting a fully integrated SaaS BSS (Business Support System) stack combining Aria Billing Cloud, ServiceNow CRM, and Tenon Marketing Automation. ‍

Why UGG Chose This Solution

UGG is actively expanding its wholesale fiber connectivity footprint in rural Germany, recently completing the acquisition of Infrafibre Germany and its subsidiaries. This growth, along with newly signed agreements with municipalities and ISPs, pushed UGG to look for a more scalable, agile, and automated platform to support its commercial and operational ambitions. ‍

Legacy systems and manual processes were increasingly becoming bottlenecks. UGG needed a modern, data-driven BSS to manage usage-based billing at scale, streamline CRM workflows, and improve customer engagement through marketing automation.

UGG’s Director of IT, Markus Keller, commented:

“The best-of-breed combination of Aria, Tenon, and ServiceNow gives us a modern, scalable SaaS BSS platform that can grow with our business.

By replacing slow, legacy systems and manual processes with agile, automated, and data-driven systems, we’re removing bottlenecks, reducing complexity, and positioning UGG to scale rapidly as we expand our wholesale network, operate more efficiently, and focus on delivering world-class connectivity across Germany.”

What the Integrated Platform Delivers

Aria Billing Cloud
UGG will leverage Aria for high-volume, complex usage-based billing, billing automation, and intelligent monetization. The platform’s built-in AI and automation capabilities enable UGG to manage dynamic billing models, reduce manual effort, and accelerate time-to-market as it explores wholesale and potential retail expansions.

ServiceNow CRM
ServiceNow CRM will provide UGG with modern customer lifecycle management, unified service workflows, and AI-driven insights. The seamless integration between CRM, fulfillment, and customer care enables faster resolution, better visibility, and more efficient operations. ‍

Tenon Marketing Automation
Built natively on the ServiceNow platform, Tenon brings marketing campaign orchestration, segmentation, and lead nurturing capabilities directly into UGG’s CRM and operational workflows. By tying automated marketing and engagement triggers to real usage, billing, and service events from UGG’s systems, the joint solution ensures that messaging is timely, relevant, and driven by real customer context.

ServiceNow’s Romit Ghose noted:

“The Aria, ServiceNow CRM, and Tenon solution helps generate high-value AI insights by connecting data, people, and processes to orchestrate complexities across marketing, sales, fulfillment, and service.

This partnership extends our shared vision to put the customer at the center — leveraging AI with every customer interaction so providers can launch offers quicker, generate unprecedented demand, resolve issues faster, and build the kind of trust that drives loyalty and growth.”

What This Means for UGG and the Broader Market

With this combined solution, UGG is positioned to scale to its goal of reaching ~2 million premises. The unified BSS stack addresses multiple challenges:

• Scalability & Efficiency: Automated billing and service workflows replace slow manual processes and siloed tech stacks.
• Faster Time to Value: Offers and campaigns can be launched more rapidly, thanks to the integrated CRM + marketing automation tied closely to real-time billing and usage data.
• Better Customer Engagement: By connecting billing events, service events, and marketing in one feedback loop, UGG can deliver more relevant communications and support.
• Future-proof Growth: The modern SaaS architecture can evolve as UGG’s business expands further (both wholesale and possible future retail).

Why This Matters for Tenon

For Tenon, this win underscores the value of being built natively on ServiceNow. It demonstrates how marketing automation can be deeply embedded in enterprise workflows (billing, service, CRM) to deliver real business outcomes — not just disconnected campaigns.

As more telecom and connectivity providers modernize their stacks, the ability to deliver intelligent, triggered engagement (e.g. usage alerts, contract renewals, upgrade prompts) driven by live system data is becoming a critical capability. UGG’s choice reflects a trend toward unified platforms that reduce complexity and drive operational agility.

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