“The buck stops here!”
Harry S. Truman
A CSP starts with it’s evolving service catalog (ie the definition of the services that it offers) and ends with the ongoing reliability of the network and associated services.
If these steps, or any of the other steps in between fall away, then the CSP’s brand power will diminish.
The OSS is a guiding hand in most of these steps so it fundamentally a tool that is tasked with brand protection. The brand value buck stops here (at the OSS).
If your OSS isn’t enhancing the organisation’s brand then it’s not fulfilling its main purpose for being.