Pipeline Publishing, Volume 7, Issue 8 |
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This
Month's Issue: |
Enriching the Mobile Experience |
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A Better Mobile Experience through Managing People, Process, and Technology
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on the table after the transaction is
completed.
Subscriber data centralization
Mobile operators have a wealth of subscriber
information on hand that is stored across a wide range of systems, from CRM and
billing to provisioning to network databases, such as HLR, and IT directories,
such as LDAP. The disconnected nature of this subscriber data makes it nearly
impossible to gain a centralized view of the subscriber, which results in
limiting the operator’s ability to do any sort of innovative cross-sell or
upsell marketing initiatives. Going back to the supermarket example, this
situation would be analogous to a store having visibility into your dairy
purchases, but not your meat purchases; the ability to look at and analyze the
customer’s complete purchase history is what enables the store to be able to
offer personalized promotions or coupons designed to increase overall spend and
improve customer loyalty.
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Next-generation policy control can also be used to support more innovative business models. |
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processes in a fast, agile and dynamic
manner, enabling operators to
introduce new products and services
more quickly and flexibly. A centralized
service fulfillment platform that
effectively abstracts the complexity of
the underlying network from the
product creation and delivery
processes is a key component of
mobile operators’ ability to offer a more
dynamic service offering.
Extending the Reach
In implementing a fulfillment solution,
the mobile operator should pay
particular attention to the product
catalog. Historically, product and
service information has been
distributed throughout multiple
systems within the mobile operator’s
back office environment, which makes it
difficult to create a single view of
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Dynamic policy control
Policy management, once characterized by static
rules for network traffic management, has evolved into real-time control
capabilities that enable operators to deliver innovative, value-added services
such as advanced parental controls or bandwidth boosting. Next-generation policy
control can also be used to support more innovative business models, such as
bundling guaranteed bandwidth with specific applications like online gaming that
relies on a certain quality of service, or with e-books as Amazon does with its
Kindle product.
Agile service fulfillment
If mobile operators want to make their
businesses more customer-centric,
they must implement a fulfillment
system that is able to handle workflow
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product information for the subscriber.
Yet, the product catalog is one of the
most important points at which the
operator and the subscriber interact.
As networks and services converge, it
becomes increasingly important that
subscribers be able to have a
consistent ordering experience,
regardless of how they’re conducting
that interaction (for example, online vs.
through a smartphone interface vs. a
customer service representative). The
product catalog is an essential tool in
guaranteeing that experience.
A central master catalog is also the transformation catalyst within the
Communication Service Provider (CSP) to integrate departments and systems. The
catalog would provide a single view of products, services, and resources from
marketing and IT perspectives.
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