Whether mobile service providers are operating in developed or developing
markets, they face the common challenge of managing the inevitable demand for
increased bandwidth and the expectation of a flawless end-user experience.
Take, for example, the experience of one carrier that recently came to our
attention. While evaluating innovative go-to-market campaigns to balance network
usage and maximize revenues, they experienced various anomalies surrounding
bandwidth capacity and deterioration of customer experience. A campaign to offer
“best value” mobile data access rates in the evening backfired when bandwidth
consumption rocketed and virtually brought the network to a standstill. The
detrimental effect on regular subscribers was that they actually didn’t get
close to the “all you can eat” expectation, and perhaps more importantly, their
business customers experienced a reduced quality of their premium services.
What the carrier really needed was to proactively identify the potential
variations in bandwidth consumption based on trend, geography, demographic and
time-of-day, leveraging performance intelligence from the many domains of the
mobile infrastructure plus awareness of the subscriber-application connectivity,
usage, and performance experience.
Mobile service providers must address a host of operational challenges in order
to achieve the high levels of quality of experience (QoE) that prevent
subscriber dissatisfaction and churn. Typically, these challenges require: