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Challenge #3: Personalization
The cornerstones of personalization are preference and control. Customers want a service experience that fits their lifestyle and they want the ability to tailor their services to their specific preferences. From channel-package selection, phone features, ring-tones, to their privacy settings and the advertisements they see; customers want the ability to customize their service experience. They want services and applications that complement their lives. What falls outside of that creates noise, confusion, and irritation – and tarnishes the customers’ service experience.
The ability to easily create custom service offerings that are tailored to customers’ personal preferences truly distinguishes the NGOs from other operators. NGOs are able to quickly tailor service features to customers’ preferences, provide customer self-service, personalize the customers advertising experience, deliver integrated service applications, and seamlessly deliver all services to the customer while providing them the ability to control their service and tailor it to their lifestyle.
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We are at the threshold of a new realm where personalized, subscriber-centric services provide a consistent and interactive user experience across multiple access technologies and devices. |
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control over them. Subscriber-centric OSS platforms provide NGOs with a comprehensive, real-time understanding of the relationship between the subscriber, the network, the service, and the end-user device. This “enriched subscriber knowledge” needs to be collected, aggregated, stored, and then exposed by their Operational Support Systems (OSS) to automatically fulfill feature-rich services over any access technology and enable a truly personalized customer experience. To achieve this, a subscriber-centric OSS is needed that provides seamless integration between service fulfillment, device provisioning, mediation, and subscriber management (fig. 1).
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Subscriber-centric OSS: The Future of Personalized Services
Today’s services are just the beginning. We are at the threshold of a new realm where personalized, interactive, and subscriber-centric services can provide a rich, consistent, and interactive customer experience across multiple access technologies and devices. NGOs are leveraging subscriber-centric OSS platforms to meet the rising importance of service variety, freedom, and personalization. They are using these platforms to create compelling, new, and innovative offerings that keep and attract customers.
To give customers the freedom, choice, and personalization they desire, the OSS must understand much more than the network and even the service layer. It must understand who the customer is, their preferences, feature selections, usage, devices capabilities, and enable a level of
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A service fulfillment system that understands all the facets of the service order including service features, levels, packages, applications, and preferences is the foundation of any subscriber-centric OSS. It must provide a platform from which innovative, new services can be easily created, quickly introduced, accurately delivered, and efficiently managed. It also must be capable of providing a real-time, dynamic fulfillment work-flow that understands the changes in location so that services can be accurately delivered to any end-user device, regardless of access technology. It must be able to provide customers with access to and control of their services, feature, and applications. It also must be able to make the enriched subscriber information available to other business and support systems (B/OSS) so that their service experience is personalized and NGOs can capitalize on new revenue opportunities.
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