mobile subscriber experience for dummies
TRANSCRIPT
1Mobile Subscriber Experience Basics
Understanding why subscriber experience is important Introducing mobile subscriber experience software
Understanding commercial challenges that face operators
The Subscriber Experience
Battleground
Learn from both existing and new subscribers!
Loyalty of existing customers
What makes them stick with you?Avoid Disruption caused by Customer ChurnUse Personalization to meet
subscribers individual needs!
Keeping existing customers happy is much more effective means of achieving revenue growth than adding expensive new customers
Mobile Subscriber Experience Software
What to expect from a mobile subscriber experience software
CAPEX Management
Selective Op-timization
Usage Manage-
ment
Analytics & Forecasting
Fair Use
Meeting Subscriber NeedsWithout Breaking the Bank
Service providers face three overriding commercial challenges:
Capital expense (CAPEX) reduction
Increased service agility
Operations expense
optimization
Speed is a key facet of effective mobile subscriber experience
2Gathering and Analyzing Data
Getting to know Big DataMoving from historical to real-time data analysis Explaining DPI
Seeing how to monetize data
Big Data Is Your FriendIt’s a record of what’s happening
on your network
It’s a lot of information so sorting it can be difficult. But the information contained in Big Data, segmented into a broader context and analyzed, brings valuable insights.
Tracking how customers behave on the Network is a gold mine.
If you don’t know what customers are doing, how can you improve their experiences?
Moving into Real TimeProvides you with the information required to make immediate impact
Real-time data analysis can help in the following situations:
Capitalizing on an opportunity to upsell
Solving or mitigating a problem
Identifying malicious activity
Reallocating network resources on the fly
RTTURL
Extending a promotion to a high-value customer
Offloading certain subscribers during congestion
DPI: The Value of IntelligenceThe basis for immediate action
New insights and opportunities for enhancing the subscriber experience:1. Subscriber identification: ARPA is replacing
ARPU2. Application classification: the more fine-
grained the identification capabilities, the more value that can be delivered to the analytics engine
3. Content visibility: Content is a cornerstone of the user experience
DPI: The Value of IntelligenceThe basis for immediate action
New insights and opportunities for enhancing the subscriber experience:4. Service plan usage trends: Understanding
how subscribers uses different service plans allows higher quality broadband service
5. Device visibility: All devices aren’t created equal
6. Quality of experience (QoE): The user’s QoE will determine a subscriber’s propensity to churn
By adding context to subscriber data contained in systems, DPI adds value and makesthe data actionable
Monetizing Your Data and Act on your Insights Make targeted decisions to increase revenue:
Subscriber data brokering
Customer profitability analysis
Revenue management
Targeted marketing
Understand your subscribers by leverage the information sources mined via DPI
3
Understanding intelligent chargingLooking for a great solution
Intelligent Charging
Intelligent ChargingThree trends have created an environment where intelligent charging is key to subscribers
Using mobile applications is becoming routine for consumers. Not only are mobile applications a part of everyday life, but they change every day. And mobile applications will continue to innovate.
1
Intelligent Charging
Mobile operators are moving away from unlimited data plans. Mobile operators are abandoning unlimited data plans because every megabyte transferred increases what they have to spend on infrastructure.
2
Intelligent Charging
Subscribers want personalized services to match their usage needs. With unlimited data plans going away, mobile subscribers must manage their mobile usage within the confines of quota limits.
3
What to Look for in an Intelligent Charging Solution
Service velocity
Tiered charging Zero-rating
Service charg-ing implementa-
tion
Smart operators are using Big Data to delve into customer preferences. They put what is learned into action with intelligent charging
4Congestion Management
Understanding congestion management Looking for a good solution
Congestion Management Operators can reduce churn and increase customer satisfaction
Providers need a tool to manage congestion in a way that meets the changing requirements of the network and of subscribers but without requiring unlimited bandwidth. Congestion management applications offer functions that allow operators to manage congestion in a way that ensures maximal experience.
Managing congestion proactively to create the very best experience for
subscribers is critical
What to Look for in a Congestion Management SolutionAn enforcement point for all actions and
analytics collection is required
A subscriber manager to manage congestion across network topology and deliver subscriber awareness
The ability to collect analytics data for determining the best congestion policies and identifying hotspots in the network
Easy to configure and use easy-to-use visualization both historically and in real time
What to ask for in a Congestion Management Solution
Effective Hi-erarchical
Management
Performance Parallel Queu-ing of Traffic
The Capability to Manage Queues
Does the solution have an active queue system?
Can operators have immediate access Level visibility to network traffic?
Is network traffic queued into multiple, simultaneous queues?
Have you considered scalability, reliability, and capacity demands?
5Network Quality Assurance
Getting to know Big DataMoving from historical to real-time data analysis Explaining
DPISeeing how to monetize data
What is overlooked when attempting to optimize mobile subscriber experience is optimizing the network itself.
By understanding, closely monitoring, and fine-tuning the network, operators can better serve their customers
Two major areas in the field of network Quality AssuranceActive Queue Management (AQM)AQM gives your network a hand by helping packet transfer happen more efficiently.
Fairness: Democracy in the NetworkThis concept means that one subscriber can’t affect the QoE of another subscriber and it’s the most powerful of all the aspects of network assurance management.
1. Managing queues With queue management support the operator can deliver more throughput and lower overall latency.
2. Fair usage The capability to ensure fair usage for thousands of subscribers on a single link in a highly scalable way
What to Look for in a Network Quality Assurance Solution
3. Analytics and forecasting Effective hierarchical management from one network location to deliver access-level visibility into performance to support hundreds of categories without performance degradation
4. Usage management The capability to classify traffic into separate but simultaneous queues based on policy
What to Look for in a Network Quality Assurance Solution
Visibility of subscriber, application, content, device, location, and QoE enables flexible management of the subscriber’s
user experience to maximize customer satisfaction
6
Understanding location awarenessFinding what you need
Location, Location, Location
Location information enables operators to react proactively to performance issues.
This means addressing issues before they become embedded problems!
Location AwarenessIn the mobile network, a subscriber’s location is the single most important factor that can impact QoE
The key to ensure a high QoE subscribers is to have real-time location awareness that can be placed in context with the subscriber radio access network (RAN) and IP QoE metrics as seen by the subscriber
Still most mobile operators only measure basic KPIs in the network based on the signaling between the devices and the handset
To achieve visibility of the right KPIs and to deliver a high QoE, operators need subscriber experience analytics solutions in their network with real-time location awareness
What to Look for when shopping a Location Awareness Solution Location analytics
Congestion management
Location-based service plans
Customer care visibility
Crowd-sourced drive testing
Location Awareness WinsUsing location awareness solutions, the operator can install an applet on customer devices and proactively monitor when a subscriber loses coverage. The operator can notify the customer about the coverage deficiency, which creates cost savings over the existing method of drive testing
Provide better customer service and save money at the same time!
7Ten Wins for Subscriber Experience
1. Happy Customers
2. Save money
3. Know Your Subscribers
4. Save Your Customers Money
5. Deliver a World-Class Network
6. Differentiate Your Service Offerings
7. Diagnose and Solve Customer Issues Quickly
8. High-Value Customers Get High-Quality Service
9. Great Data, Not Just Big Data
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ENHANCING THE SUBSCRIBER EXPERIENCE
From the handset . . .
. . .to the internet