Like a long-lost friend, unlimited data is getting a warm reception from media – major networks and trade channels – but will it make a real comeback among subscribers? And if so, will it attract more profitable subscriber segments?
These are the questions that are intelligently answered with policy solutions that pinpoint operators’ most profitable customers, and then enable operators to establish and enforce rules that enhance the customer experience for customers most likely to consume the types of services that drive loyalty and revenues.
Why compromise the quality of experience for the greater whole of users, who may suffer dropped connections and difficulties connecting to networks because of the heavy usage of a small percentage of people during peak hours and in congested cell areas?
Operators that want to get the most out of their 3G and LTE investments should continue on the quest to personalize services and content according to subscribers’ usage patterns, preferences, locations, and circumstances.
Operators need network analytics, and then can leverage real-time data from networks and subscriber data management (SDM) systems. This approach will help establish a strategy for balancing traffic in a way that optimizes the customer experience based on customer preferences and the value they place on the services. Central to that will be Policy solutions (PCRF), which define the rules for new services for different subscriber segments based on operator network requirements and marketing strategies.
While some operators may grow their subscribers based short term by bringing back unlimited data, the long-term profitability of operators – and the long-term role they will play as enablers in an OTT-driven model – will depend on their ability to stay the course in pursuing personalization of services. Those services will depend on dynamic charging and pricing models.