The CCA Voice - Spring/Summer 2014 - (Page 49)

THEME: ON THE EDGE: MEETING CONSUMER DEMAND Monetizing Data Demand with Personalized Services By: Josh Wigginton Vice President of Product Management, Interop Technologies W ith over 250 commercially launched LTE networks worldwide, today's mobile network operators offer sophisticated, broadband-like capabilities such as music and video streaming that weren't practical with 3G and earlier networks. For consumers, faster, more efficient networks and a growing number of overthe-top services - such as mobile radio, social media, and mobile gaming sites - have fueled an "always-on" mentality, radically increasing demand for data. Given limited network capacity, explosive growth in data consumption has challenged operators to develop new strategies for managing subscriber demand. Policy and charging control solutions, initially introduced to help operators control network traffic, are no longer limited to basic quota management and throttling. Today's subscriber-centric solutions help operators exploit growing demand by providing customized, real-time offers that enhance subscriber satisfaction, maximize network resources, and increase operator profitability. Staggering Growth to Continue Mobile data usage nearly doubled in 2013, with United States-based subscribers using an average of 1.2 gigabytes per month, versus 690 megabytes per month in 2012, according to Chetan Sharma. Globally, mobile subscribers consumed 240 megabytes per month on average last year, compared to 140 megabytes in 2012. There's no end in sight to this dramatic rise in consumption. In the United States, mobile data traffic is expected to increase ninetimes by 2017, according to the Cisco Visual Networking Index Forecast. From Subscriber Enforcement to Engagement Policy control solutions were first developed to provide quota management and throttling capabilities, prevent bill shock, and ensure fair usage. While these functions remain important, policy control features have expanded significantly, providing operators with a means of extracting more revenue from growing demand while giving subscribers new, value-added services. Subscriber self care, through an on-device app or web portal, is central to giving subscribers control of their mobile experience while providing a means by which operators can deliver customized, relevant offers in real time. Subscribers can use self-care tools to conduct basic account management activities, such as monitoring usage and extending their monthly quota upon consumption. Through tight integration of policy rules with charging functions, self-care portals also enable the operator to deliver personalized upsell opportunities. For example, temporary quality of service upgrades can be offered based on a subscriber's current activity, such as watching a YouTube video or using a gaming application. Value-added services, such as parental control services, can also be made available through subscriber self care. Multi-device or family plans are other examples of policy control upsell opportunities that subscribers can manage through a self-care portal. These enable subscribers to allocate their monthly data pool across devices, such as phone and tablet, or among different THE family members' devices. Likewise, corporations can allocate data among employees. Operators can also create new revenue streams by partnering with over-the-top service providers to meet customer demand for these dataintensive services. For example, for a monthly subscription fee, operators can offer unlimited use of a social media site such as Facebook or Twitter or unlimited access to Pandora or other mobile radio options without consuming a subscriber's monthly data allowance. Such a strategy enables the operator to gain incremental revenue from subscribers who may otherwise limit data consumption. Operators can also leverage intelligent policy control solutions to create innovative plans, such as loyalty programs that engage subscribers and reduce churn. A range of incentives - quality of service upgrades, an additional data allowance on the subscriber's birthday, discounts for the purchase of new devices, and other perks - can be offered based on data consumption or other operator-defined criteria. Intelligent Policy Control - An Essential Operator Tool There is growing recognition among mobile network operators that today's policy now offers much more than basic traffic management and enforcement - and that a robust policy and charging control solution is essential to provide subscribers with a positive mobile experience. Now focused on subscriber empowerment and engagement, policy and charging control technology enables operators to segment their subscriber base to create relevant offers targeting subscribers' unique interests and usage patterns. By delivering personalized offers in real time, operators can enhance subscriber loyalty while maximizing use of network resources. VOICE * * Spring/Summer 2014 49

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2014

Chairman’s Letter by Jonathan Foxman
A Message from the President and CEO by Steven K. Berry
CCA’s 2013 Annual Achievement Award Winners
Staying Ahead of “The Next Big Thing”
Near Tragedy in Nevada Demonstrates Need for Rural Investment
Competition – The Foundation for a Healthy Industry
Putting the “Incentive” in Incentive Auction
Beat ’Em or Join ’Em: Data Roaming in a 4G LTE World
2014: The Year of Small Cell Deployment
Band Class 12 – Beyond Broadband
Chat Mobility Utilizes Multi-Faceted Plan to Attract & Retain Customers
Blurred Lines: Reinventing in the Rural Market
Regional Carrier Bridges Digital Divide with Massive Network Upgrade
Wireless Challenges and Solutions for Competitive Carriers
Expanding America’s Wireless Networks: It Takes a Village
Lead with Location
Giving Your Customer Their Preferred Choices in Billing: Paper, Electronic, and Mobile
Monetizing Data Demand with Personalized Services
Making Sure Long-Distance Calls Reach Rural Subscribers
Mobility Growth with Emerging Devices
Mobile Broadband and the Rise of Mobile Security Challenges
On the Verge: Fulfilling 4G-LTE Consumer Demand in America
Transform Your Business by Making It Simpler
Lessons Learned on the Road to LTE
Let’s Get Personal
Even If the Voice Packets Make It, Does the Lack of Quality Ruin It?
Our Connected World: The Necessity of NFV for Telcos
Ten Hot Consumer Trends in 2014 and Beyond
Gain Your Edge: Effective Edge Out Strategies with 4G LTE
Reaching Consumer Demand Through Marketing in the Rural Driven Markets
Tips for Improving the Customer Experience
Creating a Super High-Capacity Network in Rural America
Your Competitors Are Coming for Your Customers
Index of Advertisers
Congressional Spotlight: Representative Robert “Bob” Latta

The CCA Voice - Spring/Summer 2014