The CCA Voice - Spring/Summer 2014 - (Page 56)

THEME: ON THE EDGE: MEETING CONSUMER DEMAND Let's Get Personal A Practical Guide to Exceeding Your Subscribers' Expectations and Growing Your Revenues Using Cloud-Based Policy Control By: Rebecca Walsh Marketing and Communications, Tango Telecom P ersonalization was possibly one of the most overused terms of 2013. But what does it really mean for operators and for their subscribers? And how can operators turn personalization into dollars and cents? 2014 will be the year of "The Experience." It is essential for operators to differentiate themselves not by price but by value and by customer experience. The ability to balance customer experience and monetization will enable operators to differentiate themselves from their larger competitors. Sounds good, right? Yes, it does and Policy Control is the key to driving this data monetization but what does that mean in practical terms? And how can operators get onboard quickly and cost-effectively? A truly effective policy control strategy requires integration with charging, self-care, payment methods, analytics, and notification strategies to meet your subscribers' changing demands and to deliver the ultimate personalized experience. Policy 56 THE Control is no longer just about limiting subscribers and defending network resources, it is about engaging with them through a meaningful dynamic and context aware interaction. Here is our practical guide enabling your subscribers to optimise their relationship with you, which will in turn drive your revenues and increase their brand loyalty. 1 STEP 1: Start a Conversation with your Subscribers Want to know what your subscribers want from you? Ask them. By enabling subscribers to engage in a one-to-one dialog with you, and by offering them choice and control, you induce brand loyalty and increase usage. Game Plan: Offer on-device selfservice to enable subscribers to choose, change and control their usage on their terms and in real-time. 2 STEP 2: Offer a User Experience that Matches Their Needs Everyone is different, and everyone's mobile experience will be different and changeable. Give your subscribers the ability to design and adapt their experience to match their changing needs. Game Plan: Offer plans based on use rather than bandwidth consumed such as social networking, VOIP, email or video streaming plans. These plans make more sense to subscribers as they are based on value not just on megabytes. 3 STEP 3: Be Flexible Life is dynamic and changeable. Be flexible, allow your subscribers to change their minds and their data plans easily and on the fly. Game Plan: Offer add-ons including bandwidth on demand and other one-off purchases. Offer plans that VOICE * www.competitivecarriers.org * Spring/Summer 2014 automatically morph and change based on subscribers' real-time usage. 4 STEP 4: Look to the Clouds! Cloud-based policy control offers operators all the benefits of best of breed policy solutions while gaining the resource savings, service velocity and flexibility of a low-risk SaaS (Software-asa-service) model. Game Plan: By placing Policy Control in the Cloud, you can concentrate on running your business and NOT on the day to day management of hardware and software installations. 5 STEP 5: Say Thank you! We all want to feel appreciated. Reward your subscribers for their loyalty. Game Plan: Offer zero-rated plans for Apps such as Spotify, allow subscribers to earn loyalty points, offer toll-free data sponsored by retail chains or airlines for birthdays, anniversaries or just to say thank you. Use cases like these and others such as shared data plans, VoLTE and LTE Roaming will provide subscribers with a dynamic, flexible experience which is in tune with their lifestyles and demands. Consumers now only want to experience what is relevant to them, they now expect a personalized and tailored experience and without Policy Control, this level of personalization is impossible to achieve. Use cases now must be context aware and dynamic, they must enable full subscriber control on the handset, context aware interaction, quota pooling, multi-device management and much much more. Operators must build relationships with their subscribers. To learn more about Tango Telecom's Cloud-based Policy Solution, visit www.tangotelecom.com http://www.tangotelecom.com http://www.competitivecarriers.org

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

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