The CCA Voice - Fall/Winter 2015 - (Page 49)

tHeMe: coNNectiNG WitH tHe cUstoMer Whether Mobile or Fixed, emerging or established Markets, the holy Grail of innovation is Service Personalization By: Matt Duench, Senior Product Marketing Manager, Sandvine T o be truly mobile is to be dynamic. Pay for your latte from your smartphone. Adjust the temperature of your home from anywhere in the world via an app. Record your steps. Connect with friends and family instantly over WhatsApp, Snapchat, or Facebook. More than ever, operators need to connect more closely with the customer and provide an individual experience that's tailored to individual needs. However, the delivery of innovative mobile Internet services has not kept up. The average consumer must still visit a retail store or spend hours on the phone attempting to connect with a customer service representative to make the smallest modification to their plan. In established mobile markets like North America, many parts of Western Europe, and elsewhere, we are accustomed to paying a fixed monthly amount for mobile Internet access in volume-based buckets. But thinking exclusively along these familiar lines can blind us to other opportunities. In emerging markets like Zimbabwe and the Philippines, mobile operators are connecting the unconnected in innovative ways at affordable rates by offering bite-sized Internet services that gives users access to the applications they want most, when they want them, wherever they are. In developed markets, innovative boltons, roaming plans, speed boosts, and sponsored data offerings could provide new sources of revenue for operators when delivered through self-care/ self-serve portals promoting the utmost in consumer personalization. To figure out what might work on our own networks, let's start by looking at those that have cracked the code. Powerapp Puts the Power of choice and Personalization in Subscribers' hands For Smart Communications, the largest mobile operator in the Philippines with over 70 million subscribers, connecting with the customer means delivering bite-size mobile Internet plans through a self-serve, mobile Internet storefront app called PowerApp on the consumers' smartphones. Smart flipped the paradigm of volume-based plans - usage by kilobyte, megabyte, or gigabyte - on its head, delivering highly-valued applicationand time-based plans that are affordable, easily understood, and provide short-term access to customers' favorite applications. Since launching PowerApp, Smart Communications has recognized more than 10 million new data users and now handles more than 200,000 bite-size interactions per day. This growth in data users has translated to significant growth in monthly revenues, too. Building the "Whatsapp Network" For Econet Wireless, the leading mobile operator in Zimbabwe, low, fixedline penetration, 99 percent prepaid mobile subscribers, and a smartphone adoption of only 15 percent translates to a huge opportunity to connect the unconnected and stimulate education, commerce, and connectivity across one of Africa's most innovative countries. In October 2013, Econet Wireless augmented its volume-based plans with time- and application-based Unlimited Facebook plans - a first for Zimbabwe and many parts of Africa. These new The services were so popular with their subscribers that Econet continued to launch innovation (Unlimited WhatsApp), after innovation (Unlimited Opera Mini), after innovation (free access to more than 50 educational websites). The move away from volume-based plans has translated to YoY subscriber and revenue lifts of 30 percent and 60 percent, respectively, and has contributed to earning Econet Wireless the moniker of "The WhatsApp Network." The how So, what can these innovative examples teach us about service creation in markets closer to home? Just like in emerging markets, users here demand visibility and control of their mobile data usage. Mobile operators can deliver a self-serve platform that enables customers to choose the mobile Internet experience that makes the most sense for them simply by moving the point of sale for roaming plans, volumebased plans, add-ons, sponsored data, and more onto the device and into the hands of the subscriber. To deliver a customizable mobile Internet experience requires the ability to meter application- and time-based usage and provide enforcement in realtime through advanced PCEF/TDF, PCRF, and DPI elements. These elements must interact with data storage or control plane nodes, such as an OCS or other elements, to correlate a subscriber's identity, device, location, application, and transactions to trigger a new service as soon as it is selected by the customer and monitor and provide usage alerts of that service in real-time. Sandvine provides a single platform to introduce unified, standards-compliant network policy control into any fixed, mobile, or converged access network at any scale. Voice * * Fall/Winter 2015 49

Table of Contents for the Digital Edition of The CCA Voice - Fall/Winter 2015

Board of Directors/Staff
Chairman’s Letter by Jonathan Foxman
A Message from the President & CEO by Steven K. Berry
CCA’s 2015 Excellence in Marketing Award Winners
Number Portability in a Mobile World
Mobile Broadband Brings Life-Changing Health Care Benefits to Consumers
WiFi: Keeping Consumers Connected to the Network, to Each Other, and to Your Brand
Spreading the Reach and Range of LTE
It’s a Mobile Life
Regional Carrier Cellular One Competes with the National Players by Taking a Customer-Centric Approach
5G – The Quest for a Wireless Utopia
Connectivity Leads to Smarter Water Management
Connecting with the Customer through POS/Retail Management Systems
Connecting the Mobile Customer through Innovative Roaming Hub Solutions
Building IoT for the Agile Operator
Wireless Hitting a Home Run at the Ballpark
A New Wave in Wireless: Innovative Strategies to Connect the Last Mile
Using LTE Small Cells to Improve the User Experience
What’s Trending in Customer Communications?
Nurturing Customer Connections in a Mobile World
How Multiple Phone Line Management Services Improve the Customer Experience
How Do Small Cells Fit into Wireless Networks?
Connecting with Customers Outside the Cloud
Whether Mobile or Fixed, Emerging or Established Markets, the Holy Grail of Innovation is Service Personalization
New LTE Service Delivery Approach for Rural Carriers
Index of Advertisers
Congressional Spotlight: Congressman Mike Doyle (D-PA-14)

The CCA Voice - Fall/Winter 2015