The CCA Voice - Fall/Winter 2016 - (Page 43)

T H E M E: 5G: T H E N E X T G E N E R AT ION Better Data for Brand Evolution By Stu Cox Product Manager, Giesecke & Devrient C CA members know their customers. Interpreting the information you have about your customers makes that knowledge valuable. Understanding your customers' Quality of Experience (QoE) and how that QoE impacts satisfaction levels enables carriers to take action to lower churn and build your brand and reputation. Big Data drives this process. While Big Data may seem overwhelming, mobile network operators (MNOs) of all sizes have the opportunity to use it to their benefit. Competitive carriers can better understand and analyze their customers' experiences by accessing data available from the SIM card and by using network data that's already collected. Big Data becomes "Better Data" through targeted, efficient analysis. Better Data enables you to identify customers who have suffered outages or contacted customer service multiple times, aggregate that data and formulate actionable plans to address their specific needs. Those are the customers in need of contact - a personal message with an acknowledgment of service disruptions. Proactive messaging to customers results in decreased churn and increased ARPU. In one case study, an MNO that tracked and acted on the QoE for its individual customers saw a 5 percent decline in churn. By effectively utilizing Better Data, the MNO was able to apply predictive analysis to find and focus on the customers deemed a high churn risk. The MNO also used the data to identify network improvements that were shown to have the highest return. By identifying the areas where below average service levels impact the greatest number of high value customers, it's possible to target network investment in those areas for the greatest ROI. In the above case study, the MNO was able to generate increased satisfaction and revenues with no CAPEX by precisely tuning and modifying network configurations. Better Data also can be interpreted and applied for an effective targeted mobile marketing campaign - with push messages from you and third party players. As an MNO, you are uniquely qualified to push relevant messages that your customers value. The customer's location and call status THE are two simple data points that when used to send a targeted message can increase the likelihood of conversion by 14 percent. Big Data is manageable on a scalable basis to the benefit of carriers of all sizes. Creating Better Data analysis, knowing what a customer experiences and needs in real time, gives an MNO the ability to strengthen and extend their brand improved loyalty, improved returns. About Giesecke & Devrient: Giesecke & Devrient offers industry leading solutions that support CCA members in the connected society. G&D is the industry leader in eSIM, device and subscription management solutions. We provide solutions for MNOs on data collection, analysis and the design/ deployment of messaging campaigns. To learn more about G&D and our comprehensive portfolio of solutions, visit us at and at booth #812 at the Annual Convention in Seattle. VOICE * * Fall/Winter 2016 43

Table of Contents for the Digital Edition of The CCA Voice - Fall/Winter 2016

Board of Directors/Staff
Chairman’s Letter by Slayton Stewart
A Message from the President & CEO by Steven K. Berry
CCA’s 2016 Excellence in Marketing Awards
Next-Generation IoT: Revolutionizing Mission-Critical Connectivity
What 100 Operators Really Think About 5G
5G Is Here (If You Want It)
Five Trends Shaping the Future of Spectrum
5G, A Technology Vision
Cloud-based IP: The Way to 5G and the Internet of Things
Power Outages Don’t Belong in a Connected World
The Path to 5G: Challenges, Benefits and Endless Possibilities
The Evolution to 5G: Implementing the Next Generation of Wireless Networks
New Report Details One Year of Roaming Fraud Data to Add to Industry Knowledge
Better Data for Brand Evolution
Verticals: At the End of the 5G Rainbow
Over-the-Top International Wi-Fi Calling and Messaging
SmartCom Brings 4G LTE to Belize
In the Dugout with Kevin Cundiff, Creator of Retail Moneyball
Company Profiles
Index of Advertisers.
Congressional Spotlight: Senator Joe Manchin (D-WV)

The CCA Voice - Fall/Winter 2016