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
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,
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
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
are two simple data points that when
used to send a targeted message can
increase the likelihood of conversion by
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 www.gi-de.com and at booth #812 at
the Annual Convention in Seattle.
VOICE * www.ccamobile.org * 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
Index of Advertisers.
Congressional Spotlight: Senator Joe Manchin (D-WV)
The CCA Voice - Fall/Winter 2016