According to a study conducted by the global provider of network and subscriber intelligence for mobile operators, Astellia, about 60 per cent of service providers do not have right data or tools to make truly informed marketing and business decisions.
Globally, less than 25 per cent of the service providers have marketing divisions that work with their network operations team to make business decisions on a daily basis. Quality of experience (QoE) is a prime driver for mobile operators (including O2, AT&T, Verizon US, MTN, Zain, Telefonica etc). However, it is a matter of great concern that a large number of global operators do not find themselves readily equipped with the right data, tools or internal processes to make informed business decisions to fully leverage QoE delivered to customers.
Besides customer satisfaction, other key priorities amongst operators are retention of existing subscribers, acquisition of new subscribers and improving brand loyalty.
Astellia emphasis that 45 per cent of operators lack sufficient access to data on QoE for voice, 42 per cent on messaging and 45 per cent on online browsing (set to increase exponentially with 4G). This lack of data highlights the disconnect between a customer?s actual experience and that perceived by their operators and the challenges that operators face in meeting the above mentioned priorities.
The study reveals that despite big data gaining popularity across organisations, mobile usage data (and third-party data) does not include the mobile user?s total mobile experience, so decisions are being made with less than 100 per cent customer data.
Going forward, service providers need to invest more in data collection and analysis as this would help marketers to make informed decisions based on an end-to-end transparent view of the network, handset and service usage. Using network data traditionally associated with identifying network failures and downtime has evolved and will continue to evolve over the coming years as mobile operators look to capitalise on the vast amount of data available to operators.
