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Mobile Network Evolution

It is critical that the mobile operator can use active mobile analytics to drive revenue and support new business cases. This can be accomplished in several ways:

•   Over The Top (OTT) optimization – As more consumers demand access to various OTT services and applications on their mobile devices, MNOs are being forced to support these services in their networks. Active analytics become a critical part of the OTT business model, providing intelligence on which services are being used, when, on which devices and by whom. Mobile network resources can then be allocated in realtime to improve the OTT customer experience and maximise the revenue potential.

•    New revenue streams and services – Mobile Network Operators (MNO) are exploring new revenue opportunities such as advertising, location based services and supporting Mobile Virtual Network Operators (MVNO). All of these opportunities require network analytics to be effective.

•    Customer intelligence – Customer bases are no longer segmented simply by demographics but by behavior. Pricing and marketing strategies also benefit directly from analytics intelligence, improving the ability to upsell and cross sell products and services.

•   Proactive customer care – MNOs, service providers and content/entertainment providers all strive to reduce churn. Identifying causes of current and potential churn are very important not only to the MNO but also to their partners.