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The expectations of today’s mobile subscriber
are driving market trends. Subscribers’ desire for
personalized and converged applications and services
on any device, with high quality of experience, is
changing the way mobile network operators (MNOs)
and their subscribers interact.
Whereas, in the past, MNOs attempted to anticipate
subscriber interests and needs, now subscribers are
directing MNOs on the types of services they want and
how they want them delivered. New networks (for
example 3G, 4G, and IMS) required for the delivery of
these services and applications must co-exist with legacy
services causing data complexity to grow exponentially.
To provide these services, MNOs must manage a
growing amount of data for each subscriber, driving
up cost per subscriber and reducing profitability.
Effective management of the subscriber profile in today’s
convergent environment has become a key success
factor and differentiator for MNOs. Yet MNOs are often
prevented from using subscriber data to its full and
useful potential. Cordoned off in inaccessible database
silos, the lack of centralized access to or central location
of subscriber data increases provisioning and update
costs and complexities, which slows the deployment of
new personalized services to subscribers. Centralized
data access and location can help to simplify
provisioning and make adding new services easier
and less costly.
MNOs hold a distinct, but by no means permanent,
advantage in their ownership of organized and
maintained subscriber databases. With the right
subscriber management tools, MNOs can manage,
enrich, and capitalize on these core assets of subscriber
information to better serve their customers’ needs for
blended offerings and higher quality of service (QoS),
as well as create new value for their business in the
long run.
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