Finding the customer in a sea of data

Samuel Feinberg
07 May 2015
00:00

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Economically speaking, we are undergoing a transition that we have seen many times before. We have created multiple layers of ubiquitous connectivity that are shepherded by carriers, frequencies, networks, etc. These are the commodities of connectivity that are bundled into mobile devices to connect a mobile user.

Mobile users don’t just want to connect, do they? They want connectivity delivered to their device as a nicely packaged service. Practically speaking, this means that users want crystal clear voice services and faultless picture or email functionality from wherever they are, whenever they like.

Improving key metrics like latency and throughput pose an ongoing challenge to service providers, but wisdom gained from deploying successive generations of optimization and policy control technology continues to improve these metrics at a blinding pace.

There can hardly be a question that once coverage is initially established, and mobile equipment (goods) are distributed, mobile connectivity and traffic (service) can be optimized to greater and lesser degrees as a service. So why doesn’t this guarantee revenue?

After these areas are measured and managed, the frontier to overcome is experience. This is easily confused with the more basic economic building blocks of commodities, goods and services.

The question is really, “What’s it like to be the customer?” But no speed test answers this question.

For every person using a mobile device there is a unique experience that is driven by fairly unique circumstances, like RF interference, chatty apps, or just needing to update the PRL. If we can understand and sculpt the experience, service providers can finally realize all the economic benefits of customer experience management.

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