Delivering the Answers More to Monetize

More to Monetize

We love it cloud

The always-on, “Generation Cloud” is quickly developing new habits when it comes to data usage. Not only do these digital natives consume more, they use several devices – often at the same time – to access the content and applications they want. They expect it to be available whenever, wherever and on any device – even their car, house or watch might be connected to the Internet. 

Fast and omni-device access to data enables people to change the way they work, interact with their friends and families, shop, learn and much more. It helps them improve their quality of life. For these reasons, customers are willing to pay a premium for their data usage. And many of them are willing to pay a premium to enjoy their digital moments faster and with better service quality.

Consumers’ preferred data service buying experience is developing in tandem. “Generation Cloud” expects personalised, in-the-moment offers and a seamless purchase process. When provided,customers are willing to spend more

Digital and communications service providers need to act now and evolve their marketing and selling to keep in line with how customers are buying today and in the future. By adopting an “Operation Nexterday” approach, operators can anticipate consumers’ needs and maximise their interactions, monetising more in less time than ever before. 

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Comptel - Monetizer

Sell something you don’t own – but take control

Today, digital and communications service providers’ bundling of third-party content and applications has become almost commonplace; it’s no longer seen as “special." Selling something you don’t actually own doesn’t mean that you are out of control, though. Tighter integration between digital and communications service providers and Over-the-Top (OTT) players, as well as policy control and charging can help you optimise the buying experience and differentiate. 

Partnered content or services, for example, are often loosely attached to digital and communications service providers' offers. It might be a discount code passed onto a customer for use when he or she – separately – signs up for Spotify or Netflix. But consider the possibilities if the buying experience and the policy rules for handling and charging for this specific data traffic for this specific customer were tightly integrated. 
 

Complexity is mounting – but…

Tighter integration and context-aware personalisation increase the complexity in policy and charging control. Dynamic changes in user behaviour and the competitive landscape will only add to this complexity, as will the Internet of Things (IoT) and VoLTE.

Just think about the ultimate offer that contains all of the required ingredients such as subscription, rating, Quality of Service (QoS), monthly fees, cost control, roaming data package, advice of charge, applications, VoLTE and much more, all in one bundle – that’s a lot to deal with all at once and to cater to a very diverse audience. 

Traditional PCRF and charging do not offer the sufficient flexibility and agility; thus, the legacy setup with yesterday’s offer design tools lack the ability to manage complexity efficiently.Not to say the complexity that arises due to network upgrade, adding new capabilities and also new elements like IMS and EPC. Due to the ‘patchwork’ architecture, every change takes too much time. 
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Comptel - one size fits

One size fits one

The era of one-size-fits-all campaigns is over. Rather, launching a number of agile, micro-level, long-tail campaigns that are tailored for smaller customer segments is the way forward if CSPs are going to profit. This is because offers, including the technology to enable them like policy and balance management rules and rating, have become much more complex. 

Policy and charging rules are no longer stand-alone entities; they are blended. And on top, they will need to seamlessly integrate with predictive analytics and machine learning, to see and tap into patterns that the human mind just can’t. Digital and communications service providers can then predict customer behaviour. They can predict network quality or outages. They can determine the best offer for each unique customer situation. And their systems’ learning never stops.

… but there’s more to monetise in customers’ digital moments

Data usage monetisation is a huge revenue opportunity, requiring maximum speed and flexibility for the offer design to be successful. System alignment and a contextual understanding of “Generation Cloud” customers are just as vital. In order to capitalise on this, Digital and communications service providers should natively combine siloed policy control and charging functions. On top of this, they must add historical and anticipated insights on their individual customers and network traffic trends. Operators that can combine these will propel their business to “Nexterday” and be a fierce competitor in the post-digital era.

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