The data culture, where consumers become very dependent on data connection to run their daily lives - from answering their work emails to ordering groceries and communicating with family and friends - has brought about new complexities in managing their data usages. Data subscribers who run around with their smart mobile devices need seamless connection, high quality content and need an array of tools to better manage their data needs, including managing their data plans, their subscriptions and resolve a myriad of connection and usage issues that may arise. Mobile Operators, in their bid to retain subscribers and deliver more services beyond the last mile connection will have to ensure that they actively influence the end-user experience as their subscribers go about using mobile data to execute a host of daily transactions and manage their day-to-day activities.
One of the available tool that greatly improves the end-user's experience on their mobile data services is the self-care system where subscribers can manage their subscription using a self-service portal without having to make calls to the call centres and having to depend on the Operator to attend to their needs, especially those that the subscribers can manage on their own. The self-service system is a boon to both subscribers and Operators as it enhances end-user satisfaction thus improving retention and reduces operator's customer care costs. According to a research program conducted by Northstream on behalf of AsiaInfo-Linkage, Asia’s leading supplier of BSS systems,mobile operators in Western Europe* could increase annual data revenues by more than €4 billion by putting their customers in control. The research also identified potential savings of more than €540 million annually in customer care costs. The research focused on the deployment of Real-time Self Service (RTSS) capabilities that enable subscribers to select and manage their own mobile usage in real time using a smartphone or web interface, and discover and buy new products and services. With RTSS, operators can deliver precisely targeted personalized offers, innovative data products and flexible price plans, enhancing their relationship with their subscribers.
“Our research shows that RTSS has a much larger potential impact on data revenue gain than on OPEX savings in both the pre- and post-paid customer bases, yet operators are still focusing on OPEX savings,” said Northstream CEO, Bengt Nordstrom.
“This comprehensive research shows that investment in RTSS solutions can unlock significant potential for new revenues in Western Europe,” said Dr Andy Tiller, VP Corporate Product Marketing at AsiaInfo. “Despite the current focus on OPEX savings, the lessons from Asia and the US show that operators should look beyond the traditional cost-cutting business case.”