Mobile Traffic Management Solutions Need to Support Personalization of Data Services

Boston, MA and London, UK - November 7, 2012 - At the Global Broadband Traffic Management Congress (BBTM) in London November 6-8, Strategy Analytics will join industry leaders in discussing how to monetize mobile data traffic with new solutions for policy control and real-time charging. Recent Strategy Analytics surveys show an overwhelming 60 percent of US smartphone owners would prefer to customize their mobile service plans instead of having a set list of plans from which to choose. Level of interest in customized plans was 56 percent in UK and 72 percent in China among smartphone owners.

Susan Welsh de Grimaldo, Director Mobile Broadband Opportunities, says, “Traffic management today is as much about supporting new data pricing approaches as it is about handling traffic flows. In the highly competitive mobile broadband era, operators with innovative pricing models that engage customers and increase quality of experience (QoE) will win.”

Phil Kendall, Director Wireless Operator Strategies, who is chairing the Track at BBTM on “Data Plan and Real-Time Charging: Monetising Services for Improved Traffic Management”, notes: “Traffic management can improve the bottom line in multiple ways: reducing network costs, improving loyalty and minimizing churn, and creating new revenue growth. We encourage operators to build comprehensive strategies and adopt flexible, scalable solutions that deliver capex and opex savings while supporting revenue generating service plans.”

Strategy Analytics will explore topics of mobile data pricing and policy control in a webinar on “Mobile Broadband Opportunities: How to Differentiate and Profit in the Mobile Broadband Era” on November 29, presented by its Mobile Broadband Opportunities service.

Ms. Welsh de Grimaldo is also participating in the upcoming RCR webinar on “How to Manage Video Congestion Holistically in a Mobile Network” on November 15.