Policy Engagement will Drive New Mobile Service Evolution,
Delivering Personalization and Control in Real Time on the Device
Boston, MA - August 6, 2014 – Policy engagement will drive the next big
move in mobile service evolution, delivering personalization and control
to smartphone users right where they need it—on the device—according to
the Strategy Analytics
Wireless Network & Platforms (WNP) service report, “On Device Customer Engagement: Putting Policy and Analytics in the Hands of the Mobile User”.
Extending network intelligence, policy
control and charging (PCC) and analytics to the device to create a more
engaging and relevant experience for consumers positions mobile
operators to improve margins in the face of strong
competition.
Click here for the report:
http://sa-link.cc/BY
Key findings
from the report:
·
Sprint is the most recent wireless carrier
announcing launch of services with policy engagement, with its new Virgin
Mobile Custom plans launching August 9 with customizable, app-based pricing and
rich parental controls enabled by ItsOn technology.
·
Policy engagement involves in-line, context
aware solutions that drive interaction with the consumer at the time and place
of need, in ways that are relevant and easy to use without being overly
disruptive.
·
Policy engagement lets operators
differentiate their services and engage their users more actively —both
prepaid and postpaid—in real-time across voice, text, data, content and value
added services.
·
By engaging users more frequently and more
directly while they are using their mobile services, operators are likely to
increase brand engagement and customer satisfaction.
·
Users have increased options for control at
an application and device level to migrate family shared data plans to a
new level of improved user experience.
·
Multi-vendor ecosystem is now in place to
support real time Policy Control and Charging (PCC) and enable elements of
policy engagement. Strategy Analytics has looked at five vendors with
compelling or interesting solutions relating to Policy Engagement: Openwave
Mobility, ItsOn, Alcatel-Lucent, Openet and Opera Software.
Quotes:
Susan Welsh de Grimaldo, Director, Wireless Operator Strategies
said: “Mobile operators require
enhanced tools to engage their customers in real-time right on their
devices to provide them with the control and personalization they want.
Solutions for on-device, in-line engagement drive incremental
increases in ARPU, reduce the cost of customer care, and improve
customer satisfaction. These in turn lower churn and increase referral
rates to drive subscriber net additions.”
Sue Rudd, Director, Service Provider
Strategies, commented: “With ‘Policy Engagement’, operators have an
opportunity to become a partner with their customers as a value added provider
of a curated, customized experience that puts the user in control.”
