Policy and charging - the path to service personalization
To compete profitably in the fast-changing mobile broadband market, telecommunication operators need to fight the forces of commoditization.
Current OSS/BSS implementations often treat charging and policy control as separate silos, but, in today’s networks, these systems need to be able to collaborate in real time in order to satisfy new business needs. Collectively this means that operators need to create new offerings, charge them correctly, enforce their usage and QoS rules and secure optimal use of network resources.
Combining charging and policy control in an integrated Business Support System (BSS) gives operators the opportunity to improve customer experience and satisfaction based on greater personalization, choice and spending control. For the operator this means increased profitability through greater flexibility and faster time to market. With personalized services, they can appeal to a wider variety of increasingly sophisticated customer segments and win greater market share by responding rapidly to fast-changing demands and new trends.
This paper examines personalized services using charging and policy control from two viewpoints.
Operator business objectives: the actions needed to meet time to market, customer retention and profitability goals, such as cross-bundling and centralized configuration of products and services.
Customer perception and behavior: the factors that directly affect customer satisfaction and loyalty, such as controlling the customer experience while managing the balance between cost and value, as shown by Ericsson ConsumerLab market research.
The primary benefits of this approach includes a larger customer base, effective self-service delivery, creative cross-service bonuses and campaigns, new partnerships with complementary over-the-top (OTT) players and more efficient network utilization.
Current OSS/BSS implementations often treat charging and policy control as separate silos, but, in today’s networks, these systems need to be able to collaborate in real time in order to satisfy new business needs. Collectively this means that operators need to create new offerings, charge them correctly, enforce their usage and QoS rules and secure optimal use of network resources.
Combining charging and policy control in an integrated Business Support System (BSS) gives operators the opportunity to improve customer experience and satisfaction based on greater personalization, choice and spending control. For the operator this means increased profitability through greater flexibility and faster time to market. With personalized services, they can appeal to a wider variety of increasingly sophisticated customer segments and win greater market share by responding rapidly to fast-changing demands and new trends.
This paper examines personalized services using charging and policy control from two viewpoints.
Operator business objectives: the actions needed to meet time to market, customer retention and profitability goals, such as cross-bundling and centralized configuration of products and services.
Customer perception and behavior: the factors that directly affect customer satisfaction and loyalty, such as controlling the customer experience while managing the balance between cost and value, as shown by Ericsson ConsumerLab market research.
The primary benefits of this approach includes a larger customer base, effective self-service delivery, creative cross-service bonuses and campaigns, new partnerships with complementary over-the-top (OTT) players and more efficient network utilization.
Posts
No comments: