it's a customer's World - Syniverse Technologies

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8c o v e r s t o r y ( c o n t . )“Operator-focused real-timeintelligence has the capability todeliver a 360-degree view of thesubscriber experience.”to being in control and will switch service providers immediatelyif a better experience is available.Social networks like Twitter and Facebook are primeexamples of how the landscape has changed. Operators arethe enablers of immersive, effortless and immediate sharingof experiences across languages, cultures, borders and technologiesalongside the social networking application providers.That’s not without challenges for operators to overcome.Tighter integration of social networking and interoperabilitybetween operators and social networks is required to providethe rich, ubiquitous experiences customers demand. Thisdemand requires operators to integrate applications seamlesslythrough application exchanges or by tackling the arduoustask of managing the handover across numerous operatorsand networks.Operators are no longer attempting to be the gatekeepersand controllers of the content value chain. Their attitudes mustshift from viewing third-party over-the-top (OTT) providers asthreats to being more of valued partners in the service deliverychain, co-operating amicably to benefit customers.Whether in the traditional Western European markets whereoperators face the erosion of voice revenues and roaming,the newly broadband North American wireless markets, thesurging and predominantly prepaid Latin American market,the advanced customer bases of the Asia Pacific region, orareas of explosive subscriber growth such as India and China,operators have tremendous advantages to bring to the marketplace—stemmingfrom their ability to do things at great scalein real-time, handle billing and charging relationships—to providehigh-quality network connectivity and access to customers.Those advantages are as relevant to a regional wirelessprovider serving the rural Midwest of the United States asthey are to a European teenager or a creator of user-generatedvideo content in South Korea.The trusted relationship operators have with their customersand their ability to empower them by supporting delivery ofthe services they choose gives them an even more critical rolein the service delivery ecosystem.That role is something they must protect.As more suppliers enter the ecosystem, the line of qualitycontrol becomes fragmented, and operators have to protecttheir brand values while providing high quality of service totheir customers. Operator-focused real-time intelligence hasthe capability to deliver a 360-degree view of the subscriberexperience. If operators can receive alerts when compromisesoccur, the operators can quickly identify and solve any problemsbefore a significant impact is felt by the end user.They need to become the smart pipe that enables the portfolioof connectivity and supporting services that customersand partners demand. That means being as innovative aspossible with the core competencies they already have.Doing so solidifies their position and protects their brandwhether that involves using accurate billing, using alternativetechnologies like Wi-Fi roaming to ensure high-quality wirelessexperiences, or understanding the need to engage with andenable an entire ecosystem of partners.Subscribers want to access the content they choose,interact with the services they select, and enjoy a high-qualityexperience across the multiple service providers and technologies—ontheir terms. Learning how to get along is the realchallenge, and opportunity for operators lies at the heart ofthe real-time exchanges that customers seek.The potential is massive, and vast swathes of the marketremain unaddressed. There is profit to be generated by all inembracing the reality that the customer is now in charge.The author, George Malim, is a telecoms journalist. George has covered the telecoms market since 1999 and focuses on thetechnologies and strategies that enable operators to generate profits as the market transforms. George is based in London andserves as Associate Editor of Global Telecoms Business. www.whitelabelglobal.com
9R E A L - T I M E I N T E L L I G E N C EFulfilling the Promise of Mobilityin real-TimeWhether it involves accessingcritical health information,checking up-to-the-minutesports scores or just connecting onFacebook, the mobile lifestyle hasbecome a reality for people around theglobe. Alongside this heightened levelof always-on engagement, emergingtechnologies have dramatically increasedconsumer expectations with zero tolerancefor delay. Any operator that doesnot meet service demands will losebusiness.Real-time intelligence (RTI) is mobileusage data collection combined withbusiness intelligence analysis and proactivemitigation for various roamingscenarios. Simply put, RTI is the key todelivering on the promise of mobility:simple, ubiquitous access to serviceanytime, anywhere.An operator-focused RTI servicereveals a 360-degree view of the subscriberroaming experience, proactivelyidentifying and solving problems beforethe user experience is affected. Thistype of solution then sends an alertnotifying the operator’s business oroperations team that a malfunctionoccurred and was resolved.This timely response allows operatorsto prevent interrupted service or toimprove issue-resolution times, therebyensuring a satisfying quality of experiencethat protects both their brands andsubscriber retention. Additional brandprotection is afforded to operators byusing RTI to monitor the quality of theirroaming partnerships, allowing them toaddress those that underperform andinvest only in reliable partners.Subscriber-focused RTI centers onproviding alerts directly to consumers,such as informing them when theyapproach previously determined usagethresholds. With this real-time information,users can confidently take advantageof data services without fear oflarge monthly bills. This enhanced experienceestablishes subscriber comfortboth at home and while roaming, andit strengthens brand satisfaction, all ofwhich can translate into more frequentBy ClaUde SehnertVice President,Real-Time Intelligence“Simply put, RTI is thekey to delivering on thepromise of mobility:simple, ubiquitousaccess to serviceanytime, anywhere.“use of services and increased revenuefor operators.From consumers to operators to newmobile entrants, real-time intelligenceoffers benefits throughout the mobileecosystem. By helping to deliver on thepromise of mobility, this capability resultsin an enhanced user experience thatenables operators both to retain loyalcustomers and to attract new ones.
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