Bangkok--6 Jul--SPARK COMMUNICATIONS
By: Manasa Agaram, product marketing manager for the data experience business unit, Amdocs
One thing is clear in today's communications market – the competition is heating up and service providers are doing everything in their power to attract new subscribers, keep their existing customers happy and make it known they are a market leader.
Take a look at the leading Telcos in Thailand – all are offering very attractive deals to new subscribers who switch from other carriers. While this is a very aggressive marketing strategy for larger operators to take, it can't work for everyone. What can new service providers do to compete in a very saturated and competitive market? Key to their success is the ability to rapidly and cost effectively launch new services to their customers – innovative new services that are tailored for various vertical markets, subscriber segments and regional trends.
One of the biggest challenges smaller service providers face in their race to compete with the bigger players is the lack of in-house resources for extensive integration of the multiple systems required to quickly launch new data offerings. Launching personalized and contextualized new data services is often very time-consuming, complex and costly, typically requiring both network and IT development, including integration of back-end systems.
We have seen a lot in the market about combined policy and enforcement solutions – but that's not enough. Service providers need to integrate policy and enforcement with other equally important systems like network and subscriber analytics, subscription management and BSS, to truly have a competitive offering.
By doing this, service providers can leverage a single powerful platform to not only create and enforce policy decisions in the network, but also optimize service uptake, ensuring all of their data services provide high value to their customers, and allow them to capitalize on new revenue-generating opportunities.
Amdocs knows service providers need integrated tools to help them manage all aspects of data plan innovation, and have introduced the Amdocs Policy Gateway, as part of the CES 10 platform. By bringing together these tools into one integrated platform, service providers can create value-based offers that are personalized for various market segments, as well as decrease time to revenue, and optimize network resources.
As a consumer of mobile data services, and an avid coveter of the newest and coolest data offers, I would switch carriers to find one that not only provided me with new options often, but also tailored and tweaked their plans, at least once-in-a-while, to ensure my data and personal needs were met.