Communications service providers (CSPs) face an existential question: “How can I use my network to gain competitive advantage against the over-the-top (OTT) providers?” Once they face the fact that they can’t, CSPs must look elsewhere for advantage: the customer relationship. Put simply, subscriber centricity is key to the future of the business.
Today, CSPs offer increasingly rich content to their subscribers, but because of the inadequacies of their legacy networks, they face access, monetization, and customer-targeting constraints. Facing these challenges head-on, subscriber centricity will take the form of unique digital personas that represent each subscriber. This digital persona will be able to bridge multiple identities, devices, CSP data attributes (such as profile, location, and usage history), and even third-party content ecosystems and AI assistants. Essentially, a subscriber’s collection of devices will function as one user-centric system.
A new white paper from Hewlett Packard Enterprise discusses how today’s (and tomorrow’s) successful CSPs are harnessing the power of telecom data to simplify their customers’ lives. The brochure examines several real-world examples that illustrate the power of subscriber centricity. Consider:
- The traveler visiting an international destination who receives a personalized note, based on his or her past actions, offering short-term unlimited data for a reasonable fee.
- The CSP that can now offer a mixed—rather than bundled—approach to monetizing its services, from a la carte to quad play, depending on customer insights.
- The use of Multi-access Edge Computing (MEC) and network function virtualization (NFV) to focus the reach of retail salespeople and target individual customer needs.
These subscriber-centric experiences—personalized alert messages, content recommendations, retail experiences, and many others—are possible through the combination of new technology (analytics, entitlement gateways, next-generation subscriber management platforms) and the wealth of subscriber information that only CSPs possess. Read the full HPE document to understand how CSPs are using telecom data to refocus their perspective on the services they provide.