Mobile Personalization

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WiMAX Reports

 

Mobile Personalization - The Three P's of Operator Use Cases

 

October 14, 2010

By Susan J. Campbell, TMCnet Contributing Editor

 

There are three Ps in operator use cases that should be considered: policy, personalization and profitability. Why? Operators throughout the globe are trying to manage the complexities of the tiered growth in mobile devices, applications and traffic and until know, a key focus has been on implementing fair use policies.


While fair use is important, operators have to move out of this singular mindset in order to drive profitability and success. Operators today are moving to tiered and usage-based service plans, while also delivering new machine-to-machine “M2M” services and policy control is evolving beyond fair usage to a wide range of considerations.

Personalization is essential in today’s changing market and consumers want tiered options so they can select the one that best fits their lifestyle. A tiered service model allows for the casual user to be served as well as the heavy or business user. Lower-cost plans can be designed for those who don’t use the service all the time and premium plans ensure heavy users get the access their need.

Tiered service cannot be delivered with monitoring capabilities, however. Policy solutions extending to the device help to provide enterprise and consumer customers with the real-time view of their mobile data they need simply by clicking on an application on their smartphone.

Bridgewater’s myPolicy is one solution that enables operators to provide real-time, personalized offers such as temporary service upgrades; free “day pass” to a new service; a needed bandwidth boost; unlimited video downloads; and location-based social networking services.

Customers also want access to pre-paid options and for the network operator, this is a popular way to increase market penetration. Subscribers have the flexibility to buy and use a preset amount of data and can pay for that data with a credit card, promotional offer or voucher. The challenge is that pre-paid billing servers have become increasingly complex, demanding that the right policy is in place to ensure both the operator and the customer receive the benefit they need.

As for machine-to-machine services, this segment is experiencing rapid growth and an estimated 60 billion machines are now service a global audience of 6 billion people. The move toward more ubiquitous M2M service is being driven by applications in areas such as healthcare, public safety and energy.

In 3G and 4G networks, control planes play a central role in the delivery of services by managing network resources, devices and applications. Depending on the focused industry, integration of different elements involved can help to drive better overall performance. With the right controls in place, policy, personalization and profits can be a primary focus driving toward success. 
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

Edited by Stefanie Mosca

 

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