In 2014, the rollout of LTE was a major focus for communication service providers, with more than 300 LTE networks now in operation globally. But, super-fast data speeds and data-hungry consumers have brought their share of challenges for CSPs and simply offering fast data access is not enough.
As data usage increases on their networks, CSPs are trying figure out a way to monetize their data assets and provide a quality-rich, personalized experience for customers accessing their services. The industry has come to the realization that an evolution of traditional telecom networks and business models is required to stay ahead of the curve.
As more CSPs continue to optimize their networks and business operations for LTE, some of the trends we can look forward to in the year ahead include:
The digital service provider trend will gain strong momentum
Rolling out LTE is simply the first stage of delivering on the promise of a fully digital mobile experience. In order to capitalize on their LTE investments, CSPs will be plotting a path toward becoming digital service providers. These businesses will focus on delivering personalized customer services, migrating customer interactions online and providing advanced self-care through digital channels.
In 2015, the concept of the DSP will move beyond a few early adopters to become more mainstream. More CSPs will take the lead from successful brands like Telstra, which is constantly engaging with its customers and adding value to evolve their digital lifestyles.
Non-CSPs will start retailing data connectivity
In 2015, we can expect to see successful partnerships between non-telecoms brands and CSPs, as more businesses look to launch data services alongside their traditional offerings. Think travel companies offering roaming deals as part of holiday packages, for example.
This new marketplace will be enabled by CSPs modernizing their enabling systems and moving to a real-time environment. In undertaking this transition, they can launch new propositions with their “digital partners” through an application programming interface model. We will likely start seeing “mash-up” data models emerging that have become commonplace in online retailing and other industries.
MVNOs setting the pace on data innovation
2015 will be the year of the digital mobile virtual network operator as these providers evolve from predominantly offering voice services to becoming data-centric innovators.
Traditionally, MVNOs have differentiated their offerings through exclusive content or basement-level pricing. However, these strategies will continue to evolve to service a more sophisticated customer base that demands data services. MVNOs will begin to realign their business strategies to meet increasing demand from consumers for control over their mobile experience. They can achieve this by profiling different customer groups and offering appropriate brand-based and over-the-top services based on subscriber behavior.
Other interesting innovations may include cross-border connectivity for enterprises and data roaming solutions for consumers and enterprise customers.
A real-time experience for enterprise customers
Consumers have been the first to benefit from the enhanced experience delivered through real-time enabling systems on LTE networks: increased visibility, personalized usage controls, shared balances and instant top-up of data balances. 2015 will see the launch of new enterprise propositions, with sophisticated self-management tools and a new channel for up-selling additional services based on real-time business demands.
We are now living in an LTE world and CSPs have to implement new strategies to intelligently monetize the increased data usage on their networks. 2015 will see the subscriber experience transform, as CSPs roll out exciting new pricing plans and value-added services, personalized toward individuals’ user behavior.
Editor’s Note: With 2015 now upon us, RCR Wireless News has gathered predictions from leading industry analysts and executives on what they expect to see in the new year.
