INTELLIGENT BRANDS // Mobile Technology
leverage to be much more successful in the
future. There are a few things they need
to take into consideration. When you look
in to the industry there are some start-ups
even in the service providers space that are
much more agile because they are starting
from scratch as they don’t have this legacy –
that’s an advantage of the start-ups. They need to provide context awareness
for the services the customers are getting
so that they can manage the customer
experience. They need to be able to provide
solutions that enable the customer with
proactive and predictive care. The solutions
will enable the customer to use autonomous
customer-care by themselves.
But they also have disadvantages. They
don’t know the industry, they don’t have
customers, they don’t have the experience
of providing services from the past which is
very relevant for coming into the new digital
framework and new services. Can you give an example
about how CSPs can monetise
the digital experience?
What sort of CSPs are going to be
successful in the future? Will it be
the most agile ones?
Those that are going to be successful are
the CSPs that will be embracing the new
technology and being able to move their
services and their processes into a digital
era. Our children have a totally different way
of consuming services. They use Facebook,
Snapchat and other applications, and they
usually don’t talk through phone calls. The
way they interact is via applications.
They expect the service to be always
available. If they ask a question to the
service providers, they expect an answer on
the spot.
Whenever they want to interact with a
service provider they don’t call, so this
generation of customers will not call to say
‘my service is down’. They will probably send
a message so all the service providers need
to move themselves to address these new
ways of communicating, these needs and
requirements that means transforming their
operations into a digital framework to be
able to respond in real time.
For instance, I’m seeing a football match
or concert on my mobile and I’m a prepaid
customer. I’m seeing video and then running
out of my data budget, what happens in a
normal situation when I exhaust my data
package is probably getting a message and
the service being interrupted.
This is probably not the best way to monetise
the service because if I’m seeing a football
match and I’m a football fan I’m very keen
on that moment to top-up my account and
continue to see my video. So what you can
enable, for instance, is when I’m watching
my football match and I’m running out
of data, my service provider will send me
a message saying ‘Mr Customer, you are
running out of data’, and provide me options
to top-up without leaving the application and
interrupting what I am watching.
So I can be on a TV channel on my mobile
and I get a notification from my service
provider saying ‘you are going to run out of
data soon, if you want to continue seeing
your match you can top up’, and I don’t have
to leave the application so my experience
continues to be very good and I know my
service provider is taking care of me.
This means that the probability and the
willingness to top up at that moment is
very high. So this is a way to monetise the
experience and monetise the digital moment.
If CSPs are sat on data, what can
they do to draw value out of it?
Most of the CSPs have a lot of data about
the network and the customers. They need
to use the data with insightful actions.
For example, the example I gave of topping
up a football match is only possible if the
CSP is making use in real time of data such
as billing data, what the customer is doing
at that moment, to interact with their
customers towards improving customer
experience and monetise those moments.
These are the experiences that Nokia has
been pushing for – what we call Customer
Experience Management. It correlates
information out of the network, it correlates
information about the users and with
that we can take actions to improve the
customer experience.
So the data and information is available. This
is the framework Nokia provides on customer
experiences to provide the means to
correlate information from various sources,
networks, operations, back office, customer
care, billing, and having that information
provide contextual awareness and provide
value added services at the moment the
customer needs it. n
Henrique Vale, Head
of Nokia Software for
MEA at Nokia
So, these are going to be the successful CSPs,
those that are able to transform the present
mode of providing services into a digital
environment where things happen in real
time, where people expect whenever they
contact the service provider that they know
about their problem and will provide them
with an answer.
CSPs will have to embrace and become true
digital service providers and provide services
in the digital environment measurements.
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