Differentiated Mobile Broadband – enhance user experience and drive revenue growth

Fast widespread mobile broadband is becoming the norm in the telecom world, and this presents operators with both challenges and opportunities as they compete to differentiate themselves from the competition.

The market has moved beyond the "one size fits all" flat-rate, data-bucket-based model for mobile broadband services with three major trends driving this evolution: a dramatic growth in mobile broadband subscriptions, growth of over-the-top services and the shift to cloud-based applications.

So mobile broadband differentiation is about giving people exactly what they need and are willing to pay for: no more, no less – from guaranteed "no-limit" premium subscriptions to "no-frills" subscriptions with no guarantees – and many other packages in between. Operators must now attract customers with the best possible user experience while also selling services at different price and performance points while controlling costs.

The opportunities of differentiation far outstrip the challenges, presenting operators with a chance to create innovative services that increase revenue, enhance customer relationships, build brand loyalty and, ultimately, help to control network loads and costs.

Some examples of how operators can differentiate their mobile broadband service include tiered mobile broadband packages, with various QoS measures, prioritization of mobile TV applications and certain smartphones, allowing subscribers to check their data balance, and giving them an opportunity for short-term package upgrades.

To meet the challenge of differentiated mobile broadband, operators can make use of a differentiation toolbox for mobile broadband services that enable them to transition their network into a flexible, intelligent resource that can deliver just the right level of differentiation for targeting diverse subscribers and segments. These tools include a range of QoS, policy control and traffic-management capabilities, from the network policy controller, through the Operational and Business Support Systems (OSS and BSS), to network planning and design, and integration and optimization.

Choosing the right partner with the knowledge and experience to maximize the benefit of a differentiation toolbox will enable the translation between the desired subscriber experience and the features and functionality needed in the network to realize it.

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Differentiated Mobile Broadband – enhance user experience and drive revenue growth