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Introduction

Operators’ future success in driving data growth hinges on their ability to deliver a superior quality of experience. However, they are not able to monetize insights from the data at the same rate that customers consume it.

Highlights

  • To date, operators have favored a network-centric approach to improving the quality of experience and focused on optimal capacity utilization. Faced with growing demand, operators now need to adopt a customer-centric approach, using all of their data assets to inform business decisions. Insights on network conditions combined with insights on customers’ transactional and consumption patterns can help operators to adopt a more holistic approach to the quality of the data experience.
  • In order to meet customers’ expectations and enhance their lifetime value, operators have to satisfy their need to receive the best offers, the best care, and the best service. Operators that fail to meet these three fundamental needs will not be in a position to fully exploit the opportunities presented by the customer’s digital lifestyle.

Features and Benefits

  • Explains how managing data has been a network-led activity for operators, but they now realize that they need to manage customer data more effectively if they want to increase the overall value of their business.
  • Assesses how operators can perfect the data experience and segment their customer base to provide the best speed, best offer, and best care.

Key questions answered

  • What core customer demands must telcos address if they intend to provide a better data experience?
  • How can operators adopt a customer-centric approach, using all of their data assets, to inform business decisions?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Characteristics of the digital lifestyle

  • Customer demands for service quality

How operators can use their data to respond to customer demand

  • Operators can embrace a three-step plan to improve the data experience
  • Solutions required to meet customer needs

Recommendations

  • Recommendations for operators

Appendix

  • Further reading
  • Author

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