When things are getting interesting and moving as fast as they are in
the communications world, it is easy to get ahead of yourself. Sometimes you
seem to go round in circles. It is advisable, if this happens, not to meet
yourself coming the other way.
We are definitely still at the stage of selling ‘data’ but we are beginning to make this cloudy concept clearer. We are selling speed, because speed delivers value to make certain bandwidth hungry applications work properly. And we are selling Voice 2.o in order to fight back against OTT voice players. Confusion is easy to catch amongst the wealth of services now being offered by operators around the world.
A simple ‘Top Ten’ LTE services from operators around the world, it takes us on a concise but interesting journey from speed, through shared plans to sponsored data and beyond. It is interesting to compare what operators in different regions are doing, both within their own region and beyond.
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We are definitely still at the stage of selling ‘data’ but we are beginning to make this cloudy concept clearer. We are selling speed, because speed delivers value to make certain bandwidth hungry applications work properly. And we are selling Voice 2.o in order to fight back against OTT voice players. Confusion is easy to catch amongst the wealth of services now being offered by operators around the world.
A simple ‘Top Ten’ LTE services from operators around the world, it takes us on a concise but interesting journey from speed, through shared plans to sponsored data and beyond. It is interesting to compare what operators in different regions are doing, both within their own region and beyond.
You can sell speed in
different ways of course. Once you have customers who have run up to their data
limits – a reasonably common occurrence as we know – you can offer to restore
their speed and give them more data for a few days, thus selling them a service
and solving a problem for the customer.
The majority of operators will be launching Voice over LTE in the
next two years. This demands guaranteed quality, and policy management and real
time charging can manage this. What it also means, apart from offering
customers ‘free’ high quality voice, is that expensive legacy networks and
systems can be ‘recycled’ and therefore costs can be cut.
‘Beyond’ sponsored data, some operators are now collaborating with
OTT players and this trend will mature and become commonplace in the next two
to three years. Offering access to applications such as Facebook and other
content partners for free means the partner gets access to the operator’s
customers and the operators gets a deal for his. Once hooked, customers trying
out this free access can be migrated onto longer term offers.
Whether the offer is a simple speed or data one, or whether it is
something more sophisticated, the critical factor is to
enable the purchase or acceptance of the deal on the device, as your customer
thinks about it.
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