Data so­lu­tions must help op­er­a­tors de­ploy in­no­va­tive mon­e­ti­za­tion strate­gies


Tele­com Op­er­a­tors world­wide are fac­ing in­creas­ing heat due to grad­ual ero­sion in their core in­fras­truc­ture rev­enues. P2P Mes­sag­ing is go­ing down af­fected by OTT traf­fic. Net Neu­tral­ity con­cerns are af­fect­ing ser­vice dif­fer­en­ti­a­tion and seg­mented mon­e­ti­za­tion. As the world moves to­wards all IP for ev­ery mo­bile ser­vice, op­er­a­tors need to quickly turn around a cor­ner and find newer ways to mon­e­tize data.

The in­creas­ing use of smart­phones and plethora of apps and ser­vices for the con­sumers have put a pre­mium on the data pipe of op­er­a­tors. It is im­per­a­tive for op­er­a­tors to take ad­van­tage of this by mak­ing it con­ve­nient for busi­nesses to con­nect with their cus­tomers us­ing data as an en­gage­ment chan­nel. Op­er­a­tors need to evolve dif­fer­en­ti­ated strate­gies to in­di­vid­u­ally ad­dress the sub­scriber mar­ket for data. Th­ese could range from of­fer­ing higher data vol­ume lim­its in data-hun­gry mar­kets, com­pet­i­tive pric­ing, pay-per-use mod­els for driv­ing data us­age, to even data VAS like data shar­ing op­tions for friends and fam­i­lies for com­mon apps.

In In­dia, mo­bile pen­e­tra­tion has reached 80 per­cent of the pop­u­la­tion but mo­bile data pen­e­tra­tion is only around 40 per­cent. One of the big­gest is­sues op­er­a­tors are fac­ing is to on­board the long tail sub­scribers into mo­bile data. How do op­er­a­tors in­cen­tivize non­data users into pur­chas­ing data packs? How can op­er­a­tors help in help­ing the ru­ral pop­u­la­tion ac­cess in­ter­net? Dig­i­tal In­dia, Startup In­dia and var­i­ous other ini­tia­tives by the Govern­ment of In­dia will at­tract the ru­ral pop­u­la­tion to make use of tech­nol­ogy to im­prove the ef­fi­ciency in their in­dus­try. We also an­tic­i­pate an in­creas­ing oc­cur­rence of spon­sor­ing or sub­si­diz­ing data us­age, es­pe­cially for es­sen­tial ser­vices like health­care, bank­ing and agri­cul­ture.

Data so­lu­tions are help­ing lead­ing global mo­bile net­work op­er­a­tors to de­ploy in­no­va­tive mon­e­ti­za­tion strate­gies, man­age data traf­fic and de­liver an op­ti­mal broad­band ex­pe­ri­ence. With the launch of 4G ser­vices like VoLTE and RCS, most of the tra­di­tional ser­vices such as calls and mes­sag­ing will grad­u­ally move to data. This will be a very big chal­lenge for op­er­a­tors to ar­rive at new struc­tural changes, or­ga­ni­za­tional changes, busi­ness mod­els and rev­enues.

Vice Pres­i­dent and Head of Mes­sag­ing & Broad­band So­lu­tions, Mahin­dra Com­viva

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