Mobile operators’ revenues from traditional services such as voice and SMS have been significantly affected by the increasing popularity of various OTT services. According to OVUM study, the total loss of revenue of mobile and fixed-line operators from VoIP services alone for the period 2012-2020 will amount to $ 479 billion or 6.9% of the global market for voice service. Worldwide losses of mobile operators from OTT communication services amounted to $ 14 billion in 2014, according to Juniper Research.
So how is it possible for operators to earn more money?
As obvious as it may sound, the main source of operator’s income is its subscribers. Operator collects and aggregates lots of different information about each of its subscribers. In fact, it will not be an exaggeration to say that life of each subscriber has been digitized and its different aspects can be found in operator's internal systems (Billing, DPI, CRM etc): sex, age, address, date of birth, phone number, often visited sites, subscriber’s interests, consumed traffic value, used services (FB, YouTube etc), ARPU, roaming, tariff plan etc.
Operator can communicate directly with subscribers via SMS, e-mail and USSD and telemarketing but these communication channels have several issues, including:
In-Browser Notifications systems provide an additional advanced subscriber communication and engagement channel for operators.
In-Browser Notifications Solution is a carrier-grade solution that gives operators and service providers an advanced communication channel with subscribers for fast delivery of targeted information, such as notifications, special offers, ads, warnings etc.
This is a small yet powerful widget that appears on every web-page visited and displays information and/or tools for multi-way communication between operator and subscribers.
Such possibilities must and should be used to get extra income. There are two possible approaches – up-selling/cross-selling own tariffs and services and monetization of 3rd party advertising.
Here are some examples:
As practice shows, for maximum efficiency personalized approach needs to be applied in each case. As a real life example – increase of 26% in revenue from data, with personalized messages CTR (click-through rate) reaching over 8% (compared to average 0.5% for standard online ads).
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