- Experts Insights
- When in-browser notifications become real subscriber engagement
When in-browser notifications become real subscriber engagement
12 November 2015 | Speaker: Sergey Khromov
First, let’s separate those annoying pop-ups that are the result of commercial relationship between web site owners and advertisers, that jump on to every poor soul that happens to visit such sites, from in-browser notification solutions (IBNs) that are controlled by operators and can have very intelligent and advanced injection rules. Here the focus will be on the latter – the tool, when used right, that can help operators to bring their relationship with their subscribers to whole new levels. It is no secret that subscribers today search for best service and products available out there and are ready to leave their current telco provider for the one with the most attractive offer. So it is no surprise that demand for IBNs is on the rise. The problem for operators is to choose what’s right for them. This set of posts summarizes the findings of Jet Telco experts in easy to understand texts. Hopefully these will jump start valuable discussions!
Today it is critical for business to not just have and keep their competitive advantages but also to have the exceptional tools that will help companies create and customize these advantages. It is especially so for operators, because telecom business today is not just growing fast – it is evolving and creating new areas of business and new segments of opportunities. Without proper subscriber engagement it is very difficult for operators to monetize on these opportunities…
Real IBNs are installed on operators’ premises and must meet several key criteria that make them true subscriber engagement solutions, as opposed to just another online ad tool:
- Must be vendor agnostic when it comes to integration with DPIs, subscriber management systems and other 3rd party systems. All-in-one-box solutions that can be best integrated only with their own DPIs and subscriber management systems are clearly not superior, as they are usually presented. In fact, they become a very strong limitation for operators, as they significantly narrow down operator’s options for subscriber engagement opportunities and reduce the scenario flexibility.
- Software-only solutions. This not only significantly reduces costs for operators without sacrificing efficiency but it also notably simplifies scalability, as well as makes technical support more efficient (with software-only solutions support can be provided remotely – this shortens response time and reduces the cost for operators).
- Support several injection options. Using only proxy to processes html objects and inject messages can be hazardous (if not deadly) because such approach is very unstable and insecure. It cannot work with high traffic volumes without losing efficiency and it becomes a potential single point of failure, thereby affecting the stability of the whole solution and subscriber QoE. IBNs must support other injection methods as well, including out-of-band and DPI-based.
- Have own intelligent subscriber behavior tools and be able to integrate with 3rd party analytical solutions. Interoperability and intelligence of IBNs make them true subscriber engagement tools. Operators have vast amounts of data about their subscribers that must be used for segmented and personalized approach. When this is combined with subscriber needs, preferences and interests, derived by IBNs from subscriber behavior, operators will have a very powerful tool on their hands for subscriber engagement and its monetization.
- Equally efficient in any type of network. Fixed-line, mobile and Wi-Fi networks are different not only in technological aspects but they also carry different engagement and monetization opportunities for operators. Failure to address these will certainly have a negative effect on operators’ growth and development plans.
- Equally efficient for notifications, operators’ own promotions and 3rd party advertising. These are three very different IBNs application areas and it is critical for operators to have a very flexible tool at their fingertips to monetize on the various opportunities that their networks can offer. For example, integration open RTB platforms will significantly broaden possibilities for operators to monetize on advertising.
- Support multiple message formats. Internet users today are exposed to incredibly large volumes of online junk – ads, banners, pop-ups. To engage with subscribers today operator needs to attract their attention with messages of distinctive format and relevant content – running text line, pop-ups with random content selection, questionnaire pop-ups for relevant polling, banner overlaps, captive portal for Wi-Fi monetization, personalized toolbar with direct subscriber account access etc. To make these further attractive to subscribers, operator can separate message/ad traffic, to eliminate that annoying “these ads are eating up my traffic!” factor.
- Rich and flexible reporting tool. Critical to ensure efficiency of subscriber engagement for operator and provide transparent and visualized reporting tool for advertisers. Usually it is the only real proof for IBNs users that solution fulfills their requirements.
These points will be looked at in more detail in the upcoming posts, with next post focusing on the importance of being vendor agnostic.