Subscriber engagement – when «agnostic» is the right word!

30 November 2015 | Speaker: Sergey Khromov

As discussed in the previous post (“When in-browser notifications become real subscriber engagement”), in-browser notification solutions (IBNs) can become that exceptional tool that can open new doors for operators and ISPs to monetize on their subscribers’ behavior through intelligent and relevant engagement. Such IBNs need to be implemented on operators’ premises, be under complete operators’ control and must be vendor agnostic when it comes to integration with DPIs, subscriber management systems and other 3rd party systems.

Findings of experts from Jet Telco confirm that a vast majority of medium sized telco providers and 100% of large sized operators and ISPs already have DPIs, subscriber management systems, location-based servers and other key 3rd party solutions installed. Top vendors are well-known, so no specific names will be mentioned here – however, most of these vendors do not have their own IBNs. So it is obvious that when these operators and ISPs decide to implement an IBN, they will need an IBN that will be vendor agnostic – support different DPI, PCRF and other 3rd party vendors. And do this equally well in different types of networks, with different traffic encapsulations, in multiple engagement scenarios and injection methods.

Very basic example – notify subscribers when their billing period is almost over or when they are about to reach their quota limit, while at the same time using subscribers’ interests to upsell (or cross sell) services/tariffs that will be most relevant to them based on their behavior but only to those who use specific tariff, live in selected city areas, have Android-based devices and have enough money on their accounts to afford these new services, by providing direct URL link to their account, to make it a convenient one-click action for subscribers. And to those who responded to the offer, show a related 3rd party commercial but only during specific time of the day and on specific web sites.

As basic as it may be, the above example requires IBNs full integration with several systems installed at operator’s premises, including DPI, PCRF etc, as well as IBNs ability to perform own relevant subscriber behavior analysis.

IBNs that do not support multi-vendor integration will be a burden for operators, because they will simply not be able to provide the required flexibility and support in today’s extremely fast paced and rapidly changing global telco services landscape. Subscribers today are very demanding and operators cannot afford to fall behind in this race and miss any subscriber engagement opportunities. Especially due to factors that are very easy to avoid.

In the next post the focus will be on why it is important for IBNs to be software-only solutions.





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