With LTE high on the agenda at next week's Mobile World Congress in Barcelona, HP is introducing a new telecoms solution that will help service providers give better and highly-personalised customer service to the many millions of subscribers that will access the Internet via high-speed Long-term evolution networks. Martyn Warwick reports.
The new product, HP Subscriber Data Management (SDM) links data across isolated silos of information thus enabling service providers to integrate and manipulate invaluable subscriber data presently dispersed across multiple repositories. For service providers the potential of being able to do this is truly enormous.
The SDM works by creating a unified and detailed view of each customer and helps service providers assemble an integrated picture of their customers’ profiles. It works with the Home Subscriber Server, location solutions, data services platforms, user device profiles, and operations and business support systems (OSS and BSS).
When a service provider can gain depth of knowledge of customers and clients that HP SDM facilitates, they can tweak and enrich the applications they offer to keep the customer welll and truly satisfied and drive elusive new revenue opportunities through highly personalised mobile services.
Such capability is becoming increasingly important as networks evolve from 3G to 4G and LTE. Faster, more robust networks and ever-smarter devices are driving a huge upsurge in data traffic and service options are and must increase if service providers are to take full advantage of the brave new world they find themselves in.
Today, mobile users are getting used to accessing and using thousands of web-based applications, many of which are delivered by “over the top” ISPs and smartphone vendors. Customer expectations have risen and will keep on rising but for industry players it's a very, very competitive market.
That's why, HP says, its SDM solution permits service providers really to leverage their most valuable, but often woefully underused asset - the immense amounts of data they on their customers and turning it into actionable information.
That data is out there somewhere in an organisation but it's often held in disparate locations and is, presently, almost impossible to synthesise into readily available, useful integrated information that can be used to upsell applications and services to customers who value the much improved care and attention they get as a result of the new systems.
Dave Sliter, VP of Communications and Media Solutions at HP says, "Service providers can offer an unmatched array of personalised services by creating a unified customer profile with HP SDM. In the LTE world of unlimited customer choice, HP SDM can help service providers break down data silos, transform their business and ultimately offer subscribers a more rewarding experience.”
And this isn't pie in the sky stuff- it's here and now. As Michael Lawrey, executive director, of Network and Technology at Telsta, Australia's incumbent operator, says "We provide about 9 million fixed-line services and over 10 million mobile services – including more than 6 million 3G services – and we are focused on providing each one of our customers with a rich, personalised and integrated experience. The convergence of networks and technologies requires a transformational approach in the way we do business, particularly in the way we first design and then offer our customers next-generation services. HP is helping us make the best use of our customer information and network assets so we can produce a personalised and integrated experience for our customers.”
What HP SDM does is to permit service providers to choose from a palette of options via which they can construct a unified subscriber profile by allowing the dynamic linking of data from across a network, consolidation of that data into a single repository and permitting replication of the data in different repositories and then facilitating the movement of data to a different entity and allowing access to all the information.
So, it sounds as though HP may have found the answer to service providers' moat ardent wish - to provide them with mastery over the data environment and to streamline the capture, operation and handling of customer information so improving overall business speeed and providing the foundation for highly personalised services and support.
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