Mobile network operators have succeeded by building infrastructure and collecting payments. But now that mobile data, multiple applications, mobile business applications, M2M and complex product offerings are becoming the norm there is an urgent need for mobile network operators to implement critical processes for product development, order management, fulfillment, assurance, and billing. That requires execution of a strategy that transforms both business and service operations domains.
Mobile data traffic is rapidly outpacing voice traffic; however voice revenues continue to subsidize the exploding costs to support mobile data. The costs of supporting mobile data consistently exceed the revenue generated by all-you-can-eat data plans, yet mobile network operators don’t have the ability to differentiate products, manage traffic or validate performance to control costs and generate additional revenue. Integrated and interoperable OSS/BSS capable of managing customers, products, and traffic in a consistent manner without duplication of systems and effort are absolutely necessary to ensure that mobile network operators can be both competitive and profitable.
Historically, mobile network operators grew quickly and implemented OSS/BSS to solve point problems. The result is a disjointed collection of solutions that were implemented for voice services. Those systems don’t interoperate while product and customer data is scattered across the business. Mobile operators need to bridge the gap between BSS and OSS to enable the real-time fulfillment, assurance, and billing of advanced services. In order to reliably deliver these new services, mobile operators need the ability to package, price, deliver, and secure diverse products while supporting customers and executing complex SLAs.
Monetization of mobile data requires that operators create genuine value propositions resulting in new revenue streams and balanced costs. Rather than collecting pennies per character for SMS or engaging in continuous price discounting for all-you-can-eat data plans, opportunities exist for mobile operators to deliver sophisticated data, business and M2M services while partnering with fixed and cable operators to better manage traffic while ensuring a quality end-to-end experience. Mobile network operators must think beyond rampant network growth and embrace next-level operational concepts including customer focus, traffic management, product management, revenue assurance, service assurance, and network optimization.
Faisal Ishaq, Principal Solutions Architect and Client Manager, described ConceptWave’s approach to advanced mobile services at Mobile World Congress. http://www.telcoprofessionals.com/Telcoprofessionalscom/vid/231/Faisal-Ishaq-Conceptwave-at-MWV-2011