Solution for Mobile Network Operators

The Business Case: Increasing Subscriber retention, profitability and lifetime value.

CEM4Mobile for Mobile Operators is an innovative mobile analytics and Customer Experience Management (CEM) solution. The solution has been particularly designed for Mobile Operators’ need to understand end-users wireless device usage, optimise their customer dialogue and maximise the number of satisfied, loyal and advocate customers. The measurement focus is on interaction, experience and engagement, which directly impacts subscriber retention, profitability and lifetime value. The analysis extends to usage patterns, service ranking, market trends and particularly how different device, contract, content and user demographic combinations impact the behavior.

It directly addresses many of the main challenges operators face today:

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#1 Consumers no longer buy just mobile phones, they acquire a combination of digital services, voice and data plans on top of the device. A device may make a person trendy but connected services make people active, loyal and advocates.

CEM4Mobile facilitates in:

Implementing device and service bundles based on customer segment specific attributes and behaviors.
Become an information and entertainment broker with end-to-end Quality of Experience across all devices and service combinations.
Continuously seeking critical insight and understanding of customers' wireless experiences and behaviors.

#2 The need to shift the business focus from network-centric to a consumer service-centric.

CEM4Mobile facilitates in:

Increasing subscriber retention and creating new revenue streams by exploiting subscriber information and offering personalized services based on the end-user's profile and behavior.
Monitoring digital services beyond the access layer, implementing end-to-end network analysis and service controls, using subscriber demographic and behavior data across all screens and devices.
Making Customer Experience Management the center of your strategy in order to drive your business based on customer-centric KPI’s.
Exploiting your network assets for providing premium end-to-end experience and service quality.

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#3 Increasing competition in saturated markets with plenty of options diminishes customer loyalty and profitability.

CEM4Mobile Facilitates in:

Increasing customer loyalty, retention and life-time value by keeping customers satisfied and engaged with compelling digital services.
Pushing multi-screen strategies to span the whole consumer content experience and boost data traffic together with customer value and satisfaction.
Convert visiting service users into network subscribers.

#4 The advent of “operator agnostic” application stores and over-the-top (OTT) players have made it increasingly difficult to analyze subscriber buying and usage habits.

CEM4Mobile facilitates in:

Enforcing mobile data service intelligence for understanding data usage patterns across all services and devices in the network.
Using the same for creating insight and understanding on device, digital service and demographic combinations that make subscribers active, loyal and advocates.
Optimizing marketing initiatives based on behavior insight for increased competitiveness and subscriber retention.

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#5 Mobile ecosystems are driving customer loyalty more towards handset manufacturers and Internet brands than their mobile operator.

CEM4Mobile facilitates in:

Increasing loyalty by producing and aggregating compelling, relevant and well targeted services with assured network and service quality
Increasing satisfaction by utilizing service and device portfolio intelligence for distributing services that are easy to find, buy and use
Increasing advocacy by listening to your customers and measuring perceived quality using Voice of Customer (VoC) channels

The Solution

CEM4Mobile for Mobile Operators is a mobile Customer Experience Management (CEM) solution particularly designed for Mobile Operators need to understand end-users wireless device usage, optimise their customer dialogue and maximise the number of satisfied, loyal and advocate customers.

The measurement focus is on interaction, experience and engagement, which directly impacts subscriber retention, profitability and lifetime value.

In network centric tracking, CEM4Mobile is deployed locally and incorporates Analytics, Ranking Voice of Customer and Metrics Warehouse products with Premium functionality and embedded Deep Packet Inspection (DPI) features for network integration. The analysis spans over the operator's own Value Added Services and Internet services accessed from end-user devices through the cellular network. Typically the following services are captured into CEM4Mobile Analytics:

Browsing services: web/mobile sites, search engines, social networks
Mobile application stores: Apple store, Android Market, Nokia, Samsung Apps, Windows marketplace
Email, Webmail
Instant Messaging
Audio/Video streaming
Live games

Actual network integration tracking captures traffic IP protocols related to these services, for example GTP, HTTP(S), WSP, TCP, UDP, etc. By default, the system automatically detects the major global services such as Google services, Youtube, Facebook, Twitter, LinkedIn, Skype, eBay, etc.

The network analysis spans over all content services used from wireless devices and extends to usage patterns, service ranking, market trends and particularly how different device, contract, content and user demographic combinations impact the behaviour. The main objective is to safeguard the end-user experience and improve productivity by understanding and managing the interactions between the end-users and the monitored services as follows:

Capability Profiler provides an insight into the opportunities and restrictions that the users devices are creating. It provides technical feasibility and "time-to-market" analysis for service development (or improvement) by detecting and cross-analyzing the users devices and highlighting segment specific similarities and restrictions
Behavior Profiler reveals in the mobile ecosystems the customers usage patterns within each service; how and when they use the service and whether they are coming back. Tracking end-user behavior makes it possible to analyze segment specific loyalty and churn, service behavior and amount of data used.
Environment Profiler presents information about the end-users network performance, location, access point, previous URLs visited and language preferences.
Opinions Profiler enables collection of direct feedback from end-users at the time they use a digital service. The opinions module enables a fast and reliable Voice of Customer channel for measuring perceived experience and for understanding end users subjective opinions and values. This information can then be cross-analyzed against collected behavior and traffic information.

CEM4Mobile offers a user-friendly interface for deeper analysis within and across the four focus areas. Users can access the information with their Internet browser or the reports can be automatically distributed through email.

Equally, the data is available through open APIs for integration with existing business support systems.

Data Collection

In order to provide the most accurate segmentation and analysis, the CEM4Mobile solution is designed to receive mobile service transaction data in four different ways:

Importing data from the operator data network for analysis of network KPIs and external content services usage
Importing selected demographic data from back office systems for segmentation
Collecting data from mobile ecosystem's services using server and application tagging for analysis of own and partner content services
Collecting voice of customer data with the CEM4Mobile Opinions module

The traffic data in the network analysis is captured by attaching a TAP between SGSNs and GGSNs. The Deep Packet Inspection (DPIs) are directly connected to the network TAP(s) and attached to a LAN through which they upload the extracted session/traffic meta-data to CEM4Mobile GW components. The CEM4Mobile GW components perform data normalization and reduce the size of the data by combining short user sessions. They normalized data is then compressed and uploaded through a WAN (or fast Internet) connection to the CEM4Mobile Analytics System for the actual analysis.

The CEM4Mobile Analytics, Reporting and Alert functions can reside in a different location than Data Capture Functions. Data from several physical locations can be collected into single location where centralized analysis takes place.

The CEM4Mobile Analytics System makes the required anonymisation, filtering, conversions and normalization for the captured data. CEM4Mobile Analytics System also combines possible additional subscriber demographics data to the traffic data allowing more comprehensive analysis of the data. CEM4Mobile Analytics System analyzes the incoming captured data and demographics data and detects several key dimensions for the traffic and converts the data into reporting friendly format with appropriate statistical data.

The CEM4Mobile Analytics System also implements a web-based user interface viewing the analyzed result data in both graphical and textual form, standard reporting, ad-hock reporting and cube reporting functions. These properties are available through fully customizable dashboards which allow capturing and reporting specific data points for each department within the organization, thus providing the right "snapshot" of the network performance analysis for each stakeholder.

As a Cloud Service (SaaS)

As a Local Deployment

Solution for Mobile Network Operators

The Business Case: Increasing Subscriber retention, profitability and lifetime value.

The Solution

Data Collection

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