More to Monetise But In Less Time

Digital and communications service providers today have more monetisation opportunities at their fingertips today than ever before. However, they also have less time in which to seize these opportunities and develop new offerings.

Time will become the main business asset. It traditionally takes several months, on average, to develop a new commercial service or product. Going forward, digital and communications providers will need to invest in a stronger technology foundation, to quickly package, sell and profit from the explosive amount of new data-driven communications, content and service opportu- nities at their hands.

According to leading industry analyst firm Gartner, the majority (85%) of current operators will position themselves like platform providers by 2017 and collaborate significantly with third-party content, service and app developers.1 Platform-enabled ecosystems, what Apple, Google and Salesforce, have done successfully requires totally new approaches and toolsets, and selling and controlling something you do not own (and doing it profitably) is not that easy. It requires flexibility, openness, agility and scalability unseen amongst legacy operators.

For example, an increasing emphasis on customised mobile data packages has encouraged operators to develop new dynamic plans for customers. Digital and communications service providers are experimenting with plans that include zero-rated apps, timed app use and sets of apps priced for a flat fee, and these kinds of personalised plans will need to become more prevalent. A context-aware mobile data package built around individual preferences better reflects modern, dynamic data consumption behaviours.

Sophisticated usage data-driven monetising, business policy and charging solutions, supported with embedded analytics and real-time business reporting, are the new tools on digital and communications service providers’ shopping lists, enabling them to test and bring better service offerings to market – faster – as well as to increase their speed-to-revenue.

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Ari Vänttinen, Comptel
Moving Telco companies in Europe and Asia from ground to cloud. Born 1969, M.Sc. (Economics). Joined Comptel in 2014, member of Executive Board since 2014. Has previously held various marketing executive and management roles at McAFee and Stonesoft Plc since 2010. Before that management consultant at Talent Partners 2007 – 2010 and marketing management and business development roles at Nokia Networks 2004 - 2007.
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