magazine - Connect-World

Communication service providers
For example, CSPs may know that customers
who most regularly take advantage of an
agreement to use Wi-Fi hotspots as part of
their package may be most amenable to offers
such as cloud based storage and back-up or
packages of services related to getting the
most out of multiple mobile devices and their
mobile lifestyle.
Security is another service which can be
incorporated so that customers feel they
are getting value on top of their basic
connectivity. Similarly, content deals with
music or movie studios can be brokered
and tailored based on online behaviour.
For example, CSPs who recognise the
behaviours of families with children may
be most successful in offering security
packages, online safety guidelines and
parental controls. Learning such things about
customers must then be fed in to the overall
customer service experience. Providing
parental controls shouldn’t stop with parental
controls. Those households with children
may be a good market for packaged content
such as Disney classic movies on-demand.
Conversely, households with children may
see higher instances of sport or more mature
programming being watched on second
screens or mobile devices, if the family TV
is taken over by children, creating a captive
audience for promoting such services.
Getting customers engaged regularly with
multiple services from one CSP makes it far
less likely they will churn, even if they can
get a better deal on one aspect of the offering.
CSPs also have a wealth of infrastructure
they can make work harder, providing cloud
storage, applications and back-up services to
customers where a need is identified. And for
home office workers, CSPs can offer business
applications and hosted email as well as
helpdesk services to reduce the need for
external IT support. All of these offers can be
built around insights and behaviours the CSPs
should be able to gain.
Much of this isn’t about cost it’s about
convenience and quality. Ultimately, CSPs
need to break away from the race to the
bottom taking place - in terms of pricing -
and realise consumers are only going to get
more sophisticated in the use of the Internet,
with behaviours and usage only going to get
more complex.
They may lose a handful of customers
to the novelty of free, no-frills Internet
access, but the growth areas are going to
be in providing a service which reflects
the importance many people place on their
Internet access at home.•
An insight into the future!
You are a decision maker;
You understand your business;
Do you understand how ICT affect the markets,
the countries and the people you serve
Gain insight into how ICT leaders see the future.
Connect-World, The Decision Makers’ Forum for
ICT Driven Development, brings you the thoughts
and opinions of leaders from around the globe,
their personal assessment of the issues that drive
the ICT revolution and change the lives of us all.
24 • EMEA 2013
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