How Adoption of Highly Advanced Mobile Services and Contextual Customer Engagement Solutions Can Transform the Indian Telecom sector?

3rd January 2018 | By Mouseworld Now Correspondent |

Markus-Doetsch-CEO-Sicap-GroupBy Markus Doetsch, MD & CEO, Sicap Group

With increase in data-intensive content and monthly data traffic per smartphone in India, the entire Indian telecom industry has witnessed a win-win situation for both the operators and subscribers. However, growing wireless upgrade including 3G, 4G and beyond LTE adoption in markets with low-income levels and low smartphone penetration has turned challenging for several MNOs and MVNOs.

Moreover, high rollout and spectrum costs call for fast service adoption and revenue take up, which is another key challenge ahead for the mobile operators. In such a scenario, the operator need to identify and reach the potential 4G customers while promoting bandwidth hungry services and apps, and more advanced smartphones in order to encourage customers to avail faster mobile broadband services.

In order to deal with such challenges in a cost effective manner, it becomes imperative for MNOs to focus more on retaining their existing customer base while increasing the Customer Lifetime Value. However, growing the customer lifetime value has turned out challenging due to the lack of natural customer engagement opportunities. After having bought a new SIM card, subscribers rarely enter the operator store or website again. Mobile operators may further lose customer contact details, which makes it difficult for them to grow mobile service revenues.

Mobile operators have to increase service consumption and prepaid top-up frequency, up-sell and cross-sell new services, or more advanced smartphones to increase the number of mobile phone subscriber base while ensuring customer support and satisfaction.

According to 2017 global edition of the GSMA’s ‘Mobile Economy’ report, the number of unique mobile subscribers around the world will surpass 5 billion by mid-year 2017 and will increase to 5.7 billion by the end of the decade. The report further asserts that subscriber growth over this period will be driven primarily by large Asia markets such as India, which alone is forecast to add 310 million new unique subscribers by 2020, showing positive signs of higher growth for the Indian telecom market.

With increase in adoption of faster and more advanced mobile services, operators can explore and leverage context-aware customer engagement automation solutions instead of solving major challenges through traditional complex ways such as legacy marketing solutions, which requires huge investment. Moreover, Contextual Customer Engagement is a modern, agile and effective way to speed-up service adoption and to increase sales and customer satisfaction through real-time customer insight and personalized customer engagement messages delivered automatically at the right time. It provides highly tailored solutions by analysing the data for Customer insight and segmentation which further allows sharing important information with customers as and when required in order to provide a rich and engaging experience to end-users.

The automated engagement campaigns can also be harnessed for any business purpose in order to engage targeted customers by promoting, upselling and cross-selling products and services to boost sales conversion rates and build lasting customer relationships at the same time.

Automated customer engagement tools further empower Customer Care to turn customer service into a proactive experience, where the help arrives even before the problem occurs. Context based external system calls, notifications and messages are automated solutions which are used when a subscriber matching with a contextual profile is detected. Effective contextual customer engagement automation solutions will speed-up adoption of new services, improve customer satisfaction and stimulate sales growth which will eventually help mobile operators to achieve their business goals across the globe.

Author Bio: Markus Doetsch is MD & CEO, Sicap Group

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