Solutions

Canadian CSP Telus used mPortal's AppHouse concept and tweaked it to give its customers a personalized portal to apps and entertainment content. Canada is represented by two languages, French and English. Implementing a personalization strategy based on language, device, and zip code significantly increased the number of monetized downloads by Telus customers.

Another option is context-aware analytics, says Duane Edwards, Globys: “Context-aware analytics leverages the vast array of operator subscriber data to predict the relevance to a subscriber of content or offers at a given time or place. When coupled with solutions that can act upon these predictions, context-aware analytics helps deliver a dynamic, relevant and personalized customer experience that traditional solutions, with their static view of subscribers, are unable to provide.” 

Personalization is Critical

In order to remain relevant in the new digital economy, CSPs need to leverage the wealth of data they have access to in order to craft customized offerings for their customers. Entertainment offerings from CSPs must have personalized content discovery and integrated social components, otherwise they “incorrectly give people the sense that their IP-based service is more valuable,” explained Digitalsmiths CEO Ben Weinberger.

How long will it take for CSPs to achieve data-driven personalization? Duane Edwards, Globys, says it depends. “Some operators are moving fast enough to be able to deliver on a vision of an improved, contextually-relevant customer experience within the next two years. These operators will see increased customer lifetime value, primarily from better ARPU and better retention. Some will also crack the nut as it relates to monetization of subscriber data for third parties.” Regardless of the approach, CSPs must act now to ensure their future and better leverage the goldmine of data they collect every second and are investing heavily in to maintain and manage.