Use case: Comparing telecom operators worldwide
How to compare a single mobile carrier’s network performance with others around the world – with no difficulty and low costs?
The big scenario
By the end of the first quarter of 2017, two thirds of the world’s population had a mobile subscription – totaling 4.9 billion mobile subscribers. In order to provide mobile telecom services in more than 240 countries, there are over 700 operators spread around the 5 continents. To support all those operators, there are several vendors in the market (e.g Huawei, Ericsson, Nokia, ZTE, NEC, CISCO, etc) offering solutions for different parts of the network (e.g. RAN, CORE, Transmission/Backhaul) and for different technologies, such as GSM, WCDMA, LTE and Wi-Fi.
According to GSMA, at "The mobile economy 2017" report, by 2020, almost three quarters of the world’s population – or 5.7 billion people – will subscribe to mobile services. 5G will be in early implementation in several markets, especially in Europe, Asia and North America regions. This will bring new complexity to managing performance in a homogeneous network environment.
Another pivotal point in the market is the need for rapid decision-making based on real-time indicators, allowing mobile operators to proactively act on the network before their customers realize there is a problem, improve sales effectiveness, and create better marketing campaigns.
Breaking the barriers
In the light of all this complexity, WebRadar, a company that has a vast experience in Big Data Analytics for Internet of Things (IoT), has broken the barriers and developed Competitive Analytics, a solution capable of monitoring the end-user experience without relying on any private network connection or any additional action by the phone user.
By collecting data from millions of handsets, world-wide, every few minutes through our partners’ smartphone applications, Competitive Analytics enables the mapping of operators’ performance accurately without the need to run Drive Tests and/or Benchmarking system.
WebRadar’s solution is capable of collecting big amounts of heterogeneous data, derived from different technologies and in different formats; processing and interpreting the data in a comprehensive and near real-time way; delivering detailed reports that use historical data gathered 24/7; providing a holistic assessment of the user experience; and offering insights that assist the decision-making process. Users can navigate through the data, generating their own customer reports, selecting which regions, operators, time period, technologies and KPIs to collect.
Competitive Analytics also allows the integration with several platforms and satisfies the need for immediate access to the entire contracted database through a cloud-delivered subscription-based model (SaaS). Since it does not require software installation and maintenance, telecom operators can focus on gaining competitive advantage rather than worrying about infrastructure.
Competitive Analytics enables mobile carriers to understand their customer experience, and compare it to their competitors' customer experience. It also provides detailed insight into where to focus network improvement efforts, and where increased marketing will have maximum results. Global benchmarking allows operators to compare regions or national operating companies with consistent customer experience measurements. Also, it allows them to discover how competitors are performing and compare network quality worldwide. It also helps regulators to guarantee the efficiency of the services rendered by operators in a specific country. This way, it is possible to identify problems that have to be handled and optimize performance.
Another advantage is the reduction of operational expenses (OPEX). Competitive Analytics provides better geographic coverage than is possible with drive testing and pushes down the cost of manpower, lowering the need for resources related to coverage prediction software, improving accuracy on troubleshooting customer complaints, and increasing the income. Studies show that the implementation of such solution results in potential savings of 50% with improved results.
Competitive Analytics also enables intelligent CAPEX investment. The solution uses real traffic pattern data to maximize return on investment, allowing telecom operators to react quickly to customer demand and increase revenue opportunity, improving the planning of 5G roll-out, Wi-Fi offloading and femtocells.
In today’s dynamic and demanding world of mobile communication, WebRadar’s solution is a strategic ally of customer-centric processes. It provides a zero-touch solution that puts powerful information at their fingers without the need for expensive OpEx or CapEx commitments. It has zero integration costs and is optimized for exposing competitors’ strengths and weaknesses. It pinpoints regions with poor quality, it provides location based insights into subscriber experience and behavior, and it enables the identification of what services are used (by whom, where and when) as well as how they are perceived. As it focuses on end-user-experience, it proactively prevents churn.
About the Author
Humberto Baptistella is the CMO of WebRadar. He has +20-year global career in wide range of customer facing Telecom roles. He has worked in companies like Nokia, Ericsson, and America Movil Group. His skillset bridges commercial and technical fields and he has been successful in a wide variety of roles including Engineering Management, Sales Management, and Marketing.