The mobile data market is somewhat like a teenager - grown but not yet matured. In most global markets and especially in India, the mobile data penetration is still considerably low.
Inspite of the increase in smartphone penetration, the adoption of data is not yet in proportion that is comparable.
A wide variety of reasons can be attributed to this –
- Perception of the high cost of data – while most operators can argue on data being cheap, and affordable; in reality the average mobile subscriber perceives data to be the biggest contributor to his phone bill
- Technological terms baffle subscribers – Not all subscriber understand the meaning of Mega/Gigabytes; plans tend to confuse and scare away subscribers
- Service and price predictability is a big challenge – a subscriber would like to obtain information on the contribution of services to overall data consumption
- Clear packaging and pricing for data , is missing from the markets
It is a known fact that applications (‘Apps’) are now the way to access and use the internet. A subscriber associates internet services to apps and to use the wide array of services they need.
Leveraging this familiarity and introducing service related packages would bring clarity to mobile data services. It is imperative that data service product, pricing and packaging should be positioned in a way that is most appealing to a subscriber. It is expected that the next wave of subscriber acquisition would be through data acquisition alone and in order to give impetus to this wave, operators need.
As per other key trends, this year, new and unconventional monetization options are promising to emerge, especially in the data space. The 4G revolution is expected to pick up in a big way. This will further open out, data and bandwidth to subscribers, and allow operators to build corresponding data subscriptions and revenues.
TeleDNA has grasped this opportunity and is working towards a solution to provide a single interface for subscriber to manage user services.
The solution looks at the whole data paradigm in a different light-
- Making data accessible from a single stop – from a smartphone shop
- Data be sold on demand
- Flexible data services
- Subscriber chooses own packages
All this is envisioned to redefine end user buying practices, and give impetus to the operator-subscriber relationship.
The proposition is aimed at helping Telecom Operators tap additional revenue from the data Pipe by providing flexible data packages that are easily to understand and which meet the needs of end subscribers. Further, the application residing on the subscriber handset greatly enhances the selection and buying experience for a subscriber, thereby making it easy to choose varied data services.
The biggest consumer advantage brought in by a solution like this is the ability to be in control and buy micro data packages pertaining to the Apps/services the consumer uses.
The operator advantage is manifold – increased subscriber loyalty, opening out avenues for an OTT partnership, instant package rollout and immediate market feedback.
Further subscriber behavior, predictability and operator’s ability to react to the same is enhanced.
Finally, besides the enormous potential in terms of revenue and data acquisition, this solution places the operator firmly in the heart of the consumer’s buying experience.
About TeleDNA: TeleDNA is an ISO 9001:2008 certified VAS infrastructure products company, awarded as “Emerging Indian VAS infrastructure provider” by INFOCOM-CMAI National Telecom Awards - 2010 for its state of Art, next generation, carrier grade VAS infrastructure products.
Operational since 2001, till date TeleDNA has helped and is helping many mobile service providers and enterprises to increase revenues with its advanced product suite. TeleDNA product portfolio has highly scalable and robust platforms which can be deployed in Tier 1, Tier 2 or Tier 3 mobile operator networks. With more than 65 product installations around the world, TeleDNA systems are field proven and have almost all vendors network interfaces ready. As such, TeleDNA provides very fast roll-out and short time-to market to service providers.
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