Using coverage maps to better inform roamers and reduce OPEX

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Information about Using coverage maps to better inform roamers and reduce OPEX

Published on March 19, 2014

Author: djfhill



Originally presented to MNOs and MVNOs at Roaming World Congress 2012 in Barcelona.

Using coverage maps to better inform roamers and reduce OPEX Duncan Hill, EuropaTechnologies

Agenda  "Will my phone work there?" – the importance of setting subscriber expectations before roaming abroad  Using coverage maps in self-service mode on the web and in customer care operations  Reducing costs by promoting channel shift to self-service  Mapping the rise of data roaming and the future with LTE

Painting the picture  Despite regulation, roaming is still good business  Increasing subscriber expectations. Heavy drivers for data traffic inc. social networking and new devices  Until (near-)ubiquitous, rollout of new technologies needs to be portrayed e.g. LTE  New opportunities, e.g. M2M  Why bother to show coverage? 6 million maps served per month

Why inform subscribers?  Manage expectations, earn satisfaction, build confidence & loyalty, reduce churn  Next to cost, coverage is the next most important question roamers ask  Enable subscribers to anticipate their connectivity, thereby promoting roaming use  To charge a premium price, offer a premium service Will I be able to use social media whilst on holiday? Can I check my email during my business trip? Will I be able to make an emergency call on my hiking adventure? Can I text my colleagues to arrange where to meet?

Using maps to reduce costs  Consider your customer service OPEX – would you like to reduce costs and improve service?  Maps are an excellent way to communicate complex information at a glance  Easily understood – “A picture tells a thousand words”  Encourage “channel shift” by publishing on website, promoting self-service over calls to customer service, although coverage maps also available internally

The power of maps  A powerful visual engagement  Seen as authoritative throughout history  Essential that content is accurate, but easy to get it wrong! Operator A: 3G Operator B: 3G Operator B: 2G Operator A: 2G

Domestic/Roaming Equality  Domestic coverage maps are commonplace  Why should roaming service information, including coverage maps, not also be available?  Subscribers expect to be able to access the information they need, when they need it  Challenge: test your own customer service

M2M  International M2M becoming increasingly common, due in part to low cost sensors  Essential that coverage is known before planning rollout – both in mobile & static applications  Tap other budget pools or simply share the cost of a core roaming coverage map service for your organisation M2M connections 2008: 47.7m 2014: 187m Industry forecast from Berg Insight

Mapping the rise of LTE  LTE networks being rolled out now  Mapped over 20 already  Spectrum an obstacle to LTE rollout in many countries, incl. UK  Future LTE roaming challenges due to limited spectrum availability – user may need to specify handset to see their available coverage  Preparation essential, despite obstacles  Immature coverage during rollout – important to manage user expectations

Coverage Map Checklist  Content – how many coverage maps?  Accurate – published professionally?  Current – reviewed & updated regularly?  Comprehensive – inter-standard roaming?  Compliant – with your corporate branding?  Compatible – with your web site(s)?  Access – language support & CVD?  Concise – displaying all roaming partner coverage in a single view?

Mapping your world  Consider making coverage maps a core service in your roaming strategy  Save OPEX and improve customer service  Strive for domestic / roaming information equality Flick that switch!

Thank you  Visit us in the Exhibition Area  Any questions?   @europatech

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