Page 7 - Mobile World Daily - Day One
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TATA COMMUNICATIONS | QUALITY OF EXPERIENCE
Tim Sherwood,
Vice President, Mobile Market Development and Strategy
Achieving the Promise
of Truly Global Mobility
Delivering a ubiquitous global mobile experience
Mobile communications is a global accelerate innovation, enabling content and net, while enabling MNOs to deliver the quoted in www.marketingtechblog.com. For
phenomenon. However, the customer application providers to compete in new home network experience, with value-added enterprises to benefit from this medium, co-
experience, when moving between markets, while giving customers the user services. It is an important element in operation with a trusted messaging partner
countries, is far from desirable. This experience they require. changing how the mobile market views global is required to deliver successful and
lack of consistency is a barrier to service mobility. consistent message termination, on a local
mobile communications reaching its A CONSISTENT, UBIQUITOUS GLOBAL and global basis.
full potential. Mobile network MOBILE EXPERIENCE PROACTIVELY MANAGING QUALITY
operators (MNOs), enterprises, OF EXPERIENCE Mobile messaging lets MNOs provide a
content providers or over-the-top The way roaming works today does not route to enterprises for them to deliver a
(OTT) players that can give their necessarily support a dynamic future for To better manage the quality of subscriber range of value-added services including
customers the same positive global mobility. So what does a consistent, roaming experience, MNOs need to ensure targeted advertising, travel information, e-
experience, wherever they are, have ubiquitous global mobile experience mean? service availability by proactively managing commerce security and more.
an advantage and will shape the their network and accelerating trouble
future of the mobile market. • For end users, it means a consistent resolution. This requires MNOs to monitor Mobile messaging is a mature technology,
experience and quality similar to “at home” signaling messages, which control roaming being used in new ways. An emerging
Although mobile adoption has gone regardless of location. traffic, to ensure that roaming users are commercial model is the concept of
global in the last few years, mobile correctly registered and that the user sponsored data, where the cost of data usage
services continue to be restricted by • For enterprises, content, and application experience is being delivered seamlessly. is charged to a sponsoring 3rd party.
cost, quality and connectivity issues. User providers, it means the ability to reach and Sponsored data could have widespread use
uncertainty and lack of confidence, when engage mobile users globally with a Existing monitoring and reporting tools cases, ranging from enhanced expense
moving from the home network to a visited consistent user experience. tend to be functionally limited and do not management for employee BYOD, improved
network, tells us exactly where we are as an present correlated views to help MNOs customer loyalty through promotional
industry. The adoption of mobile • For mobile operators, it extends their quickly diagnose issues. Some tools provide programs, and a new way to embed customer
communications is a global phenomenon but virtual service border, helping to maintain reporting functions only, while others may support / helpdesk features into a mobile
mobile services remain localized and restricted. strong relationships with customers. focus solely on trouble shooting. Data app. Sponsored data creates new revenue
correlation between tools can be streams for MNOs, while giving enterprise
FRICTION-FREE, CROSS BORDER EXPANDING THE VIRTUAL SERVICE cumbersome and inefficient. brands a new differentiator, delivering ‘free’
COMMUNICATIONS BORDER services to their customers and partners.
A holistic view encompassing reporting,
While the internet has enabled frictionless, At present data roaming usage requires troubleshooting and commercial optimization PARTNERING TO MAKE IT HAPPEN
cross-border communications for about 20 backhaul of roaming traffic back to the is required. This calls for a real-time business
years, mobile is still evolving as a global roamers’ home network, which is both intelligence approach to roaming services. To realize the vision of truly borderless,
broadband access technology. If we think inefficient and expensive. MNOs can look at This lets MNOs optimize the subscriber affordable and consistent mobility services,
about how development and innovation ways to reduce costs, while bringing the roaming experience, minimize service the industry needs a structure that lets all
would have been limited if each country had internet closer to the roamer wherever they disruption by proactively monitoring network ecosystem players connect and collaborate to
multiple closed internets, we can then begin are. This is where ‘Regional Breakout’ can health, and identify key trends to further drive reach users on a global basis. The fast and
to imagine the potential of mobile on a truly help. While the concept of Local Breakout revenue growth and operational efficiencies. efficient way to enable this collaborative
global scale. (LBO) is relatively well understood, LBO environment is through partnership with a
standards are still immature and setup is non- ENABLING NEW ENTERPRISE provider that already has the required
An inconsistent user experience drives trivial. LBO data services are provided as COMMERCIAL MODELS multiple relationships with other global
customers to seek alternate ways to access truly local, so normal home services, MNOs, together with experience in delivering
mobile data when they roam. The challenge is including Blackberry access or access to The “always-on” nature of mobile makes it a global applications, media and services.
to win back and retain customers by VPNs, are not possible. potentially significant driver for enterprise
delivering a consistent quality of service brand engagement. When the mobile industry For an MNO, approaching these
across operator networks, while giving users By contrast a managed Regional Breakout looks beyond simply protecting existing opportunities on a global scale can be
affordable access to voice and data services service delivers a much improved, “roam like revenues, new business models enabling complex. But if they select a partner with a
wherever the customer might be. A home” user experience at a lower cost. It enterprise services can emerge. global platform, they can easily and cost
ubiquitous, cross-border mobile experience is removes the backhaul overhead and effectively connect with other MNOs and
required to help minimize subscriber churn to associated latency from existing roaming For example mobile messaging is a simple content providers to simplify and accelerate
alternative roaming options. When this arrangements. A managed regional breakout and cost effective media that is increasingly time to market with low risk. It is a matter of
happens the entire mobile ecosystem can approach also provides for multiple roaming being used for a variety of targeted brand recognizing the opportunity and then finding
partner rollouts quickly and at low cost. engagement activities. Outbound marketing the right partner to make the ubiquitous
text messages have up to 98% open rate and global mobile experience a reality.
Regional Breakout encourages silent and 45% response rate, according to a survey
low spending roamers to use their devices on-
MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com Monday 2nd March PAGE 7
