Posted by Tom Donnelly in Bookmark this article!
By applying the principles of business intelligence to a rich collection of consumer network traffic data, fixed and mobile broadband providers are able to increase revenue by capitalizing on Internet phenomena.
Simply speaking, there are three high-level ways in which service providers can increase their revenue:
- Attract more subscribers
- Deploy value-added personalized service tiers that generate incremental revenue (note that these could be monthly subscriptions like a social networking service or an on-demand service like prepaid unlimited usage for a day)
- Optimize the existing revenue base, for instance by giving subscribers reasons to shift to adopt existing premium packages
Each approach requires a fundamental understanding of subscribers, far beyond simple demographics like age and location. Those facts play a role, but they’re woefully inadequate representations of an incredibly diverse market. What’s needed is a detailed understanding of subscriber behaviour: What devices do subscribers use to get online? Once they’re online, what do they do? What clusters might emerge when you begin to group subscribers by common online characteristics? Read the rest of this entry »
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