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Nielsen urges mobile operators to increase focus on billing
|21 июля 2011|
Nielsen called on mobile operators to focus on enhancing their CRM (customer relationship management) and billing services in order to stem the tide of revenues flowing away from operators towards over-the-top (OTT) players.Speaking to Total Telecom in London, Nielsen's European managing director David Gosen said that operators have been preoccupied with keeping up with the latest OTT services, rather than concentrating on making the most of their unique assets already at their disposal.
"We all like to chase the next shiny object," he said. "It takes a lot of discipline to stay focused on an area that's going to fundamentally change the business."
Indeed, recent examples have included operator initiatives aimed at tapping into the growth of the mobile applications market such as Telefonica's BlueVia program and the GSMA-led Wholesale Applications Community (WAC), and the recently-unveiled mobile payment joint venture between Everything Everywhere, O2 UK, and Vodafone.
Gosen also added his voice to the argument that operators can make their offers stickier by enabling customers to pay for more than just basic voice and data services via their phone bill.
"Research has shown across a number of companies that if you can get consumers to subscribe to more than one service through a single billing platform they are much less likely to churn," he said.
Gosen – who among other roles held a senior sales and marketing position at Mercury One 2 One in the mid 1990s – also shared his disbelief over operators dragging their heels when it comes to adding value by leveraging their customers' data.
"It's a six billion dollar question; operators are sitting on a fantastic asset of customer data," he said.
"It's a question of operators dovetailing the need to leverage customer data with other, ongoing needs, like building and maintaining a network," he commented.
Going forward, Gosen said he expects operators will make better use of user data.
"[Operators] are increasingly seeing the value of their customer data – we will see them focus more on CRM and billing in future," he said.
Источник: Total Telecom