Simpler the Better

As well as being the buzzword around nearly every telecom

trade show in sight, the issue of mobile device management has become something

of a plight for the mobile industry and highlights the catch-22 between the

deployment of advanced data services and actually generating revenue from them.

The opportunities presented by more advanced mobile devices

(and SIM cards) have arrived with their own unique set of challenges. Listening

to mobile content and service providers, it is easy to forget that although the

advancements in technology have opened up the market for rich-media data

services (such as games, music and video) problems still exist in ensuring that

customers can not only find and use new services but that their devices are

correctly configured. Before mobile operators can even hope to see RoI from

their data strategies, they must ensure that, for example, the devices in the

hands of their customers are able to connect to services, that GPRS is

activated, messaging settings configured and that roaming networks — if users

are connecting from overseas — are correctly defined.

The Responsibility



Existing methods of device configuration, either through

pre-configuration of handsets or over-the-air updates from the customer care

department have shown that relying on the subscriber to proactively request

value-added service configuration can only go so far in ensuring an operator's

entire device fleet is correctly configured at all times.

The responsibility rests with the operator to guide the user

to services, simplify the experience and capture revenue. Specifically for the

MMS, the learning from the success of the now ubiquitous SMS pre-requisites the

following — always on, no configuration hassles, certainty in delivery, simple

and low price per use — all of which goes on to obtain the large community of

users so important for revenues and success.

In addition, due to lost or stolen handsets, churn between

networks or simple handset upgrades, it is estimated that more than 50% of all

mobile users around the world require changes to device settings each year. This

number in India may exceed 60%. The problem has been compounded by the constant

stream of new devices with ever more sophisticated capabilities. Over 100

handset manufacturers, a variety of different capabilities and support for

different device management protocols means device configuration is becoming

more and more complex, creating increased strain on network infrastructures.

Post-sale configuration of devices has traditionally been a laborious procedure

that leaves subscribers feeling frustrated. The result has been low-levels of

both penetration and service access amongst mobile users and, where issues over

configuration arise, increased levels of traffic to customer care centres.

The Changing Nature of Mobiles



Handsets from churning customers, legacy handsets or those

simply purchased from non-official operators outlets are often left

un-configured, or worse ill-configured, leaving the operator to rely on the

subscriber to actively pursue configuration through a manual procedure. In

Europe, it is estimated that no more than 50% of handsets have been purchased

through official operator retail channels, whilst in Asia the figure is as low

as 10-15%.

Indeed for un-configured devices, it may take several weeks

before the user makes contact with customer care to receive a settings update.

Multiply by the number of new subscriptions activated per month, or even just

handset upgrades amongst existing customers, and the extent of lost revenue

becomes apparent. To address this lag between purchase and configuration, a

number of operators have deployed next generation automatic device detection and

configuration environments. Using network or SIM-based technology it is possible

to detect new handsets on the network and configure them according to

functionality and operator services. The principle of 'walk out working' has

shown immediate reductions in the lag between device purchase and initial

service usage.

As subscriber figures across the world plateau, attention has

been turned from customer acquisition to customer retention. The 40 mn strong

Indian GSM market has less than one mn active MMS users, which is a poor 2.5%

takeup. By removing the complexities of handset configuration, customers are

granted immediate access to the operator's portfolio of revenue-generating

services. By knowing the subscriber's handset, operators are able to

communicate the service capabilities relevant to the potential user, accurately

and in real time. There is no need for the customer to contact customer care or

follow set-up procedures listed on the operator's / handset manufacturer's

website. This form of customer satisfaction is, of course, key for building

usage, loyalty and brand.

Sharad Arora, region manager (India), SmartTrust