Optimising the Value of Your Subscriber Data

The expectations of today's mobile subscriber are driving market trends. Subscribers' desire for personalised and converged applications and services on any device, with high quality of experience, is changing the way Mobile Network Operators (MNOs) and their subscribers interact. Whereas, in the past, MNOs attempted to anticipate subscriber interests and needs, now subscribers are directing MNOs on the types of services they want and how they want them delivered. New networks (for example 3G, 4G, and IMS) required for the delivery of these services and applications must co-exist with legacy services causing data complexity to grow exponentially. To provide these services, MNOs must manage a growing amount of data for each subscriber, driving up cost per subscriber and reducing profitability.