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APAC consumers willing to pay more for improved experience and personalised services

Zafirah Salim | July 14, 2015
Quality of Experience (QoE), particularly for data, is fast becoming a primary loyalty driver for customers; and providing personalised services is regarded as a significant revenue opportunity for service providers.

A recently conducted study by HOT TELECOM, commissioned by customer experience solutions provider Amdocs, has highlighted new revenue opportunities for service providers in delivering improved Quality of Experience (QoE) for customers.

QoE, particularly for data, is fast becoming a primary loyalty driver for customers; and providing personalised services is regarded as a significant revenue opportunity for service providers.

Polling over 4000 consumers, the study discussed the four key factors in shaping the mobile quality of experience. It analysed consumer perspectives on QoE and how it impacts customer loyalty; as well as insights into 4G customers, big data spenders, and what users from specific regions want and think.

According to the study, Asia Pacific (APAC) was found to be the second most advanced region, after North America, when it comes to 4G, making up 35 percent of the APAC mobile users surveyed.

Compared to users in Europe and North America, those in APAC spend more time using their mobile devices for entertainment purposes, such as watching videos, playing games and browsing social media sites, which explains their hunger for data speed and coverage. This is compounded by the fact that in times of crisis, 59 percent of mobile users in APAC said that they would choose to keep their data service and drop voice services.

It is also interesting to note that data coverage (55 percent) and data speed (64 speed) were named as the primary loyalty drivers by APAC mobile users.

Increased demand for personalised services

APAC users were also found to be more willing to pay for improved QoE. Specifically, 56 percent said they do not mind shelling out more to enjoy better data coverage and faster download speeds.

In addition, 38 percent said they would pay for data speed boosters, while 22 percent would pay more to receive tailored service and plan offerings. Majority of them expressed their interest in personalised services, such as offers that reflect usage patterns, rewards based on usage history, ability to self-manage their plans, as well as real-time notification if the service provider is working on an issue related to their use.

Based on this increased demand for personalised services, service providers can offer improved QoE to monetise on this opportunity.

"Today, people are using their mobile devices for more than four hours a day, in large part for entertainment, and this is driving increased expectations towards data accessibility and quality," said Isabelle Paradis, President, HOT TELECOM. "Mobile service providers need to provide resilient and high performance data connections, tailored and flexible voice and data plans, à-la-carte features and services, and ultimately personalised quality of experience."

"Through the combination of our extensive BSS/OSS solutions, together with industry-leading vendor-agnostic RAN optimization solutions, big data analytics, policy control and real time charging solutions, Amdocs uniquely enables service providers to connect the dots between customer and network intelligence to deliver and monetise a high quality, dynamic and personalised customer experience," added Ann Hatchell, Head of Network Marketing at Amdocs.

 

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