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Service providers need innovative data price plans

Anuradha Shukla | Oct. 13, 2011
Findings by global research report from Amdocs and Heavy Reading.

Data service providers around the world should integrate charging and policy management capabilities, according to the findings of a global research report by Amdocs and Heavy Reading.

Findings of the report show that integration is important for enabling future pricing strategies for data services.

About 83 percent of respondents agreed that their marketing organisations are asking IT to enable innovative data price plans and more than 90 percent said their companies want to create packages across lines of business, customer types and payment methods.

Eighty-six percent of providers plan to launch tiered pricing plans; 82 percent, single data plans for multiple devices; and 67 percent, family plans.

"We can expect new data price plans to flood the market as data usage skyrockets with the introduction of improved tablets and smartphones, such as the iPhone 5, BlackBerry Torch and the Nokia N series," said Ari Banerjee, senior analyst, Heavy Reading.

"Our research shows there is global consensus that integration of charging and policy management capabilities is required to monetise these new data pricing strategies. Service providers have found attempts to integrate charging and policy management by their internal IT and network departments challenging and too expensive and are now seeking pre-integrated vendor solutions."

Better customer experience

Eighty-five percent of those surveyed said they see a need to integrate charging and policy management capabilities as it will allow providers to offer a better customer experience by introducing plans that relate to the device type, network status, customer information across all lines of business and other parameters.

Eighty percent of respondents think their existing policy management systems, deployed to support network-related use cases cannot support more advanced use cases.

Also, 10 percent of the respondents tried to integrate charging and policy management systems but failed.

"This survey validates the need for better integrated charging and policy management capabilities in order for service providers to create, offer and monetise the next generation of data services," said Rebecca Prudhomme, vice president of product and solutions marketing at Amdocs.

"But we must remember that end customers also want to get their new services in a simple and intuitive manner. This is exactly where value-based pricing should come into play. For example, a movie package that has data and speed prerequisites already embedded into it for a high-quality experience will offer end customers the ease of use and personalised services for which they are willing to pay more."


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