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Guest Post, Momac.net: How operators can transform their portals into subscriber-centric interfaces

What if, rather than trying to second guess our customers’ needs or trying to shape them through advertising with essentially no reliable feedback on its impact, we got the customers to define the packages they buy themselves? In a new whitepaper, Momac sets out their guide to the future of your portal, contact centre, and customer relationships in general.

The explosive growth in ‘off portal’ data traffic combined with the success of smart-phone application stores has led many operators to reassess their portal strategies. In the face of declining content sales and an increasing trend for users to navigate directly to their favourite mobile Internet products and services, many operators are questioning the role of their predominantly content-led portals, with some even considering closing the portal altogether as the declining content sales push portal P+L’s into the red.

In positioning the operator portal as primarily a source of value-added services revenues, however, operators are overlooking the huge impact that portals, and operator branded applications, can have on overall customer experience, and the drive towards customer centricity.

In the new subscriber-aware world, operators need an on-device interface that provides the subscriber with access to all of the compelling new products and services offered by an intelligent, subscriber-centric network. The subscriber interface should be the key point of interaction between subscriber and operator, a place to manage the customers’ complete relationship with the operator, whilst providing access to key 3rd party services (social media, e-mail) which are relevant to each individual. Mobile World Congress 2011 included much discussion concerning subscriber-centric networks and how evolving subscriber data management (SDM) systems can help drive personalized operator services.

Without a portal, or on-device application, the operator website is the de-facto subscriber interface. Accessed via a mobile device, the website can never offer the level of subscriber centricity and customer experience that a made-for-mobile portal or application is able to (a recent study carried out by O2UK highlighted that consumers preferred the experience offered by the carriers O2 Active mobile Internet portal over that offered by browsing the O2 website on a smart-phone), and by failing to understand the potential of a truly subscriber-centric interface, operators risk giving up their most relevant channel. Surely the question operators should be asking themselves is not “Why do we need a mobile portal or branded application?” but rather “Why would I ask my subscribers to browse a desktop website or call a customer service centre when I can give them total control via their mobile device?”

This whitepaper will explore how mobile operators can transform their portals and applications from the typical content store front into a highly personalised, subscriber-centric interface accessible on all types of devices including phones and tablets, and focused on enhancing customer experience and, hence, loyalty, driving core voice and data revenue, and reducing OPEX.

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