THE 3 THINGS CARRIERS NEED TO GET RIGHT NOW: MOBILEDATA + CUSTOMER EXPERIENCE + RESEARCHThe Optus CEO recently declared his company’s shift to “sustainableprofit growth”, moving from “raw subscriber acquisition” to an emphasison retaining and increasing revenues from existing customers.Sustainable profitability means retaining existing customers andencouraging them to spend more money on mobile. Central to thisproposition in the era of data is understanding
.Monetizing the increase in data use means building a better customer experience around social context. Customers don’t consume data, theyconsume what data does for them. Understanding the motivations anddrivers behind data usage will provide more solid foundations for pricingand marketing strategies.Carriers need to upgrade their marketing strategies: without context-driven customer experience, data is simply a commodity. Competing ondata volume and price will become a race to the bottom that operatorswill lose to new entrants wanting to establish a foothold in the market.THE 4 KEY BENEFITS OF ETHNOGRAPHIC RESEARCH ON DATAFOR CARRIERSThe best way to understand customer drivers is to research mobile datain context i.e. in the malls, street and homes (not focus groups andonline) where people actually use data. This ethnographic approachyields 4 key benefits for operators:1) Drive product development road map by identifying customer painpoints and usage profiles. Identify the quick wins that operators can fixto improve customer experience.Smartphone customers who experience between fewer problems withslow mobile web speeds spend an average of $11 more per month thanthose who experience considerable problems ($140 vs. $129,respectively). (source JD Power)2) Develop relevant marketing messages to help migrate the salesstrategy from being about selling commodities on price to being aboutselling the premium of social benefit.