As the mobile channel becomes increasingly important, many communications service providers (CSPs) are adopting a mobile first approach to customer engagement. Why? According to a number of recent studies, active smartphone users check their devices up to 150 times a day. Indeed, a study by marketing firm Tecmark showed that the average user checked their phone a whopping 1,500 times a week, starting on average at 7:31 a.m. and using the phone for 3 hours and 16 minutes per day.
While some may question the Tecmark figures, it’s clear that the combination of always on, always available and information rich access afforded by mobility is driving real behavioral changes in users. Moreover, this is becoming a global phenomenon; more affordable high-performance phones, mission-critical applications, network improvements and personalization efforts are all providing incremental gains, and emerging trends like the Internet of Things and virtualization promise even greater payoffs.
Any market player that does not leverage this trend is in jeopardy of declining relevance to its customers. Realizing this, service providers are looking for ways to address the burgeoning phenomenon, with a number of them adopting or exploring this approach. But service providers that pursue a mobile first strategy must remember two important points.
Examining these requirements brings clarity to the importance of a well-designed integrated BSS suite. Integration and consistent design ensures a common experience for customers that a patchwork of disparate applications will struggle to match. It also ensures that data definitions will be common among the applications, increasing data consistency, accuracy and integrity as well as efficiency.
Clearly service providers implementing a mobile first strategy would do well to remember that mobile first should not mean mobile only, and that the mobile ‘front end’ is only as good as the systems and data behind it.
Photo by Maurizio Costanzo with Creative Common License
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