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The value of RAN network, subscriber and competitive intelligence to the business.
Introduction
The primary focus of radio engineering and optimization departments is to keep mobile networks up and running. In the execution of this duty, the engineering function extracts and analyzes a plethora of data from the radio access network (RAN), in order to assess network performance and customer experience and make improvements as required. Unfortunately, once these activities are complete this RAN intelligence is often discarded as its value to the wider business has not been appreciated. Yet the reality is this data is supremely valuable to numerous departments across the wider business, including sales, marketing and customer care. The critical insights the RAN data provides can help generate significant improvements in business performance. Depriving the organisation of this intelligence also threatens to marginalize engineering departments. These teams often find themselves being excluded from broader operator discussions on customer experience, investment and emerging initiatives such as big data. These radio engineering teams can also struggle to build effective business cases for essential investment because they fail to show adequate benefits outside of engineering. Rather than working behind the scenes, its now time for RAN engineers to take ce nter stage. By making the rich data from the RAN available across the organization, engineering teams can unleash its full analytical value to help the business achieve its broader goals. This guide sets out the pivotal role that engineering teams can play in driving the success of the business, using the goldmine of RAN data that is available to them to deliver the insights and intelligence that are critical for sales, marketing and customer care. Its time for engineers to promote the value of their view of the network and subscribers to the rest of the business.
Network Element Alarms & Trouble Tickets Network Configuration Data Switch Data
Network failures
Details on network configuration Relational performance counters Coverage and interference between sectors
Rather than discard this information, its important to realize that other departments are crying out for this level of visibility into the network. This data provides three valuable insights: Customer experience insight: Call traces and related data sources provide information on subscriber locations, their network activities such as calls and data transactions, and their quality of experience Network insight: Network element data highlights where the network is performing well, where it is overloaded or is unavailable due to faults Competitive insight: Benchmark data provides competitive ranking, not just at a ZIP / postcode level but down to individual streets
RAN departments can put themselves firmly in the spotlight if they harness RAN intelligence data and present it in formats suited to their non-technical peers. In doing so, they will play a pivotal role in better supporting corporate objectives, aligning their own priorities with those of the business, and aiding fellow departments with their day-to-day activities. 3|Page Copyright 2013 Actix Limited
The Actix experience When Customer Care has RAN insights, complaint resolution times have been cut by up to 80%, substantially reducing the time and effort to deliver a good customer experience. A large AsiaPacific operator has achieved a five-fold reduction in its technical customer care's investigation time per issue, from an average of 40 minutes to eight.
The Actix experience One Asian operator achieved immediate benefits by providing its marketing department with easy access to RAN intelligence. The operator was promoting 3G dongles, but experiencing a high number of returns. Using RAN intelligence it quickly realized the dongles were being sold in areas where 3G coverage was poor which was causing immediate customer dissatisfaction and churn.
These issues place a heavy burden on the organization and often result in only a fraction of corporate clients receiving the right level of attention. Sales teams need instant access to RAN intelligence, allowing them to quickly build up a picture of corporate account performance, competitive strengths and any impacting issues. Giving them the ability to generate reports and views quickly means they can proactively engage with corporate clients about their coverage and experience.
ActixOnes primary benefit is to simplify and streamline common engineering activities such as network rollout, optimization and customer experience analysis. The secondary benefit is that by consolidating the activities onto one centralized platform engineering departments will build an effective RAN data repository that can be used by the rest of the organization.
ActixOne Is built on the scalable Oracle database platform and therefore is capable of supporting thousands of users and terabytes of data. It has modular architecture, enabling operators to expand their analytics capabilities as the mobile network grows or new data sources become available.
Conclusion
By harnessing their unique customer, network and competitive insights engineering teams can take center stage within the operators business. RAN intelligence has real value outside of day-to-day engineering. It can be used to support sales, marketing and customer care, improving the effectiveness of their activities and helping to achieve significant increases in subscriber acquisition and retention. The RAN is a critical asset and pivotal to the success of the business; the time has come to leverage its full potential.
About Actix
Actix is the recognized global leader in mobile RAN analytics and optimization, providing the worlds operators and vendors with actionable subscriber, network and competitive intelligence to realise the full potential of their networks. Founded in 1991, Actix has built an unrivalled customer base of over 400 operators and equipment vendors who use its award winning solutions to rollout LTE on time, improve customer experience in the RAN and optimize their multi-vendor 2G, 3G and 4G networks. Actix has been a driving force in transforming the worlds mobile networks, delivering cutting-edge, carrierproven solutions that are the de facto standard. With offices across Europe, North America, Latin America, the Middle East, Asia, Australia, China and Japan, Actix can offer the scale and global perspective that are critical in todays dynamic mobile landscape.