Mobile Network Operators (MNOs) seeking revenue growth opportunities can improve both revenue and margins through an enhanced focus on the roaming requirements of their enterprise sector customers. Concerns over costs in the enterprise market have discouraged enterprise employees who travel abroad frequently on business, from accessing data services over the mobile network.
Launched today, MACH’s Retail Roaming Solution provides a structured approach towards understanding enterprise requirements and providing better packaging to encourage take-up of roaming data services. Such an approach can help MNOs protect their enterprise customers against bill shock and unlock the potential of more than 40% of roamers who never switch on GPRS when roaming.
This is accomplished through gaining detailed knowledge about the roaming patterns of enterprise customer employees. With MACH’s solution, for the first time it is now possible to get very detailed information (down to IMSI and IMEI level if required) about where individual users are frequently travelling, when and how they are using their devices and for how long. With the help of this information, MNOs can create roaming tariffs and specially packaged roaming products to change the dialog with their enterprise customers from a cost-focused dialog to a more reward-focused one.
Having created the roaming packaging, it is important for MNOs to communicate this to their enterprise customers in order to re-assure individual users. This requires price transparency, as well as the implementation of roaming usage policies, which can be applied variably, depending on specific enterprise requirements. For example, a senior manager might be given unlimited usage options, while a more junior employee might be limited to €50 or €100 worth of usage over a certain period of time. An example of this is the development of ‘Day Packs’ with finite usage thresholds and a flat rate tariff for the day. Once the usage thresholds are met, an advisory alert is sent to the user, and further usage can be blocked altogether, depending upon the terms of agreement with the specific enterprise.
The final element of the solution, from an MNO perspective, is access to information and online control mechanisms, with which to monitor and control consumption and report back on results, thus creating the next marketing cycle. By adopting this sort of process, supported by the proper tools, MNOs can create very compelling enterprise customer loyalty schemes to encourage more enterprise roaming data usage and assure customer retention strategies are fulfilled.