MACH tool promises more personalised roaming offers
Mobile operators that are losing out on roaming revenue, because users are too afraid to use data whilst roaming, could be helped by the release today of a Retail Roaming Solution from MACH.
The MACH software uses business intelligence data to improve the level of knowledge an operator gains about a specific use, potentially enabling operators to offer subscribers tailored roaming packages based on their usage patterns or even their mobile phone model.
MACH claims that operator statistics indicate that more than 40% of roamers actually switch off their mobile data connection when travelling abroad – a lost revenue opportunity for operators. The solution accesses subscriber level information to be able to analyse roaming patterns and provide subscribers with more tailored roaming packages.
Morten Brøgger, Chief Commercial Officer at MACH said, “With the granular business intelligence provided by our solution, MNOs will be able to offer a range of bespoke roaming tariffs. Corporate users fond of using their iPad on business trips could, for example, be offered an ‘iPad tariff’ with price reductions structured around their unique requirements. In the mobile telecoms industry, knowledge of the subscriber is the key to opening innovative revenue streams. With our Retail Roaming Solution we have enabled MNOs to do just that for their roaming business”.
The solution’s re-pricing capability means that roaming tariff transparency and flexibility can be supported without the need for time-consuming changes to pricing in operators’ billing systems, allowing new roaming tariffs to be delivered rapidly. While policy controls allow MNOs to implement subscriber centric usage thresholds to encourage a greater take up of roaming services, in particular data usage.
Mark Newman, Chief Research Officer at Informa Telecoms and Media, commented, “With the non-SMS data roaming market projected to grow by a massive 246% by 2015 (Informa Telecoms and Media: Global mobile roaming forecasts 2010-2015) those mobile operators that can react quickly to enable and encourage greater uptake of data roaming stand to profit greatly. MACH’s Retail Roaming Solution addresses this requirement well by giving MNOs the subscriber-level business intelligence they need to optimise their roaming business.”