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V. Rishi Kumar

`With advanced tools, it is possible to track and analyse every call transaction in real time.'

Hyderabad , Feb. 6

WITH the wireless user base growing exponentially and competition hotting up, telecom service providers are forced to adopt innovative approaches that increase customer loyalty and the average revenue per user (ARPU) through real time network monitoring systems.

The Vice-President Communications Group, Agilent, Mr Shekhar Nayudu, told Business Line that traditional network management systems fail to detect customer problems. With advanced tools, it is possible to track and analyse every call transaction in real time. Service providers can now monitor and devise systems that can give an insight into the quality of service (QOS) experienced by a particular customer.

With a seamless link between customer-experience monitoring tools and troubleshooting solutions, telecom providers can immediately see the most prevalent errors in user sessions and determine the underlying cause. This would enable telecom providers to gain and retain lucrative corporate customers, he explained.

The wireless market is rapidly expanding. More than 1,000 new subscribers in China are added in 15 minutes.

In the next few years, wireless services will surpass wire-lines as the dominant form of communication service. Telecom operators can monitor the quality of service and target the highly profitable group for special service offerings.

"In a competitive market, customer demands keep going up and measuring and benchmarking your performance against these changing needs is essential to be on the right side of the telecom revolution. As the telecom services in India move from voice to high-speed data transfer, the robustness of the network will be critical," he said.

Groups can be defined as corporate customers, prepaid subscribers, roaming subscribers and monitored customers. Corporate subscribers have an ARPU twice that of other subscribers.

They are typically more sophisticated service users and demand a high quality of service. These solutions can help build loyalty and better targets.

While Indian telecom operators have been working on consolidating their subscriber base, the QOS continues to be an area of concern.

The challenge is to manage the demands of increasing reach and to add new customers, while retaining existing customers through a level of service that acts as a competitive differentiator.

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