Ericsson reveals MWC 2015 product launches


New consulting and network analytics service to help operators retain customers and drive higher ARPU revealed at press conference in Central London

Telecommunications infrastructure and software provider Ericsson is releasing a number of new products at Mobile World Congress.

A key product is a consultation service for operators called Digital Telco Transformation (DTT) which it says will help operators retain customers and drive up ARPU.

Ericsson says there is a fundamental shift in the way that operators are interacting with their customer from shop-centric to digital-centric. It claims that its position as a provider of both network infrastructure and software services puts it in a good position to help operators make that transition.

DTT works hand-in-glove with the latest version of the company’s analytics software, Ericsson Expert Analytics 15.0, which will allow real-time information from the network to be integrated into customer service interactions.

Ericsson says this will help operators to retain more customers and increase ARPU by tailoring its service to each individual customer. It claims that customers are three times more likely to upgrade if they are satisfied and three times more likely to leave if unhappy.

The analytics software will look to understand the actual experience for each customer based on their interactions, both positive and negative, with the network.

More recent experiences (network downtime, complaints) will be given more weight than ones that have happened some time ago and recurring experiences will also have more weight added to them. A customer score is then produced in real-time.

The information could then be used to know when to offer customers early upgrades and other offers to retain their business. It will also identify high-value customers which the operator should focus more effort on retaining.

For example, Ericsson says in real-time the software could tell the network to give a customer with a high ARPU more bandwidth, if they are struggling to stream content in a densely populated area. This would benefit the network by keeping higher revenue customers happy.

Other use cases highlighted included the ability to offer customers with issues with their provider early upgrade offers.

“This will open up a completely new model and it will offer telcos the change to increase cross-selling and better understand their customers, have much more targeted marketing and choose which customers (are important) to retain,” Ericsson head of consulting and systems integration Paolo Colella told a press conference in London earlier this week.

Other products that will be launched include a new modular way for operators to build networks via a new modular system. It claims it will allow operators to expand the size of existing sites in urban areas by as much as five times and reduce total cost of ownership by 20 per cent through innovations such as a 40 per cent reduction in energy usage.

This is achieved by adding newly designed radio stations which are half the size of existing products which can be added to wall space using a specially designed rail. These can be added to over time as capacity requirements increase and the rollout of new technology such as 5G.