Operators attack 4G personalization tariffs

As mobile devices become more popular, consumer demand for mobile data increases. According to Ericsson's latest action trend report, global mobile broadband users will grow fourfold in 2019, and mobile data traffic will increase nearly 10 times, with more than 50% of traffic coming from network streaming video. However, consumers have less than 10 seconds of patience for content display, so in order to increase the user experience, operators are rapidly investing in LTE.

Figure: Souce: Ericsson

In North America, it is estimated that 85% of North American mobile users will use LTE technology in 2019, while Asia Pacific will be the fastest growing area for LTE. By the end of 2019, there will be 1.4 billion new users, of which Chinese users will have more than 7 The number of billions. Ericsson senior associate Lin Youqi pointed out that 4G LTE will be the fastest and fastest growing technology for users (compared to GSM, WCDMA, HSPA).

With the advent of the LTE network era, changing consumer habits and operators' business models, Ericsson Consulting Associate Zhang Honglin pointed out that the changes brought by LTE include the transition from traditional voice-centric to data-centric tariffs. How much more flexible services, operators and OTT operators (such as Line, Whatsapp, etc.) work together to provide more favorable solutions and differentiated services (such as speed, performance or personalized tariffs).

Although LTE provides a faster Internet experience, LTE brings more diverse services than calls and newsletters in the 2G era, but at the same time it is not as simple as providing a good consumer experience. Zhang Honglin said that to provide consumers with a sense of service, not only rely on speed or a large number of base stations, but also transparent, flexible services. He explained that in the LTE era, operators offer more diversified tariff options. Internet speed and traffic are all considerations for pricing, and even multiple devices can share traffic. Consumers are not only free to choose the appropriate rates, but on the other hand, operators are also very transparent about the consumer's own usage, data traffic and other figures, making it easier for consumers to control consumer spending.

However, in order to provide the above services, the operator system architecture is bound to be more complicated. To this end, Zhang Honglin pointed out that Ericsson provides an Operational Support System (OSS) and a Business Support System (BSS) to help operators gain immediate access to users, networks, services and operational performance. At the same time, Ericsson also put forward the concept of application coverage (app coverage), measure the performance of the mobile network through the use of the application, and understand whether the network can successfully support the execution of the program, thereby evaluating the network performance and User experience satisfaction.

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