Mar 182 min
Subtonomy provides the visibility and insight operators need to manage both the roll out of their new 5G networks and the sunsetting of 2G and 3G networks to ensure a customer-centric approach to both.
Mobile network operators have a lot of experience rolling out new networks, expanding network footprints and densifying for increased quality of service. However, they have relatively little experience of switching off older networks and often take an engineering led, operationally-centric approach to doing so.
They leave the task of informing customers to external communications who usually embark on an (expensive) customer information and education program such as #BytNätNu in Sweden. But these programs miss some customers and are ignored by others who don’t understand how the change applies to them. Almost inevitably, they’re left scratching their heads and wondering what they could have done differently when customers begin complaining about the transition. Didn’t they do everything possible to inform them?
Consider Kat's case: content with a basic phone for texting her daughter and calling friends, she's puzzled when it suddenly stops working. Her daughter's concern grows when she can't contact Kat. They realize the phone itself isn't at fault — instead, Kat's network has been discontinued. Upon contacting customer support, they learn that the 3G service is no longer active. Despite a widespread advertising campaign, Kat, nearing her 80s and not a TV viewer, was uninformed. The support team quickly helps them choose a suitable new phone, but the oversight leaves them feeling that the provider failed to protect Kat from the avoidable stress of being disconnected.
But what if instead of just informing customers they took a more personalized and proactive approach to sunsetting? What if they could see exactly who is connected to a cell, what handset they have, and which services they’re using?
This customer-centric level of information complements cell planning data (which is quality of service focused) by providing clear insight into real customer experience and the likely impact of network changes on customers (a customer experience focus), such as sunset of 3G network.
SubCell from Subtonomy provides an accurate geographic visualization of each network and each customer, enabling operations, customer support and marketing teams to work together to create a smooth transition for customers.
SubCell reveals exactly which customers are attached to each cell and can isolate 2G or 3G customers who’ve attached over a period of time and a plan put in place to address their issues and smooth their transition to 4G/5G. This could take the form of a personalized information or marketing campaign to ensure such customers are prepared and transitioned before the network is shut down and maintaining a positive customer relationship.
The telecoms network landscape will continue to evolve as new networks are rolled out and densified and older network equipment is retired.
"Handling complexity and understanding user experience is key to efficient network operations. We use Subtonomy to help us stay efficient in an ever changing environment."
Network Quality, 3 Sweden & Denmark