High speed data services like LTE are changing how operators develop and market services – operators are selling more services, with a faster time to market, to an increasingly segmented customer base and new business models are constantly on the horizon. Innovative operators are embracing this new market opportunity by offering Dynamic Services and delivering choice to their subscribers.
Dynamic Services is a platform for creating, displaying and charging for mobile services. A key part is the service / price plan creation and providing expanded services with innovative pricing (as illustrated in figure 1). Supplementing a base service plan with value added services chosen by the subscriber enables a wide range of value based offers to be delivered to a wide range of segments with different preferences.
There are many successful examples of Dynamic Services being launched by operators – ranging from data, application, speed ‘bolt-ons, to shared data plans, to service passes. What is consistent is that they need real-time charging and monetization, and policy is now being used to help develop products to increase revenues, as well as control costs. Real-time charging integrated with policy is now a given in providing the foundation for data offers. Operators are now evolving this to the next stage and delivering engagement with the policy and charging control infrastructure direct to subscribers, who can view and purchase services, and to content providers, with controlled access to Policy and Charging functions.
PCC integrated with a real-time engagement capability is the key to operators delivering a Dynamic Services strategy and giving customers the choices needed to let them spend their money with you on the services that they want.
To learn more about real operator examples of value-based dynamic services download our White Paper titled "Using Dynamic Services Pricing to Accelerate LTE Revenues"