Mobile phone subscribers feel connected in an almost unbroken flow and, on the other hand, network managers optimize connectivity and handover. It is still the same world, the same network, just two views from two angles, except that the customers’ subjective perceptions of value influence the flow of revenues at their very source, deciding the fate of all competitors on the market.
There are two challenges for providers in this respect. Firstly, which data will best help them to understand what users really value? And secondly, if they achieve the right understanding, can their networks support “flow of value” as it is perceived by customers?
Most users have neither the capability nor the interest in measuring the quality of networks. However they do perceive network quality consciously or sub-consciously as they use it to interact with others.
Network quality from the user perspective is an impression based on experiences when interacting. In previous times, perceptions focused on call quality and then browsing quality became the predominant criteria. Nowadays network quality is measured mainly by the flow of social network activities.
On the customer front, the battle is won and lost on price, because real differentiation is difficult. We still live in a “one size fits all” era (or rather “three or four sizes fit all”). How much value does this policy create for customers? More or less one third of them is on the move, one third is indifferent and only one third has found a place that fits. In essence the picture is so similar everywhere that it even might even seem to be a natural law.
However as the mobile internet is beginning to dominate society’s methods of interaction, demand is beginning to increasingly differentiate. Until now there has been equally little fighting power of all competing providers. With the new technologies of virtualization and service orchestration, this will change. Telecommunication providers will need to develop their blind side to take advantage of new chances to create unknown kinds of values – and keep competitors at length.