|B/OSS Insider Blog|
CommunicAsia 2012 – Pricing Analytics, Customer Retention and PBX Hacking
By Amit Daniel
I recently attended the CommunicAsia exhibition in beautiful Singapore along with 1,254 other exhibitors from around the world. What a great experience it was. The first thing that struck me was the tangible excitement in the region, which is experiencing rapid growth with huge development plans currently underway in all fields of telecommunication. With RA and Fraud Management being my main areas of interest, this growth signifies an interesting opportunity for people who operate in this environment. Very quickly, I was infected with the excitement.
Pricing Analytics Finds Root in Asia
I took the opportunity to talk to a lot of people and found that Pricing Analytics has really taken root in Asia and become very popular. Apparently, Asian subscribers are no less fussy or demanding than their Western counterparts when it comes to getting the best price for the best package. In fact, operators are clamoring to find solutions that will help them to offer their subscribers more personal packages that best suit their activity, behavior and pocket. Operators are looking for solutions that will help them with the ever growing issue of customer retention. In an increasingly competitive market, there is a growing awareness among operators to be more proactive to ensure they keep the customers they worked so hard to get, while assuring minimal revenue dilution. For example, one of the challenges is to defend and gradually balance the SMS revenues that are still significant in some countries, but under a lot of pressure because of OTT (Over The Top) applications. The key would be to successfully reengineer the pricing offerings.
Monetizing PBX Fraud DetectionBut what I most enjoyed was presenting them with a new approach in handling PBX Fraud that transforms Fraud detection into a revenue generator rather than just a threat detector. Let me explain. PBX Hacking is basically stealing and selling call time. When a company gets hacked, they are responsible for the costs. Not only that, detecting the hacking can take months and this is where losses start piling up. Operators are looking for PBX Fraud detection solutions that work in near real time. This is so that they can offer the solution to Enterprise customers to act not only as a defense against hacking but also, due to its near real time capabilities, as an early warning system and "insurance" to minimize the potential loss. This service can be offered to Enterprise customers on a monthly subscription fee basis, creating a new revenue stream for operators. Needless to say, CFOs were excited by this revenue discovery and CMOs were excited by the potential to differentiate their services in this crowded market.
Amit Daniel is heading the marketing, product management and business development in cVidya. Prior to joining cVidya, Amit worked in Starhome for the last 12 years as VP Marketing & Business Development and prior to that as Director of Product Management in which Amit was responsible for various product offerings and roadmap throughout the product lifecycle. Amit brings to cVidya rich market and product experience from Golden Lines, an international telecommunication provider, where she served as Director for International Carrier Relations for America, Asia and Western Europe. Amit has 17 years of experience in the Communications and Telecom industry, serving in various marketing, commercial and customer-facing positions. Amit holds a B.A and an MBA in International marketing and finance.