How to unlock the potential in subscriber data

By centralizing all subscriber data into a single store, operators can cut their application integration costs and offer better end-user services. Making more of what you know about your customers is becoming a critical business advantage.

In today's world of industry convergence, operators have a sparkling advantage over many other players. They know who their customers are, their interests, how much they spend, and where they are when they spend. For all the impressive physical hardware in their networks, this detailed subscriber data is probably a operator's most precious asset.

There is a growing trend among operators around the world towards a more subscriber-centric model for delivering services to end users. A recent report discovered that 51% of operators questioned had moved to a more subscriber-based delivery model over the past 12 months. In addition, more than 80% of respondents thought that real-time subscriber data analysis was important or very important for measuring customer satisfaction and improving subscriber services.

Creating a central data store

Yet there is a complication. Most operators' businesses have grown piecemeal, with disparate applications and services being added over the years. The result is that subscriber data is held across a range of applications, creating duplication and spiralling complexity.

"Typically, bringing a new service to market takes 12-18 months, depending on the size of the application. There is a lot of work involved around the integration and provisioning of a new application," explains Dr. Ray Barghi, Chairman of the Subscriber Profile User Group (SPUG), formed in 2007.

But what if all the separate subscriber databases were brought together in a central store that could be interrogated through open interfaces by any application?

"With a common subscriber database, the time to market or new applications could come down by a factor of three. Applications could become 'dataless' and all that would be required would be to connect them to the common directory. Ultimately all applications can be linked into the store, gaining real-time access to subscriber information. Technically, this is possible today."  

 

Dr. Ray Barghi, Chairman of the Subscriber Profile User Group (SPUG).

Innovative, high-quality applications

Unified Subscriber Data Management (SDM) enables faster innovation because developers can focus on the core application functionality free from data management distractions.The operator's capital investment and operational costs are also reduced significantly. End users enjoy faster availability of new services and do not suffer confusing data. All of which helps to create a high quality end-user service experience.

One operator with this simplified data future in its sights is 3. In late 2006, 3 UK deployed what it calls 'service oriented architecture', initially to verify subscribers connecting to its Planet 3 portal. 3 uses the Nokia Siemens Networks One-NDS (Network Directory Server) platform, a robust open standards directory.

Sharing best practices

Meanwhile, the work of the SPUG continues. The group provides a forum for operators and other stakeholders to share their SDM experiences. "We will be publishing reference architecture for vendors to use to design and test their applications," explains Barghi. "Applications can then be submitted to SPUG-lab for certification. We will be completing the first certifications in the Fall of 2008."

Accurate, well-managed, real-time subscriber data has long-term importance to today's operators. In the words of the Subscriber Intelligence Survey report: "Subscriber data holds the key to customer 'ownership,' helping operators traverse the challenges brought about by converged networks and increased competition. By leveraging data in the right way, operators will avoid their networks becoming an open vacuum of IP traffic and position themselves as the enabler of personal services."

It's a statement that Bailey of 3 UK endorses. "Customer data is our crown jewels and something that we could potentially offer to third parties externally. So ensuring it is high quality and consistent is critical to us," he concludes.

For more about the Subscriber Profile User Group: www.spugonline.com