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December 7, 2009

Compuware launches Vantage for Mobile

To provide a real-time view of a customer's mobile data services experience

By CBR Staff Writer

Compuware has launched Vantage for Mobile, to increase the profitability of mobile data service providers by empowering them to enhance and manage the customer data experience.

The company claims that its new offering will provide a real-time view of a customer’s mobile data services experience by starting with an individual subscriber’s experience and linking back to key business functions. Customer benefits include increased subscriber retention, higher data average revenue per unit (ARPU), optimisation of network investments, reduction in customer support costs and improved customer experience.

Compuware said that the Vantage for Mobile addresses challenges that require operators to understand individual subscriber experiences on mobile data services. The service enables network operations teams to identify areas for network expansion; customer support teams to quickly resolve issues; sales and marketing teams to make informed business decisions; and customer retention teams to better understand customer renewal decisions.

The company has conducted a market research with 22 operators worldwide, which confirmed that the reduced customer satisfaction, increased churn and increased management costs due to lack of visibility into the subscriber experience of mobile data services.

The survey has also revealed management challenges which included higher than expected network traffic; reduced profitability from IP data revenue, rising support costs, rising complexity of new devices and services and increased pressure on call centre staff.

Ian Clarke, global director of telecoms strategy at Compuware, said: Mobile operators have traditionally been focused on the network; as the demand for mobile broadband data services grows they need to extend their focus to include quality of experience. The quality of the customer data experience will differentiate one operator from another.

“In this new world, the price of having no real-time visibility into a subscriber’s experience of mobile data services is an unsustainable combination of decreasing profit and escalating subscriber churn. With the popularity of mobile applications on devices such as Apple’s iPhone, the customer data experience has to be flawless. This business-wide issue impacts a broad range of departments and must be addressed if operators are to reduce retention risks and increase profitability.

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