Irrelevant Marketing Messages

There are two options when it comes to marketing messages we receive from the providers: either we get a lot of irrelevant messages or we opt out of any communications – and the first one leads to the other.

Is there a better way?

In order for the marketing to be relevant, messages have to be based on our context. 

Context is the current and next activity, location, interests, age group, gender, social group, travel patterns, social behavior patterns…

Some of them can be taken into account when planning 'traditional' marketing of mass out-bound campaigns; some of them can't.

In order to understand the context, a much broader set of information needs to be analyzed and conclusions made – all that before the context actually changes, which can happen in seconds or minutes.

Unpredictable QoS

Most of the time the service works just fine, providing good bandwidth and low response times. Unless we really need it. When websites or streaming services stop working properly, is it a problem of the application, of the network or provider's servers?

The answer is: users don't care – they just want it to work.

Their provider should either fix it before they see the problem or inform them when the fix will be provided or that they should reconfigure something themselves 

While OSS environments are usually perfectly capable of identifying network faults, they don't link it to issues a specific customer is facing. 

It is also not possible to perform this type of root-cause analysis in real-time at the application level.

Ineffective support in any of the channels

The overall environment behind a working app is very complex – the application itself, smartphone and its OS, backend servers, content delivery network, radio access network… That's why it's getting more and more difficult for technical support to help customers solve any problems they may encounter, like poor streaming quality.

Call centres and point-of-sale agents of a telecom operator do not have real-time information on user perspective and underlying technical issues causing the problems