TRAI (Telecom Regulatory Authority of India) has released an indicative note to monitor every ISP on capping number of subscribers to provide good quality of service (QoS) . The Cat is Out of the Bag – The obvious GAP between the data-transfer rates flashing on Hoarding, Flyers, Television commercials plus other media touch-points and Subscriber’s real life experience is going to strangle a few operators in the market.

To come to think of it as a subscriber, the move from the governing body is quite an interesting one. However, what does it mean to ISPs that are active in the market or holding license to go live anytime? Well, understand your subscribers and cap basis the business the revenues you get from them. Is it that simple? Yes, only if you are only short-term focused!

A traditionalist would want to handle the situation by (say) listing subscribers basis the revenue in descending order, and try to service the subscribers from top deciles well and eliminate the others, if need be. If you are traditionalist and want to continue running the business in same fashion, don’t read further.

ARPU (one of the most abused terms I have come across the recent past) is just one dimension of understanding the value of your customers and be informed its is awfully short-term driven. When you add a host of other key dimensions to ARPU and use them to effectively to serve or acquire subscribers, you don’t only handle the current quarter/fiscal’ requirement but take care of a considerable amount of long-term objectives as well.

Now the question is how should an ISP do this? Well, Customer Analytics coupled with Marketing Process Management is the only way to stay alive and kicking.

I must admit that there is a sea change in the way how subscriber segmentations and retention programs are being held today in the Indian market. However, there are gaps and there still exists a lot of scope on how finer details can be dealt with for subscribers’ and shareholders’ happiness

There are obvious choices that can be made with Analytical Solutions and I would be very glad to engage in a dialogue with you thus evolve a holistic approach to your customer management strategies. Do send a note by Clicking Here and using the following comment section to let me know your views.

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