Equilibrio del desempeño de la red móvil con los costos para impulsar la sostenibilidad de la red

No es de extrañar que los operadores móviles se enfrentan hoy a muchos desafíos, por ejemplo, menores oportunidades de ingresos y altas expectativas de desempeño. No es realista entregar un 100% de satisfacción del cliente a través de las complejas redes móviles de hoy, no obstante hay muchas maneras en las que los operadores móviles pueden mejorar el desempeño, optimizar los costos y, en definitiva, mejorar la experiencia del cliente. El balance final es que los operadores móviles debenequilibrar el desempeño con los costos.

Uno de los mayores obstáculos que enfrentan los operadores móviles para alcanzar este equilibrio es el influjo de tráfico Over-the-Top (OTT). Los servicios OTT han, de muchas maneras, mimado a los suscriptores en el sentido que ahora esperan para todos sus servicios móviles el mismo nivel de desempeño que el que reciben en los servicios fijos. La alfabetización digital ha aumentado sin duda en la última década, pero la mayoría de los suscriptores no sabe (y no tendría que saber) que la provisión de tan alta calidad de experiencia (QoE) en los servicios de movilidad es increíblemente compleja. Por lo tanto, es probable que los suscriptores se frustren cuando el desempeño disminuye.

Al mismo tiempo, los servicios OTT están en gran medida alimentando el crecimiento del tráfico móvil sin aumentar los ingresos de los operadores móviles. Este equilibrio roto entre la demanda y los ingresos está poniendo mayor presión sobre los operadores móviles, y creando la necesidad de una mayor eficiencia de la red móvil y una planificación más sólida de la hoja de ruta para controlar y reducir el costo de los servicios de datos móviles suministrados, sin comprometer la QoE.

A fin de satisfacer las expectativas de los suscriptores, los operadores móviles deben examinar de cerca dónde sus inversiones en red tendrán el mayor impacto tangible en la satisfacción del cliente. Obviamente, la satisfacción del cliente es multi-dimensional y no puede medirse con un solo KPI; esto puede depender de quién es el usuario, dónde se encuentra, qué servicios está utilizando y muchos otros factores. No obstante, mediante la segmentación de los clientes y el análisis de datos de la red móvil de extremo a extremo, los operadores móviles pueden lograr una comprensión muy precisa de dónde deben invertir en la red para optimizar la calidad del servicio y la experiencia del cliente. En InfoVista, llamamos a esto “gestión de desempeño de la red extremo a extremo al nivel de suscriptor”.

Puede leer la nota original en inglés aquí.

Bernard Breton
El Sr. Breton es responsable de las operaciones internacionales de InfoVista. En este rol, lidera el compromiso con la base de clientes a nivel global, y el desarrollo de formas innovadoras de garantizar la promesa de InfoVista de orquestar el rendimiento de la red. Se unió a la compañia luego de la adquisición de Mentum en 2012, donde era Chief Operating & Strategy Officer.

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