Operators’ foundations are shifting from voice & SMS to data; therefore, the old ways of operating must change. According to Jeroen Borst, Director of Innovation from KPN CM, the first step is a massive internal change that involves everyone in the organization. Thus far, everything has been based on quantity. Basically, people monitor the number of minutes and text messages, but this is changing.
The way the operator looks at the customer is also changing. The data business is not like voice & text; a good price is not good enough. Offers must be made that better reflect the customer experience, not just the volume of data.
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