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Smart Pricing: Redefining Telecom Monetization

Context is forever changing how Communication Services Providers (CSPs) market to customers.

In today’s fiercely competitive market, CSPs are grappling how to grow revenue while at the same time enhancing customer experience and improving customer loyalty. Traditional marketing department have leveraged generic solutions for promotions. These productcentric approaches were non real-time and were based on defined static criteria’s, making offers generic and one-size-fits-all.

Contextual marketing is much more powerful.

To maximize their revenue, CSPs need to offer the right product, at the right time, and to the right person. The ability to deliver a ‘smarter’ offer can help CSPs improve customer retention and increase the average revenue per user (ARPU) and average margin per user (AMPU). The challenge, however, is knowing what the customer deems valuable so that CSPs are delivering meaningful offers. This is where customer profiling becomes key.

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