Customer Experience Management (CEM) is not a new concept, and has been applied in other industry verticals like transport, food and beverage, utilities, and financial services. However, CEM in mobile networks has only recently started to catch steam.
With the growing usage of smartphones, mobile applications, and faster networks going from 3G to 4G, the perception of network quality is shifting. While mobile operators could earlier control customer experience by simply pulling a few network levers for improving voice calls, network quality and quality of experience in the mobile data era is a much bigger and multi-dimensioned challenge.
There are a number of solutions and approaches to CEM in mobile networks. The lack of clear definition for CEM allows for multiple interpretations, with traditional network and managed service vendors, IT vendors, analytics and probes vendors, all pushing their own versions of CEM. The solutions are categorized by the multiple domains that CEM touches including SDP, BSS/OSS, CRM, SDM, DPI, Probes, Policy, Device Management, and Managed Services.
This report captures and differentiates the various approaches to mobile CEM, regional variations in CEM uptake from operators, and discusses the pros and cons of CEM as a managed service. The report also provides a market size and forecast for mobile CEM, categorizing it by Network and IT domains, and also by technology generations.