Identifying and Addressing Broadband Trends with Predictive Analytics

4 Mins read

The steps needed to provide great internet experience change all the time. 

During COVID-19, employees suddenly began working from home en-masse, while for the weekend of the Super Bowl, streaming becomes the #1 activity. When new devices or gadgets hit the shelves, these spike in popularity, while the emergence of a popular game may require a totally new approach to ensure a reliable connection for those users who have been waiting eagerly for release day. 

Any number of external factors can add a strain to your household’s broadband, and your subscribers expect that you won’t miss a single beat. 

Communication Service Providers (CSPs) can turn this risk into an opportunity, and even use it to add revenue streams, if they are able to identify upcoming trends ahead of time, and understand where they are relevant with the support of predictive modeling and analytics. 

Diving Deep with Customer Analytics

Gaming bundles and streaming bundles are nothing new, but what if CSPs could take it a step further? By using customer analytics, CSPs can now identify consumption patterns across their user-base, and create segments of those who are regular users of certain devices or applications. 

At Veego, we make this happen through our unique App ID and technologies.  As well as recognizing what devices are being used, our proprietary technology includes App ID that highlights exactly which category of application is in use, and then the application itself within that category. 

By putting all of this information together, we begin to uncover a picture of the behavior of subscribers within the connected home. For example, we know that a particular household is using a Smart TV, streaming a movie, and that the movie is on Netflix rather than on Hulu. This is all completed without the need for cumbersome and ineffective analysis methods such as Deep Packet Inspection

With full compliance into privacy regulations, CSPs can create a segment that includes all of the specific homes which house heavy gamers, as well as those that prefer to play via their Playstation rather than on the PC. You can even get more granular than that, and highlight subscribers who love racing games more than FIFA, or Minecraft over Grand Theft Auto.

Once you have this information, the sky’s the limit in terms of proactive support. Let’s say Square Enix announces the next in the line of Final Fantasy games, available on PlayStation 5. With the help of predictive modeling, you already have a comprehensive list of subscribers who will be impacted by this announcement, (your gaming segment) or you may even have a smaller cohort who have a PlayStation 5, and are likely to be eagerly awaiting the game’s release date. 

You can now target this segment with a bundle that offers higher bandwidth and lower latency to support their uninterrupted gameplay, and provide a license for the game through a partnership with the game provider.  This is an upsell opportunity for you as a CSP, builds or strengthens a partnership between your business and the gaming provider, and adds loyalty, stickiness, and value to the subscriber relationship too. Win/win/win.

Going Further with App Quality of Experience Scores

To take this approach to the next level, Veego augments App ID with insight into App Quality of Experience (QoE). As a CSP, you can visualize more than just what app is in use, but also how each app is performing, and the impact of all network events on each application and device – in context. If subscribers are experiencing problems when using their Xbox Series X, or their Nintendo Switch, you can see when these issues occur, and drill down into the root cause of the service degradation. 

You now have even more tools at your disposal to offer proactive support to your pre-defined segments. Within your gaming group for example, you can zero in on households that are experiencing poor coverage, and offer solutions such as relocating the router, or providing mesh extenders. 

Of course, gaming is just one cohort, and however exciting the new Final Fantasy game is, it’s just one audience. The same approach can be used for any segment, from those who are working from home and launching the new version of Microsoft Teams, to an influx of Amazon Alexa’s a few days after Prime Day. With predictive modeling in place, CSPs can use deep customer analytics and associated insights to generate proactive and personalized initiatives that lead to direct revenue opportunities. 

Your Customer Experience Management Journey Starts with the Right Data

According to McKinsey Research, companies that excel at personalization generate 40% more revenue than those who do not. They go as far as to say that “in saturated, highly competitive telecom markets, personalization at scale will be the key driver of future growth.” 

The value of the right data cannot be underestimated here. Personalizing at scale means understanding exactly what subscribers utilize and value in their connected homes, and ensuring you can offer that experience flawlessly, across your whole user base. 

With App ID complemented by QoE data to hand, you can be two steps ahead as a CSP, opening new revenue streams, ensuring subscriber loyalty, and racing ahead of the competition in customer experience management. 

See how it works for yourself – and start planning your new revenue streams! 

Schedule a demo with us 

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