Page 51 - SAMENA Trends - August-September 2025

ARTICLE SAMENA TRENDS

for accelerating the launch of innovative offering structure. From a technological subscribers connected to congested base
marketing ideas that drive customer perspective, the operator utilizes SID-based stations and dynamically reallocate network
acquisition. For example, one of our clients, product management within the Nexign resources. This ensures that customers
a Tier-1 operator with tens of millions BSS product catalog to shorten time-to- who have opted for the premium feature
of subscribers, can instantly make any market for new offerings and enable faster receive prioritized connectivity. Indeed, in
customer’s plan “sharable” or “family”— adaptation to evolving customer needs. 5G SA environments, such capabilities can
without coding or duplicating product be delivered in an even more seamless and
entities in the BSS. Another notable case Technologies for Improved Personalized native manner.
is a recently launched service unique in Offerings
the market and rarely available worldwide: Telecom operators leverage a broad set of Conclusion: The Future of Personalization
during number portability, the operator next-generation technologies to design and When we look toward the future, it becomes
allows customers to fully copy their existing deliver personalized subscriber services. clear that telecom services will increasingly
plan from a competitor. The subscriber For instance, artificial intelligence (AI) be tailored to the specific needs of
retains all key parameters of their current and advanced analytics are critical for individual products and use cases. For
plan—subscription fee, voice minutes, and maintaining loyalty. AI enables advanced instance, cost-efficient connectivity may
data volume—even if no equivalent exists and more automated personalization for be provided for IoT devices, ultra-high
in the operator’s catalog. The migration is customers. By building dynamic subscriber speeds will be crucial for online gaming,
processed seamlessly online via the app or profiles, AI systems can apply machine while moderate bandwidth will be sufficient
in retail stores. learning to segment the customer base, when a phone is only receiving messages
automatically generate personalized and notifications. This approach is both
recommendations such as Next Best convenient for customers and enables
By building dynamic Offers, and provide marketers with insights operators to maximize network efficiency,
subscriber profiles, AI for designing new products tailored to ultimately improving profitability.
systems can apply machine specific customer segments. Telecommunications will continue to evolve

learning to segment the In turn, 5G Standalone (SA) introduces in this direction, shifting our perception
customer base, automat- advanced capabilities that significantly of connectivity from a simple utility to a
for
potential
complex, demand-driven service. Already,
enhance
the
service
ically generate person- personalization in telecommunications. customers value that specific services run
alized recommendations One of its key technological opportunities, seamlessly at the right speed and quality
such as Next Best Offers, network slicing, enables operators to whenever they need them. Step by step,
dynamically allocate network resources
the industry is advancing toward this more
and provide marketers and tailor quality of service (QoS) for dynamic and flexible model of service
with insights for designing diverse applications. This creates a delivery.
wide range of use cases: for instance,
new products tailored autonomous vehicles can leverage telecom For telecom, the next stage of evolution
to specific customer APIs to request latency, bandwidth, and lies in adopting an end-customer value
segments. reliability parameters essential for safe model. The industry is shifting from the old
operation, while some CSPs already offer
approach of fixed data packages—such as
pre-configured network slices that B2B 1 GB, 3 GB, or 5 GB—toward offerings like
Another our client, a Tier-1 operator clients can purchase and customize to lag-free streaming, personalized bundles,
serving millions of clients, has introduced meet their specific requirements. and customizable service options. In
personalized plans to strengthen customer Personalization opportunities are not today’s market, the critical success factor
loyalty, migrating 60% of its subscriber base limited to 5G but can also be applied within is rapid reconfigurability. It is essential that
to personalized offerings, and streamline its pre-5G service models. In markets where core business systems, such as BSS and
plan portfolio, reducing it by 30%. The plan 5G has not yet been rolled out, operators charging systems, support the operator’s
has a fixed core that defines the included are already offering services that enable ability to adapt rapidly and launch relevant,
basic services, applicable limitations, subscribers to enhance connection quality engaging services to the market ahead of
compatibility rules, and billing specifics. on demand. For example, customers can competitors.
On top of this core, variable parameters activate an add-on to their existing plan
are applied and dynamically calculated that instantly boosts connection speed by Equally important, the automation of
by the Big Data system according to each 50%. This capability appeals to premium personalization will continue to evolve not
subscriber’s usage patterns. These include users and is especially relevant for only in the B2C segment but also in B2B,
data volume, voice minutes, subscription mission-critical B2B and B2G use cases. where a tailored approach is widely
type, and optional add-on products. This From a technological perspective, the regarded as the baseline expectation for
approach enables true personalization service leverages Nexign PCRF and Nexign service delivery.
without adding complexity to the overall RCAF, which make it possible to identify

51 AUG-SEP 2025