Huawei urges customer focus at coms forum

Company uses Telco World Summit 2012 to urge attention shift from networks to end users

Tags: Huawei Technologies CompanyUnited Arab Emirates
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Huawei urges customer focus at coms forum Attia: Heightened competition has certainly encouraged a lot of innovation.
By  Stephen McBride Published  December 5, 2012

China-based ICT solutions provider Huawei teamed up this week with telecom operators and regulators across the Middle East to illustrate how a renewed focus on improving the customer experience will drive holistic changes in service marketing and loyalty models being deployed over the coming year.

According to Huawei regional executives speaking at the recently held Middle East Telco World Summit, concerns over the rapid growth of mobile broadband traffic are encouraging operators to look not only at technology upgrades, but how service packages can be customised to meet the very specific requirements of subscribers in the Middle East. Huawei's keynote on ‘Customer Experience Management' (CEM) showed that much of these changes will be introduced as proactive actions to improve consumer engagement and redesign processes of call centres, enabling service providers to better measure and retain the loyalty of their customers.

"Heightened competition has certainly encouraged a lot of innovation on both the services and infrastructure layer," noted Khalid Attia, VP Professional Services Consultancy at Huawei Middle East.

"Moving into 2013, one of the industry's core priorities will be to understand the multitude of financial and technical choices that enable service providers to maximise benefits and at the same time differentiate their portfolio from competitors."

This is of heightened significance in the region today as telecoms services have become less defined by the types of technology used and instead are being benchmarked more closely to the customer's actual quality of service experience on a daily basis. Huawei believes that while there are many different features within the field of CEM, operators in the Middle East today can start by magnifying their focus on three areas in particular: retention and loyalty, service assurance and policy control.

"The industry as a whole must transform its management style from one that focuses on the network to one that focuses on the user," added Khalid.

"Getting closer to the actual experience of the end users can help the service providers to expedite the process of discovering areas in which performance can be improved, dramatically increasing the total value of ownership."

In line with this approach, Huawei has been developing its SmartCare® service solution to enable service providers with real-time monitoring and quality assurance on the user experience. A strategic component of Huawei's professional service portfolio, the award-winning service solution has already been deployed by several tier-one global operators and is currently under implementation by many service providers in the Middle East.

In addition to Huawei's CEM session, the company was also active in other forums within the Middle East Telco World Summit including the dedicated ‘LTE Focus Day' on Day 2. Huawei has made a number of contributions to LTE standards and patents while gaining the lead spot in global LTE commercialisation with more than 50% market share.

Now in its 17th year, the Middle East Telco World Summit was held in Dubai on December 4 and 5 and is the longest-established and largest annual Middle Eastern telecoms event. Huawei was both an Event Partner for this year's summit as well as the Silver Sponsor for the ‘LTE Focus Day'.

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