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Beijing Mobile improves customer experience with network insights


Beijing, China

NSN implements innovative Quality of Experience service, links network performance to subscribers

In June 2013, Beijing Mobile, a branch of the leading Chinese operator, China Mobile, signed a contract with Nokia Solutions and Networks to implement an extensive Quality of Experience (QoE) solution. The operator will now be able to improve its focus on customer experience by linking network performance with subscriber satisfaction and application behavior.

Under the recent contract, NSN will collect fault, performance and configuration data from the network, to which it will add insights from its Serve atOnce Traffica system. This will allow Beijing Mobile to enhance customer satisfaction with voice, text messaging, web browsing, instant messaging and local social media services, such as Weibo. NSN will then develop a new service platform for the operator to address subscriber needs directly for a superior customer experience.

Two years ago, NSN’s network optimization team and Beijing Mobile started to build the groundwork for QoE with a smartphone optimization service, which resulted in improved network performance. NSN extended the successful approach to Operations & Maintenance (O&M) and Customer Service, in alignment with Beijing Mobile’s strategy. The QoE solution provides the necessary link between the subscriber, application usage and network performance to improve visibility of end-to-end performance. Beijing Mobile can now easily spot service degradations and prioritize corrective actions in order to resolve issues affecting its customers. The solution enables a transition from network-driven to experience-driven operations. Instead of reacting to alarms and network key performance indicators (KPIs), the operator can focus on what matters most: the perceived customer experience.

“Beijing Mobile is responding to the needs of the ever-growing number of mobile internet users with a strategy that focuses on subscriber experience and ongoing O&M transformation instead of traditional network KPIs,” said Xue Rui, head of Delivery in Greater China region at NSN. “NSN helps operators understand the behavior of their subscribers better so that end user needs can be addressed quickly and directly with the new, sustainable customer service business model.”

NSN is the recognized market leader in Customer Experience Management* with a wide portfolio that includes the innovative CEM on Demand and related professional services.

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About NSN

Nokia Solutions and Networks is the world’s specialist in mobile broadband. From the first ever call on GSM, to the first call on LTE, we operate at the forefront of each generation of mobile technology. Our global experts invent the new capabilities our customers need in their networks. We provide the world’s most efficient mobile networks, the intelligence to maximize the value of those networks, and the services to make it all work seamlessly.

With headquarters in Espoo, Finland, we operate in over 120 countries and had net sales of approximately 13.4 billion euros in 2012.

* NSN’s Customer Experience Management (CEM) offering is an end-to-end approach that helps operators analyze, act upon and monetize the wealth of customer data available across their organization. CEM draws customer insight data from multiple sources, including the network, service and device performance, real-time subscriber experience and operator services. It enables data collection and consolidation to improve the user experience. This helps operators support end-user demands at the right time and the right place, increasing the individual communications experience for every single customer.

To deliver the full value of CEM, NSN Professional Services supports business case and solution scoping, network planning, architecture, software and product integration as well as optimization. We not only help operators maximize the value of their unique networks, but we also help them achieve a CEM-powered organization. As part of our service optimization and service management, modules are integrated to improve the metrics reported by our CEM tools. The resulting insights are then shared across the operators’ organizations and turned into revenue-bringing actions.


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