Starhome, which provides roaming services and converged solutions, has revealed that it has been granted patents in Europe (No. 14 1565028), the USA (No. 7,310,511) and Hong Kong (No. 1081033), for technology that forms an integral part of its Call4Action service, which analyses roaming statistics.
The Call4Action service monitors voice calls and data roaming traffic produced by roaming customers. It statistically analyses roamers activity levels, and is then able to send messages to the roamers based on this activity. The service is typically used to awaken sleeping roamers who dont use their mobile phones when abroad, and to encourage high usage roamers to further increase their usage.
According to Starhome, up to 50% of users do not generate traffic when roaming, due to perceived high tariffs or unfamiliar international dialling and data usage. By tracking this inactivity, however, the Call4Action service can flag these roamers and encourage them to make calls and use services. This is done by sending a targeted message offering discounts, dialling tips, special group tariffs or other promotional messages to potential roamers. By closely monitoring and responding to service usage, operators can generate higher ARPU from the different segments according to their specific consumption habits. Call4Action can also include monitoring and triggering based on calls, GPRS roaming data or SMS usage.
With the introduction of the new EU regulations on roaming tariffs, we are beginning to see changes in the roaming market worldwide, says Orly Nesher, VP of Marketing at Starhome. Lower tariffs encourage roamers to use more value-added services, and the Call4Action service allows operators to provide price transparency and promote the services that roamers would have been otherwise reluctant to use due to the expense.
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