Smartphone devices have dramatically changed the way consumers consume data. The need to be connected anywhere and anytime is driving service providers to put focus into customer experience to grow customers, build loyalty and drive profits through new services. As a result, the expectations of service experience from the end-user are heightened and cannot be underestimated. Service providers are under pressure to deliver customer experience that separates them from the competition, while at the same time trying to delicately balance their revenues and managing costs for near term gain and longer term success. In this paper, we outline the scale of issues faced in mobile device and service care that impacts both service providers and end-users beyond connectivity. With a broad range of services and wide variety of applications, the smartphone requires more complexity to handle a multitude of firmware and software configurations which legacy CRM systems are inadequate to deal with today’s customers. Remote device support and service care is a key component to tackle the demands of escalating costs in customer care. Service providers are seeking integration onto backend systems without incurring heavy infrastructure changes and ensure the best fit into the existing operations through automated and proactive customer care mechanisms to ensure service excellence and thus prevent service quality degradation.

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2. Abstract
Smartphone devices have dramatically changed the way consumers consume data. The need to
be connected anywhere and anytime is driving service providers to put focus into customer
experience to grow customers, build loyalty and drive profits through new services. As a result,
the expectations of service experience from the end-user are heightened and cannot be
underestimated. For end-users, customer care expectation and solutions have a real impact on
their customer experience with less time struggling to resolve connection problems and more time
using the service.
Service providers are under pressure to deliver customer experience that separates them from the
competition, while at the same time trying to delicately balance their revenues and managing costs
for near term gain and longer term success. In this paper, we outline the scale of issues faced in
mobile device and service care that impacts both service providers and end-users beyond
connectivity. With a broad range of services and wide variety of applications, the smartphone
requires more complexity to handle a multitude of firmware and software configurations which legacy
CRM systems are inadequate to deal with today’s customers.
Remote device support and service care is a key component to tackle the demands of escalating
costs in customer care. Service providers are seeking integration onto backend systems without
incurring heavy infrastructure changes and ensure the best fit into the existing operations through
automated and proactive customer care mechanisms to ensure service excellence and thus prevent
service quality degradation.
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3. Contents
Overview 01
Conventional CRM Revisited 03
Driving New Generation of Self-Care Customer Service 04
• Revenue
• Churn
• Cost
Where is the Cost Savings 06
Step by Step Problem Resolution 07
An Integrated Approach – Instinq Self Healing Diagnostic System 09
• Legacy CRM versus Instinq SDS
Conclusion 11
Service Uninterrupted 24/7 12
References 13
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4. Overview
The smartphone is becoming common as it replaces handsets into multi-purpose devices to meet business and social
needs of everyday lifestyle. In a report by analyst firm Juniper Research1, the number of global smartphone shipments
will reach 1 billion per annum in 2016, up from 302 million in 2010 and it is not showing signs of slowing down, as these
devices become available at lower price points over the years.
Smartphones can create a number of challenges of their own, including higher device-related support costs and longer
call handling times which leads to an increased need for support, particularly with the configuration of new applications
and services. These support costs can possibly threaten the already thinning profits of services.
Service providers are becoming aware that customer care can play a strategic role and thus are under pressure to ensure
outstanding user experience. The shift of service provider to customer-centric focus has been challenging if not
frustrating to the end-users. Typically, customers who experience Internet connection trouble will call their service
provider and speak to a customer service representative for help with troubleshooting.
Customer complaints due to fault and inability to connect exceed 30%2 on average as illustrated in Figure 1. Most often,
users will give up trying to connect to a service after one or two attempts. Similarly, user complaints point towards
grouses of inability to connect, slow connection and inability to access the Internet.
2% General Enquiry
18%
Fault / Network Trouble Issue
Request on Credit
6% Change of Service
33%
Complaint Bill Charge
7% Enquiry on Bill Charges
Follow Up / Complaints
9% Activation
2%
7% Error Cals (Prank)
8%
Figure 1: Categories of Customer Complaints
01
1 Source : Smartphone Evolution Strategies: Premium , Standard and Economy Markets 2011-2016,
Juniper Research
2 Source : P1 Customer complaints, Sept 2009
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5. In a separate study, consulting firm Bain & Company concluded that it is six times costlier to acquire a new customer
than retain an existing one. Looking after subscribers is a key differentiator as reputation for good customer care is harder
to emulate compared to bringing to market new services or price plans, as consumers are quick to switch service
provider in this fiercely competitive market.
Instead of relying on a customer service representative, a customer can enjoy the same assurance of quick and effective
troubleshooting through an intelligent self-care platform. The self-care platform has diagnostic and intelligent analytics
ability that is automated and service provider can achieve savings in its customer care investments in the longer term.
The self-care platform is a based on closed-loop architecture (eg: aggregation of expert knowledge with reduced learning
cycle or staff training over time). This paper will discuss the use of self-care, diagnostics and analytics, challenges and
approaches to address the burgeoning need of service providers to optimize costs and deliver excellent service.
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6. Conventional CRM Revisited
To date, there are many channels through which service providers reach out to their subscribers; this includes call
centers, website, webchat, email, fax, service centers and of late through social networking sites. Among these
channels, call center is most preferred for the simple reason that there is a fellow human to interact with and most of the
time, the issue is resolved immediately, as opposed to sending an email and waiting for a response within 48 hours –
two key elements here are personal touch and instant resolution.
However, traditional CRM systems are labor intensive and demands extensive retention and training that are costly.
Generally, level 1 technical support agents at the service call center are not able to deal with the query which requires
data retrieval and synchronization from many siloed or fragmented sources within the network. Information such as
firmware updates, applications and subscription profiles that are invariably stored in other databases are closely
administered, with restricted access across the business. Most often, escalation to level 3 technical support with calls
transferred four or five times before reaching the correct support agent to resolve issues.
Adding to the challenge, multiple device types, different operating platforms and a myriad of menu selection makes both
using and supporting the new generation of smart devices increasingly complicated such as configuration options across
multiple access network technologies including WiFi, GSM, GPRS, UMTS, HSPA, LTE. As multiple variables ranging from
network bearers, 3rd party software, firmware etc. must be taken into consideration, the call duration also increases.
Technical support calls across the smartphone sector are typically longer in duration as a result of product and service
complexity, ultimately extending a technical support agent’s diagnosis and resolution times. At worst, the technical
support agent is unable to fix the problem – all the while subjecting the customer to spend more time and money, when
they are not consuming any data services. Finally, it will lead to customer frustration and churn.
Many service providers are transforming to solve these and other problems that can cause customer dissatisfaction.
Having an acceptable performance is no longer good enough. To be successful, providers will need to earn their
customers’ loyalty.
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7. Driving New Generation of Self-Care Customer Service
The introduction of new products and services that are designed to increase revenue can actually have a negative impact
on profitability in the short to medium term. This is due to the increased support burden often encountered as consumers
(and carriers’ supporting infrastructures) look to navigate new and complex features and functions.
Customer experience transformation is key differentiator in a battle to retain customers. New generation of smart
self-care device management can provide advanced device care functionality to mobile devices including device
detection and monitoring, diagnostics and over-the-air firmware and application updates previously administered
through CRM systems. Revenues, churn and costs are the principal driving factors for service providers to stay ahead of
the game. Staying competitive and relevant plays a role in reducing churn. Ideally, self-care implementation should give
service providers the opportunity to proactively diagnose and troubleshoot device issues, monitoring of services and
analyze predictive churn models.
Benefits of smart self-care include self sufficiency and on the end users part to aid adoption of new and existing
applications and services without relying on call centers and walk-in visits to resolve issues. Ultimately, end users derive
greater value from the services their providers offer, resulting in overall increased satisfaction and a better customer
experience. Meanwhile, service providers see a direct cost savings to their business and growth in average revenue per
user (ARPU).
Revenue
With reduced reliance on call centers, service providers can potentially protect revenues by taking the pressure off on
escalating support cost. The flexibility of the client-server architecture allows for scalable and modular modules to be built
into the smart self-care system through a diagnostic manager allowing concurrent, multiuser access as well as remote
user access to the diagnostic server and diagnostic tools. It provides external interface to integrate into provisioning
server, easing installation, support, administration, and upgrade whenever necessary. Customers continue to have easy
access to applications and generate immediate desire to pursue the value added services. Ultimately, giving rise to better
revenue opportunity.
Churn
The ability to remotely detect configuration settings on devices, monitoring of devices, resolve firmware conflicts, SW
installation, updates and various settings immediately is a powerful tool. The result is a significant savings in reducing call
handling times, as customers do not need to contact their service provider. Through built-in intelligence and proactive
troubleshooting feature, connectivity issues can be queried and detected right up to the users’ devices. Next, either
corrective action can be taken immediately (if possible) or customer service agents can be informed of the situation and
advised on how to counsel users regarding problem solving steps. The smart self-care system can gracefully coordinate
the various statistical reporting, analytics within a centralized server for easy data management.
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8. Cost
By introducing a smart self-care mechanism to address connectivity issues, reliance on customer support is
reduced. As a result, customer care OPEX costs can be lessened. Meanwhile, customer support efforts are reserved
for more critical issues and a healthy support turnaround time is maintained. Additionally, with built-in knowledge
models, common connectivity issues can be healed automatically without going through manual troubleshooting
efforts. Automated technical support for the entire network is further improved via continuous updates of new
knowledge models.
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9. Where is the Cost Savings
Most service providers are marked by saturation, competition and stagnating revenue growth, while battling customer
care issues, retention and subscriber acquisition. Operators have long appreciated, that the cost of acquiring a new
customer is incrementally greater than the cost of retaining an existing one. An example to briefly illustrates this is clearly
obvious; assume the operator has 1.5 million additions in the year, with average ARPU of $38 per user and churn rate at
4%. Decreasing the churn to 2.5% would deliver a massive revenue gain of $1.4 million and profits3 of up to 0.5 million!
Total Subscriber Addition 1.5million
Average ARPU $38
Churn Rate 4%
Subscriber Retention (through Instinq SDS) 40%
Subscribers Before Churn Reduction After Churn Reduction Savings
Quarter Total Number Nett Loss of Loss of Nett Loss of Loss of Total Revenue
of Subscribers Customers Opportunity Cost Customers Opportunity Cost Gain
Q1 200,000 10,600 402,800 6,625 251,750 251,750
Q2 515,000 20,600 782,800 12,875 489,250 489,250
Q3 410,000 17,400 661,200 10,875 413,250 413,250
Q4 285,000 11,400 433,200 7,125 270,750 270,750
Total 2,280,000 1,425,000
Table 1 Cost Savings Simulation with Instinq SDS
3 Note: Assumes a margin of 40% per subscriber and retention call costs at $15 per subscriber.
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10. Step by Step Problem Resolution
The implementation of CRM-based solutions are time consuming and tactical to retain customers within a network to
extend the average customer lifetime. In order to manage the continued costs that include maintaining customer care,
network maintenance, operations and etc, it is not uncommon for service providers to wait more than 12 months to see
the signs of breakeven and ultimately impacting the subscriber margins. To combat these issues, problem resolution and
troubleshooting can be made more efficiently through business rules driven processes. As demonstrated in the following
pictorial representation in Figure 2.
Step 1 Step 2
Over the air Automatic Configuration Smart Device and Service Monitoring
• Application install/uninstall • Proactive problem reporting
• Firmware Update • Connectivity Monitoring
• Software Update
SERVICE MANAGEMENT AND
OPERATIONS PLATFORM
Step 4 Step 3
Predictive analysis Diagnose and Fix
• Usage Patterns • Corrective Actions
• Knowledge Models • Online Diagnostic and Troubleshooting
• Timely Problem Resolution
Figure 2: Problem Resolution with Instinq Self-Healing & Diagnostic System
By means of measurable parameters, the smart self-care system can proactively and accurately respond to device
specific technical support and build knowledge models for predictive analysis - eliminating the need to extensively incur
staff training and business process improvement, brings savings of up to $1.4 million as illustrated in Table 1.
The platform independent smart self-care system can also be integrated into the carriers billing systems and thus
minimize the existence of distributed communication. The classic siloed data structures spread across separate
databases, inter-business departments that are unconsolidated results in the inefficiency of information processing which
can create redundant, overlapping and uncoordinated systems. The lack of consolidated data and access to data
undermines the CRM efforts and will likely to result in incorrect diagnosis and resolution, slow response times and
dissatisfactory performance. Consequently leading to inefficiencies at the call centers, less effective marketing and
missed revenue opportunities as a result of poor customer experience.
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11. Step 2 Step 3
Trouble Ticket Escalation
Step 4
Step 1
Synchronization of
Technical Support Multiple Databases
Multiple Customer
Service Touch Points
Step 6 Step 5
Corrective Actions Diagnosis
Figure 3: Typical Problem Resolution Scenario without Instinq
The Instinq smart self-care platform, being business-rules driven, determines what the next best action should be, what
to present, when to guide and when to deliver guidance with greater appreciation that all technical support agents are
not created equal.
Instinq refers to the next generation of a help desk system. In traditional help desk systems, subscribers would relate their
ordeal to an agent who mans the help desk system. Issues encountered are diagnosed by the agent to identify a solution
for the subscriber. This time and effort consuming effort will only be useful if the subscriber narrates the problems and
symptoms accurately to the agent. Failing which, zero resolution will only aggravate the subscriber and the only option is
to locate the nearest customer service center or retailer in person. This is even more obvious and desperate in countries,
where geographical distances are far and wide – mobilization of technical support is challenging, if not near impossible.
Typically, Opex constitutes about 60% of the network costs, of which there is only between 5-10% being invested in
customer care service. In contrast, the escalating costs of retaining a customer has risen by two-fold. In one of the
studies conducted by Wireless Operator Strategies4 (WOS) research, it tracked the average cost to retain a customer
has increased for T-Mobile in several countries: Germany (26%), Austria (57%) and the Netherlands (12%). Orange
customer retention costs have increased in France (11%) and Spain (14%). With more smartphone sales, upgrades and
subsidies together with a relentless data traffic growth, carriers must find ways to reverse the falling revenues through
major focus on optimization of pricing, service revenues and costs.
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4 Note: Wireless Operator Strategies (WOS) in a report “Western Europe’s Market Still Searching for Growth,
OPEX Management a Concern 2010” studied operational and financial performance of over
200 mobile operators with over 77 percent of global subscribers.
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12. An Integrated Approach –
Instinq Self Healing Diagnostic System
Greenpacket’s Intinq Self-Healing Diagnostic System (Instinq SDS) is an intelligent solution that proactively diagnoses
and automatically resolves connectivity issues in offline and online mode, making support efforts easier than ever.
By incorporating artificial intelligence (AI), it provides a spur-of-the-moment troubleshooting and problem resolution
without the intervention of customer support personnel. This is done through built-in knowledge models that contain
intelligence to identify and solve connectivity glitches. Though there are several factors that contribute to connectivity
problems, a significant fraction can be attributed to devices, particularly in wireless broadband. For example, due to high
frequencies used, radio waves (in wireless connectivity) have poor indoor penetration. If subscribers are guided on how
to place their modems for optimum signal strength, connectivity can be improved.
Diagnostic Manager Diagnostic
Knowledge Server
Step 1 Step 5
Diagnostic Manager With the updated
starts diagnosing modem knowledge model.
or dongles after Diagnostic Knowledge
detecting symptoms. Server propagates new
models to other
Step 2 Diagnostic Managers on
the network via
Based on the preloaded
automatic updates.
corrective actions stored
in Diagnostic client, it is
able to determine the
potential root cause,
try to self-heal or
suggest solutions.
Step 3 Step 4
Diagnostic client sends Diagnostic Knowledge
symptoms, device Server collects various
information, connection client data, analyze,
status and usage update and train the
information to the server knowledge engine to
over the internet, learn about device
at scheduled interval. behavior.
Figure 4: Components of Instinq SDS
With this in mind, Greenpacket’s Instinq SDS, which can be installed on subscribers’ PCs, laptops and handheld
devices, is able to automatically scan the current environment to diagnose and solve connectivity issues. If required,
subscribers will be prompted with instructional messages to help in the problem-solving process. Instinq SDS is
designed to take self-care beyond profile updates to help operators handle technical hitches at the last mile level without
burdening customer support.
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13. Instinq SDS consists of two components – Self-Healing Diagnostic Manager (client component) and Diagnostic
Knowledge Server (server component). Self-Healing Diagnostic Manager can be installed on PCs, laptops and handheld
devices to perform auto-diagnosis, online troubleshooting and self-healing on device specific problems in an easy and
Instinqive manner. Possible connectivity issues and corrective actions (called knowledge base) are pre-engineered into
the client component.
On the other hand, the Diagnostic Knowledge Server can reside on the Operator’s core network or engaged through a
hosted business model. It is an artificial intelligence expert system that hosts the central knowledge models of the
system, based on Bayesian network. This server components aggregates and shares new or unknown connectivity
issues between client components within the network. It facilitates rule updates and generates predictive reports that aid
in churn management efforts. The following table below illustrates the differences and impacts between legacy CRM
system and Instinq Self-Healing & Diagnostics System.
Legacy CRM versus Instinq SDS
Definition/Scope Channels Impact
Two key things about legacy CRM systems • Telephone/Fax • Often a connectivity issue
Legacy CRM System
are that it is designed to be reactive and (Customer Service Hotline) is not resolved at first
manual. • Email contact leading to
subscriber frustration
• Physical visit to
The operator-subscriber relationship here is • Labour intensive
CRM centers
initiated when subscriber stumbles upon a
• High cost – labour,
problem (reactive) and the operator
training efforts
responds through a CRM system managed
by a human resource (manual). • Risks losing knowledge
when agents leave
Instinq advocates automation and proactive • Social Media • Encourages subscribers
help. This CRM system automates problem • Web-based channels to help themselves
identification for proactive troubleshooting. such as live chat • Knowledge is stored
Instinq Self-Healing &
in a system
Diagnostics System
• Digital assistants/software
Subscribers are also encouraged to help
(installed on subscriber’s • Knowledge models
themselves through provided channels.
device) proactively and
automatically provide
The objectives of this system are
intelligent solutions
automation, proactiveness and self-help.
anytime, anywhere
• Analytics for decision
making and churn
management
• Improves customer
loyalty and retention
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14. Conclusion
Many operators are faced with the issues of truly effective end to end (E2E) service platform that consolidates the
components for service support, operations, maintenance and customer care. The merging of all these components can
be achieved with a client-server based diagnostic system pushing for greater degree of self-management. The focus
should change and encourage self-help methods that are assisted by systems-oriented proactive troubleshooting.
Another impediment faced over network operation lies in the backend system. A host of separate network entities and
platforms lacks coherent information processing, sharing and storing mechanism which prevents timely problem
resolution by technical support agent which is not empowered to deal with the query. By collapsing the multiple entities
into a unified operation, optimization, planning and management system, operators have greater visibility and clarity in
delivering service and target problem resolution wherever it fits. Knowledge-based modeling is designed to analyze the
learned diagnostic relationships over a period of time. Updates can be automated to the diagnostic server,
upon discovering new diagnostic relationship as a direct result from changes in usage patterns of the network.
The increased attention on self-care is mainly driven by cost-savings but it also gives subscribers control at his/her
convenience, making life easier for both operators and subscribers. To date, self-care tools are confined to query
choices, profile updates and subscription information (such as bonus points, package details etc). Through Instinq SDS,
service providers can extend their self-care options to include assistance on connectivity issues and reporting capabilities
on the overview of the health of users’ devices, causes for breakdown and the right solution. This allows service provider
to stay in control of their device and being informed of possible connectivity issues for necessary remedial actions and
thus reduce device-related connectivity disruptions for enhanced user experience.
Additionally, Instinq SDS provides predictive statistics that help operators gain deeper understanding of subscribers’
usage patterns and preferences for the development of effective customer retention strategies and a more focused
marketing campaign. Through specially tailored programs, subscribers stay loyal and the positive user experience aids
in attracting new subscribers.
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15. Service Uninterrupted 24/7
All around the world, operators are looking for better and more creative ways to support their subscribers better and
reduce costs at the same time. At Greenpacket, we understand the demands placed on operators. That is why,
we empower you to offer subscribers more than just high-speed connectivity, our innovation will provide you with endless
ways to engage with subscribers and enhance relationships.
With Greenpacket, limitless freedom begins now!
Free Consultation
If you would like a free consultation on how you can implement Instinq, feel free to contact us at
marketing.gp@greenpacket.com (kindly quote the reference code SWP1011 when you contact us).
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16. References
1. “Western Europe’s Mobile Market Still Searching for Growth, OPEX Management a Concern, Q4 2010 – Wireless
Operator Strategies (WOS) of Strategy Analytics.
2. http://www.businesswire.com/news/home/20110412006677/en/Strategy-Analytics-Western-European-Mobile-
Operator-EBITDA
3. Can communications service providers earn their customers’ love? - Domenico Azzarello and Mark Kovac;
Bain & Company
4. Smartphones: Building profitability and loyalty in the mass-market – WDS Global
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17. About Green Packet
Greenpacket is the international arm of the Green Packet Berhad group of companies which is listed on the Main Board
of the Malaysian Bourse. Founded in San Francisco’s Silicon Valley in 2000 and now headquartered in Kuala Lumpur,
Malaysia, Greenpacket has a presence in 9 countries and is continuously expanding to be near its customers and in
readiness for new markets.
We are a leading developer of Next Generation Mobile Broadband and Networking Solutions for Telecommunications
Operators across the globe. Our mission is to provide seamless and unified platforms for the delivery of user-centric
multimedia communications services regardless of the nature and availability of backbone infrastructures.
At Greenpacket, we pride ourselves on being constantly at the forefront of technology. Our leading carrier-grade
solutions and award-winning consumer devices help Telecommunications Operators open new avenues, meet new
demands, and enrich the lifestyles of their subscribers, while forging new relationships. We see a future of limitless
freedom in wireless communications and continuously commit to meeting the needs of our customers with leading
edge solutions.
With product development centers in USA, Shanghai, and Taiwan, we are on the cutting edge of new developments in
4G (particularly WiMAX and LTE), as well as in software advancement. Our leadership position in the Telco industry is
further enhanced by our strategic alliances with leading industry players.
Additionally, our award-winning WiMAX modems have successfully completed interoperability tests with major WiMAX
players and are being used by the world’s largest WiMAX Operators. We are also the leading carrier solutions provider
in APAC catering to both 4G and 3G networks.
For more information, visit: www.greenpacket.com.
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