As Mobile Network Operators (MNOs) throughout Africa and the Middle East begin to phase out older legacy 2G and 3G networks and transition to 4G and 5G networks, the biggest challenges faced are the cost of a handset and cost of data (per GB). This article will address how MNOs can help their subscribers migrate to 4G networks by offering an array of affordable phones that meet their customers’ needs.
- High quality + affordability
Providing subscribers who are clinging to their 2G feature phones with access to high quality and affordable 4G smart feature phones is the first step to migrating them to 4G networks and keeping them from slipping into the digital darkness of the coming 2G and 3G sunset.
- Rich digital experiences
To generate subscriber excitement and the desire to migrate to new 4G networks, MNOs need to not only win them over with affordability; they also need to win over users in a way that benefits both the subscriber and the MNO. While providing affordable smart feature phones is an essential first step, if MNOs are to begin to experience greater average revenue per user (ARPU) they need to provide more than just quality affordable phones. They need to also provide subscribers with a reason to use their phones and experience the benefits that 4G networks can provide by delivering a more connected mobile life through value-rich applications like Facebook, WhatsApp, or YouTube.
Apps that create greater emotional connection become the accelerating factor for greater 4G adoption, allowing MNOs to not only migrate current subscribers but also to disrupt the market and differentiate themselves from competitors, especially when the apps are pre-loaded and bundled on the handsets for easy adoption.
- Easy to use devices
To motivate 2G and 3G subscribers’ journey into a new digital lifestyle, the barriers need to be low, not just in terms of cost, but also in terms of ease of use. MNOs need to be mindful of making choices that will resonate with their subscribers. Through a partnership with KaiOS Technologies, Radisys can help MNOs deliver a branded digital experience that eliminates many of the customer frustrations that come with upgrading to new technologies and services and provide access to 1,000+ downloadable apps in the Kai apps store. Pre-loaded apps on the smart feature phone make it easier for subscribers to start using the app and eliminate the hassles and frustrations that can occur during the loading process.
- Improve the user experience
A successful digital engagement experience facilitates communication, content, and commerce in a consistent and user-friendly way. Integrating applications and creating a smooth deployment of services for users will drive customer growth, loyalty, and revenue. With easily upgradeable service tiers, subscribers can choose their path to the service that they desire.
How does an MNO get started?
Based on extensive experience with MNOs around the world, Radisys knows how to create programs that drive ARPU via a new digital lifestyle for customers. Radisys can work with MNOs to create offers that are tailored to the local market, optimize the selected applications for use on their network and ensure that the device and applications are ready to use right out of the box.
Conclusion
Just because a mobile phone is affordable doesn’t mean that it can’t help MNOs successfully migrate 2G and 3G subscribers and generate revenue. Effectively transitioning subscribers from sunsetting 2G and 3G networks provides great opportunities by focusing on the customer experience and providing access to the right features. Revenue growth from these subscribers comes from delivering entertainment and content apps, like YouTube and hosted cinema experiences.
Radisys is ready to help MNOs navigate the challenges of a 2G or 3G network sunset by providing affordable handsets that, combined with connection-focused applications and integrated pricing plans, will deliver the right mix of digital services and applications that increase not only data consumption but customer loyalty as well.
Offering a more connected mobile life through value-rich applications not only ensures that 2G subscribers avoid the coming 2G sunset, it also provides a clear path for MNOs to elevate the customer experience while growing revenues. Contact the Radisys team at [email protected] or visit them at Africa Tech Festival in Cape Town, South Africa November 7-11, 2022 in Hall 3, stand F61.
