Software company Comptel launched a “disruptive” Android app that “simplifies how consumers purchase mobile data, and gives operators the power to maximise mobile data revenues”.

Operators
The solution, called FWD, includes a tool for operators to create, sell and market mobile data offers in real time, without needing to modify their network.

They can price mobile data dynamically, for example, during peak usage times or “happy hours,” enabling them to better monetise mobile data and efficiently utilise their network infrastructure.

Speaking to Mobile World Live, Harry Jarn (pictured), head of new business ventures at Comptel, said operators will be able to learn which apps their customers are using, what time they use them and on which device, as well as how much data they are consuming.

He said the FWD business model includes “appvisors”, or performance consultants, who will help operators make sense out of the data and analytics coming from the solution. These advisors will also share best practices from different markets.

Through the analytics provided, operators will start to see behavioral patterns, such as consumption of certain type of apps on particular days or times of the day.

“Thus they can tailor new offers fitting to this particular behaviour. Utilising the dynamic pricing capabilities, operators can combine these behaviours with pricing,” Jarn said.

“They can make it more attractive for certain segments to use data during off peak hours and improve their telco infrastructure’s utilisation rate,” he continued.

This will lead to continuous customer engagement and lower churn, he believes.

“FWD offers operators a unique opportunity to shake up their digital sales and marketing processes,” said Juhani Hintikka, CEO.

“Whether it’s to boost their prepaid business or compete for the hearts and minds of the next two billion internet users, our solution is a perfect match. It fosters customer engagement and builds trust, making consumers willing to spend more on mobile data without any fear of bill shock or being locked into a data plan that doesn’t truly meet their needs,” Hintikka added.

Consumers
FWD lets users buy mobile data allowances directly from their Android smartphones.

Rather than purchasing a plan “based on megabytes or gigabytes”, consumers can select a simple, time-based data option, ranging from a minute to a month.

When a consumer opens an app requiring an internet connection, they will be presented with a list of available mobile data offers.

Users can check their connection status and extend it at any time.

“Mobile users are often left confused about how much data they are paying for and consuming when browsing the Internet or using their favourite apps,” said Hintikka. “FWD is designed to eliminate this.”

“Our solution makes using mobile data as easy as making a phone call. Consumers can understand what they are getting from their operator and consume mobile data in a way that is effortless, contextual, convenient and personal,” he added.

The launch of FWD for Android prepaid users is the first step in making FWD a complete digital sales and marketing channel for mobile operators to easily address all internet users, the company said.

FWD is Comptel’s first SaaS solution and was developed within NXT, the company’s start-up incubator.

DNA, a provider of prepaid mobile subscriptions in Finland, is expected to roll out the service soon to prepaid customers in Finland.

According to Jarn, the solution will eventually have options for post-paid and roaming customers, as well an iOS version being in the works.

The company is also working with operators in MEA, Latin America, South Eastern Europe and the APAC region.

“For the time being, we are on a selective sales mode and scaling up of the operations will take place in 2016… we are focusing on delivering and executing the first cases, thus perfecting our delivery model,” said Jarn.

“We are also looking forward to working with smartphone OEMs in having the app pre-installed on their devices,” he said.

He commented that the company is open for other types of partnership opportunities with content providers and ad networks, “as we add relevant functionalities to the solution.”

He explained that in terms of solution updates, “our mode of operation is to develop the solution in two week sprints. We are continuously building the solution further, adding new features and functionalities taking into account the feedback and prioritisation of our operator customers”.