Title: QoE-based service differentiation: an analysis of the business implications for the mobile services market
Authors: Luis Guillermo Martinez Ballesteros; Per Jonny Nesse; Jan Markendahl
Addresses: KTH Royal Institute of Technology, Universidad Piloto de Colombia, TELETID SAS, Colombia ' Department of Industrial Economics and Technology Management, Telenor Research, NTNU, Norway ' Communications Systems Department, KTH Royal Institute of Technology, Sweden
Abstract: Mobile network operators (MNOs) face a future characterised with new challenges, such as growing data consumption, a slowdown in subscriber growth and reduced revenues due to the success of over-the-top providers. MNOs must offer affordable services and provide innovative strategies to retain current customers. Quality of experience (QoE) is a well-established methodology for measuring the overall level of customer satisfaction and has also been presented as a way to improve telecommunication services. However, there is still a lack of knowledge on how the MNOs can take advantage of QoE and its potential benefits. In this paper, we explored the implications of the incorporation of QoE feedback in mobile networks at the business level. The analysis shows that value-added offers of differentiated and personalised services can be seen as alternatives to generate new revenue streams in the mobile service market.
Keywords: quality of experience; QoE; business models; mobile networks; service differentiation.
International Journal of Information Technology and Management, 2023 Vol.22 No.1/2, pp.76 - 109
Accepted: 14 Jan 2019
Published online: 05 Apr 2023 *