差异化体验推动5G货币化-环球电信

Globe Telecom is adjusting network parameters to provideconsumers with premium packages that support faster speedsand better user experiences. ExecutiveSummary CASE STUDY LEAD: GLOBETELECOM, HUAWEI Globe Telecom, the largest mobiletelecommunications companyin the Philippines, is workingwith Huawei to offer its high-value customers in Golden Cityenhanced 5G connectivity withfaster speeds and a better userexperience. To that end, theoperator is adjusting multiplenetwork parameters, such asthe QCI (quality-of-serviceclass identifier), ARP (allocationand retention policy) and RAN(radio access network) weight,according to how much thecustomer spends on their mobiletariffand/or whether they buy anadd-on package. highlight the differentiatedconnectivity to consumers. Forexample, when a user is enjoyingpremium access, their handsetdisplay could show “Globe VIP” or“Gaming VIP” instead of “Globe”,depending on their tariffplan andthe application being used. Thisapproach makes the provisionof premium connectivity moretransparent and obvious to theend-user. Within Manila, MakatiCentral Business District,Bonifacio Global City andOrtigas Center are home tonumerous office buildings,residential complexes,commercial facilities, andhotel and leisure amenities,attracting a large numberof business professionals,tourists and consumers.Competition betweenmobile operators in thisarea – known as GoldenCity - is particularly intense,as the residents and visitorstend to have high spendingpower and expectations fornetwork performance. Globe Telecom, the largest mobiletelecommunications company in thePhilippines,, is working with Huawei to offerits high-value customers in Golden Cityenhanced 5G connectivity with fasterspeeds and a better user experience. At the same time, Globe isexploring how changes to theoperator logo displayed on thehome screen of a handset can Challenge -meeting the diverse demands ofdifferent consumer groups A dense commercial and residential area in the heart of Manila,Golden City is a major hub for the finance, commerce andtechnology sectors. With a large number of offices and residentialbuildings, shopping malls and hotels, the area is home to alarge population of white collar workers, consumers, touristsand expatriates. To meet these varying demands,Globe Telecom, the largest mobiletelecommunications companyin the Philippines, is aiming toprovide enhanced experiences forhigh-end users anytime andanywhere, while also offeringmore flexible options forordinary consumers. Many of the people who live orwork in Golden City have highdemands of mobile networksand could be willing to pay morefor better services. For example,high-income business executivesmay be prepared to pay apremium for optimal connectivityat all times and locations, so thatthey can reliably access videoconferencing, online work, socialmedia or entertainment. and video fans, have varyingpreferences and different needsat different times. On weekdays,an individual might use mobiledevices for video conferencingand online work, while duringholidays and weekends, theymight use their mobile devices toaccess social media and onlinevideos. While many consumers focuson cost-effectiveness, someuser groups, such as gamingenthusiasts, social media users Solution -adjusting network parameters toenhance the experience At the same time, Globe isexploring how changes to theoperator logo displayed on thehome screen of a handset canenhance the user perception,enabling consumers to moreintuitively experience thedifferentiated benefits. Forexample, when a user is enjoyingpremium access, their displaycould show “Globe VIP” or“Gaming VIP” instead of “Globe”,depending on their tariffplan Globe Telecom is workingwith Huawei to offerconsumers diverse servicesthat fully unlock thepotential of 5G mobilenetworks, while improvingusers’ experiences andperceptions, and therefore,monetisation. To thatend, Globe is adding“experience privileges” tocertain tariffpackages byconfiguring its 5G networksto offer faster speeds anda better user experienceto specific customers.To deliver differentiatedconnectivity, the operator isadjusting multiple networkparameters, such as theQCI (quality-of-service classidentifier), ARP (allocationand retention policy) andRAN (radio access network)weight. and the application being used.Globe is employing the accessmobility and policy controlfunction (AM-PCF) to deliverthese differentiated logos, whichit believes will enhance its brand,attract more 5G users and drivetraffic growth. Globe has even designed alocation-based logo to displaywhen customers are in GoldenCity. When a device enters theGolden City area, the on-displaylogo changes to the area logo andwhen users leave Golden City, thelogo reverts to its original form.The goal is to provide a clear andvisible identifier that establishesGolden City as a benchmark area. “In terms of enhancing userperception, the differentiateddisplay of user equipment logosclearly conveys to consumer