OTTAWA – Mobile personalization company Bridgewater Systems is offering policy controls called ‘Smart Caps’ which it says could help mobile subscribers avoid “bill shock”.
Bill shock occurs when a subscriber inadvertently runs up a high mobile data bill, particularly while travelling or downloading applications.
Smart Caps can help to adjust customer’s usage levels based on real-time factors such as the subscriber’s data consumption during a mobile data session, roaming status, and level of network congestion, the company detailed in a press release.
This, in turn, enables mobile operators to improve customer satisfaction and reduce churn by proactively notifying subscribers when they are near their data roaming charge or usage limit, and provide real-time choices like service extensions or data usage boosts to potentially drive incremental revenues.
In addition, the release continued, operators could deliver “personalized services” like applications on demand, or promote new applications with a day pass or a trial period with no usage limit, multiple flat-rate tiers, and special event based offers.
"Subscribers want real-time control over their mobile experience including service plans, billing, and applications,” said David Sharpley, senior vice president, in the release. “The market leading Bridgewater Policy Controller with Smart Caps provides a unique approach to preventing ‘bill shock’ and enabling mobile operators to offer personalized services that improve the subscriber’s mobile data experience, generate new revenues, and reduce churn."
The new policy controls will also help mobile operators to comply with the new mobile data roaming regulations recently proposed by the European Union (EU).
The EU recommended regulations to cap mobile data roaming fees, which could take effect as early as March 1, 2010. Its suggestions include the suggestion that subscribers be able to opt for a maximum personal data roaming limit and be warned when they reach 80% of that limit. Or, if subscribers have not opted for a limit, a set limit would be imposed automatically.
