An investigation into the challenges faced by a mobile service provider in meeting customer needs

Abstract

The term “wireless network” pertains to a very comprehensive field and at different points in history, meant different things. For example, in 1901 it would have meant Marconi’s first transatlantic communication and later, to the walkie-talkie in the Second World War. Since the late 1940’s, large companies and emergency services have used wide area private networks which could also be catergorised as wireless networks. However, public consciousness of wireless networks only arose in the 1980’s through the commercial distribution of cellular mobile radio.

The telecommunications industry is experiencing a phenomenal revolution in which; the driving factors are innovative technologies, deregulation and globalization. Innovative technologies introduce dynamic changes in the way that telecommunication business is conducted. Deregulation is the liberalization of telecommunications which significantly increases the telecommunications market, while also allowing for strong competition amongst mobile service providers. Globalisation is the breakdown of legacy barriers which forces monopolistic service providers to compete in the international arena.

With service delivery being identified as one of the key components for a successful telecommunications service provider, along with the Quality of Service of their network, both components are evaluated to determine how efficient the organisation is within the mobile telecommunications industry. Telecommunications service delivery is a way of ensuring the Quality of Service delivered for outsourced and retained services. The responsibilities of the mobile operator include monitoring, analyzing and reporting on service delivery performance in order, to ensure that customer satisfaction is met or even exceeded by the mobile operator. The South African mobile telecommunication industry is experiencing phenomenal growth, just like the rest of the world. Over the last two decades, the South African mobile telecommunications industry has experienced dramatic changes. Fixed line service providers have expanded into the mobile arena. Mobile operators are trying to form mergers and purchase fixed line companies.

This study investigates the challenges faced by a mobile service provider in meeting internal customer needs. The Quality of Service (QoS) of the mobile network was evaluated and the various elements which contribute to challenges experienced by the service provider were identified. A mixed methods data collection method was employed for this study. To obtain the qualitative data, semi-structured interviews were conducted with management staff. Quantitative data was obtained through the use of questionnaires and an existing discourse analysis was conducted to identify characteristics on existing reports which were generated from within the organisation, for data collection.

The results showed that the mobile operators had to be innovative and competitive simultaneously. Mobile operators face various challenges. The increased level of competition amongst service providers ensured improved QoS and service delivery to consumers. The mobile operator’s network foot print has to increase to provide its own network availability to clients. In order to avoid or reduce network sharing or roaming of network services as this comprises the client network coverage on the network. The mobile service provider should actively analyse network traffic to avoid potential disruptions and, to ensure that customers have a seamless connection.

This study concludes that the changing environment of communications forces organizations to consistently re-evaluate their strategies and necessary re-align their strategies to the business needs of the organisation. The initial planning entails making technology choices to meet the overall business goals. However, technology is changing at an exponential rapid rate; therefore the organization should reach the completion of the product life cycle to ensure that this product is still required in the market.

The main finding of this study reinforced the contention that planning is the most critical part of mobile network strategy. The organisation’s strategy may change to accommodate environmental changes. However, these changes should not affect the life cycle of the blueprint design.