Author: Kevin Donoghue, CEO - Telesoft
For the first time, Facebook reported more than $1 billion in profit. Mobile ads represented 80% of its ad revenue in the fourth quarter, and analysts were also enthusiastically looking forward to new revenue sources such as video, messaging, and virtual reality. Why should telecom managers care?
Facebook’s profit is an important sign of things to come in mobile. Its investments in the mobile area are expected to grow, but these efforts are already producing dramatic results. Telecom managers should see that advertising on social networks is just a small part of a major ramp-up. All companies are accelerating their migration from a focus on desktop applications to mobile applications.
This will lead employees to spend more time online with their mobile devices….racking up mobile data expenses. Even firms that block Facebook with MDM software will see dramatic growth in data usage. Some of this is reflected by AT&T and Verizon Wireless’ moves to increase monthly data allowances for consumers.
Enterprises need to proactively review their contracts and data pools: contracts should contain provisions that allow for larger data allowances. More resources will need to be allocated to monitor monthly data use. Reports can identify outliers, but it is likely that the entire program will reflect growth in usage for all employees. In some cases, road warriors will need to be moved out of data pools and into their own plans in order to obtain the lowest cost.
Telecom Expense Management (TEM) programs will be more important than ever in helping to manage mobile services. Reports and analytics from these TEM programs will help managers identify outliers and spot new trends in data consumption. Additional resources will be needed to track these trends, manage data pools, and adapt as employees change how they use mobile services. Tracking of carrier contracts and tight controls on expenses will ensure that enterprises avoid wasteful spending.Tags: increased data usage