In today's competitive and rapidly shifting marketplace, the view that policy is primarily associated with QoS and bandwidth management has become obsolete. Market competition now dictates real-time personalization, where consumers shape the nature of their services, and operators tailor services and plans to customers' needs through agile service policies. Flexibility is now the rule, and few providers can risk being an exception.
This white paper explains that there are technical capabilities available today to implement a wide array of business rules and customer preferences as policies. These policies enable networks to personalize services and customer experiences in real time, tailoring options to fit every individual preference, requirement, and lifestyle. This 'subscriber-centric policy' represents a significant potential source of new revenue for operators by facilitating mobile marketing and advertising, and by allowing operators to build deep customer relationships.