Anritsu strengthens its Customer Experience Management portfolio in partnership with Aito

Anritsu’s MasterClaw is an integrated Service Assurance platform that allows operators and service providers to conduct network monitoring and troubleshooting, to optimise service delivery and service quality from a network, service and customer point of view. By integrating CEA tools into the MasterClaw™ framework, Anritsu adds a layer of analysis that complements its existing CEM portfolio which currently focuses on real-time monitoring of customer experience. The analytical view provided by CEA tools provide valuable insight into the experience, usage and revenue generated by the subscribers. With easy access to quality business information, service providers can track a customer’s experience of network services, remove business bottlenecks and identify up-sell opportunities.

In-depth analysis, which enables a better understanding of subscriber behaviour, has become critical to operators and service providers for the purpose of strategic planning and business development. With the integration of CEA tools to the MasterClaw™ platform, a wider set of users - from network operations and account management to business managers and marketing teams - will be in a position to access critical business information based on the experience and usage patterns of subscribers. The information is gathered from a combination of disparate sources including network traffic, billing information and the CRM and network data already collected by Anritsu. The partnership has allowed the deployment to be a simple plug-in to the MastercClaw system so that these tools can be up and running quickly, ready to produce accurate data practically overnight.

Neil Tomlinson, Anritsu Service Assurance Division, Global Marketing and Product Management Director, explained: “The fixed line and mobile industries are rapidly becoming more complex due to the increase in demand for data and broadband services. Our existing network monitoring solutions provide operators with performance management, troubleshooting and Customer Experience Management for their networks. Through the addition of the Aito CEA tools we can now provide our customers with a clear understanding of subscriber behaviour and usage across a range of services, and the impact that is having on their revenue streams.”

Mr. Tomlinson continues: “We chose to work with Aito because of the complementary nature of the two products, which together provide our customers with an Advanced Customer Experience Management solution that is simple and easy to access and use. By offering the integrated CEA product portfolio we now have an opportunity to enhance our customer networks and broaden our customer base, appealing to operators and services providers that have not yet deployed the MasterClaw™ platform.”

Anssi Tauriainen, CEO at Aito Technologies added: “We have pioneered the use of CEA tools that provide an end-to-end view of the customer experience and the demand for these types of analytics is rapidly increasing. This is because operators and service providers require intelligence that will give them an insight into the customer behaviour, and how that information can be used to improve the quality of services, reduce churn on their networks and generate new revenues. Our new relationship with Anritsu represents a significant development for the company and it will also allow Anritsu to meet the growing demand for in-depth analysis of the customer experience. The partnership will drive the expansion of CEA in global markets and it will allow Aito to increase its foothold in the market as a provider of a new breed of analytics.”