Security-as-a-Service Bolsters Customer Satisfaction
Communications service providers (CSPs), which have notoriously poor customer satisfaction ratings as an industry, can bolster loyalty by delivering security-as-a-service for mobile devices, research has revealed.
According to Allot Communications’ latest report on mobile security trends, CSPs can realize a twofold to threefold increase in customer satisfaction over those who provide legacy app-based security.
As both consumer and business customers look for an effective yet worry-free solution to protect their mobile devices, the report findings reveal a significant opportunity for mobile operators to take ownership of the security market and to protect users while generating recurring revenue streams, enhancing brand loyalty and reinforcing customer trust.
The findings dovetail with Allot’s MobileTrends H1/2017 Report, which found that 61% of global respondents said they would like to buy a security service from their CSP for their connected devices.
The latest mobile security trends report examined the penetration rates of network-based mobile security as compared to the legacy device-based security app model and found a clear distinction in success rates, with network-based security demonstrating a three- to tenfold greater penetration with subscribers.
Drilling down, the try-and-buy model for opt-in network delivered security services achieves penetration rates of 12% to 15%, while promotional opt-out services perform even better, with penetration rates of 40% to 60%.
Conversely, while mobile operators have historically spent millions of dollars marketing legacy device-based security apps, they are failing to engage consumers, with typical penetration rates of just 3% to 5%.
“Our data distinctly substantiates that network-based security services are a clear winner for CSPs who opt to offer them,” said Ronen Priel, vice president of product management at Allot. “Already, Allot customers enjoy high penetration rates and significant improvement in Net Promoter Score (NPS), as well as increased revenues and brand differentiation, by delivering security-as-a-service to subscribers.”
Source: Information Security Magazine