[Communications] - Personalizing Data Plans – Recharge Your Revenue

Recharging Revenue Through Personalised Data Plans

For users nearing their data quota limits, familiar options like topping up their own plan, sharing data, or gifting data to others are commonly offered. These actions, however, are typically reactive, taking place only after a quota has been exhausted. They represent transactional responses rather than proactive, tailored offers based on individual behaviour or usage patterns. For instance, if a user regularly tops up, a timely, pre-emptive offer—before they hit their limit—can make all the difference. By analysing application and content usage profiles, service providers can create curated offers aligned with a subscriber’s behaviour, rather than simply offering “another GB of data.”

Personalised data plan enhancements—whether for pre-paid or post-paid users—greatly improve acceptance rates. Framing these offers in terms of user experience or value, rather than just raw data volume, helps upsell services while deepening the relationship between the subscriber and the communications service provider (CSP).

Customer Retention – Why the Customer Matters

The overarching objective is to reduce customer churn. CSPs that prioritise customer experience and Net Promoter Score (NPS) consistently report lower churn rates. Typically reported monthly, with post- paid subscriptions—generally more profitable—being the primary focus. A churn rate below 1% per month is considered excellent.

Borrowing from retail best practices, a more personalised mobile experience can yield a 20% increase in customer satisfaction and a 10–15% boost in conversion. While SIM-only providers have embraced flexibility, they typically operate on a “data chunk” model without insights into user activity. CSPs, by contrast, possess a significant advantage: the ability to analyse data usage patterns by time of day, app, and activity type. This allows for not only what to offer, but when to offer it—an essential factor in successful engagement.

Beyond Gigabytes – the value is not just more data

Personalisation doesn’t always mean offering more data. Sometimes, enhancing the user experience means extending the life of a data plan. For example, reducing video streaming resolution through dynamic video optimisation can decrease data usage by up to 15% — letting users enjoy the same content while using less data. This approach benefits both the user and the CSP by improving plan longevity and managing network efficiency (allowing more users to connect at peak times).

Additionally, CSPs can strengthen long-term relationships by proactively promoting eligible users to available social tariffs, as defined by regulators. This strategy supports broader customer retention, not just short-term revenue boosts.

Enea operates within the data path—from mobile and fixed wireless access to the internet—leveraging advanced deep packet and flow inspection to identify application-level data flows with high precision. By analysing this data over time and aligning it with individual policies and plans, Enea enables behaviour-based insights into consumption trends. For example, detecting when a user is approaching 80% of their quota allows CSPs to intervene with timely, relevant offers.

To enhance targeting, users can be grouped into data personas such as Streamer, Social Media Enthusiast, Data Professional, Average Surfer, New Surfer, Gamer, or Multi-Device Family Plan. By integrating with business support systems (BSS), CSPs can craft personalised “recharge” packages—bundling data and services in ways that increase the probability of user conversion.

Analytics: The Network Should Get (just a little) Personal

A core capability in modern network analytics is the ability to assess performance both at a macro level and at the user level. At the macro level, it involves monitoring overall network access and data delivery in line with users’ data plans. At the individual level, insights into app usage and evolving data consumption patterns help inform network capacity planning, both technically (how and where users consume data) and commercially (popular data plans, frequently accessed content, and opportunities for personalised offers).

This dual-layered approach—top-down and bottom-up—provides a comprehensive view of network behaviour. Detailed user-level data also offers insights into individual connectivity quality, helping operators understand the specific user experience.

Through Deep Packet Inspection (DPI), metrics such as data flow characteristics, packet latency, retransmissions, and effective throughput can be analysed to generate application-level performance scores for each user.

Enea’s tailored analytics platform enables flexible configuration of quality-of-access metrics by leveraging a wide range of data points from both the network infrastructure and IP traffic to and from app content servers. This allows operators to focus on popular applications from major content providers or explore the full spectrum of apps used across the network.

Analysing encrypted traffic (without decryption) in combination with consumption patterns and policy data, operators can generate real-time insights into user connectivity. These insights support predictive models that estimate when a user’s data quota may be exhausted, enabling the delivery of timely, personalised data plan offers before limits are reached.

COMIT x Enea – Bringing Intelligent Data Personalization to Southeast Asia

In a world where data has become the language connecting people and technology, COMIT and Enea are writing a new chapter for the region’s telecommunications industry. Leveraging Enea’s advanced Deep Packet Inspection (DPI) and Network Intelligence platform, COMIT empowers telecom operators to understand their users on a deeper level — knowing what they do, when they need more data, and what keeps them truly engaged.

Now, every subscriber is more than just a number — they are a personalized journey, where experiences, needs, and value are fully understood. With the power of real-time analytics, the system can predict and recommend the right data offer to the right user at the right time, enabling natural revenue growth while delivering a seamless, more human connection experience.

From Vietnam, COMIT and Enea are expanding this vision across Southeast Asia — blending European innovation with local market insight to build a smarter, more sustainable telecommunications ecosystem that truly puts customers at the center.