MarketONE User Management

Contents

Overview

The MarketONE User Lifecycle Management (ULM) is the user management domain of MarketONE. It is a user-centric and entitlement platform that manages digital identity and user processes from onboarding users, managing the association and disassociation of binding relationships with the communications service provider (CSP), to service sharing and delegation.

Modern users intuitively treat their digital ID as both an extension of themselves and as the means through which they browse, purchase, access, manage, and consume services. As an operator, it isn't enough that you know only the billable account, phone number, setup box, or household address. The market requires every business relationship to be explicit to a specific user - not only the one who is paying or has purchased the service, but every user that consumes it.

Operators struggle with unique challenges posed by modern user expectations and legacy IT systems. Core BSS and CRM systems still support a customer centric data model, and may not warrant the investment for a complete overhaul. To overcome these challenges, our solutions team builds and delivers a client-specific comprehensive enterprise platform that decouples the digital user from the customer account, and re-vectors operator relationships around the digital user. On the backend, this decoupling allows the ULM domain to integrate with account-centric BSS architecture, and to place an overlay of user-centric capabilities on top (as opposed to in place of) of the traditional BSS environment.

A suite of identity-driven solutions comprises the ULM domain. To help you evolve into an intelligent digital provider, maintain and grow your user base, and drive continuous engagement, the ULM domain facilitates the following user-centric capabilities (along with many more that improve the operator-to-consumer relationship):

  • Frictionless onboarding user journeys
  • Authentication and authorization with industry-standard protocols (OIDC, SAML)
  • User-managed preferences, service access, payment control, and privacy settings
  • Event and user interaction metrics that power UX analysis
  • Automated Business Processes that respond to common scenarios in the user lifecycle
  • Service sharing and delegation within a household or business
  • User-driven privacy control and consent management
  • Lifecycle components for assisted (customer service reps) and unassisted (chatbots, Alexa) channels

The ULM domain supports your company's digital transformation using our identity-centric digital engagement layer. This layer integrates with legacy architecture and modularizes traditional customer solutions with our ULM domain data model and open APIs. In essence, we help harmonize and translate all of the disparate records in your system, and then seamlessly extend that information to help you deliver cohesive user journeys across core and cloud services alike. Furthermore, the ULM domain federates a given user's personal preferences, security settings, and entitlements to external relying parties that are registered with the platform, enabling an integrated and consistent user experience across all of their services.

Identity

The ULM domain federates seamless access for every digital user anchored by their unique digital identity. To keep your business and your user's identities secure, we provide a variety of identity management and access control protocols, including single-sign-on, social login, alias login, level of authentication (LOA), and adaptive risk-based 2-factor authentication.

The ULM domain supports OIDC and SAML-based authentication and authorization to any service, on any device.

Personalization

The ULM domain offers rich personalization and engagement with features like social login, soft-profiles, parental controls, favorites, and real-time notifications. We enable you to capture user-service interactions for unparalleled insight, and downstream services can leverage this data for recommendations, targeted advertising, and other upsell opportunities.

Within ULM's extensible data model, user preferences (such as language, privacy, and household roles) are mapped to customizable attributes that you define in order to enable hyper-personalized user experiences.

Relationships

The ULM domain offers best-in-class group management and service sharing capabilities. Users create groups, invite other users, and delegate and revoke granular access to their accounts and services. In business contexts, the ULM domain simplifies user management of company acquired services through role-based access control. This allows managers to assign and revoke service access to their staff as needed.

Service sharing affords newer business models and opportunities. Guest users, trial users, soft profiles (e.g., Netflix's multiple user profiles under a primary user profile), family sharing (e.g. Spotify family subscription with unique identity for every member of the family), and freemium services are valuable points of contact to groom, capture, and eventually convert transient users into paying subscribers. Additionally, transient user interaction data can accompany users as they mature into paying subscribers.

For instance, consider a teenage user that has access to their parent's streaming TV service. The teenager's profile information, system preferences, and interaction history can accompany them when they grow up and start paying for their own personal services. This seamless transition means that the maturing user does not need to re-setup their profile, preferences, and settings all over again under a separate user ID. In essence, the digital identity pre-exists and survives classical "customer" and billing relationships.

Privacy

Data privacy and personal data protection are integral parts of user management. Your business can use the ULM domain as a Privacy Control Point within your own Data Privacy Management solution, and provide your user base with data management options and personal data protection across all operator connectivity and cloud services.

In 2017, the European Union's General Data Protection Regulation (GDPR) set the standard by which businesses and brands must respect a user's right to privacy and control. The ULM domain helps service providers remain compliant by giving users a privacy and consent management dashboard. Every user can control what personal data is being collected, how it is being used, and with whom they wish to share it. They can request data erasure (or "the right to be forgotten") to the extent legally possible within a country or region.

Data Processors – partner service providers that require user data in exchange for services – must respect common consents that are configured and categorized per-use within the ULM domain. For example, a user can consent to sharing their email with a partner for support purposes, for marketing purposes (or both), but each purpose of use must be made explicit to that user before they consent to share that information. Should any change occur to either ULM's common consents or the partner's own custom consents, the ULM domain enforces transparency by notifying the user and prompting them to authorize or revoke newer terms and agreements.

Revision History

Version Description
2019.10 Added this topic.
2019.12 Added Contents and Revision History sections.
2020.02 Added a diagram to the Overview section.