The TelecomTV.com headline read, “Softbank becomes first mobile telco to outsell voice with data.”  In a mobile world that made us dependent on its voice service offerings, this really grabbed my attention.  As much as mobile voice changed our world, mobile data has exponential power.  If Softbank, a Japanese company, is a leading indicator of many of the emerging and hastening trends that we can expect to see in the U.S. over the next 12 months, what does that mean for carriers and customers?

• Plan for LTE rollout.  Data applications require significantly more bandwidth, and network shortcomings will create a huge risk for churn. While some carriers have acquired additional spectrum and Verizon has recently extended an exciting proposal (“RCA Responds to Verizon Wireless’s LTE Offer”), in the end it will come down to the devices and who has access to what.  

• Rating and billing flexibility will be more crucial to providers once TV, videos, movies and books come to represent data’s revenue future. 

• Customer care will require additional technical capabilities.  Customer Service Representatives will need to query, reset and send information to customer devices as part of their regular care and service activities.

• He who owns the device may well rule the data world.  Devices like the iPhone and the Android have taught us that the network is only one consideration for customers.  This is a particularly tricky area for rural carriers and their journey has been well-documented by the Rural Cellular Association (“Northwest Missouri Cellular Speaks before Senate Committee on Obstacles Facing Small Carriers”). 

• Look for a shift away from all-you-can-eat data plans.  Carriers, especially those serving rural communities, will be looking to strike a necessary a balance between network capacity and profitability.

• Few customers will give up their newly acquired dependence on mobile data.  They are not, however, used to “counting kilobytes” for their data usage.  This will require a crucial transition in plan design and sales strategy that impacts both carriers and customers.

• Real-time rating and an easy way for customers to check their data usage is vital as carriers educate customers and look proactively for ways to prevent “bill shock.”