‘Mahin­dra Com­viva RADAR can drive Qual­ity of Ex­pe­ri­ence for tele­coms’

Voice&Data - - PREEONPLDES - Nan­dita Singh

Voice&Data: What made Mahin­dra Com­viva re-brand its Man­aged Ser­vices of­fer­ing as Man­aged Cus­tomer Ex­pe­ri­ence Ser­vices of­fer­ing? Anurag Sri­vas­tava:

There is a par­a­digm shift. Op­er­a­tors are trans­form­ing into Dig­i­tal Ser­vice Providers (DSPs) and have to fol­low the con­sump­tion trend of con­sumers. The con­sumer is at the cen­ter of our ap­proach too, and that is why we have re-po­si­tioned our unit at Mahin­dra Com­viva as Man­aged Cus­tomer Ex­pe­ri­ence Ser­vices unit. There is an up­surge in data con­sump­tion… ‘dig­i­tal con­tent ex­pe­ri­ence’ is be­com­ing flavour of the decade. One key trend that is emerg­ing is uni­fi­ca­tion of ex­pe­ri­ence on dif­fer­ent de­vices. Add to this, In­ter­net of Things (IoT) and Ma­chine to Ma­chine (M2M) – areas where fu­ture growth will come from. Con­nected ap­pli­ca­tions are al­ready be­com­ing com­mon­place. Man­ag­ing th­ese trends for an op­er­a­tor is where our ser­vices come into play – in as­sur­ing ser­vice and ex­pe­ri­ence qual­ity.

In the de­vel­oped world, data makes for 50 per­cent of over­all rev­enue. As far as data ex­plo­sion is con­cerned, In­dia is at the be­gin­ning of the cusp and go­ing ahead this will bring com­plex­ity in the net­work. To de­code this com­plex­ity, and make th­ese ser­vices work for cus­tomer as a uni­fied ex­pe­ri­ence, in­ter­op­er­abil­ity is re­quired. And Qual­ity of Ex­pe­ri­ence (QoE) is not easy to de­liver.

If I were to sum up the par­a­digm shift in the way we look at it, I would say there is a shift in our thoughts. End-cus­tomer is at the cen­ter of our ap­proach. Not ser­vices. And we will evolve ser­vices aligned with end-con­sumer re­quire­ment.

Voice&Data: So, how are you de­liv­er­ing on this Man­aged Cus­tomer Ex­pe­ri­ence Ser­vice in view of the emerg­ing trends in In­dia? Anurag Sri­vas­tava:

In a global sur­vey, 68% of op­er­a­tors listed cus­tomer ex­pe­ri­ence (QoE) as their sin­gle most im­por­tant fo­cus area. Ac­cord­ing to Gart­ner, glob­ally, av­er­age data us­age per user by 2020 will grow to 4.8 GB from about 500MB cur­rently. In­dia mar­ket is also at the cusp of data boom, on­line stream­ing is go­ing to grow big time. In­ter­op­er­abil­ity and se­cu­rity will re­main two of the in­dus­try’s big­gest chal­lenges. This is where Mahin­dra Com­viva’s Rapid Auto De­tec­tion and Ad­vanced Re­port­ing of­fer­ing also known as RADAR fits in. RADAR is an au­tonomous model that fa­cil­i­tates the cap­ture of data re­lated to QoE, per­for­mance and QoS us­ing a com­bi­na­tion of mo­bile sim­u­la­tion, trend anal­y­sis and data an­a­lyt­ics en­abling op­er­a­tors to de­tect and fix var­i­ous ser­vice-re­lated is­sue be­fore their busi­ness is im­pacted.

Fully flex­i­ble and con­fig­urable RADAR is run­ning a cou­ple of POCs (Proof of Con­cept) with tel­cos and we are talk­ing to al­most all op­er­a­tors about it. The so­lu­tion helps to iden­tify and re­solve ser­vice-re­lated is­sues, im­prove cus­tomer sat­is­fac­tion, re­duce churn, and en­hance an op­er­a­tor’s mar­ket po­si­tion. More­over, the sin­gle sys­tem scales eas­ily to mon­i­tor large multi-tech­nol­ogy ser­vices, pro­vid­ing ser­vice-wide and het­ero­ge­neous tech­nol­ogy ser­vice man­age­ment. The so­lu­tion’s cen­tral­ized mon­i­tor­ing mod­ule keeps op­er­a­tional costs in check while it can be mon­i­tored re­motely as well. It takes away most of the pain points of op­er­a­tors al­low­ing them to serve bet­ter QoE to their sub­scribers.

RADAR’s cog­ni­tive learn­ing model po­si­tions it above any mea­sur­ing in­stru­ment/ tech­niques that we have to­day. Its cog­ni­tive auto learn­ing ac­tu­ally im­proves the over­all per­for­mance with­out any hu­man in­ter­ven­tion. And, I am proud to say that RADAR has been de­vel­oped and brought to the mar­ket by Mahin­dra Com­viva.

Voice&Data: So, what kind of growth you are ex­pect­ing with this lat­est up­grade in your of­fer­ings for the op­er­a­tors? Anurag Sri­vas­tava:

You see busi­ness model for op­er­a­tors are chang­ing. Glob­ally, we work across multi-op­er­a­tors in about 20 coun­tries. Africa is a big mar­ket for us. So, is South East Asia fol­lowed by In­dia, which is at a ma­tu­rity curve where there is re-or­der­ing of growth there­fore this unit may not see growth ex­plo­sion to match the data ex­plo­sion, but surely we will match the dou­ble digit growth that tel­cos can ex­pect go­ing ahead in mid-term. nan­di­tas@cy­ber­me­dia.co.in

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