‘Mo­bile Op­er­a­tors To­day are Sit­ting on a Gold­mine’

SAN­JAY KRISHNAA Sr VP, Com­mu­ni­ca­tions BU and Pres­i­dent, APAC, Cyien­tIn­ter­na­tional

Voice&Data - - FRONT PAGE - V&D@cy­ber­me­dia.co.in

Tele­com op­er­a­tors to­day un­der­stand that mod­ern net­works im­prove ser­vice de­liv­ery and meet grow­ing cus­tomer ex­pec­ta­tions. Indranil Chat­ter­jee, Se­nior Vice Pres­i­dent and Kishor Pan­paliya, VP of Amer­i­cas and APAC, Open­wave Mo­bil­ity, ex­plain how SDN and NFV are be­com­ing the game chang­ers in up­grad­ing mod­ern net­works

Anew gen­er­a­tion of data savvy cus­tomers is very per­cep­tive. They of­ten judge mo­bile op­er­a­tors based on the qual­ity of ser­vice they of­fer for video and web ap­pli­ca­tions. SDN and NFV are al­low­ing mo­bile op­er­a­tors to trans­form their net­works from mono­lithic and clumsy data de­liv­ery ar­chi­tec­ture to a soft­ware-based ar­chi­tec­ture that pro­vides flex­i­bil­ity and cost struc­ture to meet the con­stantly chang­ing world of in­ter­net data and ser­vices.

By of­fer­ing ca­pa­bil­ity to plug-in best of breed sup­pli­ers and niche net­work func­tions, SDN/ NFV can have a sig­nif­i­cant im­pact by im­prov­ing

qual­ity of ser­vice (QoS), ser­vice agility and rev­enue gen­er­a­tion, as well as help­ing to re­duce sub­scriber churn. For ex­am­ple, for the most part, subscribers are mea­sur­ing net­work qual­ity based on video QoS. In fact, ac­cord­ing to re­cent sur­veys, subscribers say they would con­sider aban­don­ing their net­work provider if a video buf­fers for six sec­onds. This is a crit­i­cal fac­tor be­cause at least 76 per­cent of net­work traf­fic is video, and that per­cent­age is in­creas­ing daily. Ad­di­tion­ally, 80 per­cent of that video traf­fic is en­crypted, com­pli­cat­ing the task of en­sur­ing sub­scriber qual­ity of ex­pe­ri­ence (QoE).

De­ploy­ing Vir­tual Net­work Func­tion (VNF) com­po­nents, such as the Open­wave Mo­bil­ity Video Traf­fic Man­age­ment so­lu­tion, en­ables the agility to dis­tin­guish flows, mon­i­tor real-time QoE, and op­ti­mize the use of RAN re­sources. This al­lows op­er­a­tors to re­al­ize sig­nif­i­cant net­work traf­fic op­ti­miza­tion. A prime ex­am­ple is that of a Mid­dle East­ern op­er­a­tor who was able to de­liver 30 per­cent more DVD qual­ity mo­bile videos to subscribers, and re­duced video stall times by 75 per­cent.

How to Create New Rev­enue Mod­els for Op­er­a­tors?

Open­wave Mo­bil­ity’s Mo­bile Data Mon­e­ti­za­tion so­lu­tion pro­vides op­er­a­tors in­no­va­tive new ways to en­gage with their subscribers and to mon­e­tize data lead­ing to in­cre­men­tal rev­enues and re­duced churn. The so­lu­tion pro­vides new ap­pli­ca­tion- based price plans such as “video as a ser­vice” and al­lows op­er­a­tors to no­tify users of time-crit­i­cal events and no­ti­fi­ca­tions, em­pow­er­ing them to make pur­chase de­ci­sions, which ul­ti­mately leads to proven churn re­duc­tion and in­creased adop­tion of new ser­vices by as much as four times. Op­er­a­tors around the world are in­creas­ing mo­bile data rev­enues and cus­tomer sat­is­fac­tion by:

• Of­fer­ing new ser­vice ori­ented price plans, al­low­ing the user to pur­chase at point of in­ter­est, or on de­mand,

• Tar­get­ing care­fully se­lected prod­ucts and ser­vices based on ac­tual sub­scriber brows­ing habits,

• En­gag­ing cus­tomers in real-time to drive up­sells, pre­vent bill shock and en­hance loy­alty,

• Em­pow­er­ing subscribers to take con­trol of their data spend through a rich self-care in­ter­face. We also be­lieve that mo­bile op­er­a­tors are sit­ting on a gold mine, as subscribers in­ter­act with the mo­bile net­work through mul­ti­ple ser­vices, and in­for­ma­tion re­lated to th­ese in­ter­ac­tions is cap­tured by the net­work. This rich set of in­for­ma­tion is ex­tremely valu­able to Over The Top (OTT) ser­vice providers for en­hanc­ing user ex­pe­ri­ence and of­fer­ing per­son­al­ized ser­vices.

Open­wave Mo­bil­ity’s SmartIDM is a GSMA Mo­bile Con­nect com­pat­i­ble iden­tity so­lu­tion that al­lows mo­bile op­er­a­tors to mon­e­tize their net­work and sub­scriber re­la­tion­ship as­sets by shar­ing valu­able data with OTT part­ners in a se­cure, real-time and pri­vacy friendly way.

How to Main­tain Subscribers’ Qual­ity of Ex­pe­ri­ence (QoE)?

As HD mo­bile video con­sump­tion con­tin­ues to climb, net­work op­er­a­tors need to al­lo­cate three to four times more band­width to ac­com­mo­date the traf­fic, ver­sus what stan­dard video traf­fic would re­quire. As a re­sult, ca­pac­ity con­straints are stress­ing many of to­day’s mo­bile net­works, im­pact­ing op­er­a­tors’ abil­ity to de­liver qual­ity ser­vice. Con­sid­er­ing that many mo­bile subscribers now say video qual­ity is more im­por­tant than voice calls, op­er­a­tors could face in­creas­ing churn if they can­not take con­trol of their net­works and main­tain mo­bile QoE.

So­lu­tions:

Legacy traf­fic man­age­ment op­er­ates through brute-force data throt­tling, lead­ing to a lack of ser­vice agility that can cost op­er­a­tors bil­lions of dol­lars in lost rev­enue. Open­wave Mo­bil­ity de­liv­ers vir­tu­al­ized traf­fic man­age­ment so­lu­tions that en­able ideal mo­bile QoE for the low­est cost.

Based on our award-win­ning tech­nol­ogy, Open­wave Mo­bil­ity’s mod­u­lar, fully vir­tu­al­ized NFV plat­form is a ma­ture, scal­able and proven cloud-based so­lu­tion that is de­ployed in some of the world’s most ad­vanced NFV mo­bile net­works. Pro­vid­ing best in class per­for­mance on a soft­ware, ser­vice or­ches­tra­tion plat­form, our traf­fic man­ager of­fers en­crypted ap­pli­ca­tion clas­si­fi­ca­tion and dy­namic NFV ser­vice chain­ing, en­abling op­er­a­tors to man­age the fast-chang­ing world of OTT for­mats and roll out new in­no­va­tive ser­vices in 30 days, or less.

An­other area where Open­wave Mo­bil­ity is help­ing tele­com op­er­a­tors over­come de­fi­cien­cies of legacy plat­forms is in cloud data man­age­ment. Stra­tum Cloud Data Man­ager is a new cloud­na­tive data man­ager built for 5G, NFV and IoT. It pro­vides per­for­mance and scale re­quired to build telco clouds that can de­liver low la­tency ap­pli­ca­tions and ser­vices, scale to bil­lions of de­vices, and in­te­grate with the In­ter­net Ecosys­tem us­ing se­cure REST APIs. Some of the use cases that Stra­tum en­ables in­clude:

• Ef­fi­cient and re­li­able struc­tured and un­struc­tured data stor­age in­clud­ing sub­scrip­tion, ses­sion, pol­icy, con­fig­u­ra­tion and state data

• Pro­vide 5G data layer func­tion­al­ity

• Share sub­scriber data with OTT part­ners in a se­cure, real-time and pri­vacy friendly way.

De­ploy­ing Vir­tual Net­work Func­tion (VNF) com­po­nents, such as the Open­wave Mo­bil­ity Video Traf­fic Man­age­ment so­lu­tion, en­ables the agility to dis­tin­guish flows, mon­i­tor real-time QoE, and op­ti­mize the use of RAN re­sources

In­dia Plans:

Mo­bile data world­wide is grow­ing at a rapid pace and In­dia is at the fore­front. Re­cent de­vel­op­ments in the In­dian tele­com mar­ket demon­strate that tel­cos are fac­ing un­prece­dented de­mand for mo­bile data, with­out much in­crease in data price points. Tight com­pe­ti­tion puts pres­sure on op­er­a­tors to try to re­tain cus­tomers while main­tain­ing QoE and prof­itabil­ity. With our global foot­print, Open­wave Mo­bil­ity has the nec­es­sary ex­per­tise and tech­nol­ogy to help In­dian net­work op­er­a­tors man­age com­pe­ti­tion while de­fer­ring costly in­fra­struc­ture in­vest­ments.

We have in­vested heav­ily in build­ing a self-suf­fi­cient cen­tre of ex­cel­lence in Pune, Ma­ha­rash­tra, where we have cross-func­tional ex­per­tise in­clud­ing sales, prod­uct man­age­ment, en­gi­neer­ing and global cus­tomer sup­port teams. A Tier-1 op­er­a­tor in In­dia has al­ready ex­pe­ri­enced the ben­e­fits of de­ploy­ing our Video Traf­fic Man­age­ment and TCP Ac­cel­er­a­tion so­lu­tion, and we have be­gun en­gag­ing other In­dian tel­cos by ex­e­cut­ing suc­cess­ful large-scale tri­als. There is sig­nif­i­cant po­ten­tial in the In­dian mar­ket for our so­lu­tions due to the ex­po­nen­tial rise of mo­bile data traf­fic caus­ing var­i­ous cus­tomer im­pact- ing is­sues like net­work con­ges­tion and video buffer­ing.

Our plan for the In­dian mar­ket is twofold. Firstly, we in­tend to lever­age our global Tier 1 de­ploy­ment ex­per­tise and huge lo­cal pres­ence to create a win-win sce­nario for In­dian net­work op­er­a­tors through our tested and proven All-IP Traf­fic Man­age­ment and Sub­scriber Data Man­age­ment so­lu­tions.

Sec­ondly, we have ma­ture OEM re­la­tion­ships with ma­jor net­work in­fra­struc­ture ven­dors who have sig­nif­i­cant mar­ket share in In­dia and are ac­tively en­gaged in mi­grat­ing the packet core do­main to NFV. Open­wave Mo­bil­ity so­lu­tions have been pre-in­te­grated and cer­ti­fied as VNFs within their plat­forms, of­fer­ing our In­dian op­er­a­tor cus­tomers an al­ter­nate choice of procur­ing our so­lu­tions.

We fore­see a huge shift in en­crypted mo­bile data con­sump­tion in the near term, and our plan is to help In­dian tele­com op­er­a­tors pre­pare them­selves by man­ag­ing en­crypted data growth while main­tain­ing QoE and prof­itabil­ity. We are the mar­ket lead­ers in our do­main with more than 40+ Tier 1 mo­bile op­er­a­tors world­wide and we look for­ward to bring­ing that ex­per­tise to In­dia.

Dur­ing the past 12 months alone, 10 op­er­a­tors have de­ployed our NFV-based so­lu­tions, in­clud­ing cus­tomers in North Amer­ica, Europe, Mid­dle East and Africa, as well as the Far East.

We have seen sig­nif­i­cant mo­men­tum among Tier 1 op­er­a­tors in par­tic­u­lar, with Or­ange, Voda­fone and Zain all pub­licly an­nounc­ing de­ploy­ments of Open­wave Mo­bil­ity’s VNF for Video Traf­fic Man­age­ment, and one par­tic­u­lar Tier 1 op­er­a­tor in the Mid­dle East has dra­mat­i­cally cut video stall times by more than 30 per­cent with de­ploy­ment of this VNF.

Open­wave Mo­bil­ity is help­ing tele­com op­er­a­tors over­come de­fi­cien­cies of legacy plat­forms is in cloud data man­age­ment. Stra­tum Cloud Data Man­ager is a new cloud-na­tive data man­ager built for 5G, NFV and IoT

—kishor Pan­paliya VP of Amer­i­cas and APAC, Open­wave Mo­bil­ity

—Indranil Chat­ter­jee Se­nior Vice Pres­i­dent, Open­wave Mo­bil­ity

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