Ronny Haraldsvik SVP/CMO of SpiderCloud

This post is from Ronny Haraldsvik SVP/CMO of SpiderCloud.

 Apps & Cloud Services by Mobile Operators for Enterprise IT Teams

As 2013 approaches, and as we look as far as 2020, the pragmatic view is that mobile networks will become more capable and agile with the use of macro and small cell networks to better handle capacity requirements from consumers and enterprises, and bring forth the true potential for cloud and application services. Our focus is on access, but what we are enabling are services.

We are seeing the emergence of a common service network infrastructure where macro/micro/small cells work in close tandem with intelligent physical and virtual routing of access and services.

Enterprise small cells have emerged as the most promising technology to deliver high-capacity and 3G coverage inside offices. Analyst firms such as Infonetics, ABI Research and Informa expect enterprise small cells to be the fastest growing segment of the small cell market. ABI predicts small cells for enterprise deployments will catch up with DAS by the 2016 timeframe – reaching the $2 billion mark by 2016. (August 24, 2012: http://tinyurl.com/9o8gktv).

The battleground is for sustainable ARPU and the enterprise markets. With cloud and application services, mobile operators become a true partner to enterprise CIOs. Mobile operators can offer enterprise customers reliable Mobile Applications and Cloud Services (MACS) to help mobilise people and move expenses from the Capex to the Opex side of the equation, with clientless and effortless communications services enabled by the system. Unified Communications (UC) could be offered by mobile operators, thus taking cost and complexities away from enterprise IT. Do It Yourself (DIY), or ask the experts for help?

What if there was a way forward that enabled UC to be more successful and reduce the burden on Enterprise IT and the device owners? Is this even possible?

The answer is “yes” and it revolves around RAT Détente. What do we mean? UC suppliers need to embrace the Yin/Yang of wireless technologies with the wireless service provider community globally. Yin/Yang is actively building software so each RAT does what it’s best at in order to deliver a magical experience for the device owner. Let 3G, and eventually, LTE support voice, and 3G/LTE/Wi-Fi support data. To make this a reality:

  • The Mobile Operator needs to provide blanket coverage and capacity inside structures to enable the strategy. You cannot move forward without adequate quantities of the digital oxygen that the mobile devices breathe.
  • The Mobile Operator needs to bridge the gap from their networks into the Enterprise UC architecture. The mobile plumbing must play its part in recognizing an enterprise’s dial plan and routing calls to their PBX!
  • The Enterprise UC vendors need to insure their clients are more agile, and correctly support Integrated RAT UC in addition to legacy Wi-Fi only UC.
  • Mobile Operators treat enterprise calls as free when using the solution (assume a monthly rate for each mobile UC device).

Meeting the four conditions above will allow Enterprises to:

  • Eliminate Capex requirements, and move to a predictable and scalable Opex financial environment.
  • Move Telecom and Network operations headcount to more strategic roles in IT.
  • Eliminate, as desired, desk phones for mobile workers.
  • Support ANY device an employee brings in, for minimally voice+IM/Presence. Feature phones can be a UC extension!
  • Only support mobile UC client for non-real time functions (non-SMS IM, Voicemail, etc.).
  • Simplify Wi-Fi architectures and deployments.

Meeting the four conditions above will allow Mobile Operators to:

  • Increase ARPU while enabling the enterprise to save even more.
  • Create value to enterprises that are mobilizing their workforce.
  • Simplify the support landscape of the enterprise.
  • Create deep and important relationships with the enterprise UC vendors to leverage their sales teams.
  • Leverage your premise based heterogeneous network investments currently underway in a unique and powerful way that both UC vendors, or enterprises, cannot do by themselves.

We are at a turning point where small cell systems, like SpiderCloud’s, will not only enable heterogeneous networks, but solve problems that were previously unaddressed. With the presence of a “local controller” or a “Service Node”, operators now have one leg in the enterprise premise, and the other leg in the Mobile network, boasting a powerful onboard virtualization platform. Together we can enable the true potential of Unified Communications to finally be realised on mobile devices in a magical way that caters to the needs of enterprise business users. The enterprise services opportunity is enabled with targeted deployments of coverage, capacity and an open door for services. Deployment of scalable small cell systems starts taking hold inside medium to large enterprises, to compliment DAS, or in places where DAS does not make economic sense.

“What does the Enterprise Customer Want” and “The Business Case for Small Cells for Enterprise’ are key interest topics at the upcoming LTE North America conference in Dallas on November 14-15.

In addition to enterprise LTE North America panels, there’s also a follow on, by-invitation-only, panel on November 15 at 5pm (Oak Room) which takes a deeper dive into IT services examples with IT experts from the industry. The session is moderated by Mike Thelander, Principal at Signals Research. Request an invite.

2013 is the year when operators can start to offer true managed mobility services to the enterprise to include BYOD, MDM, Wi-Fi and PBX Integration – offering UC-clientless access to mobility, applications and cloud-based services, after they prove themselves as trusted providers of reliable indoor coverage and capacity for enterprises with 100 to 10,000 people, with 3G, Wi-Fi and 4G/LTE access.

To help the mobile operators, small and large vendors must be able to provide the ability to build very dense small cell networks to address their own network coverage and capacity needs, before they can offer enterprise customers with reliable mobile, application and cloud services – as they help transition enterprises from a wireless to a mobile connected business.

Everything is changing, and we’re entering into the ‘glide path’ for a true services network of the future where instant on-demand availability of operator services, additional capacity, applications and movies is determined by your referred sensory profile, time and place. The 2020 services network is not far away.

– Ronny Haraldsvik SVP/CMO

Ronny rejoined SpiderCloud Wireless in June 2012 as Sr. Vice President and CMO, having formerly served as VP Marketing July 2008 through mid December, 2010. He has more than 23 years of global strategic marketing and industry experience from a range of technology segments including Radio Access Networks, Small Cells, Wi-Fi, web and video optimization, wireline networking and IP services, RFID, personal computing, wafer fabrication, software, and consumer devices.

You can follow Ronny Haraldsvik at Twitter @haraldsvik

Comments on: "The 2020 services network" (1)

  1. […] Beyond basic coverage and capacity, this is a battle for apps and the Cloud. As we look to the 2020 services network, enterprise customers and mobile operators together will help transition customers from a wireless […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Tag Cloud

%d bloggers like this: