Guest blog written by Oded Sela, Technical Director EMEA, International Sales at Allot Communications
CSPs are under constant pressure to be proactive all the time, since they need to stay ahead of the competition and are facing challenges on a daily base. But first and foremost, they need to keep their subscribers happy – not an easy task!
What is the secret sauce that they can use for success? Simple: they must analyse and optimise! Why is analysing so important? Analytics will help operators to find the right optimisation for improving the QoE (Quality of Experience) of their subscribers. It also enables creating and activating optimal use cases, which boosts the bottom line. Furthermore, it allows a CSP to stand out in the crowd, increasing its ARPU and revenues!
But there is more……ongoing analysis keeps an operator not only relevant, but also optimises the operator’s capabilities. The keyword here is awareness, since it is at the heart of best-of-breed optimisation and monetisation solutions.
Let’s face it, only great and accurate analytics capabilities allow a CSP to generate advanced monetisation use cases and services, improve its “Go To Market” strategy, and deploy traffic management, value-added services (such as security) and optimisation in order to improve the QoE of its subscribers. At the centre of such a technology is the ability to identify protocols and applications, followed by optimising them.
It’s clear – you as a CSP need much more than mere application recognition. Why? Well, the Digital Lifestyle has multiple other dimensions which are also important for addressing subscribers’ needs to offer them relevant service and price plans. For example, it’s important for an operator to recognise the device that a subscriber is using, since some plans could be tailored to tablets whilst others to iOS. Furthermore, an operator also needs to know if the subscriber is connected to a 3G or 4G network, the location of that subscriber (city, cell) and how he or she perceives the QoE. If we look at cell awareness, it entails the ability to identify the congestion of the cellular network’s unit based on QoE thresholds and applying the appropriate control and optimisation action.
With so-called Actionable Analytics, a CSP is finally able to get real insight into the activities of its prepaid customers. This is virtual gold, since the powerful combination of usage statistics regarding popular applications and the location, device, and other user parameters helps service providers to identify different demographics. Why is this so important? Since a CSP can now target a prepaid customer with the right kind of offer.
To get a bit more technical: the ability to identify applications at Layer 7 allows operators to differentiate their offering with a range of unique service plans based on gaming, social networking, streaming video, basic email, and other popular applications.
For example, operators may identify a large number of customers who are “Social Minglers” aka heavy users of social networks. A Social Mingler would love to get a “zero-rating” offer for his or her use of popular social networking apps, since it would not touch his or her data cap. Similarly, service providers can help popular music/video/TV on-demand providers to expand their pay-for-use business.
How? By bundling the OTT service together with smartphone acquisition, high-speed access, guaranteed QoE, and unified billing in a powerful premium service package.
Digital Touch Trigger Engagement as a Monetization Opportunity
Customer engagement can target different subscriber profiles. To monetise engagement, mobile operators should engage based on subscriber behaviour profiles. The way to achieve this starts with network data which enables subscriber analytics and continues with contextual and personalised engagement.
CSPs can monetise their daily Touch Triggers in various ways. They can define use cases for engagement, segment subscribers by their online behaviour and demographic profiles as well as engage with subscribers according to their profile and the use case defined for achieving results (service uptake).
Optimisation and QoE are key, since traffic management and optimisation helps CSPs to reduce capital expenditures on backhaul infrastructure and increase revenues while effective congestion management improve the Quality of Experience, reduces the network load, frees up existing capacity and lowers the cost of each megabit delivered.
In short, for your business success: Analyse – Optimise – Monetise!
Written by Oded Sela, Technical Director EMEA, International Sales at Allot Communications.