Light Reading

Key Attributes of Next-Gen SPIT Systems

Heavy Lifting Analyst Notes
Heavy Lifting Analyst Notes
Heavy Lifting Analyst Notes
3/29/2012
50%
50%

Operators obsessed with operational excellence consistently struggle to fathom the nuances of customer experience. Be it the measuring yardsticks, standards or solutions, communications service providers' primary focus has always been on operational finesse. The communications industry is fast becoming a commodity business, and the only way service providers can differentiate is by focusing on providing holistic customer experience. Service providers' underlying software infrastructure forms the essential backbone for enabling this customer experience. With the advent of advanced video and interactive services, along with operators' focus on M2M and NFC, 4G-oriented service providers need their software fabric to be agile, dynamic and scalable, which their legacy software stack cannot support.

We believe that next-generation service provider IT (SPIT) systems will transform the way service providers understand the connected experience of their customers. The value of the service will largely depend on software enabling the ideal customer experience. Let us look at the nine key attributes of a next-generation SPIT system.

Personalized service and offer creation based on reference, context and location. Subscribers are becoming more demanding, and today's communications customers expect personalized offerings, ubiquitous access, broad choices and reliable, seamless experiences. Hence operators' service models need to encapsulate the tenets of ubiquity, immediacy, personalization, location, context and community in order to launch services that are successful and profitable. A next-generation SPIT system should be able to understand user preferences from user transactions, usage records, social connections, etc., and adapt itself to provide the best service. It is aware of user context and location and takes these as inputs to predict the ideal quality of experience (QoE) that the end customer expects from the interaction with the intelligent network.

Environment for service archetype creation and simulation of services. Each service building block should have the ability to be modeled in an integrated development environment. The environment should help in creating a prototype of those services and testing those services. As most service providers are not going to create all of their services in-house, the ability to quickly model the impacts of services created from external players in the ecosystem is also critical. Reusable service building blocks should be created, keeping in mind commercial parameters as well as network resources available to deploy these services. Services today are more complex and are interdependent, hence simulation models and testing scenarios are also far more complex.

Continuous optimization of business processes for superior customer experience. A next-generation SPIT system needs to bridge the gap of translating analysis into real-time actions and operations that impact operators' business processes. The system should be able to integrate and analyze operational data in real time, and based on that be able to optimize and trigger actions that influence their business processes. The most radical change that needs to happen is that limitations or constraints of the service provider's software infrastructure cannot dictate their business processes and strategy. The only way service providers can provide a holistic customer experience is by building clear business processes that drive the software infrastructure.

Real-time and event driven. The software systems will process complex events in real time, and provide the users of the system with the best actions to take based on those events. This directly enables the service provider to lower risks and provide excellent experience to their customers. A next-generation SPIT system should be able to not only process and correlate event stream processing, but should be able to use advanced analytics modeling techniques to gain the best insight into their customer behavior. Effective use of predictive analytics, coupled with real-time transactions, can integrate information from the handset, applications, network and CRM in order to provide an integrated view of the customer that is consistent across the entire organization and enriched with outside data services to render the most dynamic information.

Proactive service and network resource management capability. The system should have a self-healing capability to proactively take care of device constraints or provisioning issues based on service quality before it impacts the customer experience. A next-generation SPIT system should be able to self-monitor for anomalous events in the network, then diagnose and fix them dynamically and in real time. This enables load-balancing and optimizing network resources as well, which provides economic benefits to service providers. A next-generation SPIT system should be able to arm service providers with the ability to preempt service degradation by constantly monitoring and measuring and maintaining their service metrics in real time. This unified service experience model in SPIT systems aids in optimizing the subscriber experience in real time and in a seamless manner.

Subscriber-centric service control and service continuity. It is essential that the software system should support services that are portable on different end devices. Seamless hand-off between devices will be critical to providing the ideal experience missing today. A next-generation SPIT system should be able to provide session continuity and device interoperability over different device touch-points for a seamless interaction between the customer and the network. For customers to have the choice, control and convenience to interact with the provider, the software enabling it should provide end-user service control across all service touch-points, including devices, portal, kiosks, contact centers, retail stores, etc.

End-to-end Intelligence. Each building block with a next-generation SPIT system should be endowed with the intelligence to understand its role within the architecture on the event that it is tracking, executing or acting. Once this information is pieced together holistically, actionable intelligence should be available to both the customer and the service provider. The policy manager, identity manager, network intelligence manager and business intelligence form the pillars of the SPIT system. QoE is the aggregation of QoS and the intelligent context. Service providers should use the QoE measure to determine parameters such as profitability of the customer, lifetime value of the customer, ability to launch innovative business models, real-time visibility of network resources, etc.

Empower organization with new metrics. A small number of non-changing metrics, such as ARPU and churn, were fine for an earlier era, but no longer give an accurate picture of customer satisfaction or probability of customer churn. Customer experience KPIs as well as KPIs involving continuous improvement or end-to-end intelligence are becoming critical for the success of next-generation business models, and these need to be supported by a next-generation SPIT system.

Scalable and able to operate at low operational cost. It is absolutely critical for a next-generation SPIT system to be scalable and telco-grade, as it needs to handle billions of events and transactions every day. The solutions should be low-latency, have massive parallel processing capability and be able to operate at very low operational cost. Real-time event processing is absolutely critical, and the solution needs to respond to events in milliseconds.

— Ari Banerjee, Senior Analyst, Heavy Reading

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
More Blogs from Heavy Lifting Analyst Notes
Overlays have been proposed as a way to bring the benefits of virtualization to the telco data center networking domain.
Join our fireside chat at Mobile World Congress in Barcelona as we discuss the operational implications of NFV with Justin Paul, head of OSS marketing at Amdocs.
The race to deliver gigabit broadband services is accelerating, and G.fast is a key technology that telecom service providers can deploy to compete successfully.
If NFV is to progress, proofs of concept and trials need to come out of the lab and into live networks in 2015.
This year is expected to be a year of great market evolution across most telecom sectors, specifically in virtualization and Long Term Evolution (LTE).
Flash Poll
From The Founder
Networks of the future will rely on "white box" switches and servers rather than proprietary hardware and that's going to alter the shape of the communications industry. Who says so? John Chambers.
LRTV Huawei Video Resource Center
Huawei Intros Smart Device for eLTE

3|30|15   |   05:25   |   (0) comments


Huawei has developed a secure, location-aware multimedia smartphone for its eLTE trunked radio solution, says Huawei's Norman Frisch.
LRTV Huawei Video Resource Center
Win Video, Win All

3|30|15   |   06:44   |   (0) comments


Video is going to be the next main source of revenue for operators. Operators have big opportunities and advantages to monetize video services. Globally, Huawei has helped more than 70 operators achieve over 30 million video subscribers. Watch this video for more.
LRTV Custom TV
The Benefits of HyperScale Clouds for NFV

3|27|15   |   01:50   |   (0) comments


Hyperscale cloud has been developed by the Internet giants to support the creation and delivery of software-based services at blistering speeds, and at the lowest possible cost. The original ETSI NFV vision was to adopt hyperscale cloud architecture and practices. This vision has become somewhat obscured along the way, due to misunderstandings about the hyperscale ...
LRTV Huawei Video Resource Center
eLTE Rapid Meets the Need for Speed

3|26|15   |   4:45   |   (0) comments


Designed especially for emergency and dedicated ad hoc local mobile communications coverage, Huawei's eLTE Rapid solution can deliver trunked voice, video and data coverage for multiple users over a 6km range and be set up in just 15 minutes, explains Huawei's Norman Frisch.
LRTV Huawei Video Resource Center
On Videos: Challenges & Opportunities

3|26|15   |   5:56   |   (0) comments


Most everything is now connected. And along with 4K and 4G technologies, everyone could be creating and broadcasting video contents. Users are expecting better video experience with any screen, anywhere and anytime. Operators will meet new challenges, but also see some big opportunities.
LRTV Custom TV
JDSU: Delivering Dynamic Networks for a Personalized Experience

3|26|15   |   5:59   |   (0) comments


Light Reading speaks to JDSU at Mobile World Congress 2015 about new solutions in the areas of HetNets, VoLTE, backhaul, virtualization, big data analytics, and real-time intelligence.
LRTV Custom TV
Smarter Service Chaining & New Ways to Benefit From Qosmos Technology

3|25|15   |   03:11   |   (0) comments


David Le Goff, director of strategic and product marketing at Qosmos, explains how the company has added application awareness to subscriber information to make service chaining more efficient and reduce costs for networking and infrastructure. In addition, Qosmos technology, which has been delivered as C libraries, is now also available as a virtual machine, ...
Between the CEOs
Qosmos CEO: The Changing Face of DPI

3|24|15   |   13:53   |   (0) comments


LR CEO and Founder Steve Saunders sits down with the head of Qosmos to talk about the changing state of the art in deep packet inspection technology, including its role in SDN and NFV architectures. Also, how the comms market is becoming more like the automotive industry.
LRTV Huawei Video Resource Center
FC Schalke Scores With Its Agile Stadium

3|24|15   |   6:23   |   (0) comments


Top German soccer club FC Schalke 04 has deployed a new, agile WiFi network from Huawei in its Veltins-Arena stadium and is reaping the benefits in terms of customer satisfaction and business opportunities, explains marketing chief Alexander Jobst.
LRTV Huawei Video Resource Center
Huawei’s Insights on Mobile Video

3|24|15   |   7:51   |   (0) comments


More people than ever are now watching videos on smartphones. Seventy percent of mobile traffic will be video traffic until 2018. In this video, Huawei's exports give their insights on mobile video in terms of business model, network planning and 4G network construction.
LRTV Documentaries
The Rise of Industry 4.0

3|24|15   |   02:26   |   (9) comments


Are you ready for the fourth industrial revolution? It's a big deal for influential operators such as Deutsche Telekom.
LRTV Huawei Video Resource Center
Getting Connected With eLTE

3|23|15   |   06:04   |   (0) comments


Trunked radio communications have entered the 4G LTE world, and with Huawei's eLTE solution, can now deliver a full range of data and video services as well as push-to-talk voice, explains Huawei's Norman Frisch.
Upcoming Live Events
April 14, 2015, The Westin Times Square, New York City, NY
May 5, 2015, Hyatt McCormick Place, Chicago, IL
May 6, 2015, Georgia World Congress, Atlanta, GA
May 12, 2015, Grand Hyatt, Denver, CO
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 8, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 9, 2015, Chicago, IL
June 10, 2015, Chicago, IL
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
All Upcoming Live Events
Hot Topics
AT&T Woos SMBs With Small-Scale WiFi
Sarah Thomas, Editorial Operations Director, 3/26/2015
Just Don't Say IBM Is 'Relaunching' Networking Business
Mitch Wagner, West Coast Bureau Chief, Light Reading, 3/26/2015
TV Everywhere Nears Mainstream Adoption
Mari Silbey, Independent Technology Editor, 3/27/2015
Carriers Are Bright Spot in BlackBerry Q4
Sarah Thomas, Editorial Operations Director, 3/27/2015
Comcast Says TWC Deal Will Close Later
Mari Silbey, Independent Technology Editor, 3/26/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
LR CEO and Founder Steve Saunders sits down with the head of Qosmos to talk about the changing state of the art in deep packet inspection technology, including its role in SDN and NFV architectures.
Chattanooga’s EPB publicly owned utility comms company has become a poster child for how to enable a local economy using next-gen networking technology. Steve Saunders, Founder of Light Reading, sits down with Harold DePriest, president and CEO of EPB, to learn how EPB is bringing big time tech to small town America.