Light Reading
Next-generation SPIT systems will transform the way service providers understand the connected experience of their customers

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
Enterprises increasingly realize that in order to run their businesses economically they need to fundamentally change ways in which they operate their businesses in the connected IP world.
There's plenty of activity in the emerging G.fast broadband technology sector, but will it come to anything?
Here are some steps that service providers could take to boost the reach, awareness and success of their multiscreen video ventures.
Telecom operators are deploying new technologies in their data center environments to reduce costs and increase revenues.
The cloud debate has moved on to the network capabilities needed to meet customers' demands, with SDN and NFV at the heart of discussions.
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With CEO of SwitchCom

10|30|14   |   4:13   |   (0) comments


SwitchCom, an IT company based in Angola, recommends a variety of Huawei solutions and hardware to their customers in the energy industry.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Ethiopia's Ministry of Water Irrigation & Energy

10|30|14   |   4:08   |   (0) comments


Gosaye Mengistie of Ethiopia's Ministry of Water Irrigation & Energy discusses the collaboration with Huawei in that country.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Dongfang Electronics Corporation

10|30|14   |   5:46   |   (0) comments


Dongfang Electronics Corporation, headquartered in Chengdu, China, is one of China's largest manufacturers of power generators and contractors of power station projects.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Zimbabwe's Customers

10|30|14   |   3:31   |   (0) comments


Representatives of Zimbabwe's Ministry of Power and Development discuss the energy needs of their country as well as new areas of improvement due to enhanced ICT capabilities.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Colbún Chile

10|30|14   |   4:29   |   (0) comments


In Chile, an aging energy infrastructure was in dire need of a modern update. Claudio Valenzuela of Colbún discusses how Huawei's ICT solutions continue to provide crucial information to improve the grid and how an in-country engineer is a cricial asset.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With YuLiao

10|30|14   |   6:27   |   (0) comments


Yu Liao, chairman of the Chinese Association for Renewable Energy in Germany, discusses the role that ICT solutions play in helping to grow renewable energy resources in Germany.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview

10|30|14   |   2:54   |   (0) comments


Sifang has been working with Huawei on several projects. JingTao Wu, Assistant President of Beijing Sifang Automation Co. Ltd., believes that the cooperation with Huawei can facilitate Sifang's process of internationalization.
LRTV Huawei Video Resource Center
A Better Connected Smart Grid: Powering Laos

10|30|14   |   5:38   |   (0) comments


Representatives of Electricite Du Laos (EDL), a state-owned corporation, discuss the importance of ICT solutions in serving their country's energy needs.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Junwei Lu

10|30|14   |   4:50   |   (0) comments


Professor Junwei Lu of Griffith University Australia describes his work with micro grid technology and the future of the power industry.
LRTV Documentaries
The Next-Gen Network Disconnect

10|29|14   |   01:23   |   (0) comments


There's a lot of talk about making networks more simple with SDN, NFV and next-gen broadband technology – but what about the complexity of introducing such capabilities?
LRTV Custom TV
Grow Your VPN Service Revenue

10|27|14   |   4:00   |   (0) comments


Watch how CSP product managers can better differentiate and maximize the value of their Internet, VPN and cloud services for business services customers, by adding premium application performance visibility to their data services.
LRTV Huawei Video Resource Center
Add SmartSense to Make Your Network Ready for 4K

10|27|14   |   3:23   |   (0) comments


To make current networks ready for the coming 4K TV challenges, Huawei SmartSense solution will conveniently add experience and operation capabilities to boost telcos' future business.
Upcoming Live Events
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
February 10, 2015, Atlanta, GA
May 6, 2015, McCormick Convention Center, Chicago, IL
May 30, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
WhoIsHostingThis.com presents six of the world's most extreme WiFi hotspots, enabling the most epic selfies you can imagine.
Hot Topics
Microsoft's Skype Embraces WebRTC on IE
Sarah Reedy, Senior Editor, 10/27/2014
FTC Slaps AT&T With Throttling Lawsuit
Sarah Reedy, Senior Editor, 10/28/2014
China's MVNOs Hit the Wall
Robert Clark, 10/27/2014
Let's Not Kill SDN & NFV With Silos
Francois Locoh-Donou, Senior VP, Global Products Group, Ciena, 10/28/2014
Wheeler Gets Down With OTT
Mari Silbey, Independent Technology Editor, 10/29/2014
Like Us on Facebook
Twitter Feed