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
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).
Bring your own device (BYOD) is flourishing, creating the need for better security on shared personal/workplace mobile devices.
Flash Poll
From The Founder
The New IP is actually bigger even than business. Like another hugely important tech that Light Reading is digging into right now, the New IP has the potential to change the world by fundamentally advancing what it is possible for people to achieve with communications.
LRTV Huawei Video Resource Center
The Power of Five Convergences in OceanStor OS

3|4|15   |   6:24   |   (0) comments


OceanStor OS is Huawei's brand-new storage operating system. While inheriting the consistent high stability, reliability and performance from the company's previous storage products, OceanStor OS abounds in new converged storage features. Specifically, the new storage operating system achieves "five convergences" to lift storage convergence to a higher level.
LRTV Huawei Video Resource Center
4K Brings Extreme Video Experience

3|4|15   |   8:10   |   (0) comments


4K video is a hot topic in the video industry. It will certainly bring an extreme video experience to end users. At the same time, however, it will also pose a big challenge to operators. Check out this Huawei 4K experts' discussion about how operators can achieve success in 4K video service.
LRTV Interviews
DT's Virtualization Vision for Europe

3|4|15   |   10:23   |   (0) comments


Light Reading CEO Steve Saunders talks virtualization, cloudification and standards with Deutsche Telekom's Axel Clauberg at Mobile World Congress.
LRTV Custom TV
ZTE's Wireline at MWC 2015

3|4|15   |   6:35   |   (0) comments


Light Reading speaks with Jane Chen, ZTE's Senior VP of Wireline Business, about innovations in her product line at Mobile World Congress.
LRTV Custom TV
ZTE at MWC 2015

3|4|15   |   4:24   |   (0) comments


Dr. Dick Chen of ZTE USA gives Light Reading an overview of what's new at ZTE's pavilion at Mobile World Congress 2015.
LRTV Interviews
Ericsson CEO Talks Telco Data Center Tech

3|4|15   |   05:45   |   (0) comments


At Mobile World Congress, Ericsson CEO Hans Vestberg discusses telco data center technology, business models, small cells and more.
Between the CEOs
EXCLUSIVE: Cisco's Chambers on Reinvention

3|3|15   |   8:24   |   (1) comment


Light Reading CEO Steve Saunders talks transformation and virtualization – including Light Reading's independent testing of the vendor's virtualization solutions – with Cisco CEO John Chambers at Mobile World Congress in Barcelona.
LRTV Documentaries
The Three Cs of MWC15

3|2|15   |   2:33   |   (1) comment


My visit to this year's Mobile World Congress is going to dominated by three Cs – cloud, cells and coffee.
LRTV Huawei Video Resource Center
Huawei Shares Its Vision of the Future of Mobile Networks Innovations

2|26|15   |   2:30   |   (0) comments


Mobile broadband is changing our lives. It's reshaping the Internet, industry, and society. It allows us to freely connect with one another anytime, anywhere. At this year's Mobile World Congress, Huawei will share its latest insights and newest ideas and technologies that will shape the future of MBB. They will showcase their end-to-end MBB solutions that will ...
LRTV Huawei Video Resource Center
Accelerate Digitizing, Boost Digital Business

2|26|15   |   6:14   |   (0) comments


A new digital revolution is leading us to a better connected world. Together with millions of digital partners, Huawei will help CSPs to build their digital service ecosystem and aggregate a wide variety of digital services. In this video, we find out how Huawei is going to help CSPs implement digital operations.
LRTV Huawei Video Resource Center
The Secret Recipe to Enabling Hyper-Growth Industries

2|26|15   |   3:38   |   (0) comments


With a number of successful cases on network capability exposure, Huawei is going to share the secret recipe to enabling hyper-growth markets with a step-by-step approach.
LRTV Documentaries
BTE 2015 Is Bigger & Even Better

2|25|15   |   03:13   |   (4) comments


This year's Big Telecom Event (BTE) in Chicago is going to provide more opportunities than ever for networking, getting to grips with key industry challenges and opportunities and, equally as important, having some fun.
Upcoming Live Events
March 17, 2015, The Cable Center, Denver, CO
April 14, 2015, The Westin Times Square, New York City, NY
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
All Upcoming Live Events
Infographics
Net neutrality, broadband services and the current outlook on data consumption, as presented by the New Jersey Institute of Technology.
Hot Topics
Internet Pioneers Decry Title II Rules
Carol Wilson, Editor-at-large, 3/2/2015
Wheeler: We'll Enforce Title II 'Case-By-Case'
Sarah Thomas, Editorial Operations Director, 3/3/2015
New CenturyLink CTO in Major Overhaul
Carol Wilson, Editor-at-large, 3/4/2015
Verizon Takes Radio Dot to Detroit, VoLTE Overseas
Sarah Thomas, Editorial Operations Director, 2/27/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Check out Light Reading's interview with Jay Samit, the newly appointed CEO of publicly traded SeaChange International Inc. With a resume that includes Sony, EMI, and Universal, Samit brings a reputation as an entrepreneur and a disruptor to his new role at the video solutions company. Hear what he had to say about the opportunities in video, as well as the outlook for cable, telco, OTT and mobile service providers.