& cplSiteName &

Think Business: Building Trust in Enterprise Small Cells

Ronny A. Haraldsvik
7/7/2014
50%
50%

Enterprise small cells are gaining popularity as a way to improve in-building coverage but vendors need to fully understand their enterprise customer's needs and concerns to tap into the demand for business mobility services.

Research by YouGov showed that 50% of enterprises would churn to an operator that could provide better in-building mobile coverage and capacity. And, a 2013 survey carried out by iGR revealed that 56% of IT managers at US companies with 500 or more employees would be willing to pay an increase of between 15% to 30% per employee for improved indoor cellular coverage and capacity. (See Know Your Small Cell: Home, Enterprise, or Public Access?)

But, to be successful in the enterprise, mobile operators need to understand the IT mindset around customer trust, security policies, and operational concerns.

A mobilized enterprise is not a destination, but an outcome of the transition from wired and wireless at work, to always-mobile connected to the enterprise IT infrastructure, whether at work or on-the-go as part of an emerging Global Area Network (GAN).

The blurring of the lines between the enterprise and service provider networks will extend the "edge" of the mobile network from the operator's core into the enterprise premise. A mobile operator managed eco system platform with presence inside the enterprise creates capex reduction opportunities for the CIOs, and a transition to a more predictable opex services relationship with mobile operators and partners, bridging the mobility value gap that exists between the mobile operators and its business customers:

  • The shift to a mobilized enterprise fundamentally transforms the enterprise IT infrastructure from 80% capex to 80% opex
  • The mobile enterprise increases services revenue opportunities for mobile operators
  • Enabling the mobile operator to be invited at the CIO's level to be a critical business partner

An important step to enable a stronger services presence inside the enterprise is the deployment of a scalable small cell system that can take on the role of a services platform point-of-presence inside the enterprise Local Area Network (LAN).

Don't ask them to buy devices that don't work inside or tell them "don't worry about it, they will work better when we tune our macro outside."

Enterprise IT wants an IT-friendly solution with no hidden IT challenges, racks of equipment, optical cabling, electric, or surprise accounting rules you cannot avoid.

Don't ask IT to retrofit their LAN IP network to fit with the macro RAN vendors network. That's a recipe for failure. Learn from high penetration of enterprise WiFi and the miniscule penetration of distributed antenna systems in medium and large enterprises worldwide. The operator who solves the in-building problem first, with trust and no hidden IT or billing surprises, has a valuable enterprise customer a very long time.

The steps to build a trusted mobile services relationship start with:

  • Deploy a flexible small cell system in the matter of days via LAN or VLAN that can scale and deliver mobility services beyond basic coverage and capacity. Prove consistently high throughput, consistently low call drop rates, and transparent reporting (build trust).
  • Easily add small cells as capacity and technology needs evolve, without replacing the original system (build credibility) Start to introduce per-employee/per month applications services based on enterprise needs: such as smart-building location and context-aware service.

According to iGR, 92% would be willing to pay an even higher increase if the solution included managed services such as mobile device management (MDM), context-/location-aware services, WiFi, hosted unified communications (UC) and cloud and/or PBX integration.

Enterprise IT is all about trust-building. Start with coverage and capacity, and services will come. A 2013 research study by Exact Ventures revealed a $100 billion market opportunity for mobile operators in providing mobility services for enterprise customers. The research showed that enterprise customers could save 35% a year by adopting such operator-delivered managed and hosted services.

— Ronny Haraldsvik, Senior Vice President & Chief Marketing Officer, SpiderCloud Wireless

Twitter: @haraldsvik

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Educational Resources
sponsor supplied content
Educational Resources Archive
More Blogs from Column
WiFi is offering a challenge to the network-centric cellular status quo and that's something that mobile network operator CEOs recognize, believes Devicescape CEO Dave Fraser.
NFV can bring operational headaches as well as operational gains, argues Andy Huckridge.
5G is about so much more than just very high bandwidth and low latency – and SDN is going to play a key role in enabling 5G full potential, argues ONF Executive Director Dan Pitt.
To ensure the best possible customer experience, service providers must find ways to make more performance metrics available to users.
How cable operators can prepare to grasp the mobility opportunity.
From The Founder
Download our complete guide to de-risking NFV deployment in 2016, including:
  • An eight-step strategy to deploying NFV safely, based on input from the companies that have already started virtualizing their production networks.
  • Interviews with leading executives at Colt, AT&T, Deutsche Telekom, Cisco, Nokia, ZTE, Ericsson and Heavy Reading.
  • Flash Poll
    Live Streaming Video
    Prepping for the Future: Upskill U Explained
    During this short kick-off video, Doug Webster, Vice President of Service Provider Marketing, Cisco, and Light Reading’s CEO & Founder Steve Saunders give an overview of Upskill U.
    LRTV Interviews
    AT&T Expert on the Key Pillars of UC

    4|29|16   |   03:58   |   (0) comments


    Vishy Gopalakrishnan, AVP of product marketing at AT&T, talks about the three developments that are making unified communications and collaboration secure and reliable for enterprise users.
    LRTV Documentaries
    LRTV Report: Mobile Core Innovation

    4|28|16   |   25:32   |   (0) comments


    Hear from multiple industry experts from Deutsche Telekom, SK Telecom, Heavy Reading, Huawei, Cisco, Ericsson, Nokia, NEC and many more about developments in the mobile core as operators virtualize their IMS and evolved packet core systems and prepare for a 5G world.
    LRTV Huawei Video Resource Center
    NFV World Congress Highlight

    4|26|16   |     |   (0) comments


    The highlight of the NFV World Congress contains exciting telecom news. Join us for an inside look at Huawei's ICT 2020 plan and its latest collaboration with industry leaders.
    LRTV Interviews
    Unified Comms Finds Its Voice

    4|25|16   |   03:44   |   (0) comments


    Peter Quinlan, VP of UCC Product Management at Tata Communications, talks about the evolution of the unified communications and collaboration services sector and how voice is now a big part of current developments.
    LRTV Documentaries
    So... What Do We Do Now?

    4|25|16   |   03:24   |   (0) comments


    After a long hiatus, Max Dingman, the CEO of a GeeGhiz, returns for a motivational board room pep talk.
    LRTV Documentaries
    NAB 2016 Highlights

    4|21|16   |     |   (0) comments


    Light Reading's Cable/Video Practice Leader Alan Breznick climbs down from the slots to tell us about the latest news in broadcast technology at NAB 2016 in Las Vegas.
    Between the CEOs
    CEO Chat: Deepfield's Craig Labovitz

    4|21|16   |     |   (0) comments


    In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
    Shades of Ray
    Leading Lights 2016: Shortlists Announced

    4|20|16   |   0:53   |   (0) comments


    The judging is over and the Leading Lights 2016 shortlists have been published -- you can see who made the cut by clicking on this link.
    LRTV Custom TV
    Introducing MulteFire – Qualcomm at MWC 2016

    4|18|16   |   3.29   |   (0) comments


    MulteFire is the latest option for using LTE in unlicensed spectrum. As oppose to its close 'siblings', LAA and LTE-U, MulteFire operates solely in unlicensed spectrum, which enables it to offer the best of two worlds – LTE-like performance with WiFi-like deployment simplicity. In this interview, Sanjeev Athalye, Sr. Director, Product Management at Qualcomm ...
    Between the CEOs
    CEO Chat: Grant Van Rooyen of Cologix

    4|18|16   |     |   (0) comments


    Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
    LRTV Huawei Video Resource Center
    ONS 2016 – Demonstration of Huawei's NetMatrix Multi-Vendor SDN Orchestrator

    4|15|16   |     |   (0) comments


    This demonstration shows how Huawei's NetMatrix SDN Orchestrator (SDN-O) addresses an operator's core service agility needs for services spanning multi-domain, multivendor networks: it includes a demonstration of:
    - Rapid New Service Design: using YANG to model a complex example of multi-domain, multivendor L3VPN network connectivity service that ...
    LRTV Custom TV
    AT&T Wants to Own North Carolina

    4|15|16   |     |   (1) comment


    Venessa Harrison, president of North Carolina for AT&T, tells how the company will expand its GigaPower service beyond the seven N.C. cities it already serves.

  • This blog, sponsored by AT&T, is the second part of a ten-part series examining next-generation broadband technologies titled "Behind the Speeds."
  • Upcoming Live Events
    May 23, 2016, Austin, TX
    May 23, 2016, Austin Convention Center
    May 24-25, 2016, Austin Convention Center, Austin, TX
    September 13-14, 2016, The Curtis Hotel, Denver, CO
    December 6-8, 2016,
    June 16-18, 2017, Austin Convention Center, Austin, TX
    All Upcoming Live Events
    Infographics
    A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
    Hot Topics
    Ultra-Broadband Summit, Hong Kong
    Iain Morris, News Editor, 4/27/2016
    WiCipedia: Woman Cards & Bitch Switches
    Sarah Thomas, Director, Women in Comms, 4/29/2016
    Mitel Asks: What Time of Day Do You Shower?
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 4/25/2016
    GoT Fans Curse HBO (Not Right) Now
    Mari Silbey, Senior Editor, Cable/Video, 4/25/2016
    FCC Poised to Re-Regulate Wholesale Access
    Carol Wilson, Editor-at-large, 4/28/2016
    Like Us on Facebook
    Twitter Feed
    BETWEEN THE CEOs - Executive Interviews
    In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
    Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
    Animals with Phones
    Live Digital Audio

    Of all the tech companies in the Valley, Intel has made the most aggressive commitment to building a diverse and inclusive workplace culture. It's doing so by taking concrete, measurable steps, making a large financial investment and through a commitment to complete transparency about its progress. In this radio show, WiC Director Sarah Thomas will be joined by Shlomit Weiss, Intel's Vice President, Data Center Group, and General Manager of Networking Engineering, who will share with us why Intel is tackling this huge challenge, how and to what effect. She will also discuss her unique experiences leading development of Client SOC development in the past and today leading development of all of the chipmaker's silicon hardware for networking IPs and discrete devices and managing a team of 600 engineers across Israel, Europe and the US.