Light Reading
Enterprise small cells are gaining popularity for improving in-building coverage but vendors still need to follow some basic rules for building trust in this new and emerging market.

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
More Blogs from Column
There are three important questions service providers need to address for in-market and out-of-market expansion.
Cablevision's new Freewheel WiFi service will offer 'unlimited data, talk and text' plus access to Cablevision hotspots for a smallish monthly fee, but is hotspot access worth the price?
Space Division Multiplexing (SDM) technologies could help relieve future bottlenecks in communications networks.
Small cells with advanced C-RAN capabilities create a new opportunity to meet wireless demand more economically and deliver the best possible user experience to subscribers.
To get real customer visibility and to consistently deliver a higher quality experience, MNOs must have access to real-time location awareness.
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
Dr. Dong Sun Talks About Carriers' Digital Transformation & Huawei’s Telco OS

1|29|15   |   6:28   |   (0) comments


Dr. Dong Sun, Chief Architect of Digital Transformation Solutions at Huawei, discusses how telecom operators can become digital ecosystem enablers and deliver optimal user experiences that are in real-time, on-demand, all-online, DIY and social (ROADS).
LRTV Huawei Video Resource Center
Huawei's Chief Network Architect Talks about Network Experience & Operators’ Strategies

1|29|15   |   3:39   |   (0) comments


In the digital age, network experience has become the primary productivity especially for telecom operators. In this video, Wenshuan Dang, Huawei’s Chief Network Architect, discusses how carriers can tackle the challenge of infrastructure complexity in order to enhance business agility and improve user experience.
LRTV Documentaries
The Rise of Virtual CPE

1|27|15   |   01:38   |   (4) comments


As NFV strategies evolve from tests and trials to production telco networks, expect to hear a lot about virtual CPE (customer premises equipment) rollouts during 2015.
LRTV Documentaries
Optical Is Hot in 2015

1|23|15   |   01:56   |   (2) comments


Optical comms technology underpins the whole communications sector and there are some really hot trends set for 2015.
LRTV Custom TV
Policy Control in the Fast Lane

1|22|15   |   2:57   |   (0) comments


What's making policy control strategic in 2015 and beyond? Amdocs talks with Heavy Reading's Graham Finnie about the key factors driving change in the data services landscape. Find out what his policy management research reveals about the road ahead for policy control – and sign up for
LRTV Documentaries
Highlights From the 2020 Vision Executive Summit

1|21|15   |   4:33   |   (2) comments


In December 2014, Light Reading brought together telecom executives in Reykjavik, Iceland to discuss their vision for high-capacity networks through the end of the decade. The intimate, interactive meeting was set against the backdrop of Iceland's spectacular natural beauty. As one of the event's founding sponsors, Cisco's Doug Webster shared his company's ...
LRTV Huawei Video Resource Center
Huawei Pay-TV Partner Harmonic, Helping Carriers Accelerate 4K Video Deployment with Huawei

1|20|15   |   5:42   |   (1) comment


At IBC, Peter Alexander, Senior Vice President & CMO at Harmonic, speaks about the growing interest in pay-TV service and its branching into multiple devices.
LRTV Huawei Video Resource Center
Sony Marketing Director Olivier Bovis Discusses the Outlook for 4K and Cooperation With Huawei at IBC 2014

1|20|15   |   6:50   |   (0) comments


At IBC, Olivier Bovis, Marketing Director of Sony, speaks about the coming of the 4K era.
LRTV Huawei Video Resource Center
Huawei Pay-TV Partner Envivio, Helping Carriers Accelerate 4K Video Deployment

1|20|15   |   2:57   |   (0) comments


At IBC, Olivier Bovis, Marketing Director of Sony, speaks about the coming of the 4K era.
LRTV Huawei Video Resource Center
Pay-TV's Networked Future

1|20|15   |   6:29   |   (0) comments


At IBC, Jeff Heynen, Principal Analyst at Infonetics, speaks about the future of the pay-TV industry and its transition.
LRTV Huawei Video Resource Center
Jeff Heynen: Distributed Access Will Help MSOs Compete in the Future

1|20|15   |   2:26   |   (0) comments


At IBC, Jeff Heynen, Principal Analyst at Infonetics, speaks about moving to distributed access and the future trend of cable business.
LRTV Interviews
Cisco Talks Transformation

1|20|15   |   13:02   |   (0) comments


In December 2014, Steve Saunders sat down with Cisco VP of Products & Solutions Marketing Doug Webster at Light Reading's 2020 Vision executive summit in Reykjavik, Iceland. They spoke about Cisco's approach to network virtualization as well as how service providers can begin to monetize high-capacity networks through the end of the decade.
Upcoming Live Events
February 5, 2015, Washington, DC
February 19, 2015, The Fairmont San Jose, San Jose, CA
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
September 9-10, 2015, The Westin Galleria Dallas, Dallas, TX
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
November 11-12, 2015, The Westin Peachtree Plaza, Atlanta, GA
December 1, 2015, The Westin Times Square, New York City
December 2-3, 2015, The Westin Times Square, New York City
Infographics
Hot Topics
Google Continues Gigabit Expansion
Jason Meyers, Senior Editor, Gigabit Cities/IoT, 1/27/2015
Cablevision's New WiFi Try – Freewheeling Enough?
Mari Silbey, Independent Technology Editor, 1/26/2015
Overture Builds on NFV Foundation
Mitch Wagner, West Coast Bureau Chief, Light Reading, 1/27/2015
LightSpeed Looks to Plug the Gigabit Gap
Jason Meyers, Senior Editor, Gigabit Cities/IoT, 1/23/2015
Parks Predicts HBO OTT Success
Mari Silbey, Independent Technology Editor, 1/23/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Weekly Executive Interview
Join us live for Light Reading's interview with Jay Samit, the newly appointed CEO of publicly traded SeaChange International Inc. With a resume that includes Sony, EMI, Universal, Intel and Microsoft, Samit brings a reputation as an entrepreneur and a disruptor to his new role at the video solutions company. Hear what he has to say about the opportunities in video, as well as the outlook for cable, telco, OTT and mobile service providers.