differentiated service strategies for broadband
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Strategies to Differentiate Services,Target New Customers & Grow Customer Base
Peter Thompson
Chief Scientist
GoS Networks Limited
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Industry Trends
• 2015: nearly 3.5 billion mobile broadband subscriptions, – Largely smartphone-based
• Rise of over-the-top (OTT) services and applications• Increased availability and user appetite for OTT services on
mobile devices– shift to cloud-based services and applications
• Extract the maximum value from the connectivity• Broadband is almost a commodity
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Operator Challenges
• Environment for successful services– Launch– Operation– Management
• Consistent user experience– Mobile context– With multiple parallel
applications
• Customer retention– Brand loyalty
• Customer acquisition– Brand differentiation
• New sources of revenue
• Avoiding commoditisation
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New Strategies
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• Yankee Group: – Most service providers believe that improving the quality of the user
experience increases ARPU (see it as a key competitive differentiator)
• Ericsson:– Best user experience in terms of service choice, availability, speed and
quality will gain brand loyalty
So, focus on:• Optimising the user experience
– Must be based on the customer view – not the network view– Requires knowledge of the user activity
• Introducing value-added services (increase ARPU) – But differentiate from competitors (avoid need to discount for customer
acquisition)
• Exploiting existing infrastructure– Get the most out of what you have
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Optimising the User Experience
• Customers don’t really want ‘bandwidth’, they want a broadband service!
• So to charge a premium, rather than offer more bandwidth, operators should offer a better broadband service
How?
Improve the Quality of Experience of a user of the service:• Consistency and reliability• Customer service and fast problem resolution
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Implementing the Strategy
• Maintain service performance and user experience– With growth of bandwidth demands and offload decisions
• See exactly what is happening on the device – From the user’s perspective
• Aggregate and integrate existing “point” solutions– Offload, signalling, radio connection, customer messages
• Maximise existing resources– Requires integration with network infrastructure and systems
• Manage signalling overhead• Real-time congestion management
– Multiple triggers (cell status, location, throughput etc.) – Give priority to what’s important (to the customer)
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Prioritising Applications
• Users don’t understand QoS– Any more than they understand megabytes!
• They do understand ‘applications’– So, need to manage traffic based on the application it is from/to– Can only do this on the client device
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Prioritising Critical Traffic
• Mobile broadband is easily saturated– Laptops– Smart(er) phones
• Failure to discriminate critical traffic will degrade QoE– Losing DNS requests– Multiple TCP drops– Delaying VoIP packets– Etc.
• Have to do this starting at the client device to implement service plans that prioritize:– VPN traffic– IM– e-mail access to corporate server– Real-time apps
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Prioritising Critical Traffic
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Local Congestion Management
• When an Operators wants and needs to:• Influence customer activity and traffic management
– At point of congestion– For individuals or groups of users– For specific traffic types– For specific customer service plans
• Identify and promote sales propositions to customers– Open applications and display messages
• Offload based on specific “triggers”– Location, TOD, traffic, throughput thresholds
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Enhanced Customer Service
• Customer issues demand rapid resolution– Reduce costs– Increase customer satisfaction
• Easy to see the customer from the network– But the network may not have a problem
• Harder to see the network from the customer!– But the customer may have a problem with the network– This is crucial to properly understand the customer’s issue
• Need to see the network as the user sees it– Visibility out to the client device– Including when roaming/offloaded
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Enhanced Customer Service
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Optimising Bandwidth
• Mobile bandwidth is expensive!• So it’s vital to use it efficiently• Trade-off between bandwidth utilisation and effectiveness
of QoS differentiation – Depends on queuing/scheduling algorithm used
• Possible to provide reliable QoS up to 90% of total bandwidth– And still use the rest for best effort
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Bandwidth ≈ Spectrum x Spectral efficiency x Spatial re-use
Licensed New equipment E.g. LTE
More sectors and masts
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GoS 360°
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Visibility out to Client Device
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Value of GoS 360°
• Seamless extension of Policy Control on to Client device• Integration with existing network solution
– Agent:– Manager:– Resolves concerns about integration with existing OSS / BSS
• Solution across customer base or user groups – not individuals• Manage user experience whilst delivering benefit to Operator• Manage signalling overhead before it reaches the network• Enforce dynamic offload based on specific rules• Enhances value of PCRF
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Who We Are
• GoS Networks develops and supplies embeddable software solutions– Key focus is visibility and improvement of user experience & QoS
• Private company with HQ in Cork, Ireland– UK & Global offices
• Backed by International Investment and Underwriting– Dermot Desmond– Padraig Harrington
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Summary
To avoid commoditisation, provide a better mobile broadband service:
• See the service as the user sees it– At the client device (UE/MT)
• Prioritise critical traffic, based on application– Not just on traffic type
• Optimise the bandwidth you have– While providing differentiated QoS
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