Transforming network intelligence into a positivecustomer experience and revenue-generatingopportunitiesPatrick Kelly, Res...
2Business models that worked in the voice era are notsustainable in the data eraComparison of the network           Traff...
3Growth in mobile data traffic is driving technology upgrades whichrequire more advance network monitoringDrivers in the m...
4Network intelligence enables better business decisions                            Focus on the customer                 ...
5Improve customer experience in real time                                     Rapid fault detection and                  ...
6Integrated service management must map to businessobjectives…. We see four key tenets…
7Contact detailsPatrick Kelly                     Cambridge                     Manchester                                ...
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Analysys Mason- Transforming Network Intelligence Into a Positive Customer Experience and Revenue-Generating Opportunities

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Mobile operators will abandon network cost-based pricing to focus on premium services, as they look to reduce churn and maintain revenues according to a new paper released by global telecoms, media and technology (TMT) adviser Analysys Mason. This transformation, enabled by new end-to-end approaches to network management, arrives in the face of growing competition from over-the-top (OTT) services and rapidly rising data costs.
The report estimates that the volume of wireless data traffic worldwide will grow at an annual rate of 67% between 2010 and 2015. During the same period, data revenue per gigabyte is projected to fall from USD23.21 to USD4.27. The report reveals that, in order to handle this growth whilst assuring revenues, operators are increasingly looking to offer new services such as temporary network speed boost and tiered bandwidth allocation to create a premium service for high value customers.
Patrick Kelly, Research Director at Analysys Mason, believes that average revenue per user (ARPU) will increasingly be related to additional services: “Operators are facing increasing pressure to deliver a high quality service despite growing data demands. The only realistic way to do that is to decouple ARPU from network costs and instead align it to the delivery of premium services.
“Previously, there was a lack of availability of tools to support complex segmentation of mobile data services. As the focus shifts towards maintaining revenue for data services, more operators are adopting the increasingly sophisticated tools to manage tiered services,” said Kelly.
Interviews with operators have shown that the main obstacle to the delivery of these services is their ‘silo’ approach to network delivery, which hinders a full view of the customer experience. Operators are increasingly employing end-to-end network monitoring solutions to eliminate these silos and create real-time, end-to-end monitoring.
“The rise of data has created a clear and urgent need for operators to introduce new ways of dealing with network traffic such as prioritisation of higher tier subscribers. End-to-end monitoring and analytics make that possible, but operators need to educate customers about the requirement for tiered traffic to ensure continued quality of service,” commented Lars Pederson, CEO, CommProve.
Operators implementing this new, unified approach to network monitoring - including Vodacom, part of Vodafone - reported reduced churn, increased levels of customer care and a renewed ability to differentiate and remodel their services around premium offerings.
The paper, sponsored by CommProve, a leading provider of network monitoring and business solutions for mobile networks, surveyed a number of mobile network operators. The research investigates operator strategies to tackle growing data needs and loss of revenue to OTT services.

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Analysys Mason- Transforming Network Intelligence Into a Positive Customer Experience and Revenue-Generating Opportunities

  1. 1. Transforming network intelligence into a positivecustomer experience and revenue-generatingopportunitiesPatrick Kelly, Research Director Analysys Mason
  2. 2. 2Business models that worked in the voice era are notsustainable in the data eraComparison of the network  Traffic will grow at a 48% CAGR from 2010economics of mobile networks to 2015, from 225PB per month to 1603PB[Source: Analysys Mason, 2012] per month  In developed regions, revenue per gigabyte will fall from USD23.21 in 2010 to USD4.27 in 2015  The implications of not changing the current business model (flat rate tariff) puts in jeopardy the sustainability of the business Impact to network monitoring market  Business models will change  Flat > Price tiers > Application based  Monitoring services over multi-domain fixed and wireless networks  Indoor wireless coverage and outdoor macro solutions will be used to offload cell sites  Femto, Wi-Fi, WiMAX
  3. 3. 3Growth in mobile data traffic is driving technology upgrades whichrequire more advance network monitoringDrivers in the mobile market [Source: Analysys Mason, 2012]Mobile technologies Mobile services demand In developed markets, early  Traffic is increasing but deployments of LTE are revenue per MB is falling under way  Some cell sites become Wi-Fi offloading will combine Assure QoS congested much faster but with cellular technology to CSPs want to maintain balance demand Customer experience superior service for high ARPU customers CSPs will require more Mean time to resolution robust assurance  Video will require higher capabilities to manage more Monitor BTS and CPE QoS metrics complex technology and services that span multiple  Wi-Fi offloading will domains. combine with cellular technology to meet demand
  4. 4. 4Network intelligence enables better business decisions  Focus on the customer  Move from historical network monitoring to real time  Manage across all network domains  Understand the experience both on network and off network  Generate new services such as speed boost
  5. 5. 5Improve customer experience in real time  Rapid fault detection and root cause analysis  Multi-domain performance management  Integrated service management  Real time network monitoring  Business analytics
  6. 6. 6Integrated service management must map to businessobjectives…. We see four key tenets…
  7. 7. 7Contact detailsPatrick Kelly Cambridge Manchester Tel: +44 (0)845 600 5244 Tel: +44 (0)845 600 5244Research Director Fax: +44 (0)1223 460866 Fax: +44 (0)161 877 7810Patrick.kelly@analysysmason.com cambridge@analysysmason.com manchester@analysysmason.com Dubai MilanAnalysys Mason Limited Tel: +971 (0)4 446 7473 Tel: +39 02 76 31 88 34818 Connecticut Avenue NW Fax: +971 (0)4 446 9827 Fax: +39 02 36 50 45 50Suite 300 dubai@analysysmason.com milan@analysysmason.comWashington DC 20006, USA Dublin New DelhiTel: (202) 331 3080 Tel: +353 (0)1 602 4755 Tel: +91 11 4700 3100Fax (202) 331 3083 Fax: +353 (0)1 602 4777 Fax: +91 11 4700 3102www.analysysmason.com dublin@analysysmason.com newdelhi@analysysmason.com Edinburgh Paris Tel: +44 (0)845 600 5244 Tel: +33 (0)1 72 71 96 96 Fax: +44 (0)131 443 9944 Fax: +33 (0)1 72 71 96 97 edinburgh@analysysmason.com paris@analysysmason.com London Singapore Tel: +44 (0)845 600 5244 Tel: +65 6493 6038 Fax: +44 (0)20 7395 9001 Fax: +65 6720 6038 london@analysysmason.com singapore@analysysmason.com Madrid Washington DC Tel: +34 91 399 5016 Tel: +1 202 331 3080 Fax: +34 91 451 8071 Fax: +1 202 331 3083 madrid@analysysmason.com washingtondc@analysysmason.com

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