The 360 Degree View of Subscriber Knowledge


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Brian Cappellani, CTO Sigma Systems presented at the SCTE Canadian Summit 2009

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  • Federated access and control to network capabilities and service enablers
  • The 360 Degree View of Subscriber Knowledge

    1. 1. The 360 Degree View of Subscriber Knowledge Brian Cappellani CTO Sigma Systems, Inc.
    2. 2. The Evolution of New Services <ul><li>Video Services Explosion </li></ul><ul><ul><li>From “Prime Time” to “My Time” </li></ul></ul><ul><ul><ul><li>Time shifted solutions </li></ul></ul></ul><ul><ul><ul><li>Location Shift (follow-me-TV) </li></ul></ul></ul><ul><ul><li>Broadband on the Go </li></ul></ul><ul><ul><ul><li>Video is going Mobile </li></ul></ul></ul><ul><ul><ul><li>Video Messaging </li></ul></ul></ul><ul><ul><ul><li>Infotainment on the Mobile </li></ul></ul></ul><ul><ul><ul><li>Mobile VOD </li></ul></ul></ul><ul><ul><li>Broadband Demand </li></ul></ul><ul><ul><ul><li>TV-On-Demand </li></ul></ul></ul><ul><ul><ul><li>Ultra Broadband/Wideband </li></ul></ul></ul><ul><li>Competition Amongst Service Providers for Video Subs </li></ul><ul><ul><ul><li>Advanced Advertising </li></ul></ul></ul><ul><ul><ul><li>Mobile Integration & Multi-screen Consumer Experience </li></ul></ul></ul>
    3. 3. What’s Required? ‘ Deliver the Rich Consumer Experience ’ Interactivity – Personalization – On-Demand – Multimedia – Service Bundling
    4. 4. Understanding the Customer’s Experience <ul><li>Requirements </li></ul><ul><ul><li>Bringing together disaggregated information across multiple networks </li></ul></ul><ul><ul><ul><li>What Types of Services Used? </li></ul></ul></ul><ul><ul><ul><li>How are Services Accessed? </li></ul></ul></ul><ul><ul><ul><li>The Customer’s Personal Preferences? </li></ul></ul></ul><ul><ul><ul><li>What Measurements of Service Usage? </li></ul></ul></ul><ul><ul><ul><li>What quality of service have customer’s been experiencing? </li></ul></ul></ul><ul><li>Service & Network layer information must be coupled together to address customer quality of experience </li></ul><ul><li>Justification for tighter integration between service fulfillment & mediation </li></ul><ul><ul><li>Usage based statistics from network </li></ul></ul><ul><ul><li>Capture consumer preferences, trends & behaviors </li></ul></ul><ul><ul><li>Subscriber & service policy (entitlements, privileges, etc) </li></ul></ul><ul><ul><li>Federated information visibility with analysis and audience qualification </li></ul></ul><ul><ul><li>Enable on-demand & real-time application delivery and charging </li></ul></ul>
    5. 5. Extending to the 360° View <ul><li>Common Approaches For: </li></ul><ul><ul><li>Event collection, correlation and analysis </li></ul></ul><ul><ul><li>Service and subscriber-level policies </li></ul></ul><ul><ul><li>Billing, Charging and settlement </li></ul></ul><ul><li>Integrated On and Off-Line Mediation Support </li></ul><ul><ul><li>“ real time” - support session control and third party applications </li></ul></ul><ul><ul><li>“ offline” - analyze subscriber patterns for events </li></ul></ul><ul><li>Integrate new partners and applications with standardized interfaces and processes (e.g WebServices) </li></ul><ul><li>Ability to access/utilize key network capabilities or enablers </li></ul><ul><ul><ul><li>QoS, presence, location, app server capabilities </li></ul></ul></ul><ul><li>Policy is a key component </li></ul><ul><ul><li>Subscriber policy enablers - entitlements to or what “opt in” decisions they have made </li></ul></ul><ul><ul><li>Policies covering 3 rd party application’s access to these enablers </li></ul></ul>
    6. 6. <ul><li>State of the Subscriber </li></ul><ul><ul><li>Services Consumed </li></ul></ul><ul><ul><li>Service Location </li></ul></ul><ul><ul><li>Service Preferences </li></ul></ul>Unlocking The Value of Subscriber Data Leveraging “Subscriber Knowledge” <ul><li>Advanced Advertising </li></ul><ul><li>B2B Integration – Premium Applications, Content, etc. </li></ul><ul><li>Service Provider Up-Sell & Campaigns </li></ul><ul><li>Rich Consumer Experiences </li></ul><ul><li>Interactive Data </li></ul><ul><ul><li>Behavioral Trends </li></ul></ul><ul><ul><li>Service Usage </li></ul></ul><ul><ul><li>Interaction Amongst Services </li></ul></ul>
    7. 7. Enabling Up-Sell, Campaigns and B2B Integration <ul><li>Automate targeted up-sell recommendations & promotions </li></ul><ul><ul><li>CSR, IVR, Web portal </li></ul></ul><ul><li>Support customer care retention programs </li></ul><ul><li>Marketing reports to assist in new service products definitions </li></ul><ul><li>Offer personalized video, content and interactive applications via B2B partners </li></ul>
    8. 8. The Dawn of Advanced Advertising <ul><li>Plan and launch new advertising business models: </li></ul><ul><ul><li>Dynamic add insertion </li></ul></ul><ul><ul><ul><li>Target ads in linear programs to a geographical zone </li></ul></ul></ul><ul><ul><li>Ads downloaded to a Digital Video Recorder (DVR) </li></ul></ul><ul><ul><li>Video on Demand </li></ul></ul><ul><ul><ul><li>Pre & post roll ads, Pause ads </li></ul></ul></ul><ul><ul><li>Interactive, on-screen displays ads </li></ul></ul>
    9. 9. Enable Integrated Consumer Experiences <ul><ul><li>Live TV Chat </li></ul></ul><ul><ul><li>Caller ID over TV </li></ul></ul><ul><ul><li>Unified Messaging over TV </li></ul></ul>