HP E-Zine: Communications

1.Communications Edition
Industry
EdgeCommunications Edition
Feature stories
Enabling communication
service providers to become
cloud service brokers
M2M delivers a profitable
new revenue stream
HP • Issue 012 • Winter 2013

Communications
unbound
The value chain in the
communications industry
has rapidly changed. The
role of the network has been
commoditized. Over-the-top
players dominate the consumer
experience. Modern IP-based
networks, applications, and
services have brought down
the walls between players. New
cloud infrastructures, mobile
device technologies, trends
toward consumerization of the
enterprise, and liberal bring-
your-own-device (BYOD) policies
fuel higher user expectations for
an expansive digital lifestyle.
All of this spells both a challenge and an
opportunity for CSPs. In this e-zine, Industry
Edge, we’ve assembled fresh thinking and ideas
about the solutions and services that create
revenue opportunities and support emerging
business models for providers.
• New research from the CMO Council points
to how big data can help you secure revenue
from behavior-based pricing.
• Managing the mobile app lifecycle intensifies
as we work to provide universal access to
people, applications, and data.
• Machine-to-machine (M2M) communications
in the cloud exponentially expands
connectivity requirements.
• Managed security services (MSS) open new
revenue opportunities for providers.
So read on to learn more about these key topics
and how HP can help you create a meaningful
user experience from the communications
services you provide. Because in the end, the
experience we create is what matters most.
David Sliter
Vice President and General Manager
Communications, Media, and Entertainment
HP Enterprise Services

In this issue
4 Enabling communication service providers
to become cloud service brokers
8 M2M delivers a profitable new revenue stream
12 Turkcell offers customized cloud service
bundles for enterprise customers
13 Softbank Mobile wins and retains
customer loyalty with online storefront
14 Accelerate and simplify mobile
application development
19 Mobility 20/20
20 As cloud expands, so do the dangers
24 Pay-per-use managed network
solutions help CSPs drive new revenue
26 Cloud and mobility—keys
to a better retail experience
30 New report from CMO Council
validates value of big data for CSPs

Enabling
communication
service providers
to become cloud
service brokers
The communications industry
ecosystem has fundamentally
changed; legacy business models
and their associated revenue
streams have either transitioned
to new entrants or been replaced
by modern IP-based applications
and services. The communications
service provider (CSP) is no longer
the owner of the ecosystem. And in
a more wide-open and competitive
environment, CSPs need to evolve
and create new services that can
help them expand into new markets.
HP believes CSPs can benefit from the cloud
in this changed ecosystem:
• To choose hybrid delivery and hosting
options that best meet their requirements
• To become a cloud service broker and
monetize their network assets
Converged cloud
enables a choice
of hosting and
business models
Through the HP Converged Cloud solution, CSPs
can choose the hybrid delivery and hosting

6. Communications Edition
option that best meets their unique needs and
opportunities. A CSP may:
• Buy HP hardware and software to run
from their data center, which they
operate themselves.
• Buy HP hardware and software to
install in their data center, which HP
can operate for them.
• Buy and have HP host and operate the
solution they select in an HP data center.
No matter which hosting model a CSP chooses,
they also have the option of reselling IT and
cloud services to their enterprise customers.
Together with these delivery options, HP Cloud
Service Enablement Solutions (CSE) enable CSPs
to build, operate, and monetize their public cloud
infrastructure and become cloud service brokers.
As a key component of HP converged cloud, HP
CSE gives CSPs the benefits of:
• Faster time-to-value—with accelerated
deployment of cloud services made possible
with mature preintegrated solutions.
• New revenue streams—from the creation
of a differentiated portfolio of Infrastructure
as a Service (IaaS) and Software as a Service
(SaaS) offered via a marketplace portal.
• Lower total cost of ownership—by the
ability to launch new services with limited
investment as well as mitigate the risk of
new market entry with a consulting program
dedicated to the public Cloud as a Service
business model. A choice of multiple delivery
and go-to-market models helps optimize TCO.
Read how we have worked with Turkcell to
achieve these benefits on page 12.

Why is HP unique?
Converged cloud solutions from HP are unique
in the choice, confidence, and consistency they
provide to CSPs and enterprise customers.
Choice
HP cloud delivery models cross private, managed,
public, and traditional IT to provide a continuum
of service level agreement (SLA) choices.
Platforms are built with open, heterogeneous
architectures to accommodate multiple operating
systems, hypervisors, developer frameworks,
and multivendor infrastructures. We have a
wide range of partners to work with and choose
from, including strategic alliances, value-added
resellers, system integrators, and outsourcers.
Confidence
HP can manage and secure data and
applications across delivery models as well as
offer the scalability that enterprises need to
drive business forward.
Consistency
HP Converged Cloud provides a common
architecture across delivery models, allowing
workload portability that gives users a single
consumption experience.
Find the cloud
option that best
meets your needs.
Every CSP and its enterprise customers have
different needs for IT infrastructures. HP’s
mission in the communications industry is to
deliver solutions and services that support
emerging business models and the increased
demand for enterprise mobility solutions.
Converged cloud is a key part of that.
For more information on converged cloud,
please go to hp.com/go/cloud. For specific
information on how we’ve worked with CSPs,
please visit our website.
For information specific on becoming a cloud
service broker, go to http://h18006.www1.
hp.com/storage/pdfs/4AA3-6850ENW.pdf
or http://h20195.www2.hp.com/V2/GetPDF.
aspx/4AA2-1428ENW.pdf.
Larry Marson
WW Business Lead, Applications and Cloud
Enablement Domain
Communications and Media Solutions

M2M delivers a
profitable new
revenue stream
Why is machine-to-machine (M2M) one of the fastest growing
communications trends? For communications service providers (CSPs)
alone, M2M services could be worth up to $260 billion1
. M2M technology
has been around for decades, but with device and network connectivity
costs falling rapidly, M2M is becoming affordable for the mass market.
When combined with mobility and the cloud, the possibilities for M2M are
endless—and very profitable for network operators.
New growth
area for network
operators
M2M is an exciting area of growth because it
has a model similar to short message service.
With a high volume of small messages delivered
at a good margin, M2M can provide a lucrative
business opportunity. Service providers can
leverage their infrastructure and capabilities to
become key players in this area.
Today, innovative vertical industry
applications are driving the rapid expansion
of M2M across many market segments.
Creative new uses for M2M that take
advantage of mobility and the cloud include:
• Automotive—Insurers install devices
in cars to detect driving habits such as
speeding, tight turns, or sharp stops, and
use this data to determine whether good
driver discounts should apply.
• Healthcare—A blood glucose monitor reports
vital information about a remote patient
to a physician. Or, a fleet of blood glucose
monitors sends anonymized data to the cloud
for researchers to analyze health trends about
an entire population of patients.
1
Machina Research at M2M World Congress 2012

• Enterprise—When an employee walks into
a corporate building with his or her own
smartphone or tablet, M2M makes it possible
to detect the device and automatically
configure a container around it for business
use with enterprise controls. When the
employee exits the building, it is again
detected automatically, and the controls are
lifted. This makes the use of personal devices
for business seamless for employees.
• Retail—A retailer guides customers to what
they’re looking for when they are shopping
in a mall. The retailer uses M2M to interact
with customers via smartphone, and offers
incentives for purchases when customers are
in the store’s vicinity.
• Utilities—Promoting operational efficiency
through the green agenda, M2M brings data to
people. In the utilities industry, smart meters
not only replace human meter readers, they
provide comprehensive usage information
in near real time that both the utility and its
customers can access via the cloud.
Build a profitable
M2M ecosystem
Implementing M2M involves an entire
ecosystem that includes connectivity, platform
services, application services, as well as
integration, consulting, and analytics services.
To present a complete solution to their
customers, carriers must work with partners
to complete the ecosystem.
HP helps carriers build a profitable M2M
ecosystem with:
• Traffic balancing—HP helps carriers
optimize profitability by determining which
network to use for M2M traffic. For example,
the solution weighs the convenience and
ubiquity of LTE versus the cost advantages of
moving small data on 2G.
• Platform services—HP provides a M2M
service platform that allows carriers to
connect to machines, manage machines, and
connect to the application services layer.
• Application services—In certain markets,
HP provides ready-to-use, revenue-
generating applications. For instance, in
the utilities market, HP solutions provide a
single, comprehensive view of smart grid
and information network operations. It adds
value by providing meter data management
as well as event management capabilities for
near real-time problem diagnostics.
• Integration, consulting, and analytics—One
of the best ways carriers can add value is to
help the customer understand what they can
learn from M2M data and build in analytics
upfront. HP has expertise in your customers’
vertical markets and can deliver integration,
consulting, and analytics services to get the
most out of M2M data.

Dip your toe
in the water
If you’re not quite ready to go “all in” on
M2M, the cloud makes it possible for you to
proceed more cautiously. Using your existing
infrastructure, built for cell phones and
smartphones, can be very expensive for M2M
transactions. Rather than investing capital
in new infrastructure specific to M2M, let
HP host your M2M transactions in the cloud.
You’ll pay only for the transactions and
services that you use, so you can ramp up on
your own schedule.
This approach gets you started in M2M, so you
can find out what this exciting technology can
do for your customers and for your bottom
line, such as:
• Dynamic SIM management—How to
reduce M2M OPEX with SIM self-service
management
• Usage-based insurance application—In this
automotive and insurance application, a car
sensor (rating engine) monitors and reports
driving behavior, and the insurance company
can use this data to set rates for drivers
• Asset management application—Allows
organizations to monitor any GPS-enabled
logistics asset. This helps companies deliver
higher service levels, reduce theft and
shrinkage, and hold the optimal number of
assets, products, and inventories
Jeff Edlund
CTO, Communications and Media Solutions

7 M2M best practices
for mobile providers
1. Realize that M2M is different from your core business and requires different
market skills. Build M2M as a separate business with different KPIs.
2. Make sure you have global connectivity with local sales. To compete in a
market such as fleet telematics asset tracking, your platform must operate
globally, but to grow the business, you must understand local requirements
and regulations.
3. Participate in industry standards. Cooperation between network operators is
key to growing the M2M market.
4. Be flexible about technologies such as operating systems as well as
management systems. Machines come in all shapes and sizes.
5. Think carefully about your pricing, taking into account costs to deliver as
well as perceived value. Some machines may output an unending stream of
data while others, such as medical devices, may be critical to life-or-death
decisions. Have your business and financial analysts work closely with the
people designing the M2M solution to get your pricing right for the market.
6. Grow in the vertical markets you know. While the M2M network and
platform are horizontal solutions, the applications are highly tailored to
specific vertical markets. If you’ve already built partnerships and developed
an expertise in a particular vertical market, look to grow within that market
to take advantage of your expertise and existing partnerships.
7. Be proactive about analytics. Make analytics part of your offering. Instead of
just billing for data from machines, demonstrate the value of finding insights
in the data from a fleet of machines.

Turkcell offers
customized cloud
service bundles for
enterprise customers
Turkcell, the leading communications and
technology company in Turkey, with 34.5 million
customers, needed a single software platform to
set itself up as a “one-stop shop” for providing
cloud-based services to its business customers.
The company wanted to provide business
customers with both Infrastructure as a Service
(IaaS) and Communications as a Service (CaaS)
offerings. Benefits would include more predictable
operating costs, low capital investment, and
minimal risk in new technology adoption.
Finding a flexible solution would be critical in
enabling the company to adapt quickly to market
changes and deliver cloud services that could be
tailored for each customer. Turkcell selected HP
CloudSystem Service Provider as its best option.
This comprehensive solution includes hardware,
software, and services.
Everything is integrated to streamline the on-
boarding and operation of IaaS and Software
as a Service (SaaS), including CaaS, business
applications, device management, and security.
Specific services, such as email, can be easily
enabled within the solution, allowing the
company to quickly enter a growing market
with business-ready offerings and to achieve an
advantage over would-be competitors.
Turkcell is using the key components of HP
CloudSystem Service Provider:
• HP Converged Infrastructure provides an
integrated platform designed to enable the
rapid, efficient delivery of IaaS.
• HP Aggregation Platform for SaaS (AP4SaaS)
provides a common foundation for multiple as-
a-service offerings. It integrates and automates
important service management processes such
as provisioning, activation, reporting, service
usage, and revenue settlement.
• HP Cloud Service Automation provides
advanced provisioning and management of
applications and infrastructure using industry
best practice templates, linking HP AP4SaaS
with HP Converged Infrastructure.
HP also provides consulting and integration
services for design, implementation, and
project management, as well as support
and management. To learn more about
cloud solutions from HP and the Turkcell
agreement, read the original press release or
visit hp.com/go/cloudsystem.
Press release

Softbank Mobile wins
and retains customer
loyalty with online
storefront
As a leading communications service provider
(CSP) in Japan, Softbank Mobile strives to win and
retain customer loyalty in a fast-changing mobile
Internet market. Its number one goal is to deliver
the best customer experience. The company took
a big step toward achieving that by launching
an online content store called “The Softbank
Bookstore” two years ago.
Softbank Mobile selected the HP Service Delivery
Platform (SDP) Storefront Portal as the online
solution for providing its 29 million customers
with a fast, easy way to shop for, download, and
manage wireless services and entertainment
content. It offered customers more than 372,000
files and proved very popular.
Now, Softbank Mobile has expanded this broad
variety of choices by supplementing its own
offering with those from other major third-
party content providers. And it further enhances
customer flexibility by supporting multiple
handsets and wireless devices. The company
credits HP for its understanding of Softbank
Mobile’s business and providing a complete
solution that cuts time-to-market in half and
helps them with final implementation.
The HP SDP Storefront Portal:
• Builds valuable customer loyalty with online
service delivery
• Enables CSPs to transform their business
models with new revenue streams
• Is based on the HP Service Delivery Platform,
an integrated solution with an extensible
framework than can help CSPs link SDPs to the
application store business model
• Includes a customer-facing application store
and a developer portal
• Has been deployed by CSPs worldwide
To learn more about the HP Service Delivery
Platform Storefront Portal and the Softbank
Mobile implementation, read the press release.
Press release

Accelerate and
simplify mobile
application
development
Mobility has become one of the greatest challenges for an enterprise—
whether a communications service provider (CSP) or its customers. As
a result, IT leaders are searching for ways to reduce the growing cost
and complexity of, for example, mobile application development, while
maintaining relevance to the business.
Managed mobility services (MMS) are getting attention and taking on new
capabilities to meet enterprise demand. This year, we’ve begun to see the
services within MMS expand to include capabilities such as telecom expense
management (TEM), mobile device management (MDM), mobile security,
logistics, and mobile application enablement and management.
1
IDC, “The Empowered IT User: How Individuals Are Using Technology & Redefining IT,” March 2012
2
Gartner, “Gartner Executive Program,” January 2013
The mobility challenge
• Approximately 4.5 billion personal client devices (BYOD) will be on the network in 20151
• 70% of CIOs cited mobile technologies as the most disruptive to the enterprise2

A complex mobile
environment
demands a
comprehensive
strategy
Many see mobility as creating the “Wild West”
within an organization. The old rules that
required employees to use only a certain kind
of mobile device have been replaced by BYOD
(bring your own device). Mobile applications
have become a way of life, and the line between
consumer expectations and how we expect
to get work done has blurred. Enterprises are
pursuing mobile application strategies to keep
up with competition (externally) and increase
productivity (internally), but many need guidance
and help from service providers who can offer
full managed mobility services support over
all phases of the mobile applications lifecycle.
Addressing the entire lifecycle helps accelerate
and simplify rollouts to reduce costs, improve
response to market demands, and ensure a
positive customer experience.
Six key steps
to develop an
enterprise mobile
application
HP believes that six fundamental steps
are critical when developing a new mobile
application and enterprises should select
management mobility services that address
each one:
1. Design mobile applications in a platform-
agnostic way to support multiple devices.
2. Build feature-rich, complex mobile
applications for web, HTML5, hybrid,
or native clients.
3. Integrate to connect the application
securely and seamlessly with one or
multiple back-end systems or web
data sources.

4. Test to enable mobile software applications
to function as intended.
5. Publish mobile applications to any public
application store or to private enterprise
application stores.
6. Monitor, manage, and analyze the mobile
application ecosystem and its effectiveness
through detailed usage reporting.
Robust mobile
app lifecycle
management
is critical to
successful MMS
offerings
To make sure that all six steps are adequately
covered, service providers should base their
managed mobility services offerings on a
robust technology platform that can address
all phases of the mobile applications lifecycle.
A comprehensive lifecycle approach ranges
from planning and development to deployment,
hosting, management, and optimizing mobile
applications (see Figure 1).
This mobile app lifecycle approach drives the
transformation of enterprise applications for
mobile devices by facilitating design, testing,
security, performance, management, and
compliance requirements to reach new customer
audiences and support employee BYOD policies.
This helps ensure that enterprise applications
meet user expectations for high availability and
anytime, anywhere access.
Following this approach to mobile applications
helps companies drive the most value from their
mobile application investments. And service
providers can take advantage of the perfect
storm of opportunities mobile applications
provide while strengthening service offerings to
drive customer acquisition and retention.
Decide app
innovation bets
Build apps
and services
Integrate
application with
back-end
systems
Automate
functional security
and performance
testing
Deploy
and expose
mobile apps
Manage and
monitor
end-to-end
solutions
Lifestyle
management
and team
collaboration
Figure 1: Addressing the mobile app lifecycle supports
comprehensive mobility management.

Expanding
revenue
opportunities in
a dynamic mobile
marketplace
A mobile app lifecycle approach that covers
all six key steps can go a long way in helping
customers successfully launch basic mobile
applications. But it also supports a broader
range of enterprise mobility hosting and
management options to open new revenue
opportunities for service providers. These could
include managing employee mobile devices
and applications on behalf of the enterprise to
help ensure uniform upgrades and that policy,
governance, and security is adhered to.
It’s also important to keep in mind that mobile
applications are the front end for Software
as a Service (SaaS) applications. They need
careful management to get the most value
from the SaaS model.
Further, mobile devices are the focal point for all
kinds of innovative partner-supported market
opportunities for providers. Applications could
include data feeds from third parties (to check a
prescription’s side effects, for example) or buying
incentives (restaurant coupons) linked to the
device’s GPS coordinates. Here again, managing
the mobile app lifecycle can help ensure the
initiative’s success. A comprehensive mobility
strategy—including the back-end infrastructure
and the RF environment—also helps set realistic
expectations about what the application can and
cannot do.
Lower cost
and faster time
to market
Comprehensive mobility management that
encompasses every phase of the mobile

applications lifecycle provides several benefits to
service providers and their customers, such as:
• Lowering costs via better resource
management (hardware, software, people)
• Reducing time to market while improving
organizational agility to support
business objectives
• Improving quality management through
functional, security, and performance
testing automation
• Providing a better customer experience by
reusing scripts, knowledge, and expertise
from development to operations
• Standardizing the tracking of projects
through metrics and encouraging best
practices, stronger developer ecosystems,
and greater collaboration
HP Mobile
App Lifecycle
The HP Mobile App Lifecycle includes HP
Software solutions and services that accelerate
and simplify the creation of internally
developed or “in-house” enterprise mobile
applications. It also facilitates the deployment
and management of in-house and commercially
available mobile applications used in business
settings on both company-provided and “bring
your own” smartphones and tablet computers.
Working
together at
the new mobile
horizon
HP’s mission in mobility is helping IT build a
connected mobility environment by working
with CSPs and their customers to provide
universal access to people, applications,
and data. To learn more about how support
and services from HP Software can help
you deliver mobile applications through
better management of each phase of the
mobile applications lifecycle, download
the new HP business white paper, “Deliver
mobile applications: a lifecycle approach,” at
hp.com/go/mobiletesting.
Alain Decartes
WW Communications, Media, Entertainment
Lead, Industry Market Development
HP Software Marketing

Mobility 20/20
Looking toward the era when everyone—
and everything—is connected
Depending on which prediction you believe, each
person worldwide may be using as many as nine
mobile devices by 2020. Currently, smartphones
out-ship PCs, and in a recent Time Mobility Poll,
66% of respondents would rather take their
mobile device to work than bring lunch.
The interconnected world of the next decade
will rely heavily on public, private, and personal
clouds. Today’s “mobile experience” will evolve
into, quite simply, life. By 2020, zettabytes of
data from trillions of networked sensors will
have transformed the Internet of Things (IoT),
making transactions and interactions seamless.
For instance:
• Wearable devices and mobile applications
will manage your health—and share details
with your doctor.
• Your car will know how you drive, who’s in
the car with you, and how you’re feeling.
• Your favorite café or retail store will
recognize you—along with why you’re
there—and send custom offers.
• Your refrigerator and pantry will make sure
your smartphone knows what you need at the
store—and will place the grocery order for
you if you’re too busy to shop.
• Salespeople will use mobile devices
to demonstrate products interactively
and immersively.
• You’ll be able to pay for public transit, file tax
returns, and report public safety issues on the
go, thanks to embedded biometric sensors
and yet-to-be-developed mobile innovations.
• Your pharmaceuticals and food will be
fresh, safe, and authentic thanks to sensors
and machine-to-machine communications
along the supply chain.
Mobility 20/20 offers a glimpse of a world
in which enterprise IT answers to consumer
demands while innovating with the business.
We invite you to weigh in on:
• What challenges and benefits will mobility
deliver by 2020?
• What changes will enterprises need to make
to secure users and their information in a
mobile world?
• Who should be responsible for setting
mobility strategy and policies in the
enterprise organization?
Join the conversation and preview Mobility
20/20 now at enterprise2020.com. The full
chapter will be available in March.

As cloud expands,
so do the dangers
Maintaining the security
of customer data and
privacy has always been
an important consideration
for communications service
providers (CSPs). But the cost of
cybercrime is increasing rapidly.
According to a Ponemon Institute
research report, the average
annualized cost of cybercrime
for a CSP organization in the
United States is $8.91 billion1
.
That’s up from $5.28 billion just
three years ago.
The expansion of network access through
advances in cloud and mobile technologies
brings greater complexity and additional
security risks to providers and their customers.
And the regulatory pressures on CSPs to
maintain security—from Sarbanes-Oxley
(SOX), Payment Card Industry (PCI), and other
regulations—are not easing up.
Risingexpectations
forsecurity
CSPs have seen an explosion in virtualization,
public cloud computing, and broadband
adoption by their enterprise customers. And
at the consumer level, the expansion of social
networking, bring-your-own-device (BYOD)
policies, mobile payments, and wireless
networking make it easier for customers to
connect to enterprise applications and to one
another. These trends potentially expand
the “attack surface” at the perimeter of the
enterprise network.
As these technologies become more widely
adopted, enterprise customers are increasingly
expecting their CSPs to act as security
guarantors across these services.
Successfully staying on top of such risks
can result in greater customer loyalty and
resulting share of wallet with the business
and consumer customer.
1
Ponemon Institute, “2012 Cost of Cyber Crime Study: United States,” October 2012

Securing cloud
communications
Public cloud architectures add a new layer of
complexity. Security technology will be a critical
component to enterprises in private cloud
architectures. But enterprise customers have
the same expectations for security here also.
The cloud security market comprises a diverse
set of technologies from on-premise software,
hardware, and virtualized appliances to security
delivered as Software as a Service (SaaS).
Also, cloud service providers and CSPs will need
security hardware, software, and SaaS products
to help secure their public cloud service
offerings. These can include cloud storage and
servers (Infrastructure as a Service), cloud
development platforms (Platform as a Service),
and enterprise and consumer SaaS applications.
Moving beyond
point security
solutions
CSPs and their customers want to mitigate the
threat of attack from competitors and malicious
outsiders—attacks that could put financial
records and intellectual property at risk. Point
security technology investments have helped
but do not provide the complete visibility
needed to detect fraud, combat cyberthreats,
and streamline compliance efforts.
To effectively address these problems,
enterprises need to comprehensively
monitor all locations and infrastructure,
including data centers, retail branches,
online infrastructure, and service usage
activity. A comprehensive security solution
should address five key priorities:
• Manage information risk by identifying threats.
• Protect against increasingly sophisticated
cyberthreats.
• Improve reaction time to security incidents.
• Increase the efficiency of security management.
• Achieve compliance in a predictable and
cost-effective way.

Monetize security
with managed
security services
The need for comprehensive security solutions,
frequent technology refreshes, and ongoing
commitment to fighting fraud can make
security an expensive proposition for CSPs and
their customers. Fortunately, managed security
services (MSS) not only provide a cost-effective
business model for countering cyberattacks but
also a profitable way for CSPs to expand their
offerings to enterprise customers.
With the MSS model, there’s no need for your
customers to spend their limited budget and
staff resources on trying to keep up with security
demands. Instead, you can sell them security as
a managed security services provider (MSSP).
An MSSP offers remote monitoring and
management of a customer’s IT security
information, assets, and processes where the
delivery of these services is via a remote security
operations center (SOC) managed by the CSP.
Examples of MSSP offerings that can be provided
range from identity and access management
to firewall services to managed security
information and event management services.
Detect fraud
with pattern
recognition
Detecting fraud is a game of pattern
recognition, and the patterns always change.
Therefore, comprehensive monitoring is critical
to recognizing patterns. Today a dual approach
of real-time monitoring and right-time analytics
helps businesses stop fraudsters while
gaining the enhanced knowledge they need to
implement effective preventive measures.
Extension of fraud management tools to
include intelligence capabilities enables
companies to perform data mining for better
risk management. For example, with such
functionality not only are operational alarms
triggered, as is the current practice, but
historical data can be analyzed to see broader
trends. By proposing a cloud computing
infrastructure combining real-time monitoring
with right-time analytics, CSPs can help their
business customers dramatically reduce
fraudsters’ threats to the hard-earned customer
base, products, and brand image.
An affordable
business model to
help CSPs expand
their offerings
The MSS model provides many security
solutions to customers for a low fixed set-up
cost and then allows a predictable variable cost
for bringing new customers on board. This
business model reduces the cost for a CSP to
offer security services as an MSSP and then
expand its offerings over time. Further, the
MSS model provides technical future proofing
to customers by maintaining a more efficient
security platform.

Learn more about
offering managed
security services
using HP solutions
To learn more about the HP security
portfolio and leading solutions that
you can offer your customers as part of
a managed security services practice,
visit hpenterprisesecurity.com or
hp.com/enterprise/security.
Alain Decartes
WW Communications, Media, Entertainment
Lead, Industry Market Development
HP Software Marketing

Pay-per-use
managed network
solutions help CSPs
drive new revenue
It’s a widely known fact that
enterprises spend more than
70% of their IT budgets just
keeping the lights on, which only
leaves 30% for innovation. For
communications service providers
(CSPs), that spells opportunity.
CSPs can now provide managed
network solutions to their enterprise
customers to help them cost-
effectively modernize their networks.
These solutions help the provider
reach new markets and open up
roadmaps for them to offer a wealth
of new services to customers.
Further, they leverage a pay-per-use
business model so CSPs can create
new revenue opportunities without
capital investment.
Refreshing aging
infrastructures
Enterprise chief information officers (CIOs)
would prefer to focus on delivering advanced
IT solutions and applications that help their
companies be more competitive and responsive
to market opportunities. But too often they have
to divert limited resources to operating networks
for employee access to applications like voice
and videoconferencing. This is becoming more
of a challenge as CIOs increasingly need to invest
in network upgrades that support initiatives like
cloud, mobility, bring your own device (BYOD), and
rich media, which can help them drive innovation
and business growth for the enterprise.
By offering managed network solutions on a pay-
per-use basis, CSPs can help enterprise customers
refresh their infrastructures without upfront
capital investment. This allows the customer to
align their operating costs with actual usage,
and still maintain service level agreements with

business units. This helps bring cloud economics
to even campus and branch networks.
How it works
The new HP FlexNetwork Utility Advantage
Program enables CSPs, in partnership with
HP, to help enterprise customers modernize
their network with standard, prepackaged
networking solutions, including hardware and
software, with no upfront cost. Customers then
contract with the CSP for the managed network
offerings they need to support initiatives that
speed innovation on a pay-per-use basis.
Leveraging solutions based on the HP
FlexNetwork architecture, an open, standards-
based architecture that is software-defined
networking (SDN)-enabled, the program helps
CSPs rapidly upgrade and future-proof their
customer’s network. As a result, their enterprise
customers reap the benefits of cloud, mobility,
and BYOD initiatives without capital investment,
while freeing IT resources to focus on innovation
that drives growth, as opposed to network
infrastructure management.
Providing a
consistent user
experience
CSPs leveraging the HP FlexNetwork Utility
Advantage Program can also deliver a unified
wired and wireless local area network (WLAN)
solution for cloud services or applications. A
single managed network solution that integrates
wired and wireless networks helps to deliver
consistent services and simplify operations. This
boosts operational efficiencies, cuts costs, and
helps provide a consistent user experience that is
critical for the adoption of new applications.
Going to market
with a trusted
partner
HP works with its CSP clients to ensure successful
launches of managed network solutions. This not
only includes the most advanced technologies
and comprehensive solution bundles but access
to our global support services.
We help establish a common value proposition
with the CSP and then help build a solid business
case for the customer. Our support includes
creating a market launch plan that covers all
operational aspects as well as financing.
Learn more
The HP FlexNetwork Utility Advantage Program
is available worldwide through authorized CSPs.
To learn more, visit our website.
Additional information for CSPs interested
in participating in the HP FlexNetwork Utility
Advantage Program is available here.
Ghassan Abdo
Director, Global Product Management,
Communication Service Providers
HP Networking

Cloud and mobility—
keys to a better
retail experience
When customers walk into your
retail stores, how long do they have
to wait before talking to a sales
associate? How long does it take to
get customers through the process
of buying a new phone or service?
In a study of the full-service wireless purchase
experience, J.D. Power found that “Satisfaction
improves notably regarding the promptness
in speaking with a sales representative and
timeliness of completing the transaction1
.”
In other words, if you can speed up the
transaction with just one customer, she’ll be
happier; the person behind her in line will
stick around to complete a purchase instead
of leaving the store in frustration, and the
guy browsing the phone display will get his
questions answered in a timely manner,
which may keep him from checking out your
competitor on the other side of the mall.
So, how can you speed up your retail
store transactions?
Accelerate
transactions
in retail stores
You can shave minutes off all your retail
transactions by moving your paper-based
contract processes to the cloud. This
helps eliminate time-consuming, tedious
administrative tasks and also frees up
sales associates to spend more time
helping customers.
In many retail stores today, the sales associate
must walk away from the customer mid-
transaction at least twice: once to verify or
copy the customer’s ID documents and a
second time to make multiple copies of the
signed contract for record-keeping.
By updating the subscription process to take
advantage of mobile devices and the cloud, the
sales associate can complete the transaction
faster and keep the face-to-face interaction
1
J.D. Power and Associates, 2012 U.S. Full-Service Wireless Purchase Experience StudySM
, August 2012.

going without interruption. Using an enterprise-
ready tablet, such as the HP ElitePad, the sales
associate can check the customer’s documents
and capture a signature without stepping
away. And by automatically uploading the
signed contract image to the cloud, it becomes
accessible to other retail locations, marketing,
customer service, and call centers.
In addition to providing faster service to your
customers, using mobility and the cloud for
retail transactions helps you:
• Drive significant cost savings; if you normally
print or copy multipage contracts, you can
save almost $2.50 per contract, which adds
up quickly over millions of contracts
• Eliminate the risks of exposing
confidential customer information
or losing important paperwork
• Increase the number of customers served
• Provide information that your customers
want, such as how to get started with a
new phone
• Meet compliance regulations and close
the loopholes leading to contract fraud
• Support environmental sustainability goals
by decreasing the need for paper, storage,
and transportation
• Eliminate costs for offsite storage as well
as courier services to transport paperwork
between the store and the archive site;
typical offsite storage costs for documents
can run about $70K per year

Accelerate sales
associates’
response time
Even before the subscription process begins,
your retail associates should spend face-to-
face time with customers throughout their
information gathering. If the customer asks a
tough question, the sales associate should not
have to walk away to get an answer. Instead,
he should have all the answers available at
his fingertips with a mobile device and a cloud
solution. With a tablet such as the HP ElitePad,
the sales associate can find information, show
videos, and run any Windows® application—
from any point in the store.
By taking the conversation to the customer and
keeping the conversation going uninterrupted,
you can reduce or eliminate abandoned
conversations for new products and services.
This helps improve the customer experience,
which can lead to increased revenue.
HP solutions for
a better in-store
experience
The HP Account Opening Accelerator for
Communications, Media and Entertainment is
an end-to-end solution dedicated to reducing
paperwork, completing transactions more
efficiently, and getting customers out the door
faster. Eliminating the need to print and store
multiple copies of subscription paperwork, the
solution scans completed, and signed service
contracts and associated documentation, and
digitally routes the contracts to a customer-
specific archive for filing. In addition to
increasing customer satisfaction, this process
also helps mitigate risks, such as exposure of a
customer’s confidential information, and assists
with regulatory compliance.
The HP Account Opening Accelerator is
most effective when paired with a mobile
device such as the HP ElitePad, a tablet
designed for business with enterprise-grade
features, functionality, and support. It is an
ultrathin, lightweight tablet that offers the
full serviceability, enhanced security, and
manageability found in HP Elite PCs, as well as
military-grade durability for drops, vibration,
dust, temperature extremes, and high altitude.
It comes loaded with tools, including HP
PageLift, an application that automatically
trims and correctly lights and orients a
captured image of a paper contract or other
document so it is ready to use or share without
requiring manual editing.
For more information, please visit us online at
hppublicprint.com.
Eileen Griffee
Communications, Media, and Entertainment
Market Development Consultant
Managed Services
HP Printing and Personal Systems

Innovative, cloud-based
services increase customer
satisfaction and revenue
Leading carriers are introducing new,
innovative services to help increase average
revenue per user (ARPU). Services that
augment user-generated content such as
photo services or mobile printing are popular
with customers. Launched under your
brand, these services can not only provide
a new revenue stream, they can make you
a one-stop shop, which increases customer
satisfaction. And, as cloud-based services,
they’ll also increase your customers’ data
usage, which adds to your ARPU.
For example, Verizon Wireless introduced
the ePRINTit Kiosk at CES 2013. The kiosk
from St. Joseph Communications was
developed with cloud printing and mobility
solutions from HP. Users can submit a print
job wirelessly from a smartphone with
just a few clicks and have it printed at the
kiosk. The printed photos and documents
can come from storage on the device or
from cloud-based services like Dropbox,
Box, and Facebook.
HP provides several cloud-based
services that you can offer under your
own brand to help you monetize user-
based content, including:
• HP ePrint Service Application provides
mobile printing with a worldwide
directory of more than 30,000 public
print locations.
• HP Snapfish is a photo service that
produces professional quality prints as
well as more than 100 customizable photo
gifts, from display-quality photo books
and posters to photo mugs and jewelry.
• HP MagCloud is a web service that
empowers users to self-publish and
distribute content—for business or
personal use—as a professional-quality
print publication or digitally for mobile
and online viewing on today’s most
popular devices.
For more information and to watch a short
video, click here.

New report from
CMO Council
validates value of
big data for CSPs
Today, information is at the core of
the enterprise and will continue to
drive competitive advantage. For
communication service providers
(CSPs) it is more specifically a
matter of staying relevant in a vastly
changed ecosystem. Unless the
CSP exploits the treasure trove of
consumer data that their networks
collect daily, they are in danger of
providing only commodity services.
CSPs manage the structured information that
comes in from the daily operation of their
business. But they also collect unstructured
data from internal and external sources,
including social media, blogs, messaging,
mobile applications, and other sources.
With HP, CSPs can gain actionable insight to
help them provide a better user experience,
offer the best, most suitable services for
subscribers, and optimize network utilization.
This actionable insight can also be leveraged
to help them enter into “co-opetition” with
over-the-top (OTT) content providers who are
changing this industry’s landscape.
A new HP-sponsored report from the CMO
Council, “Profitability from Subscriber Acuity,”
notes that the biggest challenge to a CSP is
that customer expectations are evolving faster
than the company can construct services and
The biggest challenge to a CSP is that
customer expectations are evolving
faster than the company can construct
services and experiences for them.
An increase in service fees without an
increase in service value is one of the top
five frustrations of mobile consumers.
And perceived value is directly tied
to how the customer experiences all
aspects of mobility service.

experiences for them1
. The CMO Council found
that an increase in service fees without an
increase in service value is one of the top five
frustrations of mobile consumers. And perceived
value is directly tied to how the customer
experiences all aspects of mobility service.
Clearly, success for CSPs starts and ends with
the customer experience. Further, deeper
insights in this critical area put the CSP into
a better bargaining position with OTTs to
the benefit of both. Mobile subscribers don’t
need a commoditized CSP. They need a strong
champion for a great customer experience.
CMOs step up to
own the customer
experience
The CMO Council report calls out that if provider
CMOs want to play a more strategic role, they
must identify “deeper customer insights
and market intelligence that can fuel more
1
Chief Marketing Officer Council, “Profitability from Subscriber Acuity: Embracing Behavior-Based Pricing Models,” January 2013
“HP is the only vendor who could
understand SBM’s true issue in
usage data management… We
can now leverage our view of
customer usage to provide a
better customer experience…”
—Akihiro Muranaka, Manager of Rating System,
Information System Division, Softbank Mobile

personalized and targeted experiences.” The
CSP marketers surveyed for the report described
their charter or mission in the following way, “to
deliver enhanced insights and intelligence into
the organization in an effort to improve customer
experiences, identify new market opportunities,
and improve operational efficiencies across the
marketing organization.”
But that’s a tall order given the complexity of
the mobile ecosystem, a diverse and rapidly
expanding subscriber base, and constantly
shifting customer expectations. Despite the
significant commitment to championing the
customer experience, as confirmed by the
report’s findings, marketers are often stymied by
a lack of visibility and insight into critical areas
of intelligence and analytics. The CMO Council
found that only 5% of marketers have access
to an automated solution that leverages data
and intelligence to enable improved decisions
or personalize individual engagements.
Fortunately, new tools in big data and analytics
can help CMOs develop keen insights into the
customer experience to provide well-informed
counsel on strategic decisions for the CSP and at
the bargaining table with OTTs.
Mining for gold
Big data and analytics help CSPs gain
deeper customer insights to deliver a
better experience
Consider this: a typical U.S.-based CSP moves
19 petabytes of data through its network each
day. (By comparison, it took only 1 petabyte of
data to render the movie “Avatar.”) The sheer
magnitude of this data can provide deep and
exclusive insights into the customer experience
when you apply big data and analytics to it.
“What is clear from this study is that marketing has been tasked with
owning the customer experience and driving bottom-line revenue
improvements. Considering that research has put the potential
revenue loss from OTT starting at $13.8 billion in 2011 alone, it is not
surprising that telco marketers see OTT as an opportunity to exploit.”
—Liz Miller, Vice President of Programs for the CMO Council

Then CSP marketers can leverage this “secret
weapon” to assert their organization’s role
in the evolving mobile ecosystem and their
leadership in the value chain.
Big data and analytics provide CSP marketers
with three key capabilities:
• The ability to gain better insight into
customer preferences and behaviors
• Turning insight into action, delivering
customer-impacting services and
business models
• Offering smarter pricing models that
reflect the true cost of providing robust
network services
With these three capabilities in their marketing
toolbox, CMOs can offer personalized services
to the individual needs of each customer. This
helps the CSP improve its position as a value
provider to the customer and avoid having to
compete as a pure commodity service. And with
mobile services tailored more closely to real
customer needs, subscribers perceive more
value from what they’re paying for and are less
likely to churn off the network.
They’re also more likely to pay for the services
that more closely satisfy their needs. CSPs
can define different pricing levels for different
service variants rather than providing mass
market pricing. Providers can break away from
flat-rate pricing plans and start charging for
bandwidth by its real value instead of letting
everyone download unlimited video for cheap.
Further, big data and analytics help change the
relationship between CSPs and OTTs to support
a significant shift in the way providers are
looking to these potential partners. The new
report said 31% of respondents are already
identifying potential revenue streams from new
products and services that can be offered to
OTT players, including subscriber analytics and
behavioral insights.
“This lack of visibility into the
key drivers of customer behavior
leaves a significant opportunity
to drive incremental revenue
and improve engagement
performance. Marketing is being
asked to sway behaviors but
simply does not have the tools
needed to make those core
decisions effectively. However,
this research also shows that
above all else, marketers
understand what they need to be
more effective and what points
of measurement will enable real
change and improvements in the
customer experience.”
— Miguel Carrero, Director of Actionable Customer
Intelligence Solutions, HP Enterprise Services

HP launches new
big data solutions
for CSPs
To help CSPs differentiate themselves, deliver
more value to their customers, and improve
financial results, HP launched its HP Telco Big Data
and Analytics group of solutions in December. HP
Telco Big Data and Analytics helps carriers:
• Develop new revenue streams and business
ventures—via new services or ventures
with third parties
• Target and create new product and
marketing campaigns—relying on
informed customer insight
• Optimize network investments—by
improving their CSP capital planning by
optimizing network utilization and their real-
time response to traffic congestion situations
Learn more
To learn more about how providers are looking
to boost revenues through partnerships and
alliances with OTTs, download the full report.
For more information on HP Telco Big Data and
Analytics solutions, please visit the website.
Julia Ochinero
CME Marketing Leader
Enterprise Industry Marketing

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Why HP
HP helps the world’s communications service providers (CSPs) transform the
way they do business—to grow in a fast-changing market. CSPs must meet
the huge demand for new services and streamline internal operations. HP
is unmatched in its ability to help CSPs drive transformation with more than
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specific portfolio coupled with leadership in telecom services including
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to provision network as well as IT services
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Intelligence Solutions to protect their revenue
streams and customers
Learn more
For more information visit hp.com/go/csp.

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