Operator Strategy: Differentiation Depends on Visibility, Control, and Optimized QoE

Posted by Mae Kowalke on Monday, October 12, 2015 with No comments

For network operators in today’s market, competing on price is a race to the bottom. So how can operators build customer loyalty, drive adoption, and create revenue opportunities? The answer lies in delivering highly reliable services that always perform as promised. 

Therefore, to differentiate themselves in a crowded market, network operators must combine three elements:

  • Visibility, dramatically improved with actionable insights to drive exceptional end-to-end network performance.
  • Control over escalating network complexity by extracting the most from the network with confidence.
  • Experience, with peak QoE manifested as always-available services—made possible by a fully optimized, performance-assured network. 
With multi-vendor, all service, ubiquitous QoS/QoE monitoring, it is possible for operators to gain control of evolving networks, increase agility, lower operating costs, and turn performance into a key competitive asset.

In practice, what would that look like?

Several elements are in play:
  • Virtualized instrumentation as a key component in establishing a complete view of the network state over multi-vendor, hybrid networks. This can act as as real-time feed to SDN controllers, enabling dynamic performance optimization (DPO), and feeding big data analytics platforms with detailed per-session, per-flow, per-link, and service performance data.
  • SDN and NFV-based big data analytics used to create intelligent, fully automated networks. Performance visibility is shifting from from a troubleshooting tool to the central nervous system that will guide network-wide control and intelligent traffic management (ITM).
  • Big data leveraged as the glue to combine “small and fast” analytics with “big and deep” data to allow SDN controllers to optimize the user experience in real-time, while driving revenue opportunities with rich user context and service usage insight.
All of this starts with a complete, real-time view of network performance and user experience that serves as a platform for control. Ubiquitous visibility is the core of “small and fast” analytics—allowing operators to “drive by wire”—with quality of service and customer experience as closed loop feedback in a fully automated network.

Explore this topic more in depth: read our paper, Experience Performance.