IMPROVING THE MOBILE EXPERIENCE
IMPROVING THE MOBILE EXPERIENCE
To address the challenge of improving the mobile user experience, today’s telecom network operators must realize a fundamental shift in how mobile services are conceived, supported and delivered.
With the advent of Application-Aware Networks, Network Slicing and the virtualization of an array of Network functions through the SDN and NFV frameworks, MNOs are poised to truly revolutionize the mobile network experience, radically improve the the wireless customer experience and drive highly profitable new services tailored to a sea of unique use cases, needs and requirements. In these pages we’ll look at the intersection of key technologies like Cloudstreet’s awarded Dynamic Network Slicing solution the Dynamic Profile Controller, DPC and how by delivering on the promise of the Application-Aware Networks partnering carriers will begin to enjoy the business benefits of 5G well in advance of its heralded arrival.
Mobile communications and computing have come to dominate the modern, connected digital life. And though our devices have become much smarter, faster and more capable, our networks for the most part, have not. This is because today’s mobile networks are defined by what has been referred to, now euphemistically, as the “Best Effort” paradigm. This is really just a nice, (even legalistic) way of saying that the Mobile Network Provider (MNO) will simply do their best to deliver mobile network availability and connectivity. In reality the Best Effort network fails meet the demands of today’s mobile users while confined to delivering a uniform, one-size fits all service experience without differentiation or service level guarantees. Certainly we’ve all had the experience of how the“best effort” model simply isn’t good enough. And as we become increasingly reliant on our mobile devices to deliver multiple, data rich applications including OTT video, social media, location data and content of all types, the best effort network has become a true liability.
The image at right provides a good illustration of how the today’s Best-Effort paradigm approaches the widening spectrum of applications, users and use cases. In contrast and as we will further explore in these pages, we’ll look at how the simple ability to differentiate mobile traffic classes a game changer for improving the Mobile Network Experience with measurable impacts on subscriber QoE and QoS across the board.
The image below provides a new paradigm for delivering mobile services based on the real needs of consumer and business subscribers alike. By differentiating mobile traffic classes between those categories that are capacity sensitive (IPTV/OTT Video, VR/AR) , from those that are delay sensitive (Voice, Web Conferencing, Public Safety)
Including Best Effort customers, Mobile Network Operators can begin delivering an orchestrated mobile service experience which improved connection quality, latency and throughput for all.
Today’s mobile subscribers have voiced their clear demand for a better mobile experience particularly when it comes to streaming video. Industry data has long indicated that wireless users blame their service providers for spotty service stating that poor mobile video is an even bigger issue for them than dropped calls. As we can see in the graphic below, today’s mobile subscribers are anything but patient when it comes to mobile video, dropping off at the rate of 19% after a 5 second delay and nearly 60% after 15 seconds, all experiences that if left unaddressed create serious and even systemic customer retention issues for carriers.
To address these issues and turn customer satisfaction into a strategic advantage, Mobile Network Operators are now able to make real and substantial improvements to the mobile customer experience and improve retention, while driving new revenues and network investment ROI.
The Application-Aware Network:
A new revenue model for delivering
bandwidth on-demand leveraging
Dynamic Network Slicing.