I am just back from LTE Asia in Singapore, where I chaired the track on Network Optimization. The show was well attended with over 900 people by Informa’s estimate.
Once again, I am a bit surprised and disappointed by the gap between operators and vendors’ discourse.
By and large, operators who came (SK, KDDI, KT, Chungwha, HKCSL, Telkomsel, Indosat to name but a few) had excellent presentations on their past successes and current challenges, highlighting the need for new revenue models, a new content (particularly video) value chain and better customer engagement.
Vendors of all stripes seem to consistently miss the message and try to push technology when their customer need value. I appreciate that the transition is difficult and as I was reflecting with a vendor’s executive at the show, selling technology feels somewhat safer and easier than value.
But, as many operators are finding out in their home turf, their consumers do not care much about technology any more. It is about brand, service, image and value that OTT service providers are winning consumers mind share. Here lies the risk and opportunity. Operators need help to evolve and re invent the mobile value chain.
The value proposition of vendors must evolve towards solutions such as intelligent roaming, 2-way business models with content providers, service type prioritization (messaging, social, video, entertainment, sports…), bundling and charging…
At the heart of this necessary revolution is something that makes many uneasy. DPI and traffic classification, relying on ports and protocols is the basis of today’s traffic management and is becoming rapidly obsolete. A new generation of traffic management engines is needed. The ability to recognize content and service types at a granular level is key. How can the mobile industry can evolve in the OTT world if operators are not able to recognize a content that is user-generated vs. Hollywood? How can operators monetize video if they cannot detect, recognize, prioritize, assure advertising content?
Operators have some key assets, though. Last mile delivery, accurate customer demographics, billing relationship and location must be leveraged. YouTube knows whether you are on iPad or laptop but not necessarily whether your cellular interface is 3G, HSPA, LTE… they certainly can’t see whether a user’s poor connection is the result of network congestion, spectrum interference, distance from the cell tower or throttling because the user exceeds its data allowance… There is value there, if operators are ready to transform themselves and their organization to harvest and sell value, not access…
Opportunities are many. Vendors who continue to sell SIP, IMS, VoLTE, Diameter and their next generation hip equivalent LTE Adavanced, 5G, cloud, NFV… will miss the point. None of these are of interest for the consumer. Even if the operator insist on buying or talking about technology, services and value will be key to success… unless you are planning to be an M2M operator, but that is a story for another time.