taking policy to the
smart connected device

Posts Tagged ‘Next generation mobile’

Performance Monitoring: End-to-End Challenges

Written by GoS on . Posted in Blog

Performance management was a big topic at MWC and there was much discussion of how technology can be applied to enhance the customer experience through improved network performance.

Traditionally, network performance monitoring is provided by network probes or statistical analysis of performance from network equipment. These elements are deployed in the network and are able to analyse traffic streams, detect anomalies and generate the data that can be used by analytic applications to support service assurance and diagnostic applications.

The emphasis here is on the network view: despite the capabilities of such equipment these solutions are all network based. It is network centric, not user centric. This means that true end-to-end performance management is beyond their capabilities, as they only obtain a view of performance from the perspective of the network. They do not and cannot capture or gain an appreciation of the end user’s view or what actually happens locally in the applications that are utilised. This lack of user and application perspective and awareness is likely to become an increasingly important issue.

What’s more, traditional performance monitoring solutions are tied to a specific access network, whereas, today, a user’s experience is based on their use of multiple access technologies (e.g. 3G, LTE, WiFi, WiMax). The ability to monitor user and application views of performance across these technologies requires that the solution becomes more ‘device view’ centric as opposed to network centric.

Growing consumer and enterprise demand for smart devices, coupled with the continuing performance growth of such devices, means mobile users are increasingly using applications that have very specific requirements in terms of the carrier network. Maintaining Quality of Experience for users is increasingly difficult. That’s why we need to include the smart device within performance monitoring solutions.

Incorporating user devices in an end-to-end solution provides a user’s and even individual application’s view of actual performance. In fact, while it’s necessary to monitor conditions experience by users on their devices, this is still not sufficient to deliver the kind of end-to-end experience that is required.

We need solutions that can also respond actively to instructions from network-based solutions so that in addition to reporting on local conditions, they can proactively help manage traffic to optimise sessions. In reality, this means parsing, filtering and tagging data so that reports can be generated and action taken by other equipment in the chain. In turn, the smart devices can respond to instructions that are provided from the network, through policies enabled on the smart connected device.

Performance monitoring begins in the device. If we want to deliver a truly optimised end-to-end experience, it’s an inescapable conclusion that we have to incorporate devices into our plans. This means deploying solutions like the GoS Agent, which takes performance-monitoring functionality and enables it through policy control on user devices.

With such a solution, users can benefit from a co-ordinated, optimised policy and experience management infrastructure, and operators benefit from end-to-end visibility of the issues users really encounter in the field. This, coupled with the ability to actively correct and optimise conditions for users is what will, finally, deliver the end-to-end experience that users demand.

Analysys Mason: On-Device Policy Featuring GoS Networks

Written by GoS on . Posted in Blog

The benefits of enabling policy control on mobile and smart devices are beginning to garner significant industry recognition. There is growing awareness among operators and industry analysts that this represents the missing link in the current value chain. The latest to report on this emerging trend is Analysys Mason. In a recent briefing, they review the GoS policy on the device implementation and take a client server view in which putting policy control on the device can enable a cloud and even OTT based approach to policy.

While centralised policy deployments are gaining momentum and broad acceptance, recognition of the need to monitor and enforce policies on smart devices had lagged behind.

But today, growing consumer demand for smart phones, coupled with the continuing performance growth of such devices, means mobile users are increasingly using applications that make bandwidth and connection demands of the carrier network.

This makes maintaining Quality of Experience for users increasingly difficult. Network-based deployments of the PCEF/TDF can only respond to traffic generated on the access network to which they are connected.

However by migrating policy onto the device, policy itself becomes network agnostic and can now be provided from cloud based policy services and even OTT. Take the case of a virtual network operator (xVNO) wanting to provide services transparently over the network of their partners’ networks, or even a real network operator wanting to deliver policy consistently across roaming partners and other 3rd party networks.

By placing policy on the device in a client server model, as Analysys Mason identifies policy can be provided via cloud or OTT service to devices connected to any network.

Analysys Mason is one of a number of leading industry analyst firms that has recognised the problem. We are delighted that they have profiled GoS Networks and identified our solutions as a key example of how to provide cloud based and potentially OTT policy services.

Mobile Data Usage Soaring – Time to Monetise #policycontrol

Written by GoS on . Posted in Blog

As has been predicted in many quarters, mobile data usage is soaring. Research published by analyst firm ABI suggests 39% growth from 2011 levels in the past year. That’s a lot – and inline with many earlier expectations.

However, the downside is that this has been accompanied by a corresponding decline in revenue from traditional sources, such as voice and texting. There’s no surprise in this – again, it’s been forecast for some time. The real question is, how do mobile operators generate more revenue from the increase of data consumption?

While one avenue to explore is the way in which operators can remain relevant to their customers, potentially through launching services based on RCS, such as Joyn, it’s not clear how such services lend themselves to revenue generation. They may create stickiness and enhance customer experience, but they may not necessarily generate revenues.

Another approach is to change pricing models away from “all you can eat” bundles, and many operators have either moved or are mobbing in this direction. Price plan innovation will be essential, but operators are also going to have to search hard to find new streams of revenue and that means being creative. What flies in one market may not fly in another, so there won’t necessarily be a panacea or template that can be emulated by operators across a region.

Instead, another approach that can complement new price plans and policies is to think about how they can work on a micro level, catering to the needs of different audiences and increasing individual revenue with tailored and personalised services, meeting real-time demands and responding to user requirements.

To do this requires the ability to match user demands on a per customer and per application basis in real-time, potentially creating new sources of revenue that can, in the aggregate, make a significant contribution alongside macro instruments.

That means leveraging the ability to personalise individual as well as mass experiences. The only way to effectively achieve this is to extend policy to the mobile device, creating a network of intelligent end-points and delivering real-time service activation and optimisation and pricing offers attractively. To paraphrase a famous slogan somewhat, operators can tune services according to the capabilities of the devices and deliver services according to the needs of users.

To find out how to create such an environment, why not talk to us? We are seeing how operators are coming up with creative ways in which to deliver customised services by leveraging device level policies. Meet with us at Mobile World Congress to find out how!