How CSPs May Gain a Competitive Advantage when Deploying 4G Networks, Services

By Laura Stotler

Welsh IBM service provider M7 Managed Services is offering new insight for content service providers (CSP) interested in LTE to monetize the 4G network. According to the company, CSPs are most interested in avoiding the common mistakes made with 3G networks, and have typically invested $7.5 billion each to make 4G services profitable for them in the U.K.

According to M7, CSPs need to take a more vigorous approach to 4G rollouts to avoid some of the problems associated with existing 3G network monitoring, which is straining because of aging technologies and large amounts of data.

The managed service provider (MSP) suggests a number of strategies to improve value and keep networks operating at optimum efficiency.

By extracting data from 4G network traffic, CSPs may improve insight into network health and ensure both the quality and security of their services. Big data analytics also create considerable long-term value for service providers, since this can provide new advertising and marketing opportunities.

This also enables providers to exploit data usage to move beyond flat rate data plans and into more complex pricing schemes.

M7 adds that flexibility is a key component to any network and services rollout as well as a competitive bonus for CSPs looking to take a lead in the marketplace. Opex-based business models that enable a "plug and play" network are a necessity. By making use of cloud-based solutions when appropriate, 4G CSPs will be able to deploy systems that give them a sustainable competitive advantage.

"According to research analysts Informa, despite an ever growing demand for connected devices and services, we are not paying the content service providers any more money," said Neil Cornish, managing director at M7 Managed Services Ltd. "Differentiation has become more and more difficult with price becoming the key factor. The 4G network offers a chance for differentiation and in this market first mover advantage is essential."

"Quality of Service, network availability and corporate specific data mining will become critical components in service differentiation - services which, as an IBM services provider, M7 can offer," Cornish added. "Many customers are now moving to shorter contracts. They are expecting service levels and offerings to improve in shorter timescales, so they don't want to be tied in to a long term agreement. How does the CSP keep these customers from moving at the end of a shortening contract life? The CSP that can gain swift insight into both network performance and customer behavior can achieve rapid market differentiation that will create higher customer satisfaction and drive essential revenue generation."

Edited by Braden Becker

MSPToday Contributing Editor

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