Astellia: Cédric Arnaud-Battandier's 2016 Trends

Astellia's Cédric Arnaud-Battandier highlights his key trends for the upcoming year.

Value creation through Big Data

Big Data, fuelled by multiple data sources (probes, call traces, field tests, CRM, billing, etc), will only bring added value to the operator if they know what to use it for. In order to avoid the Big Data Lake becoming a cost lake, I believe that it is crucial for mobile operators to rely on telecom data scientists to assist different departments such as network performance, marketing, and customer care to build valuable use cases and ensure a positive ROI. So, 2016’s focus will certainly be on what to do with big data, rather than on how to do big data.

Adoption of SOC becoming a reality

MNOs seek to break down the silos that exist within their organisations and better leverage subscriber data to improve the customer experience and drive additional revenue. A holistic, end-to-end view of the customer to deliver personalised and relevant experiences is necessary. A Service Operation Centre (SOC) combines customer insights with operations to close the gap between network and service experience. Astellia is already accompanying several mobile MNOs with the implementation of a SOC. I foresee that in 2016 more and more of our customers will engage in this organisational transformation process to achieve their business objectives.

Rapid expansion of use of geolocation information

This year, we will continue to see how different teams within a MNO use geolocation information to lower their OPEX and CAPEX and drive revenues with minimal investments. For instance, network engineers can benefit from geo-located information to focus optimisation activities on high-value customers beyond high-value traffic locations like tourist attractions, shopping malls, business centres and airports without performing expensive drive tests. It helps them move from network-centric to customer and value-centric optimization.  If Customer Care agents can geolocate the area or cell where the problem occurred, they can analyse the subscriber mobility, the radio conditions experienced and have a first diagnosis of whether the subscriber is the only one impacted or if the problem is global to the cell. Marketing can use geolocation information for analysis of population flows for road traffic information; geo-fencing analysis of catchment areas around commercial centres, location-based advertising etc.

NFV/SDN taking off

I believe that SDN/NFV will not go main stream yet in 2016; it is still a bit too early for that. However, with more projects in the pipeline, close investigation will take off and more of the network infrastructure will be evolving towards virtualisation. In 2016, Astellia plans to participate in several MNO’s test beds to get tangible results of what software can do for the network.

More VoLTE and VoWiFi ahead

The pace of VoLTE and VoWiFi launches will accelerate in 2016. The uptake in deployments will help MNOs battle the erosion of revenue and service delivery from OTT providers like Skype, Whatsapp etc. Astellia will continue to help MNOs provide efficient VoLTE launch including fast VoLTE call establishments, crisp HD calls with seamless handovers from VoLTE to WiFi and back again, a clear benefit compared to the drop calls experienced when leaving a WiFi area when using an OTT service, and seamless handovers to 3G / 2G legacy networks.

Increased importance of scalable media monitoring

The number of 4G subscribers continues to grow and networks must support ever-increasing traffic volumes, higher speeds and more service types. User Plane analysis is very valuable to understand network usage and measure subscriber QoE, but costs are high when analysing the full traffic. In 2016 operators will have an increased focus on scalable and/or filtered UP traffic monitoring and troubleshooting solutions to decrease operators’ UP monitoring expenses. 

Cédric Arnaud-Battandier is the CMO at Astellia.

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