|By Katie Matthews||
|June 21, 2014 03:00 PM EDT||
The announcement this week that Facebook is acquiring Pryte should make operators sit up and take notice. The communications landscape is evolving at breakneck speed and operators need to start shouting about where they can bring value, before they get drowned out by the noise.
Because bring value they certainly can. We all know how these partnerships should work in theory: operator brings their established systems and customer insight to the table, OTT brings its innovation and "cool" factor, as well as hoards of happy customers. The two parties "mash up" their services and the resulting revenue is shared between them.
The reality doesn't have to be far from that. Where many operators fall down is that they are not geared to rapidly respond to changing traffic patterns, new applications and user requirements. And that is a real issue. Because to grow revenues and market share in the new world order of the digital economy, it is not so much about survival of the fittest but survival of the fastest.
Failure to improve organisational agility is one of the greatest risks to operators, according to the ‘Top Ten Risks In Telecommunications 2014' report from analysts EY.
"Operators have moved from network-centric to customer-facing structures. Simplifying and streamlining these structures while driving new forms of interaction within organizations will be vital if telcos are to cope with a range of escalating trends."
Operators might not be prepared to nail their flag to the mast in terms of what form their OTT Partnership Strategy will take - with the market seemingly in a permanent state of flux, many are sitting back and waiting for the waters to settle - but they all know that in order to execute it, the business, both in terms of processes and supporting infrastructure, needs to support agility.
The three pillars of agility
Fundamentally, this means putting the customer at the centre of the organisation and ensuring that the whole business is geared to bringing them greater value: knowing what it is they want, creating innovative apps/ services that meet those demands and delivering these at the "crucial" moment.
This might sound like pretty basic marketing but the difference is that operators must be set up to act fast on customer insight, if they want to match the pace set by their OTT counterparts and remain a relevant value player.
From pipe dream to revenue stream
This is neatly demonstrated by third-party data sharing, a major emerging revenue stream that a number of operators want to capitalise on through their OTT Partnerships.
Without the systems in place that can sift through the data deluge, and offer real-time insight based on specific customer context parameters, the value of this data assest simply cannot be realised - or, at least, not to its full potential.
Ideally, operators would be looking now at systems that offer out-of-the box capabilities to mine data in real time, so that they can move fast in exploiting the growing demand from OTTs for holistic customer insight. Critical functionality is the ability to set up customer context parameters, and mine for those specific data streams in real-time. This enables Operator and OTT to define circumstances where a subscriber would be sent a relevant offer.
While campaign management tools are advanced, there are few operators who offer this high level data mining. Even fewer who can offer it out-of-the-box. But operators who are serious about monetising their customer data require detailed insight - now.
Partnerships in Practice
Beyond customer insight, operators must be in a position to create new services with the Over The Top (OTT) players and other digital service providers. Integrating on a case-by-case basis is cumbersome, and slows operators down in launching new market-ready services.
Operators are keen to form partnerships, in order to add value to their data bundles. The partnership model is a key tenant in reducing churn and protecting future revenues.
Those operators who are serious about this approach are investing now proprietary collaboration platform that can be directly integrated with the operator's BSS/OSS systems, providing developers with access to both network assets and to the operator's back-office systems (Billing CRM, Analytics) and supporting ‘mash ups' of operator/ OTT services. Unlike the inherent bureaucracy of industry-led initiatives, changes to individual deployments can be implemented quickly - essential given the rate at which this market moves.
In other words, being fast and agile is key to success in this new sector. Making investment now in the systems that will support this, and enable operators to turn their customer insight into a sustainable revenue stream, is critical to long-term success.
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies leverage disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advance...
Aug. 29, 2015 11:00 AM EDT Reads: 203
Consumer IoT applications provide data about the user that just doesn’t exist in traditional PC or mobile web applications. This rich data, or “context,” enables the highly personalized consumer experiences that characterize many consumer IoT apps. This same data is also providing brands with unprecedented insight into how their connected products are being used, while, at the same time, powering highly targeted engagement and marketing opportunities. In his session at @ThingsExpo, Nathan Trel...
Aug. 29, 2015 11:00 AM EDT Reads: 172
While many app developers are comfortable building apps for the smartphone, there is a whole new world out there. In his session at @ThingsExpo, Narayan Sainaney, Co-founder and CTO of Mojio, will discuss how the business case for connected car apps is growing and, with open platform companies having already done the heavy lifting, there really is no barrier to entry.
Aug. 29, 2015 10:30 AM EDT
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Aug. 29, 2015 10:15 AM EDT Reads: 409
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Aug. 29, 2015 09:30 AM EDT Reads: 836
SYS-CON Events announced today that G2G3 will exhibit at SYS-CON's @DevOpsSummit Silicon Valley, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Based on a collective appreciation for user experience, design, and technology, G2G3 is uniquely qualified and motivated to redefine how organizations and people engage in an increasingly digital world.
Aug. 29, 2015 09:30 AM EDT Reads: 427
SYS-CON Events announced today the Containers & Microservices Bootcamp, being held November 3-4, 2015, in conjunction with 17th Cloud Expo, @ThingsExpo, and @DevOpsSummit at the Santa Clara Convention Center in Santa Clara, CA. This is your chance to get started with the latest technology in the industry. Combined with real-world scenarios and use cases, the Containers and Microservices Bootcamp, led by Janakiram MSV, a Microsoft Regional Director, will include presentations as well as hands-on...
Aug. 29, 2015 09:15 AM EDT Reads: 151
Through WebRTC, audio and video communications are being embedded more easily than ever into applications, helping carriers, enterprises and independent software vendors deliver greater functionality to their end users. With today’s business world increasingly focused on outcomes, users’ growing calls for ease of use, and businesses craving smarter, tighter integration, what’s the next step in delivering a richer, more immersive experience? That richer, more fully integrated experience comes ab...
Aug. 29, 2015 08:45 AM EDT Reads: 570
SYS-CON Events announced today that Micron Technology, Inc., a global leader in advanced semiconductor systems, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Micron’s broad portfolio of high-performance memory technologies – including DRAM, NAND and NOR Flash – is the basis for solid state drives, modules, multichip packages and other system solutions. Backed by more than 35 years of tech...
Aug. 29, 2015 08:45 AM EDT Reads: 164
Everyone talks about continuous integration and continuous delivery but those are just two ends of the pipeline. In the middle of DevOps is continuous testing (CT), and many organizations are struggling to implement continuous testing effectively. After all, without continuous testing there is no delivery. And Lab-As-A-Service (LaaS) enhances the CT with dynamic on-demand self-serve test topologies. CT together with LAAS make a powerful combination that perfectly serves complex software developm...
Aug. 29, 2015 08:00 AM EDT Reads: 130
In today's digital world, change is the one constant. Disruptive innovations like cloud, mobility, social media, and the Internet of Things have reshaped the market and set new standards in customer expectations. To remain competitive, businesses must tap the potential of emerging technologies and markets through the rapid release of new products and services. However, the rigid and siloed structures of traditional IT platforms and processes are slowing them down – resulting in lengthy delivery ...
Aug. 29, 2015 07:45 AM EDT Reads: 549
As more intelligent IoT applications shift into gear, they’re merging into the ever-increasing traffic flow of the Internet. It won’t be long before we experience bottlenecks, as IoT traffic peaks during rush hours. Organizations that are unprepared will find themselves by the side of the road unable to cross back into the fast lane. As billions of new devices begin to communicate and exchange data – will your infrastructure be scalable enough to handle this new interconnected world?
Aug. 29, 2015 07:45 AM EDT Reads: 117
Skeuomorphism usually means retaining existing design cues in something new that doesn’t actually need them. However, the concept of skeuomorphism can be thought of as relating more broadly to applying existing patterns to new technologies that, in fact, cry out for new approaches. In his session at DevOps Summit, Gordon Haff, Senior Cloud Strategy Marketing and Evangelism Manager at Red Hat, discussed why containers should be paired with new architectural practices such as microservices rathe...
Aug. 29, 2015 06:00 AM EDT Reads: 370
U.S. companies are desperately trying to recruit and hire skilled software engineers and developers, but there is simply not enough quality talent to go around. Tiempo Development is a nearshore software development company. Our headquarters are in AZ, but we are a pioneer and leader in outsourcing to Mexico, based on our three software development centers there. We have a proven process and we are experts at providing our customers with powerful solutions. We transform ideas into reality.
Aug. 29, 2015 05:45 AM EDT Reads: 503
Any Ops team trying to support a company in today’s cloud-connected world knows that a new way of thinking is required – one just as dramatic than the shift from Ops to DevOps. The diversity of modern operations requires teams to focus their impact on breadth vs. depth. In his session at DevOps Summit, Adam Serediuk, Director of Operations at xMatters, Inc., will discuss the strategic requirements of evolving from Ops to DevOps, and why modern Operations has begun leveraging the “NoOps” approa...
Aug. 29, 2015 05:30 AM EDT Reads: 342