Professional Documents
Culture Documents
www.tekelec.com
Tekelec has more than 25 offices worldwide serving customers in more than 100 countries. Addresses, phone and fax numbers are listed on the Tekelec website at www.tekelec.com/offices this document is for informational purposes only, and tekelec reserves the right to change any aspect of the products, features or functionality described in this document without notice. please contact tekelec for additional information and updates. Solutions and examples are provided for illustration only. Actual implementation of these solutions may vary based on individual needs and circumstances. 2011 tekelec. All rights reserved. the tekelec logo is a registered trademark of tekelec. All other trademarks are the property of their respective owners.
Table of Contents
Introduction ................................................................................................4 Monetization Use cases ..............................................................................5 1. personalization: tiered Services ...............................................................5 2. Simplicity: one customer Many devices ..............................................7 3. open ecosystem: Adding Value to over-the-top (ott) Applications .........9 4. casual Usage and loyalty programs ........................................................11 conclusion..................................................................................................13 About tekelec .............................................................................................13 Appendix: Acronyms Used in this document ..............................................14
Introduction
Mobile broadband traffic continues to grow exponentially as subscribers increasingly turn to their mobile devices as their primary access to Internet services and applications. by 2015, ovum research predicts that over one billion people will use mobile broadband as their sole means of broadband access. new smartphones, tablets, and machine-to-machine devices are providing a compelling mobile experience by allowing by 2015, ovum research predicts that over one billion people will use mobile broadband as their sole means of broadband access. people to engage their social networks, conduct business, and manage their day-today activities. this new, interactive mobile experience is bringing about a revolution in mobile broadband service models as service providers experiment with innovative ways to monetize mobile broadband, attract and retain customers, and efficiently manage network resources. the new service models are based on four trends: personalization, simplicity, open ecosystems, and casual usage. they depend on a deep understanding of customer profiles, preferences, usage and contextual information, a service focus on the customer rather than the devices they use, and the ability to personalize and add value to overthe-top (ott) applications. gaining this level of insight requires a fundamental shift in the way service providers approach their business. they must transition from being network providers to service and content-enablers, leveraging key assets, including subscriber, device, and application intelligence, performance intelligence, location and context awareness, and access network awareness (Figure 1).
Subscriber Intelligence
$
Device Intelligence Location and Context Aware
$
Performance Intelligence
$
Application Intelligence
by combining these assets with sophisticated monetization tools such as policy-based quality of service (QoS) and quota features, identity management, open application interfaces, and performance analytics, service providers can deliver innovative, revenuegenerating services. this paper highlights four use cases that illustrate how service providers can implement an intelligent approach to monetizing mobile broadband, including: personalized service tiers, simplified services for the multi-device customer (one customer/many devices), adding value to ott applications, and casual usage and loyalty programs.
profiles captured in the subscriber data management (SdM) system. Analytics can be applied to target different customer segments. time-based tiers: tiers are defined by the number of minutes the customer spends on the mobile data network. In this model, QoS is essential to ensure that the user is not penalized by slow network speeds. this method can also be used to manage network congestion, using analytics to determine peak usage periods and policy rules to apply different rates based on time-of-day and service tier. device-based tiers: In this approach, policy rules are applied to prioritize service delivery on certain devices such as smartphones, which often generate higher revenue per user. device profiles captured in the SdM system are used to apply the rules. In all of these models, providing customers with notifications through messaging and usage monitoring solutions is important to help them understand how their usage relates to what they are being charged and how their priority service is performing. this visibility is critical to ensuring customer loyalty. Figure 2 shows how application-based service tiers are implemented in the network:
3
Policy Server
Application Server
4 SPR
1. Application service tiers defined in tekelecs Subscriber profile repository (Spr) 2. Application server initiates application session 3. Application server triggers a policy request to begin quota 4. tekelecs policy Server (pcrF) performs real-time quota management for each application 5. When the application usage limit is reached, the policy server sends a policy decision to the policy and charging enforcement Function (pceF) 6. customers notified that they have reached their limit and redirected to a portal to get a temporary limit increase or to select the next service tier 6
3 SPR 4 5 2
Policy Server
SMSC
1.
gateway gprS support node (ggSn) signals policy Server upon device 1 session establishment
2.
policy Server queries tekelecs home Subscriber Server (hSS) for the static subscriber information
3. 4. 5. 6.
hSS sends subscriber profile to policy Server policy Server queries the Spr for dynamic subscriber information Spr sends all total and remaining quotas to policy Server policy Server installs policies for subscriber on ggSn (per-access point name [Apn] and per-bearer quota grants); ggSn begins tracking usage
7. 8.
deep packet Inspection (dpI) signals policy Server on traffic detection policy Server installs policies for application control on dpI (per-application quota grants); dpI begins tracking usage
9.
SPR/HSS
2 3
Policy Server
OCS
1. 2. 3.
ggSn signals policy Server on session establishment policy Server queries the Spr/hSS for the subscriber profile Spr/hSS sends subscriber information and/or monthly/remaining quota to policy Server
4. 5. 6.
policy Server installs policies for subscriber on ggSn (bandwidth, quota) dpI signals pcrF on application detection policy Server installs policies for application control on dpI (application-specific QoS, entitlements, rating)
7.
10
11
Billing 4
Figure 5. Casual Services 1. policy enforcement point ggSn, dpI, or mobile Internet gateway (MIg) sees new packet data protocol (pdp) context and asks policy Server for appropriate rules 2. 3. the policy Server checks Spr for entitlements; Spr returns unknown device the policy Server replies to policy enforcement point to redirect the customer to the casual use portal 4. 5. 6. 7. User selects day pass package the rating engine in the policy Server and the Spr are updated the Spr notifies the policy Server of new quota and other rules the policy Server instructs the policy enforcement point to allow data under new rules
12
Conclusion
Service providers have a unique opportunity to become service and content enablers. by unleashing network and subscriber intelligence using performance, policy, and subscriber data management capabilities, they can accelerate the monetization of mobile broadband services. new services that are personalized, centered on the customer rather than the device, and leverage casual usage and loyalty add value to open application ecosystems and create a path to drive revenue growth and greater service adoption.
About Tekelec
tekelec enables billions of people and devices to talk, text and access the Web. our portfolio delivers a unique layer of intelligence allowing service providers to both manage and monetize the exponential growth in data traffic and applications. tekelec has more than 25 offices around the world serving customers in more than 100 countries. For more information, please visit www.tekelec.com.
13
14
www.tekelec.com