Today’s service provider markets have become increasingly competitive, with many interesting players. It’s difficult to keep subscribers satisfied when your local competitors offer lower pricing with more services, and over-the-top providers such as Skype, YouTube and social networking sites use service provider networks only as a means of transport. Meanwhile, consumers want access to an increasingly wide array of communications, entertainment and online services in their home networks.
These services strain the existing network infrastructure, where increased traffic doesn’t necessarily equal increased revenue. To have a successful market presence, you must address several challenges:
- Accommodating the 10% of users who use 60% of the network’s resources
- Protocols and applications that change their behavior to avoid being recognized
- High-bandwidth applications that reduce the quality of the user experience
- Latency-sensitive applications that suffer due to network congestion
Simultaneously, service simplification and commoditization lead subscribers to show less loyalty, causing higher churn rate. “All you can eat”/no-restriction plans decrease average revenue per user — actually decreasing the quality of services that the customer is getting.
To address these diverse subscriber needs, operators must simplify and optimize their networks, deploying field-proven solutions that support a new array of services to address concerns such as customer retention, increasing average revenue per user and providing a better user experience.
NIL’s Broadband Traffic Management architecture includes consultancy, hardware and software elements closely aligned with industry standards such as the Third Generation Partnership Project (3GPP). The most relevant part of the architecture is NIL’s expertise in broadband traffic management, with experience in choosing the right hardware and software for the customer, as well as addressing the right use cases.