Co-sponsored feature: Juniper Networks
David Noguer Bau: service providers need to evolve with the
Today’s high value services come from a range of
sources, from Netflix to Facebook
The telco is at the centre of the industry’s new
Half a century ago, telephony was considered a high-value
service by most people; it provided instant communication
anywhere at any time, saving time and money.
Ten years ago, a high-value telecom service was the ability to
provide broadband connectivity over the incumbent phone
The perception of high-value for today’s teenagers
has changed completely. Digital natives perceive the value in
the potential of building their own social and entertainment
ecosystem. So when asking a teenager about the digital brands
that matter to him it is not rare to get a long list of online
sites and maybe manufacturers without mentioning any service
provider, fixed or mobile.
What makes these brands so appealing? The services they offer
bring a combination of simplicity, productivity, fun,
convenience, context, sociability.
So what’s the perceived value of service providers
among future consumers? Is the fixed and mobile operator
destined to become relied upon for just commoditized services?
Experiences hold the key to activate customer relationships
across the footprint. By providing a value-add to experiences,
service providers will assure relevance to a broad customer
base. New online services will require more than just simply a
best efforts internet connection, so it will be in the service
provider’s hands to provide the right experience
around it. A good example could be HD video conferencing; the
service provider can deliver the required bandwidth and QoS as
the call is established.
This will be particularly important as transport revenue will
continue to give way to revenue-generating experiences. So,
where can we find the unique value that service providers can
offer to that mix?
When analysing service providers, we can consider their value
on two axes: subscriber knowledge and network intelligence.
Service providers have been able to create value with walled
garden services such as IPTV, whereby subscriber knowledge and
controlled network intelligence have been able to create
successful valuable services.
With some additional control of the network intelligence and
more subscriber knowledge, service providers are now able to
provide video content to any device: mobile phones, tablets,
PCs or connected TVs.
By opening up access to network intelligence and subscriber
knowledge to third parties, a new world of collaboration
begins: over-the-top providers can enhance the quality of their
offering by having controlled access to network intelligence,
being able, for example, to request better network performance
and moving away from best efforts. Other examples would be
third party players being able to use the billing systems of
service providers or getting access to the service provider
set-top-boxes to provide content.
Network intelligence in combination with subscriber knowledge
is the key to the kingdom of service provider value. It also
changes the balance of power between service providers and OTT
players, evolving from a world of competition towards what has
been called "co-opetition".
Areas where OTTs and SPs will still compete are voice and
messaging services, mobile advertising, mobile payments, mobile
applications and leveraging consumer data.
Areas of cooperation between OTT players and service providers
can be: smartphone OS customization, location based services,
identity federation, billing, federated and bundled services,
bandwidth management for cloud services, field support and
customer care. Service providers have a rich set of bankable
assets valuable to upstream partners, which brings them back to
the table in terms of commercial relevance.
Telecommunication service providers need to evolve with the
digital economy. When looking at the next generation of online
services, the service provider becomes a key player. Services
such as viral TV, cloud set-top-boxes, crowd casting, even
connected multimedia cars with vehicle-to-vehicle intelligence,
require deep control of the network and subscriber
intelligence. And they will set up the basis for the next
billion dollar concepts for the industry.
Increased granularity towards the user addresses customer needs
and defines the experience to create greater value-add. By
customizing how the network can deliver specific applications
to specific users, the SP provides greater value to the
customer and new value to the content partner.
The journey towards experience delivery networking is based on
five key components:
Distribution: Today, content delivery networks distribute
content around the internet for better performance. Tomorrow,
experience delivery networks will deliver completely new
experiences by distributing their components, in the form of
both content and compute, into elastic on-demand network edge
clouds. Additionally, the ability to transmit live experiences
to a mass audience in an optimized way further enhances the
ability of the service provider to collapse core infrastructure
while unlocking the value of all sorts of mash-up, live
interactive experiences developed by either the service
provider or the ecosystem. Moving experiences closer to the
edge promises better experiences with tools and technologies
that comprehensively optimize quality of experience delivery.
Quality of experience: With content and compute pushed to the
edge cloud, QoE and in many cases quality of service can be
guaranteed with management and control of the network from the
experience server to the device. A host of technologies and
techniques for both wire line and mobile, distributed and live,
make QoE a reality including mobile media optimization,
adaptive bit rate management, multi-version caching, device
aware delivery and dynamic QoS bandwidth carve-outs.
Portability: Users expect QoE when they pay for content.
Increasingly they also expect seamless and secure portability
of experience across devices and service providers. EDN enables
experiences and user sessions to roam across networks and
devices while preserving digital rights management/conditional
access system and proper payments for both content and QoE to
the content providers and service providers.
Composition: Standards-based cloud hosted content and compute
hold the promise of enabling new and innovative mash-up
experiences. Imagine fantasy football team standings overlaid
on the Sunday game. Imagine medical diagnostic tools in the
cloud that 'watch’ a patient’s live
movement during a video-call. Imagine a sporting event that
markets to you an interactive experience to join the action in
real time. In the future, content merges with computing
on-demand and in real time right at the network edge.
Cloud: Experience providers — content providers,
websites, software as a service or enterprises — must
host experiences somewhere. If the network edge, with elastic
on-demand cloud computing grids, QoE management and federation,
becomes the most compelling location to host content and
partitionable computing loads, experience providers can focus
on the experience while leveraging EDN on-demand for cost
effective and flexible delivery. Service providers can leverage
the same infrastructure to collapse the core and deliver
End user demands for anywhere anytime access to rich media
content and bandwidth-intensive application deliveries are
increasing dramatically. Delivering a reliable, high-quality
user experience while meeting those demands is a major factor
in reducing customer churn and maintaining a competitive
The infrastructure that answers that is at the service provider
edge. In many cases less than optimal designs of the network
edge have an impact to the experience and it holds the
Competitive service differentiation requires a network that
meets extraordinary demands, including the high bandwidth
applications and rich media-hungry devices that are pushing
your business closer to the service provider network's edge.
That puts the network under pressure at the edge because high
bursty traffic, such as video, is costly to deliver and can
affect subscriber experience.
This means that the network edge is where service provider
business will flourish or fail, so SPs need to deliver reliable
and secure services by using an efficient means of handling
high bandwidth rich media traffic. Key attributes when
designing the network edge: Unified infrastructure to simplify
the converged service delivery, open, scalable, reliable and
content-aware to provide the lowest total cost of ownership
maximizing the services revenues.
Opening the innovation
The election of the network edge is an arduous task: a large
investment decision to support subscribers’ demand
growth and new applications, some of them not even yet
invented. The safest bet is on programmable networks. Building
networks that can support emerging architecture and meet
today's rapidly growing content delivery demands requires a
flexible edge infrastructure that can enable rapid service
deployment. Service provider networks are often inhibited from
differentiating their businesses with new services because of
closed legacy appliance-based issues.
Network equipment software development kits provide specific
APIs that enable programmable networking capability for third
party developers, opening the innovation beyond the network
Application development has generally meant long, expensive
development cycles, limited cross-application development
leverage, and a network engineering-centric approach. This has
forced developers to focus on costs, cycle times, and
foundational code rather than innovative applications.
Having open and network-centric application development
toolkits completely changes the model. SDKs are explicitly
designed to enable developers to use the information embedded
in the network to create unique and differentiated applications
rapidly, easily and economically, providing endless
possibilities for open network intelligence such as: real-time
policy management, custom workflows, network insights for
business intelligence, correlation of user subscribed services,
quality of service management.
A look at the horizon towards future experiences is quite
revealing. Service providers will be able to capitalize on the
next generation network edge to build the right experience of
advanced applications and services. Delivering customer
experience might be the last chance for service providers to
create value and so become relevant again to the end user.
In the future, when we ask teenagers about digital brand, they
will hopefully mention the Telecom service provider brand,
together with the application and device, that is together able
to satisfy the experience required.
David Noguer Bau is head of service provider marketing for
Europe, the Middle East and Africa at Juniper Networks
Juniper Networks Universal Edge
The Juniper Networks MX series 3D Universal Edge
service delivery platform is a unified, converged open network
architecture for business, residential and mobile operators
that can scale to handle the growth of new high bandwidth
services at the edge, with improved subscriber management, and
excellent user experience.
Quality of experience
Universal Edge provides the industry's most scalable unified
edge open network architecture. It optimizes the delivery of a
richer content experience, and has an open infrastructure that
makes it easier to develop new services within the network and
bring them to market faster, putting you on a path to
monetization of high bandwidth services. By offloading
cacheable content from the network, Juniper Networks can scale
your network’s edge while reducing costs and
improving the end user experience.
It’s architecture is an open environment that
enables you to control service delivery through your own
applications built on the Junos Space programmable service
delivery layer. This not only means that you are more flexible
in how your delivery system works, the Junos Space platform
means shorter development cycles, lower cost, and larger return
Scaling the edge
Juniper Networks Universal Edge solution provides a more
efficient approach to scale the edge of your network with the
industry’s only unified service delivery platform
powered by a single operating system. Juniper Networks
Universal Edge supports the broadband, business, and mobile
edge, in addition to Carrier Ethernet. It offers unparalleled
scale of up to 5.3 terabits a second and is optimized for
secure and rapid service convergence, putting you on the path
of optimizing content delivery monetization opportunities.
Learn more at www.juniper.net/edge