3G coverage compared for two networks in the area around Bristol in
the UK. Map: American Roamer 
              
                           

                
A more complex map showing mobile, wireline and cable coverage
around San Francisco in the US. Map: American Roamer 
                          
                      
Decision makers in the telecommunications industry are faced with the daunting task of making intelligent business decisions in a rapidly changing business environment.
The convergence of mobile, telephony and cable industries, bandwidth and coverage demands, as well as the increasing push to deliver TV everywhere, are just some of the key issues facing telecommunications service and content providers. The constantly changing ecosystem makes it difficult to obtain the timely intelligence needed to evaluate and execute critical business decisions.
This is why access to in-depth and accurate network intelligence is critical to making the best possible business decisions.
However the ability to easily view and analyse this vast amount of information cannot be overlooked. Gathering data and loading it into usable analytical tools can be a complex, time consuming and expensive process. This is why it is essential to choose solutions that provide the most complete picture of the industry, with the best data with comprehensive analytical capabilities.
Comprehensive solutions that address these needs typically require diverse skill sets — such as market research, geospatial, software development and engineering — to deliver intelligence in usable formats. Unfortunately, most organisations may not have the resources available to support this infrastructure. If an organisation does not assemble an in-house team, or does not have the software required to manage disparate data sets, there are other options available.
Web-based dashboards and interactive mapping platforms can empower organisations to maximize internal and externally sourced information to meet the demands of the industry. 
                       
                     
Interactive mapping platforms 
                     
It is obviously not an original thought that graphical representations of complex information are extremely valuable. Throughout history maps have been a vital graphical medium in geopolitical and commercial endeavours.
Today, intelligent spatial solutions continue this legacy in analytical and tactical applications. An interactive mapping platform that includes both data and analysis capabilities delivers a more comprehensive source of intelligence by empowering users to dynamically manage complex information.
In the telecommunications industry, having the best tools and data helps ensure better decisions about mobile network coverage, spectrum availability, content licensing data, demographics, marketing analytics and competitive threats.
With the right tool that enables analysis of in-depth and accurate data, users can evaluate opportunities and threats to help decision makers formulate the best possible strategies for growth. However, a robust interactive mapping platform is only as good as the quality of the data it supplies.
Mapping solutions need a high quality user interface, features, reliability and accessibility. The best solutions have domain-specific knowledge and datasets to effectively prioritise development and data collection efforts to proactively meet the needs of this industry. 
                     
                     
Crowd sourced data 
                     
Crowd sourcing is a recent phenomenon that allows end-users to collaborate in the aggregation of data. Crowd sourced information can provide key insights. However it is not always clear where the information came from, how it is aggregated and how accurate it might be.
In the mobile space, a range of different applications has been created for consumers to measure mobile network coverage and quality. Some of the applications work in the background without direct user intervention, while others require the user to engage the device to initiate network testing and to trigger data collection.
A recent example is the 3G mobile data survey completed in the UK by the BBC. The broadcasting organisation attempted to measure the state of the 3G mobile networks in the UK by deploying approximately 45,000 volunteers to use their mobile devices to collect data about the networks over several weeks.
It should be noted that the data collection was only possible from devices with the Android operating system and thus is not a true reflection of the broader device landscape. Additionally, according to BBC’s report, the resulting map “is a crowd sourced snapshot of coverage rather than a scientific test”.
The value of any dataset, whether crowd sourced, procured or aggregated from within internal sources, is higher when the data is frequently refreshed.
Crowd sourced data represents a new and powerful method of data aggregation that can provide additional intelligence about network availability and performance. However, crowd sourced information, just like more scientific data collection methods, should be heavily scrutinised throughout the analytical process.
Operators have highly complex radio frequency propagation tools, predictive coverage modelling, network performance metrics, and in many cases, cultures that demand superior network performance.
Operators are ultimately accountable both for the performance of the network and the marketing communications plan, and they certainly understand the bottom line implications of a poor customer experience. It is therefore not in the best interest of operators to provide inaccurate information in a competitive environment.
Informing consumers about the mobile network service area is a fundamental requirement of any network quality claim, but coverage maps are questioned in some markets.
Ultimately, there is not a single data source for any analytical exercise; dismissing data sources as biased or inaccurate without proper evaluation is exceedingly risky and short-sided. 
                     
                     
Machine-to-machine 
                     
A recent strategy for many operators has been to expand into the rising sector of machine-to-machine services and telematics.
As operators and their wholesalers look to generate additional revenue, they need to know who the network operators are, what technologies are deployed and where the networks exist.
The demand for this type of information is pushing operators further toward recognizing the need to share more detailed network coverage data with commercial partners. Mobile network coverage that is historically communicated to the consumer segment is detailed, but significant strategic partners need to ensure they have a higher level of intelligence about the mobile coverage area than is typically provided to the public.
If a machine-to-machine solution is deployed in an area without sufficient coverage, the financial implications of a lack of network coverage can be significant for the network operator, the wholesale service provider and ultimately the customer.
The nature of the mobile network is, by definition, to provide access when the user or device is mobile. If a customer experiences service degradation or disruption due to coverage problems, they can change their location to find a better mobile signal. This is not an ideal solution, however it can be manageable.
The M2M segment does not have the same luxury. This should not be construed as minimising the importance of providing mobile network coverage information to the consumer market, but a fixed M2M device cannot alter its position.
The cost of servicing or replacing M2M devices that have been deployed outside of the expected mobile network coverage area adds pressure on already-thin wholesale margins. Proactive use of detailed mobile network coverage information can help ensure the correct devices are deployed. 
                     
                     
Wifi hotspots 
                     
Mobile network operators are constantly exploring ways to creatively offload traffic onto more cost and spectrally efficient networks, such as wifi. As consumers increasingly rely on alternative networks, they will demand more information about the availability of these options. Wifi hotspot mapping has grown well beyond its origins to becoming a core part of the broader wireless network marketing efforts.
As the wifi networks develop more seamless integration, this will raise the stakes even more. Spatially representing wifi hotspots alongside mobile and other wireless assets will become as commonplace as more traditional mobile coverage maps.
Finally, having the tools and data needed to analyze intelligence on different areas of the network ecosystem can be key to helping businesses find the best partners to meet their capacity offload needs.
The range of uses for network intelligence is nearly endless. The unprecedented demands on the telecommunications infrastructure, the variety of devices consuming services, the content being delivered across the networks, and the competition faced by the operators demand excellent information to empower the most thoughtful decision making.
This information may be provided in tabular or graphical forms depending on the audience. Fortunately, comprehensive mapping and analytical solutions can help the operators make the best business decisions in this complex environment. GTB
                     
Chip Strange is vice president of products and technology at American Roamer

Further reading from Global Telecoms Business:
Complexities and controversies confuse India's mobile market 19 Aug 2011