Mobility is now viewed across the cable sector as a required complement to fixed services and furthermore, a strategic component that affects loyalty. So as true mobility takes hold and subscribers desire to consume everywhere, delivering a branded mobility experience as an extension of existing fixed services is the new frontier. And multiple system operators (MSOs) are betting on Wi-Fi as a vehicle to ensure their place in this evolution.
They’ve already invested heavily in Wi-Fi and understand the technology, but when brand is at stake, operators have to step carefully. In order to drive business with Wi-Fi for example, cable operators will have to deliver a quality Wi-Fi experience, both in and out of the home and provide Wi-Fi/cellular interworking for specific services to ensure a branded experience for valued customers.
Here are three reasons why it makes sense for MSOs to build a mobility strategy on Wi-Fi:
1. Delivering a branded experience @ home
If you get the experience wrong at home, you are off to a bad start with your branded Wi-Fi ambitions. Users expect that:
• Video streaming works flawlessly
• Internet browsing is quick and smooth
• Voice over Wi-Fi service, if offered, is of high quality
• Services perform equally well in differing locations around the house
• devices are easy to configure and work properly
This is not always easy to achieve given the changing home environment with Wi-Fi interference, gateway instability, weak signals etc. Tools exist however to realistically manage the customer home experience and Wi-Fi performance as highlighted in this article.
By leveraging data analytics, cable operators can enable both consumers and help-desk agents to qualify the home network for advanced services quickly, easily, and accurately. It also lets them optimize in-home quality of service (QoS).
2. Monetizing the Wi-Fi experience
Within this burgeoning connectivity environment, it’s easy to understand why MSOs are looking to take a stake in the evolving value chains and monetize their assets where possible. Potential strategies include:
- Offering personalised or tiered quality Wi-Fi services @home
- Wi-Fi calling (Voice over Wifi) / Wi-Fi first (VoWiFI + VoLTE)
- Revenue generating applications in public areas , leveraging Wi-Fi
- Offering fixed/mobile business services bundles & teleworking
- Wholesaling Wi-Fi connectivity and its management
There are many opportunities for MSOs to monetize their Wi-Fi assets as value chains evolve as highlighted in this article.
3. Building the future home, convergence & cloud
And as our connected home becomes smarter and evolves into a future virtual home leveraging cloud technologies, Wi-Fi will still have a big role to play as highlighted in this article.
Numbers of residential access points will increase, new revenue streams based on connected objects will leverage them and Wi-Fi will sit within a mix of licensed and unlicensed technologies, all of which will be handled via an evolved, converged core. MulteFire for example, is one such technolgy that allows LTE to run without being anchored in licensed spectrum.
Looking ahead, network providers have a unique opportunity to become smart home service providers and enable the Internet of Things in the home as they already having a foot in the door (i.e. the home) with residential gateways, whether copper-, cable- or fiber-based. In fact, Nokia announced a new Smart Home solution this week that lets network operators quickly offer new services to residential customers seeking a digital home solution for IoT.
Take a deeper dive with this white paper: Wi-Fi® first: Should I do it? How do I do it?
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Visit our Smart Wi-Fi webpage
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