This post is by Rob McManus from the Nokia Siemens Networks Optical Core team.
Operators face a growing challenge from the rising tide of Over-The-Top (OTT) content providers who provide content to subscribers, but share little or no revenue with the operators. So how can operators buck this trend? They need the capability to deliver a compelling and differentiated mobile broadband experience – and earn a profit while doing so. Operators are also faced with the perception of being only a ‘bit-pipe’, with control of value creation for subscribers slipping away.
The above can also be used to intelligently transform their mobile networks into a content delivery capability so that they can control and deliver content to keep themselves in the driver’s seat.
Operators are in a better position to regain control and create value than they may realize. They – and only they – have the ability to influence and control the mobile broadband experience, all the way down to user devices. By integrating the capability to deliver content into the fabric of their network in an intelligent manner, operators can deliver content at the right priority level, in the right format, at the right time, and thus in the most efficient manner. This capability is unique to operators and should be monetized.
Intelligent content delivery enables an operator to deliver its own content and services across its own network assets with the best possible and most efficient QoE. The benefits of intelligent content delivery can even extend to third party content providers (e. g. OTTs) since the operator is able to determine the subscriber experience right down to the specific device being used and can offer appropriate value-adds to the third party (e. g. Quality of Service, QoS). As global content is not always regionally or locally relevant, the operator’s own content can often rival that of established global content providers, placing the operator in a unique and lucrative position in which it offers relevant and personalized services.
An operator’s intelligent content delivery capability can also create opportunities for revenue generation. For example, an operator could agree with content providers to put their content within the operator’s network, thereby guaranteeing QoS to subscribers and charging for that value-add, both towards the content provider and the subscriber.
Additional new revenue opportunities while working with OTT players are also likely, with operators being able to mix and match various business models in order to gain maximum advantage. At Nokia Siemens Networks, we work closely with operators to develop the most efficient business models and optimal content-aware network designs, placing them in the best position to monetize their intelligent content delivery capabilities.