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Here is a closer look at the different kinds of information that can be gathered about the application, device, network topology and subscriber:
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Application – which applications are currently being used? Web browsing, for example, requires very different network resources than video. CSPs need to understand the requirements of each type of application and the value each of those applications represents to their business and to their customers.
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Device – with the plethora of Mobile Internet Devices (MIDs) already available to consumers (smartphone, ebooks, netbooks, dongles, health care devices, etc…), it is important to understand that not all devices are created equal; therefore, the user experience, expectations, and offered ‘plans’ or ‘packages’ will be different. In some cases the CSP will limit a specific offering to a specific device (e.g., unlimited web browsing using a phone versus unlimited data using an USB modem dongle).
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“A multidimensional approach is required for both the collection of the information as well as for a service provider’s evolution.” |
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Subscriber - Lastly but most importantly, the subscriber is looking for an Internet experience that combines all of the above into a service plan that makes sense for him or her. Whether they are interested in gaming, social networking, watching video or TV online—subscribers are looking for a service plan that suits their own online lifestyle at the right price.
How do Service Providers leverage all of the data gathered?
OSS/BSS systems in many cases become the policy master—aggregating information from many other sources. The OSS /BSS function deals with all aspects of subscriber and service plan provisioning. This can include real-time management of tasks such as the notification of a quota breech, or a self-service plan upgrade. These critical functions place OSS/BSS in a central role with regards to policy aggregation and distribution.
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Network topology – not all parts of the network are created equal—nor are they all upgraded at the same time. Load can be heavier in some parts of the network than others. It is essential that CSPs have real-time intelligence on where congestion occurs or can potentially occur in their network. Delivery of service can in some cases literally be a case of life or death (as with Mobile Telemonitoring) and provisions need to be made for changes in network policy when the network is experiencing congestion.
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In addition to centralizing policy decisions, the OSS/BSS function also centralizes the in-bound gathering of data for metering, charging, and billing. The additional intelligence collected allows the OSS/BSS to incorporate this information both on the policy decision side and on the charging/billing side. This results in more granular, personalized policies and billing. A CSP could, for example, give a full, detailed disclosure to each subscriber of his or her usage over the billing period including a breakdown by the application used. Subscribers would be in favor of this type of disclosure (customer loyalty is always tough), and in turn, it may identify opportunities for CSPs to up sell or customize other services and plans.
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