Telecom Asia today quoted Gulzar Azad, Mobile Partnerships Lead – India and APAC at Google during this week’s LTE Asia event in Singapore (where Tekelec has made partnership and customer-win announcements).
Azad stressed that mobile operators need to think in terms of service delivery, not data plans, meaning they have to go beyond monthly subscription fees and add value to the types of services OTT players, content providers and others are currently driving.
He suggested operators expand their thinking on limiting their networks so they can better capitalize on the likes of Facebook, Google Plus and others by using them as platforms on top of which they can build multiple channels for not only local or regional audiences, but also global ones. By aggregating, augmenting and adding their own content, mobile operators can do more to create and monetize services tied to their own brands.
All mobile operators pushing for success will have to start thinking of themselves as “digital lifestyle providers,” and with that comes a need to work harmoniously with OTT, M2M, cloud, mobile advertising and mobile payment services.
Making It Happen
Mobile operators moving toward this type of business model will be required to work with third parties (whether social networks, OTT or mobile advertisers). That means orchestration, and lots of it, will be needed to expose policies, subscriber data, charging data, and analytics – all critical to LTE services.
Additionally, it will require operators scale for the millions of new devices populating LTE networks, and accommodate the multi-session nature of new devices.
These challenges all point to a need for a new Diameter network (NDN), as Diameter is the protocol that facilitates policy and charging rules for new business models and the protocol that ensures secure interconnection among partners and privacy for subscriber information.
As revealed last week in the Tekelec LTE Diameter Signaling Index®, global signaling traffic will grow more than three times faster than mobile data traffic over the 2011-2016 period, reaching nearly 47 million Diameter messages per second (MPS) by 2016 (a 252% CAGR over the forecast period).
Roaming, concurrent data sessions, video streaming, QoS guarantees and behavioral changes via social networking over mobile devices will all account for these tremendous surges in Diameter signaling traffic and will mean DSRs and other elements of an NDN will grow in importance.