The reason is that a holistic approach to customer care is a fundamental tool for reducing vital churn rates. The bottom line is the bottom line here. Service providers (SPs) have the opportunity to make better use of the subscriber and network data to help not only make customers more loyal but also improve average revenue per user (ARPU) based on establishing a relationship that customers view as more “trusted.”  In fact, if done correctly, they can leverage the provisioning of compelling customer experiences into a powerful tool for making satisfied customers enthusiastic brand advocates.

All of the elements of a holistic approach to QoE and the benefits it is capable of providing are highlighted in a recent Alcatel-Lucent Enriching Communications article, Managing the Mobile Customer Experience.

Let’s face it.  Customers today expect their mobile networks today to deliver a high-performance and secure always on/all ways connected experience to their legacy and new bit-hungry personal devices.  Everywhere, every time access to rich multimedia services and advanced applications is table stakes.

This presents a huge challenge and opportunity of mobile service providers around the world. Did you know, for example, that smartphones now account for 27 percent of all phones throughout the world, according to VisionMobile. Projections are they will represent 75 percent in the near future and certainly the vast majority of new phone sales.  Plus, the explosive tablet market is driving a revolution in interactive multimedia apps which all need to themselves provide end users quality experiences if they are to succeed.  They in essence will live or die based on the ability of the networks they rely on to deliver what they promise.

Reality is that it is not enough to simply recognize the fact that traffic in general is exploding as more devices are attached to the global networks.  The nature of that traffic is also radically changing. Multimedia apps, and the use of streamed and real-time interactive video, presents a rising storm of data that already is straining mobile networks capacity in many places as well as the signaling networks that enable them to manage the new complexity.

As the article points out this is the proof case for why SPs, especially in the face of strong competition, need to invest now in efficiently and effectively managing the customer experience with solutions like Motive in order to set themselves apart in a world that is changing very rapidly.

SPs offering mobility are currently struggling to find their place between over-the-top (OTT) providers and customers. As the industry grows and evolves, complexity is bring added to the mix with new operating systems, configurations and applications. As a result, complex technologies are being made available to inexperienced customers, increasing the challenge of delivering a satisfying experience at a reasonable cost.

Management of  QoE  means improving such things as: first call resolution, the provision of self-diagnostic and self-care solutions, the clarification of offered services and how they are billed, and the delivery of a consistent experience across every customer interaction.

In taking the holistic approach to the customer experience, can target their position in the value chain and reinforce it in the mind of the consumer. Leveraging a holistic approach to customer experience management helps in the process by extending QoE to every touch point throughout the entire customer experience.

Wireless operators and those who supply them infrastructure spend a lot of time focusing on the ‘data storm’ and what they are doing to stay one step ahead of it. The goal is to deliver more data, faster, with a better customer experience and greater economies of scale than in the past. Thanks to Long Term Evolution (LTE) technology, these goals are now within reach.

“According to the Global mobile Suppliers Association (GSA), 4G LTE is the fastest developing mobile system technology ever,” said Maniam Palanivelu, director of global 4G LTE solutions marketing at Alcatel-Lucent, in an Enriching Communications article, “LTE: The Best Thing to Happen to Wireless Networks.”

Palanivelu cited GSA figures indicating there are now 49 commercial LTE networks in 29 countries, and that is forecasted to reach 119 networks in 53 countries by the end of 2012. Two hundred and eight-five operators in 93 countries are actively investing in LTE. In fact, the evolution toward 4G LTE is occurring in developing and developed markets alike.

“Operators in developing markets are using LTE to cost effectively bring the mobile Internet to areas that previously had no Internet access at all…In developed markets, premium data services, such as mobile video, gaming and business apps, need LTE’s big bandwidth and low latency,” Palanivelu explained.

For operators, the need to deliver more data is the driving force behind LTE adoption. Customers got a taste for data with 3G, and changed their behavior in response. With average consumption per device growing 14-20 fold, it is clear users want more data. They also are indicating they want it sooner rather than later.   The advertising push by service providers on who has the best and/or most extensive 4GLTE deployment demonstrates how critical expeditiously deploying not just 4G LTE but also Wi-Fi hotspots has become.  Make no mistake about the fact that operators are committing infrastructure dollars behind their marketing claims.  

The cellular carriers have it right about the imperatives for acting, Palanivelu says, “Now is the time for operators to seize this opportunity and profit from the growing data storm,” and LTE clearly is the technology they need to meet exploding demand. 

The article makes other compelling points about LTE that highlight its attraction. Delivering more data isn’t the only advantage. LTE also provides a graceful migration path to move to a scalable all-IP architecture.

“It no longer makes business or financial sense to run multiple disparate networks,” Palanivelu states.  He continues that, “To deliver the massive capacity required to serve the demand, today’s networks must change. Unlike 3G, LTE is all IP. It’s based on IPv6 which supports massive numbers of additional IP addresses and provides other improvements over IPv4. And it opens up access to new market segments like machine-to-machine.”

Although return on investment for LTE varies for each operator the path forward is clear.  Deployment is now no longer a question of if, but when, where, why and how. The proof cases are impressive.  

“The faster operators can bring LTE to market, the faster they can rise above the data storm to grow profitably and drive new revenues,” Palanivelu concluded. “Once they have the spectrum, there’s no reason to wait another day to invest in LTE and commercialize its vast potential.”  He could have added with a 4G iPhone on the way, and tablet sales creating a tsunami of demand for quality user experiences on devices of all shapes and sizes, failure to deploy LTE and correctly architect not just the network but the business model could be hazardous to one’s competitive health.  

Situational awareness is the perception of what is happening in one’s vicinity and understanding how information, events and actions will impact outcomes immediately and in the future. For public safety officials, situational awareness is achieved both through direct observations and through information conveyed by technology, often voice communications.

Voice communications is so ubiquitous in public safety, in fact, that one might think it’s the only means by which situational information is conveyed.

In a LifeTalk article, “Video is the Game Changer for Public Safety,” Philippe Agard, Vice President of Business Development at Alcatel-Lucent’s public safety division states that, “With the emphasis on voice radio, it’s easy to forget that voice is only one medium we use to communicate with one another, and not even the primary channel in face-to-face communications.”  He adds that, “Most experts will tell you that a relatively small portion of our message comes through in words, the remainder transmitted by tone, inflection, volume and body language.”

Voice communications is so ubiquitous for public safety because, until recently, it was the fastest and most reliable way to convey information to and from the field. Widespread deployment of 4G LTE wireless broadband networks is changing the game. These networks make it possible for public safety organizations to enrich their communications through tools like Alcatel-Lucent’s Striker vehicle communications system, featuring push-to-talk radio integrated with high definition video surveillance for a variety of devices including iPads and notebook computers. 

“Data from health-monitoring devices in the Striker vehicle could be transferred through the cloud to a doctor’s office or hospital,” Agard explains. “Using a secure LTE broadband base station in the vehicle, it also serves personnel when traveling in an area without cellular connectivity.”

The video surveillance component of Striker and other next-generation communications systems is perhaps the most transformative for public safety as can be seen in all of the resources available in the recent issue of LifeTalk. No longer are officials limited to communicating via a car radio. And, in fact, to keep pace with the way citizens are using wireless technology, officials must add more capabilities to their own arsenal to keep pace.

“Extended protests and demonstrations such as the current Occupy Wall Street movements in many U.S. cities are not the disorganized crowds of years past,” Agard says. “These groups employ scouts equipped with smartphones and social networks like Twitter and Google Maps to keep tabs on law enforcement units and each other.”

Freeing public safety officials from the limitations of vehicle radios, and adding the richness of video, means it’s possible to stay ahead of crowds, enhancing safety for everyone involved.

Using video surveillance as part of public safety communications, as in the Striker system, employs LTE wireless broadband to make sure everyone is seeing the same picture. This changes the game from ‘what-you-see-is-what-you-get’ to ‘what-I-see-is-what-you-see.’

Systems like Striker, designed specifically for public safety, are made more powerful by integrating consumer devices into the network.

“Smartphones and tablet computers can display the same maps, photographs or blueprints simultaneously to all the users on the network,” says Agard. He amplified this stating that, “When a Police chief says, ‘I need somebody here,’ he can point to a place and drop a pin on a Google Map, everyone will see the same thing without a doubt.”

Access to video, in other words, changes the entire fabric of incident management. It changes how people in the field respond to nearby events, and how remote commanders make decisions about deploying officers. Virtual briefings can be held anytime.

Alcatel-Lucent is working with public safety officials in the U.S. and elsewhere to deploy communications systems that include video. An expanded demonstration project in São Paulo, Brazil, is already having great success.

“With a 20-30 MB/sec LTE connection to a first responder, there is a tremendous opportunity to rapidly communicate a considerable amount of visual information like pictures and surveillance footage to improve their safety and situational awareness,” Agard summarized, describing how São Paulo’s Polícia Militar is using the technology.

The São Paulo system uses an application called First Responder Video to stream video in and out of police cars, over an LTE wireless broadband network. This provides a dynamic, real time user interface on first responders’ laptops, smartphones and tablets.

Portable assets like the Striker vehicle can be used to create a temporary wireless broadband network in cases where permanent LTE installations aren’t yet available.

Increasingly, LTE wireless broadband networks are taking public safety to the next level, and will become even more widespread before long.  “LTE is the new generation technology to increase responsiveness everywhere and enhance safety for everyone,” Agard concludes. Enriched communications and broader coverage via a cost-effective solution is the reason, and public safety officials around the world are taking notice. 

The idea that a company exists within the four walls of an office is quickly becoming antiquated. Today's enterprises are increasingly relying on remote workers – aka, “teleworkers” – to contribute to their core business.

The newfound prevalence of teleworking is due to a variety of factors, including recent advancements in technology, social trends and the sheer number of benefits that it can provide to both enterprises and their employees. These factors were recently referenced in a recent Enriching Communications posting, The Office is Not Always the Premises, by Bryan Davies, Director of Advanced Communications Solutions at Alcatel-Lucent (ALU).

Companies have begun to accept teleworking as a viable option because of its proven ability to help reduce costs. By hiring remote workers, enterprises can continue to grow in their current facility without needing to add office space or absorb an uptick in energy consumption. In addition, companies can reduce absenteeism by creating fewer impediments to an employee coming to work, says Davies.

But perhaps best of all, teleworking enables a company to recruit and retain top level talent from across the country and even the globe, rather than resigning themselves to hiring the best candidates within a 50-mile radius. Finally, hiring remote working can increase a company's operational reach, enabling them to retain employees in several different time zones and locales.

Looking past operational incentives, teleworking also provides a number of social benefits. Offering this option can take cars off the road, minimizing carbon emissions, and give commuting time back to each worker, further improving employee morale. Another contributing factor is the widespread adoption of social networking, which has made people more accustomed to online interactions.

Clearly, enterprises ready for teleworking  just need the technology and the broadband access necessary to make it happen.  As such, service providers are in a tremendous position to help enterprises succeed with teleworking helping to make enterprise more productive, flexible and profitable.

Service Providers Well-Positioned to Lend a Hand

Teleworkers cannot thrive with average technology or less than adequate connectivity. To exchange large assets and be mobile, remote employees require faster and more flexible wireless connections in addition to the obvious bandwidth requirements needed to support video telephony and conferencing.

As owners of evolving 4G LTE access networks, service providers are well-positioned to provide these necessary services to enterprises. Operators can tap into the trend of teleworking in a few different ways.

• Promote Cloud-Based Communications: Cloud services enable employees to work not just from home, but from any location with an Internet connection. Service providers have unique advantages in this area because, unlike other types of providers, they can guarantee a superior quality of service (QoS). Available carrier-provided cloud services include hosted IP-PBX, hosted IP Centrex and hosted unified communications solutions.
• Accelerate the Deployment of Video Telephony and Conferencing: These hosted communication solutions benefit enterprises – as they make remote interactions more personal – and service providers, who only need to enable one good connection at each location.
• Hosted Social Networks: By deploying hosted versions of social networking services, operators can help enterprises engage employees at a minimal cost of ownership. On-premise solutions, meanwhile, force enterprises to buy, configure and test servers.

Davies acknowledges that certain barriers do exist that are impeding the progress of teleworking, including employee fear, company culture, security and the lack of interpersonal communication.

However, the technology provided by operators and software vendors can help mitigate these barriers as they push to create a telework-friendly environment.

"Service providers can’t overcome all of the obstacles facing enterprises and remote workers. But with cloud services that encourage connectivity, flexibility and employee interaction, service providers can play an active role in encouraging the telework movement," says Davies.

Mobile network operators are always looking for new ways to more efficiently use their existing infrastructure without making large capital expenditures. With the explosion of tablets and smartphones, which will increasingly be used for a variety of video applications, streamed as well as interactive, use of a 4G LTE channel for delivering multicast services such as mobile TV is viewed as one way to do so. The reason is simple. It enables network operators to offer mobile TV without the need for additional expensive licensed spectrum and without requiring new infrastructure and end-user devices that might be required to unicast content.

A recent Alcatel-Lucent TechZine article, “eMBMS for More Efficient Use of Spectrum,” describes the enhancements to LTE specifications that have been standardized to accommodate rapidly changing user demands and concomitant network requirements. Evolved Multimedia Broadcast Multicast Service (eMBMS) is now a multicast standard for 4G LTE precisely because it allows one-to-many distribution of video content.

“For example, during live streaming of major sports or news events, unicast must send the same video to every user individually,” explain RJ Vale, Network Architect for Alcatel-Lucent’s corporate CTO technology advisory group, and Harish Viswanathan, CTO advisor on devices and machine-to-machine (M2M) technology for Alcatel-Lucent. The authors state that eMBMS makes licensed spectrum usage more efficient by leveraging multicast capabilities.  These capabilities, “take advantage of the inherent broadcast qualities of wireless networks to send video only once to reach an equal number of end users.”  This reduces the cost per bit sent.  

The authors’ detail why the underlying structure of eMBMS is what makes it more efficient.

The example given puts the numbers in stark relief.  “In one-to-many transmissions, a large number of mobile devices can tune in and receive the video from a single transmission…So, if eight mobiles within a sector all want the same content, multicast can transmit it just once. But unicast would have to transmit it eight times — using on the order of eight times the resources that would be required in multicast.”  In addition, eMBMS sessions can be set up dynamically to share resources using unicast sessions, operating on a single frequency across a group of cells to improve reception.

Initial deployments of eMBMS, a standard supported by 3GPP R9, are slated to begin this year (2012). As the article highlights, eMBMS can be used to expand the capabilities of LTE networks by using the same frequency layer for multicast, broadcast and unicast. This goes to the heart as to how and why operators can not only save money and but also provide an improved customer experience because of better reception and throughput.

eMBMS deployments, Vale and Viswanathan note, involve a somewhat complex interplay of network elements:

• Broadcast/Multicast Service Center (BM-SC) – schedules and manages MBMS services
• Multimedia Broadcast Multicast Service Single Frequency Network (MBSFN) Area – group of cells that coordinates MBSFN transmission
• Multimedia Broadcast Multicast Services Gateway (MBMS-GW) – sends IP multicast packets, performs session control
• Evolved Node B (eNB) and Mobile Management Entity (MME) – existing elements in LTE
• Multi-cell/Multicast Coordinated Entity (MCE) – function that performs admission control, radio resources allocation and session control signaling
• SYNC Protocol –identifies radio frame transmission timing, detects packet loss
• M2 and M3: signaling interfaces

With these elements rolled together into a solution, eMBMS provides a valuable alternative to unicast for distributing a variety of preloaded and live multimedia content.

In addition to the inherent cost savings derived from content delivery being one-to-many instead of one-to-one,  as stated above the fact that eMBMS sessions can be set up dynamically — and share resources with unicast sessions — eliminates the need for dedicated spectrum.  Lower cost of using a scarce and expensive resource and a better customer experience sounds like a solution that is likely to be in the future of many of us.