IP services tag
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By: Steve Blackshaw, IP Transformation Product Line Management, Alcatel-Lucent
IP Technology Programs are primarily focused on delivering technology solutions. However, the goal ultimately is to launch new services, and substitute old ones for all IP services. How do we ensure our technical visions deliver on these more marketing driven needs?
We need to ask… “Why Are We Building The Network?”
With IP Transformation programs sponsored and funded by the CTO, delivered by technology-focused teams, and culturally embedded within network operations, it is easy to forget that the over-riding objective of many programs is to actually change the service portfolio mix, for the benefit of both customers, and the provider.
So, how can Service Portfolio managers ensure that this vision is not lost when the programs are so heavily influenced by technology?
Kabel Deutschland (KD), a Vodafone company, is a good example of what cable multiple system operators must do to gracefully manage growing demand and continue to deliver innovative new services by upgrading their network edge for IP services.
As highlighted in a recent TechZine article by Steve Davidson, European Marketing Director for Cable, Alcatel-Lucent, KD’s investment in infrastructure and cable services had already paid great dividends. The company’s initial 100 Mb/s product offering had a take-rate approaching 50 percent. But with this positive consumer response came some new challenges.
Among these challenges were managing cable operator costs and subscriber growth, supporting legacy cable services, and accelerating IP service deployment. How the cable company dealt with these problems and did so in the context of having a vision of its IP services future is worth studying.