The 360 Degree Viewof Subscriber Knowledge
Brian CappellaniCTO
Sigma Systems, Inc.
The Evolution of New Services
• Video Services Explosion– From “Prime Time” to “My Time”
• Time shifted solutions• Location Shift (follow-me-TV)
– Broadband on the Go • Video is going Mobile• Video Messaging• Infotainment on the Mobile• Mobile VOD
– Broadband Demand• TV-On-Demand• Ultra Broadband/Wideband
• Competition Amongst Service Providers for Video Subs• Advanced Advertising• Mobile Integration & Multi-screen Consumer Experience
Interactivity – Personalization – On-Demand – Multimedia – Service Bundling
What’s Required? ‘Deliver the Rich Consumer Experience’
Understanding the Customer’s Experience
• Requirements– Bringing together disaggregated information across multiple networks
• What Types of Services Used?
• How are Services Accessed?
• The Customer’s Personal Preferences?
• What Measurements of Service Usage?
• What quality of service have customer’s been experiencing?
• Service & Network layer information must be coupled together to address customer quality of experience
• Justification for tighter integration between service fulfillment & mediation– Usage based statistics from network
– Capture consumer preferences, trends & behaviors
– Subscriber & service policy (entitlements, privileges, etc)
– Federated information visibility with analysis and audience qualification
– Enable on-demand & real-time application delivery and charging
Extending to the 360° View
• Common Approaches For:– Event collection, correlation and analysis– Service and subscriber-level policies– Billing, Charging and settlement
• Integrated On and Off-Line Mediation Support– “real time” - support session control and third party
applications– “offline” - analyze subscriber patterns for events
• Integrate new partners and applications with standardized interfaces and processes (e.g WebServices)
• Ability to access/utilize key network capabilities or enablers
• QoS, presence, location, app server capabilities
• Policy is a key component – Subscriber policy enablers - entitlements to or what “opt in”
decisions they have made– Policies covering 3rd party application’s access to these
enablers
Unlocking The Value of Subscriber Data
Leveraging “Subscriber Knowledge”• Advanced Advertising
• B2B Integration – Premium Applications, Content, etc.
• Service Provider Up-Sell & Campaigns
• Rich Consumer Experiences
State of the Subscriber– Services Consumed– Service Location– Service Preferences
Interactive Data– Behavioral Trends – Service Usage– Interaction Amongst Services
Enabling Up-Sell, Campaigns and B2B Integration
• Automate targeted up-sell recommendations & promotions
– CSR, IVR, Web portal
• Support customer care retention programs
• Marketing reports to assist in new service products definitions
• Offer personalized video, content and interactive applications via B2B partners
The Dawn of Advanced Advertising
• Plan and launch new advertising business models:
– Dynamic add insertion• Target ads in linear programs to
a geographical zone– Ads downloaded to a Digital Video
Recorder (DVR)– Video on Demand
• Pre & post roll ads, Pause ads– Interactive, on-screen displays ads
Enable Integrated Consumer Experiences
• Live TV Chat
• Caller ID over TV
• Unified Messaging over TV