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Managed On-line Services: A Positive, Value-Centric Approach
Managed On-line Services leverage new triple play architure innovations and application assurance technology to deliver high quality on-line services that allow consumers – and other key actors in the value chain – to choose the experience they want. Complementing HSI service, the expanded portfolio of managed and unmanaged service offerings provides a postive, value-centric response to consumer and content provider demands. The combined portfolio for on-line services enables service providers to embrace the OTT phenomena. anaged On-line Services use new bandwidth that is "managed" according to the quality of service parameters required to assure a high quality of experience for a specific broadband content or application. They may include strict Service Level Agreements (SLAs) and could include offers for managed on-line video, managed on-line gaming, managed on-line Virtual Private Network (VPN) access – even a managed service for 3rd party VoIP... the possibilities are unlimited.
Managed On-line Services expand the opportunities and business models for service providers as facilitators of value that is exchanged amongst consumers and partners. Service providers use the new triple play architecture to offer a complete portfolio of complementary and concurrent services including IPTV, voice, managed on-line services and - arguably the easiest service to deliver – HSI. Subscribers choose the services they want for the quality of experience they desire. In addition service providers can now expand their relationships with content providers, application providers, advertisers, and other key actors in the value chain by facilitating a value exchange based on "managed" bandwidth. The expanded portfolio creates opportunities for new revenue, which service providers can use to upgrade their broadband infrastructure and improve the end user experience of all services delivered by it.
New leading triple play architectures provide the required policy-based architectural foundation to enable Managed On-line Services. Drawing upon distributed policy enforcement and Application Assurance, the best solution provides fine-grain application granularity to mark specific on-line content for which the appropriate quality of service is subsequently applied. The best solution will also possess centralized policy management to allow policy profiles on a per-subscriber, per-service and per-application basis for significant application-level intelligence and control with lots of queues. This total solution defines the next phase of subscriber management and enables service providers to offer a full
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New leading triple play architectures provide the required policy-based architectural foundation to enable Managed On-line Services.
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complement of managed and unmanaged services allowing unlimited personalization on a per-subscriber, per-service and per-application/content basis.
Conclusions
This article describes a positive, value-centric response to emerging OTT content. It provides the 3rd option – the missing piece – service providers need to develop and evolve new revenue from business models and services delivered over next generation residential broadband networks. For those who view the role of a service provider as being to deliver services, then the new triple play architecture discussed in this article is the solution.
"The rise of a broad array of rich online services and applications delivered over triple play networks is changing how service providers must architect the network. By taking a high-touch approach to managing subscriber preferences and application requirements, such as with Alcatel-Lucent's TPSDA, triple play providers can deliver a superior online experience and provide additional value to subscribers, content owners, application providers, advertisers and other key actors in the value chain."
David Vorhaus,
Associate Analyst, Yankee Group
By enhancing the triple play portfolio for consumer services with new, managed on-line services, service providers can position themselves in the value chain as facilitators of managed and unmanaged services that enable subscribers and business partners to choose the experience they want, for the content they care about, and at a price they're prepared to pay.
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