By
Bruce Peterson
Mobile operators in today's saturated markets are introducing smartphone devices at an ever increasing rate to lure subscribers away from competitors. As a result, they're rushing new devices through the product development cycle.
"Spurred by the popularity of Apple's iPhone and its elegant user interface, global shipments of touch-screen display modules are expected to more than double from 2008 to 2012"
(source: iSuppli Corp)
Being first to market is not always a good foundation for success. In 1991, Geoffrey A. Moore wrote a book that became widely read and quoted in the business community, and was ultimately turned into a theory - Crossing the Chasm. Moore argued that there is a gap that exists between the early adopters of any technology and the mass market. He explained that many technologies initially get pulled into the market by enthusiasts, but later fail to get wider adoption because they do not have the foundation in place to move beyond early adopters and cross the chasm to reach the mass market.
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In the case of smart devices, that means ensuring that the devices perform impeccably. |
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A new device monitoring OSS is essential to create that consumer confidence, gain mass market acceptance, and sustain sufficient momentum to cross the chasm. Mobile operators need new real-time, per session, user plane-based key performance indicators (KPI) that provide insight into smartphone device data session integrity problems. Network-wide, cell site, device type, server and services key quality indicators (KQI) assist
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Product managers spend a lot of time trying to figure out how to bridge the gap that stands between the early adopters and the mass market. In order to move beyond early adopters, who represent a very small percentage of the user population (and one that is prepared for technical glitches and idiosyncrasies), you need to have a reliable service offering that will appeal to the mass market that holds the key to financial success. In the case of smart devices, that means ensuring that the devices perform impeccably.
In fact, mass market subscribers avoid new smart devices until the device receives an endorsement from an early adopter they trust. Proactively resolving problems has been identified by JD Powers and Associates, a global marketing information services firm, as being the key factor to improve customer satisfaction that leads to greater market share.
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the mobile operator isolate and prioritize the problems before impacting these highly-valued, smartphone device early adopters.
By monitoring every data session for network-wide end-to-end service quality KPIs, mobile broadband operators are able to quickly determine session quality outliers that affect the customer experience of their mobile broadband device early adopters.
Some legacy probe solution providers realize the importance of end-to-end, network wide, user plane monitoring and recommend installing probes on every cell site interface. System wide cell link monitoring is expensive and extremely tedious to install and calibrate, as well as difficult to manage, requiring the collection of measurements from thousands of points in the network. Full end-to-end, network wide, user plane monitoring requires
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