The time for intelligent, services-led networks is now

The time for intelligent, services-led networks is now

Craig Thomas, Vice President Strategic Marketing and Business Development at Broadband Forum

As network operators look ahead and strategically transition away from connectivity-driven, utility business models to intelligent, services-led networks, we are at a pivotal moment for the global broadband industry.

While speed and price may once have been key differentiators for operators’ service offerings, the impetus must shift to delivering a greater broadband experience and more value-added services on top of the broadband connection. Of course, having sufficient network bandwidth is critical for the delivery of digital applications and services. Which is why network operators have long talked up speed as the key requirement for meeting the demands of interactive, latency-sensitive applications, such as AR and VR and the high upload demands of home-working. But the industry has outgrown speed as the only requirement. Instead, we must accommodate the current colorful broadband ecosystem that is comprised of diverse devices, technologies, and services, all of which require an enhanced Quality of Experience (QoE).

The broadband market is increasingly more competitive and offering different types of broadband connectivity options, and network operators are jostling for position. Those marketing speed as the only differentiator are missing a trick. Low consistent latency, availability in every corner of the home, and improved customer support can all bolster their brand and increase customer satisfaction.

And with consumer expectations growing, the industry is now perfectly positioned to capitalize on the full potential of broadband beyond residential broadband services. The likes of fixed voice and traditional IPTV revenue is declining rapidly, meaning network operators must find different ways to monetize. By focusing on introducing QoE-sensitive monetized lifestyle services to consumers, the industry can meet business, IoT, and converged services demands.

Changing up the gameplan

Broadband networks need to become more dynamic and offer service-aware and application-appropriate QoE depending on the service or application in use, with networks dynamically adapting and prioritizing traffic if any congestion is experienced. This will become even more important as the industry caters for all the users within the connected home such as the video streamer, the gamer, the smart home device user, and the homeworker.

This also presents an ideal opportunity for network operators to increase ARPU and generate new revenue streams through offering value-add services on top of their broadband offerings. For example, by targeting the increasingly diverse connected home subscriber, operators can offer personalized broadband packages where the user, such as a gamer, may be more willing to spend funds on greater QoE and lower latency which they value more than just the speed of a connection.

Broadband Forum’s Work Areas and open broadband projects help the industry monetize and differentiate services beyond basic connectivity. Our standards help create more agile, sustainable, and multi-service networks to address a larger attainable market including the residential, enterprise, IoT, mobile, and wholesale customer.

A standards-based approach for end-to-end QoE

Our members remain resolute in delivering an ecosystem with intelligence, agility, and end-to-end QoE from the cloud, across the access network, into the home, and all the way to the user’s device. That’s why open standards and open software are critical in providing the industry with new insights, innovations, and holistic solutions. They allow network operators to offer more differentiated and customized business models for each subscriber.

For many years, Broadband Forum has delivered industry standards – with over 500 that are published and currently being developed – and constantly evolved to remain relevant to best serve our members and the global broadband industry. As operators rise to the latest challenge of services-led broadband, we will once again respond, ensuring every standard we work on has this industry trend in mind. The Forum will ensure any new projects cover not only technical benefits but also consider the business models needed to ensure operators can benefit from agile, multi-service future broadband networks.

If you’d like to contribute ideas and new projects within the Forum, please contact: info@broadband-forum.org.

Read the latest press release on the industry’s transition to services-led broadband here.