OSS & BSS Go Virtual in 2015, Enhanced Voice Services to Emerge in A Big Way - DigitalRoute's 2015 Predictions

OSS & BSS Go Virtual in 2015, Enhanced Voice Services to Emerge in A Big Way - DigitalRoute's 2015 Predictions Image Credit: Digital Route

By Lars Mansson,

Sr. Director of Product Mgt &

Strategy, DigitalRoute.

For telcos, while attractive end-user services allied to decreased operator costs could deliver a brighter future, they’ll need to cut through the hype to get there.

It’s almost December, that point in the year when prediction fever takes hold. The media in particular invites us to speculate, to look ahead to 2015 and offer our guesses about what will happen (in the telco market) next.

If we’re honest, perspectives are mainly self-serving; you can trust vendors to anticipate a surge in demand for whatever-the-next-generation of their IT/network application happens to be. And you can rely on service providers to confidently predict that they’ll see off the competition as their market share swells when their new bundled offering or innovative partnership takes off. In truth, what you might see in a crystal ball is probably obscured by a sea of hype.

But occasionally a new year brings real change when the fundamental tectonics of a market shift and as a result the landscape is altered. These sorts of earthquakes are not common but there is a real possibility that in telco, 2015 may be a year of such extreme change, which makes predictions rather more interesting than usual.

With LTE/4G services really bedding in, with NFV and SDN redefining the character of the network and its management, with the realisation of the importance of Customer Experience in the bit pipe equation and with lean approaches to replace and/or complement parts of the legacy IT stack (particularly in BSS), twelve months from now many of the commercial drivers of the past decade may be consigned to the past.

In their place, we might just see a new operating model. 2015 is interesting because it could be the year that a number of dramatic changes take root. Let’s look at these one-by-one:

#1: NETWORK CLOUD READINESS; REALITY SLOWLY CATCHES UP WITH HYPE

Network Function Virtualisation (NFV) will gradually take off though vendors are already positioning themselves as being “ready” for it – often long before they know what being ready actually entails. Thus, 2015 will be a year of marketing buzz that may expose more than a few software vendors doing their well-practiced impression of the Emperor wearing his new clothes. In my view, 2016 is when NFV will really materialize as more than limited proofs-of-concept but that emergence will begin in late 2015 starting with private NFV installations at operator sites, then gradually moving to larger, hosted installations managed by the big NEP players running virtualized core networks for many of their operator customers.

#2: IT CLOUD READINESS

More of the lighter ‘agile’ type of applications in BSS/OSS will be installed on a virtualized basis, or in an “IT-cloud” (for instance, mediation, service orchestration/activation, OSS fault management systems etc. all fit into this category). This shift, too, will be over-hyped by some vendors (notice a trend emerging here?) who will position themselves as being fully installable in a data center (private or public) run cloud as if this is a critical advantage. It’s not. It’s more a “tick-in-the-box” next year than table stakes.

Lars Mansson,
Senior Director of Product Management and Strategy,
Digital Route

#3: OSS – AND THIS IS A BIG ONE – IS GOING TO BE RESHAPED. STARTING NOW.

The moving forces that underly this reality are myriad and include: A focus on CSP customer experience, meaning service monitoring will become precedent over network monitoring. At the same time, a focus on CSP network quality. This means the ability for networks to cost effectively generate and distribute the massive data volumes (streaming session/signaling traces etc) required for the reshaping of OSS, but without massive investments in probe systems etc.

How will it happen? CSPs will require the ability to get instant results from ongoing OSS processing, feedback that will then allow the network to spin up/down capacity and reprioritize traffic as needed. This will all be driven by dynamic infrastructure capacity (NFV and SDN) and smart policy control solutions. In the past, OSS processing often generated a report where capacity issues were highlighted and then a physical installation process started (order hardware, site logistics, new node deployment) to address it. But now, it drives OSS real-time network analytics programmes at operator sites. These involve both real-time data ingestion (in a combination of charging/BSS data and network/OSS data blended with customer information/product/CRM data), big data analytics solutions and then feedback loops back to networks. The change, when fully functioning, is transformative.

A worry here that will need to be ironed out across 2015 and thereafter is that operators and vendors alike have a poor track record managing IT transformation. For instance, is there evidence that much has been learned from the many BSS transformation failures of the past decade? Arguably not much. The winning shift in the reshaped OSS landscape will be leaner OSS applications that sit on top of the data required. There will be apps on top of a common data ingestion layer and these will drive decisions in niche areas. It will be up to either the ingestion layer or the feedback loop layer (or both) to converge/enable the niche apps’ data feeds and decision paths (such as conflict avoidance etc).

#4: PARTNER ENABLEMENT (BUT DONE THE NEW WAY)

My guess is that in 2015 operators will have to finally put their cards on the table and the ones that ENABLE partners, OTT’s and MVNO/SP’s will be the winners. Walled gardens and other failed attempts at protectionism are long since dead. Enablement can best be done by smart integrations for OTT partners/MVNOs/SPs in a way that lets them influence the quality of service delivered to the end-customer sitting on the host operator’s infrastructure. This also means things like allowing split billing scenarios (most often an end-customer and partner split), etc. The key to success here is once again going to be deploying smart, lean applications as the enabler and not engaging in a massive MVNE (partner enablement) approach that will deliver an infrastructure as dense as existing BSS and OSS together for the host operator to build and manage.

#5: LEAN APPROACHES TO BSS AND OSS

I’ve already made my prediction for the latter (above). For BSS, 2015 will be another year where operators conclude that buckets/bundled services are best executed and supported when counting is managed close to the network via a very cost effective BSS solution that ideally leverages an application that they have already invested in. Heavy, inflexible billing solutions may have gained purchased but were never the answer to the new services question; this is becoming clear now and in 2015 the pace will increase. The shift is pain driven by long times to market, the high-TCO of introducing new offerings and maintaining existing but simplified offerings in existing legacy stack(s).

#6: ENHANCED VOICE SERVICES (A.K.A. VOLTE, VILTE, VOWIFI, RCS) WILL START TO CHANGE THE COMPETITIVE EQUATION.

Operators in number will start to launch VoLTE services next year. But even though there will be a lot of marketing hype (again!) driven by enhanced voice in late 2015, my guess is that operators will still use charging models that are data-centric. Enhanced voice services are a soon-to-be-expected-reality that will enable competition with OTT’s and the operator’s advantage here will be the control of quality and the ownership of the mobile number (a global way of being reached). Charging-wise enhanced voice will drive more data through the network (video calling, file sharing during calls ,etc.) and thus a higher likeliness of customers upgrading their data packages. The enhanced voice revolution may really not happen in 2015, but it will start.

There’s an interesting corollary question here, too. It’s this: Will the CSP’s really drive this revolution or will they instead try to follow a wave led by the Over-the-Top players? Though they might be loathe to admit it, the OTT’s have innovation in their DNA to a far greater extent than is the case with most CSPs. Either way, though, whoever leads the revolutionary charge the result will be the same to the extent that it will drive data usage in the CSP’s network.

#7: DATA USAGE IN EMERGING COUNTRIES STARTS TO TILT THE BALANCE.

Smartphone penetration will increase in emerging markets. Subscribers will remain unaware of how to evaluate the cost/benefits of specific data plans. Operators providing full predictability/disclosure in their offerings (even calculating usage during a trial period and then suggesting an appropriate or desirable plan to customer) will ultimately gain market share but it might take a while to get there. This prediction is, of course, optimistic on my part but we can hope!

The tectonic plates on which the telecoms industry is built are shifting. While the earthquake may be more apparent in 2016, the tremors of change will begin to resound more and more loudly over the coming twelve months. There will be winners and losers on all sides of the market – vendors and operators alike. By 2017, don’t expect the landscape to have remained the same.

About The Author:
Lars Mansson is DigitalRoute’s senior director of product management and strategy. In this role, he is the owner of the company's product portfolio, go-to-market and the long-term development of its products & solutions as well as its product strategy, roadmap and thought leadership. Lars has a background in technical pre sales and was previously a system architect and technical co-ordinator for mediation systems at Tele2 in Sweden.

PREVIOUS POST

Service Innovations, Customer Experience and Analytics Among Key Influencers for Operators' Spending in 2015 - NetCracker

NEXT POST

Customer Experience Management at the Forefront of Mobile Operators' Competitive Strategies in 2015 - Procera

THE EDITOR'S DESK

UPCOMING EVENTS

Artelligence 2019

Network Virtualization and SDN Asia

Network Virtualization & SDN Americas

Mobile 360 Digital Societies 2019

TADSummit 2019

MWC Los Angeles 2019

The Digitrans Forum 2019

Mobile 360 Eurasia 2019

ON TWITTER

ON FACEBOOK