Starting with more partnerships in the content market, 2016 is expected to see Operators take on the demand for richer mobile content, for more targeted offering and for more competitive pricing by leveraging their BSS and NFV capabilities and by exploring newer and more innovative monetization avenues.
#1: CONTENT PARTNERSHIPS 2.0
Data commoditization will lead to operators getting creative with content bundles. Now that LTE is mainstream, operators can’t really differentiate too much on speed anymore. Market pressure is forcing operators to reduce prices and increase data volumes in bundles. In order to best differentiate their offers operators are increasingly forming partnerships with content providers. We’ve already seen some very good examples of Netflix and Spotify increasing their market reach through mobile partnerships. Most operators are now providing TV, music and content subscriptions with data bundles. 2016 will see operators take content partnerships to the next level.
Partnerships 2.0 is when operators will start to leverage the capabilities in their BSS to better package and market their content offers. For example, how one operator can differentiate their Netflix offer ‘vs’ the Netflix offer of another operator. For example, using free speed boosts, offering sponsored data usage for specific bandwidth hungry content, intelligently offloading specific content to carrier wi-fi to avoid bill shock, using contextual intelligence to trigger content offers and so on. There are many ways that operators can better differentiate, package and market their content partnership services. 2016 will see operators using BSS capabilities to get more creative in how they market content, as by then the bundled subscription services for the higher end data bundles will be standard for most operators.
Martin Morgan,
VP Marketing,
Openet
#2: WI-FI – COMING TO A MOBILE BUNDLE NEAR YOU
As bundled data volumes go up and prices per GB go down, operators will increasingly start to bundle carrier and partner wi-fi in mobile data bundles. We’re already seeing this as operators are looking to cost effectively increase data volumes in bundles. Intelligent off-load capabilities in BSS along with wi-fi advances like ANDSF (auto network detection and selection function) and Hotspot 2.0 are increasing the attractiveness of bundling Wi-Fi alongside 4G services in that they can enable QoS and provide the right level of network experience regardless of the network used.
2016 Trends and Outlook Polls
#3: FIXED LINE MARKET STARTS TO USE POLICY AS A MARKETING TOOL
The general perception is that fixed line broadband is unlimited. As many consumers know one month after they’ve become Netflix customers, this is not the case. Many operators have entry level offers with a fixed data volume, such as 10GB. When you consider that an hour of watching Netflix on ultra HD uses 7GB, you can see the potential for bill shock. Fixed operators are using volume and speed tiers and are bundling in content partnerships to sell broadband services. In addition to tiers, policy enabled services such as speed boosts and parental controls are being used to differentiate fixed broadband offers. Add IPTV services into the mix and the marketing options for policy rules managing user entitlements in bundled services becomes even greater giving operators a better chance to upsell new services and provide more personalized offers.
#4: MVNOS PUT THE PRICING SQUEEZE ON OPERATORS LEADING TO SMARTER CEM.
No thrills, low cost providers are now a standard in many services business. With data heading to become a price based commodity operators will be further exposed to low cost MVNOs. This, alongside, the increase in content partnerships and the need to upsell and retain existing customers is leading to operators using real-time contextual intelligence to better engage and become more relevant with their customers. There’s too many lower cost options around for operators to assume that customers will stay loyal. Operators will start to up their game on how they engage with customers. They’ll increasingly adopt the engagement processes associated with companies like Google, Facebook and Netflix to provide personalized offers, marketing and care messages that are timely, contextually aware and relevant.
#5: NFV – ADOPTION PICKS UP AS OPERATORS OVERCOME TECHNICAL BARRIERS TO AVOID VENDOR LOCK-IN.
One of the big problems that many network and IT teams are seeing with NFV is that the old scourge of vendor lock-in hasn't gone away - it's just got a shiny new virtualization wrapper on. In 2016, we'll see that starting to recede and enable a proper vendor agnostic and open approach to implementing virtualized network functions (VNFs). 2016 will see operators starting to implement open VNF managers to provide a central orchestration and management control point to manage all the downstream VNF - which can be from a wide range of vendors. Having this agnostic VNF management function in place will remove a tech and financial barrier to NFV adoption by eliminating a major pain point in managing diverse VNFs and assist operators and system integrators to avoid vendor-lock.
About The Author:
Martin Morgan is the VP of Marketing at Openet. With 25 years’ experience in mobile communications software, Martin has worked in mobile billing software since the early days of the industry. In that time he’s spoken at over 50 telecoms conferences worldwide and had a similar number of articles published in the telecoms trade press and served on trade association and company boards. At Openet Martin is responsible for marketing thought leadership and market interaction.
