Wrapping it up at #MWC2013: What is "optimal" service delivery?

I’ve been thinking about how to wrap up my experience at Mobile World Congress 2013. The more experienced editors and press professionals have already done that as they reviewed devices, apps, the cloud, LTE, and so many things that were discussed during this very special week.

I was trying to see if I could learn from their style, but in the end, I’m staying true to my original intent which was to write about MWC from my own perspective and experience.

First, Team Allot was great. Everyone was doing his best to make this a really productive show for Allot and a superb experience for visitors to our booth. The customers, vendors, partners, and friends who visited Allot always managed to meet the right person who could answer their questions and make things happen. Many people told me this was our best show ever with over 200 pre-arranged meetings and who knows how many informal ones.

Most fitting to share, I believe, is the discussion that took place in the last seminar I attended. It was all about optimal service delivery. The speakers were:
• Jae Woan Byun, Chairman of NGMN
• Jinsung Choi, SVP and Head of Technology Strategy of SK Telecom
• Joachim Horn, Group CTO Tele2
• Juan Manuel Caro, Director of Operations, Telefonica

On the discussion panel were:
• Rati Thanawala, VP Network Planning Performance and Economic Analysis , Alcatel Lucent
• Pawel Lopata, Head of OSS Consulting, Comarch
• Craig Farrell, VP and CTO, Telecom Industry, IBM
• Mark Cummings, Founder and CTO Orchestral Networks
• Juan Manuel Caro, Director of Operations, Telefonica

The speakers and panel participants all took a different approach to optimal service delivery. One would think that after 4 generations of mobile communications, optimal service delivery would be a hard and fast goal for service providers to reach. On the contrary, the seminar proved to me that optimal service delivery is not a clear concept. Each service provider has a different take on what it means.

For example, the CTO of Tele2, Joachim Horn, explained that real optimal service delivery only happened when they launched LTE. He claims that LTE is a superb architecture for mobile Internet and customers who adopt LTE become super users of video and Internet apps within about 2 hours of their service activation. From his perspective, the LTE network is the network you need to deliver “optimal service.”

Another approach was suggested by Jinsung Choy, Strategy VP of SK Telecom, who said it was “optimal” to create convergence between fixed and mobile networks to offer an almost seamless experience.

Juan Manuel Caro of Telefonica suggested the optimal approach would be to optimize the delivery of current services while offering additional innovative services. One consultant took the discussion to a higher level by directing his presentation to the organisational processes that are needed to provide optimal service in general.

The professionals from Alcatel Lucent elaborated on various solutions, similar to Allot's, that provide policy control and charging along with delivery optimization to create a better service.

I did not expect to hear so many interpretations of how to provide optimal service delivery.

In my opinion, optimal service delivery is about managing expectations and creating relationships with mobile customers. In the stock market, we see that when a company expects to grow by 50% and it only grows by 40%, the investors are disappointed and stock price may tumble as a result. And the reverse is true as well – when companies exceed investor expectations.

There is no objective approach. With mobile data services I believe the level of connectivity (quick, slow, broad, narrow, etc.) should be determined based on the customer's digital lifestyle.

If my personal digital lifestyle is dependent on being in touch with the world via social networks and video apps, I should be willing to pay for very high-quality connectivity and it should be delivered to me as agreed in my service plan. If my personal digital lifestyle is less dependent on 24/7 connectivity and I hardly upload, download, or use anything that can impact the network, I can pay less for best-effort delivery.

In both cases I will be receiving the optimal service delivery because it is optimal to me! Service providers who want their service to be “optimal” should strive to offer personalised plans based on their customers digital lifestyle.

Related Stories

Leave a comment


This will only be used to quickly provide signup information and will not allow us to post to your account or appear on your timeline.