The 360 Degree Viewof Subscriber Knowledge

Brian CappellaniCTO

Sigma Systems, Inc.

The Evolution of New Services

• Video Services Explosion– From “Prime Time” to “My Time”

• Time shifted solutions• Location Shift (follow-me-TV)

– Broadband on the Go • Video is going Mobile• Video Messaging• Infotainment on the Mobile• Mobile VOD

– Broadband Demand• TV-On-Demand• Ultra Broadband/Wideband

• Competition Amongst Service Providers for Video Subs• Advanced Advertising• Mobile Integration & Multi-screen Consumer Experience

Interactivity – Personalization – On-Demand – Multimedia – Service Bundling

What’s Required? ‘Deliver the Rich Consumer Experience’

Understanding the Customer’s Experience

• Requirements– Bringing together disaggregated information across multiple networks

• What Types of Services Used?

• How are Services Accessed?

• The Customer’s Personal Preferences?

• What Measurements of Service Usage?

• What quality of service have customer’s been experiencing?

• Service & Network layer information must be coupled together to address customer quality of experience

• Justification for tighter integration between service fulfillment & mediation– Usage based statistics from network

– Capture consumer preferences, trends & behaviors

– Subscriber & service policy (entitlements, privileges, etc)

– Federated information visibility with analysis and audience qualification

– Enable on-demand & real-time application delivery and charging

Extending to the 360° View

• Common Approaches For:– Event collection, correlation and analysis– Service and subscriber-level policies– Billing, Charging and settlement

• Integrated On and Off-Line Mediation Support– “real time” - support session control and third party

applications– “offline” - analyze subscriber patterns for events

• Integrate new partners and applications with standardized interfaces and processes (e.g WebServices)

• Ability to access/utilize key network capabilities or enablers

• QoS, presence, location, app server capabilities

• Policy is a key component – Subscriber policy enablers - entitlements to or what “opt in”

decisions they have made– Policies covering 3rd party application’s access to these

enablers

Unlocking The Value of Subscriber Data

Leveraging “Subscriber Knowledge”• Advanced Advertising

• B2B Integration – Premium Applications, Content, etc.

• Service Provider Up-Sell & Campaigns

• Rich Consumer Experiences

State of the Subscriber– Services Consumed– Service Location– Service Preferences

Interactive Data– Behavioral Trends – Service Usage– Interaction Amongst Services

Enabling Up-Sell, Campaigns and B2B Integration

• Automate targeted up-sell recommendations & promotions

– CSR, IVR, Web portal

• Support customer care retention programs

• Marketing reports to assist in new service products definitions

• Offer personalized video, content and interactive applications via B2B partners

The Dawn of Advanced Advertising

• Plan and launch new advertising business models:

– Dynamic add insertion• Target ads in linear programs to

a geographical zone– Ads downloaded to a Digital Video

Recorder (DVR)– Video on Demand

• Pre & post roll ads, Pause ads– Interactive, on-screen displays ads

Enable Integrated Consumer Experiences

• Live TV Chat

• Caller ID over TV

• Unified Messaging over TV