Page 15 - Mobile World Daily - Day One

HUAWEI | SERVICE EXPERIENCE
The ROADS to Providing
Peak Service Experience
Everyday, our physical and digital
worlds become more and more
intertwined, blurring the lines
between online and off. So much of
our daily lives are being sent,
transferred, received, and stored in
binary format as people can access
the digital world anywhere,
anytime. The digital economy is
disrupting traditional markets,
creating new business opportunities
in sectors such as Industry 4.0, the
Internet of Things, Big Data, e-
commerce, telemedicine, and
distance education.
The telecoms industry, which has
enjoyed the benefits of booming
populations, the mobile Internet and
smartphones, has also faced developmental
barriers due to surging bandwidth
requirements and consumer service
expectations. Carriers' traditional voice and
messaging services are being eroded by
similar OTT applications and increasing
consumer demand requires greater network
coverage, bandwidth and quality, which leads
to an increase in operating expenses for
network expansions, upgrades, and
maintenance. In order for the telecoms
industry to remain competitive, the combined
efforts of the entire industry are required.
ROADS TO OPTIMAL SERVICE
EXPERIENCE FOR TELECOMS USERS
Central to the information age is the concept
of data-based intelligence, and all-connection users, telecoms networks need a new
and zero-distance beyond time and space
limitations. In order to achieve this,
enterprises must adopt a consumer mindset,
paying close attention to user perceptions
and interests. User experience in the
information age features five elements: real
time, on-demand, all-online, DIY, and social;
or ROADS for short.
R: REAL-TIME
Real-time, zero-distance, and one-click-away
service allows users to enjoy a new service in
just seconds - from order generation and
payment to system configuration - while in
the past, the process might have taken hours,
days, or even weeks. Real-time greatly
improves customer satisfaction.
MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com
O: ON-DEMAND
On-demand allows users to customize their
own services based on their actual needs.
Current telecoms service packages offered by
carriers are limited and customers want free
package customization in terms of network
bandwidth, capacity, time, and QoS.
A: ALL-ONLINE
Users have become accustomed to online
services and entertainment. In the future, cloud
technologies will enable even more services,
including telecoms services, to be done online,
which improves efficiency and reduces costs.
D: DIY
DIY allows users to participate in service
development and optimization, which
accelerates innovation and makes users feel
more connected to services.
S: SOCIAL
Social networking platforms allow users to
share experiences, insights, and views about
online services. These platforms help to
create fan bases, enhance user loyalty, and
give users a sense of belonging.
ROADS is the external expression of a carrier’s
user-centric operations in the information age. To accelerates service provision.
live up to the requirements of ROADS, carriers
must consider changing their business, R&D,
service, and operations models as well as
restructure their telecoms networks.
SOFTCOM BUILDS OPEN ROADS
In order to deliver a ROADS experience to
technological system. One such system is
called SoftCOM, which is a network
development strategy that seeks to build a fully
open ICT architecture to enable an industry
shift from single vertical innovation to all
encompassing innovation across the industry.
SoftCOM will reshape the telecoms industry
in four key ways:
1. Architecture reconstruction: Building a
data center-centered (DC-centered) ICT
architecture to satisfy the development
requirements of the information age.
In the information age, service provision,
data exchange, and business activities will
all be digitized. The storage, processing, As cloud computing technologies mature,
and switching of information, and business cloud services will become more widespread,
processing and transactions all happen in creating an enormous market. Different
data centers, so a DC-centered ICT businesses require different cloud services,
architecture will be indispensable and data which opens up countless strategic
centers will become the telephone opportunities. The ICT infrastructure needed
exchanges of the digital era. by enterprise cloud services is fundamental
to carriers. Leveraging cloud computing for
2. Network reconstruction: Building flexible business model transformation, carriers will
and intelligent networks and product seize the opportunity created as enterprises
architectures through SDN and NFV. shift their ICT infrastructure to the public
cloud. A new telecoms market worth trillions
After the control and forwarding planes are of dollars will be created.
separated and network resources virtualized,
the network can be managed in a more unified 4. Operations reconstruction: Implementing
and global manner to ensure better network digitized operations to achieve ROADS and
resource scheduling, higher efficiency, and shift the operational focus from internal
simpler software upgrades. Through the control to external customer service.
decoupling of hardware from software and
NFV, functions of network devices will depend The “all-connection” and “zero-distance”
on more than a certain piece of hardware. elements of the Internet shatter the limits of
Network elements can share the same hardware time and space. ROADS-oriented operations
platform (a hardware resource pool) to realize allow users to enjoy on-demand, real-time, and
flexible resource sharing. This way, networks customized services in an all-online manner,
can realize service automation and scalability and help carriers offer more intelligent
based on service scale, and implement fault customer service based on big data analysis,
isolation and self-healing based on system gain insight into customer requirements and
autonomy. This improves network utilization carry out precision marketing. Social
and deployment, maintenance efficiencies, and networking platforms aggregate industry
innovations to offer a wide range of services.
3. Service reconstruction: Going beyond The information age is a time of abundant
connections and seizing the strategic change, with success becoming more and more
opportunities of ICT “cloudification” based tied to user experience. Telcos will not only
on new cloud computing business models survive, but thrive in this fiercely competitive
to create the next phase in telecoms. market by creating a ROADS experience.
Monday 2nd March PAGE 15