A generation ago, part of the TV viewing experience was an unstated compact that in exchange for content, viewers would be subject to a certain amount of advertising. These ads may or may not have been relevant, but viewers nonetheless sat through them – what choice did they have? These days, service providers have moved far beyond merely hoping an ad lobbed at a specific demographic hits its target. Now we have all sorts of info about viewers to make sure they’re seeing the ads we want them to see. But just as we worked that out, the way we watched TV started to change. Yes, now TV is on many devices, but that’s not the only change. Binge-watching of entire seasons long after the show’s original airing, has changed how ads can be integrated into non-linear content. The second-screen phenomenon and the shrinking attention span of the TV viewer have created an environment where a message must hit its mark immediately, with no margin for error. To keep ads fresh, to keep wandering eyes watching ads and to keep content monetized, service providers and advertisers need to find their footing in this new world.
To think that the number of connected devices will grow to possibly 10 billion by 2018 with some forecasts as high as 40 billion connected devices by 2020, that is mindboggling. That means that there will be about 10 connected devices for every man, woman and child on the planet.
While most of the connected devices will only send a few characters and then go silent, people like you and I who own the mobile devices (smartphones, tablets, wearable devices) the need for speed is still very much a requirement.
So recently Telecom New Zealand performed a series of networking tests with Cisco leveraging LTE-A or LTE-Advanced. As a key LTE-A technology, carrier aggregation allows for full utilization of operators’ spectrum resources, empowering them to provide faster mobile broadband experiences including video conferencing, high-definition content transmission, high-speed video downloads, social networking and more.
The testing Read More »
Written By Maywun Wong, Service Provider Mobility Marketing Manager
Imagine you are at the airport, waiting for to come home after a long trip. You take out your phone to call your friend, and you immediately are alerted to a roaming offer that feels perfect for what you need. Therefore, you select it and continue your phone call. The woman next to you is watching a movie, and her phone has automatically been seamlessly offloaded from cellular to Wi-Fi to give her the best viewing experience.
Both of you are on the same network, but you have different experiences. Because you each have unique needs, the network adapts to you, not the other way around to provide everyone with the best possible individual experience.
Your unique, personalized experience enables Read More »
As I described in my previous blog How the Mobile Industry Will Make Money in the Future, the history of the mobile industry has involved huge and successful waves of revenue growth. Lucrative revenues from the first wave of voice and the second messaging wave have crested and are now in decline. Mobile data access has taken up much of the shortfall, comprising well over one-half of the total revenue of most MNOs. However, the crest of this third growth wave is visible on the horizon as critical industry disruptors begin to shape a new mobile world.
The question for mobile operators everywhere is, what is this fourth, or next, wave of mobile growth?
Unfortunately there is no obvious tsunami-size fourth monetization wave cresting on the horizon for mobile operators. Unlike the preceding three waves, there will be no gold rush created by a single killer app, such as voice, messaging, or data. A lot of gold still remains in the mobile business, but it is going to come from multiple sources and require some sophisticated mining techniques.
Cisco believes that there are four key strategic thrusts, or monetization areas, for operators to create new value from their mobile business.
1. Cost Optimization Read More »
Written By Sultan Dawood, Marketing Manager
Internet of Things, Cloud Computing, SDN, NFV, Next generation Data Centers and Wireless Broadband are all technology themes that were discussed at the annual Interop 2014 show in Tokyo, Japan this week.
The week-long event which was co-located with IMC Tokyo 2014, DSJ 2014, Apps Japan and Location Business Japan 2014 saw over 140,000 attendees. With participation from 100+ vendors, Cisco led the event as one of three Global Partner Sponsors and provided one of the keynotes presented by David Ward, Senior Vice President and Chief Technology Officer. Read More »