Contributed by David Flesh, Sr Manager, Product Marketing, Cisco Network Management Technology Group
I’m excited to be attending TeleManagement Forum Management World Conference this week in Dublin, Ireland. Come meet me and Executives from the Cisco Network Management Technology Group, Cloud & Managed Services, and Advanced Services teams. We will be available to meet with customers to discuss the Cisco service provider offerings, service provider architectures, management solutions and Cloud offerings at Liffey Suites 3 & 4.
Visit our Demo Suite at Campshire 3 to experience our integrated management suite, Cisco Prime.
Also, Come see Cisco Cloud and management offerings in action at our Catalyst at Forumville, top deck Booth 2.
This year’s Catalyst will focus on Enhanced Cloud Service Management. This builds on our previous Inter-Cloud Service Management catalyst and shows how Service Providers can differentiate themselves with “Cloud Services” that leverage some of their most important assets and the TM Forum Frameworx. BT is project champion for the Catalyst and partners Comptel, Progress Software, MetraTech, Amartus, and InfoVista are joining Cisco in the development and delivery of the demo.
According to the Cisco Mobile Visual Networking Index (VNI), mobile data traffic grew 2.6 fold in 2010, nearly tripling for the third year in a row. Growing mobile data demand caused by the huge growth of smartphones, tablets, and other mobile devices is continuing to drive the evolution of mobile networks worldwide.
However, if not properly managed and monetized, this growth in traffic will outpace growth in revenues. Intelligence, scalability, reliability, and service enablement are all key factors in helping mobile operators not only control this huge wave of mobile data, but also launch new, revenue-generating services.
Mobile Policy and Charging Control (PCC) is one of the main tools used to manage and monetize mobile traffic. This is pushing the policy market into hyper-growth mode. According to Infonetics Research Analyst Shira Levine, policy management revenues were up 48% last year, and will quadruple by 2015.
“The policy engine is the brains of how you want the network to treat different things at different times. It’s essential.” Tony Melone, CTO of Verizon Communications, Fierce Wireless, March 16, 2011
One thing is increasingly clear at this year’s National Association of Broadcasters convention, this week in Las Vegas: Content providers and service providers are quickening their pace in the transition from video signal-based routing to a more data-centric, file-based environment. Why? Because it’s faster, more efficient, and more scalable - all important considerations in today’s world of burgeoning-everything, from content types to distribution paths to video-capable screens.
At the Cisco booth (SU2617), we’re showing how that all comes together -- from video ingest, to file-based workflows to storage, virtualized apps, watermarking and transcoding. And, from there, we’re showing how those file-based video components are readied for content cataloging and publishing.
Another CTIA has come and gone. Despite being tempted to sit by the pool all day (it was 85 degrees compared with the typical 40 degrees in Boston), CTIA surprised us all by being very busy in spite of “being too close to MWC” and “Orlando not being a great location.” The show was all a buzz on the recent AT&T and T-Mobile announcement. It seems like every show needs a big announcement like that to set the stage.
We were able to continue the momentum we set at MWC to talk to our customers and the media about our M.O.VE. strategic framework. Everyone agrees that monetization, optimization, and video are the hot topics, and are the main challenges that operators are working to address. It’s always exciting to talk about the tie-in between our recent customer announcements at Reliance and MegaFon and our M.O.VE solution.
At Mobile World Congress last month we introduced our M.O.VE strategic framework and we’re already seeing the message take off. We recently announced our relationships with major mobile operators, MegaFon in Russia and Reliance Communications in India. Both of these operators are taking advantage of solutions within the M.O.VE strategic framework.
M.O.VE, with its targeted approach to helping operators monetize and optimize their mobile networks while enhancing the video experience, appears to be the right framework at the right time, and speaks to operators’ technical, financial, and business needs in a comprehensive and tangible way.