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New Revenue Feature Editorial
October 22, 2010
Identify and Expose Network Enablers to Facilitate New Services and Applications
By Susan J. Campbell, TMCnet Contributing Editor
The constantly changing demands of the consumer base can seem like a challenge for even the most forward thinking and moving network operator. In taking a different approach, however, it is easy to see that the growing demands are actually a good thing for the operator as it demonstrates consistent market opportunity. The key to leveraging this opportunity is to facilitate new services and applications that can drive revenue.
Alcatel-Lucent (News - Alert) completed a study earlier this year that found more applications, content and services are necessary to meet the ever-growing end user appetite. Users today want access to rich content on social networking, information and entertainment over mobile networks. Even more challenging, they want this access on multiple devices. This research also determined that this explosive growth in demand has created an environment in which third-party applications and content providers are dominating.
Not only are these ACPs delivering the applications and content generating significant increases in traffic, they are also benefitting from the revenue. Without leveraging these opportunities on their own, service providers and network operators are missing the boat. Instead of sitting back and watching the ACPs enjoy the bulk of the market share, it is time for service providers and operators to leverage what they have and invest in new solutions to meet market demand. It is possible to develop new revenue streams from existing network assets; the key is to find news ways to use what they have to work with third-party providers.
With the Alcatel-Lucent API Service, this is easily accomplished. This service is designed to provide a hosted, cross-carrier application mediation environment network that providers can use to expose valued network assets to third-party partners. This process improves time-to-market with new applications and multimedia content for targeted end users. In essence, the service provider will stand out for the value they add, no longer seen as replaceable.
While it is true that value players in the network operator space already know how to effectively manage relationships with one or two key third-party development partners, managing multiple ACPs is required to meet the application and content demand of end users. This approach is not easily – or inexpensively – done without help from a provider like Alcatel-Lucent. This proven provider helps to eliminate the complexity of the process, lowers the overall expense and reduces the associated risk so that network operators can benefit from working within a larger partner ecosystem. After all, no matter how you slice it, this is still new territory. Without an effective guide, straying from the path is almost certain.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by Erin Harrison
