Hybrid Internet-walled Garden Services
New content services generate compelling and innovative business opportunities, including walled garden content services and premium multimedia services. The market for both broadband and mobile operators is well poised to introduce new premium subscriber offerings such as Voice over IP (VoIP), online gaming, music downloads, video-on-demand (VoD) and IPTV or value-added services including content acceleration or security.
However, the lack of traffic visibility and the absence of service and subscriber awareness across the network’s data plane make it impossible for operators to create new business models, limiting carriers’ ability to move beyond commodity-based transport, up the value chain of premium content services.
The lack of insight and decision support across the network data and control planes also impede carriers’ ability to effectively manage and optimize broadband traffic. As a result, operators cannot effectively leverage their network investment for new service enablement to increase ARPU or reduce CAPEX/OPEX costs.