Proactive Service Assurance for Mobile Data Services

The need for enhanced, proactive customer experience management tools has become increasingly important for mobile operators as they ramp up their efforts to add more subscribers hungry for 3G and 3G+ mobile data services. According to SNL Kagan, a resource for financial intelligence in the media and communications sector, revenue from mobile data services will increase by a compound annual growth rate of 16 percent from $24 billion in 2007 to over $100 billion in 2017. Meanwhile, Pyramid Research predicts that worldwide mobile data services revenue will surpass that of fixed Internet access services in as early as 2008 - primarily due to the mobile market's larger user base - while Goldman Sachs adds that revenue from U.S. mobile data services is expected to grow 45% that same year.

In some parts of the world, mobile phones provide the only medium for Internet access. In others, demand for accessing any content on any device at any time is growing. These customers, who have signed up for expensive data service packages, expect a quality user experience. When they don't get it, they become a strong candidate for churn - and will likely switch to a competitor.

Hence, mobile operators are demanding from service assurance vendors a robust set of tools that can ensure proactive capacity planning, provide preemptive trouble identification, and allow rapid troubleshooting and enhancement of their 3G, bandwidth-intensive, time-sensitive services.

Until very recently, customer volume for data services was so low that service providers couldn't justify investment in robust, end-to-end service assurance solutions for mobile data services. Now, with the volume of data services on mobile networks growing, the business case for such an investment is clear - a straight tie to the end user quality of service experience. InfoVista's new mobile service assurance solution is a significant step in the direction of addressing some of the very striking mobile operator pains:

• The lack of linkages and cross visibility between mobile packet core and IP core networks
• The lack of integration between the different organizations and toolsets assigned to manage these two networks
• No correlation of data service impairments to underlying network resources
• Inability to accurately forecast device and interface level capacity
• Lack of business-centric metrics for consumer services that would help product management and marketing better plan these services and reduce customer churn
• No in-depth SLA reporting for enterprise and mobile virtual network operator (MVNO) customers

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