the service as viewed by the consumer. The operator can analyse the technical parameters of the network, such as how long it takes the subscriber to start the video, how many button presses it takes for the network to respond, whether the delivery is smooth or if it stalls, if the network has unequal bandwidth, etc.
One of the newest, and potentially the most significant type of data gathering involves instrumentation of how users navigate the system, or understanding how they get from one piece of content another can also be quite valuable. For example, knowing how the subscriber is utilising the programme guide, or social media, or other channels, can help the operator determine how to best optimise the presentation of its content for various delivery mechanisms and help drive discovery and ARPU for the service as a whole.
Overall, we have observed that the intimate view of client operation and network behavior available to a security component of that client is a very compelling way to collate many of the inputs to the analysis levels described above.
Our conclusion is that an integrated approach to multi-network security helps to lay the foundations for an integrated approach to multinetwork instrumentation as well.
Subscriber Analytics & Service Personalisation
Personalisation is also proving to be an important part of a successful multi-screen
strategy, as well as an attractive option for operators seeking to differentiate themselves from their competitors. Many operators are working diligently to synchronise preferences such as bookmarks, social media links and other content preferences across all the screen types that they support. Again, personalisation of the service experience across device depends fundamentally on data gathered from an integrated instrumentation approach. When the two approaches are married effectively, overall service personalisation can substantially improve the experience for the subscriber as it allows them to seamlessly move between network and devices while still having access to their customised preferences – and helping the service as a whole adapt to their tastes.
This sophisticated personalisation also enables operators to put more intelligence into the network. Monitoring and analysing subscriber and network activity across the gamut of the multinetwork service delivery infrastructure provides valuable information to ensure a consistency multi-screen experience.
Integrated multi-network analytics also afford operators the opportunity to generate new revenue streams, increase subscriber loyalty and reduce costs through:
Real-time performance, issue identification and resolution – Operators can greatly enhance QoE and subscriber satisfaction through proactive response to adverse
performance trends and traffic patterns.
Historical media usage and subscriber pattern analysis – Operators can implement better network planning, customer preference and service targeting data.
Network optimisation – Operators can push targeted information more efficiently to the point of consumption with better visibility on performance.
Social networking integration – Operators can capitalise on popular social media features where subscribers can opt-in and create personal profiles that enable real- time flagging of “now watching” content, with preference and recommendations to friends and contacts.
Collaboration is Key to Success
Subscribers are increasingly demanding more sophisticated and scalable multi- screen video services, which often require multiple tools to help optimise quality, functionality and the consumer experience.
Collaboration between multiple solution providers often results in an optimised service or solutions, as is evidenced by the collaboration between Akamai and Verimatrix, which joined forces to create an innovative solution that combines multi- network revenue security from Verimatrix with Akamai’s delivery acceleration and audience analytics technologies in an effort to enhance value to video service operators.
ibeconnects.com | May/June 2013
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