JDSU | FEATURE
A New Reality Requires a New Approach
to support it strain traditional business models. Traffic growth does not necessar- ily mean revenue growth; faced with this, CSPs are searching for ways to minimize costs and generate revenue streams by creating new service offerings. CSPs have an enviable position in the
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value-delivery chain. Their networks con- nect consumer and business subscribers to each other, to the content data, services, and applications they require. Thus, the CSPs possess unique network intelligence that can be leveraged by new, revenue- generating services. For example, CSPs are offering Cloud and Content Delivery Networks, managed unified communica- tions, location-based, and their own over – the-top services as ways to counterbalance declining or flat revenues from traditional voice and data services. With these changes, new service-
enablement approaches are needed. As networks become flatter and more distributed to support the performance requirements of modern applications, significant blind spots get created. This is particularly true at the network edges, or service hand-off points, where information is the richest. Here, CSPs have little to no visibility to network or application performance, both key con- tributors to overall customer experience. Traditional data and intelligence collec- tion strategies using hardware probes and embedded software agents are not economically and operationally scalable in today’s all-IP world. Similarly, walled-garden approaches
to software systems used for network monitoring and management are also no longer practical. In the past, when ser- vices, applications, data-traffic volumes and patterns were more predictable, CSPs could rely on a small number of software systems either purchased from a small set of suppliers or developed in-house. But just as the number of applications available to subscribers has grown, so has the number of software systems and tools available to CSPs, many with specialized
ommunication service provid- ers (CSPs) are at a crossroads. Relentless traffic growth and the network complexity needed
capabilities optimized for the delivery of specific services or applications. In order to both differentiate and manage the delivery of new services, CSPs can turn to any number of commercially available tools and products.
STEPPING UP TO THE CHALLENGE WITH PACKETPORTAL CONNECT The big challenge is how to connect all these tools, products, heterogeneous networks, and disparate data feeds and systems together. The required ap- proach must be ubiquitous regardless of network type or devices used and it must be scalable to the outermost edges of the network. And, it needs to easily integrate with a plethora of back-office software systems. These are precisely the challenges that PacketPortal CONNECT addresses. PacketPortal CONNECT links together
best-of-breed partners in an ecosystem that delivers unique, differentiated solu- tions for service providers, enterprise customers, and network-equipment man- ufacturers, leveraging intelligence from the network edge which only PacketPortal can deliver. CONNECT empowers chan- nel, delivery, and application developers with the resources needed to enhance the business value they deliver to customers.
A SMART NETWORK APPLICATION PLATFORM PacketPortal is an open, smart net- work application platform (SNAP) that enhances the ability of software applica- tions and systems by extending reach to the network edge. Up to now, the edge has been unreachable with conventional approaches that are economically or physically impractical. PacketPortal uses two major JDSU innovations, combining a centralized data-management software platform with open APIs and embed- ded microprobing technology. This microprobe technology is embedded in industry-standard, Gigabit Ethernet small form factor pluggable (SFP) transceiv- ers to create a distributed, network-wide intelligence layer. PacketPortal’s unique architecture enables massive scalability with centralized data collector discovery,
http://www.broadbandworldforum.com/ I BROADBAND WORLD FORUM DAILY 2012
management, and configurability. With its open interfaces, the platform enriches monitoring, troubleshooting, perfor- mance management, and business-intel- ligence software applications with more insight from more network locations. PacketPortal key enabling benefits
include: • Cost Optimization — PacketPortal makes it easier to gather intelligence in order to optimize performance and im- prove troubleshooting time. Applications can be used in more ways to deliver more value to customers.
• New Revenue Opportunities — Packet- Portal feeds centralized software applica- tions with specific intelligence, down to the session level, from remote locations. CSPs can leverage software applica- tions to preserve service agreements and revenues.
• Improved Customer Experience — by reducing service issues and offering customers services more tailored to their needs, application providers can enhance their solutions to help CSPs offer enhanced customer experience, attract new customers, reduce cus- tomer churn, and differentiate services. For CSPs, as network complexity and
service sophistication increase, timely ac- cess to data is critical. PacketPortal CON- NECT and the application developer community let more application partners leverage PacketPortal’s unique capabilities
THURSDAY 18TH OCTOBER 2012 17
to access data. This in turn provides more options to CSPs to use new and existing applications in more ways, to reduce op- erating costs, and to define new services.
A NEW REALITY REQUIRES A NEW APPROACH In the past, technology inventions have created tipping points that made it feasible for new solutions and strategies to emerge. In the 1990s, personal computing operating systems initiated the shift from mainframes and allowed third-party hardware and software providers to invent new products — the shift was a catalyst for new innova- tion. In the last decade, mobile operating systems created new opportunities for de- vice manufacturers and a new industry for application suppliers. Today, PacketPortal is opening another gold-rush of opportunity. By providing ubiquitous access to data from more network locations, PacketPortal un- leashes the innovation potential of software applications. PacketPortal CONNECT fuels this innovation by equipping partners with the tools and support needed to deliver dif- ferentiated business value to customers.
www.jdsu.com/go/packetportalconnect
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