It’s no surprise that network operators face many challenges today, namely diminished revenue opportunities and high performance expectations. While we agree that it’s unrealistic to deliver 100% customer satisfaction across today’s complex networks, there are many ways in which network operators can improve performance, optimize costs and, ultimately, improve the customer experience. The bottom line is that network operators must balance performance with costs.
One of the bigger obstacles that network owners face in striking this balance is the influx of over-the-top (OTT) traffic. OTT services have, in many ways, spoiled network users in that they now expect the same level of performance each and every day. Digital literacy has certainly increased in the last decade, but most end users do not (and should not have to) know that delivering such a high quality of experience (QoE) for network services is incredibly complex. Therefore, end users are likely to become frustrated when performance dips.
Network flow management gives us the ability not only to see this in action but to intervene and manage the situation. In order to meet end users expectations, network operators need to closely examine where their network investments will have the most tangible impact on customer satisfaction. Of course, end user satisfaction is multi-dimensional and cannot be measured with just one KPI; it may depend on who the user is, where they are located, what services they are using and many other factors. But, by segmenting customers and analyzing data from the mobile network end-to-end, network operators can get a very accurate understanding of where they need to invest in the network to optimize quality of service and the customer experience. At Rustyice Solutions, we call this “user-aware network performance management.”