New ProBlog on Procera's website: "CABLE-TEC EXPO---AND THE AWARD GOES TO...DYNAMIC LIVE VIEW!" by Jim Nachazel, VP Sales Americas
Atlanta was a great host for the MSO’s and the supplier community for this Fall’s SCTE Cable-Tec Expo, featuring pleasant weather and equally pleasant people looking to solve challenging cable networking problems. Yours truly was on hand to speak with cable network engineers and MSO customers, and to accept BTR’s Diamond Technology Reviews Award honoring Procera’s Dynamic LiveView for its real-time analytics capabilities.
Cable operators are, for the most part, delivering the necessary bandwidth to their customers. Most realize that speed is no longer a differentiator. The user experience is the new battleground. This means MSOs need to find ways to create a service profile tailored to the individual needs of each customer.
Does this particular subscriber consume hours of streaming video? Is he or she willing to pay a premium to prevent the video from freezing? In a bring-your-own-device world, being cognizant of the applications being run can help resolve resource contention.
Differentiating cable services with improved user experience means increasing the variety of plans available. Zero rating specific applications, time of day express lanes, and discounted byte counting during off hours are all viable options. Having accurate subscriber data and analytics available can not only help MSOs make improved business decisions about expenditures and traffic management, but also to target the right plans to the right consumers for more profitable service creation.
One customer discussed data plans while another believes that increasing the ceiling of a data cap would reduce the overage revenue. This assumption, of course, presumes that demand stays constant. In fact, when the caps were raised, revenue from subscribers exceeding their plan limits soared. Apparently, the customers perceived an abundance of supply so they consumed readily and consumption spiked as they became less vigilant in monitoring their data consumption.
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Ultimately, cable subscribers settled into new usage patterns and the higher cap provided the freedom for them to explore new gaming and video experiences. The customers enjoyed the new discoveries and were keen to subscribe to a larger plan, thus, an upsell opportunity was born. The network took more load, but the top line also grew. Win, win.