The CCA Voice - Spring/Summer 2017 - 43


T H E DATA- D R I V E N L I F E : K E E P I N G U P W I T H T H E C O N S U M E R

Managing Customer Expectations
in an Era of Constant Changes

By Yossi Abraham
General Manager of North America,
Allot Communications

C

hange is constant. We witness it
at work, at home, in politics and
basically with every aspect of our
lives. The main driver is the advancement
of technology, the availability of
information and the world becoming
hyper-connected.
Combined with rapid changes, the
consumer expectations also evolve, and
the carrier's goal is to always be at least
one step ahead and able to attract new
customers while retaining existing ones.
In order to remain competitive in this
continuously changing game, carriers
need some fundamental building blocks
as key assets:
*	 Actionable analytics - a clear
understanding of what is going
in the network
*	 Personalization and Agility - the
capability to tailor customized policies
and offerings to targeted consumers
*	 Cybersecurity - the ability to protect the
network and the consumers
Actionable Analytics and
Key Quality Indicators
Mobile consumers expect high Quality
of Experience (QoE) as they depend
on their devices at the center of their
digital lifestyle. They expect to watch
videos without stalls. They expect music

streaming to play with clarity. They expect
web pages to load fast. Consumers care
about Key Quality Indicators (KQIs) that
are application specific, such as stalls,
fidelity, and response times. This is forcing
a paradigm shift in network analytics. It is
necessary to measure application-specific
KQIs for the carrier in order to have a true
understanding of subscriber QoE. This
provides the input necessary to implement
changes, improvements and applicationbased policy adjustments that ensure
subscribers have the desired QoE.
Personalization and Agility
The actionable analytics provides
information. We should and need to be
able to act upon this and provide the
consumers new, updated and customized
offerings and solutions in a timely manner.
In this era of applications and OTT,
Application-Based Customized Offerings
are key. Several examples of plans that
have been successfully implemented by
mobile operators around the world are
zero-rated music streaming, tailor-rated
video streaming, hot spotting quota,
roaming quota, and network-based
parental controls.
The success of these services is enabled
with omni-channel engagement tools to
communicate the value of the new plans,
availability of the opt-in options and report
the benefit of the services. Examples of
effective customer engagement tools
include frictionless on-boarding, in-browser
notification, icon insertion, operator portal
redirects, self-reporting and more.
Cyber Security and
Network Protection
After having the information and
acting upon it, we must make sure that
the consumers and the carriers' networks
are secured. DDoS attacks, malware,
ransomware, and spyware continue to be
on the rise.
THE

Combined with rapid changes,
the consumer expectations
also evolve, and the carrier's
goal is to always be at least one
step ahead and able to attract
new customers while retaining
existing ones.
We are witnessing a shift in the
protection model for mobile consumers from an endpoint protection to a network
based protection, and even preferably to
a unified security offering, covering the
network and the endpoint. The reality
today is that devices (and people) are
not protected due to complexity, apathy
or just ignorance. This creates a unique
opportunity for carriers to add value via
a network-based security service, where
the service is provided to the consumers
automatically, effortlessly and smoothly.
In this fast paced, hyper-connected
world with application usage exponentially
growing, carriers need to evolve and
change constantly in order to remain
competitive. We believe that a combination
of actionable analytics, the ability to quickly
adapt and customize, while keeping the
consumers and network secure are key
pillars for the carriers' future success.
Allot Communications (NASDAQ, TASE: ALLT)
is a leading provider of security and monetization solutions that enable service providers
and enterprises to protect and personalize
the digital experience. Allot's pre-integrated
and highly scalable service delivery framework leverages the traffic intelligence in
data networks to enable service providers to
get closer to their customers, to safeguard
network assets and users, and to accelerate
time-to-revenue for value-added services.
Meet Allot at booth #315 at CCA's MCS and
attend our seminar, Driving Demand Through
Service Innovation on Wed. April 5th from
2-3pm.

VOICE * www.ccamobile.org * Spring/Summer 2017 43


http://www.ccamobile.org

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2017

Board of Directors/Staff
Chairman’s Letter by Brian L. Spurgeon
A Message from the President & CEO by Steven K. Berry
CCA’s 2016 Annual Achievement Awards
Unlocking Spectrum for a 5G World
5G Transformation Starts by Extending Your 4G Network Assets
The Incredible Shrinking Phone Number
Driving the Contact Center
Riding the Data Tsunami
Managing Data Growth
Will Regulators Soon Be Sending a New Message to Messaging Companies Like WhatsApp and Facebook Messenger When It Comes to Real Time Communications?
Catch Consumers with Data, and then Wow Them with Mobility
Agile Network Deployment: Reach Ultimate Efficiency Through Cross-Functional Teams and Adaptive Practices
The More Things Change the More Options We Need to Offer
Your IP On-Ramp: All Roads Lead to WiFi
Digital Self-Help is Only Effective if You Know How Your Customers Want to Use It!
Myth Busting: eSIMs in the IoT
To Be Nimble, Competitive Carriers Need High Quality Data to Serve Big Data Analytics
Managing Customer Expectations in an Era of Constant Changes
VoWiFi and the Public Safety Considerations
The Secure Network Experience: Protect Your Network without Sacrificing the Customer Experience
Technology is Giving Operators a Virtual Eye in the Sky
How Common Short Codes Create a Reliable, Trusted Direct-to-Consumer Communication for Marketers
Managing Customers & Security: No Longer a Balancing Act in 2017
Company Profiles
Index of Advertisers
Congressional Spotlight: Senator Angus King (I-ME)
The CCA Voice - Spring/Summer 2017 - bellyband1
The CCA Voice - Spring/Summer 2017 - bellyband2
The CCA Voice - Spring/Summer 2017 - cover1
The CCA Voice - Spring/Summer 2017 - cover2
The CCA Voice - Spring/Summer 2017 - 3
The CCA Voice - Spring/Summer 2017 - 4
The CCA Voice - Spring/Summer 2017 - 5
The CCA Voice - Spring/Summer 2017 - 6
The CCA Voice - Spring/Summer 2017 - 7
The CCA Voice - Spring/Summer 2017 - Board of Directors/Staff
The CCA Voice - Spring/Summer 2017 - Chairman’s Letter by Brian L. Spurgeon
The CCA Voice - Spring/Summer 2017 - 10
The CCA Voice - Spring/Summer 2017 - A Message from the President & CEO by Steven K. Berry
The CCA Voice - Spring/Summer 2017 - 12
The CCA Voice - Spring/Summer 2017 - CCA’s 2016 Annual Achievement Awards
The CCA Voice - Spring/Summer 2017 - 14
The CCA Voice - Spring/Summer 2017 - Unlocking Spectrum for a 5G World
The CCA Voice - Spring/Summer 2017 - 16
The CCA Voice - Spring/Summer 2017 - 5G Transformation Starts by Extending Your 4G Network Assets
The CCA Voice - Spring/Summer 2017 - 18
The CCA Voice - Spring/Summer 2017 - The Incredible Shrinking Phone Number
The CCA Voice - Spring/Summer 2017 - 20
The CCA Voice - Spring/Summer 2017 - Driving the Contact Center
The CCA Voice - Spring/Summer 2017 - 22
The CCA Voice - Spring/Summer 2017 - Riding the Data Tsunami
The CCA Voice - Spring/Summer 2017 - 24
The CCA Voice - Spring/Summer 2017 - Managing Data Growth
The CCA Voice - Spring/Summer 2017 - 26
The CCA Voice - Spring/Summer 2017 - Will Regulators Soon Be Sending a New Message to Messaging Companies Like WhatsApp and Facebook Messenger When It Comes to Real Time Communications?
The CCA Voice - Spring/Summer 2017 - insert1
The CCA Voice - Spring/Summer 2017 - insert2
The CCA Voice - Spring/Summer 2017 - 28
The CCA Voice - Spring/Summer 2017 - Catch Consumers with Data, and then Wow Them with Mobility
The CCA Voice - Spring/Summer 2017 - 30
The CCA Voice - Spring/Summer 2017 - Agile Network Deployment: Reach Ultimate Efficiency Through Cross-Functional Teams and Adaptive Practices
The CCA Voice - Spring/Summer 2017 - 32
The CCA Voice - Spring/Summer 2017 - The More Things Change the More Options We Need to Offer
The CCA Voice - Spring/Summer 2017 - 34
The CCA Voice - Spring/Summer 2017 - Your IP On-Ramp: All Roads Lead to WiFi
The CCA Voice - Spring/Summer 2017 - 36
The CCA Voice - Spring/Summer 2017 - Digital Self-Help is Only Effective if You Know How Your Customers Want to Use It!
The CCA Voice - Spring/Summer 2017 - 38
The CCA Voice - Spring/Summer 2017 - Myth Busting: eSIMs in the IoT
The CCA Voice - Spring/Summer 2017 - 40
The CCA Voice - Spring/Summer 2017 - To Be Nimble, Competitive Carriers Need High Quality Data to Serve Big Data Analytics
The CCA Voice - Spring/Summer 2017 - 42
The CCA Voice - Spring/Summer 2017 - Managing Customer Expectations in an Era of Constant Changes
The CCA Voice - Spring/Summer 2017 - 44
The CCA Voice - Spring/Summer 2017 - VoWiFi and the Public Safety Considerations
The CCA Voice - Spring/Summer 2017 - 46
The CCA Voice - Spring/Summer 2017 - The Secure Network Experience: Protect Your Network without Sacrificing the Customer Experience
The CCA Voice - Spring/Summer 2017 - 48
The CCA Voice - Spring/Summer 2017 - Technology is Giving Operators a Virtual Eye in the Sky
The CCA Voice - Spring/Summer 2017 - 50
The CCA Voice - Spring/Summer 2017 - How Common Short Codes Create a Reliable, Trusted Direct-to-Consumer Communication for Marketers
The CCA Voice - Spring/Summer 2017 - 52
The CCA Voice - Spring/Summer 2017 - Managing Customers & Security: No Longer a Balancing Act in 2017
The CCA Voice - Spring/Summer 2017 - Company Profiles
The CCA Voice - Spring/Summer 2017 - Index of Advertisers
The CCA Voice - Spring/Summer 2017 - 56
The CCA Voice - Spring/Summer 2017 - 57
The CCA Voice - Spring/Summer 2017 - Congressional Spotlight: Senator Angus King (I-ME)
The CCA Voice - Spring/Summer 2017 - cover3
The CCA Voice - Spring/Summer 2017 - cover4
http://www.nxtbook.com/naylor/RCAB/RCAB0118
http://www.nxtbook.com/naylor/RCAB/RCAB0217
http://www.nxtbook.com/naylor/RCAB/RCAB0117
http://www.nxtbook.com/naylor/RCAB/RCAB0216
http://www.nxtbook.com/naylor/RCAB/RCAB0116
http://www.nxtbook.com/naylor/RCAB/RCAB0215
http://www.nxtbook.com/naylor/RCAB/RCAB0115
http://www.nxtbook.com/naylor/RCAB/RCAB0214
http://www.nxtbook.com/naylor/RCAB/RCAB0114
http://www.nxtbook.com/naylor/RCAB/RCAB0213
http://www.nxtbook.com/naylor/RCAB/RCAB0113
http://www.nxtbook.com/nxtbooks/naylor/RCAB0212
http://www.nxtbook.com/nxtbooks/naylor/RCAB0112
http://www.nxtbook.com/nxtbooks/naylor/RCAB0211
http://www.nxtbook.com/nxtbooks/naylor/RCAB0111
http://www.nxtbookMEDIA.com