The CCA Voice - Spring/Summer 2014 - (Page 45)

THEME: ON THE EDGE: MEETING CONSUMER DEMAND Lead with Location As wireless revenue streams shift from voice, messaging and data to data services, precision location capability can position carriers for success. By: Kevin Coyne Vice President Core Systems Engineering, Intrado P ersonal computing is monumentally on the move. Today, a cumbersome wired desktop computer seems antiquated to most people. Even a laptop can seem clumsy next to a new generation of sleek, agile mobile devices that allow us to easily connect with one another as well as with ideas, information, and entertainment. With unprecedented innovations in the miniaturization of component technologies, today's smartphones and tablets are as powerful as rack-mounted servers that were in use just a few years ago. This added performance is setting the stage for more sophisticated mobile operating systems and applications that require increased processing power and bandwidth to handle the next generation of data that is quickly becoming commonplace. New mobile computing capabilities allow users to go beyond the basic search for data to the actual application of and interaction with data that is often delivered directly to us without even asking for it. As more and more wireless devices are linked together in the pursuit of readily available and usable information, cloud-based mobile data services will become the next primary revenue stream for wireless carriers, trumping voice, messaging, and data access. And an ever-growing number of applications delivering that data over your network will require precise location capabilities to get the right information to the right person at the right time. Is your network ready? most critical component that will drive user behavior and dubbed it "the most valuable currency" of this new revenue wave. The study further identified location as a key element of context. To ensure the highest quality of experience to customers, it is essential that wireless carriers enhance their location network performance so they are prepared to support the location-dependent applications that will define the next phase of mobile computing. Quality of Experience Moving forward, interconnection will define the burgeoning computing age. We can already virtually connect to an amazing number of things. You can warm up your car from your kitchen. Your garage door can notify you if it has been left open. Your thermostat can detect if no one is home and adjust the temperature accordingly. Wearable devices can track your health and deliver information right to your doctor, all automatically. In this world, quality of experience for the end user hangs on the ability of the application to deliver contextual information over the wireless network. In a recent in-depth study on the impact of data services on the wireless industry, mobile consultant Chetan Sharma identified context as the Better Location Performance Location capabilities are not new to mobile devices. Most devices sold today have an imbedded GPS chip that is capable of providing fairly accurate location information in a seemingly short amount of time. The problem moving forward is that this technology was developed to function primarily outside in relatively open spaces. The location-dependent applications that are under development now have much more rigid demands. In the not-sodistant future, location will need to be pinpointed inside, in tightly developed settings, faster, and with even more accuracy - sub-5 meter accuracy will be required for some proximity marketing applications. As carriers strive to enhance their location capabilities to keep pace with the technological advancements, the application of certain best practices can be the foundation for a better performing network. Critical network enhancements to improve location performance should include: * Increasing the A-GNSS and A-GPS location fixes while decreasing the time to first fix; * Investing in network tools that can be applied across all vendors in the network to generate consistent reports and KPIs; THE VOICE * * Spring/Summer 2014 45

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2014

Chairman’s Letter by Jonathan Foxman
A Message from the President and CEO by Steven K. Berry
CCA’s 2013 Annual Achievement Award Winners
Staying Ahead of “The Next Big Thing”
Near Tragedy in Nevada Demonstrates Need for Rural Investment
Competition – The Foundation for a Healthy Industry
Putting the “Incentive” in Incentive Auction
Beat ’Em or Join ’Em: Data Roaming in a 4G LTE World
2014: The Year of Small Cell Deployment
Band Class 12 – Beyond Broadband
Chat Mobility Utilizes Multi-Faceted Plan to Attract & Retain Customers
Blurred Lines: Reinventing in the Rural Market
Regional Carrier Bridges Digital Divide with Massive Network Upgrade
Wireless Challenges and Solutions for Competitive Carriers
Expanding America’s Wireless Networks: It Takes a Village
Lead with Location
Giving Your Customer Their Preferred Choices in Billing: Paper, Electronic, and Mobile
Monetizing Data Demand with Personalized Services
Making Sure Long-Distance Calls Reach Rural Subscribers
Mobility Growth with Emerging Devices
Mobile Broadband and the Rise of Mobile Security Challenges
On the Verge: Fulfilling 4G-LTE Consumer Demand in America
Transform Your Business by Making It Simpler
Lessons Learned on the Road to LTE
Let’s Get Personal
Even If the Voice Packets Make It, Does the Lack of Quality Ruin It?
Our Connected World: The Necessity of NFV for Telcos
Ten Hot Consumer Trends in 2014 and Beyond
Gain Your Edge: Effective Edge Out Strategies with 4G LTE
Reaching Consumer Demand Through Marketing in the Rural Driven Markets
Tips for Improving the Customer Experience
Creating a Super High-Capacity Network in Rural America
Your Competitors Are Coming for Your Customers
Index of Advertisers
Congressional Spotlight: Representative Robert “Bob” Latta

The CCA Voice - Spring/Summer 2014