The CCA Voice - Spring/Summer 2014 - (Page 55)

THEME: ON THE EDGE: MEETING CONSUMER DEMAND Lessons Learned on the Road to LTE Three Keys to Ensuring a Successful Journey to LTE Roaming this journey numerous times by enabling commercial international roaming launches and trials with our customers, and in doing so, we've identified three lessons that help ensure operators can fully realize and harness the power of LTE. By: John Wick Senior Vice President and General Manager, Mobile Transaction Services, Syniverse T he mobile industry long awaited the launch of LTE, and now that it has arrived in many parts of the world, end-user expectations for rich, high-quality experiences are growing exponentially. The number of LTE networks has grown roughly 1,200% in four short years, from a paltry 19 in 2010 to more than 250 at the end of 2013. Thus, the growing number of networks globally means the next phase of LTE - roaming, interworking and advanced services - is now a reality. End users who upgrade to LTE typically base their expectations on past experiences with 2G and 3G networks. In other words, they expect the service to work flawlessly, whether at home or away. In addition, the explosion of mobile applications has elevated consumers and businesses' expectations of the potential capabilities and productivity enabled with LTE. With LTE roaming still in its infancy, those mobile service providers that can deliver the broadest footprint with the highest-quality service face the greatest opportunity to gain customers and increase revenue. The road to LTE roaming has its twists and turns. At Syniverse, we've navigated Lesson 1: GET THE BASICS RIGHT LTE interoperability is far more complex than legacy SS7 interoperability. The ability to interwork with legacy networks, while managing new network architectures, latency requirements and network element reconfigurations, are critical foundational components of LTE roaming. Traffic flows benefit from real-time intelligence tools that monitor traffic, pinpointing and resolving issues with firewall and routing settings before they become a point of abrasion for end users. As a vital facet of revenue production, LTE roaming requires operators to submit new call detail record information to their clearing houses in order for the records to be processed and changed to TAP accurately. If those submissions lack the necessary information, operators can expect major snags in ensuring accurate wholesale and retail billing. This illustrates why it is more important than ever for operators to use a trusted intermediary with experience in LTE for interoperability, network performance and clearing and settlement services. Lesson 2: REIMAGINE CUSTOMER DEFINITION LTE is arriving at a pivotal time for end users, with the potential for mobile, tablet and sensor services being fully appreciated. As mobile network operators are looking for growth beyond traditional subscriber profiles, a similar search is underway by enterprises hoping to connect with those operators' end users. Enterprises are looking to extend CRM, social and THE advertising services through mobile and tablet experiences. Over-the-top (OTT) players, mobile virtual network operators (MVNO) and machine-tomachine (M2M) providers are equally motivated to expand their service offerings for connected cars, wearables and transactions. LTE now has the capacity, quality and the reach to expand the operators' addressable market segments. Lesson 3: RESET REVENUE SOURCES LTE brings new capabilities to customize user experiences and tailor services closer to the customers' requirements. With new Classes of Service, mobile operators can offer guaranteed end-to-end service to a variety of OTT, M2M and machine-toapplication (M2A) service providers, as well as to enterprises for IT and CRM applications. Flexibility in monetizing LTE's speed and capacity creates new revenue sources and rebalances the wireless business model. And the lessons don't end here. With LTE implementation comes a range of other advancements, including voice over LTE (VoLTE), rich communication services (RCS) and realtime intelligence applications, which many experts expect to start seeing in commercial plans in 2014. Operators need to ensure their plans are aligned with business requirements and drive revenue growth through these newfound LTE conduits. Alexander Graham Bell was once quoted as saying, "Before anything else, preparation is the key to success." In this vein, the key to successful LTE implementations is having the foresight of knowing what hurdles stand in the way, and most importantly, how to proactively address them. VOICE * * Spring/Summer 2014 55

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