The CCA Voice - Fall/Winter 2015 - (Page 33)

tHeMe: coNNectiNG WitH tHe cUstoMer connecting the Mobile customer through innovative roaming hub Solutions By: Nina Le-richardson, Director of Roaming Product Strategy & Development, TNS The LTe roaming challenge As people become more reliant on smartphones, it becomes increasingly urgent for mobile operators to provide a seamless, always on, borderless, high-speed data experience for smartphone users. 3G introduced an unprecedented amount of innovation and social impact to the mobile experience. Mobile users are accustomed to utilizing their smartphones to connect to their world via social media, apps, bill payment, music, and more. Affordable data roaming is no longer a premium feature but a differentiator. As LTE and VoLTE roll out globally and customers' appetites for "roamlike-home" experiences increase, so will the demand for cheaper global LTE roaming. "The continuous feedback from our customers indicates how important it is to travel without the fear of high roaming charges," reported Sprint CEO Marcelo Claure.1 current Landscape Smartphone users want the following: faster data speeds for mobile video and high-speed Internet without throttling, low roaming charges without bill shock, and high-speed global LTE footprint access. T-Mobile USA and Sprint offer free international data roaming plans at 2G or EDGE data speeds in a limited number of countries, with upgrades available to add additional countries and/or faster speeds. Rapid customer acclimation to faster data speeds has far overrun the once near-stagnant evolution of wholesale data roaming costs since 2G. Innovative operators are reinventing Inter-Operator Tariff (IOT) structures to increase roaming accessibility and manage wholesale expense. Bill shock is also a major customer roaming deterrent. Wholesale costs, retail costs, and bill shock contribute to throttling or the customer turning off their phone while roaming. eventual impacts of 5G The gradual evolution to an all-IP LTE mobile network, along with the Internet of Things and the eventuality of a 5G hyper-connected society - complete with 5G's expected high social and economic value applications - will exacerbate the issues. Network function virtualization, software defined networks, heterogeneous networks, and lowpower/low-throughput networks are encapsulated in the term 5G. However, these LTE-advanced technologies are on a separate path of network 1 sprint-launches-free-unlimited-internationalroamingunlimited-texting-and-20-cents-perminute-for-voice-calls-when-traveling-tolatin-america-europe-orjapan.htm The Mobile users are accustomed to utilizing their smartphones to connect to their world via social media, apps, bill payment, music, and more. Affordable data roaming is no longer a premium feature, but a differentiator. upgrades and will add additional commercial complexity. 2G Legacy Roaming contracts are technology neutral but still require bilateral testing and launch for every new LTE and VoLTE partner. Whether the operator has 500 existing agreements or are a new LTE operator, all operators are required to complete LTE IREG and TADIG prior to the commercial launch of LTE. The significant investment in testing and integration resources requires operators to justify the cost of integration testing for LTE, VoLTE, and - eventually - 5G. This is especially challenging for Tier 2 and Tier 3 operators. Meanwhile, whether consumers will heavily utilize LTE roaming is uncertain due to cost. Additionally, GSMA IOT standards are limited. Freedom of new IOT structures is needed to enable emerging charging models based on SIM ownership, access models, usage type, behavior type, and more. Even with other factors playing a role in achieving Voice * * Fall/Winter 2015 33

Table of Contents for the Digital Edition of The CCA Voice - Fall/Winter 2015

Board of Directors/Staff
Chairman’s Letter by Jonathan Foxman
A Message from the President & CEO by Steven K. Berry
CCA’s 2015 Excellence in Marketing Award Winners
Number Portability in a Mobile World
Mobile Broadband Brings Life-Changing Health Care Benefits to Consumers
WiFi: Keeping Consumers Connected to the Network, to Each Other, and to Your Brand
Spreading the Reach and Range of LTE
It’s a Mobile Life
Regional Carrier Cellular One Competes with the National Players by Taking a Customer-Centric Approach
5G – The Quest for a Wireless Utopia
Connectivity Leads to Smarter Water Management
Connecting with the Customer through POS/Retail Management Systems
Connecting the Mobile Customer through Innovative Roaming Hub Solutions
Building IoT for the Agile Operator
Wireless Hitting a Home Run at the Ballpark
A New Wave in Wireless: Innovative Strategies to Connect the Last Mile
Using LTE Small Cells to Improve the User Experience
What’s Trending in Customer Communications?
Nurturing Customer Connections in a Mobile World
How Multiple Phone Line Management Services Improve the Customer Experience
How Do Small Cells Fit into Wireless Networks?
Connecting with Customers Outside the Cloud
Whether Mobile or Fixed, Emerging or Established Markets, the Holy Grail of Innovation is Service Personalization
New LTE Service Delivery Approach for Rural Carriers
Index of Advertisers
Congressional Spotlight: Congressman Mike Doyle (D-PA-14)

The CCA Voice - Fall/Winter 2015