The CCA Voice - Fall/Winter 2015 - (Page 39)

tHeMe: coNNectiNG WitH tHe cUstoMer using LTe Small cells to improve the user experience By: Steve hratko, Director of SP Marketing, Ruckus Wireless, Inc. L TE small cells have the potential to greatly improve the user experience in high-traffic locations if they can be broadly deployed. For this to happen, we need to look beyond the technical issues, which have mostly been resolved, and instead focus on the business model for broad-based deployment in high-density locations. Much can be learned in regards to the business model by looking at the Wi-Fi phenomenon. The secret of Wi-Fi's enormous success in high-density public venues can be distilled down to the following: * The venue pays for the deployment, * It can be easily installed by a value added reseller (VAR) with modest radio skills, and * The equipment is inexpensive and easy to operate. For LTE small cells to be truly successful, they must emulate this model. Let's look a bit more closely at what is required: The Venue Pays Once you get past high-density locations such as airports and convention centers, for which the mobile operator will gladly pay for the deployment, the burden shifts to the venue. In order for public venues to be willing to pay for an LTE small cell deployment, they will usually require a neutral host solution. These venues want anyone who enters their building to be able to connect to the wireless network. The traditional neutral host cellular solution for large public venues is distributed antenna systems (DAS). These DAS networks are usually installed by third parties, which then resell access to mobile network operators. The challenge is how best to replicate this model with an LTE small cell. A new and very different form of spectrum allocation would greatly benefit a neutral host small cell. In April, the Federal Communications Commission came to the rescue with a revolutionary ruling on the 3.5 GHz band, which creates low-power cellular spectrum that can be shared with incumbent users (Navy and satellite). The licenses are offered along census tracks, which make them perfect for covering small areas, and the low power requirement limits interference, making it perfect for low-power radios. The venue pays model also puts a premium on making sure that any LTE small cell deployment does not encumber the unlicensed bands, as this will make site acquisition more difficult. There has been much debate In April, the Federal Communications Commission came to the rescue with a revolutionary ruling on the 3.5 GHz band, which creates lowpower cellular spectrum that can be shared with incumbent users. The on running LTE in the unlicensed bands (see LTE-U article). installed by Vars Public venue LTE small cell deployments must be deployable by the same network of VARs that support Wi-Fi deployments. If radio engineers are required, it will push the cost of these deployments far beyond what makes financial sense (especially as we move beyond high-density venues such as airports and convention centers). A key capability here is support for selforganizing network capability in LTE small cells. To a large extent, Wi-Fi networks are already self-organizing, which greatly simplifies installation. cost-effective equipment This may be one of the biggest challenges with an LTE small cell deployment. 802.11ac access points can be purchased for under $1,000, with 802.11n access points being a lot less expensive. LTE small cells will need to hit these same price points to successfully penetrate lower density venues. Adding an additional 5 GHz radio to these units to support LTE-U will certainly push up the costs of these devices - a cost that the venue may not wish to bear. LTE small cells are poised to finally take off in the market. The technical issues have mostly been resolved, and now the business model has come front and center. By emulating the Wi-Fi model, it should be possible for LTE small cells to sweep through venues of all types and in all geographies. The central tenant for success is for the venue to pay, and the key to getting them to pay is to neutral host the LTE small cell. It worked for Wi-Fi, and it can work for LTE small cells, enhancing the user experience. Voice * * Fall/Winter 2015 39

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