It was our privilege to be represented in one of the kickoff sessions for the CCA show in San Antonio this past Thursday. The competitive carriers are any carrier who is not Verizon or ATT (as defined by the number of subscribers).
As is often the case, we were on a panel with two of the "big iron" vendors, Alcatel-Lucent and Ericsson. The topic of the day was maximizing revenue in LTE deployments and the room of 150 or so participants was packed. For Procera's part, it has been interesting to watch the evolution of customer interest switch from the traditional "cost containment" applications to a "high-road" message of service enablement and revenue generation. This is particularly salient as Procera expands its footprint and continues to become a key component for measuring, improving and billing for improved Quality of Experience (QoE). Who knew? It seems that happy customers are loyal customers and provide the foundation for maximizing revenue. Absent that foundation, the house crumbles and falls.
One thing is for certain, the days of flat fee, all-you-can-eat, service plans are numbered--and we're not talking big numbers here. Whether it's zero-rating of favorite sites or applications, or staggered volume and speed offers per service, more exotic service plans are coming to a service provider near you. The end game may not be so exotic as to lose all resemblance to current offers, but one thing is for certain--it will not resemble your father's service plan.
One topic that received a fair amount of air time was the concept of "fail fast." At Procera, we would file this under "vendor jive." Conceptually, the idea is to bring services to market and then letting them fail quickly so the provider can move on to the next service. One is left wondering what an endless string of such failures does for the enterprise if not Product Management's psyche. The big iron guys argue that because it takes so long to roll out a service, a position we find tellingly ironic, you don't want to demonstrate too much loyalty to it in case it fails. So, declare death in the early innings and move on, seems to be the argument.
At Procera, we believe in something slightly more affirmative, and would prefer to advance a concept of "succeed fast." Armed with the correct data from an analytics perspective, which our solutions provide in spades, it should be harder to fail, at least intentionally. We are reminded of one customer who rolled out a service with PacketLogic and hit break even in just under four days. While it is an exception, not the rule, this is a result the entrenched can't seem to wrap their collective minds around.
An affliction made sufferable by an outdated plane of reference.
Topics: What We're Up To