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Your VAS are NOT Obsolete : Enhance them with agility, programmability and automation


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 Are Value Added Services obsolete?

We are all end users of Value Added Services (VAS). In the telecommunications industry, they enhance standard service offerings, inciting us to use our phones more, and increasing Communications Service Providers’ (CSPs) ARPU. On our mobile phones, we enjoy technologies such as voice mall, SMSMMS and data access, once considered VAS, and now expected as part of a standard CSP plan.

Today cloud-based solutions, multi-channel interactions, natural-language speech and the use of different devices are forcing CSPs to re-evaluate their approach towards VAS. With the spread of instant communications, the demand for over-the-top (OTT) voice and messaging services such as Skype, WhatsApp or Messenger, has exploded, driving more traffic. The deployment of new VAS (content, commerce, communications or application) often displaces or otherwise marginalizes existing services.

CSPs have to tackle data traffic growth, and loss of revenue to other CSPs and OTT providers, by bringing network services over IP at lower rates with richer experience. For example, in the case of VoIP, incumbent CSPs have embraced the fact that bearer services are being commoditized, and margins are going down, causing CSPs to invest in other areas including integration of VAS with core services.


 The move to VoLTE and WebRTC

VoLTE is ideal to ensure voice service continuity over IP, and service enhancement with, for example, high definition (HD) audio, interactive video, and video conferencing. With timely implementation, CSPs can benefit from VoLTE capabilities, providing a customer experience that is superior to OTT offerings, and preserving customer loyalty into the future for IP networks by differentiating on quality and reliability.In response to these business challenges, CSPs are looking to move to broadband networks and lower costs, while continuing to differentiate with high-quality, innovative multimedia services. As T-Mobile stated, the move to Voice over Long Time Evolution (VoLTE) can’t happen fast enough for both business customers and their providers. 

Furthermore, CSPs can integrate the latest browser technology to make their voice and video services available to a wide range of applications and users. WebRTC (Web Real-time Communications) allows real-time audio and video communication between WebRTC-enabled browsers and applications supporting WebRTC.

Agility, programmability and automation as key differentiators

Conquering the challenges of virtualization and understanding micro-services—even opening their networks to third-party developers and incorporating open source solutions—does not necessarily provide CSPs with the kind of differentiation they desire. If everyone is open and developers are creating similar applications and services they can resell to other CSP, where are the differentiators?

The answer lies in agility, programmability and automation. CSPs with development resources, can create their own micro-services, applications, and capabilities independently of their software suppliers, using new practices and technologies:

1. Increase agility in a DevOps environment

New services implementation requires a complete application development life cycle within DevOps practices. Although DevOps in data centers are well-suited to the demands of agile service creation, CSPs have additional needs specific to virtualized and software-defined network environments and so seek to extend and enhance agile deployments within IT, network, product development and delivery for external services such as cloud services or Internet of Things. 

2.  Improve programmability with converged platforms for all network technologies

CSPs must consolidate their disparate legacy VAS systems. Many of these silo-ed, proprietary systems are either at, or rapidly approaching, their end of life, while the increasing commoditization of services and ruthless competition are squeezing margins as never before.

At the same time, we, the end-users are clamoring for easier access to new rich voice, video, data and collaborative services, possibly with VoLTE or WebRTC, and insist on a simple, engaging and reliable user experience. Three complementary elements will allow CSP to evolve their VAS to today’s challenges: a telecom application server, a media resource function and a WebRTC gateway.


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The VAS Transformation solution proposed by HPE integrates these elements not only for multiple, disparate legacy IVR systems such as prepaid, billing inquiry or contact center, but also messaging, intelligent network services and Communications as a Service offerings to business customer—all consolidated into a unified, standards-based platform that will bring you the enhanced performance, simplified infrastructure management, and continued cost savings you need to increase business agility and successfully compete in the dynamic services marketplace.

3. Adopt automation to improve network programmability

NFV platforms help CSPs thrive in this increasingly fast-paced environment by accelerating the journey from old-school networks built on monolithic, proprietary appliances to more agile cloud networks enabled by NFV.  NFV meet CSPs’ demanding requirements for automation, high availability, scalability, reliability, and low latency networking. With the goal of applying DevOps principles for providing agility in new VoLTE and WebRTC services, CSPs must embrace software-based, cloud architectures in their central offices and network such as NFV.

What are the CSPs’ benefits?

 The HPE solution brings you three main benefits::

  • Consolidation to reduce costs: Reduce operational expenditures by consolidating your multimedia services on a common platform
  • Resource optimization with virtualize network functions: NFV management, standard IT infrastructure and orchestration of features optimizes use of hardware
  • Reduced time to market: rapid service creation using a converged platform for all network technologies enables smooth migration and application re-use 

Learn more about HPE solutions and products for modernizing your value added services :  VAS Transformation, HPE Multimedia Services Environment, HPE WebRTC Gateway Controller and HPE Open Media Platform – Virtual Media Resource Functions


About the Author


Success-oriented marketing professional with domestic and international experience conveying Value Added Services and IT Services for Communications Service providers’ technologies and markets worldwide, including Cloud Services, Voice and Intelligent Network Services, Network Function Virtualization, Enterprise Mobility, Big Data and Security markets, to achieve leading positions in the cloud, communications and IT service provider segment (direct and indirect).

Jan 30-31, 2018
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