Use Case: Personalized Services

Opportunity

Service Providers are looking for ways to manage bandwidth resources on a per-subscriber basis to better provide personalized services and high quality of experience (QoE) while ensuring network performance.

The growing number of subscribers, combined with new applications and services (e.g., YouTube, P2P, streaming video, downloads, social networking), is dramatically increasing the demand on network resources. To consistently provide the best customer experience to the largest number of customers, service plans usually include “fair-use” policies to keep a small percentage of users from dominating network bandwidth.

Challenges

Service Providers need to capitalize on these market opportunities while overcoming their key challenges:

• Small numbers of users can monopolize bandwidth when the network is provisioned according to normalized usage patterns.
  
• Services for normal bandwidth usage subscribers can become unresponsive.
  
• QoS of the high-bandwidth subscribers can suffer.

Potential Impact

• Reduced customer satisfaction.
• Increased OpEx from complaints to customer service.
• Increased churn.

Solution: Volume-Based Metering

Volume-based metering can help ensure that all users enjoy a reasonable QoE. When used in conjunction with enforcement points like deep packet inspectors, a Bridgewater Systems™ policy solution can enable Service Providers to allow subscribers greater service flexibility. Each subscriber can determine his or her bandwidth needs, and even temporarily boost the current bandwidth level through a self-service web portal. 

Solution Benefits

Control CapEx	Purchase only necessary network equipment to meet service demands.
Control OpEx	Reduce complaints to customer service about slow connections. Self-service portal reduces strain on customer service while increasing service responsiveness and flexibility.
Increase subscriber satisfaction	Provide QoS for existing customers. Provide QoS for new services.
Increase revenue	Power users pay for the higher level services they want. Self-service portal enables easier payment for additional services.

The Bridgewater Systems Advantage

• Dynamic bandwidth metering enabling flexible service options.
• Subscriber data management and subscriber context information enabling Service Providers to track quota levels and requirements to push appropriate options to users.
• Usage tracking and targeted services for each user.
• Subscriber redirection capability for lower service costs and better usability.

How the Solution Works

1. A subscriber accesses the mobile data network.
2. The Bridgewater Systems AAA Service Controller authenticates the user and determines the network access and services the subscriber is entitled to. 
3. The AAA Service Controller communicates with the Bridgewater Systems Policy Controller to determine the amount of quota left for the billing period.
4. When the subscriber reaches quota, one of the following occurs:
   • Subscriber is re-directed to a web portal where he or she can be offered a temporary bandwidth boost or upgrade option to the next service tier.
   • Bandwidth can be reduced to ensure fair usage.
   • Subscriber can be denied access.

In the Network

Personalized Services in a GSM Network (click to enlarge)

Personalized Services in a DSL network (click to enlarge)

Solution Components

• AAA Service Controller
• Policy Controller
• Deep Packet Inspector (Integration Support : Arbor Ellacoya eSeries, Cisco SCE)