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What can Service Providers do today to monetise their networks?

by Juniper Employee ‎10-02-2012 09:02 AM - edited ‎10-04-2012 01:02 AM

The industry has been talking widely about network monetisation, but little evidence has been provided. I’ve also wrote several blogs on this topic too, but now is a good time to talk about that again as Juniper Networks has some great news to share.


The predictions about increasing network traffic and decreasing SP ARPU (Average Revenue per User) get confirmed day after day. That in combination with the current economic climate makes service provider monetisation a hot topic again. But now it’s time for the industry to provide real solutions to implement monetisation preserving the principles of simplicity and optimisation to keep costs under control.


Realistically, can service providers attract their customers with real innovative services? Probably not.  Most of the innovation is still perceived from the devices (new Smartphones or tablets… or even augmented reality glasses!) or from over-the-top (OTT) providers (content anywhere, cloud based services, etc…). However, although the network service providers are currently excluded of OTT value chain, they are still positioned strategically to capture additional benefits of that.




With the recent announcement from Juniper, we are enabling a New Decade of Service Monetisation and Optimisation! Ad insertion, parental control, multi-screen services, virtual security services, business Cloud CPEs… interested? Here you have the details on different monetisable services we are now enabling:


  • Online Advertisement Insertion:  The global online ad market spend is forecast at ~$70B in 2012 and forecast to double by 2015. Approximately 10% of total advertising spend is spent on acquiring ad targeting data according to some estimations Traditional techniques are based on IP geo-location (not very accurate) or web cookies (not well accepted). With Juniper Networks’ Junos Web Aware, network service providers can provide accurate target data to the ad industry transparently to the End-user and at scale! And of course, fully integrated at the network edge router.


  • Parental Control: To avoid unwanted content at our children’s screens, traditional parental control methods have been provided on browser or plug-in based technologies. Children and malicious software know very well how to avoid these using different techniques including: alternate browsers or using phones or tablet at the home’s Wifi. A trusted solution must include network based parental control. Did you know that a network based parental control can provide up to 5$ of monthly ARPU broadband Service Providers? Once more, Junos Web Aware can do it by analysing the HTTP headers at real-time!


  • Multiscreen Services: A quick informal survey around my close friends and colleagues revealed that although their broadband or cable provider can offer video-on-demand (VoD), they prefer to use over-the-top providers due to advanced capabilities including the possibility of watching the same content on their multiple screens: Tablets, PC, SmartTV (with no set-top-box of course), Smartphone… even when they are away from home! The traditional offer still limits it to the TV equipped with the official set-top-box and forgets the rest of screens or mobility. Juniper Content Encore allows service providers to enable multi-screen capabilities in their content offerings, supporting live streaming as well as VoD. Once more, integrated in the network edge router to optimise it furthers the content delivery and increase ARPU by creating loyalty.


  •  Managed and Dedicated Security Services: When a business customer requests a dedicated security service in conjunction with the service provider the hosted offering normally gets an expensive setup fee as a result of having a dedicated piece of hardware sitting within the data centre. Juniper Networks allows a new model, based on the extensive experience at the security space and leveraging the server virtualisation. Juniper Networks JunosV Firefly virtual security software delivers unprecedented flexibility and scale for hosted public cloud/private cloud and virtualised data centres. JunosV Firefly runs, in an x86 virtualized environment, a large number of instances of the branch SRX series services gateways with its key core security and networking features.


  • A Managed Network for the Private Cloud: Have you considered how Service Providers deploy the data centre network for a private cloud service? Traditionally, it translates in operating dedicated networking equipment for each customer… in other words a data centre network within a data centre network, making it even more complex. Well, not anymore with Junos Node Unifier: the data centre network manager can now control every switch of the private cloud as a virtual port of the Juniper Networks MX router simplifying the operations! In combination with JunosV Firefly and the vGW series  provide a complete offering for cloud service providers!


  • End to End Cloud SLAs: Today, when enterprises contract cloud services they aren’t really getting a compelling SLA (Service Level Agreement) as the connectivity is not included. Availability is one of the main roadblocks for companies to migrate services to the cloud. Juniper MX Universal Edge allows service providers to offer a combined solution including business VPNs and Cloud SLAs. In other words, enterprises can now get from their service provider the VPN with the hosted ERP, VMs, cloud backup, etc… 


  • Business Cloud CPE: Did you know that the most costly part of a network service is the CPE piece and its management? The cost of the CPE and its maintenance takes a big portion of the telecommunications bill of enterprises. And even worst, whenever the customer needs additional services, in many cases it translates in a CPE replacement…. And this for every single branch! With the Virtual CPE model, SPs can deploy simple CPEs while the advanced services sit in a virtual CPE hosted at the Edge of the network for each customer. With features like: DHCP address assignment, NAT or multicast. There is a guest blog post by Nicolas Fischbach, Director, Network & Platform Strategy and Architecture, Colt on that.

All of that, together with the existing services which are part of the Universal Edge platform provides a compelling platform for service provider monetisation, all of which are based on Junos and sit at the network edge, keeping costs under control.


As you can imagine we are pretty excited about all that. How about you? Let us know how you plan to take advantage of the above mentioned techniques!


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