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A new user on the rise: the cloud user

Published by Ericsson

A new user on the rise: the cloud user

With the Networked Society on the horizon, a new user is emerging – the cloud user. This user is already transforming networks, demanding a converged service experience that crosses both devices and access methods.

The cloud user is one who has many devices to access content and who cares a lot about quality – but not about what it takes to achieve it. This user wants a convergent experience and doesn’t want many subscriptions. Using a fixed line for the majority of traffic, this user still wants to have a range of mobile devices for accessing their favorite sites on the go.

For the cloud user, the borders between fixed and mobile are already gone, putting the operator in a tough position.

The main enabler for a converged service experience lies in the smart control layer, and the logics of the smart control layer will be driven by mobile logics.

“We must design and transform the networks of the future with this user in mind – we would like operators to offer all consumers the same service experience as Apple users already experience with Apple products” says Mats Johansson, Marketing Responsible for Fixed Broadband & Convergence at Ericsson. “Cloud user behavior benefits greatly from a fixed and mobile network convergence where mobile control logic will prevail.
“Mobile devices will dominate in access cloud services, mobile challenges in the control plane will influence the whole converged network, and Quality of Services and policy control will have to be of the mobile grade.”

With these capabilities, Johansson says, operators will be able to monetize the new cloud based OTT-services, and become increasingly relevant to the cloud users.

So how can operators gain an edge in this new market?

To manage the cloud user, networks need to evolve to the next-generation of IP networks, Johansson says. This transformation rests on four pillars – scalability, smart networks, simplicity and superior performance.
“Scalability in bandwidth and signaling is needed to cater to services such as HDTV and to handle the increasing number of connected devices, while smart networks are needed to provide Quality of Service models that assign different types of quality to different types of services depending on the user’s subscription package. Simplicity in the architectures of backhaul and transport will reduce the traffic costs and superior performance is necessary with more and more services in the cloud, especially when it comes to enterprise services.”

Video is another factor when it comes to building future networks. Johansson says: “Video will be a very demanding cloud service to operate. Video will account for 80 to 90 present of the traffic in future networks and operators will be in driver’s seat when it comes to monetizing these services across the ecosystem, but with the right support, meeting the high quality requirements this demands, cloud users can have access to the services they want, when they want them. We, as Ericsson, will help the operators to be more relevant serving the cloud user.”

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