Cover story
Cover story
Get Smart
Who will control the Smart Home ? Will it be service providers using broadband provision as their route to the control of IoT services in the home ? Colin Mann looks at the challenges facing companies wishing to monetise households ’ burgeoning desire for bandwidth and a range of entertainment services .
In Euromedia magazine ’ s infancy , early iterations of this feature bore the title ‘ Set- Top Box Survey ’, asking basic questions such as ‘ Do you offer an HD variant ?’, and ‘ What territories do you export to ?’.
As the years rolled by , topics such as hybrid boxes were addressed . More recently , the necessity to work from home has highlighted the need for reliable and secure Internet connectivity , with families ’ demanding seamless access to services .
No longer is there just one device in the home capable of receiving broadcast content , or one computer requiring dial-up access to the Internet , nor are the operators focused on one element of service provision , with multiplay operators vying for business .
8 EUROMEDIA
LOYALTY . So , what role can CPE play in maintaining customer loyalty and maximising the available spend ? According to Craig Thomas , CEO at Broadband Forum , CPE is becoming increasingly smarter and more than just a connection point . “ Communication Service Providers ( CSPs ) now have the opportunity to leverage CPE to control and manage the experience of its customers within the home and , transition beyond simply being a connectivity provider ,” he suggests .
“ Devices that are built with application intelligence can drive an à la carte or application-enabled gateway offering that allows CSPs to push services at the touch of a button , such as prioritised bandwidth and low latency , to the end-user when required to ensure a seamless experience . This will also allow CSPs to provide personalised services on top of traditional broadband packages , to increase customer loyalty and market themselves as a ‘ trusted service provider ’ that does not simply supply commodity Internet and Wi-Fi services ,” he adds .
“ CPE represents the only visible part of the operator offering ,” notes Lionel Gremeau , product & marketing director at SoftAtHome . “ Most operators now have their own design , and ever fewer use retail or white-labelled devices . Services associated with CPE can maximise available spend ( e . g ., video for STB , others for HGW , such as differentiated QoS ). There is also an upsell opportunity with repeaters , but it is important to identify when this is appropriate to avoid creating frustration ,” he advises . RELIABILITY . “ The most important factor users consider when deciding to remain loyal to an operator is the reliability of the service offered , right ,” ponders Charles Cheevers , CTO at Vantiva . “ Consistent and high-quality connectivity is paramount , as users depend on their Internet service for various activities , including work , gaming , streaming , and online communication . Interruptions , latency or slow speeds always lead to frustration and dissatisfaction , prompting users to explore alternatives , especially when competition often offers special prices to attract new customers .”
According to Cheevers , maintaining user loyalty amidst fierce competition and enticing promotional offers requires operators to adopt a CPE strategy that goes beyond price . “ One effective approach is to enhance the overall customer experience by investing in CPE devices that deliver superior service quality
“ CSPs now have the opportunity to leverage CPE to control and manage the experience of customers within the home .” - Craig Thomas , Broadband Forum