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Introduction of data plans at the right price and packaging key to growth

Nitin Arora
Managing Director of India and South Asia, Tekelec
  TT Correspondent |  | 19/09/2012

For this reason the aforementioned NDN and a sophisticated DSR will be essential to any digital-lifestyle provider’s strategy. The DSR centralizes routing, traffic management and load-balancing tasks to create an architecture that enables IMS and LTE networks to grow incrementally to support increasing service and traffic demands. The DSR provides protocol mediation and interworking functions that allow operators to manage 2G/3G-to-LTE, and LTE-to-LTE roaming, seamlessly. And, as the first point of contact at the network’s edge, the DSR is the ideal vantage point from which to defend your network against potential overloads or attacks.



Q. What is your strategy for India and South Asia and discuss Indian market trends?


A. The India Broadband Forum states that fourteen developing nations will double their broadband base by 2013, with India expected to experience 489 per cent growth by 2013. That is a very high prediction, but if prices for devices and plans continue to drop, customer segment-oriented and behavior-oriented data plans will evolve; as has been the case recently with some operators, and then the growth predictions could be on target. If so, India is expected to move from its number 18 spot to number 6 in the Forum’s rankings for the “largest broadband countries in the world.”


This is a tremendous opportunity for the Indian market to show the world mobile broadband innovation. With such a large subscriber base, the key will be to convert subscribers into addressable subscribers from a data consumption perspective. Also, with the high number of operators compared to other markets, India is ripe for innovation. I expect to see many market plan innovations, including time-based offers by the hour or day; speed-based offers so subscribers can guarantee the highest download speed while watching a football or sporting match; device-based plans; loyalty offers that entice subscribers to limit churn; family/group quota plans; access agnostic/converge data plans, etc.


Also extremely significant for the operators will be the ability to address other sectors and segments (like Enterprise markets, Public sector, Health care, Defense, etc) with innovative offerings.


As the maxim goes, necessity is the mother of all innovations. Living examples are those Indian operators, and partners/vendors, participating in places where necessity will drive revenue sources and push them to find better ways to monetize data traffic; and create/ride the broadband boom. They have to start by increasing their present data consumer addressable market as they eventually target new customers in the enterprise/public/defense segments. For Tekelec, this means that building innovative products, solutions and services that offer cutting-edge technology, out-of-the-box features, as well as standard-based and unique use cases offering new levels of scalability, flexibility and reliability for core network mobile data products. We’re doing that now for the largest North American, Latin American and European operators. The Indian market, along with other Asia-Pacific and Middle Eastern markets, is rapidly catching up on their policy and Diameter signaling needs, and Tekelec is ready to meet those challenges.

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