In their mission to establish a robust ecosystem of in-home products, CTOs face the challenge of obtaining indepth insights into the entire chain of network, devices, and applications. Currently, they confront a dilemma: how to handle the increasing demand for reliable application performance using analytics based on partial insights that often only exist within silos and fail to correlate with specific application outcomes. This fragmented approach limits their teams’ ability to gain a clear understanding of the specific network segments and bottlenecks responsible for degrading application outcomes, customer experience, and overall satisfaction.

CCOs face the challenge of going to market with highly relevant consumer products which will create new opportunities for revenue growth. Yet, this remains difficult without a complete understanding of consumer behaviour in relation to their network services and the actual performance of the service. These factors are essential for making well-informed decisions concerning commercial development, product offerings, pricing strategies, targeted marketing, upselling, customer retention, and competitiveness.

Customer care agents manage customer queries through omni-channel flows, but often lack critical end-to-end insight into the nature of the issues and their root causes, especially as they should relate to the specific applications end users use. Without application insight, agents are unable to understand user actions and how they are experiencing applications on their network. This, in turn, makes it challenging to provide genuinely tailored customer service and may lead to increased operational costs.

Network operators make investments in network technologies without insights into, or understanding of, the expected returns of small and large CapEx investment in their network infrastructure, creating uncertainty, potentially suboptimal resource allocation.