The proliferation of video is no longer news despite the fact that it’s making headlines every hour. But, the manifestation of content, apps, and streaming is putting relentless strain on networks.
The ability to provide enough bandwidth to satisfy insatiable user demand may leave providers concerned that delivery costs will perpetually skyrocket. Verizon made major headlines this week by setting video application bandwidth limits for new and existing users. Is this a case of calibrating value versus volume, or is it a manifestation of just plain ‘ole capacity constraints? Either way, make no mistake, this is only the beginning.
So, in a world where the quality of the experience is the final determinant of customer loyalty, how do providers bridge the gap between the ability to scale content and service delivery, while keeping costs manageable? And, what is acceptable, in terms of customer cost and experience? If, during your morning commute, you’ve become accustomed to streaming your favorite show via your cellular hotspot, that is your new normal. As it should be, as you may be paying upwards of $150 a month?
So now what? Aside from the fear of having to watch the season's first NFL football game with the grace and quality of a 1998 DVD, we should all stop and pause… there’s a very real issue here.
Having to fork over more money for a lower quality experience is frustrating, but the Verizon move is one that many providers may take to address a bigger and more ominous problem: relieving congestion in the network. And the content just keeps on coming.
I imagine network providers might feel they're playing on an ever-expanding whack-a-mole board, and the speed is constantly increasing, as they search for a bigger mallet.
The answer is to make sure that all network resources are optimally applied. Why? Because at this time in history, nearly every human connection is in some way dependent on 'the network'. Every facet; live, love, work, play, learn; reflects profound human connections that illustrate how crucial networks have become.
We are approaching a danger zone, as network capacity encroaches upon serious limits. This is why now more than ever, we must embrace innovation - with cloud technology, cognitive and AI capabilities and expert consulting -- to build a 'living network'. This will allow us to stop the throttling, open up and deliver personalized content at top speed.
21st century life depends on it.
Richard Michos
https://www.facebook.com/IBMIndustries/
