1、 Intelligent Core Network,Starting a New Chapter in Experience Monetization September 2024 Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|2 Contents Executive Summary.3 The Need For New Business Models.4 Challenges to traditional business models.4 5G Devel

2、opment Accelerates Service Differentiation.5 Differentiated Experience Operations-Opens Up New Growth Avenues.7 Intelligent 5G Core Network Drives Experience Monetization.8 Challenges Faced by Differentiated Experience Monetization.8 Intelligence Enables Differentiated Experience Monetization.10 Pre

3、cise User and Service Identification.12 Real-time Service Experience Awareness.13 Timely and Effective Assurance.13 Real-Time User Experience Improvement and Experience Monetization.14 Advantages of Intelligent Networks in Experience Monetization.14 Exploring Differentiated Experience Business Model

4、s.16 5G Live Broadcast Package-China Unicom.16 Differentiated Service Assurance-China Mobile.17 Differentiated Experience Assurance-AIS Thailand.17 Advance Games,Streaming Media,and Video Calls-Telefonica.18 NWDAF Deployment for FWA Service Innovation and Real-time Monetization du.19 Commercial Depl

5、oyment of NWDAF based Intelligent Personalized Experience Solution e&.20 Suggestions for Experience Management Application Scenarios.21 Application Scenario Prospect.21 Building an Intelligent Network for Guaranteed Experience.25 About GlobalData.27 Contact Us.28 Intelligent Core Network White Paper

6、|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|3 Executive Summary The telecommunications industry is experiencing rapid evolution,and operators are now confronted with the task of shifting their focus from traditional traffic-based monetization models to experience-based monetization in ord

7、er to achieve profitable revenue growth.However,this transition necessitates a deep understanding of customer behavior and preferences,as well as the ability to optimize network performance to deliver the desired user experience.This whitepaper addresses the urgent need for operators to make this sh

8、ift and outlines how core network intelligence,leveraging Artificial Intelligence(AI)and 5G-Advanced(5G-A)network technologies,can assist operators in transforming their business models and discovering new revenue streams.By leveraging core network intelligence,operators can gain valuable customer i

9、nsights,optimize network performance,offer personalized services,and monetize the user experience.The traditional traffic-based business model has its limitations,particularly as mobile Internet traffic enters the platform period,resulting in limited profitability.The advent of 5G has brought about

10、significant commercial value and social benefits,with operators already reaping the initial rewards of 5G commercial use through traffic monetization.However,operators are also facing the pressure of slowing mobile traffic growth and revenue expansion,necessitating the exploration of new avenues for

11、 growth.The subsequent sections of this paper will delve into the trends in mobile network development,the operational challenges faced by operators,potential opportunities,and experience operation business models.Finally,the paper will discuss various scenarios and the roadmap for realizing the adv

12、antages of an intelligent core network,providing guidance to operators on establishing experience operation business models.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|4 The Need For New Business Models Challenges to traditional business models In the 2

13、G era,carriers offered voice calls and short messages as their main services.In an effort to encourage users to utilize mobile networks,carriers provided bundled packages of voice and short messages.However,with the emergence of mobile data services in the 3G/4G era,operators have transitioned from

14、traditional voice and SMS services to traffic-based services,charging users based on their data usage as the primary unit of charge.As noted in the charts below,revenues from voice and messaging are declining,leaving 4G and 5G data traffic as the primary revenue sources.Source:GlobalData Mobile Broa

15、dband Forecast,June 2024 Competition among operators has intensified,leading to a rapid decrease in the value of traffic,the focus has shifted towards higher value front-end content.Traditional voice and SMS services are being replaced by Over-The-Top(OTT)services,which presents challenges to profit

16、ability in the traffic dimension.The widespread adoption of 5G technology,which now exceeds 4G levels,further amplifies the pressure on the traffic revenue model.The first operators to embrace 5G commercial use have benefited from the initial dividends through traffic monetization.However,as the gro

17、wth of mobile Internet traffic enters the platform phase,the traffic-based monetization model faces certain limitations,such as a lack of service perspective and scenario-based orchestration,which have resulted in increasingly homogeneous service offerings among carriers.The business model centered

18、around traffic growth has proven to be insufficiently profitable,necessitating the urgent need for a more profitable service and experience based growth curve.$1.62$1.43$1.28$1.15$1.04$0.93$0.84$0.20$0.17$0.14$0.12$0.10$0.08$0.07$5.31$5.38$5.49$5.58$5.66$5.74$5.812023A 2024E 2025E 2026E 2027E 2028E

19、2029EUSD ARPU per ServiceVoice ARPUMessaging ARPUData ARPU01000200030004000ExabytesTraffic by Generation2G Traffic3G Traffic4G Traffic5G Traffic Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|5 Operators are under pressure to slow down mobile traffic growt

20、h and face difficulties in increasing revenue growth as noted in the graph below.Source:GSMA Global Mobile Data Traffic 5G Development Accelerates Service Differentiation With the increasing adoption of 5G and the rising expectations of users regarding network capabilities,it is crucial to offer dis

21、tinct service level agreements(SLAs)that cater to diverse needs.This shift entails moving away from a revenue model based solely on traffic towards a model that provides differentiated services to support business-to-business(ToB),business-to-consumer(ToC)services,and business to home(ToH)as indicat

22、ed in the following chart.ToC services also have distinct requirements.For instance,video on demand(VOD)services require a substantial downlink bandwidth,while live streaming services necessitate a stable upstream bandwidth.Video conferencing,cloud gaming,and cloud-based mobile phones require high b

23、andwidth and low latency.Although mobile gaming services do not consume significant bandwidth,they are extremely sensitive to latency.Therefore,low latency is crucial for ensuring a seamless gaming experience.ToB services inherently require differentiation.Applications such as Internet of Things(IoT

24、),industrial automation,smart cities,medical monitoring,and agriculture necessitate low latency and high bandwidth.Furthermore,the development and deployment of autonomous vehicles heavily rely on low latency and high reliability.The network must facilitate real-time communication and coordination b

25、etween vehicles,infrastructure,and other connected devices to enhance security and efficiency.ToH services are primarily targeted toward Fixed Wireless Access(FWA)that provide an alternative to fixed line eMBB.The characteristics will mirror that of traditional broadband to provide differentiated la

26、tency experience for specified games and provide benefits for OTT applications.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|6 The basic 5G is capable of providing differentiation with the introduction of ultra-high bandwidth,ultra-low latency,and ultra-l

27、arge connections.5G-A multi-carrier aggregation which enhances uplink and downlink bandwidths to deliver differentiated services.Users have diverse expectations for a unique experience.A successful approach to monetizing 5G involves the development of new use cases,which has become a prominent trend

28、.There are indications that this technology is starting to fulfill its potential,especially in enterprise settings where the perceived value of the service enables operators to charge on the value of the service and not on a pure traffic basis.Intelligent Core Network White Paper|September 2024 WWW.

29、GLOBALDATA.COM GlobalData Plc 2024|7 Differentiated Experience Operations-Opens Up New Growth Avenues As discussed earlier,5G networks can support distinct user bases,service requirements,and network capabilities.Operators can leverage network capabilities,to ensure users receive their appropriate l

30、evel of service.For instance,high-priority customers should enjoy superior service quality since network resources would be allocated to guarantee their satisfaction.In specific service classes,users automatically gain access to the required service capabilities.The degree of user satisfaction direc

31、tly impacts their experience when using the network.Through leveraging the unique capabilities offered by the network and considering the diverse SLA requirements of users,a connection is established between the network and user experience.Users are able to perceive the distinct capabilities provide

32、d by the network and the value of the differentiated assurance through explicit methods such as assurance reminders and evaluation reports.This approach encourages high-end users to maintain their loyalty and guides low-end users to consider upgrading.Operators utilize experience management to effec

33、tively utilize the advancements in 5G network technology and ensure that end users have a satisfactory service experience.Experience-based operations enable operators to provide targeted assurance for different network requirements and prioritize services based on the desired level of user experienc

34、e.Operators can offer various experience assurance packages for different scenarios and services,where users can choose the appropriate package based on their SLA requirements,such as uplink rate,downlink rate,delay,and jitter.The network can monitor changes in user experience and trigger service co

35、rrective action if the experience deteriorates.The assurance process and updates can promptly communicate to users,enhancing their experience and satisfaction.In addition to the basic rights package,operators can offer additional rights and charge based on usage times or duration.Moreover,exploring

36、new business models for third-party payment in specific scenarios can unlock additional opportunities.For instance,partnering with over-the-top(OTT)application providers can ensure excellent experience quality and generate additional revenue sources for operators.By combining these approaches,operat

37、ors can establish experience-based payment models,effectively initiating or accelerating business model transformations and driving new growth.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|8 Intelligent 5G Core Network Drives Experience Monetization Chall

38、enges Faced by Differentiated Experience Monetization Differentiated experience monetization is seen as a promising solution for increasing network operation revenue.However,traditional network architecture presents technical limitations that hinder the implementation of experience-based business mo

39、dels.The main difficulties are as follows:Difficulties in Identifying Users and Services Differentiated assurance relies on user classification and service identification.Current mobile networks lack the capability to identify users and their service requirements,making it challenging to provide ser

40、vice assurance.The traditional method of classifying subscribers based on subscribed packages is insufficient for complex user scenarios like stadiums,shopping malls,and supermarkets.In such cases,it becomes difficult to distinguish between security personnel,spectators,and behind-the-scenes personn

41、el based solely on static user contract information.Furthermore,the vast number of mobile Internet applications,with their rapidly changing behavior characteristics,adds to the challenge of service identification.As of 2023,there are over 2.65 million apps in Google Play and more than 4.85 million a

42、pps in the App Store,approximately 25%of these are updated on a weekly basis.Traditional identification methods based on application identification signature databases is increasingly inadequate in terms of accuracy and responsiveness to changes.Additionally,encryption mechanisms pose greater challe

43、nges to service identification.The encryption rate of global mobile internet applications continues to rise(over 60%),rendering the encrypted text field invalid.Prominent video applications like TikTok predominantly use the QUIC protocol,which encrypts the entire process from handshake to data excha

44、nge,others use tunneling encryption,and L2TP.The difficulty in identifying users and services severely hampers the development of experience-based operation,since the network struggles to determine which users require experience assurance and which potential customers are available.Perceiving User E

45、xperience is Difficult Providing a good user experience relies on having an awareness or understanding of how the user views the service.Relying solely on key performance indicators(KPIs)such as network delay and packet loss to judge user experience is not sufficient since applications have varying

46、experience requirements which indirectly impact user experience.Mining user-plane traffic data to determine whether the data packet transmission meets the users experience expectation requires extensive analysis,context comparison,and experience expectation judgment.Intelligent Core Network White Pa

47、per|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|9 For example,video viewing quality is influenced by a range of factors such as resolution,including the rate,block size,packet loss rate,and packet length entropy.The correlation between these factors and resolution is non-linear and non-ind

48、ependent,making it impossible to express them through static formulas.The diversity,complexity,and variability of applications make traditional fixed formula calculations or manual analysis almost impractical.Inability to Provide Effective Experience Assurance Resource allocation mechanisms based on

49、 statistical multiplexing and network quality of service(QoS)typically treat all services of the same user equally,without differentiation.This approach,coupled with limited resource classification,results in multiple users and services sharing resources without effective differentiation.Current ass

50、urance implementations have drawbacks,including:1.Unnecessary occupation of network resources(over subscription),resulting in limitations on the number of guaranteed users supported.2.Challenges in utilizing guaranteed bit rate(GBR)-based guarantees due to potential resource conflicts,as only non-GB

51、R priority measures can be employed.3.Network resource status changes in real time,but user-plane network traffic statistics are currently reported with a delay of 15 minutes,making real-time determinations impossible.4.Radio air interface resources undergo significant changes,with second-level burs

52、ts occurring when the number of used physical resource blocks(PRBs)exceeds 20%.5.The assurance mode is fragmented and isolated,with separate guarantees for the radio access network(RAN),core network,and transmission network,making end-to-end coordination difficult which hampers timely resource coord

53、ination.Experience-based Payment Awareness is Not Established The foundation of experience-based operation lies in the users perception of the service delivered.Success hinges on how users perceive the service they receive.In traditional networks,users are unaware of the networks assurance processes

54、 because the service lacks positive feedback.Present-day networks are mostly transparent to users,as services are provided solely based on subscription information.However,without confirming service performance to users,it becomes difficult to associate a positive experience with experience-based as

55、surance.Consequently,users do not perceive significant added value and are hesitant to pay more for a premium service.This poses a challenge when promoting higher-value service models.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|10 Intelligence Enables D

56、ifferentiated Experience Monetization To address the challenges of service awareness and experience evaluation,a closed-loop feedback mechanism needs to be established between the user plane and control plane.Fortunately,with the enhancements made to the network architecture in 3GPP Release 16,inclu

57、ding improved data collection,analysis,and reasoning capabilities,the networks ability to perceive services experience has been enhanced.This is achieved through the introduction of the Network Data Analytics Function(NWDAF)in 3GPP,which enables data awareness and analysis.The NWDAF obtains data fro

58、m both the radio access network and the 5G core network,and after training and reasoning,it can detect service types and actual service experience.Based on the user experience result,the network can adjust resource allocation to improve and guarantee user experience,creating a closed-loop process fr

59、om user experience to optimization and back to user experience.Additionally,the network provides analysis reports that offer both basic reports for analyzing network status and customized reports for specific scenarios.However,it is important to note that NWDAF only defines the basic framework,while

60、 the core competence lies in analysis and reasoning,which requires the use of intelligent technology.The following figure illustrates the role of NWDAF in providing application and service analysis capabilities,as well as the collection and analysis of policy execution results.Source:3GPP Release 16

61、 NWDAF Architecture Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|11 Traditional preset rules are insufficient to effectively cope with a complex model and accurately determine services and experience in a network that changes in real time due the followi

62、ng conditions:1.Substantial amounts of data and user-plane service traffic in the mobile core network,with a UPF capable of forwarding 100+TB of user traffic per hour.2.A considerable number of control-plane signaling messages are also transmitted.3.Rapid network resource status changes,where the ai

63、r interface allocates resources in a minimum scheduling unit of 1/32-1ms.Artificial intelligence(AI)Enhances NWDAF Analysis and Reasoning With the advancement of AI,deep learning models have become increasingly sophisticated,featuring large-scale parameters and complex structures.These models posses

64、s the ability to learn without supervision and can be fine-tuned to meet the demands of extensive data analysis,reasoning,and prediction.Large models,predominantly constructed using deep neural networks,consist of billions,or even hundreds of billions,of parameters.This enables them to oversee more

65、intricate tasks and datasets.Furthermore,these models exhibit the capacity to generalize and fine-tune,allowing them to accurately comprehend and predict new,previously unseen data.Fine-tuning is conducted based on pre-trained models.Compared to training a model from scratch,fine-tuning conserves si

66、gnificant computational resources and time,thereby enhancing efficiency and potentially improving accuracy.The fundamental concept behind model fine-tuning involves retraining the pre-trained model using a small amount of labeled data to tailor it to a specific task.Leveraging the models generalizat

67、ion and fine-tuning capabilities,it can be effectively applied to mobile networks for real-time user and service identification,detection of changes in service experience,and prediction of network resource status and service requirements.This integration enables the network to operate more intellige

68、ntly.Network Intelligence Streamlines Experience-based Operation Network intelligence is the result of merging AI and network technologies.By utilizing AI,machine learning,and digital twin technologies,core network NEs can effectively extract and identify users and services.The NWDAF conducts compre

69、hensive analysis network resources,enabling trend prediction,intelligent decision-making,efficient resource reuse,quick response,and differentiated resource allocation.Unlike traditional networks that rely on statistical multiplexing,static or predefined rule-based approaches,and manual improvement

70、after the fact;intelligent networks are characterized by personalized,dynamic data-driven operations,self-learning capabilities,and autonomous decision-making.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|12 Intelligent technologies play a crucial role in

71、 addressing challenges such as user identification,inaccurate service identification,and delayed service assurance.These features enhance network awareness and analysis capabilities,ultimately improving overall network performance.As a result,operators can develop innovative business models and achi

72、eve operational success.Precise User and Service Identification Precise User identification utilizes intelligent technologies to develop a profiling solution based on user behavior,such as movement tracks and camping locations,as well as user features like package usage and replacement frequency.Thi

73、s comprehensive user model is automatically constructed,offering advantages in analyzing massive data and providing real-time results compared to traditional offline data analysis.User profiling can also address crowd characteristics,regional distribution,and movement trends.Predicting user behavior

74、 changes and their impact on the network provides intelligent support and management in network resource scheduling and user experience assurance.Additionally,it offers effective assistance in package design and precision marketing for operators.Service identification leverages AI technologies,parti

75、cularly intelligent service identification large models built on deep learning.These models are pre-trained using a predetermined number of data samples,such as feature information and service tags.The trained model is then deployed on user-plane NEs in the live network.As user-plane service traffic

76、 passes through,the large model automatically performs inference and identification on service packets,identifying service-specific feature information based on flow characteristics,such as packet length sequence and flow characteristics.This model offers greater flexibility compared to fixed rules.

77、Furthermore,the service feature library can be updated based on learned application features through a feedback mechanism,enhancing the original identification engine and continuously updating the service feature library.This approach enables the implementation of a generalized application identific

78、ation capability,including fast identification capability iteration,while maintaining a high identification rate.Artificial intelligence technologies can greatly benefit mobile networks,enabling operators to provide efficient and differentiated network services that meet the evolving needs of their

79、users.Precise user and service identification provides assurance for users,explores potential users,and can develop users through precision marketing.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|13 Real-time Service Experience Awareness In order to gain

80、insights into users requirements for a differentiated experience,it is crucial to establish a distinctive model for evaluating user experience.This model utilizes deep learning techniques and is deployed on the user plane to identify changes in key performance indicators(KPIs)such as bandwidth,delay

81、,jitter,and packet loss rate for both users and services.By analyzing KPIs alongside actual service requirements,operators can obtain valuable insights into user or service experience.The obtained results are then reported to NWDAF which collects resource allocation and usage information from base s

82、tations,user plane functions(UPFs),control plane functions(CPFs),and the service experience on the user plane.Leveraging the deduction and observation capabilities of the extended model,the NWDAF can perform user experience correction and prediction,ultimately generating a comprehensive user experie

83、nce curve.This curve accurately reflects the real user experience,enabling a more in-depth analysis of inferior quality of experience(QoE)and facilitating effective experience management.By implementing this differentiated experience evaluation model,businesses can gain valuable insights into user r

84、equirements and effectively manage and improve the overall user experience.Timely and Effective Assurance The NWDAF is implemented to gather real-time resource usage data from the User Plane Function(UPF)and the radio access network(RAN).Utilizing advanced modeling technologies,the NWDAF analyzes an

85、d processes network data in real-time,enabling it to predict future network performance.Through second-level speed experience evaluation and reporting,the NWDAF can trigger assurance processes when the service experience is deemed unsatisfactory.During the assurance process,the Core Network monitors

86、 network resource fluctuations.In instances of network congestion,the Core Network automatically withdraws the guarantee to minimize the impact on other services that rely on performance assurance.There are multiple service assurance modes available.Guaranteed Bit Rates(GBRs)can be employed to diffe

87、rentiate services and establish scheduling policies on UPFs and RANs,ensuring end-to-end service assurance.Furthermore,advanced slicing technology can automatically calculate and allocate isolated network resources based on the specific services SLA requirements,providing flexible and precise assura

88、nce.However,Slicing is an end-to-end technology which needs RAN,core and transport networks to coordinate and provide assurance and needs the NEF to coordinate across domains.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|14 Real-Time User Experience Impro

89、vement and Experience Monetization With the implementation of key network intelligence capabilities,users can receive a personalized experience.This is achieved through real-time experience awareness and dynamic experience assurance.For instance,users have the option to customize dedicated labels th

90、at are displayed on their phones which can indicate that the user is receiving VIP assurance,and can also be used to send reminders,provide care,and offer greetings.This allows users to understand when they are being guaranteed and how effective the guarantee is.As a result,users perception that the

91、ir unique requirements are being met is enhanced,leading to improved customer satisfaction and loyalty.Additionally,operators can leverage assurance to establish experience rights and create packages that can be monetized.The following table provides a summary of advantages provided through the use

92、of an intelligent network and experience monetization.Advantages of Intelligent Networks in Experience Monetization The following tables contrast traditional network capabilities across multiple criteria with that of the intelligent mobile core network in providing service differentiation.Determinin

93、g Service Identification Traditional Network Intelligent Core Network Inaccurate user and service identification:Precise user and service identification:Subscriber identities are variable-subscription-based classification cannot classify subscribers in a refined manner.Intelligent,precise user profi

94、les,people characteristics,area distribution,and movement trend analysis Application identification is difficult due to a large number of applications,rapid changes in application features,and traffic encryption.Intelligent service identification model based on deep learning,and use the self-learnin

95、g and fine-tuning capabilities to automatically adapt to changes in application features and traffic encryption keys.It is difficult to explore potential users and cannot develop users on a large scale.Find valuable users based on user/service identification,conduct precision marketing,and develop u

96、sers.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|15 Determining User Experience Traditional Network Intelligent Core Network Difficult to determine user experience:Real-time experience awareness:Network KPIs,such as delay and packet loss,are not intuiti

97、ve and inaccurate to determine user experience needs multiple factors,such as user expectations,network achievement,and historical satisfaction.The NWDAF collects RAN/UPF data in real time,performs correlation analysis based on network KPIs,service requirements,historical satisfaction,and predicted

98、resource and requirement changes,and generates the experience change curve.Traditional fixed formula calculation or manual analysis is almost impossible to achieve.The analysis workload is heavy-required data analysis,context comparison,and experience expectation judgment are lacking.Establish evalu

99、ation models with billions or even hundreds of billions of parameters to complete correlation analysis of massive data in real time.Providing Effective Service Assurance Traditional Network Intelligent Core Network Failure to provide effective protection:Real-time and effective assurance:Post-event

100、statistics and static analysis is used to analyze the experience-validity of the delivered rules cannot be determined in real time.During service use,analyze the assurance effect in a timely manner to determine whether the policy is effective.The assurance is delayed and cannot cope with the rapid c

101、hanges of services and network resources-the assurance policy is not optimal.Evaluate the assurance effect in real time and adjust policies in real time with the help of intelligent technologies There are limited assurance modes and QoS differentiation capabilities.When accurate assurance is require

102、d,the effect is poor-GBR consumes too much network resources and is limited.Various assurance modes-QoS,GBR,and slicing are invoked on demand.Based on the analysis and prediction results of the NWDAF,flexible orchestration is implemented to optimize resource usage and ensure fairness and efficiency.

103、The assurance mode is fragmented and isolated-the RAN,core network,and transmission network are separately guaranteed,making E2E coordination difficult.Provide end-to-end assurance with the help of capability development,QoE,and slicing technologies to ensure global control.Intelligent Core Network

104、White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|16 Promoting the Value of Experience-based Operations Traditional Network Intelligent Core Network Lack of Awareness Real-time Closed-loop Awareness Users cannot associate service quality with network assurance unaware of the specific

105、 network assurance processes Notify users of the assurance process in a timely manner,such as modifying the network logo and displaying the acceleration value.Users and are unwilling to pay for experience-based services due to limited feedback and network interaction After the assurance is complete,

106、the effect is sent to users in a timely manner,such as SMS messages or reports.Marketing campaigns to promote enhanced service value lacking Experience visibility,streamlining the last phase of experience operation-and establishing a commercial model to monetize experience-based services Exploring D

107、ifferentiated Experience Business Models Leading operators are exploring a variety of experience-based billing and differentiated service plans,such as video payment,service assurance,gaming,premium Internet,and broadcast plans.China Mobile,AIS Thailand and several Middle East operators are launchin

108、g a range of services based on network intelligence and differentiated services.The announcements described below show early market exploration,however,the need to address a wider range of more complex applications will emerge as operators gain experience and move beyond the initial applications.5G

109、Live Broadcast Package-China Unicom Guangdong China Unicom has launched an innovative product called the 5G Live Streaming Package,which is aimed at specific scenarios such as tourism,agricultural product sales,and marine fisheries that require live streaming services.This package can provide target

110、ed upstream bandwidth and speed guarantees for live streaming users,offering a high-definition,low-latency user experience.To ensure precise user experience guarantees,Guangdong Unicom has introduced intelligent core network NWDAF and 5G end-to-end slicing technology to provide end-to-end resource g

111、uarantees.In addition,based on big data analysis,user profiling is conducted to identify potential package target users in seconds,supporting precision marketing.Currently,this package is also being promoted vigorously in other provinces of China Unicom.Intelligent Core Network White Paper|September

112、 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|17 China Unicoms success in monetizing their 5G networks serves as a model for operators worldwide.At the GSMA Global Mobile Awards(GLOMO)during MWC 2024 Barcelona,the operator was honored with the Best Mobile Operator Service for Connected Consumers awar

113、d.Differentiated Service Assurance-China Mobile As the first commercial deployment site of 5G-A globally,Shanghai China Mobile proposes to provide users with key business guarantee solutions through 5G-A,achieving smooth singing events,live streaming without buffering,and smooth mobile office,etc.,a

114、nd pushing communication experience to a new level.For high-end business travelers,5G-A business travel package users can enjoy the network benefits of up to 3Gbps downstream and 200Mbps upstream,which will help users enjoy video conferences without buffering,clearer material viewing,and faster file

115、 transmission experience.For live streaming celebrities,5G-A live streaming package users can enjoy the network benefits of up to 2Gbps downstream and 150Mbps upstream,which will help users present higher quality images,smoother experience,and more real-time interactive experience.For game enthusias

116、ts,5G-A game package can enjoy the network benefits of up to 2Gbps downstream and 150Mbps upstream,achieving lower game delay,more stable operation,and more enjoyable experience.Differentiated Experience Assurance-AIS Thailand AIS Thailand offers unique assurance solutions through new add-on package

117、s,ensuring a differentiated experience for users.These packages provide targeted assurance for common applications such as web browsing,social media,live broadcast,video streaming,and gaming.AIS offers three acceleration modes that users can purchase based on their specific requirements.These modes

118、include Boost acceleration mode for faster network speed,Game mode for improved network stability in congested areas,and Live video mode for enhancing the Quality of Experience(QoE)for popular apps like Facebook,TikTok,Shopee,and Lazada,particularly during network congestion.Intelligent Core Network

119、 White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|18 The add-on package is available for purchase on demand at a cost of$1.38 for a three-hour duration.During the assurance process,users can utilize the myNetwork app to monitor their experience and the effectiveness of the assurance

120、 in real time.Interactive maps within the app display the mobile Internet quality at the users location,with real-time updates,and also indicate nearby AIS service centers for convenient access.The network status function provides real-time feedback on the users home Internet status at their current

121、 location and alerts them to any usage restrictions.Additionally,the network performance interface showcases the quality of mobile Internet packages available at the current location,including web browsing,social media,live broadcast,video streaming,and gaming.Within three months of its launch,over

122、20 percent of game users expressed their willingness to pay for this package.Advance Games,Streaming Media,and Video Calls-Telefonica Telefnica provides a variety of services that cater to both gaming and video calling needs which includes the following key services:VR Capabilities:This service allo

123、ws users to enjoy content from Movistar Plus+in virtual reality(VR)using Oculus devices.This immersive experience enhances video consumption,making it more engaging for viewers.Video Calling:Users can make video calls directly from their Movistar Home device,which integrates seamlessly into their ho

124、me connectivity setup,offering convenience and ease of use for video communication.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|19 Living Apps:Telefnica offers personalized applications integrated into Movistar Plus+,which provide a new consumption exper

125、ience.These Living Apps include platforms like TikTok and Fortnite,allowing users to engage with gaming content directly from their television.Xbox Game Pass Integration:With Xbox Game Pass,gamers can leverage Movistars connectivity on the go via 5G networks.This service enhances the gaming experien

126、ce by providing robust internet connectivity.Webex Calling:This service enables high-quality video calls and collaboration through Ciscos cloud platform and includes features designed for business continuity and flexibility,enhancing the video calling experience.NWDAF Deployment for FWA Service Inno

127、vation and Real-time Monetization du In the Middle East,operators explore new paths for experience operation by tiering FWA users.For example,UAE carrier du released the FWA game acceleration package during the SAMENA period to provide differentiated latency experience for specified games and provid

128、e benefits for OTT members such as Disney and Xbox.The opportunity arose as du identified a need to tap into the underexplored Fixed Wireless Access(FWA)markets and the 5G B2B verticals within the UAE,particularly targeting a youthful and dynamic demographic.Recognizing the potential for innovation,

129、du deployed 5G Standalone(SA)technology with Network Data Analytics Function(NWDAF)to enhance service infrastructure.The concept revolved around leveraging NWDAF to deliver innovative solutions to revolutionize FWA services and bring real-time monetization opportunities.The primary objectives were t

130、o simplify the 5G network architecture,improve operational efficiency,and generate new revenue streams by exploring and implementing cutting-edge 5G use cases.This initiative aimed to position du as a leader in 5G innovation while ensuring sustainable business success through AI-driven network maint

131、enance and optimization.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|20 The service includes a basic home wireless plan,an enhanced plan for entertainment,and a plan targeted for wireless gaming.du offers the three tiers of service which include unlimite

132、d data,high-quality streaming and the gaming plan includes a 5G-enabled router.Commercial Deployment of NWDAF based Intelligent Personalized Experience Solution e&5G-Advanced is the next big step in 5G technology.It brings more advanced capabilities and support new use cases for different industries

133、.It improves network performance using AI and machine learning and makes the network more energy-efficient.In the ever-changing world of telecommunications,e&and the UAE stand out as leaders,continuously setting and exceeding benchmarks for mobile broadband performance.In July 2024 3GPP R18 has been

134、 frozen.This marks the beginning of the 5G-A era for e&with first regional proof of concept of 5G-A NWDAF,followed by commercial deployment targeted for 2025 H1.The NWDAF integrates AI training and inference capabilities and it can detect changes in user services and user experience in real time and

135、 deliver different policies to different users to ensure the SLA of users.Currently,preliminary verification has been performed in the lab.This solution ensures network bandwidth and latency for users in different environments.It can provide personalized and dedicated logos for users to highlight VI

136、P user identities and improve user experience.During the assurance,user experience is stable and no frame freezing occurs.After the assurance is complete,the experience report is sent to the customer through a SMS.The report contains the optimization time and the specific rate increase value.This so

137、lution can successfully change the operation mode from traditional traffic operation to experience operation,meeting differentiated experience requirements of different users and services,and help carriers achieve further business success.Intelligent Core Network White Paper|September 2024 WWW.GLOBA

138、LDATA.COM GlobalData Plc 2024|21 Suggestions for Experience Management Application Scenarios Application Scenario Prospect The intelligent core network provides the capability to support new use cases and opportunities for various industries and consumer businesses,helping operators transform their

139、business models and eliminate the sluggish growth of traditional business models.Operators tend to focus on their main geographical markets and are not necessarily competing with each other across regions.Some focus on custom solutions while others offer standardized services.Many operators focus on

140、 drawing more SMBs/mid-market customers to their mobility portfolios.Some generate the most revenue from complex solutions in which mobility may be a small part,with less revenue from legacy offerings that depend on reseller agreements,such as mobile device management(MDM/UDM).Operators have also bu

141、ndled mobility with other strategic services such as cloud,UCC,app development,big data,and IoT,offering multiple services with technical interdependencies.The following provides a example of how and what operators can provide services to Consumers(ToC),to the Home(ToH)and to Businesses(ToB).Advance

142、d Services to Consumers Providing services to consumers represents a broad and deep opportunity to grow experience-based revenues and includes use cases such as business travel,culture and leisure,business supermarkets and large venues,user care,and service security control.Each are highlighted belo

143、w.Business travel scenario Business travelers are typically individuals aged between 25 and 45,with a strong purchasing power and a willingness to spend.They are often heavy users of operator networks,relying on mobile devices such as laptops and smartphones to work efficiently at any time and in an

144、y location.These travelers commonly utilize specific applications,including instant messaging,remote meetings,calls,and file sharing,to enhance their productivity.Consequently,a high-speed and stable network connection is essential for their needs.The intelligent core networks precise user profiling

145、 technology enables the rapid identification of business travelers among the general public network users.Furthermore,the eNodeB ensures optimal cell access,handover,and camping policies for user equipment(UE),guaranteeing access to superior networks regardless of location.Additionally,the core netw

146、orks intelligent service identification and real-time experience awareness facilitate differentiated network capability assurance for real-time interactive services such as calls,remote conferences,and desktop sharing.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData

147、Plc 2024|22 Moreover,operators can collaborate with establishments such as hotels,airports,Uber,and tourist attractions to offer business travelers high-quality end-to-end travel services.This can be achieved through customized prompts on mobile phones or recommendations via SMS and carrier apps.By

148、implementing these solutions,operators can provide improved network services for business travel users,thereby enhancing their overall user experience and fostering increased trust and reliance on the network.Cultural and leisure scene In recent years,the immersive business format has gained signifi

149、cant traction in the cultural and travel industry.This trend has created an overwhelming situation,as cities increasingly focus on smart tourism immersive cultural and tourism block projects.By exploring cultural intellectual property(IP),leveraging technologies such as Augmented Reality(AR),Virtual

150、 Reality(VR),and Mixed Reality(MR),and creating spaces that combine virtual and real elements,cities aim to establish new landmarks and business cards for urban smart tourism immersive cultural and travel experiences.To support these immersive services,a substantial amount of data transmission is re

151、quired.This includes high-definition(HD)videos,AR/VR/MR content,and real-time interactions.Consequently,networks with high bandwidth and low latency are essential.The immersive business model places high demands on network stability and reliability.Any interruption or failure in the network can seve

152、rely impact the user experience.Additionally,given the need for a large number of devices and users to be online simultaneously,a significant number of connections are necessary.Business Super and Large Venues Mobile network resources can become strained in areas with high concentrations of people,s

153、uch as business supermarkets,central business districts(CBDs),playgrounds,and large venues like sports competitions and concerts.Implementing a user-based hierarchical resource allocation system can assist operators in optimizing resource utilization and maintaining public security.It is important t

154、o allocate a minimum level of resources for special groups,including security personnel,the elderly,and children.Additionally,high-end users should have access to premium services at any time and in any location.Collaborating with merchants to deliver marketing information to users is also beneficia

155、l,as it allows operators to prioritize access or provide free data usage when users connect to the merchant network.Business management and control scenario With the advancement of mobile network technologies and the expansion of usage scenarios,mobile networks have taken on increasing social respon

156、sibilities and have become an essential part of everyday life.To prevent network congestion and maintain a satisfactory user experience,it is crucial to implement effective user and service management and control measures that restrict unauthorized users or traffic abuse.These measures not only safe

157、guard against malicious attacks and unauthorized theft but also ensure network stability and security.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|23 Additionally,proper allocation of network resources enhances network efficiency and utilization,ultimate

158、ly improving user experience and satisfaction.By incorporating these features,network stability,security,and efficiency are guaranteed,resulting in an enhanced user experience and increased satisfaction.The intelligent core network utilizes advanced modeling technology to automatically identify user

159、s and services.By considering factors such as time,location,and user intent,the intelligent core network implements targeted management and control measures to ensure the secure and stable operation of the network,while maximizing the utilization of network resources.Customer care The intelligent co

160、re network enhances network and experience differentiation,allowing users to enjoy enhanced rights and protection.In addition to providing assurance for users,the network can improve user experience through various methods.These include dynamically modifying the carrier logo,sending reminders,provid

161、ing care and greetings to users,and delivering experience analysis reports.Furthermore,users can enjoy personalized benefits,such as birthday benefits and VIP benefits,which can be given or shared.By innovating the experience awareness mode,operators can increase recognition among network users,enha

162、nce their brand image,and improve their premium capabilities.Advanced Services to the Home Providing services to residential users presents an opportunity to increase revenue through experience-based offerings.One such service is Fixed Wireless Access(FWA),which utilizes the mobile network to delive

163、r reliable broadband services instead of traditional wireline services.FWA has proven to be a successful 5G service,with over 50%of operators already offering FWA services.In addition to serving home users,small and medium-sized enterprises are also significant users of FWA.Currently,the FWA busines

164、s model is primarily based on fixed broadband access,with most carriers offering monthly rate limits or unlimited rate limits.However,this approach presents several challenges.Firstly,unlimited traffic usage leads to unpredictable traffic patterns,which can negatively impact the experience of high A

165、RPU eMBB UEs during periods of medium to heavy network load.Secondly,as the number of home terminals increases,the number of mobile subscribers does not necessarily increase which limits the potential benefits for operators.Lastly,FWA subscribers often insert SIM cards into their mobile phones and f

166、reely move and share data,resulting in reduced ARPU for eMBB services.To address these challenges and improve and control FWA services,operators can leverage intelligent core network technologies.These technologies enable real-time profiling of FWA subscribers,monitoring of subscriber traffic and ne

167、twork load,and the automatic suppression of low-value services during heavy network load.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|24 Additionally,FWA users can enjoy core services such as video-on-demand(VOD)and gaming.Intelligent user profiling also

168、 allows operators to dynamically identify the number of home terminals,enabling them to provision FWA packages based on the number of connections.As the number of home terminals increases,operators can generate additional profits.Furthermore,by leveraging the location characteristics of the user equ

169、ipment(UE),operators can control UE access to the network,preventing FWA SIM cards from being used as eMBB cards.Advanced Services to Businesses Providing services to business users presents the third area of opportunity to increase revenue through experience-based offerings.This includes Internet o

170、f Vehicles(IoV),industrial control,dedicated healthcare network,and smart city applications.Intelligent Vehicle Services In the field of intelligent transportation systems(IoV),various vehicles,road facilities,and traffic lights require different network resources.IoV serves as a means to connect ve

171、hicles and other devices through mobile networks,enabling the exchange of information and interconnection between vehicles and infrastructure.As IoV technologies continue to advance,mobile networks are presented with more opportunities to participate in remote vehicle control,vehicle diagnosis and m

172、aintenance,road traffic management,navigation,and inter-vehicle communication within intelligent transportation systems.Furthermore,mobile networks are also essential for supporting the daily life,work,and entertainment needs of individuals while in vehicles.To ensure the effective functioning of th

173、e aforementioned applications,the intelligent core network is capable of providing differentiated assurance.This assurance is tailored to the specific requirements of each application,allowing for a scenario-based assurance payment mode to be explored.Other vertical scenarios One mobile network can

174、be utilized for various purposes,thereby maximizing its value to the operator.In the future,mobile networks will be accessed by industrial control,dedicated medical networks,and virtual reality,all of which will require distinct resource allocation capabilities.Furthermore,resources and capabilities

175、 must be differentiated within each network.In the industrial Internet,diverse devices,sensors,and machines necessitate varying network resources.Similarly,medical devices and systems in the healthcare field require specific network resources such as ultra-high reliability and high resolution transm

176、ission for video imaging.In virtual reality applications,each application can have unique network resource requirements based on the user topic.Finally,smart city traffic tracking,public asset monitoring,smart grids,and smart meters also demand different network capabilities,such as high numbers of

177、devices and low power.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|25 The intelligent core network employs dynamic slicing to ensure differentiated resource allocation,meet the diverse requirements of applications in various industries,maximize network r

178、esource utilization,and assist carriers in increasing profits.Building an Intelligent Network for Guaranteed Experience The key to developing an exceptional experience operation lies in intelligent network reconstruction.By leveraging intelligent technologies,we can streamline the end-to-end closed-

179、loop process,encompassing service and experience perception,dynamic optimization,and result measurement.Implementing an intelligent core network may seem complex,but by following the basic steps outlined below,we can improve success and achieve outstanding results in a direct manner.Drive business m

180、odel innovation through intelligent network architecture reconstruction To drive innovation in service models,prioritizing infrastructure is crucial.One key step is to enhance the intelligence of the network by incorporating the NNDAF.This simplifies data collection,analysis,and decision-making,enab

181、ling end-to-end closed-loop management of analysis,perception,decision-making,and execution.Furthermore,upgrading the intelligent user plane and introducing intelligent service identification and QoE analysis capabilities are necessary.Upgrading the Policy Control Function(PCF)to work in conjunction

182、 with the NWDAF for dynamic policy management is also essential.By upgrading these three network functions,we can implement user experience monitoring,optimization,effect evaluation,and perception.Monetize services with differentiated experiences to create a second growth curve Drawing from the succ

183、ess of companies like China Mobile,China Unicom,Telefnica,ET,du,and AIS Thailand,operators should launch differentiated experience packages for mature scenarios,such as live broadcasting,video viewing,gaming,and office use.Additionally,operators should actively innovate and pilot new network intelli

184、gence capabilities and scenarios,supporting the development of new scenario packages or add-on packages.By enhancing their experience through intelligent technologies,we can increase user willingness to leverage services due to their novelty and exceptional value,ultimately driving business success.

185、Enhanced intelligence capabilities,improving analysis speed and accuracy we can introduce technologies This integration will enhance the analysis,reasoning,and decision-making capabilities can be introduced into networks.Through fine-tuning and generalization,we can expand intelligent capabilities t

186、o expand application scenarios and extend business design to other fields,thereby unlocking the potential of the mobile network industry.By following these recommendations and maintaining a steady pace,operator can successfully deploy intelligent core networks that meet user needs and drive business

187、 growth.Intelligent Core Network White Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|26 List of Contributors Name Title Company/Organization Glen Hunt Principal Analyst GlobalData About GlobalData GlobalData is a leading provider of data,analytics,and insights on the worlds largest ind

188、ustries.In an increasingly fast-moving,complex,and uncertain world,it has never been harder for organizations and decision makers to predict and navigate the future.This is why GlobalDatas mission is to help our clients to decode the future and profit from faster,more informed decisions.As a leading

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190、y update and enrich 50+terabytes of unique data to provide an unbiased,authoritative view of the sectors,markets,and companies offering growth opportunities across the worlds largest industries.Expert Analysis We leverage the collective expertise of over 2,000 in-house industry analysts,data scienti

191、sts,and journalists,as well as a global community of industry professionals,to provide decision-makers with timely,actionable insight.Innovative Solutions We help you work smarter and faster by giving you access to powerful analytics and customizable workflow tools tailored to your role,alongside di

192、rect access to our expert community of analysts.One Platform We have a single taxonomy across all of our data assets and integrate our capabilities into a single platform giving you easy access to a complete,dynamic,and comparable view of the worlds largest industries.Intelligent Core Network White

193、Paper|September 2024 WWW.GLOBALDATA.COM GlobalData Plc 2024|28 Contact Us If you have any more questions regarding our research,please contact us:Zeff Ibrahim _ Disclaimer:All Rights Reserved.No part of this publication may be reproduced,stored in a retrieval system or transmitted in any form by any

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