@ 4G World: Operators will use multiple networks for new revenue opportunities

CHICAGO—The new normal for mobile broadband will require operators to forge new relationships, using hybrid technologies and a network of multiple networks to offer consumers a seamless experience, Bruce Brda, senior VP and general manager of Motorola Networks told the audience during a day-one keynote address at 4G World.
Following a video presentation that showed all of the different applications and services that mobile broadband can deliver to end users, Brda talked about the “new normal.”
The new consumer
“Change in the industry is really on every dimension,” Brda said. The new consumers are multi-generational. Motorola recently did a survey on what end users want, and found no significant differences between Baby Boomers, Generation Xers and Millenials. All of these consumers want to use wireless services to access content and connect with their social networks. Motorola has found that 80% of wireless users consume content while they are sitting still. “I believe because the data is localized, these networks will be deployed a little like Wi-Fi.”
Carriers can monetize in ‘new normal’
Carriers understand an incredible amount of data that moves through their networks, Brda said. They know consumers’ preference patterns and can make money from tailoring and experiences down to the individual user.
“5G is less about a new modulation technology,” Brda, said. Instead, it is about using multiple networks to seamlessly deliver content and services seamlessly to consumers. “The experience is becoming much more important.”
Carriers need to be able to mine the information they have in network. There are many ways to make that data available. Brda pointed to location-based services, mobile couponing and mobile advertising as ways to monetize this network information.
“There is value in every layer,” Brda said, pointing out that carriers can make money from the consumer, the experience, the applications, the application enablers, as a network enabler and as a bit pipe. The value comes from the data flowing through the pipe, much like is done in a fixed environment today.
Enterprises that want to sell goods and services to the carrier customers will be new partners for operators. As such, operators need to arm the network with a set of capabilities that allow them to capitalize on this new business models.