Trendium announced on Friday its plans for 2013, which include changing the way customer experience assurance is done. As a top provider of Customer Experience Assurance (CEA) and Customer Experience Management (CEM), Trendium already has a stronghold in the industry, but for the next year the company will make significant changes to its business plan going forward.
Trendium works primarily with fixed and mobile broadband communications service providers, offering analytics solutions and a comprehensive portfolio of CEA and CEM solutions.
The company announced that its new portfolio will be optimized for 4G/LTE mobile broadband applications, powered by the collection mediation platform ServicePATH.
Dr. Sameh Yamany, president and CEO of Trendium, commented on what sparked the changes.
“We believe that the traditional assurance model and solutions are obsolete,” he said, listing various trends and issues within the industry that have created a need for the type of change Trendium is proposing.
“Operations costs and network monitoring costs are growing exponentially with broadband traffic instead of proportionally to the top line. This, combined with the ongoing power shift in the value chain, the increasing role of Over-The-Top (OTT) players, and the lack of differentiation among CSPs, results in an increase in customer dissatisfaction, churn, and ARPI erosion, and a decrease in profitability,” Dr. Yamany explained.
Though the issues are manifold, Yamany sums it up in one sentence: “The CSP industry is facing an unprecedented inflection point.”
Now, Trendium and others are considering just what factors need to change to get CSP on the right track.
“Investments made over the past few years in first-generation CEM solutions for customer experience assurance do not correlate to customer satisfaction and network quality,” Yamany added.
With this in mind, Trendium has developed a brand-new portfolio, consisting of ViewPORT and the Network Access Agents (NAA) family.
ViewPORT is powered by ServicePATH, and provides an intuitive cloud-based CEA applications and analytics portal, while NAA’s solutions work by collecting data from any source along the head-to-end service path.
The idea is to get CSPs to “‘see’ what their customers ‘see,’ when and where they ‘see’ it,” said Yamany.
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