Evolved Intelligence Launches “Next Generation” Steering of Roaming 11th March 2011

Evolved Intelligence, the network value added services company, has launched what it calls a “next generation” steering of roaming system.   The system, claims the company, aims to maximise overall profits for the operator whilst minimising the impact of steering on customer experience.

Steering of roaming is the means by which mobile operators choose the network that they would like their subscribers to use when out of coverage of the home network.   Whilst there are many approaches to doing this, most networks today use some form of network based steering because of the increasingly dynamic nature of the modern roaming marketplace.  Network based steering operates by either rejecting or accepting requests to attach using SS7 signalling.

Originally the objectives of steering were seen as simply getting the best possible pricing deal for the network.    As the market matures, roaming managers increasingly focus on the need to maximise overall profits and to maintain a good overall customer experience.  

Poor customer experience whilst roaming can lead to serious problems.   Says Robin Burton, Head of Marketing at Evolved Intelligence: “We have spoken with operators who have lost valuable corporate accounts because of a poor experience whilst roaming.   Clearly roaming managers need to think about more than simply whether they are getting the best price.”

Evolved Intelligence’s new approach to steering is designed to minimise the intervention of the steering platform and thereby minimise any impact on customer experience.  

Says Nick Jones, CTO at Evolved Intelligence:   “We operate a “damped steering” system which achieves overall attach targets over a period.  This means that a significant number of roamers will probably not be steered at all.   This both reduces signalling costs and reduces the impact on roaming experience”.

The system is also designed to recognise any situations where the “first choice” network is not available and allow attachment to an alternative network.    Lack of availability may be due to a number of factors including lack of radio coverage, aggressive steering in areas of intermittent coverage or incorrect treatment of data and voice during steering.

Says Robin Burton: “Many steering systems are focussed on the percentage of roamers that are directed towards the chosen partner.   Often it is felt that the “ideal” would be to achieve a 100% target.    We feel that this may be a misguided ambition.   It is very easy for a steering platform to achieve a 100% target:  you simply refuse any requests to attach from any network other than your chosen target.   This will, however, mean that there are many occasions when your preferred network is not available and you refuse your subscriber access to an alternative.   This loses you traffic and annoys your customer.   The Evolved Intelligence system has therefor been designed to automatically recognise these situations and allow connection.”

Evolved Intelligence Steering is supplied with a real time dashboard which displays the targets selected and the systems achievement of them.   It is available as a remote managed “cloud based” service or as a service running on a local open standards platform.

About Evolved Intelligence

Evolved Intelligence is based in Bristol, UK and was formed in 2007.   The Evolved Intelligence team has a long experience in delivering IN services.  Key members of the team worked for the Bristol based company, Aethos, widely regarded as one of the principal pioneers of pre-pay mobile communications.   The Evolved Intelligence team is also a pioneer in the use of the JAIN platform and of Agile Development methodology.  

www.evolved-intelligence.com

For more information please contact Robin Burton:  
robin.burton@evolved-intelligence.com  
+44 7843 241371