Avvasi: 'QoE Really is the Link to Monetization'

The smartphone and the widespread availability of broadband have significantly raised users’ expectations for what they can access and when. But when commercial-grade video is delivered over the phone, end users expect – or at least want – it to work as well as the TVs in their living rooms, says Avvasi Inc.’s Mark Sangster, director of marketing.

Avvasi’s video analytics solution can allow that to happen, he says.

Four-year-old Avvasi sells a product called Q-VUE that offers a customer-eye view of the video experience. Not only does it consider network performance, it also looks at the application and offers data about how, when and for how long video stalls take place, among other information.

That way service providers can not only see what kind of quality customers are getting, they can also take steps to build policies and products to address that. For example, network operators can and are offering CDN capabilities to optimize the video experience. Sangster points to Verizon’s recent announcement that it is delivering a mobile application of HBO to its FiOS (News - Alert) customers.

“QoE really is the link to monetization,” says Sangster.

Avvasi customers include tier 1 and 2 service providers in North America, which the company declined to name; customers in Europe and the Middle East; and WIND Mobile.

The company is also part of an ecosystem called Connexus. Founding members of Connexus including Avvasi, BroadHop, CommProve and Spirent (News - Alert). The group aims to bring carriers into the value chain by enabling them to deliver CDN services and SLAs for content and content providers.

Avvasi has been named a finalist for a GSMA (News - Alert) Global Mobile Award 2012. It was shortlisted in the category of Best Mobile Broadband Technology for its Q-VUE analytics solution. The winner will be announced Tuesday at Mobile World Congress in Barcelona.