Partner content: Statistics from Allot’s live security services deployments highlight a 66% increase in successfully detected and blocked cyber threats in 2023 compared to 2022
With cyberattacks against consumers and small businesses on the rise, communication service providers (CSPs) are under growing pressure to provide effective security services to their customers. A 2022 global survey by Coleman Parkes Research for Allot reveals that 68% of CSPs’ consumer customers are more likely to purchase additional products or services if security is offered, with even higher percentages for specific demographics and those who have experienced cyber attacks.
For years, CSPs have faced challenges with low adoption rates and provisioning issues related to client-based endpoint security solutions for their consumer and small business customers. Typically, less than 5% of subscribers successfully deploy these solutions, leading to minimal benefits for CSPs.
Security for SMBs
While CSPs often provide client-based security solutions to their consumer and small- and medium-sized business (SMBs) customers, these solutions come with limitations that can lead to frustrated customers, lost revenue and unnecessary expenses.
One disadvantage of client-based solutions is the difficulty in provisioning them. If the CSP succeeds in convincing the customer to take advantage of a client-based solution, the customer needs to download, install, accept terms and conditions and configure the client before using it. Once it is configured, it needs to be updated periodically – also the responsibility of the customer.
This process, while commonplace for IT professionals and tech savvy individuals, is a hassle, if even possible, for most consumer and SMB customers. Hassle inevitably leads to low solution adoption and retention rates, meaning less revenue for the CSP and little, if any, improvement in the CSP’s image.
Calling customer service
Another sticking point for CSPs, when it comes to client-based solutions of any type, are the customer service calls that accompany the provisioning of such solutions. When an app is provisioned by the CSP, customers will naturally turn to the CSP for help when they run into issues with the app.
In some markets, a service call can cost the CSP between $8 and $15. For a troubleshooting call, that cost can rise to as much as $35. For a service that brings in $3 or so of monthly revenue for the CSP, a single call can be the difference between annual profit and loss for a customer.
For these, and other reasons, CSPs are reticent to introduce new endpoint solutions. In the end, endpoint solutions, from convenience to pricing to service, are not designed to properly serve the needs of the CSP, and their vendors are not invested in the success of the CSP.
The emergence of network-native security services has marked a significant shift, positioning itself as the new gold standard for CSPs. This model offers easy deployment, provisioning, and usage, resulting in high service adoption rates.
Directly deployed
With network-native solutions deployed directly in the CSP’s network, the CSP can offer high-quality security services as part of the core offering along with connectivity. With a network-native solution, security services can be zero-touch – no installation and no provisioning hassle for the customer. With zero-touch deployment, network-native security services have proven to achieve adoption rates of up to 30%, providing a mutually beneficial solution that addresses the evolving security landscape and CSPs’ needs.
The limitations of client-based solutions, including provisioning difficulties and high customer service costs, contribute to their low adoption rates. In contrast, network-native security simplifies the provisioning process, reduces support costs, and ensures a hassle-free experience for customers. This approach proves advantageous for both CSPs and end-users.
The advantages of network-native security are many. While there are some advantages that seem obvious, others might surprise you. When the solution is not installed on the customers’ devices, one basic advantage includes OS independence. In addition, running in the network means that network-native security also has no impact on battery life or device performance the way client-based solutions do.
It cannot be accidentally deactivated or deleted and there is no need to install it on multiple devices. Beyond these customer-pleasing advantages, below is a broader sample of why network-native security is an ideal choice for both CSPs.
Revenue Sharing – The CSPs can expect a revenue sharing model that encourages the vendor to be invested in the success of the CSP’s service.
Provisioning – When all the customer needs to do to start using the service is to accept it through the CSP’s UI, portal, promotion or point of sale, adoption rates increase.
Support Calls – A zero-touch solution that sits on the network instead of on the customer’s device reduces the number of support calls.
Exclusively built for CSPs – Network-native security is, by necessity, designed, built and implemented exclusively for CSPs, ensuring that the solution is aligned with the integration and marketing demands of the CSP.
Branding – The CSP can control the user experience of their network-native security offering which is white labeled by design.
Software and definitions updates – Drawing from a cloud-based library which is constantly updated, the network-native solution ensures that all subscribers who use the solution are protected from even the newest threats, without their needing to lift a finger.
Management – Network-native security solutions are easy to manage and keep up to date since all the IT configuration happens in the CSP network. There is nothing for the end customer to do but to enjoy their digital experience without cyber threats.
End user experience – Since the bulk of the technology sits in the network and not on the device with a network-native solution, the non-technical end user experiences a much easier-to-use tool.
Parental control/Content filtering – The nature of network-native security makes it possible to implement parental control services for consumer customers and content filtering services for small business customers with no installation necessary. As the threat of cyberattacks continues to rise, network-native security has emerged as a transformative solution for CSPs. With its high adoption rates, streamlined provisioning, and comprehensive benefits for both CSPs and end-users, network-native security is positioned as the new gold standard in the evolving landscape of cybersecurity solutions for consumer and small business customers
The author, Nir Baron
