Achieving digital transformation requires a new approach to business and technology. But it doesn’t have to require a major investment in time and money to do it effectively. What may come as a surprise to many is that DNS—which is commonly described as the “phone book” of the Internet, as it maps application requests and domain names with IP addresses—can be leveraged to accelerate this major shift and deliver a new set of competitive subscriber-centric services.
The advantages of DNS are many: first, it sits in the control plane so it provides visibility into all of the application service requests for domain names and the associated ‘hits,’ and requests for access to resource IP addresses. Additionally, it’s lightweight, cost-effective, and having an advanced and flexible policy layer on top allows for applications to be built that deliver a personalized user experience. In the 2nd video in our four-part series, we discuss this very topic. Just click the image below to watch.
Open Source DNS versus Nominum DNS
It’s important to remember that without DNS there is no Internet. But without the right DNS, there is no digital transformation. Service provider networks that are running on traditional utility DNS servers based on the original open source ‘BIND’ will face extreme limitations, as this technology was never designed to do more than just perform basic, generic DNS functions. Nominum DNS, however, is commercial, carrier-class and fully extensible—meaning it integrates with a range of applications that give subscribers more control of their own experience—and can be leveraged for much more, as it was designed to stream and monitor traffic, power various application capabilities and scale as online activities increase, without impacting performance and latency as traffic flows by. Nominum’s DNS engines are deployed in over 100 service providers globally, so we have a solid understanding of their pain points.
DNS as an enabler
While Deep Packet Inspection (DPI) offers some strategic value, the biggest problem is that it sits in the data plane, examines every packet and interprets upper layer access protocols—which interrupts traffic and increases latency, leading to inefficiencies. Nominum DNS offers a safe, personalized Internet experience for subscribers and enables many innovative services that drive business value, including:
- Security as a service, with the ability to adjust security controls in real time
- Customer contact and rapid service interaction
- Differentiated service delivery for every subscriber
- Usage analytics for personalized responses to every user
- Smarter, more tightly integrated real time services that cannot be delivered by OTT vendors
These points and more are discussed in a new white paper by Sue Rudd of Strategy Analytics, “Accelerating Digital Transformation for Communication Service Providers”, available for download from Nominum’s website.
Moving to a customer-centric approach
The diagram below illustrates how an integrated DNS platform can help service providers move from a technology-driven, network-centric approach that is limited to a ‘one size fits all’ subscriber experience to a business-driven, subscriber-centric approach that drives revenue growth and accommodates subscribers’ individual digital lifestyles—no matter what device, platform, application or location they choose.
Digital transformation is happening. Service providers that don’t take action today will have a huge disadvantage tomorrow. And those that look to DNS will remain healthy and competitive for years to come. For more information, download the complete white paper.