For service providers undergoing digital transformation, the importance of subscriber and network protection cannot be understated. When subscribers and networks are at risk of attack or infection, a provider’s digital strategy is weakened and business growth limited.
The pervasiveness of malware has two undesired outcomes:
- Subscribers with infected PCs are 8 times more likely to call customer support.
- Infected subscribers are 4 times more likely to cancel their service.
Because performance of infected devices is usually compromised, subscribers typically blame their service provider when they are victims of a cyberthreat or when they perceive the network to be performing badly—even if the slow performance is rooted in their device, not the network. This leads to higher costs and lost revenues resulting from increased demands on the call center, greater subscriber churn and weakened brand loyalty.
A new Heavy Reading white paper “Innovation in Communication Services: Breaking with the Past without Waiting for the Future,” by Patrick Donegan, Chief Analyst, discusses two important items:
- The need for network-based filtering to automatically block subscriber access to malicious websites.
- The need to block automated botnet activity to maintain network uptime.
Patrick and I explore these topics in a recent video discussion about the “third way” to service provider digital transformation.
Personalizing Cybersecurity and Filtering with DNS
As Patrick discusses in his white paper, network-level filtering that blocks malicious websites is important—but DNS technology goes much further in enabling personalized content filtering and offering even greater subscriber protections. Giving users the tools to block specific types of websites and online content—such as those related to violence or illegal drugs, or questionable sites for children—offers a tremendous value proposition to subscribers.
One of our service provider customers in Latin America will save $6.9M from reduced support calls and bandwidth theft as a result of deploying our N2 ThreatAvert product, after they experienced an attack that used DNS tunnels for 300GB of unmetered traffic per day, resulting in extensive financial loss. The provider was able to identify and cut off all subscribers that were abusing the network with tunnels and toll fraud. With the help of ThreatAvert this customer also learned 500 thousand subscribers were visiting phishing websites every day. Several more use cases exist that demonstrate the ROI benefits of enhanced subscriber security and network protection.
The basic reason for offering subscribers strong cyber protections is to keep their personal, confidential data from falling into the wrong hands—and customers will thank you for that. But beyond simply keeping your subscribers happy and safe online, there are significant cost-savings benefits and added revenue streams available to providers that make subscriber and network security a top priority. By utilizing the DNS infrastructure to achieve this goal, the investment in additional technology is minimized, and the bottom line results maximized.