In an age where we routinely view content on our STBs, laptops and handheld devices, service providers are revisiting a fundamental issue -how to define their subscriber base. For decades, subscribers have been associated with the STB sitting in their homes. But as subscribers watch content on an ever-broader range of devices, that model is creeping into obsolescence.

Cisco's Videoscape Identity Management platform offers service providers a means of managing subscribers that reflects the new reality. The model is oriented toward the subscribers themselves; the devices they use for viewing are no longer integral to their identity. Conceptually untethering subscribers from their devices has a liberating effect on the user experience: the content they have on one device can be viewed on another, and as far as subscribers are concerned, it matters not all at what that device is, what room of their house it's in, or even where in the world they are. They can even pause what they're viewing on one device and resume playback from the exact same point on a different device.

Looking at things from a service provider perspective, the newfound ability to target subscribers individually on any device opens a world of monetization opportunities, either by providing entirely new services or enhancing existing features. Below are six new features service providers can offer subscribers as a result of this shift:

1. Enhanced search for any content subscribers have already recorded, can currently watch as part of their subscription, or are eligible to purchase. This model could also be extended to include access to content shared on social media.
2. Long-tail content recommendations based on subscriber demographic profile and viewing habits.
3. Targeted advertising aimed at each individual viewer rather than a household.
4. Single-sign on/subscription to OTT channels.
5. Access to personalized cloud music channels such as Pandora.
6. Uploading and sharing secured personal content.

It would be useful enough if service providers adopted the Identity Management platform simply to align themselves with how their subscribers are consuming content. But the Identity Management platform provides opportunities for revenue, strengthening customer loyalty, and a host of other benefits with business value that are far from fully tapped.