With the advent of mobile AI, there are increasingly diversified and personalized service requirements, driving operators to transform to a monetization model that focuses more on user experiences. In this trend, experience monetization becomes a hot topic in the industry and also one of the focuses of MWC Barcelona 2025. At the 5G-A Core Network Summit held during MWC Barcelona 2025, Jeffrey Wu, President of Packet Core Network Domain, Huawei Cloud Core Network Product Line, delivered a keynote speech, outlining that a game-changing approach to build an experience monetization entry in the mobile AI era is penetrating AI into packet core networks and developing experience monetization capabilities based on premium tiers.
Keynote speech delivered by Jeffrey Wu
President of Packet Core Network Domain, Huawei Cloud Core Network Product Line
Experience Monetization — an Inevitable Trend in the Mobile AI Era
Currently, differentiated and personalized experiences are required for an increasing number of services. Especially in business travel, live streaming, and gaming scenarios, users are increasingly sensitive to the bandwidth, latency, and stability. They are pursuing for differentiated service experiences.
With the convergence of 5G-A and AI, terminals, content, and interaction methods are undergoing significant transformation, making personalized and differentiated experiences an essential requirement for users. A survey shows that approximately 45% of 5G users are willing to pay extra fees for personalized and high-quality network experiences. This brings new business opportunities for operators.
Multi-dimensional User Experience Guarantee
How can experience monetization be realized? Mr. Wu stated that user experiences cannot be measured from a single dimension merely, but should be measured through a comprehensive multi-dimensional system. That is, experience monetization needs to be designed regarding multiple dimensions, including the service, scenario, terminal, access, and time dimensions.
However, most operators' conventional exploration focuses on experience guarantee based on partial dimensions only. As such, Mr. Wu also proposed that future experience monetization should encompass comprehensive analytics of multiple dimensions to offer an experience guarantee model measured by different premier tiers.
Currently, many operators have started to try experience monetization from multiple dimensions. For example, China Mobile has released the service- and space-based experience assurance package tailored to services in conferencing, gaming, and stadium scenarios. Additionally, AIS in Thailand has rolled out the service- and time-based 5G service package that guarantees live streaming or gaming services for up to three hours for each purchase of this package.
Measuring User Experiences with Premium Tiers
Mr. Wu pointed out that to achieve closed-loop experience monetization, operators need to set up a comprehensive 'premium tier' system to measure user experiences with quantitative indicators. For example, operators can define the following four premium tiers based on guarantee effects.
lPremium tier 1: best-effort guarantee
The network does not provide special experience guarantees but only offers standard mobile Internet services.
lPremium tier 2: primary premium guarantee
The network provides dedicated experience guarantees for regular users with specific services or time-space information, for example, when they are streaming in scenic spots or having video conferences. These users can enjoy this tier for standard mobile connections in limited time.
lPremium tier 3: advanced premium guarantee
The network allows users to use guarantee services for multiple applications in different time-space scenarios, with a longer guarantee time. In addition, it supports guarantees for XR devices and high-speed access to home services.
lPremium tier 4: top-tier premium guarantee
In all scenarios, the network provides the best possible experiences all day long, ensuring users to use best-quality services anytime, anywhere.
With the premium tiers of experience guarantees clarified can operators better understand user requirements and achieve refined operations.
AI Empowers the Core Network to Enhance Real-Time Awareness Capabilities
To realize premium tier-based experience monetization, the network must be capable of precise awareness and real-time analytics. Particularly, the core network must be able to learn certain network data such as users' time-space attributes, service experiences, and network resource status in real time, so that it can provide dynamic and precise experience guarantees.
To enhance network capabilities and provide the mentioned network data, Huawei introduces AI technologies to enable key network functions, such as NWDAF, UPF, and PCF, building a professional network-oriented model. The model works on multi-modal data input (including service code streams, network status data, and signaling interactions), analyzes them, and helps the network implement the awareness of users, services, and networks. For example, the network can identify whether a user is streaming or playing games, and provides guarantees for the user based on their service requirements and real-time experiences. When there is a quality issue, the network can quickly make adjustments. In addition, the network can evaluate network resources in seconds and predict the impact of different service packages on the network, thereby delivering appropriate guarantees for users.
Real-Time Experience Monetization Entry — MyLogo
To offer better user care and interaction, Huawei has launched the MyLogo function as an experience monetization entry. In the initial phase, customized static logos are used to deliver a variety of experience information, providing users with personalized and enjoyable experiences. For example, operators can customize various logos like "XXXVIP service" for users who have subscribed to experience guarantee packages of specific tiers to provide them with unique service experiences.
Later on, MyLogo will be upgraded to interactive experience islands. Users can tap the islands to view the current network status, browse recommended experience guarantee packages that suit their individual requirements, and can easily subscribe to suitable service packages. This facilitates more intuitive and convenient experience monetization.
Meanwhile, with AI-powered packet core networks, operators can achieve real-time user awareness, service awareness, and network awarenessand further improve network service quality. All these factors drive operators to transform their approaches from conventional traffic monetization to higher-level experience monetization designed regarding premium tiers. With the advent of mobile AI, this transformation will bring sustainable business success to operators and drive long-term, steady growth of the industry.
"Premium tier-based experience monetization is designed not only for user experience improvement, but also for comprehensive enhancement of network monetization capabilities", said Mr. Wu. "This transformation will be the key to operators' success in the mobile AI era."