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Kevin Shatzkamer is the Chief Architect for Cisco Mobility and speaks to the mobile research Cisco has developed in helping Mobile Service Providers reach their ROI goals and objectives in projecting …
Kevin Shatzkamer is the Chief Architect for Cisco Mobility and speaks to the mobile research Cisco has developed in helping Mobile Service Providers reach their ROI goals and objectives in projecting an increasingly demand driven market.
World Cup and Mobility
Q. How will current World Cup viewership demand impact the mobile community from a network capacity standpoint?
VIEWING SOURCE – WORLD CUP GAMES
Source Company %
Internet ESPN-ESPN3 31%
Radio ESPN Radio 8%
Mobile ESPN Mobile Sites 6%
"Traditional TV remains the dominate source of viewing for the games"
A. There has been speculation for years that increased demand for mobile video would tax and possibly crash current networks and infrastructures of mobile operators. A predictor may be The World Cup games being held in South Africa. “We know that AT&T, VERIZON, SPRINT, MobiTV and QUALCOMM FloTV have teamed up to work with ESPN to offer mobile video coverage of the games.” From real-time research conducted by ESPN on current World Cup video demand has produced the following statistics:
MOBILE VIDEO TRENDING
Event Source Total Views Total Days
Vancouver Olympics Mobile 2.0 Million 17
World Cup Mobile 1.8 Million 7
“What is interesting in these statistics is that not only are people watching on mobile video, but they are spending an inordinately long period of time watching video on their mobile device, which is significant. Speaking to network capability in handling this viewership, think of over one-hundred thousand cell towers in the U.S. alone, not to mention globally, to handle this demand and you can see the network is not currently being impacted significantly.”
Mobile Traffic in the Future
Q. Where does mobile traffic go from here and what are the demands going to be for video in both near and long term?
A. Cisco predicts that sixty-six percent of mobile traffic in the future will be video and whether the FCC’s reclamation of needed spectrum is enough is not yet known. Kevin goes on to explain that whenever you have a delivery method that leverages a finite resource, such as spectrum; there will always be increased contention depending on what people are doing over that network at any particular time.
It’s important to remember that video over wireless can be taxing on the entire network, not just the radio interface. One example is the backhaul network, which is always provisioned with some level of oversubscription. There are technologies that can be used today like video optimization and multicasting technologies which can help a service provider better distribute and deliver mobile video. Other solutions include moving from streaming video to more adaptive protocols like fragmented MP4.
Video and the Network
Q. Why should we look at mobile video as just another application within the network and not a bandwidth hog that could potentially crash the network during peak usage?
A. As an analogy to building strong