0
This document is offered compliments of
BSP Media Group. www.bspmediagroup.com
All rights reserved.
Delivering a Better Data and
Video Experience
Case Study: Vodacom
Mark Davis, Sr. Director, Product Marketing, Citrix Serv...
Topics
• The effects of data and video traffic on the network – and on
subscribers
• Techniques for managing the data traf...
By the numbers…
$2.6B revenue
8,300+ employees
250,000+ customers

10,000+ partners in 100 countries
#1 Desktop & App virt...
12+ years as web & video optimization leader
135+ operator customers in 60+ countries

55+ video optimization deployments
...
The global impact of mobile video

Video is the Majority of Traffic on Mobile Networks
iPad Owners Are Videoholics
6

© 20...
Insufficient network capacity to accommodate peak
video demand

Excessive network utilization = poor subscriber experience...
What is a good or bad experience?

8

© 2013 Citrix | Confidential – Do Not Distribute
What is a good or bad experience?

Subscribers will select a lower resolution video to ensure continuous playback
9

© 201...
Phase 1 for constrained networks: optimize
everything, reduce data volume
Operator Impact
Techniques

Optimize

Protect th...
This approach has worked well
• T-Mobile Germany and Vodafone have far better mobile
Internet performance, as measured by ...
For LTE networks: selective & smarter optimization,
user experience-centric
Operator Impact
Techniques

Improved experienc...
This approach has worked well, too
Without
optimization, video
experience ranges
from bad to terrible

Video stalling and ...
About Vodacom
South Africa’s Leading Mobile Network Provider
• Subscribers
ᵒ
ᵒ
ᵒ
ᵒ

36 Million Subscribers
20 Million Data...
The problem
• Users expect instant gratification
ᵒ Won’t wait for a web page to load
ᵒ Don’t want their video to stall
ᵒ E...
Compression techniques offer greatest user
experience benefits
Avg. stalling duration per minute of video

Daily video sta...
Complementary benefit: bandwidth is made
available to more users
Average video throughput
1600.0

• Compression yields low...
Stalling reduction made the user experience so
good, we decided to make an advert

http://www.youtube.com/watch?v=-pvmEzr7...
Stalling reduction made the user experience so
good, we decided to make an advert

http://www.youtube.com/watch?v=-pvmEzr7...
What’s next for the Vodacom network?
Address delivery delays caused by content
servers: media caching

Actively manage str...
Vodacom
Stand E08D

Citrix ByteMobile
Stand B23
Delivering a better data and Video experience
Delivering a better data and Video experience
Delivering a better data and Video experience
Delivering a better data and Video experience
Upcoming SlideShare
Loading in...5
×

Delivering a better data and Video experience

550

Published on

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
550
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Delivering a better data and Video experience "

  1. 1. This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
  2. 2. Delivering a Better Data and Video Experience Case Study: Vodacom Mark Davis, Sr. Director, Product Marketing, Citrix Service Provider Platforms Jannie Van Zyl, Executive Head: Innovation, Vodacom SA 14 November 2013
  3. 3. Topics • The effects of data and video traffic on the network – and on subscribers • Techniques for managing the data traffic growth and QoE on 2G, 3G and 4G networks • Case Study: Vodacom South Africa - delivering a better smartphone experience © 2013 Citrix | Confidential – Do Not Distribute
  4. 4. By the numbers… $2.6B revenue 8,300+ employees 250,000+ customers 10,000+ partners in 100 countries #1 Desktop & App virtualization #2 Cloud Networking #1 Public Clouds #2 Web Collaboration #1 in web and video optimization for mobile networks © 2013 Citrix | Confidential – Do Not Distribute
  5. 5. 12+ years as web & video optimization leader 135+ operator customers in 60+ countries 55+ video optimization deployments 48% market share 4 © 2013 Citrix | Confidential – Do Not Distribute
  6. 6. The global impact of mobile video Video is the Majority of Traffic on Mobile Networks iPad Owners Are Videoholics 6 © 2013 Citrix | Confidential – Do Not Distribute Source: Citrix ByteMobile Mobile Analytics Report, October 2012
  7. 7. Insufficient network capacity to accommodate peak video demand Excessive network utilization = poor subscriber experience 7 © 2013 Citrix | Confidential – Do Not Distribute Source: Citrix ByteMobile data from live customer network
  8. 8. What is a good or bad experience? 8 © 2013 Citrix | Confidential – Do Not Distribute
  9. 9. What is a good or bad experience? Subscribers will select a lower resolution video to ensure continuous playback 9 © 2013 Citrix | Confidential – Do Not Distribute
  10. 10. Phase 1 for constrained networks: optimize everything, reduce data volume Operator Impact Techniques Optimize Protect the network. Control costs. Reduce stalling. Allow more subscribers to access the network. 11 © 2013 Citrix | Confidential – Do Not Distribute
  11. 11. This approach has worked well • T-Mobile Germany and Vodafone have far better mobile Internet performance, as measured by 2012 benchmarking (measured by both 2012 Netztest of ‘Chip’ magazine and P3 Communications) • Both are Citrix ByteMobile video and web optimization customers 12 © 2013 Citrix | Confidential – Do Not Distribute
  12. 12. For LTE networks: selective & smarter optimization, user experience-centric Operator Impact Techniques Improved experience = more video consumption= higher data revenue 13 © 2013 Citrix | Confidential – Do Not Distribute
  13. 13. This approach has worked well, too Without optimization, video experience ranges from bad to terrible Video stalling and data volume over 24 hours Stalling / 60 Seconds of Video 90 80 70 60 50 40 With optimization, video experience is dramatically improved and consistent throughout the day 30 20 10 0 12:00:00 AM 4:00:00 AM 8:00:00 AM Stalling without Optimization 14 © 2013 Citrix | Confidential – Do Not Distribute 12:00:00 PM 4:00:00 PM 8:00:00 PM Stalling with Optimization 12:00:00 AM
  14. 14. About Vodacom South Africa’s Leading Mobile Network Provider • Subscribers ᵒ ᵒ ᵒ ᵒ 36 Million Subscribers 20 Million Data Capable Devices 15 Million Active Data Users 7 Million Smartphones & Tablets • Network ᵒ ~ 10 000 Base Stations • ~ 6000 43.2Mb/s • ~ 750 LTE ᵒ 99.8% 2G Coverage ᵒ 90% 3G Coverage ᵒ 7Mb/s (netindex) • Traffic ᵒ 3 Petabytes per Month • 1.5PB from Smartphones ᵒ >400 TB Video per Month ᵒ 80%+ YoY growth 16 © 2013 Citrix | Confidential – Do Not Distribute
  15. 15. The problem • Users expect instant gratification ᵒ Won’t wait for a web page to load ᵒ Don’t want their video to stall ᵒ Experience on Vodacom network not where we wanted it to be • Continuous pressure on available network bandwidth • Deployed the Citrix ByteMobile traffic management platform in 2012 © 2013 Citrix | Confidential – Do Not Distribute
  16. 16. Compression techniques offer greatest user experience benefits Avg. stalling duration per minute of video Daily video stalling % videos stalled 15.0% 17.6% 10.0% 7.3% 5.0% 0.0% w/out compression w/ compression Stalling time (s) -59% 20.0% 45 40 35 30 25 20 15 10 5 0 40.8 -79% 8.4 w/out compression w/ compression • 55% of videos being optimized using compression • 45% of videos being optimized using lossless techniques (e.g. just-in-time) • Compression trades resolution for smooth delivery © 2013 Citrix | Confidential – Do Not Distribute
  17. 17. Complementary benefit: bandwidth is made available to more users Average video throughput 1600.0 • Compression yields lower bandwidth utilization per video Throughput (kbps) 1400.0 -34% 1200.0 1000.0 800.0 1485 kbps 980 kbps 600.0 400.0 200.0 0.0 Lossless w/out compression © 2013 Citrix | Confidential – Do Not Distribute Lossy w/ compression • Allows network to support more video users, while improving video experience
  18. 18. Stalling reduction made the user experience so good, we decided to make an advert http://www.youtube.com/watch?v=-pvmEzr7FXI © 2013 Citrix | Confidential – Do Not Distribute
  19. 19. Stalling reduction made the user experience so good, we decided to make an advert http://www.youtube.com/watch?v=-pvmEzr7FXI © 2013 Citrix | Confidential – Do Not Distribute
  20. 20. What’s next for the Vodacom network? Address delivery delays caused by content servers: media caching Actively manage streaming video: streaming policy control Measure and score the user experience in order to further improve it: user experience indexing © 2013 Citrix | Confidential – Do Not Distribute
  21. 21. Vodacom Stand E08D Citrix ByteMobile Stand B23
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×