Mobile DataNetwork Killer or Killer App?November 14, 2012       @Mobixell                                www.mobixell.com
Agenda» Mobile Data: Network Killer Or Killer App?» Network Optimization: What You Probably Know» Improving Customer Exper...
About Mobixell
Mobile Video Growth is Inevitable  LTE will not solve the growing  congestion crisis, in fact…                            ...
Mobile Video Growth is Inevitable 12%                     But they account for     35% VZW customers use LTE              ...
Your Data Optimization Goals?» Reduce traffic volume» Free up bandwidth» Less buffering» Performance Differentiation» New ...
Network Quality = Video Performance                                  Mobile subscribers74%                               b...
Web Optimization At All Layers      TCP            HTTP Transport            Web Content  Optimization       Optimization ...
Content CompressionText Based Content   accounts for          Average Bytes per Page by Content Type30% of page size      ...
Content Compression                      Average Bytes per Page by Content Type                                           ...
Image OptimizationCompress JPG                    Optimize Color palette                                     (AKA color de...
Acceleration: HTTP content     Content Compression Of Web Page Content           Text 30%              Images 70%Total Pot...
Web Caching1   Cache Popular HTTP Content At The Network Edge2   Transparent Proxy3   No Perceived Latency4   Less Retriev...
Smooth DBRA™ – Customer Experience           Significant Reduction             In Video Buffering      (78% reduction in r...
Adaptive Bitrate – Who Controls The Network? » Content providers use ABR to   encode multi-bitrate videos » Device selects...
Optimize Only When Needed   CellAvailable Bandwidth                      2PM   3PM   4PM   5PM   6PM   7PM   8PM   9PM
Optimize Only When Needed      Required                     Available     Bandwidth            >       Bandwidth          ...
Congestion Management & Optimization» Congestion is transient & localized» Target only congested traffic, times and users»...
Mobixell EVO™: Self-detected Congestion                   Transrating                        Cache                        ...
Turning Video into the Killer App    Network                          Customer   Efficiency      New              Experien...
Value Added Services                 • Parental control                 • Safe browsing warning                 • Malware ...
Example: Differentiated Advanced CoS/QoS                Bronze          Silver          Gold   Speed        3.8 Mbps      ...
Customer Engagement ToolsPromote Higher Margin Services                          Retail Model:                          » ...
Dynamic Upselling – Customer EngagementEasy Migration Between TiersClientless ImplementationContent Overlay Notifications ...
Bridging the Gap: OTT Content & Operators         Operators Can Partner With CDNs To Offer:      Realtime                T...
So, Network Killer or Killer App?» Data Is Driving Mobile Growth. But…» Data Can Kill Your Network. However…» You Can Leve...
So, Network Killer or Killer App?Don’t optimize to free up bandwidthOptimize to beat network congestionOptimize only when ...
So, Network Killer or Killer App? It’s up to YOU
Any                    Questions?info@mobixell.com     @Mobixell                        www.mobixell.com
Mobixell mobile data-network-kilMobile Data – Network Killer or Killer App?ler_or_killer_app
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Mobixell mobile data-network-kilMobile Data – Network Killer or Killer App?ler_or_killer_app

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Mobile Operator? Find out how to increase and find new revenue streams, improve customer experience and network efficiency

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  • Introduction:Mobile data will, in fact going to kill your network. Thank you. Any questions.Mobile data is the fastest growing traffic in mobile and is, in many global markets the largest contributor to network congestionCongestion kills customer experienceAnd it’s just getting worseBut first let me introduce myself
  • Reduce traffic volume Efficient resource usage / Free up bandwidthCustomer experience – Less buffering / Accelerated browsing Differentiate through performanceNew revenue streams?
  • Cost of data & customer service were 4th & 5th.
  • Probes, Heuristics
  • Probes, Heuristics
  • Integrate with optimizationOptimize video for cost-effective operationBut focus on customer experienceAlso experimenting with eNodeB congestion management in the RAN
  • Ad hoc Tier JumpingBased on perceived value of contentHD movieVideo conferencingCatch up on episodes during lunchVariable pricing based on current, local congestion conditions
  • 90% of shoppers buy items not on their shopping lists - The Integer and M/A/R/C Research, Apr 2012The Integer and M/A/R/C ResearchImpulse items typically grab on average 11%-30% margin Canadians spend on average $3,720 each year on impulse items. – Bank of Montreal, Sept 2012Front-End Represents 1.2% of Store Sales and 1.6% of Profits - Front-End Focus Study1 in 6 Shoppers Purchases aFront-End Item - DHC Analysis of Retailer Data
  • However… (Before leverage)Video optimization can defer CAPEXTargeted optimization helps to control expenses and reduce wasteTargeted optimization does not have to be expensive
  • Mobixell mobile data-network-kilMobile Data – Network Killer or Killer App?ler_or_killer_app

    1. 1. Mobile DataNetwork Killer or Killer App?November 14, 2012 @Mobixell www.mobixell.com
    2. 2. Agenda» Mobile Data: Network Killer Or Killer App?» Network Optimization: What You Probably Know» Improving Customer Experience › Web Acceleration › Web Caching › Video Optimization › Congestion Management» Securing Revenue Growth» Q&A
    3. 3. About Mobixell
    4. 4. Mobile Video Growth is Inevitable LTE will not solve the growing congestion crisis, in fact… Images taken from www.comp-fight.com under creative commons license
    5. 5. Mobile Video Growth is Inevitable 12% But they account for 35% VZW customers use LTE of data traffic
    6. 6. Your Data Optimization Goals?» Reduce traffic volume» Free up bandwidth» Less buffering» Performance Differentiation» New revenue streams
    7. 7. Network Quality = Video Performance Mobile subscribers74% blame their operator when video buffers*89% Network quality is No.1 when selecting a service provider *** User survey Nov 2011 by On Device Research for Mobixell** Accenture Mobile Web Watch 2012
    8. 8. Web Optimization At All Layers TCP HTTP Transport Web Content Optimization Optimization Optimization Object Pre-fetching & Pipelining, Persistent Any Content And Compression Connections Protocol Multipart Compose, Avoid Unzip And Gzip
    9. 9. Content CompressionText Based Content accounts for Average Bytes per Page by Content Type30% of page size Scripts – 210 kB Stylesheets – 37 kBText can be compressed Flash – 81 kBUp to 90% Other – 30 kB HTML – 48 kB Images - 684 kB Total 1090 kB
    10. 10. Content Compression Average Bytes per Page by Content Type Scripts – 210 kBImages account for Stylesheets – 37 kB almost 60% Flash – 81 kB Other – 30 kB of page size HTML – 48 kB Images - 684 kB Total 1090 kB Image optimization can save more than 80%
    11. 11. Image OptimizationCompress JPG Optimize Color palette (AKA color depth reduction)(AKA increase Q factor) Image Requests by Format PNG 24% JPEG 45% Other 1% GIF 30%
    12. 12. Acceleration: HTTP content Content Compression Of Web Page Content Text 30% Images 70%Total Potential Saving Of 53% › Bandwidth saving, roundtrips saving › QoE improvement – Bearer-side latency reduction › Web browsing performance as a differentiator
    13. 13. Web Caching1 Cache Popular HTTP Content At The Network Edge2 Transparent Proxy3 No Perceived Latency4 Less Retrieval From Source = Less Bandwidth Utilization5 Improved Quality Of Experience
    14. 14. Smooth DBRA™ – Customer Experience Significant Reduction In Video Buffering (78% reduction in recent live deployment) Identifies congestion: Senses available bandwidth per flow Continuously optimizes output bitrate vs. pre-defined levels Policy-based Activation (For Gold/Silver Tiers)
    15. 15. Adaptive Bitrate – Who Controls The Network? » Content providers use ABR to encode multi-bitrate videos » Device selects pre-encoded file to fit network conditions » But - Relying on OTT ABR is like handing over the keys to your network resource allocation » Operators are judged on all services (browsing, apps, video)
    16. 16. Optimize Only When Needed CellAvailable Bandwidth 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM
    17. 17. Optimize Only When Needed Required Available Bandwidth > Bandwidth = Data Congestion Optimization Should be Used Only When Data is Congested
    18. 18. Congestion Management & Optimization» Congestion is transient & localized» Target only congested traffic, times and users» Avoid congestion before it impacts user experience» Use congestion detection techniques: › Probes › Heuristics › RAN-based optimization › Self-detected real-time near-congestion prediction
    19. 19. Mobixell EVO™: Self-detected Congestion Transrating Cache Management Local APPLICATION LEVEL Cache Packet 0.7 Mbps 1.0 Mbps Processor Bandwidth Sensing 1.0 Mbps Fast Path KERNEL LEVEL
    20. 20. Turning Video into the Killer App Network Customer Efficiency New Experience Revenue Generation
    21. 21. Value Added Services • Parental control • Safe browsing warning • Malware scanning • 3rd party services
    22. 22. Example: Differentiated Advanced CoS/QoS Bronze Silver Gold Speed 3.8 Mbps 7.6 Mbps 21.6 Mbps VolumeVideo Quality Browsing 20% 10% NO Quality Compression Compression Compression
    23. 23. Customer Engagement ToolsPromote Higher Margin Services Retail Model: » 90% buy off-list items » Worth thousands of $$$s per customer annually » 1-in-6 supermarket shoppers buy front-end items (gum, magazines, etc.) Because they are visible
    24. 24. Dynamic Upselling – Customer EngagementEasy Migration Between TiersClientless ImplementationContent Overlay Notifications Upgrade to HD Current Package: Bronze
    25. 25. Bridging the Gap: OTT Content & Operators Operators Can Partner With CDNs To Offer: Realtime TCP Optimization1 Congestion Status 2 & Acceleration 3 Fast-Play 4 Smooth DBRA Smooth, video Slow video start playback Dynamically significantly Reduced latency 74% blame their deliver the best increases and QoE operator when content abandonment rates video buffers
    26. 26. So, Network Killer or Killer App?» Data Is Driving Mobile Growth. But…» Data Can Kill Your Network. However…» You Can Leverage Data Into A Killer App
    27. 27. So, Network Killer or Killer App?Don’t optimize to free up bandwidthOptimize to beat network congestionOptimize only when absolutely necessary& in a targeted wayOptimize to improve customer experienceand differentiate your brandUse video quality to differentiate pricingand ensure revenue growth
    28. 28. So, Network Killer or Killer App? It’s up to YOU
    29. 29. Any Questions?info@mobixell.com @Mobixell www.mobixell.com

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