WiFi Offload Survival Guide - Part 4
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WiFi Offload Survival Guide - Part 4

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WiFi Offload Survival Guide - Part 4 WiFi Offload Survival Guide - Part 4 Document Transcript

  • APPLICATION NOTEDATA OFFLOAD SURVIVAL GUIDE - PART 4 www.greenpacket.com
  • APPLICATION NOTEAbstractOver the past few years since the 3rd party application type servicesentered the telecom landscape, mobile operators have been chasing afterthe promised “app revenue” with a little less than desirable results in themidst of perceived threats from over-the-top (OTT) players. Despite thebuzz telcos were far from a comfortable position to benefit from the appmodel. Telco appstore copycats made little impact against the popularity ofcentralized app stores of Apple and Google platforms. It merely helpedpush the upgrade of customers to signup smartphone data plans.One of the concerns carriers are struggling to contain is the fear ofending up being nothing less than a utility service i.e. “dumb pipe”.With commoditization of service and near stagnant revenue growth,carriers are at risk of financial trouble if unavoidable capital investments donot match up when deploying next generation networks. Carriers urgentlyneed to take action. Users today do not differentiate the applications andservices, as they expect it to be part of an integrated experience regardless.Although no carrier has found the perfect solution, but there are noshortage of best practices to learn from. Given that service prices willcontinue to decline, it’s best for carriers to explore ways boost efficiency asthey set out to build new generation networks, rather than simply blockingout the non-traditional competitors that are multiplying. For a start, they willneed to find a business model that will help enable them to achieve all of theabove with the right business models.Offloading via Wi-Fi is one of the main ways carriers can offer theircustomers to faster speeds for data applications, especially in areas thathave a high concentration of people, such as airports, stadiums andshopping centers, without the need for a large infrastructure investment orcompromising the performance of 3G. In this fourth paper of a 5 part series,we take a look at how carriers can include Wi-Fi within their mobile strategyand make it possible for an addressable market for converged wirelessexperience by personalization of services; the aim to offer customers morethan one way to connect to the Web, simply and at high speed withSeamless Offload approach.
  • APPLICATION NOTEContentsOverview 01Change the Way of Mobile Broadband 02Don’t Let Your Network Come Up ShortGet Ready for Smart ServiceSomething for Everyone 05Making Sense of TechnologyTake Seamless Offload to the Road with Greenpacket 07Secured Integrative ExperienceConclusion 09Deliver Certainty over Your Service to Customers 10
  • APPLICATION NOTE Overview - 01OverviewStrong demand for mobile devices with embedded wireless capabilities isfueled in part by more LTE rollouts. According to research firm HIS,smartphone is expected to account for 54% in 2013 of the total globalhandset shipment and will become dominant in terms of unit shipment.The declining smartphone prices and diverse model selection has spurredboth lower-end and mid to high-end smartphones globally. The promiseof LTE becoming the enabler of mass connectivity across information,content, people, machines, places and everything in between will createmassive implications simply for the amount of data being generated andmoved across mobile networks. Not forgetting the signaling load that willchoke networks or at its worst cause service outage. Even with LTE, theneed for complimentary networks such as small cells and Wi-Fi will playan important role. Not all networks will be 4G LTE and many still rely on3G networks to carry the load and some are already converging networksfor improved performance.Today, the average carrier faces challenges from multiple fronts; addedCAPEX from deploying LTE and also spectrum costs, declining revenuestreams, and managing a network under pressure from the data delugepouring from tablets and smartphones that are designed to supportbandwidth hungry usage like high definition video, gaming and manyother sophisticated media formats. On top of that, carriers have to dealwith uneven and less predictable usage patterns. Mobile data usage is nolonger fixed at a particular location, but happens anywhere at anyanytime. This means the cost of delivery will remain critical for everycarrier. Across all regions there is increased pressure to consolidate inorder to gain the necessary scale needed to maintain profitability.OTT services not only run on top of a network and puts stress on networkresources, but also dilute the carrier’s revenue by enabling customers totalk, text and chat freely, while bypassing the carriers billed voice and SMSservices. What bothers carriers is the “ownership” of their customersgetting hijacked. The separation between network and services that is runon top of it is becoming more apparent. Services need not be bound bythe network in today’s OTT terms. The carriers are now forced to adaptnew service structures or risk falling behind. Carriers can either choose towork with OTT or block them out, which the latter seems unwise.
  • APPLICATION NOTE Overview - 02Considering OTT has a very low entry barrier and the fundamental modelbehind scalability of large numbers, carriers would have a better chanceof keeping their business relevant by working with them.This is a unique opportunity for operators to pull together the necessarywireless connectivity using alternative technologies like small cells andWi-Fi to sell more than just tariffs, but service experience that theircustomers want. The reality of complementary 3G-Wi-Fi offloading is realand brings tremendous benefits in operator networks. Data offloadingdone correctly enhances the experience by addressing issues ofconnectivity, access, security, authentication and enablement of multipleservice offerings.
  • APPLICATION NOTE Change the Way of Mobile Broadband - 02Change the Way ofMobile BroadbandMobile users have long embraced traditional messaging services but it is notenough today for carriers to continue on that business model. Today’sconverging communication environment offers a wide array of services rangingfrom voice, text, chat, video, Internet, music and more. Carriers benefit from theopportunities and at the same time face many risks. Broadband networks haveallowed many OTT players flourish, increasingly losing control over theirownership of users and has resulted in service disintermediation. Carriers nowsee many companies competing to provide service over their networks and builda relationship with their customers.Previously, mobile data usage was merely within the boundaries of email andweb browsing capabilities. Today, the smartphone capabilities are far morepowerful. Understanding how consumers are using their smartphones todaypresents a far greater challenge than older generations of handset. Pertinentquestions such - How much data are they generating and over which network?Which apps are generating data and how does the quantity of that data varybetween Wi-Fi and cellular networks?
  • APPLICATION NOTE Change the Way of Mobile Broadband - 03Don’t Let Your NetworkCome Up ShortSmartphones offer consumers a single device to meet all of theircommunication needs. Similarly, smart networks require tools that providea level of visibility into network activities and resources – deeperunderstanding of interactions between policy-control systems includingprovisioning of services. Data traffic generated by smartphone users needsto be differentiated to enable service differentiation and improve userexperience while optimizing network resource utilization.Only with real-time and direct delegation of policy from the policy controllerto these components can carriers monitor, differentiate and prioritize trafficaccording to user subscriptions and network conditions together with theassurance of inter-working between networks.
  • APPLICATION NOTE Change the Way of Mobile Broadband - 04Get Ready for Smart ServiceAt a time when carriers recognize taking transformative measures to currentbusiness models in an increasingly competitive marketplace, relate to theend-user through relevant services and cut operating costs; they need towork as closely as possible with the broadening reach of the content supplychain and applications market. A logical step to effective management ofoperations will turn in the direction of a managed service model. Previouslynetwork- and services-driven, carriers now place its view of partneringproviders of 3rd party service platform as the next logical step tooptimization of service delivery. Carriers can bring their own uniquecapabilities to overcome competition and demand, where relationshipsbetween both parties can benefit. In the 3rd party supply chain space, it’sall about working out equitable revenue sharing deals, brand equity andmass market reach as a start to treating partners as customers as well.Focus on enabling the Internet communication apps and getting the mostrelevant apps working well on smartphones brings value on the collaborationequation. And stop trying to be actual content providers. Many carriers haveimplemented policy control to some degree and see opportunities to adaptnew innovative offerings, delivered by end-to-end policy control and QoS,which allow smartphone operators to stimulate mass uptake of mobile dataand broadband as they differentiate from their peers.
  • APPLICATION NOTE Something for Everyone - 05Something for EveryoneAutomating areas like access, discovery and selection as a first step inguiding the user experience is rewarding be it from a user level to networklevel and service level. Today’s user expects less than a set of integratedcommunication features as necessary for voice, data, content, media,applications and more.The efficiency for building advanced networks is clear- higher speeds,bigger capacity, better reliability, but the revenue case may not necessarilyequate to reciprocal uplift. Although it may pull customers away from rivals,with less capable networks it does not mean they are willing to pay more.The mechanism to extract efficiency of Wi-Fi in delivering content, newways of charging customers for usage has to be implemented with carefulstudy of what is realistic and what is not. Examining the interest level ofcustomers to bandwidth-rich offering and preferences can help operatorsdelay the rollout of next-generation networks wherever necessary andfocus to supplement demand-driven pattern with advanced technology.This can be achieved with Seamless Offload by leveraging Wi-Fi networks.From the user’s perspective, it means convenience and comfort level ofknowing what, where and how the content can be made safer, accessedfaster with a certain quality of service and readily available for personalizationand it all inter-works perfectly regardless of 3G, Wi-Fi or LTE.
  • APPLICATION NOTE Something for Everyone - 06Making Sense of TechnologyTechnology is a valuable tool to derive new business models.Greenpacket’s approach is focused on device-based solution thatstreamlines the need to reach a large installed device base. The client isuniquely developed to be instantly deployable, without long andcomplicated integration and test cycles. By incorporating iWLANtechnology with a standards based design over native UI settings, the clientensures user interaction with the device remains familiar. Additionally, theclient is scalable and readily upgradable to advance into the evolved packetcore (EPC) infrastructure.The single-client software works to converge multiple network access andexecutes data offloading transparently by switching between 3G-Wi-Fi andvice-versa. Incorporating customizable features and capabilities, SeamlessData Offload client can intelligently detect the availability of access networksbased on signal strength and user policies allowed for accessing certaindata services on a cellular network such as 3G and if there is lesscongested alternative network such as Wi-Fi available in the same vicinity.Carriers can also opt to customize those connection policies to routecertain IP traffic over specified networks with more advanced practices ofIFOM and MAPCON – the discussion of which is beyond the breadth of thispaper. By switching the user from 3G to Wi-Fi without interruption toconnectivity and retaining visibility over all carrier VAS and wall garden typeservices, ensures a seamless user experience. IP SEC
  • APPLICATION NOTE Take Seamless Offload to the Road with Greenpacket - 07Take Seamless Offloadto the Road with GreenpacketNeed for a phased out offload roll-out and get started quickly andeconomically? A client-based solution can be instantly deployable onsubscriber devices without capital build out or network upgrades. Manycarriers control the volume and type of data on their networks by usingpolicy management systems directed at traffic flowing within the networkcore. It needs to be looked at more broadly. Signaling traffic directly impactsthe Radio Access Network (RAN) layer, which means it is best handled bypro-actively client-side enforcement controlled through the policymanagement system. This provides an overall policy strategy whichoptimizes network resources for traffic to and from smartphones related tothe network and environment of use at a given point in time while having areal sense of the core network backend condition in relation to the usage.
  • APPLICATION NOTE Take Seamless Offload to the Road with Greenpacket - 08Secured Integrative ExperienceIntouch Seamless Data Offload is a device-based client that is iWLAN 1Note : Instinq Analytics Engine is partcapable. The client can help ensure the subscribers are getting reliable of the Customer Experiencenetwork connections on carrier networks or even when they are on partner, Intelligence solution platform from Greenpacket that aims toprivate or public wireless network. Take the burden off the mobile network optimize the user experience through deeper understandingat busy times through accessible, secure and reliable offload alternative of applications, devices andwhile keeping tabs on user activities. The closely integrated offload, ensures environment in the areas of user analytics, networkoperator has full visibility of their subscribers from the policies enforced, analytics and more.access rights, allowed subscription, profile management andSIM-authentication with a tethering mechanism back to the packet corenetwork, where content control and QoS is within the control of theoperator. Also in the emerging Hotspot 2.0 and Next Generation Hotspot(NGH) initiative and framework, it will bring mobility and work hand in handto support interoperability across network technologies and devices.The intelligent client learns of subscriber state and network stateparameters over time to detect the corresponding bearer (Wi-Fi, 3G, LTE) tothe suitability of context (service type, device type, environment in use).These parameters ensure that the operator retains visibility of which IPtraffic are critical and retained on the 3G or Wi-Fi connection.Also, the client can have extended abilities to support the Instinq AnalyticsEngine1 to monitor connection activity and performance metrics acrossmultiple networks 3G, 4G and Wi-Fi with a closed-loop mechanism thathelp measure the impact of offload and better policy definition to ensurebest possible user experience before and after offload.It is obvious policy management now forms a critical part of wirelessnetworks and also wireline networks, both to address congestion and trafficmanagement but also to enable new applications and services. And allthese need to happen seamlessly and offer automation, in order tocapitalize the power of integrated billing. With Seamless Offload, the iWLANclient ensures the process of offload do not bypass the operator’s corenetwork even when applications are headed for the Internet. The act ofretaining traffic within the operator’s core network may seemcounter-productive in offload, but having the right view of which types oftraffic should remain on which links with advanced technologies likeMAPCON or IFOM adds another dimension to the clarity of offloadobjective. Service providers face choices as to how to scale their policy
  • APPLICATION NOTE Take Seamless Offload to the Road with Greenpacket - 09deployments to meet these new requirements, including the decision as towhere in the network policy and local policy interact, reside, prioritized andhow it will or wont be controlled.Seamless Offload finds it value in the way it consolidate the ownership,credentials, policy assignment and definition customized to give the degreeof control that the operator desire without suppressing user’s expectationsof neutrality and fair treatment of their rights as consumers. At the sametime, it is also important for operators to defend its wall-garden serviceswithout discriminating and penalizing 3rd party services by charging apremium which may result in backlash. Value added services such aslocation-based services, m-wallet, parental controls, shared data plans aresome unique services that users may highly value and unavailable through3rd party services. Ultimately, it is the perceived value or the lack of it thatprimarily drives user expectations, depending on business model the operatoroperates. Seamless offload offers carriers the convenience of enabling.• Secured access to Carrier, Partner, Public or Private Wi-Fi hotspots wherever available to create an automated experience to their customers• Multiple platform service delivery and OTT delivery that takes on a different type of contribution to the customer experience• Integrated experience to offer service bundles – across multiple devices and ability to customize/personalize relevant applications, deeply integrated onto devices and working in collaboration across 3rd party services (where conflict of privacy concerns should be succinctly addressed) other than carrier VAS
  • APPLICATION NOTE Conclusion - 09ConclusionAs most carriers move into mobile data models, the fear of voice chargingbecoming irrelevant is a blow to their business. So far, some carriers haveresponded to VoIP by blocking it resulting in uproar of protests of theconsumers and advocates of net neutrality. The alternative in this is to seeVoIP and a host of other OTT services as an opportunity. It may seemcounter-intuitive at first to intensify the competition of the consumers’fondness for such services by allowing it to run over their infrastructure andservice offering. But there is more to it when looked at a different perspectivethat offers broad distribution. Operators can bring back the key relationshipwith their customers and radically boost low-revenue growth prospects,improve operating efficiency and perfecting their bundled service pricing todifferentiate what works and what doesn’t in the longer term.Strong demand for mobile broadband modems and embedded connecteddevices, fueled in large part by LTE rollouts will see mobile broadbandconnections to grow 36% annually until 2015 as predicted by Gartner. It isnot surprise that carriers will need to re-think their operating models tocontain the right mix of heterogeneous networks and act fast. New IPdriven inter-connection and roaming support such as trusted Wi-Fi offloadand Hotspot2.0 and Next Generation Hotspot (NGH) are emerging toenable cellular operators to meet those increasing traffic demands of mobileusers. Both trusted and un-trusted relationship adds a new dimension tothe control of network selection and traffic routing policies to create aseamless experience.On top of that, client device behavior and its relationship with the corenetwork should be wrapped around in an end-to-end core ability as itbrings a range of use cases, imminent in today’s diverse networks andavoid falling into the trap of building networks in silo – carriers must insteaduse methodologies that exhibit true performance and measure userexperience through connectivity, mobility and inter-operability throughSeamless Offload approach. By creating a greater overlap in Wi-Fi networkcoverage and a greater variety of Wi-Fi networks that users can connect to,operators can economically manage the needs of mobile data offloadwithout intensive capital expenditure as they build out newer nextgeneration networks.
  • APPLICATION NOTE Deliver Certainty over Your Service to Customers - 10Deliver Certainty overYour Service to CustomersIn these days innovation cycles are happening faster and faster, driven inpart by OTT players and developers. Operators need flexible networkarchitectures that can cope not only with the current demands, but theonset of cloud-based services and anything in between that can be thrownat it in the next five to ten years.Turn your uncertain challenges into business certainty as we introduce aphased approach for data offload strategy.Embark on a journey with Greenpacket to discover the meaning ofseamless offloading and start realizing the possibilities for enhancing yournetwork and delight your customers.With Greenpacket, you bring value to your subscribers and become theirpartner of communication needs.Free ConsultationIf you would like a free consultation on how you can leverage data offloadsolutions for enhanced network performance and user experience, feel freeto contact us at marketing.gp@greenpacket.com. Kindly quote thereference code, SWP1012-P4 when you contact us.
  • For more information on Greenpacket’s products and solutions, Associateplease contact us at marketing.gp@greenpacket.com MemberSan Francisco · Kuala Lumpur · Singapore · Shanghai · Taiwan · Sydney · Bahrain · Bangkok · Hong Kong ©Copyright 2001-2012 Green Packet Berhad. All rights reserved. No part of this publication may be reproduced, transmitted, transcribed, stored in a retrieval system, or translated into any language, in anyform by any means, without the written permission of Green Packet Berhad. Green Packet Berhad reserves the right to modify or discontinue any product or piece of literature at anytime without prior notice.