Nsn mobile broadband-malaysianwireless

  • 2,247 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
2,247
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
80
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 2010 © Nokia Siemens Networks
  • 2. Best Experience, Best Value in Mobile Broadband – A GLOBAL PHENOMENA – Torsten Leibner Senior Consultant – Strategic Differentiation Kuala Lumpur, May 2010 2010 © Nokia Siemens Networks
  • 3. Best Experience, Best Value in Mobile Broadband MWC 2010, 49 000 visitors A wide variety of key themes Predominant themes • from Mobile Broadband to LTE • Smartphones • Adjacent industries, M2M • Customer experience • Application stores • Cloud computing For internal use 2010 © Nokia Siemens Networks • Service provider transformation
  • 4. MWC 2010 messages - exemplary STRATEGY ANALYTICS INSIGHT Vodafone CEO keynote speech two key network-related themes at Mobile World 1) Smartphones, 40% YoY shipments Congress: increase – high speed with Mobile BB 1) the transition of mobile voice; and 2) develop business models for: - Operational excellence 2) the evolution of networks to cope with capacity and - Service innovation (Cloud Services) signaling loads from soaring use of mobile data. - Service Enablement 3) Changes in communication ecosystem - App stores, Open API, SDP, IDM 4) save resources Announcements Largest operators join forces for ‘Wholesale GSMA keynote speech Applications Community’, using common open standards as single point-of-entry for CSP’s need to transform, value in: developers to create apps across platforms. - Always on real-time access - Digital lifestyle enabler - Integrated communications provider - Mobile voice provider For internal use 2010 © Nokia Siemens Networks
  • 5. Mobile Communication Smart Networks How to meet all customer Trends for needs Smart Devices in Malaysia For internal use 2010 © Nokia Siemens Networks
  • 6. Mobile broadband is a huge opportunity Two use cases with different impact on networks MBB Subs (billion subs) MBB traffic (Exabyte/ year) Bln. Xbyte 1.6 25 1.4 20 Mobile Internet access 1.2 Mobile Laptop 4x Mobile Handheld 1.0 15 ... 8x 0.8 10 0.6 0.4 5 0.2 0 2010 2011 2012 2013 2014 2010 2011 2012 2013 2014 Dongle: Smartphone: 2 GB/ month 115 MB/ month 165 MB/ month (T-Mobile) (Orange) (Orange UK) For internal use Source: Nokia Siemens Networks 2009 2010 © Nokia Siemens Networks
  • 7. Future of mobile communications Unrivaled adoption of mobile internet and devices On average, iPhone customers use 165MB of data per month, compared to 115MB for other smartphone customers Orange UK – Digital Media Index, 04/2010 Average consumer dongle usage is 2GB/month T-Mobile Germany 2009 First 20 quarters after launch … internet adoption at an increasing pace Traffic is moving from operator portals to mainstream Internet. 60% of respondents in 2009 in comparison to 42% in 2008 (+18%). NSN Pulse survey 2009 25% of new phones within VF are smartphones. Vodafone CEO at MWC 2010 For internal use 2010 © Nokia Siemens Networks
  • 8. Yes bandwidth increase is a problem… … but signaling it is even a bigger issue SmartPhone are not only data guzzlers, but most of And for most operators, connection attempts have all they are signalling guzzlers increased even at a higher pace than bandwitdh volumes Data Volumes by Device Relative amount of connection Example of Growth of Mobile Data Traffic Versus Data Type attempts per single unit of data Connection Attempts for a leading European mobile MB operator 1200 8 1000 7 800 6 Normalized values 600 5 400 4 190% 200 3 Data connection 100 2 170% attempts 50 1 150% SmartPhone Datacard SmartPhone Datacard Data bytes 130% 110% SmartPhones make 8x as many connection attempts as data cards 90% 04/09 05/09 06/09 07/09 08/09 09/09 10/09 And globally there are 8x as many SmartPhones as data cards Source: NSN analysis Source: NSN analysis Much of the signaling is produced even when phones are on idle mode → SmartPhones are consuming network resources with no payload For internal use 2010 © Nokia Siemens Networks
  • 9. The impact of smart phones on HSPA networks Smart devices actually generate high signaling traffic Data connection request signalling in one customer network Signalling traffic is created by “always on” applications and RAB attempts PS applications that have New firmware on a popular smart device an ongoing “heartbeat” published to check for updates: 18 June 2009 • Social networking • Email • IM • etc. 15-Mar 30-Mar 14-Mar 29-Mar 14-Mar 29-Mar 13-Jun 28-Jun 13-Jul 28-Jul For internal use 2010 © Nokia Siemens Networks
  • 10. The way we consume will change Content Shift 2008 2012 +40% Signaling P2P Video +25% 65% Per user 65% volume Latency Insensitive Latency Sensitive Network design must consider future usage *Based on 12% smartphones 2008 and 25% 2012 (Bank of America Merrill Lynch report), and smartphone *65% video based on Cisco Visual Networking Index and NSN forecasts signaling being 6x normal phones (NSN calculation) *Per user volume growth from E/// paper For internal use 2010 © Nokia Siemens Networks
  • 11. Smartphone and internet usage in Asia A growing percentage of requests originates from Smartphones Singapore 78 Australia 72 Hong Kong 68 Thailand 66 Malaysia 56 Philippines 44 Indonesia 33 India 28 Vietnam 20 The market is growing and it’s being driven not only by phones but by other mobile devices including netbooks. Source: AdMob Mobile Metrics Report – Southeast Asia; Q4/2009 For internal use 2010 © Nokia Siemens Networks
  • 12. Nokia, iPhone, Blackberry, Droid and smartphones in general dominate the buzz in the mobile market Smartphones is estimated to grow 33% year 2010 (YoY) while the overall smartphone sales are forecast to reach 43% of mobile devices by 2013 In some countries we will see soon more smartphones than “We are just at the beginning of a new feature phones (penetration) wireless era where smartphones will 45% of respondents to a Nielsen survey indicated that their next device will be a smartphone. 100% become the standard device consumers feature phones will use to connect to friends, the internet 90% smartphones and the world at large.” 80% 70% 60% 50% 40% DRIVERS: smartphones sold 30% in Malaysia 21% • falling prices smartphones sold • increasing capabilities of devices 20% in Malaysia 30%, est. 10% • explosion of applications for devices 0% 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 08 08 08 09 09 09 09 10 10 10 10 11 11 11 Source: The Nielson Company, 03/2010; Gartner, IDC; Vodafone; NSN 25% of new phones within VF are smartphones. Vodafone CEO at MWC 2010 For internal use 2010 © Nokia Siemens Networks
  • 13. End-user behavior and demand is changing From internet to “evernet” – from indifference to high quality expectation Internet is a hot topic in Malaysia – behavior is similar to that of other countries Example: Internet Top 100* 1 By 2020, the average Facebook in Malaysia 1. Facebook mainstream consumer will be • ~3.425m users 2. Google (MY) spending 23% more time online (=1.08% of global presence) 3. Yahoo than is the case today • high interest from both genders 4. Google = +46% time spent using • age group 14-34 is ~75% of total user 5. YouTube mobile data apps base 6. Blogger • #8 in fastest growing country over past 7. Live week 8. Wikipedia 2 9. MSN Young consumers are at the 10. Maybank leading edge of FMS of data Source: Gartner; Morgan Stanley; Ovum; all 2009; Alexa 2010; 11. Mudah applications; Facebook 04/2010 12. Wordpress by 2020 this will be mainstream 13. MySpace 14. TheStar 15. Malaysianiki 16. Twitter 3 Network - agnostic’ 17. Lowyat expectation is becoming the 18. Tagged norm. 19. Mediafire Many applications will move to 20. Cari the Web! For internal use 2010 © Nokia Siemens Networks
  • 14. Smart Networks Mobile Communication Trends for How to meet all customer needs in Malaysia Smart Devices For internal use 2010 © Nokia Siemens Networks
  • 15. The future of mobile communications is all about applications Communities, sharing News, information Mobility, broadband, and new device anywhere technology change the way people connect and communicate Augmented Location reality Navigation Business on the move, email Music and entertainment New subscriptions and revenue is a huge opportunity For internal use 2010 © Nokia Siemens Networks
  • 16. Different segments seek different experiences Quality Outlook - Efficiency Facebook - Novelty I want to be effortlessly I want to be the first to productive try innovative products! Entertainment Productivity BitTorrent - YouTube - Recognition Connectivity I want to increase my I want simple and social status by using inexpensive gadgets communication . Price For internal use 2010 © Nokia Siemens Networks
  • 17. Application optimized networks are in demand for mobile broadband now Smart device models Fast application cycles, Customers hungry for increasing + a lot of developers + the online experience 200k downloads in the first three weeks Optimizing the network means applying a holistic view! For internal use 2010 © Nokia Siemens Networks
  • 18. Maximize the always-on user experience with Nokia Siemens Networks TODAY Network Service solutions capabilities Single RAN with Flexi BTS for Multiradio evolution Excel in consulting with user insight Leading smartphone connectivity and and experience end to end quality of service (QoS) Network, service and application optimization Flat networks with I-HSPA and Direct Tunnel Network design, implementation, integration, customization, care TDM to packet migration in mobile backhaul Global Network Solutions IP connectivity and security solutions GNOC Centers with leading partners Industry leader in Self Organizing Networks, end to end Managed services network management For internal use 2010 © Nokia Siemens Networks
  • 19. User Experience requires a multitude of measures: a holistic approach – technical and non-technical Catering the demands of a consumer, and helping the CSP at the same time Make it work by combining a strong user experience with congestion-free network performance over the exciting multitude of smart phones, application stores and communities Speedy web page downloads Transparent tariff / pricing structure Ease of configuration Customized / personalized handset based on my past activity Establishing a data connection on the first try Single sign-on for popular websites Operator billing for online content purchases Secure browsing and transactions For internal use 2010 © Nokia Siemens Networks
  • 20. Understanding what’s behind smartphone traffic is crucial: NSN talked up the need for smartphone friendly networks On the network side, ... impressed, with NSN’s standards- based approach to reducing smartphone signaling traffic a very elegant solution. We were most impressed by NSN’s solution to use the 3GPP Paging Channel (PCH) to put devices into power- saving mode while maintaining the data connection, which it suggests reduces signaling load 3-5 times (and significantly improves battery life). Source: “MWC 2010: Voice and Traffic Management Key Network Topics”, Strategy Analytics Insight, 24.02.2010 For internal use 2010 © Nokia Siemens Networks
  • 21. Mobile Communication Smart Networks Meeting all customer Trends for needs in Malaysia Smart Devices For internal use 2010 © Nokia Siemens Networks
  • 22. What it takes: An efficient Smart Phone Application and Service Experience Architecture Makes the Difference Balancing the user experience with congestion-free network performance over A tremendous the exciting multitude of smart phones, variety of application stores, application stores and communities communities and content Managed Application Experience Subscriber Intelligence Intelligent Network Security Multiple applications, Planning multiple devices Device Policy Control Management Charging & Mobile Browsing Billing Optimization Identity For internal use Management 2010 © Nokia Siemens Networks
  • 23. Benefits for Malaysia and consumers • A better experience is – driving the internet society in Malaysia forward. – pushing the overall Malaysia ITC ecosystem forward, which in return will positively influence the economy and GDP. • Consumers will – have a general higher subscriber satisfaction – notice a better overall smartphone experience, resulting in higher usage – have a better browsing experience – encounter a better network performance and a better connection stability For internal use 2010 © Nokia Siemens Networks
  • 24. Thank You