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WiFi data offloading whitepaper

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this white paper provides reader with a clear understanding of what wifi offload is all about and how it can help the operators & carriers.

this white paper provides reader with a clear understanding of what wifi offload is all about and how it can help the operators & carriers.

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  • 1. WHITEPAPERWi-Fi DATA OFFLOADING,IMPACTS ON CAPEX AND OPEX www.greenpacket.com
  • 2. WHITEPAPERAbstractContinued aggressive growth in data traffic fuelled by increase insmartphones, video and application usage has created an urgent need forfaster and efficient networks. Figuring an approach to make systemsextensible and scalable is important to the success of effective data offloadstrategies that bridge the gaps of disparate systems.This paper will describe the Wi-Fi offload approach from the perspective ofmodeling the traffic model, impacts on the CAPEX and OPEX costs withinnetwork infrastructure, managing and integrating multiple accesstechnologies. We examine the offload trend amongst Wi-Fi and small cellslandscape of femtocells. The emerging trends in key geographical regions,supporting technologies, infrastructure requirements and product portfolioare discussed. Rapid proliferation of smartphones and the popularity ofvalue added services have increased the data traffic significantly. As thepenetration of smartphone devices ranging from entry level to mid-level andhigh-end market increases further, new opportunities exist for carriers tofurther monetize advanced Wi-Fi services to overcome the threat of overthe top applications eroding their market share.
  • 3. WHITEPAPERContentsOverview 01Mobile Me, Creating a Compelling Experience 02Hybrid Mobile DevicesOptimized ExperienceBuilding a Successful Offload Strategy 05Data Offload Study• Designing OffloadTrade-Off between Macro Cell Densification and Wi-Fi• Wi-Fi Offload Simplified• Wi-Fi Offload ObservationsWi-Fi or Femto 11ScalabilityStandardizationSubscriber Management – Policy Meets Revenue OpportunityGreenpacket Mobile Data Offload Solution 14Seamless Data OffloadDynamic Data OffloadWi-Fi Experience ManagementConclusion 17Wi-Fi Now, Maximize Investments 19References 20
  • 4. WHITEPAPER Overview - 01OverviewThe explosion of data traffic was not an overnight phenomenon.Wi-Fi entered the wireless scene much earlier in the early 2000’s, but wasdeemed too niche in the initial stage. The detractors saw Wi-Fi as a poorcousin to cellular technology that had strict security and QoSmeasurements necessary to deliver voice centric services at that time.Fast forward to 2010, the telecoms landscape has evolved andtransformed into a 2nd generation of end-users that demand more thanvoice services. The take-off of HSPA between the years 2006-2008 was aturning point in the adoption of data-centric services. The impact of mobiledata hit hard on mobile operators, when AT&T launched the iPhone in2007. Undoubtedly, the signing of higher revenue customers that usedsmartphones was welcomed. However, the network was embroiled inapologetic customer relations in the aftermath of frustrated customers fordropped calls, spotty services, delayed text and voice messages and drasticdownload speeds in densely populated areas.There were up to 4121 HSPA networks globally deployed, responding to themobile broadband explosion. The once dominant voice and SMS serviceswere then reduced to the basic fundamental services that an operatorprovides, with little excitement, as the price competition drove down evenfurther the revenues. It was the plethora of web 2.0 applications that wereengaging, new and interesting which kept the end-users excited and thusoperators are finding it hard to keep up their bandwidth.Despite the efforts of AT&T to fix the network inefficiencies, and doublingcapacity, it did not stop customer’s backlash and switch to a rival carrier.Smart devices like iPhones, iPads and tablets can be disruptive, if theoperator cannot handle the traffic that is generated. In order to mitigate thenegative sentiments that impacted growth rates, reduction of high revenuecustomers and loss of brand value; AT&T embarked on improving itsservice delivery with alternative data offload approach and communicatethose investments by deploying over 29,000 Wi-Fi hotspot to allow itscustomers to access its services complementary to the cellular network. 1Source : Informa Telecoms & HSPA+ Media, 4G Americas – Aug 2011
  • 5. WHITEPAPER Mobile Me, Creating a Compelling Experience - 02 Where is Wi-FiMobile Me,Creating a Compelling ExperienceAnytime and anywhere connectivity is important in today’s lifestyle and thusresulting in the pressure for operators struggling to maintain networkefficiency and rapid service delivery. The simplifying of user interface like theiPad is so intuitive. It may not necessarily be the most technologicallyadvanced device, but ranks high on usability scale. These devices havemade accessing Internet, applications and so forth pervasive. The key tokeeping customers happy is to delight them. Increasingly, operatorsworldwide are recognizing the importance of building good customerrelationships. The customer experience extends beyond getting thecustomers on-board. The ultimate goal is to create excellent mobileperformance, brand and better communicate with their smartphone andtablet-savvy customer base by getting closer to; when and how to connect,offering loyalty programs like rewards, or some other end goal to activate amarketing ad and spend time with the operators’ brand. So that it will givethem a good reason to do it the first time and then a great experience sothey’ll do it again and again.Hybrid Mobile DevicesThe connected world now is dominated by smartphones and mediatablets. Worldwide PC shipments totaled 84.32 million units in the firstquarter of 2011, a 1.1 percent decline from the first quarter of 2010 andshowing signs of slowdown. Low prices for consumer PCs, which had longstimulated growth, no longer attracted buyers. Instead, consumers turnedtheir attention to media tablets and other consumer electronics. The overallconnected device market will grow at more than 40% CAGR3 through 2014and 50% from 2015-2020. The smart devices that enter the market arebecoming more diverse in terms of functionality, platform support andusability. Android based devices have the potential to drive down pricepoints, with lower, mid and higher range models to hit different markets. 2Source : Gartner April 2011 “Market Share: Preliminary PC Shipment Estimates by Region, 1Q11 Update” 3Source : Gartner “The M2M Market Evolution: Growth Attracts Everyone”
  • 6. WHITEPAPER Mobile Me, Creating a Compelling Experience - 01 Overview 03Hybrid type devices will dominate in coming years, as more multidevelopment and delivery allow applications and content developers toextend their reach over open APIs to be included into devices. In terms ofthe multi-touch interfaces, it will have even greater sensitivity andprocessing ability to run faster and more intensive through HTML 5 support.These new generations of smart devices will become a component of otherend products and systems. For example, the iPad is now already usedpopularly in conjunction with PoS terminal for providing inventory, billing andordering systems.Figure 1 : Hybrid Smart DevicesMillion of Units1,2001,000 800 775.79 600 677.18 561.42 400 458.01 270.93 362.45 200 318.32 235.69 17.61 114.58 169.73 69.08 0 2010 2011 2012 2013 2014 2015 Media Tablets SmartphoneFigure 2 : Forecast shipment of media tablets and smartphones 2010-2015Source : Gartner
  • 7. WHITEPAPER Mobile Me, Creating a Compelling Experience - 02 Where is Wi-Fi 04Optimized ExperienceConsumer behaviors are driven in part by the usability and simplicity of thedevice to bring out the experience. Similarly, operating systems andplatforms are a blend of functional utilities. Optimization of the applicationsand development tools are changing compression techniques from settingsthat were impractical or that were restricted in traditional approaches intooptimized support. This largely, helped reinvent the approach to deliver theweb-centered approach surrounding application and media consumption.The convergence of IT and the cascading effect on the consumerelectronics industries has had a shift in IT innovation from large businessesdirect to the consumer. Likewise, many mobile application priorities arebeing re-invented for various areas. CIOs and CTOs of organizations arerecognizing the commercial benefits of combining the powerful deliverymechanism of Wi-Fi with mobile applications, of which include connectivity,mobility of B2C or B2B2C that cuts across consumers and enterprisemodels, context-aware ability and M2M collaboration.
  • 8. WHITEPAPER Building a Successful Offload Strategy - 02 Where is Wi-Fi 05Building a Successful OffloadStrategyThe success of mobile data take-off was a victim of its own, eventuallydriving data exponentially and leaving the operators in vain to combat itsailing performance. With smarter pricing strategies in place, Wi-Fi hasserved well to offload some of these highly targeted dense data needs.The main inhibitor of successful Wi-Fi deployments can be attributed to theambiguity of service quality and long term returns, whether Wi-Fi will still berelevant in the LTE space. Many operators with legacy 3GPP systems andarchitecture will naturally evolve to LTE-based architecture for the samereasons of perceived easier integration towards flat IP, consolidatingcharging, billing and mediation mechanism, and converged EPC to carryout core network control. Can Wi-Fi find a space in this environment? Thereare mixed reviews, but the response from Tier 1 operators are positive bycomplementing the power of macro cellular network with the widely popularWi-Fi hotspots that are widely accessible, mainly due to zero-licensing andhigh burst data capacity.Data Offload StudyCompetitive pressure and the need for cost savings are determinants of asuccessful Wi-Fi strategy. Below are a few questions that entail thechallenges faced by operators.• Where and when should data-optimized architecture be deployed?• How to maximize the use of existing infrastructure and benefit from it?• How would Wi-Fi support and complement macro cell and/or femtocells and manage multiple access architecture types?• What is the most cost-effective backhaul architecture?• When does Wi-Fi offloading approach become more attractive to macro RAN densification?It is commonly acknowledged in the industry, Wi-Fi and femtocells providefor good indoor coverage. However, it is still arguable, whether Wi-Fi orfemtocells should be used purely for data offload purposes. In indoorcoverage, the Wi-Fi proposition brings benefit to both the carrier and thesubscriber since the macro cellular performance is limited by the
  • 9. WHITEPAPER Building a Successful OffloadOverview - 01 Strategy 06penetration losses. In the offload case, it primarily benefits the carrier,although the subscriber’s data experience becomes more compellingbecause of the higher data speeds. Both Wi-Fi and femtocells approachcan help offload indoor traffic. The early focus of Wi-Fi indoor offload hasbeen based on user deployed, self-managed Wi-Fi. However, there is analternative approach that integrates indoor unlicensed radios into anend-to-end carrier Wi-Fi architecture which is gaining popularity with thenear ubiquitous availability of Wi-Fi in smartphone devices.Designing OffloadTraffic ModelThe busy hour traffic parameter is used to measure the occurrence of heavytraffic, at a given point of time. The shift of busy hour traffic shows a greatertendency to be present during late evenings, at home and primarily utilizedindoors over data intensive applications such as video streaming onsmartphones and tablets. Not forgetting, the spike of busy hour alsoapplies during the day where users are “on-the-go” between workplacesduring mid-day. The busy hour is a key indication of network utilization thatdrives carrier cost and determines when to invest in new RAN capacityupgrade. Typically, when the busy hour threshold is exceeded, the carrierwill add more carriers (multi-carrier) or introduce cell splitting and thuscontributing towards the total cost of ownership; where every byte of dataoffloaded via Wi-Fi during the busy hour will have a direct impact on thereduction of macro network CAPEX and OPEX costs.Capacity ModelA typical macro cell in an urban area can have hundreds of concurrentusers (depending on varying averages of Mbps/user for a given point intime) and cell capacity is shared. If one subscriber does not use thecapacity, the underlying cost of operating the capacity can be allocated tothe other subscribers that are actually using it. For example, a 3G carriercan deliver average throughput per cell of 14.4Mbps. Under non-busy hourcondition, the node B can support up to 14 subscribers at the average1Mbps per user. Given that busy hour traffic reaches 70% utilization,the number of active subscribers supported per node B drops to halve.As more concurrent subscribers consume more capacity, it gets moreexpensive for the carrier to provide the extra capacity requirements to all theusers at the same time.
  • 10. WHITEPAPER Building a Successful Offload Strategy - 02 Where is Wi-Fi 07For a given Wi-Fi cell, the average cell throughput is 11Mbps4. With greaterchannel bandwidth of 22MHz and 3 non-overlapping channels, Wi-Fiachievable throughput can reach up to 33Mbps. The subscriberssupported per Wi-Fi cell is approximately 20 given the same busy hourutilization. The cost to service the increased capacity demand remainsroughly the same throughout for Wi-Fi since the device cost is already fixedregardless of whether the subscriber uses it or not and, most oftenpurchased by the subscriber. In addition, Wi-Fi uses unlicensed spectrum.Network CostThe network cost model is useful to estimate the CAPEX and OPEX of acarrier’s macro cell case by considering capacity estimate like the radioaccess base stations, RNC, core network (SGSN and GGSN) andbackhaul. In effect, the total cost per Mbps capacity is the sum of CAPEXand OPEX for each of the network elements over the busy hour usage.Given that the cost model considers CAPEX elements are amortizedbetween 8 to 10 years, depending on the equipment type while Wi-Fiaccess points are amortized over a shorter lifecycle of 2-3 years.For simplicity of study, carrier Wi-Fi implementation is integrated andtherefore CAPEX already accounts for access gateways, security gatewaysand aggregation gateways.The OPEX element includes site rental, power, site maintenance, leasing ofbackhaul and data centers applicable to macro cell and to a lesser extenton Wi-Fi deployment. Other macro network cost elements includespectrum and cell site leasing of up to 20 years or more. Wi-Fi assumes theaccess points are in the range of $60-$150, without site leasing and poweris provided by subscriber and backhaul via the Internet Service Providerwhich is more appealing.When the output of the cost comparison is plotted between macro cell andWi-Fi relative to the different user types of bronze, silver and gold, it willarrive at a point where the clarity of which technologies are better suited todifferent traffic demands. 4Source : Assumes the IEEE 802.11a standard
  • 11. WHITEPAPER Building a Successful Offload Strategy - 08Trade-Off between Macro CellDensification and Wi-FiIn order to quantify the amount of traffic that is traversing over Wi-Finetworks, carriers use various methods to analyze the traffic usage patternsof its mobile network and sets a baseline to benchmark additional capacity;when and how it could be mitigated either by macro sites or Wi-Fi offload.Wi-Fi Offload SimplifiedThe coverage percentage of geographical area and density of access pointper square kilometer deployment is critical in the selection criteria of Wi-Fioffload. The design of coverage and access point density depends on thedensity of subscribers and their assumed data consumption. Consumptionmodels can be profiled to three types for simplicity of study; bronze userwith 0.5MB/month, silver user with 1.5GB/month and gold user with5GB/month.Assuming a HSDPA network at 2100 MHz spectrum, typical single carrierand transmit power of 40W+- for urban deployments5. Based on thenetwork parameters and planning computations, the capacity for a singlesector HSDPA macro base station is estimated to be 3.6 Mbps andassumes 70% busy hour utilization. Typically, carriers dimension thecapacity model with an overbooking of 20-30% for busy hour. If the carriercan no longer sustain with single-carrier, three-sector cell site, it will need toadd a second carrier for additional capacity as required. Also, the carrierhas to consider the trade-off of installing additional capacity with theincremental cost of installing that particular capacity. Meanwhile, a carrierWi-Fi offload would entail the fundamental cost of the access points withminimal installation costs and zero unlicensed spectrum costs.Other associated cost of backhaul and core network is assumed integratedas part of the carrier Wi-Fi and can be adjusted depending on the vendor.A separate whitepaper, titled “Operators Can Save $14million YearlyThrough Data Offloading” describes the breakdown of CAPEX and OPEXcosts for further reading. 5Note : Penetration loss of industry practice of 15dBi is assumed.
  • 12. WHITEPAPER Building a Successful Offload Strategy - 09 Wi-Fi Offload Observations Trade-off point for Wi-Fi and HSPA capacity density Add HSPA cell site Add 2nd HSPA carrierCost to Deliver Coverage Add Wi-Fi Busy hour threshold HSPA Bronze User Silver User Gold User 0.5MB / month 1.5MB / month 5GB / month Figure 3 : Trade-off Study of Wi-Fi and HSPA RAN Densification From a cost perspective, Wi-Fi is much more cost effective on a dollar per Mbps basis than the macro cell. The conventional macro cell densification increases capacity by packing more cells within the same area. This approach can be effective, but suffers from diminishing returns as traffic grows. High-traffic areas in urban centers prove to be challenging, where deploying and operating a cell site is more expensive as site leasing can be difficult to secure. And as the density of macro cells increases, interference become more difficult to manage, with per-sector throughput declining as a result. A single sector in a macro cell can have a comparable capacity to a Wi-Fi access point, but coverage is greater, resulting in lower capacity density. Wi-Fi on the other hand, is limited by range and the impact of interference is reduced while capacity density is increased.
  • 13. WHITEPAPER Building a Successful Offload Strategy - 10Given the study of capacity in busy hour, there is little impact on the cost todeliver data to the bronze users, as the demand for capacity is far below thebusy hour threshold shown in Figure 3. The intersecting point where themacro cell and Wi-Fi begin to show distinct cost savings advantage is clear,when the busy hour capacity is reached. This effect is more obvious, whena large number of silver and gold users are introduced into the network.These are the premium users which carry a higher degree of service level.The areas of device subsidies and depreciation of assets whether minimalor otherwise can influence the decision for macro cell densification or Wi-Fioffloading strategy. Other long term OPEX6 costs such as maintenance, siteleasing and carrier-upgrade can draw the differential cost. The key todelivering a cost-effective mobile broadband service is to understand whenthe trade-off becomes more attractive for an operator to deploy Wi-Fioffload solution over densification of macro RAN capacity, as well as thedifferences between licensed and unlicensed Wi-Fi offload solutions. 6Note : The Internet point of presence and Internet backbone and international fiber connectivity is not considered in this discussion.
  • 14. WHITEPAPER Wi-Fi or Femto - 11Wi-Fi or FemtoWhich is the best fit for offload? It does not have an absolute approach,as demonstrated by various carriers. The issue of data offloading must beassessed from the aspects of suitability, readiness, integration of existinginfrastructure, cost effectiveness, pain points and a host of indirect costsrelated to customer expectations, loyalty and brand awareness.As mobile data congestion become greater, carriers are using all toolsincluding tiers and caps to survive the low yield data revenues throughbandwidth management. The on-going challenge is not without mixedresults. According to Informa Telecoms and Media market report, there aremore than 2.3 million femtocells deployments in 2011, which is small andrelatively weak in comparison to the 1.3 billion Wi-Fi hotspots globally.Although femtocells provide benefits to the user in terms of “full bar”coverage and higher mobile capacity, it typically is dependent on a fixed lineto backhaul. The key advantage for users is it supports existing 3G terminal,but technical aspects add to the challenges of spectrum, as femtocells aredeployed over the same licensed spectrum of macro networks and canpotentially cause interference.Wi-Fi on the other hand, specifically addresses the issue of data trafficoffload that represents carriers’ immediate challenge, and highly suited forindoor coverage. Wi-Fi can be a complementary proposition for mobilizingbroadband. It can help manage cost by offloading traffic, while offeringa cost-effective high-bandwidth service at home as well as in manyheavily-used public locations such as airports, stadiums, cafes, hotels andso forth. Given the installed base, it is likely that security, voice servicesover Wi-Fi, and seamless handover will be added to Wi-Fi to strengthen (allof these being efforts that are already addressed in some way or another)offload strategies alongside femtocells. Several key issues that will emergefrom the success of the network are scalability and manageability. 7Note : The congestion described inUltimately, carriers want to create a unique mobile experience that is fluid this literature exclude thebetween Wi-Fi and 3GPP networks. study of wireless or fiber backhaul connectivity. 8Source : WBA Industry Report 2011 – Informa Telecoms and Media 9Note : Backhaul enhancements study is not included in this publication.
  • 15. WHITEPAPER Wi-Fi or Femto - 12 What will be the impact of Wi-Fi offload on revenues or subscriber experience? 100% 14% 30% 80% 14%Response Percentage 50% 10% 60% 43% 20% 13% 40% 20% 40% 38% 29% 0% APAC Europe North America High Positive Impact Low Positive Impact No Impact Low Negative Impact High Negative Impact Figure 4 : Wi-Fi Offload Impact on Subscriber Experience Survey Source : Senza Fili Scalability Wi-Fi has demonstrated its ability to provide cost effectiveness in terms of the cost per byte deployment. China Mobile, having one of the biggest subscriber base in the world, has big ambitions to deploy up to 1million10 hotspots by 2014 in its commitment to bring ubiquitous mobile services. Similarly, the device chain support has reached a maturity level that provides for improvement to support specifications of EAP-SIM and drive down the cost by large volumes to make Wi-Fi a de-facto capability. For most parts, smartphones are designed ideally for Wi-Fi offload. 10Source : WBA Industry Report 2011 – Informa Telecoms and Media
  • 16. WHITEPAPER Wi-Fi or Femto - 13StandardizationThe need for a unified framework to standardize authentication, security,roaming and inter-working between disparate access networks isnecessary. The Wi-Fi ecosystem is maturing and it is anticipated, their rolein bringing economies of scale by supplanting ubiquity. Data roaming pricesare unattractive for the mass market, and as a result, customers tend toresist by switching off data roaming and relying on Wi-Fi. In the recent 2012Mobile World Congress (MWC) in Barcelona, talks of carrier Wi-Fi wasfeatured heavily among the industry carriers and analysts. With strongcommitments from Wireless Broadband Alliance through the NextGeneration Hotspot program and Wi-Alliance Hotspot 2.0 initiativeencouraging trials amongst operators, the progressive development ofWi-Fi will see acceleration of co-operation to a wider ecosystem.Subscriber Management –Policy Meets Revenue OpportunityCarriers are seeing the importance of context-awareness to drive betterunderstanding of user behavior – by combining the traffic managementalgorithms and tools behind backend data processing. Real-time policycontrol is evolving to pass intelligence from the core network to the networkedge, i.e. to bring device state awareness closer to the type of runningapplications. By doing so, carriers can push personalized services to theusers and at the same time delivering the most optimum Wi-Fi operationalcapacity. Building intelligence into the system is central to Wi-Fi userexperience. The general view is accepted that a carefully designed Wi-Fideployment with granular subscriber management gives more mileage toextended revenue, as users are willing to pay for service, if the perceivedperformance is heightened. Based on a survey by Senza Fili Consulting,the impact of Wi-Fi offload to subscriber revenue and user experience asshown in Figure 4 are generally positive.
  • 17. WHITEPAPER Greenpacket Mobile Data Offload Solution - 14Greenpacket MobileData Offload SolutionSeamless Data OffloadGreenpacket’s Intouch Seamless Data Offload is a client-based solutionthat aims to deliver a simplified and cost-effective offload method acrossmultiple access networks. It is based on the Data Offload Platform.The Intouch Seamless Data Offload client can transparently offload3G~Wi-Fi and continue to push operator services and manage data trafficeffectively. Seamless Data Offload, through Inter-working WLAN (iWLAN)takes traffic from the mobile operator’s radio access over Wi-Fi bytunneling through the PDG at the operator’s core network. This fits withmobile operators’ need to monetize services through the personalizationof services and the application of policy management; something whichcan’t be said of other Wi-Fi offload approaches in the market today. Extend 3GPP services and functionality to the • Mobile IP WLAN access environment Security for Wi-Fi the 3rd Party HA same as security for 3G networks IPSEC Secured Tunnel Cellular WLAN 3rd Party PDG Better Wi-Fi experience IP Traffic Common authentication architecture between Wi-Fi~3G Intouch Seamless Data Offload Client • 3GPP-WLAN Interworking • Seamless Authentication • Consolidated Charging • Unified Services AccessFigure 5 : Intouch Seamless Data Offload
  • 18. WHITEPAPER Greenpacket Mobile Data Offload Solution - 15Dynamic Data OffloadOperators are increasingly looking at using Wi-Fi for offload as part of theirmobile broadband strategies. However, it risks losing visibility over trafficpolicies that were configured for the user once it routes through Wi-Fi.What is lacking is a way for the network to communicate to users(applications and/or websites they are using) a real-time or predictedmeasure of the network’s congestion levels. Greenpacket’s Dynamic DataOffload client is compliant to the defined 3GPP Access Network andDiscovery and Selection Function (ANDSF), to enable dynamic networkselection and switching based on various contextual ability such as celllocation, device, peak hours and subscription plan. Operators can alsoopt to customize these policies based on application aware policy,device policy, subscriber policy and time-based policy to trigger data offload.Manage Data Offload Policies in Real Time Real Time, Precise and Dynamic Offloading Policy Policy Decisions Enforcement Enforcer Point Less Load on SOAP Packet Core High Level of Control to Operators to Manage CongestionIntouch Dynamic Data Offload Client Operator PCRF/(Compliant to ANDSF) 3rd Party Policy Control• Device Information • Congestion Information High Quality Experience• Usage Information • Subscriber Profiles to the Subscriber• Environment Information • Usage Information … 1. Get Policy 2. Receive Policy 3. Apply Policy Send Location Information No Policy/Prioritized Access/ APPLY and OVERRIDE (UE Location) Validity Areas/Time of Day/ DEVICE POLICY Discovery InformationFigure 6 : Intouch Dynamic Data Offload
  • 19. WHITEPAPER Greenpacket Mobile Data Offload Solution - 16Wi-Fi Experience ManagementThe Intouch Connectivity Experience for Wi-Fi is based on theConnectivity Experience Platform suite of solutions, specific to managingthe Wi-Fi experience. It is designed as an intelligent client that canautomatically detect and switch to Operator hotspot, user-definedhotspot or partner hotspot. The client also supports various connectionpolicies that allow time-based restrictions and device restrictions.User experience is made simple and transparent by giving control; when,how and which Wi-Fi hotspot to access without manual selection of Wi-FiSSIDs and configuration. The client supports various authenticationmethods such as WISPr, Hotspot 2.0, Next Generation Hotspots (NGH)as well as secured authentication protocol such as EAP-SIM, EAP-AKA,EAP-TLS, EAP-TTLS on 802.1X networks and thus provides a Wi-Fienvironment in which subscribers can roam automatically with fullyintegrated authentication and a standard based approach with minimalchange to existing networks. With advanced Wi-Fi management,the client can be extended to support advanced features of iWLAN andANDSF for operators considering the implementation of 3G~Wi-Fi offloading.
  • 20. WHITEPAPER Conclusion - 17ConclusionThe motivation of Wi-Fi offloading is varied and dependent on the use casesof the carrier’s mobile strategy. One factor that ranks high amongst theC-level execs would be the return on investment for every dollar that isspent. Carriers today are faced with a challenging task to protect theirARPU and battle the changing behavior of tech-savvy users. The appetitefor YouTube, Netflix, Hulu skyrocketed, at the expense of the traditionalcarrier’s dumb pipes. The popularization of those platforms is not difficult tounderstand given its free-mium value while the carriers were struggling withlicensing rights on their mobile TV offering and expensive charges passeddown to the end-users. Carrier’s now have embarked on a task to bringvalue back to their subscribers.There can be debates on how to achieve greater degree of controlsurrounding issues of data offload such as when, how and which should bethe right network at the right location and right time. Wi-Fi offloadapproaches should ideally give operators the flexibility to route offload trafficback to their core network as well as directly to the Internet; Wi-Fi offloadvia iWLAN promises greater visibility and management control as part of theoffload process. With many context-aware policy control and chargingsolutions in the market today, carriers can integrate Wi-Fi offload through acloser understanding of the underlying triggers of when, how, where andwhat drives data usage. Contextual experience brings together - mobile,social networks, location, payment and commerce that affects the userexperience in a more meaningful and relevant state of engagement. As inGreenpacket’s Wi-Fi solutions, the device client supports both3GPP-based iWLAN and ANDSF specifications.Ideally, every byte of data offloaded should have a positive impact on theROI. The parameters that carriers pay great attention is the costs relevantto coverage area percentage and capacity to capture the maximum offloadtraffic over a given period. The TCO11 consists of varying CAPEX and OPEXcomponents with dependency of achieving coverage by the density ofaccess points per square kilometer versus the maximum achievablesavings. The end goal is the direct result of reduction in additional macrocell by the placement of corresponding access point density over the same 11Note : Total Cost of Ownership (TCO)coverage area percentage. However, if the difference in TCO of Wi-Fi distribution is approximatelyoffload savings falls short of macro cell densification, the business case for 30% CAPEX : 70% OPEX in general industry estimationoffloading will become less useful.
  • 21. WHITEPAPER Conclusion - 18Additionally, it needs to ensure compatibility and interoperability betweenthe disparate systems. Roaming is a highly desirable feature for Wi-Fi. Withcellular networks, data roaming charges are unattractive. To preventbill-shock and disgruntled service experience, carriers have begun toimplement notification and alerts, so that customers can disable dataroaming. Data roaming, when dealt with the correct approach, can addvalue to the subscribers, i.e. making Wi-Fi accessible through roamingpartner by offering discounted services proposition which are morecompetitive. Bundling of roaming services with voice, messaging and dataservices is a good alternative to keep the customers happy. As a result, thecost of roaming for the end-user is reduced and they continue to receive thesame level of services they are used to without the frustration. One suchexample is the roaming bundle currently offered through Orange France;daily, weekly or even 30-day basis, available in France, UK, Poland andother European markets.Integrating mobile services in the fundamental user experience is importantto create optimized access and services to win them back. Customers viewvalue in the service experience; regardless of the device, network andconditions they work in. A number of Wi-Fi providers are already developingcarrier-grade products designed to provide seamless handover from3G/LTE networks while keeping down the associated networkinfrastructure cost and complexity.
  • 22. WHITEPAPER Wi-Fi Now, Maximize Investments - 19Wi-Fi Now,Maximize InvestmentsGreenpacket welcomes you to embark on tailored Wi-Fi solutions foroptimizing your network operations. At Greenpacket, we understand thedemands placed on Operators like you. Our solutions are designed to giveyou the flexibility to constantly deliver cutting-edge offerings withoutexhausting your capital and operating expenditures.With Greenpacket, limitless freedom begins now!Free ConsultationIf you would like a free consultation on how you can apply Wi-Fi solutions,feel free to contact us at marketing.gp@greenpacket.com. Kindly quote thereference code, SWPS1211-D when you contact us.
  • 23. WHITEPAPER References - 20References1. Gartner “Emerging Technology Analysis: Mobile Business Intelligence “13 July 2011, ID:G00214124 by Bhavish Sood, Andreas Bitterer, James Richardson.2. Gartner “The M2M Market Evolution: Growth Attracts Everyone”3. Senza Fili Consulting “Technology to drive wireless disruption, with service monetization mired in uncertainty” by Monica Paolini4. Wireless 20/20 “Carrier Wi-Fi Offload” by Randall Schwartz and Magnus Johansson
  • 24. 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.