The document discusses how data traffic is growing exponentially while data revenue is only growing linearly, creating challenges for mobile network operators (MNOs). It proposes that an ideal data offloading solution would be a connection manager that seamlessly offloads data traffic from congested 3G networks onto WiFi networks to optimize bandwidth utilization and infrastructure investments. This would allow MNOs to offer differentiated services, reduce costs, improve customer retention through a better experience, and increase revenue opportunities.

1. The Ideal Data
Offloading Solution
Kelvin Lee
Senior General Manager
Green Packet

2. Data Traffic Growth Trend
Sources: Cisco, 2008; Informa,
2008; Analyst Insight 2008
Data Traffic Consumption vs. Data Revenue Growth
• Mobile broadband and data usage is growing exponentially as
this becomes a way of life for either work or play
• In the next 5 years, there will be a 100x growth of aggregate
data compared to 2x the growth of revenue
• Operators are increasingly introducing data services
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• Data traffic consumption is outpacing data revenue
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3. Contributing Factors
Broad Adoption
Advanced Attractive Data
of Data Service
Devices Services
by Subscribers
Flat rate tariff plan
that encourages
use without any
incremental cost for
incremental data
usage Social Networking,
Smart phones Widgets, Apps,
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4. Impact on MNO
Data Traffic
Congested Increased Churn
Outpaces
Network Rate
Revenue Growth
unhappy
frustrated
Data Traffic
switch
operator
Revenue
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5. Offload Opportunities
Escalating
Infrastructure • Expensive back-end infrastructure Cost
Upgrade investment
(Basestation) • Conflicting network standards
• Lengthy partnership negotiation
• High initial (setup) costs.
Femtocells
• Automatically identify and connect users to the
best networks available.
• Designed to be network, device and OS
independent.
Connection • Seamless switch during the offloading process,
giving users uninterrupted connectivity
Managers experience.
• Cost-effective solution – no infrastructure
upgrade and license-driven.
• Provide subscribers with single software to
Cost
access ALL your networks.
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Saving
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6. Case Study: PCCW
One solution, multiple benefits:
• Offload overly congested 3G network to WiFi Hotspots to optimize
bandwidth and infrastructure investments.
• Unified Connection Manager retains telco branding and user
experience; helps user manage both 3G and WiFi access networks
& single sign-on to multiple accounts and applications
• Seamless handoff between different access networks to ensure
uninterrupted voice and data sessions
Seamless roaming between 3G and WiFi
network
Flexibility to prioritize network
connection to PCCW Public WiFI or
PCCW Enterprise WiFi Network
Integrated with Phonebook’s SIM card
(3G Datacard) to retrive contact number
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7. The Ideal Connection Manager
• Constant challenge of network
• By utilizing and optimizing
congestion as subscriber base and
current infrastructure, save on
Bandwidth
bandwidth utilization increases
Costs
huge investments to
• Maximize the use of current build/upgrade infrastructure
infrastructure
• These savings can be channeled
• Offload overly congested to customers
network e.g. 3G/CDMA to Offload
WiFi – thus creating a balance Traffic Cost • Single client supports multiple
in bandwidth utilization. to OPTIMIZE MINIMIZATION CPE, lower support cost
Bandwidth
Customer
Avenue to RETENTION
• Offer mobile lifestyle • Retain customers by
INCREASE
applications/ services to REDUCED offering what matters to
Revenue
subscribers Churn them
• Gain additional revenue on top of One plan on a unified
their access network fees. network
Customer
Savings
Revenue
• For example, end-user
communication via video Attractive mobile lifestyle
conferencing, file sharing, real-time services and applications
messaging and games; all while on 7
• Ease of use, single client for
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8. Conclusion
3G
Connection Manager The Ideal Solution
Ability to offer differentiated services
Simplified and ubiquitous connectivity for better user experience resulting in
churn reduction
Substantial cost savings through optimized usage of current infrastructure
Freed up data capacity to offer quality mobile services
Opportunity to Improve ARPU
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9. Thank You
Kelvin Lee
Senior General Manager
marketing.gp@greenpacket.com
www.greenpacket.com