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

1. Mobile Data
Network Killer or Killer App?
November 14, 2012
@Mobixell
www.mobixell.com

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. About Mobixell

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. Mobile Video Growth is Inevitable
12%
But they account for
35%
VZW customers use
LTE of data traffic

6. Your Data Optimization Goals?
» Reduce traffic volume
» Free up bandwidth
» Less buffering
» Performance Differentiation
» New revenue streams

7. Network Quality = Video Performance
Mobile subscribers
74% 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

9. 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

10. Content Compression
Text Based Content
accounts for Average Bytes per Page by Content Type
30% of page size Scripts – 210 kB
Stylesheets – 37 kB
Text can be compressed Flash – 81 kB
Up to 90% Other – 30 kB
HTML – 48 kB
Images - 684 kB
Total 1090 kB

11. Content Compression
Average Bytes per Page by Content Type
Scripts – 210 kB
Images 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%

12. Image Optimization
Compress JPG Optimize Color palette
(AKA color depth reduction)
(AKA increase Q factor)
Image Requests by Format
PNG 24%
JPEG 45%
Other 1%
GIF 30%

13. 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

14. Web Caching
1 Cache Popular HTTP Content At The Network Edge
2 Transparent Proxy
3 No Perceived Latency
4 Less Retrieval From Source = Less Bandwidth Utilization
5 Improved Quality Of Experience

15. 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)

16. 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)

17. Optimize Only When Needed
Cell
Available Bandwidth
2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM

18. Optimize Only When Needed
Required Available
Bandwidth > Bandwidth
= Data Congestion
Optimization Should be Used Only When Data is Congested

19. 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

20. 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

21. Turning Video into the Killer App
Network Customer
Efficiency New Experience
Revenue
Generation

22. Value Added Services
• Parental control
• Safe browsing warning
• Malware scanning
• 3rd party services

23. Example: Differentiated Advanced CoS/QoS
Bronze Silver Gold
Speed 3.8 Mbps 7.6 Mbps 21.6 Mbps
Volume
Video Quality
Browsing 20% 10% NO
Quality Compression Compression Compression

24. Customer Engagement Tools
Promote 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

25. Dynamic Upselling – Customer Engagement
Easy Migration Between Tiers
Clientless Implementation
Content Overlay Notifications Upgrade to HD
Current Package: Bronze

26. Bridging the Gap: OTT Content & Operators
Operators Can Partner With CDNs To Offer:
Realtime TCP Optimization
1 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

27. 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

28. So, Network Killer or Killer App?
Don’t optimize to free up bandwidth
Optimize to beat network congestion
Optimize only when absolutely necessary
& in a targeted way
Optimize to improve customer experience
and differentiate your brand
Use video quality to differentiate pricing
and ensure revenue growth

29. So, Network Killer or Killer App?
It’s up to
YOU

30. Any
Questions?
info@mobixell.com
@Mobixell
www.mobixell.com