The document discusses mobile data usage, opportunities, and optimization. It begins with basic terminology around mobile data usage for different activities like emails, web browsing, photos, and videos. It then discusses opportunities for mobile data growth in regions like the Middle East and Africa due to increasing smartphone adoption. Finally, it provides tips for limiting mobile data usage like only using data-heavy activities like streaming over Wi-Fi, closing apps when not in use, and limiting background updates and tethering.

1. SYNOPSIS
ON THE
OPTIMISATION ,
USAGE AND
OPPORTUNITIES
THAT EXIST IN
MOBILE DATA
IGHODALO DOMINIC
STAFF ED-ICTA

2. Whetheryou are using a phone ora tablet, if you’re on the internet, you are usingsomethingcalled data. We use data when we browse
the web, watch a video, checkouremails oron a social networking site
EXECUTIVE SUMMARY
The past twenty four months have seen a number of noteworthy developments in mobile
devices. Recent Smartphone launches continue to reveal new breeds of data subscribers
with increasingly voracious appetites, in part fuelled by the blurring of Smartphone and
tablet functionality. The demands of prior Smartphone subscribers are formidable and well
known in the industry, especially with regards to iPhone 3G data volumes and numbers of
data calls. However, the introduction of new data‐intense features on recent smartphones
(such as the A6 chipset,
larger Retina display and LTE support on the iPhone 5) raises the expectation that the users
of these new Smartphones will be even more intense data
consumers. The purpose of this paper educate personnel on mobile terms, mobile data
optimisation, and enlightening on the process of mobile data usage and possible
opportunities.
Extreme Usage Overview(OPPORTUNITIES)
Consideration of device demands is of paramount importance for an integral
understanding of how aggregate network demands will evolve over time. This is
due to the fact that the uptake rate of different devices in a given geographical
area can be translated into demands across users of those
different devices to assist in traffic forecasting and capacity analysis.
In addition to this aggregate demand (which relies on the analysis of averaged quantities),
it is also important to understand the demand in extreme cases (for
example, for the hungriest of users). This is because the presence of sufficiently non‐
uniform demands across users dictate that different actions be taken
in order to cope with this demand.
25% of all subscribers were predominantly using USB dongles or 3G Modems. This suggests
highly stationary behaviour at
home or places of business. Even the Smartphone and tablet users are often seen to make
use of the network from a
small number of discrete locations. This considerable disparity in data consumption suggests
a location‐aware, subscriber‐ centric approach to managing future data demand.
Middle East/Africa:
The Cisco VNI report cited the Middle East and Africa region as having the
highest mobile data growth rate in the
world with a CAGR of 104% between 2011 and 2016. Yet MEA also has the lowest
starting level at 18PB/month8. This combination creates challenges

3. for network operators because the network investments that must be made
to support increasing capacity demands cannot be adequately funded by current data
revenues. As a result, network operators in this region
are under unique pressure to maximize the efficiency of each capital investment.
This is best done by carefully analyzing the trending of data growth according to actual
customer data in specific locations and ensuring that capacity investments are
made in as targeted a manner as possible. Attention must also
be paid to those growth areas
that are experiencing service issues in order to cost effectively resolve those problems using
a combination of operational and capital expenditures.
Bottom Line:
Network operators in the Middle East and Africa need to maximize the efficiency of new cap
ital additions
by paying careful attention to the needs of their customers precisely where the data deman
ds (or data problems) exist.
Summary per opportunities
The data crunch in the wireless industry started by the launch of the iPhone is not abating.
Recent Tier‐1 market information reveals increasingly sophisticated devices that are
unleashing unprecedented levels of user demand.
BASIC MOBILE TERMINOLOGIES
Amount of Data Used Per Activity
 1 Email - text only: 3 KB - 20 KB
 1 Email - with photo attachment: 350 KB
 1 Email - with MS Office attachment: 300 KB
 1 Web page: 150 KB - 1.5 MB
 1 minute of Streaming Music: 500 KB
 Social media update with photo: 500 KB
 Hi-res digital photo upload/download: 1 MB
 1 minute of streaming video: 2 MB - 5 MB
 1 app/game/song download: 3 MB - 4 MB
 When it comes to cell phones, 1 MB of data is equal to roughly one of the
tasks below:
 • Sending or receiving 50 e-mails (without attachments)
 • Streaming 2 minutes of music
 • Viewing 1 web page
 • Posting 3 photos to your Facebook page

4.  • Watching 30 seconds of video on YouTube (Sites like Netflix stream higher
quality video, meaning you'll use even more data)
 What's a gigabyte (GB)?
 One gigabyte, which is about 1,000 megabytes, roughly equals one of the
tasks below:
 • Sending or receiving 50,000 e-mails (without attachments)
 • Streaming 33 hours of music
 • Viewing 1,000 web pages
 • Posting 2,800 photos to your Facebook page
 • Watching more than 8 hours of video on YouTube (Higherquality video, like
Netflix, uses even more data)
THOUGHT IS THE SECRET OF ALL ATTAINMENT
HOW MANY MB IN AN EMAIL
I went through my inbox and sent box for one month and found that I had received
371 mails and sent 151. Of these, a quarter page of formated text was about 2KB, a
half page was 3KB and a full page 8KB. A two minute video attachment that
someone sent me was 5000KB. A PDF attachment with an invoice was about 180KB.
A joke email with about 6 pictures in the text was 370KB.
The average of 100 emails was about 130KB per mail and if I took out 3 of the larger
attachments it averaged 40KB per mail. According to International Data Corporation
(IDC) the average email, worldwide, is about 59KB.
So for a total of 486 emails that I sent and received in one month, my
typical monthly email usage would be somewhere between 19MB and 63MB per
month. Of course, this will vary considerably from user to user, and you would need
to do your own analysis of your own inbox and sent box, and everyone else onboard
that will have access to the Internet.
 MegaBytes MB and Megabits Mb
Virgin Mobile's Broadband2Go site indicates that 100 MB of data can be used for 5
hours of Web browsing and 10,000 emails (without attachments).
 What You Can Do with a 200 MB Data Plan
 According to AT&T's data usage calculator, a 200 MB data plan would cover in one
month: 1,000 text emails, 50 emails with photo attachments, 150 emails with other
attachments, 60 social media posts with photos uploaded, and 500 Web pages
viewed (note: AT&T uses the lower 180 KB per page estimate). Streaming media and
downloads of apps or songs would increase the usage over 200 MB in this scenario.
 Let's start with the terminology: what's it mean to "stream" versus "download"?
 Download you're probably already familiar with: it's simply a file copy - nothing
more, nothing less. When you download a file you're just making a copy of that file
which is stored on a server somewhere on your local machine.

5.  A stream is a different concept; there is no file. A stream is simply a that: a stream of
data, 1's and 0's, that are being sent from some server to your machine.
HOW TO LIMIT ON MOBILE DATA USAGE?
Aside from texting and maybe the odd call, all the fun things you can do on your
smartphone require data This includes email, web browsing, downloading and running apps,
accessing socialmedia, and streaming music and video What's not fun, however, is a huge
bill at the end of the month.
To ensure you don't go over your monthly data allowance, take heed to these following tips
and tricks
1 Try to save the activities that eat up a lot of data — like streaming video -- for when you're
in a wireless network at home, a café, airport lounge or hotel lobby To make sure you're
using Wi-Fi, temporarily turn off cellular data (in Options or Settings)
2 Be sure to properly close apps when you're not using them as they still might be running in
the background and thus, possibly using up data Doing this will also extend your battery life
On the iPhone, double-tap the Home button to see what's still open (at the bottom of the
screen)
3 Try to limit apps that have regularly pushed content — such as stock quotes, weather
updates, live sports scores or any such thing -- as your smartphone will use up data on an
ongoing basis Ditto for Siri on your iPhone: your voice-activated personal assistant rocks,
but can be a bit of a data hog
4 While tempting, refrain from creating a personal hotspot with your smartphone as you
can have multiple devices eat up your data wirelessly Similarly, try not to tether your
smartphone to your computer to use as a wireless modem
5 If you need to do any major email correspondence or extensive web surfing, ask yourself if
it can wait until you get to a computer Just because you can do it on a smartphone doesn't
mean you should — especially over cellular connectivity