This document discusses Wi-Fi offload strategies for mobile carriers. It outlines a 3 step approach: 1) View Wi-Fi offload as a long term strategy for incremental returns rather than just short term cost savings. 2) Scale carrier Wi-Fi networks and shape user behavior to drive more usage. 3) Consider the implications of Wi-Fi for mobility and roaming. It also discusses the need to harmonize Wi-Fi and mobile networks to provide a seamless experience, and factors influencing whether simply providing ubiquitous Wi-Fi access is sufficient.

1. WHITEPAPER
What Wi-Fi Offload Don’t Reveal
www.greenpacket.com

2. WHITEPAPER
Abstract
The industry's view of Wi-Fi has definitely changed from indifference to
adoption alongside cellular technology as complementary. The industry is
largely driven by economies of scale, where previously Wi-Fi added
significant costs to devices. If a carrier wanted to add Wi-Fi to each handset
produced, it would incur a slight incremental cost of several dollars.
But when scaled in larger numbers and for a low-cost provider it meant
price sensitivity adds up. Carriers steered away from Wi-Fi until the
numbers made sense. Not until the turnaround came between the years
2005-2009, where Wi-Fi was shipped with most PCs, smartphones
and tablets.
Cellular operators, Wi-Fi operators, Wi-Fi aggregators and cable operators
form part of the mix to benefit from Wi-Fi augmentation. Wi-Fi is not devoid
of shortfalls, because of its short range coverage and interference can
occur. Signal strength no longer guarantees a successful network.
Proper Wi-Fi network design must take into account both the client and the
infrastructure because airtime is a shared resource. The capabilities of a
carrier’s customer population will directly impact the capacity and
performance of the wireless network. On top of that, mobility is integral to
our everyday lives. Providing coverage, quality experience and sufficient
speed to run applications anywhere and anytime is key.
With continued momentum for smartphone uptake and LTE starting out,
majority of devices are today and will continue to have Wi-Fi functionality.
In many markets, the installed base of mobile broadband subscription
will gain, complementing fixed and cable segments and potentially
replacing it in others and thus, demands more thought into the carriers’
offload strategy.

3. WHITEPAPER
Contents
Overview 01
3 Steps to Wi-Fi Offload 03
Incremental Return as Long Term Strategy
Scaling Carrier Wi-Fi
Mobility, Roaming and What it Means for Carriers
Is it Enough to Wi-Fi Everywhere? 07
Harmonizing Wi-Fi in Mobile Networks
Wi-Fi on the Device
Drivers and Inhibitors, the Road Ahead
Conclusion 13
Discover Secrets of Wi-Fi Offload 14

4. WHITEPAPER Overview - 01
Overview
Mobile communications may well create more disruptive forces in the years
ahead. The wireless industry will potentially navigate around cloud,
social networks, mobility and data analytics as those trends face off one
way or another. As cloud play out the mobility theme, so will the impact of
cloud-driven services like Dropbox that is simply easy to use and is helping
stimulate the bring your own device (BYOD) to work behavior across many
use cases. Meanwhile, organizations are looking to better manage access
control practices to allow that to happen. The multiple driving force in both
corporate and consumer level is encouraging as the effect of mobile-wide
cloud adoption as mainstream app vehicle is imminent. The attention on
operators now is to offer products and service beyond connectivity as
individuals and organizations by and large grow dependent on mobile
solutions such as 3G, Wi-Fi, 4G and LTE among others.
Surrounding the concerns of wider network requirements, the macro
cellular architecture must be supplemented by small cells solutions to data
traffic volumes that will continue to grow at an average of 50% between
2012 and 20181. The staggering rise of the small cells and Wi-Fi
investments is unlike any before. Interestingly, even in times of economic
uncertainties, the trail of operator investments is steadily advancing.
According to ABI research, the volume of small cells market will be an
estimated worth of $3.1billion by 2018 and expected to carve a niche over
public venues. On another study, Infonetics forecast the carrier Wi-Fi
market will take off with double digit annual growth through to 2016. Be it
small cells or Wi-Fi, it is a way to cut coverage deficit by bringing Wi-Fi
coverage on the streets and seek closer integration between Wi-Fi and the
mobile network as part of an offload strategy. From a user experience
perspective, users are more mobile than ever. The convenience of looking
to use smartphones to handle straightforward activities such as paying bills,
checking their account status, data roaming as well as more complex
transactions. Wi-Fi will not be a replacement for LTE, but complement side
by side.
1Source : Ericsson Mobility Report
(Nov 2012)

5. WHITEPAPER Overview - 02
Complementing mobile data service by enhancing throughput is one of
the many motivations for carrier Wi-Fi, followed by scarcity of licensed
spectrum. That aside, offload has other plus points that are not made
clear enough; seamless handovers, subscriber authentication, policy
enforcement and more from a network-wide perspective. Carrier Wi-Fi
today, takes on a starkly different way compared to the previous
generation of consumer Wi-Fi, with ANDSF and Hotspot 2.0
improvements coming onboard. This paper will take a drawdown of the
aspects unseen from a consumer level and answers some of the carriers’
questions on dark spots of the offload movement covering the supply and
demand side, including market drivers, vendor proposition and a detailed
evaluation of the carrier service provider requirements.

6. WHITEPAPER 3 Steps to Wi-Fi Offload - 03
3 Steps to Wi-Fi Offload
Wi-Fi is available to any service provider that wants to supplement its own
spectrum, because it’s built into almost all mobile devices and runs on
unlicensed spectrum. But how effective one makes Wi-Fi lies in identifying
the right strategy to Wi-Fi offload. The usage behavior of smartphone users
vary according to the access network. With cellular network setbacks due
to congestion, providing the same user experience with alternative
technologies like Wi-Fi has become essential for carriers. Starting from
restructuring their strategies to include Wi-Fi to the pursuit of monetization
and optimization from within Wi-Fi business models by offering the same
value proposition is nothing new. But the approach taken must resonate
somewhat to the consumer preference and align current adoption to drive
further technology investments and strategy as it will not only allow them to
map to customer demands, but allow emerging technology to mature.
Incremental Return as
Long Term Strategy
An effective Wi-Fi offload aims to bring benefits beyond cost savings.
Far from being a technology that is used to back up cellular networks or to
“offload” during periods of congestion, Wi-Fi is now established as the
primary means of data connectivity for a large and growing base of users.
The emergence of intuitive and easy-to-use connection management
clients on smartphones are enabling customers to control connection
choices based upon the application to be used, the cost of access or their
perceived views around the quality of network experience. The intention is
clear, for carriers to avoid further attrition and maximize the share of spend
within a single individual user’s account (subscription) or even in some
cases of multiple accounts for as long as possible.
Consumers are now littered with many price plan options in the market that
are possibly similar, but disappointed with the promise masked by
complicated jargons and the so called incentives to be nominal.
What separates a good experience to an unrivalled experience is primarily
driven by the carriers’ ability to pull away from those poor marketing, pesky
and unwanted public relation backlash. Considering the pool of emerging

7. WHITEPAPER 3 Steps to Wi-Fi Offload - 04
Wi-Fi markets in the billions, it is more logical to build sustainable long term
goals. The business case must be robust enough to entail the carrier into
long-tail revenues. Just like most technology lifecycle expects, from the
time of early market entry to reach peak levels of major adoption takes
between 2-3 years and tapers down through the 5th year, by which the
early adopters would have already gained market leadership considerably.
Leaving behind the laggards picking up the remnants of a shrinking small
market pool. Whether LTE networks are gearing for commercial service
completion in 2013 or beyond, one thing is certain, now is the window for
carriers to squeeze every possible part of those Wi-Fi investments by
delivering new, innovative, unified communications without necessarily
spending more.
Scaling Carrier Wi-Fi
Carriers are clearly staring at the risk of “dying” a slow death losing its
appeal to consumers, in expense of the consumers’ attachment to their
devices and freely available “app”-bomination of their revenues. It is
important to restate the value of cellular networks to their users to
differentiate the cellular value proposition from Wi-Fi. This redefinition is
likely to be on the basis of characteristics such as always-on availability,
the simplicity of access to the network, the reliability and stability of
connections and by winning customer trust on the basis of underlying
security and privacy. Unmistakably, the consumption patterns bear close
relationship between the tablets and their smaller screen counterpart of
smartphones. It comes as no surprise when connected to 3G and 4G,
today’s tablets and smartphones encourage more involved session
possibly due to richer media viewing. Carriers should drive the intelligence
within those smart devices.
Shape the user behavior! This of course will create material impact on the
carriers’ pricing strategies and policies that have in shaping the behavior of
their respective customers. Rather than say no to OTT, stir up the IP-based
services with easy access to boundless Wi-Fi. Say no to fragmentation to
an extent, where these services are made easily available, over multiple
screens, closely integrated as a wholesome technical and commercial
usage. General optimism shows that data will be dealt with rigor.

8. WHITEPAPER 3 Steps to Wi-Fi Offload - 05
Carriers can take on several personas of leading a full service model,
service enabler or network provider. Scaling Wi-Fi one day at a time can be
handled as part of dealing with the carriers’ own and/or partnered Wi-Fi
access. The effect of improved network discovery is appealing so as to
distinguish a certain SSID selection. This makes sense, if carriers want to
influence the users to frequent certain APs or SSIDs, and possibly gather as
much information and enforce policies according to their preference.
But this may constitute a violation of data protection and privacy laws in
some countries. Are the users willing enough to allow the carrier’s to
manipulate their preference? In some cases, SIM-based authentication
makes it easier for the carriers since the users are already tied to their
service and surrounding extensions of the mobile roaming mechanisms.
In short, sometimes and for some use cases - automated and seamless
(i.e. zero-touch, auto login) connection to Wi-Fi sounds perfect, combined
with session continuity and all the fancy promises. However, speed, latency,
security, cost, ownership, policy, power consumption and many other
parameters can be over-sighted or at least have yet to be fully resolved. The
limitations should always be made transparent over users who are kept
unaware of the risks and whole host of problems. For sure, there will be “No
likes” for the feeling of being under-cut. Of which, some of this can be done
intelligently and effectively with more elegant solutions that encourage
informed decisions.
Mobility, Roaming and
What it Means for Carriers
Going the extra mile with Wi-Fi is an attractive proposition, provided the
carrier is willing to clarify the motivation without negating the implications on
the business case. The recent surge of Wi-Fi developments have steered
towards service providers, particularly mobile operators. It has been
spurred with the stimulation of smartphones and the desire to use Wi-Fi for
mobile data offload. Since smartphones differ largely in their usage versus
laptops and often provided by operators, it gives operators the advantage
to customize configuration and software settings into the handsets.
As opposed to the PC market that is free of such preset configurations.
Although there are smartphones in the open market without operator
subsidies, there is a common trait in smartphones usage that is primarily
data-oriented around mobile Internet. And thus, enabling software settings

9. WHITEPAPER 3 Steps to Wi-Fi Offload - 06
to be able to influence in a positive manner on the user interaction is
instinctively better at throwing mindless marketing gimmicks to drive
away interest.
While technology is important to push forward market initiatives related to
roaming, easing Wi-Fi integration and so forth, it is the role of user-interface
software i.e. the device connection client that must not be underestimated.
Though basic, this application on the device plays an important part of
passing information to the user about network availability, handles any
automated logins (if any) and all other related messages. In some cases,
it may even be able to replace the complexity of specified access requiring
separate user names and passwords.
Prohibitively expensive roaming data charges have been unfavorable to
many users. As an attempt to reduce costs, users are compelled to try
cheaper alternatives. Roaming charges are already witnessing changes in
some European markets, where regulations ensure market competitiveness
is in favor of consumers need for better and affordable charges. But to
which extent the convenience of mobility and roaming is offered outside of
the carriers’ home market is sometimes arguable.
3G
4G
LTE

10. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 07
Is it Enough to
Wi-Fi Everywhere?
Dark spots and uncertainties of the smartphone user demystified.
Perfecting both network interoperability and user experience demands
successful and careful consideration from technicalities of architectural
support, appreciation of real user interaction, partnering with suppliers
well-versed in Wi-Fi value chain to advocating industry best practices.
Smart devices are very different to traditional PCs in behavior and
expectations placed upon it and thus providing an intuitive and transparent
manner to Wi-Fi requires more thorough study.
Harmonizing Wi-Fi in Mobile Networks
Wi-Fi roaming can likely be more important in future LTE scenarios where
there is a huge range of frequency bands for 4G, and it is probable that
many phones will not be able to support all visited foreign networks, even if
the data price is acceptable. Roaming onto Wi-Fi could act as a common
denominator. Or could it possibly be a setback, if the devices become
sophisticated enough to support multiple bands to pull away with the
greater data speed over LTE to the preference of users given a reasonable
roaming charge.
Nevertheless, a key component will be around to ease the use, and
potentially linkage to other communications services, the phone bill or
perhaps enablers such as identity-management and customer-profiling
which telcos are well-positioned to facilitate. While in the past where Wi-Fi
was enabled, the attempts were mostly based on proprietary approaches
that may not be straight forward to the users. Only more recently standards
bodies, operators and vendors have become more involved in influencing
the development. The milestone of Wi-Fi Alliance and Wireless Broadband
Alliance (WBA) solidifying their efforts in Hotspot 2.0 and Next Generation
Hotspots respectively to build a common framework.

11. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 08
It’s important to reduce the fragmentation of the value chain, but must
recognize the developments will probably take 2-3 years into mass scale
and thus, interim solutions will still be urgently needed wherever demanded.
Another point in contention is how much added backhaul is needed
with Wi-Fi. Without high-capacity, ultra-compact, low-cost backhaul,
the small-cell market will struggle to grow. Backhaul is often misguided by
only re-purposing the existing links. The requirements are very different from
what it used to be in the single macro cellular type environment.
Solutions are necessary to perform better, smaller and more affordable.
The key here is co-existent of multiple combinations of line of sight (LOS)
and non LOS, fiber optic and DSL copper lines that are layered upon
deployment modes.
Wi-Fi on the Device
Convenience of single sign-on and preservation of credentials for a hassle
free Wi-Fi access is not without debate. Some camps prefer to have the
decision placed closer to the network edge, but some prefer to have a less
restrictive approach to it. Most carriers are not sure how the monetization of
Wi-Fi is warranted for now at least, and for most part the added traffic are
perceived to have lower importance for it to be offloaded to Wi-Fi in the first
place. Assuming it suffice to improve application performance and to some
extent device battery consumption, the implementation of a software
device client takes away the complexity of network related interfacing and
shortens the go-to-market of Wi-Fi service mix as in Greenpacket’s Intouch
Data Offload suite that is designed with standards compliant client-server
architecture for easy integration to existing networks.
Data offload in the Wi-Fi environment may not necessarily spells success in
all use cases. Take for example, carriers that want to extend their Wi-Fi
footprint without the intention to have Wi-Fi build out. These carriers would
potentially leverage on a selected group of venues to provide Wi-Fi
coverage, be it public or private. Perhaps this is a cause for non-critical
offload, but rather to close coverage gaps. In other cases, perhaps the
carrier does need to better manage traffic have stricter requirements for
visibility. For which, a carrier Wi-Fi deployment or partner Wi-Fi would
necessitate the aspects of billing and core network integration. Although
most smartphones have Wi-Fi capability, the turning Wi-Fi on/off and its
switching mechanism may vary considerably. There are different adoptions

12. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 09
of standards on device like 802.11 (EAP-based methods), WISPr, WRIX,
Hotspot 2.0 and more. Regardless of whether it is carrier Wi-Fi, public
(via partner) or private Wi-Fi (subscriber Wi-Fi at home) the device client is
the first point of interaction between the user and the network to kick-start
the experience.
Wi-Fi Connect Wi-Fi Connect
Map Feedback Settings Map Feedback Usage Settings
Wi-Fi Connection Status
Wi-Fi Ready Mode Connected to : PCCW Wi-Fi
Network Quality : Fair
10 Hotspots Found!
Connected to Available PCCW Wi-Fi
PCCW Wi-Fi
Your current location Your estimated location
Figure 1 : Wi-Fi Hotspot Finder Figure 2 : Hotspot Map
Wi-Fi Connect Wi-Fi Connect
10 location found
Map Feedback Settings
PCCW Wi-Fi Hotspot Connected to : My_home (home)
Network Quality : Excellent
Macdonald’s Kwai Chung
Fair
Causeway Bay MTR Poor Excellent
City University Wi-Fi Data Usage < Click here for more details >
11A, Robertson Hall
You have used Wi-Fi Connect in 3 cities
Data Cap: 250MB
Starbuks Wi-Fi
Times Square 0MB 750MB
Cellular = 150MB Wi-Fi = 200MB
Wi-Fi Help
Figure 3 : Wi-Fi Hotspot Figure 4 : Wi-Fi QoS
Priority Manager

13. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 10
The Intouch Data Offload suite is what carriers need to map the carriers’
offload path. The basic approach of the Wi-Fi offload can be as simple as a
Wi-Fi hotspot finder application that helps to inform available Wi-Fi
networks at a glance and convenience of visual hotspot map. The basis of
such offload approach and its benefits are multiple. Prioritization of Wi-Fi
based on measure of Wi-Fi QoS that includes the monitoring of latency and
speed of Wi-Fi APs makes for consistent experience. Apart from its
functions as a hotspot locator, the device client allows for remembered
connections, so that the next time the Wi-Fi SSIDs is within range, it will
initiate an automated login that is neat and less clunky.
Greenpacket’s approach of mixing and matching the different stages of
offload requirements from a simple direct Wi-Fi offload, to real-time policy
enforced offload with ANDSF to the closely integrated inter-WLAN
seamless offload, there is always a customized solution to fit. The need for
policy control is witnessing greater appreciation for which operators make
use of policy preference on top of secure access to better user experience
and mitigate congestion. The approach of more advanced device client to
feedback network conditions in real-time makes connection shifts based on
context information. The policy decisions are delimited by validity of the
location, time of day and discovery information.
The ability to maintain session persistence is highly desirable when
confronted with session critical applications, given that many people are a
lot more driven by the urgency of information at their fingertips regardless of
time and place. With mobility, then comes the need to preserve or enhance
the level of quality of service at some level. It not surprising then, Wi-Fi QoS
forms an important part of the solution. The patented technology in smart
signal assisted switching ensures the device client is aware and capable of
identifying the most optimal conditions to ensure a seamless handover.
Essentially, the client software resides in the device and is governed by the
embedded intelligence and algorithms that are responsive to
connection-aware triggers like Wi-Fi notification, access network discovery
and selection, detection of mobility, QoS information at a particular AP that
in turn is conveyed to the user on the device through the device user
interface. At the same time, the information gathered will be passed
upstream to the network to help signal the onset of seamless handover.

14. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 11
Drivers and Inhibitors, the Road Ahead
Seamless roaming between LTE and Wi-Fi is a broad goal, but not without
the challenges of fragmentation. Numerous industry players are advancing
Wi-Fi roaming access across different network providers even when they’re
in different countries. It is made clear, the desirability to accelerate the
monetization of Wi-Fi, be it inter-connection fees, wholesale or keeping in
subscribers. On the reverse, it would mean on-boarding of roamers to their
network. The recent announcement of WBA’s Interoperability Compliancy
Program (ICP) specifically aims to address the reduction of fragmentation in
the way the devices connect and roam onto Wi-Fi networks. These will
need to be accommodated through the user interface of the device and in
parallel works well with the native connection management methods.
Despite the plausible efforts of driving Wi-Fi offloading, not all aspects are
addressed and well received with operator sentiments. Other industry’s
take on Wi-Fi questions the limited backhaul availability to carry all those
extra traffic. Some operators prefer to take the direct Internet offload, where
the traffic is diverted to the Internet without visibility, as in public Wi-Fi
networks. While some operators have defined structures to allow a deep
integration of Wi-Fi with controlled offload. The managed Wi-Fi offload may
or may not be chargeable, depending on the subscription. The carrier in this
case can subject to the subscription of policies to which it restrict speeds,
applications and preferred hotspots. It has to be made clear that the
concept of policy control is not to actively block the user’s choice of hotspot
whether public or private but rather to help make better informed choices.
The Intouch Data Offload suite of device-client solutions incorporates
Mobile IP2 technology in its core functionality which allows the preservation
of IP session persistence. On top of enabling seamless mobility, inter-WLAN
technology ensures the solution continues to serve the wider context
mobile data offload strategies across various wireless networks
independent of access network types. Not forgetting the option to bolt on
added Wi-Fi QoS to further precise the entire Wi-Fi experience.
2Note : Greenpacket Mobile IP client is
the world’s 1st patented Mobile
IP client solution

15. WHITEPAPER Is it Enough to Wi-Fi Everywhere? - 12
New non-operator type use cases for Wi-Fi are emerging such as smart
metering, healthcare and attempts to leverage on cloud-driven mobility. It
only makes sense to straighten out the device software and user interfacing
experience where the overall value is understated. As exemplified in Apple’s
iPhone that exploit the use of Wi-Fi. Current approaches of carrier Wi-Fi is
too hung-up on network-centric details and easily underscores the needs
to place a more holistic end-to-end model.

16. WHITEPAPER Conclusion - 13
Conclusion
Consumers today are likely to choose applications that are more bandwidth
intensive like YouTube video, but of lower importance to traverse over Wi-Fi
networks. That is because consumers find cellular networks typically are
better suited to critical interactions such as location-based services, social
networking updates and navigational maps that require real-time
communication. In this aspect, carriers are challenged to reshape the value
of Wi-Fi on the basis of value add as an easily available, simple, reliable and
consistent connections that also comes with a good level of privacy and
security.
It’s clear that consumers shift to a multi-screen world stretching over
smartphones, tablets to desktop PCs. To successfully provide on-demand
options, carriers recognize the need of a multi-device framework to create
an optimal customer experience regardless of the device or screen the
consumer is interacting with. Understanding how many users are using
Wi-Fi is equally important as knowing how much data those users are
consuming. Operators are far from complete visibility of application-led
usage on smartphones by their customer. The potential for addressable
Wi-Fi market represents opportunity bigger than previously thought.
No doubt, cost benefit of Wi-Fi is vital but it’s not the only motivation.
The distribution of smartphone originated traffic between cellular and Wi-Fi
varies widely according to the level of deployment of public and private
Wi-Fi hotspots, quality of Wi-Fi experience, maturity of Wi-Fi practices and
the pricing model of mobile data services impact the Wi-Fi usage.
Nevertheless, Wi-Fi has enormous value on connectivity outside cellular by
stimulating additional demand and differentiated experience. Greenpacket’s
suite of data offload approach takes cue from the market, to lead in the
areas of multiple data offload options over Wi-Fi. As it is standards based
compliant to 3GPP, the compatibility to LTE is easily achievable.
Carriers making substantial investments in their carrier Wi-Fi networks also
benefit from exploiting other provider’s hotspot assets. Some choose to
take step-wise approach to minimize risk. Whichever the options preferred,
it is imperative for carriers to have transparency on delivering the
user experience.

17. WHITEPAPER Discover Secrets of Wi-Fi Offload - 14
Discover Secrets of
Wi-Fi Offload
Take your network to the next level. Leap to the next generation of services
necessary to tap new shares of revenue distribution. With many consumers
quick to dismiss their service providers in search of new media channels
and their fondness of smartphones for everything, it makes sense to
proactively solicit user interaction over those devices and ultimately
re-instate their value proposition of Wi-Fi, 4G, and LTE wherever needed.
Embark on a journey with Greenpacket to discover the hidden secrets of Wi-Fi
offloading and benefit from emerging opportunities. Turn uncertainties into a
step-wise plan for enhancing your network and delighting your customers.
With Greenpacket, you bring value to your subscribers and become their
partner of communication needs.
Free Consultation
If you would like a free consultation on how you can leverage data offload
solutions for enhanced user experience, feel free to contact us at
marketing.gp@greenpacket.com. Kindly quote the reference code,
SWP1212 when you contact us.

18. For more information on Greenpacket’s products and solutions, Associate
please contact us at marketing.gp@greenpacket.com Member
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