The document discusses how carriers can change their mobile broadband strategies to better address challenges from increasing data usage and over-the-top players. It recommends that carriers gain a deeper understanding of how customers use their smartphones and data to help differentiate services and optimize networks. Carriers should also explore managed service models to partner with third-party content and app providers to stimulate mobile data usage rather than trying to be direct content providers themselves. Implementing end-to-end policy control and quality of service management can help carriers enable popular apps and deliver new service offerings.

1. APPLICATION NOTE
DATA OFFLOAD SURVIVAL GUIDE - PART 4
www.greenpacket.com

2. APPLICATION NOTE
Abstract
Over the past few years since the 3rd party application type services
entered the telecom landscape, mobile operators have been chasing after
the promised “app revenue” with a little less than desirable results in the
midst of perceived threats from over-the-top (OTT) players. Despite the
buzz telcos were far from a comfortable position to benefit from the app
model. Telco appstore copycats made little impact against the popularity of
centralized app stores of Apple and Google platforms. It merely helped
push the upgrade of customers to signup smartphone data plans.
One of the concerns carriers are struggling to contain is the fear of
ending up being nothing less than a utility service i.e. “dumb pipe”.
With commoditization of service and near stagnant revenue growth,
carriers are at risk of financial trouble if unavoidable capital investments do
not match up when deploying next generation networks. Carriers urgently
need to take action. Users today do not differentiate the applications and
services, as they expect it to be part of an integrated experience regardless.
Although no carrier has found the perfect solution, but there are no
shortage of best practices to learn from. Given that service prices will
continue to decline, it’s best for carriers to explore ways boost efficiency as
they set out to build new generation networks, rather than simply blocking
out the non-traditional competitors that are multiplying. For a start, they will
need to find a business model that will help enable them to achieve all of the
above with the right business models.
Offloading via Wi-Fi is one of the main ways carriers can offer their
customers to faster speeds for data applications, especially in areas that
have a high concentration of people, such as airports, stadiums and
shopping centers, without the need for a large infrastructure investment or
compromising the performance of 3G. In this fourth paper of a 5 part series,
we take a look at how carriers can include Wi-Fi within their mobile strategy
and make it possible for an addressable market for converged wireless
experience by personalization of services; the aim to offer customers more
than one way to connect to the Web, simply and at high speed with
Seamless Offload approach.

3. APPLICATION NOTE
Contents
Overview 01
Change the Way of Mobile Broadband 02
Don’t Let Your Network Come Up Short
Get Ready for Smart Service
Something for Everyone 05
Making Sense of Technology
Take Seamless Offload to the Road with Greenpacket 07
Secured Integrative Experience
Conclusion 09
Deliver Certainty over Your Service to Customers 10

4. APPLICATION NOTE Overview - 01
Overview
Strong demand for mobile devices with embedded wireless capabilities is
fueled in part by more LTE rollouts. According to research firm HIS,
smartphone is expected to account for 54% in 2013 of the total global
handset shipment and will become dominant in terms of unit shipment.
The declining smartphone prices and diverse model selection has spurred
both lower-end and mid to high-end smartphones globally. The promise
of LTE becoming the enabler of mass connectivity across information,
content, people, machines, places and everything in between will create
massive implications simply for the amount of data being generated and
moved across mobile networks. Not forgetting the signaling load that will
choke networks or at its worst cause service outage. Even with LTE, the
need for complimentary networks such as small cells and Wi-Fi will play
an important role. Not all networks will be 4G LTE and many still rely on
3G networks to carry the load and some are already converging networks
for improved performance.
Today, the average carrier faces challenges from multiple fronts; added
CAPEX from deploying LTE and also spectrum costs, declining revenue
streams, and managing a network under pressure from the data deluge
pouring from tablets and smartphones that are designed to support
bandwidth hungry usage like high definition video, gaming and many
other sophisticated media formats. On top of that, carriers have to deal
with uneven and less predictable usage patterns. Mobile data usage is no
longer fixed at a particular location, but happens anywhere at any
anytime. This means the cost of delivery will remain critical for every
carrier. Across all regions there is increased pressure to consolidate in
order to gain the necessary scale needed to maintain profitability.
OTT services not only run on top of a network and puts stress on network
resources, but also dilute the carrier’s revenue by enabling customers to
talk, text and chat freely, while bypassing the carriers billed voice and SMS
services. What bothers carriers is the “ownership” of their customers
getting hijacked. The separation between network and services that is run
on top of it is becoming more apparent. Services need not be bound by
the network in today’s OTT terms. The carriers are now forced to adapt
new service structures or risk falling behind. Carriers can either choose to
work with OTT or block them out, which the latter seems unwise.

5. APPLICATION NOTE Overview - 02
Considering OTT has a very low entry barrier and the fundamental model
behind scalability of large numbers, carriers would have a better chance
of keeping their business relevant by working with them.
This is a unique opportunity for operators to pull together the necessary
wireless connectivity using alternative technologies like small cells and
Wi-Fi to sell more than just tariffs, but service experience that their
customers want. The reality of complementary 3G-Wi-Fi offloading is real
and brings tremendous benefits in operator networks. Data offloading
done correctly enhances the experience by addressing issues of
connectivity, access, security, authentication and enablement of multiple
service offerings.

6. APPLICATION NOTE Change the Way of Mobile Broadband - 02
Change the Way of
Mobile Broadband
Mobile users have long embraced traditional messaging services but it is not
enough today for carriers to continue on that business model. Today’s
converging communication environment offers a wide array of services ranging
from voice, text, chat, video, Internet, music and more. Carriers benefit from the
opportunities and at the same time face many risks. Broadband networks have
allowed many OTT players flourish, increasingly losing control over their
ownership of users and has resulted in service disintermediation. Carriers now
see many companies competing to provide service over their networks and build
a relationship with their customers.
Previously, mobile data usage was merely within the boundaries of email and
web browsing capabilities. Today, the smartphone capabilities are far more
powerful. Understanding how consumers are using their smartphones today
presents a far greater challenge than older generations of handset. Pertinent
questions such - How much data are they generating and over which network?
Which apps are generating data and how does the quantity of that data vary
between Wi-Fi and cellular networks?

7. APPLICATION NOTE Change the Way of Mobile Broadband - 03
Don’t Let Your Network
Come Up Short
Smartphones offer consumers a single device to meet all of their
communication needs. Similarly, smart networks require tools that provide
a level of visibility into network activities and resources – deeper
understanding of interactions between policy-control systems including
provisioning of services. Data traffic generated by smartphone users needs
to be differentiated to enable service differentiation and improve user
experience while optimizing network resource utilization.
Only with real-time and direct delegation of policy from the policy controller
to these components can carriers monitor, differentiate and prioritize traffic
according to user subscriptions and network conditions together with the
assurance of inter-working between networks.

8. APPLICATION NOTE Change the Way of Mobile Broadband - 04
Get Ready for Smart Service
At a time when carriers recognize taking transformative measures to current
business models in an increasingly competitive marketplace, relate to the
end-user through relevant services and cut operating costs; they need to
work as closely as possible with the broadening reach of the content supply
chain and applications market. A logical step to effective management of
operations will turn in the direction of a managed service model. Previously
network- and services-driven, carriers now place its view of partnering
providers of 3rd party service platform as the next logical step to
optimization of service delivery. Carriers can bring their own unique
capabilities to overcome competition and demand, where relationships
between both parties can benefit. In the 3rd party supply chain space, it’s
all about working out equitable revenue sharing deals, brand equity and
mass market reach as a start to treating partners as customers as well.
Focus on enabling the Internet communication apps and getting the most
relevant apps working well on smartphones brings value on the collaboration
equation. And stop trying to be actual content providers. Many carriers have
implemented policy control to some degree and see opportunities to adapt
new innovative offerings, delivered by end-to-end policy control and QoS,
which allow smartphone operators to stimulate mass uptake of mobile data
and broadband as they differentiate from their peers.

9. APPLICATION NOTE Something for Everyone - 05
Something for Everyone
Automating areas like access, discovery and selection as a first step in
guiding the user experience is rewarding be it from a user level to network
level and service level. Today’s user expects less than a set of integrated
communication features as necessary for voice, data, content, media,
applications and more.
The efficiency for building advanced networks is clear- higher speeds,
bigger capacity, better reliability, but the revenue case may not necessarily
equate to reciprocal uplift. Although it may pull customers away from rivals,
with less capable networks it does not mean they are willing to pay more.
The mechanism to extract efficiency of Wi-Fi in delivering content, new
ways of charging customers for usage has to be implemented with careful
study of what is realistic and what is not. Examining the interest level of
customers to bandwidth-rich offering and preferences can help operators
delay the rollout of next-generation networks wherever necessary and
focus to supplement demand-driven pattern with advanced technology.
This can be achieved with Seamless Offload by leveraging Wi-Fi networks.
From the user’s perspective, it means convenience and comfort level of
knowing what, where and how the content can be made safer, accessed
faster with a certain quality of service and readily available for personalization
and it all inter-works perfectly regardless of 3G, Wi-Fi or LTE.

10. APPLICATION NOTE Something for Everyone - 06
Making Sense of Technology
Technology is a valuable tool to derive new business models.
Greenpacket’s approach is focused on device-based solution that
streamlines the need to reach a large installed device base. The client is
uniquely developed to be instantly deployable, without long and
complicated integration and test cycles. By incorporating iWLAN
technology with a standards based design over native UI settings, the client
ensures user interaction with the device remains familiar. Additionally, the
client is scalable and readily upgradable to advance into the evolved packet
core (EPC) infrastructure.
The single-client software works to converge multiple network access and
executes data offloading transparently by switching between 3G-Wi-Fi and
vice-versa. Incorporating customizable features and capabilities, Seamless
Data Offload client can intelligently detect the availability of access networks
based on signal strength and user policies allowed for accessing certain
data services on a cellular network such as 3G and if there is less
congested alternative network such as Wi-Fi available in the same vicinity.
Carriers can also opt to customize those connection policies to route
certain IP traffic over specified networks with more advanced practices of
IFOM and MAPCON – the discussion of which is beyond the breadth of this
paper. By switching the user from 3G to Wi-Fi without interruption to
connectivity and retaining visibility over all carrier VAS and wall garden type
services, ensures a seamless user experience.
IP SEC

11. APPLICATION NOTE Take Seamless Offload to the Road with Greenpacket - 07
Take Seamless Offload
to the Road with Greenpacket
Need for a phased out offload roll-out and get started quickly and
economically? A client-based solution can be instantly deployable on
subscriber devices without capital build out or network upgrades. Many
carriers control the volume and type of data on their networks by using
policy management systems directed at traffic flowing within the network
core. It needs to be looked at more broadly. Signaling traffic directly impacts
the Radio Access Network (RAN) layer, which means it is best handled by
pro-actively client-side enforcement controlled through the policy
management system. This provides an overall policy strategy which
optimizes network resources for traffic to and from smartphones related to
the network and environment of use at a given point in time while having a
real sense of the core network backend condition in relation to the usage.

12. APPLICATION NOTE Take Seamless Offload to the Road with Greenpacket - 08
Secured Integrative Experience
Intouch Seamless Data Offload is a device-based client that is iWLAN
1Note : Instinq Analytics Engine is part
capable. The client can help ensure the subscribers are getting reliable of the Customer Experience
network connections on carrier networks or even when they are on partner, Intelligence solution platform
from Greenpacket that aims to
private or public wireless network. Take the burden off the mobile network optimize the user experience
through deeper understanding
at busy times through accessible, secure and reliable offload alternative of applications, devices and
while keeping tabs on user activities. The closely integrated offload, ensures environment in the areas of
user analytics, network
operator has full visibility of their subscribers from the policies enforced, analytics and more.
access rights, allowed subscription, profile management and
SIM-authentication with a tethering mechanism back to the packet core
network, where content control and QoS is within the control of the
operator. Also in the emerging Hotspot 2.0 and Next Generation Hotspot
(NGH) initiative and framework, it will bring mobility and work hand in hand
to support interoperability across network technologies and devices.
The intelligent client learns of subscriber state and network state
parameters over time to detect the corresponding bearer (Wi-Fi, 3G, LTE) to
the suitability of context (service type, device type, environment in use).
These parameters ensure that the operator retains visibility of which IP
traffic are critical and retained on the 3G or Wi-Fi connection.
Also, the client can have extended abilities to support the Instinq Analytics
Engine1 to monitor connection activity and performance metrics across
multiple networks 3G, 4G and Wi-Fi with a closed-loop mechanism that
help measure the impact of offload and better policy definition to ensure
best possible user experience before and after offload.
It is obvious policy management now forms a critical part of wireless
networks and also wireline networks, both to address congestion and traffic
management but also to enable new applications and services. And all
these need to happen seamlessly and offer automation, in order to
capitalize the power of integrated billing. With Seamless Offload, the iWLAN
client ensures the process of offload do not bypass the operator’s core
network even when applications are headed for the Internet. The act of
retaining traffic within the operator’s core network may seem
counter-productive in offload, but having the right view of which types of
traffic should remain on which links with advanced technologies like
MAPCON or IFOM adds another dimension to the clarity of offload
objective. Service providers face choices as to how to scale their policy

13. APPLICATION NOTE Take Seamless Offload to the Road with Greenpacket - 09
deployments to meet these new requirements, including the decision as to
where in the network policy and local policy interact, reside, prioritized and
how it will or won't be controlled.
Seamless Offload finds it value in the way it consolidate the ownership,
credentials, policy assignment and definition customized to give the degree
of control that the operator desire without suppressing user’s expectations
of neutrality and fair treatment of their rights as consumers. At the same
time, it is also important for operators to defend its wall-garden services
without discriminating and penalizing 3rd party services by charging a
premium which may result in backlash. Value added services such as
location-based services, m-wallet, parental controls, shared data plans are
some unique services that users may highly value and unavailable through
3rd party services. Ultimately, it is the perceived value or the lack of it that
primarily drives user expectations, depending on business model the operator
operates. Seamless offload offers carriers the convenience of enabling.
• Secured access to Carrier, Partner, Public or Private Wi-Fi hotspots
wherever available to create an automated experience to their customers
• Multiple platform service delivery and OTT delivery that takes on a
different type of contribution to the customer experience
• Integrated experience to offer service bundles – across multiple
devices and ability to customize/personalize relevant applications,
deeply integrated onto devices and working in collaboration across
3rd party services (where conflict of privacy concerns should be
succinctly addressed) other than carrier VAS

14. APPLICATION NOTE Conclusion - 09
Conclusion
As most carriers move into mobile data models, the fear of voice charging
becoming irrelevant is a blow to their business. So far, some carriers have
responded to VoIP by blocking it resulting in uproar of protests of the
consumers and advocates of net neutrality. The alternative in this is to see
VoIP and a host of other OTT services as an opportunity. It may seem
counter-intuitive at first to intensify the competition of the consumers’
fondness for such services by allowing it to run over their infrastructure and
service offering. But there is more to it when looked at a different perspective
that offers broad distribution. Operators can bring back the key relationship
with their customers and radically boost low-revenue growth prospects,
improve operating efficiency and perfecting their bundled service pricing to
differentiate what works and what doesn’t in the longer term.
Strong demand for mobile broadband modems and embedded connected
devices, fueled in large part by LTE rollouts will see mobile broadband
connections to grow 36% annually until 2015 as predicted by Gartner. It is
not surprise that carriers will need to re-think their operating models to
contain the right mix of heterogeneous networks and act fast. New IP
driven inter-connection and roaming support such as trusted Wi-Fi offload
and Hotspot2.0 and Next Generation Hotspot (NGH) are emerging to
enable cellular operators to meet those increasing traffic demands of mobile
users. Both trusted and un-trusted relationship adds a new dimension to
the control of network selection and traffic routing policies to create a
seamless experience.
On top of that, client device behavior and its relationship with the core
network should be wrapped around in an end-to-end core ability as it
brings a range of use cases, imminent in today’s diverse networks and
avoid falling into the trap of building networks in silo – carriers must instead
use methodologies that exhibit true performance and measure user
experience through connectivity, mobility and inter-operability through
Seamless Offload approach. By creating a greater overlap in Wi-Fi network
coverage and a greater variety of Wi-Fi networks that users can connect to,
operators can economically manage the needs of mobile data offload
without intensive capital expenditure as they build out newer next
generation networks.

15. APPLICATION NOTE Deliver Certainty over Your Service to Customers - 10
Deliver Certainty over
Your Service to Customers
In these days innovation cycles are happening faster and faster, driven in
part by OTT players and developers. Operators need flexible network
architectures that can cope not only with the current demands, but the
onset of cloud-based services and anything in between that can be thrown
at it in the next five to ten years.
Turn your uncertain challenges into business certainty as we introduce a
phased approach for data offload strategy.
Embark on a journey with Greenpacket to discover the meaning of
seamless offloading and start realizing the possibilities for enhancing your
network and delight 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 network performance and user experience, feel free
to contact us at marketing.gp@greenpacket.com. Kindly quote the
reference code, SWP1012-P4 when you contact us.

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