APPLICATION NOTEAbstractToday’s mobile network is akin to high speed highway. And so is the speedof consumer consuming ban...
APPLICATION NOTEContentsOverview                                         01Marrying Content and Experience with Mobility  ...
APPLICATION NOTE                                                                                 Overview - 01OverviewThe ...
APPLICATION NOTE                                                             Overview - 02As more and more consumers choos...
APPLICATION NOTE                                         Marrying Content and Experience with Mobility - 03Marrying Conten...
APPLICATION NOTE                                      Marrying Content and Experience with Mobility - 04Mobility is only a...
APPLICATION NOTE                                      Marrying Content and Experience with Mobility - 05Springboard to Glo...
APPLICATION NOTE                                                  Is Your Network Mobility Enabled? - 06Is Your Network Mo...
APPLICATION NOTE                                                            Making Sense of Technology - 07Making Sense of...
APPLICATION NOTE                                                            Making Sense of Technology - 08Various policy ...
APPLICATION NOTE                                                         Making Sense of Technology - 09Matching Seamless ...
APPLICATION NOTE                                                                  Conclusion - 10ConclusionLooking beyond,...
APPLICATION NOTE                                      Take Your Network on the Road to Mobility - 11Take Your Network on t...
For more information on Greenpacket’s products and solutions,                                                             ...
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WiFi Offload Guide / Strategies for Telcos


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WiFi Offload Guide / Strategies for Telcos

  2. 2. APPLICATION NOTEAbstractToday’s mobile network is akin to high speed highway. And so is the speedof consumer consuming bandwidth as if it was unlimited. Every capacitythat carriers create is being utilized quickly. Facing limited bandwidth andincreasing demands, carriers have responded in ways that are notconsumer friendly for some parts with shockingly excessive bills andattempts for forced throttling.Smartphone owners use their device primarily for surfing the web, checkingemail, and using apps; with the least time spent actually making phonecalls. This smart device is somehow indispensible and has become alifestyle necessity without absence of use. It is the first thing we check everymorning. The last thing we check at the end of the day, closely guarding ourmost important information and point of connection to work, business andleisure activities.As a result of the data wave, there are opportunities that are being created,one that takes advantage of the data being generated in a way thatenhances the user experience and provides value. On the flip side, the datatraffic will continue to grow rapidly where carriers are struggling to off-settheir revenue leakage with network investments. Topping the list of carrierconcerns; enabling customers to access content and services from everydevice that they use seamlessly whilst having a sense of control over thelevel of deployment economically and rapidly.Given the increase in the number of permutations of device and contentavailable out there, a move towards web-based cloud solutions willinevitably form the need for more mobility and efficiency in delivery.This paper will discuss the implications of the emergence of multifunction,multi-radio systems and multiplatform application and services that aredriving forward seamless mobility in the pretext of “now” that allows usersto transparently access network connections and ensure sessionpersistence across varied connections for consistent experience togetherwith issues of seamless mobility including services that support the fullrange of applications voice, data, video, and messaging via smart devicethat is able to interface to 3G, 4G, LTE and Wi-Fi networks in a seamlessoffload environment.
  3. 3. APPLICATION NOTEContentsOverview 01Marrying Content and Experience with Mobility 03Smarter Data Meet Smarter NetworksReady to Automate, Inter-Work and MobilizeSpringboard to Global ConnectednessIs Your Network Mobility Enabled? 06Making Seamless Mobility Real with Greenpacket 07Engaging Next Generation ServicesMatching Seamless Connectivity with MobilityConclusion 10Take Your Network on the Road to Mobility 11
  4. 4. APPLICATION NOTE Overview - 01OverviewThe drive for smartphone sales can be contributed to the addiction toinformation. The consumer’s relationship with their smartphones is sostrong that it may be more important than the personal computer (PC)once was. The volume of smartphones purchased by consumers,in addition to the demand for rich content proficiencies is putting atremendous burden on operators who are forced to meet the demand.Moreover, the values of the information that are downloaded, shared, orused are largely driven in the ability to make it consumable in the presentmoment. Some examples of which; Can I re-schedule my business trip?What is the weather forecast today? When is that meeting? Can Itelecommute and work on the presentation? Where’s the nearestStarbucks? How do I get there? Who’s listening to music on Spotify?It will come as no surprise, as smartphones shipment will eclipse thecombined total of PCs and laptops for the first time in 2013, according toIDC1. The iPhone had tremendously changed user behaviors. Prior tothat, users were contented with call quality and the cost of the device.Those are no longer determinants. It is more about easy access to data,price plans and value-added service today. But, it is also these factorsthat are squeezing the pockets of carriers. Taking a different approach,carriers can leverage on their strengths that prioritize the user experienceto turn the challenge into opportunity.Taking a phased approach to enhance the existing macro network andplan the integration of Wi-Fi or small cells can deliver greater capacity andenhance the user experience as well as help reduce total cost ofownership by up to 20 percent, as reported in some Wi-Fi successstories. Over and above, the increasing talk of seamless roaming andglobal mobility is already on the road to reality with Wi-Fi Alliance’sHotspot 2.0 and Wireless Broadband Alliance in championing the NextGeneration Hotspot (NGH) initiative. What’s needed is an end-to-end andcustomized solutions that ensure a stronger bottom line and greaterefficiency to market. 1Source : IDC Mobile Phone Technology and Trends
  5. 5. APPLICATION NOTE Overview - 02As more and more consumers choose the time and place to read, watchand buy services across various wireless networks, the value of content isking. But who manages those data-centric experiences? Carriers are bestpositioned to take on the opportunity while it is steam-rolling. Seamlessmobility for success in data offload is not too far-fetched in terms of theavailable technology and the ability to maintain relevance rather thansuccumb to rapid replacement by competition.
  6. 6. APPLICATION NOTE Marrying Content and Experience with Mobility - 03Marrying Content andExperience with MobilityMobility further opens-up avenue for real-time technology designed in today’snetworks. With the multitude of applications and social media interactions thatare location or presence-based, mobility can help augment the business case forintegration of cellular infrastructure with Wi-Fi in the scope of offload andmanaged services to better accommodate smooth LTE interactions.The goal is to give Wi-Fi or other WLAN type networks a cellular-like experiencein terms of seamless handover while ensuring session continuity. What’simportant in terms of user experience is to automate the authentication and allowusers to do it transparently, without changing the look and feel of the deviceinterface. Also, allowing the user to take that experience everywhere they gowithout disruption. The early concept of communication is limited to one singletask at a time, be it making a voice call or messaging via SMS. But newsmartphones have dramatically influenced user behaviors. Today, users canperform multiple tasks like watching a video while posting to social forums, blogsand exchanging or sharing pictures concurrently and instantaneously.Smarter Data Meet Smarter NetworksHow carriers maximize the use of data and optimize planning with betterproficiency in handling the device, network and environment states in theirnetworks could prove success for their business. Managing subscriberusage is growing increasingly complex as devices become “smarter,”networks become faster, and data usage skyrockets.Suffice to say, services are fundamentally more complex to deliver, manageand process. The irony of smartphone is it isn’t smart enough to maintainsession persistence when switching between different networks. Althoughmobile IP technology has been around for decades since its inception,it has stayed relatively unnoticed in the adoption onto mobile wirelessspace. Not until rich multimedia content became mainstream and the needfor consumers to be on the move, that made carriers recognize theimportance of incorporating mobility to propel the delivery service reach.
  7. 7. APPLICATION NOTE Marrying Content and Experience with Mobility - 04Mobility is only as strong as its weakest link. By which rich multimediacontent requires just as robust and plentiful of bandwidth to allow seamlessservice. The marrying of Wi-Fi into heterogeneous networks gives addedcapacity boost. There is no single solution that can claim superior, but thereis no shortage of best practices. The inclusion of Wi-Fi strategies helpsescalate roaming markets outside of cellular. Recent developments in theindustry is making positive progress for Wi-Fi to look and deliver a morecellular experience where users can roam across other carrier’s networksand automatically associate with carrier networks regardless of 2G, 3G, 4G,LTE or WLAN connections. And all that should happen seamlessly.Ready to Automate,Inter-Work and MobilizeMost operators are eager to leverage on using data to study demographicsand the flow of large groups of people. An area in which large volume ofdata might have obvious uses including the onset of cloud-basedapplications and provision of location-based services. This is a largelyuntapped market, and expected to grow in tandem with multiple serviceofferings including mobile marketing, online storage, and cloud services assuch. Networks in situations like these rely on mobility and embeddedintelligence to maximize use of the data to broker with tourist organizations,hotel chains and retailers all into one place and speedy delivery of services.The combined ease of mobility and location-based services such as mapsand navigational properties with promotion tie-ups are perfect ingredientsto promote the user interest and present strong opportunities forcompanies to benefit. As smarphone ownership increases, mobile Internetusage grows in proportionate volume and significantly drives the necessarymobility capability within the service provider business models.
  8. 8. APPLICATION NOTE Marrying Content and Experience with Mobility - 05Springboard to Global ConnectednessThe multi-directional data stream and multiple touch points over thecarrier’s network give rise to implications on how carriers can improve theirinteraction not only with customers, but also with businesses and majororganizations looking to harness the capabilities of mobile devices. Theecosystem of infrastructure vendors, device vendors, content providers andtechnology innovators come together to offer a rich source of businessintelligence that can be used in many ways. These are valuable in helpingcarrier’s monetize their assets – particularly as LTE takes prominence and isexpected to generate significant returns on their investment in networkinfrastructure in the prevailing years.The onset of cloud technology and web-sphere movement along withmobility has put the carriers on the path to capitalize on cloud capabilitiesboth as providers as well as adopters of the technology, which will becomeinstrumental to make success of ubiquitous broadband. Like many ICTadvances, cloud technology is deeply driven by the power of mobility. Thesupposed efficiencies and conveniences of not having to restrict accesson-the-go make it attractive to consumers and businesses alike. It may notseem obvious at first, that applications from email to online music, socialnetworking and file sharing are indeed cloud-based services. Businesseson the other hand delight in outsourced platforms such as CRM systems,hosted storage and managing massive data centers in a much leaneroperational mode.It makes sense that carriers are eager to exploit this next wave ofopportunity by positioning their ubiquitous network connectivity to managecloud connectivity, as a vehicle to open-up emerging M2M platforms as wellas enhancing cloud offerings from OTT to hosted infrastructure.
  9. 9. APPLICATION NOTE Is Your Network Mobility Enabled? - 06Is Your Network Mobility Enabled?Mobility as we know it is a driving factor to the delight of users. Future ofInternet bandwidth will have to come from various sources like 4G,LTE including public Wi-Fi hotspots. With the ability to bring mass scaleWi-Fi deployment down to the consumer level is good news for carrierservice providers, equipment vendors, content providers and regulatorschampioning net neutrality as the industry prepares to go beyond 4G inmeeting consumer demand and growth when the next generation of mobilebroadband is introduced.Consumers can have the option of accessing fixed-line Internet previouslyreserved on their home network on their mobile devices hassle-free,seamless as if it was one single network and with true mobility. Multi-screenexperience is now easily made available with carriers, cable companies andoperators extending their bundled packages across multiple networks inthe form of data, voice, high speed broadband and content. It is not difficultto see why the need for mobility enabled.On top of that, the emerging trends of M2M applications are adding multipledimensions to the importance of mobility. M2M had already been in themarket a while ago functioning discreetly behind operator networks, but theresurgence of M2M into mainstream services are making the appreciationof smart connectivity contextually interesting, benefit from cloud modelsand vice-versa. Soon, connected devices will be enabling better healthcareaccess, ensuring safer motoring, bringing smart grids together, improvingfinancial institutions, enhancing public security and safety and industrialautomation for navigation and control systems. Due to the near ubiquitouswireless networks today, it won’t be long before the next generation ofnetworks and LTE dominates the connected world, further putting pressureon the need of networks in relevance of data growth, mobility as well as todraw value from that relationship.All this data depends on the network. With the introduction of theconnected car, mobile retail to the connected house, the growth in mobilepayment technologies with the mobile device as a wallet is intensifying.Consumers will check the status of their home appliances whilst away fromthe house; for example turning on the heating before they return. The datafor all these innovations depend on the network and mobility to support.
  10. 10. APPLICATION NOTE Making Sense of Technology - 07Making Sense of TechnologyNeed for a phased out offload roll-out and get started quickly andeconomically? A client-based solution is suggestive as the implementationis befitting for carriers looking for a feasible and fairly quick time-to-marketstrategy of including a wider range of Wi-Fi, 3G and 4G servicecompetitiveness. The changing mobile industry landscape that isdominated by rich content is a constant reminder for carriers to stay aheadin times of cost cutting, and marginally keeping profits sustainable withcontinual expansion.Engaging Next Generation ServicesToday, most of the services targeted at consumers are offered by OTTproviders which exploit the ubiquitous connectivity as provided by thecarrier service providers. As such, carriers are quick to react with bundlingof basic connectivity (fixed and/or mobile) and communications thrown inincluding voice, data, messaging and broadband Internet with elements ofcloud-based applications. The ability to offer secure and reliableconnectivity with varying degrees of quality-of-service (QoS) puts them in auniquely solid position to have trusted customer relationship. This newgeneration of services inevitably puts competitive pressure to invest infaster, more advanced network and extend the lifecycle of their networks.Intouch Data Offload is a suite of device-based solution that is capable ofincorporating Mobile IP2 technology in its core functionality which allows thepreservation of IP session persistence. On top of enabling seamlessmobility, the solution can also serve the wider context of mobile data offloadstrategies across wireless networks.By means of better traffic management and coupling with the offloadmethod to allow paying customers to pay for only the bandwidth they need,while freeing-up the bandwidth that would otherwise be used for othersignaling traffic is a good trade-off in times of network congestion. Chattyapplications such as Facebook and Twitter constantly send updates and 2Note : Greenpacket Mobile IP client isrequires synchronization of network resources, resulting in unnecessary the world’s 1st patentedcongestion or at worst cause network outages if in large volumes. Mobile IP client solution
  11. 11. APPLICATION NOTE Making Sense of Technology - 08Various policy management strategies in the aim to help create innovativepricing and bring operational efficiencies have found its way into bothwireless networks and wireline networks, to address congestion and trafficmanagement. But this alone is not enough to handle the unpredictability ofapplications, complexities between the network and device states. Thecombined end to end approach of device-centric client complementing thenetwork centric solutions can help fill the gaps. And all these need tohappen seamlessly and offer automation as part of a holistic end to endapproach.Essentially, the client resides in the device and is governed by theembedded intelligence and algorithms that are responsive toconnection-aware triggers like detection of mobility, access networkdiscovery and selection that in turn signals the onset of seamless handoverwith the correct radio parameters achieved. The complexity of the algorithmrelated to the front-end and back-end processing of functions is beyond thebreadth of this paper.A client solution provides advanced functionality to existing cellular devices,while providing a solid migration path to full IP-based multimedia services.The solution relies on network-based interfaces and systems, providing amulti network-capable, scalable solution with a unified service experiencefor the user from a single device without altering the user’s familiarity withtheir devices. Additionally, the path to full IP network convergence asdefined within the 3GPP standards can be easily achieved withoutcomplexity. Operators are in a unique position to provide managedconnectivity between various 3rd party providers and its network, offeringflexibility of network resources in real-time and on-demand.
  12. 12. APPLICATION NOTE Making Sense of Technology - 09Matching Seamless Connectivitywith MobilityIdeally, seamless mobility in the context of accomplishing mobile dataoffload solution should provide users with a seamless experience while theyuse various applications on their devices. It should also make intelligentdecisions about keeping data flow on preferred networks (e.g., retaincertain traffic such as VoIP, on 3G/LTE even when Wi-Fi is available). Uniqueto the Intouch Data Offload solution suite are the following attributes thatmake seamless both connectivity and mobility support:• Inter-working client enabled through Inter-WLAN technology• Mobile IP variant support of IPv4 and IPv6• Inter system roaming (3G, 4G, Wi-Fi, LTE)• Full IP convergence (EPC)The device-client fundamentally improves device and user management byconverging multiple network access and executes data offloadingtransparently through operator defined rules and operator defined accesspriorities. Incorporating customizable features and capabilities through thesupport of inter-WLAN, ANDSF technology further improves security,mobility and user experience through optimized handovers typical indeployment of high growth real-time data services. A seamless handoverbe it intra or inter handover, is required by strict QoS and can vary onlywithin a minimal measure, so that changes are not noticeable to the user.Also in the midst of emerging Hotspot 2.0 and Next Generation Hotspot(NGH) initiative and framework, the underpinning importance of mobility istaking center stage vital to the support of interoperability across networktechnologies and devices.
  13. 13. APPLICATION NOTE Conclusion - 10ConclusionLooking beyond, current developments have barely scratched the surfacewhen it comes to realizing untapped opportunities and innovationsthroughout the wireless network ecosystem. We can look forward to seeingnew business models and services delivered when the network performs inways previously unknown. Growth of new technologies will be spurred andapplications will be invented as new devices come to market. Nextgeneration networks together with advanced LTE technology will continue tocreate tremendous opportunities for the entire ecosystem that transcendssuper high speed broadband, M2M and cloud-based offerings alongside3G, 4G, Wi-Fi and fixed communications.A major shift in user experience is taking place, where mobility is the drivingforce to a new level of experiences. Operators investing in the capability toprovide integrated mobility are opening doors to a synergistic platform readyto embrace value added service including network analytic & reporting andextending core capability of cloud-based service spread. Together with thedata offload movement, the efficiencies of integrated connectivity cross-overcould make an important source of revenue expansion in the midst ofslowing revenue growth in traditional services.By leveraging the power of mobility and making available roaming servicesoutside of cellular markets into multi-access network, it provides streamlineaccess to 3rd party cloud services and 3rd party content to proliferate andoptimize the servicing and business models. Amongst the benefits includeoutsourced applications, on-demand CRM platforms as well as hostedsolutions for infrastructure, software and storage. All this can be achievedwithout the complexities of building independent systems, but leveragingexisting network assets. In the future, the operations of carriers will come toexpect some degree of network functionality and service intelligence to bemanaged independently of geographical boundaries, but closely tied to alinkage of interoperable and seamless connectivity relationship.
  14. 14. APPLICATION NOTE Take Your Network on the Road to Mobility - 11Take Your Network on the Roadto MobilityChange the rules of networking. Service reach should not be delimited bywhich network and device the subscriber is subscribed to. Broaden theuser experience and enable a wide range of personal services for whichmobility serves to hold the connections as we introduce a phased approachfor data offload that incorporates mobility.Embark on a journey with Greenpacket to discover the meaning ofseamless offloading and true mobility. Start realizing the possibilities forenhancing your network and delight your customers.With Greenpacket, you bring value to your subscribers and become theirpartner of communication needs.Free ConsultationIf you would like a free consultation on how you can leverage data offloadsolutions for enhanced user experience, feel free to contact us Kindly quote the reference code,SWP1112-P5 when you contact us.
  15. 15. For more information on Greenpacket’s products and solutions, Associateplease contact us at MemberSan Francisco · Kuala Lumpur · Singapore · Shanghai · Taiwan · Sydney · Bahrain · Bangkok · Hong Kong ©Copyright 2001-2012 Green Packet Berhad. All rights reserved. No part of this publication may be reproduced, transmitted, transcribed, stored in a retrieval system, or translated into any language, in anyform by any means, without the written permission of Green Packet Berhad. Green Packet Berhad reserves the right to modify or discontinue any product or piece of literature at anytime without prior notice.