Business Intelligence and Policies to Drive Profitable Mobile Broadband Services

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1 Business Intelligence and Policies to Drive Profitable Mobile Broadband Services Niloufar Tayebi Product Marketing Director, GENBAND Femtocells World Summit, June 2011, London, UK

2 Outline Business Intelligence delivered via Traffic and Policy Management solutions (TPM) Proactive services and network planning, depth of analysis key to optimize cost and performance, service creation enablers Mobile Edge Optimization and Mobile Data Offload solutions building upon TPM Intelligence for enhanced network performance and economics 2

3 Radical Change in Traffic Patterns Challenge: Monitor, Report and Act Based on New Traffic and User Behavior, Handling Mobile Traffic Growth Traditional Traffic Patterns Bursty Data Traffic Short call duration, e.g. 90second call models Downlink / Uplink Ratio >>1 Busy-Hour- Centric; network and nodal capacity models impact Existing and Emerging Traffic Patterns Steady High BW Streams Several Minutes of Connection Uplink Usage Growth, impact of social networking, file sharing, content uploads Always-on applications Spreading into Busy Hours/Business Hours 100% 80% 60% 40% 20% 0% % Mobile Broadband Traffic by Application Video Peer to Peer Gaming VoIP Web Browsing Sources: ABI Content Accessed on any Device, fixed and mobile Content Accessed Everywhere 3 YouTube stats on example video clip

4 Managing the Mobile Data Growth RAN Cell site backhaul Core routing and transport internet Solutions per network segment RAN 3G and 4G rollouts Spectrum acquisitions or optimizations WiFi Offload Femto Offload Backhaul Ethernet BH upgrades over fiber or microwave Core Increase in 10G/40G/100G interfaces Converging core, EPC Direct tunneling Intelligent core offload (via DPI) Traffic and Policy Management (TPM) intelligence overlay across the network, services and applications 4

5 TPM Intelligence for Optimization & Monetization Monitor User and Devices Active users, idle users, high BW users, User location, network node User device and service plan Analyze Applications High usage applications QoE at application level 5 Price 3G&4G Services Effectively TPM is Crucial for Managing Growth Ensure QoE; Gain user loyalty Align price model to usage, manage usage quotas Offer increments: top-up options, time-based, location-based

6 Revenue Uplifting ARPU Along Traffic Growth User and Application Awareness to Create New Revenue Base Service Offer + Top-up option + Premium Content + Time-based applications + Location-based applications Base Service Offer + Top-up option + Premium Content An Example Use Case: Redirect $$ Upgrade portal Do you want to top-up usage cap for this month? Base Service Offer + Top-up option $ In some months usage can exceed the monthly plan Base Service Offer (set usage cap) $ Subscriber to a flat-rate broadband service, 1G/month usage cap Service Elements 6

7 What needs to be done for Mobile Edge Optimization? Signaling Overload Relief Identify traffic flow accurately, down to users, sessions, devices and applications Manage frequent attach request causing signaling overload RAN Congestion Management Identify congested sites, drilldown ability of apps, devices, users, location, service plan, roaming users Use the TPM intelligence to plan the network to alleviate congestion, e.g. Offload or shaping traffic towards congested RANs 7

8 RAN Congestion Management Legend: X% QoE Score Congested Node (target node) QoE Scores to show congested nodes across network hierarchy Target congested nodes for applying policies Plan roll-out of Offload Solutions for target congested nodes 8

9 Signaling Overload Issues Chatty Smartphones Act like 1000 s of calls Always-on applications Update messages every few seconds Signaling traffic continues to challenge operators to cope with growth of applications.suffered network outage where one third-party app took the voicecall success rate down to 10 percent because the signaling traffic generated by the app overloaded its network.. 9

10 Signaling Overload Relief Challenges UE Chatty devices Uncertainty around applications, devices, users Competitive service while sustaining loyalty and high QoE Signaling overload SGSN TPM intelligence for accurate, fine granular and timely awareness of data and signaling Visibility down to application level, devices, user clients/agents and service plans Detect, report and act-upon applications with signaling overload issues UE TPM Relief from signaling overload SGSN Leverage TPM superior intelligence and management capability, a proxy to relief from the signaling overload 10

11 Mobile Network Deployment Flexibility Access Edge Core Iu Gn Gi RNC SGSN GGSN TPM Engine Internet 3GPP-Compliant Interfaces to Policy and Charging Iu-PS TPM Engine Gn TPM Engine Internet Internet AAA Policy Gx Charging Subscriber Management & Analytics Gy (OCS), Gz (OFCS) TPM Engine Iu-PS Gn Internet TPM Engine Intelligent Layer Overlay on The Network Inline or Probe-mode At Core or Edge or Access, at Gi, Gn and Iu-PS interfaces 11

12 Mobile Offload Solution Edge Core UE NB RNC Iu Gn Gi Internet SGSN GGSN IP Sec IP Sec Internet SeGW TPM Engine AAA TPM + MDO + Security GW TPM Evolves with Offload Solutions TPM is applicable to macro and femto /WiFi networks Can be combined with HNB GW/SeGW Compliant with Selective IP Traffic Offload (SIPTO) 12

13 Depth of Analysis - Examples By URL By Location Real-time and Statistical Monitoring and Reporting By Application By Device 13

14 Traffic and Policy Management Differentiators Business Intelligence Extensive Application Intelligence Real-time and Statistical Reports Fine Granularity per device, user, application, service plan, roaming partner, and network node Scalability & Performance Application-level performance without impact on core capacity 10,000s transactions per second Mobile Network & Services Optimization Content Acceleration Mass Personalization Service Creation Subscriber, location & device awareness Policies based on application properties, Tiered service options Mass Personalization of subscriber services TPM is Foundation for Innovative Solutions in Content Delivery, Mobile Network & Services Optimization and Personalization 14

15 Summary TPM enables optimizing the network Reducing costly overlays insight into congested areas, superior intelligence for network planning Simplifying operations Real-time monitoring and reporting at operators fingertips with a simple click on the reporting client TPM enables new services Top-up options, usage monitoring, billing verification User-defined and desirable filtering, shaping, e.g. parental controls Third party applications TPM architecture is flexible Networks with macro-cells, femtocells, WiFi hotspots 15

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