MOBILE APP RANKINGS REPORT THE APPS IMPACTING YOUR NETWORK & WHAT YOU CAN DO ABOUT THEM

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1 MOBILE APP RANKINGS REPORT THE APPS IMPACTING YOUR NETWORK & WHAT YOU CAN DO ABOUT THEM Richard Crowe Director, IP Platforms Marketing January 4 th, 2015

2 WHY THE MOBILE APP RANKINGS REPORT? App Developers BENEFITS Know app design efficiency & cost delivery against competing apps Analytics provides data to understand what to optimize BENEFITS BENEFITS Know which app to optimize today (traffic and signaling) Know which apps are on the Watch List Know which lowimpact app to package with agile marketing Operators Consumers Know which app eats up your data plan Know which app depletes your battery Know lower cost alternatives OPERATOR & APP DEVELOPER COLLABORATION HELPS THE CONSUMER: LOWER DATA FEES AND BETTER BATTERY LIFE 2

BEHIND THE MOBILE APP RANKINGS REPORT Study of live networks with Wireless Network Guardian (WNG) North America, APAC, Middle East >15 millions subscriber sample Composite not representative on a

3 BEHIND THE MOBILE APP RANKINGS REPORT Study of live networks with Wireless Network Guardian (WNG) North America, APAC, Middle East >15 millions subscriber sample Composite not representative on a specific network Based on 3G, except for LTE factor section Mobile App Rankings Network Impact for Operators App Cost Profile for Consumers App Chattiness for App Developers Data Volume Impact Bandwidth Data Plan Signaling Impact Signaling Resources Device Battery Signaling Efficiency 3

NETWORK IMPACT RANKINGS Top 5 most impacting apps are also the most popular Network Impact Rankings 1. Data Volume Impact Bandwidth share of top apps (ranked 0-10) 2.

4 NETWORK IMPACT RANKINGS Top 5 most impacting apps are also the most popular Network Impact Rankings 1. Data Volume Impact Bandwidth share of top apps (ranked 0-10) 2. Signaling Impact Signaling share of top apps (ranked 0-10) 3. Score Average of data volume impact rank + signaling impact rank 4. Subscriber Share Percent of subscriber using app 4

5 FRAMEWORK TO BETTER UNDERSTAND THE RANKINGS For Optimization 1. High Impact Apps 2. High Volume Apps 3. High Signaling Apps For Agile Marketing 1. Low Impact Apps 5

6 HIGH IMPACT APP RANKINGS* High impact apps are target for both signaling & bandwidth optimization But is it popularity that is propelling these apps in the high impact quadrant or could they truly use app design optimization? *High impact apps are different for each network 6

7 HIGH IMPACT APP COST PROFILE Cost profile focuses on per user cost, not overall app impact Highlights 1. Facebook Messenger & Hotmail need signaling rather than traffic optimization 2. YouTube needs traffic optimization 3. Yahoo Search seems lighter weight than Google 4. Mail apps are not as costly as other high impact apps 7

8 SIGNALING OPTIMIZATION FACEBOOK USE CASE OPTIMIZATION BENEFITED OPERATORS, CONSUMERS (BATTERY LIFE) AND ULTIMATELY FACEBOOK 8

9 HIGH VOLUME APP RANKINGS* High volume apps are good target for bandwidth optimization *High volume apps are different for each network 9

10 TRAFFIC VOLUME OPTIMIZATION Detect congestion period using utilization + user QoE degradation HOURLY DATA VOLUME (MBPS) BANDWIDTH DECREASE -20% -60% TIME SPEND IN CONGESTION PER DAY List all users on congested cells in order of data volume Throttle top 5 users for 20 minutes If congestion escalates, more users throttled. Do not throttle pre-paid users nor VPN users PEAK HOUR PERIOD 1:00 3:00 6:00 9:00 12:00 15:00 18:00 21:00 0:00 SOURCE: Alcatel-Lucent WNG Network Analytics LOWER BANDWIDTH INVESTMENT YET SAME EXPERIENCE UNDER CONGESTION 10

11 HIGH SIGNALING APP RANKINGS* High signaling apps are target for signaling optimization *High signaling apps are different for each network 11

12 SIGNALING SPIKE OPTIMIZATION Trigger: high CPU alarm on SGW Impact: all subscribers on same SGW loose traffic multiple times a day WNG provided info to engage with Google and Samsung: Only Samsung S4 Only OS versions 4.2 & 4.3 When reaching Google.com Patterns same every day Spike size doubled in 12 months Signaling spikes on SGW Root Cause: Mobitiles triggering location-services Google API multiple times a day to present local news. App was pre-loaded on phones. 12

13 LOW IMPACT APP RANKINGS* Low impact apps great for packaging with data plan But if popularity increases with promotion, will it push app into high impact quadrants? *Low impact apps are different for each network 13

14 LOW IMPACT APP COST PROFILE App cost profile looks at average data volume and signaling per user Packaging Options Examples 1. DropBox (non-roaming) 2. Zynga Lite (in collaboration with app developer) 3. Zynga with traffic management 4. Engage Nimbuzz to optimize prior to packaging 5. Zero-rate Google maps and Weather 14

15 LTE IMPACT ON APP RANKING App cost sustainable when looking at LTE? Highlights 1. Data was inconsistent in LTE; different trends for each provider 2. Trends depend on LTE data fees UMTS or CDMA network Cultural differences How long since LTE was deployed Etc 15

16 NETWORK IMPACT APP RANKING SUMMARY 16

17 THE WATCH LIST The watch list contains high cost apps that should migrate to high impact as popularity increases 17

NETWORK IMPACT RANKINGS Pre-dominant in Middle East REGIONAL DIFFERENCES Developing countries also Highlights 1. Middle-East: more social media apps 2.

18 NETWORK IMPACT RANKINGS Pre-dominant in Middle East REGIONAL DIFFERENCES Developing countries also Highlights 1. Middle-East: more social media apps 2. Developing countries: mainly use establish apps and little video 3. Pre-dominance of music, weather and enterprise mail in North America 4. QQ.Com mainly in high Chinese population countries Pre-dominant in Chinese population concentration Predominant in North America 18

19 WE KNOW THE NETWORK! Alcatel-Lucent Wireless Network Guardian m.iq 6 7,000 offthe-shelf reports Fieldproven Forensics Service Team m.iq 6 NETWORK ANALYTICS 19

20 MOBILE APP RANKINGS REPORT DOWNLOAD THIS REPORT 20

22 APPLICATION COST RANKINGS For Consumers 22

23 APPLICATION COST RANKINGS For Consumers App Cost Rankings 1. Data Volume Rankings Average bandwidth per user of top apps (ranked 0-10) 2. Signaling Rankings Average signaling per user of top apps (ranked 0-10) 3. Overall Rankings Average of data volume rank + signaling rank 23

24 APPLICATION COST PROFILE SUMMARY Highlights 1. Most mail apps have similar profile. Mail is the original mobile app: reaping the benefits of multiple cycle of optimization 2. Social media apps have range of cost profile, reflecting widely different features and design implementations 3. Social media apps are costly on device battery 24

Device KPIs NETWORK Network topology Subscriber path Bandwidth utilization SIGNALING Signaling volume RF utilization (airtime)

25 WIRELESS NETWORK GUARDIAN M.IQ 6 OFFERS A UNIQUE UNDERSTANDING OF INTER-RELATIONSHIPS BETWEEN ALL 6-DIMENSIONS APPLICATION DEVICE Device type Device OS version Device KPIs NETWORK Network topology Subscriber path Bandwidth utilization SIGNALING Signaling volume RF utilization (airtime) Signaling KPIs m.iq 6 Application list Application volume Application KPIs SUBSCRIBER IMSI IP address QoE IP FLOWS 5-tuple analysis NE transversal graph IP Flow KPIs MULTI-VENDOR, MULTI-TECHNOLOGY FOR NETWORK PERFROMANCE, SUBSCRIBER QoE & TREND ANALYSIS 25

Mobile Application. Rankings Report HIGH VOLUME APPS. Volume impact ranking APRIL 2014. Facebook Messenger WhatsApp. Google Search. Kik.

Mobile Application. Rankings Report HIGH VOLUME APPS. Volume impact ranking APRIL 2014. Facebook Messenger WhatsApp. Google Search. Kik. WhatsApp Google Search Kik Hotmail ING APPS Channel Yahoo! Mail Mail HIGH IMPACT APPS Twitter Skype Tango Gmail er Yahoo! Search YouTube itunes ail T APPS AccuWeather The Weather Channel Apple Maps HIGH