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Disruptive Analysis - The Effects of Mobile Video On Traffic + Policy Management
Disruptive Analysis - The Effects of Mobile Video On Traffic + Policy Management
Disruptive Analysis - The Effects of Mobile Video On Traffic + Policy Management
Revenue
Oh no! Video consumes a lot of bandwidth. Its going to lead to congestion & network meltdown! We need complex videospecific policies & plans!
Time
October 2011
A) Specific devices?
B) Specific users?
D) Specific times?
October 2011
E) Specific locations?
Copyright Disruptive Analysis Ltd 2011
F) Specific apps?
Oversimplified analysis
Revenue
Time
Need for more sophisticated measurement, metrics, analytics & policy: busy cell / busy hour dynamic congestion-awareness uplink vs. downlink signalling traffic device & user application / use-case
October 2011
$
Compression, content optimisation, pacing & transcoding
Core
Internet
X. Y. Z
Device-based solutions
Caches / CDNs
And video-specific solutions like pushed channels, adaptive bitrate streaming etc
October 2011 Copyright Disruptive Analysis Ltd 2011
Strategy Legal
Radio network
Mobile video
Marketing
Close collaboration Revenue-driven Wants stuff NOW Interested in new plans & billing approaches, also QoE
Looking at use cases for new all-IP EPC. Torn between cost-control & new revenue Wariness of pushing policy down to RAN (& device) unless controllable & standardised
October 2011
IT Core network
Mix of collaboration & rivalry over policy
Phase 3: Congestionbased
Busy-cell/hour Map to SIM / user App-based throttle DPI v2
October 2011
Extra Elastic WiFi WiFi offload 3G Data Traffic over contracted operators WiFi or roaming
3G Data
Private WiFi Smartphone data today
October 2011
Operator B
NNI Radio
Network QoS
Mashup
End-to-End QoS
Quality of Experience
October 2011
The hype: Operators can monetise OTT video by prioritising traffic, guaranteeing QoS, providing data to content cos
The reality:
Network coverage/capacity deficiencies are a showstopper Billing & OSS integration is another showstopper Telcos dont know how to sell QoS; video cos dont know how to buy it Mid-mile QoS is small % of overall QoE Has to work around WiFi, optimisation, ABR, device issues etc. etc. Mashups & app evolution mean its getting harder to define video YouTube, BBC etc arent interested. And what about adult content?
Copyright Disruptive Analysis Ltd 2011
October 2011
October 2011
October 2011