3. Global Mobile Data Traffic Drivers
More Mobile Connections By 2016…. Faster Mobile Speeds
More Mobile Users More Mobile Video
Mobile
Momentum Metrics
3
4. Traffic Explosion Drivers
More content
More
Content
Higher resolution content
Stronger devices with Better
Network
Higher
Resolution
infrastructure content
– higher resolution screens
Cheaper data plans
Better network infrastructure
Higher
Cheaper
Resolution
Data plans
devices
4
5. Revenues Perspective
Third party
OTT Revenues
CSP Content
and Services
Revenues
CSP
Transportation
Revenues
More
content
Better
Higher
network
resolution
infrastruct
content
ure
Higher
Cheaper
resolution
data plans
devices
5
6. World YouTube and Streaming Data Share
Source: www.techspot.com, www.sandvine.com
6
12. U.S. Wireless Operators Price Per Unit
Source: fierce wireless," Entner: What is the price of a megabyte of wireless data?
http://www.fiercewireless.com/story/entner-what-price-megabyte-wireless-data/2011-04-13
12
13. The Hunger Games
The ever hungry bandwidth
consumer leads to
− New technologies - LTE
− New business Models – policy
based charging, data shared
family plans
13
14. LTE
New Transportation Layer
New Network Elements
Evolved Packet Core
HSS
– HLR -> HSS SGSN
P-GW PCRF
MME P-GW
– PCRF IRAT GSM Network UMTS Network
More bandwidth eNodeB eNodeB
Requires big rollout / eNodeB
transformation projects
14
16. LTE RA Rollout Challenges
Integrity of Porting and mirroring data to new network
elements
Understanding and collecting
data from new elements
Implications of connectivity
problems
16
17. Example Sprint LTE Coverage 2012
Source: http://coverage.sprint.com/IMPACT.jsp?
17
18. Sprint Coverage 2012 - Example
Source: http://coverage.sprint.com/IMPACT.jsp?
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19. LTE “business as usual” Challenges
Mobile networks will be a mix of 2G, 3G and 4G technologies for
years to come
– Subscriber data is stored in many different locations, typically
defined by different access technologies
– Non uniform network technology coverage
– Device need to select the right technology
– Devices need to “jump” between technologies in the middle of a session
– Multiple Policy charging and rules function (PCRF) elements might be involved
in the same session
– Policy change charging implications
19
20. New Business Models Drivers
The need to control the
volume of traffic
– LTE will not solve all network
congestions issues forever
– LTE deployment takes time
The need to monetize traffic
The need to differentiate
from competition
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21. The Limit of Unlimited
“Like other wireless companies, we're
taking steps to manage exploding demand
for mobile data. Many experts agree the
country is facing a serious wireless
spectrum crunch…
Starting October 1, smartphone customers
with unlimited data plans may experience
reduced speeds once their usage in a
billing cycle reaches the level that puts
them among the top 5 percent of heaviest
data users. These customers can still use
unlimited data and their speeds will be
restored with the start of the next billing
cycle. Before you are affected, we will
provide multiple notices, including a grace
period….”
Source: AT&T http://www.att.com/gen/press-
room?pid=20535&cdvn=news&newsarticleid=32318
21
22. Verizon Share Everything Data Plan 7/2012
Source: http://www.verizonwireless.com/b2c/plan-information/?page=share-everything
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23. New Business Models Creating New RA
Challenges
Do we measure usage correctly?
Are we applying the appropriate
policy, and charging according to it?
Is this transparent and auditable?
Do we continue to “look for the
keys under the light” or “who
moved my cheese” – the need to
update RA priorities according to
the changing business models
23