Disruptive Analysis - Offload

8/6/2019 Disruptive Analysis - Offload

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Identifying the congestion culprits &

thinking sensibly about offload

Berlin, 15th June 2011

[email protected]


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Copyright Disruptive Analysis Ltd 2011Jun 2011

Introduction

Disruptive Analysis: analyst house & strategic consulting firm,focused on mobile technology & operator business models

Covered pico/femtocells since 2001, WiFi/cellular since 2003

Blog at disruptivewireless.blogspot.com @disruptivedean

Affiliated with Telco 2.0 Initiative, Martin Geddes & others

Thought leadership: Discussion of Mobile Data Offload since 2008

Early identification of losing technologies, eg RCS

, UMA, NFC

Coined the term Happy Pipe for profitable broadband strategies

Coined the term Under the Floor Player for infrastructure-led threats

Future of Voice masterclasses June 30th & July 14th


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Congestion? Whats the problem, exactly?


A) Specific devices? B) Specific users?

F) Specific apps?D) Specific times? E) Specific locations?

C) Specific traffic types?


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The answer:

G)All of the above, and more besides

. so lets move beyond the soundbites



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Going beyond the scissors diagram


Need for more

sophisticated metrics: uplink vs. downlink signalling traffic busy cell / busy hour device & user application / use-case

Time

IndexMobile broadband

traffic

Revenue

Oversimplified response:

Lower cost/MB needed


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Not all video connections are the same


Source: Mu Dynamics


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Video content needs curation not blind policy


Offload? Throttle?Compress? Transcode?

Transrate? Delay?

Telemedicine


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Guilty: Angry Birds advertising on Android


(via NSN Smart Labs)


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Mobile broadband traffic management options


Local offload

(WiFi / Femto)Transport / core

offload

Core

Policy-based

traffic-shaping

Compression,

optimisation &

transcoding

Internet

Macro radio

network

upgrades &

optimisation

Device-based

solutions

Caches

/ CDNs

CongestionAPIs &

monitoring

Tuning TCP/IP &

contention mgmt

X.Y.Z

Offload often easier than application-specific policy


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Cost per GB? The gold standard metric for mobile data?

But Gigabytes are not all created equal

The basis for pricing & business models?

3GB for 20 on the revenue side? Easy-ish to understand

Justification for new Capex & spectrum purchases?

Single-number analysis risks poor decision-making

But maybe it is broadlyaccurate enough?

Is it the least worstmetric?

Regulators seem to use this approach for simplicity


New & richer metrics needed but not an easy task


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WiFis: dual personalities


Service-provider WiFi

Remember that WiFi = catchy name for WLAN . If you dontunderstand LANs generally, you will fail in Wireless LANs

Owned WiFi

ANDSF

I-WLAN

UMA

Hotspot 2.0EAP-SIM


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Seamlessness: some things never change.


The best-tailored products

have seams for a reason

5 years ago: UMA fails


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Be wary of WiFi offload statistics


3G Data

3G Data

ExtraElastic

WiFi

PrivateWiFi

PrivateWiFi

WiFi

offload


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Towards a congestion API & notifications


Operator

Sorry, network

is congested.

1. Schedulelater, $rebate

2. Pay $ forpremium

3. Continueanyway

4. Offload

Sorry, network

is congested.

1. Alert user2. Pay $ for

prioritydelivery

3. Partner

with us!4. Opt-in

optimising


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Outstanding problems / oppos for offload


Complex

connection

management

scenarios

Managing VoIP &

MNO services in

offload scenarios

Mix of handset

types &

purchase

channels

Getting the

standards right

esp. for private

WiFi


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Conclusions Identifying realcongestion culprits needs better analytics

Tonnage is a broad indicator of network-unfriendliness.

but maybe not enough to satisfy regulators & users

Signalling is a real, complex, multi-layered issue

Offload solves most of these problems.

but may create new ones (eg with VoIP / VoLTE QoE)

Operators MUST NOT over-reach in attempting to control WiFi

Increased focus with on-device clients & CMs is critical Work with video content specialists not againstthem

New business models needed maybe insurance-style?



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www.disruptive-analysis.com

disruptivewireless.blogspot.com

@disruptivedean

[email protected]

+44 (0) 7941 100016


Disruptive Analysis - Offload

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