lte world summit 2012 david andrews the-now-factory-wed_masterclass-1

Managing Data Traffic – The growth in app signalling & its lessons for LTE? David Andrews Director of Strategic Operations

Contents • Weathering the Signalling Storm

• Lessons that can be learnt for LTE

• Examples of Customer Behaviour

We See on LTE networks

What do we do? We deliver Customer Experience Analytics and

Management solutions which enable communications

providers to deliver data services profitably

Capturing intelligence from over

500 Million Subscribers across

31 CSPs in

28 Countries

Weathering the Signalling Storm

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WITH LOVED BY

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Radio State Changes

Real Life Examples

Cost-Effective Strategy for Monitoring

€

RAN Core

Cost-Effective Strategy for Monitoring

> 95% Correlation

Strategies: Trends - Operator

Operators need visibility of changing trends due to the fast changing landscape

Early visibility into the rapid growth and

data usage patterns for particular applications, from niche players and the giants, is key so there are no further network outages.

= real-time insights

Strategies: Work Together

The lessons of the impact of OTT messaging apps should not go unnoticed

Operators need to see and quickly react to this fast changing environment

“YouMail” situation was resolved by

developers and the operator working together

OTT players like Apple and Google need to work together with the operator

Finger on the Pulse

Customer Behaviour on LTE

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What applications are customers using on LTE?

Streaming Applications

Web Applications

File Transfer

VoIP

Peer2Peer

Content Stores Updates

Gaming

LTE - Bytes Transferred

Streaming Applications

Web Applications

File Transfer

VoIP Peer2Peer

Content Stores

Updates

Email

UMTS - Bytes Transferred

Streaming Application Usage Almost Doubling

What applications are customers using on LTE?

*Netflix feature to manually set attainable quality level based on Internet Data Limits - 300MB/hr 2.3GB/hr

https://account.netflix.com/VideoQuality

Service Quality

How does Netflix Experience on LTE compare to UMTS?

UMTS

25% in Best (SD) & Best(HD) vs 55% in LTE

0%

5%

10%

15%

20%

25%

Netflix Throughput Distribution on UMTS

Throughput kbps

0%

5%

10%

15%

20%

25%

30%

35%

40%

Netflix Throughput Distribution on LTE

Throughput kbps

Typical RTT on UMTS Networks are 150-400ms

How does Zynga Gaming Experience on LTE compare to UMTS?

Zynga Games

Xbox Live

Playstation Network

tibia

Gaming Usage (Bytes Transferred)

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

RTT for Zynga Games

RTT (ms)

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Caveats

• LTE Networks typically have low numbers of users who are early adopters using dongles

• App Developers have not set their sights on LTE yet

• Unclear how representative current traffic mixes will be of

traffic mix in 2-3 years time

Conclusion • Continuous visibility of customer usage patterns of apps and

those apps signature on your network is key as you roll out

LTE in order to

• detect & mitigate the risk of negative impacts on the

network & revenue streams

• tailor your rollout plans

• We can’t know the future but we can monitor the present,

spot trends & take appropriate action!

Thank you!

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