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DATA OFFLOAD SURVIVAL GUIDE - PART 4

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Abstract
Over the past few years since the 3rd party application type services entered the telecom landscape, mobile operators have been chasing after the promised app revenue with a little less than desirable results in the midst of perceived threats from over-the-top (OTT) players. Despite the buzz, telcos were far from a comfortable position to benet from the app model. Telco appstore copycats made little impact against the popularity of centralized app stores of Apple and Google platforms. It merely helped push the upgrade of customers to signup smartphone data plans. One of the concerns carriers are struggling to contain is the fear of ending up being nothing less than a utility service i.e. dumb pipe. With commoditization of service and near stagnant revenue growth, carriers are at risk of nancial trouble if unavoidable capital investments do not match up when deploying next generation networks. Carriers urgently need to take action. Users today do not differentiate the applications and services, as they expect it to be part of an integrated experience regardless. Although no carrier has found the perfect solution, but there are no shortage of best practices to learn from. Given that service prices will continue to decline, its best for carriers to explore ways boost efciency as they set out to build new generation networks, rather than simply blocking out the non-traditional competitors that are multiplying. For a start, they will need to nd a business model that will help enable them to achieve all of the above with the right business models. Ofoading via Wi-Fi is one of the main ways carriers can offer their customers to faster speeds for data applications, especially in areas that have a high concentration of people, such as airports, stadiums and shopping centers, without the need for a large infrastructure investment or compromising the performance of 3G. In this fourth paper of a 5 part series, we take a look at how carriers can include Wi-Fi within their mobile strategy and make it possible for an addressable market for converged wireless experience by personalization of services; the aim to offer customers more than one way to connect to the Web, simply and at high speed with Seamless Ofoad approach.

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Contents
Overview 01

Change the Way of Mobile Broadband Dont Let Your Network Come Up Short Get Ready for Smart Service

02

Something for Everyone Making Sense of Technology

05

Take Seamless Offload to the Road with Greenpacket Secured Integrative Experience

07

Conclusion

09

Deliver Certainty over Your Service to Customers

10

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Overview - 01

Overview
Strong demand for mobile devices with embedded wireless capabilities is fueled in part by more LTE rollouts. According to research rm HIS, smartphone is expected to account for 54% in 2013 of the total global handset shipment and will become dominant in terms of unit shipment. The declining smartphone prices and diverse model selection has spurred both lower-end and mid to high-end smartphones globally. The promise of LTE becoming the enabler of mass connectivity across information, content, people, machines, places and everything in between will create massive implications simply for the amount of data being generated and moved across mobile networks. Not forgetting the signaling load that will choke networks or at its worst cause service outage. Even with LTE, the need for complimentary networks such as small cells and Wi-Fi will play an important role. Not all networks will be 4G LTE and many still rely on 3G networks to carry the load and some are already converging networks for improved performance. Today, the average carrier faces challenges from multiple fronts; added CAPEX from deploying LTE and also spectrum costs, declining revenue streams, and managing a network under pressure from the data deluge pouring from tablets and smartphones that are designed to support bandwidth hungry usage like high denition video, gaming and many other sophisticated media formats. On top of that, carriers have to deal with uneven and less predictable usage patterns. Mobile data usage is no longer xed at a particular location, but happens anywhere at any anytime. This means the cost of delivery will remain critical for every carrier. Across all regions there is increased pressure to consolidate in order to gain the necessary scale needed to maintain protability. OTT services not only run on top of a network and puts stress on network resources, but also dilute the carriers revenue by enabling customers to talk, text and chat freely, while bypassing the carriers billed voice and SMS services. What bothers carriers is the ownership of their customers getting hijacked. The separation between network and services that is run on top of it is becoming more apparent. Services need not be bound by the network in todays OTT terms. The carriers are now forced to adapt new service structures or risk falling behind. Carriers can either choose to work with OTT or block them out, which the latter seems unwise.

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Considering OTT has a very low entry barrier and the fundamental model behind scalability of large numbers, carriers would have a better chance of keeping their business relevant by working with them. This is a unique opportunity for operators to pull together the necessary wireless connectivity using alternative technologies like small cells and Wi-Fi to sell more than just tariffs, but service experience that their customers want. The reality of complementary 3G-Wi-Fi ofoading is real and brings tremendous benets in operator networks. Data ofoading done correctly enhances the experience by addressing issues of connectivity, access, security, authentication and enablement of multiple service offerings.

Overview - 02

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Change the Way of Mobile Broadband - 02

Change the Way of Mobile Broadband

Mobile users have long embraced traditional messaging services but it is not enough today for carriers to continue on that business model. Todays converging communication environment offers a wide array of services ranging from voice, text, chat, video, Internet, music and more. Carriers benet from the opportunities and at the same time face many risks. Broadband networks have allowed many OTT players ourish, increasingly losing control over their ownership of users and has resulted in service disintermediation. Carriers now see many companies competing to provide service over their networks and build a relationship with their customers. Previously, mobile data usage was merely within the boundaries of email and web browsing capabilities. Today, the smartphone capabilities are far more powerful. Understanding how consumers are using their smartphones today presents a far greater challenge than older generations of handset. Pertinent questions such - How much data are they generating and over which network? Which apps are generating data and how does the quantity of that data vary between Wi-Fi and cellular networks?

APPLICATION NOTE Dont Let Your Network Come Up Short

Change the Way of Mobile Broadband - 03

Smartphones offer consumers a single device to meet all of their communication needs. Similarly, smart networks require tools that provide a level of visibility into network activities and resources deeper understanding of interactions between policy-control systems including provisioning of services. Data trafc generated by smartphone users needs to be differentiated to enable service differentiation and improve user experience while optimizing network resource utilization. Only with real-time and direct delegation of policy from the policy controller to these components can carriers monitor, differentiate and prioritize trafc according to user subscriptions and network conditions together with the assurance of inter-working between networks.

APPLICATION NOTE Get Ready for Smart Service

Change the Way of Mobile Broadband - 04

At a time when carriers recognize taking transformative measures to current business models in an increasingly competitive marketplace, relate to the end-user through relevant services and cut operating costs; they need to work as closely as possible with the broadening reach of the content supply chain and applications market. A logical step to effective management of operations will turn in the direction of a managed service model. Previously network- and services-driven, carriers now place its view of partnering providers of 3rd party service platform as the next logical step to optimization of service delivery. Carriers can bring their own unique capabilities to overcome competition and demand, where relationships between both parties can benet. In the 3rd party supply chain space, its all about working out equitable revenue sharing deals, brand equity and mass market reach as a start to treating partners as customers as well. Focus on enabling the Internet communication apps and getting the most relevant apps working well on smartphones brings value on the collaboration equation and stop trying to be actual content providers. Many carriers have implemented policy control to some degree and see opportunities to adapt new innovative offerings, delivered by end-to-end policy control and QoS, which allow smartphone operators to stimulate mass uptake of mobile data and broadband as they differentiate from their peers.

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Something for Everyone - 05

Something for Everyone

Automating areas like access, discovery and selection as a rst step in guiding the user experience is rewarding be it from a user level to network level and service level. Todays user expects less than a set of integrated communication features as necessary for voice, data, content, media, applications and more. The efciency for building advanced networks is clear- higher speeds, bigger capacity, better reliability, but the revenue case may not necessarily equate to reciprocal uplift. Although it may pull customers away from rivals, with less capable networks it does not mean they are willing to pay more. The mechanism to extract efciency of Wi-Fi in delivering content, new ways of charging customers for usage has to be implemented with careful study of what is realistic and what is not. Examining the interest level of customers to bandwidth-rich offering and preferences can help operators delay the rollout of next-generation networks wherever necessary and focus to supplement demand-driven pattern with advanced technology. This can be achieved with Seamless Ofoad by leveraging Wi-Fi networks. From the users perspective, it means convenience and comfort level of knowing what, where and how the content can be made safer, accessed faster with a certain quality of service and readily available for personalization and it all inter-works perfectly regardless of 3G, Wi-Fi or LTE.

APPLICATION NOTE Making Sense of Technology

Technology is a valuable tool to derive new business models. Greenpackets approach is focused on device-based solution that streamlines the need to reach a large installed device base. The client is uniquely developed to be instantly deployable, without long and complicated integration and test cycles. By incorporating iWLAN technology with a standards based design over native UI settings, the client ensures user interaction with the device remains familiar. Additionally, the client is scalable and readily upgradable to advance into the evolved packet core (EPC) infrastructure. The single-client software works to converge multiple network access and executes data ofoading transparently by switching between 3G-Wi-Fi and vice-versa. Incorporating customizable features and capabilities, Seamless Data Ofoad client can intelligently detect the availability of access networks based on signal strength and user policies allowed for accessing certain data services on a cellular network such as 3G and if there is less congested alternative network such as Wi-Fi available in the same vicinity. Carriers can also opt to customize those connection policies to route certain IP trafc over specied networks with more advanced practices of IFOM and MAPCON the discussion of which is beyond the breadth of this paper. By switching the user from 3G to Wi-Fi without interruption to connectivity and retaining visibility over all carrier VAS and wall garden type services, ensures a seamless user experience.

Something for Everyone - 06

IP SEC

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Take Seamless Offload to the Road with Greenpacket - 07

Take Seamless Ofoad to the Road with Greenpacket

Need for a phased out ofoad roll-out and get started quickly and economically? A client-based solution can be instantly deployable on subscriber devices without capital build out or network upgrades. Many carriers control the volume and type of data on their networks by using policy management systems directed at trafc owing within the network core. It needs to be looked at more broadly. Signaling trafc directly impacts the Radio Access Network (RAN) layer, which means it is best handled by pro-actively client-side enforcement controlled through the policy management system. This provides an overall policy strategy which optimizes network resources for trafc to and from smartphones related to the network and environment of use at a given point in time while having a real sense of the core network backend condition in relation to the usage.

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Secured Integrative Experience

Intouch Seamless Data Ofoad is a device-based client that is iWLAN capable. The client can help ensure the subscribers are getting reliable network connections on carrier networks or even when they are on a partner, private or public wireless network. Take the burden off the mobile network at busy times through accessible, secure and reliable ofoad alternative while keeping tabs on user activities. The closely integrated ofoad, ensures operator has full visibility of their subscribers from the policies enforced, access rights, allowed subscription, prole management and SIM-authentication with a tethering mechanism back to the packet core network, where content control and QoS is within the control of the operator. Also in the emerging Hotspot 2.0 and Next Generation Hotspot (NGH) initiative and framework, it will bring mobility and work hand in hand to support interoperability across network technologies and devices. The intelligent client learns of subscriber state and network state parameters over time to detect the corresponding bearer (Wi-Fi, 3G, LTE) to the suitability of context (service type, device type, environment in use). These parameters ensure that the operator retains visibility of which IP trafc are critical and retained on the 3G or Wi-Fi connection. Also, the client can have extended abilities to support the Instinq Analytics Engine1 to monitor connection activity and performance metrics across multiple networks 3G, 4G and Wi-Fi with a closed-loop mechanism that help measure the impact of ofoad and better policy denition to ensure best possible user experience before and after ofoad. It is obvious policy management now forms a critical part of wireless networks and also wireline networks, both to address congestion and trafc management and also to enable new applications and services. All these need to happen seamlessly and offer automation, in order to capitalize the power of integrated billing. With Seamless Ofoad, the iWLAN client ensures the process of ofoad do not bypass the operators core network even when applications are headed for the Internet. The act of retaining trafc within the operators core network may seem counter-productive in ofoad, but having the right view of which types of trafc should remain on which links with advanced technologies like MAPCON or IFOM adds another dimension to the clarity of ofoad objective. Service providers face choices as to how to scale their policy deployments to meet these new
1Note : Instinq Analytics Engine is part

of the Customer Experience Intelligence solution platform from Greenpacket that aims to optimize the user experience through deeper understanding of applications, devices and environment in the areas of user analytics, network analytics and more.

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Take Seamless Offload to the Road with Greenpacket - 09

requirements, including the decision as to where in the network policy and local policy interact, reside, prioritized and how it will or won't be controlled. Seamless Ofoad nds its value in the way it consolidate the ownership, credentials, policy assignment and denition customized to give the degree of control that the operator desire without suppressing users expectations of neutrality and fair treatment of their rights as consumers. At the same time, it is also important for operators to defend its wall-garden services without discriminating and penalizing 3rd party services by charging a premium which may result in backlash. Value added services such as location-based services, m-wallet, parental controls, shared data plans are some unique services that users may highly value and unavailable through 3rd party services. Ultimately, it is the perceived value or the lack of it that primarily drives user expectations, depending on business model the operator operates. Seamless ofoad offers carriers the convenience of enabling. Secured access to Carrier, Partner, Public or Private Wi-Fi hotspots wherever available to create an automated experience to their customers Multiple platform service delivery and OTT delivery that takes on a different type of contribution to the customer experience Integrated experience to offer service bundles across multiple devices and ability to customize/personalize relevant applications, deeply integrated onto devices and working in collaboration across 3rd party services (where conict of privacy concerns should be succinctly addressed) other than carrier VAS

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Conclusion - 09

Conclusion
As most carriers move into mobile data models, the fear of voice charging becoming irrelevant is a blow to their business. So far, some carriers have responded to VoIP by blocking it, resulting in uproar of protests of the consumers and advocates of net neutrality. The alternative in this is to see VoIP and a host of other OTT services as an opportunity. It may seem counter-intuitive at rst to intensify the competition of the consumers fondness for such services by allowing it to run over their infrastructure and service offering, but there is more to it when looked at a different perspective that offers broad distribution. Operators can bring back the key relationship with their customers and radically boost low-revenue growth prospects, improve operating efciency and perfecting their bundled service pricing to differentiate what works and what doesnt in the longer term. Strong demand for mobile broadband modems and embedded connected devices, fueled in large part by LTE rollouts will see mobile broadband connections to grow 36% annually until 2015 as predicted by Gartner. It is not surprising that carriers will need to re-think their operating models to contain the right mix of heterogeneous networks and act fast. New IP driven inter-connection and roaming support such as trusted Wi-Fi ofoad and Hotspot2.0 and Next Generation Hotspot (NGH) are emerging to enable cellular operators to meet those increasing trafc demands of mobile users. Both trusted and un-trusted relationship adds a new dimension to the control of network selection and trafc routing policies to create a seamless experience. On top of that, client device behavior and its relationship with the core network should be wrapped around in an end-to-end core ability as it brings a range of use cases, imminent in todays diverse networks and avoid falling into the trap of building networks in silo carriers must instead use methodologies that exhibit true performance and measure user experience through connectivity, mobility and inter-operability through Seamless Ofoad approach. By creating a greater overlap in Wi-Fi network coverage and a greater variety of Wi-Fi networks that users can connect to, operators can economically manage the needs of mobile data ofoad without intensive capital expenditure as they build out newer next generation networks.

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Deliver Certainty over Your Service to Customers - 10

Deliver Certainty over Your Service to Customers

These days, innovation cycles are happening faster and faster, driven in part by OTT players and developers. Operators need exible network architectures that can cope not only with the current demands, but the onset of cloud-based services and anything in between that can be thrown at it in the next ve to ten years. Turn your uncertain challenges into business certainty as we introduce a phased approach for data ofoad strategy. Embark on a journey with Greenpacket to discover the meaning of seamless ofoading and start realizing the possibilities for enhancing your network and delight your customers. With Greenpacket, you bring value to your subscribers and become their partner of communication needs.

Free Consultation If you would like a free consultation on how you can leverage data ofoad solutions for enhanced network performance and user experience, feel free to contact us at marketing.gp@greenpacket.com. Kindly quote the reference code, SWP1012-P4 when you contact us.

For more information on Greenpackets products and solutions, please contact us at marketing.gp@greenpacket.com San Francisco

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