Data avalanche create big problems for mobile operators - Cell phones

Data avalanche create big problems for mobile operators - Cell phonesJust a few years ago the task of mobile operators was well within their traditional competence. A wide and complex infrastructure such communications, including base stations, antenna, support network, and other resources that are intended primarily for voice transmission, provided the necessary bandwidth and support the desired quality of the signals. The first applications for the mobile Internet was limited to the transmission of weather forecasts, news, and stock quotes. Then, in this environment began to penetrate video, but at first there was just the occasional watching short clips on YouTube. Anyone then and never thought to watch a two-hour movies on a tiny mobile phone screen. Today the situation has changed dramatically. At the mobile world Congress 2012 in Barcelona I saw the main "troublemaker" - tablet PC with installed demanding multimedia applications. The phenomenal success of the iPad and the subsequent rapid spread of mobile devices with the Android operating system has changed the behavior of end users: now they are ready to spend hours watching videos anywhere and anytime. And although the movie on the tablet is not the same as the show in widescreen cinema with surround sound, enhanced screen tablet gave the audience an acceptable combination of image quality, mobility, and comfort. Operators of mobile communication, this situation caused a mood of near panic. Suddenly - as if someone had opened a huge gateways network was flooded with an avalanche of video traffic. Moreover, appeared on the market a great variety of applications for smartphones and tablet computers, which began to generate more traffic, creating a huge burden on the network day and night. However, operators have a good opportunity to meet these challenges and to improve the speed, flexibility and efficiency of their business. At the world mobile Congress, I met with representatives of 26 mobile operators from different countries. As their main task, they unanimously called managing huge amounts of data, preventing the lowering speed of delivery of services and the creation of new sources of income. In our conversations invariably there were two themes: 1. The optimization. The operators all the time wondering how to optimize the network and cost structure to cope with a giant avalanche of data. Today the lion's share of data transferred over mobile networks is video. Moreover, research conducted by our Cisco IBSG, show that at some point the video share already exceeds 85 percent. This means that we have good opportunities to offload cellular network using cost-effective solutions Wi-Fi. Compared to conventional cellular networks, Wi-Fi more than doubles the efficiency of use of frequency spectrum, and operators today are looking for effective methods that would allow users to do "handover", i.e. without disconnection switch from Wi-Fi networks in the cellular network and back that allows to considerably simplify the mobile network. Cisco is at the forefront in developing technologies for such handover". Anyway, operators tend to use Wi-Fi for offloading cellular networks and develop innovative business models for involving in this process the end users and cost optimization. 2. Monetization. Another problem operators is that they have to support many new applications, which almost does not increase the operator's profit. In this regard, before the operators is the question: how to get into the ecosystem of applications and to take its rightful place in the process of monetization? From my point of view, there are two ways. Operators are unlikely to begin to develop your own applications, but they can implement value-added services and to offer application developers a variety of improvements in their networks (as examples Netflix and Zynga). The operator can offer services content management, application acceleration, and much more. In the result, the application provider will pay to the operator for services, creating a new level of quality for the end user. In addition, new opportunities for operators appear in the field of information and intelligence. Operators have accumulated a vast array of information about their subscribers, but this information is hardly used. Meanwhile, according to the polls, in the protection of personal information operators more trusted than government agencies and any large web companies. Thus, the operator as an intermediary trusted more than others, it can monetize collected them large amounts of data about its subscribers. In my opinion, the main factor here should be joint work between operators, on the one hand, and between operators and application providers on the other. I am optimistic about this situation and I am convinced that it is developing in the right direction. The Wellness industry is beneficial to all participants. So instead of trying to solve it at the expense of others their private problems it is better to create beneficial conditions for all operators, application providers and end users..

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