Out of home video
LTE data offload - surviving the data surge
As smartphones and tablets reach saturation levels in many markets, mobile operators are challenged with meeting the increased demand for mobile data while still minimizing capital and operating expenditures. Forecasts for mobile data traffic in the coming years are expected to increase 13 to 15 fold, driven by video and audio content.
In June 2013 Cisco presented its five-year forecast for mobile data traffic as part of its annual Visual Networking Index. Global mobile data traffic grew 70 percent, reaching 885 petabytes per month at the end of 2012. That’s up from 520 petabytes per month at the end of 2011 and almost 12 times greater than total Internet traffic in 2000, which was 75 petabytes per month.
Looking ahead, Cisco says it expects worldwide mobile data traffic to increase 13-fold by 2017 to 11.2 exabytes per month or 134 exabytes (147,334,558,121,972 MB) per year.
In 2012, the average mobile user consumed 201 megabytes of data a month, including one hour of video, and two hours of audio. By 2017, the average mobile user will use 2 gigabtyes of data per month, including 10 hours of video and 15 hours of audio.
Cisco also discovered that average smartphone usage grew 81 percent in 2012, with the average amount of traffic per smartphone in 2012 at 342 megabytes per month, up from 189 megabytes per month in 2011.
Mobile video will represent 66 percent of global mobile data traffic in five years, up from 51 percent last year. 2012 was the first time that mobile video traffic topped 50 percent.
Over the past few years there has been a change in the trend of services delivered over linear broadcast TV. Broadcasters are also evolving their traditional services to offer VoD (Video on Demand) and Interactive TV services.
With video streaming services such as Netflix, Amazon Prime and Hulu Plus, end users no longer need to be at home at a pre-determined hour to watch their favorite programs. Users are becoming accustomed to content on demand as and when they desire it. However, there are still plenty of people consuming linear broadcast video and audio on their phones, TVs and car stereos. And specific broadcasts such like live sports and breaking news only have value when viewed linearly when broadcasted.
Off-peak media delivery, over-the-top optimization and data offload
MNOs can also provide media-delivery services for publications such as newspapers, magazines, books, TV shows, top-10 movies, top-10 YouTube clips, top-10 songs and music videos, and other forms of user selected digital media, at off-peak times. The content can then be cached on the device ready for prompt consumption. Such off-peak media-delivery services will lower constraints on network resources during peak-usage hours, while potentially providing a new source of revenue.
Similarly, OTT service providers can offer location-based information services, coupons and e-advertisements via applications empowered by the operator’s LTE Broadcast platform. This can mean both the reach and quality of delivery can be assured over the mobile network. In addition, MNOs can remove costly traffic peaks using profitable and efficient broadcast services.
The media-delivery use case can be extended to file delivery of any kind. Critical software updates and firmware updates can be broadcast to the devices. This method can secure the delivery quality to multiple devices efficiently over the network.
Out of home video
Offer in-venue, local or nationwide coverage of key events such as sports, concerts, TV shows, awards, elections etc;
With the growth of Twitter’s Periscope and Meerkat, the mobile network will be loaded with previously unseen amounts of linear and real-time video content.
Deliver top TV shows, movies, newspapers, magazines, music, YouTube videos, and so on Provide necessary software, app and firmware updates.