Sunday, February 26, 2012

Mobixell Explains its Joint Solution with HP

Mobixell Networks plans  ".. to demo Policy-driven Mobile Data Optimization solutions and Value-based Charging solutions ..designed around the Mobixell Seamless Access Mobile Internet Gateway (MIG) and the Policy and Charging Rules Function (PCRF) of the HP Subscriber, Network and Application Policy (SNAP - here) solutions .. Together with the PCRF of the HP SNAP solutions, techniques used to optimize data streams are applied or not applied by Mobixell Seamless Access according to pre-defined rules such as whether the subscriber is pre or post-paid, roaming or in the home network, etc. This approach can dramatically save on optimization resources which are often employed under circumstances when they are not actually needed".

I asked Noam Green (pictured), Mobixell's VP Marketing, why would operators use optimization based on subscribers' profile, instead of just using it whenever they can in order to relive congestion and reduce operation costs:

Noam: "Reducing operator’s operation costs (and specifically reducing overall data volume) was indeed the initial compelling reason for deploying optimization solutions. Over the past year and a half we have seen a shift in operator’s view of why and when to activate content optimization, from mere volume saving towards Quality of Experience and network congestion management. This is one of the reasons Mobixell has introduced a new way of approaching mobile data optimization. That’s Mobixell EVO™, an Evolved Optimization approach for mobile networks. This new approach focuses only on congestion rather than just arbitrarily reducing data volume. Network congestion, is one of the major effects on user’s Quality of Experience which is becoming a very important factor for using optimization. 

User profiling is another level operators are already deploying, which enables them to enable different levels of services (Class of Service (CoS)), or according to their billing cycle (e.g: closer to the end of their quota), or even location (roaming, vs. local). Some of our customers are deploying different levels of optimization according to pre and post-paid customers, or enabling DBRA (Dynamic bitrate adaptation) to their premium customers or only on premium content.

Web acceleration and Video Optimization are expanding from mere network savings towards quality experience enhancers. Combining these two with policy engines (such as standard PCRF) enables maximum flexibility and best Quality of Experience for operator’s customers".

See "New Mobile Solution to Let Operators Customize Data Optimization Strategy for Each Individual Subscriber" - here.

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