Video data traffic has been the thorn in
mobile operators’ sides for some time – with issues surrounding how to provide
high quality video, without compromising other subscribers’ data usage and the
video experience itself. Initially, operators sought out video optimization as
a blunt instrument to simply cut down the amount of video traffic across the
network. By doing this the quality of all video services was compromised – it
was a quick fix to a complicated problem.
However, since then video optimization has
evolved from the blanket solution it once was and has become more flexible,
with intelligent congestion-aware solutions capable of significantly improving
subscriber’s Quality of Experience (QoE).
How video optimization has evolved
These congestion-aware solutions allow
mobile operators to manage data traffic in localized “hotspots” as it occurs - rather
than merely compressing all video data on the network all of the time. The solutions
can allow operators to gain a clear understanding of network traffic and
subscriber patterns, and then quickly react to any congestion. This effectively
means that the video optimization can be “switched on” in areas of high
congestion, allowing non-congested areas to run freely and ensuring a high QoE
for the user.
Beyond that, it is even possible for the
most advanced solutions to specifically measure the QoE of each video flow and,
if any buffering or stuttering is detected, then optimization automatically
kicks in mid-stream to rectify the situation and ensure a smooth video
playback. In other words it removes the bumps and potholes but doesn’t touch
the road if the traffic is flowing smoothly.
During large events video optimization can
play a pivotal role. As mobile devices have become more advanced, consumers use
video more and more. The concept of “citizen journalism” has taken off, with
more subscribers documenting events in-real time and streaming videos from
other budding journalists.
According to Reuters operators saw a huge
spike in mobile data traffic during the London 2012 Olympics, as subscribers
took to their phones and tablets to watch events and keep updated on the medal
tables. Figures showed that data traffic from the Olympic Park alone accounted
for 8 per cent of the capital’s total consumption during the games – and this
was just one amongst numerous venues.
This resulting surge in video data traffic
in the areas surrounding venues during all large events, as end-users stream
video footage, means for mobile operators to meet demand, without compromising
the visual experience - video optimization is essential. By using intelligent, congestion-aware,
solutions mobile operators can ensure that the video experience is consistent
in these areas without compromising the provision of data across the network.
How this improves subscriber Quality of
Experience
Congestion-aware solutions, or smart
solutions, enhance the end-user experience by matching the available network
resources with the video being played. This in turn reduces irritating
buffering, allowing for a smoother uninterrupted viewing experience.
Video optimization solutions which target
congestion hotspots rather than blanketing the entire network, also mean that
video data is not unnecessarily squeezed across the entire network. Essentially
mobile operators no longer have to compromise on the viewing experience in
order to meet demand - a buffer-free experience.
The effects on mobile operators
Intelligent video optimization effectively
creates a win-win situation for mobile operators and their subscribers. Mobile operators can win by extending the
lifetime of their existing network investment by smoothing out peaks in traffic.
They also have the benefit of working in the background, activating only when
needed, which significantly reduces the amount of hardware needed to run the
video optimization. Subscribers win with an improved quality of experience for
video playback.
It is undeniable that as mobile devices and
services evolve, mobile operators are going to have to cope with the increasing
data demands. As more and more mobile devices gain the ability to record and
stream video of High Definition quality, and eventually 3D, intelligent video
optimization solutions will allow mobile operators to stay one step ahead of
subscriber demand.
________
*Indranil Chatterjee has over 15 years of
experience in product management, marketing, strategy and software development
in the telecommunications and IT industries. Prior to Openwave, Indranil was
with Syniverse Technologies where he was director of product management and responsible
for New Product Development for wireless applications and mobile analytics.
Prior to joining Syniverse, he served as Director of Wireless Solutions for
Alcatel-Lucent. Indranil has participated in numerous telecom industry events
as a panel member and speaker.
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