Mobile operator to opt real-time Q0E-based services plans by 2015, say MComviva and Ovum

Mahindra Comviva has recently released a research study on strategies for realizing the optimal potential of media optimization. With the growth in mobile data, the complexity of managing traffic has also intensified driven by greater use of bandwidth-hungry applications and heightened customer expectations for an ever-higher Quality of Experience (QoE). In the face of unrelenting data growth, the study highlights the benefits operators would reap by deploying intelligent media optimization to deliver an assured service experience and better monetize data traffic.

Madan G. Onkar, Vice-President, Internet and Broadband Solutions, said, “Data is the new growth category for operators in emerging markets. The ability to delight customers with a personalized, consistent, experience and innovative offers is a critical services differentiator. Intelligent context-aware application of optimization techniques would enable operators to balance twin pressures of network and revenue growth.”

Data traffic is distributed unevenly on the network. An approximate 20% cell sites are congested at any point of time. The study posits a more intelligent approach to optimization is possible, one that can improve customer experience and service personalization based on real-time invocation of business rules and policies. Unlike conventional techniques, intelligent media optimization selectively applies performance-improvement techniques, based on a combination of variables including – cell traffic load, customer location, network type, application, device and ARPU profile. 

Currently, 20% operators have invested in intelligent optimization tools. The report indicates 60% operators would deploy intelligent media optimization within the next 12 months, driven by the need to deliver a consistent QoE (Quality of Experience) and grow revenues. Intelligent optimization would generate new monetization opportunities for operators by enabling them to offer innovative, real-time QoE-based plans to customers. High ARPU user segments, for instance, would be willing to pay more for an assured experience for content; a live sports stream, for example. Likewise, based on congestion levels, MNOs can compress video content for price-sensitive users, who are unwilling to pay more and value speed of transmission over video quality.