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DATA OFFLOAD SURVIVAL GUIDE - PART 5

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Abstract
Todays mobile network is akin to high speed highway. And so is the speed of consumer consuming bandwidth as if it was unlimited. Every capacity that carriers create is being utilized quickly. Facing limited bandwidth and increasing demands, carriers have responded in ways that are not consumer friendly for some parts with shockingly excessive bills and attempts for forced throttling. Smartphone owners use their device primarily for surng the web, checking email, and using apps; with the least time spent actually making phone calls. This smart device is somehow indispensible and has become a lifestyle necessity without absence of use. It is the rst thing we check every morning. The last thing we check at the end of the day, closely guarding our most important information and point of connection to work, business and leisure activities. As a result of the data wave, there are opportunities that are being created, one that takes advantage of the data being generated in a way that enhances the user experience and provides value. On the ip side, the data trafc will continue to grow rapidly where carriers are struggling to off-set their revenue leakage with network investments. Topping the list of carrier concerns; enabling customers to access content and services from every device that they use seamlessly whilst having a sense of control over the level of deployment economically and rapidly. Given the increase in the number of permutations of device and content available out there, a move towards web-based cloud solutions will inevitably form the need for more mobility and efciency in delivery. This paper will discuss the implications of the emergence of multifunction, multi-radio systems and multiplatform application and services that are driving forward seamless mobility in the pretext of now that allows users to transparently access network connections and ensure session persistence across varied connections for consistent experience together with issues of seamless mobility including services that support the full range of applications voice, data, video, and messaging via smart device that is able to interface to 3G, 4G, LTE and Wi-Fi networks in a seamless ofoad environment.

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Contents
Overview 01

Marrying Content and Experience with Mobility Smarter Data Meet Smarter Networks Ready to Automate, Inter-Work and Mobilize Springboard to Global Connectedness

03

Is Your Network Mobility Enabled?

06

Making Seamless Mobility Real with Greenpacket Engaging Next Generation Services Matching Seamless Connectivity with Mobility

07

Conclusion

10

Take Your Network on the Road to Mobility

11

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Overview - 01

Overview
The drive for smartphone sales can be contributed to the addiction to information. The consumers relationship with their smartphones is so strong that it may be more important than the personal computer (PC) once was. The volume of smartphones purchased by consumers, in addition to the demand for rich content prociencies is putting a tremendous burden on operators who are forced to meet the demand. Moreover, the values of the information that are downloaded, shared, or used are largely driven in the ability to make it consumable in the present moment. Some examples of which; Can I re-schedule my business trip? What is the weather forecast today? When is that meeting? Can I telecommute and work on the presentation? Wheres the nearest Starbucks? How do I get there? Whos listening to music on Spotify? It will come as no surprise, as smartphones shipment will eclipse the combined total of PCs and laptops for the rst time in 2013, according to IDC1. The iPhone had tremendously changed user behaviors. Prior to that, users were contented with call quality and the cost of the device. Those are no longer determinants. It is more about easy access to data, price plans and value-added service today. But, it is also these factors that are squeezing the pockets of carriers. Taking a different approach, carriers can leverage on their strengths that prioritize the user experience to turn the challenge into opportunity. Taking a phased approach to enhance the existing macro network and plan the integration of Wi-Fi or small cells can deliver greater capacity and enhance the user experience as well as help reduce total cost of ownership by up to 20 percent, as reported in some Wi-Fi success stories. Over and above, the increasing talk of seamless roaming and global mobility is already on the road to reality with Wi-Fi Alliances Hotspot 2.0 and Wireless Broadband Alliance in championing the Next Generation Hotspot (NGH) initiative. Whats needed is an end-to-end and customized solutions that ensure a stronger bottom line and greater efciency to market.
1Source : IDC Mobile Phone

Technology and Trends

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As more and more consumers choose the time and place to read, watch and buy services across various wireless networks, the value of content is king. But who manages those data-centric experiences? Carriers are best positioned to take on the opportunity while it is steam-rolling. Seamless mobility for success in data ofoad is not too far-fetched in terms of the available technology and the ability to maintain relevance rather than succumb to rapid replacement by competition.

Overview - 02

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Marrying Content and Experience with Mobility - 03

Marrying Content and Experience with Mobility

Mobility further opens-up avenue for real-time technology designed in todays networks. With the multitude of applications and social media interactions that are location or presence-based, mobility can help augment the business case for integration of cellular infrastructure with Wi-Fi in the scope of ofoad and managed services to better accommodate smooth LTE interactions. The goal is to give Wi-Fi or other WLAN type networks a cellular-like experience in terms of seamless handover while ensuring session continuity. Whats important in terms of user experience is to automate the authentication and allow users to do it transparently, without changing the look and feel of the device interface. Also, allowing the user to take that experience everywhere they go without disruption. The early concept of communication is limited to one single task at a time, be it making a voice call or messaging via SMS. But new smartphones have dramatically inuenced user behaviors. Today, users can perform multiple tasks like watching a video while posting to social forums, blogs and exchanging or sharing pictures concurrently and instantaneously.

Smarter Data Meet Smarter Networks

How carriers maximize the use of data and optimize planning with better prociency in handling the device, network and environment states in their networks could prove success for their business. Managing subscriber usage is growing increasingly complex as devices become smarter, networks become faster, and data usage skyrockets. Sufce to say, services are fundamentally more complex to deliver, manage and process. The irony of smartphone is it isnt smart enough to maintain session persistence when switching between different networks. Although mobile IP technology has been around for decades since its inception, it has stayed relatively unnoticed in the adoption onto mobile wireless space. Not until rich multimedia content became mainstream and the need for consumers to be on the move, that made carriers recognize the importance of incorporating mobility to propel the delivery service reach.

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Marrying Content and Experience with Mobility - 04

Mobility is only as strong as its weakest link. By which rich multimedia content requires just as robust and plentiful of bandwidth to allow seamless service. The marrying of Wi-Fi into heterogeneous networks gives added capacity boost. There is no single solution that can claim superior, but there is no shortage of best practices. The inclusion of Wi-Fi strategies helps escalate roaming markets outside of cellular. Recent developments in the industry is making positive progress for Wi-Fi to look and deliver a more cellular experience where users can roam across other carriers networks and automatically associate with carrier networks regardless of 2G, 3G, 4G, LTE or WLAN connections. And all that should happen seamlessly.

Ready to Automate, Inter-Work and Mobilize

Most operators are eager to leverage on using data to study demographics and the ow of large groups of people. An area in which large volume of data might have obvious uses including the onset of cloud-based applications and provision of location-based services. This is a largely untapped market, and expected to grow in tandem with multiple service offerings including mobile marketing, online storage, and cloud services as such. Networks in situations like these rely on mobility and embedded intelligence to maximize use of the data to broker with tourist organizations, hotel chains and retailers all into one place and speedy delivery of services. The combined ease of mobility and location-based services such as maps and navigational properties with promotion tie-ups are perfect ingredients to promote the user interest and present strong opportunities for companies to benet. As smarphone ownership increases, mobile Internet usage grows in proportionate volume and signicantly drives the necessary mobility capability within the service provider business models.

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Marrying Content and Experience with Mobility - 05

Springboard to Global Connectedness

The multi-directional data stream and multiple touch points over the carriers network give rise to implications on how carriers can improve their interaction not only with customers, but also with businesses and major organizations looking to harness the capabilities of mobile devices. The ecosystem of infrastructure vendors, device vendors, content providers and technology innovators come together to offer a rich source of business intelligence that can be used in many ways. These are valuable in helping carriers monetize their assets particularly as LTE takes prominence and is expected to generate signicant returns on their investment in network infrastructure in the prevailing years. The onset of cloud technology and web-sphere movement along with mobility has put the carriers on the path to capitalize on cloud capabilities both as providers as well as adopters of the technology, which will become instrumental to make success of ubiquitous broadband. Like many ICT advances, cloud technology is deeply driven by the power of mobility. The supposed efciencies and conveniences of not having to restrict access on-the-go make it attractive to consumers and businesses alike. It may not seem obvious at rst, that applications from email to online music, social networking and le sharing are indeed cloud-based services. Businesses on the other hand delight in outsourced platforms such as CRM systems, hosted storage and managing massive data centers in a much leaner operational mode. It makes sense that carriers are eager to exploit this next wave of opportunity by positioning their ubiquitous network connectivity to manage cloud connectivity, as a vehicle to open-up emerging M2M platforms as well as enhancing cloud offerings from OTT to hosted infrastructure.

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Is Your Network Mobility Enabled? - 06

Is Your Network Mobility Enabled?

Mobility as we know it is a driving factor to the delight of users. Future of Internet bandwidth will have to come from various sources like 4G, LTE including public Wi-Fi hotspots. With the ability to bring mass scale Wi-Fi deployment down to the consumer level is good news for carrier service providers, equipment vendors, content providers and regulators championing net neutrality as the industry prepares to go beyond 4G in meeting consumer demand and growth when the next generation of mobile broadband is introduced. Consumers can have the option of accessing xed-line Internet previously reserved on their home network on their mobile devices hassle-free, seamless as if it was one single network and with true mobility. Multi-screen experience is now easily made available with carriers, cable companies and operators extending their bundled packages across multiple networks in the form of data, voice, high speed broadband and content. It is not difcult to see why the need for mobility enabled. On top of that, the emerging trends of M2M applications are adding multiple dimensions to the importance of mobility. M2M had already been in the market a while ago functioning discreetly behind operator networks, but the resurgence of M2M into mainstream services are making the appreciation of smart connectivity contextually interesting, benet from cloud models and vice-versa. Soon, connected devices will be enabling better healthcare access, ensuring safer motoring, bringing smart grids together, improving nancial institutions, enhancing public security and safety and industrial automation for navigation and control systems. Due to the near ubiquitous wireless networks today, it wont be long before the next generation of networks and LTE dominates the connected world, further putting pressure on the need of networks in relevance of data growth, mobility as well as to draw value from that relationship. All this data depends on the network. With the introduction of the connected car, mobile retail to the connected house, the growth in mobile payment technologies with the mobile device as a wallet is intensifying. Consumers will check the status of their home appliances whilst away from the house; for example turning on the heating before they return. The data for all these innovations depend on the network and mobility to support.

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Making Sense of Technology - 07

Making Sense of Technology

Need for a phased out ofoad roll-out and get started quickly and economically? A client-based solution is suggestive as the implementation is betting for carriers looking for a feasible and fairly quick time-to-market strategy of including a wider range of Wi-Fi, 3G and 4G service competitiveness. The changing mobile industry landscape that is dominated by rich content is a constant reminder for carriers to stay ahead in times of cost cutting, and marginally keeping prots sustainable with continual expansion.

Engaging Next Generation Services

Today, most of the services targeted at consumers are offered by OTT providers which exploit the ubiquitous connectivity as provided by the carrier service providers. As such, carriers are quick to react with bundling of basic connectivity (xed and/or mobile) and communications thrown in including voice, data, messaging and broadband Internet with elements of cloud-based applications. The ability to offer secure and reliable connectivity with varying degrees of quality-of-service (QoS) puts them in a uniquely solid position to have trusted customer relationship. This new generation of services inevitably puts competitive pressure to invest in faster, more advanced network and extend the lifecycle of their networks. Intouch Data Ofoad is a suite of device-based solution that is capable of incorporating Mobile IP2 technology in its core functionality which allows the preservation of IP session persistence. On top of enabling seamless mobility, the solution can also serve the wider context of mobile data ofoad strategies across wireless networks. By means of better trafc management and coupling with the ofoad method to allow paying customers to pay for only the bandwidth they need, while freeing-up the bandwidth that would otherwise be used for other signaling trafc is a good trade-off in times of network congestion. Chatty applications such as Facebook and Twitter constantly send updates and requires synchronization of network resources, resulting in unnecessary congestion or at worst cause network outages if in large volumes.
2Note : Greenpacket Mobile IP client is

the worlds 1st patented Mobile IP client solution

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Making Sense of Technology - 08

Various policy management strategies in the aim to help create innovative pricing and bring operational efciencies have found its way into both wireless networks and wireline networks, to address congestion and trafc management. But this alone is not enough to handle the unpredictability of applications, complexities between the network and device states. The combined end to end approach of device-centric client complementing the network centric solutions can help ll the gaps. And all these need to happen seamlessly and offer automation as part of a holistic end to end approach. Essentially, the client resides in the device and is governed by the embedded intelligence and algorithms that are responsive to connection-aware triggers like detection of mobility, access network discovery and selection that in turn signals the onset of seamless handover with the correct radio parameters achieved. The complexity of the algorithm related to the front-end and back-end processing of functions is beyond the breadth of this paper. A client solution provides advanced functionality to existing cellular devices, while providing a solid migration path to full IP-based multimedia services. The solution relies on network-based interfaces and systems, providing a multi network-capable, scalable solution with a unied service experience for the user from a single device without altering the users familiarity with their devices. Additionally, the path to full IP network convergence as dened within the 3GPP standards can be easily achieved without complexity. Operators are in a unique position to provide managed connectivity between various 3rd party providers and its network, offering exibility of network resources in real-time and on-demand.

APPLICATION NOTE Matching Seamless Connectivity with Mobility

Making Sense of Technology - 09

Ideally, seamless mobility in the context of accomplishing mobile data ofoad solution should provide users with a seamless experience while they use various applications on their devices. It should also make intelligent decisions about keeping data ow on preferred networks (e.g., retain certain trafc such as VoIP, on 3G/LTE even when Wi-Fi is available). Unique to the Intouch Data Ofoad solution suite are the following attributes that make seamless both connectivity and mobility support: Inter-working client enabled through Inter-WLAN technology Mobile IP variant support of IPv4 and IPv6 Inter system roaming (3G, 4G, Wi-Fi, LTE) Full IP convergence (EPC) The device-client fundamentally improves device and user management by converging multiple network access and executes data ofoading transparently through operator dened rules and operator dened access priorities. Incorporating customizable features and capabilities through the support of inter-WLAN, ANDSF technology further improves security, mobility and user experience through optimized handovers typical in deployment of high growth real-time data services. A seamless handover be it intra or inter handover, is required by strict QoS and can vary only within a minimal measure, so that changes are not noticeable to the user. Also in the midst of emerging Hotspot 2.0 and Next Generation Hotspot (NGH) initiative and framework, the underpinning importance of mobility is taking center stage vital to the support of interoperability across network technologies and devices.

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Conclusion - 10

Conclusion
Looking beyond, current developments have barely scratched the surface when it comes to realizing untapped opportunities and innovations throughout the wireless network ecosystem. We can look forward to seeing new business models and services delivered when the network performs in ways previously unknown. Growth of new technologies will be spurred and applications will be invented as new devices come to market. Next generation networks together with advanced LTE technology will continue to create tremendous opportunities for the entire ecosystem that transcends super high speed broadband, M2M and cloud-based offerings alongside 3G, 4G, Wi-Fi and xed communications. A major shift in user experience is taking place, where mobility is the driving force to a new level of experiences. Operators investing in the capability to provide integrated mobility are opening doors to a synergistic platform ready to embrace value added service including network analytic & reporting and extending core capability of cloud-based service spread. Together with the data ofoad movement, the efciencies of integrated connectivity cross-over could make an important source of revenue expansion in the midst of slowing revenue growth in traditional services. By leveraging the power of mobility and making available roaming services outside of cellular markets into multi-access network, it provides streamline access to 3rd party cloud services and 3rd party content to proliferate and optimize the servicing and business models. Amongst the benets include outsourced applications, on-demand CRM platforms as well as hosted solutions for infrastructure, software and storage. All this can be achieved without the complexities of building independent systems, but leveraging existing network assets. In the future, the operations of carriers will come to expect some degree of network functionality and service intelligence to be managed independently of geographical boundaries, but closely tied to a linkage of interoperable and seamless connectivity relationship.

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Take Your Network on the Road to Mobility - 11

Take Your Network on the Road to Mobility

Change the rules of networking. Service reach should not be delimited by which network and device the subscriber is subscribed to. Broaden the user experience and enable a wide range of personal services for which mobility serves to hold the connections as we introduce a phased approach for data ofoad that incorporates mobility. Embark on a journey with Greenpacket to discover the meaning of seamless ofoading and true mobility. Start realizing the possibilities for enhancing your network and delight your customers. With Greenpacket, you bring value to your subscribers and become their partner of communication needs.

Free Consultation If you would like a free consultation on how you can leverage data ofoad solutions for enhanced user experience, feel free to contact us at marketing.gp@greenpacket.com. Kindly quote the reference code, SWP1112-P5 when you contact us.

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