Research paper 1: The topic for the research is Mystery audit with multi brand outlets (MBO) in Kerala,

Rajasthan, Chennai, and Rest of Tamil Naidu. This audit is been carried out for the month of August-September for the year 2009 by IMRB International for MTS (service provider). The objectives of the Research are as following: 1. To asses the brand advocacy by MBOs for various purchase scenario. 2. To asses the visual presence of MTS inside MBOs. 3. To asses MTS knowledge and service level among the MBOs. The Hypothesis to the research is: 1. MTS has the highest recommendation amongst new players. 2. Airtel is the biggest competitor to MTS. 3. DOCOMO is a potential threat due to its scheme (per second billing). The methodology used by the research team was mystery auditing. This mystery auditing was conducted across 4 circles in India as mentioned above. The database was provided by MTS in which MBOs were categorized as 1-2-3 stars depending upon their sales performance. Trained auditors of IMRB International went to MBOs posing as the customer and assessed the brand advocacy by the customer. After the interaction at 1 MBO was complete the auditors would come out of the store and record all the necessary words of the dealer.

Research paper 2: The topic for the research is customer satisfaction with Vodafone in Udham Singh Nagar. The research was carried out by two person named Mukesh Pandey and Geetesh Pant. The study was carried out at few zones in Udham Nagar at Rudrapur , Patnagar, kashipur, Bazpur, Kichcha, Khatima during March to May ,2009. Descriptive study was done. The objective of the study is 1. To investigate customer satisfaction with Vodafone in Udham Singh Nagar (Uttarkhand). 2. To analyze the problems faced and the satisfaction level of Vodafone cellular users in Udham Singh Nagar. 3. To recommend strategies for improving customer satisfaction in accordance with SERVQUAL3 model. The hypothesis of the research is to check the relationship between customer satisfaction and services provided by Vodafone. The method adopted was through Internet and Newspapers for the secondary data. Primary data was collected through non probabilistic convenience sampling from survey of 150 Vodafone users which included both genders from different occupation, income and age groups. A structured questionnaire consisting of both open and closed ended questions was used. Data analysis was done with the help of SERVQUAL model given by Parasuraman, Berry and Zeithaml. Duration of study 2 months.

Conclusion: 1. Delighted : Timely delivery of message

Good knowledge of schemes Recharge coupons of different denominations

2. Satisfied: Ease of connectivity No server breakdown Updated Good network coverage

Research paper 3: A comparative study on various plans and offers provided by Vodafone and Airtel and consumer response towards these plans. A case study of Allahabad city The objectives of the study are: 1. How people of different age group respond to ADVERTISEMENT. 2. Positioning strategies use by telecom companies and their impact on customer. 3. To find out relative customer perception. 4. To find out which telecom company have good plans and what type of plans subscriber like. 5. Role of tariff plans on the buying behavior of the customer. The hypothesis of the research is whether there is a relationship between various plans and offers provided by VODAFONE and AIRTEL and consumer response towards these plans. Literature Review: Customer Satisfaction The Value of Customer Satisfaction By Andrew Mennie, General Manager eGain Communications EMEA A brief literature would be of immense help to the researcher in gaining insight into selected problem. The researcher would gain good background knowledge of the problem by reviewing certain studies. A reference to these entire studies will be related in the contest of the shaping the present study.

Samuval, in his study found that most of the respondents consider, size, quality, price, instrument servicing are an important factors for selecting the handset of majority of the respondents are satisfied over the payment system, quality of services, coverage area, and attending the complaints. Jha (2008), in his study analyzed that it is the youth which is the real growth driver of the telecom industry in India. Considering this fact, the paper is an attempt to give a snapshot of how frequently young people use their mobile phones for several embodied functions of the cell phones. Data was collected from a sample of 208 mobile phone owners, aged between 20 and 29. The study sheds light on how gender, monthly voucher amount and years of owning mobile phones influence the usage pattern of this device. Findings of the study would be helpful for the telecom service providers and handset manufacturers to formulate a marketing strategy for different market segments. Kalavani (2006) in their study analyzed that majority of the respondents have given favourable opinion towards the services but some problems exist that deserve the attention of the service providers bridge the gap between the services promised and services offered. The overall customers attitude towards cell phone services is that they are satisfied with the existing services but still they want more services to be provided. Kumar (2008), in their study titled Customer Satisfaction and Discontentment vis-a-vis BSNL Landline Service: A Study analyzed that at present, services marketing plays a major role in the national economy. In the service sector, telecom industry is the most active and attractive. Though the telecom industry is growing rapidly, India's telecom density is less than the world's average telecom density as most of India's market is yet to be covered. Seth et al (2008), in their study titled Managing the Customer Perceived Service Quality for Cellular Mobile Telephone: an Empirical Investigation analyzed that there is relative importance of service quality attributes and showed that responsiveness is the most importance dimension followed by reliability, customer perceived network quality, assurance, convenience, empathy and tangibles. This would enable the

service providers to focus their resources in the areas of importance. The research resulted in the development of a reliable and valid instrument for assessing customer perceived service quality for cellular mobile services. Kalpana and Chinnadurai (2006) in their study titled Promotional Strategies of Cellular Services: A Customer Perspective analyzed that the increasing competition and changing taste and preferences of the customers all over the world are forcing companies to change their targeting strategies. The study revealed the customer attitude and their satisfaction towards the cellular services in Coimbatore city. It was found that advertisement play a dominant role in influencing the customers but most of the customers are of opinion that promotional strategies of cellular companies are more sale oriented rather than customer oriented. http://www.scribd.com/doc/28631500/Vodafone-and-Airtel

Research paper 4: Airtel EXECUITVE SUMMARY The project is an extensive report on how the Airtel Company markets its strategies and how the company has been able in tackling the present tough competition and how it is cooping up by the allegations of the quality of its products. This report also contains the basic marketing strategies that are used by the Airtel Company of manufacturing process, technology, production, policy, advertising, collaboration, export scenario, future prospect and government policies. Hence forth, to survive in the market, the company not only needs to maximize its profit but also needs to satisfy its customers and should try to build upon from there. OBJECTIVES OF THE STUDY 1. To identify the difference in market performance of Airtel industry. 2. To study the market of Airtel Industry in big scale sector. 3. To compare various parameters of manufacturing, Technology advertising, collaboration, future prospect and government policies. 4. To know the sales and distribution of Airtel. It's a well known fact that no business can exist without customers. OBJECTIVES OF RESEARCH The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. The survey was carried out with the help of a structured questionnaire, which helps in accomplishing the research objectives. The respondents by means of personal interview administer this structured ended questionnaire. Though each research study has its own specific purpose, we may think of research objective as falling into a number of following broad groupings: To gain familiarity with a phenomenon or to achieve new insight into it. To test a hypothesis of a causal relationship between variables.

http://www.scribd.com/doc/43959322/airtel

Research papers 5:

INTRODUCTION TO THE STUDY Need for the Study:As a student of Business Administration a need is felt to understand the Overview of an Organization in its Financial, Marketing and Human resource Performance examining the overview of the above factors will help a student like me to gain insight in the Mission, Vision and Operational Goals and Strategies of Organization to perform well to the satisfaction of its stake holders. Objectives of the Study:The Indian communications scenario has transformed into a multiplayer, Multi product market with varied market size and segments. Within the basic phone service the value chain has split into domestic/local calls, long distance players, and international long distance players. Apart from having to cope with the change in structure and culture, Airtel has to gear itself to meet competition in various segments- Basic services, long distance, International Long Distance and Internet Service Provision. It has forayed into mobile service provision as well.

Objectives are:What are strategies that Airtel is implementing to defend and increase the Market share To know about the telecom industry. To know the present scenario of telecom industry. To know the factors affecting the growth of telecom industry.

To analyze the Different statements of Balance sheet, Profit and loss account. Cash

flow statement and HR Information Scope of the study:- The Scope of Company analysis is limited to one company Bharti Airtel, to know its performance, by analyzing the secondary data from various sources and understanding them. Limitations of the study:The study is carried completely by considering data. As the study is carried completely relying on secondary sources no first hand Information have been gathered or collected from company officials relating to research.

Research paper 6: The topic for the research is Mystery audit with multi brand outlets (MBO) in Kerala, Rajasthan, Chennai, and Rest of Tamil Naidu. This audit is been carried out for the month of January February for the year 2009 by IMRB International for MTS (service provider). The objectives of the Research are as following: 1. To asses the brand advocacy by MBOs for various purchase scenario. 2. To asses the visual presence of MTS inside MBOs. 3. To asses MTS knowledge and service level among the MBOs. The Hypothesis to the research is: 1. MTS has the highest recommendation amongst new players. 2. Airtel is the biggest competitor to MTS. 3. DOCOMO is a potential threat due to its scheme (per second billing). The methodology used by the research team was mystery auditing. This mystery auditing was conducted across 4 circles in India as mentioned above. The database was provided by MTS in which MBOs were categorized as 1-2-3 stars depending upon their sales performance. Trained auditors of IMRB International went to MBOs posing as the customer and assessed the brand advocacy by the customer. After the interaction at 1 MBO was complete the auditors would come out of the store and record all the necessary words of the dealer Limitation Of the Study:

The 7 circles were further divided into zones as mentioned below In each circle, we covered 92 MBOs every month for a quarter (Oct/Nov/Dec) which were equally spread across the zones in each circle Circles Zones Alwar, Bikaner, Jaipur, Jodhpur, Kota, Sikar, Udaipur Thiruvananthapuram, Thrissur, Kottayam, Kannur, Ernakulam, Kozhikode (Calicut) Chennai 1,Chennai 2, Chennai 3 Pondicherry, Vellore, Coimbatore, Salem, Erode, Madurai, Tirunelveli, Trichy Kolkata-North, Kolkata-South, Kolkata-West, Kolkata-Central Central Bengal, North Bengal, South Bengal Patna1, Patna 2, Purnia, Muzaffarpur, Bhagalpur, Begusarai

Rajasthan Kerala Chennai ROTN Kolkata ROWB Bihar

WEBLIOGRAPHY: 1. http://www.scribd.com/doc/28631500/Vodafone-and-Airtel 2. http://www.scribd.com/doc/43959322/airtel

BIBLIOGRAPHY: Some of the research is been taken from the IMRB International ( a market research company)

Research paper 7

A STUDY ON THE PREFERENCE OF MUSLIM CONSUMERS ON BRAND LABELING BETWEEN BRAND NAME AND BRAND LOGO

Abstract Name and logo are the two prominent visual elements of a brand name (1994). They are prominent tools to increase brand recognition. However, companies seemed to limit the features of effective brand labelling to the top management and advertising agencies (2002). Another issue is the globalization of products wherein most of world customers rely in the Western countries for imports. Would the Chevrolet brand logo being a cross has an impact to customers in other religions? Would the Apple computers apple symbol that has a bite on it would have different meaning for Christians, say; the apple is the representation of how Eve refused to follow Gods order? The study is intended for Muslim and foreign companies to hear the opinion of Muslim customers. Because some of the Muslim brand names are translated in American alphabet while difference in brand logos with other Western firms do not differ a lot, this study will investigate the Muslim consumers view in selecting between brand name and logo of both Muslim and foreign companies. It will explore and confirm issues pertinent for firms offering commodities and luxury goods.

Research paper 8

Fundamental analysis of Indian telecom sector

Abstract

FUNDAMENTAL ANALYSIS Any investor while making investment is concerned with the intrinsic value of the asset, which is determined by the future earning potential of the asset. In case of securities market, an investor has number of securities available for investment. But, he would like to invest in the one, which has good potential for future. In order to ensure the future earnings of any security, an individual has to conduct fundamental analysis of the company. Fundamental analysis of a company involves indepth examination of all possible factors, which have bearing on the prospects of the company as well as its share price. Fundamental analysis is divided into 3 stages in sequential manner as follows: 1. Economic analysis. 2. Industry analysis. 3. Company analysis.

Research paper 9

Journal of Knowledge Management

ISSN: 1367-3270

Is the Malaysian telecommunication industry ready for knowledge management implementation? Document Information: Title: Author(s): Is the Malaysian telecommunication industry ready for knowledge management implementation? Chong Chin Wei, (Based at the Foundation Studies & Extension Education (FOSEE), Multimedia University, Melaka, Malaysia), Chong Siong Choy, (Based at the Putra International College, Melaka, Malaysia), Wong Kuan Yew, (Based at the Department of Manufacturing & Industrial Engineering, Faculty of Mechanical Engineering, Universiti Teknologi Malaysia, Skudai, Malaysia) Chong Chin Wei, Chong Siong Choy, Wong Kuan Yew, (2009) "Is the Malaysian telecommunication industry ready for knowledge management implementation?", Journal of Knowledge Management, Vol. 13 Iss: 1, pp.69 - 87 Knowledge management, Malaysia, Organizational performance,Telecommunications Research paper 10.1108/13673270910931170 (Permanent URL) Emerald Group Publishing Limited

Citation:

Keywords: Article type: DOI: Publisher:

Acknowledgements: Received: 31 August 2007 Accepted: 24 September 2007. The authors would like to thank Multimedia University for its support in funding this research, and Mr Yuen Yee Yen for his research assistance. Abstract: Purpose The purpose of this paper is to assess the perceived importance and actual level of implementation of five preliminary success factors, four knowledge management (KM) strategies and three KM processes towards the performance of the Malaysian telecommunication industry. Design/methodology/approach A questionnaire survey was conducted on telecommunication companies based on a convenience sampling

technique. Data were analyzed using paired t-tests and multiple regression analyses. Findings The results show that Malaysian telecommunication organizations view all the KM preliminary success factors, strategies and process as important and critical but fall short of implementation. K Audit, K Map, leadership, measurement, construction and embodiment are the variables that have the largest gap between perceived importance and actual implementation. For perceived importance, culture is the only important variable associated with organizational performance whereas for actual implementation, both business strategy and construction process are found to be significantly associated with organizational performance. Research limitations/implications This paper was conducted in only one industry in Malaysia. Furthermore, it focuses on KM implementation rather than on learning and knowledge utilization. This paper provides a framework for developing an instrument for assessing the use of preliminary elements in the Malaysian telecommunication industry. Telecommunication organizations have to overcome problems identified and enhance their implementation level in order to achieve better organizational performance. Originality/value This paper has extended knowledge in KM, especially concerning implementation issues at the beginning stage of KM. Moreover, it is among the first empirical work to specifically examine preliminary success factors, processes and strategies that affect the preliminary implementation of KM.

Research paper 10

Before the Federal Communications Commission Washington, DC 20554 In the Matter of Preserving the Open Internet Broadband Industry Practices )))))) GN Docket No. 09-191 WC Docket No. 07-52 To: The Commission COMMENTS OF MOBILE FUTURE To assist the Commission in considering the under-developed issues highlighted in the Public Notice,1 Mobile Future submits the attached report by Rysavy Research, Innovation Enabled by Mobile Wireless Network Management.2 Mobile Future is a broad-based coalition of businesses, non-profit organizations, and individuals interested in and dedicated to advocating for an environment in which innovation in wireless technology and services is enabled and rewarded. The attached Report discusses the critical role played by network management in facilitating the paradigm-shifting innovation that continues to transform mobile wireless networks. It details how traffic management and quality-of-service (QoS) control are essential tools for network engineers to ensure the success of wireless networks and applications. Specifically, the Report chronicles how QoS control can be used in applications for public safety, 1 See Further Inquiry Into Two Under-Developed Issues in the Open Internet Proceeding, GN Docket No. 09-191, WC Docket No. 07-52, Public Notice, DA 10-1667 (rel. Sept. 1, 2010) (Public Notice). 2 Attached as Exhibit (the Report). 2 health care, smart grid, education, voice, video and many more areas. It also describes the benefits of network and traffic management that secures the network, and enables next generation services and innovative pricing arrangements. With the ability to dynamically manage spectrum-based networks in real-time, as network operators have done for more than twenty years, not only will wireless networks perform reliably despite more traffic, they will also support a greater range of new consumer and enterprise applications.3 Finally, the Report discusses how QoS and policy management mechanisms will allow operators and other providers to make possible a number of alternatives in how they bundle and price their services, which could further unleash a wave of innovation in the industry.4 The insights of this Report are offered against the backdrop of the significant and evergrowing importance of mobile Internet access in American life. Mobile Future has filed extensive information on the explosion of wireless Internet usage, and what it means for the country.5 Given the profound role of wireless in the broadband revolution that is re-shaping the economy and our lives, and the unique technical and operational characteristics of wireless

broadband networks and the devices that attach to them, the Commission must ensure that any regulations adopted in this proceeding do not unintentionally constrain the capabilities of 3G and 4G wireless broadband technologies to deliver the kind of ubiquitous, affordable wireless broadband services that serve as a platform for innovation. Innovation in the mobile wireless 3 Report at 7. 4 Id. at 8. 5 See, e.g., Comments of Mobile Future, GN Docket No. 09-51 (filed July 21, 2009); Comments of Mobile Future, GN Docket No. 09-191, WC Docket No. 07-52 (filed Jan.14, 2010); Reply Comments of Mobile Future, GN Docket No. 09-191, WC Docket No. 07-52 (filed Apr. 26, 2010); Letter from Allison Remsen, Executive Director, Mobile Future, to Marlene H. Dortch, Secretary, FCC, GN Docket No. 09-191, WC Docket No. 07-52 (May 12, 2010). 3 ecosystem is fueled by network management, and the Commission should consider this symbiotic relationship in assessing its wireless policy direction. Respectfully submitted, By: /s/ Jonathan Spalter Jonathan Spalter Chairman Allison Remsen Executive Director MOBILE FUTURE 1325 Pennsylvania Ave., NW, 6th Floor Washington, DC 20004 (202) 756-4154 www.mobilefuture.org October 12, 2010

Innovation Enabled by Mobile Wireless Network Management

October 12, 2010
Copyright 2010 Rysavy Research, LLC. All rights reserved. http://www.rysavy.com

2 Rysavy Research Innovation Enabled by Mobile Wireless Network Management

Table of Contents

INTRODUCTION .................................................................................................. ....3 QUALITY-OF-SERVICE AND POLICY CONCEPTS.......................................................3 INNOVATIONS ENABLED BY QUALITY-OF-SERVICE CONTROL ................................5 INNOVATION DUE TO GREATER GENERAL DEPENDABILITY....................................7

INNOVATION IN SERVICE AND PRICING PLANS .....................................................8 CONCLUSION ...................................................................................................... ....9

Rysavy Research provides this document and the information contained herein to you for informational purposes only. Rysavy Research provides this information solely on the basis that you will take responsibility for making your own assessments of the information. Although Rysavy Research has exercised reasonable care in providing this information to you, Rysavy Research does not warrant that the information is error-free. Rysavy Research disclaims and in no event shall be liable for any losses or damages of any kind, whether direct, indirect, incidental, consequential, or punitive arising out of or in any way related to the use of the information.
3 Rysavy Research Innovation Enabled by Mobile Wireless Network Management

Introduction
Todays mobile wireless networks are unleashing a massive wave of innovation that spans multiple industries, including telecommunications, computing hardware, computer software, and data networking. Key to this successful innovation is providing users residential as well as enterprise with a wide range of applications and dependable service. For the pace and scope of wireless technology innovation to continue or even accelerate, mobile broadband networks must operate in ways that enable an ever-wider range of applications that work reliably even as network traffic increases exponentially and possibilities of network congestion increase accordingly. Given the spectrum-based capacity constraints of wireless networks, reliable, high-quality wireless connections to the Internet can only be accomplished when spectrum-based network operators dynamically and effectively manage their networks, as they have been for the last twenty years. Managing spectrum-based networks allow providers to offer the best user experience possible to the largest number of users, to minimize instances of abusive user actions that degrade overall network performance and the experience of other non-abusive networks users, and to enable providers to offer more personalized, innovative and flexible service plans to consumers. These benefits, along with continued device and network evolution, will propel the mobile-broadband industry along the innovation trajectory it is already on and will deliver even more positive effects on the entire economy, creating jobs and helping the United States maintain its global leadership position in mobile broadband.

Restrictive interpretations of network-neutrality regulatory proposals, however, would limit the network and traffic management approaches currently available to network operators, as well as undermine the efficacy of even more efficient management tools being designed for 4G technologies, seriously compromising the technical and consumer innovation that these management approaches enable.

Quality-of-Service and Policy Concepts

Todays spectrum-based networks already employ a number of essential network-management functions. Without these, networks would suffer under the weight of increasing mobile-data usage and consequent instances of network congestion. For example, in 3G networks, the networks must prioritize voice communications so that users can make voice calls, keep them up for the duration of the call, and maintain them if users move from the coverage area of one cell to another. Voice calls are unaffected by the amount of data traffic. If the digital bits used for voice had to traverse the network using the same priority as bits used for data applications such as e-mail, Web browsing or video streaming, operators would simply not be able to offer dependable voice service. 4 Rysavy Research Innovation Enabled by Mobile Wireless Network Management Moving forward, network engineers have designed additional capabilities for managing traffic into nextgeneration networks that will both enable a much wider range of applications and allow existing ones to provide a much more consistent user experience, particularly under heavy-load conditions. The need for traffic management arises because different applications have fundamentally different requirements when it comes to communications attributes such as rates of packet loss, data throughput, and packet delay. For example, a non-interactive video stream demands a relatively constant level of throughput, but it is largely insensitive to delay. A user is not usually concerned that a video clip is a few seconds delayed relative to when it was transmitted. This couple of seconds delay, however, would be disastrous for voice communications. Similarly, users are unlikely to notice slight delays in the loading of a Web page. Meanwhile, a file transfer in the background to update the operating system on a phone is even more impervious to delays or variations in throughput. By contrast, control messages for a voice-over-IP (VoIP) telephone call require the highest priority. One of the leading 4G technologies that is starting to be deployed by operators worldwide is Long Term Evolution (LTE). Along with faster speeds and higher spectral efficiency, LTE implements a

comprehensive QOS framework. LTE has nine different classes of data traffic defined, with each level having an associated Quality Class Indicator (QCI). Some levels provide guaranteed bit rates, whereas others do not. There are also different packet delays and packet loss rates associated with each QCI value. As an example, QCI 5 has the highest priority since it is used for control messages that set up multimedia (including VoIP) calls. Table 1 provides examples of LTE quality classes. Table 1: Example of LTE Quality Classes Quality Class Indicator Priority (1 is highest) Guaranteed Bit Rate? Packet Delay (milliseconds) Allowed Packet Loss Allowed Application Examples 1 2 Yes 100 Some Conversational voice 2 4 Yes 150 Slightly more Conversational video 3 5 Yes 300 Minimal Buffered streaming video 5 1 No 100 Minimal Network control messages 9 9 No 300 Minimal File transfer, e-mail. 5 Rysavy Research Innovation Enabled by Mobile Wireless Network Management The exact details of how the framework operates are beyond the scope of this paper; instead, this paper focuses on the innovations enabled by these next generation frameworks. For additional background, however, it is important to understand the concept of policy management, which goes hand-in-hand with QoS in next-generation networks. Policy management is quite simply a set of rules that determine what type of parameters the network needs to assign to users data sessions based on their subscription profiles (e.g., type of service plans) and the types of applications they are using. In LTE, this function is called Policy Charging and Control (PCC). PCC can be either relatively static, using predefined rules that do not change very often, or dynamic, using rules that can be easily or even automatically changed based on varying circumstances. For example, different pricing for different throughput rates, as is common with cable modem or DSL service, can be implemented through policy control.

Both QoS and policy management are vital for the realization of next-generation wireless network functionality, as well as for the management of congestion, as discussed next.

Innovations Enabled by Quality-of-Service Control

QoS concepts have existed for many years and are implemented in a variety of ways in different networks. The Internet, however, largely operates without QoS control. In other words, if a user is to stream a movie, there is no assurance that the entire movie will get through without pauses or changes to video resolution in the middle of the movie. Yet users are increasingly using such services. So it is fair to ask why QoS is needed for spectrum-based networks. The answer is simple: bandwidth in the wired Internet is over-provisioned there is more capacity than most people need for what they are doing. Bandwidth in spectrum-based networks, however, is extremely limited and, as explained in the Rysavy Research report Mobile Broadband Capacity Constraints and the Need for Optimization1, just a small number of wireless data users can consume the entire capacity of a single cell sector. Yet wireless users would like to do everything they do on wireline connections. And demand for mobile broadband is on the rise. The FCCs recent report on Internet access found a 40% increase in wireless broadband connections to the Internet between December 2008 and June 2009 in contrast to just a 23% increase for wired connections in the same period.2 Simultaneously, mobile application developers want to create new types of applications to expand their business frontiers. In many cases, mobile-application
Rysavy Research, February 24, 2010, http://www.rysavy.com/Articles/2010_02_Rysavy_Mobile_Broadband_Capacity_Constraint s.pdf 2 FCC, Internet Access Services: Status as of June 30, 2009," September 2, 2010, http://www.fcc.gov/Daily_Releases/Daily_Business/2010/db0902/DOC-301294A1.pdf
1

6 Rysavy Research Innovation Enabled by Mobile Wireless Network Management developers do not make network efficiency a high priority in their designs, which can further strain networks. This is where QoS control can provide huge benefits. QoS control can be applied in multiple ways for many innovative types of applications. Table 2 provides a listing of examples that will benefit from QoS and explains how QoS can be applied. Table 2: Examples of QoS Applied for Application Innovation Application Innovation How QoS Can Be Used Public Safety QoS can allocate the highest priority to public-safety communications,
meaning that even in

disaster situations with massive demand on the network, public-safety users can still have reliable access to the network. Health Care Telemedicine can benefit through reliable video that will enable doctors to remotely diagnose conditions. Emergency messages can travel with higher priority in crisis situations. Smart Grid Smart grid applications do not necessarily need much bandwidth, but control messages need to travel with absolute minimum delay in critical situations in which energy-consuming systems have to be instantly turned off. Education Distance learning can benefit from interactive classrooms with reliable voice and video. Professionals can view educational Webcasts in which the voice stream can be slightly delayed but must stream reliably. Child Safety Parents can elect to have certain applications or types of content blocked from their childrens telephones. Home Security Alarm messages do not require bandwidth guarantees but do need low levels of packet loss.

VoIP within Applications

Increasingly voice will be embedded as a component in many types of applications, such as voice support for people with questions in the midst of a Web-based shopping transaction. Video Video is representing an increasing percentage of network traffic and like voice will be part of many applications. Interactive video requires control of bandwidth and delay, but can withstand some packet loss. Streaming video is less delay sensitive. Both benefit strongly from QoS control.

Social Networking

Social networking sites, whether consumer, professional, or special-interest related increasingly will take advantage of voice/video communications. Field Service Field service technicians can benefit from video-oriented depictions of service procedures that use streaming video.

Video Entertainment

There is a rapid shift from DVDs to streaming video, and users want to watch some or all of this content on their mobile devices. Some users may wish to pay more for high definition. Finance Banking operations may not need much bandwidth, but reliability is paramount. Priority Traffic Users can elect for momentary acceleration of traffic if pressed for time.

7 Rysavy Research Innovation Enabled by Mobile Wireless Network Management Application Innovation How QoS Can Be Used Gaming Interactive Internet games require bandwidth control for video-oriented
content, as well as minimum delay for user actions to be effective.

Future Applications
As the mobile-broadband industry grows, innovators will find countless new opportunities to leverage QoS mechanisms.

All of these applications can function without implementation of QoS in unloaded networks, but once networks are loaded, they can become unreliable or unusable unless QoS is implemented.

Innovation Due to Greater General Dependability

With the ability to dynamically manage spectrum-based networks in real-time, as network operators have done for more than twenty years, not only will wireless networks perform reliably despite more traffic, they will also support a greater range of new consumer and enterprise applications. This will foster an environment that encourages users to access more applications and encourage developers to build more applications. The result is a virtuous cycle of innovation. In contrast, without the ability to appropriately use traffic management tools, spectrum-based network operators will not be able to support a new wave of applications that require greater and greater network reliability and dynamism. This means the applications will fail in unpredictable ways, consumers will lose confidence in them, developers will become more cautious, and the market for wireless broadband services could stall. Traffic management on wireless networks is not only beneficial for greater dependability of mobile applications, but also is important for protecting the networks. For example, imagine a virus that has spread across many thousands of devices and that at a certain point in time triggers continuous data use. Unchecked, this condition would cause a massive denial of service that could affect millions of users. However, with a dynamic policy control system in combination with QoS control, a wireless network operator could detect this condition and either block or limit the throughput of each affected system, thereby leaving the network operational for other users. Meanwhile, the cause of network saturation may not even be intentional. For instance, a developer could design a mobile application poorly to check for updates of the software at a specific time. If millions of copies of the application simultaneously started downloading an update, this could also cause widespread congestion. Again, with dynamic policy control, a wireless network operator could instantly use different traffic management tools to mitigate the network-wide impact, thereby protecting the network for continued use by other non-offending users and applications. Such network protection will further increase the confidence of users and developers.

8 Rysavy Research Innovation Enabled by Mobile Wireless Network Management As mobile platforms become more powerful, there will be a greater number of vulnerabilities that can be exploited for malicious purposes. Denial of service through excessive network use will remain a potential problem so long as networks are based on a best-efforts approach where all bits have to flow through the network with equal priority. Even in the absence of applications behaving poorly, wireless operators could implement clearlyarticulated policies that state that certain applications, such as file transfers, will operate at lower priority when the network is busy. This will help protect wireless users from congestion-associated failures. Thus, as shown in Figure 1, QoS control and policy management enable application innovation and can protect networks against malicious application behavior as well as mitigate congestion effects. Figure 1: Benefits of Network and Traffic Management Network and Traffic Management Next-Generation Services: VoIP Reliable video in conversational and streaming modes. New services. Flexible and Innovative Pricing : Event-based pricing. Third-party payments. Network Protection: Blocking malicious programs. Limiting excessive use that violates policies.

Innovation in Service and Pricing Plans

Once the QoS and policy management mechanisms are in place at the network level, operators and other providers will be in a position to offer a myriad of beneficial alternatives in how they bundle and charge for services, which could further unleash a wave of innovation in the industry. Some of the possibilities include: Offering an assortment of pricing plans to reflect the varying bandwidth needs of users. 9 Rysavy Research Innovation Enabled by Mobile Wireless Network Management Providing premium services to consumers who need QoS applied to specific applications for example, doctors needing QoS-controlled telemedicine applications.

 Alerting users when they are close to their monthly data quotas and providing them options such as purchasing additional blocks of data. Allowing third parties to provide QoS-sensitive offerings. An example is advertisers wishing to deliver QoS-controlled advertising or demonstrations of their services (e.g., games). Charging on a per-event basis, such as watching a QoS-controlled movie. Combining per-event or third-party-payments with user-location information for enhanced services such as advanced navigation options or highly targeted, locationdependent promotions. Countless other innovations as the market takes advantage of the flexibility available in these services.

Conclusion

Faster networks, powerful mobile platforms, and hundreds of thousands of applications are driving the explosive growth of the mobile-broadband industry, creating jobs, fostering competition and empowering consumers. While the future of this industry looks promising, it can only achieve its true potential if operators are able to effectively manage their networks. Through traffic management and policy control systems, operators can make many applications work more dependably and provide a framework for new applications and services that would not otherwise be possible. Prominent examples are in the public safety, education, smart grids, and medical areas. Business and consumer applications will also see advances. A framework that allows operators flexibility in managing their networks will also help to guard against and respond to malicious applications and network congestion, and will enable a variety of service and pricing plans and new business models that further promote innovation and adoption. As a result, it is crucial that regulations not be imposed that hinder the effective deployment of these frameworks. They are critical for the continued success of this industry and for its continued innovation.

Research paper 11

Strategic Use of WiFi in Mobile Broadband Networks

Introduction
The mobilebroadband market has reached critical mass thanks to fast networks, innovative applications, powerful platforms, and widespread user adoption. Operators are experiencing increasing data revenues even as voice revenues are declining. The business opportunity for mobile broadband is huge but also challenging. Users are clearly willing to pay for broadband service, but data usage is growing so quickly that it threatens to swamp the capacity of todays networks. Operators are increasingly employing WiFi as a means to offload user traffic. This can be done defensively to purely address capacity needs or as an offensive opportunity to leverage these WiFi networks for new revenue flows. This paper, sponsored by Ruckus Wireless, examines the market trends with respect to data consumption, explains the use of WiFi for offload, and then presents new ways that WiFi networks can be strategically employed to quickly gain capacity and coverage, in order to address raw bandwidth demand as well as to create a platform for new service capabilities. It concludes with a discussion of Wi Fi technical challenges and how only appropriate carrierclass WiFi equipment with appropriate

technical features can fully meet operator requirements.

Impact of the Mobile Internet on the Service Provider Market

There are a number of challenges in providing mobile broadband services. One is that wireless connections have inherently limited capacity compared to wireline approaches. One fiber connection has much greater capacity than all the RF spectrum to 100 GHz. This is a problem as bandwidthintensive applications, such as video streaming, become widely used on wireline networks and set user expectations that similar operations should be possible on their mobile connections. But it only takes a small number of such users to consume the capacity of an entire cell sector. Another challenge is the shared nature of wireless connections. Although new technologies such as LTE can deliver more bandwidth than any previous widearea wireless network, dozens of users may be simultaneously using that bandwidth. A more recent challenge is the rapid adoption of new platform such as tablets. These devices will arguably consume even more bandwidth than smartphones due to their larger screens and the likelihood of users spending longer periods interacting with them. For instance, a smartphone user may watch a short sports segment on their phone but a tablet user is more likely to watch an entire movie. Figures from the Allot MobileTrends report for the first half of 2010, based on data passing through operators around the world with a total of 190 million subscribers, show that video streaming in the first 4 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks half of 2010 was almost double compared to the previous six months, and is now the largest consumer of mobile bandwidth.1 So even as more users enjoy email, Web browsing, social networking, and video streaming on their smartphones and tablets, the impact on the network is significant. The trend is for users to keep consuming more bandwidth. Cisco, for example, anticipates that mobile traffic will grow at a 108% compound annual rate through 2014.2 Rysavy Research projects that smartphone data usage is likely to increase at the rate shown in Figure 1 and data used by other devices such as tablets and notebooks will grow even faster, as shown in Figure 2.3 Figure 1: Monthly Smartphone Data Consumption per Subscriber over Time
0.0 1.0 2.0 3.0 4.0 5.0

6.0 7.0 8.0 2010 2011 2012 2013 2014 2015 2016 GBytes Year

Smartphones
Rysavy Research 2010
1

Source: Allot MobileTrends Report H1, 2010. http://www.allot.com/MobileTrends_Report_H1_2010.html 2 Source: Cisco, Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, February 10, 2010. 3 For more details, refer to Mobile Broadband Capacity Constraints And the Need for Optimization, Rysavy Research, February 24, 2010, http://www.rysavy.com/Articles/2010_02_Rysavy_Mobile_Broadband_Capacity_Constraint s.pdf

5 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks

Figure 2: Monthly Data Consumption per Subscriber over Time by Other Mobile Platforms
0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 2010 2011 2012 2013 2014 2015 2016 GBytes Year
Rysavy Research 2010

Notebooks, Tablets, Netbooks, ...

The amount that operators can charge for this bandwidth, however, will not continue to rise. Deploying more efficient technologies such as LTE will help, but is not enough. New spectrum will also eventually become available and will also help, but also will not be sufficient. Rysavy Research projects in the same report as the previous figures that many operators are likely to face severe pressure on their spectral resources within three to five years as shown in Figure 3. Even before then, however, congestion will occur on a regular basis in coverage areas with active mobile broadband usage, especially if only a small number of radio channels for data have been deployed. 6 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks Figure 3: Projected Spectrum Requirements for a Large Operator
0 50 100 150 200 250 2010 2011 2012 2013 2014 2015 2016 MHz of Spectrum Year

Operator Spectrum Requirement

Busiest Markets
Rysavy Research 2010

Allowing network capacity to saturate is something operators must aggressively avoid. AT&T experienced significant damage to its reputation when widespread use of the iPhone resulted in unreliable user experiences. Even after fixing the problem and boosting performance above its competitors4, negative perceptions linger. Users demand not only ubiquitous coverage, but reliable connectivity. Congested networks are anything but reliable. Consider a scenario of 20 MHz of spectrum allocated to HSPA, as shown in Figure 4. The effective throughput per active user depends on the number of simultaneous users in the cell sector. When going from 5 to 10 users, throughputs fall below 1 Mbps, and thus no longer deliver a true broadband experience. Considering that in the U.S. there are on average 1,000 wireless subscribers per cell site, and considerably more in busy markets, the number of subscribers per cell sector can range from between about 300 and 1000. Ten active users only constitute 1% to 3% of total subscribers. Thus, just a small percentage of subscribers can consume available capacity.
PC Magazine, The Fastest Mobile Networks 2010, June 3, 2010. http://www.pcmag.com/article2/0,2817,2364263,00.asp
4

7 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks

0 1 2 3 4 5 6 7 8 1 2 5 10 20 50 Throughput (Mbps) Simultaneous Users in Cell Sector

Figure 4: Throughput Per User Relative to Number of Users in Cell Sector

Throughput (Mbps) Per User

Operators must continue to augment capacity aggressively, and have to do so in the most cost effective manner. In this context, WiFi will play an increasingly important role.

WiFi as a Strategic Tool for Operators

Strategic opportunities for operators include using WiFi for 3G/4G offload and also new applications such as managed wireless LAN services, using WiFi for broadband service across highdensity user areas in parts of the world where there arent good wireline alternatives, and offering rich content and communications.

3G/4G Offload
Operators are already using WiFi for effective data offload on their 3G networks. This is an excellent application of WiFi because the technology can deliver much higher throughput in small coverage areas to more people than is possible with cellular technologies. Not only is there more unlicensed WiFi spectrum available than the amount of spectrum licensed to any individual cellular operator, but since coverage areas are much smaller, frequency reuse is much higher, and thus there is more bandwidth available to each subscriber. One germane example is PCCW, the principal supplier of telecommunications services in Hong Kong. In efforts to ease the congestion on their 3G infrastructure at peak times when users rush to the 3G network to view events or popular programs, PCCW has built a highspeed WiFi network in points of presence around the city, such as unused phone booths, local retail shops, universities and other locations in and around Hong Kong. They have now deployed some ten thousand smart WiFi access 8 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks points and estimate that nearly 20% of their peak mobile data traffic is offloaded in these highdemand locations. Like other broadband providers, PCCW is making their IPTV video content available to subscribers on their mobile handsets and now need the higher bandwidth, highlyreliable WiFi connections to satisfy users. And it is not enough to just provide highspeed access to WiFi. The user experience must be seamless, meaning easy and automatic. From an infrastructure standpoint, this requires features like being able to push authentication parameters and network identifiers to devices. With WiFi access, operators have the choice of loosely or tightlycoupled integration with their cellular networks. Loosely coupled means that WiFi network operates largely independently of the cellular network whereas tightly coupled means the WiFi is more of a seamless extension of the cellular network and shares some functions, such as user authentication. In a tightlycoupled network, user data can also selectively flow through the cellular core network. For tightlycoupled operation, 3GPP has defined a standard called Integrated WLAN (IWLAN), as shown in Figure 5, that enables WiFi access networks to smoothly interconnect with cellular networks. Figure 5: Example of a TightlyCoupled WiFi Configuration. Offloading cellular traffic onto WiFi may be done by the operator, but such service could also be offered on a wholesale basis through thirdparty organizations. Second or third tier operators in

particular may prefer to partner with a wholesale provider. 9 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks New Yorkbased Towerstream is building an extensive smart WiFi network in Manhattan that will allow carriers to offload data traffic from their cellular network but still maintain control and quality of service through servicelevel agreements. To enable this wholesale, 3G offload model, Towerstream has deployed hundreds of smart 802.11n WiFi nodes on rooftops throughout the city and has seen traffic loads skyrocket since doing so.

Managed Hotspot/Enterprise Services

As operators develop expertise in managing WiFi networks using commercial grade infrastructure for their own offload networks, they are then in an ideal position to deploy reliable and scalable Wi Fi networks through other business models. One is for managed hotspot services. Examples include providing WiFi service in hotels or on university campuses. The operator can provide the service under their brand or as purely a managed service. In Germany, Deutsche Telekom is demonstrating the value of WiFi to provide managed WLAN services in public venues. It recently outfitted Imtech Arena (formerly Hamburg Stadium) with an 802.11n WiFi system from Ruckus Wireless. Indoor and outdoor APs are providing visitors and journalists with WiFi access to their TMobile hotspot service, offloading this data traffic from their 3G network. Public venues will be among the first to see the infiltration of managed WLAN services by operators. Another is WiFi service for business environments. Deploying WiFi over large coverage areas with many access points is a formidable challenge requiring careful attention to operating frequencies, radiochannel selection, interference management, determination of coverage areas, where and how to use directional beams, and centralized authentication and security administration. Larger businesses may have the skills to manage this complexity, but increasingly businesses will seek to outsource these deployments. In addition to providing WiFi coverage to enterprises, operators can also offer voice operation through fixedmobile convergence solutions in which the operators voice service integrates with the companys PBX. This type of solution enables a wide range of features. One is simultaneously ringing both desktop and mobile phones for an incoming call. Another is four digit dialing with which a call can reach a mobile phone using a WiFi connection when the device is on premises and via the

cellular network when the device is off premises. 10 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks

Wireless Broadband Access

Today, there are only about half a billion broadband subscribers.5 Expanding broadband beyond this number represents a huge business opportunity, but must be done using increasingly costeffective approaches because income levels of many possible markets are quite low. WiFi is becoming increasingly more effective as a broadband access solution for the following reasons: The IEEE 802.11n provides for extremely high throughputs (maximum 600 Mbps theoretical rate), high spectral efficiency, extended range, multiband support, and operating flexibility in trading off between distance and throughput. WiFi can be deployed at lower cost than most alternative technologies, especially in environments where little wireline infrastructure exists. Time to market is also much faster. Maturing operatorclass WiFi equipment has the sophisticated functionality needed to work in these challenging RF environments, as described further below. New equipment enables flexible deployment. Example include mesh operation and WiFi based pointtopoint communication for backhaul. In India, Tikona Digital Networks has quietly built what is considered to be the worlds largest outdoor WiFi mesh deployment in commercial operation. The WiFi network was designed for providing wireless broadband access to residents and small businesses. A new generation of broadband operator, Tikonas initial goal was to costeffectively deliver 2 to 5 Mbps of broadband connectivity to hundreds of subscribers throughout India. But in a highly competitive market, time was the enemy. After evaluating conventional wireless WAN technologies including 3G, WiMAX, and others, Tikona determined that WiFi technology had advanced to the stage where it could support a carrierclass broadband service. In under 18 months, Tikona installed over 35,000 WiFi mesh nodes in dozens of cities throughout India. Broadband capacity from local fiber links is backhauled over pointtopoint connections to different WiFi zones. WiFi meshing from these root nodes fans out the broadband capacity. With this smart WiFi model, Tikona is now providing commercial services to hundreds of thousands of subscribers something that many thought impossible just five years ago. The selforganizing mesh network is comprised of equipment from Ruckus Wireless that includes

802.11g access points and customer premise wireless repeaters. According to Tikona, data from thousands of samples show that 80% of Tikona subscribers enjoy throughput of more than 5 Mbps.
Source: Gigaom, By the Numbers: Nearly Half a Billion Broadband Subscribers Worldwide, http://gigaom.com/2010/07/09/worldwidebroadbandsubscribers/
5

11 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks

Rich Content and Communications

Through careful integration of highcapacity WiFi networks, operators can aggressively pursue opportunities of making rich content like video entertainment available to subscribers. Operators can further differentiate themselves by providing tools to automatically facilitate such content. Users today are often reluctant to stream movies because they know this can result in a high bill at the end of a month. After all, one or two movies can consume more data than some of todays data plans. But users would likely feel much more comfortable if movies were automatically blocked when on the widearea network but enabled when on WiFi. Working with content providers, operators can make video streaming intuitive and glitchfree for users. This is just one example of the rich content that WiFi enables. For instance, PCCW, an early IPTV pioneer, is using additional WiFi capacity to enable subscribers to view IPTV content on handheld devices. AT&T has also stated that it will follow suit.6 As another example, through policybased management and qualityofservice parameters, operators can offer highresolution video conferencing over WiFi, a service that could be too bandwidth intensive for their widearea networks.

WiFi Technology Considerations

Deploying WiFi for commercial networks poses many challenges, but these are challenges that operators can address by making the right technology decisions. Challenges include interference mitigation, coverage and capacity in complex environments, scalable deployment, and backend integration.

Challenges
(1) Interference Mitigation One of the biggest issues carrier have had with WiFi is its instability and inconsistency. The culprit is uncontrollable radio interference that causes packet loss and retransmissions. Mobile network designers need WiFi technology that is able to adapt to constant environmental changes through both dynamic signal path selection and proactive interference avoidance and rejection mechanisms.

(2) Coverage and Capacity in Complex Environments Dealing with a myriad of different environments is another major challenge for operators. Here operators need to find suppliers with a broad and flexible portfolio of WiFi access point designs that
Source: VON Xchange, AT&T Leverages Windows Phone 7 for Uverse IPTV, http://www.von.com/news/2010/10/attleverageswindowsphone7foruverseiptv.aspx
6

12 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks

can be used to support a wide range of application and deployment scenarios from dense urban locations and public venues where highcapacity and interference are essential, to rural environments where cost and coverage are king. Another challenge is that WiFi deployments are much more dynamic than cellular deployments. Interference conditions can change much more quickly since the spectrum is unlicensed and there are potentially many other users of the spectrum (3) Scalable Deployment and Operation Deploying a fullscale WiFi network for 3G offload and lastmile access is much more complex than simply installing an access point in a hotspot. Many considerations, from customerpremise equipment to meshedaccess nodes, point topoint and pointtomultipoint backhaul links, along with comprehensive network management, must be taken into account. Obtaining a complete solution from a single supplier, however, has not been possible, relegating carriers to become systems integrators by cobbling together disparate products from different vendors. Deployments are also dynamic because the operator may need to add access points rapidly to address coverage and capacity needs. Operators must be able to expand their networks quickly, flexibly, cost effectively, and in a scalable manner. One way to achieve scalable and flexible deployment is with mesh operation in which access points operate as repeaters, forwarding packets to other nodes. This significantly simplifies the addition of access points because their location can be optimized for coverage and are not constrained by backhaul connections. Using WiFibased radio for backhaul can also simplify deployment. Most important in this scenario is a selforganizing mesh topology and a strong management system to provide complete visibility into, and control over, the entire WiFi infrastructure. (4) Seamless Backend Integration Because WiFi networks introduce many new nodes into the mobile operators network, seamless integration with the existing cellular core and the services provided through that core must work flawlessly, without increasing the load on the 3G/4Ginfrastructure.

Carrierclass WiFi systems for 3G offload must be able to seamlessly bridge between the WiFi network and the existing cellular infrastructure providing consistent user policy, provisioning, security, roaming and authentication. Onetouch or notouch signon regardless of the network being accessed is also a critical features for subscriber satisfaction. 13 Rysavy Research Strategic Use of WiFi in Mobile Broadband Networks Seamless client provisioning, authentication, and roaming services provided within a smart WiFi architecture to achieve this touchless subscriber experience should include (but is not limited to) capabilities such as: Automatic configuration of smartphones with the requisite SSIDs and security protocols over the network Ensuring consistent IP addressing to end devices as they cross subnet boundaries, thereby eliminating the need for connection managers Support for SIMbased security and dynamic preshared key support for non SIM clients.

Smarter WiFi
For carriers and mobile operators, nextgeneration WiFi equipment must not only address the technical challenges discussed above, but must do so in a costeffective manner that enables emerging strategic applications of WiFi such as alternative broadband access and enterprise deployments. Some of the significant capabilities that are needed include dynamic beamforming that adapts signal direction instantaneously to extend range, and automatic RF interference rejection that decreases packet loss and increases throughput performance. Additional features include dynamicchannel management, band steering, and persubscriber qualityofservice control. Moreover, mesh networking must be adaptive to enable the network to change how packets hop through nodes in the event of any disruptions. Capabilities like this are essential for carriergrade resilient operation.

Conclusion
Many operators today are being forced to seriously consider the integration of WiFi just to address capacity issues. A number of others, however, are moving beyond this basic entry point, incorporating WiFi into their overall network strategy, with a focus on using the best available WiFi technology in order to enable significant new business opportunities. Given the significant competitive advantage a coherent and wellexecuted WiFi strategy can create in a world of exponentially rising bandwidth demand the technology merits serious consideration.

Research paper 12

Smartphone Efficiency Report

Introduction
Over the last year, smartphone data usage on wireless networks has surged thanks to powerful, easytouse devices, fast networks, and useful, as well as entertaining, applications. Usage is expected to keep increasing as users find ever more ways of applying their devices. Nielsen reports that average smartphone data consumption increased by 230 percent between the first quarter of 2009 and the first quarter of 2010, from 90 megabytes (MB) per month to 298 MB per month.1 Validas indicates that Verizon Wireless smartphones currently consume 421 MB per month while iPhones consume 338 MB per month.2 There are a number of critical developments that have occurred over the last year. One is that the volume of traffic is beginning to strain wirelessnetwork resources. Another is that operators are making a shift to usagebased data plans. AT&Ts new tiered pricing is a prominent example. There is every indication that other operators will follow similar approaches. While flatrate plans made sense initially to stimulate the market, todays smartphones can consume so much data that such plans will be decreasingly viable for operators. Deploying more efficient wireless technologies and finding more spectrum will help alleviate congestion. But even as operators slowly expand network capacity, usage will keep pushing against network capacity. For details of this, refer to the Rysavy Research report of February 2010, Mobile Broadband Capacity Constraints and the Need for Optimization.3

Applications that are designed specifically for bandwidthconstrained networks can consume significantly less data than those that are not. As shown in this report, efficient browsers communicate only half the data of other mainstream mobile browsers. Similarly, as previously reported by Rysavy Research in Wireless EMail Efficiency Assessment, email systems such as BlackBerry consume much less data for email communications than alternatives.4 In this report, we advise on an efficiency comparison of the BlackBerry 6.0 platform versus Apple iPhone iOS3 and Android 2.1. According to IDC, BlackBerry OS, iPhone iOS, and Android accounted for over 87%
http://blog.nielsen.com/nielsenwire/online_mobile/quantifyingthemobiledatatsunami anditsimplications/ 2 http://www.fiercetelecom.com/press_releases/validasreportsverizonwireless smartphonesconsumemoredata iphones0
1 3

http://www.rysavy.com/Articles/2010_02_Rysavy_Mobile_Broadband_Capacity_Constraint s.pdf 4 http://www.rysavy.com/Articles/2009_01_27_Rysavy_EMail_Efficiency.pdf

4 Rysavy Research Smartphone Efficiency Report

of the total US smartphone market by operating system in Q2 20105. We tested across a number of applications including email, Web browsing, instant messaging, and social networking. The report shows that BlackBerry consumes far less data. As a consequence, many BlackBerry users will be able to choose lowercost data usage plans. This report is an update to a report by the same title that we published on August 2, 2010.

Wireless Application Architecture

Although the result provided to the end user is the same, the mechanism by which a BlackBerry device retrieves a Web page and other Internet content is very different from other types of smartphones.

NonBlackBerry Internet Operation

Web browsers and clients utilizing HTTP (e.g., Facebook) on devices other than BlackBerry function much the same as those on a standard PC. When the browser makes a request for a webpage, it performs the same HTTP requests that a PC browser would. The main difference is not in the HTTP requestresponse cycle, but rather in the content that is typically returned from the Web server. Most of the popular sites on the Internet have Web pages that are programmed to return different content based on the value of the Useragent field in the HTTP GET request. Typically, the returned webpage will be tailored by the site operator to display nicely on the smaller screen of the mobile device and to minimize horizontal scrolling.

Once the browser retrieves the initial page, it will then parse the page and issue requests for the dependent objects just as a standard, nonmobile browser would do.

BlackBerry
When the BlackBerry browser accesses a Web site, it sends a request to a server at the RIM network operations center (NOC). The data server in the NOC retrieves the requested resource either via its own cache or directly from the Web server and returns the requested content to the device. The server also saves bandwidth by compressing the information being passed to the device. One advantage with respect to efficiency that BlackBerry offers is that client applications do not communicate directly with end sites, but communicate with the RIMhosted proxies that communicate with services on the mobile systems behalf. This allows for optimization of communication between the proxy and the mobile system. It also enables longerterm logins because the proxy has a stable connection with the service. In contrast, mobile connections directly to end services are vulnerable to connection losses and can result in session renegotiation.
5

IDC Mobile Phone Tracker, August 2010

5 Rysavy Research Smartphone Efficiency Report

Overview of Testing
To quantify the amount of data used by typical consumeroriented applications in representative usage scenarios, Rysavy Research, in a project sponsored by RIM, worked in conjunction with Quality in Motion to conduct a series of detailed and methodical tests. These tests included the latest BlackBerry 6.0 devicethe BlackBerry 9800, the iPhone 3GS with iOS3, and Android 2.1 on a Motorola Milestone device. Although the iPhone 4 is now available, the amount of data consumed by the two phones is similar, because data usage is dependent upon application protocols, not the operating system. For instance, the WebKit based browser on the iPhone sends the same HTTP request and the server sends the same HTTP response for an iPhone with iOS3 as for an iPhone with iOS4. Similarly, with email configured to use ActiveSync, it is the Microsoft Exchange ActiveSync protocol that determines the data usage, not the iPhone OS version. We used an Agilent network emulator, which simulates connectivity to a real wireless network. In this approach, the device connects exactly as it would with a live network connection, but it enabled us to capture all the data traffic for analysis. We performed tests on the following applications: email, Webbrowsing, instant messaging, and social

networking.

Email Efficiency
This series of tests measured the amount of data consumed in sending data to mobile devices. We used both text messages and messages with attachments: 1K text body only 5K text body only 10K text body only 20K text body only 44K HTML body 5K text body + 150K JPG 5K text body + 355K PDF 5K text body + 500K DOC 5K text body + 1MB PPT 5K text body + 50K XLS The following messaging systems were used. BlackBerry 6 accessing Gmail via BlackBerry Internet Service (BIS). 6 Rysavy Research Smartphone Efficiency Report iPhone iOS3 accessing Gmail using the ActiveSync protocol in conjunction with SSL. (We used this configuration, because it represents a push email format that provides functionality similar to BlackBerry.) Android 2.1 accessing Gmail using the native Gmail client. We captured data for the device to receive the message, to open and view the message, and to download attachments, when necessary.

Web Browsing
This series of tests measured efficiency accessing ten popular Web sites. We hosted these on our own servers to ensure consistent and repeatable content. We created the content by taking snapshots of popular Web sites as ranked by Alexa. These included Amazon, Bing, CNN, craigslist, ESPN, Facebook, Google, MSN, Yahoo, and Wikipedia. Most Web sites will return different content based on the browser and device that is accessing the site, but to be consistent and ensure comparability across the range of devices used in our testing, we produced a single version of each site, which was used with all the devices. We updated the main page and many of the supporting cascading style sheets (CSS) and JavaScript files to point to our hosted version of the content instead of the version on the live site.

Instant Messaging
These tests measured the amount of data sent and received during the exchange of predefined messages and while performing account modifications from the mobile device. The IM applications we tested were the Google Talk client on the BlackBerry 6.0, Google Talk on iPhone iOS3 (via Safari Web browser) and the Google Talk client on Android.

Social Networking
These tests measured the amount of data uploaded and downloaded while logging in, viewing

information feeds, posting updates, exchanging messages, adding friends, and uploading photos, which in our view constitutes common social networking usage We used a Facebook client on all devices accessing the Facebook service.

Audio and Video Streaming

We did not perform video streaming tests since the amount of data consumed is consistent across all platforms. Furthermore, the amount of data consumed is almost directly correlated to the bit rate of the stream. 7 Rysavy Research Smartphone Efficiency Report

Summary of Test Results

We calculated the ratio of total bytes communicated in both directions relative to the initial message size and called this percentage of data communicated. For example, if a 10 Kbyte email message involves 15 Kbytes of data received by the device plus 5 Kbytes of data sent to the device, then that means 20 Kbytes were communicated and the percentage of data communicated would be 20 Kbytes / 10 Kbytes, or 200%. If only 5 Kbytes were sent and received in total to transfer the message, then the percentage of data communicated would be 50%. Lower percentages are clearly desirable since they represent a more efficient system. For some of the tests, it is impossible to do the percentageofdata calculation since there is no source data size to use for the comparison. In these cases, efficiency is reported as the relative amounts of data that the different clients send and receive. For example, in the socialnetworking tests, there is no source media to use as the baseline for a News Feed or Notifications viewing. Thus, a direct comparison of the data transferred for the different test clients is the only available metric. The tables show separately the bytes downloaded and bytes uploaded for each operation.

EMail Comparison
The following table summarizes the email results between BlackBerry, iPhone iOS3, and Android. 8 Rysavy Research Smartphone Efficiency Report Table 1: Comparison of Data Communicated for EMail
Device Body Size Attach Size Attach Type Total Upload Total Download Total

Bytes % Sent BlackBerry Efficiency Advantage BlackBerry 6 1024 0 N/A 313 938 1251 122.17% iPhone iOS3 1024 0 N/A 19942 19683 39625 3869.65% 31.7 Android 2.1 1024 0 N/A 1879 3300 5179 505.76% 4.1 BlackBerry 6 5120 0 N/A 444 3093 3537 69.08% iPhone iOS3 5120 0 N/A 17469 20122 37591 734.21% 10.6 Android 2.1 5120 0 N/A 2026 5088 7114 138.95% 2.0 BlackBerry 6 10240 0 N/A 948 6225 7173 70.05% iPhone iOS3 10240 0 N/A 18033 30881 48913 477.67% 6.8 Android 2.1 10240 0 N/A 2150 7589 9739 95.11% 1.4 BlackBerry 6 20480 0 N/A 2163 12494 14657 71.57% iPhone iOS3 20480 0 N/A 20255 46977 67232 328.28% 4.6 Android 2.1 20480 0 N/A 2546 13219 15765 76.98% 1.1 BlackBerry 6 44744 0 HTML 892 11965 12857 28.74% iPhone iOS3 44744 0 HTML 41746 184428 226174 505.48% 17.6 Android 2.1 44744 0 HTML 4111 18501 22612 50.54% 1.8 BlackBerry 6 5120 511488 DOCX 3776 45432 49208 9.53% iPhone iOS3 5120 511488 DOCX 48228 577593 625820 121.14% 12.7 Android 2.1 5120 511488 DOCX 20200 555135 575335 111.37% 11.7 BlackBerry 6 5120 51200 XLSX 989 5416 6405 11.37% iPhone iOS3 5120 51200 XLSX 23974 100530 124504 221.07% 19.4 Android 2.1 5120 51200 XLSX 10277 68657 78934 140.15% 12.3 BlackBerry 6 5120 152148 JPG 1674 27678 29352 18.66% iPhone iOS3 5120 152148 JPG 31433 191425 222858 141.71% 7.6 Android 2.1 5120 152148 JPG 16135 223286 239421 152.24% 8.2 BlackBerry 6 5120 363139 PDF 10310 345219 355528 96.54% iPhone iOS3 5120 363139 PDF 41637 417808 459446 124.76% 1.3 Android 2.1 5120 363139 PDF 17568 399332 416899 113.21% 1.2 BlackBerry 6 5120 966144 PPTX 23962 684175 708137 72.91% iPhone iOS3 5120 966144 PPTX 73040 1069669 1142709 117.65% 1.6 Android 2.1 5120 966144 PPTX 32840 1040422 1073261 110.50% 1.5 Average BlackBerry Advantage over iPhone 11.4 Average BlackBerry Advantage over Android 4.5

For each message type, the last column shows the efficiency advantage of BlackBerry over iPhone iOS and over Android. For example, in the first test message of a 1024 byte message with no attachment, BlackBerry communicated a total of 1251 bytes whereas iPhone iOS communicated 39625. This represents a 39625 divided by 1251, or 31.7 times efficiency advantage of BlackBerry over iPhone. Not only does BlackBerry implement efficient communications protocols, but its file viewers minimize the amount of information that needs to be downloaded for attachments. By averaging the efficiency of BlackBerry over all the message types, BlackBerry has an 11.4 times advantage over iPhone iOS and 4.5 times advantage over Android. 9 Rysavy Research Smartphone Efficiency Report

Web Browsing Comparison

The following table summarizes the Webbrowsing results between BlackBerry, iPhone iOS and Android. Table 2: Comparison of Data Communicated for Web Browsing
Device Website Website Bytes Download Bytes

Upload Bytes Total Bytes % Sent BB Efficiency Advantage BlackBerry 6 Amazon 209869 10871 129144 140015 67% iPhone iOS3 Amazon 209869 31658 178716 210375 100% 1.5 Android 2.1 Amazon 209869 37840 200066 237906 113% 1.7 BlackBerry 6 Bing 78226 5546 53103 58649 75% iPhone iOS3 Bing 78226 17183 92663 109846 140% 1.9 Android 2.1 Bing 78226 19108 93109 112217 143% 1.9 BlackBerry 6 CNN 145406 5295 85384 90679 62% iPhone iOS3 CNN 145406 16448 156512 172960 119% 1.9 Android 2.1 CNN 145406 17783 168496 186279 128% 2.1 BlackBerry 6 Craigslist 122795 2543 43138 45681 37% iPhone iOS3 Craigslist 122795 6483 129313 135796 111% 3.0 Android 2.1 Craigslist 122795 6773 130000 136772 111% 3.0 BlackBerry 6 ESPN 92706 6014 61145 67159 72% iPhone iOS3 ESPN 92706 18284 105258 123542 133% 1.8 Android 2.1 ESPN 92706 20728 109249 129977 140% 1.9 BlackBerry 6 Facebook 181196 10051 137995 148046 82% iPhone iOS3 Facebook 181196 26787 203468 230254 127% 1.6 Android 2.1 Facebook 181196 28571 202990 231561 128% 1.6 BlackBerry 6 Google 88375 2877 41930 44807 51% iPhone iOS3 Google 88375 4704 85552 90256 102% 2.0 Android 2.1 Google 88375 5788 87027 92816 105% 2.1 BlackBerry 6 MSN 41268 4925 33606 38531 93% iPhone iOS3 MSN 41268 14424 51829 66253 161% 1.7 Android 2.1 MSN 41268 16946 53035 69981 170% 1.8 BlackBerry 6 Wikipedia 141536 3578 54940 58519 41% iPhone iOS3 Wikipedia 141536 9128 151684 160812 114% 2.7 Android 2.1 Wikipedia 141536 11571 153594 165165 117% 2.8 BlackBerry 6 Yahoo 90455 3618 41968 45586 50% iPhone iOS3 Yahoo 90455 12708 103776 116484 129% 2.6 Android 2.1 Yahoo 90455 13686 103745 117431 130% 2.6 Average BlackBerry Advantage over iPhone 2.1 Average BlackBerry Advantage over Android 2.1

As explained for the email tests, the last column shows the BlackBerry efficiency advantage over iPhone iOS and Android. In averaging these results, BlackBerry had an average efficiency of 2.1 times over iPhone and Android. 10 Rysavy Research Smartphone Efficiency Report

Google Talk IM Comparison

For Google Talk instantmessaging, testing measured bytes communicated for signin, sending a text message, including an emoticon, and changing status. Table 3: Comparison of Data Communicated for SignIn
Device Sign-in Upload Sign-in Download Total Bytes Sign-in BlackBerry 6 2149 11412 13561 iPhone iOS3 69897 304502 374399 Android 2.1 738 1464 2203

Table 4: Comparison of Data Communicated for Sending TextOnly Messages

Device Text Size Upload Text Exchange

Download Text Exchange Total Bytes Text Exchange BlackBerry 6 362 6687 9176 15864 iPhone iOS3 362 45450 47461 92911 Android 2.1 362 2857 2771 5628 Device Upload Emoticon Exchange Download Emoticon Exchange Total Bytes Emoticon Exchange BlackBerry 6 495 1165 1660 iPhone iOS3 8786 14888 23674 Android 2.1 397 347 744 Device Upload Change Status Download Change Status Total Bytes Change Status BlackBerry 6 359 597 956 iPhone iOS3 3514 4365 7879 Android 2.1 299 448 747

Table 5: Comparison of Data Communicated for Exchanging Emoticons

Table 6: Comparison of Data Communicated for Changing Status

In this test, for all operations, Android was most efficient, followed by BlackBerry and then iPhone iOS. Not only does BlackBerry communicate significantly fewer bytes for each operation than iPhone iOS, but since its connection is via a proxy, the connection to the server is generally more stable and thus requires fewer signins than with a direct connection. 11 Rysavy Research Smartphone Efficiency Report For message transfer in IM, BlackBerry had an efficiency advantage of 5.9 times over iPhone iOS and was .4 times as efficient as Android.

Facebook Social Networking Comparison

For Facebook socialnetworking, testing measured bytes for a typical activity (including signin, obtaining a refresh of feeds and updates, posting a status update, commenting on a post, writing a message, and adding a friend); viewing a friends photos; and uploading a photo. Table 7: Comparison of Data Communicated for Typical Activity
Device Typical Activity Upload Typical Activity

Download Total Bytes Typical Activity BlackBerry 6 34485 55944 90428 iPhone iOS3 73906 128986 202892 Android 2.1 62578 174782 237360 Device View Photos Upload View Photos Download Total Bytes View Photos BlackBerry 6 4051 26917 30968 iPhone iOS3 13882 182690 196572 Android 2.1 9852 181088 190940

Table 8: Comparison of Data Communicated for Viewing Photos

Table 9: Comparison of Data Communicated for Uploading a Photo

Device Photo 1 Size Upload Photo 1 Upload Upload Photo 1 Download Total Bytes Upload Photo 1 BlackBerry 6 255139 149567 4862 154429 iPhone iOS3 255139 133796 12205 146001 Android 2.1 255139 560783 29654 590437

Table 10: Comparison of Data Communicated for Uploading a Second Photo

Device Photo 2 Size Upload Photo 2 Upload Upload Photo 2 Download Total Bytes Upload Photo 2 BlackBerry 6 514038 149157 5367 154524 iPhone iOS3 514038 133561 11012 144573 Android 2.1 514038 353589 20010 373599

For most operations, BlackBerry communicated far fewer bytes. 12 Rysavy Research Smartphone Efficiency Report For typical activity, BlackBerry had an average efficiency advantage of 2.2 times over the iPhone iOS and 2.6 times over Android.

Conclusion
Across multiple applications, BlackBerry averages significantly less data consumption than leading alternative platforms such as iPhone iOS and Android, particularly for email and Web browsing. For Web browsing, BlackBerry was on average 2.1 times more efficient than iPhone iOS and Android across the test sites measured. For the email configurations tested, BlackBerry on average across all the

message types, was 4.5 times more efficient than Android and 11.4 times more efficient than iPhone iOS. Reduced data consumption provides users many benefits, including the possibility of lower monthly service plans, faster application operation, and increased battery life. 13 Rysavy Research Smartphone Efficiency Report

Appendix: Test Configuration

This section provides details on the test configuration, as shown in Figure 1. Figure 1: Test Configuration The test environment consisted of five main components: the test devices, the Agilent 8960, the Ethereal analyzer capture server, the collocated HTTP Server, and a PC connected to the internet. For the BlackBerry testing, we also had to establish a VPN connection to the RIM NOC. For all devices except the BlackBerry, the Web browser on the device would establish a TCP connection to the HTTP Web server, via the Agilent 8960 and the Internet, and retrieve the Web site content directly from the site. In this environment, no links in the system were slower than the radio link, ensuring that any bandwidth limitations were caused by the radio link. For the BlackBerry, the request would actually be issued over the VPN tunnel that was established between the test network and the RIM NOC. The RIM NOC then retrieved the Web site elements from the collocated Web server and returned the elements to the BlackBerry device via the VPN tunnel. 14 Rysavy Research Smartphone Efficiency Report The network emulation test equipment was an Agilent 8960, a highly sophisticated wireless test system. This equipment combines a UMTS (Universal Mobile Telecommunications System) radio interface with a Serving GPRS Support Node (SGSN) and Gateway GPRS Support Node (GGSN). In other words, it emulates an entire cellular operator network. Communications with the handheld device occur over a wireless connection provided by the network emulator, with all protocols identical to those used by a commercial network. The wireless device under test cannot differentiate between this and a commercial operator network. The Agilent equipment is able to capture the data traffic and make the traffic available for analysis. The next element of the test architecture was an Ethereal capture server. The Ethereal, as described further in the next section, actively capturedvia the Agilent equipmentall the data traffic being sent to and from the handheld device. In this test environment, we analyzed the data traffic captures to ensure that the devices were not utilizing cached data, were properly returning all HTTP requests and

were not receiving any data from sources external to the test sites. For the instant messaging and social network tests, we utilized a PC that was connected to the controlled test environment via the Internet and served as the source for exchanges between contacts. The final element was the test Web server used to serve the static test Web sites. This Web server was hosted on Windows 2003 Server version using IIS 6.0. The server was located in a collocation facility with a 100Mbps, fullduplex connection and configured to serve no other traffic than the test Web sites. We repeated each test configuration five times for each device. Given the high degree of consistency in the measurements, we achieved a high level of confidence in the test results.