At Mobile World Congress, Openwave Mobility explained how operators can manage and monetise mobile video, handle encrypted content, ensure the best customer video experience and manage the move to the cloud and NFV.
John Giere, CEO, Openwave Mobility, sets the context: “Mobile video will soon account for 70-80% of all traffic on mobile networks. That makes it a key trend, vital to operators’ future financial viability”.
Operators need strategies to help them manage and monetise this growth, optimise CAPEX and OPEX by moving to the cloud, and ensure the customer experience. With up to 70% of all traffic now encrypted at source, operators must also be able to handle encrypted traffic.
Giere outlines how mobile operators trying to manage and monetise the wave of video can succeed at the same time as improving download times and Quality of Experience even in the face of encrypted traffic.
Encrypted traffic – 7 operators in 7 months turn to Openwave Mobility
Operators are waking up to the challenge of encrypted traffic. 70% of all traffic is encrypted and most of that is video.
Openwave Mobility can support operators by giving them the capability to manage this encrypted traffic, improve video Quality of Service and provide traffic analytics.
The death of traditional DPI
The appliance-based model of DPI is dead as traditional solutions were not designed for the current network and service environment.
In contrast, Openwave Mobility’s IP Traffic Management solution was designed from the ground up for the cloud and encrypted traffic. It enables operators to monetise the most popular OTT apps of today, such as YouTube, WhatsApp and Skype.
Monetisation of data traffic
The Smart Identity Manager solution (SmartIDM) enables a strong partnership model between operators and OTT players. It enables operators to share subscriber attributes in a secure, anonymised manner that empowers the end user to manage their privacy.
The IP Traffic Management (IPTM) solution enables operators to replicate the success that T-Mobile USA had with its Binge On offer. With Openwave Mobility, operators can use real-time classification, metering and billing capability to allow operators to offer targeted video and data packages.
Moving to NFV
“We are the first ever mobile video optimisation technology to be in deployment on OpenStack live.” says Matt Halligan, CTO and VP Engineering. “That means more efficiency for the operator.”
“Openwave Mobility has two main Virtual Network Functions (VNFs) - Traffic management and Subscriber Data Management (SDM). We believe SDM has to be the first application into an NFV environment because it is a service that has to be available to other services.”
Building an OTT ecosystem for monetisation
Subscriber data are the crown jewels for operators, but as data has been increasingly encrypted, the tools operators use to contextualise data streams have been side-lined. Secondly their ecosystems have fallen away in comparison to the major web players.
SmartIDM re-contextualises that data stream, and gives operators a chance to bring an ecosystem together.
“It’s a win-win-win situation, for operators, subscribers and OTT players,” Halligan says.
At MWC 2017 we will demonstrate how operators worldwide can manage and monetize encrypted and unencrypted traffic with Openwave Mobility. Click to find out more.
Mobile World Congress Showcase
1. See in the dark - manage encrypted data
How can I manage traffic that I can’t see?
The rise of encrypted data – driven mainly by OTT content providers – provides yet another source of sleepless nights for mobile operators. Currently at a worldwide average of around 50-60% it is only a matter of time before all traffic on mobile networks “goes dark”.
Our solution at MWC 2017
Our industry award winning solution provides the capability to inspect encrypted traffic flows (TCP, TLS, HTTPS and QUIC) in real time. It extends traffic management capabilities into the encrypted path.
- Transparent encrypted video flow and device classification
- Selective optimisation
- Video QoE protection - Optimisation is dynamically adjusted to preserve playback experience
2. Stream more and save more
With a host of independent awards, and over 10 years of experience solving operators headaches with mobile video, we lead the industry in this area. Our proven benefit is to help mobile operators simultaneously optimize both cost and quality.
Our solution at MWC 2017
- Optimises video to provide the best user experience – as set by the operator
- Also optimises streaming audio and accelerates web pages to provide fastest possible web access
- Delivers a hugely improved quality of experience to subscribers – quick start, smooth, no stutters
- Optimises Encrypted Content
3. Monetise your subscriber data
Make no mistake - Facebook, Google and Apple are building relationships with your subscribers right now. As a mobile operator, you own the relationship with your subscribers, you are sitting on a goldmine of data. But it’s tough to access your subscriber data because it’s spread across multiple databases, in different locations, and accessed using different technologies.
Our solution at MWC 2017
Let us show you how we have worked with tier-1 operators in the USA, Germany, and Japan to solve exactly these problems using our User Data Repository and Digital Identity solutions.
Securely access and pass your subscriber identity information to trusted third parties and OTT partners
Multiple data stores reduced to one – on COTS hardware - deployed in weeks
Cloud-based elasticity - No vendor lock-in – Decoupling of application management logic from storage logic
- Bare-metal - Fully virtualised with integrated VNF manager
- Virtualised – integration with 3rd party VNF manager
4. Fly in the Cloud! - stress free move to NFV
Frequently hyped and greatly discussed NFV remains a goal that most operators are only able to approach one tiny step at a time. Nevertheless there are concrete steps you can take, for example in virtualising your subscriber data, or in establishing a VNF (Virtual Network Function) platform.
Our solution at MWC 2017
We can offer you the industry’s most scalable VNF virtualized VAS platform. Our platform has established a new benchmark in application service orchestration & chaining. It powers key Openwave Mobility solutions including Mobile Data Monetization and Mobile Media Optimization.
- The core platform for service orchestration chaining, and policy management
- Enables carriers to manage, monitor and monetize growing mobile traffic
- Plug-in VAS platform for data services for operators moving towards a fully virtualized network
Encrypted Traffic Management
Subscriber Data Management
John Giere, on Openwave Mobility's plans for MWC 2017
Tell us why mobile operators should visit Openwave Mobility at MWC?
Simple – it’s data monetization. We’ve seen seismic shifts in the last 12-18 months as OTTs extend their reach into the mobile subscriber’s mind-set.
Operators are responding in some cases by takeovers and mergers such as AT&T with Time Warner. In other cases some operators are providing a more direct response such as BINGE ON where T-Mobile and a handful of other operators are offering uncapped video.
But in all cases the need for mobile operators to understand and monetize their data has never been greater. Just ask yourself a question: who’s monetizing your network? Because if you aren’t seizing the opportunities to grow new revenues – be sure that somebody else is.
What is your response to this increasing pressure on operators to continually seek new revenue models for data?
Our solutions are directly targeted at the monetisation issue and have been deployed by multiple carriers large and small the world over. We are assisting operators globally in the two key areas of traffic management, and subscriber data management. That means for example managing and monetizing data in the face of challenging new trends such as encrypted video streams, as well as partnering with OTTs in utilising subscriber identity to offer relevant and targeted promotions.
Are there any specific product launches or releases planned during the show?
You bet! We will be launching a major upgrade to our successful Subscriber Identity Management product SmartIDM. With SmartIDM you can share subscriber information, including identity, preferences and context, with OTT content providers and financial institutions in a secure fashion - even if the sessions are encrypted.
On top of that we will announce a major upgrade to our application based monetization solution. This is what was known as BINGE ON but taken to the limit – where you can inspect and identify all traffic streams and create offers or price plans around any service be that gaming, audio, streaming, etc
Operators will be discussing mega trends such as virtualization, network automation, and the challenges and opportunities of building new business models around the Internet of Things and industry verticals. How does OWM help operators address those themes?
In several ways but probably the most obvious is in our approach to SDM (Subscriber Data Management). You are correct that huge changes are happening to the mobile operator business. Network virtualization is re-writing the rules of how you interact with your network; the Internet of Things will transform how we communicate; and juggernaut OTTs are monetizing your subscribers. And it’s all happening at once. However the common factor among all these changes, and the focus that needs to be maintained whatever else is happening, is the identity of your subscribers. That is still the operator’s crown jewels. SDM will enable you to unlock the assets that lie within your subscriber data – and use them.
We have crystallised our 10+ years in SDM and Digital Identity deployments into an e-book which has proven incredibly popular among mobile operators and we are pleased to offer it here:
When it comes to furthering those conversations, who would you like to meet at MWC, in terms of potential customers and partners?
Any mobile operator wanting to see the results of how our solutions are being used by other operators around the world, or wishing to see live demonstrations of traffic management and monetisation technology – you are very welcome!
Where can we find you at MWC this year, and do you have any specific activities planned?
You can find us in Hall 7 at the UK stand 7B15f, or in our meeting room 7O25MR.
Check out these demos which show four ways operators can manage and monetise mobile data traffic, whilst improving customer experience and achieving a better interaction with their subscribers.
Encrypted Traffic Management
Applying video optimisation to QUIC transport (Android demo)
Applying video optimisation to QUIC transport (Chrome demo)
Video optimisation and monetisation
Upselling HD video.
More DVD quality video for no extra cost
IP Traffic Management
Category based metering and pricing
Digital Identity/ Subscriber Data Management
SmartIDM: Abandoned Shopping Cart Recovery
SmartIDM: Self Care
Whether you are attending Mobile World Congress or if you cannot make it this year, you can request a demo from our experts.