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Expert’s Forum

MAR 2011.

ISSUE 59

t is believed that mobilebroadband (MBB) will replacevoice as the main source o 

revenue or operators. However,some are worried that MBB will leadto a price war in the same way voicedid. Operators are busy expandingcapacity instead o enhancing MBBuser experience, which will cause usersto demand lower price data packages.Tey switch between operators, causinga rapid decline in operator prots.

Unortunately, these things areinevitable. Some European tier-1operators have seen the MBB ARPU

o contracted users drop by 10% in just one year and their churn rateincrease by 5%. Some operators haveeven experienced a churn rate o up to50%. It is clear that operators investingin increased bandwidth need to nda balance between providing quality services and sustaining prot.

Tere is a signicant pressure toexpand due to the growth o MBB. Wesee that network congestion is otenlimited to ve to ten percent o cells

at any given time. However, regularbandwidth management solutionsare unable to improve bandwidthperormance because they simply restricttrac instead o utilizing available idlecells.

Te truth is that operators are able tocontrol high trac during peak hoursby using SMAR MBB. Tis is becauseSMAR MBB can be implemented inspecic locations by integrating currentnetwork usage, service and customer

7

Smart Mobile Broadband

Manage Your Bit Business

I

By Cai Liqun

Cai Liqun, President of

Core Network Product Line, Huawei

Smart mobile broadband: Manage your bit business

Going SMART would be the way for most operators because it plays a major balancing role

between providing cutting-edge broadband services and sustaining prot.

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.

ISSUE 59

Huawei Communicate

8

categories, and analyzing the time actor. SMARMBB also implements the policy across the wholenetwork. For example, while core network limitssome trac in one congested cell, in where GSMradio capacity will be used or UMS because more

UMS trac happened. In one commercial case,bandwidth consumption was reduced by 37.5%during peak hours by deploying SMAR MBB.

 With SMAR MBB, operators will havesmarter, more precise and eective ways o optimizing hotspots and overall throughput,and thus be able to guarantee a satisactory userexperience.

Te rapid penetration o iPhones and othersmartphones is greatly aecting networks arbeyond our imagination. On some networks,signaling has increased ve-old in just one year,

creating a big burden or operators. According tostatistics, smartphones make up only 8% o thetotal amount o terminals, but contribute to 55%o total signaling.

Many always-on applications and push servicesare the main causes signaling storms. Withoptimized signaling ow and resource allocation,Smartphone solution can reduce mobile phonesignal loading by more than 20% and extendstandby time o terminals by 40%. At the sametime Smartphone solution will prioritize voicesignaling prior to data signaling because voice still

brings the larger share o revenue to operators. Tisallows operators to reduce investment costs andimprove user experience.

Video is also one o the main drivers o MBB’sgrowth. In many networks, throughput o videoconerencing contributes to more than hal o totaldata usage and increases CAGR by 150%. Butthere is a dilemma. Video is not a greatly protableservice compared with others. Its revenue per bit isas low as 2.5% that o web browsing.

Tere are two alternative solutions – videospeedup and ofoad. Tese solutions can ofoad

video throughput directly onto the Internet. Tey can also cache popular content at dierent levels within the network and improve user experience,saving operators millions in settlement ees,investment and resources.

 With the SMAR MBB network, operators nolonger need to constantly expand their network and overcome high churn rates. Tis is because theSMAR MBB network oers two key advantages:

Maximize value per bit: build a value-orientedbandwidth investment model, expand network andmanage bandwidth with intelligence and provide

Editor: Fan Ruijuan joyce_an@huawei.com

attractive packages and business models.Improve user experience and loyalty: especially 

amongst VIP users with the aid o tiered usermanagement. Operators are able to both meet userexpectations and maximize bandwidth eciency 

and usage.Research done on live networks has also proved

that SMAR network can improve network eciency by more than 20% while keeping usersatisaction levels constant.

End-to-end visibility is the oundation o the whole SMAR network. Operators can accurately determine actual user experiences, the usageo dierent kinds o services, and the usage o network resources in the wireless network, bearernetwork and core network.

It allows operators to eectively explore the

value o, and locate bottlenecks within the entireMBB business.

 A policy center will examine and analyze reportsproduced by SMAR. It will also implementSMAR solutions based on inormation gatheredabout network resources, location, users andservices. Presently, many o these tasks are conductedmanually. In the uture, such tasks will be carriedout routinely by a dynamic policy center which isthe core value o the SMAR MBB network.

It is a continuous process. Te helical procedurebegins rom view to analysis and strategy 

generation and is ollowed by strategy executionand network optimization. Ten it goes back toreview, analysis and network optimization. o sumit up, the SMAR MBB network makes it possibleor operators to optimize network eciency andimprove user experience.

SMAR MBB is composed o a suite o solutions based on practical requirements such as:the Smartphone solution to deal with signalingstorms; the E2E QoS solution to improve userexperience; the SMAR content delivery solutionto improve video experience and increase revenue;

and the SMAR ofoad solution to ofoad low-value throughput. Tese solutions will evolve asnetwork requirements and services change.

Going SMAR would be the way or mostoperators because it plays a major balancing rolebetween providing cutting-edge broadband servicesand sustaining prot.

Thanks for your reading, the electronic version and subscription

information are available at www.huawei.com/communicate. Questionsand suggestions may be directed to the editor concerned.