CContent ontent OOptimisation as a ptimisation as a SSolution to olution to DData ata OOverloadverload ??Mobile Data OffloadingMobile Data Offloading ConferenceConferenceBerlinBerlin

16.16. 6.6. 20112011

Martin Martin ProsekProsek, Video & Content Platform , Video & Content Platform Development Development TelefTelefóónicanica Czech RepublicCzech Republic

About Telefónica Czech Republic

� Telefónica Czech Republic, a.s., is the first integrated operator in the Czech Republic, formed on 1 July 2006 by the merger of the leading fixed line operator, ČESKÝ TELECOM, a.s., and the strongest mobile operator, Eurotel Praha, spol. s r.o., into a single telecommunications organization. The organization is now operating more than seven million lines, both fixed and mobile, making it one of the world’s leading providers of fully converged services.

� Telefónica Czech Republic offers the most comprehensive portfolio of voice and data services in this country. Special attention is paid to the exploitation of the growth potential, particularly in the data and Internet sector. Telefónica Czech Republic operates the largest fixed and mobile network includinga 3rd generation network (CDMA EV-DO and UMTS), enabling voice, data and video transmission. Telefónica Czech Republic also runs the largest network of WiFi hotspots in the country.

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About Telefónica Czech Republic

� Services operated under commercial brand O 2

� Quarterly Results January – March 2011• Mobile

› Total mobile customer base 4.8 million.

› Number of CDMA accesses 130 thousand.

› Number of UMTS accesses 160 thousand.

• Fixed› Total number of fixed telephony accesses 1.6 million.

› Number of ADSL accesses 829 thousand.

� Press Release 7.6.2011• 98 % of the population covered by EDGE• 55 % of population (780 towns and locations)

covered by UMTS

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Introduction

01 Content Optimisation: What and Why?

02 Impact on Customer Experience

03 Devices Dependency

04 Optimisation Costs

05 Summary and Recommendations

� Disclaimer: The opinions of the author expressed in this document do not necessarily state or reflect those of Telefónica company

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Mobile Data Traffic Surge

�Mobile data use skyrockets everywhere� Telefónica CZ is not an exception

HSDPA launch

Cheap data packages launch

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Network Overload Prevention

�Network capacity upgrade� Traffic shaping

� Traffic offloading� Traffic optimisation

Whattraffic?

Howoptimise?

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Data Traffic is Highly Asymmetric

download

Upload

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Priority is Optimisation of Downloads

Download

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Content Optimisation

�Why it might work?• Fixed Internet and Mobile Internet are overlapping

• Content providers are usually not distinguishing between these channels and keep the content in form suitable for fixed Internet

• Thus the transferred data are not optimized for mobile access

�Content optimization should• Bring better customer experience by quicker access to desired

content

• Prevent network congestion

�Only some content might be optimized

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Data types most suitable for manipulation

HTTP browsing, Google Video, Flash Video, RTMP Video…

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Content Optimisation Options

�Data squeezing (possibly without decreasing quality)• Removal of redundant data

• Compression

• Transcoding (codecs, multipart…)

�Data transfer • JIT (Just-In-Time) or buffer tuning

�Protocol optimization (every vendor has own name…)• VTP

• TCP+

• MDI (Macara Dynamic Interleaving)

• …11

Optimisation of HTTP Browsing

�Protocol optimisation• HTTP 1.1 keep alive, no unnecessary refreshes (304 – caused by

Etags and Last-modified headers), use browser caching

� Transfer compression• Gzip encoding saves about 20 % of data (HTML, JS, CSS…)

�Avoid scattering (too many small files)• Use multipart or images stripping

�Downsized images• Efficient compression (GIF, PNG, JPEG…)

• Lossy squeezing (resolution, number of colours, encoding parameters…)

• Avoid scaling by HTML parameters, invisible parts should be cropped

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Optimisation of Video

�Video • Effective codecs

› Transcoding to lower quality, lower framerate, less keyframes…

• Different bandwidths (preferrably multibitrate or smooth streaming)

• Just-in-time delivery

• …

Optimisation without Impact on Customer Experience� Loseless compression

• Impossible to recognize

� Lossy compression• Lower quality is usually invisible on small screen devices

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Quality Degradation

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Quality Degradation

�Visibility of quality degradation depends on user perception

�Small screen hides problems

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Where Network Based Content Optimisation Fails

�VPN�HTTPS

�P2P�VoIP

�…

�Also where the content owner bans any modification!

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Devices in Network

�Amount of PC (laptop) users with modems (USB dongles) is quite low

�But their traffic is huge!

� Focus on the most loading devices – PCs with modems

20%

80%

PhonesModems

19%

60%

4%

17% Smartphones

Feature phones

Modems

Phoneswithout data

Devices by amount in network

Phones vs. modems by data volume

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Data Traffic by Device

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Data Traffic by Device

This data is provided by from

Devices Behaviour

� Smartphones are usually connected „always on“ but actively used for short periods. They might cause signalling overload due to „push services“ but amounts of data are limited.

� PCs (laptops) with modems or USB dongles/datacards have infrequent, but high-volume consuming sessions with main focus on download.

� Tablet-style devices are similar to PCs but might be preferably used for bulk content downloads or video streaming, mostly in indoor locations.

� Gaming devices need both high speed and also low latency.

� M2M or telemetry devices have varying usage dynamics – smart meters and health-monitoring devices may have very low volumes of data traffic but need absolute priority and guarantees.

� Connected CCTV cameras and sensors have high uploads.

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Content dependent offload

�Content dependent offload as a optimisation option?• SW updates, backups etc. might be offloaded

• Possibility to postpone it until offloading network is available

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MobileOperator

Where is the Best Place for Optimisation?

ContentProvider

OptimisationPlatform

End-userDevice

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Cost isenormous!

Costs of Content Optimisation

�Who should pay the cost of content optimisation solution at operator?

�Customers?• They will not pay premium cost for it.

�Content providers?• They can optimise it already at their servers with lower cost.• Possibility to use operators CDN with Content Optimisation.

�Operator?• If it would save any investment into network capacity…

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Costs of the Content Optimisation

Uncompressible traffic

Compressible trafficCompressed traffic

Saved traffic

Years

Dat

a tr

affic

Postponed investment“ +”

Savings

“ -”License

Total traffic without compression

“ -”Investment

Savings > Investment + Capacity license ?

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Summary

�How effective is Content Optimisation to prevent network overload? Not a “silver bullet” but a good helper at least.

�Recommendations for operators:• Clientless Content Optimisation is helpful for 2G and 2.5G• Content Optimisation should be used for tackling with load

originated from PCs (USB dongles, modems…)› Use client/server architecture and embed Content Optimisation to PC

dialler› Opera Mini is benefiting from this principle for years already…

• Content Optimisation can differentiate from competitors› Optimize own services

• Push SW vendors to support network awareness (updates only via fixed or offloading networks…)

Thank you.Thank you.