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DATA OFFLOAD SURVIVAL GUIDE - PART 3

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Abstract
Smart devices (smartphones and tablets) have simplied consumer access to services across multiple channels. The ability to use voice, mobile apps, SMS, email, websites, chat, video, and social media through a single device is forcing operators to rethink their mobile strategies in the form of ofoad. As a result of increased data usage, operator networks become increasingly congested. As such, a smart and dynamic connected interaction is necessary to allow better trafc management with particular capabilities of the device with which it is characterized. In this paper, we will examine how dynamic data ofoading with 3GPP based Access Network Discovery Selection Function (ANDSF) plays its role in the implementation of selective ofoading. ANDSF as specied in 3GPP standards describes how the inter-system mobility between 3GPP systems and non-3GPP systems (WLAN, WiMAX, CDMA) policies and priorities can control the conditions for which a device connects to which wireless network. As mobility is becoming a mainstream for customer engagement, operators must ensure contextual continuity is preserved through an integrated approach. This can be achieved with a client-based implementation as described with reference to applying real-time connection state and policy control. Policy enforcement and policy management is mapped more accurately with an overall knowledge of the network at any given point of time. By intelligently managing the distribution of network load, congestion can be strategically minimized.

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Contents
Overview 01

Mission Critical Experience Counts Taking Charge, the Power of Enriched Experiences Moderation of Services

02

Injecting Meaning to Ubiquity Dynamic and Smart

05

Shape Selective Offload with Greenpacket

07

Conclusion

09

On the Move with Selective Offload

10

APPLICATION NOTE

Overview - 01

Overview
Recent market research resonate the general consensus that Wi-Fi ofoad is nding a strong foothold in networks. This exponential growth of data trafc is forcing operators to evaluate mid to long term migration strategies to LTE while in need for short term strategies to relieve their congested macro cellular networks. Based on analyst studies from Comscore and Heavy Reading, a lot of data trafc is already being ofoaded to private and public Wi-Fi networks in homes, at work and public places. The estimates show 20% to 80% of smartphone data trafc is traversing these private and public Wi-Fi networks. Meanwhile, network equipment vendors are also racing to develop carrier-grade Wi-Fi infrastructure solutions as part of their solution spread. Similarly operators are experimenting how to fully integrate Wi-Fi capabilities into their networks to ofoad data trafc from their primary 3G network. Although still lacking understanding and analysis of determining where, when and if using Wi-Fi ofoad actually helps the operators business case, operators are more willing to experiment than risk further deterioration of their networks. Consumer behaviors are changing with the use of multiple devices across work, businesses and leisure with demands of consistent quality experience. Also using multiple applications on each device is common a situation where operators no longer control applications. These applications and their operating systems are placing an extraordinary amount of signaling on the network, resulting in unpredictability. By dynamically adding network capacity where and when it is needed through an incremental, selective and cost-effective upgrade, policy-based Wi-Fi ofoad can help address the growing demand for data. The motivation of selective ofoad is aimed towards achieving greater user experience after ofoad.

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Mission Critical Experience Counts - 02

Mission Critical Experience Counts

Mobile users have long embraced traditional messaging services but it is not enough today for operators to continue on that business model. Todays converging communication environment offers a wide range of alternatives. Strikingly, subscriber loyalty is shifting from the mobile network operator to the device itself and the capabilities it offers (e.g. HD video, in-built camera, face-time). Price-sensitive customers particularly nd over-the-top (OTT) services like Skype, WhatsApp and Viber appealing, which offer enhanced features that SMS and MMS-based service lack. The propensity of OTT displacing traditional SMS, MMS and voice-based service revenue is real. Subscribers simply no longer differentiate the various media platforms as separate services, but as a set of integrated communication features as necessary. Recent research indicates that OTT services are impacting operators bottom lines signicantly. Of which, 3rd party messaging services cost operators over $8billion in SMS revenues in 2010 and nearly $14billion in 2011, according to technology analyst Ovum. To add on the list of operator troubles, these OTT applications for most parts are not optimized and can cause considerable drain on network resources. The constant signaling to the mobile network generates unnecessary signaling trafc and ultimately cause congestion and slow down speeds. In some cases, it may cause network outage and eventually degrading the user experience. Operators need to nd ways to reclaim the control of their networks and pro-actively manage bandwidth management from a multi-dimensional approach. One such method is through the policy management systems and consideration of a converged 3G-Wi-Fi environment. Making Wi-Fi as secure and easy to use as cellular is the way forward for the future of hotspots.

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Mission Critical Experience Counts - 03

Taking Charge, the Power of Enriched Experiences

The advent of ubiquitous connectivity and the advancement of content driven experience into smartphones, tablets and living rooms have raised the bar on consumer expectations. Coupled with that, mobility puts a different set of challenging requirements on the back end and core networks. Today users expect personalized service from their service providers; they expect their network to be smart enough to recognize the type of device and the access medium on which they are consuming content and offer the same personalized service and quality assurances regardless. According to Cisco's VNI (Visual Networking Index) report, there will be an estimated of 2 billion M2M connections in 2015. Of which, many of these new applications are enabled by mobility. These predictions provide an insight to potentially inuence how operators can map out their networks to match new generation network needs. The near-term strategy is to avoid becoming dumb pipes and ght against revenue leakage by focusing on the user experience. From a longer term outlook, it is vital for operators to monetize additional cellular usage by investing in and enhance the capabilities of existing mobile networks alongside carrier-grade Wi-Fi deployments, to identify and prioritize applications that are reliant on the inherent benets of cellular networks and Wi-Fi. Most importantly operators must exploit inventively the pricing strategies that allow operators to realign the price of access with the perceived value by the vast majority of customers that will have a profound impact on the mobile network.

APPLICATION NOTE Moderation of Services

Mission Critical Experience Counts - 04

Advances in network technologies had brought some relief, but only address partly the issue of congestion. Therefore, more needs to be done in order to holistically tackle the issue. By combining device-based solution with network-based solution, Greenpacket provides a relatively straightforward resolution. The series of Intouch Mobile Data Ofoad solution is designed to give operators the exibility to enhance scalability, increase implementation speed, and improve data ofoad measures through a phased approach. The ANDSF enabled Dynamic Data Ofoad client works by retaining to a certain extent the level of visibility on the user policy as opposed to blindly ofoading the subscriber onto Wi-Fi networks. Growth in data volumes if not properly managed can cause disruption. By allowing moderation of service access on specied time, location and network conditions, it can signicantly help monitor network resources so that it does not suffer unnecessary overload. Case in example, periodic trafc surge is noticeable during peak hours. Instead of adding costly new cell sites as one of the measures, operators can take advantage of dynamic data ofoad early to detect congestion and shift trafc to alternative Wi-Fi networks wherever available by enforcing operator policy for preferred network access. The motivation for implementing ANDSF is largely driven by the need for better bandwidth utilization and ultimately better moderation of service. Control and optimization for mission critical applications like VoIP, P2P streaming and video streaming is necessary to ensure good user experience. Operator-controlled and service-aware selection of the type of wireless networks can bring benets to the operator looking to ofoad using Wi-Fi. The ability to retain visibility of which IP trafc remains on Wi-Fi (e.g. best effort Internet trafc like email, web browsing, which are non-revenue generating) and which IP trafc is maintained on the 3G link (e.g. VoIP that is quality sensitive). This may contribute to better understanding of the trafc models relevant to minimizing congestion. Also, to better integrate the common provisioning of service, billing and roaming to be much easier between the carrier network and Wi-Fi.

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Injecting Meaning to Ubiquity - 05

Injecting Meaning to Ubiquity

Pervasive connectivity and ubiquitous coverage are two very important elements for delivering seamless experience. The seamless experience can only be meaningful, with greater appreciation of the interpretation of network and device level state information. Todays networks comprise of multi radio scenarios, likely a mix of WLAN and 3GPP based networks. These access networks are not aware of each other. Although smart devices today are more advanced than before, it still lacks the intelligence to control the access network of the device (UE) state in the other access network. Given that WLAN is not a controlled access network and works in unlicensed spectrum, the only network condition of radio quality and the performance through that WLAN is made available only to the device (UE). Hence, the device (UE) is in a better position to decide the connectivity options. Most often, the network selection is governed by a default connection manager in the device (UE) that is limited in many ways.

APPLICATION NOTE Dynamic and Smart

Injecting Meaning to Ubiquity - 06

In Greenpackets approach of a device-based solution, it is intended to provide a scalable and upgradable migration path to advanced functionality to support evolved packet core (EPC) infrastructure. The Dynamic Data Ofoad client has enough intelligence to enforce operator policy in real-time by selectively triggering the connection of device (UE) to a given threshold or the preferred available access network types based on inter-system mobility policies. The network load can be balanced or spread out to the availability of network radio resource at the point where congestion is likely to occur without compromising the user experience in the process. The single-client software works to converge multiple network access and executes data ofoading transparently. Incorporating customizable features and capabilities, the Dynamic Data Ofoad client can intelligently detect the availability of access networks based on signal strength and user policies allowed for accessing certain data services on a cellular network (such as 3G) and if there are less congested alternative networks (such as Wi-Fi, WiMAX, EVDO) available in the same vicinity. Operators can also opt to customize these policies based on application aware policy, device policy, subscriber policy and time-based policy to trigger data ofoad. By switching the user from 3G to Wi-Fi without interruption to connectivity, it ensures a seamless user experience.
TSUNAMI H AZARD ZO NE

ATA FLOOD CASE OF D O Wi-Fi IN OFFLOAD T

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Shape Selective Offload with Greenpacket - 07

Shape Selective Ofoad with Greenpacket

Intouch Dynamic Data Ofoad is a device-based client that is ANDSF enabled. Within ANDSF, the context of ofoad can be made more accurately at the user level i.e. bearer-aware and closely interacting with the policy management and control component1 (e.g. PCRF server). Instead of relying heavily on the network policies enforced at the core network (back end), actual decision making process can be selectively made real-time as a result of direct relation to the user activity at the device (UE). As a result of the in-built intelligence, the client can determine the best available networks for data ofoad within the pre-loaded local policy in the absence of network policy. The added advantage of the make before break in accordance to Mobile IP specication further enhances the seamless connection experience, without requiring a switch of different connection proles. The added intelligence of ANDSF brings benet to the negotiation of connection state by various operator policies supported as: Location-Aware Policy cell ID or associated SSID is checked against the policy database for specic locations that are preferred/relevant Access Network Discovery Policy list of available access networks (RAT type) that are available within the vicinity and facilitation of prioritized access network selection for network handover Time-based Policy conguration of policy validity time to live interval to current location and prole Subscriber-based Policy dynamic allocation of subscriber package and prole By means of direct device (UE) communication at applications level towards the PCRF2 the ANDSF module provides indication to the device (UE) on the selection of network by reducing over the air processing required in the device (UE) to establish the wireless link. Through connection shifts based on context information and by combining knowledge about real-time network levels, applications and devices (past data usage history), gives greater control on ofoad strategy rather than a single isolated measurement of the radio conditions. By re-prioritizing subscribers on a congested cell site or ofoad all or partially mobile data trafc to Wi-Fi,
2Note : The PCRF server in this 1Note : Policy management and

control component is used interchangeably with PCRF in this application note.

instance is 3GPP ANDSF standard compliant. ANDSF module can exist independently or implemented within proprietary policy control and management server that may comprise of several functional modules, depending on the network architecture.

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Shape Selective Offload with Greenpacket - 08

during peak congestion periods, specic times of day, application-specic services or combination of them, operators can have the exibility of ensuring good QoS at times of high capacity demand. The Intouch Mobile Data Ofoad portfolio can also be extended to include an analytics driven ability to differentiate other solution in the market, whereby QoS is highly desirable and work in tandem with PCRF. The client will check the existing policy. If the policy is alive, it applies the current policy. Otherwise, the client will request for a new policy. Similarly, the business rule engine in the PCRF pushes dynamic and subscriber specic policy decisions by checking the subscriber specic data (e.g. subscriber package, access entitlement/restriction) accordingly. Based on this information, PCRF dynamically modies the connection policy rule depending on the type of policy control required, acting as a policy management point. The policy decisions are delimited by validity of the location, time of day and discovery information. The client learns of subscriber state and network state parameters over time to detect the corresponding bearer (Wi-Fi, 3G, WiMAX) to the suitability of context (service type, device type). These parameters ensure that the operator retains visibility of which IP trafc are critical and retained on the 3G or Wi-Fi connection.
Client detects user is in mobility

3G

Wi-Fi

Wi-Fi (Off)
Policy 3GPP unavailable Wi-Fi available Location : home

3G

3G (On)

3G

Policy 3GPP congested Wi-Fi available Validity 1200 - 1400

Wi-Fi

Wi-Fi (On) 3G (Off)

Wi-Fi (On) 3G (Off)

Client Switch from 3G~Wi-Fi

Figure 1 : Intouch Dynamic Data Ofoad

Time of Day Policy Client Offloads to Wi-Fi

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Conclusion - 09

Conclusion
Mobile trafc demands will likely exceed network capacities in the short to medium term, despite planned LTE deployments. The enabling of rich communications is by far the greatest inuence Wi-Fi have had on the user experience. Despite Wi-Fi ofoad featuring signicantly on the operators agenda, other aspects that Wi-Fi play out in the cellular network is far and wide in between. Operators should not underestimate client device behavior, as it brings a range of use cases, imminent in todays diverse networks and avoid falling into the trap of building networks in silo they must instead use methodologies that exhibit true performance and measure user experience through connectivity, mobility and inter-operability. Dynamic data ofoading is necessary to minimize congestion. The earlier a congestion trigger is controlled and managed, the earlier the operator can continue to improve the distribution of network resources from the perspective of spectrum planning. Since networks do not behave identically nor follow the same trafc model, data ofoading exercise can facilitate balancing the load whenever congestion occurs. Policy enforcement and policy management is mapped more accurately with an overall knowledge of the network at any given point of time, rather than a silo representation at the aggregation point at the backend. More and more operators are embracing data ofoading as means to satisfy the bandwidth requirements. With dynamic data ofoading methodology, the operators can maximize the networks core assets while holding off CAPEX intensive investment either for 3G or LTE. Through the extension of dynamic policy controls that is integrated, operators can truly benet from alleviating mobile data burden it places on the mobile network.

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On the Move with Selective Offload - 10

On the Move with Selective Ofoad

The foundation of traditional cellular networks is experiencing a transformation. Renewed interest in Wi-Fi is rapidly changing business models for operators. As consumers become more sophisticated, and shifting their fondness for newer applications, operators must work harder to deliver those experiences. Navigating the complexities of service integration, monetization, streamlining core processes and differentiation need not be subjected to long development cycles. Turn your challenges into opportunities as we introduce a phased approach for data ofoad strategy. Embark on a journey with Greenpacket to discover the meaning of selective ofoading and start realizing the possibilities for boosting your network. With Greenpacket, you bring value to your subscribers and become their partner of communication needs.

Free Consultation If you would like a free consultation on how you can leverage data ofoad solutions for enhanced network performance and user experience, feel free to contact us at marketing.gp@greenpacket.com. Kindly quote the reference code, SWP0912-P3 when you contact us.

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