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Archive for June 6, 2010

Context-aware traffic mediation software could help telcos manage data tsunami: Openwave


Given the rising (and no end in sight) surge  in demand for mobile content and data services, mobile network service providers are facing the challenge of effectively managing exponential growth in data traffic. Service providers must also find ways to maximize bandwidth without sacrificing end user experience.

Anand Chandrasekaran, director of Product Management, Openwave.

Anand Chandrasekaran, director of Product Management, Openwave.

In conjunction with the Mobile Marketing Association Forum (MMA Forum) APAC event held this April 13-15, I had the opportunity to interact with Anand Chandrasekaran, director of Product Management, Openwave Systems Inc., which also did a global launch of it product — the Analytics Express at the event.

Managing data traffic challenges
Despite claims of vendors to have solved growing data traffic challenges, those still remain. How can Openwave really help manage this?

According to Anand Chandrasekaran, a fundamental shift has occurred in the industry. He said: “The demand for mobile data that we planned for years ago is finally here – only it’s bigger than everyone predicted. The proliferation of new devices like the iPhone and HTC Incredible, along with vastly improved user experiences and unlimited data plans (to date), has caused a tremendous and unprecedented surge in mobile data demand – AT&T disclosed this year that 3 percent of its users consume 40 percent of its bandwidth resources. This increase in traffic and the competitive pressure to keep data plans flat are squeezing service providers’ margins.”

Now let us look at how service providers can tackle the bandwith issue. As per Chandrasekharan, until now, one approach has been to add network capacity through additional equipment CAPEX. Unfortunately, this strategy is expensive and provides only a short-term solution.

Not all service providers have the financial strength to simply throw money at the problem, nor does that guarantee a sustainable solution. Service providers need to take a more holistic approach in developing solutions that will maximize available bandwidth while being able to monetize this surge of mobile data traffic.

An effective way for mobile service providers to handle the approaching data tsunami is to deploy context-aware traffic mediation software that sits in the data path, empowering them with a full view of their network, their subscribers’ profiles and the mobile devices in use. Context-aware traffic mediation enables service providers to monitor, manage and monetize traffic by creating and delivering smart policy-driven services.

According to him, Openwave’s Traffic Mediation solution runs on an open, IP-access platform that acts as a single control point for traffic management and provides services such as content adaptation, web and media optimization, network security, smart policy control and dynamic charging and campaigning. Read more…

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