An interesting post from analyst Patrick Lopez at Core Analysis highlights the challenges of optimising video for an enhanced user experience. As Patrick notes, “video…optimisation in the core network can be very inefficient without a good grasp of what is happening on the user’s device”.
We already know this and have often pointed out that such techniques treat the problems after the event, not at the outset. While there are emerging technologies that can be deployed in the RAN to help, what’s needed is a device-level view.
This can be achieved by deploying PCEF functionality on mobile and user devices, which can then report network conditions and the actual user experience back to the overall QoS and Policy framework, enabling operators to optimise delivery for individual users.
Patrick notes that “the next step is having the actual capability to have the device report to the network its reading of the network condition, together with the device state and the [user] video experience”.
This can already be achieved by deploying the GoS Agent on client devices and ensuring that it is actively involved in applications that a user consumes. Without device-level control and management, any solution is, by definition, incomplete. Such solutions miss vital data that is required to ensure true dynamic QoS adjustment and delivery and the attainment of the most appropriate user experience, allowing for billing policies and so on.
What’s more, such device-level integration allows MNOs to deliver optimised conditions, not only for their own services, but also as a service to third parties offering video content. It’s not only a way to delight customers, but also to build business relationships with a diverse ecosystem of content providers, eager to reach more customers. It’s a win win.
As Patrick notes, “vendors that will resolve the equation:
Device state + RAN condition + Policy Management + Video optimisation = Better user experience
will strike gold!”
It’s already possible to do this. Not extending policy to the client device for applications such as video consumption and generation means that a key element of the delivery chain is neglected. Operators eager to satisfy customers and build new business partnerships can’t afford to ignore this.